Back on June 23 this year, I got a call from a homeowner in Cathedral Town, Markham.
He needed to sell his property and he needed to do it fast.
The reason?
He bought a new home, and the closing was set for December this year.
He told me, “I need to sell and use the money for my new home mortgage.”
I remember the first thing I asked him: “The market is really slow right now and could stay this way until the end of the year. Are you absolutely sure you have to sell now?”
“Yes, indeed." he said, without hesitation.
So our team looked into the recent transactions in Cathedral Town, Markham.
We were shocked.
No sales for a few months—not a single one.
And several good properties at reasonable prices had been sitting on the market for five months.
This was going to be a challenge.
But failure wasn’t an option.
If we couldn’t make this sale, our client may lose his deposit on the new home.
Worse, he could face a lawsuit from the developer for not closing.
Our mission was clear: sell his current home, secure his funds, and do it before that December deadline.
Today, we’re in a “New Era of Resale.”
And let’s be real—when the market is hot, anything can sell.
Even properties that are not attractive will move, so long as the price is right.
But when the market cools off, things change.
You start seeing properties sit around for three months, sometimes even longer, and that’s with a reasonable price too.
It is a common scene right now in Toronto, and sellers know it is a different game.
For the top 10% of homes, the right price will get them sold, whether the market is hot or cold.
Selling a big home in a slow market is tough enough.
Add in the deadline and competition, we definitely need a solid strategy.
Today, I’m going to take you through exactly how we did it in a down market and still came out on top.
1. Understanding the Market Reality
The property was in Cathedral Town, and here’s what we were up against: no transaction for months, with other homes just sitting on the market for five months or more.
This wasn’t the market peak of 2022 anymore; those days of record-high prices were long gone.
Prices had dipped 10-15% from their peak.
So I had to set clear expectations. The days of easy, fast sales were over, and we were going to have to be smart about this.
2. Creating a Stand-Out Strategy
Competing on price alone wouldn’t get it sold.
We had to make this home one of the top 10% of choices in a slow market, and that meant turning it into a showpiece.
The couple was still living in the house, which posed a challenge.
Selling a lived-in home, even a lovely one, makes it harder for buyers to see themselves in the space.
When there are plenty of choices, buyers don’t want to imagine; they want to walk in and feel at home right away.
Staging would give us the visual appeal that was crucial in this market.
Asking the sellers to move out was inconvenient, no doubt about it.
But they understood it was in their best interest, and we shared the same goal: sell at the best possible price, in the shortest possible time.
We cleared the home, repainted the walls in a warm, inviting color, and created an atmosphere that would make buyers feel comfortable.
Just a few thousand dollars in paint transformed the vibe of the whole home.
3. Timing the Listing for Maximum Impact
With everything ready, we looked for the perfect moment to list.
After the second interest rate cut on July 23, we noticed a slight shift in market sentiment.
That was our window.
Timing in a cooler market isn’t just important—it’s essential.
Even a small uptick in confidence can make the difference, and we wanted to catch buyers when they were more optimistic.
4. Targeted Marketing to Maximize Reach
Next up was an all-out marketing approach. In a slow market, visibility is power, so I used every resource I had:
My YouTube Channel: This let us reach a wide audience of serious buyers who trust my insights.
Instagram Shorts: A great way to capture interest quickly and get eyes on the listing fast.
Database Blast: I sent the listing out to my extensive network of buyers and agents, ensuring maximum reach.
With so many homes sitting unsold, getting this property in front of the right audience was essential. Our multi-platform approach made sure it got noticed.
5. Standing Out Among the Competition
With so many detached homes on the market, we had to make buyers want this one.
Staging created an emotional connection, but we didn’t stop there.
We asked ourselves: Why would a buyer choose this property over others?
Creating that connection and sparking interest in a competitive market—this is where experience comes in.
We went beyond just showing a house; we created a space that felt ready for the next family to call it home.
6. Evaluating and Adjusting Based on Showings
After a lot of showings, we hadn’t yet received an offer.
But this is where experience matters most.
We kept track of every agent who brought clients in, gathered feedback, and made adjustments.
Our showing numbers were higher than all the other properties combined in the area, which told us we were on the right track.
We just needed the right buyer and connected with agents, we kept this property at the forefront.
In a Hot Market, Anyone Can Sell… In a Cool Market, It Takes Strategy
In a hot market, selling might feel easy; you might even wonder if you need an agent at all.
But in a cooler market, every detail matters—your strategy, your product, your marketing—it’s all essential.
The result?
We sold it for $1.8 million—a price that surprised all the agents in the neighborhood and put a huge smile on our seller’s face. I even had agents calling me, asking how we did it.
I hope this video gives you some insight into what makes the difference in a cooler market.
If you’re still watching, maybe you’re facing a similar challenge in today’s market.
Let’s connect. I’m here to help you build a winning strategy tailored to your unique situation.
Click the link here to set up a meeting, and let’s make sure your home stands out, reaches the right buyers, and brings in the best result.
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