O'Brien Revised Sellers Guide Feb 2019

SELLER’S GUIDE



Prepared for VIRGINIA AINTOFT & PETER CAVEN 361 SACKVILLE STREET

MICHAEL O’BRIEN Michael O’Brien was just 30 years old, when he placed 9th out of 300 agents in his first year of real estate, indicating early on that he was he was going to be a leader in the industry. Now with over three decades in the business, Michael has proven that he is. Passionate about real estate, he knows that trends come and go, but that strong relationships, the kind he has with his clients, built over years of good communication, honesty, and thoughtful guidance, remain. It’s why clients buy and sell with Michael, time and again. And it’s why generations of buyers and sellers rely on Michael for his solid advice and meticulous attention to detail. A Top Ten agent at Bosley Downtown since joining in 2000, Michael continues to enrich his education, having completed more than 40 courses over the years. That’s because for Michael helping his clients buy and sell their homes, is a privilege and responsibility he works hard to honour. MICHAEL GRANT Michael Grant is a creative agent, someone who sees real estate as an art form. His fresh, innovative way of viewing the business allows him to envision properties as more than just bricks and mortar, and the people he works with as more than just clients. Taking his business seriously, without taking himself too seriously, Michael brings a unique approach and perspective to real estate that is both fun and informed. Michael attended the prestigious Parsons School of Design, and fed his creative side designing spaces for events, a talent he later realized would transition perfectly with staging homes. Making the move to combine his love of people and beautiful spaces, Michael joined Bosley Real Estate 7 years ago. Now working alongside Michael O’Brien, they have created the perfect partnership, an unparalleled union of creativity and expertise.

What we offer our clients is simple – Expert Service, Experience, Hard Work, Client Care and Exceptional Results! These days it seems like everyone is an agent. With endless flyers in your mailbox, access to realtor listings, and advice from well meaning friends and family, it seems like anyone can do what we do. And to an extent they can, if posting and sharing listings was all there was to it. But just as knowing how to cook, doesn’t make one a chef, we know that there is so much more to being an exceptional agent, and we strive to be better than anyone else. Real estate is something we’re passionate about; the beauty of a building, the history of a house, the innovation of a new development, excites us as much as it does our clients in this wonderful city we’ve proudly called home for decades.

ACCOLADES AND APPLAUSE

March 10th, 2017 If you want all that and an easy, seamless and, dare I say it, enjoyable experience, in my person- We sold our Cabbagetown house with Michael al opinion, Michael and Michael are your guys. and Michael in late 2016 and, while I don’t often write reviews, the experience was so Good luck! overwhelmingly positive that I thought I’d provide a few reasons why we enjoyed working with them. Kevin & June Matte 319 Sumach Street First off, they were both professional every step November 1st/ 2016 of the way. From our initial chat and meeting, to the Listing Agreement, staging, other house It was my pleasure to list my home with Michael preparations and open houses, Michael and O’Brien. Throughout the entire process Mi- chael Michael did exactly what was right and required demonstrated his vast experience and knowledge every step of the way to represent our inter- ests in the real estate market. With the as- sistance and obtain the best price for our home. We’ve of his partner Michael Grant they professionally worked with lots of Agents, good and not so much, staged my home to enhance the floor plan. In but these guys are the best. addition to staging, the extras that were included such as home inspection, window cleaning etc., Second, Michael and Michael genuinely valued were very much appreciated. All marketing tools our business, before and after the listing agree- including a video were of the highest quality ment was signed and after the sale was agreed. and certainly contributed to a satisfactory sale. I That matters! In fact, I can honestly say that they would definitely recommend Michael and Michael are the only sales agents we’ve ever used who to anyone. called us after the sale “just to see how we were doing”. Ruth Kershaw 13 Sword Street Finally, Michael and Michael were easy to work with, offering a simple “one stop shop” that we didn’t find other agents offered. They were always on the same page and, more importantly, did everything they said that they would do, exactly when they said they would do it. That matters too. Let’s face it; selling a house in Toronto is a bit like falling off a log at the moment, but that doesn’t mean it’s always easy, especially if you want the best price and terms the market will offer.

September 26, 2015 emotional event requiring good communication, a strong sense of the value you are selling, and careful To Anyone Considering Michael O’Brien as their attention to good business and legal practice. Realtor Once we had sorted out what we should and not Michael O’Brien dispenses sensible business advice should not change within the house, his partner, about how to sell or buy what is probably your Michael Grant was invaluable in staging our house: most valuable possession: your house. We asked not just decorating it in a particular style, but Michael to help sell our Cabbagetown home and he ensuring it looked as spacious as possible and open was on the mark about everything: what we should to a new owner and their imprint. As a side benefit, do before it went on the market, how much to ask, we felt we were no longer selling our home - we were when, and how to handle offers in a market in flux. marketing a clean slate to a new owner. He was worth every penny we paid him, and he made it a pleasure all the while. He’s a calm, reliable Michael O’Brien helped us show our house in the and highly experienced business person you can rely best light possible, while being credible, open and upon to give you solid business advice. You can take honest. We were very pleased to have his attention it to the bank. We did. throughout the process - even for little questions. He never lost sight of our interests and our objective, These are reasons in themselves to hire him. and we were very successful in that objective. However, he has made a study of a rare bit of real estate: that beautiful, historic, leafy-green We’re very pleased to recommend Michael O’Brien to neighbourhood known as Cabbagetown. He lives anyone and we’d be happy to talk to anyone about and works there and he knows its micro-market our experience. Go ahead: sit down and talk openly intimately. This makes him the right person to help about what you need, what concerns, interests and you buy or sell a home there at the very best price motivates you about the home you want to live in, or possible. the one you love (and from which you now intend to retrieve the most value). Michael O’Brien is an ethical How we chose Michael to be our realtor is a story in gentleman who will make you smile during one of itself: I am not a fan of unsolicited telephone calls, the biggest personal transactions most Canadians frankly, but on our first of several calls he was very ever make. He has our enthusiastic recommendation polite - and he knew his business. Then I received and our sincere thanks. his newsletter and I thought: “This is someone who knows how to sell his services. I bet he can sell Kerry Young and Robin Ton a house.” I didn’t want to sell my house then, but several years later (and a call once or twice a year) [email protected] I phoned him up and we got serious. Selling - and 416.371.1475 buying - is a poorly understood business. It’s tough - not just because it’s competitive, but because it’s an

June 10th, 2015 June 18th, 2015 We recently sold our house and used Michael Recommendation for Michael O’Brien O’Brien (MOB) as our real estate agent and his partner Michael Grant for helping us stage the Michael was a tremendous help during the sale of house. Michael O’Brien did a careful analysis of the the home I had enjoyed for 24 years. Not only is he comparables, which all agents do, but he took the knowledgeable about the market, he is sufficiently time to explain what was similar in each comparable flexible to focus on the unique strengths of each and what wasn’t and more importantly why. He property. His team of house-preparation specialists discussed pricing strategy with us and provided the are professional and creative. His support during information we needed but he was careful to ensure this difficult decision made the whole process almost that we made the deci- sion on what to price at and painless. I am very happy that Michael was my not him. As it turned out we were very successful agent. in getting what we wanted for our house so we obviously feel Michael’s approach works. Joan Evans London, Ontario Selling your home is never easy but Michael made August 1st, 2015 Dear Michael, it as easy as it could possibly be. He ex- plained everything carefully and succinctly and though we Thank you so much for your terrific services as are talking about the biggest decision we have made our Realtor in the sale of 35F Spruce Street. We in our lives he was always thoughtful enough to were very happy with the listing, the staging, ensure that he used a touch of humour to allow us the photography (marvellous), the brochure, the to keep our sanity. Michael Grant has an incredible showings, the cleaning and the overall way the sense of what works and what doesn’t but more sale was handled. You were very professional and importantly he utilized a lot of what we had though careful and we appreciated your advice, guidance we were both aware that “less is more” and we and savvy insights. We felt you gave great attention seriously de-cluttered. They provided us with staging to detail and were very attentive to us. We also furniture and we were lucky that Michael O’Brien has wish to say that the staging was incredible and a wealth of contacts, one of who was able to help out made the property look fantastic! It was tasteful wiring a lamp within 90 minutes of us reaching out. and sophisticated. Thank you and Michael for your Getting ready to sell your house is a momentous task neighbourliness, and friendship. but both Michael’s were diligent in making it as easy as it could be. We would certainly come to you again and again in the future if the need arises, in the mean- time please Luce and I would strongly recommend this team to do come visit us out in Prince Edward County and anybody selling their house. The results speak for bring Ella. themselves ($70,000 over asking). With warm regards Gary Gratton and Luce Boucher Sarita and Erin Cobourg, Ontario



OUR OBJECTIVES Our objective is to sell your property! - For the most money - In the least amount of time - With the least inconvenience to you



BOSLEY: PAST, PRESENT, FUTURE Bosley Real Estate is a family-owned, boutique company that has been actively marketing and selling homes in Toronto and surrounding neighbourhoods since 1928. Each of our 230+ full-time Our goal is to add value, help salespeople have been carefully you overcome obstacles, provide selected and fully trained.  When unexpected insights and game you hire a Bosley salesperson, changing strategies. How do you are putting your trust into we do this? Simple, we have the someone who is knowledgeable, EXPERIENCE and the EXPERTISE informed, current, and has the and we do it better than anyone technical experience to properly else. interpret all available information to ensure you make the right decisions. We have the most highly accredited Management Team in Canada consisting of two Former Presidents of the Canadian Real Estate Association (CREA), one Former President of the Ontario Real Estate Association (OREA), three Former Presidents of the Toronto Real Estate Board (TREB) and one Former Chair of the Real Estate Council of Ontario (RECO).

THE BOSLEY GUARANTEE

OUR PERFORMANCE GUARANTEE Our reputation is built on trust, reliability and results, which is why you have our personal guarantee that your home will never be listed longer than you wish. If we fail to meet these expectations, call us directly and we will take immediate corrective action. Similarly, we would be delighted to hear your praise. Thomas W Bosley CRB Christan Bosley President Vice President

WE ARE YOUR LOCAL NEIGHBOURHOOD NAVIGATORS

We know that each neighbourhood is unique and we strive to provide our clients with quality information to help make educated decisions... What are the schools like? How convenient are shops and restaurants? Where can you enjoy a cold beverage on a patio? What can you do with the kids on a rainy day? We understand what makes each community tick. Our research dives down further than a simple street level view. As one of the city’s oldest and trusted brokerages. No one knows Toronto better than we do.

WE ARE YOUR GLOBAL NAVIGATORS LEADING REAL ESTATE COMPANIES OF THE WORLD is the dominant #1 player for North American residential real estate, providing you with more property exposure, a broader pipeline to potential inbound customers, and more quality real estate connections on this continent and across the globe. Our legacy of strength in the U.S., combined with our growing list of excellent locally-branded affiliates in Canada, makes us the top choice for top firms across North America WE MARKET YOUR PROPERTY TO THE WORLD. When selling your home, you need global exposure in addition to the strong marketing expertise we deliver locally. As an affiliate of Leading Real Estate Companies of the World,® we have the resources to market your property to the highest possible number of potential buyers. With 120,000 talented associates around the world, we expose your property to buyers on six continents ensuring more eyes on your property. In addition, we receive inbound clients from other affiliates around the globe who are interested in purchasing a home. LEADING REAL ESTATE COMPANIES OF THE WORLD® is a pedigree denoting the very best companies who represent qualified clientele and wish to do business with similar firms. Each year our network is collectively responsible for over one million transactions on a global basis. WHEN YOUR HOME IS POSTED TO OUR WEBSITE LOCALLY, it is immediately promoted on the LeadingRE.com website. It is also immediately connected to the websites of over 500 of our affiliated real estate firms in the world.

OVER 500 FIRMS | 4,000 OFFICES | 120,000 ASSOCIATES | OVER 40 COUNTRIES OVER ONE MILLION TRANSACTIONS AND $272 BILLION IN ANNUAL HOME SALES

WE ARE FULL SERVICE

Behind each Bosley agent is a dedicated team of professionals to help make sure that the selling process goes without a hitch. We have one of the best management teams in the country including a full-time corporate lawyer, a 24 hour appointment desk, a top real estate social media department, graphic designers, web support, and we provide informed and candid advice. Our goal is to ensure that your home receives the best marketing and promotional services available.

WE ARE A SUCCESS

We have consistently sold homes in the city faster and for more money with the least inconvenience to you because... •• We spend a great deal of time making sure our pricing is accurate. •• Our marketing is strategic and effective. BOSLEY 52%SOLD 106.22% FASTER 10.4 ASK/SALE PRICE RATIO DAYS ON MARKET DATABASE BENCHMARKS $53,933 21.8 99.45% More per Home Sold DAYS ON MARKET ASK/SALE PRICE RATIO WE SOLD MORE UNITS... (2018) BOSLEY 526 J&D 418 CHESTNUT PARK 503 SOTHEBY’S 313 Sage 373 526 UNITS SOLD 10.4 DAYS ON MARKET 251 kLIST 275 BUY 1,017,078 AVERAGE $ 1076.22 AVERAGE SALE TO ASK RATIO BOSLEY REAL ESTATE TOP 2.3% BY TRANSACTIONS | TOP 1.9% BY DOLLAR VOLUME * 1429 Participating Brokerages, IMS ** Based on Toronto Real Estate Board Average Sale Price $796,649 January 2018 - July 2018

AVERAGE DAYS ON MARKET BOSLEY REAL ESTATE DAYS ON Toronto Real Estate Board MARKET SUTTON GROUP ASSOCIATES KELLER WILLIAMS ADVANTAGE 10.4 21.8 BRAD LAMB 13.1 SAGE 14.1 14.4 HOMELIFE REALTY ONE 14.9 ROYAL LEPAGE URBAN 15.6 REMAX CONDOS PLUS 16.2 ROYAL LEPAGE J&D 16.3 CHESTNUT PARK 16.3 REMAX HALLMARK 16.6 17.6 ROYAL LEPAGE SIGNATURE 17.6 REMAX UNIQUE 18.1 18.8 REMAX ULTIMATE 21.0 HARVEY KALLES 21.5 22.3 SOTHEBY’S INTERNATIONAL 23.4 RIGHT AT HOME 26.4 REMAX WEST BAYVIEW HOMELIFE * 1429 Participating Brokerages, IMS ** Based on IMS Stats January 2018 - July 2018

AVERAGE ASKING/SALE PRICE RATIO BOSLEY REAL ESTATE ASKING/SALE TORONTO REAL ESTATE BOARD PRICE RATIO KELLER WILLIAMS ADVANTAGE 106.22% BRAD LAMB 99.45% SAGE 105.75% 105.68% CHESTNUT PARK 104.38% ROYAL LEPAGE J&D 104.18% SUTTON GROUP ASSOCIATES 103.55% REMAX HALLMARK 103.15% HOMELIFE REALTY ONE 102.11% ROYAL LEPAGE Urban 102.01% 101.71% HARVEY KALLES 101.42% REMAX UNIQUE 100.89% SOTHEBY’S INTERNATIONAL 100.73% REMAX CONDOS PLUS 100.68% REMAX Ultimate 100.47% ROYAL LEPAGE SIGNATURE 100.26% BAYVIEW HOMELIFE 99.85% 99.50% REMAX WEST 99.07% RIGHT AT HOME * 1429 Participating Brokerages, IMS ** Based on IMS Stats January 2018 - July 2018

AN INFORMATIVE AND PROFESSIONAL IN-HOME CONSULTATION We are your trusted advisors. It is our goal to coach you through the sales process from start to finish. These activities are included in our listing fee and may include: • A full education with regards to the entire sales process • A fully explained competitive market analysis (CMA) to determine an approximate fair market value for your property • An established competitive listing price based on experience, timing, recent sales and local market conditions • A suggested wide variety of marketing strategies both traditional and social, hand-picked for your property • Establish a listing and marketing strategy along with a timeline to ensure optimal conditions for maximizing your price • Review the legalities and responsibilities of the Listing Contract • Address any legal concerns through consultation with our in-house Legal Counsel • Ensuring FINTRAC Compliance



An accurately priced property sells faster at a higher price. •• An overpriced home will have fewer showings, receive lower offers, take longer to sell, plus actually contribute to the sale of other properties. •• A buyer is more inclined to make a full price offer on a home that is listed at fair market value. Conversely, a buyer is more apt to put in a low offer on a home priced above market value. Fair Market Value based on recent comparable properties that have sold in your location Aggressive Asking Price Conservative Asking Price based on timing, most recent sold and your competition



LET THE PREPARATIONS BEGIN… At least 60% of the work on a listing is completed prior to the property being exposed to the marketplace. Our tried and true support team ensures a seamless experience for you. • Arrange for a staging consultation and general clean up - gardener, painter, handy-man, cleaner, etc. • Estimate renovation costs, if necessary with our in-house contractor • Arrange for professional photography, virtual tour, video and website • Arrange for any necessary pre-inspections including, but not limited to home & termite inspections • Conduct a discovery session to uncover any pertinent facts with respect to the sale of your property including survey details, taxes, completed renovations, neighbourhood developments and more • MLS listing detail preparation • Familiarize the Seller with appointment and security protocol • Introduce the Seller to the full-time Bosley administrative staff who will communicate and confirm showing requests • Keys cut and lockbox placed on your property



Marketing Plan and Timeline: Listing day – 6: Exclusive listing agreement is executed. Listing Day – 5: Pre-sale Home Inspection done by Carson and Dunlop or Ken Haller or Pillar to Post. Call Aetna regarding termites. Inspection if necessary. Listing Day – 4: Floor plans created by Plan-It. Staging and Styling done as required. Listing Day - 3: Thea Menagh photographs. M.L.S Listing Agreement is executed. Ask Seller for property taxes and utilities cost. Check for survey. Listing Day – 2: Cleaners if required. Postcards with picture; floor plans and bullets are produced. Distribution starts to approximately 5000 homes and/or condos. New Listing information is sent to 225 Bosley salespeople. Property promoted at weekly sales meeting last Tuesday prior.

Marketing Plan and Timeline: Listing Day – 1: Listing is finalized. Text sent to office for feature sheet; text and photos sent to social media manager for website; e-mail newsletter; Facebook; Linked-In and Twitter. Photographs are chosen; listing is completed. Final listing is sent to Sellers to check for errors and omissions. Listing sent to Mortgage Architects so a financing sheet can be prepared. Feature sheet is sent to me for approval. Virtual Tour is completed and sent to me and to office. Bosley For Sale sign is installed. E-mail is sent to 1500 agents inviting them to Agent’s Open House. E-mail is sent to my database of contacts. Listing Day: Feature Sheets are picked up from the printer. Flowers are delivered to property. Listing appears and an Open House for Agent’s is held. Lunch will be catered by Daniel et Daniel. Notice goes on Facebook; Linked and Twitter promoting Agent’s Open House. Notice for Agent’s Open House on Manage my Profile at M.L.S. Showings start. I call each agent after a showing for feedback (Mon-Fri Mornings).

CUTTING EDGE MARKETING STRATEGIES At Bosley, we believe in combining both traditional and modern marketing methods. Rest assured, your property will be provided the best exposure with our proven marketing plan. • Neighbourhood marketing preparation - “just listed” cards/ open house invitations • Targeted marketing preparation for prospective buyers outside the neighbourhood via social media • Preparation of advertising copy and creative • Feature sheet preparation and design by our in-house graphic designer • Expose your listing to our extensive network of Bosley colleagues, outside agents and past and present clients • Full online exposure through TorontoMLS to all affiliated brokerage sites including: www.realtor.ca, www.bosleyrealestate.com, www.yourpersonalwebsite.com • Full online exposure through our Bosley Brokerage Social media accounts • Full online exposure through my personal social media business accounts • Advertisements are placed in the Globe and Mail when appropriate • For sale sign professional installed



WHAT BUYERS WANT We strive to provide the latest technologies and highest quality content to fully inform todays empowered buyer. Photos 84% Detailed Property Info 79% Virtual Tours 45% Interactive Maps 41% Neighbourhood Video Info 88%

WHERE BUYERS COME FROM National research indicates that buyers come from several different sources. Our goal is to ensure that we cover all the bases. Internet 42% Agent 34% Yard Sign 10% Friend 6% Builder 5% Seller 2% Newspaper 1%

THE OFFER AND BEYOND The most important part of this step is negotiation. I am best equipped to negotiate strongly on your behalf by completing activities that provide me with a full knowledge of any interested Buyers for your property.

• Immediately respond to inquiries and requests for showings by the public, generated through our well prepared marketing • Conduct agent and public open houses • Continuous follow up with all showings to begin Buyer discovery process • Arrange offer presentation and time • Contact ALL “interested parties” in an attempt to procure multiple offers • Review the legal details of the Agreement of Purchase and Sale while discussing all possible scenarios and outcomes • Present all offers for consideration • Ensure the Buyer is fully qualified to close on the property • Professionally negotiate the offer and all further paperwork required from acceptance to completion. • Securely ensure your deposit is placed in our Brokerage trust account to be held until completion • Ensure all conditions are legally fulfilled in the allotted timeframe • Report the “sold” price to the TorontoMLS system • Co-ordinate the efficient transfer of contracts to both the Buyers and Seller’s lawyer • Provide referrals for our closing support team: lawyers, packers, movers, contractors and beyond This is the meaning of full service: Experience, expertise, hard work, knowledge, professionalism and results.



CLOSING COSTS Legal Fees – variable, normally between $1500- $2000 Real Estate Commission – as per your listing contract plus HST Mortgage Discharge Fee or Cancellation Penalty – as agreed upon with your Mortgage Company prior to listing your property Adjustments – prorated taxes and utilities Moving Costs – variable

GETTING IT RIGHT An accurately priced property sells faster at a higher price. • An overpriced property will have fewer showings, receive lower offers, take longer to sell, plus it will actually contribute to the sale of other properties. • A buyer is more inclined to make a full price offer on a property that is listed at fair market value. Conversely, a buyer is more apt to put in a low offer on a property priced above market value. Suggested List Price: $529,000 Based on a Fair Market Value of: Above Market Value Fair Market Value Below Market Value

DAYS ON MARKET EFFECT ON SELLING PRICE AVERAGE SALE/ASK PRICE RATIO DAYS ON MARKET EFFECT ON SELLING PRICE (750,000) 111.00% 108.00% 105.00% 102.00% 100% 99.00% 98.00% 97.00% 96.00% 95.00% 94.00% 1-3 4-6 7-9 10-12 13-15 16-18 19-21 22-24 25-27 28-30 31-33 34-36 37-39 40-42 43-45 >46 DOM AVERAGE DAYS ON MARKET *IMS Stats January 2017 - January 2018

It All Begins With Trust Competitive Properties Sold