How to Name (And Not Name) a Toronto Condo

You know, I often wonder what is going on in the marketing departments for many condo projects. How do they come up with a name of a Toronto condo? Why decide something should be called "X" or "Aura" or  "Ice"? When I refer to a given condo name to some of my clients, they often groan a little,  disappointed at the potential reference they may be using in the future if they tell they're friends or family to come and visit. It seems to me that the naming of many condos have not been terribly successful in Toronto, and there is room for improvement.

I think the ones that drive me the craziest are the ones that take zero pride in living in this city. Some condos name themselves after somewhere else that is suppose to be better than here. These names are chosen to make the condo owner feel mildly superior to the rest of us because they get to live in a paradise, fantasy resort all year around. We have, for example, condos called "Malibu" and "South Beach" that have nothing to do with their location in Toronto, but just gives you the idea that there's woman running around in bikinis all day, and it's summer all the time. You have the feeling that someone sexy is going to rub baby oil on your shoulders by the pool. These namings seem to just miss the mark, and underestimate their buyers.

Then there's the one's that have no imagination at all. They are named after the address where the condo is located. Though this does make it very easy to remember where you live, it's a little drab to say you reside at "1 King West" or "460 Yonge Street". There's certainly no confusion, but it does lack magic.

Then of course, you have the condos that name themselves after a coveted and loved Toronto neighbourhood, but they're not really there. I'm thinking specifically of the rather lengthy condo name of "The Village by High Park Condominiums". Not necessarily a bad condo, but it's not really by High Park. In fact, it's not even in the High Park Neighbourhood. At the time, I guess it wasn't impactful enough to say that you live a condo in the West Bend /Junction neighbourhood. Too bad, because the Junction carries a lot more cachet these days.

Finally, out of the lame-named condos, there are those that are excessively aspirational. If you would like to be more than just a citizen of the world, and feel more like a king or queen, you may consider  living at "the Royalton".  Some condo names aspire to be something so ridiculous that the name is almost good in a bad way . Take 77 Maitlaid or "Celebrity Place". I suspect, however, that the marketing department was very serious when they came up with this campy name.

Now, some of you may be saying, "Dave, don't be such a crank. Not all of these names are so bad in Toronto." And I couldn't agree more. A lot of the coversion lofts have taken their names from what the lofts used to be before they were living spaces. It's an ode to Toronto's past. It's easy to take pride in that. There's the "Toy Factory Lofts", the "Printing Factory Lofts"," and "the Candy Factory Lofts" I mean, who doesn't like candy and toys? You don't have to be a conversion loft to make reference to your roots. Take the condo named "Radio City", the old CBC centre for radio. When people ask you where you live, you say, "Radio City" and when they ask how it received such a name, you have a little story to tell them.

History aside, I like the name "the Duke". There's something classy about it without being over the top. It's kinda like David Bowie (also known as the Duke), and it references its neighbourhood's closest main intersection by taking the "Du" in Dundas and the "ke" in Keele to form its name. Not the cleverest thing in the world, but catchy!

I even like the condo named "Picasso" With any old, plain building, I would find this name pretentious, but because the building itself looks like something Picasso would have made if he was a designer of condos, I think it works. Can't you see a little Picasso influence below?

Now, as a much needed disclaimer as a real estate agent, I would never suggest to any one that he or she or they should pick a condo based on a name. Some great condos have ridiculous names. Still, in the condos to come, I  hope a little more imagination goes into naming. No one really wants to pretend they live somewhere else like "The Manhattan" or the "French Quarter". So step up and let's get more creative.  I'm hoping that our condos with the best names (and designs) are coming our way!

Can You Save Money If you Sell Your Own Home?

A long time ago, before I started my real estate career, but after the dinosaurs disappeared, I was a producer for several lifestyle series on broadcast TV. Many of which were geared toward real estate. At one point, I developed a show where real estate agents squared off against FSBOS (For Sale By Owners). In developing the show, I spoke to several real estate salespeople and several FSBOs to see who could do a better job of selling a property at the best price - the owner or the realtor. The show never made it past the development stage. During my research, I learned that there were very few FSBOs that were successful. Most had no clue about what is involved with trying to sell a property. There were some successes, for sure! Usually FSBOs who either had some kind of experience as a builder, or some connection to real estate that allowed them to understand what was involved. I would say that most of the time the FSBOs I came across failed to understand what was required in selling a property.

Nowadays you have discount brokerages like Comfree and Property Guys who promise to put your home on the MLS for a smaller fee than the usual 5% real estate agents charge, plus offer you some guidance as to what to expect as a seller. And this appeals to some sellers. The common belief circulating out there goes something like this: If you list your property on to the MLS, you can sell it yourself, and not pay as much commission.

Unfortunately,  I think there are only a few people who can pull this off. For the most part, even if you can sell your own property, the sales price is often lower than if you paid full commission. Why you may ask? If the condo unit or identical house next door sold for a certain amount, why can't the seller attain the same price and save the commission?

Here's why:

1. First of all, most of the buyers out there will be represented by a real estate agent. Traditionally, a seller that goes with a full service brokerage will give 2.5% to the buyer's salesperson and his or her brokerage and 2.5% to the seller's salesperson and their brokerage for a total of 5%. So, most buyer agents will likely make sure that any seller using a discount brokerage will pay them. If they are not paid any thing by the seller, then the buyer has to pick up the 2.5% commission, and they are usually not too keen to do this.

2. Buyers believe they should pay less for those who are not paying any commissions to buyer or seller real estate salespeople. Let's say a buyer does not have a realtor. The seller would think this is great, and he or she doesn't have to pay that 2.5% commission to a buyer agent. The thing is, when a buyer approaches a FSBO, they often take off the 5% when they put in an offer. So, if the unit next door to you that is exactly the same as the one you have for sale and it sold a week ago for $500,000, the buyer is going to look at that price and remove 5% or $25,000. Because in reality, your neighbour's house is really worth $475,000 when the commissions are removed. If you are not paying commission to anyone, then your place is worth $475,000. The bottom line: Buyers who are going to FSBOs are looking for deals too. They are not going to pay you more money for your property. They want to pay less since no professional real estate salespersons are involved. They want a deal.

3. Real estate sales have become more competitive and complex. It's not just about slapping a listing on the MLS. You need a marketing campaign. You need proper staging. You need a negotiation strategy, and you need to know the market around you well. The truth is, owners are not always the best at determining the value of their own home or unit. They will either overprice it and it will languish on the market for days, or they will sell it to a neighbour for way under asking to the bliss of the neighbour who took advantage.

4. There's a lot of work involved. Most people have regular jobs. So, they are not always available to answer question or make appointments. It may not sound like much, but most agents come with a front desk that will book every thing, plus an agent will often seek out feedback. Real estate salespersons will also chat with their fellow colleagues about real estate. They do it all day. They love to talk about it. This chit chat is often the way other agents find out about properties.

5. Real estate salespersons will drive you nuts. The truth is, most real estate salespersons know that those who try to sell their own properties do not have much success. There are even those who specialize in picking up FSBOs as clients when they mess up.  So,  you are going to be hearing from real estate agents. They will be circling your property like a carcass if it fails to sell.

I know why sellers sometimes become frustrated with agents. I am still surprised sometimes at how little some real estate salespersons do when they are selling a property. I can see why sellers think they can do it themselves. And I'll say this one more time: Some can! And I tip my hat to you. But for most FSBOs or those who prefer to take the short cut out there, I believe you will lose money instead of save some. You will save the money on the commission, but you will likely sell your home for less (if at all). In the end,you will likely do a lot more work than you think.

Should First-Time Buyers Be Blue?

It's tough for first-time buyers right now. I really do feel for them, especially if a house is the property of preference. On top of the Feds making it difficult for first-time buyers to qualify for a mortgage, there is a huge demand for houses at a time when most of the new inventory added to the Toronto housing market have been condos.

I remember when I bought my first house back in east end of Toronto, almost ten years ago. I would proudly tell my friends that I bought a fixer upper in this neighbourhood called Leslieville. Often, they would scatch their heads, and ask me: "What's a Leslieville?"

At the time, Leslieville was only a place between Riverdale and the Beaches (now called the Beach). The Queen East strip was dead at night with a the exception of a few crusty bars that attracted a lot of folks that look like pirates. There were a few coffeeshops, and the beginning of some galleries, but it was not the go-to destination that it is now.

I did some very un-scentific research today with the help of the MLS to see what the prices were like 10 years ago in the month of September compared to the sales in September now. The median price in Leslieville was $251,500 at that time. Today it is $617,000, and that includes a disproportionte number of smaller homes that came out this month. So, to me, it seems that median pirce may be lower than it should be.

If I take a west end neighbourhood, like the neighbourhood I live in now, I can see a similar price appreciation. West Bend, like it's neighbour, The Junction, was considered an early emerging neighbourhood 10 years ago. On the MLS, both areas are a part of "High Park North". Ten years ago, in the month of September, the median price for a  home was $350,000. Today, though there have only been 4 completed solds to date in September, the average sale is $874,000.

All of this info can have two different outcomes, depending on who you are. First, if you own a house in these emerging neighbourhoods or another successful one, you are patting yourself on the back. Yes, we were all smart investors, and maybe a little lucky too.

Alternatively, if you are one of the Torontonians who have not bought property in this city, you may find this news a little depressing. You may even think the writer of this blog is a jerk for bragging about his investments. You may saying to yourself "If only I bought ten years ago, I could live in a great neighbourhood at a great price! It's too late for me!"

But I'm here to tell you otherwise. In many ways, things are not that different now than they were ten years ago. I will easily concede that it's more expensive to buy a house now,  and competition for finding a decent house is stiff.  Still, a lot of the same rules apply when I bought my first place in an emerging neighbourhood as they would today. Here's why:

1. It's Called An Emerging Neighbourhood for a Reason

Okay, today places like the Junction and Leslieville are trendy destination neighbourhoods chock a block of cool restaurants, community involvement and kick-ass farmer's markets, but ten years ago, they were dreary, run-down and didn't have much going for them. The Junction didn't even serve alcohol ten years ago. So, it would be next to impossible to get a profitable restaurant  launched without a liquor licence. People would have rather lived off Roncesvalles where there was more of a neighbourhood feel.

2. You May Have to Go Further than You Feel Comfortable

At one point, the Junction was far way. Moving to Mimico was considered radical. I mean, it's in Etobicoke! And yet, it's now considered one of the best neigbhourhoods to live in - Top 10 in Toronto according to Toronto Life any way. My point is that if you want those first-time buyer houses at a lower price point you will have to go out to Danforth close to Vic Park, and even into Scarborough. If you want to buy a big house for less, you may need to consider Weston or even Caledonia-Fairbanks.  They may not seem like the greatest hoods right now, but after 10 years, they could be the next big deal.

3. You Can Always Buy a Condo

Condos are in much greater supply, but they exist in emerging neighbourhoods as well, and if you want to be central, then they are the perfect option. The good news is that condo prices are not running way out of control at the moment. So, they are still in reach for most first-time buyers, and in some ways the same rules apply. Emerging Neighbourhoods like Corktown will be, in my opinion, worthy neighbourhoods to invest in or own a condo in the years to come.

So, first-time buyers of Toronto, you don't need to despair. Not only are condos in your reach, but houses too. If you want a house, it won't be easy. Currently, it is still fairly competitive to find a house. So, bring your potential goggles, know you may have competition, and hang in there! It can be done!

No, It's Not 1989 Again

Lately, I've been seeing a lot of comparisons between now and the  late 80s. I'm not talking about the return of Dr. Pepper or that Atari is making a comeback, though I would be happy to see both of those again! No, I'm talking about how some people like to compare the real estate bubble of 1989 to now, as if we are all on the verge of falling over the edge into another abyss where prices fall for 7 years. No, there is a big difference between the 1980s real estate market and today's market that don't really make them good comparisons.

Back in the 80s, the baby boomers - you know, the largest demographic in history - were coming of age and discovering how to spend their money. So, you had a lot of people reaching the age they would like to buy a house or a condo at the same time. Also, women were entering the workforce in large numbers for the first time ever. With the usual guys buying homes, plus many more woman buying homes the numbers of buyers were big. Today, we don't have that kind of growing demographic, though we do have some of the boomer's kids buying more properties, and we do have more singles buying properties, the cultural shift is just not as sudden or as large as it was in the 80s. Initially this demand drove up prices, until they crashed.

In both the 80s and now, a lot of condos were, or are, being built. In the 80s, they were being built on spec, financed by banks and lending institutions without significant presales requirements. It took a long time to absorb all of these condos. And since the banks got burned, they changed the rules. Now, pre-sold condos need 70% or more sold before a shovel hits the ground.

And there were a lot of investors. 80s investors were a different animal, though, than today's investors. In my opinion, there was much more speculation going on. The focus was more on flipping condo purchases for short term profits. Today, the investors would rather rent their units or homes out than to sell them. They are less likely to dump their units for a lower price. Sellers don't have to sell and are not forced to do so. 

Today we don't have the same stressors. Yes, interest rates have crept up a little, but they didn't jump one percentage point like they did over a week in 1989. Since everyone is starting to have a more Japan-like economy where growth is slower, and inflation is low, the interest rates will probably not go up by very much.

Also in 1989, we saw a spike in unemployment. Between 1989 and 1996, we saw a decrease in prices of over 50% in Toronto.  We also saw a rise in unemployment in 2008 and the start of the recession, but prices only took a pause before rising again.

Finally, you may find today's prices high, but the pace of price escalation in the late 80s was in the double digits for several years  before the crash. From 1985 to 1989 prices increased by 113% or by an average of $240,992 in 2013 dollars. From 2012 to 2013 the increase in the price of an average home increased by roughly 5%, (Interestingly, if you take just houses and no condos, that number is around 8%).

If we could go back in time to buy a house in Toronto, I think we would want to set our time machines for 1996, the best year to buy a house in this city when the crash of '89 had fully wiped out and begin to bounce back. But since I don't have a time machine, I can only talk about the now and make some guesses about the future.

So, my future guesses would be: rates may rise a little, but they'll stay pretty low; prices in Toronto will still go up, but not by double digits; the government will make it tougher for buyers to obtain a mortgage, and 1989 won't be repeating itself any time soon.