Builders A-list gets dibs on condos
December 7th, 2007If you have a big lineup outside, you let the people in first who keep coming back
They lined up in the cold for days just to get a chance at buying into one of Toronto’s hottest condominium buildings, located in the centre of the city where its two major subway lines meet. But all the buyers literally fighting for a spot in the queue for the 80-storey tower known as One Bloor Street East were really at the end of line.
About a week earlier, the developers held a posh party in a nice warm sales office for the home run hitters among Toronto’s real estate agents. About 24 hours later, those agents and their clients got first dibs at buying into Kazahkstan-based Bazis International’s new tower where prices started at about $750-a-square-foot.
Call it a pecking order or a Darwinian approach to real estate but this is how most condos are sold in Toronto and, to a lesser degree, other Canadian markets. And it’s exactly how it should be, say many people in the industry.
“It’s like owning a night club. If you have a big lineup outside, you let the people in first who keep coming back,” says Brad Lamb. “The regulars get to come in because they are the ones who continually support your business.”
The condominium market has become big business in Canada. It is largely credited for the fact new construction is expected to top 200,000 units for six straight years with a seventh forecast by Canada Mortgage and Housing Corp. in 2008.
The epicentre for Canada’s condo boom is Toronto. The city, which includes its broader census area, is forecast to have 21,000 condo sales this year. It is a record, according to research firm Urbanation. Toronto, where the average condo unit is 700 square feet or just over 25 feet by 25 feet, is now far and away North America’s condo king, outselling New York City by a margin of two-to-one.
Lineups to buy-in are becoming more commonplace, making the right to get in early at a cheaper price a distinct advantage. The first people who get to buy into any condominium are the VIPs - friends and business associates of the developer and anyone else involved with the project such as an architect. “It’s only fair that they should be first because they have supported the company,” said Mr. Lamb.
After the friends and family, come the superstar agents. The reason they are superstars is developers known those agents can deliver customers with almost no questions asked. Many times those customers are offshore investors but for the most part they are money in the bank. The agents are rewarded with commissions of about 4%, on average.
Ultimately, a project needs to have guaranteed customers out of the gate early and that means people willing to buy into a project early, sometimes just based on very preliminary drawings with a construction completion date set way into the future.
“Developers take a very large chance. They buy a piece of property and put up millions of dollars. They spend millions designing and marketing it. They don’t want to take any chances that the project won’t happen,” says Mr. Lamb.
The other key factor for developers is getting buyers who will not rescind their offers. There is a 10-day cooling off period when you buy a condo and ultimately that can mean lost sales when it comes to the general public. Top real estate agents and their clients rarely pull out of deals.
Nobody wants to say it but the agents paying people to line up in the cold for a chance to buy into One Bloor Street East were really just average sellers - not on anybody’s A-list.
“Everybody knows there is ranking list of agents in the city,” said one real estate insider. “It’s informal but the developers know who is on the list. They want those agents because they know if they sell them 10 units, they won’t get ten recisions ten days later. There is nothing worse than that.”
Pat Baker’s company Baker Real Estate Corp. is handling the One Bloor Street East sale and is behind many other major projects in the city like the The Residences at The Ritz-Carlton, Toronto. While not acknowledging any sort of list, she agrees some “agents are known as being sophisticated in this business. Toronto condos have become big business.”
“Toronto condos are different than the housing market,” says Ms. Baker. “Builders have to sell a building before they can start construction. Houses are really one at a time. You can’t phase-in an 80-storey building.”
Banks will not provide financing to a project until at least 65% to 70% of it is sold. “You need to have those presales,” says Ms. Baker. In the end, she says One Bloor Street East was not much different than any other condo sell, even if there were a few fights in line among the ordinary Joe agents. “You get those types of things at a rock concert too,” she says.
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