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Tag Archives: new homes in the gta

New tools make it easy to research new homes

Stephen Dupuis – Toronto Sun

It amazes me how quickly new marketing techniques jump out at new home builders these days. Trends are constantly changing, and the latest “in” is social media.

To those unfamiliar with the nature of this new marketing phenomenon, social media marketing uses various online tools such as Facebook, Twitter, LinkedIn and a number of online blogs, chatrooms and interactive web sites — just to name a few — to sell just about anything.

Some argue that they’re slicing bread before selling it while others believe it’s nothing more than fancy packaging. Regardless of opinion, it’s been popping up in a number of industries over the last few years and, finally, seems to have solidified itself as an essential tool in real estate marketing.

I had the pleasure of attending a forum recently, where I witnessed an intriguing debate involving highly respected marketing specialists on the effectiveness of social media marketing. The final consensus? One can’t survive without the other.

Today’s new home buyers are no longer impressed with catchy slogans and sexy ads. They might look at them and smile, but with so many well-advertised projects in the GTA, it takes more than a pretty picture to get them into the sales office.

Everything connects

Builders looking to sell a home are now linking their newspaper and magazine ads to their Twitter and Facebook accounts, driving purchasers to interactive web sites equipped with regularly updated blogs and virtual tours.

Information about the various projects and options is presented on all fronts, to a point where buyers can comfortably settle on a handful of sales offices to visit and, once there, know exactly what they want to see or ask.

The not-so-recent wave of search engine optimization is yet another technological breakthrough that is sweeping through the building industry.

Initially slow to take off (with the exception of a few notable builders), optimizing a website to allow new home buyers to quickly locate it using Google search is finally starting to settle into the top of builders’ marketing strategies.

This is great news for buyers who are looking to find an array of new project openings without having to research new home search portals ahead of time. Just type in what you’re looking for and — presto!

Easy access to information

I recently learned that there were 165,000 searches for “Toronto condos” in Google for the month of April. That’s just one keyword on just one (although very popular) search engine.

To make matters even more interesting, I was told that 55,000 of those searches were not local, which just goes to show you how easy it is for investors overseas to research new homes in the GTA.

With the popularity of online virtual tours, you can actually buy a home without having to visit a model and still be content that you are getting exactly what you’re looking for.

No matter how you look at it, the end result benefits the buyer. The availability of detailed information has never been so great, and its ease of access is remarkable, even for our era.

Much like home building, the sales and marketing process is ever-evolving to make the new home purchase as easy and hassle-free as possible for the new home buyer.

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Contact the Jeffrey Team for more information  -  416-388-1960

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New rules won’t put lid on prices

The real prob­lem in the GTA is not enough new houses

Ter­rence Belford – Globe and Mail

There may be a per­fect price storm brew­ing in the Toronto real estate mar­ket. Espe­cially affected will be both new and resale homes – all those detached and semi-detached houses and town­houses fam­i­lies look for. Fed­eral Finance Min­is­ter Jim Fla­herty sug­gested the pos­si­bil­ity when he announced changes to res­i­den­tial mort­gages in mid-February. But he took only small steps toward reduc­ing demand.

Mr. Flaherty’s most sig­nif­i­cant move was to say that from mid-April on any­one seek­ing a mort­gage at a rock-bottom vari­able rate had to prove they could afford pay­ments on a five-year fixed-rate mort­gage. Truth be told, for the past three or four months many lenders had already demanded that peo­ple look­ing for variable-rate mort­gages qual­ify for the higher three-year fixed-rate ones, mort­gage bro­kers say.

Bro­kers have also been advis­ing clients that even if they get a variable-rate mort­gage, they should make pay­ments at the three-year fixed-rate level. That advice serves two goals: It pays down the mort­gage faster and cush­ions bor­row­ers against antic­i­pated increases in inter­est rates.

Mr. Fla­herty ignored the real prob­lem, which in the GTA is the sup­ply of houses.

There’s no point in mar­gin­ally reduc­ing demand if the sup­ply is not there. Con­tin­ued high demand cou­pled with extra­or­di­nar­ily low sup­ply mean prices will shoot up faster than dan­de­lions after a spring rain.

Let me explain. Nor­mally we would go into a new year with any­where between 20,000 and 22,000 new homes in the GTA wait­ing for buy­ers. This year, there are just 7,400, accord­ing to Real­Net Canada Inc., which tracks the mar­ket. This means any­one look­ing for a new fam­ily home has an extra­or­di­nar­ily small sup­ply to choose from. But if you need a home, with mort­gage rates still at his­toric lows, it con­tin­ues to seem a great time to buy.

So, you look at resales, which is exactly what a record num­ber of buy­ers did in the first six weeks of this year. Jason Mer­cer, the Toronto Real Estate Board’s senior man­ager of mar­ket analy­sis, says the period between Jan. 1 and Feb. 15 set a new record – 8,464 resale home change hand, up a whop­ping 81 per cent from last year.

List­ings were up 15 per cent as well; that num­ber was 6,212. As peo­ple saw the prices their neigh­bours were get­ting, they decided to join the rush, sell and move up, down or sideways.

The result? Resale house prices in the GTA rose 18 per cent from the same period last year. The aver­age resale price is now $417,915, which inci­den­tally puts them solidly above the $400,000 ceil­ing for exemp­tion from the Har­mo­nized Sales Tax (HST), due to come into effect July 1.

So the result of the small sup­ply of new houses is huge pres­sure on resales and there­fore a likely con­tin­u­a­tion of big price jumps.

I think for the next six months at least the resale mar­ket will be the strongest game in town,” says Cam Forbes, direc­tor of oper­a­tions and a bro­ker at Royal LeP­age Real Estate Ser­vices Inc. “Mid-year will be the telling point; I don’t know if demand will con­tinue at this level. “But if it does then the sit­u­a­tion will indeed be worrisome.”

Mr. Forbes and Mr. Mer­cer sug­gest that if inter­est rates rise as pre­dicted – per­haps to the 5 per cent level – that will take some peo­ple out of the mar­ket, and yet the ones most affected are likely to be the young just start­ing careers whose chief inter­est is small, afford­able down­town con­dos, not houses anyway.

The HST may also have an effect since, it will effec­tively drive up the price of all hous­ing over that $400,000 mark.

But what the GTA really needs is a healthy sup­ply of new low-rise homes and that rests largely in the hands of munic­i­pal politi­cians not builders.

The whole lengthy process of get­ting approval for new devel­op­ments came almost full stop last spring in the wake of the global reces­sion. Builders shelved plans for new devel­op­ments until they could see signs that the GTA was start­ing to recover. By sum­mer when demand came back strong they had lost half a year.

At the same time, local munic­i­pal­i­ties had started rethink­ing whether they indeed wanted new sub­di­vi­sions, and for those already in the works, they boosted devel­op­ment charges, which have become a handy back-door way of rais­ing munic­i­pal rev­enues with­out much pub­lic outcry.

As Stephen Dupuis, pres­i­dent of BILD, the home builders’ asso­ci­a­tion, points out, between 2001 and 2009, munic­i­pal charges on new devel­op­ment rose by 134 per cent, which is about four times greater than house prices rose dur­ing the same period.

It is indeed a gloomy pic­ture. But unless we start focus­ing on the issues of sup­ply and afford­abil­ity, the GTA could be headed for trouble.

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Con­tact the Jef­frey Team for more infor­ma­tion  -  416−388−1960

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Low-rise home sales decline, record condo surge continues

Excerpt from an article by Theresa Boyle, Real Estate Reporter, Toronto Star

New highrise condos continue to sell at record levels in the Greater Toronto Area.

New figures released by the association representing the region’s builders show that total sales for 2006 were virtually tied with those of 2005, a record-setting year.

There were 17,617 new highrise condo suites sold in 2006, only 23 units fewer than 2005, according to the GTHBA-UDI (Greater Toronto Home Builders’ Association-Urban Development Institute).

Highrise condos continue to make up a greater portion of all new homes sold, eating into the low-rise sector’s market share.

Some 44% of all new homes sold last year were highrise condos, compared to 42% in 2005 and 33% in the previous year.

Meantime, sales of single-detached, semi-detached and townhomes continue to decline. A total of 22,173 low-rise units sold last year, down 9% from 24,352 units sold in 2005.

With this decrease taken into account, overall sales of new homes in the GTA – both low-and highrise – increased by 5%.

“The new home market remains strong and vibrant, based first and foremost on the aspirations of GTA homebuyers to buy their first home or move up to their dream home, combined with low mortgage rates and tremendous choice and value in the new home market,” says GTHBA-UDI president Bob Finnigan.

Read the full article
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