How Urbaneer’s Custom Marketing Program Sold This Family-Friendly Home In Riverdale

Riverdale / Playter Estates, The Best of Urbaneer


Are you looking for a friendly Toronto real estate team to inform you about how the selling process works in our current market conditions without undue pressure or obligation?

Are you seeking an experienced engaging property group collectively committed to making the process as effortless as possible for you while garnering top dollar?

I’m Steve Fudge and I’ve been a Top Producing Realtor in Toronto, Ontario, Canada for over 34 years. Having executed hundreds of transactions representing both Buyers and Sellers of freehold and condominium housing across the original City of Toronto I lead an exceptional team of realtors & marketers who are committed to getting your property Sold!

When you enlist the Urbaneer Team, we create a custom sales program tailored to showcase your property in its optimum light, including informative online content specific to your property that we feature on multiple platforms using multi-faceted promotions. And best of all – it’s custom-created by us to attract qualified buyers specifically interested in your neighbourhood, your dwelling type, and all of the architectural and design features unique to your property.

To give you a sense of how we execute our marketing program, here’s how we sold a lovely 2.5-storey semi-detached Edwardian dwelling in family-friendly Riverdale – just south of Danforth Avenue, east of Broadview!



Prioritize & Prepare

In the Spring of 2023 we had the pleasure of selling an exceptionally large semi-detached residence in Prime Riverdale – situated just steps from the Danforth!

One of the first things we do is walk through a property with our clients to collectively assess the opportunities and constraints of the dwelling and its location, determine how to best elevate its features and minimize its limitations in person and positioning, and identify ways to elevate the property’s presentation and maximize the return on investment. This includes helping our clients prioritize what deficiencies should be tended to, if any, determine the best time to list the property based on their circumstances, and how it can be done efficiently and economically.

In most instances, this includes summarizing where and what a Seller should pare down and pre-pack in advance of moving, and, if they’re taking advantage of our Urbaneer Style Enhancement Service, we recommend what existing contents should be removed – due to size, condition, or utility – in advance of listing to ensure their property presents its best.

This is an important consideration and distinction for homeowners to understand because, as I wrote in Why Staging Is Important When Selling Real Estate ‘how we present a dwelling for sale’ and ‘how we live in our home’ are two distinct processes and experiences. Even when our objective is to keep as much of our client’s belongings in place – which is much easier and less intrusive an undertaking than hiring a professional staging firm – editing a household of some of its contents is inevitable. Why? The place in which one’s domestic affections have been grounded, particularly by one’s chosen family over a period of years, is typically full of objects with meaning and tokens of memories that have been endearingly collected over time and unintentionally cluttered by sentiment. What does this mean? It means as wonderful as all your contents are, there’s often too much stuff!

However, for this particular property, our clients had already relocated such that the property was vacant. So after analyzing the target markets, preparing the due diligence package, and crafting the sales and marketing strategies, our listing recommendation included an unusually short brief.

  • One: refresh the paint and replace the broadloom throughout the house will seal it with a KISS because, as all parents know, these two undertakings are the antidote to years of sibling rivalry.
  • Two: come onto MLS using the List Low Holdback Approach with a Set Offer Date.
  • Three: Be vacant and invite a quick closing, if possible.

Be vacant? Yup. You see, our clients questioned the merits of staging, in part because they were surprised at how common staging had become since the last time they actively looked at dwellings for sale 14 years earlier. They felt every staged house looked the same, and there were a lot of them. They also weren’t convinced the 10k expense would translate into a higher sale price, especially given their Target Markets included Buyers who were already on the property ladder, and who didn’t need to be ‘sold’ on the value of good bones and lots of square footage. Furthermore, they felt their residence had a unique layout and they were concerned staging would box the Buyers into a predefined space plan. To their point, they felt the power of imagination and possibility was greater than a packaged program.

And you know what? We agreed! Given the house had just been freshly painted and neutral broadloom installed, the large volumes of space in this dwelling presented well vacant. It’s not a choice we make often, but it served these Sellers well!



Market Exposure & Information Packages

Even before the property was made available for sale on MLS, we created Coming Soon teasers on our blog and social media – boosted to our followers, target audiences, and beyond – to grab the attention of Toronto homebuyers. We also curated a robust Listing Promotion on, which you can peruse here: Hip Hip Hooray For 140 Hampton Avenue In Riverdale, Toronto

Every interested party who viewed the property received a digital or hard copy promotions package that included the custom-designed Sales Prospectus outlining the benefits of the Riverdale neighbourhood, the features of the dwelling, and the property particulars, as well as summaries of the annual expenses and the property upgrades and renovations. We also had a Presale Home Inspection Report that was available on request to the most interested parties. Together, these are essential tools to convert potential Buyers into active Bidders.

And since we believe in the importance of allowing Buyers to imagine daily life inside these four walls, we even included several Notes From Our Sellers (and their children!), where they shared what they’ve loved about living in this dwelling and as part of the surrounding community.




Targeting Buyers By Creating Engaging Lifestyle Content & Promoting Neighbourhood Amenities

This property was listed with a set Offer Date that was 7 days later. During that week, we published a series of unique content about the property’s desirable Riverdale location that we had custom-created in advance to expand awareness, with each post featuring a promotion of the property including a call to action. We also tailored a social media campaign featuring the property itself that was targeted to specific Buyer profiles. These were boosted on Facebook, Instagram, and Twitter.

Here are our posts:

•  The Wonder Of Wandering In Withrow Park

Healthy Organic At Carrot Common On The Danforth

A Return To Riverdale Park East

A Toronto Realtor Explains His Unexpected Love For Riverdale In Toronto, Ontario

The Music Plays On At The Historic Danforth Music Hall

We Love ‘7 Numbers’ On Danforth Avenue & Eglinton Avenue West In Toronto

Hip Hip Hooray For 140 Hampton Avenue In Riverdale, Toronto


Does the realtor you work with create articles like these that end with a ‘call to action’ to view the listings they’re representing and then promote them on a variety of social media platforms? If they don’t, consider calling us so we can introduce our services. We would love to be your value-added realtor of choice.



The Outcome

We priced this exceptional property for sale using a List Low Holdback Approach, accepting bids 7 days after the dwelling first came onto MLS. There were a total of 32 private showings, which resulted in 6 Offers being submitted on the Set Offer Date for our Sellers’ consideration. After seven hours of negotiations – a solid condition-free Offer accompanied by a sizable $100,000 deposit and a completion date convenient to both parties – was accepted!

Listed at $1,599,000, this property sold for $1,910,019!

This vacant property garnered the third-highest sum for its property type in Riverdale in 2023!


Want to understand how competitive bidding works in the trade of real estate? Here’s our post called How The Toronto Real Estate Bidding War Process Works which features the play-by-play of a listing we sold near Danforth & Woodbine in September 2022.

Are you curious whether a staged house gets better results than a vacant house in the selling process? I was, so I looked at all the vacant homes that sold in Riverdale in 2023 and compared the staged ones to the vacant ones. Read my findings here: Dear Urbaneer: When Selling Toronto Real Estate, Is Staging Worth It?




A Program Tailored To Attract Buyers – And Ensure Your Property Is Sold!

Although almost any realtor can sell a property in Toronto, finding the right Buyer – including those who live outside the city and may never cross the threshold of your dwelling – requires an informed experienced team that understands target marketing for specific Buyer profiles; who crafts compelling copy promoting your property & the assets of its location; who is available to show prospective purchases at a moment’s notices, and delivers a comprehensive due diligence package that convinces Buyers they have all the information they need to proceed with an Offer.

It’s also about meeting your wishes, wants, and needs as the Seller. Whether you’re looking to facilitate a quick sale, find a Buyer who will complement the fabric of the community, or you are seeking the highest price possible, The Urbaneer Team welcomes serving your objectives. And because every home – like its owners – is unique, be assured we’re committed to creating a custom marketing program tailored to attract attention. If you’re seeking a top-notch, ‘white glove’, professional, and caring team, give us a ring or email us.

It would be our pleasure to make an introduction!



Want to learn more? At, we offer a strategic sales program derived from data, comprehension, and historical knowledge gleaned from decades of experience. Check out our approaches and strategies to marketing properties in Toronto, Ontario, Canada in:

Marketing Your Toronto Real Estate With Urbaneer’s Steven Fudge

Marketing Your Home With Urbaneer: Social Media

Psssst… it works!



Here is a selection of other properties we sold – and exactly how we did it!


How Urbaneer’s Tailored Marketing Program Sold This Boutique Condominium At Bayview & Sheppard


How Urbaneer Sold An East York Bungalow ‘Estate Sale’ For Redevelopment


How Urbaneer’s Custom Marketing Program Sold This Handsome Edwardian Residence In East York


How Urbaneer’s Custom Marketing Program Sold A Bungalow Approaching Obsolescence In Toronto’s Oakwood Village


How Urbaneer’s Custom Marketing Program Sold This Authentic Broadview Loft In Riverside


How Urbaneer’s Toronto Real Estate Marketing Program Sold This Sun-Kissed Contemporary Loft In Riverdale’s Printers Row


How Urbaneer’s Toronto Real Estate Marketing Program Sold This Sun-Soaked Semi In Swansea


How Urbaneer’s Toronto Real Estate Marketing Program Sold This Cool Condo In The Entertainment District


How Urbaneer’s Toronto Real Estate Marketing Program Sold This 1930’s Swansea Bungalow


How Urbaneer’s Toronto Real Estate Marketing Program Sold This Roncesvalles Duplex In The Pandemic


How Urbaneer’s Tailored Toronto Real Estate Marketing Program Sold This House During The Pandemic


How Urbaneer’s Tailored Toronto Real Estate Marketing Sold This Condo During The Pandemic




Are you planning to sell your property now or one day in the future? We have a sterling track record as one of Bosley Real Estate’s Top Producers spanning 31 years. We are committed to excellence.



With three decades of experience navigating the ever-changing Toronto real estate market, a commitment to promote the sale of properties like yours with interesting and relevant information, and the ability to guide Buyers with credible insights and well-informed guidance, the Urbaneer Team helps without pressure or hassle.

Please consider our services!


Thanks for reading!


-The Urbaneer Team

Steven Fudge, Sales Representative
& The Innovative Urbaneer Team
Bosley Real Estate Ltd., Brokerage – (416) 322-800


– we’re here to earn your trust, then your business –

Celebrating Thirty-Four Years As A Top-Producing Toronto Realtor


*Did you know we were recently listed as one of The Top 25 Toronto Real Estate Agents To Follow On Twitter! – The Top 50 Blogs On Toronto – and The Top 100 Real Estate Blogs In Canada? Consider signing up in the box below to receive our FREE monthly e-newsletter on housing, culture and design including our love for unique urban homes and other Toronto real estate!

*Love Canadian Housing? Check out Steve’s University Student Mentorship site called Canadian Real Estate, Housing & Home which focuses on architecture, landscape, design, products, and real estate in Canada!


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