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

East York, For Sellers, Real Estate, 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 30 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 properties like yours Sold!

When we’ve earned your trust to earn your business, the Urbaneer Team creates a custom sales program 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 tailored 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 charming detached Edwardian dwelling in family-friendly East York – just north of Danforth Avenue, west of Woodbine!



Prioritize, Prepare & Promote!

As realtors, one of the first things we do is walk through the property with the owners 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 in positioning, and identify ways to elevate the property’s presentation and maximize the return on investment. This includes helping the Sellers prioritize what deficiencies should be tended to, if any, summarize where and what they should pare down and pre-pack in advance of moving, and, as part of our Urbaneer Style Enhancement Service, recommend what existing contents should be removed – due to size, condition, or utility – in advance of listing to ensure the property presents its spacious 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 the Sellers’ 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? Because the place in which one’s domestic affections have been grounded, particularly by one’s chosen family over a period of several years if not decades, is typically full of objects with meaning and tokens evoking memories that have been endearingly collected over time and unintentionally cluttered by sentiment. What does this mean? It means as charming and comfortable as a Home filled with cherished possessions may be, from the optics of a realtor, it likely contains too much stuff!

Don’t get us wrong. We love stuff! But we’re not being engaged to sell it. We’re being entrusted to find a qualified Buyer to purchase the property that shelters their belongings for the highest sum in the shortest amount of time. This means every prospective purchaser who crosses the threshold of a dwelling being offered for sale should be able to keep their focus on the features of the property without being impeded or distracted by the items contained within it. This isn’t always easy for Sellers to process, who mayOnce we gently steer our Sellers to understand this our objective, which is to reduce so prospective purchasers clearly see and move effortlessly through the dwelling being offered for sale. We need the primary focus to be on the property, not all the items contained within it. Although it’s not quite as straightforward as that.

There is an enormous amount of nuance in The Psychology Of Real Estate, Housing & Home, and many layered meanings in the ways Housing Is A Symbol Of Self. When it comes to listing a property for sale, it’s important to showcase the comfort, security, and pride of ownership that accompanies the Seller’s tenure. This is often visually represented in the contents we keep as part of our Style Enhancement when the listing is offered for sale. They comprise all the best pieces that align with the character and spirit of the home and serve as extensions of the owners whose residency has grounded the space. But we also consciously remove the rest of the stuff to make room for carefully selected placeholders curated to appeal to the target Buyers.

The reason we do this is two-fold. First, paring down the Seller’s contents gently facilitates the transition of moving on, while bringing in the placeholders creates the space for the next household to move in. We chose placeholders we know the target Buyer profiles will find appealing, in order to mnemonically communicate “You belong here”. Knowing the contents of a residence visually reinforces the power of belonging and place, instead of filling a property with over-the-top stuff that draws too much attention, the items we carefully choose serve to support the domestic stage, where the dwelling itself is the star of the show. In this respect, we use furniture and contents as tools to communicate the scale and proportion of a room, to complement or contrast a dwelling’s architectural embellishments, to marry the history of place with this moment in time, and to convey aspirational status and offer biographic cues to help nurture the desires of the property’s target Buyer markets. We edit a client’s home so prospective purchasers can navigate easily through the space and not consciously around contents, and we incorporate a few select pieces from our own curated cache that speak to form and function, are identifiably on-trend, and provide intentional cues. After all, the key to successfully executing a place with pop is not limited to its appeal on Instagram,  but to taking the target market crossing the threshold on the journey to domestic desire. This means putting them on a space plan path that flows effortlessly, is carefully revealed, is elevated yet accessible, and purposefully presented so Buyers can see how the property will support and enhance their personal lives.



We never want to eradicate the heart and soul of someone’s home. In fact, we want to help elevate it. For this charming property, we focused on keeping the lines nice and simple, working with and emphasizing the architectural beauty already present space. We brought in a few statement furniture pieces from our treasure chest of housewares and soft furnishings, purchased others, and configured the space plan to complement and facilitate modern family living. We delighted in making these rooms ‘sing’, and did so in concert with our clients, respectfully.

Furthermore, we take enormous pride in operating our business with a Win-Win Mentality, which means our listing contract outlines all the services we provide and allocates in writing a healthy percentage of our listing commission to the costs of preparing your property for sale, the expenses for third-party services to prepare our due diligence and promotions packages, and the out of pocket bills we pay to execute our comprehensive direct mail and online social media marketing campaigns. And – as part of’s commitment to full transparency – if we don’t spend all of the budget allocated to bonafide listing expenses because your property sells quickly, we refund you the cost savings.

In the case of this listing, our Sellers had proactively started preparing their property for sale with their own comprehensive (and impressive) To Do List. In fact, after 25 years in residence raising their now adult children, our clients really wanted to convey their Pride Of Ownership by attending to as many deficiencies as possible while ensuring they maximized their return on investment.  However, they were also stuck on resolving several design issues as well as where to best optimize their diminishing budget on intelligent upgrades. This is another area where we excel. We guided our Sellers on paint colours, executed an economical kitchen refresh including sourcing the materials and coordinating our trades, selected new bedding & soft furnishings, and even personally sanded and painted an old dining room credenza a pop of blue to give it a fresh vintage vibe. Our Sellers were very pleased with the way our Style Enhancement elevated their space while retaining most of their own personal possessions.

Because that’s the Urbaneer way!




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: Family-Friendly Wonderful On Woodmount Near Danforth!

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 Danforth 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 a Note From Our Sellers, 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 just 8 days later. Over the course of that period, there were 42 showings booked by realtors and around 60 parties through the public Open House. During this time frame – along with a significant ad campaign promoting the listing – we also published and promoted 6 custom posts about its desirable Danforth location to help expand awareness about this swell dwell. Each post included a promotion for the property and a call to action and was boosted on Facebook, Instagram, and Twitter, directing traffic to the listing. We believe such content is a testament to being both well-informed and well-prepared!


The True Value Of Public Transportation In Toronto

When You’re At WAG, You’re Family!

Why More Condominiums On The Danforth Is Good

East Lynn Park Is The Heart Of Its Community

Exploring Edwardian Residential Architecture In Toronto

A Weekend Wandering The Danforth East Arts Fair


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, and accepted bids 8 days later on the designated Offer Date. We’re delighted to report that our efforts resulted in 11 bids being submitted for our Sellers’ consideration. After seven hours of negotiations one very happy Buyer, whose successful offer was accompanied by a sizable $70,000 deposit and included a completion date convenient to both parties, was accepted!

Offered for $999,000, this property sold for $1,390,000.

And while the Buyers who came second were surely disappointed, it offered both the Sellers and Buyers peace of mind knowing that the difference between the top and second bid was just $4000.

Here’s our post that explains in more detail How The Toronto Real Estate Bidding War Process Works featuring this specific listing.




A Program Tailored To Buyers – And You!

Although almost any realtor can sell a property in Toronto, finding the right Buyer – including those who live outside the city and never cross the threshold of your dwelling – requires a company that understands the nuances of your property type, where it’s located, who the Buyer profiles are, and how to be effective in capturing their attention and convincing them it has all the qualities they’re seeking.

It’s also about meeting the individual needs and criteria of you, the Seller. Whether you’re looking to facilitate a quick sale, find a Buyer who will complement the fabric of the community, or you’re wanting to achieve the highest price, at Urbaneer we welcome facilitating your specific needs and requirements. Quite frankly, we have never subscribed to the one-size-fits-all approach to the promotion and sale of real estate; homes are as unique and multifaceted as their Sellers! 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 are a selection of other properties we sold – and exactly how we did it!


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 help 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-One 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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