the condominium experts.

Transcription

1 the condominium experts.

2 MARKETVISION REAL ESTATE CORPORATION CONDOMINIUM MARKETING SERVICES Development is about vision. To make vision a reality, however takes more. It takes the ability to make others see what you see. And to value it as you do. At MARKETVISION, that s what we do. We are one of Toronto s leading residential condominium marketing firms. The volume of sales we have achieved over 16,000 highrise suites and the breadth of clientele we serve is the measure of our success. Eve Lewis, principal and CEO of MARKETVISION, is among Canada s most From vision, to market, to reality is a journey involving great risk for the developer. MARKETVISION is the means of hedging the most crucial part of that risk: the achievement of sales objectives. We do so through an unrivaled knowledge of the market, a depth of experience that provides guidance through virtually any circumstance, and an unflagging determination and commitment to succeed. Just as each project is unique, so are its marketing requirements. Among the functions MARKETVISION typically fulfills for our clients are the following: respected condominium marketers. Her industry experience spans more that two decades, comprising market research, analysis and product design. MARKETVISION has been involved in more than 100 new condominium sites and sales of $200 million of high-density residential land. Eve Lewis is also principal and CEO of Urbanation, Toronto s authoritative source for timely information on the condominium market. Charles Stuart, Vice President of Land Development, heads MARKETVISION s Land Sales Division. His ability to maximize the returns for both vendors has earned him an enviable reputation within the industry on challenging sites. His selling approach to value land, based upon the end selling price of units, is made possible by MARKETVISION s vast experience and intimate knowledge of the condominium market. Jennifer Bowman, Senior Vice President of MARKETVISION has over 20 years of experience in various management and senior management positions within the residential development industry. She brings vast knowledge in product development, sales and marketing, financing, accounting, construction reporting, customer service, product delivery and building registration. Jennifer has been involved in the development, marketing and sales of 20 projects consisting of 3,000+ high rise condominium suites in Toronto. unrivaled market knowledge tempered by broad experience is the basis of the company s success. It is this unique combination that allows MARKETVISION to develop programs that advance sales more rapidly and more economically while achieving higher prices and better returns. As a result, we are able to generate a truly comprehensive approach to each >> Initial and ongoing recommendations regarding specific target markets, product positioning, product mix, pricing and strategic marketing approach >> Suite by suite pricing based on research of competitive new and resale product and consumer acceptance levels >> Review and recommendations of building design, suite floorplans, amenity space and finishing schedules >> Development of a critical path to initiate the sales process >> Review and recommendation of the agreement of purchase and sale and condominium documentation with an emphasis on making the agreement binding yet sellable to purchasers and their advisors >> Preparation of a detailed operation budget for office expenditures and administrative staffing costs for on-site sales offices >> Working with the appointed advertising agency to develop appropriate, costefficient campaigns and review of all marketing materials >> Customized reporting format to monitor source of traffic, sales, closing ratios, purchaser profile, product performance and sales revenues >> Supervision and management of all aspects of the sales program from signing to final closing development a strategic approach that capitalizes on the individual characteristics of each project, positioning it to achieve optimal performance within the context of contemporary market conditions. We know the market. You know the vision. We are MARKETVISION.

3 THE KINGSWAY Etobicoke Co-operators Winner of the Ontario Project of the Year Ontario Home Builders Association Award for Most Outstanding Condominium Project. The Kingsway comprised 135 suites in an 8 storey building located in the Kingsway neighbourhood on Bloor Street and nestled in an attractive park-like setting in the Parklawn Cemetery, Etobicoke. The sales program was steady as the target market was predominately empty nesters from the surrounding neighbourhood.

4 WATERCLUB CONDOMINIUM I, II & W3 Toronto Waterfront Kolter Communities Waterclub was honoured with the Community of the Year award in This prestigious award recognizes numerous aspects of a community including architectural and interior design, landscape architecture and amenities that best add to the quality of life experience of residents. The three phases of Waterclub entailed the ambitious presale of 1200 suites within three curvilinear shaped towers on Toronto s waterfront. The unique curvilinear design of the towers maximized the view of Lake Ontario but lead to unconventional suite configurations. Working together with the architects and interior designers, MARKETVISION was able to develop the most effective and efficient suite layouts given the unique shape of the towers. The Phase I opening held at a suburban banquet hall in July 2000 attracted over 1,500 brokers and clients and resulted in over 200 sales that evening. During the sales process from July 2000 to 2005 the physical location of the sales office moved three times while maintaining normal operations. To keep the momentum of the strong opening, MARKETVISION provided ongoing recommendations regarding specific target markets, product positioning, pricing and strategic marketing to achieve Kolter Communities goals.

5 ONE ST. THOMAS Toronto Lee Development Corporation Designed by the world-renowned New York architectural firm of Robert A.M. Stern in conjunction with local architect, Young and Wright, this 68 suite, 29 storey point tower is located in the fashionable Bloor-Yorkville shopping district at the corner of Charles and St. Thomas. Cited as the most luxurious condominium project in Toronto, One St. Thomas successfully broke the price barrier with pricing 50% higher than any other condominium project marketed prior to the One St. Thomas opening.

6 LAKESIDE AT ROCKYCREST Muskoka ClubLink ClubLink, Canada s largest golf course developer, owner and operator, has introduced its first residential development with Lakeside at Rocky Crest; a fractional ownership concept located in Muskoka, a premiere holiday destination. The five-phase resort and golf lifestyle community comprises over 147 fully-furnished homes plus an extensive array of both indoor and outdoor amenities, spread over 600 wooded acres on the northern shoreline of Lake Joseph. Phase I consists of fully-detached, semi-detached and townhome style product for a total of 160 fractions. Launched in late June 2005, 63% of the suites were sold in three months. The tremendous success of Rocky Crest was attributable to the informative sales office environment and presentation centre and the four bedroom model home.

7 THE MET Downtown Toronto Edilcan Conveniently located in downtown Toronto at Yonge and Carlton on the subway line, The Met will be the ultimate location for those who want to live, work and play in downtown Toronto. Phase I is a 45-storey soaring glass tower of 399 suites. MARKETVISION s strategy to attract first time home buyers and investors resulted in the sale of 234 suites within the first week of opening in October 2004 out of a cool sales office presentation and two fully furnished model suite homes.

8 ENCORE AT THE MET Downtown Toronto Edilcan The second phase of the successful Met project, Encore, consists of a 33 storey glass tower with 337 suites. Encore at the Met is connected to The Met by a four storey building comprising 30 street level maisonettes and 3rd floor two-storey lofts with landscaped rooftop decks facing the downtown Toronto skyline. Sales commenced in June 2005 with 70% of the project sold in 8 months. Construction will commence this summer.

9 T h e M e r c h a n d i s e B u i l d i n g O r i g i n a l L o f t s THE MERCHANDISE BUILDING I, II, III & IV Downtown Toronto Cresford Developments Winner of the Best Condominium of the Year for 1996 award from the US National Association of Home Builders. The Merchandise Building was the ambitious presale loft conversion of 480 residential lofts located in the historic Sears Warehouse in downtown Toronto across from Ryerson University. With one million sf, this was one of the largest residential conversions in North America. The project was brought to the market in June 1996 with 600 to 2500 sf product and 12 ceiling heights. Some of the challenges of the project included the sheer size of the project, narrow and very deep lofts, and a neighbourhood not perceived to be safe at night. To overcome these challenges four prominent interior designers were retained to create three very different model lofts accompanied with an edgy advertising campaign that made the Merchandise Lofts the talk of the town. Phase I practically sold out within ten days of sales opening in June Phase II (83 suites) launched in mid July 1996 and 78% were sold within six months. Phase III (136 suites) was launched in mid March 1997 amid growing competition from other projects. An astounding 10,000 prospects visited The Merchandise Building.

10 ELLIPSE I & II Scarborough Lee Development Corporation Presale condominium of 770 suites within two 31 storey twin elliptical shaped towers beside Highway 401 near the Scarborough Towne Centre. The elliptical shape of the two towers provided unique challenges to the suite designs and layouts. Ellipse was one of Toronto s fastest selling condominiums in 2001 as reported by The Condo Guide and The Globe and Mail. Phase II was launched a year ahead of schedule due to the success of Phase I of Ellipse. With a bold marketing plan to create the smaller suite sizes and trendier suite finishes of downtown projects, Ellipse I and II sold at prices 15% higher than its competitors at an absorption rate five times higher than previous phases by Lee Development Corporation.

11 ARIA THE CONDOMINIUM Downtown Philadelphia Urban Residential Aria is a 33 storey office conversion to 114 higher end residential condominium suites located 3 blocks from Rittenhouse Square in downtown Philadelphia. A spectacular sales office and furnished model is now complete. MARKETVISION was retained to create the pre-sales opening campaign including recommended suite mix, suite sizes, suite layouts, amenity design, sales office function, layout and furnishing, and a furnished model suite by Ralph Lauren.

12 I-ZONE LOFTS Toronto Atria Developments GREENWICH TERRACE Midtown Toronto Woodcliffe A unique building of warehouse and manufacturing spaces converted into live/work lofts and art studios located in the east end of Toronto. This was the first residential conversion project for Atria Development, who owned commercial warehouse buildings in the area. The project consisted of 108 lofts, ranging in size from 483 to 1882 sf and ceiling heights ranging from 11 to 21. The main challenge was coordinating suite conversions in a timely manner since each suite was converted from office space to a residential loft when it was sold. Greenwich Terrace was one of the first conversions of an office building into a residential condominium overlooking the park-like setting of Mount Pleasant Cemetery in Midtown Toronto, suites ranged from 418 sf to 1190 sf, some with great terraces. To overcome consumer concern about office conversions and a weak residential market, a fabulous model suite was built and decorated by Gluckstein Design that illustrated the higher ceiling heights and innovative finishes. Advertising was geared towards first time buyers and empty nesters who were young at heart. 60% of the suites sold within four weeks of sales opening in June 1994 at $202 psf 15% above market levels at the time. The remaining suites were sold at $250 psf after construction and occupancy. SPACE Downtown Toronto Co-operators THORNWOOD I Midtown Toronto Phase I Cresford Developments Space is a 224 suite, 15-storey mix of two-storey lofts and single-storey flats on Richmond Street, just east of Jarvis. Within walking distance of just about everything Toronto has to offer, the project is ideal for those seeking to make the most of downtown living. And with one of the widest selections of floorplans ever offered, there is a space that s right for just about anyone. The project was successfully launched from an on site sales office in a trailer that had a stick built two story loft attached to it. Thornwood is an 11 storey residential condominium featuring 163 suites, located in the prestigious Rosedale neighbourhood and surrounded by multi-million dollar homes and adjacent to the historic Summerhill LCBO store. The presale campaign was launched in July 1999 out of a glamourous sales office and Gluckstein designed furnished model suite with suites ranging in size from 565 to 2820 sf and priced from $200,000 to over $1 million. The project was designed with two levels of finishes traditional design and finishes from Gluckstein Design and more contemporary design by Cecconi Simone. 63% of the total building suites were sold within 12 months. THE KINGS Downtown Toronto Triloft This site was a unique infill development located near King and Bathurst in downtown Toronto, ten minutes from the financial core. The development consisted of a nine storey loft building with 76 two storey suites and 126 stacked townhomes. The Kings was launched for sale in mid-january 1998 in the extremely competitive King West condominium market with direct competition from three projects within a three block radius of the site. To distinguish the Kings from the fiercely competitive and lower priced market, the project was aggressively advertised through television and newspapers. Innovative product design and features and finishes were introduced to the market. Within 6 months of sales opening 60% sales were achieved. THE CENTRAL Downtown Toronto Noblestar The Central features 214 stacked condominium townhomes in a pedestrian-friendly, welllandscaped setting on Jarvis Street, north of Carlton. The development s architecture and streetscape were inspired by historic Cabbagetown, to which it is adjacent. The location offers excellent access to neighbourhood restauratnts and shopping, as well as proximity to the city core. The Central was the first project in an area under going a transformation of predominantly older buildings geared towards rental suites. The project s greatest attraction was it s innovative product ranging from a ground floor studio with a patio to a two storey towne with a roof terrace overlooking downtown Toronto.

13 APPLEWOOD PLACE Mississauga SHIPP CHARTWELL I & II Scarborough Monarch Originally built by Shipp Corporation in the 70 s, Applewood Place was a 422 suite rental building. In 1996, MARKETVISION took on the challenge of selling rental suites as condominiums in the 23 year old rental building that needed to be updated to be marketable and to assure customers of future resale value. At that time Applewood Place was the only standing inventory condominium in Mississuaga. An ambitious renovation of the lobby and common areas was undertaken. Three model suites were available for potential purchasers to view, with two of the suites displaying upgraded features and finishes and one as is suite. In 13 months 172 suites were sold with an overall price increase of 8.5% in a market where prices had been stagnant. In 1995, MARKETVISION launched the presale of Monarch s first multi-phased highrise condominium project, Chartwell, located at Finch and McCowan in North Scarborough. The 18 storey building consisted of 209 suites with suites ranging in size from 640 to 1380 sf with a central recreational club. The challenge was to sell 135 suites or 65% of the suites in a market that was just emerging from the 90 s recession. Only 359 condominium sales had transacted in Scarborough in the first nine months of By creating the Monarch brand supported by an aggressive advertising program and offering an upgrade package valued at $3,000, MARKETVISION was able reactivate the dormant Asian and first time buyer market in Scarborough. On opening weekend, 93 sales were achieved with nine price increases. Within one year of sales opening, there were 169 sales, equivalent to 81% sold. MARKETVISION had to re-energize the sales momentum initially established in Phase I of Chartwell Place for the launch of Phase II which resulted in 50% of the total suites sold within six months of the Phase II sales opening in May AQUA ON QUEEN S QUAY Toronto Waterfront Monarch Located on the waterfront in downtown Toronto, the Aqua on Queen s Quay project consisted of 264 suites and lofts in a 16 storey building. The presale campaign was launched in June 1999 in a highly competitive marketplace. By offering great suite designs and edgy features and finishes in a cool sales office with a bathroom and kitchen vignette and spectacular waterviews, MARKETVISION was able to appeal to the broadest possible target markets from all over the city and beyond. 35% of the suites were sold in the first weekend of sales. WINDSOR AT CHARTWELL Scarborough Monarch Windsor at Chartwell, the third tower of the multi-phased Chartwell community consisted of 226 suites. To continue the successful sales momentum of Phase I and II, a completely different brand was established with a new building name, new suite designs, a new model suite and finishes. Launched in June 1997 and focusing on the Monarch name, location and success of Phase I and II, the project was presold within eight months. THE BOULEVARD North York City Centre Monarch The launch of The Boulevard, 323 suite project in downtown North York faced a fiercely competitive condominium market against 10 other projects being marketed in the same area at the same time. To set Monarch and The Boulevard project apart from the competition, MARKETVISION targeted a wider market group to include the Asian community, while offering innovative product design. The strategy resulted in 67% of the suites sold within 12 months of the sales opening in 1997 a great result at the time. QUEEN S HARBOUR Toronto Monarch & Urbancorp Queen s Harbour involved the presale of two eleven storey towers consisting of 275 suites at Spadina and Queen s Quay. The project was launched in March 1997 at a time when there was no significant waterfront development activity and the condominium project next door had experienced slow sales and eventually was cancelled. The strategy at Queen s Harbour was to offer smaller, well priced product for the first time home buyer and investor markets. Suites ranged in size from 450 to 1252 sf. Phase II of the project was launched on the second opening day due to the sales success of Phase I the day before.

14 THE KENSINGTON AT OLD MILL I & II Etociboke Monarch Located in the prestigious Kingsway neighbourhood, The Kensington at Old Mill was a 6 storey mid-rise condominium project with 60 luxury suites in Phase I and 65 suites in Phase II. As the site had a stigma associated with it s two previous market failures, a furnished model suite was built and enabled cautious empty nesters to make a purchase decision. Presales began in May 1997 for Phase I with 43 sales (72%) achieved within five months of the sales opening. Within 5 months of the Phase II sales opening in November 1997, 50% of the suites were sold at $243 psf, a significantly higher price psf than Phase I. Contact: Eve Lewis x220 elewis@marketvisionrealty.com Charles Stuart x227 cstuart@marketvisionrealty.com Jennifer Bowman x236 jbowman@marketvisionrealty.com PALACE PLACE Etobicoke Palace Place Palace Place featured a standing inventory of 306 luxury suites located on the Etobicoke waterfront, just west of the Humber River. The goal was to sell 300 suites within two years. Some of the challenges for the project included suites that were 40% larger than comparable product on the Etobicoke Waterfront, overlook problem between suites, dated finishes, a poor real estate market and inferior suite layouts. 301 suites were sold within 18 months of the sales opening in August, 1995 with a controlled release of inventory, premium pricing, strong promotion to brokers, the integration of television as key media to raise consumer awareness, and three furnished model suites by three of Canada s top interior designers. WWW. MARKETVISIONREALTY. COM MARKETVISION REALTY INC 10 PRICE STREET SUITE 200 TORONTO ONTARIO M4W 1Z4 T > F >