25 Cedar Springs Grove - Bathurst Manor
After 31 days on the market with another agent, the sellers of 25 Cedar Springs Grove brought in Jordan Glaser to reposition and relaunch their Bathurst Manor home. Twenty-two days later, it was sold.
Sometimes selling a home isn't about starting from scratch.
It's about creating a fresh start.
That was the challenge when I was asked to take over the sale of 25 Cedar Springs Grove in Bathurst Manor, Toronto.
The property had already been listed with another real estate agent for 31 days without selling. By the time I became involved, buyers searching in Bathurst Manor had likely already seen the property online.
That creates a very different marketing challenge.
We didn't just need more exposure.
We needed to give buyers a reason to look at the home again.
25 Cedar Springs Grove had a lot going for it.
This was a spacious two-storey, five-bedroom, four-bathroom family home with a versatile layout and many of the features buyers searching for a move-in-ready home in Bathurst Manor value.
The main floor offered both an office and family room in addition to the principal living spaces. The updated kitchen featured an island and stainless-steel appliances, with access to the deck and backyard.
Upstairs, the primary bedroom included a walk-in closet and updated five-piece ensuite, along with access to a rooftop porch.
The lower level provided even more usable living space, including a gym area, additional bedroom, laundry and a walkout.
It was the type of home that could accommodate a family today while still offering flexibility for the future.
The challenge wasn't convincing ourselves that the property had value.
The challenge was making the market see it with fresh eyes.
When I become the second agent to list a property, one of the first things I consider is how to separate the new campaign from the previous one.
Simply changing the agent's name and putting the same property back on MLS isn't enough.
Buyers who have already seen the listing can immediately recognize it. If nothing appears to have changed, there may be little reason for them to reconsider it.
So we treated 25 Cedar Springs Grove as a new launch.
We relisted the property at $1,939,995 and rebuilt the presentation and marketing around it.
Our professional real estate media team came in and produced an entirely new set of magazine-quality photographs and video.
But we also wanted the home's first impression to be noticeably different.
One of the ways we accomplished that was through dusk photography.
Rather than leading the campaign with the traditional daytime exterior images buyers had become accustomed to seeing, we showcased the property in the evening light.
The illuminated home created a warmer, more dramatic first impression and immediately gave our marketing a different visual identity.
It was still the same house.
But online, it felt like a new listing.
That distinction mattered because our first objective was to get buyers who might have previously scrolled past the property to stop and take another look.
Once the presentation was rebuilt, we put our full Bathurst Manor marketing system to work.
Toronto's MLS system provided the foundation, giving the property exposure to buyers and real estate agents throughout the GTA.
From there, we expanded considerably.
We promoted 25 Cedar Springs Grove through online marketing and advertising, while our local print campaign put the property directly in front of more than 6,000 neighbourhood households.
Then we put boots on the ground.
We knocked on doors and called homeowners throughout the surrounding area to make them aware of the new listing.
There is an important reason we do this.
The people who already live in Bathurst Manor can be some of the neighbourhood's best advocates.
They know the streets, schools, parks, transit and community. And they frequently know someone - a friend, child, parent, relative or colleague - who would like to live nearby.
A successful local real estate marketing campaign shouldn't overlook them.
There was another advantage we could bring to the relaunch.
Because of the volume of real estate business I conduct in Bathurst Manor and the surrounding North York area, buyers and agents regularly contact me looking for properties in the neighbourhood.
Over time, those conversations have helped us build a database of potential buyers and real estate agents actively watching the area.
When 25 Cedar Springs Grove came to market, we could proactively put the property in front of that network rather than simply waiting for someone to discover it.
We combined that database with direct outreach to agents who had recently represented buyers and sellers in Bathurst Manor.
Every part of the strategy had the same objective:
Create a fresh wave of attention around a property that had already been available for more than a month.
The relaunch worked.
Through the combination of a completely new visual presentation, professional photography and video, dusk imagery, MLS exposure, online advertising, more than 6,000 locally distributed flyers, neighbourhood prospecting, database marketing and direct agent outreach, we were able to connect with the right family.
25 Cedar Springs Grove sold for $1,740,000 after 22 days on the market with our new listing.
But price wasn't the only consideration.
The sellers also had a timeline for their move.
We were able to structure the transaction in a way that worked for their plans, allowing them to complete the sale and move forward on a schedule that made sense for them.
When a home doesn't sell the first time it's listed, it doesn't necessarily mean there isn't a buyer for it.
But something may need to change.
That could be the price.
It could be the presentation.
It could be the marketing.
It could be the target audience.
And frequently, it's a combination of several of those factors.
The important thing is to understand that relisting a home requires more than putting it back on MLS.
If buyers have already seen the property, the second launch needs to create a compelling reason for them to reconsider it while simultaneously reaching buyers who weren't in the market the first time.
At 25 Cedar Springs Grove, that meant rebuilding the home's visual identity, repositioning it in the market and then using multiple marketing channels to create renewed exposure.
31 days with the previous listing.
A complete marketing relaunch.
22 days to sell with our new strategy.
And ultimately, a successful sale to a family who saw 25 Cedar Springs Grove as the right place to call home.
If your home has been on the market without selling - or you're considering re-listing a property that previously didn't sell - the next strategy shouldn't automatically be the same as the first one.
Jordan Glaser works with homeowners throughout Bathurst Manor and North York to evaluate the property's current market position, previous listing history, presentation, pricing, competition and buyer activity before developing a new selling strategy.
Sometimes a property doesn't need more time.
It needs a different approach.
Thinking about selling or re-listing a home in Bathurst Manor? Request a Bathurst Manor Home Value & Selling Strategy.