Your Unique Listing Blueprint
Curated Strategies, Unrivaled Results
Deliberately orchestrated and thoughtfully executed, our listing process is an entirely unique, step-by-step plan designed to eliminate the stress of listing your home for sale. We will be with you every step of the way, helping to ensure a successful sale and a smooth process from start to finish.
Inside
ASHLEY SHAW & ASSOCIATES
Measurable Results
With an extensive track record representing clients in The Kingsway and some of Toronto’s most sought-after neighbourhoods, Ashley Shaw has consistently delivered exceptional results. At Ashley Shaw & Associates, we know our strategic, tailored approach works. With our unyielding passion for quality and a tenacious commitment to our clients, we are a real estate team you can trust.
It’s in the Numbers
Total Sales Volume $227,309,969 Of All Agents on TREBB Top 1% Transactions 126
*SINCE JOINING SOTHEBY'S INTERNATIONAL REALTY CANADA, JANUARY 2018.
Pre-Listing
PRE-LIST INSPECTION REPORT
Before your property is officially listed on the market, we hire a professional home inspector to evaluate the condition of your property. The reason for this is two-fold. First, it will uncover potential deficiencies or repairs you need to know about, and second, it will give buyers access to quantifiable information that will encourage them to make firm offers.
HOME PREPARATION
Readying your home for the marketplace could include organizing repairs, landscaping, decluttering, or cleaning services. We provide project management services for these tasks and hire experienced trades professionals for you if necessary. We also provide staging services, if needed, to ensure your home presents at its best.
PROFESSIONAL PHOTOGRAPHY AND VIDEO
Studies show that professional real estate photography helps a property sell faster and for more money than comparable homes without professional images. Our team of professional photographers and videographers has the talent and technique to produce the highest quality images to serve as the foundation for our marketing efforts.
FLOOR PLANS
In today’s digital age, we believe that it’s important to give buyers as much information online before they tour your property. Professional floor plans with accurate scaling enable buyers to understand the flow of the property before they even see it in person.
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The Listing
COMING SOON
Your property will be promoted through a variety of channels as ‘coming soon’ to build anticipation for the listing going live.
DISTINCTIVE SIGNAGE
To prepare for your home’s market launch, we install a distinctive Sotheby’s International Realty yard sign at your property.
PROFESSIONAL BROCHURES
Custom magazine-style brochures with enhanced marketing verbiage are professionally designed and printed for your home.
SPECIAL FEATURE CARDS
Special feature cards are displayed throughout your property to highlight noteworthy or unique items that buyers might miss.
LISTING DATE
Listings typically go live at the start of the week. Once listed on MLS, we will begin to book showings.
AGENT’S OPEN HOUSE
A few days after the listing goes live, we host an agent’s open house exclusively for buyers agents.
TWILIGHT OPEN HOUSE
When applicable, a twilight open house can take place later on in the week during after-work hours.
OPEN HOUSE WEEKEND
An open house for the public is generally held on the weekend in the afternoon.
The Listing
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EXCEPTIONAL WEB PRESENCE
Your property is presented to the most significant companies and real estate-focused websites in the world, including ashleyshawandassociates.com, sothebysrealty.ca, and sothebysrealty.com. It is also featured through our exclusive media partners, such as the Wall Street Journal, MarketWatch, Financial Times, Juwai, Prop GO Luxury, Nikkei, Barrons, James Edition, Mansion Global, and more — generating over 1 billion impressions each year.
TARGETED EMAIL MARKETING
A custom e-blast is designed to introduce your home with professional photos, video, and marketing verbiage, and is sent to Ashley’s extensive network, including her agent database.
SOCIAL MEDIA ADVERTISING
Your home is promoted across various social media channels, including Ashley Shaw & Associates’ Facebook, LinkedIn, Instagram, and YouTube accounts, throughout the listing period. Additionally, it receives a 7-day ad campaign on Sotheby’s International Realty Canada’s Facebook and Instagram channels upon listing.
DIRECT MAIL ADVERTISING
A custom trifold brochure is designed and distributed to the area and/or neighbourhood surrounding your property. Additionally, your home is featured in the Ashley Shaw & Associates monthly newsletter, which is distributed to The Kingsway, Edenbridge, Humber Valley, and Sunnylea.
The Listing
GLOBE & MAIL ADVERTISING
A dedicated Sotheby’s International Realty Canada advertisement for all new Toronto properties is published on Fridays.
PRIVATE SHOWINGS
Private showings are held by appointment throughout the listing period.
CONSISTENT COMMUNICATION
We schedule weekly calls to keep you informed, updated, and provide guidance throughout the listing process.
TRANSPARENT ACCOUNTABILITY
You will have access to a live listing report via our proprietary online client platform (Folio), offering clear, real-time insights into online views and impressions of your home, along with details on all marketing and sales efforts.
OFFER DAY
If an offer day is planned, we will accept offers for the property on a specific date and time. In some cases, an offer day is not part of the strategy. 14 13 15 16 17
Elevated Visuals, Captivated Buyers
Breathtaking print and digital assets act as the centrepiece of your marketing strategy. Implementing a multi-channel marketing approach utilizes every resource available to expose your property to the widest possible range of qualified buyers.
MLS syndication distributes your listing to over 70,000+ members of the Toronto Regional Real Estate Board, while our partnership with Sotheby’s International Realty provides access to over 150,000+ annual targeted visits through the exclusive agent portal.
The result?
Stunning collateral that stands out in the market, connecting you with your ideal buyer.
The Sophisticated Intricacies of Social Media
The landscape of social media is vast and ever-changing. At Ashley Shaw & Associates, we have an innate understanding of the nuances of social media, ensuring that your listing is exposed to the right audience on the right social media platforms.
Search Engine Optimization Captures Intent
The digital space is inundated with viral content and constant scrollers. While a significant portion of people online are simply interested in seeing the aesthetic and beauty of a stunning home, search engine optimization (SEO) is how we capture an audience with the intent to purchase.
Our website, ashleyshawandassociates.com, is specifically optimized to consistently drive organic search engine traffic, resulting in a greater number of relevant buyers finding your site organically.
Our Portfolio
Client satisfaction is paramount in everything we do. These case studies reflect Ashley Shaw & Associates’ ability to streamline the selling process and provide world-class results for our clients.
55 Front Street E, No. 714
Case Study 1: Transforming a Listing for Success
THE CHALLENGE
Initially listed by another brokerage at $1,885,000, this property struggled to attract interest over a span of 90 days. Despite its potential, the listing failed to generate significant traction or offers.
THE STRATEGY
Upon taking over the listing, Ashley Shaw & Associates, in partnership with Sotheby’s International Realty Canada, conducted a comprehensive assessment of the property. Our approach included:
1. Cosmetic Updates: We identified key areas for improvement that would enhance the property’s appeal without extensive renovations.
2. High-End Staging: Leveraging our expertise in staging, we transformed the space with stylish and sophisticated furnishings to highlight the home’s best features.
3. Professional Photography: High-quality images were captured to present the property in its best light, showcasing its unique attributes and potential.
The property was re-listed at a strategically adjusted price of $1,795,000, optimized to attract serious buyers while maintaining a competitive edge.
THE RESULTS
The revitalized property quickly captured attention. Within one week of relisting, it attracted multiple offers. The final selling price reached an impressive $1,898,000—$103,000 over the re-listed price and $13,000 above the asking price of the previous listing.
This successful outcome underscores the effectiveness of our strategic marketing plan and highlights the value of professional staging and high-quality presentation. The swift sale at a price significantly higher than initially anticipated demonstrates the impact of targeted, expert intervention in the real estate market.
Case Study 2: Revitalizing a European-Style Home for a Swift Sale
THE CHALLENGE
This elegant residence, known for its European charm and stately curb appeal, had faced significant challenges in the market. Despite being listed with three different brokerages, the property lingered unsold for months, with successive price reductions from $1,449,000 to $1,249,000, and finally to $990,000. The prolonged listing period had rendered the property stale and unappealing to prospective buyers.
THE STRATEGY
When Ashley Shaw & Associates, in collaboration with Sotheby’s International Realty Canada, took over the listing, we implemented a transformative strategy designed to rejuvenate the property’s market presence:
1. Cosmetic Updates: We executed selective cosmetic improvements to enhance the home’s appeal, ensuring it resonated with current buyer preferences.
2. High-End Staging: Our expert staging team reimagined the space, creating an inviting and luxurious atmosphere that accentuated the property’s inherent charm.
3. Updated Designer Lighting: We installed contemporary lighting fixtures to brighten and modernize the home’s interior, enhancing its overall ambiance.
4. Bright, Seasonal Photography: Professional photos were taken during the summer, capturing the property in its most vibrant and attractive state.
5. Strategic Pricing: The home was re-listed at a well-considered price of $1,150,000, designed to attract immediate interest while positioning the property competitively.
THE RESULTS
The re-launched property generated a strong response, thanks to the refreshed presentation and strategic marketing. Within just four days, the home was sold for $1,180,000— $30,000 above the asking price. This rapid sale and the final selling price demonstrate the effectiveness of our comprehensive revitalization strategy and highlight the value of expert intervention in overcoming previous marketing challenges.
$143B
Global Sales Volume
83 Countries & Territories
1,100+ Offices Worldwide 30+ Offices Nationally
International Reach, Local Inclination
Ashley Shaw & Associates is exclusively affiliated with Sotheby’s International Realty Canada—an international brokerage with deep roots, history, and expertise in Toronto.
Known globally as a leader in luxury real estate, Sotheby’s International Realty Canada parlays international reach and its global portfolio into processes that perfectly complement the Toronto market.
Through distinctive brand positioning, media exclusivity, and trailblazing technology, Sotheby’s International Realty Canada helps elevate your property and provides privileged access to the most qualified buyers in the world.
Your Listing Showcased at Home and Abroad
Powered by Sotheby’s International Realty Canada, Ashley Shaw & Associates has the resources and expertise to broadcast your listing far and wide, while superbly highlighting your home’s most distinctive features.
SOTHEBYSREALTY.CA
Featuring a state-of-the-art location-based and predictive-search experience, sothebysrealty.ca draws over 20 million pageviews from uniquely qualified homebuyers annually, while generating thousands of qualified homebuyer leads for property listings. There’s a reason it is known as Canada’s most prestigious real estate website.
LEVERAGING THE POWER OF SOTHEBY’S INTERNATIONAL REALTY
By providing access to its exclusive resources, Sotheby’s International Realty Canada facilitates unrivaled exposure to qualified buyers, maximizing your home’s potential reach.
Ashley Shaw & Associates utilizes some of the most advanced distribution and marketing tools provided by Sotheby’s to increase exposure, uncover the right buyer for your home, and provide high-quality, transparent service.
Almost 100% of buyers start their initial property search online. Building a formidable online presence is essential to capturing the attention of these digitally-minded buyers.
SOTHEBYSREALTY.COM
Every home represented by Ashley Shaw & Associates is showcased on sothebysrealty. com. As the world’s premier website for real estate, it attracts over 37 million visitors and 127 million page views annually. 3D virtual tours, ultra-high-definition videography, and photography enable qualified buyers to completely immerse themselves in your property.
SOTHEBY’S INTERNATIONAL REALTY CASCADING WEBSITES
From sothebysrealty.ca and sothebysrealty.com, your property is distributed to more than 100 interconnected Sotheby’s International Realty local websites around the world. This creates unique around-the-world exposure at a grassroots level.
ONLINE LISTING DISTRIBUTION
Considering the habits of online buyers, we know it’s imperative that your property shows up in search engine results, and is presented in the most informative and compelling way. Your property will receive exposure to select highly trafficked websites such as nytimes.com, wsj.com, juwai.com, and more.
Transparent Accountability
Extensive marketing must be measured and reported on, that way we can determine the overall success of our efforts.
FOLIO’™ is a proprietary online client platform exclusive to Sotheby’s International Realty Canada. With it, you can receive regular updates on the results of our marketing efforts. Statistics like the number of potential buyers visiting your open house or viewing your listing online are clearly displayed on a personalized dashboard accessible 24/7 from any desktop, tablet, or mobile device.
Unrivaled Success
Are you ready to take the next steps?
Selling your home is a momentous decision that requires careful planning and compassion. Ashley Shaw & Associates employs a forward-thinking approach to real estate to help our clients succeed with the sale of their homes.
We do everything we can to minimize the stress involved with selling. The result? A seamless, comfortable, and positive home selling experience for all.
We would be honoured to help you sell your home. If you’re ready to proceed, simply reach out to us to get started.
Ashley Shaw
Broker & Senior Vice President, Sales ashaw@sothebysrealty.ca
416.828.6236
