SELLER’S GUIDE
Why hIRE CLaUDInE Montano
Claudine Montano is a Luxury Real Estate Broker with Corcoran Horizon Realty. She is also the Founder & CEO of Penthouse Queen & Luxury Properties, and the team leader for PQ Real Estate Group. She is a trailblazer in Toronto’s high-end real estate market. With 18 years of experience and licences in Canada and USA, she has sold over $2 Billion in real estate and connects clients across Toronto, USA and the world.
Specializing in penthouses and prestigious properties, Claudine’s global reach and innovative marketing earned her the title “Best Luxury Real Estate Broker in Ontario, Canada” (2024). CEOs, athletes, and celebrities trust her expertise, and she’s been featured on CBC, HGTV, The Globe and Mail, National Post and the Toronto Star amongst others.
Beyond real estate, Claudine supports philanthropic causes including SickKids Hospital and Autism Awareness. In her downtime, she enjoys traveling, fashion, and working on her first book.
Languages Spoken English, French
ExPERIEnCE anD KnoWLEDGE
SELLInG LU x URy P RoPERt IES DEM anDS SPECI a LIzED Ex PERt ISE
Your home may be your biggest personal investment. One of the most important decisions you’ll make when selling your home is who you will trust to assist you. You should put the sale of your home in the hands of an experienced agent who’ll produce your desired results. To get the most exposure for your home and for the best possible price, an agent must effectively manage the transaction from start to finish.
This requires specialized knowledge and skills:
• Knowing the market
• Pricing your home for the highest return
• Staging your home, inside and out, for maximum impact
• Marketing to deliver maximum exposure of your home
• Navigating inspections, appraisals, and the details
• Negotiating the offer to deliver the best return
• Successfully closing the deal
• Managing the legal documentation
• Overseeing the transition from seller to buyer
Claudine believes in continually expanding her knowledge base to better serve her clients. As a result of this strong desire to broaden her expertise, she holds numerous designations and awards:
• CLHMS: Certified Luxury Home Marketing Specialist
• CIPS: Certified International Property Specialist
• ABR: Accredited Buyer Representative
• SRS: Sellers Representative Specialist
• SRES: Seniors Real Estate Specialist
• RENE: Real Estate Negotiation Expert
• CSFS: Canadian Schools of Feng Shui
• CAA: Certified Auction Agent
• Hons BA: Honours Bachelor of Arts
• Member of the Million Dollar Guild Elite
FoCUSED on yoUR SUCCESS
Buying or selling a home is one of the most significant and personal transactions you’ll make. It can be complex, emotional, and time-intensive. Claudine is committed to ensuring you have a seamless experience and walk away fully satisfied.
JUSt a SK CL aUDInE ’ S CLIEnt S:
“Claudine and her team met and exceeded all my expectations. Communications were light-speed and uncomplicated. I HIGHLY RECOMMEND their services.”
— Sebastien T., Creator, Veil Cosmetics
“Claudine is a high-energy, hard-working Broker who has her client’s best interests at heart. She is always available and always working for her clients. To top it all off, she has a bright and happy personality, which makes every interaction more enjoyable.”
— Lauren P., Real Estate Developer, Toronto
“Claudine was very thorough and meticulous in understanding my situation and made personalized recommendations across brokerage and legal services to help simplify things for me. I ultimately sold through Claudine’s extensive network - on the other side of the country - and through her dedicated efforts, purchased the perfect penthouse for me in downtown Toronto.”
— Mike H., Director, Global eCommerce
“Claudine and her team are thorough, professional, responsive, friendly, and effective! It’s always a pleasure to work with them!”
— Valentina Romano, Lawyer
CoMPREhEnSIvE REaL ES tatE SERvICES
Claudine Montano provides end-to-end real estate solutions, collaborating with trusted professionals to ensure a seamless process. Here’s how she supports your journey:
yoUR
P RoPERty
Ex PERt CL aUDInE WILL aC t a S yoUR:
M a RKEt InG Ex PERt
• Showcase your property with tailored strategies.
• Set a competitive price based on market trends.
• Communicate updates regularly.
BU y ER LI a ISon
• Introduce qualified buyers to your property.
• Save time by pre-screening potential buyers.
• Share timely feedback on viewings.
SKILLED nEGot I atoR
• Present and assess offers strategically.
• Advocate for your best interests at every stage.
CLoSInG CooRDInatoR
• Manage all documentation and secure payments.
• Work with legal teams to ensure smooth transactions.
ConCIERGE SERv ICES
• Connect you with top-tier professionals: legal advisors, builders, stagers, and more.
By thE nUMBERS
$4B+ 115K 11K+
t R anSaC t IonS
Sa LES voLUME
ContaC t Data Ba SE
Source: Toronto Region Real Estate Board and Waterloo Region Association of Realtors.
...anD MovE on WIth yoUR LIFE!
Whether you’re selling a penthouse in the sky or a lovely family home, we have you covered!
LoCaL anD GLoBaL ConnECtIonS
We’re Part of the Anywhere SM family, a global leader in residential real estate services.
118
18,000 tota L oFFICES nat Ion WIDE CoU nt RIES anD t ERRItoRIES
316,000
RE a L EStat E a SSoCI at ES WoRLDWIDE
*Anywhere Brands Finance, 6/30/24.
FOR THE HIGHEST POSSIBLE PRICE
thE oBJECtIvE
Our mutual objective is to sell your home:
IN THE SHORTEST AMOUNT OF TIME WITH THE MOST FAVORABLE TERMS
Prior to implementing any marketing strategies, it is critical to go through a process of discovery — determine the fair market value, the barometer of current market conditions, and review the variety of factors that will help us prepare your home for sale.
Selling luxury homes requires a different level of expertise and strategy, and exceptional marketing to the right buyers is key to maximizing the true value of your home. We will prepare an in-depth, accelerated, and vigorous marketing plan that highlights the selling features of your property or present you with a customized package with homes that meet your most important criteria in neighborhoods that suit your lifestyle.
PRICInG yoUR PRoPERty
The single most important factor in real estate marketing is the opinion of value. A property priced too high will sit on the market and become “shop worn.” Ideally, the property should be priced at Comparable Market Value. Studies continue to show that a property listed at 15% over market value has a 20% probability of sale; 10% over market value has a 30% probability of sale; 5% over market value has a 50% probability of sale. Properties priced at market value have a 95% probability of sale.
The method most often used in evaluating single-family homes is the Comparable Method. A property is worth what the buyer is willing to pay for it, and this is determined by the basic laws of supply and demand. These two factors are evaluated by comparing the home with similar homes that have sold within the market area, with appropriate consideration given to location, amenities, lot size, condition, and financing terms.
The resulting range is known as the Comparable Market Value of the subject property:
thE WInDoW oF oPPoRtUnIty
Sellers often make the mistake of wanting to price their homes high at the start, with the assumption that they can always reduce the price to a more realistic level later. However, interest peaks when your home is new on the market and drops off dramatically as time goes on.
M a KInG thE MoSt oF InIt I a L Int ERESt
A CTIVITY (Amount of Interest )
TIMEONMARKET (Weeks)
Graphic for Illustrative Purposes Only -
MaRKEtInG yoUR hoME: thE PoWER oF StaGInG
I ncreased sale P r Ice
Studies show that staging can lead to a higher sale price, with some reports indicating an increase of up to 20% on average.
Faster sales
Staged homes tend to sell faster, with some reports suggesting a decrease in days on the market.
H IgHer rOI
The ROI for staged homes can range from 158% to 1194%.
PREPaRInG yoUR hoME
First impressions are lasting. Preparing your home is one of the most difficult, emotional, and critical steps to maximize its value — together we will review, recommend, prepare, and create an environment that is appropriate for the type of buyer looking to purchase your home. No matter how stunning, loved, or well-maintained your home is, it is important that you view it with critical objectivity. Whether it needs simple changes or major repairs, these should be addressed before the home is listed for sale.
• stunn I ng P HOtOgra PH y
Whether printed or on the web, photos are often the first impression that a potential buyer will receive. A fully prepared home, clean, tidy, with clear sight lines, and shot in its best light will speak volumes to the viewer before and after the home is visited.
• Hd VIdeO and VIrtual tOurs
Videos evoke emotion, a sense of family, and those moments inside that really make a house a home.
Virtual tours illustrate the true essence of your property by providing an accurate depiction of the intended space and livability.
• VIrtual stagI ng
Capture buyers’ attention with this visual tool and increase your home’s selling potential.
• 3d FlOOr P lans
This technology highlights the most unique aspects of your home by allowing potential buyers a digital roomby-room view of your home.
• 4K drOne (IF a PPlIcable)
Aerial images portray the most realistic view of your home by fully capturing the property and its surrounding space.
• lIF estyle O V erVIew
The neighborhood and lifestyle will also be highlighted. Your future buyer isn’t only purchasing a home, it’s a lifestyle too.
PRESEntInG yoUR PRoPERty
FIrst I m PressIOns a re l ast I ng
The front door greets prospective buyers. Make sure it is fresh and clean or newly repainted. Keep the lawn trimmed and edged and the yard free of hoses, toys, and refuse. Flowers enhance a home inside and out.
let tHe sun sHI ne I n
Clean the windows, open draperies and curtains, and let the prospect see how cheerful your home is. Dark homes do not appeal and seem small.
SELLER Do’S anD Don’t S
c lear Out and c lean uP: You want prospective buyers to imagine your house as their own. Remove excess home décor, pack up collectibles, put away kids’ toys, and eliminate pet evidence. Clean everything from the baseboards to the ceilings and everything in between. Be sure to keep the house at a comfortable room temperature.
uPdate and uPK eeP: Impress house hunters with simple yet visually appealing updates. Inside, consider swapping out old light fixtures, painting dark walls lighter, and replacing dingy carpets. Outside, trim bushes and trees, keep the grass cut or the driveway shoveled, plant flowers, or add greenery for a flattering first impression.
Organ I ze and categOr I ze: Arrange furnishings to complement the size, traffic flow, and natural light of the room. If you’re not sure, consult a professional stager. Organize all of your paperwork: inspection reports, property disclosures, appliance manuals, etc. and categorize them in a binder for quick reference.
r esPect and r esPOnd: Respect professionals’ opinions on what changes can be made to make your home appeal to more people. Don’t be offended by a low offer; respond to the buyer and let them know the offer was too low but that you are serious about accepting a better one.
Fall beHI nd: Stay up-to-date on your responsibilities. Keep your home clean and the yard well-maintained throughout the process. Once you find a buyer, don’t fall behind on bills; keep paying your mortgage and utility bills on time so you don’t have extra costs to cover at closing.
get a Head: It takes time to sell a house. Don’t try to get ahead of the trend and enter into negotiations with buyers who aren’t pre-approved. Listen to your agent and price your home according to market conditions. Pricing it too high can keep it on the market and make it appear unattractive, flawed, or stale.
H Ide Or HOV er: Your home needs to be ready when buyers are. Make your home available for showings — avoid requesting a day’s notice or missing calls or emails. Don’t hover during showings; buyers need space to feel comfortable and speak freely.
dO It a ll Or leaV e It a ll: Why try to do it all when you can hire a professional with the experience and expertise to do it for you? However, when you hire a Realtor, don’t leave it all up to them. You’ll have a number of personal responsibilities to manage to help make your home selling experience successful.
SUGGES tED vEnDoRS
attoR nEyS:
• Kate Grossi kate@kormancompany.com
416.465.4232
• Adam Richardson adam@kormancompany.com
416.465.4232
• Antonio Raviele antonio@rvlaw.ca 416.364.5200
LEnDERS:
• Angie Alvarez angie@capitalhomelending.ca
416.315.6261 https://shorturl.at/Rnqdq
• Peter Wiel peterwiel@gopineapple.com 416.418.5639
• info@getabettermortgage.com 416.252.900
hoME InSPECtoRS:
• John Macdonald john.macdonald@pillartopost.com 416.500.9657 / 416.277.0484
• Walter Collodel walter.collodel@carsondunlop.com
416.797.3185
• Ritchie Bisnauth mobile: +1 647.701.6827 / +1 289.221.0032 ritchie.inspection@gmail.com
Mov InG CoMPanIES:
• Crawford Moving Solutions / Brian Crawford crawfordmovingsolutions@gmail.com 416.460.1016
• AMJ Campbell torontowest@amjcampbell.com 1.888.AMJ.MOVE (265.6683)
• My Ninja Movers moveme@myninjamovers.com 416.992.9998
ShoWInG yoUR hoME
Value FrOm tOP tO bOttOm
Display the full value of your garage, store rooms, and other utility space by removing all unnecessary articles.
a rrange rOOms neatly
Remove excess furniture. Use attractive bedspreads, pillows, and freshly laundered curtains.
m a K e c lOsets l OOK bIgger
Neat, well-ordered closets show that the space is ample.
can yOu see tHe lIgHt?
Illumination is like a “welcome sign.” Potential buyers will feel a warmth when you turn on all your lights for an evening inspection.
thE SELLInG PRoCESS
P re-m ar K et
1. Complete listing paperwork
at a GL anCE
2. Prepare your property for market
3. Develop and execute our 21-day accelerated marketing plan
4. Pre-market and promote property to Corcoran agents and our private network
5. Connect with top cooperating brokers in the neighborhood
6. Place social media ads across all platforms
7. Announcing exclusive listing to database and private networks
O n -m ar K et
8. List property online
9. Host curated open house/broker open house (to discuss with seller)
10. Build dedicated funnels for your property — targeting your audience
11. Monitor and market, provide updates, and assess strategy
12. Review offers and negotiate the optimal contract
tHe FI nal stePs
13. Work through the contract
14. Home inspection, if applicable
15. Home appraisals, if applicable
16. Schedule closing
17. Schedule walkthrough
18. Close on the property and assist with post-settlement questions
PRoFESSIonaL anD StRatEGIC MaRKEtInG
Sophisticated and professionally prepared marketing is essential to maximizing your home’s exposure and requires more than just listing the property for sale on the Internet and the local real estate professional’s listing service. It needs to be a carefully prepared, strategically implemented plan.
Your home must become a highly prized item, launched on the market with maximum impact, to create the right exposure and reach the right buyers.
yard sIgns and dIrect IOnal sIgnage
The trusted yard sign is the #1 way to show your home is for sale. It is fast, effective, and easy to spot. Directional signs help guide people to the home.
P ublIc a nd P r IVate sHOw I ngs
Broker tours and open houses are ways that other real estate agents see your home and recommend it to their potential buyers. This is why preparing the home is so important — sometimes, real estate agents are more particular than the buyer.
luxury a dV ert IsI ng
For luxury homes, local advertising is not sufficient — these unique, often specialist appreciated homes need exposure to the elite and discerning. We showcase your home to these affluent buyers through publications such as the Wall Street Journal, Unique Homes, DuPont Registry, MansionGlobal, and James Edition.
netwOr KI ng and r eF errals
Real estate agents have a large database at their disposal, especially their networks with other agents. Referrals are especially important in the luxury market, as you will want to work with a well-respected agent with an extensive network of contacts.
clH ms desIgnat IOn and m embersHIP
Working with an agent who is fully certified in luxury marketing is critical as you look to maximize the exposure of your home. Knowledge, expertise, and access to a unique and targeted network is second to none.
web ex POsure
97% of buyers look at homes online as their first step in the home-buying process. We purchase a custom URL for our client’s home — allowing the home’s exposure to be seen locally, nationally, and internationally, whether on a computer, tablet, or cell phone.
VIrtual tOurs and O nlI ne VIdeO m ar K et I ng
HD photography, 4K video, drones, 3D floor plans, virtual staging, and QR codes are all paramount for the online world and capturing buyer’s attention. All elements work together while following our marketing storyboard.
dedIcated sales Funnels
A marketing funnel guides potential clients from awareness to conversion. In luxury real estate, it attracts high-networth individuals with aspirational content, builds trust through personalized touchpoints, and drives sales by aligning every stage with exclusivity and elite service.
a PLatFoRM FoR
24/7 WEB ExPoSURE
With 97% of home buyers beginning their search on the internet, your home will receive extensive online exposure among consumers and real estate professionals across the globe. As soon as you list, your home greets prospective buyers on Corcoran.com and across hundreds of prominent websites in our extensive real estate network. a RoU nD thE WEB, aCRoSS thE GLoBE
WhEn It CoMES to GEttInG PRESS, WE’RE ConnECtED
WhERE WE Go, PEoPLE FoLLoW
Millions of potential buyers engage with our curated content.
FoLLoW US hERE FoR MoRE:
237,531
FoLLoWERS
46,010
FoLLoWERS
32,702
19,886
FoLLoWERS SUBSCRIBERS
258,609
FoLLoWERS
WE’RE a MaRKEtInG PoWERhoUSE
The real difference about the Corcoran brand is simple. We focus on people and their individual needs. Our vision sets the Corcoran brand apart and keeps us first in consumers’ minds. From our critically acclaimed brand campaigns to the marketing created for your listing, we make sure to connect with the consumer on a deeper level.
PRIvatE LIS tInGS WIth US
A private listing is an off-market property that a Corcoran Horizon Realty agent can share directly with fellow agents and their buyers. The details of the home are not widely distributed, and won’t appear on public real estate websites. This gives you control over what information is shared about you and your home, while still gaining exposure to top Corcoran agents.
cOn FIdent I alIty
Your privacy matters. Selling your home is a deeply personal decision, and we ensure it stays that way.
cOntrOl
You choose when and how to share details about your home — like pricing — on your own schedule.
ex POsure
Reach top Corcoran agents with premium visibility on our internal network, while keeping your listing exclusive.
strategy
Explore buyer interest privately, gaining valuable market insights before going public — without risking listing fatigue.
FRoM noW UntIL CLoSInG
Now that your property is sold, use this list to help you prepare yourself for a smooth transition.
not IF y ChanGE oF a DDRESS:
1. Canada Post
2. Car Insurance
3. Credit Cards
4. Magazine/Newspaper subscriptions
5. Banks
6. Revenue Canada.
7. Child Tax/Tax Credit Program
8. Vehicle Registration
9. Driver Licence
10. Health Card
11. Doctor/Dentist
12. Your Place of Employment
FI v E PRIoRIt IES:
1. Moving Truck – Book it early.
2. Lawyer – Do they have all the documents they need?
3. Bank/Mortgage Broker – Do they have all the documents they need?
4. Home Insurance – Contact them and make necessary changes.
5. Schools – Set up or change school registration for your children.
I’d like to thank you for giving me the opportunity to present this preview of the marketing services I can offer you and your property.
I’d be pleased to assist you with the sale of your present home and the purchase of your next home and the next one because I’m not just providing a service, I’m building a relationship. Please let me know when I can be of service.
Call me before you make any important real estate decisions; you’ll be glad you did.
Broker CLHMS, CRB, CIPS, ABR, SRS, SRES, RENE, CSFS, CAA, Hons BA
416.985.0088
claudine@pqrealestategroup.com claudine@penthousequeen.com pqrealestategroup.com | penthousequeen.com
Real Estate Group | Corcoran Horizon Realty 38 Avenue Road, Toronto, ON M5R 2G2
CLaUDInE Montano