The Selling Process
Why Selling With The Storey Team Is Different
For most Toronto homeowners, the equity in their property is the single largest financial asset they’ll ever own. Selling it is not a task to hand off to whoever sends you a postcard in the mail. It’s a decision that deserves genuine strategy, real data, and a team that has done this hundreds of times , recently, in the exact market you’re selling into.
The Storey Team has sold over 700 homes and condos. That volume matters. It means we are not guessing at what your neighbourhood is doing this month, we are in it, every day, pricing, negotiating, and closing deals. That real-time market fluency is what consistently helps our listings sell for roughly 5% above the market average.
Our Approach to Selling Your Home
We believe selling a property well comes down to three things: preparation, presentation, and pricing. We invest meaningfully in all three, so you don’t have to.
Preparation.
Before your home ever hits the market, we walk through it with you, identify what will move the needle, and coordinate everything needed to get it ready, from trades and contractors to cleaners and professional organizers. We have built a network of vendors across Toronto who we trust to work quickly and on budget.
Presentation
Staging works. We believe in it so completely that we cover the cost for our full-service clients. Beyond staging, we invest in professional photography, floor plans, video tours, a dedicated property website, and digital marketing across the platforms where today’s Toronto buyers actually are.
Pricing
Every recommendation is grounded in market data, neighbourhood absorption rates, recent comparable sales, and price-per-square-foot trends. We price to sell, not to flatter, and we walk you through the numbers so you understand exactly why.
Our Seller Process, Step by Step
1. Consultation
A no-pressure conversation about your timeline, your goals, and your property. We cover why you’re thinking about selling, where you’re going next, what your ideal close date looks like, and anything that might affect the plan (tenants, renovations in progress, status certificates, estate situations). You’ll get a walk-through of our process, a realistic view of what’s happening in your specific Toronto market segment, and answers to every question you have. Most sellers leave this meeting with a much clearer sense of what the sale will actually look like, whether we’re the right fit, and what their next three to six months could look like. No obligation to list.
2. Pricing Strategy
We present a detailed market analysis built on comparable sales from your building, street, or neighbourhood, along with active competition and what’s recently sold or expired. You’ll see three price points rather than one: a quick sale number, a market value number, and an aspirational number. Each comes with the tradeoffs spelled out clearly so you can choose the strategy that fits your timeline and goals. Pricing is the single biggest lever in a Toronto listing, especially in the downtown condo market where buyers compare dozens of options before booking a showing, and we’ll be direct with you about what the current data supports.
3. Preparation
We coordinate staging, professional photography, videography, floorplans, and any pre-list work the home needs to show at its best. That might mean a light declutter, paint touch-ups, minor repairs, or a full furniture package for a vacant unit. Our trades and stagers are people we work with regularly, so we can book quickly and manage the schedule on your behalf. The goal is a listing that looks as good on a phone screen at 11pm as it does in person on a Saturday afternoon, because that’s where most buyers first decide whether to come see it.
4. Marketing Launch
Once the listing goes live, it goes everywhere at once: MLS, Realtor.ca, a custom single property page, our YouTube and Instagram channels, our Sunday Storeys newsletter, targeted paid campaigns on Meta and Google, and a direct push to the right agents inside our downtown network. For condos, we often preview the listing to agents with active buyers in the building before it hits MLS. For freehold homes, we plan the first weekend around peak showing traffic. You’ll know exactly where and when your home is being promoted, and we share early engagement numbers so you can see how the market is responding in real time.
5. Showings and Open Houses
We manage scheduling, lockbox access, and the full showing process so you’re not fielding requests yourself. After each showing, we follow up with the buyer’s agent for feedback on price, condition, and interest level, and we pass that along to you in plain English, not vague summaries. Open houses are planned strategically for the first weekend and adjusted from there based on traffic and offer activity. If feedback starts pointing to a specific issue, whether it’s pricing, staging, or a feature of the home, we surface it early and give you options.
6. Offers and Negotiation
When offers come in, we walk you through each one in detail: price, deposit, conditions, closing date, and the buyer’s financial position where we can verify it. In a multiple offer situation, we run a transparent process and help you weigh certainty against price. We negotiate hard on your behalf and always with your long-term interests in mind, which sometimes means recommending you take less money for a cleaner, more reliable deal. You make every final call. Our job is to make sure you’re making it with the full picture in front of you.
7. Close and Handover
We stay involved from accepted offer to closing day: coordinating with your lawyer, managing the condition period, handling appraiser and home inspector access, and troubleshooting anything that comes up before close. On closing day we make sure the handover goes smoothly, keys and garage remotes are transferred, and any last minute issues are dealt with. After closing, you’re still a client. We remain a resource for tax questions, future moves, referrals, and anything else that comes up long after the sale.
What Sets Us Apart
Specialists, not generalists. Our primary focus is downtown Toronto condominiums, but we are equally active in freehold homes across Leslieville, The Beaches, East York, Danforth, High Park, Rosedale, Lawrence Park, Leaside, and Don Mills. That focused depth means sharper pricing and stronger negotiating.
Data-led decisions. Every pricing and marketing recommendation is backed by numbers. We track the Toronto market more granularly than most teams in the city.
A platform that works for you. Through The Tom Storey Show podcast, our YouTube channel (3.5M+ views), and our weekly Sunday newsletter, we reach tens of thousands of active Toronto buyers and investors every week.
A proven track record. Top 1% of Canadian realtors every year since 2019. #1 in downtown Toronto condo sales in 2024/2025. Over 190 five-star Google reviews. Tom appears regularly on CTV, Global News, CBC, and CP24 as a national commentator on Canadian real estate.
Marketing That Actually Reaches Buyers
Listing on MLS is table stakes. It is not a marketing strategy. Today’s Toronto buyers are scrolling Instagram, watching YouTube, reading newsletters, and comparing neighbourhoods long before they ever open Realtor.ca.
Our marketing package is built for where buyers actually are:
- Professional photography and videography, produced by the best in the city
- Full MLS syndication plus international exposure
- Targeted social media campaigns on Instagram, Facebook
- Inclusion in our weekly Sunday newsletter to thousands of engaged subscribers
- Direct outreach to our network of buyer agents across Toronto
- Print marketing where it still moves the needle
A Note on Commission
Commission is one of the first questions every seller asks, and we believe in answering it directly. In Toronto, the traditional structure is 5% on the final sale price (+ HST) typically split evenly between the listing side and the buyer’s side. The Storey offers three commission packages for sellers to choose from. What is unique to us is that if we represent a seller, we would never represent the buyer on the same transaction. It’s kind of like suing someone and using the same lawyer. Ethically, it doesn’t feel right. We’ll do everything to market to that buyer, but we don’t feel it’s ethical to represent a seller and a buyer in the same transaction. Our goal for our sellers is clear: maximize their value and get them the best possible outcome.
Frequently asked questions (FAQ)
How much commission do I pay to sell my home in Toronto?
In the Toronto market, the traditional commission is 5% of the final sale price plus HST, typically split evenly between the listing brokerage and the buyer’s brokerage. At The Storey Team, we walk every client through our full pricing and service structure during the seller consultation, so there are no surprises.
Are real estate commissions in Toronto negotiable?
Yes. There is no fixed or regulated commission rate in Ontario. Every brokerage sets its own fee, and sellers have the right to discuss and negotiate commission before signing a listing agreement. The right question isn’t just “what is the rate” — it’s “what services, marketing, and expertise are included for that rate, and what will my net proceeds be?”
How is commission split between agents?
In a typical Toronto transaction, commission is shared between the listing brokerage (representing the seller) and the cooperating brokerage (representing the buyer). Each side is usually compensated from the same total commission paid by the seller at closing.
Who pays commission when a home is sold?
In Ontario, the seller pays the real estate commission out of the proceeds of the sale at closing.
What’s included in The Storey Team’s selling services?
Our full-service package includes a market analysis and pricing strategy, professional staging (which we cover for full-service clients), professional photography and videography, a custom property website, full MLS listing, digital and social media advertising, inclusion in our weekly newsletter and buyer database outreach, showing management, and full negotiation and closing support.
Do I need to stage my home to sell it?
No, however – Staged homes in Toronto consistently sell faster and for more money than unstaged ones, particularly in the condo market where buyers are comparing your unit to dozens of others. We believe in staging so strongly that we cover the cost for our full-service clients.
Should I sell my current home before buying the next one?
It depends on your financial position, the type of property you’re selling, and current market conditions. In a slower market, selling first reduces the risk of carrying two properties. In a faster market, buying first can make sense if you can comfortably manage a short overlap. We walk clients through the full pros and cons during the seller consultation, because the right answer is specific to your situation.
How long does it take to sell a home in Toronto?
It varies significantly by property type, price point, season, and market conditions. Some condos sell within days. Others take several weeks. During your consultation, we’ll give you a realistic timeline based on recent sales of similar properties in your neighbourhood.
What is my home actually worth?
The honest answer is that it’s worth what a qualified buyer will pay for it in today’s market, not what an online estimate says or what your neighbour sold for two years ago. We provide free, detailed home valuations grounded in recent comparable sales, current active listings, and neighbourhood-specific data. No obligation, no pressure.
Should I hire an individual agent or a team?
A team gives you coverage, depth, and specialization that one agent simply cannot match. At The Storey Team, you get the benefit of a group that has closes over 100 sales per year, a dedicated marketing and administrative infrastructure, and specialists across condos, freehold, upsizers, downsizers, and investors, while still having a single lead agent accountable to you from start to finish.
What do I need to do before listing my home?
We handle most of it. Typically, we walk through the property together, identify any small repairs or updates that will meaningfully improve sale price, coordinate staging and photography, and set a launch date. The goal is to get your property to market at its best, without creating unnecessary work for you.
Do I need a pre-listing home inspection or status certificate?
For freehold homes, a pre-listing inspection can help build buyer confidence and avoid surprises. For condos, the status certificate is essential and is usually ordered during the listing process. We’ll guide you through whichever applies to your property.
What does a typical listing agreement include?
A listing agreement sets out the term of the listing, the commission, the services included, the listing price, and the specific responsibilities of the brokerage. We walk through every line of our listing agreement with every seller before signing. You will never be surprised by anything in that document.
Can I cancel my listing if I change my mind?
At Storey Team, yes, we have a 100% cancellation guarantee. If your situation changes or the whole needs to come off the market, we will cancel at any time. We run our business like this because we work on trust and are working with great people, but we understand sometimes things change in life.
Why do Storey Team listings sell for about 5% above market average?
It’s the combination of three things: accurate pricing that reflects real market conditions, genuine investment in presentation (staging, photography, video, and marketing), and disciplined negotiation grounded in real-time market data. None of those are magic — they’re the result of doing the work properly on every single listing.
How do I get started? Email tom@storeyteam.ca, call (416) 670-2432, or book a seller consultation directly through the site. We’ll start with a conversation, no pressure, no obligation.
