What will you pay for...

3 Types of Consumer spending behaviour

Did you know that consumers fall into 3 categories when they think about price?

  • About 15% always want to pay the lowest price
  • About 5% want to pay the highest price
  • About 80% want the best value

 If you are considering selling your home, I'd advise you to examine your own personal style of spending behaviour.  This way, it will help guide you in choosing a Realtor that is aligned with your core values when it comes to spending.  Let's examine the pros and cons of the two most popular types of consumers when it comes to Real Estate:

1. Price Shoppers

Everyone loves to save money. That's why discount agents and brokers are in business. They may be a great option for someone with a beautiful home to sell that understands the market and does this often (it helps if it’s a strong sellers market, too).  People who fall into this category are often people who will sell their home themselves, or even privately. 

Likely this type of Realtor specialist really really understands your wish to save money.  They likely do the same when listing your home.  They probably also understand there are lots of buyers out there who want to save money too, and get the best deal possible, and likely work with a lot of discount buyers & Realtors just like them.

What could that mean to you? Let's think through the details.  Let's just say they list your home for a low commission. Will they be able to help you with the costs involved in preparing and staging? Unlikely, when staging costs run upwards of $2,500.00 or more.  Maybe they will, but will ask you to reimburse them if the house doesn’t sell.  Will they spend money on professional photography, video & advertising the home outside of listing on MLS?  Will they spend lots of time answering questions and guiding you? 

Understand that price you pay is tied to services & time provided to you.  More importantly, ask yourself, is a discount agent is going to sell your house to a discount buyer?

2. Value Shoppers

If moving is overwhelming & you are not sure where to start, consider a full service agent who specializes in your type of property (whether that’s your area, demographic or type of home)

What does that mean to you?  Likely this type of agent understands how to prepare your home to get you the best price. They are probably willing to put some skin in the game, too by helping pay for some of the up front costs, depending on thier business model.  They are more likely to be working as a Realtor full time (many Realtors aren't)

This does not mean that they think money is NOT important to you.  A good full-service Realtor is prepared to use all their skills & expertise to net you the most price.   They understand that proper preparation & marketing weeds out the 'deal hunters' and sets buyer price expectations.   They know this will help your home sell faster in a competitive market. 

Finally, they likely have a team that they can pull together to help them prepare & stage a home. 

The picture below shows you some things a full service agent can do to help you sell your home; particularly if you or your family can’t! 

Ways a Realtor can add value to your Real Estate Goals


  • a Realtor with enough time to listen to your questions & concerns
  • a Realtor that's available when you need them to answer questions
  • a Realtor who does not make you feel rushed, or that you are bothering them, or make you feel your questions are silly or trite
  • If you're working with a Realtor team, that you have access to the person that you originally spoke to or that is your primary contact & not feel you are being 'sluffed off' to support staff

Expertise & Experience:

  • the Realtor can predict and avoid problems that may arise in a real estate transaction
  • they understand contracts & take the time to review them with you and explain them to you clearly
  • they understand their fiduciary duty to clients and explain them to you
  • they understand how laws outside of the regulatory rules and can advise you of potential pitfalls (like contract laws, recent court rulings with regards to real estate, the Residential Tenancy Act, new home construction regulations & basics of Landlord Tenant Tribunal hearings and procedures)
  • they are experienced negotiators
  • they have specialty accreditations and are continually upgrading their skills
  • they develop good relationships with other realtors, which make transactions go more smoothly


  • they follow through on their promises
  • you can rely on them to be calm throughout the process
  • you can trust they have explained the paperwork to you so you understand everything you sign, and the paperwork is consistent with their explanations
  • they are consistant
  • they are thorough
  • they are prompt
  • they have systems they have developed so nothing falls through the cracks

Read the success story behind many homes I sell as a Full Service Toronto Realtor here:

Success Stories

Recent Blog Posts

Explore this incredible opportunity in the heart of Markham's housing market! This centrally located 4-bedroom Markham home is now for sale!  It sits on a deep private lot with an expansive backyard – perfect for family living. Recently renovated with brand-new flooring and a fresh coat of paint throughout, this residence boasts an inviting eat-in kitchen equipped with stainless steel appliances. The spacious bedrooms and separate side entrance offer versatility and comfort. Enjoy the bright, airy atmosphere thanks to ample natural light streaming through the large windows in the generous basement, ideal for relaxation and gatherings. Situated on a serene, low-traffic street, this home epitomizes convenience. 

It's a short walk to schools, parks, public transit, Centennial GO station, Markville Mall, and the vibrant shopping district along Highway 7.  You can even walk to grocery stores! This is great for commuters – an almost unheard of walking proximity to everything you need that’s rarely found outside the city core. Don't miss this opportunity to make this fantastic home in one of Markham's prime locations yours!


A disturbing trend I've come across recently is the fraud in the rental space.   As an agent who handles a fair share of rentals; these issues have shown up over several ways this year.   I'll tell you about 3 instances I've had and the red flags that appeared with each! 

When I'm representing a landlord and an application comes in, I spend a lot of time going through an applicants documentation and getting references and looking through their background.  Here's what I do:

  • Call their employer by finding the employer's website and calling through their office to confirm employment.  I don't just call the supervisor on the application
  • Look carefully at the documents to see if they are real; company letterhead & credit reports can be faked or bought
  • Check social media & linked in
  • Call past landlords
  • Make sure there is a building at the address they're currently renting
  • Check that the landlords name and property owners names match.   If it's an apartment building call through the property management company if it's an apartment rather than calling the number provided.
  • Look at the credit report for signs of altering

With those things in mind, let's look at 3 things that have happened to me this year!

1.  Student rental Scam - fake rental and landlord

First of all, you should never have to pay to submit a rental application, or be asked for a deposit before you get a chance to see the place.   These scams are generally ads on sites like Kijijii and Facebook for rentals that look too good to be true.  They also steal MLS listings for homes and advertise them at lower rates.  I came across one recently through a family friend desperate for some student housing.  It was a big scam; and when I called them out they 'protested too much'.    Here's how to spot these scammers:

  • They demand payment to submit a rental application
  • They demand a deposit before you see the unit
  • Makes excuses why they are not available to speak to on the phone 
  • Will only communicate through messenger, text or email
  • The advertised price is way lower than other rentals
  • Their Facebook profile was just created
  • Their Facebook name does not match their user name ID (see the URL) 

2. Fake Rental Applications   

There are some very good forged documents out there.  I had some people submit an application on a lease I was advertising and here's what I found during the checks, among the other checks I did as above :

  • Inconsistencies in addresses on the application
  • Employment letter does not look real - no header or footer with information on the company letterhead

3. Forged Tenacy Papers

I had a call from a gal who had a great story, good employment, good credit, moving to Toronto from outside the city for work, can't come in to look for a place so needed virtual showings.  Could I help her find a place.  Sounds great right?  

Now I don't usually check tenants out before I help them (and I'd helped out a client with an out of town move this year already in a similar situation)  But with everything going on right now, I felt it couldn't hurt to see what her references would say.   So she sent in her application & 

then came the paperwork - the address of her job didn't match up with her story.  The company had never heard of her or her supervisor.  There was even no property listed at the home she had put for her address!  Other red flags for scammers include what she did:

  • get overly upset when called out 
  • provide complicated excuses for 'mistakes' on application forms
  • call the fact checker a liar, unprofessional, etc.

So be careful out there folks! 


A big thank you to the communities of Guildwood, West Rouge & Port Union for the terrific support last Saturday for my Community Shredding Event.  About 30 families participated - and their generous food donations filled our Jeep to the brim!   The food donations were taken straight to Feed Scarborough - the Scarborough Food Security initiative and will be distributed to local satellite food banks in the area.   Judging from the huge line up outside the Manse Rd. food bank Saturday, it's much needed. 

Chartwell Guildwood was my partner for this event and provided the venue and great snacks.  Thank you Kelly & Dianne for your wonderful support.  As always, Papersavers was gracious, friendly, professional and helpful!  

One interesting sideline - My husband, myself, Dianne and Alex from papersavers all grew up within the same area!   Such a big city/small world!