top tier trends across canada

TOP TIER TRENDS REPORT

A COMPARATIVE SURVEY OF CANADA’S LUXURY REAL ESTATE MARKETS

2 | Sotheby’s International Realty Canada © sothebysrealty.ca

TOP TIER TRENDS - CONTENTS

CONTENTSINTRODUCTION 3

NATIONAL SUMMARY 4

URBAN MARKETS 5Vancouver 5Calgary 8Toronto 11Montréal 14

KEY MARKETS 17Victoria 19Salt Spring Island 20Oakville 21Niagara-On-The-Lake 22

RECREATION AND SKI 23Sun Peaks 25Whistler 26Mont Tremblant 27

SPECIAL ACKNOWLEDGEMENTS 28

Sotheby’s International Realty Canada, Independently Owned And Operated. E.&O.E.: This information is from sources which we deem reliable, but must be verified by prospective Purchasers and may be subject to change or withdrawal.


TOP TIER TRENDS - INTRODUCTION

INTRODUCTIONCombining the world’s most prestigious real estate brand with

local market knowledge and specialized marketing expertise, Sotheby’s International Realty Canada is the leading real estate sales and marketing company for the country’s most exceptional properties, with offices in over 20 residential and resort markets nationwide.

Sotheby’s International Realty Canada conducts a series of annual reports and surveys to capture relevant market data and distinguishing market trends within some of the country’s most sought-after communities.

The 2013 Top Tier Trends Report is based on a survey of the top one percent of agents within over a dozen key markets in the Sotheby’s International Realty Canada network. It is the first Canadian survey to explore regional differences in top-tier real estate trends. The survey establishes a baseline entry price for luxury single family homes within key cities, communities and recreational markets, and summarizes market nuances, buyer demographics, property characteristics and other critical buying trends. The survey further offers regional market insight and first of its kind intelligence in answering the question - what defines a luxury single family home in Canada?


TOP TIER TRENDS - NATIONAL SUMMARY

NATIONAL SUMMARYIn a survey spanning over a dozen markets across Canada, Sotheby’s

International Realty Canada collected and analyzed local market data to offer a picture of baseline luxury single family home ownership. Survey findings revealed that the entry price for a luxury single family home in Canada’s major urban centre starts at $2 million in Toronto and Calgary, $2.8 million in Vancouver and $3.5 million in Montréal. Minimum square footage for single family homes in the top-tier range from 3,500 square feet in Vancouver, Calgary and Urban Toronto, to 5,000 square feet in Montréal and 8,000 square feet in Toronto North.

In the key communities of Victoria, Salt Spring Island, Oakville and Niagara-on-the-Lake, all with populations below 365,000, the entry price for a luxury single family home ranges from $1 to $2 million, for homes ranging from 2,500 to 3,800 square feet.

According to survey results, the entry level price for luxury single family homes in the ski/recreational regions of Whistler, Sun Peaks and Mont-Tremblant ranges from $1 to $2 million, with Whistler’s approximate starting price of $2 million being the highest. The minimum square footage of these properties range from 3,000 to 4,000 square feet.

Underscoring the importance of the age-old saying “location, location, location,” the unequivocal and top ranked feature of a luxury property in every key market surveyed was deemed as being location. Easy access to an urban centre, top ranked school districts, proximity to community amenities are considered essential to the locations of top-tier primary residences. Views of water, mountains or city are also a high priority.

The profile of buyers for luxury single family homes varies from market to market, however, top ranked professions across the regions surveyed include those in the finance, investment banking, medical and legal fields; large business owners and entrepreneurs are also well-represented. Survey results also revealed that buyers of top-tier homes are more likely to pay in cash and to utilize mortgages as part of an overall investment strategy. They are also more likely to own multiple properties across Canada and abroad.

The survey also revealed that while international buyers play a more prominent influence in urban markets such as Vancouver, Montréal and Toronto, it is largely Canadian buyers who are driving the purchase of top-tier family homes in the majority of markets surveyed. The strongest foreign influences include China, Russia, the United Kingdom and the United States.


URBAN MARKETS - VANCOUVER

Vancouver reported some of the widest regional price variations when it comes to entry pricing for high-end homes. According to

survey results, the average starting price of a single-family home in the high-end begins at $2.8 million. However results also showed that pricing can range from $2 million to $4 million depending on location.

The survey highlighted the Vancouver West Side as having the highest entry price for top-tier single family homes, with desirable homes starting at $4 million. In this region the most sought-after neighbourhoods include Shaughnessey, Point Grey, Kitsilano, Dunbar, Southlands and Kerrisdale.

North Vancouver also ranked high in the survey. Top reasons for its appeal to affluent buyers include neighbourhood amenities, established communities and desirable school districts. As such, North Vancouver luxury home prices reflect an entry price of $2 million.

In West Vancouver, entry price luxury homes can be found for $2.5 million. Within this community, neighborhoods including Caulfield, West Bay, Dundarave, Altamont, Ambleside and the British Properties are cited as the most desirable areas.

Across all areas of Vancouver, the most sought-after architectural styles remain consistent. Top preferences include Craftsman and West Coast Contemporary homes. Character/Tudor and updated Heritage homes also rank high in buyer popularity. Sotheby’s International Realty Canada’s agents reported that buyers in these high-end markets look for homes with a minimum of 3,500 square feet boasting premium features such as open living and kitchen spaces, high-end finishings, master bedroom with ensuites and additional amenities, such as wine cellars and theatre rooms.

VANCOUVERWEST VANCOUVER & NORTH VANCOUVER


URBAN MARKETS - VANCOUVER

BUYER PROFILE

Survey findings revealed that typical buyers in the Vancouver luxury market are between 40 to 50 years old, with two to three children on average. The majority (approximately 80 percent) fall within the $200,000 to $500,000 income range with approximately 20 percent earning over $1 million. Finance and investment banking, resources and medical professions are among the top sectors that buyers in this segment belong to. The survey also showed that the majority of top-tier homeowners in Vancouver hold mortgages and own multiple properties, which is consistent with other urban markets such as Toronto and Calgary.

FOREIGN INFLUENCES

According to survey results, Vancouver’s market continues to be influenced by foreign buyers, who make up approximately 40 percent of the market for luxury single family homes. As seen in previous years, China remains the top market influencer as buyers often purchase homes in Vancouver as secondary or investment properties. There has also been a recent surge in buyers from Iran and the United States.

OTHER TRENDS

Predictions for Vancouver’s overall market in 2013 are positive, as experts forecast a 5.6 percent increase in real estate sales this year.

MARKET SAMPLES

$2.98 Million West Vancouver

$2.68 Million Vancouver

STARTING AT

$2.8MILLION

TOP ARCHITECTURAL STYLES

West Coast Contemporary Craftsman Character/ Tudor Updated Heritage Home

3,500SQ.FT.

West VancouverCaulfieldWest BayDundaraveAltamontAmblesideBritish Properties

VancouverShaughnesseyPoint GreyKitsilanoDunbarSouthlandsKerrisdaleNorth Vancouver

FOREIGN INVESTMENT

60% DOMESTIC 40% INTERNATIONALStrongest Foreign Influences: China, Iran, USA

URBAN MARKETS - VANCOUVER SNAPSHOT

BUYER PROFILE

Multiple Home OwnershipMost Own Secondary/Vacation Properties

Payment TypeMortgages Used as Part of Investment Strategy

Income Level80 % $200-$500K

20% Earn $1 Million +

Finance/Investment BankingResourcesMedicalAge

40-50 Years OldFamily Status

Married with 2-3 ChildrenVocation


URBAN MARKETS - CALGARY

Calgary is one of Canada’s most robust markets for luxury homes. The baseline entry point for a luxury single family home is $2 million, which

is in line with that of Toronto. However, the features and amenities in Calgary reflect a distinctive western Canadian lifestyle. According to agents surveyed, top-tier single family homes start at $2 million with a minimum of 3,500 square feet and are typically in the Traditional, Craftsman/Arts and Crafts, Westcoast Modern or Character architectural styles. “Must-have” features include access to schools and shopping, views of downtown, park, river or mountains, and the most desirable neighbourhoods are Mt. Royal, Brittania, Bel-Aire, Aspen, Springbank Hill, Elbow Park/Elbow Valley, and Inner City Southwest/Westside.

BUYER PROFILE

As Calgary’s market for top-tier homes continues to outpace most of Canada, Sotheby’s International Realty Canada survey findings reveal that demand is predominantly driven by younger buyers, largely in the 35 to 40 year old range who have a skew in preference towards inner city and beltline living. According to experts surveyed, over 80 percent of these homebuyers earn an income of $500,000 or higher. They are predominantly employed within the finance and investment banking (mining, oil and gas) or medical sectors, or are entrepreneurs. Most buyers own multiple homes and mortgages are commonly used within this segment of the market.

CALGARY


URBAN MARKETS - CALGARY

FOREIGN INFLUENCES

The Calgary market also has the lowest overall percentage of foreign investment of the urban markets surveyed: the majority of purchases of top-tier single family homes are made by Canadians (85 percent according to survey results).

OTHER TRENDS

Despite a decline in inventory, the demand for top-tier single family homes is expected to continue due to strong employment rates, encouraging the migration of a cross section of residents to inner city homes. This, coupled with low mortgage rates, will continue to sustain the demand for luxury single family homes in 2013.

MARKET SAMPLES

$5.7 Million Calgary

$2.19 Million Calgary

STARTING AT

$2MILLION

Traditional


Craftsman/Arts and Crafts Westcoast Modern Character

3,500SQ.FT.Mt. Royal BrittaniaBel-AireAspen

Springbank HillElbow Park / Elbow Valley Inner City Southwest/Westside

URBAN MARKETS - CALGARY SNAPSHOT

FOREIGN INVESTMENT

85% DOMESTIC 15% INTERNATIONAL

BUYER PROFILE


Payment TypeMortgages

Income Level80% Earn $500K +

Age35-40 Years Old

Family Status Married with 2 School

Aged Children

Finance/Investment Banking-Resources (Mining, Oil and Gas, Etc.)

Medical (Dentist, Orthodontist, Physician, Specialist Physician)

Entrepreneur Vocation


TORONTO

URBAN MARKETS - TORONTO

In order to accurately depict the luxury market in Toronto, it is necessary to distinguish between two unique upscale submarkets within the city’s

parameters: “Toronto North” and “Urban Toronto”. With both of these areas carrying a market entry price of $2 million according to survey results, what distinguishes them from each other is their location and buyer demographic. The Urban Toronto market is centered in the city and appeals to those who find comparatively smaller homes starting at 3,500 square feet desirable, along with close proximity to the business district and entertainment/community amenities such as restaurants, exercise studios and private schools. Popular neighbourhoods meeting these demands include Yorkville, The Annex, Rosedale, Summerhill and Forest Hill. On the other hand, larger single family homes upwards of 8,000 square feet are considered ideal by buyers of top-tier real estate in Toronto North. Lawrence Park, Bridle Path, Hogg’s Hollow and Bayview/York Mills are among the most desirable neighbourhoods for these homes. Across the board, buyers are seeking quality finishings, top-notch design, and in-house amenities, including pools and theatre rooms. Proximity to premier schools, be they French schools in Toronto North or excellent public or private schools in Urban Toronto, is also a factor. Contemporary, Modernist, Grand Victoria and Classic Georgian are the most popular architectural styles.

BUYER PROFILE

Results from Sotheby’s International Realty Canada’s survey reveal that buyers in Urban Toronto are often couples and families with one to two children or same sex couples, whereas those in Toronto North are typically larger families with two to three children on average. Homebuyers in this segment earn over $100,000 annually, and finance and investment banking, manufacturing, large business ownership and the medical and legal professions are the fields most prominently represented. Similar to the Vancouver and Calgary markets, the majority of buyers have a mortgage on their $2 million plus home, with many utilizing mortgages as part of an overall investment strategy.


URBAN MARKETS - TORONTO

FOREIGN INFLUENCES

According to Sotheby’s International Realty Canada’s survey results, 25 percent of homebuyers in this category of homes are foreign buyers. Top international influences include the United States, China, Russia, the Middle East and India.

OTHER TRENDS

Experts predict that the Toronto real estate market will gain momentum leading into spring, with an upward trend in selling price forecast for 2013.

MARKET SAMPLES

$5.49 Million Toronto

$2.35 Million Toronto

STARTING AT

$2 MILLION

TORONTO NORTH

8,000 SQ.FT.Lawrence ParkBridle PathHogg’s HollowBayview/York Mills

URBAN MARKET

3,500 SQ.FT.

YorkvilleThe Annex

RosedaleSummerhillForest Hill


Grand Victorian/Georgian Contemporary/Modernist

URBAN MARKETS - TORONTO SNAPSHOT

FOREIGN INVESTMENT

Strongest Foreign Influences: USA, China, Russia, Middle East and India


BUYER PROFILE

Families with 1-2 Children

Same-Sex Couples Families with 2-3 Children

URBAN MARKET TORONTO NORTH

Finance/Investment BankersEntrepreneurs Large Business OwnersUpper End ProfessionalsVocation

Age 40-50 Years Old


Payment TypeMortgages Used as Part of Investment Strategy



URBAN MARKETS - MONTRÉAL

With strong international influences and a resurgence of seasoned buyers, Montréal’s luxury housing market continues to stand out

from the conventional. Sotheby’s International Realty Canada’s latest agent study reports that top-tier single family homes in the city start at $3.5 million and are most commonly located in Westmount, Ville-Marie, Mont Royal and Outremont. Befitting these established neighborhoods, top architectural preferences include Georgian, Stone, Château and Modern style homes. Top-tier homes in Montréal boast some of the highest square footages amongst the markets surveyed, with homes starting at approximately 5,000 square feet. “Must-have” features include a large master bedroom, spa like ensuite, walk-in closet, gourmet kitchen and multi-car garage.

BUYER PROFILE

Sotheby’s International Realty Canada survey findings show that buyers of luxury single family homes in this market generally range from 40 to 50 years old. Among these homebuyers, over 80 percent typically earn an income of $500,000 or higher. They are pre-dominantly employed in the finance, technology and science or legal sectors, or are entrepreneurs. As a differentiator from other markets surveyed, only a small percentage (less than 25 percent) of Montréal’s top-tier buyers are known to carry a mortgage.

MONTRÉAL


URBAN MARKETS - MONTRÉAL

FOREIGN INFLUENCES

According to experts surveyed, high-end single family homes in Montréal also saw a significant proportion of investment from outside of Canada. China, Syria, Mexico, Russia and the United States rank as the five influential economies driving the near 50 percent split between domestic and international buyers.

OTHER TRENDS

In 2013, homes in the city’s high-end are expected to follow the steady growth trajectory of 2012, where sales grew four percent year over year and spent an average of 127 days in the market.

MARKET SAMPLES

$3.69 Million Montréal

$3.49 Million Montréal

STARTING AT

$3.5 MILLION


StoneGeorgian Chateau Modern

5,000 SQ.FT.Westmount Ville-Marie Mont Royal Outremont

Strongest Foreign Influences: China, Syria, Mexico, USA and Russia

FOREIGN INVESTMENT


URBAN MARKETS - MONTRÉAL SNAPSHOT

BUYER PROFILE

Finance/Investment BankingTechnology and ScienceEntrepreneurLaw (Lawyers and Judges)Age

40-50 Years OldFamily Status

Married with 1-2 Children (Tween/Teen)

Vocation


(Domestic and International)

Payment TypeCash with

Mortgages Later

Income Level80% + Earn $500K +


KEY MARKETS - VICTORIA, SALT SPRING ISLAND, OAKVILLE AND NIAGARA-ON-THE-LAKE

KEY MARKETSVICTORIA, SALT SPRING ISLAND, OAKVILLE AND NIAGARA-ON-THE-LAKE

Victoria, Salt Spring Island, Oakville and Niagara-on-the-Lake are all highly regarded communities with a population of under

365,000. Renowned as lifestyle-driven communities in close proximity to urban centres, the entry price for a luxury single family home ranges from $1 to $2 million across the markets for homes ranging from 2,500 to 3,800 square feet. These key communities represent the upper end of ocean and lake front communities across Canada, and while each market reflects unique characteristics, preferences for high-end homes are strikingly similar. Buyers are looking for waterfront properties with unobstructed views and large land sizes, and favoured architectural styles include, but are not limited to, Traditional, Georgian, Restored Heritage, Westcoast Contemporary, Modern and Beach House Contemporary.

TYPICAL BUYER PROFILE

Sotheby’s International Realty Canada’s survey identified the typical buyers of these high-end single family homes as couples ranging from mid 40’s to 60 years in age, with children. All owners were identified as earning over $100,000 annually. Unlike the majority of Canada’s major urban markets, buyers in Victoria, Niagara-on-the-Lake and Salt Spring Island are more likely to use cash when paying for these properties. The survey also revealed that the vast majority own more than one home, including recreational property and primary residences. Due to the geographic, demographic and economic profile of the city, those purchasing a top-tier single family home in Oakville are likely to utilize it as a primary residence, while those of homes in Niagara-on-the-Lake are more likely to use them as a secondary home for either half of the year, or as a vacation property. Victoria and Salt Spring Island have a 50/50 and 60/40 split respectively between usage of the home as a primary versus a secondary residence.

FOREIGN INFLUENCES

Foreign investment in these key communities is evident, but not as strong as for the urban markets surveyed. International influences include Mainland China, the United States and England.

OTHER TRENDS

As the price of homes in nearby markets, such as Toronto and Vancouver, continue to rise, it is predicted that families will continue to look to other markets for real estate alternatives. With top-tier homes in these key communities being available for well below the national average, the demand for real estate within these markets is expected to remain strong.


KEY MARKETS - MARKET SAMPLES

$1.45 MillionVictoria

$1.48 Million Victoria

$1.89 MillionOakville

$1.8 Million Oakville

$1.3 Million Niagara-on-the-Lake

$1.5 MillionNiagara-on-the-Lake

$1.29 Million Salt Spring Island

$1.1 MillionSalt Spring Island

STARTING AT

$1.5 MILLION


Westcoast Contemporary Modern Victorian Heritage

3,000 SQ.FT.UplandsOak BayTen Mile PointCordova BayWest Saanich

KEY MARKETS - VICTORIA SNAPSHOT

5% Are Out of Town Buyers and Purchase as an Investment Property Strongest Foreign Influences: USA, England and China

FOREIGN INVESTMENT


BUYER PROFILE

Multiple Home Ownership50% Own Secondary/Vacation Properties

Payment Type75% Cash


Age45+ Years Old

Family Status Married and 50% Have Children

STARTING AT

$1 MILLION


Westcoast Beach House Contemporary Modern Design

2,500 SQ.FT.Sunset DriveWelburyOld Scott/Scott PointBay RidgeMount Tuam

KEY MARKETS - SALT SPRING ISLAND SNAPSHOT

Strongest Foreign Influences: Asian, USA and European

FOREIGN INVESTMENT


BUYER PROFILE

Multiple Home Ownership60% Own Additional

Properties


40% Mortgage


Age45-60 Years Old

Family Status Mature Married Couples

Same Sex Couples

STARTING AT

$2MILLION


Traditional Stone and Stucco Georgian Restored Heritage Homes

3,800 SQ.FT.

KEY MARKETS - OAKVILLE SNAPSHOT

Strongest Foreign Influences: Mainland China

FOREIGN INVESTMENT

INCREASE IN FOREIGN BUYERS IN LAST 2 YEARS

BUYER PROFILE


Age40-60 Years Old

Family Status Married with 2 Children

(Tween/Teen)


STARTING AT

$1.4MILLION


Georgian Victorian Contemporary

KEY MARKETS - NIAGARA-ON-THE-LAKE SNAPSHOT

Strongest Foreign Influences: China

FOREIGN INVESTMENT

3,500 SQ.FT.PelhamSt. CatherinesNiagara Parkway (along the river)Queenston

BUYER PROFILE

Age50-60 Years Old

Family Status Mature Married Couples

Couples Working at Home


Payment TypeMostly Cash



RECREATION AND SKI MARKETS - SUN PEAKS, WHISTLER AND MONT TREMBLANT

RECREATION AND SKISUN PEAKS, WHISTLER AND MONT TREMBLANT

With an abundance of outdoor activities available year-round for residents of all ages, it’s no surprise that outdoor enthusiasts are

investing in properties in Canada’s top recreational and ski areas – Sun Peaks, Whistler and Mont Tremblant. According to survey results, the entry level cost for luxury single family homes in these four-season destination regions range from $1 to $2 million; Whistler’s approximate starting price of $2 million is the highest. The minimum square footage of these homes range from 3,000 to 4,000 square feet. Locations with views, either water or mountain, were found to be a consistent necessity, followed by entertaining amenities, including gourmet kitchens, large open-concept living spaces, hot tubs and wine cellars. The preferred architectural styles include Post and Beam, Traditional Round Log, Modern and Contemporary homes.

TYPICAL BUYER PROFILE

The Sotheby’s International Realty Canada survey reveals that the typical buyers in this market are often married with children and are between 40 to 50 years old. Of the homebuyers for this segment of recreational and ski real estate, the vast majority earn over $100,000 annually. The study also reveals that the majority of buyers use mortgages when purchasing these homes, but cash transactions have also been registered.

FOREIGN INFLUENCES

The buyers of single family homes in these market segments are predominantly Canadian, with the majority coming from nearby cities, where buyers can easily access these secondary homes and vacation properties. Overall, foreign buyers account for only 20 percent of single family home sales in the top-tier category, with owners using the properties for investment or vacation. Sotheby’s International Realty Canada’s survey results also revealed that the strongest international influences are Australia, UK and USA for Sun Peaks. In Whistler, Asia, UK, Germany and Russia play the most significant role.

OTHER TRENDS

The Whistler, Sun Peaks and Mont-Tremblant real estate markets have now stabilized after being heavily impacted by the 2008 recession. Within the top-tier home segment, experts predict that demand for properties will remain strong as Canadians continue to look to these markets for investment and vacation opportunities.


RECREATION AND SKI - MARKET SAMPLES

$1.23 MillionSun Peaks

$1.39 Million Sun Peaks

$1.68 MillionWhistler

$1.89 Million Whistler

$1.29 Million Mont-Tremblant

$1.29 Million Mont-Tremblant

STARTING AT

$1.35 MILLION


Timber Modern

3,000SQ.FT.Sundance EstatesBella Vista DriveLookout Ridge

RECREATION AND SKI MARKETS - SUN PEAKS SNAPSHOT

Strongest Foreign Influences: Australia, UK and USA

FOREIGN INVESTMENT


BUYER PROFILE

Multiple Home OwnershipMost Own Additional

Properties

Payment TypeMostly Mortgages


Age40-50 Years Old

Family Status Married with Children

STARTING AT

$2 MILLION


Log Home Post & Beam (with stonework)

3,500SQ.FT.

StonebridgeBearland LotsKadenwoodSunridge PlateauHostman EstatesBlueberry Hill

RECREATION AND SKI MARKETS - WHISTLER SNAPSHOT

Strongest Foreign Influences: Australia, UK and USA

FOREIGN INVESTMENT


BUYER PROFILE

FinanceLawMedicineAge

40-50 Years OldVocationFamily Status

Married with Children (Tween/Teen)


Properties


50% Mortgage


STARTING AT

$1 MILLION


Post & Beam Traditional Round Log Contemporary

4,000SQ.FT.Ch. Des SkieursCh. du Belvédère La Reserve Le St-Andrew’sLac Tremblant

RECREATION AND SKI MARKETS - MONT TREMBLANT SNAPSHOT

FOREIGN INVESTMENT


BUYER PROFILE


Properties


50% Mortgage


Age45+ Years Old

Finance/Investment BankingResourcesConstructionTechnology and ScienceVocationFamily Status

Mature Married Couples


TOP TIER TRENDS - SPECIAL ACKNOWLEDGEMENTS

We would like to thank all agents who participated in this survey, and would like to extend a special acknowledgement to the following agents and managing brokers who went the extra mile in providing countless hours of insight, research and additional support.

Clive Benjafield

Fran Bennett

Nancy Brazeau

Greg Carros

Stephen Cartner

Polly Cordwell

Shelby Donald

Liz Forster

Chris Hobbs

Darlene Hobbs

Jason Jennings

Liza Kaufman

James LeBlanc

Jamie MacDougall

Paul Maranger

Mary Ann Mears

Steve Mitchell

Gordon Nye

Scott Piercy

Dennis Plintz

Herb Ratsch

Wendy Saunders

Kim Saxton

Jennifer Stanley

Christian Vermast

Ruth Anne Winter

SPECIAL

ACKNOWLEDGEMENTS