The first half of 2025 has marked one of the quietest periods for new home sales in the Greater Toronto Area in over a decade. According to fresh data from BILD and Altus Group, buyers remain hesitant, and market conditions continue to recalibrate. But even in this climate, new communities are still being brought to market—and builders are staying active, strategic, and digitally prepared with the help of SaleFish.

Between January and June, just 2,512 new homes were sold in the GTA, including 1,455 single-family homes and 1,057 condominium apartments. That’s a steep 58% drop from last year and an 84% slide from the 10-year average. Condo sales plummeted 65%, and low-rise homes fell 51%. Meanwhile, inventory remains historically high, with over 22,000 units still on the market—giving buyers a wider selection than they’ve seen in years.

Despite the slowdown in transactions, digital adoption hasn’t wavered. SaleFish has remained active behind the scenes, supporting 19 new project onboardings comprising 2,460 total units. Of these, 1,980 units were launched in the first half of the year. Nearly all of these projects were low-rise, with one exception: Elm Developments’ Elevate (Tower A), a rare condo launch amid a cooling market. This activity reflects a broader shift—builders are using this moment not to pause, but to prepare.

Andrea DeGasperis Ronco, Principal at OPUS Homes, captured the mindset well: “In today’s challenging market, success comes down to thoughtful planning and long-term vision. OPUS Homes is committed to launching communities with care—balancing architectural design, client experience, and sustainability. Even when absorption is slow, we focus on delivering homes that reflect our core values: transparency, refinement, and integrity.”

SaleFish had the privilege of working with a diverse group of builders during this period, including Arista, Aspen Ridge, Branthaven, Cachet, Elm Developments, Fernbrook Homes, Glenvill, Lakeview, Lindvest, OPUS, Poetry Living, YEDA Homes, York Trafalgar Homes, and Zancor Homes. These developers stayed focused on execution, bringing new communities to life even in the face of economic uncertainty.

Marketing and sales efforts played a vital role as well. Agencies like 52 Pick-Up, Channel 13, Coolaid, Foxx Advertising, Guidelines, and Impact North helped shape the narrative, build trust, and attract attention to projects through strong storytelling and visual identity. Flavio Cappella, Principal at Guidelines, emphasized the importance of message clarity and authenticity: “In a market with lower absorption and higher inventory, standout marketing is everything.”

On the sales side, leading teams such as RE/MAX Premier Inc., RE/MAX Realty Enterprises Inc., Century 21 Landunion Realty Inc., InterCity Realty, Spectrum, Team 2000, and Timberstone Realty helped convert interest into action. Mario Sallati, Broker of Record at Timberstone Realty, shared his perspective:
“In today’s real estate market, the buyer’s needs and expectations are constantly changing, forcing our team to stay agile, reactive, and ever evolving. As the market continues to fluctuate, we see a shift in perspective to a service-first buyer who requires multiple touchpoints while searching for knowledge and value in their purchase decision. At Timberstone, we truly see an opportunity in the market with a low-pressure sales environment, value-add incentives, and an ability to remain fluid for an overall informed purchase decision.”

Internationally, SaleFish also supported new project launches in Australia during this time. The platform’s real-time inventory features and seamless contract workflows are proving valuable across borders, helping developers create consistent digital experiences in multiple markets.

For buyers, this quieter period may offer more than it seems. Elevated inventory levels mean greater choice, and many builders are offering flexible pricing, creative deposit structures, and limited-time upgrade packages to encourage action. With strong value available across many active communities, this may be a smart time to step into the market before momentum returns.

Looking ahead, the second half of 2025 may continue to pose challenges—but leading builders are leaning into this moment as a time for evolution. They’re refining their processes, improving buyer journeys, and strengthening their digital infrastructure. At SaleFish, we’re proud to play a part in that transformation and continue partnering with those who are building not just for today, but for what’s next.