Honest relationships. Reliable tools. Authentic experiences. That’s what we’ve seen consistently separate the good from the great in today’s market.

In our experience, delivering a quality home on time is just the starting line. Of course it matters — buyers expect it. But it’s not what gets them talking about you to their friends or family a year later. What really drives loyalty and referrals is what happens after the keys are handed over.

The 2025 Homebuyer Experience Trends Guide backs this up: communication typically falls off after move-in, and when it does, satisfaction and referrals often follow.

“A brand isn’t defined by a logo, it’s defined by the experience. A structured, consistent journey from first contact through warranty builds trust, loyalty, and advocacy that no marketing campaign can buy,” says David Merklinger, President at Coolaid Studios. “When homeowners know what to expect along their journey with you, they don’t just remember the experience — they share it with others.”

And Tim Bailey, Director of Operations at Avid, ECI Software Solutions, reinforces the point:

“A new report reveals a significant drop in customer satisfaction for new home builders after the move-in stage of the homebuyer journey. The 2025 State of CX Residential New Construction Report shows that while 97% of buyers would recommend their builder at the time of purchase, that number falls to 71% after they move in. This means builders lose the loyalty of over a quarter of their customers at a crucial stage — once they start living in their new home. Builders should prioritize the post-occupancy experience by focusing on three key pillars: Value, Caring, and Confidence. The post-move-in stage is a major opportunity to generate positive reviews, referrals, and brand loyalty. It’s the final impression that will directly impact a company’s reputation and future sales.” — Tim Bailey, ECI Avid Ratings

So, the question we keep coming back to is: how do the most successful builders keep that post-sale relationship alive?

What We’ve Learned from the Field

Working with builders across Canada and beyond, a few clear patterns have emerged. Buyers want to hear from you after closing — not about sales, but about living well in their new home. Proactive check-ins, like maintenance reminders or anniversary notes, go a long way. Referrals don’t just “happen” — they’re earned when you ask at the right time and make it easy.

It sounds simple, but doing it well and consistently is harder than it looks. Andrea DeGasperis-Ronco, Principal at OPUS Homes, sums it up nicely:

“For us, building homes is only half the work. The other half is creating a hand held approach to the new homebuying journey where clients feel informed, cared for, and confident throughout their time with us — long after closing. That commitment to care is what turns homeowners into referral partners.”

How Builders Are Tackling This

Here are some strategies we’ve seen work well. At 30 days in, a simple “welcome home” message with seasonal maintenance tips. At 90 days in, a quick check-in survey to gather feedback and address concerns. At 1 year in, an anniversary message — sometimes paired with a referral nudge.

These touchpoints aren’t complicated, but they’re authentic. They show buyers that you’re still there for them, not just for closing day.

CRMs like HubSpot, Salesforce, or Mailchimp help streamline these touchpoints. And when combined with SaleFish’s real-time buyer data — plus integration with Constellation, other ERPs, and accounting systems — everything runs more smoothly behind the scenes.

We’ve learned that every builder’s tech stack looks a little different — which is why SaleFish integrates with HubSpot, Salesforce, Mailchimp, Constellation, and other ERP and accounting platforms.

Why This Matters

The market is challenging, no question. Which means every buyer, every referral, and every bit of goodwill matters more than ever.

In our experience, the builders who continue to thrive are the ones who keep communication open and honest, build reliability into their processes, and show authenticity in how they treat buyers long after possession.

When homeowners feel that, they become advocates — not just satisfied customers. And that kind of advocacy is a builder’s most powerful marketing tool.

A Final Word

We’ve had the privilege of learning alongside builders who are doing this well. If something here strikes a chord, we’re always happy to swap stories — and hear what’s working for you.

If you’d like, we can walk through these ideas and explore how they might apply to your team. Or, if you’re curious, I’d be glad to show you a live demo to illustrate what this looks like in action.

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.

For builders and developers, adapting to the shifting real estate landscape is key to maximizing pre-construction sales in 2025. With interest rate cuts on the horizon and increased buyer confidence, the market presents new opportunities—but also challenges that require strategic planning.

Incentives and Standing Inventory

Many builders are leveraging innovative programs to move standing inventory. Targeted incentives, flexible financing options, and technology-driven sales strategies are becoming essential in a competitive marketplace.

Joseph Bozzo, Partner at Spectrum Realty Services Inc., Brokerage, emphasizes the importance of acting strategically in today’s market:

“With interest rate cuts on the horizon and low-rise inventory remaining tight, we’re seeing increased confidence from both end-users and investors. The demand for well-located, high-quality new homes is resilient, and buyers who enter the market now are positioning themselves ahead of potential price increases in the next 12 to 18 months.”

Bozzo adds that Spectrum Realty is focused on helping buyers and builders navigate these evolving conditions with expert guidance and market insights.

The Role of Interest Rates in Buyer Decisions

With interest rates expected to decline, buyers are regaining confidence, and developers are positioning themselves to capitalize on this renewed demand. Offering flexible deposit structures, extended closing periods, and value-added incentives can help drive sales momentum.

Lou Grossi, Broker of Record and President at Intercity Realty, sees current market conditions as a unique opportunity for prospective homebuyers:

“Declining interest rates and significant incentives have created favorable conditions for buying new homes.”

He encourages buyers to take advantage of these conditions while they last.

Market Insights from Benjamin Tal

Benjamin Tal, Deputy Chief Economist at CIBC, forecasts a bifurcated recovery in the Greater Toronto Area’s pre-construction market. He notes: “Low-rise housing will lead the resurgence due to tight inventories and responsive demand to declining mortgage rates,” while the high-rise condo segment may face ongoing challenges due to weaker pre-construction sales and oversupply. Tal also warns: “The current low pre-sale activity in the condo market, which is at a multi-decade low, could lead to severe supply shortages by 2026 or 2027,” potentially triggering price surges in the future.

These insights align with the perspectives of industry experts like Bozzo and Grossi, who stress the importance of strategic actions in the current market. Bozzo highlights that with limited low-rise inventory, buyers who enter the market now will be well-positioned for future appreciation. Similarly, Grossi emphasizes the advantages of purchasing in today’s climate with favorable financing conditions and incentives.

The Future of Pre-Construction Sales

As market conditions evolve, developers who embrace technology and data-driven decision-making will have the advantage. Utilizing advanced sales software, AI-driven analytics, and virtual sales platforms can streamline transactions and attract a broader audience of buyers.

Ultimately, maximizing pre-construction sales in 2025 requires a combination of innovation, flexibility, and market awareness. Builders who proactively adapt will be best positioned for success in the evolving real estate landscape.

The Canadian real estate market is evolving rapidly in 2025, shaped by economic shifts, changing buyer behaviors, and government policies. Industry experts emphasize the importance of staying informed to navigate these changes effectively.

Economic Outlook and Interest Rates

Benjamin Tal, Deputy Chief Economist at CIBC, highlights that the Canadian economy is projected to grow at a rate of approximately 2.5% in 2025. Interest rates are expected to decline, with the Bank of Canada cutting rates by 50 to 75 basis points. Lower bond yields will lead to a modest easing of credit conditions, improving affordability for buyers.

Nicole Lombardi, Vice President of Sales at TFN Realty, sees this as a turning point for the market:
“With interest rate cuts and growing buyer confidence, we anticipate a strong uptick in sales throughout 2025. TFN has launched innovative programs to support builders in moving standing inventory, including cutting-edge solutions like SaleFish software systems.”

Market Trends: Low-Rise vs. High-Rise

A key trend in 2025 is the divergence between low-rise and high-rise segments:

• Low-rise homes are set to lead the recovery, driven by lower mortgage rates and limited inventory, which will fuel price growth.

• High-rise condos face challenges due to oversupply and reduced investor interest, keeping prices subdued.

Barbara Lawlor, CEO and Partner of Baker Real Estate Inc., highlights the changing landscape of demand in the GTA: “While immigration and international student numbers have moderated, there remains strong demand from end-users and investors looking to secure long-term value in the market,” Lawlor notes. She emphasizes that buyers are taking a more strategic approach, focusing on well-located developments with strong rental potential.

Supply and Future Opportunities

Despite ongoing demand, supply constraints persist due to high government taxes and development charges. This supply-demand imbalance may push prices higher in the next 12 to 18 months, presenting an opportunity for buyers to enter the market before further increases. Additionally, the elimination of GST on new rental apartment developments provides an incentive for builders to add much-needed supply.

Final Thoughts

Staying informed and prepared is crucial for those looking to buy or invest in 2025. As the market adjusts, opportunities will emerge for strategic buyers and sellers who understand the evolving landscape.