I grew up surrounded by home builders and real estate agents, then spent more than a decade helping build one of Canada’s largest new home sales and marketing agencies.

That experience taught me what it takes to properly bring homes to market and build buyer demand. It also taught me how personal every transaction is. Behind every property is someone making a significant decision about their future, their savings and the place they call home.

In a challenging market, how a home is brought to market matters. Sellers can invest considerable time and money preparing their homes, then face weeks of uncertainty about demand, price and when the right buyer will act. Buyers may have more choice and access to listing information, yet still be left in the dark about the competition when it comes time to make an offer.

Consumer calls for greater transparency helped drive reforms designed to strengthen protection and give people more choice. Ontario changed its rules to allow sellers to authorize their brokerage to share details of competing offers, while protecting buyers’ personal information.

That change created an opportunity to improve the process for everyone involved. Buyers can see the competition and make informed decisions. Sellers can invite transparent competition for their homes, which translates into helping the market move forward.

Together, my co-founder Ben and I bring 35 years of experience in real estate. We’ve learned that successful sales begin well before a listing goes live: with thoughtful preparation, clear information and a coordinated effort to bring the right buyers and sellers together.

We built real‑e to put those principles into practice — one of the first to act on these rule changes — pairing technology with professional support to give people greater visibility, meaningful control and lower selling costs.

We start with your home, your goals and the timing that matters to you. We help coordinate preparation with our partners, then bring together MLS exposure, targeted marketing and a defined, transparent bidding event designed to focus buyer attention and produce a better result.

Together, we review comparable sales, current competition and your goals to build a pricing strategy: an opening bid designed to attract interest, a private reserve that sets the minimum you are prepared to accept, and a Buy It Now price that gives a ready buyer the opportunity to act. Your reserve is a safeguard. Our goal is to build demand and encourage competition that takes the result beyond it. You can follow the response to your home and see the offers as they come in. We bring the evidence, strategy and honest advice; you remain in control of the pricing decisions.

Our job is to give you a realistic picture of the market, even when it differs from what you hoped to hear. We won’t promise an inflated price to win your listing. You deserve facts you can make decisions on, and a plan built around them.

Our flat seller-side fee of $10,000 plus HST can also give you more flexibility. With lower selling costs, you may not need as high a sale price to walk away with the same amount in your pocket. We work through those numbers together, considering both the market evidence and what you want to keep after the sale. Buyer-agent compensation, where applicable, and other agreed costs are additional and included in that calculation.

Our process brings together property information, pre-inspection reports and title pre-review, alongside visibility into competing bids under the rules established for each sale. You can assess the opportunity, set your limit and decide what the home is worth to you.

The technology makes that information accessible. Licensed real estate professionals provide the representation, advice and transaction support that help you move forward.

For us, that means putting our experience to work to attract more attention to your home, create informed competition and pursue the strongest possible result — while helping you keep more of the equity you’ve built.

We believe people deserve to understand what is happening, know what they are paying and feel supported throughout the process.

That is the experience we’re building at real‑e.

Tell us about your home and what you want to achieve. We’d welcome the conversation.

Fraser Wilson
Founder, real‑e