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BASEMENT BLUESColin and Justin use a littlemood lighting to rescue a draband dreary dungeon, H6

SECTION HSATURDAYOCTOBER 23, 2010thestar.comNew in Homes & Condos

What do women want? It’s the eternal question that

perplexed Sigmund Freud, butPhantom Developments will tryto answer it with its Jade condo-minium development.

The midrise condo, to belaunched this month near Bay-view Ave. and Sheppard Ave. E.,will offer a host of female-friend-ly features intended to appeal towomen buyers while not alien-ating their male counterparts.

Women’s clout in the consum-er market is undeniable accord-ing to various studies. They in-fluence 90 per cent of home-buying decisions, the FinancialPost reports.

“I don’t have exact numbersbut I can tell you the vast ma-jority of condo purchasers arestrongly influenced by femalebuyers, whether they are singleor part of a couple,” says HunterMilborne, president of MilborneReal Estate, who has been part ofthe Jade team.

“A lot of the time a building isdesigned by a lot of men and toooften there are not enoughwomen in the room. This time Iwas almost like the token guy(Jade’s architect, interior de-signer and sales team are fe-male) and it was a very collab-orative process.”

Yes, Jade involves the samepeople behind Phantom Indus-tries, a leading manufacturer of

women’s hosiery since the 1950s.(Its Silks brand is the best sellingpantyhose in Canada.)

When the family-owned busi-ness decided to go ahead withthe Jade condo project, itseemed only natural to applywhat it already knows about fe-male consumers.

“There are so many condo sites,and although we have a greatlocation and a contemporaryboutique building, we felt weneeded to have a marketing edgeand decided to approach the fe-male angle,” explains HenryStrasser, a principal of PhantomDevelopments.

(Some features will be stan-dard; others are upgrades.)

Phantom has previous experi-ence in the local condo market.In the 1990s, it built 1001 Bay, a35-storey highrise condo, andthe Emerald Gates townhousecomplex at Bathurst and Steeles.It has amassed a large portfolioof industrial and commercialbuildings and has been involvedin investing in condo projects asa silent partner, says Strasser.

When a site in a prime locationbecame available in August2009, Phantom decided to take amore active role and Jade is theresult. The seven-storey build-ing will have 168 units.

“The market has totallychanged (since the Bay 1001pro-ject 20 years ago),” says Strasser.

Phantom Industries’s long history as a hosiery manufacturer gives it the background to market the Jade condominium with the woman buyer in mind. AARON HARRIS FOR THE TORONTO STAR

The midrise Jade will rise near Bayview Ave. and Sheppard Ave. E.

Improved security in the garage and elevators,better lighting in bathrooms, extra-longbathtubs for a long, luxurious soak — the newJade condominium is designed for the womenwho influence the home-buying decision

TRACY HANESSPECIAL TO THE STAR

JADE continued on H4

Close to a woman’sHEART

Even if you haven’t heard of Gray-wood Developments, you’ve likelyheard the catchy radio ads for twoof their condo projects.

There’s the tuneful twist on Mar-vin Gaye’s classic “Mercy MercyMe” for the Mercer (“Mercer Mer-cer Me”) in Toronto’s Entertain-ment District and the jubilant“Hands Up” promoting the OceanClub on Etobicoke’s waterfront.

But Graywood itself has flown qui-etly under the radar despite being afixture on the city’s condo scene formore than two decades. It doesn’teven have a website.

But between June 1and the end ofthe year, the company will have re-leased almost 1,400 condo units inthe city market, including 159 resi-dential units at the Residences atthe Ritz-Carlton, 493 suites at FiveCondos at 5 St. Joseph, 415 at theMercer and 461at the Ocean Club.

The luxurious five-star Ritz, devel-oped in partnership with CadillacFairview at 181 Wellington St. W.,has established a new standard forGraywood.

“The hotel is set to open beginningof next year and the proof is in thedelivery of that building,” says Ste-phen Price, chief operating officerfor Graywood. “We have learned alot from that and are able to trans-fer it to all our projects.”

Although each of Graywood’s cur-rent projects has a distinct person-ality, there are themes common toall of them, says Price.

“First of all is the location. Thenthe design detail, not just in theesthetic of the building but in itsfunctionality. And the value propo-sition we’re offering customers,”says Price, who points out thatGraywood seeks out “triple A” loca-tions for its projects.

“Good sites are fewer and harderto find, but we’ve always been ableto find enough for us,” he says. “Weare not a production developer-builder. We build as we find sitesthat fit our criteria, and we will waituntil we can find those that suit us.

“Then we seek out an architectthat will capture the vision we haveand find an interior designer whowill complement the architecture,then a landscape architect. Thoseare our three primary partners.”

Five, a modern 45-storey glasstower with undulating balconies, isslated to rise along tree-lined St.Joseph St.

GRAYWOOD

Downtownsuites spellhip, urban,personal Developer is releasingnearly 1,400 units insecond half of 2010

TRACY HANESSPECIAL TO THE STAR

GRAYWOOD continued on H10

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HOMES & CONDOS

“It’s very different how suites aremarketed, with different launches.You’ll have a broker launch, a VIPlaunch, one for outside agents, thenthe public. The process is different.I find the market is a lot more so-phisticated now. The brochures areslicker. You have an Internet pres-ence, and you have to be every-where, in a lot of media.”

The female-friendly condo con-cept was embraced by designer Ta-nia Richardson, a principal in To-mas Pearce Interior Design Con-sulting Inc. and her team.

“It’s very exciting for us to gear adesign to a specific gender,” saysRichardson. “The basic design pal-ette is very modern and clean andwill appeal to both genders. Wewere able to mix male and femaleelements. It’s about small detailsthat will appeal to women. We in-cluded the men in our office in theteam too, as we didn’t want to over-feminize it.”

She adds: “It’s such a simple con-cept, yet no one has capitalized on itbefore. If there’s a developer whounderstands women, it’s the Strass-ers.”

Safety is a big concern for femalebuyers, so security features get highpriority. There will be a 24-hourconcierge, a well-lit undergroundparking garage and lots of mirrorsin the hallways and common areasto offer visibility from all angles. Aswell, there are extra security cam-eras in the garage and elevators.

“We’ll also have a fob-style accesskey, similar to what you get with acar, so it’s easy to use when yourhands are full,” says Richardson.

One of Richardson’s pet peevesabout typical suite interiors is thebad lighting in the bathrooms, usu-ally a few bulbs directly over thesink.

“There’s nothing worse than thatwhen you are trying to put onmakeup,” says Richardson. “We’veintegrated face level lighting on ei-ther side of the mirror to help whenwomen are applying makeup.”

The receptacles are in place and

it’s up to the buyer to install thesconce of their choice in the bath-room. Floating shelves and drawerswill be offered above the water clos-et.

In recognition that many womenenjoy soaking in baths, tubs will be agenerous 66 inches long instead ofthe standard 60 inches.

Kitchen can come with lower cab-inets for women who struggle toreach high shelves. There will bekitchen drawer organizers and a

single-lever faucet which can be op-erated by the wrist or forearm ifhands are dirty. (Bathrooms comewith a single-lever faucet too.)

The modern-designed kitchenwill have different finishes betweenthe lower and upper cabinets, gran-ite or Caesarstone countertops, andstainless steel appliances. Someboast signature lacquered islands.

Women will appreciate a micro-wave oven fitted at waist level, sothey don’t have to struggle to liftheavy dishes from a height abovetheir heads.

“We’re also going to include someopen shelving, which is really greatas it allows women to stylize theirkitchens and add their own flair,”says Richardson. “In the model vi-gnette, we are using art, a big blow-up shot of a kiwi, behind the shelvesto show purchasers how they cancustomize it to their own taste.

And other features she feels willresonate with women include theshoe towers and closet organizersthat can be added to a suite.

“Organizers are a big trend, espe-cially in condos where space is lim-ited. Women like to have everythingorganized,” says Richardson. “Theymake the closet feel like your ownpersonal little boutique.”

The appeal is in the details

Working on the project, from left, are Lindsay LeDrew, Andrea Prsa,Tamatha Burske, Henry Strasser, Tania Richardson and Tiffany Love.

AARON HARRIS FOR THE TORONTO STAR

Development: Jade CondominiumsLocation: Bayview and Sheppard Developer: Phantom DevelopmentsArchitect: Kirkor Architects PlannersDevelopment size: Seven storeys,168 unitsFloor plans: One-bedroom, one-bedroom plus den, two-bedroom,two-bedroom plus denSize range: 550 to 1,050 square feetPrice range: Starting at mid-$200,000sSales centre: 403 Spring GardensAve., TorontoPhone: 416-762-8818

PURE JADE

JADE from H1

Iparticipated in a rather unusu-al event earlier this week as apanellist on a RealNet Canada

Inc. webinar arranged to presentthe results for third-quarter (July-September) sales activity in theGTA new home market.

Truth be told, at 6,503 units sold,it wasn’t one of better third quar-ters on record, but it was nothingto sneeze at either. As RealNetpresident George Carras revealed,the quarter ended decidedly up-beat with September highrise salesrepresenting the third best resultson record for that month.

What was fascinating about thewebinar was the interactive pollingconducted among the more than150 industry insiders logged intothe session. They ranged fromdevelopers and builders to brokersand realtors, to bankers and in-dustry consultants — in otherwords, a well-informed, represen-tative and sizeable focus group.

Asked what new home productswill be in highest demand, theinsiders ranked condos in the 416area code highest at 42 per cent,followed by townhouses and semi-detached homes in the 905 at 26per cent, townhouses and semi-detached homes in the 416 at 13 percent, condos in the 905 at 10 percent and detached homes in the905 at a lowly 9 per cent.

These results would represent asizeable 10 per cent market shiftfrom the 905 to the 416 area code.And that only 9 per cent of themarket is expected to be detachedhomes tells you a lot about theshortage of lowrise land and theprice pressure on this product. Aspanelist Barry Lyon quipped,“Townhomes are becoming thenew singles in the 905.”

Asked where they thought thepricing for new condos would besix months from now, 29 per centsaid up slightly, 37 per cent saidflat, 30 per cent said down slightly.

When two-thirds of the insidersbelieve that prices will be flat or up

slightly, my view is there’s no pointfor buyers to play a waiting game.

The next question was who willbe the dominant buyer group fornew condos in the next six months.The insiders believe that investorswill represent an eye-popping 52per cent of the condo market in thenext six months, followed by first-time buyers at 22 per cent, singlesat 16 per cent, empty-nesters at 10per cent and 0 for families.

There is no surprise in the 0 scorefor families. As for the 52 per centinvestor quotient, it may explainthe answers to the next question.

Asked what condo purchasersconsider most important today, 56per cent cited economic conditions(interest rates and jobs), followedby transit location at 21per centand low price at 15 per cent.

It pains me to say only 5 per centsaid strong, experienced, crediblebuilders were most important, butat least it ranked ahead of the 1percent who said a unique productoffering was most important.

The last question was about mar-ket mood, with choices rangingfrom excitement/euphoria tofear/depression. Only 5 per centare either excited or euphoric; theywere offset by 4 per cent who weredepressed. The rest were splitbetween the pessimists at 45 percent, with the edge going to the 46per cent of industry insiders, my-self included, who are optimistic.

Insiders’ poll sees citycondos on the move

Stephen Dupuis is president and CEO ofthe Building Industry and Land Devel-opment Association. The views ex-pressed are those of the president.Email: president@bildgta.ca.

STEPHEN DUPUIS

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