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Dear Brian,
Thank you for meeting with us and for the opportunity to present our estimate. We are excited at the prospect of working with you to launch and market your project. At Ryan Design, there’s no such thing as a small or a large project. We consider every project to be equally important and special, and we bring all our agency’s formidable resources – both internal and external – to bear upon the ultimate success of each project. The principals – myself, Linda O’Connor and Kelly Ryan – will be deeply and personally involved and invested in every aspect of your project, and we would consider it an honour and privilege to work with you. Needless to say, our depth of experience and expertise in real estate branding and marketing has won prestigious awards for us on the one hand, and triumph in the marketplace for our esteemed clients. We look forward to adding you to our growing roster of successful and satisfied clients. Thank you once again for considering us. Given the opportunity, let me assure you, we will pull out all the stops, burn the midnight oil, move heaven and earth to make sure your project is a resounding success. I look forward to receiving a positive response from you. Yours truly, Ryan Design International Gerard Ryan
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C O N T E N T S
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WHO WE ARE ............................................................................................................................................................................. 6 WHAT WE DO .............................................................................................................................................................................. 8 OUR PROVEN STEPS ............................................................................................................................................................. 10 OUR FEE ..................................................................................................................................................................................... 12 PROJECT ITEMS ....................................................................................................................................................................... 13 ACCOUNT MANAGEMENT ................................................................................................................................................... 14 ADDITIONAL NOTES .............................................................................................................................................................. 16 SOCIAL MEDIA & DIGITAL MARKETING ......................................................................................................................... 18 CREATIVE & SET-UP COST ................................................................................................................................................... 19 OUR WORK Averton ........................................................................................................................................................................... 20 Briar Hill ........................................................................................................................................................................... 21 NUtowns ........................................................................................................................................................................ 22 Riverside in Pine Grove ............................................................................................................................................. 23 Spice Urban Towns on the Danforth ................................................................................................................... 24 Kenneth & Holmes ...................................................................................................................................................... 25 Frenchman’s Bay ........................................................................................................................................................ 26 Southside Townhomes .............................................................................................................................................. 27 Realtowns Thornhill ................................................................................................................................................... 28 Boxgrove Village ......................................................................................................................................................... 29 OUR AWARDS ......................................................................................................................................................................... 30
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Over the past three decades, Ryan Design International has emerged as a true leader and innovator in the field of real estate marketing, advertising, graphic and environmental design as well as cutting-edge web marketing. Since its founding in 1977, the company has grown to be a full-service advertising agency, playing an instrumental role in the successful launching and on-going marketing of many international real estate projects. In addition to residential communities, the firm has branded and promoted a succession of high profile condominium, retirement and resort developments throughout Canada, the United States, Europe, the Caribbean, Dubai, Kazakhstan, Costa Rica, Turks & Caicos, Russia, Myanmar, and the Ukraine. From marketing complete towns and master-planned developments, to small in-fill projects, Ryan Design International has the breadth of experience and depth of talent to create a community with real character and presence in the marketplace.
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W H A T
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SIGNAGE
WEB MARKETING
RYAN DESIGN MANAGEMENT SERVICES
• all project-launch signage and model home compound exterior
• project website
• assignment of a key service representative to Client’s account for day-to-day account management
RENDERINGS • direction and collaborate with interior designers and renderer for all renderings
MODEL HOME COMPOUND INTERIOR • layout for interior sales flow • displays
DIGITAL TECHNOLOGY • touch screen technology for model home compound showcasing project floor plans, renderings, area, builder story, etc.
DIGITAL AD AND SOCIAL MEDIA MARKETING CAMPAIGNS
PRINTED MATERIALS
• coordination and attendance at weekly, bi-weekly or monthly meetings, prepare meeting agenda
• project brochure • inserts • drawing marketing floor plans
• prepare monthly calendars for Sales Events and Openings with due dates for materials, invitations etc.
BROKER COMMUNICATIONS PROGRAM
• administration of ongoing marketing budget(s) and critical path
• online secure portal
• ensuring maximum value for collateral purchases acting as Client’s agent
PUBLIC RELATIONS • writing and distribution to all key real estate media
• co-ordination of all production according to Client approved estimates
TRACKING AND REPORTING
• visits to the project site on a regular basis
• emailer reports, web site activity reports
PRINT PRODUCTION SERVICES
• digital and social media advertising program
• prepare final art for all merchandising materials required
MEDIA PLANNING
• conduct press approvals
• source, plan, book and place ads
• ensure proper fabrication of all materials produced
EMAIL MARKETING
• source and provide Client with quotes
• invitations, reminders, thank you, save the date, agent, prospect, etc.
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OUR PROVEN, 4-STEP PROCESS TO SUCCESSFUL BRANDING & MARKETING: RESEARCH
INSIGHT
The Numbers Tell a (Success) Story
The Leap from Information to Intelligence
It cannot be stated often enough that in today’s competitive marketplace, the only edge you have is knowledge. The more you know, the better informed you are, the higher success rate you experience. Before starting on any branding/marketing assignment, we at Ryan Design put on our research caps and collect, compile, and collate all the information we need to ensure the success of your project. This includes, but is not limited to:
It is one thing to acquire the knowledge; anyone can pay for and get the requisite information. But it’s a whole different ball game to interpret the knowledge and come to the right conclusions.
1. Identify your customer base Understand who your ideal customers are, their needs, wants, preferences, interests, income, occupation, lifestyle and more. By understanding early on who your ideal customer is, you will have a better understanding on how to target them, their likes and dislikes, spending habits, frustrations, concerns and more. 2. Identify competitors and gaps in the market This is key to understanding the current market factors and how they impact your business. Once you determine the positioning of competitors in the market, you can look for gaps to maximize potential revenue.
This is where insight plays a deep role. It’s a combination of many factors: intuition, experience, gut feel – call it what you will. At Ryan Design, we have loads of insight; in fact, a combined 70+ years of insight among our principals. We have seen the ups and downs, the highs and lows, the successes and the failures. We know what works and what doesn’t. That’s insight. We are game changers in real estate marketing for highrise and lowrise projects across the GTA. We made Impressions one of the most highly desired and sought-after communities in Kleinburg. We put the #1 in No.1 Yorkville. We made Whitby Meadows one of the most talked-about projects of 2017. How did we do this? By leveraging our experience and knowledge and tapping into our Insights.
STRATEGY
3. Develop a compelling value proposition
Harnessing the Big Idea
Develop a compelling value proposition based on your ideal/potential customer base. The value proposition is key to developing your market strategy and how you will create a customer base that has the potential to grow.
Once the knowledge has been collected and insights have been tapped, the real fun begins. What’s the one compelling, overriding thing we can say about the project that will get our customers all fired up and ready to buy? What’s the one Big Idea that we can hang our hat on? What’s the main hook that will draw in our customers? We have a methodology for it; we call it our GPP – Grand Project Plan.
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R
I
Research
S
Insight
The GPP acts as our master blueprint, our creative springboard for all elements to ensure a powerful, unified, consistent branding front through the duration of the project. Key items produced as part of the GPP: •
project name suggestions.
•
develop a logo concept based on the chosen name.
•
develop a project colour scheme that will be used on the logo, model home compound, brochure, signage advertisements and web design.
•
produce finished artwork for the chosen logo concept in a digital format suitable for all marketing applications.
•
produce stationery package.
•
work closely with the interior designer and architect to achieve the desired marketing theme for the presentation centre interior and exterior.
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to provide model home compound interior and exterior layout function to ensure that your sales team is armed with all the tools they need to “sell”. This model home compound plan will detail how the traffic will flow through the model home compound and indicate size, content and location of every display.
•
supply the interior designer with a detailed floor plan of the model home compound.
•
design the look of a typical sign to determine the size, shape, colour and how the logo will function with the sign design format.
Strategy
E
Execution
•
produce design concepts for a brochure package including cover and insert pages. Produce a fully detailed mock-up for the client, detailed enough to be used to obtain printing quotes.
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design concept for one web page, including registration database.
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to obtain price quotes from suppliers in order to produce estimates for production of all of the marketing materials required.
EXECUTION Success is in the Details You can do the best research; you can tap the most effective insights; you can get the ultimate genius idea; all of this is of no avail if there isn’t proper execution and followthrough. At Ryan Design, we know that the chain of success is only as strong as its weakest link. That’s why we make sure that every link of our process chain is strong, committed and detail-oriented. Our Account Management team is your ultimate goto resource that will ensure the success of your project.
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O U R
F E E
AN ALL-INCLUSIVE MONTHLY RETAINER
No more time wasted in approving endless estimates and processing numerous
Signage – there are thousands of signage companies to choose from. Over our 35-
invoices. The benefit of an all-inclusive retainer is that you are billed one amount
year history, we have honed that list down to a handful that always deliver the quality
monthly for a period of 6 months. With any project, the startup for the project
and budget our clients demand. We will work with signage manufacturers to obtain
requires intense work and there are some months following when the work required
estimates, detail the work and supervise the final product. You are billed direct for
is less. With an all-inclusive retainer you have predictable budgeting, control over
all signage.
your costs, and enormous time-savings, as you are not approving each task on an individual basis. Everything is taken care of once per month, eliminating all the extra work for both parties.
Printing – we manage a roster of reliable printers who always deliver and provide a good price. Included in our services is liaising with the selected printer, obtaining stock samples, file transfer and printing proofs (often at odd hours of the night and
When you work with us, we work on your behalf with a roster of outside suppliers. These are companies we have worked with for years, so you buy wholesale and based on the huge volume our company provides to them. You are also billed DIRECT by them, which means no mark-up. These include:
weekends). All printing is billed direct. For all of these services, you pay one monthly pre-set fee and it doesn’t fluctuate. An all-inclusive retainer arrangement makes it easier for all parties because you receive one invoice every month vs. several; there’s significant savings here; savings in terms
Renderings - we will suggest a rendering company and we will work with them to
of having someone match up estimates to invoices, processing time for each invoice
ensure all renderings are perfect from a marketing perspective prior to you even
and issuing cheques for each invoice.
seeing them. This saves you an incredible amount of time. All renderings are billed direct to you from the selected company.
The all-inclusive retainer covers all the items listed in our Grand Project Plan and Account Management sections above. Basically, all work and services handled by G. Ryan Design in-house are covered by the retainer.
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PR OJ E C T
IT EMS
SIGNAGE
PRINTED MATERIALS
• all project launch signage and sales office exterior
• project brochure
RENDERINGS
• inserts
• direction and collaborate with interior designers and renderer for all renderings
• drawing marketing floor plans • providing legal doc floor plans
SALES OFFICE INTERIOR • layout for interior sales flow
BROKER COMMUNICATIONS PROGRAM
• displays
• online secure portal
DIGITAL TECHNOLOGY
HOTEL/TENT EVENTS
• touch screen technology for sales office showcasing project floor plans, renderings, area, builder story etc.
• preview events, broker events, media events
MEDIA PLANNING
• emailer reports, web site activity reports, social media, digital marketing
• source, plan, book and place ads
TRACKING AND REPORTING
PRINT PRODUCTION SERVICES
PUBLIC RELATIONS
• prepare final art for all merchandising materials required
• writing and distribution to all key real estate media
• conduct press approvals
EMAIL MARKETING
• ensure proper fabrication of all materials produced
• invitations, reminders, thank you, save the date, agent, prospect, etc.
• source and provide Client with quotes
WEB MARKETING • pre-registration and full project web site
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A C C O U N T
M A N A G E M E N T
Our account management covers all tactile issues including: •
Gerry Ryan and Linda O’Connor will personally lead your project with our team.
•
•
You will have 24/7 access to Gerry and Linda throughout the duration of your project.
Obtaining an estimate for technology and related equipment and ensuring we provide a turnkey solution for all technology up to the opening of your project.
•
Enlisting any other expertise as required ensuring your project is launched successfully.
•
Preparation of a media plan to launch your project.
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Sourcing appropriate media, contacting them, negotiations, meeting with them and consultation services around the best media to use.
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Organization and coordination of all media contracts up to launch.
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To obtain detailed estimates including printing and sign quotes.
•
To be in constant contact with architects, renderers, model maker, printers and other suppliers to ensure timely delivery. (Annoying but necessary!... the umpteen phone calls to the renderer, architect or to you to find out where those promised and vital items actually are! To check printing proofs at midnight so the printing can be delivered on time, etc.)
•
To attend meetings with clients and suppliers to approve artwork, as required.
•
To prepare work back calendars.
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To be on-call to answer questions at all times. (That’s right... the Saturday morning panic calls, the ‘Oh I just remembered can you...” calls, the URGENT calls, the early morning, late night calls...
•
•
Direct access to our account team, media team, web development team, signage and sales office team, designers, studio personnel, accounting, technologists, technology service personnel, installers, etc. To stay on top of your project on a daily basis and issue weekly status reports to ensure everyone on the team is in the loop.
•
We act as an extension of your marketing department, so you don’t need to worry about all the marketing details.
•
A project manager from the staff of G. Ryan Design Inc. will be assigned to your project to ensure production schedules are met.
•
Coordinating the production of marketing and advertising materials with inhouse and outside suppliers and the various media outlets. (You know... juggling a hundred balls in the air in order to meet deadlines set well before anything is actually ready!)
•
Emailing and making telephone calls daily. (The tying up of endless details to ensure the job is done right and only done once!!)
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On site visits to confirm measurements, meet with suppliers, client, etc.
•
Confirmation of all technological requirements and specifications related to the technology we suggest.
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R E TA I N E R
D O E S
N OT
I N C LU D E
T H E S E
I T E M S :
•
Renderings are done and billed to you directly from the supplier we choose together.
•
Couriers etc. We provide you with a monthly courier bill if couriers are used for your account.
•
Production of all Sales office displays is an outside cost. The actual “making” of the displays is done outside and billed to you as a separate item.
•
•
Signage manufacturing. We design your signage and then discuss a production and install company. This supplier will estimate to you and bill you directly.
Client alterations to items over and above the number specified above. If changes become extensive, we will let you know that a separate bill will be prepared.
•
Original Photography and/or stock images will be charged extra. Prior to purchasing any photography of images for you, we will provide an estimate and this amount will be billed over and above the retainer.
•
Video Production. We can provide a couple of video production companies for your project and this would be estimated and billed separate. Our involvement with the video art direction, story board, etc. would also be estimated and billed separate.
•
Virtual Tours, usually handled by your rendering company are also billed to you directly and separate from our retainer.
•
Brochure printing. The actual printing of your brochure and other materials is done by a printer that we select together. The printer will estimate and bill you directly. We supervise the entire process and we handle proofing all press issues and press proofs.
•
Website hosting. You might have a hosting company already. If you don’t we would be happy to suggest one and that company will bill you direct.
•
Social Media programs. We can assist with Social Media and this would be estimated and billed to you separately.
•
Hardware costs including touch screens, video walls, iPads, all brackets and materials for installation of such items as well as installation costs. We have suppliers that provide turnkey purchase and install of all hardware and they will estimate and bill you direct.
•
Special software purchased on your behalf for remote access to update the touch screens. We would discuss any special requirements with you and provide costing.
•
Media costs. Each media outlet would require a credit application from you. This is confidential between the media outlet and you. Each media outlet will bill you directly.
Also excludes items manufactured outside of Ryan Design International and materials purchased from outside suppliers. Anything purchased on your behalf will be billed direct by the supplier. All outside costs will be charged to you at our cost. Items not produced by us including renderings, videos, signage manufacturing, producing sales offices displays, brochure printing, etc. are all billed to you direct from each supplier and they are not covered within the retainer. Also, when you purchase services from our outside suppliers, you pay wholesale costs. There is no mark-up on these items and you are billed direct. See list below (costs are rough estimates only.)
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ADDITIONAL
NOTES
TO
OUR
FEES
•
Approved couriers will be billed monthly to the Client (courier back up with description of contents will be provided by Ryan Design and sent to Client).
•
Approved collateral (external) purchases, such as renderings, illustrations, stock photography, printing and signage will be billed at the net costs to the client directly
•
Ad publications will be planned, placed, coordinated and purchased by Ryan Design and billed by the publication to the Client
•
Travel to onsite meetings is included in marketing fee for duration of the project
•
Retainer fee is due on the first day of each month. We pre-bill 2 months as a deposit on account
•
If the project launch is delayed beyond three months of the signing of this contract, extra charges may apply
•
This contract is valid for one sales office, a brochure, a website, etc. relating to the project detailed
RETAINER AMOUNT
$8,000 per month for 9 months
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ADDITIONAL ITEMS REQUIRED FROM OUTSIDE SUPPLIERS
The items listed below should be included in your budget. The prices supplied are based on the requirement of projects similar to yours. Any item that is produced by an outside supplier (like scale model, rendering, printing, etc.) would be billed to you by the supplier at our wholesale cost.
•
Architecture scale model: TBD
•
Brochure printing $9,185.00, cost based on similar projects we have done recently
•
Exterior Renderings $1,500.00 - $2,500.00
•
Virtual Walk Through - $12,000.00-$15,000.00
•
Other renderings $3,000.00 - $3,500.00
•
2D landscape site plan rendering
•
Interior suite renderings would be taken from virtual walk through
•
Hardware for sales office touchscreen, video wall, etc. - TBD
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SOCIAL
MEDIA
AND
Grow our online audience and reach: By widening our audience reach on Google, Facebook, Instagram (this will largely be achieved through online ads) and expanding our online efforts by increasing traffic to your website, we have a higher chance of penetrating the online market. The ability to communicate quickly and inexpensively to potential customers will be achieved by investing funds into online marketing and to rethink traditional forms of communication. All forms, publicity or communication must now include a digital aspect. Whether it means collaborating with outside sources (for example, combining digital efforts with outside vendors to cross promote) or taking advantage of influencers in the community, all efforts must be rethought out and planned.
D I G I TA L
MARKETING
SOCIAL MEDIA MANAGEMENT – Create, write, strategize weekly social media posts and providing a calendar of suggested posts. Maintain and update regularly Facebook, Instagram. 2-3 posts are recommended for this project while we are building momentum. If we are posting content for other projects this will be adjusted. Also includes progress reporting monthly $2,500.00/month
Enhance our ability to target potential residents Microtargeting our message will help us talk to individuals about issues they find poignant while avoiding issues they oppose. Each one of your communities has their own specific selling points and what may be important in one development, may have little grounding in another; therefore, all content and posts will be targeted to meet the needs of the various developments and the potential customers they serve. This will be extremely important when dealing with contentious online groups and issues. Our team will work directly with yours to ensure all necessary steps are taken on the backend of our pages to mitigate any potential outbursts online.
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C R E AT I V E
AND
S E T- U P
COST
Google Set Up fee – one-time (includes Keyword + competitor search, Search Ads, and set up page) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . $875.00 Google Banner Ads – 5 sizes . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . $1,450.00 Facebook + Instagram Page Set up (one-time fee) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . $650.00 Facebook + Instagram News Feed Static Ad – 2-3 ads /month . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . $875.00/Ad Instagram stories . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . $850.00 Facebook + Instagram News Feed Video Ad – if required (we suggest 1-2 new videos every month) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . $1,450.00/Video Ad MEDIA SPEND . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . $5,000.00/month Google monthly Media Spend (Google Ads Display + Search) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . $2,500.00/month Facebook and Instagram monthly Media Spend . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . $2,500.00/month Google and Facebook agency management fees . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . $1,250.00 /month** **NOTE: Management Fee will be charged at the rate of 25% of total media spend monthly (Includes monthly reporting; daily monitoring and track registrations during campaign). Credit card payment authorization is required prior to run campaign.
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Located at Brock Road and William Jackson Drive in Pickering, Main Street Seaton by Averton Homes is one of the area’s hottest selling new home developments. The project is already under construction with phase one nearly sold out and a brand new release of homes available in phase two.
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Located at Briar Hill and Dufferin in midtown Toronto, this residential enclave offers a fabulous choice of one and two storey townhomes contemporary in their design and complete with rooftop terraces. Set in a well-established, familyfriendly community, residents can stroll along tree-lined walkways to the city park right next door, among numerous other amenities.
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EMAILER: MADI-
NUT-W-EM-11 037-Sa
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A collection of urban towns and traditional townhomes is coming this fall to the Pickering – Seaton area. The project is conveniently located between HWY 407 and 401 and has access to all of Pickering’s amenities, which include natural recreational areas such as the Seaton Hiking Trail, Riverside Golf Course and all of the vibrant amenity-rich shopping along the Kingston Road and HWY 401 corridor.
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905-391-8525
Riverside in Pine Grove is a new stacked townhome development by Rosebury Homes currently in preconstruction at Pine Grove Road, Vaughan. Riverside in Pine Grove has a total of 77 units. Sizes start at 1179 square feet.
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Located at Danforth Road and Warden Avenue, Spice Urban Towns is a great addition to the east end neighborhood. There are two subways stations nearby – Warden & Victoria Park. TTC bus stop are right outside and a Go Train is near Danforth Station. Transportation is easily accessible as you can be anywhere in no time.
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Since 1957, Fieldgate Homes has been developing and building in almost every corner of the Greater Toronto Area. A fully integrated builder of master planned communities, residential high-rise and commercial developments across the region, Fieldgate is widely recognized as a leader in architectural distinction and for its rigorous attention to detail.
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Located steps from the shores of Lake Ontario by quaint Frenchman’s Bay. Launch into a new lifestyle in a family friendly village surrounded by beaches, trails, parklands, marina and boardwalk. With both the GO station and the 401 just minutes away for a quick commute to Toronto.
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Leave yesterday’s conventional towns behind, and move up to the townhomes of tomorrow at Southside. Own a home whose modern flair and contemporary spirit match your own. Luxury, convenience and style to spare – they’re all captured in the most appealing 3 and 4-bedroom townhome designs ever unveiled in the GTA.
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Real Towns in Thornhill, a community of exceptionally crafted, homes designed for modern family living. This is a neighbourhood where you will want to put down roots, create memories, and establish the foundation of your own family. Discover Madison Real Towns today and join the generations who have already made owning a Madison home a proud family tradition.
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Boxgrove Village is close to all of Markham’s many amenities, including access to the 63 kilometres of Rouge River Trail System, shopping, restaurants, medical services and community centres. Getting to Hwy. 407 is quick and easy and major public transportation including GO Transit is just a stone’s throw away.
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Ryan Design International has earned international recognition, and received numerous SAM Awards for advertising design excellence, in competitions on a national, provincial and local level.
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ryan-design.com 100 Sunrise Ave, Suite 111 Toronto, Ont M4A 1B3 tel: (416) 868-6500
