TCS Marketing Systems
With decades of experience, the people behind this company provide keen insights
In the fast-changing Toronto area real estate market, the team at TCS Marketing Systems always has their fingers on the pulse. The people behind this innovative sales and marketing consulting agency excel at anticipating coming trends, due to their three decades of experience, keen insight and extensive market data.
TCS Marketing Systems has been involved in numerous projects across the GTA and Ontario, including mid- and high-rise condos, townhomes, single-detached homes and master-planned communities. The company has a single guiding principle – integrity – and has set itself apart by being the first consultants in and last out on every project.
Wealth of experience
Managing partner of TCSMS is Mark Cohen, a highly respected and well known expert in the industry. His wealth of experience includes key roles with powerhouse developers, including Bramalea Ltd., Menkes Developments, Concord Adex and Tribute Communities. Throughout his career, Cohen has pioneered many of the sales and marketing strategies that are now common in today’s marketplace and is always on the lookout for the next breakthrough.
“When Mark is in the room with the architects, he thinks about what people do after they come home and throw their keys on the table,” says Onkar Dhillon, vice-president of operations and one of The Condo Store’s founding members. “He thinks about how they live. We are designing with consumers in mind. For example, Amazon delivery is the way people get parcels, so we’re adding automated parcel delivery rooms. That’s the kind of thoughtfulness required in design.”
Dhillon has been working with Cohen for 20 years, since they met when Cohen was vice-president of sales and marketing for Concord Adex’s Cityplace, the largest residential highrise development in Toronto history.
Better projects, better designs
Condos used to be subordinate to lowrise homes, Dhillon says, but condos are a lifestyle choice and the challenge is to create better projects and design better spaces to serve consumers.
“Our philosophy is there is a condo for every person, and there’s a purchaser for every condo,” says Glen Buttigieg, vice-president of sales. “We make a case for every condo, whether it’s to take in the morning sun, to see the lake, or the advantage of being near the rooftop terrace. We painstakingly comb over every suite, trying to find the advantage and tailor it for each buyer. Our agents are listening to buyers and determining what suite would serve them best.”
For TCSMS’s developer clients, Cohen and company get in early, sitting in on all of a project’s marketing and design meetings and then create a rationale. They continue working with the same care and commitment until the last unit is sold, understanding the importance of making the projects profitable for their clients.
“What I influence is the design, marketing, sales and customer relationships for different projects,” says Cohen. “Instead of working on 12 projects for one person like I used to, I work on 12 for 12 different builders.”
TCSMS is equally well-versed in selling and marketing high-, mid-, and lowrise developments. Buyers’ expectations are changing. Due to constraints on land available for building and affordability, people are realizing they don’t have to aspire to 4,500-sq.-ft. houses in rural settings and can live well in smaller homes.
“The market doesn’t want space for space’s sake,” adds Serena Quaglia, vice-president of marketing. “People want common space, a study nook… that’s the challenge for the lowrise market. It’s not going anywhere, but the designs are not what they used to be.”
Quaglia brings more than a decade’s experience in the design, marketing and sales of master-planned communities and believes today’s buyers are more sophisticated and knowledgeable when it comes to evaluating properties. “The most important role we play when working with developers is our ability to accurately represent the needs and desires of each and every buyer. And that starts with being great listeners.”
For example, Bungalow is an ultraluxury condo project by Kalovida Canada Inc. in the heart of the Entertainment and Financial Districts, with just 13 units, just one per floor. Cohen recognized that buyers spending $2.5 million for a suite – hedge fund managers, athletes, entertainment industry types – would likely not be using them as primary residences, but as places to entertain and relax when they were in town. This type of clientele wants a certain type of wine cellar, concierge and modest, rather than overthe- top luxury.
In another example, construction is starting soon at 293 The Kingsway, a luxury condominium by the Benvenuto Group. The Kingsway is a classic Toronto neighbourhood with lush, green streets and good schools, and 293 reflects the prestigious area, with large units, a park-like setting and stylish contemporary design.
And for Wycliffe Homes’ Promenade luxury townhouse development in Thornhill, TCSMS largely focused marketing around the developer, wellknown for its white-glove treatment, first-class finishes, exceptional locations and the opportunity it gives buyers to customize. Staying true to the prestigious Thornhill neighbourhood, Promenade’s townhomes are classy and tasteful, with top-notch features and finishes.
Whether it’s dealing with super luxury projects or condos geared to first-time buyers or investors, TCS Marketing Systems brings the same level of dedication to each one and works until the last unit is sold.
“Real estate is one service that hasn’t been greatly altered by technology,” says Cohen. “Homes are still sold by people, not machines. The quality of renderings is better, the ways to communicate more extensive, but at the end of the day, whether you are selling something to a client or to a customer or pushing a consultant to do something, most of it involves eye-to-eye contact. People move people to move mountains, and that hasn’t changed.”