The Pre-Listing Playbook

Born in Israel and raised in Canada, Ilan understands the emotional side of moving. His family relocated several times growing up, which gave him a deep appreciation for what it means to create a true sense of home. It is not just about the property itself, but the feeling of comfort, belonging, and possibility.

That perspective drives how he serves his clients. Ilan is known for his calm presence, honest advice, and ability to guide people through major life transitions with confidence. In his first year in real estate, he was named Rookie of the Year, a reflection of both his work ethic and the trust he builds with every client.

Today, he continues to help families and individuals navigate the buying and selling process with clarity, care, and strategy. Whether you are moving up, scaling down, or simply curious about your options, Ilan shows up with experience, transparency, and a focus on what matters most to you.

When he is not working, Ilan enjoys staying active, reading, and building a life and business with his wife Shreya. Together, they are committed to creating a real estate experience that feels personal, supportive, and genuinely helpful.

We’re Ilan and Shreya, a husband-and-wife team blending real estate expertise with a systems-first mindset. Together, we’ve helped families across the GTA make confident moves with less stress and more clarity.

Ilan brings a calm, honest, and strategic approach to every transaction, shaped by years of hands-on experience. He’s in the trenches with our clients, guiding them through every step with transparency and care.

Shreya, with her background as a senior software engineer, ensures our systems run like clockwork. She’s behind the scenes streamlining every process so nothing falls through the cracks. From automations to marketing, she’s obsessed with making your experience feel simple and seamless.

We built The Portnoi Team to do things differently, to make real estate feel less chaotic and more human. Whether you’re upsizing, downsizing, or somewhere in between, we’ll guide you like we would our own family.

Let’s make this move the smoothest one yet.

• Data-driven strategy backed by deep local insight
• Tech-powered systems that keep everything running smoothly
• Analytical minds with an empathetic touch
• Full-service support from day one to closing day and beyond
• Skilled negotiators who protect your bottom line
• Modern marketing that actually gets seen
• We do whatever it takes, staging, storage, last-minute fixes, tough conversations, so you don’t have to. We treat your move like it’s our own.

Your condo isn’t just another listing. We take the time to plan every step so nothing is rushed or overlooked. From day one, we’re thinking about how to get your unit seen by the right buyers at the right time.

We begin with prep and strategy, pricing, disclosures, showing plans, then fine-tune every detail with a tailored marketing rollout. Whether your unit is vacant or tenanted, we work around the constraints to make sure it’s positioned at its best.

Our goal: create demand before the listing even hits the market.

• Professional photography with vertical reels and wide-angle stills
• Staging consultation to highlight your home’s strengths (and help you avoid costly mistakes)
• Lifestyle video tour optimized for Instagram, Facebook, and YouTube
• Feature sheets and property brochures (print and digital)
• Custom listing page with SEO targeting and lead capture
• Just Listed social ad campaigns on Meta and Google
• Email marketing to our agent and buyer database
• Tenant communication and showing coordination (if occupied)
• Optional 3D virtual tour or floorplan
• Neighbourhood teaser campaign to build buzz pre-listing
• Weekly performance review and listing adjustments based on real-time data

The hard part’s done but we’re not finished yet. From here, we’ll guide you through every next step –paperwork, conditions, deposits, and timelines, so nothing slips through the cracks. We’ll stay in close touch with the buyer’s agent, your lawyer, and any other parties involved to make sure your closing stays on track and stress-free.

Expect clear updates, reminders when things are due, and a team that handles the details so you can focus on your next chapter.

Before we meet, we like to confirm the key facts about your home so we can have a productive, focused conversation.

Please take 2–3 minutes to fill out this quick form. It helps us prepare more accurately and ensures that we have everything we need to review your property details together.

Click the link here to complete your Property Snapshot form

(If you prefer, we can also review this together during our meeting.)

This allows us to verify everything before we price and market your home, so you’re not scrambling last-minute.

You'll see a Home Value Index estimate when you click the link, just a heads up, that number isn’t always accurate.

Online tools don’t account for things like your specific layout, upgrades, view, or the impact of a tenant on pricing and showings. That’s where we come in.

After we view the unit, we’ll provide a full pricing review based on:

• Recent sales in your building and similar nearby ones
• Active competition and buyer behaviour in today’s market
• Your unit’s size, layout, view, lease status, and parking
• How timing and presentation will affect interest

We’ll then share:

• A suggested pricing range
• A list strategy tailored to your situation
• Notes on tenant impact (if any)
• Your estimated net proceeds
• All of this will be delivered in writing after our walkthrough.

Here’s a sample of the standard listing agreement we’ll walk through together. We’ll go over every section so there are no surprises, this just gives you a peek ahead.

We could tell you how we go above and beyond, but we’d rather let our clients do the talking.

Here’s what buyers and sellers have shared about working with us, their words say it best.

Check out the reviews that mean the world to us.