The GTA new condo market has come alive this spring, with recent housing policy changes encouraging prospective homebuyers to move off the sidelines after an extended period of uncertainty.

Combine that with projects in prized locations, boasting top drawer amenities and attentive marketing and sales techniques, you have a compelling reason for buyers to consider ALBA Condos by Edenshaw Developments in Mississauga.

We spoke with Kimberly Jeffrey D’Angelo and Carmen Gerasolo, founders of The Greenheart Group, the firm marketing ALBA, about the opportunities that await buyers, and the challenges of selling a completed project under current market conditions.

Let’s start with an update on ALBA. How are things coming along there?

Jeffrey D’Angelo: ALBA has been delivered, and our purchasers have been settling into their new homes over the last few months. It’s been great to see the building come to life. The majority of units were sold back in 2021, and we’re now excited to share that a limited number of suites have become available and will be released for sale this June. Prices start in the mid $300,000s up to $1 million, with sizes ranging from 450 to 850 sq. ft., a fantastic opportunity for buyers who missed out the first time around.

What makes ALBA stand out from other similar projects in the area?

Gerasolo: Its location. What I love about ALBA’s location is that it’s perfectly situated on Hurontario Street, south of Burnhamthorpe and a short walk to the Cooksville GO Station. You’re between the lakeside village of Port Credit and the downtown hub of Mississauga City Centre. Because it is located on the east side of Hurontario, you have stunning views over the Mississauga Valley, with unobstructed views of the lake and the City of Toronto. ALBA is located at 1 Fairview Rd., a residential street in a lower density community. The surrounding neighbourhood is very peaceful and full of parks and single-family homes, providing our purchasers with a much more quaint and residential vibe, versus the commercial environment most other projects in the city are surrounded by.

Jeffrey D’Angelo: Yes, and ALBA is walking distance to so many amenities and businesses, including Square One Shopping Centre, and strategically located between the 403 and QEW, so getting around is very easy.

How transformative do you think the Hurontario LRT/Hazel McCallion Line will be for this corridor?

Gerasolo: Once operational, the LRT will offer seamless connectivity by integrating GO Transit’s Milton and Lakeshore West lines, Mississauga Transit, Miway and Brampton Zum. With the Fairview stop at their doorstep, ALBA residents will have easy access for any commute. A visit to Port Credit and Lake Ontario will take minutes as the light rail vehicles will bypass regular street traffic.

What are some of the most appealing amenities?

Jeffrey D’Angelo: The amenities at ALBA are truly fabulous. I took a client through recently, and they were blown away by the amenities. Edenshaw, the developer, dedicated the entire seventh floor to amenities and has put thought into what makes for beautiful and functional gathering spaces.

Gerasolo: Edenshaw works to ensure that amenities are not just pretty pictures in a sales brochure, but actually functional and life-enriching. There is a huge co-working space with private enclosed workstations with lake views. The Maker’s Studio is a unique space where hands-on projects too big or messy for your suite can come to life – activities such as potting plants or painting furniture. An indoor and outdoor area specifically for kids, a pet spa and dog run, games room, fireplace lounge, outdoor terraces and a fabulous fitness centre are just the beginning. To answer your question in practical terms, the amenities that are most appealing are those that will be used today and will hold their appeal for future resale.

What is your favourite part of the building?

Jeffrey D’Angelo: The suites are so well appointed with the finishes, design and attention to detail. It reflects the standard that Edenshaw holds itself to across every project. We have two beautiful model suites that showcase the features for everyday living and that incredible view. The Greenheart team is on site and available for tours.

Gerasolo: The seventh-floor amenities. I can’t pick just one amenity. Absolutely worth a visit to see them in person.

What are some of the challenges and opportunities for Edenshaw in marketing a project post-construction? And for prospective buyers in purchasing?

Gerasolo: Our marketing team might have a few things to say, but it’s actually easier to market post-construction than pre-construction, as we aren’t selling a dream a few years out, but an actual building that prospective buyers can tour, touch and feel for themselves. It’s always harder to sell a home from a two-dimensional floorplan, as not all purchasers can visualize the space.

For end-users and investors, buying into a newly finished building today has many advantages. Besides immediate occupancy, the buyer may inspect the building and experience the community firsthand. Newly finished condos are covered by Tarion Warranty, which protects the owner against structural and material defects. As the first person to live in the home, there are no costly repairs or renovations needed. Truly move-in ready. Investors can negotiate their terms based on real and current market data, which removes much of the speculation risk on values and rents.

Edenshaw has a few other recent projects in Mississauga, notable among them Tanu and Westport in Port Credit, and some others “coming soon.” What is it about Mississauga that makes it an attractive place to build and buy?

Jeffrey D’Angelo: Mississauga has become one of the most compelling places to live and invest in the GTA. It delivers on the things that actually matter to people – connection, convenience and quality of life. Strong transit infrastructure, a growing downtown core, proximity to the waterfront and access to major employment hubs make it an easy choice for end-users and investors alike.

Port Credit, in particular, has a village-like charm that’s hard to find anywhere else in the region. It has a real sense of community, beautiful waterfront access and a main street that people actually want to be on. That’s what drew Edenshaw to Tanu and Westport. They saw an opportunity to build in a neighbourhood that already had soul.

ALBA sits in a sweet spot between Port Credit and the Mississauga City Centre. Close enough to enjoy the best of both, with the waterfront and village energy on one side and the conveniences of an established urban core on the other.

What have you noticed about buyer behaviour over the last, say, couple years?

Gerasolo: There have been many factors, both domestically and internationally, that have negatively affected the psyche of homebuyers. Speculation and uncertainty around the cost of tariffs and inflation from global conflicts have compelled many investors and families to save cash and postpone any major financial decisions.

However, life milestones, such as a new job, growing family, downsizing and marriage are what usually spur a decision to purchase – those things have not changed. So, the last few years of saving and waiting for the right time have really created a pent-up demand or a desire to make a change.

Over the last few months, we’ve seen capital markets starting to open up and real estate investors re-enter the market. With businesses starting to price in the cost and risks around tariffs, coupled with a general sense that people do not want to continue to put their life plans on hold for much longer, I think we are going to see many prospective homeowners come off the sidelines and start hunting for a new home.

Recent changes in housing policy have spurred the market some… how well is that translating to sales at ALBA, or in the market in general?

Jeffrey D’Angelo: Since the government announcements of limited-time tax savings, we’ve seen a significant uptick in activity at our brokerage and sales offices, from prospective purchasers looking to buy their first home to existing homeowners looking to upgrade.

Gerasolo: The tax savings have definitely encouraged more purchasers to enter the market and to begin actively searching for a new home. The temporary nature of the program has created a greater sense of urgency for buyers to purchase before the incentive expires and the window closes.

How much do the recent policy changes make now a good time to buy a post-construction condo? The provincial HST relief, for example, is only for one year… is that enough?

Jeffrey D’Angelo: The HST relief is meaningful. On a $500,000 purchase, the savings are real and immediate. Is one year enough to move the needle long-term? Probably not on its own. But I don’t think it needs to be. What it does is remove a barrier and create a moment. For buyers who were already considering a purchase, it gives them a compelling reason to stop waiting.

The more important question is what the overall conditions are telling us. Interest rates have been steady, new supply is constrained, and construction costs aren’t getting any cheaper. The fundamentals that drive condo values haven’t changed. The policy just adds another layer of motivation for many buyers.

What more could governments do to boost the market?

Gerasolo: The HST rebate is a great start. Locally, the Mayor of Mississauga is focused and active on addressing the housing crisis, and that kind of municipal leadership makes a real difference. One area we’d love to see more attention on is the cost burden builders face. Development charges and approval timelines add significant expense to every project, costs that inevitably flow through to the buyer. Reducing that friction would go a long way toward making new homes more accessible for everyone. While there is always more to be done, it’s encouraging to see all levels of government moving in the right direction.

How do you see the condo market evolving over the next few years?

Jeffrey D’Angelo: We’re at an interesting inflection point. The market has been through a period of recalibration. Pricing has adjusted, buyer confidence has been tested, and some projects have stalled. But the underlying demand hasn’t gone away.

Over the next few years, we expect a gradual return of confidence as interest rates stabilize and the impact of government incentives is felt. Buyers who have been sitting on the sidelines will begin to re-engage.

What we don’t expect is a return to the frenzied pace of 2021, and honestly, that’s probably healthier. A more measured market is better for buyers, builders and the long-term health of the industry.

The fundamentals are sound. It’s just a matter of patience.

How is Greenheart looking to address the above, in terms of different sales techniques, touchpoints for buyers…?

Jeffrey D’Angelo: The market has changed, and so has the buyer. People are more cautious, more informed and taking longer to make decisions – and rightfully so. A buyer-focused philosophy has always been part of Greenheart’s DNA, and today’s market conditions make that more relevant than ever. That means spending more one-on-one time with the buyer, to ensure they fully understand the property values, sales process and pricing. We are focused and genuinely committed to providing a fully transparent, white glove service to ensure every purchaser feels confident in their investment decision. We’re playing a longer game, and we think that’s the right approach for where the market is today.

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