Founders of Canada’s largest for sale by owner company revive the brand

EDMONTON, AB, Oct. 29, 2024 /CNW/ – After a 15-year hiatus, real estate disruptor ComFree is now back and in the hands of its Edmonton-based founders. Originally launched in 1996 in Winnipeg as a small local business, Erin and Travis Holowach purchased franchise rights to Edmonton and Northern Alberta in 2002 and quickly scaled the business. Under their leadership, ComFree became the largest for sale by owner company in the world, saving Canadians over $85 million in commissions.

After a rocky merger in 2009 with PowerCorp, that resulted in the Holowachs’ exiting, the company underwent a succession of rebrands and owners, including Yellow Pages Group, Purple Bricks and finally Desjardin Insurance (operating under the name FairSquare).  The company was then officially dissolved in 2023. In the meantime, Erin and Travis Holowach had been involved in a variety of entrepreneurial ventures and in 2023 founded HomeFree; an iteration of ComFree. They have now regained the rights to ComFree and will operate in Alberta, British Columbia and Ontario under the brand they originally scaled, with further expansion plans in Canada and the United States.

“The rebirth of ComFree comes at a crucial time with consumers more interested than ever in saving money as homes become increasingly unaffordable,” said ComFree co-founder Travis Holowach. “For over a decade, the Federal Competition Bureau has addressed concerns over how real estate commissions are charged and this June launched a national investigation into anti-competitive practices in the industry.”

ComFree offers a fully supported process with everything needed to sell privately for a flat seller fee of $997, including listing on MLS® and REALTOR.ca, a virtual tour and photos, advertising, signage, pricing support, Offer to Purchase forms, discounted legal fees and more. Buyers and Sellers alike can benefit from the commissions saved while successfully navigating their own real estate transaction without intermediaries and with the support of the ComFree team.

Customers of ComFree can sell their homes while preserving more of their home equity, saving anywhere from $19,000–$30,000 per transaction, depending on the province. The process is transparent, a stark contrast to the traditional agent model which requires the Seller to pay significant commission to both the selling and buying agents, usually around 5% of the sale price. Under this model, the Buyer is often unaware of the amount of commission being paid.

“This is a full circle moment for us as serial entrepreneurs,” said Erin Holowach, co-founder of ComFree. “Our mission is simple; to continue to empower and educate Canadians on how to sell their own homes while saving enough money for a renovation or adding equity to another property.”

About ComFree
Operating in Alberta, British Columbia and Ontario, ComFree provides everything needed to sell and buy homes privately. First founded in Winnipeg in 1996, the company changed hands several times before returning to Travis and Erin Holowach in 2024. ComFree is built on a foundation of service, trust, and transparency with an unwavering commitment to education and empowering customers throughout the entire real estate process. For more information, please visit www.comfree.com.

Editor’s Note: The trademarks REALTOR®, REALTORS® and the REALTOR® logo are controlled by The Canadian Real Estate Association (CREA) and identify real estate professionals who are members of CREA. The trademarks MLS®, Multiple Listing Service® and the associated logos are owned by CREA and identify the quality of services provided by real estate professionals who are members of CREA.

SOURCE ComFree

Overview of Current Trends

The Canadian housing market is beginning to exhibit signs of stabilization, particularly as interest rates show a downward trend. This shift is expected to positively influence buyer sentiment and overall market activity.

Interest Rate Developments

Recent data indicates that interest rates are on the decline, which could alleviate some financial pressures for potential homebuyers. Lower interest rates generally make borrowing more affordable, potentially leading to increased demand in the housing sector.

Market Activity and Buyer Sentiment

As interest rates decrease, there is an anticipated boost in buyer confidence. This renewed optimism may encourage more individuals to enter the housing market, contributing to a more active real estate environment. The combination of lower borrowing costs and improved consumer sentiment could lead to a resurgence in home sales.

In summary, the Canadian housing market appears to be stabilizing as interest rates decline. This trend may foster a more favorable environment for buyers, ultimately enhancing market dynamics.

When selling your home and faced with multiple offers, you have several strategies to consider:

1. Evaluate Offers: Carefully assess each offer based on price, terms, contingencies, and the buyer’s financial qualifications. This will help you determine which offer aligns best with your selling objectives.
2. Accept the Best Offer: You can choose to accept the most favorable offer outright without further negotiation. This is often the quickest way to finalize a sale.
3. Counteroffer: If you believe that one offer has potential but needs adjustments, you can counteroffer while rejecting others. This allows you to negotiate terms that are more favorable for you.
4. Invite Best and Final Offers: You may disclose to all interested buyers that there are multiple offers and invite them to submit their highest and best offers. This can create competition among buyers and potentially lead to better terms for you.
5. Consider Non-Monetary Factors: Sometimes, the highest monetary offer isn’t the best choice. Consider factors such as closing timelines, contingencies, and whether buyers are pre-approved or cash buyers.
6. Communicate Openly: Maintain clear communication with your real estate agent throughout the process to ensure that all offers are presented promptly and fairly.

Pre-qualifying buyers is a crucial step in the sales process, whether you’re in real estate, selling high-ticket items, or working in any other field. It helps ensure that you’re spending time with prospects who are genuinely interested and capable of making a purchase. Here’s a step-by-step guide to effectively pre-qualify buyers:

1. Define Your Ideal Buyer Profile

• Demographics: Age, location, income level, etc.
• Psychographics: Interests, values, lifestyle.
• Behavioral Traits: Buying habits, past purchases.

2. Initial Contact

• Initial Screening: When first contacting or engaging with a potential buyer, ask basic questions to gauge their interest and fit.

3. Ask Qualifying Questions

Tailor questions to uncover key information:

• Budget: “What is your budget for this purchase?”
• Timeline: “When are you looking to make a decision or purchase?”
• Needs and Wants: “What specific features or benefits are you looking for?”
• Decision-Making Process: “Who else is involved in the decision-making process?”
• Previous Experience: “Have you made similar purchases before?”

4. Assess Financial Readiness

• For Real Estate: Verify pre-approval from a lender.
• For Other Sales: Ensure they have the financial capability to proceed.

5. Evaluate Commitment Level

• Interest Level: Gauge how serious they are about the purchase.
• Engagement: Track their interactions with your content or product.

6. Provide Relevant Information

• Tailor Proposals: Customize information and proposals based on what you’ve learned about the buyer’s needs and preferences.

7. Set Up a Follow-Up System

• Track Leads: Use a CRM system to track and manage interactions.
• Follow-Up Schedule: Set reminders for follow-ups based on the buyer’s timeline.

8. Offer Solutions and Educate

• Address Pain Points: Present how your product or service solves their specific problems.
• Provide Value: Share relevant content or resources that help them make an informed decision.

9. Review and Adjust

• Feedback Loop: Continuously review your pre-qualification process and adjust based on what’s working or not.

By systematically applying these steps, you’ll streamline your sales process, focus on high-potential leads, and improve your overall efficiency.

At Home Free we are excited to announce our expansion into two new provinces in Canada: British Columbia and Ontario. This strategic move aims to increase our company’s presence in the Canadian market and capitalize on the growing demand for alternative real estate services and a way to access the MLS® without the astronomical fees.

THE ComFree DIFFERENCE

We are truly passionate about helping buyers and sellers save thousands in commissions in a simple, smooth, and straightforward way. We believe that by empowering our customers to feel confident selling or buying a home, we can create a powerful movement of capable people saving money, while taking back control of the real estate transaction. Education is provided through support and tools from ComFree, transparent accountability (no hidden fees) and a service-first mindset (yes real humans answer the phone and chat) to guide our customers every step of the way.

Armed with knowledge, commission savings, and support and trust, our customers feel confident selling and buying their homes using ComFree while skipping all real estate commissions.  We leverage our 23 years of industry experience to empower our customers throughout the transaction, so they can rest assured that buying and selling a home really is that easy.

ComFree provides our customers everything they need to sell their home – exposure, leading edge user experience, VR photography, pricing support, signage, and industry partners to support their private sale.  ComFree knows that houses sell houses, nothing else!  With the power of an MLS® listing and the competitive pricing advantage of no real estate commissions, ComFree is here to stay and excited to now be operating in 3 provinces!

In the real estate market, ComFree  is changing the game. With a heritage rooted in the successful comFree brand, ComFree Realty carries the torch of innovation, transforming how people sell their homes. Our mission is simple yet profound: equip sellers with the tools and support they need to confidently list and sell their property without hefty commission fees.

How ComFree Works:

For a one-time flat fee, ComFree Realty lists your home on MLS® and REALTOR.ca, ensuring maximum exposure. Beyond listing, we provide a suite of support services – from eye-catching yard signs to detailed buyers’ guides, virtual tours, and essential offer-to-purchase forms. Our team is always on standby to assist with any queries, guiding you every step of the way to a successful sale.

Expanding Horizons:

Starting in Edmonton and spreading throughout Alberta in 2024, ComFree Realty is on a mission to put homeowners across the province “ComFree.”

• Learn About Our Listing Process
• Get Started with ComFree

Sell Simple and Buy Better with ComFree Realty, where selling your home is efficient, supported, and commission-free.

Courtesy of Whatever Else Marketing