Humber Bay Shores · Etobicoke Waterfront
The waterfront sells itself. Until it doesn't.
Humber Bay Shores has the view, the trails, the streetcar at your door. But every building here competes with the one next door — same lake, same skyline, different floor plan. Buyers scroll past dozens of suites that all blur together. Yours can't be one of them.
We're Jim Emilson and Joseph De Souza — Better Properties Real Estate Group with Royal LePage Signature Realty. We sell condos on this waterfront the way we'd want ours sold: presented like it matters, priced like we mean it, negotiated like it's our money.
Guide updated · October 2026
Market snapshot: across TRREB district W06 in September 2026, condos sold at a $557,500 median (TRREB Market Watch). See every tower sale in our September report →
Jim Emilson — why the lake view can swing a Humber Bay condo price six figures.
"I'm Jim Emilson, Better Properties Real Estate Group. I've lived and worked in Humber Bay for 15 years. Here's what outsiders get wrong: in a single building, the lake view alone can swing the price six figures. Same floor plan, different view, different market. Buyers here run the numbers view by view — so do I. Thinking of selling here? Let's talk about what your home's actually worth. No pressure — just numbers."
Four moves. No fluff.
Every waterfront suite has one — the exposure, the terrace, the sightline no other floor gets. We build the whole presentation around it. Generic listings get generic offers.
Photography, staging direction, the works. A $598,000 suite gets the same treatment as the penthouse. Buyers can't tell what you paid for the marketing — they can only tell it worked.
The waterfront punishes "testing the market." We price from real comparable sales in your building and the three next to it — then launch it like it matters.
Because our reputation on this waterfront is. One day or sixty, we don't chase — we position.
Real suites. Real buildings. This is what presentation-first looks like down here.
206 – 70 Annie Craig Drive, Vita on the Lake
Listed at $829,000
2 bedrooms · 2 bathrooms · ~907 sq ft · Terrace
Positioned as the value on the waterfront — priced so buyers couldn't ignore it.
Represented the seller · June 2025
Read the story →404 – 2285 Lake Shore Blvd W, Grand Harbour
Listed at $549,000
1 bedroom + den · 1 bathroom · 913 sq ft · Southwest exposure
Refreshed top to bottom before launch — first impressions did the heavy lifting.
Represented the buyer · 2015, then the seller · March 2020 · as Emilson Group
Read the story →514 – 2285 Lake Shore Blvd W, Grand Harbour
Listed at $949,000
2 bedrooms · 2 bathrooms · 1,267 sq ft · Lake views
Lake views from every room. Listed May 21, sold May 22.
Represented the seller · May 2020 · as Emilson Group
Read the story →A listing agent who knows what local buyers are actually looking for — because we've represented them.
2201 – 1 Palace Pier Court, Palace Place
Listed at $1,550,000
2 bedrooms · 3 bathrooms · ~1,900 sq ft · Level 21
A referred downsizer couple, a top-to-bottom luxury renovation, south-east exposure with lake and skyline views in every room.
Represented the buyer · 2019
Read the story →3911 – 1 Palace Pier Court, Palace Place
Listed at $598,000
1 bedroom · 2 bathrooms · 1,106 sq ft · Level 38
Our buyers saw past the elbow grease to the Humber River views and the finished product.
Represented the buyer · 2019
Read the story →Straight answers, no sales pitch.
Depends on the building, the exposure, and the price — anyone who gives you a number before seeing your suite is guessing. What we can tell you: well-presented, well-priced waterfront suites move. Poorly presented ones sit while the building next door sells.
Usually, no — not a full one. Buyers on the waterfront pay for light, views, and condition, in that order. We'd walk your suite and tell you the three things worth doing and everything not worth touching. That walkthrough is free.
Only when the suite doesn't justify them. Palace Place fees buy valet, a shuttle downtown, and a salt-water pool. Our job is making sure buyers see the value, not just the number.
If it's on this waterfront, probably. We've sold at Grand Harbour, Vita on the Lake, and Marina Del Rey — and bought at Palace Place, Marina Del Rey, Newport Beach, and Waterscapes. Different buildings, different buyers. We know which is which.
Let's talk about what the sale nets you first. The fee conversation takes five minutes once you see the plan.
We sell across Toronto and the GTA.
Thinking about selling?
No pitch, no pressure. Tell us about your suite and your timeline — we'll tell you straight what we'd do with it.
5.0 · 35 Google reviews