The verdict in three sentences
For a luxury real estate brokerage in Toronto, quotes only become comparable once the requirements checklist is written: pages, languages, listing feeds, CRM, compliance and acceptance criteria listed separately. With a vague brief, the gap between providers often exceeds 1 to 5, from about USD 8,000 to 45,000 as a 2026 ballpark. The Kolonell fixed grid (Growth $4,900, Premium $8,900) maps directly onto the list below, with integrations on quote.
What should the specification contain?
A broker in Yorkville, Rosedale or Forest Hill, or a team focused on waterfront condos, can write this document in half a day. Each item becomes a quote line.
- Goals and audiences. Sellers of prestige homes, luxury condo buyers, investors, relocation clients. One priority action per audience (valuation request, appointment, listing alerts).
- Page list and templates. Home, neighborhoods, property page, team, sellers, buyers, journal, contact. State the number of neighborhood pages, for example 8.
- Content ownership. Who writes, who approves, who signs off on compliance. Under TRESA, administered by RECO, brokerage advertising follows specific rules (brokerage name, registration disclosure): the broker of record approves copy before go-live.
- Languages. English as primary; Chinese, French or others optional. Specify whether translation is written by a native speaker.
- Integrations, one line each. TRREB MLS and IDX feed, CRM, appointment booking, email alerts, seller portal. Complex integrations stay on quote.
- Accessibility. Target WCAG 2.2 AA. AODA applies in Ontario above certain organization size thresholds; check your situation.
- Data protection. PIPEDA governs collection: forms limited to what is needed, explicit consent, a privacy policy. Email campaigns follow CASL.
- Hosting and domain in the brokerage's name, admin access handed over at delivery.
- SEO migration if a site exists: URL inventory, 301 redirect map, Search Console export.
- Acceptance criteria. Mobile load time, form tests, 301 checks, accessibility audit.
- Timeline and budget. A target go-live date and a range, even a wide one.
No invented listings, sales volumes, prices achieved or rankings: the site shows only what the brokerage supplies. This is not legal advice.
Vague brief or precise brief: how does it change quotes?
2026 ballpark, based on typical Toronto agency quotes in Canadian dollars, converted approximately to USD (about 0.73 USD per CAD).
| Brief item | Vague version | Precise version | Typical effect on quotes |
|---|---|---|---|
| Pages | A beautiful luxury site | 14 pages, 8 neighborhood pages, 1 property template | USD 8,000 to 45,000 narrows to USD 9,000 to 22,000 |
| Listings | Show our properties | TRREB IDX feed, separate line | Hidden or missing line becomes priced separately |
| Languages | Maybe Chinese | English and Simplified Chinese, native copy | USD 3,000 to 12,000 spread becomes one priced option |
| Content | Not stated | Copy by the provider, approval by the broker | No copywriting billed after the fact |
| Compliance | Not stated | RECO, PIPEDA, CASL review before go-live | 1 to 3 week delays avoided |
| Migration | Not stated | 60 URLs, 301 map delivered as a spreadsheet | Traffic loss avoided |
| Acceptance | Not stated | Mobile under 3 seconds, WCAG 2.2 AA | Fewer end-of-project disputes |
How do you score three quotes out of 100?
Score 1 to 5 per criterion, multiply by the weight, then divide by 5. Illustrative example, amounts converted approximately to USD.
| Criterion (weight) | Quote A, local agency about USD 35,000 | Quote B, freelancer about USD 8,800 | Quote C, Kolonell Premium $8,900 |
|---|---|---|---|
| SEO migration and 301s (20) | 4 → 80 | 2 → 40 | 4 → 80 |
| Content and copywriting (20) | 5 → 100 | 2 → 40 | 4 → 80 |
| Integrations listed separately (15) | 4 → 60 | 2 → 30 | 3 → 45 |
| Accessibility and data (15) | 4 → 60 | 2 → 30 | 4 → 60 |
| Timeline (10) | 2 → 20 | 4 → 40 | 5 → 50 |
| Price and ownership (20) | 2 → 40 | 4 → 80 | 4 → 80 |
| Total out of 100 | 360 ÷ 5 = 72 | 260 ÷ 5 = 52 | 395 ÷ 5 = 79 |
Adjust the weights to your priorities: a brokerage that wants a video shoot of every property will weight content higher, and quote A may then come out ahead.
How does the Kolonell grid map to the checklist?
Starter at $2,900 covers a short site (items 1, 2, 8, 10). Growth at $4,900 adds neighborhood pages, the property template and the SEO migration (item 9). Premium at $8,900 is the multilingual tier, languages set in the quote (item 4). The TRREB IDX feed, CRM and seller portal (item 5) are priced as separate lines. Every tier includes a project manager reachable in the Toronto time zone, native English or French copywriting, delivery in 3 to 4 weeks and 3 months of support. As a real estate reference, Kolonell built the site of Orven Properties (orvenproperties.com) in Dubai. Details on the international offer page.
When a Toronto agency is the better choice. If you want on-site video tours of every property and campaigns managed daily, a local agency is the better fit.
Need a professional website?
Kolonell builds websites that attract clients, optimized for the Sénégalese market. Free quote in 2 minutes.
Mini case study
Illustrative example. Claire Bouchard, a broker, is starting a small team focused on Rosedale homes and serving both English- and French-speaking clients. Her specification: 14 pages, 6 neighborhood pages, English and French, IDX feed, no migration (no existing site).
- Tier: Premium at $8,900 (the multilingual tier, languages set in the quote).
- TRREB IDX feed: separate line, on quote.
- Compliance review by her broker of record: 3 hours in-house.
- Comparison: a local quote of CAD 40,000, about USD 29,200.
Gap before integrations: 29,200 − 8,900 = about USD 20,300. Maintenance after the 3 included months: on quote.
FAQ
How long does it take to write the specification?
Half a day, about 3 to 4 hours, with the list above. It is the most profitable time in the whole project.
Is the listing feed included in the tiers?
No. The IDX or MLS feed is a separate line on quote, because it depends on TRREB access and the IDX provider.
Should we consult more than three providers?
Three is usually enough. Beyond 4 quotes, comparing takes more time than it saves.
Does the site need to meet AODA?
AODA targets Ontario organizations above certain thresholds. Aiming for WCAG 2.2 AA from the start costs little and lowers risk.
Can I send my specification directly?
Yes, through the free quote form: it is reviewed and priced line by line within 48 hours.
Let's scope your project. Send your specification: pages, languages and integrations priced separately, from $4,900 to $8,900, delivered in 3 to 4 weeks. See the international offer or request a free quote: detailed reply within 48 hours.
Mohamed Bah
Fondateur, Kolonell
Passionate about digital and entrepreneurship in Africa, Mohamed has been helping Sénégalese businesses with their digital transformation since 2020. Founder of Kolonell, he believes every SME deserves a professional and accessible online présence.
