Meet The Agent: Olena Feoktistova, Sotheby's International Realty Canada

Welcome to Meet the Agent, an ongoing series profiling real estate agents from across Canada. With more than 150,000 agents, brokers, and salespeople working in 75 different boards and associations across the country, we thought it was about time they had a place to properly introduce themselves. If you or someone you know deserves the same chance, email agents@storeys.com to apply.

THE DETAILS

THE INSIGHTS

Where did you grow up?

I was born in Ukraine, and 15 years ago, my husband and I moved to Canada to offer our three children a better education.

What neighbourhood do you live in now?

I reside in Hoggs Hollow in Midtown Toronto.

What made you want to become a real estate agent?

My experience as an immigrant made me realize that despite the abundance of realtors in the city, there was an absence of dedicated professionals focusing on providing support in terms of neighborhood selection, schooling options, lifestyle considerations, and community integration. This prompted me to create a YouTube channel, offering insights on living in Toronto and its real estate market. Through my guidance, clients gain valuable perspectives, enabling them to avoid typical mistakes and make their relocation process predictable. I am proud to have guided many successful families to Toronto, contributing to their seamless transition and settlement in the city.

READ: Meet the Agent: Paul Johnston, Right at Home Realty

What’s the biggest challenge you see facing the market today?

Affordability will be a common response from many. Nevertheless, the biggest challenge now is uncertainty and fear. With headlines often referring to a market downturn, it’s natural to feel apprehensive. In this context, I suggest surrounding yourself with professionals who prioritize numbers and facts, over emotions or a desire to get your business today. Take advice, make your own decisions. Be realistic. Be calm.

What’s the single best advice you have for sellers?

When selling your property, it's essential to choose the right agent, ask insightful questions, carefully evaluate the strategies and services offered by your realtor, and explore different options. Developing a well-thought-out plan is key, as it paves the way for success. And remember, always take pride in your homeownership!

What’s the single best advice you have for buyers?

Choose an agent who relates to your life situation. For instance, if you are a family buying a home, partner with an agent in your age group who commonly works with clients like yourself. This alignment ensures your realtor understands your needs, increasing the chances of a successful purchase.

What's the best thing a realtor can invest in for their brand?

I advocate for a narrow specialization, such as catering to specific demographics (e.g., first-time homebuyers, downsizers) or developing an in-depth knowledge of a particular geographical area. Generalists often lack expertise. Therefore, we often observe genuine professionals who have refined their brand within a specific niche, provide excellence and success to their clients.

READ: Meet The Agent: David Elliott, Harvey Kalles Real Estate Ltd

Is there anything you wish people knew or understood about realtors that you think they’re constantly getting wrong?

It’s a misconception that we are primarily salespeople when, in fact, we encompass various roles, such as disseminators of information, negotiators, financial analysts, market analysts, and confidants, among others. Our work is an amazingly complicated business, but sales are a misnomer.

Tell us about your favourite (or most memorable) sale.

I’ve had the privilege of experiencing some remarkable sales, but what truly stands out are the exceptional individuals involved. One of the memorable moments was representing a family that was relocating to Toronto and was looking to buy a home close to the top private schools. This family, who I had never met before, discovered me through my YouTube channel and placed their trust in my expertise from a distance. They ended up buying a $6M home in midtown Toronto which made us neighbours.

What are the three words you hope your clients use to describe you?

Professional. Responsive. Knowledgeable.

What’s your favourite thing to do outside of selling houses?

Outside of business, my husband and I find immense fulfillment in witnessing our children's growth. As parents, there's nothing more rewarding than watching them evolve into remarkable individuals. It's undoubtedly our most cherished and fulfilling life achievement.

This interview may have been edited for both length and clarity. The views and opinions expressed in this article are those of the interviewee and do not necessarily reflect the views or positions of STOREYS.