FEATURED ON CBC
The marketing got people talking.
CBC featured how I get attention for the homes I sell.
Original Instagram Reel + views ↗
A note from Scottie Henderson
Realtor, Dad, Partner.
Here's how I
sell your home.
Maximum exposure. Maximum effort.
Hey, it's Scottie. If you're thinking about selling, here's what I'd want you to know before we talk. How I work. What goes into your listing. And the videos that show you what I mean.
There's a difference between putting a home on the market and actually marketing it. Let me show you.
Waterloo Region · Guelph · Wellington County
And the surrounding communities I work in.
START HERE / THE SELLER PLAYBOOK28:25
Got 30 minutes?
Here's my whole process.
Preparation. Pricing. The launch. Showings. Offers. Closing. Watch this if you want the full play-by-play before we talk.
Read the selling process on my main websiteMARKETING MATTERS.Your home's story deserves an audience.
FIRST, THE REASON I DO ALL THIS
Your home's story deserves an audience.
I put this much effort and money into marketing for one reason: I want the strongest sale and the most net money for you.
We get your home looking its best. We make the photos, floor plans, virtual tour and full walkthrough tell its story. Then I put that story in front of people within driving distance, not just people already searching a property website.
I want buyers to see more than an address and a few photos. I want them to fall for the things that made you fall in love with your home in the first place.
Here's what we do control: the preparation, presentation, advertising and follow-through. I don't control what someone will pay. We use the current market and relevant recent sales to guide that conversation.
More attention gives us more chances for interest, showings and competition. That's the reason behind the work. Marketing Matters.
Here's the 90-second explanation, plus the CBC feature about my approach.
THE 90-SECOND EXPLANATION
Why advertise this much?
A quick analogy for why exposure matters to your sale.
Original Instagram Reel + views ↗WHO I AM AND HOW I WORKFirst, here's who
First, here's who
you're hiring.
I'm a born-and-raised Waterloo Region Realtor with eXp Realty. I've spent 14 years in real estate and more than 25 years in marketing. Before I was selling homes, I was getting people to show up.
- Director of Marketing for Kitchener-Waterloo Oktoberfest.
- Marketing work for Fortune 500 companies. Different audiences, different campaigns, the same need to earn attention.
- My own event and marketing company, 2005 to 2011. More than 1,000 events, bringing thousands of people into venues and building the campaigns behind them.
That experience comes with me to your listing. So does the negotiation experience I've built through hot markets and quieter ones.
You get a full marketing campaign, an experienced negotiator and the person who stays accountable for both. Not just a sign on the lawn and a REALTOR.ca post.
I look at your sale the way I'd look at a move in my own family. The money matters. So do the timing, the stress and the people living through it.
Every day is an opportunity to create a smile and help others.
Over 200 homes.Over $100 million sold.My career totals. Your home gets its own plan.
THE MARKET REALITYIf buyers have options,
If buyers have options,
give them a reason to choose yours.
Your home needs to stand out for the right reasons.
When supply grows faster than demand, buyers have more homes to compare and may feel less pressure to act. A home can get lost in that choice. That's why I don't rely on a sign, an upload and hope.
People also find homes while scrolling Facebook or Instagram. They may not be on REALTOR.ca at that moment. I want your home to show up where their attention already is.
For a sale in 2026, we look at the market around your home now: relevant recent sales, competing listings, condition and the response from buyers. Not the price someone remembers from last year or four years ago. A quick sale isn't a given, so the plan needs to fit the market we're actually in.
See the Waterloo Region market reports ↗MY SELLING SYSTEMNow, here's what happens
Now, here's what happens
with your home.
Luxury property or starter home, the effort doesn't depend on the price tag. You get a full campaign, not a basic listing.
- MARKET-READY PREP
Make the home ready for attention.
We start with professional staging advice, styling and thoughtful preparation. What needs doing? What can we simplify? What will help buyers understand the space?
We agree on the work before the cameras arrive. I want your home looking its best without turning your life into a never-ending renovation project.
- THE MARKETING ASSETS
Let buyers fall for what you fell for.
Tell me what made you love this home. The kitchen where everyone gathers. The backyard. The way the rooms work together. That's where the story starts.
- Professional photosClear, bright images that show the rooms and the life they make possible.
- A full video walkthroughUsually 6 to 10 minutes. Think HGTV-style storytelling, with me talking through the details instead of silently drifting past doorways.
- A 360° virtual tourAnother way to explore before booking a visit, especially when you're coming from out of town.
- Detailed floor plansSo people can understand the layout, not guess from the photos.
- Social videos and listing copyBuilt to stop the scroll, explain what makes the home different and bring people into the full story.
The music video? Optional. It can be another way to earn attention. If it's not your thing, we leave it out. The full walkthrough stays at the centre.
SEE WHAT I MEANTwo homes. Two different stories. Watch the walkthroughs.
THE WALKTHROUGH / COLERIDGEFACEBOOK193,000reported Facebook views
356 Coleridge Place, Waterloo
The home, the setting and the details that make someone stop scrolling. Watch the full walkthrough on the original Facebook post.
See the original Facebook post and its viewsTHE WALKTHROUGH / BEAUMONTFACEBOOK196,000reported Facebook views
457 Beaumont Crescent, Kitchener
A different house needs a different story. Here's another example of how I walk buyers through a home and help them picture living there.
See the original Facebook post and its viewsView totals supplied by me for these campaigns, not live counters. Views can include repeat watching, not unique people or confirmed buyers. The original posts are linked beside every video; today's displayed count may differ. These are past marketing examples, not current listings or promised results.
- THE STRATEGIC LAUNCH
The photos aren't where
the work stops.REALTOR.ca gives people already searching a way to find your home. I add paid Facebook and Instagram campaigns so the story can reach beyond that search.
My starting focus is people nearby, often in communities about a 15 to 20-minute drive away. We shape the area around the property, including other realistic driving-distance communities and relevant out-of-town buyers. Not random attention from around the world.
I've had locally targeted campaigns reach more than 100,000 people. The video examples here show reported views, which are a different measure. The job is to turn attention into interest in the home, not just a bigger counter.
HERE'S WHAT THAT ATTENTION HAS LOOKED LIKEMore home stories. The reported Facebook views, right beside them.
THE WALKTHROUGH / WINTERGREENFACEBOOK189,000reported Facebook views
405 Wintergreen Drive, Waterloo
Attention first. Then the house gets the screen time. See the video and the conversation on its original Facebook post.
See the original Facebook post and its viewsTHE WALKTHROUGH / PAIGE PLACEFACEBOOK318,000reported Facebook views
220 Paige Place, Kitchener
This is the Paige Place listing I've talked about. A full home story backed by advertising to get more people watching.
See the original Facebook post and its viewsThese are the same reported-view measures as the walkthroughs above. Watch here, or open the original Facebook posts. Views aren't unique people or confirmed buyers.
- NEGOTIATION + CLOSING
And yes, I'm still there
after the offer.We use current comparable sales and buyer feedback to price and adjust with a reason. If an offer date fits the home and the market, we discuss it. It isn't a one-size-fits-all rule.
When offers come in, we look at price, conditions, timing and what the whole offer means for you. I negotiate with your bottom line and your next move in mind.
I stay involved through conditions, visits and the handoff to closing. Your lawyer handles legal advice and closing details. Your lender or mortgage broker confirms financing and any mortgage costs. I help keep the moving parts connected.
See the full process in my Seller Playbook ↑
WHY ALL THESE PIECES WORK TOGETHERAttention is the start.
Attention is the start.
Your sale is the point.
Great visuals need distribution. Big reach needs a home story worth watching. I work on both because your home is one of your biggest assets.
- 01Stop the scroll.
Get the home in front of people who might otherwise never have seen it.
- 02Show the whole home.
The walkthrough brings them into the photos, floor plans, virtual tour and full listing details.
- 03Make the next step easy.
Help interested buyers decide whether to book a showing and get into a real conversation.
More interest can create more opportunities for showings, competition and stronger offers. That's what we're working toward, with your net result in mind. It doesn't replace good pricing or guarantee a sale price.
THE RECORD. CBC. 570 NEWS.The work got noticed.
The work got noticed.
Here's the coverage.
I can tell you why I put this much effort into marketing a home. You can also read what The Record wrote, watch the CBC feature and hear the questions Mike Farwell asked me on 570 News. Different outlets. A closer look at the work.
IN THE LOCAL PAPER
The RecordWATERLOO REGION
‘Ryan Gosling of Real Estate’ charts an offbeat path
That headline is doing a lot of heavy lifting. The story underneath it? That's the part I want you to read.
Joel Rubinoff wrote about my listing videos, the work behind them and why I put so much energy into getting a home noticed. The article also hears from a seller about the home behind the video.
And yes, that's my son Major in the photo. Family first, even in the newspaper.
Start with the whole page, then swipe through the photos and close-ups. Tap an image to open it bigger.
Article: Waterloo Region Record, Joel Rubinoff. Photography: Mathew McCarthy. Images from my copy of the coverage. Figures in the article describe the story at the time, not today's results.
THE RECORD / THE FULL STORYSWIPE OR USE THE ARROWS
1 / 7The whole newspaper page
The full interviews
The CBC feature is about eight minutes. The longer Mike Farwell interview gives you more of my background and the thinking behind all this work. You can watch both here.
Back to the short Mike Farwell conversation ↑570 NEWS / PULL UP A CHAIRFACEBOOK
The full 570 News conversation
Settle in for roughly 45 minutes. More about my background, how I think and the work behind the marketing.
See the original Facebook postCBC / ABOUT 8 MINUTESFACEBOOK
The full CBC feature
The longer CBC feature about my approach to real estate, listing videos and getting people to notice the homes I sell.
See the original Facebook postAND YES, WE CAN HAVE SOME FUNThe house is the point.
The house is the point.
The personality helps it travel.
Here's the high-energy Simone Place example. A little humour can give someone a reason to stop, watch and send a home to a friend.
We choose the approach that fits your home and your comfort level. You don't have to want a music video, a big production gag or a unicorn in every frame. You do get my effort.
Every day is an opportunity to create a smile and help others. That's part of the job for me, too.
A little extra attention for Simone Place.
A LITTLE MORE SCOTTIE / SIMONE PLACEFACEBOOK
100,000+reported Facebook views
34 Simone Place, Ayr
A high-energy listing video with a little extra personality. The point isn't to make the video about me. It's to give people another reason to remember the home.
See the original Facebook post and its viewsBACK TO YOU AND YOUR HOME
That's how I sell houses.
The preparation. The story. The local ads. The negotiation. The goal is more of the right people seeing your home and the strongest sale we can work toward.
I hope you enjoyed the videos and got a feel for who I am. If this sounds like the way you'd want your home sold, tell me a little about it. What's your timing? What's important to you? What are you wondering about?
Text, email or use the form below. I'll reply in writing first. You don't need to have everything figured out.
Appreciate you.
Scottie.
YOUR NEXT STEP / SEND ME A NOTE
Now tell me about your home.
You've seen the work. Tell me where you are, what you're thinking and what matters to you. Text, email or send the form. I'll reply in writing first.
You get me. Not a mailing list. This asks me to contact you about your move. It doesn't sign you up for a newsletter.