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Properly Review 2021: Fast Track Your Home Sale in Canada

Last updated Jan 6, 2021

Thinking of selling your home? Typically, selling a home is a drawn-out process that requires hiring a realtor, listing your home on the real estate market, marketing your listing, and staging the home for open house showings to convince potential buyers. 

The process also involves taking care of significant repairs and sprucing up the property, hiring a lawyer to handle the sea of paperwork, and much more.

Due to the pandemic, most builders and buyers have primarily shifted to the virtual world in the real estate market for everything from virtual tours to digital contract signings.

In a housing market that is not doing well, you can have your house listed on the market for months without any interest from buyers. This is where a company like Properly comes in to change the game entirely.

In my Properly review, I will discuss the real estate company that serves as a one-stop-shop for buying and selling homes for Canadians. Hopefully, my review will give you all the information you need to determine whether Properly is worth your while.

Properly logo

Review of: Properly

Use: Real Estate Fintech

Wealthawesome Score: 4.2/5

Summary: Properly offers people with a backup offer on their home, should it not sell on the market in a 90 day period  



What is Properly?

Properly logo
Properly is a tech startup company founded by Anshul Ruparell, Sheldon McCormick, and Craig Dunk in 2018. The company’s basic idea was to introduce the convenience of modern technology to the real estate sector to facilitate buying and selling activities in Canada. The Toronto-based company offers a technology-driven method for Canadians to buy and sell homes and circumvent several painstaking aspects of traditional real estate transactions. Properly’s offer is a backup offer for people looking to sell their home if it is not purchased on the market after 90 days The company raised $22 million in Series A funding in 2019 that enables it to make cash offers instantly for your property so that it can take care of the aspect of selling homes. As I write this, Properly’s service is available in Toronto, Calgary and Ottawa. However, it plans to expand its services to other cities and provinces in the coming months.

Features and Benefits of Properly

In this section of my Properly review, I will discuss the company, all its features, and the benefits you stand to gain from using the platform to buy and sell homes.

1.Ease in Selling a Home

The first benefit of using Properly has to be the opportunity it offers potential sellers a backup offer on their home, releasing equity. If your home doesn’t sell on the market within 90 days, Properly will buy it directly from you at the backup sale price. Properly uses technology to accurately estimate the value of your home in an instant, based on various factors. Once it has an estimated value,  your home will go on the market for 90 days, with a backup sale at the agreed price after 90 days. Properly has set criteria for your home to qualify for the ProperPrice™ Report. For instance, if you have a property in Ottawa, the price range must be within $250,000 and $700,000. For homes in Calgary, the property should be valued within the range of $250,000 to $485,000. Properly uses advanced computer algorithms that predict the value of your home with 99% accuracy. The algorithm factors in several aspects, including the actual selling price of homes, the real estate market trends, and unique features in your home that help it stand out. Should you accept the offer that it makes, Properly offers a third-party home inspection to calculate the cost of repairs, if necessary. Properly undertakes the cost of the home inspection to make the process entirely free for you. After the inspection is complete, you can choose when you want to move out. This gives you the freedom to move out without overlapping mortgage payments and receiving your certified check.

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beautiful home

2.Ease in Buying a Home

Properly also facilitates the sales of homes. After it makes the necessary improvements on properties it purchases, Properly lists the home on its website for interested buyers. If you want to buy a home through Properly, it connects you with a full-service realtor who helps you find the ideal home based on your requirements. The client advisor who helps you find the home will be provided to you free of cost until you find the right home and close it.
open house

3. Properly ProperPrice™ Report

Properly does not limit itself to providing the home value to people who want to sell their homes. Even if you do not plan to sell your house or buy a house, you can use its free tool to track the value of your home over time.
properly review
ProperPrice™ Report is an automated valuation model that uses information through more than 75 data sources to accurately compute and provide you with an estimated value of your home. The tool works automatically without requiring much effort from you. Properly claims an accuracy of 99% for its ProperPrice™ Report based on results of over 125,000 homes sold by the real estate company. I tried the tool out for my parents’ home in Edmonton, but because Properly does not operate there, it gave me an error message. When I tried to pull up the old apartment I used to live in Calgary where Properly does operate, it showed me this error message, so it seems like the tool doesn’t work for apartment buildings yet:
properly review

Cost of Using Properly

Properly offers its service at the same price as selling and buying through a traditional realtor (5% of the current home value). The 5.9% to 7.9% fee might seem a lot for some people, but it comes with additional convenience. When you buy or sell through traditional real estate avenues, you have to add the hassle of open houses, paying the fees to lawyers, manage and pay the cost of repairs, clean the home, and pay a realtor a fee of 4-5%.
properly review
Properly offers you the opportunity to circumvent those costs, save significant time, and the stress that comes along with it. It also guarantees your ability to sell your home. Properly works with total transparency when it comes to the costs, and it can provide you with excellent value for your money.

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Other Benefits of Using Properly

Using Properly to realize your real estate goals gives you several opportunities to benefit, including:
  • Selling your home for cash.
  • Having a guaranteed backup offer should your home not sell on the market in 90 days
  • No waiting for months to sell your home.
  • Provides you with a proven 99% accurate home valuation.
  • Properly provides you with a guarantee for 50% profit share generated after it sells your home in addition to the value it paid you to purchase the property from you.
  • You get to sell your home without worrying about repairs, maintenance, or any lengthy processes with lawyers.
  • Properly provides you with a third-party home inspection free of cost.
  • You can track your home’s value for free through ProperPrice™ Report, even if you don’t plan to sell.
  • Properly matches you with top-rated real estate agents if you use Properly to buy a house.

Alternatives to Properly

If you go through the traditional channels to buy or sell real estate, there are many expenses and procedures you have to go through to make the transaction. The process can take anywhere from a few weeks to several months from the point of making the initial decision to close the deal. Even if you do not plan to sell your home, but you need to know the estimated value of your home, you have to go through a lengthy process to find out. Typically, you can get the most accurate estimate through traditional channels like home appraisal services. The exact cost of finding out the value of your home can change drastically. If you are getting your home appraised in Ontario, you can expect to pay between $350 to $700 for the services of a professional real estate appraiser to do the job. Currently, there are no alternatives to Properly that offer similar services in Canada.


Properly is a welcome player in the Canadian real estate market, which I feel is due for a disruption. Properly has similar costs of selling your home as going through a regular real estate broker. The one killer feature it has is the added benefit of a guaranteed 90-day backup offer, which ensures you will have a quick sale. Because of this feature, if you’re selling your home, I recommend that you give Properly a try and see what type of offer they can give you. It’s free to try and you’re not obligated to sell if you don’t want to. For related reading, check out my list of the best real estate investments in Canada.

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Properly Review
Christopher Liew, CFA

Christopher Liew, CFA

Author Bio - Christopher Liew is a CFA Charterholder with 11 years of finance experience and the creator of Read about how he quit his 6-figure salary career to travel the world here.


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