ABOUT US
About pages on real estate sites usually follow a formula. A mission statement, a row of headshots, years of experience tallied up, maybe a closing line about treating clients like family.
I've written this one differently because the question you're actually asking isn't "who is this person", it's whether you can trust me with what is, for most clients, the largest transaction they'll make this decade.
The page covers how I work, the team I work alongside, what we refuse to do, and where to go from here. In that order, on purpose.
The shape of the team
I run my practice as part of The Borg Team, a small family team my father Jeff founded over thirty-six years ago.
There are three of us: my father, Jeff, my sister, Jade, and me. No transaction coordinator, no team admin, no junior agents waiting to inherit your file.
The standard team structure in this industry routes leads through a lead agent and then hands the actual transaction work to a junior. You meet the person whose name is on the sign; you work with someone else. That model is good for the team. It's worse for clients.
When you hire me, the work is mine. The pricing analysis, the showings, the negotiation, the follow-through, the closing. The same person who quoted you a number at the kitchen table is the one answering your text at 9 pm three weeks later when you have a question.
Jeff still leads the team alongside me. His experience is woven into how we price and how we negotiate. Thirty-six years of pattern recognition doesn't transfer cleanly to the next generation, and we haven't tried to force it; the practical effect is that I have a second set of eyes on every deal that matters, from someone who has seen most of what this market can do.
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What clarity looks like in practice
What "clarity in a noisy industry" means in practice is a discipline of evidence over enthusiasm. Every recommendation I make is grounded in comparable sales. When I tell you what your home is worth, or what to offer on the one you're chasing, I show you the comparable transactions that support the number. You see the addresses, the closing prices, the days on market, the differences from your situation. You're not asked to trust me; you're asked to look at the same data I looked at and reach the same conclusion. If you reach a different one, we talk about why.
That discipline cuts both ways. There are houses I'll tell you not to buy because the comparables don't support what the seller wants. There are listings I'll tell you to delay because the market isn't ready for them at the price you have in mind. Telling a client not to act is the part of this job that most agents skip, because it doesn't close. It's also the part that earns the trust that gets us referrals years later.
Pacing is part of the method. Real estate decisions made under pressure are usually worse than the same decisions made with twenty-four extra hours. I don't push you toward an offer to manufacture momentum. If a property is moving fast and a fast decision is genuinely required, I'll say so and explain why. If it isn't, I'll tell you that too. The market does what it does; my job is to read it accurately, not to dramatize it.
The people doing the work
There are three of us on the team, and we don't do quite the same things.
My role has been to take what Jeff built and add the kind of process most real estate practices lack. That has meant a real CRM instead of spreadsheets, pricing analysis built on actual sold data rather than the public estimates buyers and sellers use to start their research, and follow-through systems so nothing falls through the cracks during a busy week. From a client's perspective, the method is explicit, the math is shown, and you're not left wondering what happens next.
Working alongside my father is the part of this most people ask about. We disagree often, usually about whether some new tool is worth adopting, and the practice is better for both the disagreements and the resolutions. The combination is what I'd want if I were the client: experience that has seen multiple market cycles, paired with the discipline and technical knowledge of someone who treats this work as a craft and a system.
Jeff has spent thirty-six years representing GTA clients, and the depth of that experience is the team's most valuable asset. He has negotiated through high-rate markets, the 2017 cooling, the pandemic boom, and the corrections that followed. The patterns he recognizes, in pricing, in buyer behaviour, in what's actually driving a particular seller's decision. This isn't replicable through data alone. He continues to represent clients across the GTA and remains the senior eye on every significant transaction the team handles.
Jade is my older sister and has held her real estate license for over a decade. Before real estate, she worked at TD Bank's Toronto head office, which informs her comfort with the financial side of major transactions and her depth of knowledge in the Toronto market itself. She represents buyers, sellers, tenants, and landlords across the GTA, with a particular fluency in the City of Toronto.
Justin Borg
Sales Representative
Jeff Borg
Sales Representative
Jade Borg
Sales Representative
What we refuse to do
A few things this team refuses to do, named explicitly so you can hold us to them.
We won't tell you your home is worth more than the comparables support in order to win your listing. The standard play in this industry is to come in high to flatter the seller, then "adjust" the price downward weeks later when no offers materialize. We'd rather give you the honest number on day one and lose the listing than take it at a price the market won't support.
We won't talk to you about your "dream home" or dress a mid-market property as a luxury one. Houses are houses. They have schools, transit, square footage, exposures, structural issues, and resale considerations. We talk about what a property actually is and what it will actually trade for, because that's the conversation that helps you decide.
We won't promise you a sale price, a closing timeline, or a market outcome that the data can't support. If your listing is going to take six weeks to find the right buyer at the right price, we'll tell you that going in. Promising what we can't deliver gets the listing but loses the relationship.
Where to go from here
You came here to decide whether to trust me with one of the largest transactions you'll make. If the answer is leaning yes, the next step is whatever fits your situation: the buyers page, the sellers page, or a direct conversation. If it's leaning no, I'd rather you find that out now than after we've both spent more time on it.
My promise to you
I'm committed not only to our clients, but to the systems that we've developed and refined to keep track of every number and detail. Every decision that you make with me will be made with all of the information necessary to make it.
Justin Borg
How can we help?
Tell us what you're working on and we'll be in touch within one business day.