Price is the most powerful lever you control. Price it right and you draw competition and strong offers; price it too high and the listing goes stale — which actually costs you money as buyers wonder "what's wrong with it?"
Start with sold comparables, not active listings
Active listings tell you what sellers hope to get. Recently sold comparables tell you what buyers actually paid. Look for homes in your area, similar in size, age, condition, and lot, sold in the last 60–90 days.
Adjust for the differences
- Condition & updates (kitchens, baths, roof, windows)
- Lot size, parking, and location within the neighbourhood
- Finished basement, extra bedrooms/baths, garage
- Current market direction — rising, flat, or softening
Get a professional CMA
A Comparable Market Analysis prepared by a licensed REALTOR® pulls the real sold data and active competition and turns it into a defensible price range. It's one of the highest-value things you can do before listing — add it to any flat-fee package.
Avoid these pricing traps
- Anchoring high "to leave room to negotiate." Overpricing kills early momentum, when your listing gets the most attention.
- Pricing on what you need, not what it's worth. The market doesn't care about your mortgage payoff.
- Ignoring the data because of one high sale. Outliers happen; trends matter more.
Use your listing stats to adjust
Once you're live, watch the numbers. Lots of REALTOR.ca views but few showings often signals the price is high for the presentation. We provide REALTOR.ca statistics on demand so you can adjust with real feedback, not guesswork.
Ready to list? Start your flat-fee listing and add a CMA for confident pricing.
List on MLS® for a flat fee — keep your commission
Full MLS® & REALTOR.ca exposure through a licensed Ontario brokerage, without the 5% commission.