Updated 2026-11-04
Price is the most important decision when you sell. Priced well, a home draws buyers in its first weeks, when interest is highest. Priced too high, it sits, and buyers start asking what is wrong with it.
Start with comparable sales
A comparative market analysis looks at homes like yours that sold recently: same type, similar size, lot and condition, in the same neighbourhood, ideally within the last three to six months. Active listings show your competition; expired listings show what buyers would not pay.
Read the current market
In the GTA in September 2026, sales were down 9% from a year earlier, the average price was down 5.1%, and homes took 34 days on average to sell. Buyers have more choice and more time, so accurate pricing from day one matters more than in a hot market.
Choose a listing strategy
- List at market value and review offers as they come. Usually the right choice when buyers have options.
- List lower and set an offer date. This can create competition when inventory is tight, but in a slower market it can backfire if only one buyer shows up.
Since TRESA took effect in December 2023, you can also choose an open-offer process, where details of competing offers are shared with buyers. It is your decision, in writing.
Prepare the home
- Declutter, make small repairs and refresh paint
- Stage key rooms and invest in professional photos, video and floor plans
- Consider a pre-listing inspection so buyers can firm up faster
Know your selling costs
- Brokerage commission, which is negotiable and set out in your listing agreement
- Legal fees, plus any mortgage discharge fee or prepayment penalty
- Staging and moving costs
- Tax: a principal residence is usually exempt from capital gains tax, but a rental or second property may not be. Non-resident sellers need a CRA clearance certificate. Ask your accountant.
Look beyond the price
When offers arrive, compare deposit size, conditions and closing dates as well as price. A clean offer with a strong deposit can be worth more than a slightly higher one with conditions.