For sellers
Selling your Toronto home at a price you can defend
Listing high to see what happens is the costliest habit in real estate. Buyers compare every home with the sales around it, so we start there too.
The process
How we run a sale, from price to closing
- Step 01
Start from the sales around you
We set the price from recent sales of similar homes nearby, the listings you will compete with and what is particular to your property. You see the comparables. If your number and ours differ, we say so before you sign anything.
- Step 02
Spend only where it pays
Some work earns back more than it costs. Much of it does not, especially in older Toronto houses a buyer plans to renovate. We walk through the home with you and sort the two.
- Step 03
Show the home at its best
Photographs, video, floor plans and staging chosen for the home and the likely buyer. When several similar semis or condos are listed on the same street, presentation is often what separates them.
- Step 04
Put it where buyers search
The MLS listing does most of the work. The rest of the marketing exists to bring the right people to it. We tell you which parts help your sale and which only help an agent look busy.
- Step 05
Keep you informed weekly
A written update each week: showings, buyer comments, what nearby homes sold for and our recommendation. Hearing nothing during a quiet listing is the complaint we hear most from sellers who switch to us.
- Step 06
Weigh every offer, then close
Price is only one term. We explain the deposit, conditions and closing date on each offer and what each is worth to you, then stay with the file through to closing.
Why the first price matters
The cost of a listing that sits
TRREB reported that homes sold in the City of Toronto in August 2026 had been listed for an average of 35 days. A listing that stays well past that begins to stand out on buyers' screens for the wrong reason.
Buyers watching a price that is too high rarely go away. They wait for the reduction and then use the time on market to argue for more. The early interest that a well priced home attracts is hard to win back later.
So we would rather turn down a listing than accept a price we cannot support with sales. A defensible first price is the plan, not a lack of ambition.
Selling in a particular situation?
Some sales need more than a listing
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Luxury
Thin comparables, a small buyer pool and no room for a pricing mistake.
Learn more -
Downsizing
Decades in one house and a move that has to happen in the right order.
Learn more -
Upsizing
Two transactions, one timeline and a gap that has to be financed.
Learn more -
Estate Sales
A sale run by an executor, usually during a very hard year.
Learn more
Seller questions
How is the list price set?
From recent comparable sales, the homes currently competing with yours and the features of your property. We show you that evidence so you can judge the number yourself.
Another agent suggested a higher price. Who is right?
Ask each agent for the comparable sales behind the figure. A number without evidence is a guess. A price set above the market often leads to a reduction a few weeks later.
Should I renovate my Toronto house before listing?
Usually no more than paint, repairs and a thorough clear out. Kitchens and bathrooms rarely return their cost, particularly when buyers expect to renovate an older house anyway.
How long does a Toronto home take to sell?
It varies by price, type and condition. In August 2026, homes that sold in the City of Toronto had been listed for an average of 35 days (TRREB Market Watch). We give you a range for your own home at the listing appointment.
What does it cost to sell?
The commission set out in the listing agreement, legal fees, any preparation you choose, moving costs and a mortgage discharge fee if you have a mortgage. We give you a written estimate before you list.
I am selling a parent's home or an estate property. Is that different?
Yes. An estate trustee usually needs authority before closing and a vacant Toronto home can bring Vacant Home Tax questions. Our estate home guide covers the steps. We work alongside the estate lawyer.
Not advice. This page is general information about how we work with sellers. It is not legal, tax or financial advice. Speak to a lawyer and an accountant about your own circumstances.
Agreements. Commission, the term and the services included are set out in the written listing agreement. Ask us to go through it line by line before you sign.
Book a 30-minute valuation conversation
We bring the comparable sales for your street and tell you what we think your home would sell for, whether or not you list with us.