Most London, Ontario homeowners already have a price in mind before they call anyone — and most of those prices are based on emotion, neighbour comparisons, or what a relative thinks the home is worth. None of those inputs have any bearing on what a buyer will pay. Pricing a home correctly in today's market means separating what the home means to you from what it's worth to the person who doesn't share your memories, your renovations, or your mortgage balance. According to current LSTAR data, London homes are selling at 97.4% of asking in a median of 26 days — which means the market is precise and buyers are informed. Ty Lacroix, Broker at The Envelope Real Estate Group, has spent 24 years helping London sellers arrive at the right number before the sign goes up — not after the listing goes stale.
Are you wondering what your home in London, Ontario would actually sell for? Most sellers have already run the number through four internal filters before they've spoken to anyone:
I'd love to get this much.
I'd be happy with this.
I'd have to really think about that.
There's no way I'd consider that.
The problem is that none of those four filters have anything to do with what a buyer will pay. Here's how to think about pricing in a way that actually protects you.
The First Thing to Set Aside
Set aside your perspective on your home's value — at least temporarily. You've invested time, money, and memory into making it your home. A buyer doesn't share any of that. They don't see the renovation you completed in 2019, the garden you built from scratch, or the neighbourhood relationships you've built over the years. They see a property, compare it to everything else available for the same money, and make a decision based on what the market tells them it's worth — not what it means to you.
What that means for you: the most expensive pricing mistakes sellers make almost always come from anchoring to personal value rather than market value. The two are often different numbers, and the gap between them is where equity gets left on the table.
What Doesn't Determine Your Home's Price
What your friend at work or a relative thinks. They mean well. They don't have access to current comparable sales, they don't know your specific neighbourhood's absorption rate, and they have no professional accountability for what happens if their number is wrong.
What your neighbour's house sold for two years ago. Two years is a long time in real estate. The market that existed in 2022 or 2023 is not the market that exists today. Pricing to a peak that has passed is one of the most common and costly mistakes in London's current market.
What Actually Helps
A Comparative Market Analysis. A CMA shows you what comparable homes have actually sold for in your area, recently, under current market conditions. Ask which homes were included and why — and which were excluded. A CMA is one of the best tools for establishing a realistic price range, but it's a starting point, not a final answer.
Visiting other active listings as a buyer would. Before you price your home, walk through a few comparable properties with the impartial eye of a buyer — not a homeowner. What do buyers see when they compare your home to what else is available at the same price? Is your home the obvious choice, or is it competing against something better positioned?
Understanding price per square foot — and its limits. Price per square foot is a useful comparison tool for apartment condos, where units in the same building have similar finishes and construction. For houses, it's far less reliable — different finishes, styles, lots, and conditions make direct square-foot comparisons misleading.
Knowing whether it's a buyer's or seller's market. London currently sits at approximately 5 months of inventory — balanced, edging toward buyer-friendly. Homes priced correctly are moving in about 26 days at 97.4% of asking. Homes priced optimistically are sitting and eventually selling for less than they would have if priced right from the start.
Knowing whether you need to sell. Motivation matters. A seller who must sell in 60 days prices differently than one who can wait for the right buyer. Knowing your own position clearly — and keeping it private from the other side — is part of the strategy.
The Right Starting Point
Pricing a home to sell in London isn't a formula. It's a combination of current comparable data, an honest assessment of your home's condition and position relative to the competition, an understanding of the market's direction, and a clear-eyed read of your own timeline and motivation.
I use a 60-point home audit and valuation process that addresses all of these factors — and that gives sellers a number grounded in what the market will actually bear, not what would be nice to hear. If you're thinking about selling in London and want an honest, data-backed starting point before you commit to anything, that's the conversation to have first.
Ready for a straight read on what your home is actually worth in today's London market? Reach out for a private conversation — no pressure, no pitch.
See how the full selling process actually works: How Selling Your Home Actually Works in London, Ontario →












