Contrary to popular belief, when selling a home in London Ontario, value is determined by only one thing. What a qualified buyer is willing to pay: no more and no less.
So, how important is the price? Everything!
Who Controls The Real Estate Market in London Ontario?
Many homeowners think their house or condo has an insurance replacement, appraised, or tax-assessed value. Unless your insurance agent, banker, or appraiser is willing to write you a cheque, guess what? It means diddly squat!
A home without a buyer has no value in the marketplace.
So here is the ingredient to pricing your home to sell. What a reasonable buyer thinks it's worth will ultimately determine the price your home will sell for.
You may think, “Hey, wait, if I left it up to a buyer, they would pay me as little as possible”! True, they would. But in the real world, a knowledgeable buyer knows that you, the seller, have no obligation to sell your home at any price. To purchase your home, the buyer must make you an offer you can’t or won’t refuse.
One that will motivate you to pack up all that ‘stuff’ you haven’t used in years. Hire a local mover, and wave goodbye.
But here lies the trap many fall into (I did once): the mistaken idea that we can hold out for an inflated price and eventually the market will come to us.
Wrong!
Buyers are not obligated to buy any particular home. No amount of marketing, open houses, websites, praying, wishing, dreaming, or deceiving yourself can motivate a buyer to purchase an overpriced home.
Why?
They can buy somewhere else for less or wait! This reveals one of the essential considerations in pricing your home: price vs. time.
Understanding Price VS Time
What is more important, price or time?
Price and time control every seller’s decision to sell and every motivated buyer’s decision to complete a purchase. For sellers, this boils down to the need to sell within a set time frame or hold out for the best possible price. For buyers, buying within a set time frame or purchasing a home for the lowest possible price is necessary.
A seller who wants to sell for top dollar should be prepared to potentially wait longer for a buyer willing to pay a premium price. Conversely, a seller who needs to sell quickly and doesn’t have time to wait should expect to discount their price somewhat because of their limited time to expose their home to the market.
What’s the difference? Timing!
Buyers are in the same boat. A buyer shopping for a home over a long period can probably wait for a bargain, or wait and wait and wait.. Another buyer who must buy a home in the next few weeks will probably be willing to pay a premium. Again, it boils down to price vs. time. So you might ask yourself what your highest priority is—selling quickly or selling for a higher price?
When I ask my clients this question, they often smile coyly and answer: I want both!
Some homeowners will attempt to entrust their realtor to get the highest price and a quick sale. The result can be summed up in one word—frustration. Why? No matter how much a seller blames, ignores reality, or finds fault, Realtors don’t walk on water!
This is why successful sellers understand that while a Realtor’s responsibility is to provide marketing, expert advice, and negotiating services, they don’t own the property. They don’t make the final decisions on pricing. The seller does, and ultimately, the seller’s asking price will largely determine how slowly or quickly the home will sell.
To frame this discussion differently, consider what you will do at the end of your two- to three-month listing period, when the home has not yet sold. Are you more likely to give it more time or adjust your price at that point? Or, get another Realtor?
Does it work?
Sometimes, it does, but often, sellers end up three months later in the same slow boat to nowhere. Successful sellers take ownership of pricing decisions by clearly deciding whether selling quickly or for top dollar is more important to them.
Successful sellers have learned that to price their home accurately means they need to think like a buyer; they need to get inside a buyer’s skin and look at the world through the buyer’s eyes. For instance, imagine for a minute that you are moving to another area of the country, to an unfamiliar city. What would be your first step if you were faced with buying a home in a strange town?
Most buyers would probably start online by viewing website listings to get a general feel for local home prices. Next, narrow your search to a specific community or neighbourhood by comparing utility costs, school reports, and crime statistics with other online tools. Feeling good about your findings, you might venture into the real world to begin viewing homes in person.
The average buyer looks at nine to fourteen homes over eight weeks with the assistance of a real estate professional. By the end, most buyers become so knowledgeable about the market that by the last showing, they can guess, with reasonable accuracy, each home listing price before the Realtor can even tell them.
So what happened here? As a buyer, from a blank slate with no impression of the market, to being able to predict listing prices. It is a big leap, sure, but this description is exactly what most buyers experience. However, this is only the build-up; the next step for buyers who have found their dream home is to review a comparative market analysis.
A What?
A Comparative Market Analysis is a report that compares a specific home with other homes within a particular neighbourhood. This analysis then provides the subject property’s anticipated sales price or price range.
Although not formally called an appraisal, the report provides a similar function by giving home buyers and sellers a clear understanding of the market data that might affect their opinion of value.
It is frustrating to me (and most real estate professionals) that some buyers feel that home sellers are desperate. They make lowball offers or unreasonable conditions. Most of these buyers are getting advice from television shows. Or, “How to Make a Zillion Dollars in Real Estate in 30 Days” books. No money down gurus or Joe at work who buys houses on the side and is making a fortune. (Why is Joe still working?)
London Ontario Home Seller’s Guide
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London Ontario Condo Seller Guide
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