There Are Only 3 Pricing Strategies. Every London Home Ever Sold Used One Of These.

Which One You Choose Matters More Than the Number

Most sellers start by asking what their home is worth. The first choice that determines what you take home is how you price your home: above market, at market, or just below.

 According to the Canadian Real Estate Association, homes sold with a structured pricing and positioning strategy sell for an average of 3–5% more than comparable listings with no documented strategy. On a $900,000 home in London, that's $27,000–$45,000 — the difference between leaving money behind and leaving on your terms.

 Below, I explain each one plainly: what it does, what it can cost, and who it suits. If you want to talk through which one fits your home, I’m a phone call away. No obligation. No pressure.

 Call Ty Lacroix Broker directly: 519-435-1600

Ty Lacroix Broker

Strategy #1 — Priced At the Market (The Fair Price)

The Path of Transparency: Pricing At the Market

Aligning your home with today’s London reality to attract qualified, serious buyers. 

The Strategy: When we price at market, we are making a statement of confidence. I use the most recent verified sales from your own neighbourhood, whether that’s the quiet crescents of Byron or the historic streets of Wortley Village. I don’t rely on automated online estimates. I rely on what buyers have paid for similar homes in the last 60 to 90 days. 

The Logic: Buyers in the 2026 market are more informed than ever. They have been watching the local inventory for months. When a home is priced fairly at its true market value, it stands out as a "clean" opportunity. This approach eliminates the friction of over-negotiation and positions you as a serious seller looking for a serious partner.

What to Expect:

  • Predictability over Hype: You likely won’t experience a "bidding war" or have 50 people through your home in 48 hours. Instead, you get a controlled, professional sales process.

  • Verified negotiation: Because the price is backed by sold homes, we hold the upper hand during the inspection and the bank’s appraisal. We are protecting a price that can be proven, not defending a hopeful one.

  • Patience is Required: This is a marathon, not a sprint. The goal is to find the right buyer, not just any buyer. 

Broker's Note: This is the smoothest way to sell. If your priority is a predictable move to your next chapter, without the roller coaster of market games, this is often the path I recommend.

Before you decide, I sit down with you, go through the closest sold homes one at a time, and tell you which ones I would ignore and why.

What Ty Lacroix Broker looks at and does to help his clients prevent major issues

Strategy #2 — Priced Above the Market (The Hopeful Price)

The Cost of “Chasing Yesterday”: Why Overpricing Erodes Equity

Pricing above the market means asking more than similar homes have recently sold for.

The Strategy: A price above the market usually comes from good reasons: what a neighbour got last year, an online estimate, a number you need for your next home, or the wish to leave “room for negotiation.” It feels safer. It often leads to what I call a stale listing: a home buyers have seen, passed over, and stopped thinking about.

The Consequences:

  • Declining interest: Buyers compare your home with similar homes at lower prices and move on. That leads to dry spells in showings.
  • The stale-listing effect: The longer a home sits, the more buyers wonder what is wrong with it.
  • A lower final result: By the time the price comes down, the best buyers have already looked and left.

Broker’s Perspective: No amount of marketing can make up for the wrong price. A home that sits invites lowball offers from buyers who sense it has lost momentum.

“No one can out-market an overpriced listing!”

If you choose this path, it is your home and your decision. If you want to try a higher price, I agree to set a date with you for a price change before the sign goes up, so you can decide calmly, not in a panic.


overpricing a home

Strategy #3 — Priced Just Below the Market (The Competitive Price)

The Bold Play: Driving Competition to Maximize Your Return

Pricing just below market means setting the price slightly below what similar homes sell for, so multiple buyers want your home at once.

The Strategy: Pricing slightly below market brings more buyers through the door in the first few days. We announce a date in advance when offers will be reviewed, so every buyer knows they are not alone. In a balanced or competitive market, this can be the most effective way to build buyer interest and push the final price above asking. 

What You Can Expect from a Bold Market Position:

  • Surge in Activity: A lower-than-expected price often brings a jump in showings and talk among active buyers. 

  • Negotiating Position: With several interested buyers, the balance shifts in your favour, often with cleaner offers and fewer conditions. 

  • No Guarantee: Pricing below the expected list price will not necessarily make homes sell faster. This works only when buyers are competing for homes like yours. 

Ideal For: Sellers with distinctive properties, or homes in London neighbourhoods where buyers regularly compete for the same type of home.

Broker’s Perspective: This is not a “fire sale.” It is a planned move designed so you don’t just find a buyer; you find the best buyer willing to pay a premium for your home. Before I suggest it, I check how many comparable homes are for sale near you and how recently ones sold. If buyers aren’t competing for homes like yours, I will tell you.


pricing their home to sell

Which of These Three Fits Your Comfort Zone?

The Right Price Depends on Your Street, Your Timing and Your Next Move

Every home fits one of these strategies better than the others.

#1 Priced at the Market: Your price matches similar homes that have recently sold. Expect steady showings and a predictable sale. It fits best when you need dates to line up, such as selling and buying at the same time.

#2 Priced Above the Market: Your price is higher than similar sold homes. Expect fewer showings and a likely price cut. This fits best when you're not in a rush and can absorb the cost.

#3 Priced Just Below the Market: Your price is slightly lower than similar sold homes. Expect many showings and possibly competing offers. It fits best when buyers in your neighbourhood are competing for homes like yours.

  • I show you the sold homes behind the number, in person, before you sign anything.
  • I tell you which of the three strategies the numbers point to, and what it would cost you to choose a different one.
  • We agree in advance on what happens if the first price doesn’t bring offers, so a price change is a plan, not a reaction.

Broker’s Perspective: Agreeing with a hopeful price is easy. Anything else can prove difficult. I would rather give you the straight picture on day one.

The 3 selling strategies when selling a home

What London Home Sellers Say About Working With Ty

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“This is our fourth house with you — actually, seven, the four we bought through you and the three we sold through you. Amazing! Can you come and talk to my boss? I think my company needs some help!”

— Jillian & James Crossmore

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“Hi Ty, thanks for all your hard work in helping us sell our home. For buying our new condo, too! We are so glad we took your advice — we didn’t even know this complex existed. My sister was so impressed that she’s listing her home with you next week. Congrats! Thank you for the wonderful donation in our name. Rest assured, you are our real estate guy!”

— Bev & Ian Westmorland

Q & A

Not sure which price fits your home? Let’s go through the sold homes near you together. No obligation. Nothing to sign.

Q. What is the worst month to list a home for sale?

A. Any month that you list it higher than other similar homes. A high price costs you in any season.

Q. How do I know which of the three pricing strategies fits my home?

A. Three things decide it: what similar homes near you have sold for in the last 60 to 90 days, how many comparable homes are for sale right now, and how soon you need to move. I go through all three with you, for you to decide

Q. What happens if I price too high and then have to lower the price?

A. Buyers who see one price cut often expect another, which can bring lower offers. By then, the best buyers have already looked and left. On a $900,000 home, every 1% you give up is $9,000.

Q. Can pricing just below the market bring offers over the asking price?

A. Sometimes, when several buyers want the same type of home in your neighbourhood. It is not guaranteed, and it only works where buyers are competing for homes like yours. I check how many comparable homes are for sale near you before I recommend it.

Q. Do I have to sign anything to talk about pricing?

A. No. A first meeting with me carries no obligation and no signatures. If either of us feels it is not the right fit, we both walk away, and you leave with more clarity than you came with.

Which of the Three Is Yours?

You now know the three ways to price a home in London. What this page can’t tell you is which one fits your home, your street and your timing. That depends on the sold prices near your address, and it takes about 20 minutes to go through together.

I'll go through those sales with you, tell you which strategy I would choose, and what it would cost to choose another, and you won't be asked to sign anything.

Whether you sell within 3 months or 2 years, the right time to get informed is before you need to act.

This website may only be used by consumers that have a bona fide interest in the purchase, sale, or lease of real estate of the type being offered via the website. The data relating to real estate on this website comes in part from the MLS® Reciprocity program of the PropTx MLS®. The data is deemed reliable but is not guaranteed to be accurate.