Pricing Your Home Right in Today’s Market

When we speak with sellers these days, one topic comes up more than any other: pricing your home correctly. It’s no surprise — getting it wrong can mean your property sits on the market for months, losing momentum and buyer interest. At The Sharda Group, Gunjan and I have seen firsthand how strategic pricing can make the difference between a quick, successful sale and a listing that lingers.

Why So Many Homes Aren’t Selling

Recent estimates suggest that nearly 80% of homes listed in Canada today aren’t selling, according to CREA data. That’s a staggering number and a clear signal: many sellers still don’t have a realistic understanding of what buyers are willing to pay in this market.

A major reason for this disconnect comes down to the way pricing is approached. Too often, agents suggest higher prices than the market can support. Sometimes this is intentional — a bid to win a listing by telling a seller what they want to hear. Other times, it’s unintentional, a result of unconscious optimism or bias, where we convince ourselves that a higher number is reasonable because we don’t want to disappoint the seller.

The Skills Gap in Pricing

Even experienced agents can misprice homes if comparable properties aren’t selected carefully or if adjustments aren’t made accurately. Using average asking prices or relying solely on MLS tools without context can lead to recommendations that are significantly above market value.

Worse, wishful thinking can sneak in. We see it when agents overestimate the market’s strength or assume recovery is imminent, giving sellers a false sense of potential. At The Sharda Group, we like to practice what we call practical optimism: being realistic about current market conditions while remaining confident that, with the right strategy, a home will sell.

Why Sellers Overvalue Their Homes

It’s human nature — people often place more value on what they own than buyers do. Research shows that the amount a seller expects to receive frequently exceeds what a buyer is willing to pay. Add to that the hope that waiting might yield a higher price, and you have a recipe for homes sitting on the market unnecessarily.

Other factors contributing to overpricing include:

• The “old playbook” mindset: believing that higher asking prices leave room for negotiation or attract perfect buyers.

• The trust gap: skepticism when an agent provides a lower but accurate valuation.

• Time myths: assuming that waiting will pay off in a flat or declining market.

All of these factors make it even more important to work with an agent who prioritizes accuracy over promises.

The Advantage of Pricing Right

Here’s the opportunity: in a market where many homes are overpriced, a property that is realistically priced will stand out. Buyers are drawn to homes that are competitively valued, and sellers who get their pricing right often attract quality offers more quickly.

In a balanced market, it’s not about the highest asking price. It’s about the highest probability of a successful sale. By setting the right price from the start, you can avoid months of frustration, maintain momentum, and create a sense of urgency among buyers.

Communicating the Truth with Sellers

Our approach at The Sharda Group is grounded in four principles:

• Truth: Give sellers an honest assessment of market value — not what they wish it were worth.

• Empathy: Pricing realistically can be hard to hear. We support our clients through the process with understanding and respect.

• Clarity: We communicate directly and clearly, avoiding hedging or giving false hope.

• Courage: It takes courage to deliver accurate pricing when other agents may promise more. But it’s essential for a successful sale.

When a seller says another agent gave them a higher price, we respond with honesty:
"There are agents who will tell you what you want to hear to secure the listing. Let’s review the data together and focus on what will actually sell your home."

The Bottom Line

In today’s market, the agents who master pricing, communicate honestly, and act strategically are the ones who thrive — not those making the highest promises.

Gunjan and I have guided countless homeowners through this process, helping them price their homes correctly, attract serious buyers, and achieve successful sales. If you’re thinking of selling, now is the time to act smartly and decisively.

Book a pricing consultation with The Sharda Group today, and let’s get your home sold.