Start with the number, not the sign
Most listings that struggle were mispriced on day one, not under-marketed in week six. In 2026 that matters more than usual: the GTA average sold price was $1,069,700 in May 2026, down 4.6% year-over-year (TRREB Market Watch, May 2026). Buyers know it. They are negotiating below list, and they are patient.
So the first job isn't a sign on the lawn — it's an honest read of what your home, on your street, will actually trade for today. Get that right and everything downstream gets easier.
The market you're selling into
Pricing without the macro picture is guessing. Here's the cited backdrop for 2026:
- The Bank of Canada has held its policy rate at 2.25% — a fourth consecutive hold (Bank of Canada, 2026).
- GTA prices are down year-over-year, but spring sales are recovering (TRREB Market Watch, 2026).
- Buyers have leverage and are negotiating below list — condos are under the most pressure of any segment (TRREB Market Watch, 2026).
Prep, launch, offers — in that order
Prep is about removing a buyer's reasons to discount, not chasing a renovation that won't return its cost. The launch is a tight, confident window — the first ten days carry most of your leverage. Then offers: the goal isn't to beat the other agent, it's to give the other agent a number they can talk their own client into.
What I won't do is promise you a bidding war. In 2026 that only works for a narrow slice of truly rare homes. For everything else, pricing slightly ahead of the comps and holding your nerve beats a manufactured-low list that draws cautious offers.