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Home Moving Tips

Price it Right: How Real Estate Agents Set Listing Prices

Angela Serednicki by Angela Serednicki
August 8, 2024
in Moving Tips, Real Estate News, Real Estate Q&A, Selling Your Home
Reading Time: 5 mins read
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Buying and selling a home is exciting, but understanding how home prices are determined can feel overwhelming. We spoke with Toronto eXp Realty Agent Paul Ing to get the inside scoop on the factors influencing home prices and how real estate agents, as experienced professionals, determine home value so that their clients get the best return on their investment. 

The Role of Supply and Demand

Supply and demand is a primary factor in determining home price values. “When fewer homes are available compared to the number of buyers, prices go up. If there are too many homes for sale and insufficient buyers, prices can drop,” Ing explains. This balance creates buyer and seller markets. Ideally, the market aims for a fair value, with just enough homes to meet buyer demand and stabilize prices. Simply put, fair market value is the price a willing buyer would pay, and a willing seller would accept when neither feels pressured to buy or sell.

The Importance of Market Conditions

Market conditions, such as whether it’s a buyer’s or seller’s market, significantly impact how quickly homes sell. In a buyer’s market, where there are more homes for sale than buyers, prices may be lower, and homes may take longer to sell. For instance, a house selling for $500,000 in a balanced market might sell for $480,000 in a buyer’s market. Conversely, in a seller’s market, where there are more buyers than homes for sale, prices can be higher, and homes may sell quickly. For example, that house might sell for $520,000 in a seller’s market. Understanding these market dynamics is crucial for accurately determining the right price for a home you want to buy or sell.

  • Read: Beat the Crowd: Why Off-Season Home Shopping is a Smart Move   
newly moved in couple

Location, Location, Location

Location is one of the most critical factors influencing a home’s value. Different neighborhoods can significantly impact property values. For example, homes in sought-after school districts or areas with excellent amenities tend to have higher prices. “Location is paramount,” says Ing. “It’s essential to look beyond fancy upgrades and consider fundamental aspects of a property.” Positive influences on property value in real estate include safety, proximity to amenities, access to public transportation, natural surroundings, and future development plans. 

Using the Multiple Listing Service (MLS)

The Multiple Listing Service (MLS) is a database that real estate professionals use to access reliable information about a property.  The MLS has millions of historical and active listings, offering a comprehensive view of how many homes have sold in an area and their prices. Ing explains, “The MLS shows historical, current, and active listings, which gives agents a comprehensive view of how many homes have sold in an area and for what price.” 

white house and blue door

Creating a Comparative Market Analysis (CMA)

Determining property value involves comparing properties with similar characteristics in the market or recently sold properties in the same area. Real estate agents play a pivotal role in this process. Their expertise in comparing factors like size, location, amenities, and condition allows them to effectively gauge the current market value of the property under consideration. This helps establish a properly valued price range for a home, providing a numerical metric to real estate that can often feel sentimental to a seller.

Many real estate agents share a Comparative Market Analysis (CMA) report with their clients. This report details comparable properties’ floor plans, the number of bedrooms and bathrooms, parking spots, and square footage. It gives clients the information they need to make informed decisions about their real estate transactions. This comprehensive analysis ensures that clients clearly understand the property’s market value, facilitating informed decisions about buying or selling.

  • Read: What to Look for in a Good Neighbourhood: A Comprehensive Guide
agents comparing prices

Avoiding Overpriced Properties

Overpricing a property can lead to it sitting on the market for longer than average, deterring buyers. Potential buyers may think something is wrong with the property if it lingers too long. This can lead to a perception of the property being less desirable or having hidden issues, which can further deter potential buyers. Real estate agents start by identifying comparable properties sold within the last six months, ensuring they match in size, age, condition, and location to determine the ideal listing price. Next, they adjust for differences between these properties and those being priced, such as an extra bedroom or a newly renovated kitchen. They can establish a realistic price range by calculating the adjusted sales prices of these comparables. Finally, they use the median or average of these adjusted prices to set a competitive and appealing listing price for the property.

Economic Trends

Staying informed about economic changes, such as interest rates and policy updates, is vital since these factors can significantly impact the housing market. Reliable sources, like the Bank of Canada, can provide valuable information to help you understand the real estate market and how it will impact the community you’re looking to buy or sell in.

  • Read: How A Larger Down Payment Will Change Your Monthly Mortgage Payment Across Canada 

Putting It All Together

Determining the price of a home involves a mix of market research, understanding supply and demand, and staying informed about economic changes. A seasoned and trustworthy real estate agent will always help you gain more insights into pricing and secure the best deal or return on investment. Considering these factors, you can better understand a home’s value, making your real estate journey less daunting.

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Angela Serednicki

Angela Serednicki

Angela Serednicki is a Public Relations and Content Specialist at Zoocasa. Having resided in different Toronto neighbourhoods for over a decade, she has gained an intimate understanding of and a passion for exploring the city’s changing real estate scene. In her journalism career, Angela has written for some of Canada’s best publications, including Maclean’s, Canadian Business, Money Sense, Reader’s Digest, and The Globe and Mail.

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