AZ Real Estate Partners
How a Professional Listing Agent Should Answer "What's My Home Worth?"
Quote too low, you lose the listing. Quote too high, you can’t deliver. Here’s how seasoned listing agents answer Ontario’s most-asked seller question.
How to answer "what's it worth" professionally
A professional listing agent never quotes a single number on the first meeting. They quote a range backed by 90-day comparable sold data within 0.5 km — TRREB-grade evidence, not algorithmic estimates.
Key point: Range + data + three pricing strategies = a credible answer.
Why one number is the wrong answer
Sellers already have a number in mind — from a neighbour’s sale, a Zolo estimate, or a news headline. Quote below it and you sound unprofessional; quote above and they anchor to that price forever.
The professional answer breaks pricing into three tiers — conservative, market, and aggressive list — and explains the risk and reward of each, so the seller picks the strategy that matches their goal.
The 4-step framework for answering "what's it worth"
Three common pricing mistakes
Always answer the cost side
Sellers ask “how much” but really mean “how much do I keep, and when?” Lay out commission, HST, legal, staging, mortgage discharge, and capital gain implications. That transparency wins more listings than a high number.
FAQ
Can I quote a HouseSigma or Zolo estimate to a seller?
No. Algorithmic estimates miss finish quality, lot orientation, street appeal, and neighbour effects. We've seen GTA estimates diverge 8-15% from actual sale prices. Professionals use MLS sold data.
What if the seller insists on a single number?
Offer a recommended list price tied to a range. Example: "List at $1.28M, expected sale $1.22-1.30M depending on response." Gives a number but preserves strategic flexibility.
How do I respond to "my neighbour sold for $100k more"?
Pull the actual MLS record, then compare lot, square footage, finish, bedrooms, garage. Nine times out of ten the numbers don't match, or specs differ. Lead with data, not opinion.
Which listing strategy is best?
Depends on the seller's goal: urgent move/cash need = conservative; no rush + maximize = market; clearly hot market and rare product = aggressive. Aggressive listings must be reduced within 21 days if no offer, otherwise they go stale.
How do I price a home with issues — tenants, past flood, stigma?
Disclose the market discount honestly: tenanted properties typically -3 to -8%, fire/death stigma -10%+, repaired water damage with proof is minor. Hiding negatives costs trust later — surface them at the pricing conversation.
CONTACT
Arthur Zhao
Real Estate Broker · FRI · ABR · SRS · PSA · MCNE · E-PRO · GUILD Elite
VP & Branch Manager, Bay Street Group Inc.
For information only. Not legal or mortgage advice. Consult a licensed professional for your situation.
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