When conditions shift in favour of buyers—more supply, longer days on market, and increased negotiation leverage—pricing discipline becomes the seller’s most important tool. Here are the three foundational strategies, along with the key considerations for each.

1. Market-Matching Pricing (Price at or just below the most recent comparables)

What it is:
Setting the asking price directly in line with the most recent and relevant sales, or marginally below them, to ensure the home ranks as a “best value” option in the active inventory.

When to use it:

• Inventory is high and competitive.

• Nearby comparables have sold recently at clearly defined price points.

• The goal is predictable, steady buyer engagement without a prolonged marketing period.

Things to be aware of:

• Buyers in a soft market are extremely price-sensitive; even being slightly above the pack can result in no showings.

• This strategy avoids overpricing risk but does not typically generate bidding pressure—expect more linear negotiations.

2. Value-Leader Pricing (Price below market to create momentum and competition)

What it is:
Intentionally positioning the property below the anticipated sale price to drive traffic, urgency, and in some cases, multiple offers—even in a buyers’ market.

When to use it:

• The home is highly desirable (best layout, updated, private, great light, strong location).

• Neighbourhood inventory is stale, and a standout listing can capture concentrated attention.

• Sellers are motivated to sell within a defined timeframe.

Things to be aware of:

• This is not “discounting”—it is a strategy to shift the psychology of the market from slow to active.

• It requires confidence in the product. If the home has major deferred maintenance, the strategy may simply anchor buyer expectations lower.

• Timing, marketing, and presentation must be flawless to capitalize on the momentum this strategy creates.

3. Aspirational Pricing (Price above market while watching inventory and feedback closely)

What it is:
Setting a slightly higher price to test the upper boundary of the market, usually with flexible expectations and planned checkpoints for adjustment.

When to use it:

• The seller is not time-sensitive.

• The home offers uncommon features, but the value of those features is hard to quantify with comps alone.

• There is very little direct competition.

Things to be aware of:

• Overpricing is far more damaging in a buyers’ market than in a balanced or sellers’ market.

• Traffic drops quickly when buyers perceive a price as unrealistic; they don’t test high prices with low offers—they simply skip the home.

• The longer the property sits, the steeper the eventual discount tends to be.

• A predetermined adjustment timeline (e.g., 14–21 days with little activity) is critical to protect momentum.

Key Realities Sellers Should Understand

Regardless of the strategy chosen, sellers in a buyers’ market should be aware of:

1. Momentum is everything

A new listing gets its highest visibility in the first 10–14 days. Pricing must support that window of opportunity.

2. Buyers judge quickly and harshly in soft markets

If the price feels unbelievable, buyers lean away—silently. They don’t send feedback; they simply move on.

3. Stale days on market carry an emotional cost

Each additional day increases the likelihood of deeper negotiations and lower offers.

4. Presentation and condition matter more

With more choice, buyers gravitate to the best-looking, best-priced homes. Deferred maintenance becomes more expensive to the seller in a buyers’ market.

5. Adjustments are a strategy, not a failure

Market-responsive pricing changes keep a listing relevant and protect the seller’s final outcome.