Market value is an estimate, the listed price is the asking price, and the marketing strategy determines how your property is presented to buyers. These three concepts are interrelated, but they are not interchangeable. A single number cannot replace either an analysis of the property or the preparation for putting it on the market.
For a seller in Laval, the key question is therefore not just “how much should I ask for?” You must also consider which properties buyers will compare yours to, what justifies your pricing strategy, and how your timeline influences their decisions. The goal is to develop a coherent approach, without promising a specific sale price or timeline.
The listed price is not the value of the property
The asking price may correspond to the estimated market value, but listing it does not prove that value. It reflects a marketing decision. The outcome of a transaction then depends on the alignment of the seller’s expectations, a buyer’s interest, and the negotiated terms.
Centris distinguishes between market value and the municipal assessment, which is used primarily for tax purposes. The amount on your tax bill should therefore not automatically become your asking price. Nor should your purchase cost or your emotional attachment to the home replace a current market analysis.
The OACIQ explains the role of the comparative market analysis and the asking price: recent sales of similar properties help support an estimate; properties currently on the market then provide insight into the competition. A listing in the neighborhood indicates a seller’s expectation, not necessarily a price at which the market has responded.
Factors That Influence Positioning
The price becomes easier to understand when you can explain the factors that determine it. Here are the points to discuss, rather than just focusing on the most expensive neighboring property.
- Comparable sales. Why were these properties selected? How do their characteristics and sale dates allow for a comparison with your property?
- Current competition. What other options will a buyer have when they come to view the property? Examine the specific differences, not just the number of bedrooms.
- Condition and presentation. Distinguish between work that’s already been done, work that’s needed, and how the spaces are showcased. A beautiful photograph doesn’t solve a maintenance issue.
- Location and neighborhood. In Laval, a comparison should specify the street, access points, and immediate surroundings. The name of a neighborhood alone doesn’t capture the full experience of living there.
- Distinctive features. A yard, garage, room layout, or unique design elements should be clearly described. Ask what needs they address rather than automatically assigning them an added value.
- Your goals. The desired move-in date, potential preparation, and relocation constraints guide the process. However, they do not compel buyers to recognize a different value.
- Market conditions. Available listings and relevant transactions are constantly changing. Make sure the information you use still accurately reflects the segment in which your property will be listed.
For example, two homes with the same number of bedrooms may offer different features: a private office, access to the backyard, or storage space. The discussion should highlight these differences without assuming that every buyer will place the same importance on them.
Why Setting the Bar Too High Can Be Counterproductive
Adding a significant markup “to leave room for negotiation” may seem reassuring. But a buyer who compares your property to options that better fit their budget may decide not to visit it. You won’t end up negotiating with that person—they’ll have moved on to look elsewhere.
A price discrepancy that’s hard to explain compared to similar properties can also divert the conversation away from the property’s qualities. Instead of discussing its layout or condition, the conversation focuses on justifying the price.
If a property remains on the market for a long time, some buyers may question why it has taken so long to sell. However, this alone does not indicate a flaw or a poor strategy: factors such as the availability of showings, the property’s specific characteristics, and the market context must all be considered. A subsequent repositioning may be appropriate, but it requires a fresh review of the case. No impact on the final price can be predicted in advance.
Before listing the property, ask yourself this question: If a buyer asks why this price is justified, what specific facts can you present to them?
Displaying content lower on the page isn't necessarily a better strategy
A price lower than that of other listings is not necessarily an undervaluation: the properties being compared may be different. On the other hand, hoping that an artificially low price will spark enough competition to reach a higher target is a gamble, not a guarantee of a sale.
The OACIQ regulates pricing and specifies thatsetting aprice significantly below market value and comparable properties—with the intent of sparking a bidding war—is not permitted. Pricing must be based on sound analysis.
The question to ask, therefore, is not “How low should we go to attract buyers?” but “What price can we justify based on this property and its market?” Interest may remain limited, and the offers received may not meet your expectations. Even if there are multiple offers, their terms must be carefully reviewed; the proposed amount alone does not determine the entire decision.
Presentation + price + distribution = a package
To understand a property, a buyer must be able to connect what they see, what they read, and what is being asked for. High-quality photographs, an accurate description, and readily available information make this comparison clearer. They do not automatically change the property’s value.
For example: if the house has a separate home office, the listing can show its layout and dimensions. The buyer can then evaluate a concrete feature, rather than a vague promise of comfort. Similarly, explaining the improvements that have been made is more helpful than using a string of adjectives.
Nathalie Maréchal’s marketing approach integrates positioning, visual tools, promotion, and follow-up. The methods chosen depend on the listing. For properties priced at $750,000 or more that she represents, Sélection Signature also tailors the presentation and strategy to the property’s specific characteristics.
Visibility serves to raise awareness of the property; it does not guarantee a certain number of offers or systematically compensate for an unsubstantiated price.
When should you reassess your positioning?
There is no universal number of days after which you should change the price. Instead, set up checkpoints to examine what’s actually happening and distinguish between a mere impression and a recurring trend.
What do the visits and inquiries tell you?
Group the comments together: Do they relate to the price, the condition, the layout of the rooms, or missing information? Few viewings and many viewings that don’t lead to a sale don’t raise exactly the same question. A single comment isn’t enough to make a diagnosis.
What has changed around the property?
New listings, a relevant comparable sale, or a change in the property’s condition may warrant a reassessment. Also revisit your goals: has your occupancy schedule or availability for viewings changed?
What action addresses the issue identified?
Based on the assessment, it may be helpful to provide additional information, improve the presentation, make visits easier, or adjust the price. Ask what the proposed action aims to correct and what factors it is based on. It’s better to explain and document an adjustment rather than make it on the spur of the moment.
How Nathalie Structures a Sales Strategy
Nathalie Maréchal assists sellers in Laval by analyzing the property, comparable properties, the competition, and the owner’s goals. This analysis is used to prepare the property for the market and then to track inquiries, showings, and offers received.
To prepare for your consultation, gather information about any renovations, the features you consider important, and your timeline constraints. Also specify any uncertainties. A productive discussion helps distinguish between verified facts, points that need documentation, and possible options.
This support continues through the analysis of terms and negotiations, without reducing the transaction to just the listed price. Client testimonials provide a glimpse into their experiences; they do not predict the outcome of your sale. You can contact Nathalie to discuss your situation and the next steps.
Are you thinking about how to market your property?
An analysis of the property, its market, and your goals allows us to develop a sales strategy tailored to your situation.
Discuss My Property ValueFrequently Asked Questions
How do you determine the listed price of a property?
Start by analyzing the property and relevant comparable sales. Next, examine the current competition, the property’s presentation, and your objectives. The amount you set must be supported by concrete evidence, with no guarantee as to the final price.
Is it a good idea to set the target higher than the expected value?
Not automatically. A price that’s hard to justify may deter buyers before they even visit the property. Compare your proposed price to available data rather than to a target amount to which you would automatically add a negotiation buffer.
Should you set the asking price low to attract multiple offers?
No. Multiple offers are never guaranteed. The OACIQ prohibits setting a price significantly below market value and comparable properties for the purpose of triggering a bidding war. The price must be based on a sound analysis.
Can the price be changed after the product is launched?
Yes. A change may be considered based on the feedback received, new comparable properties, or changes to the project. Your real estate agent will work with you to analyze the adjustment and formalize the change to the asking price.
What is the difference between evaluation and marketing strategy?
The appraisal is intended to estimate the property’s value. The strategy outlines how to position the property: asking price, preparation, presentation, marketing, and follow-up. The appraisal serves as a basis for decision-making; it does not replace these decisions or the analysis of offers received.
