Welcome to a 7 Part Selling Homes in Canada in a ‘ Shifted ‘, not ‘ Shifting ‘ Market Series.
Selling your home in a down market demands a very different approach than what worked during the frenzy of recent years, particularly in 2021 and into the early 2022 peak. Today, inventory levels are higher, competition is stronger, and many properties purchased at the height of the market are re-entering at noticeably lower price points. In certain segments, some of those resale values are considerably below their original 2021 purchase price. For instant, properly sold in 2021 at $2,900,000, now listed $2,495,000, property sold in 2021 $2,000,000 now sold $1,600,000. Sadly, this is our new reality.
That said, it is important to distinguish between individual resale outcomes and broader market averages. In markets like the Greater Toronto Area, peak pricing often occurred in early 2022 rather than strictly 2021. From those highs, some independent analyses suggest average prices have declined roughly 20% or more in select areas and housing types, significant, but not uniform across every neighbourhood or property category.
What is clear, however, is that the landscape has shifted. Conditions have moved away from the urgency and multiple-offer intensity of the pandemic years, and negotiating leverage today sits more comfortably with buyers. This is your time to negotiate even harder.
Though, when inventory rises, buyer urgency softens, and days on market stretch longer. The strategy must then evolve. In markets across Canada, homeowners are adjusting to a reality where listings are no longer selling in a weekend with multiple offers. Instead, success belongs to those who understand that preparation, positioning, and especially marketing matter more than ever.
In a slower market, there are simply more homes competing for the same pool of buyers as many of them are still choosing to sit on the sidelines. That means pricing must be strategic, presentation must be elevated, and exposure must be intentional. Sellers can no longer rely on timing alone. The market is selective. Buyers are cautious. They take their time, compare options, and negotiate with confidence. Longer days on market are not necessarily a sign of failure, they are often a reflection of broader economic shifts, interest rate sensitivity, and increased supply. The key is not to panic, but to pivot.
This is where top REALTORS® separate themselves from the average. Professionals like Greg Sykes, The Sykes Team in the Niagara Region understand that when the market tightens, marketing must expand. Greg has built a reputation not only on relationships and gratitude, but on visibility through impressive marketing strategies. In a market where homes may sit longer, consistent storytelling, digital presence, and community connection keep listings top of mind. Using his passion for gospel music, singing and video, Sykes has impressively won over the internet with his latest listing video. When buyers see a property multiple times across platforms, it builds familiarity and trust. In a down market, repetition is power.
The same principle applies in competitive urban environments like Mississauga and the broader Greater Toronto Area. Teams such as Phinney Real Estate Michael Phinney and Kimberly Phinney both recognize that a listing is not just a property, it is a brand. High-quality has always been their strategy, from beautiful photography video & listing video, intentional staging, targeted social media campaigns, and database marketing ensure that each home receives layered exposure. When buyers have endless options online, professional marketing is what interrupts their scroll. Their impressive annual Phinney Magazine also tells a story of excellence, while their Phinney Finds showcases local businesses in the areas & communities they serve.
And that brings us to the heart of the matter, marketing is not about listing features. It is about telling a better story.
In a balanced or slow market, ‘ 3 bed, 2 bath, finished basement ‘ is not enough. Buyers see dozens of similar descriptions in a single evening of browsing. Features inform, but they rarely inspire. What inspires is lifestyle.
Instead of reciting square footage, paint a picture. Morning coffee on the private deck. Walkable to schools and neighbourhood parks. Space for children to grow or for grandparents to visit. A kitchen where holiday meals feel effortless. A quiet street where neighbours wave. Buyers do not purchase drywall and flooring, they purchase the life they imagine living inside those walls.
Top producers understand this deeply, especially from Luxury High – End Markets, they do it best and whether selling a $2,000,000 condo or a $50,000,000 home each client is given the same level of supreme care. Barry Cohen of Cohen Homes and Estates has built a luxury brand in the GTA not simply by listing prestigious properties, but by curating the narrative around them. In higher price points especially, storytelling becomes even more critical. Luxury buyers expect sophistication in presentation. Cinematic video, architectural photography, community highlights, and strategic print and digital placement transform a home from a commodity into a statement. In a down market, elevated marketing protects perceived value and no one does it better than Cohen Homes and Estates.
This principle extends beyond large urban centres. In competitive markets like Toronto or emerging areas such as Moncton, storytelling differentiates properties that otherwise look similar online. Buyers scroll fast. Emotion stops them. A thoughtfully crafted headline, a compelling opening paragraph, or a beautifully shot twilight photo can be the difference between a showing request and a skipped listing.
Marketing also matters because it shapes negotiation power. When a property is presented professionally and consistently across multiple channels, it signals confidence. Poor photography, sparse descriptions, and minimal promotion suggest urgency or inexperience. In a slower market, perception influences offers. Strategic marketing creates the impression of value before a buyer ever walks through the door. REALTOR.CA is our most enhanced marketing platform, let’s use it wisely to elevate both buyer and seller experiences.
For sellers, this means choosing representation carefully. Ask not only about list price, but about marketing plan. Will there be professional staging? Custom video? Social media advertising with defined audiences? Broker outreach? Relaunch strategies if days on market increase? In a down cycle, the plan cannot be passive. It must be proactive.
Equally important is communication. When listings take longer to sell, sellers need transparency. Feedback from showings, data on comparable properties, and honest conversations about pricing adjustments build trust. Strong REALTORS® guide clients calmly through longer timelines rather than reacting emotionally to them. Patience, paired with strategy, produces results.
Ultimately, selling your home in a down market is not about fear. It is about focus. It is about recognizing that when supply increases and competition intensifies, excellence rises to the top. Marketing matters because it creates distinction. Storytelling matters because it creates connection. Leadership matters because it creates confidence.
Markets move in cycles. Inventory rises and falls. Days on market expand and contract. But one constant remains, homes that are priced correctly, presented beautifully, and marketed intentionally will always outperform those that are not.
In a slower market, you cannot control the economy. You cannot control interest rates. But you can control how your home is positioned, promoted, and perceived. And in today’s Canadian real estate landscape, that difference is everything.
Happy Selling!
Virginia Munden
