By Simon Royer, REALTOR® at RE/MAX Icon Realty

I want to tell you a story about a home in Brantford. I am not going to share the address or the names because that is not the point. The point is what happened and what it cost this family, because I have seen a version of this story play out more than once and I think every seller in this market needs to hear it.

The Beginning: A Dream Price and an Honest Answer

In the fall of 2024 a couple came to me wanting to sell their home in one of Brantford's established neighbourhoods. The home was newer construction, well located and in good condition. The finishes were builder grade with darker tones throughout but the bones were solid and the location was genuinely strong.

They had a number in mind. One million dollars. They needed it to retire, pay off the remaining mortgage and leave Canada to start their next chapter. The number was not negotiable in their minds. It was tied to their retirement plan and their future.

I looked at the comparable sales, studied the market and came back with my honest assessment. Based on what was actually selling in Brantford at the time I could realistically get them somewhere between $900,000 and $950,000. Not $1,000,000.

They pushed back. They wanted to put up a sign and see what happens. Just try the higher number and come down if needed.

I said no.

Not because I did not want the business. But because listing a home at a price I do not believe the market will support is not something I am willing to do. It wastes the seller's time, it wastes buyers' time and it almost always ends worse than if the home had been priced correctly from the start.

They thanked me and found an agent who said yes to the number.

What Happened Next: Eight Months and Three Agents

July 2025 — The home listed with an agent from Mississauga at $975,000. Not $1,000,000 but still well above what the market would support. The market in 2025 had continued to soften from where it was in fall 2024, making an already optimistic price even harder to justify.

August 2025 — First price reduction to $925,000 after minimal showing activity and no offers. Still above my original range and now carrying the stigma of a price drop.

October 2025 — The listing was cancelled. After three months on the market with no sale they parted ways with the Mississauga agent. The home sat briefly before relisting at $850,000 with a new agent, but that listing was also cancelled before the end of the year.

December 2025 — A fresh start with a new brokerage, this time a more local company out of Hamilton, listed at $849,900.

January 2026 — Another price reduction, this time to $799,900.

End of February 2026 — The home sold for $781,000.

The Math Nobody Wants to Do

Let me put this in plain numbers.

They wanted $1,000,000. They got $781,000. That is a difference of $219,000.

More importantly, my original honest estimate was $900,000 to $950,000. They ended up selling for $119,000 below the low end of the range I gave them in the fall of 2024 before any of this started.

Eight months on the market. Three agents. Multiple price reductions. Carrying costs on a property they were trying to move. Stress, uncertainty and a delayed retirement plan.

And they ended up with less money than if they had listened to the honest answer in the first conversation.

If you are thinking about selling your home in Brantford and want the honest number rather than the one that sounds best, that is exactly what I offer. Book a free home evaluation here.

Why This Keeps Happening

The agent who listed this home at $975,000 knew it was too high. Or they should have. But saying yes to a seller's number is how some agents win listings. It is called buying the listing and it is one of the most common and most damaging practices in real estate.

The seller hears the high number, feels validated, signs with that agent and the inevitable price reductions follow. By then the home has been on the market long enough that buyers start wondering what is wrong with it. The fresh listing energy is gone. The motivated buyers who were watching when it first hit the market have moved on.

And then another agent inherits a stigmatized listing at a reduced price and tries to pick up the pieces.

The honest agent who gives you the real number upfront does not always win the listing. But the sellers who listen to that honest answer almost always end up with a better outcome.

What This Means for You

If you are thinking about selling your home in Brantford or Brant County in 2025 or 2026 here is what I want you to take from this story:

The market does not care what you need to walk away with. It cares about what comparable homes are actually selling for. Those are two very different conversations and confusing them is what turns a straightforward sale into an eight month ordeal.

Get the honest number first. Even if it is not the number you were hoping for. Even if it means adjusting your plans. The alternative, as this family found out, is almost always worse.

Frequently Asked Questions

What does overpricing a home actually cost sellers in Brantford? Based on real cases in this market, overpricing can cost sellers significantly more than the original price gap suggests. When a home sits, buyers become suspicious, showing activity drops and eventual sale prices often land well below where honest pricing would have landed from the start. In the case above the gap between honest pricing and final sale price was just shy of $120,000.

What is buying the listing and why do agents do it? Buying the listing is when an agent suggests a higher price than the market supports in order to win the listing from the seller. It feels like a win for the seller upfront but almost always leads to price reductions, longer days on market and a worse final outcome. Agents do it because many sellers choose the agent who gives them the highest number regardless of whether it is realistic.

How do I know if my agent's pricing is honest in Brantford? Ask them to show you the comparable sales they based their recommendation on. A price that is grounded in recent sales within a close radius of your home is honest. A price that is significantly higher than those comps without a clear reason is a red flag.

Should I interview multiple agents before listing my Brantford home? Yes. And when you do, be cautious of the agent who gives you the highest number without the data to back it up. The right agent gives you the honest range, explains their reasoning and has a specific marketing plan to get you there.

Simon's Final Note

I walked away from this listing in 2024 because I refused to tell these sellers what they wanted to hear. That was the right call, even though I did not get the business.

Eight months later they sold for $781,000. My honest estimate was $900,000 to $950,000.

I am not telling this story to say I told you so. I am telling it because I genuinely do not want this to happen to you. If you are thinking about selling your home in Brantford, Brant County or anywhere in my market area I will give you the honest number every single time, even when it is uncomfortable.

Book your free home evaluation here and let's start with the truth. And if you want a quick online estimate first, you can get that here.

Coffee is on me.

Simon Royer, REALTOR® at RE/MAX Icon Realty 226-218-6875 | simonsayzsold.ca Learn more about selling with Simon

Not intended to solicit buyers or sellers currently under contract. RE/MAX Icon Realty Brokerage, 33-620 Davenport Rd, Waterloo ON N2V 2C2