You are about to sell one of the biggest financial assets of your life. You deserve straight answers to two simple questions before you sign anything.
What are you actually going to do to get my home sold?
What is it going to cost me?
Most agents won't answer either question until they are sitting in your living room with a presentation folder. I am not most agents.
Here is exactly how I work and exactly what I charge.
The Marketing Plan
Putting a sign on the lawn and uploading to MLS is not a marketing plan. That is the bare minimum. Here is what actually happens when you list with me.
Professional photography. Every listing gets a professional photographer. Not iPhone photos. Not agent selfies. Real photos that make your home look the way it deserves to look online.
Photo-ready presentation and staging consultation. Before the photographer arrives I walk through the home with you to talk through simple presentation tweaks, furniture arrangement, decluttering, and what to put away. Small changes that make a real difference in how the home photographs and how buyers feel when they walk through the door. I also work with a professional cleaning team that specializes in getting homes camera ready. High definition lenses pick up everything, countertops, glass, stainless steel, shower doors. If you want that included, we can add it. If you prefer to handle the prep yourself, that works too. Either way, I want your home looking its best before the camera comes out.
MLS listing. Your home goes live on MLS and gets distributed to every co-operating agent in Ontario. Every buyer's agent in the province can see it and bring their clients through.
Social media distribution. Your listing gets posted across Facebook, Instagram, LinkedIn, and Google Business. Not once and forgotten. Promoted.
Facebook Marketplace. One of the most underrated tools in real estate right now. I run your listing on Facebook Marketplace and have generated hundreds of clicks and real buyer inquiries for listings using this strategy alone.
Neighbourhood guide features. My local content already ranks on Google for searches like "moving to Galt," "living in Hespeler," and "best neighbourhoods in Brantford." Your listing gets featured inside that content in front of buyers who are actively researching your area.
Newsletter. Nearly 400 local subscribers get a regular email from me. Your listing gets in front of that audience.
Open houses. I run open houses to generate in-person traffic and create urgency around your home.
RE/MAX network. Your listing is backed by the RE/MAX brand and distributed through one of the largest real estate networks in Canada.
The Commission
Here it is. No fine print, no surprises at the lawyer's office.
4% plus HST total.
2% to my brokerage for the full listing, marketing, photography, and everything above.
2% offered to the buyer's cooperating brokerage so every active agent in Ontario is motivated to bring their buyers to your door.
One thing worth saying clearly. The 2% for the cooperating brokerage is not something I negotiate away. Every active buyer's agent in Ontario sees your listing and knows they are going to get paid fairly for bringing their clients through your door. That part does not change. The one exception is markets like Guelph or the GTA where the standard cooperating rate is 2.5% rather than 2%. In those cases I adjust the cooperating side to match the local standard so your home stays competitive, and the total commission reflects that accordingly. Whatever market you are in, you will always know the full breakdown before you sign anything.
If I bring the buyer myself, the total drops to 3% plus HST. No buyer's agent split means more money stays in your pocket.
That is it. No hidden transaction fees. No administrative charges. No surprises.
Need staging?
If you want staging coordination included, add 1% for a total of 5% plus HST. That covers 30 days of staging from the date the stager comes in. If the home needs more time on market after that, we will revisit together and figure out the best path forward. Or you can arrange and pay for staging yourself and stay at 4% plus HST. Your call.
A note on listings outside my core markets.
If your home is located outside Brantford, Cambridge, or Kitchener-Waterloo, the total commission may vary to reflect the local standard cooperating rate. I will always be upfront about the numbers and the strategy before you sign anything.
Rates on this page reflect how I work right now. They can change, and they may look different depending on your market or situation. Whatever we agree on, you will always see it in writing before you sign anything. No surprises.
Why I Publish This
I believe everyone deserves to know the price before they make a decision. Full stop.
I am not a discount brokerage. Every home I list gets professional photos, full social media distribution, Facebook Marketplace, MLS, open houses, and a content strategy that is already ranking on Google. That is real marketing, not a lawn sign and a prayer.
I also believe that commission is a real conversation worth having in 2026. The reality is that most of the heavy lifting in modern real estate happens online, and I have built the digital infrastructure to prove it. My rate is 4% because it is fair for what you get, fair for what it costs me to deliver it, and fair for both of us to walk away feeling good about the transaction.
I also have brokerage fees, board fees, marketing costs, and a family to feed. I want to do a genuinely good job for you. That is why the numbers are what they are.
One more thing worth saying upfront. When we meet for the first time I am also interviewing you. Not every listing is the right fit and not every client relationship works out. If we meet and I do not think we are going to work well together I will tell you. I would rather be honest up front than waste your time or mine.
And if somewhere down the road things are not working out, we can cancel. I am not going to hold anyone to a contract they are unhappy with. At that point I would not want to continue either. This only works if we both want to be there.
Ready to Talk?
No pressure. No pitch. Just an honest conversation about your home, your timeline, and whether we are a good fit.
Find Out What Your Home Is Worth
Frequently Asked Questions
What is your commission rate in Brantford, Cambridge, and Kitchener-Waterloo?
My standard rate is 4% plus HST total. That is 2% to my brokerage and 2% offered to the buyer's agent. If I bring the buyer myself, the total drops to 3% plus HST. No hidden fees, no surprises.
What is included in your 4% commission?
Professional photography, photo-ready presentation and staging consultation, MLS listing, social media distribution, Facebook Marketplace promotion, features in my local neighbourhood guides, newsletter exposure, open houses, and the full RE/MAX network.
Do you offer staging?
If you want full staging coordination included, add 1% for a total of 5% plus HST. That covers 30 days of staging from the date the stager arrives. If the home is still on market after 30 days, we will revisit together and figure out the best path forward. A basic staging consultation and walkthrough is already included in every listing at 4% plus HST.
Do you charge any additional fees on top of commission?
For homes in Brantford, Cambridge, and Kitchener-Waterloo, the 4% plus HST is the total. No transaction fees, no admin charges, no surprises at closing. If your home is outside my core service area, fees may vary to reflect the local market standard. Optional staging coordination is an additional 1%, bringing the total to 5% plus HST.
How do you market homes differently from other agents?
Most agents rely on MLS and a lawn sign. I also use Facebook Marketplace, targeted social media, my local neighbourhood guides that already rank on Google, and a newsletter with nearly 400 local subscribers. Your home gets in front of buyers who are actively researching your area online.
Why do you publish your commission online?
Because you deserve to know what things cost before you sit down with anyone. Transparency is not a marketing gimmick. It is just how I operate.
What if you bring the buyer yourself?
If I represent both the buyer and the seller, the total commission drops to 3% plus HST. No buyer's agent split means more money stays in your pocket at closing.
What if things are not working out after we list?
We can cancel. I am not going to hold anyone to a contract they are unhappy with. This only works if we both want to be there.
Do you take every listing that comes your way?
No. When we meet I am also getting a sense of whether we are going to work well together. Not every listing is the right fit and I would rather be honest about that upfront than take on something that is not going to work for either of us.
Do commission rates ever change?
Yes. Rates on this page reflect how I work right now and are subject to change. They may also look different depending on your market or situation. Whatever we agree on, you will always see it in writing before you sign anything.
Simon Royer, REALTOR® at RE/MAX Icon Realty
226-218-6875 | simonsayzsold.ca
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This blog post reflects the personal opinions and professional experience of Simon Royer, REALTOR® at RE/MAX Icon Realty. Not intended to solicit buyers or sellers currently under contract. RE/MAX Icon Realty Brokerage, 33-620 Davenport Rd, Waterloo ON N2V 2C2
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