Real Estate Talk:
Selling process in 2026

Selling property today demands expertise, insight, and awareness of global shifts

By Joseph Marovitch

February 25, 2026

In a world as volatile as today’s, selling a property can be complicated, as there are so many issues to consider. If you are a professional doctor, lawyer, nurse or marketing executive, there is no time and probably limited knowledge of property valuation, market analysis, pricing, staging, marketing, contract law, negotiation, financing, and so much more.

During the pandemic, almost anyone could be a knowledgeable realtor and sell because demand was so high and supply was severely limited. However, the fallout for inexperienced brokers and buyers, due to the passing on of conditions such as document examination and inspection, was costly for many after possession.

In a balanced market, the standard protocol for brokers is sufficient to prepare, advertise, show the property, price, negotiate terms, and go to signing.

However, in a market in which the world order is changing so drastically and everything is politicized and nationalized, causing division, fear, and war, and affecting the interest rates and inflation of countries around the world, what course of action do sellers follow? The market is unpredictable. Will conflicts suddenly emerge, causing inflation at any moment? Will a crisis occur, causing real estate values to suddenly plummet? In the world we are in now, this is the risk we face.

Therefore, a specific strategy is required to avoid risk, resolve conflict, and campaign in a market where buyers and sellers are hesitant to enter. If the seller is not trained in all aspects of real estate brokerage, risk avoidance and conflict resolution, the seller is walking through a potential minefield of possible problems. Accordingly, an experienced broker is required. A broker who is cognisant of all the issues currently taking place globally that can affect the market and a purchase, both short and long term.

A specific strategy is required to avoid risk, resolve conflict, and campaign in a market where buyers and sellers are hesitant to enter.

New brokers tend to concentrate on just getting a listing. Brokers with a little experience and some success tend to veer toward overconfidence and do not realize the gravity of their profession, meaning it is not a game but rather the life savings of many clients, depending on their age and financial means. A home represents not only a dwelling where one is comfortable and safe. It also represents their life savings, their next home, their children’s education, an investment in a new business, and even retirement.

In the world as it is now, a broker who may end up representing a seller must be carefully vetted to ensure they understand the national and global issues affecting the market.

In today’s market, challenges to consider and have solutions for are:

• Inflation today is affected by a sudden change in politics that can increase carrying costs in the future.
• Sudden interest rate fluctuations can decrease property values
• Risk of future mortgage payment defaults due to increased carrying costs. No one wants to purchase a property at a low interest rate today only to find out the carrying costs increase later and make payments unmanageable.
• Buyer hesitation

These are the main concerns, and each has a solution to mitigate risk, increase buyer motivation, and reduce carrying costs and taxes, if the broker is aware of more than the process to acquire a listing, take a few photos, list on Centris, and make a dollar. A doctor makes money, but the primary concern is the patient. An entertainer makes money, but the primary concern is the audience. A broker should also make a living, but the primary concern must be the client, whose life savings are in the broker’s hands.

In choosing a broker, it is prudent to interview three or four. The first one may be the one, but if unsure, move on to the next.

When meeting with a broker, there are certain qualities one should observe, such as:

• Did the broker show up early, on time, or late?
  – Early is an indication of responsibility.
  – On time means a risk taker, meaning not considering traffic or other delays. They risk being late for house visits, notary visits, or inspections.
  – Late means, without a call-in advance indicating they may be late, a red flag.
  •
• Are they being attentive and a good listener, or are they constantly checking their smartphone? This may be okay for a poor-to-average broker, but not in today’s environment.
  •
• Are they attentive or more of a talker? To be an effective broker, one must be a good listener first and a knowledgeable talker 2nd. A broker cannot know the seller’s concerns if not attentive.

‘A broker must be carefully vetted to ensure they understand the national and global issues affecting the market.’

Every seller is different and has different concerns about the process and result

Questions to ask:

• How long have they been a broker?
• Are you familiar with the area?
• How many properties have they sold?
• Is this your full-time job?
• Do you have a database of current and past clients?
• Please update us on the current market, our property value, and the process, time frame and all details we are not aware of.
• In this process, evaluate their knowledge, confidence, patience and understanding.
• Ask for references, unless they were referred to you by someone you respect and trust.

Then the process begins.

Pricing a property entails several factors such as the current market, the condition of the property, location, amount of living space and the lot size, number of bedrooms, bathrooms, parking, the competition of other comparable active listings, price of the comparable properties that sold in the past six to twelve months, and how fast the seller wants to sell.

Regarding the property’s condition, all the previously mentioned factors help determine whether the property is worth renovating or selling “as is”. Renovating to bring a property up to standard will not increase its market value, and depending on several other factors, the seller may even lose money. If the property is being upgraded, the chances are higher that the value will increase and a profit will be made.

If the property has cosmetic issues, such as lawn care, balcony repair, or paint work required, they are worth addressing.

If the issues are structural, such as a foundation crack, new windows are required, bathrooms and kitchen need replacement, it may be better to price accordingly and sell “as is”. A new kitchen or bathroom may be installed, but it may not be to the buyer’s taste, and the buyer may tear out the expense and renegotiate the price.

If the house being sold did not belong to the seller but was inherited or the seller rented the property, it is advisable to have a pre-inspection, declare all issues in the seller’s declaration and price accordingly. Everything declared in the seller’s declaration cannot be renegotiated since the buyer must sign off on all the declarations, and it is assumed they considered all the issues prior to submitting an offer, since the seller’s declaration must be submitted with the promise to purchase.

‘Pricing a property entails several factors and how fast the seller wants to sell.’

The following are the steps to sell a property once the price is determined:

1. Professional photos and video are taken – Great pictures do tell 1000 words and help find the buyer.
2. Measurements are taken – Measurement of each room must be accurate, or the sale can be cancelled.
3. A for-sale sign is placed in front of the house – This attracts buyers and brokers and makes it easier for arranged visitors to find the property.
4. The property is placed on the Centris system with verified measurements and descriptions.
5. The property is entered on multiple websites, including the Centris system, the broker’s company websites (national and international) and the broker’s personal website, if they have one.
6. The broker will email a newsletter to their client and the broker base one or more times per month.
7. Flyers will be distributed to the local area.
8. Ads are placed in targeted local papers in the vicinity of the house two or more times per month.
9. Ads are placed on-line including LinkedIn, Facebook, Instagram, and Pinterest. These provide excellent targeted exposure.
10. Virtual tours will be available to invite the public in to see the property.
11. Private showings will be arranged.

Once a month, the broker will provide a report indicating how many calls, visits and offers have taken place. The report will include how many ads were placed and where they were placed.

• Many Centris hits + many inquiries + many visits = property properly priced
• Many Centris hits + few inquiries + few visits = there is interest, but the price is too high
• No Centris hits + no inquiries + no visits = insufficient marketing, a recession, or an unstable, volatile market

The broker should qualify buyers prior to submission of an offer by requesting identification verification and a letter of pre-approval or proof of cash to accompany the offer. Once an offer is received, the broker will review the conditions and deadlines and discuss with you whether to accept, refuse or counter the offer.

Offers usually come with two or more conditions, and sometimes with none. The most common conditions are examination of expenses, repairs and upgrades, inspection, and financing. Know that the most difficult part of selling a property is not the marketing but rather getting from an accepted offer to signing. A good broker will handle an inspection with issues through negotiation and will know a valid issue from a buyer simply trying to get a lower price.

Once the inspection and financing conditions are met, the remaining hurdles lie with the notary, who checks the title and servitudes. Following this, the signing takes place, the property is registered with the new owner, and a day later, the money is in the seller’s account, and the property is fully sold.

The information in these articles is a summary. Should you have questions, comments or wish to discuss further, please refer to the comments section at the bottom of the page or contact me directly. As well, to view past articles, click here.

State of the market

In a recent article published in the Canadian Mortgage Professional (CMP), according to the Canadian Real Estate Association (CREA), home sales declined by 5.8 % in the month of December 2025, and overall sales, according to the Multiple Listing Service (MLS), declined year over year by 4.9%. In Montreal, prices for single homes continue to increase due to low inventory. Condos are a slightly different story with developers building continuously and inventory higher.

‘When buying or selling, be aware of global events that can cause sudden changes in our economy.’

There are several explanations for the slow growth, such as low interest rates, slower population growth, and persistently high prices for goods and services. However, the underlying reasons for all of this are instability in our neighbour, the U.S., the hostility shown to Canada by the current administration (Canada will not be bullied), and U.S. policies, which are causing global uncertainty among world leaders and providing bad actors an opening to cause disruption.

Once again, it cannot be stressed enough that when buying or selling, be aware of global events that can cause sudden changes in our economy, use strategic pricing to attract buyers, and target the market to the right audience for the property being sold. If buying, take precautions such as purchasing in a holding company to reduce risk and expenses.

We will know more in the next few months.

Have a great week.

Let’s not forget that people with cancer are vulnerable too!

You are invited to continue supporting the following organizations, as it’s now more important than ever to fund cancer research! Click on the logos below to find out how:

Feature image: rawpixel.com – Pexels

More articles by Joseph Marovitch
Other recent articles