How to Price Your Home Right in London, Ontario's 2026 Market

If you're getting ready to sell in London, Ontario, the single biggest decision you'll make is how to price your home. Price it right from day one, and you'll attract serious buyers, generate showings, and sell on your timeline. Price it wrong, and your home can sit on the market, pick up a stale listing reputation, and ultimately sell for less than it would have if you'd priced it correctly the first time. I'm Gloria Roman, a REALTOR® with Century 21, First Canadian, and I've been helping sellers price and prepare their homes across London and Middlesex County since 2018. Here's what you need to know about pricing your home in today's market.

Key Takeaways

• London's real estate market shifted to favour buyers in 2026, which means pricing strategy matters more than it has in years.
• According to the London and St. Thomas Association of REALTORS® (LSTAR), the average home sale price in London was $606,614 in June 2026, down 6.7% from June 2025.
• LSTAR reported 4.6 months of housing inventory in June 2026, giving buyers more choice and more time to compare listings.
• Overpricing in a buyer's market almost always backfires — homes that sit too long often end up selling below where they would have if priced accurately from the start.
• A local REALTOR®'s comparative market analysis, not an online estimate, is the most reliable way to set your list price.

Understanding London's Current Market Conditions

Pricing strategy only makes sense in the context of what's actually happening in the market, so let's start there. According to LSTAR, 753 homes sold across London and St. Thomas in June 2026 — up 1.6% compared to June 2025 and in line with typical June activity over the past four years. But sales volume only tells part of the story.

The average sale price in June 2026 was $606,614, down 6.7% year-over-year. That's a meaningful shift from May 2026, when the average sale price was $662,292, and April 2026, when it sat at $618,665. Month-to-month swings like this are normal and often reflect which types of homes sold in a given month, but the broader trend is clear: London has moved into a buyer's market.

LSTAR's 2026 Chair, Robin Tiller, pointed to the sales-to-new-listings ratio as the clearest signal. In June, that ratio was 41.6%, only slightly below May's 42.8%. The Canadian Real Estate Association considers a ratio between 45% and 65% to represent a balanced market — anything below that favours buyers. With 4.6 months of inventory on hand in June, buyers in London now have more homes to choose from and more time to make a decision than they did over the past few years.

Why Pricing Strategy Matters More in a Buyer's Market

In a fast-moving seller's market, an ambitious asking price sometimes still attracts multiple offers. That's not the market we're in right now. When buyers have options — and in London right now, they do — an overpriced home simply gets passed over in favour of comparable listings priced more accurately.

The risk compounds the longer a home sits. Buyers and their agents track days on market, and a listing that's been active for months, even after a price reduction, tends to raise questions: is something wrong with the property, or is the seller unrealistic? I've seen well-maintained homes in great London neighbourhoods struggle simply because the initial price didn't reflect where the market actually was. Getting the number right at launch avoids that entirely.

How I Help Sellers Price Accurately

Pricing a home isn't guesswork, and it isn't something an automated online estimate can do accurately either — those tools don't know about your recent renovations, your specific lot, or which comparable sales actually apply to your street. When I work with a seller, I build a comparative market analysis using recently sold and currently active listings in your specific neighbourhood, adjusted for square footage, lot size, condition, and upgrades.

I also factor in absorption rate — how quickly homes in your price bracket and area are actually moving — because pricing that works in one London neighbourhood or price range doesn't necessarily work in another. A detached home in an established, sought-after pocket of the city can behave very differently from a comparable property in an area with more active new construction competing for the same buyers.

Preparing Your Home Alongside the Right Price

Price is the foundation, but presentation supports it. A clean, decluttered, well-lit home consistently shows better in photos and in person, which matters even more when buyers are comparing several similar listings before booking a showing. Simple, cost-effective steps — fresh paint in neutral tones, decluttering, addressing minor repairs, and maximizing curb appeal — help your home make a strong first impression both online and in person.

Timing your listing also plays a role. While summer has traditionally been an active season for London's market, buyer activity can vary month to month, so I look at current absorption trends for your specific neighbourhood and price point before recommending a launch date, rather than relying on general seasonal assumptions.

Common Pricing Mistakes London Sellers Make

The most common mistake I see is anchoring to what a neighbour's home sold for two or three years ago, without adjusting for how the market has shifted since then. Given that LSTAR data shows average prices moving month to month even within 2026, a comparable sale from even a year ago may not reflect today's conditions.

Another mistake is pricing based on what a seller needs to walk away with, rather than what the market will actually support. Buyers and their agents price shop using recent, comparable sales — not a seller's mortgage payoff or renovation budget. Starting with an emotionally anchored number, rather than a data-driven one, is one of the fastest ways to end up with a stale listing.

Frequently Asked Questions

How is the average sale price different from my home's value?
The average sale price reflects all homes sold across London in a given month, including a mix of property types and price points. Your home's value depends on its specific location, condition, size, and recent comparable sales in your immediate neighbourhood — which is why a personalized comparative market analysis matters more than citywide averages.

Is now a good time to sell in London, Ontario?
It depends on your goals and timeline. London is currently a buyer's market, which means pricing and presentation matter more than they would in a tighter market. Homes that are priced accurately and presented well are still selling — they just require a more strategic approach than simply listing and waiting.

Should I price my home high to leave room for negotiation?
In today's London market, this often backfires. Buyers with more inventory to choose from tend to skip over homes that appear overpriced relative to comparable listings, which can mean fewer showings and a longer time on market.

How long will it take to sell my home in London right now?
With 4.6 months of inventory reported by LSTAR in June 2026, buyers have more time and more options than in recent years, which can mean a longer average time on market. An accurately priced, well-presented home in a desirable location will still generally move faster than an overpriced one.

Do I need to make repairs before listing?
Not always — but addressing obvious issues (a leaking faucet, chipped paint, an outdated fixture) can prevent buyers from mentally discounting your price during a showing. I walk every listing with my sellers beforehand and recommend only the improvements likely to affect price or time on market.

Ready to Price Your Home Right?

Selling in a buyer's market takes more strategy than selling in a hot one, but it doesn't mean you can't get a strong result. The sellers who do best right now are the ones who price accurately from day one, present their home well, and work with someone who's tracking the London market closely. If you're thinking about listing your home in London, Woodstock, Tillsonburg, or anywhere across Middlesex County, I'd love to walk through your home and put together a pricing strategy built around real, current data. Call me at (647) 883-7135 or visit 519propertyfinder.com/contact to schedule a free consultation.