Key Points
- NL assessed values typically run 40–60% below current market value. Buyers and agents know this. Pricing from 'assessed value plus improvements' is the most common seller pricing mistake in St. John's.
- HST applies to your real estate commission in NL (15%). A 5% commission on a $500,000 sale is $25,000 + $3,750 HST = $28,750 out of your proceeds. Know your actual net before you set your floor price.
- A home that doesn't generate showings in the first 10–14 days is already losing momentum — every reduction after day 21 signals distress to buyers and invites harder negotiation.
Who This Playbook Is For
- Sellers planning to list in the next 0-6 months.
- Owners unsure whether to renovate, list now, or wait.
- Sellers who want to maximize net proceeds, not just list price.
Execution Framework
Phase 1: Pricing strategy and launch position
Use sold comparables, active competition, and buyer demand to define a pricing band. Plan your adjustment checkpoints before launch.
Checklist
- Set target, stretch, and floor pricing ranges.
- Document top competing active listings.
- Agree on week-1 and week-2 review triggers.
Phase 2: Préparation and presentation
Prioritize updates that influence first impression and buyer confidence. Focus on high-impact prep rather than expensive full rénovation.
Checklist
- Complete decluttering and minor repairs.
- Prepare photo-ready staging plan.
- Confirm showing-readiness checklist.
Phase 3: Offer negotiation and certainty
Compare offers by net, conditions, financing strength, and closing timeline. The best offer is the one with highest reliable outcome.
Checklist
- Score each offer with a weighted matrix.
- Stress-test weak financing scenarios.
- Negotiate terms that protect closing certainty.
Documents To Prepare
- Recent mortgage statement with payout estimate.
- Utility, tax, and major maintenance records.
- List of upgrades and approximate dates.
- Property survey/measurement details if available.
- Preferred closing window and move plan notes.
Common Seller Mistakes
- Launching with aspirational pricing and no adjustment plan.
- Delaying staging/prep until after listing is live.
- Choosing highest headline offer without term risk review.
- Ignoring weak buyer financing signals in negotiation.
First 7-Day Action Plan
- Day 1: Confirm pricing strategy and prep priorities.
- Day 2-3: Complete high-impact presentation fixes.
- Day 4: Finalize media assets and listing narrative.
- Day 5: Publish and activate showing plan.
- Day 6-7: Review activity data and adjust quickly if needed.
Common Questions
How do I know if my price is too high?
Low showings, no online saves, and buyers who visit but don't offer — all within the first 10–14 days. A well-priced home in an active St. John's neighbourhood generates showing activity in week one. If it doesn't, the price conversation needs to happen before week two — every week past day 21 without an offer signals to buyers that something is wrong.
Should I renovate before listing?
Minor repairs, neutral paint, and a deep clean pay off consistently. Full renovations rarely recover their cost in NL — buyers typically want to make their own updates. One exception worth evaluating: if your home has an old oil system and you can convert to a heat pump using CleanHeat NL and federal incentives ($3,000–$10,000+ combined), the net cost to you may be modest and the buyer appeal is real. Felix can walk through and give you a prioritized list.
When is the best time to sell in St. John's?
Spring (March–May) and fall (September–October) have the most buyer activity. Active buyers in NL often start searching in late February — earlier than most sellers expect. Summer slows with family travel; January is the quietest month. A correctly priced home in October still outperforms an overpriced one in April.
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Related Tools
Home Equity Snapshot
Estimate gross and net equity after mortgage payoff and selling costs.
Open ToolSeller Net Proceeds Estimator
Project likely net proceeds after fees, mortgage balance, and prep costs.
Open ToolOffer Strength Planner
Score offer competitiveness with pricing, financing confidence, and terms.
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