The Benefits of Soft-Listing Your Property Before Hiring a Realtor
Thinking about hiring a realtor to sell your home? Smart move—but consider testing the market first with a soft listing. You might be surprised by the insights, savings, and control you gain by exploring your options before signing a contract.
What Is Soft-Listing?
Soft-listing (sometimes called "testing the market") means listing your home independently, without a realtor, to gauge buyer interest and market conditions. You advertise your property online, field inquiries, and assess the response before deciding whether to hire a realtor, adjust your price, or proceed with a private sale.
Think of it as a low-risk, no-commitment way to understand what your home is really worth and who's interested—before investing thousands in realtor commissions or locking yourself into a multi-month listing agreement.
Why Soft-Listing Makes Sense in Today's Market
The Canadian real estate landscape has changed. Platforms like Realtor.ca, Kijiji, and Facebook Marketplace make it easier than ever for sellers to reach buyers directly. In many markets, especially hot seller's markets, homes practically sell themselves. So why pay 4-5% in realtor commission if you can sell on your own?
Soft-listing lets you test this hypothesis without risk. If you find a buyer, you save tens of thousands of dollars. If you don't, you've learned valuable market insights—pricing, buyer expectations, demand level—that will help you when you do hire a realtor.
Benefit #1: Save Thousands in Realtor Commissions
Realtor commissions in Canada typically range from 4% to 5% of your home's sale price. On a $750,000 home, that's $30,000-$37,500. If you can find a buyer on your own, you keep that money.
Even if you only test the market for 2-4 weeks before hiring a realtor, you've lost nothing—and you might find a buyer who's ready to make an offer.
Benefit #2: Gain Real Market Insights
Realtors will give you their opinion on your home's value, but soft-listing gives you data. You'll see:
- How many buyers are viewing your listing
- What questions they're asking
- What price range generates the most interest
- How competitive your market really is
This real-world feedback is invaluable. If you later hire a realtor, you'll be a more informed seller who knows exactly what buyers are looking for.
Benefit #3: No Time Pressure or Commitment
Realtor listing agreements typically last 90 days to 6 months. Once you sign, you're locked in—even if the realtor isn't performing or you change your mind about selling.
Soft-listing gives you flexibility. Test the market for 2-4 weeks. If you get interest, great! If not, you can adjust your strategy, improve your listing, or decide to hire a realtor—no strings attached.
Benefit #4: Maintain Full Control
When you hire a realtor, they control your listing—pricing, marketing, showings, negotiations. With soft-listing, you're in charge. You decide:
- Your asking price and when to adjust it
- How to describe your home
- Which inquiries to respond to and when
- Showing times that work for your schedule
- Negotiation terms and conditions
This level of control is empowering and ensures your home is presented exactly as you want.
Benefit #5: Connect Directly with Motivated Buyers
Buyers who contact sellers directly (instead of working through realtors) are often highly motivated. They may be:
- Looking to save on buyer agent commissions
- Serious about purchasing and ready to act quickly
- Interested in negotiating directly without intermediaries
Direct communication can speed up negotiations and lead to smoother transactions.
When Should You Consider Soft-Listing?
Soft-listing works best in these scenarios:
- Seller's Market: When demand is high and inventory is low, homes sell quickly. You might find a buyer without a realtor.
- You're Not in a Rush: If you have time to test the market (2-4 weeks), soft-listing is a low-risk experiment.
- Your Home Is Well-Maintained and Move-In Ready: Buyers are more likely to purchase independently if your home is in great condition and priced fairly.
- You're Comfortable Handling Inquiries: You don't need to be a salesperson, but you should be responsive and professional.
What Happens If You Don't Find a Buyer?
If your soft-listing doesn't result in a sale, you haven't lost anything—in fact, you've gained valuable insights:
- You now know if your price is realistic or needs adjustment
- You understand what buyers are looking for in your area
- You've tested your listing photos and description
- You can hire a realtor with a clear understanding of your market position
Think of it this way: soft-listing is market research that costs you nothing but a few hours of time. Even if you don't sell, you'll be a more informed and strategic seller when you do engage a realtor.
Tips for Successful Soft-Listing
To maximize your chances of success:
- Price competitively: Research comparable sales and price your home at or slightly below market value
- Use high-quality photos: Invest in professional photography or use natural light and declutter
- Write a detailed description: Highlight unique features, recent upgrades, and neighborhood benefits
- Be responsive: Reply to inquiries within hours, not days
- Prepare your home: Stage, declutter, and ensure curb appeal is on point
- Set a timeline: Give yourself 2-4 weeks to test the market before deciding next steps
Final Thoughts: Test Before You Commit
Soft-listing your property before hiring a realtor is a smart, low-risk strategy that gives you control, market insights, and the potential to save thousands in commissions. You're not rejecting the idea of using a realtor—you're simply exploring your options first.
In today's digital-first real estate market, sellers have more tools and platforms than ever before. Why not take advantage of them? Test the market, learn what buyers want, and make an informed decision about how to proceed.
The worst-case scenario? You don't find a buyer but gain invaluable insights. The best-case scenario? You sell your home independently and save $30,000+. Either way, you win.