5 | How to Price Your Home in a Shifting Market

Pricing a home in today’s Calgary market requires far more than looking at last year’s sale prices or following generic advice. In this episode of Espressold, Paula Kahr and Annie Demello break down how pricing strategies need to evolve as the market shifts away from momentum-driven sales and toward a more balanced, buyer-aware environment.The conversation walks listeners through current Calgary market conditions, a detailed January market reset, and the three primary pricing strategies sellers consider — aspirational pricing, market pricing, and event pricing. Most importantly, this episode explains when each strategy works, when it doesn’t, and how sellers can align pricing decisions with their goals, timelines, and risk tolerance.This episode is designed to educate sellers, buyers, and move-up clients who want clarity, context, and data — not headlines or hype.Why Calgary’s 3.56 months of supply signals a balanced-to-buyer-leaning market — and why that matters for pricingHow the January market reset revealed shifts in urgency, inventory, and buyer behaviourWhy different property types are experiencing very different market conditionsHow detached homes, row homes, and apartments are performing right nowThe risks and rewards of aspirational pricing in a cautious marketWhy market pricing is often the most effective strategy in balanced conditionsWhen event pricing can work — and when it can backfireHow sellers should think about timelines, seasonality, competition, and risk toleranceWhy mispricing is less forgiving in today’s market — and how smart positioning still winsSales-to-new-listings ratio: 44%Inventory: 4,391 homes (highest January level since 2020)Detached homes:Under 3 months of supplyBenchmark price ~$724,000Stable demand with realistic pricingSemi-detached & row homes:Around 4 months of supplyIncreased buyer choice and negotiationApartments & condos:Over 5 months of supplyBuyer-favoured conditionsPrice sensitivity and building quality matter more than everSellers unsure how to price in a changing marketFirst-time sellers looking for clarity and contextMove-up buyers planning a sale and purchaseBuyers trying to understand where leverage existsAnyone tired of conflicting real estate advice and headlinesA quieter market doesn’t mean opportunity is gone — it means strategy matters more than timing. Sellers who price with clarity, understand their segment, and align expectations with market reality are still achieving strong outcomes.