How we sell your home in London, and what it costs.
To sell your house in London, you price it, get it ready and launch it where buyers look. With us, that costs a $1,500 Launch Retainer up front, plus 3% on the listing side when it sells.
You might be worried you will list, sit, cut the price and walk away with less than you planned. Here is how we stop that, step by step.
The Bottom Line (Quick Answer)
- The Ken Small Real Estate Team sells homes in London, Ontario in seven steps. It runs from one phone call to the sold sign.
- You see your price evidence, your marketing plan and your take-home number in writing first.
- Our fee is a $1,500 Launch Retainer up front and 3% when it sells. You also choose what to offer the buyer’s brokerage. HST goes on top.
The short version
- One listing gets 173 named actions and assets, not a single MLS post.
- Our 3% is paid only on a successful sale. If your home does not sell, you pay nothing more.
- You see your take-home number before you commit. No surprises at the lawyer’s office.
What does it cost to sell with the Ken Small Team?
The first thing every seller asks is what this costs. So here it is, before anything else.
$1,500 Launch Retainer, up front
Paid when you list. It pays for the pre-inspection, the warranty, the photos and the launch. It is not our margin.
3% when it sells
Our listing-side commission. It is paid only on a successful sale. If your home does not sell, you pay nothing more.
2% recommended
What you offer the buyer’s brokerage. It is your call, not ours. HST goes on top of all three.
Commissions in Ontario are always negotiable. This is simply what we charge, in plain numbers. See every line of our pricing, or see what you walk away with.
How we market your London home
Here’s the reality. A sign and an MLS entry reach the buyers who are already searching. So we go further, and then we go find the buyers who are not looking yet. That runs from Old North and Wortley Village to Byron and Masonville, and out to Komoka, Kilworth and Dorchester. More buyers competing for your home is what moves your price.
- Marketing everywhere buyers lookOne listing gets 173 named actions and assets, not a single MLS post. More buyers competing is what moves the price.
- Every number in writing, firstYou see your take-home number before you commit. No surprises at the lawyer’s office. Your net proceeds →
- Guarantees in writing, conditions includedYour Home Sold Guaranteed, or I’ll Buy It, if your home meets six rules. If it does not, you get Your Home Sold In 30 Days or I Pay You $5,000. The rules are below. See the guarantees →
- Homes made bulletproofYour $1,500 Launch Retainer makes your home a Certified Pre-Owned Home. That means a third-party pre-inspection, a 1-Year Canadian Home Shield SafeClose™ Warranty and a certificate your buyer keeps. What is a Certified Pre-Owned Home? →
Where your home gets marketed
- ✓Paid Meta and Google ads put your home in buyers’ feeds. Then they follow the buyers who look.
- ✓YouTube, Reels, Marketplace, Nextdoor and Kijiji. Everywhere buyers scroll, not just one website.
- ✓A landing page, a video and a list of buyers already looking for a home like yours.
- ✓Signs, feature sheets, door-hangers and postcards. The whole street hears about it.
MLS and realtor.ca are line one of the plan, not the whole plan.
Why we launch to every buyer on the same day
Your home gets one launch. Everything below works because of when it fires.
Demand that comes in a trickle brings one offer at a time. One offer at a time is not a negotiation. It is you, alone, saying yes or no to one buyer who knows nobody is behind them.
So we run it in three moves.
- Build quietly first. We line up the buyers and agents who fit your home before the launch.
- Then launch to everyone at once. MLS and every channel on day one. No soft start, no slow drip.
- Then bring the decision together. Where it suits your home, we hold offers to a set date. Buyers then decide against each other, not against you.
One rule shapes this, and few sellers hear about it. CREA’s REALTOR® Cooperation Policy took effect on January 3, 2024. Once a home is marketed to the public, it must go on the MLS within a set window. CREA says that window can be up to three days (CREA, opens in a new tab).
That does not slow us down. Quiet preparation has no clock. The clock starts when we go public, and then we go everywhere at once.
It also tells you something about anyone selling a permanent “hidden market”. Here is how off-market homes really work in London.
The marketing systems we switch on when you list
Not slogans. These are the plays that run the day your home goes live.
Your first-week marketing checklist
We switch on 20 marketing systems within 72 hours. You get the written checklist on day one, so you can hold us to it. The clock starts when your listing agreement is final and your launch date is set. A few systems, like the Guaranteed Sale Program, depend on your home qualifying.
Buyers told the day you list
Our contact list holds over 2,000 people: active buyers, investors and past clients. We send your home to the ones it fits. The count moves with the market, and a match does not guarantee a sale.
Every Day Open House
Buyers can see your home 7 days a week, from 9:00 AM to 8:00 PM. Every showing needs your approval. We check each buyer’s finances first.
Ads we track to real buyer calls
Our ads are built to make buyers call. A 24/7 property hotline logs each call. We count calls and questions, not likes.
Other agents’ buyers, brought to your home
We send your home to other agents who already have buyers. Showings and offers depend on those agents taking part.
Numbers in writing
Your take-home number, your timeline and your pricing evidence. All on paper before you commit to anything.
What selling with us looks like
Seven steps, from the first call to the sold sign. This is the whole process, not “a sign and the MLS.”
- The phone call with Ken
We learn your situation, your timeline and what a win looks like for you. Then we book your walkthrough. No pitch, no pressure.
- The walkthrough
We walk your home with you and learn your goals. Before we leave, we book your Home Strategy Meeting. One visit to learn, one to plan.
- We develop your customized plan
Behind the scenes, we build a plan for this home, not a template. Your price evidence, your marketing and your numbers, all made to fit.
- The Home Strategy Meeting
We bring the whole plan and walk it in this order:
Your goals.
How we market your home, including the buyers we line up before launch. Our marketing strategy →
Your sale price and the three ways to launch. How we price your home →
Your net proceeds, in writing. What you walk away with →
We make it official. You also decide if we may share your sale as proof later. It is your choice.
We set your launch schedule. Every date is mapped, from photos to closing.
- Launch schedule begins
The pre-inspection, staging, pro photos and video, and the sign. Then the marketing switches on and your home goes live on the MLS and everywhere buyers look.
- Weekly communication
Feedback after every showing. A Friday pulse report. A Day-10 review of the numbers. Every question answered.
- Offers, the close, and the victory lap
We manage the offers and negotiate for you. We guide you to closing and the keys. Then we hand you the sold sign and celebrate the win.
Where the guarantee fits
Look where it lands: near the end. The guarantee rides on top of this whole system. The marketing above is what sells your home.
How long does it take to sell a house in London?
In September 2026, the City of London’s median days on market was 33 (LSTAR). After that, the closing date is whatever you and your buyer agree in the offer.
Your price, your home’s condition and the launch decide most of that time. That is why we set all three before you list. See the full selling timeline, step by step.
Can I sell my house without an agent in Ontario?
Yes. You can sell your own home in Ontario. A real estate lawyer still closes the sale: the title, the transfer and the funds.
What you take on is the pricing, the marketing, the showings and the deal. Here is who does what. On a phone, swipe the table sideways to compare.
| The job | Selling it yourself | Selling with us |
|---|---|---|
| Price evidence | You find the sales and adjust them | A range from recent sales, adjusted line by line |
| Marketing | You list it and post it | 20 systems in 72 hours, then daily posts |
| Showings | You open the door and screen buyers | We check each buyer’s finances first |
| The deal | You face the buyer’s agent alone | We negotiate for you |
| Closing | Your lawyer | Your lawyer, with us on every step |
| Our fee | None | $1,500 plus 3% when it sells, plus HST |
If you try it yourself, go in with real numbers. Here is every cost of selling in London.
Your Home Sold Guaranteed, or I’ll Buy It.
On top of everything above, you are backed in writing. These are the six rules, as set out on our Guarantees page.
- 1You buy your next home from one of our own listings, with Ken working for you. Nothing on our list fits? Tell us. We can look at another home you like.
- 2Your next home is worth the same or more than the one you are selling.
- 3The program runs in London, Ontario, on homes worth up to $500,000. Not rural or country properties. Just outside London, or over that price? Call Ken. We may still be able to do it.
- 4Your guaranteed price is your agreed market value, less 7%, less the standard commission.
- 5Your new home closes 120 days after the guarantee is issued.
- 6A better offer beats the guarantee. If a buyer offers more while your home is listed, that is the one you take.
Nothing is binding until you and the buyer sign an Ontario Form 100, the Agreement of Purchase and Sale.
If your home doesn’t qualify: Your Home Sold In 30 Days or I Pay You $5,000.
- 1Your home is in London, Ontario.
- 2You and Ken agree on a Guaranteed Minimum Sale Price, in writing, before the home is listed. It cannot be higher than your list price.
- 3The home is kept in showcase condition, as it looks in the listing photos, with reasonable daily showing access. Refuse showings, or pause, cancel or move the listing in the first 30 days, and the guarantee ends.
- 4Turn down a written offer at or above that minimum, at any time during your listing, and the guarantee ends. At or above the minimum means the price after any credit you give the buyer. Countering such an offer counts as turning it down. Choosing one offer over another does not.
- 5Homes listed at $350,000 or more: $5,000 paid at closing, as a rebate or off the commission (seller’s choice). Homes listed under $350,000: $3,000 paid at closing instead, as a rebate or off the commission (seller’s choice).
Sold means a written offer you accept in the first 30 days, at any price, not the closing. You never have to accept an offer below your minimum. That is always your call, and saying no to one never costs you the guarantee. The 30 days start the day your home goes live on MLS. An offer made in the 30 days counts if you accept it while it, or a counter, is open. The buyer’s conditions and the closing date are between you and the buyer. If an accepted offer falls through, the guarantee has been met; the 30 days do not start again. No accepted offer in 30 days? We keep marketing your home through your three-month listing. The remedy in (5) is paid when that sale closes. No closing, no payment.
From the guarantee’s written terms, word for word: “Listed at” means the original list price in the signed Listing Agreement; a later price change does not move a home from one tier to the other. The $5,000, or $3,000, is paid at the closing of a sale accepted during your listing. That closing can come after the listing ends. No closing, no payment. The guarantee you sign with your listing agreement is the one that counts.
Every seller also gets The 6 Satisfaction Guarantees, each backed in cash. Total brokerage contributions at closing are capped at $1,000. They are paid as a reduction in commission, provided the team acted as your seller’s agent. See all the guarantees →
What you get when you hire the Ken Small Team
A licence is not a skill set
Every agent in Ontario holds a licence. Marketing is a separate skill. It is the one we built this team around.
We target the buyer your home fits
An ad shown to everyone reaches mostly the wrong people. We find the buyers your home suits, then put it in front of them. The right buyer pays more, because your home checks more of their boxes.
You get a Day-10 review of the numbers
You hear feedback after every showing and get a Friday pulse report. Every number we give you is in writing.
Are we the right team to sell your home?
We would rather tell you now than waste your time.
A good fit if…
- You are selling in London, or a nearby town like Komoka, Kilworth, Mount Brydges, Delaware or Dorchester.
- You see marketing as what gets you more money, not a cost to cut.
- You want the real number and the full plan in writing before you list.
- You would rather hear the true price than a flattering one. Overpricing costs you the most.
Who this is not for
- We are not the cheapest. We spend on marketing that sells for more. If commission is your only measure, we are not your team.
- Our whole edge is the marketing. If you would cut it to save a few dollars, we would be pulling against each other.
- We price on the real numbers. If you are set on a price the market will not pay, we will say so, plainly.
- We do not plant a sign and wait. If that is the service you want, it is not the one we offer.
Our sold-to-list number
We don’t publish it yet. We publish it once we have 8 sales in 12 months.
A number from a few sales can be luck. It can also point to one family’s sale price.
When we publish, you will see the count, the dates and the math.
Ask any agent the same thing. How many sales is that number from? Over what time?
What London clients say about the Ken Small Team
4.9 average from 14 Google reviews, as shown on our reviews page (October 2026). Two sellers, word for word:
★★★★★We would 100% recommend Ken Small if you are wanting to sell or purchase a home. After 65 years in the same house, my father and I had a huge task on our hands to clean it out and get it ready to put on the market. We were able to leave most of this with Ken and his team.
We honestly feel we could not have done this without him. He stepped right in and knew what needed to be done. We felt like he was on the same page with us and we had several offers to look at in less than a week. Ken is kind, personable, professional and turned a very stressful situation into a worry-free one for us once he was on the job.
Awesome job Ken, we can’t thank you enough. We second the other reviewer’s opinion that Ken goes above and beyond!
Denise F. · Seller · Aug 2024 · via Google
★★★★★We sold our home! In the midst of interest increases and market pricing decline, Ken was steadfast in his commitment to sell our home. Ken used multiple outlets, went above and beyond to market our property and counselled us well along the way. In the end, we SOLD, and are beginning our next journey as a family. Thank you Ken!
Kristian W. · Seller · May 2023 · via Google
The honest takeaway
The sign on the lawn does not sell your home. The marketing behind it does.
Common questions about selling a house in London
How much does it cost to sell a house in London?
How long does it take to sell a house in London?
How do you market my home for more?
What is a Certified Pre-Owned Home?
What is the guarantee, exactly?
Start with a 15-minute call with Ken
We talk through your home, your timing and your numbers. No pressure, no obligation.
About Ken Small
Ken Small, REALTOR®, has been a real estate agent in London since 2003. He leads the Ken Small Real Estate Team at Century 21 First Canadian Corp., Brokerage. The office is at 420 York Street, London, ON N6B 1R1. RECO #4727293. Renmarck June Fabillar runs our marketing on every channel. Meet the team →
Terms and conditions apply. Guarantees may not apply to all properties. Service provided by Ken Small Real Estate Team, Century 21 First Canadian Corp., Brokerage. Not intended to solicit currently listed properties.