Should I Sell My Home Using My Friend Or Family Member?

It’s often risky to hire a friend or family member as your realtor; experience, market expertise, and objectivity matter most when selling in Toronto.

Selling a home is one of the most significant financial decisions most people make. While choosing a friend or relative as your real estate agent may feel comfortable, it’s important to weigh the potential risks. Toronto’s real estate market is highly competitive, with average detached homes trading above $1.5M in the east end and downtown condos averaging around $700,000 (TRREB, 2025). With this much at stake, sellers need proven expertise and market insight.

Key Considerations

1. Evaluate Experience
   Does your friend or family member have a track record of success with properties like yours? Have they navigated bidding wars, negotiated complex terms, and marketed homes in neighbourhoods such as Leslieville, Summerhill, or King West? Experience in your specific asset class and market segment is critical.
2. Potential Conflicts
   Mixing personal and business relationships can complicate negotiations. Difficult conversations around pricing, staging, or low offers may strain the relationship. An independent professional can offer objective advice and protect your interests without emotional bias.
3. Professional Standards
   Toronto buyers expect polished marketing, data-driven pricing, and skilled negotiations. A five-star-rated real estate team like Fox Marin Associates has handled over 1,000 successful transactions, backed by luxury marketing, TRREB analytics, and negotiation mastery. This professional approach ensures sellers maximize both exposure and sale price.
4. Alternative Options
   If you want to involve a friend or family member, consider a referral arrangement. Many real estate teams will pay a referral fee, allowing you to acknowledge the relationship while still working with a top-producing team.

Key takeaway: Your property sale is too valuable to risk on inexperience. Choose the most capable real estate team for the job and explore other ways to include your personal connections.

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