When it comes to selling their real estate, Canadians want the best possible price in the shortest time with a minimum of hassle -- goals that do not set them apart from homeowners anywhere. The difference may be that some Canadians have choices and rights that they are unaware off.

Where is the best place to start once you have decided to sell? Acquaint yourself with the real estate market in your corner of Canada and understand your consumer rights.

Invest time researching the buyer perspective on your neighbourhood. Read the real estate section of local newspapers and visit open houses. If you haven't kept up with the market on an ongoing basis, then this step will take more time. Knowing what choice a buyer has in your area and price range may help with your decision making. And, of course, you'll have a chance to see how different Realtors handle perspective buyers at an open house.

You may decide to use a couple of the "free, no obligation, market evaluation" flyers that arrive in your mailbox. Steel yourself in case you meet aggressive salesmanship and remember the "no obligation" promise. By seeing a Realtor in action, you will get a feel for how they handle objections and tough questions. You will also know how much of their service guarantee they are prepared to put in writing.

Check out the Internet, too. Canadian real estate boards post most of their members' listings online, so you can get a feel for what other homeowners think their properties are worth. If you don't know the local board site or want to look further a field, try the official Canadian Multiple Listing Site sponsored by the Canadian Real Estate Association.

The important thing to keep in mind is that your property is worth exactly what a buyer is willing to pay for it, not what you spent or need. That's why the more you know about the types of people who might buy your home, the better able you'll be to attract their top dollar.

"Buyer Beware" must be your operative attitude in hiring a real estate brokerage. The following suggestions may help you make the best choice for your needs:

Published: October 17, 2000

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Futurist and Strategist PJ Wade is "The Catalyst" - intent on "Challenging The Best to Become Even Better." PJ earned this title by translating the dynamic impact of Boomers and their multi-generation families into relevant insights that start people thinking and taking action—in business and in life. Author of 8 books and more than 1800 published articles, PJ encourages individuals to become their own futurist. PJ writes and speaks about the insight, knowledge and solid decision-making skills that professionals and their clients need to live and work in this vortex of change. For instance, since PJ knows that home is headquarters for the new decades-long "unretirement," she wrote the popular book "Reverse Mortgages: Best Friend, Worst Enemy...Your Choice!", which is filled with suggestions and cautions on protecting, building and managing home equity. Her new business book, "What's Your Point?: Cut The Crap, Hit The Mark & Stick!" will be published in 2012. As The Catalyst, PJ provides strategic communication, client appreciation and advanced education services to the financial, tourism, lifestyle and service sectors - and the clients they serve. A frequently-quoted financial and business commentator, PJ is a thought-provoking strategic speaker who offers practical, real-life suggestions on leaving "the box" behind and embracing Forward Thinking - a talent she regularly demonstrates in this column. For more on keynotes, blogs, books and information on a range of 21st-Century topics, visit TheCatalyst.com.