My observation of about a half dozen parents who put their babies in a crib, and tried to put them on a sleep schedule to one degree or another, and another half dozen or so who kept the baby in their bed and didn't try to schedule anything, is that the amount of work, aggravation, frustration, and lost sleep is about equal.
You're either running down the hall to check on a fussy baby or you're rolling over to check on a fussy baby who keeps kicking you in the head. Or you spend a week transitioning your baby to fall asleep at a certain time, enjoy a week of being "on schedule" and then (oddly enough!) you're off the schedule again next week and hard at work trying to get back on schedule.
Whereas if you don't bother trying to schedule them, the baby will fall asleep at your preferred time on their own about one week out of three -- the difference is that you don't spend the other two weeks battling with them to get them back on schedule.
If yours always falls asleep at 9, consider yourself lucky -- at least it's consistent. Just plan around it and don't try to mess with it.
It seems like if you're trying to get them to sleep at a specific time, or in a specific place, then you're constantly strategizing, planning, disciplining yourself, and doing various work. And if you don't, then you're at the mercy of whatever the kids preferences are. Neither is ideal, but based on my admittedly small sample size, it's six of one or a half dozen of the other.
So why bother? Why wrack your brain trying to make the kid do what they don't seem to want to do? I think it's easiest, and less stressful, to hold them when they cry, let them sleep in their preferred place (usually in the parents' bed), and at their preferred time. They'll be insisting on sleeping in their own bed soon enough, so enjoy it while it lasts.