What we do for sellers
We take a home from "I am thinking about selling" to a closed transaction with a strategy that fits your specific property, neighborhood, and timeline. There is no single playbook — a Willow Glen craftsman, a Cupertino tract home, and a Cambrian fixer each call for different pricing, presentation, and timing decisions.
Pricing strategy
The most important decision in any listing is the price. Too high and the listing sits, gets stale, and ultimately closes lower than it would have. Too low and you give up money you could have kept. We build pricing from three angles:
- Comparable sales (comps) — recent closings of similar properties in your micro-market, adjusted for differences in size, condition, lot, and location.
- Active competition — what is currently listed that a buyer would consider alongside yours, and where you fit in that set.
- Market velocity — how fast similar properties are moving, and what that implies about pricing aggressively versus pricing for offers above asking.
You see the analysis, the comps, and the reasoning. The price we recommend is the price you understand.
Marketing approach
We prepare your home and its listing so the right buyers see it and take it seriously:
- Pre-listing preparation — staging guidance (which rooms matter, what to declutter, what is worth painting), small repairs that pay back, and a pre-listing inspection where it helps your position.
- Professional photography — the listing photos are the only chance to get a buyer to click. We do not skip this.
- MLS & syndication — your listing reaches the MLS, Zillow, Redfin, Realtor.com, and the major real-estate networks.
- Broker network — we bring your listing to the agents most likely to have buyers for your kind of property.
- Open houses and showings — coordinated to minimize disruption to your life and to maximize the right kind of foot traffic.
Offers and closing
When offers come in, we review them with you in plain language — price is one factor, but financing strength, contingencies, and timeline matter just as much. We negotiate counteroffers on your behalf and coordinate inspections, repair requests, appraisal, and escrow through to closing. Our job is to keep the transaction on track and your stress level low.
Common questions from sellers
How long will it take to sell?
It depends on your market, price point, and how the home shows. We give you an honest range up front, and we update you weekly during the listing so you always know where things stand.
Should I do any repairs or renovations before listing?
Sometimes yes, sometimes no. Some upgrades return more than they cost (paint, cleaning, landscaping). Others rarely do (major remodels right before sale). We walk through your home with you and tell you which is which.
How does the flat listing fee work?
We provide a written flat-fee proposal after reviewing the property and service scope. Our listing fee, third-party costs, and any seller-authorized payment toward buyer-broker representation are disclosed separately. All compensation is negotiable and agreed in writing before we begin.
What if I am also buying another home?
Coordinating a sale and a purchase at the same time is one of the more delicate situations in real estate. Henry has guided this many times. The key is sequencing — and being honest about the contingencies on both sides.