The Standard
Three disciplines behind every listing.
The work is quiet, specific, and finished before the market ever sees the house.
Pricing as strategy
Every engagement opens with a CMA and a net-proceeds model. You see what you keep at three price positions before we commit to one. Where the strategy warrants it, a complimentary pre-listing appraisal is arranged, so the number is defended before it is ever published.
Preparation as protection
Forensic pre-listing preparation, finished before the first showing. A five-bucket condition triage sorts every item: repair, disclose, credit, price, or leave alone. A buyer's inspector should find nothing we have not already found and priced.
Appraisal defended
Before the appraiser visits, they receive a packet: the comparable sales, the documented improvements, and the reasoning behind the contract price. Most agents skip this because it is unpaid work that comes due after the deal already feels won. It prevents the quiet death of a seven-figure contract: a low appraisal and the renegotiation that follows.
The Campaign
Your buyer is out there. They see this home first.
The buyer for your property already exists. The campaign has one job: put your home in front of them as soon as possible, and in front of everyone who influences them.
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Reach, at full volume
Launch morning puts the listing on the MLS and, through syndication, on every major portal, app, and saved-search alert where buyers look. Total market coverage is not the strategy here. It is the baseline, and it happens on day one.
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Aimed by forensic research
Before launch, the likely buyer is profiled from sold records: where they moved from, what they paid, who represented them, and what they searched. Campaign spend and outreach concentrate where that buyer actually is, so the right eyes arrive in the first days, not the closing weeks.
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A head start, by design
The Coming Soon window puts your home in front of the broker network and qualified buyers a minimum of two weeks before the public launch. Agents at this level bring their buyers to what they hear about first. They hear about yours before anyone.
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Production at the standard
Professional architectural photography, cinematic film, and a staging consultation, completed before a single buyer sees the home. Buyers at this level notice the difference before they notice the address.
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Accountability, in writing
Every week you receive a written report: who saw the home, what they said, and where it stands against active competition. You will know exactly what the campaign is doing, because you will read it.
For Investors
Carry, basis, and the exit date.
I came to residential representation from commercial due diligence. Carrying cost, basis, and exit windows are how I already think about property.
- Fix and flip exits Priced against your all-in basis and your daily carry, with a dated launch-to-close schedule in hand before you commit to a list price.
- 1031 exchanges The calendar is built backward from your identification and closing deadlines, with margin held for the appraisal and the lender.
- The weekly carry number It appears on every report, so the cost of waiting for a better offer is never abstract.
The Process
A schedule with dates, set in writing before we sign.
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Days 1-7 · Preparation
The house is made ready to be judged.
Condition triage, staging consultation, architectural photography, and cinematic film. The CMA and net-proceeds model are finalized and signed off, and the pre-listing appraisal is completed if elected. Nothing launches early.
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Days 8-21 · Coming Soon
Two weeks of private exposure, minimum.
The listing enters Coming Soon status for no fewer than fourteen days. The broker network and qualified buyers see it before the public does. Demand is built, quietly, before a single showing is booked.
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Day 22 · Launch
One morning, every channel.
Live on the MLS at the start of the day. Showings open, and the full campaign reaches the broader market that the Coming Soon window has already primed.
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Days 23-35 · Market
Showings, reporting, negotiation.
Weekly written reporting: traffic, feedback, and position against active competition. Offers are negotiated to your net, not to a headline number.
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Contract to close · Dates set at acceptance
The contract is defended, not babysat.
The appraiser packet is delivered before the appraisal is scheduled. Inspection responses draw on the triage from week one. Every date is fixed at acceptance and held.
If the market phase runs past day 35, it extends in seven-day reporting cycles with a written position review at each one. You will never wonder where things stand.
Before We Speak
Seven questions worth answering first.
Thirty minutes is enough because the preparation happens here. Bring rough answers. The consultation turns them into documents.
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01The net
What must you walk away with, after everything? Not the list price, the wire amount. Every decision that follows is built to protect this number.
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02The date
When do you need this closed? Not roughly: the month, the week, the day if you have one. The entire schedule is built backward from it.
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03The carry
What does a month of continued ownership cost? Interest, taxes, insurance, utilities, opportunity. Until this number is known, waiting looks free. It is not free.
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04The condition
What would a buyer's inspector find? Answered honestly and early, it is a pricing decision. Discovered late, it is a renegotiation.
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05The signatures
Who else has a say? A spouse, a partner, a trust, an estate. Every required signature is identified before the contract, never after.
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06The next move
Where does the money go next? A purchase, an exchange, a portfolio. The destination changes the timeline, and sometimes the tax treatment.
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07The floor
What is your walk-away number? Decide it now, in a quiet room, not at nine on a Tuesday night with an offer expiring at ten.
The Math
Know your number before the market weighs in.
The same arithmetic your closing statement will eventually show. Run it with rough numbers now. Nothing you enter is stored or sent anywhere.
Weekly carry, the number that appears on every report:
Estimates for planning, not a promise of value or proceeds. Commission and costs are as negotiated in your listing agreement. Investors run the same ledger against basis instead of payoff: exit price, less all-in basis, less carry for the days held, less costs of sale. If you want it built for a specific project, bring the numbers.
Private Consultation
Start with thirty minutes.
A candid read on price, preparation, and timing for your property. Confidential, specific, and without obligation. No listing agreement is discussed unless you raise it.
You leave with three documents: a net-proceeds model at three price positions, a preparation plan drawn from the condition triage, and a dated launch-to-close calendar. They are yours regardless of what you decide.