How We Sell Your Home

Most agents put a house on the MLS, share it once, and wait for another agent to bring a buyer. That is not a marketing plan. That is a listing and a hope, and when the house sits, the only lever left is dropping your price.

I work the other way around. The house goes on the market already positioned, already photographed, already scheduled, and already in front of people who were not looking for it yet. By the time your listing goes live, the work that sells it is mostly done.

Four things carry that, and they run in this order every time. They spell E.P.I.C., which is how I remember them and how you can hold me to them.

Underneath all of it is the promise my clients hear me make. I F.E.N.D. for them.

A buyer forms an opinion of your house on a phone screen, usually in a few seconds, usually before they have read a word. Whatever they decide there is what they bring to the showing. Good photography does not make a house look better than it is. It stops a good house from looking worse than it is, which is what happens by default.

Every listing gets professional photography and professional video. Not sometimes, not on the expensive ones. Every listing, and I pay for it.

Drone aerials are included on every shoot. They do something interior photos cannot: they show the lot, the street, the mountains behind you, and how the property actually sits in its neighborhood. On a Wasatch Front listing that context is often the thing that makes a buyer stop scrolling.

The story gets decided before anything goes public. Which room leads. What the first photo is. What the video opens on. What the listing copy says first. Whoever controls that narrative controls what the house feels like it is worth, and most listings surrender it by default by leading with whatever room the photographer shot first.

If there is preparation worth doing before we shoot, I will tell you, along with whether it will return more than it costs. Sometimes the answer is that your house is ready and we should not spend your money. That is a real answer and you will get it.

A listing goes live and something either happens in the first ten days or the house starts aging. Days on market is the one number you cannot take back, and buyers read it as a question: what is wrong with it?

Your house does not get posted. It gets launched, on a calendar.

Before it goes live, the photography, video, copy and advertising are finished and scheduled. Nothing waits for the sign to go in the ground.

The opening days run against a plan: when it hits the market, when the advertising starts, when showings open, and how inquiries get answered. Every click has somewhere to go and every call gets returned the same day.

After the launch, you get told what actually happened. How many people the advertising reached, how many showings it produced, and what the feedback said. If the market is telling us something, you hear it from me early, while it is still cheap to act on, rather than at week six when the only option left is a price reduction.

When offers arrive, they get sequenced rather than answered one at a time in the order they turned up. That is the negotiation, and it is where your net is won or lost.

Two other things you get that most sellers do not. Porchlight is my client app: it walks you through your sale one phase at a time, saves your progress, and stays useful after you have moved. And I run free seller seminars, with no obligation and no pitch, for people who want to understand this before they decide anything.

I am also a licensed mortgage lender. When a financing question comes up in the middle of your sale, and it will, you are not being handed off to someone who has to be caught up first.