Seller Resources

See below for a list of resources that can help assist you in selling your home!

  • Our first goal is to discuss your priorities, preferences, requirements and timeline for selling your home. I understand how personal selling a home is and I want you to be clear in outlining how I can be of most help and service to you.
  • How am I a good fit for you? We will discuss my qualifications as an agent, and what resources I have available to me to achieve your goals.
  • What is the likely buyer profile? We will decide how to position your home accordingly
  • Our marketing plan is to comprehensively reach every potential buyer (and every broker who might have a buyer) wherever they might be located.
  • Part of that marketing plan is understanding what your options are for preparing your property to show in its best possible light.
  • When selling your home, it is imperative to understand the current market conditions . This information, coupled with a clear comparative market analysis, will enable us to price your home to maximize market response and final sales price.
  • With the specifics covered, we can then step back a bit and take a look at how the entire listing, sales and escrow process will work, including the typical costs of sale and a calculation of your estimated proceeds.
  • The final piece is to pour over the state agency disclosure and the standard listing contract.
  • As your agent, I am here to facilitate the sale of your home. That said, I encourage you to ask questions, voice concerns and speak freely. The listing presentation does not end until I have answered your questions clearly and sufficiently.

Listing Flow Chart (PDF)

What You Can’t Control

  • The past (what you paid for your home at purchase)
  • The size, location and general amenities of your home
  • General economic circumstances
  • Local market conditions


What You Can Control

  • Timing with regard to placing the property on the market
  • Preparing the home, inside and out, to show at its best
  • Marketing the property to reach every potential buyer and every agent
  • Who might have a buyer
  • Pre-sale inspections and disclosure management
  • Pricing as close to fair market value as can be rationally ascertained
  • Buyer qualifying to ascertain financial capability
  • Contract negotiation to achieve the best achievable sales price and terms
  • Liability management at every step of the process (in a highly litigious state)
  • Transaction management to close the sale as quickly and smoothly as possible

The quality of the agent working on your behalf—his or her competence, integrity, work ethic and commitment to your interests—can make an enormous difference in the outcome of your home purchase or sale in money, stress, time, in future happiness.

Regardless of current market conditions, it has been shown time and time again that a well-prepared home will sell for a higher market price and in less time than unprepared properties.

Your home has just one chance to make a great first impression with each potential buyer!

Professional Staging (PDF)

Fact: 80% of home buyers in the United States now begin their search on the Internet.

Fact: 25% buy a home they first see on the Internet.

Fact: Consumers are now more than 1000% more likely to find the home they purchase on the Internet than in a newspaper or magazine.

All Paragon listings feature photography by a professional real estate photographer. The Paragon slideshow allows buyers to walk through the home from anywhere in the world.

Paragon listings are posted to hundreds of real estate listing websites – local, national, international – to maximize exposure to prospective buyers everywhere. Here are some of the most important sites:

  • The New York Times
  • The San Francisco Chronicle
  • Realtor.com: Showcase Listing
  • Trulia: Premium Listing
  • Zillow: Featured Listing
  • Google
  • YouTube
  • Craiglist
  • S.F. Association of Realtors
  • Paragon Real Estate Group
  • SF Open Home (Open Houses)
  • LuxuryRealEstate.com (Over $1.5m)
  • MSN Real Estate
  • WorldProperties.com
  • TheStreet.com
  • Clean Offer
  • Dedicated property-showcase website: www.567MainStreet.com

“One crucial aspect of selling a house is correctly establishing its initial asking price. If a seller prices a house near its fair market value, the house usually sells quickly for top dollar. If, on the other hand, a seller grossly overprices a property, it tends to linger on the market…Ironically, instead of getting more money… [Over-pricing] usually stigmatizes a property and reduces the eventual sale price to less than it would have been with more realistic pricing.”

– House Selling for Dummies

1. The basic truth: the vast majority of serious buyers and their agents simply will not make offers on properties they consider significantly overpriced.

2. Overpricing wastes the optimum moment of Buyer/Broker interest in the property — when the property is new to the market and the marketing plan is in full swing.

3. Sitting on the market, the property becomes “stale.”

  • Don’t kill the “sense of urgency” in buyers’ minds that they must act quickly with a strong, clean offer. It is this sense of urgency that typically leads to the highest sales price, either through a competitive-bidding multiple-offer situation or the perceived threat of the seller receiving other offers.
  • Sitting on the market will dramatically reduce the perceived value of the property because buyers assume there must be something wrong with the property. Just as competitive offers enhance value in buyers’ minds, an apparent lack of interest deeply reduces value.

4. Overpricing helps sell competitive properties. An overpriced home makes the comparable properties stand out as better values.

5. Overpricing can result in the property selling for less money than if the property had been properly priced to begin with.

While some agents suggest a list price considerably higher than market conditions and comparable sales justify to simply “buy the listing” by telling the clients what the agent feels the client wants to hear, honesty is always the best choice in marketing a home. Overpricing is a disservice.

Price it Right (PDF)

The open house is typically the first time a prospective buyer sees your home. It’s vital that your home is marketed comprehensively.

  1. Radius-mailing invitation to neighbors for 1st open house
  2. Flyer delivery or email announcement to selected agents most likely to be working with buyers for your home (for 1st open house)
  3. Alert other agents, the agent’s client list and sphere of influence
  4. Place ad in the Chronicle’s open house listing section
  5. Post date and time to MLS
  6. Update the dedicated property and showcase the website created for your home
  7. Post date, time, description, photos and link to property’s website to Craigslist.com
  8. Order color property statements and brochures
  9. Order financing-options outlines from mortgage broker
  10. Pull updates on competitive listings and comparable sold homes
  11. Make copies of comprehensive property-disclosure package
  12. Create package of informational materials for home buyers
  13. Purchase light snacks, beverages and fresh flowers, as appropriate
  14. Post directional A-frames around neighborhood to direct traffic to the house; leave driveway open for visitor parking
  15. Turn on lights, open drapes, turn on music, ensure valuables are out of view and the home is ready to been shown in its best possible light
  16. Greet all visitors at the door, get their names, qualify them and provide information on the home and neighborhood
  17. Circulate to maintain security and answer questions
  18. Ensure house is securely locked upon leaving
  19. Follow-up calls to buyers, and agents of buyers, who expressed interest
  20. Call you with an update regarding market response

For most, the home is one our biggest financial assets. Its sale is typically one of the largest, most complicated and most emotional financial transactions to undertake. As an agent, I take that responsibility very seriously.

As your agent, I have a fiduciary responsibility to protect your interests to the best of my ability and to put your interests above all others.

As your agent, I have an obligation to:

  • Achieve the best attainable sales price and terms within the timeframe you delineate.
  • Make the process as easy and straightforward as possible, with a minimum of time, effort and stress on your part.
  • Protect you, as best I can, from any and all future liability.

I do not consider my work done until the sale of your home closes for a price you deem acceptable.

The key to selling your house for top dollar—even in a dismal market—is simple: Implement a broad-based advertising campaign to generate spirited buyer competition for your property.”
– House Selling for Dummies

Components of the Comprehensive Paragon Marketing Plan

  • Determine buyer profile for property
  • Price and position to maximize buyer and broker response
  • Prepare property to maximize number of showings and quality of offers
  • Professional real estate photography
  • Gorgeous promotional materials
  • Traditional media advertising
  • Direct mail and email campaign
  • Targeted community marketing
  • Extensive Internet marketing
  • Marketing to the broker community
  • Orchestrated schedule of open houses, broker tours and individual showings

First Steps

  • Pricing walk-through by selected Paragon agents, as applicable
  • Staging consultant review
  • Landscaping review
  • Prepare property-preparation punch list
  • Professional photo-shoot
  • Order architectural and floor-plan renderings, as appropriate
  • Order pre-sale inspections
  • Complete Seller and agent disclosures
  • Order Natural Hazard Disclosure Report
  • Order County Bldg Dept. report
  • Order transferable Home Warranty, as appropriate
  • Prepare newspaper advertisements
  • Prepare magazine advertisements
  • Develop color property statement and brochure
  • Create Property-Tour Slideshow and Virtual Tour (if appropriate)
  • Develop Property-Showcase website with description, multiple photos, slideshow, showing dates, neighborhood information, loan calculator, etc.

Prior to First Showing

  • Update comparative market analysis: check for new competitive listings, recent comparable sales or changes in market conditions
  • Pre-sale inspection reports received and reviewed
  • Post property on the San Francisco Multiple Listing Service and affiliated website with multiple photos, detailed description and initial showing dates
  • Post enhanced-showcase listing on Realtor.com
  • Post property on over 90 of the most important local and national real-estate listing web sites—including those of Paragon, the San Francisco Chronicle, The NY Times, Trulia, Zillow, YouTube, Luxury Real Estate ($1.5m+) and Google Base
  • Property is posted on hundreds of Bay Area broker and agent websites for maximum exposure to prospective buyers working with other local agents
  • Post listing and showing information on Craig’s List
  • Mail “Just Listed” postcards to 250+ households within the neighborhood
  • Mail (or hand-deliver) neighbor invitations to first Open House
  • Distribute property flyers to major brokerages announcing first Brokers’ Tour and Sunday Open House
  • Outreach to neighborhood businesses and organizations: invitations to open houses, posting of property brochure
  • Email listing announcement, website address and slideshow to selected agents
  • Install “For Sale” sign with website rider, and brochure box, if appropriate
  • Order loan scenario handouts for open houses
  • Finalize comprehensive disclosure package for interested agents and buyers
  • Arrange catering for first Brokers’ Tour and Preview Open House
  • Complete final preparations of property to show in best possible light

On Market: Week One

  • Consider preview Open House or Twilight Tour for neighbors, friends and selected brokers invited by personal invitation
  • First Brokers’ Tour
  • First Saturday Open House, if appropriate
  • First Sunday Open House
  • Individual showings to interested agents and prospective buyers
  • Follow-up with attendees of Brokers’ Tours, Sunday Open Houses and private showings
  • Review market response and re-strategize as necessary
  • Prepare new advertisements; mailings; MLS, Craig’s List and website updates

On Market: Week Two

  • Revise ads and website postings to reflect new showing information
  • Second Brokers’ Tour
  • Second Sunday Open House
  • Individual showings to interested agents and prospective buyers
  • Follow-up with attendees of Brokers’ Tours, Sunday Open Houses and private showings
  • Distribution of comprehensive disclosure packages to interested parties

On Market: Week Three

  • Review market response and feedback, Internet website traffic reports, changes in market conditions, and new data on competitive properties and comparable sales
  • Review and revise marketing plan & pricing strategy, as needed

Subsequent to offer acceptance, marketing campaign shall continue until all contingencies of sale have been removed.

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