Before anything else, I diagnose.
When you sit down with me, I'm not opening a laptop and walking you through slides. I'm asking three questions:
- 1What's the life event? Nobody sells a house for fun — the why behind your sale shapes every decision after it.
- 2What are your top priorities? Max profit? Quick close? Both? You can't optimize for everything, so we rank.
- 3What work are you willing to do to get top dollar? Honest answers only — there's a plan for both versions.
Your answers become the game plan. Everything in the next four phases bends around them.
I won't look at numbers until I've walked your home.
Automated estimates and lazy agents price your home by counting bedrooms and bathrooms. I walk the property with you first — the upgrades, the features, the things a spreadsheet can't see — then I pull the comparables. That order is how you find the comps that are actually comparable.
Then, instead of one magic number, you get a range with a strategy attached. Price ambitious? We can — and we agree on the reduction schedule before we list, not in a panic six weeks in. Price sharp? The showings stack up and it moves fast. Either way, you chose it. No surprises.
Media Day starts the clock: three to four days from camera to live.
Your home doesn't get listed. It gets produced. Professional photo and video — and three films, each with a different job:
Film one
The Showcase
Minimal talking, maximum house. This is the one people send their spouse with three fire emojis.
Film two
The Story
Me, on camera, telling your home's actual story — what it's been, why it's special, who it's for next.
Film three
The Hook
Engineered for reach. Built to travel and land in front of buyers who weren't even looking.
All of it feeds the machine: a custom property website, print, digital ads, and an audience of hundreds of thousands across Instagram, TikTok, and Facebook. Your home shows up where buyers already are.
The listing goes live. I don't.
The first two days tell you almost everything — if you're watching. I am. Analytics, hourly: views, where they're coming from, showing requests. An early open house, used as an instrument: the traffic through that door tells me fast whether we're priced right. A check-in with you, so you're never wondering what's happening with your own house. And a pitch to my office — sometimes the buyer's agent is sitting twenty feet from my desk.
And every day after: showings run through Aligned, my showing-management software — you're opted into notifications automatically and confirm each one from your phone. Then the thing almost nobody does: I call every showing agent twice. Once before, to sell them on your home. Once after, to pull real feedback — which comes straight back to you.
The list price is not the point. Your net is the point.
Here's what buyers don't understand about a purchase contract: the price is one lever on a machine with a dozen of them. Concessions, commissions, home warranties, transfer fees — every one hits your bottom line. So when a buyer digs in on their number, I don't just push back on price. I work the other levers, so the buyer feels like they won and you still net what you need to net.
That's the whole job, really: everyone shakes hands, and your number is your number.
