Sell with a plan. Net more.
Everything we walk our sellers through, from the first conversation to the day you hand over the keys.
A typical sale, start to finish
Most homes are on the market within 1 to 2 weeks of our first walkthrough, and a typical escrow runs 21 to 45 days. Here's how it works:
Day 1 · Your address and the objective analysis
It starts with your address. We run advanced valuation models against current MLS data: closed, pending, active and expired sales, price per foot, days on market, absorption and seasonality. This is the hard number side.
Days 2–3 · Walkthrough and the subjective analysis
We see the home in person and learn your goals and timing. Then the part an algorithm can't see: condition, finishes, floor plan, light, view, noise and street appeal, and how buyers will feel walking in.
Days 3–7 · Your CMA and pricing plan
You get a full CMA with a price range and a pricing plan with A, B and C options, each with its strategy, likely timing and estimated net to you. Plus a prep plan and a launch date.
Weeks 1–2 · Prep and custom marketing
Presentation, not renovation: cleaning, decluttering and staging, plus small fixes only where they pay, with vetted vendors. Then professional photography, video, drone and floor plan, a custom property website, QR yard signage, print and targeted digital ads. We start disclosures early and run coming-soon outreach to agents and buyers we know are looking.
Launch · Live on the market
Most homes are live within 1 to 2 weeks of our first walkthrough. MLS and major portals, broker preview, open houses, private showings and paid social campaigns aimed at likely buyers. The first 14 days matter most.
Every week · Monitor, report and adjust
A weekly market report: showings, online views and saves, buyer and agent feedback, and any new competition or price changes nearby. If the market tells us something, we recommend adjustments quickly, before the listing goes stale.
Offers · Review and negotiate
We compare every offer on more than price: financing strength, deposit, contingencies, timing and leaseback needs. Then we negotiate, including multiple-offer strategy, for the best combination of price and certainty.
Escrow · Typically 21 to 45 days
Escrow opens and the buyer's deposit goes in. We manage inspections, the appraisal, loan approval, disclosures, repair requests and contingency removals, and track every deadline in the contract.
Closing
You sign, the deed records with the county and your proceeds are wired to you. Any prep costs we advanced are reimbursed through escrow, per the Cost Advance and Reimbursement Agreement signed with your listing.
Price it right the first time
Your list price is a marketing decision, not just a number. Homes priced right from day one get the most showings and the strongest offers. Homes that start too high tend to sit, take price cuts and sell for less.
- Closed sales come first. Recent sales of similar homes nearby tell us what buyers have actually paid. Active listings show your competition, and pendings show where the market is heading.
- Coastal details move the needle. Views, distance to the water, street, lot orientation and the quality of updates can swing value by hundreds of thousands. Online estimates can't see any of that.
- Watch the first 14 days. We track showings, feedback and online saves daily and adjust quickly if the market tells us to.
- Three ways to price it. Your CMA comes with a pricing plan with A, B and C options, from priced to spark multiple offers to priced to test the top of the market, each with its likely timing and net to you. You choose with the full picture.
- Know your bottom line. Before we list, we build a net sheet so you know what you'll walk away with at different prices.
Your A·B·C pricing plan, at a glance
C · Momentum
Priced to spark multiple offers. The fastest path, with buyers competing for it.
B · Market
Priced in the heart of the range. The balanced choice for most sellers.
A · Aspirational
Priced to test the top. More time on market, with a plan to adjust if needed.
Why the first two weeks matter most
Showings, saves and offers cluster when a home is new. That's why we launch at the right price and watch the data daily.
Present it. Don't renovate it.
Most buyers will make the home their own, so we usually don't recommend work before listing. Money spent on upgrades rarely comes back, and it delays your launch. Every home is different, so we decide together, room by room, during the walkthrough.
Always
Presentation, no construction.
- Deep clean, including windows
- Declutter and remove personal photos
- Fresh flowers and planters at the entry
Only if it pays
Depends on the property. We'll tell you.
- Staging, depending on the condition of the home
- Small fixes buyers notice: leaks, sticky doors, burned-out bulbs
- Touch-up paint where walls are worn
- Tidy landscaping and fresh mulch
- Anything an inspection would flag right away
Usually skip
The next owner will want to choose.
- Kitchen or bath remodels
- Big-ticket upgrades and new finishes
- Taste-specific design choices
- Anything that delays your launch past the best season
See the Home Prep Checklist for a room-by-room list.
Disclose early, close smoothly
California sellers owe buyers a lot of information. Getting it done before you list protects you and keeps escrow on track. Common items include:
| Transfer Disclosure Statement (TDS) | Condition of the property |
| Seller Property Questionnaire (SPQ) | Additional facts a buyer would want to know |
| Natural Hazard Disclosure (NHD) | Flood, fire, earthquake zones |
| Lead-based paint disclosure | Homes built before 1978 |
| Smoke and CO detectors, water heater strapping | Required compliance items |
| HOA documents | Condos and planned communities |
When in doubt, disclose. This is a general overview, not legal advice. We'll walk you through the forms for your property.
How we get your home seen by the right buyers
- Professional photography, video and floor plans
- Pre-market outreach to top local agents and our own buyer list
- Full MLS syndication to Zillow, Redfin, Realtor.com and hundreds of other sites
- Broker previews and well-promoted open houses
- Targeted social and digital ads to buyers in and moving to the area
- Signage with a scannable QR code linking straight to the listing
- Weekly reports so you always know showing activity and feedback
The best offer isn't always the highest
We compare every offer on price and on how likely it is to actually close:
- Financing strength: cash or loan, down payment size, and a lender we can verify
- Contingencies: California's standard purchase agreement defaults to 17 days for inspections, appraisal and loan. Shorter is stronger.
- Deposit: a typical earnest money deposit is about 3% of the price
- Timing: a close date and rent-back options that fit your next move
If we have multiple offers, we'll manage the process so every buyer brings their best terms, while keeping everything fair and transparent.
What it costs to sell
| Real estate commission | Negotiable, set in your listing agreement |
| Escrow and title fees | Vary by price and company |
| Orange County transfer tax | $1.10 per $1,000 of price |
| City of Los Angeles transfer taxes | Higher, including Measure ULA on sales over about $5.4M |
| Prorated property taxes and HOA dues | Paid through closing |
| Repairs or credits | Negotiated after inspections |
| Prep costs we advance | Reimbursed through escrow at closing, per the Cost Advance and Reimbursement Agreement signed with your listing |
Ask us for a personalized net sheet. Talk to your CPA about taxes: many homeowners can exclude up to $250,000 of gain ($500,000 if married) on a primary residence, and California's Prop 19 may let eligible homeowners 55+ carry their tax base to a new home.
This guide is for general information only and is not legal, tax or financial advice. Costs, rules and timelines vary by property and can change.