The Selling Process
SellingStrategy
Sell
Process
Pre-Transaction
1 — DEFINE THE OBJECTIVE
Establish timing, desired proceeds, moving requirements and whether the priority is maximum price, certainty, speed—or some combination. The right strategy changes depending on the objective.
2 — ANALYZE THE PROPERTY
Evaluate the home against recent sales, current competition and likely buyer objections. Separate correctable weaknesses from permanent characteristics such as location, lot or floor plan.
3 — BUILD THE PRE-SALE ROI PLAN
Determine what to repair, refresh, stage or leave alone. Spend where presentation or condition is likely to materially affect buyer perception—not simply because an improvement is fashionable.
4 — COMPLETE REPAIRS + PREPARATION
Address agreed repairs, paint, landscape, deep cleaning, window cleaning, lighting and cosmetic work. Complete disruptive projects before photography whenever possible.
5 — PREPARE DISCLOSURES EARLY
Assemble property information and disclose known material facts completely and accurately. California residential sales commonly involve documents including the Transfer Disclosure Statement and Natural Hazard Disclosure materials.
6 — STAGE + CREATE THE MARKETING ASSETS
Presentation begins online. Photography, floor plans, staging, copy and launch sequencing should communicate the property's strongest attributes immediately.
7 — SET THE PRICING STRATEGY
Price against today's alternatives—not yesterday's listings or an automated valuation. The goal is to create the strongest possible buyer response without giving away negotiating leverage.
8 — LAUNCH + CONTROL THE FIRST IMPRESSION
The opening period produces some of the most useful market feedback. Track showing activity, buyer comments, comparable listings and competing inventory rather than waiting passively for offers.
9 — EVALUATE OFFERS BY QUALITY, NOT PRICE ALONE
Compare financing, down payment, contingencies, deposit, lender strength, closing timeline and other terms alongside headline price. The offer most likely to close can be worth more than a fragile higher bid.
Escrow
10 — ACCEPT OFFER + OPEN ESCROW
Once the contract is executed, escrow opens and the buyer begins performing according to the agreed schedule.
11 — COMPLETE SELLER DISCLOSURES + TITLE WORK
Deliver required disclosures and respond promptly to escrow and title requests. Early completeness reduces the chance that an avoidable issue appears late in the transaction.
12 — BUYER INVESTIGATIONS
The buyer conducts inspections and reviews property documents during the applicable contractual period. Be prepared for questions, specialist inspections and potentially a request for repairs or credits.
13 — APPRAISAL + BUYER FINANCING
For financed purchases, the lender may require an appraisal and completes underwriting. A high contract price has little value if the buyer cannot ultimately perform.
14 — NEGOTIATE REQUESTS STRATEGICALLY
Inspection requests should be evaluated against materiality, contract rights, buyer leverage, the strength of backup demand and the economics of putting the property back on market.
15 — CONTINGENCY REMOVAL
As contractual contingencies are resolved and removed, transaction certainty generally increases. Continue complying with seller obligations until closing rather than assuming the deal is finished.
16 — PREPARE FOR DELIVERY
Complete agreed repairs, remove personal property as required, clean the home and prepare keys, remotes and access information for transfer.
17 — SIGN + CLOSE
Review the seller's settlement statement carefully, sign transfer documents and complete escrow requirements. Escrow distributes funds and the deed is recorded according to the transaction instructions.
Post-Transaction
18 — CONFIRM PROCEEDS + RETAIN DOCUMENTS
Confirm receipt of proceeds and retain the final settlement statement, purchase agreement, disclosures and records of selling expenses and capital improvements.
19 — ADDRESS TAX REPORTING
A qualifying homeowner may be able to exclude up to $250,000 of gain, or up to $500,000 for many married couples filing jointly, subject to IRS ownership, use and other requirements. California real-estate withholding rules can also apply depending on the seller and transaction, so tax questions should be reviewed with the appropriate tax professional.
20 — TRANSFER THE PROPERTY CLEANLY
Confirm utilities and services have been transferred or terminated as appropriate and preserve transaction records for future tax, accounting or legal needs.
General information only. Tax treatment and disclosure requirements depend on the facts of the property, seller and transaction; consult the appropriate licensed professionals.
THE SELLING PROCESS
Before the market sees the property.
01 — PREPARATION: What is worth changing—and what isn't.
02 — PRICING: Comparable sales, market position and buyer psychology.
03 — PRESENTATION: Architecture, photography, staging and first impressions.
04 — MARKET: Understanding the conditions you're entering.
05 — OFFERS: Price is only one term.
06 — THE TRANSACTION: From acceptance through closing.