Everywhere buyers look
MLS in the correct market, syndicated to Zillow, Realtor.com, Redfin and the rest, plus my brokerage's own network — Coldwell Banker in Ohio, Compass in Florida.
Where is the property?
The Listing Presentation
Before we talk about price, let's talk about your home.
Most listing presentations open with a number and a marketing plan. This one opens with your house and your situation — because the number is an outcome of those two things, not an opinion I bring in the door with me. Fill this out, then we spend fifteen to thirty minutes walking your home together. By the end you'll know how I'd price it, how I'd launch it, and what you'd actually keep.
350+
Homes sold
$120M
In volume
8
Years, two markets
The case, in numbers
350+
Homes sold
Across two states, in every price band from $93,000 to $3.9 million.
$120M
In closed volume
Eight years of transactions, not a career-total headline.
4.9
Rating, 96 reviews
Verified on Zillow. Read every one of them before you call me.
100K+
Social views a month
Your listing launches to an audience that is already watching.
2
Markets, in depth
Central Ohio and South Florida — licensed and closing in both, not referring you out.
32
Sales in the last year
Enough volume to know what's happening this month, not last year.
Chapter 01
Price isn't decided. It's discovered — and you get about two weeks to find it.
I've sold more than 350 homes across Central Ohio and South Florida in eight years, somewhere north of $120 million. The most expensive mistake I watch sellers make has nothing to do with marketing. It's starting too high.
Here's the mechanic nobody explains at the kitchen table. Your listing gets its largest audience in the first ten to fourteen days. Every buyer already shopping your price range sees it in that window, along with every agent who has a client in that range. That is your one shot at a competitive moment — several people wanting it at the same time, which is the only condition under which a house sells for more than it's asking.
Price above the market and you spend that window in front of the wrong audience. The buyers who could actually afford your house never see it, because it's filtered into a bracket where yours is the worst option. Then come the reductions — and a price drop doesn't just lower your number, it tells the market something is wrong with the house. Homes that reduce twice almost always sell for less than they would have brought by launching correctly, and they take roughly three times as long to do it.
So the goal is not the highest price I'm willing to say out loud in order to win your listing. It's the highest price the market will actually pay in the first two weeks. Those are different numbers. An agent who blurs them isn't doing you a favour — they're buying your signature with a number they already know they'll have to walk back.
How to use this
Estimate where you have to. I verify everything.
You won't know your exact square footage or the year the roof went on, and that's fine. Put down your best guess — I check all of it against public record, permit history and the MLS before I give you a number.
Your answers stay in your browser as you go, so you can stop and come back. The last section turns everything into one clean summary you can send me before we meet.
Chapter 02
Your property.
The house first, and how to reach you. Everything here becomes the foundation of the pricing work I do before our appointment.
Preferred contact method
Property type
Bedrooms
Bathrooms
Garage
Pool
Is there an HOA or condo association?
In Florida this is often the single biggest factor in whether a condo can even be financed — and it is the thing that surprises sellers three weeks before closing. In Ohio it matters less but still shows up in the resale certificate. If you don't know, say so and I'll pull it.
Roof, HVAC, water heater, windows, kitchen, baths, flooring, electrical, plumbing. Approximate years are fine. This is one of the highest-value things you can tell me — documented updates defend your price when an appraiser or an inspector shows up.
How would you describe the condition, honestly?
Honestly is the operative word. I would much rather know now than find out during an inspection.
The thing you'd miss. This usually becomes the first line of the listing description and the lead photo.
Foundation, water intrusion, a past claim, an unpermitted addition, a neighbour dispute, an HOA issue. Nothing here scares me. Finding it out three days before closing does.
Chapter 03
Your situation.
This is the part that changes strategy. The same house, priced the same way, gets sold differently depending on whether you have six weeks or six months — and on whether you need the proceeds to buy the next one.
Job, space, downsizing, divorce, an estate, an investment decision, a move you've been planning for years. It stays between us, and it genuinely shapes the plan.
Ideal timeline
A job start, a closing you've committed to, a school year, a lease, a probate date.
Where are you going next?
Do you need to buy before you can sell?
Will you need an agent for the purchase as well?
If you're buying in either of my markets I can handle both sides, which means one timeline, one point of contact, and no coordination between two agents who have never spoken.
Occupancy
Term end date, monthly rent, and whether the tenant knows you're selling.
Pets, someone working from home, night shifts, a family member who needs notice, an alarm code situation.
A range is fine, and skip it if you'd rather discuss it live. I only need it to build an accurate net sheet — the number that actually matters to you isn't the sale price, it's what you keep.
Chapter 04
Your number, before mine.
Not so I can match it. Knowing where you are tells me whether we're about to have a pricing conversation or a strategy conversation — and those need very different appointments.
After payoff and costs, in your pocket.
How did you arrive at that?
All of these are legitimate starting points. They're just differently reliable, and I'd rather know which one we're working from.
How firm is that number?
Have you had it listed before?
Genuinely useful, and I won't be diplomatic about it if the answer was the price.
A word on online estimates. They're a starting point, not an appraisal. An algorithm can't see that you replaced the roof, that the primary suite is on the first floor, or that the house behind you backs onto a retention pond. In both my markets I regularly see those estimates miss by tens of thousands in both directions. We'll use the real comps instead.
Chapter 05
How I arrive at your price.
Five steps, in this order. You'll see every one of them — including the comparable sales that hurt, because those are the ones a buyer's agent will bring to the negotiation.
01
Closed sales, not asking prices
The foundation
What actually changed hands nearby in the last three to six months, with the same broad profile as yours. Asking prices tell you what sellers hoped for. Closed prices tell you what buyers did. Only one of those is evidence.
02
Adjustments, line by line
Where judgement earns its keep
No two houses are identical, so each comparable gets adjusted — square footage, bed and bath count, garage, lot, condition, finish level, and the updates you listed in Chapter 02. This is the part an algorithm cannot do, and the part I'll walk you through line by line.
03
Your live competition
Who you're up against on launch day
Every home currently active in your range and area is a house a buyer will tour on the same Saturday as yours. I'd rather price knowing exactly what they'll be comparing you to — and, where it matters, go see them.
04
How fast your market is absorbing
The pace question
Months of supply in your specific price band, plus how long homes like yours are actually taking. Columbus and South Florida behave completely differently here, and the same house would be priced differently in each — not because of the address, but because of the pace.
05
A range, and a recommendation
Your decision, my opinion
You get a range with the evidence behind it, my recommended launch number, and what I expect at each end — including how a lower number can produce a higher sale price by creating competition. Then you choose. It's your house and your equity.
I will tell you if I think your number is wrong. Some agents agree with whatever a seller says at the table to get the paperwork signed, then start asking for reductions three weeks later. That is a bad trade for you and I won't make it — even when it costs me the listing. If I can't defend a price with data, I'll say so at the kitchen table rather than after your listing has gone stale.
The four-layer read
Your house gets looked at four ways before I price it.
An online estimate sees square footage and a tax record. It doesn't see the standing-seam roof, the fact that the primary suite is on the first floor, or the development going in two streets over that will change what your block is worth in eighteen months. So I never price a house from the record alone.
Layer 01
The neighborhood
What's happening around you — new construction, commercial development, road plans, association health, and where values have been moving and why.
Layer 02
The location
Your specific parcel. Orientation, lot position, traffic and noise, flood and drainage, and what a buyer sees from every window.
Layer 03
The home
Age and bones. Roof, systems, windows, foundation, permit history. What's been maintained, and what an inspector is going to find.
Layer 04
The details
Finish level and fine print. Materials, layout, storage, outdoor living, plus taxes, insurance and fees — which in Florida can move a buyer's decision more than the price.
Chapter 06
Going to market.
Two phases, and the first one is the one most sellers never hear about. What happens in the fourteen days before your house goes live largely determines what happens in the fourteen days after.
Before it goes live
01
Walkthrough and punch list
Together, room by room
I walk the house the way an inspector and a buyer will, and you get a prioritised list: what genuinely returns more than it costs, what to leave alone, and what to simply disclose. I will not send you spending money on things that don't move your price.
02
Presentation and staging
You, with guidance
Usually decluttering, depersonalising and light furniture editing rather than full staging. The goal is that a buyer can imagine themselves living there instead of studying how you live there.
03
Professional photography
Booked and directed
A real photographer, shot at the right time of day for your light, with the shot list I want — not twelve phone pictures. Where the home warrants it: drone, twilight exterior, floor plan, and video. Your first photo is the single most valuable piece of marketing you will ever own, because it decides who clicks.
04
Copy that sells the four layers
Me, written from the walkthrough
Neighborhood, location, home, details — in that order, in language that reads like someone who has actually stood in the house. Not "must see" and "won't last."
05
Quiet outreach, before the world sees it
Me, on the phone
Before your listing goes public I take it to my own database and to agents I've closed with who have buyers in your range. Occasionally a house sells here. More often it means several people are already waiting on launch day — which is exactly the competition we're trying to manufacture.
06
We choose the go-live moment
Deliberately, not whenever paperwork clears
Listings that go live heading into a weekend get the most eyes while buyers are free to tour. We pick the day and time on purpose, with the first weekend of showings already planned.
Once it's live
Social, where I actually have reach
Instagram is a real lead source for me, not a vanity metric. Your home gets purpose-made content — reels, stories, a walkthrough — not a screenshot of the MLS photo.
An audience that already exists
My social channels do over 100,000 views a month. Your home launches in front of that audience on day one — not to a page I have to go build first.
Agent to agent
Direct outreach to the agents who are actively working your price band, because they already have the buyer sitting in their car.
Open houses, when they help
Some homes and price points benefit; some attract neighbours and no buyers. I'll tell you honestly which yours is rather than performing activity.
Collaboration across the community
Builders, lenders, title, local businesses and the agents I've closed with. A listing that only exists on the MLS is relying on luck. Yours gets put in front of people by name.
A written update every week
Every Friday: showings, buyer feedback in their own words, online activity, what your competition did, and my recommendation — including when that recommendation is to change the price.
Now the honest part: your home probably will not sell in the first weekend.
Most won't, and any agent who promises you otherwise is selling you a feeling. A normal, well-priced, well-marketed home takes weeks — sometimes a couple of months — and it involves showings that go nowhere, feedback that stings, and at least one weekend where nothing happens and you wonder whether something is wrong.
What I can control is that your home is prioritised and in front of as many qualified people as possible, every single week, for as long as it takes. Not a launch push followed by silence — sustained effort, measured, reported to you every Friday, and adjusted when the evidence says to adjust. My goal isn't the fastest sale. It's the best offer your home can get, and those are frequently not the same week.
Your options
Going public isn't the only way to sell.
And you don't have to be ready next week. Most sellers I talk to are three months to two years out — starting the conversation early is precisely what gives us room to price it right, prep it properly and time the launch. Here is the range of what's available to you.
Private Exclusive
Through Compass in South Florida, your home can be marketed privately to a large network of agents and their buyers without ever going public. No days on market accumulating. No public price-drop history. You gather real pricing feedback and real showings while keeping full control of what gets shared and when — and your address stays off the internet until you decide otherwise.
Coming Soon
Build demand before the clock starts. Your home gets prioritised early placement and syndicated reach while you finish staging, photography or repairs — so you arrive at launch day with interested buyers already waiting rather than starting from zero.
Full public launch
Everything, everywhere, day one. MLS in the correct market, every major portal, both brokerage networks, my social channels and direct agent outreach — engineered to put every qualified buyer in front of your home inside the first fourteen days.
Or simply start the conversation
No listing agreement, no pressure, no obligation. A walkthrough, a real number, and a plan you can sit on for as long as you like. I have clients I priced eighteen months before they sold — and they sold better for it.
One honest word about brokerages. Compass is the largest brokerage in the country by sales volume, and it hands me tools most agents simply don't have — private exclusives, the syndication reach, the network. Coldwell Banker gives me that same depth across Ohio. It is real leverage and I'll use every bit of it for you.
But a brokerage doesn't price your home. It doesn't answer the phone at nine at night, doesn't read the inspection report, and doesn't sit across the table from the buyer's agent arguing for your number. You're not hiring a logo. You're hiring me — and the platform comes with me.
Chapter 07
Offers, negotiation, and what you actually keep.
The highest number on the page is not always the best offer, and the sale price is not the number that matters to you. This is where those two facts get sorted out.
You see every offer. Not a summary of the ones I like — all of them, presented the same way: price, financing, deposit, contingencies, dates, and my read on how likely each one is to actually close.
Financing type
Cash, conventional, FHA, VA. This drives appraisal exposure, timeline, and how much of a problem the inspection becomes.
Appraisal risk
If a buyer needs a loan, a third party has to agree with your price. Whether an offer covers a shortfall is often worth more than the headline number.
Inspection scope
A full-repair-request contingency and an information-only inspection are not the same deal, even at the same price.
Dates and possession
Closing date, occupancy, and whether you can stay after closing. If you're buying next, this can matter more than several thousand dollars.
Deposit size
What the buyer is putting at risk tells you how serious they are and how much of a problem it is if they walk.
Concession requests
Closing-cost help lowers your net just like a price reduction. I model both so you're comparing net to net, not price to price.
The net sheet.
Before you sign anything, you get a written net sheet: sale price, then every deduction, then what lands in your account. Mortgage payoff, title and closing fees, transfer taxes, prorated property taxes, any association fees or estoppel charges, agreed concessions, and professional compensation.
On my compensation: it's negotiable, we agree it in writing before your home goes on the market, and I'll walk you through exactly what it covers. Whether anything is offered to a buyer's agent is now a separate decision, and it's yours — I'll explain how each choice tends to affect showing traffic in your market so you can decide with real information rather than a rule of thumb.
And I'll rebuild that net sheet for every offer, so the question is never "which number is bigger" but "which of these leaves me with more, and which is most likely to close."
Chapter 08
Why me, specifically.
You are going to interview more than one agent, and most of them will show you a similar folder. Here is what is actually different, stated plainly enough that you can check every line of it.
01
I have done this 350 times
Volume you can verify
More than 350 homes and $120 million closed in eight years, from $93,000 starter homes to $3.9 million estates, 32 of them in the last twelve months alone. Nothing about your transaction will be the first time I have seen it — not the appraisal that comes in low, not the inspection that finds a surprise, not the buyer who gets cold feet on day nineteen.
02
96 people rated me 4.9
Published, not selected
Not a handpicked testimonial on my own website — 96 verified reviews on Zillow, averaging 4.9. Read the critical ones too. An agent who will hand you the full list rather than three quotes is telling you something.
03
Your home launches to 100,000+ people a month
Reach that already exists
My social channels do over a hundred thousand views a month. That is not a slide about "digital marketing" — it is a live audience that sees your house the week it lists. Most agents have to buy attention for your listing. Yours arrives with it.
04
Two markets, both of them properly
Licensed and closing in each
Central Ohio through Coldwell Banker Realty and South Florida through Compass. If you are selling here and buying there — or the reverse — you are not handed to a stranger and a referral fee. Same person, both closings, one timeline.
05
I will tell you the truth about your price
Including when it costs me
The easiest way to win a listing is to agree with whatever number the seller says at the table, then ask for a reduction three weeks later. I have lost listings by refusing to do it. That is the single most useful thing you can know about me, because it is the moment where most sellers actually lose money.
06
Almost all of my business is referral
The incentive structure
I do not survive on cold leads. I survive on the call you make about me two years from now when someone you care about asks who to use. An agent chasing one commission and an agent building a referral business behave completely differently the moment a deal gets difficult — and you will find out which you hired at exactly the wrong time.
And four things you can hold me to.
Access
On anything that matters — an offer, a deadline, a price conversation — you hear from me, not a coordinator. I have a transaction coordinator so that I can handle you instead of paperwork.
Candor
If your price is wrong, if the photos aren't working, if the feedback is saying something you don't want to hear, you get it from me early and plainly.
A written record
Every Friday, in writing: showings, verbatim feedback, online activity, what your competition did, and my recommendation.
One standard, two markets
Pace, inventory, insurance and associations differ completely between Ohio and Florida. The market knowledge changes. The way I work does not.
Interview other agents. Genuinely — and ask all of them the same three questions: what did the last five homes you listed sell for against their original asking price, how many days did they take, and how many of them reduced. The answers to those three questions tell you more than any presentation, including this one.
Chapter 09
Send it to me.
Here's everything you've told me in one place. Look it over, fix anything that's wrong, then send it across. Then we book the walkthrough — fifteen to thirty minutes through your home, and I'll arrive with the comparable sales already pulled.
If your email app doesn't open, hit Copy summary and paste it into a text — either number reaches me directly.
Rather just have me come look at it? That's the better version anyway. Grab thirty minutes and I'll walk the house, then bring you the comparable sales and a range with the evidence behind it.