The method
I don't list your home. I launch it.
The four parts of how your home gets priced, presented, advertised to about 45,000 people, and launched on a schedule, in Davis and Salt Lake County.
The short version
Most agents price a home off a printout, put a sign in the yard, load it onto the Multiple Listing Service (MLS) and wait to see what happens. That is not a criticism of them. It is the default, and the default has a cost: 30.63% of homes listed in Davis and Salt Lake counties did not sell last year.
I work the other way around. Everything that happens before your home goes public is the part that decides what it sells for.
Four parts. Equity is pricing as a position rather than a guess. Presentation is deciding how the home reads before a single buyer sees it. Impact is paid advertising that puts it in front of people who were not searching yet. Campaign is a launch on a calendar, with a plan for every call that comes in.
The homes I listed in Davis County sold for 5.48% more than the county median. I have personally sold more than 1,300 homes, I have 34 years advising Davis and Salt Lake County homeowners, and the Wall Street Journal ranked me #189 of the top 250 agents in the country.
What you get out of it is the part my clients actually describe back to me: everything handled, no turbulence.
Equity: you lead the market instead of reacting to it
Pricing is where most of the money is won or lost, and it happens before anybody has seen the house.
A printout of nearby sales is not a price. It is raw material. I go through the sales one at a time and adjust for what is actually different: the finish level, how much of the basement is really finished, the lot, the garage, the view, what the seller paid toward the buyer's costs, and the condition the home was genuinely in on the day it sold.
That produces two different answers, and you need both. What your home is worth against the homes that have already closed, which is what an appraiser will care about in 30 days. And what it is worth against the homes a buyer can walk into this weekend, which is what decides whether you get an offer at all.
I do that work for a living in a way most agents never have. For more than 20 years I have produced valuations for banks, asset managers and the federal government on homes they already owned, and those forms are built to appraisal standards. It is why I can read an appraisal line by line and find the error in it, which I have done often enough to have had appraised values raised by tens of thousands of dollars.
So when I give you a number, I will also tell you what I think it does. Where it puts you against the active competition, what it signals to a buyer's agent, and what happens in week three if the showings do not come. Advise, don't sell. I will tell you what I would do with your house if it were mine.
See the number on your own home first: what your home is worth.
Presentation: the home is decided before anybody sees it
A buyer scrolling on a phone decides how they feel about your home in about two seconds, and they make that decision off a photograph. Whoever controls that first impression controls what the house appears to be worth.
So none of it is left to chance and none of it is left to you. Professional photography, video and drone on every listing I take, by the same media company I use every time, not whoever is free that week. I decide the shot list, the order the photos run in, and the one image that leads, because the lead photo is the only marketing most buyers will ever see.
Then the words. The description is written to one buyer, the one most likely to want this specific house, rather than to everybody at once. A home with a 42 foot garage bay and a nine foot door is not sold with the word "spacious." It is sold by saying what fits in it.
Here is the belief I run into most, and it is worth saying plainly: people assume this level of marketing is reserved for mansions. It is not. A $900,000 home in South Farmington gets the same treatment as a $2,000,000 one, because the buyer scrolling past it is using the same phone.
None of this lands on your calendar. You are not sourcing a photographer, writing copy, or deciding whether the twilight shot is worth it. That is the job you hired.
Impact: about 45,000 people see your home who were not looking for it
This is the part that is genuinely different, so here are real numbers rather than an adjective.
Across the last fifteen fully funded advertising campaigns I have run on listings, the typical one reached about 45,000 people. The strongest reached 138,816. Those are people, counted once each, not views. The same campaigns were seen roughly 93,000 times on a typical listing, and people spent between 43 and 53 hours watching the video on a single home.
Put that next to the alternative. By my own comparison, a listing on the big portals runs somewhere between 1,000 and 2,000 views. The difference is not that I try harder. It is that I pay to put your home in front of people, and the portals wait for people to come looking.
That distinction matters more than it sounds. Everybody actively searching for a home like yours will find it on the MLS within a day, with or without me. They are maybe a fifth of the people who would buy it. The rest are not looking yet. They are scrolling, they live twenty minutes away, and they would move for the right house if they ever saw it. Those are the people a sign in the yard never reaches, and they are where a higher offer usually comes from.
It runs on Facebook, Instagram and TikTok as paid campaigns, with the video distributed across LinkedIn, YouTube Shorts and X. Targeted by where people live, what they earn, and whether they have been behaving like somebody about to move.
I pay for it. It is not an upgrade tier and there is no line item for it.
Campaign: a launch on a calendar, not a listing in a queue
A home gets more attention in its first week live than it will ever get again. Everything before that week exists to make that week count.
So nothing goes public until all of it is ready. Photos back and chosen, video cut, description written, advertising built and scheduled, and a date set. Then it launches, on that date, with everything firing at once. A listing that trickles out over nine days spends its best week half dressed.
Before it goes live there is a coming soon period, where the home gets shown to the audience and to the agents most likely to have the buyer, so that the first day live is not the first day anybody has heard of it. After it goes live, every showing gets followed up and I ask the buyer's agent what their client actually thought, which is information you cannot get any other way and which tells us in week one whether the price is right.
And when offers come in, they get sequenced rather than answered in the order they arrive. On a home I listed at 2136 North 725 West in Centerville, that process ended at $1.17 million.
You hear from me weekly whether or not something happened, because no news is also news and the worst part of selling a house is not knowing. Showings get grouped so your weekends are not dismantled, and if you would rather not have an open house full of neighbors, we do not have one. There are better ways to reach a buyer now and I would rather use those.
Buying as well as selling? How buying works is the other half of this. Otherwise selling your home covers the ground in less detail, and the town pages go deeper: Farmington, Kaysville, Centerville.
Ready to talk about your home? Tell me about it and it reaches me, not a department.
This describes how I generally work with sellers in Utah. It is not legal or tax advice, and the specifics of any sale live in your own listing agreement.
Frequently Asked Questions
How many people will actually see my home?
On a typical listing my paid advertising reaches about 45,000 people, counted once each. The strongest campaign I have run reached 138,816. For comparison, a listing on the big portals runs somewhere between 1,000 and 2,000 views.
Do I have to pay extra for the photography and advertising?
No. Professional photography, video and drone are on every listing I take, and I pay for the advertising campaigns. There is no upgrade tier and no line item for it.
Is this only for expensive homes?
No, and it is the assumption I run into most. A $900,000 home in South Farmington gets the same treatment as a $2,000,000 one, because the buyer scrolling past it is using the same phone.
Do I have to do open houses?
Not if you would rather not. There are better ways to reach a buyer now, and I would rather use those than fill your Saturday with neighbors. Showings get grouped so your weekends stay intact.
What if my home does not sell?
It is a real risk and worth naming: 30.63% of homes listed in Davis and Salt Lake counties did not sell last year. It is also what the pricing work and the launch schedule exist to prevent, and I give you written guarantees rather than reassurance.
How often will I hear from you?
Weekly, whether or not something happened. No news is also news, and the worst part of selling a house is not knowing what is going on.
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