Selling for top dollar.

Selling a home in Florida is a mix of pricing, prep, marketing, and negotiation. Done well, you net more and close faster. Here's the full playbook, same one I use for every listing.

1. Pricing, the most important decision

Wrong price kills a listing in week one. Florida buyers see your home in real time on Zillow the moment it lists. Underprice, you leave money on the table. Overprice, the listing goes stale, you cut, and end up below where you started.

2. Pre-listing prep, what to actually fix

The 80/20 rule applies. Some prep gets you 5x ROI. Some is a waste of money. Here's the playbook:

• Always do: deep clean, declutter (rent a storage unit), neutral paint where walls are bold, fresh mulch + landscape edge, pressure wash driveway and walkways, replace dated hardware (pulls, switch plates).
• Sometimes do: stage furniture if vacant, refresh kitchen counters if dated (paint cabinets is cheap; new counters is moderate), repair any obvious water staining.
• Don't do: full kitchen reno before selling, replacing flooring across the whole house, adding a pool, finishing a room "to add square footage." You won't recoup it.
• Florida-specific: if your roof is 15+ years old, get a wind mitigation report ready. If you have any soft spots in drywall (water history), have them inspected and repaired, buyers' inspectors will find them.

3. Photography & presentation

Photos sell the showing. The showing sells the house. Every listing I take gets:

4. Marketing reach

• MLS (BeachesMLS), syndicates to Zillow, Realtor.com, Redfin, Trulia, and 200+ smaller sites within 24h.
• My buyer database, I email every active buyer matching your criteria the day it lists.
• Agent network, Treasure Coast and Palm Beach agent groups, weekly tour invites.
• Social, Instagram, Facebook, targeted geo-ads. ~$200 ad spend per listing.
• Open houses, first weekend after listing always. Repeat as needed.
• Print + signage, yard sign, brochures, neighborhood mailer when it makes sense.

5. Reviewing offers

Highest price isn't always the best offer. I evaluate every offer on five dimensions:

6. Negotiating like an adult

Most negotiation isn't about price, it's about concessions: closing-cost credits, repair credits, leaseback periods, included items. Smart sellers give a little on concessions to hold price firm. Buyers' agents tell their clients "the headline number", if it stays high, the comp stays high for the next neighborhood sale.

7. Inspection negotiation

The buyer's inspection report will surface 30–50 items. ~90% are cosmetic and ignorable. We negotiate on the 10% that matters: roof, structural, electrical, plumbing, HVAC, septic. I prefer giving the buyer a credit at closing rather than fixing, buyers appreciate the cash flexibility, sellers avoid coordinating contractors during a stressful month.

8. Closing, what actually nets to you

I provide a Net Sheet upfront so you know exactly what to expect, no surprises at signing.