See the house. Build the plan. Understand the price. Launch with purpose. Watch what buyers actually do.
We walk the house together. I don’t come with a prebuilt listing presentation. You tell me the good, the bad and the ugly, and I look for what may actually matter when we sell.
No. I show you the process. My 5-Point No Regrets Pricing Strategy looks at which homes actually won, what else buyers can buy at your price and whether you’d be comfortable selling for exactly the asking price.
On a Thursday, with great pictures and a strong price, so buyers can build their weekend lists. The goal is to be under contract before the end of the first weekend.
Not by itself. The job of marketing is to get motivated buyers through the door. Video, social media and open houses can all have a place, but then the house and the price have to do the selling.
No. My job is to make sure you understand what you’re choosing between, the price and every term. Then you make the decision.
Answers reflect George’s own listing process as a licensed Missouri agent.
Not based on that number alone. Two agents can look at the same house and recommend different prices. The higher number may be justified—or it may simply be a price buyers won’t support. What matters is whether the agent can explain the evidence behind that number, the competition you’ll face, and what happens if buyers don’t respond.
An agent who can explain both outcomes is giving you more useful information than someone who simply promises the higher number.
Different prices usually come from different evidence. One agent may lean on the highest nearby sale; another may set it aside because it was a different kind of house. One may price off last spring’s sales; another may price for the buyers shopping right now. Those are the questions behind my 5-Point No Regrets Pricing Strategy: which homes actually won and how they got there, what else buyers can buy today at your price, and whether you’d be comfortable selling for exactly the asking price.
On a fully renovated split-level I sold in the Lindbergh School District, the two best comparable sales were split-levels that sold in the spring at roughly $410,000 and $420,000. A nearby sale at about $500,000 was a 1.5-story—a different kind of house with a different buyer pool—so I didn’t use it. We were listing in the summer, so I recommended $399,900 rather than pricing at the spring high. The house sold for $406,000 to a buyer whose agent told me they wouldn’t ask for any repairs, and the appraisal came in with no gap. I weighed that promise, and what I knew about the house’s condition, as part of the offer’s strength, not just the price.
That’s one sale, not proof of what a different list price would have done. It shows the kind of reasoning any agent should be able to walk you through. Read how that sale played out, decision by decision →
If you’re thinking about selling your house, I’m not going to walk through the door with a prebuilt listing presentation and spend an hour trying to convince you to hire me.
I need to see the house first.
I need to understand what you’re working with, what you’re trying to accomplish, and what the market is actually going to see when we put the house up for sale.
Then we build the plan.
Here’s what that looks like.
Condition, presentation and anything that could affect the way buyers perceive the value of the house. Our first meeting starts with the house. We walk through it together and you tell me the good, the bad and the ugly.
What’s been updated? What hasn’t? What’s broken? What have you been meaning to fix? What do you think buyers are going to love? What are you worried they’re going to notice?
But I’m not walking around making a giant list of everything you could fix. Anyone can do that. I’m looking for the things that may actually matter when we sell.
With two questions for each one: Is the market likely to respond positively to this improvement? And are you likely to get a positive return from doing it?
One of the easiest ways to waste money before selling a house is to fix things simply because somebody told you sellers are supposed to fix them.
That’s not how I look at repairs.
Sometimes the answer is yes. Sometimes the answer is no.
A dated room might be worth improving because it’s going to materially change how buyers compare your house with the competition. Another project might cost thousands of dollars and barely change what a buyer is willing to pay. Those are very different decisions.
Materially improves how buyers perceive the house. Likely positive return.
Costs money without meaningfully changing what buyers will pay.
Track it. Handle after launch without delaying everything.
The goal isn’t: make the house perfect. It’s: spend your time and money where buyers are most likely to reward you for it.
Anything. Most sellers ask how showings work, what happens with offers and inspections, how we know the price is right, how buyer’s agents are paid, when to schedule occupancy and what happens between contract and closing. This is usually where the questions start. And there are normally a lot of them.
Ask them. You don’t need to understand the entire selling process before our first meeting, and I’m not expecting you to remember everything we discuss while we’re walking around your house.
That’s because I’m going to take the information from our meeting and do some work.
Everything we talked about: the condition assessment, recommended repairs, items that can wait, pricing and comparables, current competition, the resources you asked for, occupancy information and a proposed launch strategy. After I leave, I put together a detailed report for us to review. This isn’t just a generic CMA with three comparable sales and a suggested list price. It covers what we actually talked about.
The report gives us something concrete to work from. Instead of trying to remember a long conversation, we have a plan in front of us.
What we’re fixing, what we’re leaving alone, what has to happen before the house goes active and what price gives us the opportunity we’re looking for. Once the report is finished, we review it together. We can meet again in person or get on the phone. That’s completely up to you.
This is where we make the actual decisions. What are we fixing? What are we leaving alone? What needs to happen before the house goes active? What can wait until later? What price gives us the opportunity we’re looking for? And what should you realistically expect when the house hits the market?
By the time we’re finished, I want you to understand why we’re doing what we’re doing. Especially when it comes to price.
With my 5-Point No Regrets Pricing Strategy: we look for the price that gives the market the strongest reason to act, and I show you every step. I don’t want to walk into your house, announce what I think it’s worth and expect you to trust me. I want to show you the process.
I’ve learned some of my biggest lessons in real estate from getting pricing wrong. Those experiences eventually became what I call my 5-Point No Regrets Pricing Strategy.
The idea isn’t to find the highest number I can justify on paper. And it isn’t to intentionally underprice a house just so I can brag about getting multiple offers.
We’re trying to find the price that gives the market the strongest reason to act.
The homes that actually won, and how they got there. A comparable sale tells us more than its final sale price. I want to know how it got there.
A house that listed at $400,000, sat for two months, reduced twice and eventually sold for $370,000 tells us something very different from a house that listed at $375,000 and immediately generated competition.
That’s your real competition. Historical sales matter. But you’re not competing against houses that sold six months ago. You’re competing against the choices buyers have right now.
If they have $400,000 to spend, what else can they buy? How does your condition compare? How does your location compare? At our price, will buyers believe they’re getting value?
A price that makes buyers believe the house is worth more than you’re asking.
You should be comfortable taking it. If you wouldn’t be, we keep talking before we choose the price. I’m not going to promise you a bidding war. Nobody can responsibly promise that.
So before we choose the price, I want you comfortable with this question:
If the answer is no, we need to keep talking. The strategy only works if you’re comfortable with the number we’re putting in front of the market. That’s why I call it No Regrets Pricing.
So buyers find the house Thursday and Friday, build their weekend lists and show up that weekend ready to make offers. My core marketing plan isn’t complicated. Great pictures. A strong price. Launch Thursday. Make the house easy for motivated buyers to see.
It doesn’t mean those are the only things I can do to market a house. Video, social media, open houses and other exposure can all have a place.
But I don’t believe more marketing automatically creates more qualified buyers. The job of marketing is to get motivated buyers through the door. Then the house and the price have to do the selling.
Because that’s when I get multiple offers. In my experience, they come the first weekend and rarely after that. The 2026 school-district sales on this site show the same pattern: of 2,865 St. Louis County sales, 78.7% of homes that went under contract within 4 days sold above their original list price, compared with 31.4% at 8 to 14 days and 11.8% or less after 60 days.
Share of 2026 St. Louis County school-district sales that closed above original list price, by days on market (CDOM). See every days-on-market range → · The full school-district data →
An earlier market study I had completed, using 2,369 MARIS MLS transactions in the St. Louis market, found the same thing:
The other side: Among price-reduced listings reaching 31+ days on market, the average reduction was approximately $40,618, and only about 3% ultimately recovered enough to sell above their original list price.
That’s why I don’t want to put your house on the market just to “see what happens.” I want a plan before we launch.
They show us. When the price makes sense, showings keep getting scheduled and attended until the house goes under contract. Once the house is live, the market starts giving us information.
Where buyers stop moving forward gives us evidence.
In 2024, our team listed nearly 100 homes, and those properties generated more than 2,100 showings. One pattern was difficult to ignore: when the price made sense to buyers, showings kept getting scheduled and attended until the property went under contract.
Buyers don’t have to tell us they’re interested. They show us.
If your house already failed to sell, the expired listing diagnostic uses this same framework to figure out where buyers stopped — and what to change before you try again.
The terms: financing, inspection, appraisal, concessions, contingencies, closing date and the buyer’s strength. An offer isn’t just a number. Price matters, obviously. But so do the terms.
My job isn’t to decide which offer you should accept. My job is to make sure you understand what you’re choosing between. Then you make the decision. How I compare offers →
How you respond matters as much as what you accept. On a Sunday-listed estate sale in Fenton where I represented the buyers, the sellers countered their only offer on commission, then called for highest and best instead of negotiating with that buyer. That buyer was the highest offer anyway. I don’t recommend introducing emotional roadblocks any more than physical ones in the property. See it from the buyer’s side →
We use the evidence. Not every house goes under contract the first weekend. Not every inspection goes smoothly. Not every appraisal comes in exactly where we want it. That’s real estate.
The plan isn’t based on pretending nothing will go wrong. It’s based on having enough information to make the next decision intelligently.
If showings aren’t happening, we look at why. If showings happen but offers don’t, we look at why. If buyers repeatedly identify the same condition issue, we pay attention. If a price change suddenly produces another wave of showings, we pay attention to that too.
The market gives us evidence. We use it.
I don’t think selling your house should require you to blindly trust your agent. You should understand the plan. You should understand what we’re fixing and why. You should understand how we arrived at the price. You should know what we’re expecting when the house goes live. And when buyers start responding, you should understand what their behavior is telling us.
That’s how I work.
If you’re considering selling your St. Louis home, that’s where our conversation starts.
Buying instead? Here’s how I work with buyers →
We’ll walk through it, talk about what you’re working with and figure out what actually deserves attention before you make the next decision.
📞 Call or Text 314.435.1087
I’m not selling you a house. I’m showing you how to think about buying or selling a house.