HOW WE BRING A HOME TO MARKET Prepared with ‹the Riviera› in mind
Marcy Roth · California Managing Director, Eklund | Gomes · Douglas Elliman
A HOME THAT DIDN'T SELL deserves a fresh look at why. When a property doesn't sell, the reason is rarely one dimensional. The outcome can reflect a combination of factors, from pricing and timing to presentation, positioning and how effectively the property reached the right buyers. Understanding how those elements worked together is critical to determining the right strategy for a successful relaunch. Our approach is grounded in what the market has already demonstrated: how buyers are responding, where comparable homes are trading, and which factors are driving successful outcomes. We use that intelligence to position each property deliberately from the outset.
Bringing a property to market at this level is a discipline. It requires the right price, the right timing, a compelling story, and the ability to put the home in front of the people most likely to buy it.
What follows is the framework we use to position, relaunch and sell a home like yours.
THE INTELLIGENCE
PRICE SHOULD BE A CONCLUSION, NOT A GUESS Every week, we track the Westside luxury market listing by listing. It's the analysis behind our weekly luxury report in The Real Deal and gives us a level of detail that broad market averages and automated estimates simply cannot.
For homes in the $4M to $10M range, our analysis includes:
4,500+
485
listings that did not sell, studied to understand the patterns behind what happened
closed Westside single family sales
One pattern is particularly instructive:
100%
85.2%
232 DAYS
Median sale price of original asking price
Median sale price of original asking price
Median time on market
Homes that found their buyer early in the listing cycle
Homes with extended market exposure
This is macro level data, intended to provide a broad view of market behavior rather than predict the outcome of any individual property. Every neighborhood, price range and home has its own nuances, and those distinctions matter enormously when determining value and strategy. What the broader data does provide is a useful 20,000 foot perspective: how a property enters the market matters, and extended market exposure can affect both momentum and negotiating leverage. From there, our analysis becomes much more specific, looking closely at the property itself, its immediate competitive set, recent buyer behavior and the dynamics of its particular segment of the market. For a relaunch, that analysis informs not only price, but how the property should be positioned, presented and brought back to the market. The objective isn't simply to return a home to the market. It's to change how the market sees it.
RESET & RELAUNCH When a home deserves a fresh start, we don't simply relist it. We relaunch it as if it were coming to market for the first time, because to the right buyer, it should be.
01 · RESET THE MOMENT A home gets one true first impression. After time on the market, our job is to create another reason for buyers and agents to look. That means making the relaunch feel genuinely new rather than simply returning the same property to the market.
02 · TELL THE STORY PROPERLY Photography, film, staging and presentation should do more than document a property. They should help a buyer understand how it feels to live there. At this level, the facts establish value. The story creates desire. Both matter.
03 · MARKET WITH PRECISION, NOT JUST VOLUME Broad exposure happens quickly once a home enters the market. Our work goes much further. As part of Eklund | Gomes, the #1 National Mega Team at Douglas Elliman, we combine deep local market intelligence with the reach of a national and global platform. Our proprietary database, extensive agent and client network, targeted digital marketing and strategic PR allow us to identify and reach the specific buyers most relevant to a property, both in Los Angeles and well beyond it. The objective is not simply to expose a home to more people. It is to put it in front of the right people, through the right channels, with a presentation designed to make them respond. Visibility matters. Relevance matters more.
04 · ENTER THE MARKET WITH CONVICTION Pricing is anchored to what comparable buyers have actually demonstrated they will pay, not aspiration, automated estimates or yesterday's market. The objective is to establish the strongest defensible position from the beginning, when attention is highest and the seller has the greatest opportunity to create leverage.
THE INVITATION
A FRESH PERSPECTIVE If you'd like to see how we would apply this approach to your home specifically, I'd be happy to share the number the data supports, what we believe the market is telling us today, and how we would approach a relaunch. No pressure and no obligation. Just a thoughtful, data driven perspective on where your home sits today and the strategy we believe gives it the best opportunity to sell well.
MARCY ROTH California Managing Director Eklund | Gomes at Douglas Elliman 310-539-3000 · marcy@marcyroth.com · CalDRE #02008165
Market figures drawn from proprietary MLS analysis of $4M to $10M Westside Los Angeles single family properties. Analysis is conducted at the individual listing level rather than using broad market averages.