You know those “we listed on Friday and by Monday it was a feeding frenzy” stories? Those don’t happen by accident. They’re the result of a seemingly mundane but extremely powerful concept: pre-market strategy.
This is the part most people never see: calendar math, vendor choreography, ruthless editing, and a whole lot of “nope, don’t spend money there.” If you’re a seller who wants top dollar and a saner life while you get there, this is your playbook.
“The minute it crosses your mind that you might sell, reach out,” we always tell clients. “That first conversation isn’t ‘paint this, replace that,’ it’s mapping scenarios so you’re not scrambling later.”
Below is exactly what we do, often starting 3–6 months ahead so that by the time your house hits the internet, it already has momentum.
1. The Strategy Consult (a.k.a. Where We Zoom Out)
Goal: Choose the right path (sell first, buy first, rent back, or wait) and set a calm, realistic timeline.
We start with a full-picture consult. Are you buying next? Can you qualify to buy first (best case), or will you sell first and use a rent-back (legal up to 60 days on financed offers)? Do we aim for spring or early fall? Are there life factors—kids’ school, travel, work—that affect timing?
“A lot of this is mental prep,” we tell people. “You need space to go from ‘maybe’ to ‘ready.’ That shift alone makes everything else smoother.”
Real talk: If you can buy first, do it. You’ll shop without panic, then we’ll prep your current house while it’s empty and stage it to the nines. If buying first isn’t possible, we build a sell-then-buy plan with contingencies (short-term housing, pods, backup neighborhoods) so you’re not making desperate decisions on a deadline.
What you’ll leave this meeting with:
- A recommended timeline (down to which week we’d list)
- A preliminary ROI plan (where money does and doesn’t go)
- A sanity checklist – who’s doing what, and when
And just so we’re clear: this level of detail only happens once we’ve signed a listing contract together. That way, you’re not getting piecemeal advice; you’re getting the full strategy, backed by our vendors, systems, and accountability.
2. Vendor + ROI Game Plan (paint, light, and only the upgrades that earn)
Goal: Spend the least to net the most.
We’re allergic to waste. Before you lift a paintbrush or call a contractor, we walk the house and decide what genuinely moves the needle. Spoiler: it’s usually not the big stuff.
- Paint almost always pencils. Neutral, fresh, photo-friendly, sometimes with a colorful splash
- Lighting is the highest-return “new house” feeling for the price.
- Floors/counters are case-by-case. If we feel like we can’t confidently recapture the cost, we pass.
- Landscaping = tidy, not a redo. (And yes, the color of bark dust matters in photos.)
“Please don’t ‘get a head start’ without us,” we tell sellers with a smile. “We’ve walked into brand-new bark dust that photographs terribly, or thousands spent on a project buyers won’t value. Call us first, we’ll save you money.”We get bids, sequence the work, and protect the budget. Our north star: if it doesn’t improve photos, flow, or first impressions, it’s probably a no.
3. Staging Strategy (vacant perfection, edited-while-occupied, or a hybrid)
Goal: Make the home read clearly, in person and online.
The ideal is a full professional stage after you’ve moved out (yes, everything out). Why? Because buyers struggle to visualize scale and flow, even in empty rooms.
“Staging isn’t decorating,” we tell clients. “It’s a marketing tool. The right pieces guide how buyers use each room in their minds. That’s what sells.”
If you’re still living there, we go into ruthless-editor mode: 50% of belongings to storage is common, then we rearrange for sightlines and photos. In rare cases we’ll do a targeted “soft stage” (e.g., replace one problem sofa) if it meaningfully changes the read.
A little nuance you won’t hear elsewhere: We always create a comfy spot to sit and talk, buyers and their agents need a place to process. It’s subtle, and it works.Proof point: On a recent listing (busy street, middle of summer), thoughtful light updates, selective paint, and Daisy at Half Light Staging = $45K over list in a slow season. That’s prep and staging doing the heavy lifting.
4. Photo + Marketing Prep (your “first weekend” is won here)
Goal: Give buyers zero reasons to hesitate when the listing drops.
Our pre-photo routine is a machine: deep clean, window washing (non-negotiable), tidy landscaping, then staging. We shoot when the light is right, no dark-at-noon photos, and we build the package your home deserves (pro photography, floor plan, thoughtful copy, and a showing plan that funnels interest into the first weekend).
5) Timing the Launch (because the calendar is a marketing tool)
Goal: Hit the market when your buyer is most likely to be looking.
Prime windows in Portland are typically spring (buyers pour out after winter) and early fall (post-Labor Day to Halloween). We avoid holiday weekends and weather events (ask us about the snow-week townhouse… never again).
Now the part nobody tells you: it’s not just about buyers, it’s about vendor calendars. Stagers are the lynchpin, yes, but they’re not the only piece. We’re also wrangling photographers, landscapers, cleaners, painters, and contractors. It’s a carefully planned dance, and one missed step can cost you momentum.
“By February, the best stagers are already booked for spring,” we warn sellers. “If you call us in March to go live in April, we might not be able to get you the team that gets you the result.”
This is the quiet reason we want 3–6 months’ lead time. We’re not dragging our feet; we’re securing the humans who’ll make you money.
What This Looks Like IRL
- Three-week sprint vs. six-month glide: A seller recently called, hoping to list “in a few weeks.” We could have muscled it, but the smarter move was spring. He exhaled with relief and said, “Okay, I’m more ready for that.”
- The blanket moment: One client struggled to leave the home where he raised his kids. We told him, “This house is like your childhood blanket, well-loved, but too threadbare to use. You can keep the memory and still choose something that fits your life now.” He stepped outside, cried, came back, and said, “I’m ready.” The sale moved like butter after that.
- When sellers DIY the wrong things: We once arrived to fresh paint, five different colors. Online, it read…chaos. We repainted 48 hours later. It photographed like a dream and sold fast. Moral: call us before you swipe the card.
Who’s Doing All This?
We are. Lauren leads strategy and negotiations; Maria helps quarterback buyers and supports our sellers through prep and showings. Between us, the vendors, stagers, cleaners, photographers, and a very detailed spreadsheet, you won’t be chasing quotes or wrangling calendars.
“We coordinate because it’s faster, cheaper, and calmer for you,” we like to say. “Vendors stop stepping on each other’s toes, and you stop wanting to throw your phone into the Willamette.”
Ready for Spring or Fall? Start Now.
If you’re even thinking about 2026 (or late 2025), let’s have the low-pressure consult. We’ll map your options, pencil a timeline, and crucially, grab spots on the good stagers’ calendars before they vanish.
And if you’re moving out of Portland, we’ll connect you to a like-minded pro in your next city and keep an eye on the handoff so nothing gets lost in translation. The bottom line is, great listings aren’t “lucky.” They’re well-planned. Start early, spend smart, stage right, and launch on purpose. We’ll lead; you exhale.
— Lauren & Maria
