Listing & Selling Your Home

Move Confidently.

It’s our anthem and mantra. By choosing a Berkshire Hathaway HomeServices Chicago agent, you have someone on your side to look out for your best interests. You can list your home with confidence, knowing that we help you feel prepared, and in control from day one, and will be by your side at every step.

why list

with us

Your successful home sale begins with understanding your dreams, ideal lifestyle, goals and timelines. We tailor our marketing approach to you and the unique value of your property.

Our proven process begins with consultation and in-depth market analysis. Not all Comparative Market Analyses are created equal. Our local experts understand the competition, how to position your home for the best results and are seasoned negotiators with creative ideas to get deals done.

Selling your home is a big financial decision and an even bigger life event. We are honored to be your advisor, your confidant and your guide.

1 Goals & Timeline Consultation

We start by understanding your goals, ideal timeline, and what matters most to you.

2

Property, Price & Market Study

In-depth analysis of the market activity to position your home to get the best possible price and sell quickly

3

Preparing & Staging

We provide guidance to make repairs, refresh finishes, declutter, and professionally stage to maximize appeal.

4 Marketing Plan, Photos & Materials

Your agent creates a comprehensive marketing plan for the property, and arranges for photos, video and floorplans to create the brochure and other marketing materials

5

PreMarket Strategy & Market Launch

Pre-marketing to brokers creates buzz. When the property goes Active in the MLS, a digital ad campaign is launched, and potential buyers are alerted.

Open Houses & Showings 6

As potential buyers view the property, your agent will gather feedback and also make sure you have reports with digital traffic metrics and trends.

7

Offer & Acceptance

You’ll have a trusted advisor while reviewing all offers presented and throughout buyer negotiations to reach an agreement.

8

Inspection & Attorney Review

After you accept an offer, the Buyer schedules an inspection and can review the results with their attorney.

Getting Ready to Move 9

Plan your move, transfer utilities and complete repairs while the title company prepares for closing.

Final Walk-through & Closing

Once the buyer financing is clear to close, the title company schedules your closing. Buyer does a final walk-though before signing the paperwork at closing. Congratulations on your successful sale!

BUYER’S AGENT

A Buyer’s Agent has a fiduciary responsibility to represent only the home buyer’s best interest throughout the home buying process.

SELLER’S AGENT

A Seller’s Agent, also known as a listing agent, has a fiduciary responsibility to represent only the home seller’s best interest through the home selling process. The listing agent is the seller’s designated agent.

DUAL AGENT

A Dual Agent represents both the buyer and seller ethically and honestly, safeguarding the confidentiality of both clients. An agent must have the seller’s and buyer’s permission to act as a Dual Agent.

HomeServices is our middle name

Berkshire Hathaway HomeServices Chicago’s reach extends beyond real estate to offer clients a full-service experience with in-house lending, title and insurance partners and home warranty providers. Clients have the confidence of knowing that these affiliated companies share the same high level of commitment and customer service as Berkshire Hathaway HomeServices Chicago.

Total Exposure

We attract prospects through a robust network of digital channels. Your property will be seen on the most popular real estate destinations, complemented by a dedicated page on BHHSChicago.com with detailed property information and visual assets.

Marketing Materials

Eye-catching, professionally designed brochures, social stories and posts, signs and flyers, spark interest and attract buyers. Our beautiful brochures create a lasting impression that conveys the unique value of your property.

Digital Property Marketing

Each BHHS Chicago property launches onto the market with a digital ad campaign targeting local potential homebuyers on popular websites and Meta. Proprietary algorithms use online behavior to identify real-estate focused consumers who are likely to be part of the buyer pool.

Metrics & Measurements

You’ll see our marketing at work with each weekly Seller Insights Report of digital traffic for key sites. Your agent will help you understand the market trends and activity and how your home is positioned to generate the maximum number of offers at the best price.

listing marketing

strategies

You may have heard these terms, but may not be familiar with the differences, and how this affects the number of potential buyers who will see your property. Your BHHS Chicago agent will work with you to create the perfect listing audience strategy for your goals.

MLS Active

The largest group of potential buyers and agents is connected to the MLS and this is how most sellers market their property.

• Reaches the largest audience of brokers and potential buyers

• Feeds sites like Zillow, Realtor.com, Homes.com and other brokerage websites

• Notifies buyers with saved Search Alerts on any site

Recent studies have shown that on-MLS homes sold for more than comparable off-MLS homes*

MLS Private

Also known as Coming Soon, your agent can use MRED Private status to expose your property to a smaller audience while you’re making repairs, having photos taken or just not ready to go Active.

• MRED Private status listings can be seen by all MLS brokers who share them with their interested buyers, individually.

• The Share with Clients option in the MLS allows these listings to be shared with consumers and appear on platforms like Zenlist.***

• Does not accrue market time or price change history when the property goes Active

About one fourth of MRED listings incorporate Private status in their marketing**

Brokerage Exclusive

This very limited marketing approach might be right for specific situations and real estate goals.

• Only agents within the brokerage will see that your property is for sale.

• Only buyers represented by agents in the brokerage will be able to see your property listing.

*Zillow Research 2025, Bright MLS On-MLS Study 2023

**MRED active and private listing data, February 2025

***Enabling this option may result in the listing being excluded from Zillow regardless of its status.

Pricing strategy shapes your final sale price. Our systematic, proven approach starts with clear, data-backed research. It’s shaped by personal knowledge of the housing inventory and neighborhood and further refined to fit your goals and timeline.

Risks of Overpricing

• Longer market time and higher seller carrying costs

• Appeal to fewer potential buyers

• Reduce effectiveness of marketing plan

• Result in a lower sales price

How Buyers Value Homes

• Competing properties on the market

• Layout

• Maintenance

• Updates

• Neighborhood

• Noise

• Schools

• Return Value

• Economic conditions

• Buyer & Seller Timelines

The National Association of REALTORS® (NAR) settlement about residential real estate business practices went into effect in August 2024.

• As always, sellers do not have to offer Buyer Brokerage Compensation. If sellers choose to do so, they determine the amount.

• The MLS can no longer be used to offer compensation to buyer representatives. Any offer from the seller can be advertised on property marketing materials.

• Sellers may still agree to pay Buyer Broker Compensation. This will be negotiated as part of a purchase offer and written into the sales contract.

a seller’s guide to buyer

Think Like a Buyer

Many buyers are concerned with managing closing costs. Under most circumstances, a commission to a buyer’s broker cannot be financed, so buyers would need to have the funds to cover it at closing.

Proactively offering a financial concession for Buyer Broker Compensation may help your home appeal to a broader group of possible buyers.

Offers & Contracts

When making a purchase offer, a potential buyer may request a financial concession even if an offer wasn’t advertised. This is a negotiable item, like the closing date, contingencies and other terms of the purchase contract.

Unrepresented Buyers

Most buyers will be represented by their own agent. But if a buyer has declined broker representation, your listing agent may provide additional services to you to facilitate the sale of your property always acting in your best interest. These could include things like showing the property, providing access to an inspector or even filling in the standard contract for the buyer offer.

1 Details Matter

Repair minor imperfections - such as scuffed baseboards, loose handles, or chipped tiles - that can subtly detract from the home’s perceived value.

2

Timeless Colors

Apply fresh, neutral paint in elegant tones

3

Fixture Upgrades with ROI

Create a lifestyle statement by replacing dated lighting, faucets, and hardware with refined, contemporary pieces

4 A High Quality Deep Clean

Bring in professionals to meticulously clean every surface, including windows, stonework, and high-end appliances

Restore the Floors

Polish hardwood floors, clean the carpets, and ensure all flooring reflects the home’s craftsmanship and care

A Minimal, Elegant Interior

Remove excess furniture and personal items to create a spacious, gallery-like atmosphere that allows buyers to appreciate possibilities

Organization & Intention

Present closets, pantries, and built-ins as functional and luxurious spaces - neatly arranged and free of clutter

Elevate Curb Appeal

Refresh landscaping with manicured greenery, seasonal florals, and tasteful lighting to create a striking first impression

Seamless Smart Home Systems

Confirm that smart lighting, climate control, and security systems are fully operational and easy to demonstrate

Set the tone with ambient lighting, subtle fragrance, and soft background music to evoke comfort and sophistication

6 questions

before hiring an agent

Too many sellers skip the interview process. Your biggest asset deserves better. Not sure what makes a great agent great? Use these questions to compare agents and choose with confidence.

How do you price homes, and what’s your strategy if we don’t get offers?

Listen for: A clear, data-backed pricing method using recent comparables, plus a sound backup plan. Also listen for on-the-ground knowledge of housing inventory in your area. Pricing strategy shapes your final sale price. You need a systematic, proven approach

Show me comparable sales you handled. What was your initial list price, final sale price, and how did that compare to similar homes sold around the same time?

Listen for: Specific addresses, pricing rationale, and actual results in context. This reveals true pricing expertise, not inflated claims from underpricing

What’s your marketing strategy to market my home?

Listen for: A clear plan that uses strategies like professional photos, video tours, staging, targeted online ads, broad syndication, and a dedicated property page. Strong marketing builds interest, competition, and higher offers

How do you handle multiple offers? Can you share a recent example?

Listen for: Strategic offer management that drives higher bids. Strong negotiation skills protect your bottom line and maximize your profit

Tell me about your support systems. Who will be working on my listing?

Listen for: Defined roles, qualifications, and consistent communication. You should know who handles each part of your sale and their experience

Walk me through your most challenging deal in the past year. What went wrong, how did you solve it?

Listen for: Honest problem-solving, creative solutions, successful outcomes, and a willingness to share real references. Challenges are common. You want an agent who thrives under pressure and finds solutions fast.

real estate seller

terms

ATTORNEY FEE - Cost for legal services provided to the seller during the transaction.

BROKERAGE COMMISSION - Fee paid to the listing brokerage for marketing and selling the property.

CHICAGO WATER CERTIFICATION & PROCESSING FEE - Required by the City of Chicago to confirm all water bills are paid. Applies to all property types, including condos, parking, and storage units.

CLOSING PROTECTION LETTER - At the closing table the title company is responsible for disbursing funds to the buyer, the seller, the lender and any taxing authorities. A title company document that protects the lender from certain closing agent errors or fraud.

COMMITMENT UPDATE / LATER DATE - An updated title search done before closing to confirm no changes to ownership or liens.

ESCROW - Property or money held by a third party until the agreed upon obligations of a contract are met. Also refers to an amount of money that may be included in a borrowers’ monthly mortgage payment that is used to pay insurance and tax bills.

LATER DATE - A fee charged to run an updated title search immediately before closing.

RECORDING FEES - Charges for officially recording the release of mortgages or liens with the county.

SETTLEMENT / CLOSING SERVICES - Title company services that handle the transfer of funds and ownership, settled at the closing table. Typically paid by the buyer, unless otherwise agreed.

SPECIAL ASSESSMENT - A one-time or temporary fee from an association or municipality for major improvements or repairs.

SURVEY - A map showing property boundaries, easements, and any encroachments.

TAX CREDITS - Seller-paid credits to cover property taxes accrued but not yet due at the time of sale.

TITLE INSURANCE - Protects the buyer and lender against issues with property ownership. The insurance policy guarantees the title to the property is clear and that the owner has the right to sell. The seller usually pays for the buyer’s Owner’s Policy; the buyer pays for the Lender’s Policy.

TRANSFER TAXES (Transfer Stamps) - Taxes due at closing, charged by the state, county, and city. In Illinois, these are typically paid by the seller.

ZONING CERTIFICATION & PROCESSING FEE - Confirms the property’s zoning classification and legal use. Required for closing.

Easily calculate and compare financial scenarios at your fingertips

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we’ve got

Pricing, marketing and preparation are just part of what we do. When the roller coaster moments happen, we are there for you.

THE HIGHS & LOWS

Showings can feel very personal

OUR PLAN & PROCESS

We maximize showings without compromising comfort or control. We define your boundaries, protect personal spaces, and work around your schedule.

First offers spark excitement and sometimes stress

Inspections often feel big, even when they’re not

We slow the moment down. Every offer gets deconstructed — price, terms, timelines, tradeoffs — in plain language. You know what’s at stake and never feel rushed.

We run a “what-if ” playbook in advance. You’ll know what’s coming, what matters, and what’s noise. When offers arrive, we’re steps ahead with a calm, confident plan.

Silence after showings can be louder than criticism

We don’t leave you wondering. After every showing, we translate feedback into actionable insight. You always know where you stand, and we guide any needed changes.