Selling steps

Positioning
Every home has a price at which it feels inevitable, where the right buyer recognizes it at once as the one they have been waiting for. Finding that number means reading the house itself, the particular character of its neighborhood, and the very latest listing and sales activity across Portland, then weighing all of it against what matters most to you, so that your home arrives on the market already in its rightful place.

Presentation
The homes people fall for are rarely the ones with the most square footage. They are the ones that let a buyer drift, for a moment, into another life, imagining morning light across the kitchen, a quiet corner to read in, or friends lingering over dinner on a summer evening. My aim is to awaken that kind of daydream. To get there, I'll walk through your home with you and suggest thoughtful refinements to its presentation, allowing its best qualities to come forward in every photograph and every showing.

The Debut
When your home makes its public debut, every detail of the launch is carefully orchestrated, with beautiful marketing placed before the buyers most likely to fall in love with it, so that anticipation builds quickly and you are free to choose among the strongest offers and terms.

Selling in order to buy elsewhere?
Leaving one home often means beginning to dream about the next. We'll weigh a few different paths side by side, considering how to sequence your sale and purchase alongside your budget and timeline, and choose the one that carries you most gracefully toward what comes next.

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MARKETING your home

Every home has a story—and my job is to tell yours in a way that captures attention and creates connection.

I use a thoughtful mix of tools to maximize your home’s exposure and reach the right buyers, including:

  • Professional photography and high-quality video

  • Creative, strategic social media campaigns

  • National and local press *(when possible!)

  • Beautiful printed materials and targeted email marketing

  • Open Houses and exclusive broker networking events

This is where I get to bring my background in marketing to life—using strategy and creativity to build buzz and generate serious interest. The result? More eyes on your home, more opportunities, and ideally, the right offer at the right time.

Comparative market analysis

A CMA is a detailed report I put together using data from recently sold homes in your area—aka “comps”—that are similar in size, condition, and location to yours.

This gives us a realistic, data-backed view of what your home could sell for. From there, we’ll have an open, strategic conversation about pricing—one that allows for an “if this, then that” approach, so we stay flexible and smart in today’s market.

A cozy bedroom with a large bed covered in a white quilt, layered with a dark blanket and neutral pillows. A beige area rug is underneath the bed. There are two nightstands with lamps on each side of the bed. The room has white walls, a large window with greenery outside, and minimalist framed artwork on the wall. A ceiling light fixture is also visible.

Getting Ready To lisT

Let’s set the stage for the strongest offer and best possible terms. Before we go live, I may recommend a few repairs or cosmetic updates to help your home shine.

Even small, strategic improvements can make a big impact on a buyer’s first impression—and ultimately, on your bottom line. My goal is to help you invest wisely, so your home stands out from the moment it hits the market.

understanding your bottom line

The net sheet is your financial snapshot. It outlines the costs of selling—like commissions, closing fees, and taxes—and subtracts them from your expected sale price.

We’ll also factor in any outstanding mortgage balance or other expenses to give you a clear, realistic view of what you can expect to walk away with. It’s all about helping you plan your next move with confidence and clarity.

Alison Derse, Realtor Portland Oregon - Intimate eating area with wine and flowers surrounded by a gallery wall