How we market your home

The Luxury Marketing Plan.

A comprehensive, property-specific marketing strategy that reaches the buyer your home needs — locally, nationally, and internationally.

Section 01/The Problem with Generic Marketing

Why most luxury listings underperform

A Listing on MLS Is Not a Marketing Plan.

Every licensed agent can put a home on MLS. The question is whether anyone who can actually buy your home ever sees it — at the right moment, through the right channel, with a presentation that makes them call their agent.

In the $700K–$5M segment, the buyer pool is narrow. A meaningful percentage of those buyers are relocating from out of state and haven't decided which city yet. Reaching them requires marketing that goes beyond MLS — to the networks, publications, and digital channels where high-net-worth buyers are already looking.

Section 02/What the Marketing Plan Includes

Property-specific, not templated

Every Element. Explained.

Professional photography

Property-specific photography by luxury real estate specialists. Not the same vendor used for $400K starter homes. Lighting, staging, drone, and twilight shots where appropriate.

Floor plans

Measured floor plans included in all listings. Buyers and their agents use them to pre-qualify properties before scheduling tours — and they reduce post-showing fallout from space mismatches.

Property video

Walk-through video for all listings. Aerial and lifestyle video for waterfront, golf-front, and estate properties. Critical for out-of-state buyers making remote decisions.

Drone flythrough video

Cinematic aerial and flythrough video for every listing. Establishes the property's setting, lot scale, and surrounding lifestyle context in a way static photography cannot. Essential for estate, waterfront, and golf-front properties — and for out-of-state buyers making decisions remotely before they book a flight.

Sotheby's international network

Your listing distributed to 1,100+ Sotheby's offices in 82 countries. Referral buyers from the Northeast, California, and international markets actively looking for Central Florida luxury homes.

Targeted digital campaigns

Paid digital campaigns targeting buyers by geography (California, New York, Illinois), income, life stage, and search behavior. Not general social media — campaigns built around your specific buyer profile.

MLS + 200+ syndication platforms

Full MLS listing distributed to Zillow, Realtor.com, Trulia, and 200+ additional platforms. Search visibility where buyers are already looking.

Private network & off-market exposure

Sean & Barb's direct buyer network — physicians, executives, and HNW individuals who have expressed specific criteria. Some properties find buyers before they hit MLS.

Listing description strategy

Copy written for search engines and for human buyers. Specific, factual, lifestyle-forward — not generic agent-speak. AEO-optimized so AI search tools summarize the property accurately.

Section 03/The Sean & Barb Difference

No lockboxes. Ever.

Sean or Barb Attends
Every Single Showing.

100%

Of showings attended in person. Always.

Most agents hand a buyer's agent a lockbox code and hope for the best. Sean and Barb don't. Every showing of your home is attended in person by one of them. Not an assistant. Not a team member you've never met. Sean or Barb.

A buyer's agent knows the buyer's budget. Sean and Barb know your home. Being present means they can answer questions immediately, correct misperceptions in real time, and read the room before any offer is written.

What they observe

Body language & emotional response
Facial expressions entering key rooms
Questions that reveal priorities
How long they linger in each space
Motivation level before any offer

Why it protects your equity

Know motivation before you counter
Soft counter to motivated buyer recovers more equity
Firm counter filters tire-kickers
Showing intel = leverage at the table

“The buyer who walks out asking about closing timelines is not the same buyer as one who spent 45 minutes measuring furniture. Knowing which one you're dealing with before an offer arrives is the difference between negotiating from strength and guessing.”

— Sean Spencer & Barbara Vance

Section 03b/Seller Net Sheet

Sean & Barb · Premier Sotheby's International Realty

What will you
walk away with?

Expected sale price

$850,000

$250K$3M

Total listing commission

Standard

5.5%

Preferred

Select

Loan & HELOC balance

Mortgage

HELOC

After commission & closing costs$786,250

Less loan payoff— $0

Estimated net proceeds$786,250

Estimate Only. Accuracy generally within a few hundred dollars. Does not factor in prorations, or currently due HOA fees.

Section 04/Future Tools

Coming soon

A Marketing Review Before You Commit.

◈

Luxury Marketing Plan Review

Submit your property details and receive a property-specific marketing plan outline — before you sign a listing agreement with anyone.

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Pre-Listing Photography Checklist

A guided checklist of what to prepare before the photographer arrives — organized by room and exterior area, with priority notes.

Section 05/Marketing Questions

What sellers ask

Marketing FAQ

Marketing costs are built into the commission structure and are not separately itemized to sellers. Professional photography, floor plans, and the Sotheby's network exposure are standard — not add-ons. Sean & Barb's view: a listing that doesn't reach the right buyer pool costs the seller far more than any marketing line item.

Typically 3–7 days from listing consultation to photography, depending on pre-listing preparation. Properties that need cleaning, minor staging, or landscaping work are scheduled to photograph at their best — not at the first available slot. Quality at launch matters more than speed to MLS.

Both — but in different proportions than the general market. Buyers in the $700K–$5M segment often research online first and engage an agent second. That means your online presentation — photography, video, listing description — is the first filter. Buyers who pass it then work with agents. Sean & Barb's marketing addresses both the online discovery phase and the agent network.

1,100+ offices in 82 countries, with a buyer database skewing toward high-net-worth individuals. For Central Florida luxury homes, this means your listing reaches qualified buyers in California, New York, and the Northeast — markets where $1M–$3M buys significantly less than it does in Windermere or Winter Park. The brand also carries weight with international buyers considering Florida.

Yes — particularly for the out-of-state buyer making decisions remotely. A well-produced property video allows a buyer in California to build enough confidence to schedule a flight. For waterfront properties especially, video communicates the water view, the dock experience, and the morning light in a way that photography cannot.

Ready to move forward?

Request Your Property's Marketing Plan

Before signing with any agent, know what the marketing plan actually looks like. Sean & Barb provide property-specific plans in writing — no generic templates.

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