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My strategy · 10 steps · written down

The playbook every vendor sees, before instruction.

Ten steps, in order, never out of sequence — from pricing strategy on day one to qualified offer assessment at the table. This page is what I hand you at the listing meeting.

A clear plan. Exceptional marketing. Maximum exposure.

Selling a luxury home requires far more than simply putting it onto Rightmove and hoping for the best.

It requires the correct presentation, the correct pricing, exceptional marketing and an agent who is proactive, experienced and personally invested in achieving the strongest possible result.

Every home is different, so every strategy should be different too.

This is how I approach every instruction.

15+
Years of experience
Ranked No. 1
Out of 1000 eXp UK agents in 2025
11th
International Agent across 29 countries
10
Award recognitions

The playbook

Eight steps, in order.

01 Understanding Your Home

Before discussing price or marketing, I want to fully understand your home.

What makes it special? What have you improved? Why did you buy it? What will the next owner love about living there?

Luxury buyers are not simply buying bedrooms and square footage. They are buying the lifestyle, the setting, the finish and the story.

My job is to understand that story and communicate it properly.
02 The Correct Pricing Strategy

Correct pricing is everything.

Price too high and the property can sit on the market, lose momentum and eventually require reductions.

Price correctly and we can create urgency, competition and ultimately achieve the strongest possible result.

I analyse recent comparable sales, current competition, buyer demand, portal pricing bands and, most importantly, what makes your home unique.

I’ll always give honest advice. My aim isn’t to win the instruction with an inflated valuation. It’s to agree the right strategy from day one.

 

03 Preparing Your Home

Presentation has a huge impact on the final sale price.

Before launch, I’ll give honest advice on how to maximise your home’s appeal.

This may include decluttering, styling, improving lighting, professional staging or highlighting key features buyers often overlook.

For homes with extensive renovations or exceptional specifications, I’ll also create a bespoke brochure detailing the investment you’ve made, helping buyers fully appreciate the value.

We don’t simply put your property into live mode.

We prepare it properly and put it into sell mode.

04 Best-in-Class Marketing

Luxury homes deserve luxury marketing.

Every property benefits from professional photography, detailed floorplans and premium marketing materials.

Video has become one of the most powerful marketing tools available, allowing buyers to experience the home before they’ve even stepped through the front door.

Our aim isn’t simply to show rooms.

It’s to create emotion and inspire buyers to arrange a viewing.

05 Creating Maximum Exposure

The major property portals are only the starting point.

Your property will benefit from exposure across Rightmove, Zoopla and OnTheMarket, alongside the additional marketing opportunities available through eXp Luxury.

Depending on the property, this may include LonRes, JamesEdition, The Wall Street Journal and other international luxury marketing platforms.

Most importantly, your home is introduced to an incredible network of over 90,000 agents across 30 countries, creating opportunities to reach buyers not only across London and the UK, but around the world.

06 Creating Momentum

You only get one opportunity to launch as a new instruction.

Before going live, we agree a clear launch strategy designed to generate excitement, enquiries and competition from day one.

This may include pre-launch marketing, direct contact with registered buyers, collaboration with trusted agents, broker events, social media campaigns and carefully managed viewing schedules.

Momentum creates interest.

Interest creates competition.

Competition achieves stronger prices.

07 Personally Managing Every Buyer

Luxury property deserves a personal service.

I remain personally involved throughout the entire process.

Every enquiry is qualified properly. Every viewing is handled professionally. Every buyer receives the time and attention required to fully appreciate your home.

You’ll receive regular updates, honest feedback and proactive communication throughout.

08 Negotiation & Sales Progression

Agreeing an offer is only the beginning.

Every buyer is fully qualified, including proof of funds, mortgage position, chain status and timescales before negotiations begin.

Drawing on over 15 years of experience, from Foxtons to CBRE and now running my own independent business, I’ll negotiate firmly on your behalf to secure not only the strongest price, but also the strongest buyer.

Once agreed, I continue managing the sale through to completion, working closely with solicitors, brokers and everyone involved in the chain to keep the transaction progressing smoothly.

Before launch

A clear plan. Exceptional marketing. Maximum exposure.

Selling a luxury home requires far more than simply putting it onto Rightmove and hoping for the best.

It requires the correct presentation, the correct pricing, exceptional marketing and an agent who is proactive, experienced and personally invested in achieving the strongest possible result.

Every home is different, so every strategy should be different too.

This is how I approach every instruction.

  • Pricing strategy agreed in writing

    Achieved-not-asking data, portal banding, sensitivity range.

    Week 1

  • Property Information Questionnaire completed

    Material information per NTSELAT rules.

    Week 1

  • EPC commissioned (if not in date)

    Booked through trusted local assessor.

    Week 1

  • "Ready for market" guide supplied

    Eight-page PDF, delivered at appraisal.

    Week 1

  • Staging consultation booked (if premium)

    With our partner stager. Optional but recommended.

    Week 2

  • Photography day scheduled

    Daytime, drone, twilight and lifestyle pass.

    Week 2

  • Cinematic HD video filmed

    Presenter-led, drone, music. No 360 tour.

    Week 2

  • Floor plans drawn

    Editorial style — colour and proportional.

    Week 2

  • 24-page printed brochure produced

    For viewings and qualified international buyers.

    Week 3

  • "Coming soon" social run

    Reels, Stories, buyer database email.

    Week 3

  • Buyer database email sent

    To qualified buyers registered with Karl.

    Week 3

  • Wednesday 6pm launch — go live

    Premium tier on all four portals + Pulse.

    Week 3