PART 01
Are You Ready to Sell?
Deciding to sell your home is a big move — and getting the timing right matters. Here's what to think through before you list.
The right questions to ask first:
Where are you going after you sell? Do you have a plan for your next home? Selling is only half the equation — knowing your destination helps us time the sale and negotiate better on your behalf.
1
Know Your Equity Position
Your equity is what's left after you pay off your mortgage and selling costs. If you've owned your home for fewer than 2–3 years, you may not have enough equity to cover closing costs and come out ahead. We'll run the numbers with you before you commit to anything.
2
Understand Your Tax Situation
If the home has been your primary residence for at least 2 of the last 5 years, you may exclude up to $250,000 in capital gains ($500,000 for married couples) from taxes. Consult your CPA for guidance specific to your situation before listing.
3
Get a Realistic Market Value
What you think your home is worth and what buyers will pay are two different numbers. A proper Comparative Market Analysis (CMA) — not a Zillow Zestimate — will show you what similar homes have actually sold for in your neighborhood in the last 90 days.
St. Louis context: The market is highly hyper-local. What's happening in Kirkwood may be very different from Ballwin or South City. Neighborhood-level data matters far more than county-level stats. This is where we earn our keep.
PART 02
Pricing Your Home Right
Pricing is the single most important decision you'll make as a seller. Get it right and you sell fast at top dollar. Price too high and you'll sit on the market — and a home that sits gets stigmatized.
The listing price sets the tone. Buyers and their agents watch days on market closely. A home that's been sitting for 45 days with two price reductions looks very different to a buyer than a home that went under contract in 10 days. First impressions in real estate are measured in hours, not days.
1
The CMA (Comparative Market Analysis)
We'll pull recent sales of similar homes within a half-mile radius — similar size, age, condition, and features — to determine what buyers are actually paying right now. This is what a licensed appraiser does, and it's the most accurate pricing tool available before you list.
2
Pricing Strategy by Market Condition
In a seller's market (low inventory, high demand), pricing at or slightly below market can create a bidding war and drive the final price above asking. In a balanced or buyer's market, pricing accurately is critical — you don't want to chase the market down with price cuts.
3
The Appraisal Factor
Even if a buyer agrees to pay your asking price, their lender will order an independent appraisal. If the home doesn't appraise, the deal can fall through — or the buyer will renegotiate. Pricing within appraised value protects the deal from unraveling at the finish line.
PART 03
Preparing Your Home to Sell
You don't need to renovate your home to sell it — but you do need to present it well. Here's how to think about what's worth doing and what to skip.
✓ Do These — High Return
- Deep clean everything — including baseboards, vents, and light fixtures
- Fresh neutral paint in main living areas
- Declutter and depersonalize — remove family photos, excessive furniture
- Landscape and curb appeal — mow, mulch, power wash
- Fix obvious deferred maintenance (leaky faucets, sticking doors, torn screens)
- Replace burnt-out bulbs; maximize light everywhere
- Clean carpets or replace if truly worn
- Professional photography (we arrange this)
✗ Skip These — Low Return
- Full kitchen remodel — buyers want to pick their own finishes
- Adding a pool or major outdoor feature
- New roof unless it's actively leaking (handle via price or credit)
- Finishing the basement for the sale
- New HVAC unless it's completely failed
- Over-improving for the neighborhood (price ceiling exists)
- Installing new flooring throughout
Staging matters more than you think. Staged homes sell 73% faster and for 1–5% more than unstaged homes, according to NAR data. You don't need a full staging company — strategic decluttering, furniture arrangement, and a few key accessories go a long way. We'll walk through your home and give you a specific prep list.
PART 04
The Selling Process — Step by Step
1
Weeks Before Listing
Pre-Listing Consultation
We walk through your home, run the CMA, and give you a specific action list. We'll agree on a pricing strategy and a timeline that works for you.
2
1–2 Weeks Before Listing
Prep, Photography & Listing
Home is prepped and staged. Professional photos taken (we coordinate this). Listing goes live on MLS, Zillow, Realtor.com, and all syndicated sites. Open house scheduled if appropriate for your market segment.
3
Days 1–14 on Market
Active Showings
This is the critical window. Buyers are most interested when a home is new to the market. We track showing feedback and report to you regularly. If you're not getting offers, we'll make an adjustment before momentum dies.
4
Offer Received
Reviewing and Negotiating Offers
We break down every offer — not just the price. Contingencies, financing type, closing timeline, and earnest money all affect the quality of an offer. We'll present all offers, explain the tradeoffs, and recommend a negotiation strategy.
5
Days 1–10 Under Contract
Inspection Period
The buyer hires an inspector. You'll likely receive an inspection response requesting repairs or credits. We help you evaluate what's reasonable vs. what to push back on — and we know the difference between a deal-killer and a normal ask.
6
Days 10–30
Appraisal & Financing
The buyer's lender orders an appraisal. If the home appraises at or above the purchase price, you're clear to proceed. We'll monitor the buyer's financing contingency timeline and ensure everything stays on track.
7
Closing Day
The Close
You'll sign seller documents — usually without needing to be physically present in Missouri (many closings are done via mobile notary). You receive the net proceeds from the title company, typically by wire within 24 hours of closing.
PART 05
The True Cost of Selling
Sellers are often surprised by how much it costs to close a deal. Here's an honest breakdown on a $350,000 home — adjust proportionally for your price point.
| Cost Item | Typical Amount |
|---|---|
| Agent commission (buyer's agent + listing agent — negotiable per NAR Settlement) | $14,000–$21,000 |
| Title insurance (seller's policy) | $800–$1,400 |
| Transfer taxes & recording fees (Missouri) | $200–$400 |
| Prorated property taxes (your share through closing date) | Varies by municipality |
| Inspection repairs / credits to buyer | $0–$5,000+ |
| Closing cost concessions to buyer (if negotiated) | $0–$5,000+ |
| Home warranty (if offered) | $400–$600 |
| Mortgage payoff (your remaining balance) | Varies |
| Approximate total closing costs (before mortgage payoff) | 6–10% of sale price |
What you'll actually net: Your net proceeds = Sale price − mortgage payoff − total closing costs. We'll prepare a Seller Net Sheet before you list so you know exactly what you'll walk away with — no surprises at the closing table.
On commission structure (post-NAR Settlement, August 2024): The landscape changed. Commission is now more openly negotiated. Buyers have signed Buyer Representation Agreements specifying their agent's compensation. We'll walk you through exactly how this works and what it means for your net — the structure is more transparent now, which benefits sellers who understand it.
PART 06
Common Seller Mistakes to Avoid
1
Overpricing at Launch
The most common and costly mistake. You can always drop the price, but you can never recover the excitement of a new listing. Overpriced homes linger, attract lowball offers, and often sell for less than they would have if priced correctly on day one.
2
Being Present During Showings
Sellers in the house during showings make buyers uncomfortable and rush them out. Buyers can't picture themselves living there when the owner is standing in the kitchen. Leave the house for every showing — every single one.
3
Letting Emotions Drive Negotiations
You've lived in this home. You have memories here. That's real — but buyers don't share those feelings, and they shouldn't affect what you'll accept. Negotiating based on emotion instead of data leaves money on the table or kills deals unnecessarily.
4
Not Disclosing Known Issues
Missouri requires sellers to disclose known material defects. Failing to disclose — even unintentionally — can expose you to legal liability after closing. When in doubt, disclose. A disclosed issue rarely kills a deal; a discovered issue almost always does.
5
Accepting the First Offer Without Strategy
In a strong market, accepting an offer immediately signals to the buyer that they may have offered too much — and it prevents other buyers from submitting competing offers. We'll advise you on whether to respond quickly, counter, or let it sit briefly to maximize leverage.
6
Skipping Professional Photography
Over 95% of buyers start their search online. Your photos are your listing's first showing. Dark, blurry, or cluttered photos turn buyers away before they ever walk in the door. Professional photography is non-negotiable — and we include it as part of our service.
7
Over-Improving Before Listing
Money spent on full kitchen remodels, new pools, or finished basements before a sale rarely comes back at closing. Each neighborhood has a price ceiling — you can't renovate above it. We'll tell you what actually moves the needle vs. what you'll spend without return.
Missouri Seller Disclosure Note: Missouri law requires sellers to complete a Seller's Disclosure form covering known material defects including water intrusion, HVAC issues, structural problems, and more. This is a legal obligation, not optional. We'll walk you through the form and help you fill it out accurately.
PART 07
How We Help You Sell
The Mollerus Collection
Shawn & Megan Mollerus · Coldwell Banker Realty Gundaker
Shawn and Megan Mollerus bring a rare combination of high-level strategy and local expertise to St. Louis real estate. Megan's background in corporate analytics and finance gives sellers a clear, data-driven edge in pricing and positioning. Shawn's negotiation skills and deep knowledge of the market ensure every move is confident and competitive.
We don't operate as a traditional team where one person hands you off to another. We work side by side on every listing — so nothing gets missed and every decision is made with intention.
- →Pre-listing walk-through: specific prep list, honest assessment, pricing strategy
- →CMA and pricing analysis: we show you what the data says — not what you want to hear
- →Professional photography: coordinated and included in our service
- →MLS listing + full syndication: Zillow, Realtor.com, and 100+ sites
- →Showing management and feedback: we tell you what buyers are saying
- →Offer strategy and negotiation: two people analyzing every offer, every term
- →Inspection response guidance: we know what to concede and what to push back on
- →Contract-to-close coordination: we manage the timeline and communicate every step
Call or Text
Team: 314-614-3686 · Office: 314-965-3030
Email
shawn.mollerus@cbrealty.com · megan.mollerus@cbrealty.com
Website
www.molleruscollection.com
Coffee's on us ☕
Thinking about selling? Let's sit down, walk through your numbers, and tell you exactly what your home is worth in today's market. No pressure — just honest advice from two people who know this market cold.