Built it? I'll help you sell it out.

Is this you?

You have a finished or near-finished townhome or small condo project on the Peninsula — two units or twelve — and you need a listing agent who understands new construction, not just resale. The build is done. The question now is sell-out: what to price the units, how to sequence the release, and how to reach the buyers who are actually in the market right now.

Or you are a few months from completion on an infill project and want to get the marketing foundation in place early — positioning, collateral, and a broker outreach plan that generates momentum before the first unit is ready to show.

Either way, you need someone who knows the Silicon Valley buyer, understands how new construction is priced and absorbed in this market, and can manage the sell-out from first showing to final close without requiring you to run point on every detail.

How I help

Pricing the release

New construction pricing starts from a different place than a resale comp analysis. Buyers assign a premium to new construction — clean finishes, warranty coverage, no deferred maintenance, no negotiating around another owner's life choices — but that premium is not unlimited, and it shifts with inventory levels and interest rate sentiment.

I analyze active resale competition in your submarket alongside recent new construction absorption data to set an opening price that generates contract velocity without leaving margin on the table. For multi-unit releases, I model a phased strategy: lead units that anchor buyer perception, price laddering as units move, and adjustment triggers tied to absorption pace. The goal is a sell-out that maximizes your return and keeps the project moving on schedule.

Marketing the community

A new development needs a coherent story before it needs a listing. That means positioning the project clearly — what makes this address worth the premium over a resale two blocks away, who the buyer is, and what the community offers that existing inventory does not. I write that story and build the collateral package around it: project name and identity, sales materials, digital presence, and on-site signage that holds up through the sell-out period.

Broker outreach is where deals happen. The Peninsula buyer market runs on relationships — active agents who know which buyers are ready to move and what they are looking for. I tap those relationships directly at launch and stay in front of the agent community throughout the sell-out. I also run targeted digital campaigns to Peninsula buyer pools identified through my listing and marketing work. My exclusive marketing approach applies here: the right exposure to the right audience, not maximum volume.

The recent sale at 3720 Feather Lane in Palo Alto — under contract in five days, above list — reflects the same sell-side discipline I bring to new development work: rigorous pricing, strong pre-market positioning, and an active buyer pipeline ready at launch.

Release sequencing

For projects with more than a handful of units, release sequencing is its own discipline. Putting every unit on the market at once compresses buyer urgency and can flatten pricing. A staged approach — releasing a strong lead unit or two first, building absorption data, then opening the next phase as contracts come in — creates a tempo that buyers and agents respond to. It signals demand. It also gives you the flexibility to adjust pricing between phases based on what the market is actually doing, rather than committing your entire inventory to a number you set six months before completion.

I structure the release plan before the first showing, not after. That means deciding in advance which units lead, which hold, and what the triggers are for moving to the next phase. When absorption runs ahead of projection, you want a plan that captures the upside rather than one that leaves it behind.

Managing the sell-out

A multi-unit project has moving parts that a single-family transaction does not: multiple purchase contracts often running simultaneously, buyers at different stages, a developer timeline that does not pause for slow escrows, and HOA disclosures that need to be in order before any unit can close. I manage the sell-out as a coordinated process, not a series of independent transactions.

That means staying on top of every open contract, keeping your attorney and title team moving, and giving you a clear weekly picture of where each unit stands — what is in contract, what is in escrow, what is still available, and what the pipeline looks like. When a deal stalls, I address it directly. When a unit opens back up, I am back on the phone with buyers and agents the same day.

Helpful resources

Common questions

Will you represent a small multi-unit development, not just a single home?

Yes. My work includes townhome releases, small condo projects, and infill developments — not just single-family resales. If you have built two units or twenty, the fundamentals are the same: the release needs to be priced correctly for the market, marketed to the right buyer pool, and managed through close with the same rigor a single-family sale demands. I structure the engagement to fit the project size and sell-out timeline.

How do you price a new-construction release for absorption?

New construction pricing is a different analysis than resale comps. I look at what active resale inventory is doing in the same submarket, then layer in the premium buyers assign to new construction — finishes, warranty, and the absence of deferred maintenance. From there, I model a phased release strategy: lead units priced to generate momentum and early contracts, with pricing adjustments as absorption data comes in. The goal is velocity without leaving money on the table.

What does marketing a new community involve?

Marketing a new community goes well beyond a single MLS listing. It starts with positioning — naming the project clearly, writing the story of the community, and creating collateral that makes a strong first impression with agents and buyers. From there, it involves a coordinated broker outreach campaign (agents move inventory; relationships matter here), targeted digital marketing to Peninsula buyer pools, and a signage and on-site presence strategy. I maintain an active buyer pipeline from my listing and marketing work, and I tap that network at launch.