The Dear Home Seller
Every Listing Has an Opportunity.
The Listing Leader Method is how I sell a home: Preparation, Pictures, Price and Presentation, decided together before it goes live. I’m Joe Deardurff, a Chicago real estate broker with Keller Williams ONEChicago, and it starts with a written pricing opinion.
Four Elements. One Carefully Positioned Home.
Preparation. Prepare the Property to Compete.
Not every home needs a renovation.
The strongest listing begins long before it goes live. I evaluate your home through a buyer’s eyes and identify what can strengthen its market position.
Pictures. Make the First Impression Count.
Photography isn’t simply documentation. It’s marketing.
Before a buyer walks through your front door, they will likely encounter your home online. In today’s market, the showing often begins on a screen.
Price. Position the Property Strategically.
Price isn’t just a number.
It is a positioning decision. The goal is to understand what that number communicates to the market.
Presentation. Make the Entire Listing Experience Work Together.
Why this home?
A great home deserves a great presentation. Every element of the listing should tell the same story and answer that one question.
Position Before You Promote
Months With No Offers.
Under Contract in Two Days.
The seller came to me by referral after pulling this townhome-style condo in Crystal Lake off the market. It had sat for months with another agent: few showings, no offers.
Relisted under the Listing Leader Method at $279,990, it was under contract in two days and sold for $290,000, above asking.
“He answered all my questions and explained everything thoroughly. He helped me price competitively and sold my condo in less than a week!”
Emily L., Oak Lawn
Lake View, Condo.
Sold in 2022 and again in 2025, timed so the owners’ equity could carry over to new construction a mile away.
Evanston, Condo.
An owner’s first condo, and a first-time buyer who fell for it at the first showing.
What Is Your Home
Actually Worth?
Send me your address and I will send you a written pricing opinion, built first on what closed near you, within two days.
Questions Sellers Ask Me.
What is my home worth?
I build it first from homes like yours that have closed nearby, then adjust for what makes yours different, and put it in writing for you.
How do you set my list price?
The pricing opinion is where I start. From there I weigh the homes you will compete with, how buyers are behaving and your objectives, because the list price is a positioning decision.
Do I need to renovate before I sell?
Not every home needs a renovation. Not every improvement is worth making. I tell you which ones are worth it for your home, and which to leave.
What happens in the first week on the market?
When the preparation and the photographs are right, the first days are when a home gets its strongest attention. For Karla S. in Roselle, the home went live the day after its photographs and had two offers by the end of that day.
Can I sell and buy at the same time?
Yes, when the timing is planned from the start. The Lake View condo above sold in 2025 on a timeline that let its owners’ equity carry straight over to new construction a mile away.
Your Home. Your Why.
Your Next Move.
It’s about understanding why you’re moving, what you’re moving toward, and what a successful transition looks like for you.
Of everything I do, helping someone sell their home is what I care about most.
My results come from how I list a home, and the Listing Leader Method is how I list.