Project No. 001 · Issued for listing consultation · BP-100
The Blueprint. Omar Murillo's strategic plan to sell your Bay Area home
The strategic plan to sell your home. Sixteen sheets — price precisely, present flawlessly, market aggressively, communicate proactively, negotiate relentlessly.
We promise to price precisely, present flawlessly, market aggressively, communicate proactively, and negotiate relentlessly, so your home sells for top value, in the shortest time possible.
4Communicate proactivelyConsistent updates, zero surprises
5Negotiate relentlesslyEvery dollar defended at the table
We measure our success by tracking
No.
Metric
What it tells us
01
Daily listing views & saves
Monitoring online traffic and buyer engagement
02
Inquiries & showings
Ensuring interest translates into real visits
03
Open house sign-ins
Capturing buyer leads and feedback
04
Offers received
Evaluating quality and strength
05
Days on market vs. area median
Selling faster than the competition
Every promise we make is backed by measurable results, so you can feel confident every step of the way.
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Market snapshot & positioning
When it comes to selling your home, proper positioning is everything. Buyers look at comparable sales, active listings, and market trends to decide what feels like a fair value. If your home is priced too high, it risks sitting on the market and losing momentum. If it's priced competitively, it attracts more attention, brings in more showings, and creates stronger offers.
Micro-market stats · sample data, for illustration only
$1.5MMedian list price
$1.65MMedian sales price
8Days on marketMedian
110%List-to-sale ratioOf ask
4Active listingsCompeting inventory
3Pending salesCompeting inventory
Figures shown are an example of our micro-market analysis — not specific to your home. Your report is built from your neighborhood's data.
Why positioning matters
Every market condition is different, which is why we analyze the micro-market data like days on market, list-to-sale ratios, and competing inventory to give you the best possible recommendation. The goal is simple: position your home so it stands out, drives demand, and sells for top value.
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Target buyer profile & messaging
Every home has a story, and every buyer has unique needs. Our job is to connect the two. By analyzing who is most likely to buy your home, whether it's families looking for great schools, professionals seeking convenience, or lifestyle buyers drawn to nearby parks and trails, we craft messaging that speaks directly to what they value most.
AFamiliesStrong schools · Safe neighborhoods · Space to grow
BProfessionalsCommute options · Modern amenities · Low-maintenance living
CLifestyleWalkability · Parks & trails · Dining & community
How we apply it
We match the tone, channels, and imagery of your marketing to the buyer most likely to fall in love with your home, so it stands out, attracts more tours, and generates stronger offers.
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Property audit & value plan
Every home has a pricing range, from the least attractive in the neighborhood to the best. Our goal is to position your property at the top of that range by focusing on curb appeal and presentation. A little effort can go a long way. Whether it's a quick refresh or a full remodel, we guide you step by step to maximize your return, no matter your budget or your home's current condition.
Presenting your home in the best possible light
4.01Curb appealLandscaping refresh
4.02PaintFresh, neutral paint
4.03LightingModern, updated fixtures
4.04KitchenSimple to complex updates
4.05BathroomsRefinishing & improvements
4.06YardClean and tidy outdoor spaces
High-ROI prep schedule · example ranges, varies by home
No.
Item
Example range
01
Landscaping & exterior touch-ups
$500 to $2,000
02
Interior painting
$2,000 to $5,000
03
Lighting upgrades
$500 to $2,000
04
Kitchen improvements
$3,000 to $30,000
05
Bathroom updates
$1,500 to $15,000
06
Staging
$2,000 to $6,000
Ranges shown are examples only. Actual costs vary house to house based on size, condition, scope, and finishes.
A little goes a long way. We'll guide you in maximizing value at every budget.
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Pricing strategy
Pricing a home is both an art and a science. A Comparative Market Analysis (CMA) allows us to identify the best comparable sales, active listings, and pending homes. This tells the real story of the market's pulse. By reviewing these facts together, we can make common-sense decisions that resonate with today's highly educated buyers.
CMA snapshot
01Recent salesClosed homes that set the pricing baseline
02Pending salesThe strongest indicator of current demand
03Active listingsThe competition your home will face today
Recommended pricing options
1Market competitive pricePositions your home directly against the strongest comps to drive solid activity
2Strategic aggressive priceSlightly below competition to maximize tours and encourage multiple offers
3Aspirational priceAbove comps, testing the market while monitoring response closely
Decision gates — we monitor
Showings per week · Online views & saves · Buyer feedback · Offers (or lack thereof). If early activity misses these benchmarks, we pivot quickly to maintain momentum and protect your selling position.
Facts + strategy = power. We price to attract demand, not chase it.
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Visual assets & storytelling
We don't skimp on the most important part of selling your home, how it looks to the market. Every listing receives a full suite of professional visuals and a lifestyle story that makes buyers imagine themselves living there. Presentation is everything, and we make sure your home puts its very best foot forward.
Asset schedule, included with every listing
01Professional photographyMagazine-grade stills of every key space
02Floor plan / schematicsSo buyers understand the layout at a glance
033D / virtual tourImmersive walkthroughs from anywhere
04Listing filmA cinematic story of the home and its lifestyle
05Drone photography*Site, lot, and neighborhood context from above
06Social media reels & storiesNative content built to travel and get shared
08Dedicated property websiteYour home's own address online
*Drone / aerial coverage is subject to FAA airspace restrictions (e.g. near airports). Where a permit isn't feasible, we substitute elevated-pole or other aerial-style imagery.
Every home deserves world-class visuals. That's our standard.
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Distribution & launch plan
The first week on the market is the most critical. Our goal is to create maximum exposure right out of the gate, ensuring your home is seen by the widest audience possible. We execute a proven launch plan that combines MLS syndication, targeted outreach, and high-impact marketing tools to generate momentum and early demand. And while we're a local boutique firm, our in-house relationship with the SIDE network gives your home pre-market exposure across hundreds of partner brands nationwide.
Launch week sequence
Step
Channel
What happens
Pre-market
SIDE network
Pre-market reach via our in-house SIDE network — hundreds of brands nationwide
Step 1
MLS syndication
Instant distribution to every major portal
Step 2
Focused email blasts
Targeted buyer and agent databases
Step 3
Social media campaign
Reels, stories, and paid promotion
Step 4
Real estate network
Direct outreach to top local agents
Step 5
First open house
An event, not just a showing
We monitor activity daily
Views & saves · Inquiries & showings · Open house sign-ins · Offers received
The first week is everything. We launch strong to capture maximum attention.
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Communication & feedback loop
Clear, proactive communication is the foundation of our service. We keep you fully informed with consistent updates on how your home is performing in the market, so there are never surprises, only smart decisions based on real data.
Service cadence
8.01Showing feedbackPrompt updates after every showing
8.02Weekly reportsTracking online views, saves, and inquiries
8.03Open house recapsAttendance and buyer feedback after every event
Decision triggers — if the data calls for it, we act
T1Price adjustmentIf activity or offers fall below benchmarks, we reposition quickly, before momentum is lost.
T2Marketing refreshRevamped photos, new ad copy, or additional exposure strategies to re-energize interest.
T3Showing strategyMore frequency, targeted timing, or new engagement tools to put buyers in the door.
You'll always know what's happening, and what we're doing about it.
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Showing, security & access
We make sure your home is accessible to qualified buyers while keeping your comfort and security top of mind. Every showing is carefully monitored and managed to ensure your property is respected and secure.
Access protocol
01Smart lockboxBoard-approved, secure combo box accessible only by licensed Realtors®.
02ID verificationEvery agent must identify themselves before showing access is granted.
03Showing windowsCoordinated times to minimize disruption and ensure your comfort.
04Open-house rulesManaged events with clear house rules, lights off, doors locked, shoes removed if requested.
Accessible to qualified buyers. Protected at all times.
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Negotiation strategy
The negotiation phase is where thousands of dollars can be gained, or lost. It takes an experienced Realtor® to maximize your sales price while protecting your interests.
The four instruments
10.01Offer comparison matrixEvery offer laid out side by side: price, terms, contingencies, financing strength, and your true net.
10.02Counter-strategyStructured counters that protect your price and terms while keeping strong buyers engaged.
10.03Appraisal supportA comp package delivered directly to the appraiser to defend your contract price.
10.04Scenario planningPlaybooks prepared in advance for multiple-offer, single-offer, and slower-market situations.
Experience matters. Negotiation is where we maximize your results.
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Compliance & disclosures
Disclosures are one of the most important parts of selling your home. As a seller, no one expects you to be a professional home inspector, but it is expected that you share what you know. The golden rule is simple: over-disclose rather than under-disclose. This protects you from future liability and builds trust with buyers.
Natural Hazard Disclosure, plus Lead-Based Paint Disclosure for homes built prior to 1978
Wildfire
Wildfire compliance disclosures (in applicable areas)
Our practice
1Transparency firstMention everything, from noisy pets or trains to leaky faucets.
2Order inspections earlyHome, roof, and termite inspections ordered upfront to build confidence.
3Additional reports as neededStructural, foundation, sewer, or others if red flags appear.
4Mitigate riskFull disclosure prevents disputes, protects you legally, and ensures a smoother closing.
The safest deal is a transparent deal. Over-disclose, never under-disclose.
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Home preparation & remodeling
We specialize in home preparation services, with a full breadth of options to maximize the sale of your home. From minor touch-ups, maintenance, and repairs to complete house remodels, we manage the entire process so your home reaches the market at its full potential.
Scope of work, three levels
12.01RefreshTouch-ups & repairs · Maintenance items · Deep cleaning
In many cases, we can cover the full cost of preparing your home, so you maximize its value with no out-of-pocket expense. Here is how it works:
Step 1Walkthrough & scopeWe assess your home's needs and define the work that will return the most value.
Step 2Bid & approvalWe obtain a bid for the work. Nothing moves forward until you agree to the amount.
Step 3We cover the workIn many cases, the full extent of the remodel is covered by us, with zero finance charges.
Step 4Reimbursed at closingCosts are simply repaid from seller proceeds once escrow closes. Nothing before, nothing extra.
Maximize your home's value. Zero out-of-pocket. No upfront cost · No finance charges · Settled at close of escrow.
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Old school × new school
I started this business young, mentored by my parents, real estate brokers for more than 40 years. I learned it the traditional way, in a family brokerage: hard work, phone calls, relentless follow-up, and the belief that if you treat people right, business follows. I am also a product of the modern era, and I use every tool available, from artificial intelligence to cinematic video and social media, to market my clients' homes.
Spec A · Trained since 1998 — Old school
+Raised in a family brokerageMentored by brokers with 40+ years in the business
+Hard work, phone calls & relentless follow-up
+Customer-first serviceIn the tradition of “the customer is always right”
+The discipline to grindPivot, and go the extra mile when markets get tough
Spec B · Built for today — New school
+Early adopter of artificial intelligence& emerging technology
+Cinematic video, reels & social-media marketing
+Data-driven pricing& digital launch strategy
+Every modern tool at my disposalWorking for your home
Why the hybrid matters
When the market is hot, technology creates maximum exposure. When the market is tough, work ethic and follow-up win. Some agents only know one of those playbooks. You shouldn't have to choose between them, and with me, you don't.
The hybrid choice: old-school work ethic · new-school reach.
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Your Realtor® & next steps
Omar Murillo — Founder, Everhome Real Estate, Fremont, California. I have a strong team behind me, but the person you are hiring is me. You will not be passed off to an assistant or another agent. I am your main point of contact throughout this entire process, and this Blueprint is my complete, transparent plan of action to maximize the sale of your home.
01Full-time Realtor® since 1998More than 25 years of dedicated experience
02Founder of Everhome Real EstateAn independent brokerage established in Fremont in 2020
03Top 250 Latino Realtors®Consistently ranked near the Top 250 Latino Realtors® in the nation
04Top 1%Of all Realtors® in the country
05$1 billion+In personal career sales as an individual Realtor®
06$250 million+ per yearEverhome Real Estate sales across the Bay Area
