It was an estate sale, a circumstance that can sometimes lead buyers to expect a discount. But we know the Brookline market like the back of our hand—and more importantly, how to position a property so it sells quickly and competitively.
When we walked through 12 Gibbs Street #2 after it had been cleared out, it didn’t show well. The walls were tired, the lighting dated, and the space lacked warmth. Many agents would have listed it as-is, hoping the Brookline market would do the heavy lifting. But we knew that with the right preparation and presentation, we could make buyers feel the value in this home—and that emotional connection would drive stronger offers.
So what did we do to drive the competition?
Step One: Small High Impact Updates Without Overspending
For under $5,000, we repainted the entire unit, replaced select light fixtures, and rethought how each room was presented. The result? The condo felt brighter, more valuable, and was ready for our media team to come in.
Step Two: Market the Vision
Our in-house media team handled all photography and video, as we always do, ensuring consistency and quality. Because the unit was vacant, we also did our own virtual staging—a cost-effective, creative solution that helped potential buyers imagine themselves living there without requiring full-scale physical staging.
Step Three: Execute A Proper Sales Process
We hit the market with a clear strategy that took us through the weekend—three open houses to maximize exposure and momentum. The response was immediate: after the very first open house on Wednesday, we received an offer. Rather than accepting right away, we used that early interest to set an offer deadline, allowing the property’s full competitive potential to play out. By the end of the weekend, we had five offers in hand.
And here’s where the strategy really paid off: The buyer who submitted the very first offer came back offering more in order to secure the home. The sellers appreciated their enthusiasm and their willingness to strengthen their position—so they accepted.
Too often, listings are treated as static products—photographed, priced, and pushed online. But at 12 Gibbs Street #2, we treated the sale as a story. We understood that a small investment in presentation could yield a major return in perception, and that perception drives competition.