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Seller Strategy · Saunders & Co.
The single most powerful strategy in Calgary luxury real estate. By the time your home appears on MLS, qualified buyers are already competing for it. Here's exactly how it works.
When a property goes live on MLS without pre-marketing, buyers see it for the first time simultaneously. They have no urgency to act quickly — they assume they have time. This is how listings sit unsold for weeks at declining prices.
When a property goes live on MLS after 7-10 days of targeted pre-marketing, the dynamic is completely different. Buyers who already know about the property act immediately. Buyers who discover it on MLS see activity and urgency. Both groups compete — and competition is what drives price.
The pre-MLS strategy doesn't just generate multiple offers. It generates multiple offers from qualified, motivated buyers who have been primed with professional photography, video, and agent briefings before they ever step inside your home.
Days 1–2
Professional HDR photography session, 4K cinematic walkthrough video, and aerial drone footage are completed. Lifestyle storytelling images are captured. All production assets are edited and prepared for campaign launch.
Days 3–4
Brad personally contacts 1,600+ active Alberta REALTORS® who have clients actively searching in your community and price range. This is one-to-one, professional outreach — not mass email. Agents with specific buyer matches are identified and briefed on your property.
Days 5–6
A professionally designed email campaign goes out to every qualified buyer and investor in the Saunders & Co. database who matches your property profile. This direct-to-buyer outreach creates early awareness before any public exposure.
Days 7–8
"Coming Soon" social media content builds anticipation. Targeted Facebook and Instagram campaigns begin running to qualified buyer audiences. Google Display campaigns are activated to begin reaching in-market buyers.
Days 9–10
The listing goes live on MLS with a coordinated public launch. By this point, a pool of qualified, engaged buyers already know about your property. The 4-1-2 open house strategy is executed: 4-hour Saturday public, 1-hour Sunday targeted, 2 private appointment-only showings.
The Results
40%+
of Saunders & Co. listings receive pre-launch expressions of interest from agents contacted during outreach
103%+
average list-to-sale ratio on Fish Creek corridor properties using this strategy
24 hrs
fastest sale ever — West Springs property sold conditionally before MLS launched
3–5 offers
typical multiple-offer count on well-prepared Parkland, Lake Bonavista, and luxury properties
Free Home Valuation
Get a free, confidential market analysis from Brad Saunders — Calgary's luxury real estate specialist. No obligation. No automated estimates.
Confidential · No obligation · No automated estimates