Selling a home successfully starts before the listing appears online. Our process includes evaluating the property and local market, identifying preparation priorities, developing a pricing strategy, creating professional photography and marketing materials, launching the home across appropriate real estate channels, and continuing to promote and evaluate the listing after it reaches buyers.
For homeowners, much of that work happens behind the scenes.
A listing may suddenly appear online with beautiful photos, a detailed description and showing information, but reaching that point requires preparation and coordination.
At The Star Home Team, we work with homeowners throughout Northern Illinois and Southern Wisconsin to create a plan for the property before it reaches the market.
Here is a closer look at what happens.
Step 1: We Start With the Home, the Market and the Seller's Goals
There is no single listing strategy that works for every property.
A homeowner in Grayslake may be selling a completely different type of property than someone in Antioch, McHenry, Lake Villa, Kenosha or Pleasant Prairie. Condition, location, price range, competition and current buyer activity can all affect how a home should be positioned.
We also need to understand the seller's goals.
Is timing important?
Does the seller need to coordinate another purchase?
Is the property nearly ready for photography, or does it need several weeks of preparation?
Are there improvements the homeowner is considering before selling?
Before recommending a strategy, we want to understand the property and what the seller is trying to accomplish.
Homeowners who are just beginning the process can also review our complete guide to selling a home in Northern Illinois or Southern Wisconsin.
Step 2: We Determine What Should Be Done Before Listing
Preparing a house for sale does not necessarily mean remodeling it.
In many cases, cleaning, decluttering, completing manageable repairs and improving presentation can be more practical than taking on a major renovation shortly before selling.
The National Association of REALTORS®' 2025 Profile of Home Staging found that the most common recommendations sellers' agents made included decluttering, cleaning the entire home and improving curb appeal.
The same research found that 83% of buyers' agents said staging made it easier for buyers to visualize a property as their future home.
That does not mean every house needs professional staging.
It does mean presentation matters.
We may talk with a seller about:
Cleaning and decluttering
Removing excess furniture
Improving lighting
Organizing visible storage areas
Addressing minor deferred maintenance
Touching up paint where appropriate
Improving the entrance and curb appeal
Preparing rooms for professional photography
Determining whether larger repairs are worthwhile
Before investing in expensive improvements, homeowners may want to read our guide to what to repair before selling your house.
Our goal is not to make every home look brand new. It is to help determine which improvements are appropriate for that particular property, price range and local market.
Step 3: We Develop the Pricing Strategy
Price is part of the marketing strategy.
Buyers generally compare a listing with other properties available in a similar location and price range. An asking price that is disconnected from the market can make even excellent photography and advertising less effective.
When developing a pricing strategy, relevant considerations can include:
Recent comparable sales
Current competing listings
Pending sales when useful information is available
Property condition
Location
Lot and property characteristics
Improvements and updates
Current inventory
Recent market activity
Buyer behavior in the property's price range
Northern Illinois and Southern Wisconsin are not one uniform real estate market.
Conditions can differ between Lake County, McHenry County and Kenosha County, and even between nearby communities.
That is why local data matters.
Step 4: We Prepare the Home for Its Online Debut
For many buyers, the first showing happens online.
They may encounter a property while browsing listing websites, receiving an automated property alert, checking Zillow or viewing real estate content through another digital channel.
That makes the listing's visual presentation important.
Depending on the property and marketing plan, our residential listing marketing can include:
Professional photography
Video
Drone photography when appropriate
Floor plans or enhanced visual presentation
Property descriptions
Website exposure
Social media promotion
Digital advertising
Email marketing
YouTube promotion
Open house promotion when appropriate
Zillow exposure
Zillow Showcase on eligible residential listings
Photography deserves particular attention.
The goal is not to make a house appear to be something it is not. The goal is to present the property clearly and professionally so potential buyers can understand its spaces, features and overall condition.
NAR's consumer guidance similarly identifies staging, professional photography, social media, signage, open houses and competitive pricing among the methods that may be used to market a home.
Step 5: We Build the Listing Carefully
Before launch, there is also information to organize.
Property characteristics, room information, features and other relevant listing details need to be reviewed so the online listing accurately represents the home.
A strong property description should help buyers understand what makes the home notable without relying on exaggerated claims.
That might mean drawing attention to an updated kitchen, first-floor primary bedroom, finished basement, waterfront setting, large lot, workshop, recent improvements or other relevant characteristics.
The emphasis depends on the individual property.
Accuracy matters just as much as presentation.
Step 6: We Coordinate the Launch
A listing launch should be coordinated rather than treated as a single task.
The MLS listing, photography, property details and marketing materials should work together to create a consistent presentation when the home reaches the market.
That initial period is also when sellers may begin receiving showing requests and buyer feedback.
Behind the scenes, several people can be involved.
The Star Home Team uses a team structure with agents and support staff contributing to listings, marketing, transaction coordination, administration and other parts of the process.
You can learn more about how our team approach supports home sellers.
Step 7: We Expand the Home's Digital Presentation
Putting a home into the MLS is important, but our marketing process does not necessarily stop there.
We look for additional ways to help potential buyers discover and understand the property.
One tool we use on eligible residential listings is Zillow Showcase, which can provide an enhanced visual listing experience.
Sellers can learn more about how Zillow Showcase can enhance a home's online presentation.
Other marketing may include social media, video, digital advertising, email promotion, website exposure and open house marketing.
Not every marketing method is appropriate for every property, and no marketing tool can guarantee a particular sales price, number of offers or time on market.
The objective is broader and more practical: create a professional presentation and make it easier for appropriate buyers to discover the property.
Step 8: We Pay Attention After the Listing Goes Live
Launching the listing is the beginning of the active marketing period, not the end of the work.
Once buyers begin responding, the market can provide additional information.
We can evaluate factors such as:
Showing activity
Buyer and agent feedback
Online interest
New competing listings
Price changes among competing properties
New pending or closed sales
Changes in local inventory
Offers received
Those signals need context.
For example, a few days without an offer does not automatically mean a price adjustment is needed. Likewise, repeated feedback about the same issue may deserve attention.
The strategy should be based on the overall market response rather than reacting to a single comment or showing.
What About Seller Disclosures?
Preparation and marketing are only part of listing a home.
Sellers may also have disclosure responsibilities depending on the property and transaction.
Illinois and Wisconsin have different requirements.
For covered Illinois transactions, the Residential Real Property Disclosure Act requires sellers to complete a statutory disclosure report concerning material defects of which they have actual knowledge.
Wisconsin Chapter 709 provides its own residential real estate condition reporting framework for covered transactions.
Disclosure requirements, exemptions and timing can depend on the circumstances. Sellers should obtain guidance specific to their transaction from the appropriate real estate and legal professionals.
Preparing a home for marketing should never mean concealing a known property condition.
Local Marketing Matters in Northern Illinois and Southern Wisconsin
Our service area includes communities throughout Lake County, McHenry County, Kenosha County and surrounding areas.
Homes in this region can vary tremendously.
We market everything from suburban subdivisions and condominiums to rural properties, older homes, newer construction and lakefront properties.
A home near the Chain O'Lakes may have features and buyer considerations that are very different from a condominium or traditional subdivision home.
Local context helps determine which property characteristics deserve attention and how the home should be positioned relative to its competition.
The Star Home Team's Perspective
A home's marketing campaign is strongest when preparation, pricing, presentation and promotion work together.
Excellent photography cannot correct an unrealistic asking price.
Advertising cannot replace accurate property information.
Staging cannot eliminate a significant property condition.
And simply entering a property into the MLS does not replace a thoughtful marketing plan.
Our approach is to consider the complete picture.
The seller's agent remains an important point of contact, but that agent also has people working behind the scenes.
Homeowners can meet the people working behind the scenes to see how our listing, transaction, marketing, technology, administrative and management support fits together.
Frequently Asked Questions
What happens before a house is listed for sale?
Before a home goes live, the seller and listing team typically evaluate the property's condition, discuss preparation, analyze comparable properties, establish a pricing strategy, gather property information and prepare marketing materials. Professional photography and other visual assets may also be completed before the listing is launched.
Should I renovate my house before listing it?
Not automatically. Some homes benefit more from cleaning, decluttering, minor repairs, paint touch-ups and improved curb appeal than from an expensive renovation. The right decision depends on the home's condition, likely price range, competing properties, cost of the improvement and current local market.
How important are professional listing photos?
Photos are an important part of a home's online presentation because potential buyers frequently evaluate properties online before deciding whether to pursue a showing. Professional photography can help present rooms, features and the property's overall condition clearly. Photos should accurately represent the home rather than materially mislead buyers about its condition or features.
How does The Star Home Team market homes?
Depending on the property, our marketing may include professional photography, video, drone photography when appropriate, Zillow Showcase on eligible residential listings, social media, digital advertising, website exposure, email marketing, YouTube promotion and open house marketing. The specific strategy can vary by property.
Does every home need professional staging?
No. Staging can range from rearranging a seller's existing furniture and decluttering to bringing furnishings into a vacant property. NAR's 2025 research found that 83% of buyers' agents surveyed said staging helped buyers visualize a property as a future home, but the appropriate preparation strategy depends on the individual property.
What is the best time to start preparing my house for sale?
Ideally, preparation begins before photography and before the listing goes live. Starting early gives homeowners time to evaluate repairs, declutter, clean, organize and make thoughtful decisions without unnecessarily delaying the launch. Sellers considering major projects may benefit from speaking with a local real estate professional before spending money.
What happens after my home is listed?
Once the property is active, the listing team can monitor showing activity, feedback, competing listings and other market signals. Marketing may continue through digital channels, social media, email, open houses and other appropriate methods. The seller and agent can then evaluate whether the original strategy remains appropriate as new market information becomes available.
Is listing a home in Wisconsin different from listing one in Illinois?
Some parts of the marketing process are similar, but state-specific forms, disclosure requirements and transaction practices differ. Illinois has its Residential Real Property Disclosure Act, while Wisconsin has its own disclosure framework under Chapter 709. Sellers should receive guidance applicable to the state and property involved.
Preparing for a Strong Launch
The day a home appears online is highly visible, but much of the work happens before that moment.
Preparation, pricing, professional presentation, accurate property information and coordinated marketing all contribute to the way a listing enters the market.
If you are considering selling a home in Northern Illinois or Southern Wisconsin, we can walk through your property with you, discuss what may or may not be worth doing before listing and develop a marketing plan appropriate for your home and your goals.
Sources
National Association of REALTORS®
2025 Profile of Home Staging
May 6, 2025
https://www.nar.realtor/research-and-statistics/research-reports/profile-of-home-staging
National Association of REALTORS®
Consumer Guide: Marketing Your Home
https://www.nar.realtor/the-facts/consumer-guide-marketing-your-home
National Association of REALTORS®
Consumer Guide: Staging Your House for a Sale
https://www.nar.realtor/the-facts/consumer-guide-staging-your-house-for-a-sale
Illinois General Assembly
Residential Real Property Disclosure Act, 765 ILCS 77
https://www.ilga.gov/legislation/ILCS/details?ActID=2152&ActName=Residential+Real+Property+Disclosure+Act.
Wisconsin State Law Library
Real Property Law, including Wisconsin Statutes Chapter 709
https://wilawlibrary.gov/topics/realprop.php
About the Author
Susan Starwalt is the Broker Owner of Better Homes and Gardens Real Estate Star Homes and The Star Home Team, serving Northern Illinois and Southern Wisconsin. Licensed since 1998, Susan works alongside Jim Starwalt and the company's management team to support one of the region's top-producing real estate organizations.
The Star Home Team has helped more than 4,000 families buy and sell homes and is recognized as one of Illinois' leading real estate teams. The team serves buyers and sellers throughout Lake County, McHenry County, Kenosha County, and surrounding communities, providing expert guidance, local market knowledge, innovative marketing, and personalized service.
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The Star Home Team proudly serves buyers and sellers throughout Northern Illinois and Southern Wisconsin.
Licensed in Illinois and Wisconsin.
Better Homes and Gardens Real Estate Star Homes
783 N Barron Blvd
Grayslake, IL 60030
Phone: 847-548-2625
Email: info@starhometeam.com
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