STL Home Journey
George Kindler
13 Years Experience At Your Fingertips
See the house. Build the plan. Understand the price. Launch with purpose. Watch what buyers actually do.
If you’re thinking about selling your house, I’m not going to walk through the door with a prebuilt listing presentation and spend an hour trying to convince you to hire me.
I need to see the house first.
I need to understand what you’re working with, what you’re trying to accomplish, and what the market is actually going to see when we put the house up for sale.
Then we build the plan.
Here’s what that looks like.
Our first meeting starts with the house. We walk through it together and you tell me the good, the bad and the ugly.
What’s been updated? What hasn’t? What’s broken? What have you been meaning to fix? What do you think buyers are going to love? What are you worried they’re going to notice?
I’m looking at condition, presentation and anything that could affect the way buyers perceive the value of the house.
But I’m not walking around making a giant list of everything you could fix. Anyone can do that. I’m looking for the things that may actually matter when we sell.
One of the easiest ways to waste money before selling a house is to fix things simply because somebody told you sellers are supposed to fix them.
That’s not how I look at repairs. I want to know: Is the market likely to respond positively to this improvement? And: Are you likely to get a positive return from doing it?
Sometimes the answer is yes. Sometimes the answer is no.
A dated room might be worth improving because it’s going to materially change how buyers compare your house with the competition. Another project might cost thousands of dollars and barely change what a buyer is willing to pay. Those are very different decisions.
Materially improves how buyers perceive the house. Likely positive return.
Costs money without meaningfully changing what buyers will pay.
Track it. Handle after launch without delaying everything.
The goal isn’t: make the house perfect. It’s: spend your time and money where buyers are most likely to reward you for it.
This is usually where the questions start. And there are normally a lot of them.
Ask them. You don’t need to understand the entire selling process before our first meeting, and I’m not expecting you to remember everything we discuss while we’re walking around your house.
That’s because I’m going to take the information from our meeting and do some work.
After I leave, I put together a detailed report for us to review. This isn’t just a generic CMA with three comparable sales and a suggested list price. It covers what we actually talked about.
The report gives us something concrete to work from. Instead of trying to remember a long conversation, we have a plan in front of us.
Once the report is finished, we review it together. We can meet again in person or get on the phone. That’s completely up to you.
This is where we make the actual decisions. What are we fixing? What are we leaving alone? What needs to happen before the house goes active? What can wait until later? What price gives us the opportunity we’re looking for? And what should you realistically expect when the house hits the market?
By the time we’re finished, I want you to understand why we’re doing what we’re doing. Especially when it comes to price.
I don’t want to walk into your house, announce what I think it’s worth and expect you to trust me. I want to show you the process.
I’ve learned some of my biggest lessons in real estate from getting pricing wrong. Those experiences eventually became what I call my 5-Point No Regrets Pricing Strategy.
The idea isn’t to find the highest number I can justify on paper. And it isn’t to intentionally underprice a house just so I can brag about getting multiple offers.
We’re trying to find the price that gives the market the strongest reason to act.
A comparable sale tells us more than its final sale price. I want to know how it got there.
A house that listed at $400,000, sat for two months, reduced twice and eventually sold for $370,000 tells us something very different from a house that listed at $375,000 and immediately generated competition.
Historical sales matter. But you’re not competing against houses that sold six months ago. You’re competing against the choices buyers have right now.
If they have $400,000 to spend, what else can they buy? How does your condition compare? How does your location compare? At our price, will buyers believe they’re getting value?
I’m not going to promise you a bidding war. Nobody can responsibly promise that.
So before we choose the price, I want you comfortable with this question:
If the answer is no, we need to keep talking. The strategy only works if you’re comfortable with the number we’re putting in front of the market. That’s why I call it No Regrets Pricing.
My core marketing plan isn’t complicated. Great pictures. A strong price. Launch Thursday. Make the house easy for motivated buyers to see.
It doesn’t mean those are the only things I can do to market a house. Video, social media, open houses and other exposure can all have a place.
But I don’t believe more marketing automatically creates more qualified buyers. The job of marketing is to get motivated buyers through the door. Then the house and the price have to do the selling.
This isn’t just a theory. I studied it.
I had a market study completed using 2,369 MARIS MLS transactions in the St. Louis market.
The other side: Among price-reduced listings reaching 31+ days on market, the average reduction was approximately $40,618, and only about 3% ultimately recovered enough to sell above their original list price.
That’s why I don’t want to put your house on the market just to “see what happens.” I want a plan before we launch.
Once the house is live, the market starts giving us information.
Where buyers stop moving forward gives us evidence.
In 2024, our team listed nearly 100 homes, and those properties generated more than 2,100 showings. One pattern was difficult to ignore: when the price made sense to buyers, showings kept getting scheduled and attended until the property went under contract.
Buyers don’t have to tell us they’re interested. They show us.
If your house already failed to sell, the expired listing diagnostic uses this same framework to figure out where buyers stopped — and what to change before you try again.
An offer isn’t just a number. Price matters, obviously. But so do the terms.
My job isn’t to decide which offer you should accept. My job is to make sure you understand what you’re choosing between. Then you make the decision.
Not every house goes under contract the first weekend. Not every inspection goes smoothly. Not every appraisal comes in exactly where we want it. That’s real estate.
The plan isn’t based on pretending nothing will go wrong. It’s based on having enough information to make the next decision intelligently.
If showings aren’t happening, we look at why. If showings happen but offers don’t, we look at why. If buyers repeatedly identify the same condition issue, we pay attention. If a price change suddenly produces another wave of showings, we pay attention to that too.
The market gives us evidence. We use it.
I don’t think selling your house should require you to blindly trust your agent. You should understand the plan. You should understand what we’re fixing and why. You should understand how we arrived at the price. You should know what we’re expecting when the house goes live. And when buyers start responding, you should understand what their behavior is telling us.
That’s how I work.
If you’re considering selling your St. Louis home, that’s where our conversation starts.
We’ll walk through it, talk about what you’re working with and figure out what actually deserves attention before you make the next decision.
📞 Call or Text 314.435.1087
I’m not selling you a house. I’m showing you how to think about buying or selling a house.