Marketing a house is two jobs at once. The first is putting it in front of every buyer who could plausibly want it. The second is making sure the agents who represent those buyers already know why it deserves a showing before they ever pull into the driveway. Here is how we do both, on every listing we take, in the order it happens.
Impressions are for August 2026, from Sprout Social, pulled 1 September 2026. Sources at the foot of the page.
01
Two weeks before it goes live
Everything starts with the pictures, so we never rush them. Professional photography, drone footage and 2D floor plans are scheduled, shot and edited first, because every other piece we make is built from them. A buyer scrolling on a phone decides in seconds, and a floor plan answers the question they would otherwise leave to wonder about.
While that is happening, we build the house its own web page, ready to publish the day it launches, and a printed feature sheet for every showing. We write the MLS remarks twice: once for buyers, and once for the agents who will be deciding whether to bring their clients. We put together a showing packet for buyer's agents, so the agent standing in your kitchen can answer their client's questions without calling us. And we cut the first short videos and outline the house's segment on our podcast, so launch day is a switch we flip, not a scramble.
A seller's option
Starting with an Office Exclusive
When it is right for the house, we can begin with a short Office Exclusive, sharing the home privately with agents inside Dave Perry-Miller before it goes on MLS. It happens only at your written direction, and it comes with real limits. Under the NTREIS rules, an Office Exclusive can be shared only within the brokerage: no yard sign, no social posts, no email blasts, no public advertising. The moment a home is marketed to the public, it has to be entered in MLS within one business day.2
For some sellers, a quiet first look is worth those limits. For most, the full launch is the better move. We will tell you plainly which we think fits your house.
02
Launch day
The listing goes live on MLS with the full photo set and every field completed, and from there it reaches the major home search sites. The same day, the property web page is published and its link goes into everything we send. Our buyer list gets an email that leads with what makes the house different, not the street address. The Dave Perry-Miller agent network hears about it directly. A Just Listed mailer goes out to the surrounding neighborhood, because the people most likely to know a buyer for a house are often the ones who live around the corner. And the first videos go up.
03
The first two weeks
This is when a house has the most attention it will ever have, so we fill it. Early in the first week we hold an agent tour inside Dave Perry-Miller. We run a broker open for agents only on a weekday, and a public open house on the first weekend, kept separate so neither crowds the other. Agents who have walked a house pitch it differently from agents who have only seen photos.
Every listing we take is also featured on SOLD with Updike Pugh. That is not a throwaway line in a show nobody watches. Across our podcast and social media channels, our content earned more than 190,000 impressions in August 2026.1 That is an audience that already tunes in to hear us talk about Dallas houses, and it lets us show your home in a way a listing photo on a search site simply cannot.
Your house also goes into our newsletter, which has gone to our closest clients for more than ten years and reads like a recommendation from people they know. We search MLS for agents whose buyers' saved searches match your home and reach out to them directly. And we collect feedback from every showing, because the comments agents make on the way out the door are the most honest market research you will ever get.
04
Weeks three to six: checking the plan against the market
Marketing that never looks at its own results is just spending. At day 21 we sit down with you and go through what has actually happened: how many showings, what agents keep saying, and how long competing homes are taking to sell. You get our recommendation, not a pile of numbers.
Through these weeks the work keeps moving. A second email goes to our buyer list with a fresh angle rather than the same pitch twice. A second mailer goes out if the house is still available. The videos take a new angle each week. And you get a seller update report with showings, inquiries, web traffic and social reach in one place.
Day 45 is a decision point. If the feedback keeps pointing at the same objection, we deal with it directly. A targeted adjustment at day 45 is far better than a larger correction at day 90, and it is why we are so careful about the starting number in the first place. That part of the story is on how we price your home.
05
What higher price points add
Some houses need a wider net than Dallas. At higher price points, where the buyer pool calls for it, we add a printed multi-panel brochure, a full walk-through video, a feature in the magazine that goes to our top clients, and paid ads, both in print and on social media. Print placements can include the Wall Street Journal's Mansion section, the Dallas Business Journal and Park Cities People, chosen for where that house's buyer is most likely to be reading.
These homes also go into the Dave Perry-Miller luxury network and its Where Luxury Lives distribution, and onto the Luxury Portfolio International network. Dave Perry-Miller is affiliated with Leading Real Estate Companies of the World,3 a network of more than 500 firms in more than 70 countries.4 Its luxury division shows listings on LuxuryPortfolio.com, which draws views from luxury buyers in over 200 countries each year.5 When a buyer relocating from Chicago or London tells their agent they are moving to Dallas, that agent's first call is often to their partner firm here, and we reach out to those firms directly when a house launches.
What every seller gets, whatever the price
Two of us, not one agent and an assistant. A plan built for your house rather than a template with your address dropped in. And a straight answer at every review about what is working and what is not. If you want to know more about how we work with sellers in general, start with selling your home with us.
Everything we have written for sellers is on one page: Selling a home in Dallas →