Listing With Me

Every home has a price range.
My job is to get you the top of it.

A look inside the pricing strategy, marketing system, and partnership that goes into selling a home for the most money, in the least amount of time — built specifically for sellers in Saint Augustine and the First Coast.

David Ashworth  ·  REALTOR®  ·  Coldwell Banker Vanguard Realty
David Ashworth and team, Coldwell Banker Vanguard Realty
Top of the Range, Every Listing
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01 — Pricing Reality

There's no such thing as "the right price." There's a range.

Appraisers agree — fair market value isn't one number, it's a range of about 6%. Put three appraisers in front of the same house on the same day and you'll get three different numbers. That's not a flaw. It's how real estate actually works — and it means where you land inside that range is almost entirely up to strategy.

Example — a $400,000 home
Bottom of range$390,000
Top of range$410,000
$0
The difference, in your pocket, between the bottom and the top of the very same range.

My entire strategy — merchandising, marketing, pricing, and negotiating — is built around one goal: landing you at the top of your range, not the middle, and never the bottom.

02 — The Strategy

Four things determine where in that range you land.

Handle all four well and you land at the top. Miss even one, and you settle for less than your home is worth. Here's how I approach each one.

01

Merchandising

Properly presenting and staging your home to showcase its best features and maximize price.

02

Marketing

Reaching the widest possible audience of qualified buyers — and making sure your home isn't overlooked.

03

Pricing Strategy

Using real-time, 21st-century market data to price for maximum return, not a guess.

04

Negotiating

Skillfully navigating offers and counteroffers to secure the best possible price for you.

Key 01 — Merchandising

Builders spend six figures merchandising homes they'll never live in. There's a reason.

They don't furnish, stage, and upgrade model homes out of generosity — they do it because it works. The right presentation creates demand, and demand brings the money back to them, many times over.

I use the same principle on your home: a room-by-room merchandising checklist, and hands-on help getting it done — not just a list you're left to figure out on your own.

$3returned for every
$1 invested
$3 : $1
Return on Merchandising Investment
Guided walkthrough & checklistIncluded
Vendor recommendationsIncluded
Staging & photo-readiness planIncluded
Internet~90%+ of buyers
MLS100% of agents
Yard SignLocal passersby

Buyers typically tour just 4–6 homes before deciding.

YouWin———————————————

Key 02 — Marketing

There are only three ways to market a home. Every broker uses all three.

Reach is table stakes — internet, MLS, and yard signs cover the same ground no matter who lists your home. The real difference is positioning.

According to the National Association of REALTORS®, most buyers look at only 4–6 homes before making a decision. If yours isn't in that shortlist, it doesn't matter how good it is — it's invisible. Every piece of my marketing plan exists to put your home in that first look.

Key 02, continued — Insider View™

Our marketing engine. Nobody else in this market runs it.

Insider View is Coldwell Banker Vanguard Realty's proprietary marketing system — and I put every piece of it to work on your listing, from day one.

◎

Zillow Media Experts

HDR photography, wide distribution across Zillow's entire network, and 7 days of boosted premium placement — plus buyer-tested, interactive floor plans and a digital walkthrough buyers control themselves, not a passive video.

93% linger longer w/ floor plans81% more likely to tour
◈

Zillow Showcase

Our top-of-the-line Zillow placement — reserved for listings agencies are willing to invest in. It measurably outperforms standard listings on every engagement metric that matters.

+10% faster to pending+2% higher sale price
✦

InstaAssets — Social Reach

Clean, on-brand social and email assets that put your home in front of buyers on Facebook and Instagram — covering every base, not just the internet search.

▣

Single Property Website & QR Connect

A dedicated website for your home — not a paper flyer that sends buyers straight to your competition online. Our exclusive QR Connect sign rider captures buyer info in real time, so I can follow up while they're still standing in your driveway.

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List-to-Sale Price
0
Avg. Days on Market
40 days
Our average, vs. 100+ market-wide
98%
Of list price, on average
$7,000+
More, on the average priced home

All figures reported directly by Zillow, comparing Showcase listings to similar non-Showcase listings.

Key 03 — Pricing Strategy

Most agents still price like it's the 20th century.

Guess a number, list it, wait — and cut the price weeks later if nothing happens. By then, the listing looks "shopworn." Buyers assume something's wrong, and it drops further back in every search. I use a data-driven approach instead.

1

Premarket & Test

Your home goes live in "Coming Soon" status first — days on market don't count, and we get a real read on buyer response before the clock ever starts.

2

Adjust Without Consequence

If the data says we should fine-tune the price, we do it quietly — before your listing is ever exposed to the wider market.

3

Go Active, Fully Armed

We enter the market at the right price, with Insider View running at full strength and Zillow re-notifying every interested buyer.

4

Weekly ProAdvisor Reporting

My proprietary ProAdvisor report tracks exactly how many homes are competing with yours and how the market is really responding — decisions based on data, not guesswork.

~1% more
Average sale price lift from a Coming Soon test period

It's easier to come down in price than to go up. And the market — not a guess — will tell us if the price is right. Testing first means fewer surprises and fewer big adjustments later.

Your Net.
Not My Numbers.

Key 04 — Negotiating

Volume isn't the same thing as skill.

A lot of agents will tell you how many homes they sold last year. That number tells you how busy they are — not how well they negotiate for their sellers.

I'd rather help fewer people well than pad a volume number. When we get to the table, I'm negotiating for your net proceeds, not my year-end stats. I also avoid working with inexperienced agents on the other side whenever possible — because their inexperience becomes your risk.

The Backing

Coldwell Banker Vanguard Realty

A global brand with local roots — the combination that gives your listing both reach and personal attention.

Coldwell Banker — Global

Over a century of name recognition buyers already trust.
100,000+Agents worldwide — one of real estate's largest sales networks.
125+ yrsA brand name in real estate longer than almost any other.
+19%Coldwell Banker's average sale price vs. the national (NAR) average.

Coldwell Banker Vanguard Realty — Local

Locally owned, locally invested, in tune with this market.
45+ yrsIn business, locally owned and operated on the First Coast.
$1B+In homes sold every year across our market.
LocalDeep local market expertise and a tailored, personal approach to every client.
The Partnership

What working with me actually looks like.

Selling your home well takes a real partnership — here's what I bring, and what that partnership looks like in practice.

01

Personalized Approach

I tailor my services to your unique needs, timeline, and goals — not a one-size-fits-all playbook.

02

Constant Communication

Weekly updates on the data, the market, and where we're headed — you're never left wondering what's happening.

03

Market Expertise

I'm immersed in this market every day, full-time — I know when it's quiet and when it's ignoring a listing.

04

Negotiation Skill

Experience at the table, focused the whole way through on securing the best possible terms and price for you.

My Job

  1. Expose your home to the entire market through Insider View.
  2. Listen closely to what the market tells us — and act on it.
  3. Report back to you honestly, every time, whether the news is good or not.

Your Job

  1. Be the employer — you're hiring me to accomplish what you need done.
  2. Set the initial price where you're comfortable, with my data to guide the conversation.
  3. Make the calls, on your home, your terms, your timeline.
Let's Get Started

Ready to see what your home could sell for at the top of the range?

Let's talk. I'll walk your home, build a pricing strategy backed by real data, and show you exactly how Insider View will market it from day one.

David Ashworth, REALTOR, Coldwell Banker Vanguard Realty
David Ashworth
REALTOR® · Coldwell Banker Vanguard Realty
Saint Augustine, FL
Call (904) 909-8904 Email David Text David Back to Ashworth Luxury