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On the market · 5 steps · free · the same words a Keighbor seller reads
Why this page existsThis is the guide a Keighbor seller reads at the "List and market the home" milestone, published in full so you can read the whole job before anybody asks you to pay for help with it.
Key takeaways
You have picked a listing route and your listing is queued to go live.
Your listing appears correctly on every target portal, and the photos and details look right on phone and laptop.
The sign and lockbox are in place and you know how to use them.
Flyers are printed and showing visitors have something to take away.
Your network knows the home is on the market and has a way to share it.
1
Decide where to list
You're done when: You have picked a listing route and your listing is queued to go live.
Where you list decides who sees your home. About 83% of home sales happen through the MLS and 88% of buyers use a buyer's agent who searches it. Listing only on Zillow's FSBO section reaches a fraction of the market.
How to do it
Understand what the MLS is: the local database that agents, brokerages, and every major portal - Zillow, Redfin, Realtor.com, Trulia, Homes.com - pull from.
To get on it without hiring a full-service agent, the usual route is a flat-fee MLS service: a licensed broker in your state who lists your home for a flat fee while you handle everything else.
Search for flat-fee MLS providers in your state. They are state-specific, because MLS boards are local - a service licensed in Indiana cannot list a home in Ohio.
Compare on what the entry-level package covers, what triggers an upsell, and how long you are locked in. Check photo capacity, whether you can update the listing yourself, whether syndication is included, and whether contract templates come with it.
Decide what buyer-agent compensation, if any, you are offering. The MLS has a field for it.
Sign up, upload your photos and description, and pay. Most services list within 24 to 72 hours.
Worth knowing
Zillow's free FSBO listing does not syndicate to Realtor.com or Redfin, and buyer's agents searching the MLS will not see it.
Buyer-agent compensation rules and practices can change and may vary by market and listing channel. Before publishing, ask the relevant listing service and an appropriately licensed professional what options are available and how any offer must be communicated.
About 60% of sellers who go without an agent already know their buyer. If that is you, the MLS is not your reach mechanism and this milestone shrinks a lot.
If you later hire a full-service agent you can usually cancel and re-list, but flat-fee services generally keep the fee. Read the terms.
What it costs
$95-249 for a basic flat-fee MLS package; premium tiers run higher
Where to check
The provider's license in your state, and their own terms on updates and cancellation
2
Post through the channels you choose
You're done when: Your listing appears correctly on every target portal, and the photos and details look right on phone and laptop.
Before publishing, check the photos, description, price, property details, and contact method together.
How to do it
Gather everything first: the sequenced photo set, the description, the exact spec numbers, your disclosures, and a floor plan if you have one.
Enter the property details field by field. Above-grade square footage is the standard MLS field - list a finished basement separately. Rooms with no closet or egress do not count as bedrooms. The convey and exclude lists usually have their own field.
Upload photos in display order. The first photo is your hero shot and it drives the click-through on every portal.
Confirm syndication is enabled per portal. Most services default to on, but there is often a checkbox each for Zillow, Redfin, Realtor.com, Trulia, and Homes.com.
Pick a go-live day. Many sellers publish Wednesday or Thursday so syndication has 24 to 48 hours to populate before weekend traffic.
Once live, check each portal in turn - MLS same-day, Realtor.com within hours, Zillow and Redfin within 24, Trulia and Homes.com 24 to 48 - and verify the hero photo, the order, the description, the numbers, and the contact button.
Worth knowing
Every portal crops images differently. A hero photo that looks great full-frame can look awkward as a search thumbnail. Check each one.
Portal delays are normal. A listing appearing on Zillow before Redfin is not a problem.
If you use an MLS entry service, ask how listing changes must be submitted and how quickly they appear on other sites.
Do not share your link publicly until it is live everywhere. A "listing not found" page is a bad first impression.
What it costs
Included in the flat fee
Where to check
Each portal's live page, on both a phone and a laptop
3
Put up a sign and a key box
You're done when: The sign and lockbox are in place and you know how to use them.
A yard sign catches drive-by buyers and tells your neighbours word is worth spreading. A lockbox lets you offer access to buyers' agents without being home for every showing.
How to do it
Order a For Sale yard sign. Put your share link or a QR code on it so drive-by buyers can pull up the listing on their phone.
Order a lockbox. A combination one is cheap; a smart one with an app costs more and does more.
Have both ready before showings start, so nothing is a scramble when the first agent asks for access.
Place the sign and lockbox visible from the street but not blocking sight lines.
If your HOA restricts signage, check the rules first.
Worth knowing
Smart lockboxes let you issue single-use codes, see an access log, and revoke access instantly. That is worth the difference on its own.
A QR code turns a drive-by into a listing view, which a phone number does not.
Never put a permanent code on a sign or in an email.
What it costs
$20-60 for a sign; $20-100 for a combination lockbox, $100-300 for a smart one
Where to check
Your HOA's signage rules, if you have one
4
Print something to hand out
You're done when: Flyers are printed and showing visitors have something to take away.
Print flyers give showing visitors something to take with them, and give neighbours something to hand on.
How to do it
Use the room's flyer templates. They fill in with your best photos, description, key stats, a local map, and your share link.
Print 25 to 50.
Keep some by the front door for showings and leave a small stack with neighbours.
If you like, add a small info box on the yard sign with flyers for drive-by buyers.
Worth knowing
Neighbours know the block and often know someone looking.
Keep the contact details minimal - your share link and this sale's email address - so everything routes through one place.
Reprint if the price changes. A flyer with an old price is worse than no flyer.
What it costs
$15-40 to print 25-50 flyers
Where to check
Read one printed copy end to end before you print the rest
5
Tell the people you know
You're done when: Your network knows the home is on the market and has a way to share it.
About 60% of sellers who went without an agent in 2025 sold to a friend, relative, or neighbor. Even if that is not your plan, your network can amplify the listing at no cost.
How to do it
Post your share link to your personal social channels using the drafts you already wrote. A short caption plus two or three of your best photos gets more engagement than a bare link.
Post to Nextdoor from your address-verified personal account. Lead with a personal note rather than a sales pitch - neighborhood posts read better neighbor-to-neighbor.
Post to relevant Facebook groups: your neighborhood group, local buy-sell-trade groups, city moving groups. Check the pinned rules first, because many ban real estate posts outright.
Text close friends and family directly. A personal ask gets more traction than a broadcast post.
Ask people to share, not to buy. "Know anyone looking?" is a far more comfortable ask than "Are you looking?"
Worth knowing
Do not post to more than five or ten groups on the same day. Cross-posted content gets suppressed as spam.
Posts that read like ads - all caps, sales language, no personal context - get flagged and removed by moderators.
Once per group is the norm. Reposting every few days gets you muted or banned; an occasional real update like a price change or an open house is usually welcome.
Groups where you have history read better than groups you just joined.
What it costs
Free
Where to check
Each group's own pinned rules, before you post
There are 17 more like this one
Every step of a home sale has a guide this long behind it. Your room opens them one at a time as you reach them, and whatever you work out gets saved into the step.
