Thursday, October 1, 2026
For Karla Grasso, successful home selling begins long before a property officially reaches the market. The Douglas Elliman agent said today’s sellers need a combination of realistic pricing, preparation and patience to stand out in a competitive market.
“The most important thing for a seller is understanding that presentation and pricing go hand in hand,” Grasso said. “You can have a beautiful home, but if it is not priced correctly from the beginning, you can lose momentum very quickly.”
Based in Long Beach, Grasso said market timing still matters, but seller strategy now depends less on old seasonal assumptions and more on buyer readiness and inventory conditions.
“Years ago, people followed a much stricter calendar,” she said. “Now buyers move when they are financially ready, when rates make sense for them, and when the right property becomes available.”
She advises sellers to focus first on how their home will be perceived by buyers entering for the first time.
“Buyers decide very quickly how they feel when they walk in,” Grasso said. “If the home feels cared for, bright and clean, that creates confidence immediately.”
That confidence, she said, often matters more than major renovations. Sellers don’t always need expensive upgrades, but they do need a home that feels maintained and move-in ready.
“You don’t always have to do a full renovation,” Grasso said. “But you do have to make sure the home shows that it has been loved and taken care of.”
Grasso said sellers should also be prepared for increased documentation and buyer scrutiny, particularly when offers involve financing. “When an offer comes in, I’m looking at the pre-approval and proof the buyer can put a down payment down,” she said. “That verification matters because sellers need confidence that a deal can actually get to closing.”
Before entering real estate, Grasso spent 37 years in the garment industry, where she developed the negotiation skills she now applies to residential transactions. “I came from selling all my life,” she said. “My biggest accounts were major retailers, so understanding people, timing and decision-making came naturally when I moved into real estate.”
That transition, she said, unexpectedly became a full-time career built largely through referrals and repeat clients. “I really thought it was going to be part time,” Grasso said. “But I was blessed from the first year with great buyers and sellers. Now I’m helping their children and extended families.”
Her advice to sellers today is to trust professional guidance, remain realistic during negotiations and avoid emotional reactions to early feedback. “Every showing gives you information,” she said. “Sometimes people get discouraged too quickly, but feedback helps us adjust if we need to.”
She also encourages sellers to understand that flexibility often produces stronger outcomes than rigid expectations. “The best deals happen when both sides feel heard,” Grasso said. “Selling is not just about getting the highest number — it’s about getting to the closing table successfully.”
For Grasso, that process remains the most rewarding part of the profession. “I love my clients, buyers and sellers and I love helping people move into their next chapter,” she said. “That never gets old.”
