Real estate sales process: key steps to sell with confidence

What is the real estate sales process?

The real estate sales process is the set of stages required to sell a property, from the initial valuation to signing before a notary. It includes market analysis, property preparation, marketing, negotiation and the legal closing of the transaction. It is a process that involves both parties: the seller and the buyer.

• For the seller, understanding this process is key to setting the right price, preparing the property correctly and making strategic decisions at every stage.

• For the buyer, knowing the process allows them to anticipate challenges, better evaluate opportunities and move forward with greater confidence in one of the most important decisions of their life.

This is where a key figure comes into play in the process: the real estate advisor, since the success of the transaction depends on how each stage is managed and on the ability to coordinate both parties.

What are the stages of the property sales process?

The stages of the real estate sales process are:

1. Property valuation.

2. Preparation and presentation.

3. Marketing.

4. Viewings and negotiation.

5. Closing (deposit contract and deed signing).

Each phase directly influences the final outcome. Below, we analyse each stage of the real estate sales process.

Property valuation and market analysis

Property valuation consists of setting an appropriate price according to the market, location and characteristics of the property. A correct price attracts qualified buyers from the start, while overpricing can extend selling times and reduce interest.

In dynamic markets, the initial price shapes the entire transaction. A precise adjustment usually improves asset turnover, while significant deviations may require later corrections.

For the seller

• Setting the right market price: it is not just about placing a price on the property, but about positioning it correctly from the start. A price aligned with market reality attracts qualified buyers from the very beginning and prevents the property from losing appeal over time.

• Avoiding overpricing that lengthens selling times: it may seem like a strategy to negotiate later, but in many cases it causes the opposite effect.

For the buyer

• Understanding whether the price matches the market: knowing the real value of a property helps buyers make decisions with greater confidence and avoid paying above market value.

• Comparing options more effectively: not all properties are comparable. Factors such as location, condition and potential for appreciation influence the price, and understanding them allows buyers to assess each option more objectively.

• Identifying real opportunities: a strong understanding of the market helps identify properties that are well positioned in terms of price or that may represent an opportunity, whether due to location, features or room for negotiation.

The role of the real estate agent

At this stage, knowledge of the local market is essential, but so is the ability to interpret it and turn it into a clear strategy for both parties.

The real estate advisor analyses real data, studies market behaviour in the area and defines the most suitable positioning strategy for the property.

At Engel & Völkers, this work is supported by both analytical tools and direct local market experience, making it possible to adjust the strategy from the very beginning and guide both seller and buyer with a much more comprehensive view of the transaction.

Property preparation and presentation

Preparing a property for sale involves optimising its condition, documentation and visual presentation. This includes organisation, small improvements, professional photography and gathering key documents to build trust and support the buyer’s decision-making process.

For the seller

• Preparing the property to make it attractive: a well-maintained, tidy and visually appealing property generates greater interest and helps buyers picture themselves living there.

• Gathering the necessary documentation: having all documentation ready from the start (land registry extract, energy certificate, floor plans, etc.) avoids delays and builds trust.

• Defining a market launch strategy: deciding how, where and when to present the property in order to maximise its impact from the outset.

For the buyer

• Accessing clear and complete information: a carefully prepared presentation helps buyers better understand the property’s features and make decisions with greater confidence.

• Visualising the property’s potential: high-quality images and a strong description help buyers imagine themselves in the space, even before visiting.

• Filtering options more efficiently: a well-presented property makes it easier to compare and rule out alternatives, optimising the search process.

The role of the real estate agent

At this stage, the real estate advisor is responsible for preparing the property for marketing, defining a strategy that combines presentation, positioning and promotion. This includes everything from selecting visual materials to deciding how the property is communicated to the market.

At Engel & Völkers, this process is handled strategically and in a coordinated way, using marketing tools, proprietary channels and an international network that gives the property visibility beyond the local environment.

Marketing and buyer search

Marketing consists of giving the property visibility through the right channels to attract the right buyer. It is not just about publishing a listing, but about segmenting, positioning the property and connecting with qualified demand.

For the seller

• Giving visibility to the property: simply listing a property is not enough. It is necessary to ensure that it reaches the right audience and stands out from similar options on the market.

• Attracting the right buyer profile: targeting the right buyer profile increases the chances of closing the transaction more quickly and under better conditions.

• Reducing selling times: a well-executed marketing strategy generates interest from the beginning, preventing the property from remaining on the market for too long.

For the buyer

• Defining real needs before visiting properties: an effective search process begins with understanding what the buyer is truly looking for. Having these criteria clear helps focus the search and avoid unnecessary visits.

• Accessing new opportunities: good marketing helps buyers discover properties that match their needs, even before they gain broad exposure on the market.

• Receiving proposals aligned with their profile: access to a property network allows buyers to receive filtered options.

• Speeding up the search process: having a suitable selection helps buyers move forward more quickly in decision-making.

The role of the real estate agent

At this stage, the reach and quality of the network make a clear difference.

The real estate advisor activates a marketing strategy that combines digital channels, a client portfolio and market expertise. Their goal is to position the property effectively and connect with genuinely interested buyers.

On the other hand, even before viewings begin, the real estate advisor works to fully understand the buyer’s needs. This prior analysis makes it possible to better filter options and present only those properties that truly fit.

At Engel & Völkers, this work is supported by a consolidated international network and a globally recognised brand. This makes it possible to expand the reach of each property and access a base of qualified buyers, which is especially relevant when the buyer profile may be either national or international.

In addition, the agent maintains constant follow-up throughout this phase, adjusting the strategy whenever necessary.

Viewings and negotiation

The viewings and negotiation phase makes it possible to validate the buyer’s genuine interest and move towards an agreement. It includes managing viewings, resolving questions and negotiating price and conditions according to market circumstances.

For the seller

• Managing viewings efficiently: receiving genuinely interested buyers helps optimise time and increases the chances of a successful sale.

• Protecting the property’s value: the way the property is presented during the viewing and how conversations are managed directly influence the buyer’s perception and willingness to negotiate.

• Approaching negotiation strategically: negotiation is not just about accepting or rejecting offers, but about understanding the context, timing and motivations of the other party.

For the buyer

• Evaluating the property in detail: the viewing allows buyers to go beyond the images and check whether the property truly fits their needs.

• Resolving key questions: aspects such as the condition of the property, the area or the terms of the transaction are clarified at this stage.

• Making an informed offer: having access to information and professional advice allows buyers to make an offer that is aligned with the market and their objectives.

The role of the real estate agent

When the advisor has correctly identified the buyer’s needs, viewings stop being a mass process and become genuinely qualified meetings.

This not only improves the buyer’s experience, but also gives the seller peace of mind, as they receive visits with a greater likelihood of turning into a real transaction.

During viewings, the agent does more than simply show the property. Their role is to interpret the buyer’s reactions, resolve questions on the spot and provide the necessary context to support decision-making.

In negotiation, their role becomes even more relevant. They act as an intermediary between both parties, managing expectations, providing objective information and helping build balanced agreements.

At Engel & Völkers, this support remains constant throughout the entire phase, allowing the process to move forward more smoothly and ensuring that both buyer and seller feel supported in every decision.

Closing the transaction: deposit contract and deed signing

The closing stage includes signing the deposit contract and the deed before a notary. This is the phase in which the agreed conditions are formalised, financing is managed and the legal transfer of the property takes place.

This stage requires documentary precision and coordination between all parties. In many cases, small mistakes can delay the transaction, which is why professional guidance is especially valuable.

For the seller

• Ensuring the agreed conditions are protected: it is essential that all terms of the transaction are correctly reflected in order to avoid unexpected issues in the final stage.

• Preparing the necessary documentation: having all documentation in order facilitates the completion of the transaction and avoids delays.

For the buyer

• Managing financing: in many cases, this stage includes final mortgage approval and coordination with the financial institution.

• Reviewing the documentation: before signing, it is essential to verify that all information is correct and that the transaction matches what was agreed.

• Formalising the purchase with confidence: signing before a notary represents the definitive closing of the transaction and requires clarity in every detail.

The role of the real estate agent

This is the stage where professional support becomes especially valuable.

The real estate advisor coordinates all parties involved — buyer, seller, financial institution and notary — ensuring that each step develops as planned and anticipating possible issues.

From drafting and signing the deposit contract to the final deed signing, their role is to ensure that the process moves forward with confidence, clarity and without friction.

At Engel & Völkers, the advisor remains present until the transaction is completed, supporting both parties even in the final moments, where every detail matters.

A well-supported real estate process makes all the difference

The real estate sales process involves far more than a series of steps. Each phase requires coordination, market knowledge and the ability to anticipate potential issues.

In this context, the difference lies not only in what is done, but in how support is provided throughout the entire process.

For the seller, having an advisor present at every stage makes it possible to define the right strategy, position the property correctly and protect its value until the transaction is completed.

For the buyer, it means moving forward with greater confidence, with access to clear information, a selection of properties aligned with their needs and continuous support in decision-making.

At Engel & Völkers, this approach is part of the foundation of the service. Continuous guidance ensures that every phase is connected, decisions are made with greater clarity and the process develops more smoothly and efficiently.

Discover how professional guidance can help you achieve your real estate goals with the support of our agents.

If you would like to become the kind of professional who goes beyond simple intermediation and adds value at every stage — building trust and long-term relationships — discover how to become part of the Engel & Völkers team.

Frequently asked questions about the real estate sales process

What are the steps to sell a property?

Valuation, preparation, marketing, viewings and negotiation, and closing with the deposit contract and deed signing.

How long does the real estate sales process take?

It depends on the market, pricing and demand. It can take anywhere from a few weeks to several months.

Is it better to sell through a real estate agency?

It is not mandatory, but having professional guidance can improve the strategy, reduce mistakes and optimise the final result.

What is a deposit contract?

It is a preliminary agreement before the sale that commits both parties and establishes the key conditions of the transaction.

What has the biggest impact on selling a house quickly?

Mainly the price, the location and the marketing strategy.