How It Works — Sell Your San Diego Home for 1%
Full service. No hidden fees. No upfront costs. No surprises.
Selling your home in San Diego does not have to cost you $20,000 in listing fees. Justin Santolaya delivers everything a traditional agent offers like professional photography, MLS exposure, expert negotiation, and personal service from start to finish for just 1% of your sale price.
Here is exactly how the process works, step by step. No jargon. No fine print. Just a clear, honest explanation of what you get, what you pay, and what to expect from the day we meet to the day you close.
From First Call to Closing — Here Is Exactly What Happens
Free Home Valuation + Consultation
We start with a free, no-obligation conversation about your home, your timeline, and your goals. I pull current closed sales in your neighborhood, analyze active competition, and give you a precise Comparative Market Analysis (CMA) not a Zestimate, not a guess. You will know exactly what your home is worth in today’s San Diego market before we go any further.
Pre-Listing Upgrade Walkthrough
I personally walk through your home with you room by room and tell you exactly which improvements will add value and which ones to skip. After 15+ years and 200+ San Diego home sales, I know what buyers in every neighborhood are responding to. Most sellers spend $500–$3,000 on targeted improvements that return multiples at sale. I will tell you exactly what to do and what to leave alone.
Listing Preparation
Once you’re ready, we prepare your home for market. This includes coordinating professional photography, 3D virtual tour, and aerial drone photography (for single-family homes). I also prepare your MLS listing, write compelling property copy, and set the final list price based on current market data. You review and approve everything before we go live.
Go Live on the MLS
Your home is listed on SANDICOR — San Diego’s MLS — and automatically syndicated to Zillow, Realtor.com, Redfin, Trulia, Homes.com, and 100+ real estate websites within 24 hours. I also launch targeted social media and digital ad campaigns to reach buyers actively searching in your area. ShowingTime is activated so buyers’ agents can schedule showings immediately.
Showings + Open Houses
I manage all showing requests through ShowingTime, coordinate schedules, and provide you with feedback after every showing. Open houses are scheduled strategically based on market conditions in your neighborhood. You will hear from me after every showing. No wondering what is happening with your listing.
Offer Review + Negotiation
When offers come in, I present each one to you clearly. Purchase price, contingencies, closing timeline, and net proceeds to you. I advise on which offers are strong, which have risks, and how to counter for maximum advantage. My goal is not just the highest price, it is the best overall terms for your situation. Fifteen years of San Diego negotiation experience works for you here.
Under Contract — Inspections, Appraisal + Escrow
Once you accept an offer, escrow opens and the transaction clock starts. I coordinate everything: buyer inspections, appraisal scheduling, disclosure delivery, repair negotiations, and escrow document review. You will never wonder what is happening or what comes next. I am in communication throughout, typically daily during the escrow period.
Closing Day — You Get Paid
You sign your closing documents with the escrow officer, the buyer funds the transaction, and the deed transfers. You receive your net proceeds typically within 24–48 hours of closing. That is it. Done. With more money in your pocket than if you had used an agent charging 2.5%.
See Exactly How Much You Save
On an $800,000 San Diego home, a traditional 2.5% listing agent costs you $20,000. Justin charges $8,000. You keep $12,000. Here is how the numbers look across all San Diego price ranges:
Everything Included At 1%
- Everything Included At 1%
- Free pre-listing upgrade walkthrough — room by room, in person
- Professional photography — high-resolution listing photos
- Aerial drone photography — for single-family homes (FAA restrictions apply)
- Bilingual service — English and Spanish
- Direct access to Justin — no assistants, no handoffs, ever
- ShowingTime coordination — all showings professionally managed
- Offer review and negotiation — I present, analyze, and advise on every offer
- Seller net sheet — clear breakdown of your proceeds before we list
Frequently Asked Questions — Selling Your San Diego Home for 1%
Everything you want to know about Justin’s 1% listing model, the San Diego selling process, and what to expect. If your question is not answered here, call or text Justin directly at (619) 206-9633.
How does a 1% listing fee work in San Diego?
Justin’s 1% listing fee means you pay 1% of your home’s final sale price as the listing commission compared to 2.5–3% charged by most San Diego agents. On an $800,000 home, that is $8,000 instead of $20,000. You receive full-service representation including photography, MLS listing, negotiation, and transaction management. The buyer’s agent commission is a separate, negotiable fee.
Is Justin a full-service agent or a flat-fee MLS service?
Justin is a full-service REALTOR® — not a flat-fee MLS service. A flat-fee MLS service lists your home on the MLS and leaves you to handle showings, negotiations, contracts, and escrow yourself. Justin personally manages every step of your sale from first meeting through closing. You get everything a traditional agent provides, at a fraction of the cost.
What is the average real estate commission in San Diego in 2026?
The average real estate commission in San Diego is 5.47% as of 2026 — split between the listing agent (typically 2.5%) and the buyer’s agent (typically 2–2.5%). On an $800,000 home, that is over $20,000 in listing fees alone, before closing costs. Justin’s 1% listing fee cuts that number significantly while delivering better service.
Do I still need to pay the buyer's agent commission?
Since the August 2024 NAR settlement, sellers are no longer required to offer a buyer’s agent commission through the MLS. However, many sellers choose to offer a concession to attract more buyers. Justin helps every seller develop a strategic approach to buyer’s agent compensation based on their specific neighborhood, price point, and timeline — maximizing net proceeds while staying competitive in the market.
Are there any upfront costs or hidden fees?
None. There are zero upfront costs to list with Justin. Professional photography, 3D virtual tour, drone photos, and marketing are all included in the 1% listing fee. There are no hidden fees, no administrative fees, and no cancellation charges. You pay only when your home sells.
How long does it take to sell a home in San Diego?
In San Diego’s current 2026 market, well-priced homes in the $600,000–$1,200,000 range are selling in an average of 21 days. Once under contract, escrow typically takes 30–45 days to close. From the day you call Justin to the day you receive your proceeds, most sellers are looking at 6–10 weeks total, depending on your timeline and how quickly you want to move.
Can I cancel my listing agreement if I change my mind?
Yes. Justin offers a cancel-anytime policy. You can end the listing agreement at any point while not in active escrow, with no cancellation fees and no penalties. This is a significant difference from traditional agents who often lock sellers into 3–6 month exclusive agreements with cancellation clauses. You are never trapped. If Justin is not delivering, you are free to walk away.
What is a Comparative Market Analysis (CMA) and do I need one?
A CMA is a detailed analysis of recent home sales in your specific neighborhood used to determine the right list price for your home. It accounts for sold price, days on market, square footage, condition, and location. Adjusted to your property’s specific features. Justin provides a free CMA to every seller before any commitment is made. This is different from a Zillow Zestimate, which is an algorithm-based estimate that regularly misses actual market value by $20,000–$100,000 or more.
What is included in Justin's 1% listing fee?
Everything. Professional photography, 3D virtual tour, aerial drone photography, full MLS listing on SANDICOR syndicated to Zillow/Realtor.com/Redfin and 100+ sites, targeted social media and digital marketing, ShowingTime coordination, expert offer negotiation, full transaction management through escrow, a pre-listing upgrade walkthrough, a free CMA, and a seller net sheet. No add-ons. No a la carte fees.
How does Justin determine the right list price for my home?
Justin uses a data-driven Comparative Market Analysis based on closed sales in your specific neighborhood from the last 60 days, adjusted for your home’s size, condition, upgrades, lot, and location. He also analyzes current active competition (what buyers are comparing your home to) and days-on-market trends. The goal is to price your home to attract the most buyers and the strongest offers, not to price it so low it sells fast for less than it is worth.
Will buyers take my home less seriously because of a 1% listing agent?
No. Buyers and their agents never see your listing commission. They see your photos, your price, your marketing, and how your home shows. A professionally marketed home with great photography and accurate pricing attracts the same buyers regardless of what the listing agent charges. What buyers’ agents pay attention to is the buyer’s agent commission, which Justin helps every seller structure strategically.
What is escrow and how does it work in California?
Escrow is a neutral third-party process managed by a licensed escrow company that facilitates your home sale from accepted offer to closing. Once you accept an offer, escrow opens and the escrow officer holds the buyer’s deposit, coordinates title, manages disclosure delivery, and ensures all contract conditions are met before transferring ownership. In San Diego, escrow typically takes 21–45 days. Justin coordinates directly with the escrow officer throughout so you are never left to navigate this alone.
What disclosures am I required to make as a San Diego home seller?
California has some of the most comprehensive seller disclosure requirements in the country. Required disclosures include: Transfer Disclosure Statement (TDS), Natural Hazard Disclosure (NHD) (especially important in San Diego’s wildfire zones), Supplemental Seller’s Checklist, lead-based paint disclosure (if built before 1978), smoke and CO detector compliance, and HOA disclosures if applicable. Justin walks every seller through the complete disclosure package before listing to ensure full legal protection.
How does the NAR commission settlement affect San Diego home sellers?
Since August 2024, San Diego sellers are no longer required to offer a buyer’s agent commission through the MLS. Buyers now negotiate compensation with their own agents separately. This gives sellers more control over total commission costs. Combined with Justin’s 1% listing fee, sellers can now structure transactions that save them $12,000–$45,000+ compared to pre-settlement norms, without reducing buyer interest or marketing reach.
What is the difference between a REALTOR® and a real estate agent?
All REALTORS® are licensed real estate agents, but only agents who are members of the National Association of REALTORS® (NAR) can use the REALTOR® title. REALTORS® are bound by a strict Code of Ethics covering duties to clients, the public, and other agents — with mandatory ethics training every three years. Justin is a licensed California REALTOR® with designations including CREN, ABR®, SFR®, and CELA.
Do you serve all San Diego County neighborhoods?
Yes. Justin serves sellers across all of San Diego County — from Chula Vista, Poway, Escondido, Santee, and El Cajon to La Jolla, Rancho Santa Fe, Del Mar, Coronado, Pacific Beach, Carlsbad, Encinitas, Oceanside, and beyond. Every community page on 1percentsd.com includes current market data and neighborhood-specific selling information.
Are you bilingual? Do you serve Spanish-speaking sellers?
Yes. Justin is fully bilingual in English and Spanish and serves sellers and buyers in both languages with equal professionalism. San Diego’s diverse communities, from South Bay to Escondido to El Cajon, are all served. Hablo español.
What happens if my home does not sell?
Justin’s cancel-anytime policy means you are never locked in. If your home has not sold and you want to make a change to pricing, strategy, or agent, you can cancel without penalty at any time outside of active escrow. Justin will also advise proactively if a price adjustment
How do I get started with Justin?
Simple. Call or text Justin directly at (619) 206-9633, or fill out the contact form on this site. Justin will schedule a free, no-obligation home valuation consultation usually within 24–48 hours. There is no pressure, no commitment, and no cost. You will leave the meeting knowing exactly what your home is worth, how much you will save, and what (if anything) to do before listing.
READY TO GET STARTED?
Get Your Free Home Valuation — Zero Obligation
Find out what your San Diego home is worth in today’s market, how much you’ll save with Justin’s 1% model, and what to do before you list. All free. No pressure. No commitment.