How to Sell Your House Online (2024)

Most home sellers know that the internet is tops for tasks like listing their house, finding comps and attracting buyers. According to the Zillow Group Consumer Housing Trends Report 2020, 65% of sellers use online resources, and that number is higher in younger demographics — 86% of millennials report going online to sell their home, and 66% of Gen Xers say the same.

But making the most of what the internet has to offer takes some strategizing. There are three primary approaches to think through. The route you choose may depend on your financial goals, your timeline and your willingness to put in some DIY work.

Note: If you’re one of the few who hasn’t considered selling your home online, you could be missing a large percentage of potential buyers. By selling real estate online, you can gain efficiencies without losing control of the process.

1. Sell your house online with an agent

When you hire a listing agent, it’s almost a guarantee they’ll market your home online. Most agents are members of their local MLS, an online database of professionally listed homes. The MLS syndicates to several sites, gaining exposure for your listing. The best agents are also savvy with other online channels — like Zillow, Trulia, paid ads and social media sites — that get your listing in front of more potential buyers.

Full-service real estate agents handle the entire online marketing and sale process for you. Expect to pay 5% to 6% of your home’s sale price in agent commissions, with roughly half going to your agent and half going to the buyer’s agent (yes, the seller typically pays the buyer’s agent too). Despite the cost, 83 of sellers enlist the help of an agent to sell their home.

Find an agent online

2. Sell your house online as for sale by owner

When you sell FSBO rather than using an agent, you handle the online marketing — and everything else — yourself. According to the Zillow Group Consumer Housing Trends Report 2019, 11% of sellers successfully sell on their own. Many FSBO sellers use FSBO-specific websites to gain maximum exposure and reach buyers. You can also use social media and online advertising the same way an agent would.

Selling FSBO can save the 2.5% to 3% in commission you’d pay your agent, but many FSBO sellers still end up compensating a buyer’s agent.

To ensure you’re taking full advantage of your home’s online presence, claim your home on Zillow and update your home information. Doing so can influence the home’s Zestimate and make it more accurate. It will also give you access to an owner dashboard that shows local market activity, the best time to list and tools to help you price your home.

List FSBO online

Why sell homes online?

Selling online is a streamlined, high-tech way to get in front of a large pool of potential buyers who are actively searching for homes, whether they’re traditional buyers or investors.

If you’re in search of a traditional buyer, the Zillow Group Report found that 95% of home buyers use at least one online resource when shopping for a home, so it’s important to have your home listed on the local MLS and on sites like Zillow and Trulia. If you’re selling on your own, it may be worth hiring a limited-service agent to get your home listed on the MLS. You’ll still be responsible for all the other selling tasks, but having an agent list on the MLS will help you get more exposure.

Buyers aren’t the only people using technology in real estate transactions; nearly half of sellers use online services to sell their properties. The Zillow Group Report also found that many sellers are using their mobile devices to access websites (44%) and apps (42%), while 54% use their desktop or laptop computers to assist in their sale.

If you’re courting a cash buyer, selling online can make even more sense. Investors and iBuyers operate almost exclusively online, so having an online presence makes it quicker and easier to attract cash buyers, both local and from across the country.

Is it difficult to sell your home online?

No, it is not difficult to sell your home online. In fact, it would be much more difficult to sell your home today without going online — remember, almost 4 out of 5 buyers are shopping online. How challenging you find the process depends on the route you take, your level of patience, your financial goals and your technical chops.

Standard method of selling a home online: hiring an agent

Because you’re paying for the complete services of a listing agent, this traditional method of selling can be less work for the seller than other avenues. A full-service agent will handle all marketing, guide you through buyer negotiations and assist you with closing. Some discount brokers offer limited services in exchange for a lower commission, so ask around if that’s what you’re looking for.

1. Research agents.
2. Interview and hire an agent.
3. Agree with agent on listing price and have home listed.
4. Clean and stage.
5. Accommodate showings and open houses.
6. Accept an offer.
7. Go under contract and attorney review (if applicable).
8. Sign closing paperwork.
9. Close.

Most difficult method of selling a home online: FSBO

In a for-sale-by-owner listing, you are responsible for all the marketing, showings, negotiations and contract paperwork.

1. Research the local market.
2. Set a competitive price.
3. Clean and stage.
4. Take professional photos.
5. Write a captivating listing description.
6. Share your listing on Zillow, Trulia and social media.
7. Accommodate and attend showings.
8. Screen buyers.
9. Negotiate offers.
10. Accept an offer.
11. Go under contract and attorney review (if applicable).
12. Prepare and sign closing paperwork.
13. Close.

Tips for selling your house online

Regardless of how you sell online, here’s what you need to know to help the process run smoothly.

If you’re working with an agent …

Check your listing on Zillow: Make sure your listing is accurate and your home’s best features are highlighted with quality photos. You can also update your Zestimate by editing the home facts to reflect any upgrades you’ve made in recent years.

Share the listing: Although your agent is in charge of marketing, it doesn’t hurt to let your network know your home is for sale.

Be flexible with showings: Now that buyer’s agents can schedule showings with the click of a button or a quick text, it’s best to be prepared for last-minute requests. The more potential buyers you get through the door, the more likely you are to sell!

If you’re going FSBO …

Don’t overprice: Be realistic with your listing price. Overpricing your home can increase time on the market, lead to a stale listing and necessitate a price reduction. To check your pricing against an independent (and free) estimate on your home’s value, check out its Zestimate.

Be professional: See what professional real estate agents in your area are doing and try to emulate them whenever possible, especially when it comes to photography and your listing description.

Compensate the buyer’s agent: While you won’t have to pay commission for your own listing agent, it’s smart to offer a buyer’s agent commission and mention it in online advertising. If buyer’s agents see you’re not offering a commission, they may be less inclined to show their clients your home.