For Sellers
Selling a Luxury Home in Scottsdale
Selling at the high end rewards precision: the right price, the right presentation, and marketing that reaches a genuinely global buyer. Here is how Yong Choi positions a luxury home to sell — and to close.
A name built for the world’s most discerning buyers
Founded in 1976 to serve the clients of the Sotheby’s auction house — itself established in 1744 — Sotheby’s International Realty has grown into a global network of more than 1,100 offices across 86 countries and territories, with nearly 26,000 sales associates (as of early 2026).
In Arizona, that network is represented by Russ Lyon Sotheby’s International Realty, a firm whose roots in the state reach back to 1947. Each office is independently owned and operated — a global brand delivered with local expertise.
Selling under today’s rules
Real estate commissions have always been negotiable, and recent national changes make that explicit. As of August 2024, offers of compensation to a buyer’s broker can no longer be published in the MLS — though a seller may still choose to offer such compensation off-MLS, and may offer buyer concessions (for example, toward closing costs).
Nothing is set by law; everything is negotiable. My role is to model the options and structure the approach that nets you the strongest result.
Pricing a one-of-a-kind home
At the luxury tier, pricing is judgment informed by data — not a formula. Truly distinctive homes in North Scottsdale, Paradise Valley, Desert Mountain, Silverleaf, and Estancia often have few true comparables, which makes overpricing the single most costly mistake: it lengthens market time, invites reductions that signal weakness, and can complicate appraisals.
We anchor your price in current, comparable evidence and a clear-eyed read of demand, then position the home to create competition rather than chase the market down.
Presentation worthy of the property
A luxury sale is won before the first showing. Pre-listing preparation, professional staging, and a deliberate media package — architectural photography, video, and aerial or cinematic content where the home warrants it — ensure the property is seen the way it deserves to be. The goal is a presentation that reads as effortless and is anything but accidental.
A go-to-market strategy without borders
Your home reaches buyers wherever they are. Through the Sotheby’s International Realty brand, listings are marketed across a global portfolio of premier media partners — including The New York Times, The Wall Street Journal, Architectural Digest, Dwell, and Nikkei — alongside targeted digital and social distribution that drives qualified buyers back to sothebysrealty.com.
Combined with coming-soon and private-network strategies and intentional outreach to out-of-state and international buyers, this gives your property both global reach and discreet, controlled exposure.