How to Create a Probate Real Estate Marketing Plan

Renae Quigley
Aug 6
2 min read

Selling a home through probate requires more than just putting a sign in the yard—it takes strategy, sensitivity, and the right timing. Because probate properties often come with legal timelines, deferred maintenance, and emotional weight, a well-crafted marketing plan can make all the difference.

Here’s how to create a probate real estate marketing plan that protects the estate, attracts the right buyers, and honors the family’s journey.

1. Understand the Property and Timeline

Start by understanding the court’s requirements. Has the probate case been opened? Has the personal representative received legal authority to sell? Is court approval needed for the sale?

Once you know the timeline, assess the property’s condition, market value, and whether repairs or staging are needed before listing.

2. Position the Property Thoughtfully

Probate homes are often sold “as-is,” but that doesn’t mean they can’t shine. Your plan should include:

A compelling listing description that’s clear and respectful
Professional photography
Highlighting features with the most buyer appeal (location, layout, potential)

Remember: buyers need to see value, not just the structure.

3. Choose the Right Channels

A probate marketing plan should include:

MLS exposure
Probate-savvy social media posts
Email outreach to vetted buyers or investors
Optional: print mailers or letters to neighbors and professionals (especially in senior-friendly communities)

4. Set Expectations with the Family

Include heirs or decision-makers in the plan. Let them know how offers will be reviewed, if overbid opportunities are allowed (in Washington), and what the communication flow will look like from showings to sale.

Pro Tip:

In Washington State, properties must often sell for at least 90% of the appraised value. Your marketing plan should reflect that pricing strategy while still leaving room for negotiation and buyer interest.

Conclusion

A thoughtful probate real estate marketing plan balances legal requirements, emotional care, and real estate know-how. It’s not just about selling a house—it’s about protecting a legacy.

As a Certified Probate Real Estate Specialist (CPRES), I help create custom marketing plans that simplify the process and get results—with professionalism and heart.

Ready to create yours? Let’s talk.