When a family calls me about selling Mom or Dad’s house, the stuff almost always comes up before the house does. Forty or fifty years of living leaves a lot behind, and most adult children have no idea what’s worth money, what isn’t, or how to get it all out before the house goes on the market. So I sat down with Jason Smith, owner of Blue Moon Estate Sales of San Mateo and San Jose, to walk through exactly how a professional estate sale works, from the first walkthrough to the check at the end. I’ve referred a lot of families to estate sale companies over my 23+ years and 460+ sales, and this is the conversation I wish every one of them could hear before they start hauling boxes to the garage. It’s part of my larger guide to getting rid of a lifetime of stuff before selling a Silicon Valley home.
Key Takeaways
Jason Smith of Blue Moon Estate Sales San Mateo and San Jose explains how an in-home estate sale works for downsizing seniors and their families. His team plans most sales three to four weeks ahead, spends three to six days staging and pricing, markets online and to email followers, and runs two or three day sales with daily discounts. Jewelry stays near the register, medications, alcohol, documents and photos go into a locked-off safe zone, and leftovers are donated before anything is hauled away. Commissions are typically 30 to 50 percent, and calling a company early often saves both time and money.
Table of Contents
- Meet Jason Smith of Blue Moon Estate Sales
- How Long Does an Estate Sale Take to Set Up?
- Do They Sell Everything, Even the Junk?
- How Jewelry, Valuables, and Medications Are Handled
- Where Estate Sales Get Advertised
- How Estate Sale Pricing Works
- What If the House Is Remote or the Family Doesn’t Want Shoppers Inside?
- What Happens to the Stuff That Doesn’t Sell?
- How Much Does an Estate Sale Company Charge?
- How to Choose an Estate Sale Company
- Jason’s Best Advice: Call Early
- How to Reach Jason Smith
- Frequently Asked Questions
Meet Jason Smith of Blue Moon Estate Sales
Jason spent more than 20 years in tech before he got into this business, and the reason he switched is one a lot of my clients will recognize. About five years ago his mom was still living on the four-acre property where he grew up, and it had simply become too much for her. Jason and his two brothers moved her into a smaller place, and sorting out the finances and the contents of the house took the three of them two to three months. He’ll tell you it was an emotional stretch for the whole family, and somewhere in the middle of it he realized how valuable a good estate sale company would have been.
Today he owns the San Mateo and San Jose franchise of Blue Moon Estate Sales, a national company that was founded in Raleigh, North Carolina in 2009 and now operates through locally owned franchises across the country. His team works mostly with people 55 and older who are downsizing from a big house to something smaller, plus families settling a loved one’s estate. Most of the time that means an in-home estate sale, but they also run online auctions when that’s the better fit.
Three months is a long time to spend emptying a house, and Jason and his brothers had the advantage of living close by. If you’re an adult child flying in from Seattle or Austin with a week of vacation, that kind of DIY timeline just isn’t realistic, and that’s really the core reason people hire an estate sale company.
How Long Does an Estate Sale Take to Set Up?
Jason’s team typically plans a sale three to four weeks out. When the timing is tight, they can pull it together in one to two weeks, and sometimes as little as a week, depending on the house.
Once they’re on site, the team brings everything with them: their own tables, black tablecloths, signage, and a point of sale system that accepts credit cards. Then they start staging and pricing. That part is the real work. Jason says it takes about three days for a smaller house and five or six days for a bigger one. While they’re staging, they’re also marketing, posting items online as early as possible and sending announcements to their email list of loyal followers.
For my sellers, that timeline matters because it slots right into the listing schedule. The estate sale, the cleanout, and the prep work can all be booked back to back, and I walk families through that sequence in my 90-day senior move timeline.
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Do They Sell Everything, Even the Junk?
I asked Jason the question every family asks me. If someone’s lived in a house for 40 years, there’s going to be a lot of stuff nobody would ever pay for. Does that get cleared out first?
His answer surprised me a little. They go through the house and decide what has value, and if it has any value at all, even very low value, they consider it sellable. That includes things like pantry items. Those don’t bring in much money, but variety is what pulls people through the door, and once shoppers are in the house, something else catches their eye and goes home with them too. So the goal is the biggest variety of items the space allows.
Everything has to be out of the house by the end. Donations come first, and if there’s still a load of things nobody wants, they make one trip to dispose of it all. My article on what to do with the things nobody wants covers that last step in more detail.
How Jewelry, Valuables, and Medications Are Handled
Estate sales draw crowds, and small valuable items are easy to pocket, so I wanted to know how Jason protects them. Jewelry goes in locked display cases right next to the register, and someone is always watching it. If a shopper wants to look at a piece, a team member hands it to them. They also use security cameras, partly to record and partly so shoppers know someone’s paying attention. Theft is rare, he says, and the company carries insurance that covers it if it does happen.
Some things are never for sale. Estate sale companies aren’t licensed to sell prescription medications or alcohol, so when Jason’s team finds them, those go into what they call a safe zone, usually a closet or room that’s closed off from shoppers. Legal documents, papers, and family photographs go there too.
A couple of things worth adding from my side. Leftover medications should be disposed of properly, and the DEA’s National Prescription Drug Take Back program and many local pharmacies take them for free. Firearms are another category families sometimes forget about. In California, a gun generally can’t just be sold off a table at an estate sale; transfers have to go through a licensed firearms dealer, and the California Attorney General’s firearms page explains the rules. If there are guns in the house, deal with them before the sale is ever scheduled.
What they find: Jason always recommends that the family go through the house first, but because his team touches and prices 90 percent or more of everything, they regularly find what the family missed. He’s found a Purple Heart, class rings, and blank checks tucked into coat and purse pockets. When that happens, they call the family and ask whether the item should be pulled or included in the sale. If you’re not sure where a parent kept their important papers and accounts, my guide to getting into a parent’s accounts and passwords is a good companion to this one.
Where Estate Sales Get Advertised
Jason’s team posts every sale on EstateSales.org and EstateSales.NET, the two big listing sites that serious estate sale shoppers check every week. They also post on their own website, TikTok, Instagram, local Facebook groups, Facebook Marketplace, and sometimes Craigslist.
They don’t photograph every pair of socks, of course. The online photos focus on the marquee pieces, like a fur coat, artwork, a rare collectible, or furniture that’s hard to move, such as a big dining table. There are buyers out there hunting for a large dining set, but they’re few and far between, so those items get posted specifically to reach them. For everyday categories like clothing, they’ll shoot a wide photo of the room just to show it’s there.
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How Estate Sale Pricing Works
Families often want to set the prices themselves. I joked with Jason about the grandfather clock that the family is sure is worth $10,000, and he laughed, because he’s heard it many times. His team has years of pricing experience across many categories, and they price based on what things actually sell for, not what the family remembers paying.
The goal of an estate sale is twofold: bring in money for the client and clear the house. Jason reminded me that most of the value is in the house itself, not the contents, so getting it empty and ready to list is just as important as the revenue from the sale.
Here’s how pricing works in practice:
- Menu pricing for everyday items. Signs posted in each room set prices by category, like a few dollars for plates, a dollar for a pair of socks, or five dollars for a shirt.
- Individual tags for special items. A fur coat, a piece of art, or a rare 1970s rock concert T-shirt gets its own price tag. That vintage shirt might be $30 or $40 instead of $5.
- Full price on day one. Most sales run two or three days, and the first day is full price.
- Posted discounts after that. Instead of retagging everything, they post signs at the entrance, for example 25 percent off on day two and 50 percent off certain items on day three.
- Smaller markdowns on jewelry and art. These still get reduced, but by less, especially original signed artwork.
- Negotiating on the last day. Late on the final day, the team will make deals, especially on hard-to-sell pieces.
If a lot of good items are left, Jason talks with the family about options. That could be a second sale on another weekend or an online auction after the sale, with buyers picking items up at the house.
What If the House Is Remote or the Family Doesn’t Want Shoppers Inside?
Almost every sale is held in the home. A busy estate sale can bring several hundred people through the front door, though, and some families just aren’t comfortable with that. Jason has handled it a few different ways. He’s rented retail space to hold a sale off site, and he’s held sales in an ADU, a storage building, or the garage, or set things up outdoors under awnings when the weather cooperates.
Off-site sales get expensive fast, since everything has to be packed, moved, and set up again. They start to make sense when there’s a really fine collection with a lot of value in it. For an ordinary household, on site is almost always the better deal.
What Happens to the Stuff That Doesn’t Sell?
Whatever’s left goes to donation first. Jason’s team works with organizations that house the homeless and veterans, and with larger donation centers like Goodwill. Whatever can’t be donated gets hauled to the landfill, and he partners with several clear-out companies for that part of the job.
The hauling is billed separately, but the client can use sale proceeds to pay for it, so there’s usually no out-of-pocket check. Jason’s team works hard to find new homes for the big items because landfill runs get expensive. He mentioned that just throwing away one couch can cost $100 to $200. Angi’s furniture removal cost guide puts the national range for couch removal at roughly $75 to $150, and Bay Area labor and dump fees push local prices toward the top of that range or past it. Multiply that by a houseful of furniture and it adds up quickly.
Hard-to-sell items are the real challenge. Jason recently ran a sale with professional-grade rolling toolboxes that weighed around 2,000 pounds even without the tools, so heavy that moving them took a tow truck. Dining room tables, couches, and armoires are tough sells too. If you donate, keep a record, because IRS Publication 561 explains how donated property is valued for tax purposes. For paint, chemicals, and other hazardous leftovers, Santa Clara County runs a free household hazardous waste program.
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How Much Does an Estate Sale Company Charge?
I put Jason on the spot about commissions, because when I refer families to estate sale companies, the first thing many of them say is something like, “Did you know they want 30 or 40 percent?” Nationally, EstateSales.NET and AARP both report that estate sale companies commonly keep about 30 to 50 percent of gross sales, with the higher percentages on smaller sales. Rates vary by company and by the size of the sale, so always get the terms in a written contract.
Jason explained where that money goes. Labor is the biggest expense by far: several people for three to six days of staging and pricing, plus the marketing and the sale days themselves. What families get in return is a much bigger crowd of buyers and expert pricing, which is how items bring their real value.
He’s also seen what happens when families try to sell things on their own first. They do sell some items online, but they’re usually left with the hard-to-sell pieces. At that point an estate sale company often can’t run a sale with just furniture and some plates, so the family’s only option is donation and a cleanout, and a lot of what’s left can’t be donated. That’s when it gets expensive.
From my practice: Nobody is getting fabulously rich running estate sales. It’s hard, physical work, and stuff is usually worth a lot less than families think. That grandfather clock the family is sure is worth $10,000 might bring $500 on a good day. I tell my clients that a real part of my job is logistics, helping families figure out where everything in the house is going to go, and a good estate sale company is one of the most valuable people on that team. If siblings disagree about what to keep and what to sell, my article on sibling conflict during a parent’s home sale can help.
How to Choose an Estate Sale Company
There are a lot of estate sale companies in the Bay Area, and plenty of part-timers and hobbyists too, many of whom don’t carry insurance or run many sales a year. Here’s what Jason said sets a professional apart, and it makes a pretty good checklist for vetting anyone you’re considering:
- Honesty with what they find. Pink slips, Social Security cards, credit cards, and blank checks go back to the family, not into the sale.
- Insured and bonded. Ask for proof before you sign.
- Real reviews. Jason’s local Google reviews are five stars, and his franchise has a national reputation behind it.
- Full transparency. Every transaction goes through the POS system.
- Prompt payment. Jason’s team sends the check, along with a report of everything that sold, within seven days of the sale.
My article on working with an estate sale company before selling your home goes deeper on contracts and questions to ask. If you’re weighing a sale against a liquidator buyout or a straight cleanout, read my comparison of estate sales, estate liquidators, and cleanouts. And if you really want to run it yourself, here’s my do-it-yourself estate sale guide for families.
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Jason’s Best Advice: Call Early
When I asked Jason what I should have asked him, his answer applied to any estate sale company, not just his. If you’re starting to think about moving or downsizing, bring an estate sale company in sooner rather than later, even if the sale itself is months away. The consultation is free.
Here’s why it matters. Families often “clean up” before the first walkthrough, and in the process they give away or throw out the very things that had value. An early visit tells you what’s sellable and what isn’t, and Jason says the advice is often to do less work, not more. He’s talked with clients who spent two weeks sorting before calling him, work his team could have done for them, and possibly with a better payout at the end.
I couldn’t agree more. A house full of contents is a big, nasty job, and trying to DIY it to save the commission is often penny wise and pound foolish. Let the professionals handle it, and spend your energy on Mom or Dad. My pro tips for emptying out a Silicon Valley home before listing it pull all of these steps together.
How to Reach Jason Smith
You can reach Jason by phone or text at (650) 274-5003 or visit Blue Moon Estate Sales San Mateo and San Jose. If you’re outside the area, go to bluemoonestatesales.com and enter your ZIP code to find your local office.
And if the house is the next step, I’d love to help you plan the whole move, from the contents to the closing. You can book a call with me here or reach my office at 408-413-3087.
Frequently Asked Questions
How does an estate sale work?
An estate sale company comes into the home, stages and prices nearly everything, markets the sale online and to its email list, and then runs a two or three day sale open to the public. Prices are full on day one and discounted after that. Whatever doesn’t sell is donated or hauled away, and the family receives a check minus the company’s commission.
How long does it take to set up an estate sale?
Most professional companies plan three to four weeks ahead, though it can be done in one to two weeks when needed. Staging and pricing usually takes about three days for a smaller house and five or six days for a larger one.
How much do estate sale companies charge?
Most charge a commission of roughly 30 to 50 percent of gross sales, with higher percentages on smaller sales. Hauling and cleanout of unsold items is usually a separate charge that can be paid from the proceeds. Always get the terms in writing.
Should I clean out the house before calling an estate sale company?
No. Call first. Families often throw away or donate the items that make a sale worthwhile. A free consultation tells you what’s sellable, and the advice is often to do less work, not more. Do pull out family photos, important documents, and anything you plan to keep.
Can an estate sale company sell medications, alcohol, or guns?
No. Estate sale companies aren’t licensed to sell prescription medications or alcohol, so those are set aside. In California, firearm transfers generally have to go through a licensed dealer, so handle any guns separately before the sale.
What happens to items that don’t sell at an estate sale?
Usable items are donated to charities and donation centers, and the rest is hauled away by a cleanout company. Some companies also offer a second sale weekend or an online auction if valuable items are left.
How do estate sales prevent theft?
Professional companies keep jewelry in locked cases near the register, staff every room, use security cameras, and carry insurance that covers theft. Private papers, photos, and medications are locked away in a closed-off room.
When do I get paid after an estate sale?
It depends on the company, so check your contract. Jason Smith’s team at Blue Moon Estate Sales San Mateo and San Jose sends a check and an itemized sales report within seven days of the sale.
Can an estate sale be held somewhere other than the home?
Yes, but it’s uncommon. Sales can be held in a garage, ADU, outdoors, or in rented retail space. Moving everything off site gets expensive quickly, so it usually only makes sense for a high-value collection.
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