11 Mistakes to Avoid When Selling Your San Francisco Home

Selling a home in San Francisco is exciting, but it’s also a high-stakes endeavor. Mistakes can cost you time, money, or even the perfect buyer. Here’s what to avoid—and how to get it right. Spoiler: It all starts and ends with choosing the right agent.

1. Pick the Right Agent

Let’s just say it: This is the most important decision you’ll make when selling your home. Sure, your cousin might be nice, and maybe they’ll even give you a deal—but are they a local expert? Do they understand San Francisco’s micromarkets, the city’s unique forms, or the quirks that make this market one of a kind? Selling in SF isn’t just about listing on the MLS—it’s about connections, strategy, and expertise. Choose wisely.

2. Pricing Without Strategy

Overpricing “to test the market” can backfire, leaving your home sitting for weeks. Underpricing without a clear bidding-war plan means you might leave money on the table. San Francisco buyers are savvy, constantly comparing homes. Pricing must attract attention while maximizing value—something only an experienced agent can help you nail.

3. Ignoring Curb Appeal and Repairs

Your home’s first impression starts long before a buyer steps inside. Cracked sidewalks, peeling paint, or even an overgrown lawn can set the wrong tone. In SF’s competitive market, buyers expect move-in-ready properties. Even on a tight budget, fresh paint, minor repairs, and a spruced-up front yard can make a world of difference.

4. Skipping Professional Staging

An empty or overly personalized home makes it harder for buyers to imagine living there. Professional staging transforms spaces, making your home stand out. It’s not just about pretty furniture—staging helps your home sell faster and for more money.

5. Half-Hearted Marketing

A “For Sale” sign in the yard and a few MLS photos won’t cut it here. Buyers in SF expect 3D tours, dedicated property websites, and targeted marketing campaigns. If your agent isn’t investing in high-quality photography, social media promotion, and SEO, they’re not doing enough to get your home in front of the right buyers.

6. Being Too Attached

Your memories are priceless—but buyers don’t see them. Emotional attachment can lead to overpricing, overreacting to feedback, or making decisions based on sentiment instead of strategy. This is where a great agent helps you keep perspective while protecting your interests.

7. Overlooking Market Nuances

San Francisco isn’t one real estate market—it’s a collection of micromarkets. One block can mean the difference between a bidding war and a stale listing. A local agent who lives and breathes this market knows exactly how to position your home to the right buyers.

8. Hiding Problems

California’s disclosure laws are no joke. Pretending that leaky roof isn’t an issue or forgetting to disclose your noisy neighbor could land you in legal hot water. Transparency is key—and your agent will ensure all the paperwork is done right.

9. Forgetting About Closing Costs

Agent commissions, transfer taxes, and other fees can add up quickly. It’s easy to focus on the sale price and forget what comes out of it. A good agent will help you plan for these costs so there are no surprises when you close.

10. Limiting Showings

Buyers can’t fall in love with your home if they can’t see it. Make showings flexible, and don’t hang around during them. Buyers need space to explore and envision themselves living there, not worrying about making small talk with the seller.

11. Pick the Right Agent (Again!)

Yes, we’re repeating ourselves, but it’s THAT important. Take a look at what we do for our clients—because not all agents are created equal. Sure, every agent should pay for marketing and manage showings, but do they go above and beyond to truly make your home stand out?

Do they create a custom website for your home, complete with professional photography, videography, and SEO optimization? Do they host exclusive broker tours catered with dim sum or champagne to make agents linger and keep your property top of mind? Do they live close enough to accommodate after-hours showings for serious buyers?

Our marketing strategy isn’t just about putting your home on the MLS—it’s about telling your home’s story in a way that captivates buyers and agents alike. From twilight tours with curated playlists to open houses stocked with delightful treats, we know that the smallest details make the biggest difference.

To wrap it all up

Selling your home is a big deal, but it doesn’t have to be overwhelming. Avoid these mistakes, and you’ll be in great shape to sell quickly and for top dollar. And yes, finding the right agent really is step one. Let’s make your next chapter a success!