Selling a home in the competitive markets of San Francisco and Marin requires more than just putting up a sign and hoping for the best. The difference between a smooth, profitable sale and a stressful, underwhelming outcome often comes down to avoiding a few key mistakes. Here are five of the most common missteps I see, and how to sidestep them.

Mistake #1: Overpricing the Home

In a high-stakes market, it’s tempting to push the asking price to see what you can get. But pricing too high can backfire. Overpriced homes sit on the market, go stale, and ultimately sell for less than they could have with the right strategy from the start. In both SF and Marin, buyers are savvy and data-driven—pricing needs to reflect that.

When a home is priced too high, it becomes the only thing buyers notice. They don’t see the view. They overlook the remodeled kitchen. All they see is a number that doesn’t make sense, and that colors everything. If the comps point to a lower price, buyers will know it and move on.

➤ Pro Tip: Price to generate maximum buyer interest, not crickets.

Mistake #2: Skimping on Presentation

Buyers in San Francisco and Marin expect homes to look their best. Whether it’s staging, landscaping, or minor updates, presentation matters. Empty rooms feel smaller, clutter distracts from architecture, and poor lighting dulls a home’s appeal. You never get a second chance at a first impression, especially online. It is important that the presentation ensures all the potential buyers have the feeling they must come see the home.

➤ Pro Tip: Professional staging and photography can add tens of thousands to your final sale price.

Mistake #3: Not Preparing for Inspections

Deferred maintenance becomes a liability during escrow. In San Francisco and Marin, buyers often bring thorough, aggressive inspectors, and anything they uncover becomes leverage to renegotiate. That’s why it’s often wise to get a pre-inspection and address obvious issues beforehand.

There’s a honeymoon period before an offer is accepted, when buyers are most emotionally invested and optimistic. That’s the time to disclose everything. If new disclosures emerge after acceptance, especially once buyers are deep into inspections and running the numbers, it can reopen negotiations and derail momentum. Managing the entire buyer experience means setting clear, detailed expectations up front. It builds trust, and keeps deals on track.

➤ Pro Tip: Spend a little upfront to save a lot in negotiations.

Have a Question?

Get In Touch!

Mistake #4: Misjudging Market Timing

The Bay Area doesn’t follow national real estate trends. Timing matters here, seasonal shifts, interest rate changes, and even tech earnings reports can impact buyer behavior. Launching at the wrong moment could mean missing the ideal window for attention and urgency.

➤ Pro Tip: Work with an agent who understands hyperlocal timing, not just general trends.

Mistake #5: Choosing the Wrong Agent

Your cousin’s friend might be a lovely person, but selling a home in SF or Marin requires more than good intentions—it demands local expertise, smart pricing, sharp digital marketing, and confident negotiation. A seasoned local broker knows how to position your home in front of serious, qualified buyers and shape the experience from the very first impression. Knowing what to say, when to say it, and how to navigate objections isn’t guesswork—it’s the result of years spent listening to buyers at open houses and understanding what truly moves them to act.

➤ Pro Tip: Interview agents, ask about their strategy, not just their commission.

Closing Thoughts:

Selling your home is a big deal, and there’s too much at stake to leave anything to chance. Avoiding these five common mistakes will put you in a much stronger position, financially and emotionally.