Your Seller's Guide
Selling your home in San Francisco requires careful planning. This guide walks you through each step of the process.
Complete Listing Paperwork
Sign listing agreements and complete all required documentation to get your property officially on record.
Prepare Your Property
Address repairs, staging, photography, and any pre-sale inspections to present your home in its best light.
Pre-Market Promotion
Promote your property to Compass agents and qualified buyers through Coming Soon and Private Exclusive programs before the public launch.
Develop the Marketing Plan
Finalize and execute the full marketing strategy — photography, digital campaigns, print materials, and media placement.
List Property Online
Your home goes live on the MLS and syndicates to Zillow, Redfin, Wall Street Journal, Mansion Global, and 60+ platforms globally.
Show and Follow Up
Schedule showings, host open houses, and follow up with interested buyers and their agents to maintain momentum.
Monitor and Adjust
Track market activity, provide regular updates, and reassess pricing or strategy if needed to stay competitive.
Review Offers and Negotiate
Evaluate all offers holistically, negotiate terms, and secure the strongest possible contract on your behalf.
Schedule Closing
Coordinate signing, funding, and final walkthroughs. Work through any remaining contract terms and contingency removals.
Close and Beyond
The escrow company distributes funds and records the deed. Aimee remains available to assist with any post-closing questions.
Market Dynamics
Limited inventory, high demand, and fluctuating trends define this market.
- Research recent sales in your neighborhood to gauge pricing trends
- Understand seasonal patterns — spring and fall often attract more buyers
- Monitor interest rates and tech industry trends, which heavily influence demand
- Evaluate political changes, economic policies, or local regulations that may impact the market
Neighborhood Factors
San Francisco's neighborhoods each offer distinct characteristics that influence buyer preferences and property values. These factors may impact your home's appeal.
- Proximity to downtown and employment centers affects desirability
- Access to public transportation and major thoroughfares often adds value
- Local amenities — parks, shops, and dining options — contribute to the overall attractiveness of a neighborhood
- Historical significance or architectural uniqueness can enhance buyer interest in certain areas
Smart Renovations
Minor kitchen updates, refreshed bathroom fixtures, and energy-efficient upgrades like LED lighting or smart thermostats yield strong returns.
Professional Staging
Staged homes sell faster and for more. Professional staging highlights key features, creates emotional appeal, and photographs beautifully for online listings.
Pre-Sale Inspection
Proactively addressing issues builds buyer trust, justifies your price, and streamlines negotiations — reducing deal-breaking surprises.
Seller Disclosures
California law requires sellers to disclose known material defects before closing. Completing your Transfer Disclosure Statement and any SF-specific disclosures early keeps the process clean, builds buyer confidence, and protects you legally.
Pricing Strategies
Price too high and your home may sit. Price too low and you leave money behind. Work with your agent to:
- Analyze comparative market analysis (CMA) reports
- Consider buyer psychology — slightly underpricing can generate multiple offers
- Monitor interest rate trends, which significantly impact buyer affordability
- Watch stock market performance, which influences buyer confidence and available cash
- Assess the local economy, particularly the tech sector that drives SF demand
- Evaluate seasonal trends to determine optimal listing timing
Common Mistakes to Avoid
To position your home competitively and maximize its value, avoid these pitfalls:
- Ignoring current market conditions
- Overpricing based on sentimental value rather than comparables
- Neglecting to adjust price if the market shifts
- Having an unrealistic view of your own property's value
Homes sold after a price reduction averaged 7.5% below the list price of comparable homes that sold without reduction.
On both a dollar-per-square-foot and average sales price basis, reduced listings consistently underperform.
If the asking price is too high, the property appeals to fewer buyers.
A property receives the most traffic within the first few weeks of hitting the market. Pricing correctly is critical to gain the attention of interested buyers and maximize your home's position in the market.
Professional Photography
High-quality images are one of the most impactful investments you can make before going to market.
Great photography doesn't just attract clicks — it sets expectations, drives showings, and immediately positions your home above the competition.
Social Media
Targeted social promotion puts your listing in front of the right buyers at the right time.
- Post high-quality images and video showcasing your property
- Use advanced targeting to reach demographics most likely to purchase
- Leverage Stories, live walk-throughs, and interactive posts to generate interest
- Track engagement metrics to refine your strategy
MLS Syndication
Once listed, your home is syndicated to top platforms domestically and in 60+ countries globally.
Integrated Marketing Materials
Every touchpoint reinforces your home's appeal and drives qualified interest.
- Customized property websites with images, video, and essential information
- Professionally designed brochures with high-quality imagery
- Targeted email campaigns to buyers and agents
- Neighborhood guides highlighting local amenities, schools, and attractions
Compass Concierge
Compass covers upfront costs for staging, painting, and minor renovations to increase your home's market value. Costs are repaid only at closing — no upfront financial strain.
Coming Soon
Build buyer excitement before your listing hits the market. It generates early interest, creates exclusivity, and allows time to fine-tune your marketing strategy.
Private Exclusives
For sellers who value discretion, market your property to a select audience off traditional platforms — confidentially targeting qualified buyers while avoiding listing fatigue.
AI-Powered Digital Tools
AI video studio for high-quality listing videos, targeted digital ad campaigns, real-time marketing analytics, and reverse prospecting to monitor buyer activity.
Understanding Offers
Offers can vary widely in price, contingencies, and terms. Your agent will help you evaluate each one.
| Financial Qualifications | Evaluate the buyer's pre-approval, down payment size, and lender strength — not just the offer price. |
| Holistic Comparison | Price, contingencies, close of escrow date, and any special terms all affect the real value of an offer. |
Negotiation Strategies
Skilled negotiation protects your bottom line at every stage.
| Stay Firm on What Matters | Be flexible on minor terms but firm on the things that matter most to your timeline and net proceeds. |
| Multiple Offers | Use competing offers to your advantage — they give you leverage to improve price and terms. |
| Non-Financial Terms | Close of escrow date, contingencies, and rent-back agreements all carry real value beyond the purchase price. |
The Escrow Process
In San Francisco, signing and funding typically occur several days before the official closing date.
During Escrow
Your agent works with the buyer's team to complete required inspections. You address repair requests as needed.
Sign Documents
Buyers and sellers sign all necessary financial and title documents several days before closing. Bring a government-issued ID.
Fund the Loan
The buyer and lender fund their loan, ensuring the escrow company has all required funds to complete the transaction.
Closing Day
The escrow company distributes funds to you and records the deed in the buyer's name — the official transfer of ownership.
Costs of Sale
Understanding what you'll owe at closing helps you plan accurately and avoid surprises.
| Cost | Details |
|---|---|
| Agent Commissions | Sellers pay their own agent, and may also offer to pay the buyer's agent commission. |
| Transfer Taxes | Local taxes based on the property's sale price, specific to San Francisco. |
| Prorated Property Taxes | Calculated based on the closing date and portion of the year you own the home. |
| Staging Costs | Optional expenses for preparing your home to maximize its appeal and sale price. |
| Repairs & Inspections | Costs for addressing necessary repairs or uncovering potential issues before listing. |
| Miscellaneous | HOA documents, courier services, and notary fees. |
Why Offer Buyer Agent Compensation?
In the US, real estate commissions can be paid by the seller or the buyer. Continuing the practice of offering buyer agent compensation increases the likelihood of having a professional buyer's agent on the other side — and provides real advantages.
| Benefit | Why It Matters |
|---|---|
| Wider Buyer Pool | Your property becomes more accessible to serious buyers, including those with limited cash for upfront costs. |
| Higher Purchase Price | Buyers who don't need to reserve funds for commission may be able to offer more. |
| Sell Faster | Removing the financial burden on buyers can reduce the time your property spends on the market. |
| Simpler Negotiations | With commission off the table, all parties can stay focused on the property's price and terms. |
| Program | What You Should Know |
|---|---|
| Capital Gains Exemption | Exclude up to $250,000 (single) or $500,000 (married) of gains if the home was your primary residence for 2 of the last 5 years. |
| SF Transfer Tax | Local taxes calculated based on your property's sale price, applied at close of escrow. |
| Prop 19 — Base Year Transfer | Eligible homeowners can transfer their primary residence's taxable value to a replacement home anywhere in California, up to three times. |
| 1031 Exchange | Defer capital gains taxes by reinvesting in a like-kind property under strict IRS timelines. Available on investment properties. |
| Step-Up in Basis | For inherited properties, adjusts value to market price at time of inheritance, reducing capital gains tax liability when sold. |
Consult with a tax advisor or financial professional to ensure decisions are tailored to your specific circumstances.
Finance
| Appraisal | An independent assessment of the property's value, often required by lenders to ensure the loan amount aligns with the home's worth. |
| Assessed Value | The value assigned by a government tax assessor for calculating property taxes. May differ from market value. |
| CMA | Comparative Market Analysis — a report prepared by your agent to evaluate property value based on recent sales of similar homes nearby. |
| Debt-to-Income (DTI) | The portion of a buyer's monthly income spent on debt. Lower ratios improve loan approval chances. |
| Earnest Money (EMD) | A deposit made by the buyer to show serious intent to purchase. Held in escrow and applied toward the down payment or closing costs. |
| Loan-to-Value (LTV) | The percentage of the home's value financed through a loan. A lower LTV typically means better loan terms. |
| Market Value | The price at which a property is most likely to sell, based on current market conditions and buyer demand. |
| Pre-Approval | A lender's evaluation of how much a buyer is qualified to borrow. Strengthens offers in competitive markets. |
| Points | Optional fees paid to a lender at closing to lower the mortgage interest rate. Each point typically costs 1% of the loan amount. |
| PMI | Private Mortgage Insurance — required by lenders if the buyer's down payment is less than 20% of the purchase price. |
| Rate Lock | An agreement with a lender to lock in a specific interest rate for a set period, protecting the buyer from fluctuations. |
Legal
| Deed | The legal document that transfers ownership of the property from the seller to the buyer. |
| Escrow | A neutral third party that holds funds and documents until all conditions of the sale are met. |
| Preliminary Title Report | Outlines the legal status of the property's title early in escrow, including liens, easements, or other encumbrances. |
| Title Insurance | Protects buyers and lenders from financial loss due to defects in the property's title, such as undisclosed liens or ownership disputes. |
Contract
| Acceptance | The date when both parties sign and return the Purchase Agreement, confirming mutual consent. |
| Arbitration | A binding process where a neutral third party resolves disputes, as outlined in the contract. |
| Close of Escrow (COE) | The date when ownership is officially transferred from seller to buyer, and the sale is finalized. |
| Contingency Period | The timeframe during which the buyer can conduct inspections, secure financing, or fulfill other conditions in the contract. |
| Counteroffer | A response proposing changes to the original offer terms, requiring acceptance by the other party to form a binding agreement. |
| Initial Deposit | The amount the buyer submits into escrow shortly after Acceptance to demonstrate serious intent. |
| Liquidated Damages | A predetermined amount the seller may retain if the buyer breaches the agreement, typically limited to 3% of the purchase price. |
| Mediation | A neutral third party facilitates dispute resolution between buyers and sellers before legal action. |
| Termite Inspection | An inspection required in many California transactions to identify wood-destroying pest damage. Results can affect repairs requested and final negotiations. |
Price Per Square Foot: 2019–2025
Values at 1 Daniel Burnham Ct have reset materially from their 2019–2020 peak. Excluding the panoramic terrace outlier (Unit 1506) and anomalous transactions, the trend shows a clear decline from $1,029/sqft in 2020 to roughly $843–$857/sqft in 2024–2025 — a drop of approximately 18%. Pricing decisions should be tied to 2025 comparables.
Average sold price per square foot by year. Excludes Unit 1506 panoramic terrace outlier, duplicate entries, and transactions missing square footage data.
Currently listed units at 1 Daniel Burnham Ct — your direct competition if you go to market now.
What the Market Has Rejected
These 700–800 sqft 1-bedroom units were listed between 2020 and 2025 but never sold. The data makes the risk of overpricing concrete: buyers don't negotiate down from an inflated price — they simply don't show up.
| Unit | List Price | PPSF | DOM | Outcome |
|---|---|---|---|---|
| Unit 816 | $835K → $799K → $750K → $699K → $680K | $802–$1,166 | 306+ | Withdrawn after 4 attempts |
| Unit 1216 | $775K → $738K | $880–$919 | 114–30 | Expired/canceled twice — sold later at $670K |
| Unit 1202 | $850,000 | $1,101 | 133 | Expired |
| Unit 401 | $799K → $710K | $893–$948 | 157–11 | Expired, then canceled |
| Unit 618 | $749K → $729K | $955–$1,008 | 70–54 | Canceled twice |
| Unit 303 | $675,000 | $906 | 179 | Canceled 2025 |
| Unit 106 | $920,000 | $1,150 | 1 | Expired immediately |
Every unit that lingered or failed was priced above where the market clears. Days on market compound the problem — a listing that sits accumulates stigma, attracts lower offers, and ultimately sells for less than it would have at the right price from day one. The data at this building consistently shows that well-priced properties sell in under 30 days and close at or near ask. Overpriced ones don't sell at all.
Active Competition
Currently listed units at 1 Daniel Burnham Ct — your direct competition if you go to market now.
Recent Sales
Sold units at 1 Daniel Burnham Ct used to inform your pricing strategy.
Selling your home is a significant decision, and having the right guidance makes all the difference. Contact me to discuss your goals and the strategies tailored just for you.
With a background in law, Aimee brings a sharp analytical approach and strong negotiation skills to real estate. This foundation allowed her to quickly build a successful business rooted in trust, meaningful relationships, and enthusiastic referrals.
She became a partner at the Bay Area's largest independent brokerage, leading its flagship office and overseeing thousands of transactions. Later she joined Compass, playing an integral role in its ascent as the region's premier brokerage. After more than 15 years in leadership, she returned to working directly with clients — combining expertise and strategic insight to meet each client's distinct needs while cultivating the meaningful relationships that have always defined her work.