Karen McCarthy

In San Francisco, I look at both the numbers and what is happening on the ground. If homes are selling faster, attracting multiple offers, and closing over asking, demand is strengthening. However, quality of life factors are just as important to monitor. Retail vacancies, street conditions, public safety, and where the City is actively investing resources all affect buyer perception and demand. I also pay attention to employment. Which major companies are nearby or expanding into the area? Proximity to large employers has historically driven neighborhood appreciation in SF. In my experience, the street will tell you before the data does. Happy to share what I am seeing in a specific area if you want to share more details.

Incentives are rarely the answer unless there is a specific objection. If interest rates are the issue, a temporary rate buydown or closing cost credit can help. If the property needs work, a repair credit might make sense. If the HOA has a pending assessment, you can credit it at closing. But without a specific objection, the answer is almost always correct pricing and clean presentation. That often means pricing slightly below recent comps to generate immediate interest and competition. Let the market drive the price up rather than starting high and chasing it down.