Cutting Through the Noise in Real Estate

Cutting Through the Noise in Real Estate

There’s a lot of distracting chatter around real estate right now, both in San Francisco and across the country. Buyers and sellers are bombarded with headlines, lawsuits, new rules, and industry drama. My advice: shut out the noise. This is one of the biggest decisions you’ll ever make.

Quiet Marketing or Full Exposure?

Every single agent in San Francisco has the ability to market your home quietly if that’s what you prefer. You can avoid “days on market” while still reaching the best agents and most qualified buyers. On the other hand, if your strategy is full exposure, we can go all in: mega open houses, video tours, aerial photography, detailed floor plans, and expert guidance on prep and staging.

The point is, the approach should match your needs.

What to Look for in an Agent

Choose an agent whose marketing plan you understand, who has a history of proven success, who will respect as much of your privacy as you want, and who you genuinely like and trust.

Avoid anyone with legal issues in their background. Google them. Visit the Department of Real Estate website and look up the agents you’re interviewing.

How to Interview an Agent

Treat the interview seriously:

• Like you’re hiring a nanny to watch your kids alone for a week.

• • How do they spend their time? Do they preview properties for you? What do they do that sets them apart from their counterparts?

• Like you’re choosing a bodyguard for a celebrity.

• • Are they well known in the community? Do they have access to off-market deals?

• Like you’re selecting an attorney to defend you from a false accusation.

• • What is their track record? Have they worked in high-volume, competitive markets, and can they negotiate for you when opportunity arises? Are they willing to take calculated risks? How strong are their negotiating skills?

• Quiz them like they’re studying for a test.

• • Do they know what a TIC is in San Francisco? Do they understand the difference between a co-op and a condominium? Do they know how competitive different neighborhoods are? Do they respond quickly to messages or voicemails? Do you understand them, and is it easy to ask questions?

The stakes are that high, so make sure the person you hire is up to the job.

Focus on What Matters

Try to see through the noise of clear cooperation debates, agency agreements, and market testing. What really matters is finding a reputable agent you trust, coming up with a plan together, and moving forward.

At the end of the day, there are much more important things happening in this country than real estate company drama. Do not let industry distractions get in the way of making the right move for you.