Top Mistakes to Avoid When Choosing a Real Estate Agent in San Francisco

By Clay Gjevre

8 Red Flags When Hiring a Real Estate Agent in San Francisco

When it comes to selling your home, the real estate agent you choose can make or break the outcome. In a competitive market like San Francisco, picking the wrong agent could mean leaving tens of thousands of dollars on the table.

According to the National Association of Realtors, homes sold by top-performing agents sell for 10–25% more than those sold by average agents. That’s why hiring the right professional matters — especially in a city with unique neighborhoods, complex property types, and shifting buyer demand.

Below are the most common mistakes sellers make when hiring a real estate agent in San Francisco — and how you can avoid them.

1. Hiring Friends or Family Out of Obligation

Many sellers choose a cousin, friend, or neighbor to handle their sale. While it feels convenient, selling real estate in San Francisco requires expertise, not just trust. Out-of-town agents often misprice homes because they don’t understand neighborhood nuances like condo regulations, TIC quirks, or even block-to-block pricing differences.

2. Choosing Based on the Lowest Commission

It’s tempting to save money upfront, but discount agents often lack resources for professional marketing, staging, and negotiation. The result? A slower sale and a lower price. In one real-world example, a poorly marketed listing lingered on the market for months — until it was relaunched with proper staging, photography, and social media ads, generating multiple offers over asking.

3. Overlooking Local Market Experience

San Francisco is a collection of micro-markets. What works in Noe Valley doesn’t necessarily work in South Beach or Bernal Heights. A top San Francisco real estate agent understands how pricing shifts between neighborhoods and how to target the right buyers. Always ask an agent how many homes they’ve sold in your area within the past year.

4. Ignoring Marketing Strategy

In today’s digital-first market, most buyers will see your home online before ever stepping inside. Strong marketing — professional photography, video tours, targeted advertising — is non-negotiable. Poor listing photos are one of the fastest ways to turn buyers away. The best San Francisco Realtors invest in making every property shine online.

5. Not Setting Communication Expectations

Selling your home is stressful enough. If your agent is hard to reach or slow to respond, the stress multiplies. Before hiring, clarify how often you’ll receive updates, how quickly they return calls or texts, and how they handle communication during negotiations.

6. Underestimating the Value of Negotiation Skills

The real money in real estate is made at the negotiation table. A skilled San Francisco broker knows how to position multiple offers, protect your leverage, and maximize your net proceeds. Ask for examples of tough negotiations they’ve handled — their approach will reveal a lot.

7. Skipping the Research on Reviews and Results

A polished business card or friendly personality isn’t enough. Look at reviews, past sales, and homes they’ve recently sold in your price point and neighborhood. Top San Francisco real estate agents should have a consistent track record of success.

8. Believing Big Promises Without Proof

Some agents will tell you whatever you want to hear to win your listing, including inflated pricing promises. Be cautious. The best real estate brokers in San Francisco back their pricing strategies with market data, comparable sales, and a clear marketing plan.

Final Thoughts

Selling a home in San Francisco is one of the biggest financial decisions you’ll ever make. Avoiding these mistakes will help you hire the right professional — one who can market your home strategically, negotiate effectively, and deliver top results.

If you’re considering selling, start by asking the right questions and looking for a proven track record. The agent you choose could be the difference between a stressful process and a smooth, profitable one.

📲 Call or Text: (415) 481-4074

📧 Email: Clay@ClayGjevre.com

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🌐 Website: https://www.claygjevre.com/

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Clay Gjevre San Francisco Realtor®

Vantage Realty 

DRE 02099237