Exploring the San Francisco real estate market can be a nerve-wracking experience. This is partly due to the intense competitiveness of the market, but also because the local laws governing real estate in the Bay Area are quite different from those in other parts of the country especially when it comes to tenant occupied properties. Real Estate agents are a dime a dozen, and choosing the right one whose knowledge and experience can help you navigate the complexities and nuances of the San Francisco real estate market will be “the” most important step you take towards a smooth property transaction. This guide walks you through how to choose a Realtor in the San Francisco Bay Area who will best serve your interests, whether that’s advocating and negotiating on your behalf or guiding you past the risks and pitfalls that are common with buying and selling homes..
Finding a great San Francisco Realtor can be a lot like a job interview. You might need to see several agents before you find the best fit, but you definitely want to make sure you’re concentrating your efforts on those who will not only give you the most value, but who also match up with your personality. Of course, those two things alone aren’t quite enough. So beyond that, in this blog, we’ll explore some qualities that a great real estate agent has and what you might look for in your selection process to identify those traits.
- Effective Communication
In my experience, the cornerstone of every successful real estate transaction is effective communication. A successful agent is someone who actively listens and is able to articulate the complex information surrounding a property or transaction in a clear and understandable manner. In a market as fast and complex as San Francisco, clear communication becomes even more vital.
How to Check:
Three very basic ways to evaluate the effectiveness of an agent’s communication is to: 1) Observe how quickly and clearly the agent responds to your initial inquiries
2) Determine how well the agent listens to your needs and how well he or she responds to those needs
3) How well does the agent explain the complex real estate jargon in a way that you understand.
- Negotiation Proficiency
Any real estate transaction requires negotiations, and these are especially important in competitive markets like San Francisco. Your agent should be a strong advocate for you and work diligently to secure the best possible price and terms for you. They might not be able to share all the details due to confidentiality, but an agent’s past work will give you an indication of their present capabilities.
How to Check:
- Ask the agent about their negotiation philosophy and propose some scenarios in which you can see how they would handle negotiations.
- Request examples of past negotiation successes
- Consider how they perform in your presence. Confidence and professionalism are the two indispensable traits of good negotiators.
- Profound Knowledge of the market
Real estate is a very localized business, and no two markets are exactly alike, especially in a city like San Francisco where the weather is as varied as the neighborhoods which are called districts and sub-districts. An outstanding San Francisco Realtor should possess a comprehensive understanding of the city’s one-of-a-kind neighborhoods, elusive pricing, and local regulatory environment. They should offer helpful insights into the suitability of your chosen neighborhoods and have a strong understanding of the intricacies associated with San Francisco’s Rental Ordinances which encapsulates rent control and eviction control among many others.
How to Evaluate:
1) Ask the agent about your desired neighborhood. Ask questions that pertain to recent sales and the future outlook of that neighborhood.
- Problem-Solving Ability
Real estate is a complex industry, with many moving parts. Consequently, it can be a highly demanding for agents, especially when things don’t go according to plan (which is often the case). Thus, the very best agents have not only a deep well of experiences and knowledge from which to draw,but also a fundamental ability to problem solve and think creatively under pressure.
During your initial meetings with prospective agents, pay close attention to how they respond to your questions and concerns. Do they seem to be offering plausible, practical solutions?
How to check:
1) Ask them to describe a time they encountered a tough situation in a transaction and what they did to overcome it.
2) Is the agent offering you practical solutions based on your initial discussion?
3) Look for evidence of their ability to remain calm, collected, and clear when you ask them a challenging question.
- Values and Ethics
Real estate is still a people business, and successful agents treat their clients well and have earned much respect from everyone they deal with. High ethical standards and integrity are non-negotiable virtues for a great real estate agent. You should expect your agent to prioritize your needs above all else. More than anything, you want an agent who is trustworthy.
How to Check:
1) Ask people you know and trust if they know of a trustworthy agent they can recommend.
2) Look the agent up online, conduct some due diligence, and see what others have to say about them.
3) Trust your instincts – if something feels off, it’s most likely not a good fit for you! Your agent should leave you feeling informed and satisfied from the initial consultation.
- Knowledge of Marketing
When it comes to selling a home, effective marketing can make all the difference. The agents we recommend have comprehensive marketing plans that utilize a multitude of strategies. In a market as competitive and demanding as San Francisco’s, a sound, diversified marketing strategy is indispensable if one wishes to realize a sales price close to that which one would have received a year ago rather than that which one now might expect. Interpret that last sentence as you wish.
How to Check:
1) Ask any agent you are vetting for examples of how they have marketed properties that they have sold.
2) If they have decent online listings, use them to compare the marketing of one property to another.
3) Research their online presence and evaluate how well they are marketing themselves and their properties. This should give you an idea of how much effort they put into their business and clients.
- Strong Network and Resources
An excellent real estate agent should have a strong network of professionals—mortgage brokers, home inspectors, contractors, and other service providers—who can be trusted to help clients navigate the various aspects of the real estate transaction. Especially in a place like San Francisco, where it can be difficult to find reliable professionals, an agent with a well-established network is going to be worth their weight in gold.
How to Check:
1) Ask the agent about their connections to other real estate professionals and service providers.
2) Request recommendations for mortgage brokers, inspectors, or contractors and evaluate the quality of those referrals.
3) Consider the agent’s involvement in the local community and their connections to local organizations or events.
- Client-centered approach
An exceptional real estate agent places the client’s needs and objectives above all else. When dealing with the great unknown that is a real estate transaction, it is crucial that the client feels as if they are not only being heard but also understood—deeply and completely. In a real estate transaction, key decisions are often an emotional process and an agent must know how to navigate this with empathy and clear-headedness, focusing on the best outcomes for their clients. The real estate agent who focuses on the client does not give “one-size-fits-all” advice; rather, he or she takes the time to know the client and the client’s set of circumstances. Then, the agent tailors his or her instruction to fit that personalized context.
How to check:
- Assess how well the agent listens to you and repeats or recalls the information. If they are able to recall a detail you mentioned previously, their listening skills are most likely excellent.
- See if the agent is able to effectively craft a personalized strategy for you based on the information you provided to them.
- Look for signs that the agent is actually invested in your success in finding a home, rather than just looking for a commission check. One of the many great feelings working in the real estate industry, is the feeling of handing the keys to new homeowners. You understand that they have worked hard to achieve the American dream of home ownership. An agent that seems like they have lost that passion in their job most likely will not be a good fit for you.
- A Sharp Eye for Detail
Real estate transactions may be prosaic to many, but they are anything but to great agents. Both agents and the clients they represent have a vested interest in ensuring that the transaction at hand goes smoothly, which means that agents should possess a sharp eye for detail. This quality is particularly valuable in a jurisdiction like San Francisco, where a real estate transaction can become so legally complex that the average buyer or seller may not fully understand what’s happening. With handling real estate contracts, one typo or misplaced checkbox can result in tens of thousands of dollars for the client. Having an agent with a sharp eye for detail can be a lifesaver for you.
How to Check:
1)Ask your potential agent how they manage the multitude of forms and the many pages of text that make up a real estate contract. Is there a review process by the broker? Do they work with a team to produce contracts? How do they ensure there are no mistakes in the contract?
2) Inquire as to whether they have ever made a legal error in a transaction (and what that error was, if they’re willing to share) and how they resolved it.
3) Look for signs that the agent is detail-oriented and thorough in their responses, consultation, and personal appearance. It may be a tell-tale sign for attention to detail.
- Tech-Savvy
Exceptional real estate agents possess various vital attributes, with tech-savviness being essential. In the digital era, technology is in every facet of real estate. It enhances virtual open houses, allows for streamlined home-search collaboration, easy online transaction assistance, and ups the marketing ante by allowing for super-targeting and by being able to use a wide range of media tactics. In a tech-forward city like San Francisco, a great real estate agent must be comfortable using the digital tools that clients use.
How to Check:
- Ask the agent what tech tools they use to serve clients and manage their transactions. Check out their online presence.
- Ask how the agent incorporates technology into their marketing strategies and the success they’ve had with their approach.
- Transparency in fees
Understanding the agent’s commission structure is key to avoiding any surprises during the home buying or selling process. An excellent real estate agent is clear and upfront about the percentage they will take (if you’re selling) or the amount you will pay (if you’re buying) in order to complete the transaction.
How to check:
1) Ask the agent to go over the fee setup with you. If any part of it is confusing or you are not understanding 100%, never move on to the next topic until you fully understand the fees.
2) Compare other agent fees to determine if you are really getting the best deal. Remember, the lowest fees do not necessarily mean they are the best value. Some agents stand by the fees they charge because they provide top-notch service and will put their heart and soul into providing the best experience for you. It’s important to evaluate holistically.
11. Passion
An exceptional real estate agent should possess a true passion for the field and an unwavering commitment to guiding their clients to successfully achieve their goals. This passion needs to radiate from them, encompassing not only enthusiasm for the state of the industry but also a strong dedication to the continuous learning that fuels their professional development. At the same time, it is essential for them to possess the kind of client-centered mentality that results in them going the extra mile (or several extra miles) to secure their clients’ triumphs in the vibrant and dynamic real estate market that is San Francisco.
How to Check:
1) Ask your potential agent about their path to real estate and their reasons for sticking with it.
2) Look for signs of dedication to the craft, like engagement with or within relevant real estate associations or commitment to training.
3) Tune in to your gut. Do you believe this agent is acting as if they have a fire lit underneath them?
Finding a truly excellent real estate agent is one of the most important steps along your path to success in the real estate market, especially in an environment as challenging and competitive as San Francisco. Such an agent can help you find the right property to buy, sell your existing home with the best price and terms, or even assist you with a rental situation. Of course, you have to work with someone you trust, and trust is built primarily through communication. You want a skilled agent who is responsive, listens carefully to your thoughts and concerns, looking out for your best interest, provides transparency throughout the process, and communicates clearly not only with you but with others involved in the process. Remember, who you work with matters.
Kelvin Kam, the Broker of Record for KeyOpp Real Estate and Founder of Sequoia Real Estate, stands out as a pragmatic leader in the real estate domain. Since embarking on his journey in 2003, Kam’s trajectory embodies a strategic fusion of foresight, diversification, and an unwavering commitment to excellence.
Karmen Wong’s journey to real estate was inspired by her positive experience buying a home with her sister over two years ago. Their agent, who was patient and knowledgeable, made the transaction feel like a breeze. This experience, coupled with her Aunt’s belief in real estate investment, ignited Karmen’s interest in pursuing it as a career. She is driven by the opportunity to help others through one of the most significant transactions in their lifetime.
Eileen Chau’s journey to real estate was inspired by her childhood experiences in a family business and frequent relocations, fostering an intrigue for architecture, interior design, and negotiation styles unique to different cities. This diverse background naturally led her to become a real estate agent, where she could seamlessly merge her passions.
Letty, a proud native of San Francisco, brings a wealth of diverse experiences in her role as a Realtor. Having lived in neighborhoods such as Crocker Amazon, Ingleside, and Sunset and attended schools in Chinatown, Mission, Balboa Terrace, Parkside and Park Merced, she offers direct knowledge and experiences of the vast communities in San Francisco.
Katrina embarked on her professional journey as a Digital Marketing Specialist in Real Estate right after graduating in 2019 with a Bachelor of Arts in Business Administration, majoring in Marketing Management. Her role sparked a passion for creativity and learning in real estate advertising, aligning perfectly with her business-minded nature and aspirations to own a business one day. With five years of experience under her belt, Katrina is particularly drawn to the ever-evolving nature of marketing, which challenges her to continuously learn and adapt to new technologies.
I began my Real Estate career in 2020 as a Compliance Transaction Coordinator. I was their very first virtual assistant. As a pioneer, I finally became team leader.
I’m a Realtor, Investor, Developer, and a Mother of two children. I’ve project-managed over $40 million in residential developments in San Francisco and the Bay Area. I am originally from Vancouver, Canada and moved in 2000 to the Bay Area where I began in Commercial Banking and then Title & Escrow Sales. Furthering my passion in Real Estate, I purchased my first out-of-state investment property in 2003, and first home in 2005, I’ve learned the meaning of cash flow, and since then have rehabbed and lived in multiple duplexes and single family homes in San Francisco. I love the multi-facets of Real Estate investing, and sharing this knowledge with friends so that we can all grow together and reach financial freedom.
With over 30 years of real estate experience, Lawrence brings a family-focused approach to Real Estate. Starting early on by assisting his father with hands-on repairs and maintenance with various properties and later assisting with the backend operational processes, Lawrence along with his wife Melanie Leung have a developed multiple businesses focusing on all aspect of Real Estate including, but not limited to, Property Management, Investment Strategies as well as Buyer and Seller Representation. By working in multiple aspects of the real estate process, he brings a multi-faceted perspective to the buying and investment process. As a duo team with a strong knowledge of property investment, Lawrence is able to provide all the necessities an investor needs to make the smart choices.
Having grown up with parents working in real estate, I found my passion for this industry at an early age. I chose to follow in their footsteps after seeing how many clients they were able to help fulfill the American Dream of Home Ownership. After 7 years of working extensively in the San Francisco Bay Area, I have developed a keen understanding of the local market and always take the time to figure out what clients really need from me as a professional real estate broker. I take pride in serving my clients with the utmost level of care and professionalism. It is my job to ensure a smooth, worry-free, and satisfying experience for everyone involved.