Seller Success Case Study: 1817 19th St in Potrero Hill

Deniz Kahramaner

Jul 30, 2025

Introduction

Selling an art-filled home while occupied presents unique challenges. At 1817 19th St, we crafted a tailored strategy that ensured maximum buyer exposure while prioritizing the safety of the seller’s prized artwork and belongings, all without public open houses. As a result, our sale sold for $3,250,000 ($1,300 price per sqft), which was $200k above neighborhood comparable sales.

The Challenge: Selling an Occupied Home with Million-Dollar Artwork

Our primary goal was to collaborate with the sellers to address their specific and valid constraints. This required a strategy built on trust and customization rather than a standard sales plan.

• Seller Constraint: The owners needed to sell while continuing to live in the home.

• Key Complication: The residence housed an expensive collection of original art and prized furniture, making the owners concerned about security.

• The Mandate: No public open houses or large-group broker tours were permitted to protect the artwork and furniture.

• Our Objective: Maximize buyer exposure and achieve a top-tier price while ensuring the sellers felt secure and their art remained safe.

The Property: 1817 19th St in Potrero Hill

Even without traditional marketing events such as open houses and broker tours, the property's exceptional features provided a strong foundation for attracting serious buyers.

Stunning Space & Views:

• Approximately 2,500sqft of modern living space (built in 2007).

• Open-concept living and dining area with downtown-facing views.

• Spacious rooftop deck with sweeping panoramic views of downtown San Francisco.

Turnkey Condition & Desirable Layout:

• Chef’s kitchen featuring high-end appliances (Wolf range, Sub-Zero refrigerator).

• Beautifully updated interior throughout, requiring minimal prep work.

• Ideal layout with three bedrooms on one level.

• Spacious primary suite with a large walk-in closet and spa-like bathroom.

• Multiple flex rooms, perfect for a media room, home office, or art studio.

• A tandem 2-car garage and plenty of storage.

You can view the property website at properties.atlasa.com/1817-19th-st

The Strategy: A Custom Plan for Maximum Impact

We developed a four-pronged strategy to overcome the marketing limitations and highlight the home's unique character.

Private, Curated Showings

• Action: We replaced open houses with appointment-only private tours.

• Execution: High-quality professional photos, a magazine feature in Luxury Homes, and virtual assets drove online interest, converting serious prospects into scheduled showings. We conducted 15 private showings, giving each potential buyer a focused, personalized experience.

• Benefit: This controlled approach gave the sellers peace of mind, as every visit was supervised, and their daily routine was respected.

Hybrid Staging with Original Artwork

• Action: Instead of removing the owners' art collection, we integrated it into the staging.

• Execution: We strategically added select furniture and decor that complemented the art, enhancing the home's bespoke, gallery-like feel.

• Benefit: The art became a memorable selling feature, creating a sophisticated atmosphere that distinguished the home from others on the market.

Targeted Enhancements for Buyer Appeal

• Action: We made small but impactful improvements tailored to luxury Potrero Hill buyers.

• Execution: This included neutralizing polarizing color schemes, decluttering personal items (while retaining the art), and styling the outdoor deck to showcase its entertainment potential.

• Benefit: These tweaks neutralized overly personal elements and amplified the features most valued by local buyers, such as indoor-outdoor flow and modern design.

Competitive Pricing

• Action: We performed a deep comparable sales analysis in the neighborhood and found that similar homes sold in the low $3,000,000 range.

• Execution: To drive strong demand, we deployed an aggressive underpricing strategy and listed the home at $2,695,000.

• Benefit: This positioned the home as a very compelling product against other active sales in the same price range, resulting in 32 disclosure package requests. This demand stimulated conditions for a strong preemptive offer. Alternatively, it could have generated a multiple offer scenario.

The Results: Exceeding Expectations

Our client-centric strategy delivered outstanding, quantifiable results, proving that a tailored approach can overcome significant sales hurdles.

• Overwhelming Interest: Within 24 hours, the listing successfully generated 32 disclosure package requests, indicating a deep pool of serious, motivated buyers.

• Immediate Offer: We received a competitive preemptive offer within 24 hours of the property launching on the market.

• Exceptional Sale Price: The home was in contract within a quick 2 days on market for $3,250,000, approximately $200K above recent comparable sales in the area.

• Complete Seller Satisfaction: The sellers achieved their goals on their terms: a top-dollar price, a quick sale, and the ability to live in their home throughout the process without compromising the safety of their art collection.

Key Takeaway

The successful sale of 1817 19th St demonstrates that flexibility and client collaboration are paramount. By respecting the sellers' priorities and innovating our marketing strategy, we transformed potential challenges into a competitive advantage, securing a premium outcome in the Potrero Hill real estate market.