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

Deniz Kahramaner

Jul 30

Introduction

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

• 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

• 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.

• 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.

The Strategy: A Custom Plan for Maximum Impact

• 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.

• 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.

• 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.

• 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

• 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