Seller Success Case Study: 3316-3320 Scott in the Marina
Deniz Kahramaner
Jul 8
Introduction
Using precision micro-targeting and retargeting, Atlasa attracted 100+ qualified visitors to the open houses—extraordinary for a listing above $4.5M. That reach translated into a record-setting sale of $4.86M ($1,233/sqft) for a fully renovated Marina triplex, far surpassing the neighborhood’s historic range of $2–2.5M ($600–900/sqft).
1. The Listing
3316-3320 Scott St sits in the heart of the Marina District—steps from Chestnut Street, Crissy Field, The Presidio, and the city’s waterfront parks. The property is a classic 1920s Marina-style building that the owners took down to the studs and rebuilt:
- Size: 3,939 sqft across two independent flats and a legal garden apartment—ideal for multi-generational living or premium rental income.
- Renovation highlights: To-the-studs renovation with system upgrades to every part of the home new plumbing, 400-amp electrical service, hydronic heating, dual-pane windows and doors, seismic reinforcing steel, new roof and deck with panoramic neighborhood views, custom white-oak floors, gas fireplaces, chef-grade kitchens, designer baths, and top-of-line Sub-Zero/Miele appliances.
- Delivered 100% vacant: No tenant risk, immediate control for an owner-occupier, 1031 exchange, or market-rate leasing.
The blend of “new-construction” quality, coveted location, and vacancy created a rare opportunity in a neighborhood where most multi-unit sales involve dated, tenant-occupied buildings.
2. The Challenge
- Comparable sales gap: Recent 2-4 unit buildings in the Marina with tenants traded for $2–$2.5M and carried minimal upgrades. Buyers had no clear benchmark for a turnkey triplex priced well above those comps.
- Buyer discovery gap: Ultra-high-net-worth buyers are time-poor—they rely on curated channels, not Zillow or Redfin. Traditional brochure-plus-MLS marketing risks leaving the listing invisible to its best prospects.
- Perception gap — Triplexes are often viewed as income plays, not trophy residences; messaging had to reposition the asset as a single-family alternative with an “income kicker.”
3. Why Microtargeting & Retargeting Matter
- Microtargeting: Using granular data (income, job title, neighborhood affinity, current rent level) to zero in on prospects who match the home’s profile yet aren’t actively house-hunting.
- Retargeting: Keeping the listing “in front of” anyone who engages with it—across Instagram, LinkedIn, YouTube, smart newsprint, and more—so it stays top-of-mind. Retargeted audiences convert up to 70% more often than non-retargeted traffic.
4. Atlasa’s Targeted Campaign
Step | What We Did |
|---|---|
Microtargeting Audience Build | Filtered 1.2M Bay Area profiles to ≈3,000 high-intent renters earning $500K+ who already spend time in the Marina and surrounding neighborhoods. |
Creative | Produced multiple ads across different platforms; every ad quoted the property’s highlight features (“studs-out renovation… new plumbing, hydronic heating, 400-amp electrical, new roof and rooftop deck with views, ”). |
Platform Mix | Ran ads on Instagram, Google, YouTube, LinkedIn, and smart newspaper inserts (NYT, FT, WSJ, WasPo, San Francisco Chronicle, etc.) to reach executives during the workday and evening scroll. |
Retargeting Loop | Pixel-based follow-ups capped at 5 impressions/day so interested buyers saw the home wherever they browsed. |
Concierge Funnel | One-tap Calendly links, SMS reminders, private showings, multiple weekends of open house |
5. Results
Metrics | Outcome After Full Campaign | Impact |
Custom-Site Visitors | 637 unique visitors | Converted passive browsers into prospects. |
Open House Foot Traffic | 100+ visitors across two weekends—unusual for a $5M-class listing. | Demonstrated latent demand once targeting removed friction. |
Sale Price per Sqft | $1,233/sqft—a neighborhood record, vs. $600-900/sqft comparable neighborhood sales in the same period. | Set new precedent for pricing of renovated multi-units in the neighborhood. |
Price vs. Neighborhood Comps | >150% above $2–$2.5M multi-unit sales | Validated premium renovation and microtargeting strategy. |
6. Key Takeaways for Future Sellers
- Highlighting key property features ensures greater engagement from target luxury audience. Visual emphasis and descriptive language that resonates shapes buyer perception, convey luxury, and justify premium pricing.
- Proactive digital outreach captures “invisible” luxury buyers. Waiting for portal traffic is a recipe for under-pricing premium assets.
- Consistent retargeting multiplies mind-share. Seven out of ten prospects need multiple touches before booking a tour; automated cross-platform reminders supply those touches.
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Deniz Kahramaner is the Founder & CEO of the data-driven Real Estate Brokerage Atlasa. His mission is to help home buyers understand the tradeoffs of different home options using big data and analytics. Feel free to contact Deniz if you need help with the home buying or selling process at deniz@atlasa.com.