Want to Sell Your Home in Today’s Market? Start with the Right Price.

Not long ago, sellers in San Francisco and Redding were listing homes and watching them get snatched up in days—often for well over asking price. It was a high-speed, high-demand market. But like most things in real estate, times have changed.

Buyers today are more selective. They’re comparison shopping, weighing their options, and paying close attention to value—especially as mortgage rates and home prices continue to fluctuate across Northern California. Homes are staying on the market a little longer, and more sellers are having to adjust their expectations—or their list price.

If you're planning to sell, pricing your home correctly from day one is your most powerful tool. It can mean the difference between a swift, profitable sale and weeks (or months) of price cuts and missed opportunities.

Sellers Often Overestimate – and It’s Costing Them

According to recent data, a large portion of homeowners still expect to sell for full price or more. But the reality is different. In fact, nearly half of recent home sales have closed below the asking price, and many sellers have had to make at least one price reduction before going under contract.

This mismatch between expectations and the market can lead to a costly delay. We’re seeing this right here in Redding, where some price points are saturated, and in San Francisco, where buyers are looking for turnkey homes or strong long-term rental potential.

Why Overpricing Can Backfire

You might think listing high gives you room to negotiate—but savvy buyers see right through that. When a home lingers on the market, it raises red flags. Buyers start to wonder, “What’s wrong with it?” And in a market where inventory is increasing, your listing could get buried by better-priced options.

In both urban and suburban submarkets—whether it’s the tech-adjacent neighborhoods of SF or the spacious family homes in Redding—homes that are priced correctly from the start attract more attention, more showings, and stronger offers.

The Upside: You’re Still in a Great Position to Profit

Here’s the good news: home values are still up significantly over the past five years. So even if you price slightly below your dream number, you’re likely walking away with strong equity gains—especially if you’ve owned the property since before the pandemic boom.

And with strategic updates or improvements, you may increase your ROI even further. That’s particularly true for investors looking to sell luxury properties, new builds, or income-producing homes in desirable neighborhoods.

Local Expertise Matters

To navigate this market successfully, you need a pricing strategy rooted in local data—not guesswork. As a real estate expert familiar with the San Francisco and Redding markets, I analyze recent comps, buyer behavior, and neighborhood demand to help you price your home with confidence.

This approach ensures your listing hits the market strong—attracting serious buyers, reducing time on market, and maximizing your return.

Final Thoughts

Today’s market may be different, but your opportunity hasn’t disappeared. With the right pricing strategy, you can still sell quickly and profitably. Let’s connect and review what’s happening in your neighborhood—so you can list smart, sell strong, and move forward with confidence.