As the Real Deal reported, “Buyers have the Upper Hand in Every Major Metro – Except One.” I bet you can guess which one…
SAN FRANCISCO!
If you’ve been to an open house lately, you’ve probably noticed more people than usual. The ‘secret’ is out: with rates holding steady, the AI sector fueling a new wave of confidence, and the energetic nature of the city, buyers are back. (And, a hot tip for you: All of our stagers are slammed for new staging installs this Spring. AKA: More inventory coming at you…!)
While cities like Austin and Phoenix are seeing inventory sit, San Francisco is heating up. Why is this actually GOOD news for you? A hot market, despite all else, means San Francisco is proving its resilience once again. Here’s more good news: While the competition is growing, so will the inventory.
With that said, the key to winning is Strategy over Stress. Let’s break down the numbers and give you some keys to success…
By the numbers
Again, this is all a symbol of stability. When the smartest capital in the world bets on a city, the housing market follows. In fact, according to CoreLogic from January 2026, San Francisco is the only major U.S. city posting positive annual price growth right now.
So, what can you do to get ahead? ↓↓↓
Buyers - Prepare to be a Winner
The winners in this market are the ones who treat home buying like a business transaction.
- Get fully underwritten, not just pre-approved – underwritten offers are more powerful and can close faster.
- Do the Work Upfront – Educate yourself on today’s market (compared to your expectations) and how the process works. This market moves too fast for stalling; you need to be ready to pull the trigger within 48 hours of a tour. And, all of that time should be spent doing our deep dive on the home, not learning how to write an offer
- Create your walk-away number before submitting your offer
- Don’t wait. Get in now, and get it done. If you wait until later in the year, you’ll be competing with more buyers, many of whom will be at their wits’ end with the “bidding war fatigue.”
Sellers- Stand Out or Sit Out
Not all properties are created equal. Some properties are getting 10 offers, and others are sitting. Of course, there are nuances to this in different micromarkets (i.e., first-time home buyer vs luxury), but you must employ the right strategy to have the most success.
- Pre-market prep: fresh paint, lighting, and pro styling can result in at least a 4-7% increase in price.
- Differentiate digitally: 95% of properties are discovered online first, and 75% of listings now go to the market with video. Yours must stand out from the rest.
- Be evermore diligent with disclosure. New 2026 laws require more disclosures than ever. Work with your agent to ensure you’re keeping up and, therefore, fully protecting yourself from expensive negotiations or – worse yet – lawsuits.
- Price to the data, not to the dream. Overpricing a home is the #1 most costly mistake you can make.
And, here’s the silver lining for everyone:
- The 10-year Treasury has hovered near 3.8% — with that, mortgage rates dipped to a six-month low of 5.9% (with high earners getting much lower than that). So far, this has boosted overall affordability by ~6%.
- Bay Area tech hiring turned positive Q4 ’25; each 1,000 new tech jobs historically adds ~140 home sales within six months.
Just a reminder that the Bay Area is full of micro-markets. When you look across the areas, like Oakland to San Francisco, to Silicon Valley, we always see different pricing strategies and trends. And I’ve said this a lot, each neighborhood in San Francisco also acts differently. Whether you are looking to capitalize on this upcoming Spring’s momentum or just want to understand what this market means for the value of your home, I’m always here to dive in and help draft a winning strategy…
You know where to find us!