58 Martha Ave., San Francisco

Site Conditions

• Loud traffic noise in the yard, flights down from living area
• Far from move-in ready, many upgrades needed
• Real estate market was slowing

Results of Our Work

• 2 offers received, 14 days on market
• Listed at $1.999M, sold for $2.5M, $501,000 over asking
• ROI 275%, ($45,000 investment in resurfacing produced an additional $124,000 in seller profit), staging $12,200

The Sputtering Real Estate Market​​​​​​​

We targeted buyers who would be willing to compete for the home—expanding families. They’d love the neighborhood and the home’s many upgrades.

But we were also aware of the shortfalls young families would notice: 

•    traffic noise in the steep yard
•    3-1/2 flights of stairs from kitchen to yard
•    smaller-than-expected LR/DR/kitchen for the price
•    only one bedroom on the same level as master

Our strategy was to present the home as an easy, move-in ready property. So Craig shot 80  before photos and met with his team and the sellers three times to map out every upgrade. The sellers, who were moving out of state,  took on many of the projects. 

We priced the home below market as an enticing starting point. But on the bid date (as the housing market slowed dramatically), we received only one offer. 

Craig immediately began a phone blitz, calling all agents who toured the home. He found one whose client hadn’t bid because they felt it was over their budget. With a bit of engagement, they submitted the winning offer of $2.5 million, delivering $501,000 over asking to our client.

​​​​​​​Bathroom (before) In 2015, the owners purchased and renovated the bathrooms.

​​​​​​​Bathroom (before) In 2015, the owners purchased and renovated the bathrooms.

Kitchen (before) A dark, busy backsplash dominated the room.

Kitchen (after) We opted to brighten the room with a sophisticated, pale gray backsplash. One change updated the entire space.

​​​​​​​Theater (before) It was not obvious this was intended as a theater and the original, orange-toned wood drew the eye when it shouldn’t.

​​​​​​​Theater (after) Now, this is more like it. Even staged with a popcorn machine! The refined trim paint contributed to the luxurious image.

​​​​​​​Backyard (before) Ragged and neglected, this space was not yet a selling point.

​​​​​​​Backyard (after) We repaired the fence, put down a unifying bark groundcover and created a memorable focal point.

​​​​​​​Backyard deck (before) The space was undefined and not so appealing.

Backyard deck (after) A fresh coat of stain helped create a sophisticated outdoor living room for entertaining.

​​​​​​​Fireplace (before) The fireplace was dull, uninspiring and not operational.

​​​​​​​Fireplace (after) A deep, grounding paint color gave the previously washed-out fireplace a sense of purpose and made a memorable statement in the room.

Bedroom (before) Another case of cumbersome, oversized plantation shutters consuming a lot of space.

Bedroom (after) Light and bright, the removal of window coverings throughout the home was a great move.

Basement seating area (before) This dead space had little aesthetic appeal. 

Basement seating area (after) Our stager warmed up the room with art, a cozy rug and a modern desk and chair.

Bedroom (before) This bedroom was the only other on the same floor as the main bedroom.

Bedroom (after) We staged this as a children’s bedroom to emphasize proximity to the parents’ room.