2431 24th St., San Francisco

2431 24th St., San Francisco


Site Conditions

  • Client was a friend who was stressed and mourning
  • Lovely custom features, but property needed some updating
  • Craig felt great pressure and responsibility to perform at the highest level

Results of Our Work

  • 5 offers, 11 days on market 
  • Listed at $1.899M, sold for $2.6M, $710,000 over asking
  • $30,930 invested in resurfacing, $8,400 for staging


The Realtor to Friend Crossover

In 2011, Craig represented these clients when they bought the duplex, in poor condition with a difficult layout. But add imagination and an architect, and they created their dream home.

Then, the unimaginable happened. The surviving spouse let Craig know a sale was imminent and the future uncertain. It was a terrible loss, and Craig felt a deep sense of responsibility. 

Even though he carefully prepped, marketed and sold dozens of homes on behalf of trust administration attorneys, trustees and beneficiaries, none was more personal. A spectacular outcome would honor the one who was lost and benefit the friend who was counting on him.

Craig identified many smart attributes: suspended cabinetry, radiant floor heating, high ceilings and an outdoor oasis with firepit, hot tub, gas BBQ and tall privacy fence. At the same time, he planned to capture top bids by opening the space and fashioning a newly remodeled feel for today’s buyer preferences.

The 5 offers we received spanned a $700,000 difference. Large variances are common on the properties we thoughtfully transform and market to targeted buyer segments.

Our client was in mourning, so success was nothing to be celebrated or taken lightly. Thank goodness we produced even more funding for her future than we anticipated.

Theater Room (before) A comfy place for big screen entertainment. But the wallpaper was too busy and the space could be better used. 

Theater Room (after) We brightened the space, painted the metal beam and removed the frosted glass partition for wider appeal. The home felt much larger and more approachable.  

Second Floor Deck (before) Exterior house paint and hidden, private deck off the main bedroom were weathered. Felt like a sun tanning deck, not the lounge area buyers would more likely respond to.

Second Floor Deck (after) Buyers saw the space as a lifestyle enhancement and extension of the indoors. Like magic, touring families would regroup in the bedroom and begin to dream from this vantage point. 

Exterior (before) The disjointed composition was a challenge. Both entry doors portrayed a shorter profile and the building registered as a duplex. Brick trim and electrical conduit on the front wall were also unappealing.

Exterior (after) Rich blue with fresh white trim simplified and emphasized height. The city nixed removal of the second entry door without permit/inspection, so we quickly, affordably deemphasized with paint.


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