What does it really take to sell your home quickly, with the least hassle and the most money at closing? After more than 20 years and over 400 homes sold, I’ve found that most of what sellers are told about getting top dollar is wrong.
The first big mistake is going overboard on pre-sale renovations. According to Remodeling magazine’s cost-versus-value data, most projects in the San Francisco metro area don’t earn back what they cost. You already have a working kitchen, bathroom, and roof, so replacing them means tearing out value before you can add it back.
The second mistake is the wrong kind of marketing. The real purpose of marketing is simply to get buyers in your door, because that’s where they fall in love with a home. Buyers often use photos and early disclosure packages to rule homes out, so oversharing before they visit can cost you showings.
The biggest mistake is pricing. Sold comps look backward, and most of us naturally overvalue what we own, an idea known as the endowment effect. Compass data shows homes in Santa Cruz, Monterey, Santa Clara, and San Mateo counties that needed even one price reduction sold for about 10% less per square foot. In San Jose, overpriced homes sold for nearly $150 less per square foot than underpriced ones, about $300,000 on a 2,000-square-foot house.
That’s why pricing strategy matters more than the price itself. Pricing where demand is strongest can bring multiple offers, and competition can bring better terms, like an as-is sale, no contingencies, or a free rent-back.
Then focus on the low-hanging fruit: declutter, clean, freshen the paint, let in natural light, and do pre-sale inspections. Show off bonus spaces like the garage, and make your home easy for buyers to see.
Every home and every situation is different, so the right plan should fit yours.
Does your place need a little work?
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From the Monterey Bay Wayback Machine
Demolition Begins on Santa Cruz’s Cooper House (October 27, 1989)
Just 10 days after the Loma Prieta earthquake, crews began tearing down the Cooper House, one of downtown Santa Cruz’s most beloved landmarks. Built in 1894 to replace a county courthouse lost to fire, the brick building served as the Santa Cruz County Courthouse until 1967. In the early 1970s, it was remodeled into a lively collection of shops, offices, and gathering spots that became a centerpiece of Pacific Avenue. After the earthquake damaged the building, demolition took three days, and its loss became one of the most lasting reminders of how much the quake changed downtown Santa Cruz.
This Week in Santa Cruz County
Lookout’s Editorial Board Backs Scotts Valley’s Measure G
Scotts Valley voters will decide on Measure G in the November election, and Lookout Santa Cruz’s editorial board is urging a yes vote. The measure would raise the city’s hotel tax from 11% to 13%, about $2 more for every $100 spent on a hotel stay.
According to the city, the increase would bring in an estimated $300,000 to $400,000 a year for the General Fund starting in 2027, helping pay for services such as roads, parks, and public safety. City officials say rising costs are outpacing revenue, and the tax would be paid by visitors rather than local residents.
Lookout’s editorial board argues that Scotts Valley needs more revenue as it faces a looming budget deficit and calls the increase a modest one for visitors. Not everyone agrees, though. Some opponents have raised concerns about the measure’s impact on local hotels and their workers.
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See the Live Sales Data →Legends: Live & Local – Rich Novak Tribute
Date: Thursday, October 29
Time: 6:00 pm – 10:30 pm
Location: The 418 Project, 155 South River Street, Santa Cruz
Celebrate a true Santa Cruz legend at this heartfelt tribute to Rich Novak. Friends, fans, and neighbors will come together for an evening of live music and shared memories honoring his lasting legacy in our community.
Halloween Food Truck Friday with Firepeach
Date: Friday, October 30
Time: 4:30 pm – 7:30 pm
Location: Scotts Valley Skypark, 361 Kings Village Road, Scotts Valley
Bring your lawn chairs, your appetite, and your best costume to the season finale of Food Truck Friday. Enjoy delicious bites from local food trucks and live music from Firepeach, then stay after sunset for a family-friendly Halloween movie under the stars.
41st Annual Mountain Affair
Date: Friday, October 30
Time: 6:30 pm – 9:30 pm
Location: Highlands Park Senior & Community Center, 8500 Highway 9, Ben Lomond
Spend a magical evening under the redwoods with neighbors and friends at this beloved San Lorenzo Valley tradition. Enjoy fine food, local wines, live music, and a silent auction filled with treasures from local businesses and artisans, all in support of Mountain Community Resources and the families it serves.
Calles Libres/Open Streets Watsonville
Date: Sunday, November 1
Time: 12:00 pm – 4:00 pm
Location: Callaghan Park, 225 Sudden Street, Watsonville
Downtown Watsonville goes car-free for an afternoon of walking, biking, rolling, and dancing through the streets. Inspired by Día de los Muertos, this joyful community celebration honors local culture and loved ones with live music, family activities, and a whole lot of neighborly spirit.
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Senior Friendly Homes in Silicon Valley South
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