The San Francisco real estate market changes every day, as in any market, with each and every property coming on and off the market, along with each and every price reduction and pending sale. Yet one of the quickest indicators of how our market is doing is through: how many buyers came through the open house last Sunday, how many offers are expected vs. how many were written, and lastly, how much over and under did the property sell for in the end.
Perception is everything and reality takes a distant second when it comes to the uninformed.
Time and again our local media plays on “factual” national, state, and/or regional economic news with big moan and groan headlines. With a leading headline and the classic one long sentence first paragraph, these articles lead one to believe the bad news is happening on their block, on their street, or in their neighborhood or in our city.
Case in point, based on sub-prime mortgages being reset to unaffordable rates for many in the Bay Area, a recent misleading headline entitled “Bay Area Foreclosures Skyrocket” gives one a false impression that the sky is falling in San Francisco and prices must be dipping.

Many times these media stories are not reporting on the actual and accurate happenings in our San Francisco and yet they appear that they are. As any market, a prudent consumer, potential buyer and/or potential seller should not buy into the media’s hype of “facts” at face value and first glance.
For San Franciscans to get the pulse of the San Francisco Market, our local media will report median prices as news “facts”. I find that a bit amusing that they look at our own market so generally. Typically the media will lump the median home & condos sales prices together for the city. What good is that?

I saved a characteristic example of local media hype from the San Francisco Chronicle in the Business Section dated April 25, 2007 entitled “State Market Cools” . The article mentioned the Bay Area as cooling. There are nine counties in the Bay Area (i.e. Alameda, Contra Costa, Marin, Napa, San Francisco, San Mateo, Santa Clara, Solano, and Sonoma). While the article did mention several of the nine Bay Area counties were cooling, there was no mention of our San Francisco. What is one to think …is the San Francisco Market cooling or not?
But wait, I saved this article for another reason, read on…

Don’t get me wrong, I love to look at median prices. At the very least, median prices need to be broken down into a chart showing each quartile (i.e. Most expensive 25% homes, upper-middle 25% of homes, lower-middle 25% of homes, and least expensive 25% of homes).
Now, look at the same information from the chart above and see how median prices are now more meaningful and no longer “a bunch of hogwash”.

You are able to see and understand the San Francisco Market in a whole new perspective. The “facts” are actual and accurate; the consumer’s perception is, at a minimum, a truer reality.
It takes a seasoned real estate agent to distinguish between “facts” and actual and to be able to analyze the (sometimes hidden) market trends and spot windows of opportunity in order to be able to interpret these findings to one’s clients so that these clients are able to make informed, intelligent decisions when it comes to their buying and selling in San Francisco…in any market.
Do you have such an agent?