St. Francis Wood, San Francisco
Case Study: 154 San Pablo Avenue
154 San Pablo Avenue Renovated Single-Family Residence

A strategic sale in St. Francis Wood — one of the highest price‑per‑square‑foot closings in the neighborhood.

$4,200,000 Sale Price Sold over the $3,998,000 ask
$202,000 OVER ASKING A specialized buyer pool, not a bidding war
$1,536.21 PER SQFT Top 3 in St. Francis Wood this year
+52.7% ABOVE THE ZESTIMATE $2,750,000 at signing vs. $4,200,000 sold
+34.7% ABOVE THE SF MEDIAN Price per sq ft vs. San Francisco's countywide median
+10.8% ABOVE NEIGHBORHOOD AVERAGE Price per sq ft vs. comparable 2026 sales
154 San Pablo Avenue exterior, St. Francis Wood
01 The Situation

A home that needed the right buyer, not every buyer

154 San Pablo Avenue sold for over list price in St. Francis Wood, achieving one of the highest price-per-square-foot sales in the neighborhood. But even with a full renovation, we knew this wasn't a home for everyone. The three-level floor plan and mid-century architecture, built in 1949, are unique for a neighborhood where buyers often gravitate toward traditional Mediterranean and Tudor homes with three bedrooms on one level.

"So instead of trying to appeal to everyone, we identified the buyer who would value what made this home different: spectacular views, a move-in ready interior, and a layout that worked perfectly for a family with older kids."

154 San Pablo Avenue interior
02 Preparation

Leaning into what made it different

In St. Francis Wood, many buyers expect traditional Mediterranean and Tudor homes, often with three bedrooms on one level. 154 San Pablo offered something different: mid-century character, a dramatic multi-level floor plan, corner-window bedrooms with treehouse views, and sweeping outlooks toward the hills and Pacific Ocean.

Rather than downplay those differences, we made them the center of the story. The reconfigured chef's kitchen, massive custom island, champagne bronze hardware, modern hardwood flooring, refreshed baths, lower-level family room with bar and fireplace lounge, and expansive private garden all helped position the property as a rare combination of design, comfort, and livability.

Watch: How We Did It
154 San Pablo · Before & After

The prep work, room by room

Tap any photo to open the slider — drag to compare, or step through every room without leaving the view.

154 San Pablo — Before & After 1 / 6
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Before After
03 Exposure Strategy

Strategic exposure with a focused message

Every decision, from pricing to presentation, was designed around a clearly defined buyer profile. The marketing reach was intentionally broad, but the message was specific: this was a renovated, view-oriented, architecturally distinctive home for buyers who valued character, flexibility, and a move-in-ready experience.

Instead of treating exposure as the strategy itself, we used each channel to reinforce the same positioning. Listing portals captured active search demand, email and print kept the home visible to the brokerage and neighborhood audience, and video helped communicate the views, layout, and lifestyle in a way static materials could not.

Redfin and Zillow together drove more than 8,000 views, but the number that mattered wasn't the size of that audience. It was that roughly 3% of them saved or favorited the listing: a small, qualified slice of buyers who actually stopped to look twice, out of a much wider pool that never needed to.

Watch: Cinematic Tour
154 San Pablo living area
154 San Pablo dining area
04 The Result

Over asking, with the right match

The strategy paid off exactly as designed: a home built around a distinct point of view, matched with the buyer who actually wanted that, rather than positioned for broad appeal.

Renovated and repositioned around the right buyer, the home sold in 27 days. Listed at $3,998,000, it closed at $4,200,000: 105% of ask. By connecting the property with a buyer who truly valued its unique mid-century design and layout, we achieved $1,536.21 per square foot, one of the top 3 price-per-square-foot sales in St. Francis Wood this year.

05 BEYOND THE LISTING

Creating the perfect match

Every home has a different buyer, which means every home requires a different strategy. The challenge isn't simply listing a property—it's figuring out which decisions will create the most leverage for that specific home.

That is the magic of brokering a successful deal. It's not about convincing just anyone to buy a property; it's about connecting the right buyer with the right home. When that happens, both the seller and the buyer walk away knowing they achieved the best possible outcome.

St. Francis Wood · Comparable Sales

How the numbers stack up

Sorted by price per square foot. Among St. Francis Wood's true market comps sold this year, 154 San Pablo ranks 3rd.

Property Sale Price Context Listed By
1435 Portola Dr $3,200,000 $1,781.74/sq ft; 5 DOM; list $2,595,000 Other
20 San Leandro Way $4,380,000 $1,564.29/sq ft; 14 DOM; list $3,780,000 Other
154 San Pablo Ave ← This Sale $4,200,000 $1,536.21/sq ft; 27 DOM; list $3,998,000 — 105% of ask Kinoko
214 Santa Clara Ave $5,300,000 $1,501.42/sq ft; 12 DOM; list $3,995,000 Other
35 Yerba Buena Ave $4,120,000 $1,455.32/sq ft; 13 DOM; list $3,495,000 Other
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592 3rd Street San Francisco CA 94107 Kevin Gueco | CA DRE# 01461677

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