Published Aug. 17, 2026at6:00am
Roger Landry hates the “super lowball” listing strategy, which he believes causes buyers to get their hopes up, only to feel defeated when the home they fell in love with sells for 50% or more over asking.
Which is to say that the Sotheby’s agent didn’t intend to sell his Ingleside Terrace listing this month for more than double the asking price.
Landry listed 885 Head St. — a 1920 storybook Craftsman with two bedrooms, two bathrooms, and just over 1,000 square feet — for $1.15 million, in line with San Francisco’s standard practice of underpricing homes by 20% to 25%. Price it any closer to actual value, he said, and buyers get confused; overbidding is so “baked in” to their mindset at this point that a realistic price scares them off.
The property got 21 offers and closed at $2.305 million, with two bidders who refused to call it quits until Landry called for best and final offers after several rounds of back and forth.