Chris Lee Luna

Most of this job happens before anyone signs anything.

When you get serious about a house, I write you a brief on it. What the disclosures actually say. What the inspection found and what it will cost to fix. What the neighbors paid. What I think the seller will take, and why. You read it before we write an offer, not after.

That is the part people remember. Not the tour, not the lockbox. The moment somebody told them plainly what they were walking into while they could still change their mind.

On the sell side it is the same instinct pointed the other direction. I tell you what a buyer is going to see when they pull up, what they will deduct for, and what it costs to fix before we list instead of negotiating it away later.

I grew up in Central California, close enough to the Bay Area to want in. Football taught me the part of this work nobody puts in a listing presentation: you show up, you do your job, and the person next to you gets to count on it.

I studied film and television at Modesto Junior College, which is a strange line on a real estate bio until you see how a house gets sold now. Almost every buyer meets your home on a screen first. I have spent my career making things look like what they are, and making people want them.

Then twenty years of marketing. Print, vinyl, web, apparel, podcasts. Small businesses and entrepreneurs, mostly, the kind where the owner is the brand and the margin is thin enough that the marketing has to actually work. I built the marketing department for a financial group in San Ramon. I ran real estate marketing at Century 21 M&M and Associates, which is where I learned this market from the inside before I ever carried a license.

I also promoted events for years. Nightclubs, private parties, community and nonprofit work. Filling a room is a useful skill for a person who now runs open houses.

So I did not arrive at real estate and then learn to market. I arrived already knowing how to make a market pay attention, and I picked the asset class where that matters most.

Two commitments, one for each side of the table. Both are things you can hold me to.

1. BUY

   A written brief on every house you get serious about

   Disclosures, inspection findings, repair costs, comparable sales, and my read on the seller. In writing, before the offer.

2. SELL

   A read on the listing at day 17, day 21, and day 45

   Not a call to lower the price. A look at showing traffic, buyer feedback and search behavior, and a specific recommendation at each mark.

3. BOTH

   You get me, start to finish

   I will be the one calling you. I will be the one at the inspection. Coldwell Banker Realty is behind the transaction, and I am the one in it.

I am still a Central Valley kid who ended up in the East Bay and never got over how good it is here. Weekends are usually somebody’s open house, a job site with one of my contractors, or a football game.

The community work matters to me more than it probably reads on a page like this. A lot of what I do professionally started as promoting things for people who could not afford to promote themselves.