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About

Fun facts: I have lived in San Francisco since 1995 and have called Central Richmond home for years. Avid cyclist who regularly rides across the Golden Gate Bridge. Pastry lover with a weakness for neighborhood bakeries. Longtime bocce enthusiast and Commissioner of the Ferry Bocce League.

Paulo Serna is a San Francisco real estate advisor with Compass, serving buyers, sellers, and small investors across the city, with a strong focus on Central Richmond and the Sunset District. He has lived in San Francisco since 1995, first near West Portal and now in Central Richmond. After three decades in the city, he has watched neighborhoods evolve, schools shift, and property values move through multiple cycles. That long view shapes how he advises clients. Real estate decisions are rarely just about today. They are five, ten, and twenty-year decisions that impact lifestyle, risk, and long-term wealth. Paulo earned his degree in General Engineering from Santa Clara University and began his career in property management, construction project management, and solar engineering. That technical background influences how he evaluates homes. He looks beyond staging and finishes to assess structural condition, disclosure risk, deferred maintenance, rent control implications, and pricing strategy. Clients rely on him to read the details carefully and think a few steps ahead. He works with first-time buyers, move-up sellers, and investors purchasing condominiums, single family homes, TICs, duplexes, and small multi-unit properties. His approach is direct, data-driven, and steady. If a property is overpriced, structurally concerning, or simply not the right fit, he will say so. Protecting long-term trust matters more than closing any single transaction. As part of the Level Up Group at Compass, Paulo combines local market knowledge with strong negotiation strategy and clear communication. He believes the agent’s role is to bring clarity and calm to high-stakes decisions. In competitive situations, he helps clients structure thoughtful, well-supported offers. When selling, he focuses on positioning, preparation, and disciplined pricing to create leverage without unnecessary risk. Outside of real estate, you will often find him cycling toward the Golden Gate Bridge, riding with local cycling groups, or spending time along Clement Street’s food corridor. He also serves as a Commissioner of the Ferry Bocce League, where patience, angles, and judgment matter as much as they do in real estate. Whether advising on a first purchase or a portfolio decision, Paulo’s goal is simple: make decisions today that still feel right years from now.