Giovanni Serrano

Giovanni Serrano · Real Estate Advisor San Diego · CA
Giovanni Serrano
San Diego real estate advisor Multifamily specialistB.S. Real Estate & Development · UC San Diego

Most agents want the deal. I want it to be the right one.

Selling your home, buying your next one, investing in a duplex to fourplex, or building on your lot. Whichever move it is, the numbers come first.

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Services

Sell. Buy.Invest. Build.

Four services. Each one built around your goal, not a generic process.

01 · Sell
Sell for itsfull value.
Homeownersselling

Priced three ways. Then a full marketing campaign built to put buyers in competition.

See how Sell works→
02 · Buy
Your first home.Or your first duplex.
First-time andmove-up buyers

Every property analyzed before you offer. You know what it costs and what it's worth.

See how Buy works→
03 · Invest
Your portfolio.
Existinginvestors

Duplex through 12 units. Full underwriting on every deal.

See how Invest works→
04 · Develop
Build morethan you think.
Homeownerswith land

SB 9, ADU law, density bonus. Free lot review, full feasibility, end-to-end project management.

See how Develop works→
How I price

Priced three ways, not one.

Every home I list gets the same three-approach valuation a bank appraiser runs, plus the one thing appraisers skip: what your lot could become. That sets the floor. The marketing campaign sets the ceiling. Here is the first half.

Sample · North Park · Illustrative numbers
3 bed, 2 bath on a 6,000 sf lot
01 · Comps
What the last five similar homes nearby sold for.
$1,150,000
02 · Income
What it earns as a rental, with the ADU the lot already allows.
$1,190,000
03 · Cost
The land plus what it would cost to rebuild the house today.
$1,120,000
As-is value
The three approaches reconciled, weighted to comps.
$1,160,000
Lot upside · SB 9
What a builder would pay for two lots and four units, after demolition and profit.
+$80,000
List price
$1,240,000
Verdict

Comps alone would list this home at $1,150,000. Priced with its SB 9 potential, it lists at $1,240,000 and is marketed to builders as well as families. That is $90,000 the comps missed.

On a real listing these are your comps, your rents, and your lot. The method is the same: three numbers, reconciled, then the question most agents never ask. Is this worth more to a builder than to a family? Then the second half: a full marketing campaign built to bring in multiple offers, because competing buyers set the final number, not the list price.

Get a free pricing strategy →See the full method on Sell →
About

A real estate professionaland developer.

Real estate runs in my family. Numbers run in how I work.

Born in San Diego. Raised in a family that builds.

My mother, my uncles, and my abuelos have bought land, built on it, leased it, and sold it on both sides of the border for more than twenty years. I grew up on those job sites and at those closing tables. By 21 I had helped take somewhere between thirty and sixty units from raw land to producing income. I learned this business by doing it, long before I studied it.

What that means for you:

Your home is probably the biggest financial decision you will make this decade. I treat it that way. I price it three ways: comps, rental income, and what the lot could become. When you buy the next place, I run the numbers before you write the offer, so you know what it will cost each month and what it is worth. If the numbers say wait, I will tell you to wait. And if you are buying a duplex, triplex, or fourplex, you are working with the agent who runs multifamily numbers every week. If your lot is worth more to a builder than to a family, you will hear it from me first, and we will price it in.

Thesis
“Real estate is a financial instrument. It should be treated like one.”
Giovanni Serrano · 2026
Let's Connect

Start withthe numbers.

Selling, buying your next home, or buying your first duplex. The first step is a conversation.

Direct line

One call.Then a number.

No fees until you transact. No pressure. The numbers tell us if there is a deal. The call tells us if we are a fit.

Call or Text619.617.8584→ Emailgiovanni@giovanniserrano.com→
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