When people in San Diego want to sell their homes, they have to make a big decision: should they hire a real estate agent or do it themselves? The DIY route gets a lot of attention, especially from people who want to make more money. It's not just about avoiding the commission when you sell without a Realtor; it's also about having control, timing, and doing everything yourself. But why do so many people in America's Finest City take the plunge?
Saving money is a powerful thing.
In San Diego, real estate commissions are still between 5 and 6 percent. If you sell your house for $950,000, you can pay up to $57,000 straight from the sale, which is enough to buy a small car. Most sellers don't like the idea of giving up some of their equity for help they think they might not need.
Owners can avoid most of these fees if they don't hire an agent. Sellers can see for themselves how saving on commissions can help them make a bigger down payment, pay for a big move, or pay for a big renovation in their new home.
Wanting to be in charge directly
There are a lot of engineers, lawyers, business owners, and people who like to do things themselves in San Diego. If you don't hire an agent, you have to do everything yourself, from setting the listing price to staging the house and negotiating.
Want to take pictures of your listing at sunset? Only have open houses on the weekends? The sellers set the rules. There is no middleman, and nothing is changed or filtered. This control can make the process feel more personal, rewarding, and fun.
Knowing the Market and Using Digital Tools
Homeowners can now easily find out about market prices, advertising tips, and sales data for similar homes. Anyone who wants to sell can find out how much three-bedroom homes in Pacific Beach or La Jolla sell for on Zillow, Redfin, or dozens of other local sites.
These tools, like online calculators, flat fee MLS services, and virtual staging platforms, make things more fair. A homeowner can price, promote, and close a deal on their phone in just a few clicks. Some sellers think agents just use the same tricks over and over again online.
A Need for Speed
Sometimes, all that matters is how fast you go. The house might be empty. Maybe the orders to move just came in. Maybe there are money problems, and being on the market every week costs real money.
Homeowners, especially those selling to cash buyers or investors, like the fast lane. Deals can be done in as little as seven days, with fewer showings, inspections, or problems. No getting ready. No line of possible buyers. Just one quick deal.
Privacy and Discretion
For some people, selling without an agent keeps things quiet. No yard sign, no online ad, and no neighbour wondering how much you're asking. Sellers who value privacy like private sales, especially those to family or friends. It feels more like a quiet handshake than a big public auction.
A Little Annoyed with Realtors
Let's be honest: not every agent makes you feel safe. Because San Diego's market is so competitive, there are big differences in how well people work, pay attention, and get things done. Some sellers remember bad things like missed follow-ups, bad marketing, or awkward negotiations. Some homeowners are hesitant to give up a big commission without thinking twice if their agent didn't do a good job last time.
"Why pay someone to send three emails, make two phone calls, and then disappear for weeks at a time?" Humour helps here, too. These stories go around, but it's not always that bad.
How to Avoid Unwanted Repairs and Staging
A lot of the time, going the open-market route means fixing up the property. Some sellers just don't want to deal with it. They skip agents to avoid having to make upgrades all the time. You don't have to paint again. No worries about landscaping. Selling "as-is" can save time and keep everyone sane, even if it means getting a little less for the final price.
Selling to People You Know
Family deals happen in every part of San Diego. When a seller has a buyer they can trust, they often skip the agent and call a real estate lawyer instead. As long as both sides are fair and honest, this method can save thousands of dollars and keep friends.
Possible Drawbacks
It's not all good. More work is involved in selling alone. Some people might sweat when they have to deal with their marketing, showings, legal forms, and negotiations. You have to set the right price and stay away from lowball offers. You could get scammed, lose money, or miss deadlines if you don't have an agent. And while humour can help, forgetting paperwork can quickly change "do it yourself" into "done yourself wrong."
The Truth About San Diego's Market
The housing market in San Diego has cooled down a bit by 2025, but things are back to normal. Prices are around $950,000 on average, and homes take almost 40 days to sell. Almost half of homes sell for less than their list price, so smart sellers are less likely to pay extra for an agent's charm if the only people who come to see the house are bargain hunters.
On the other hand, more investors are buying homes in some parts of San Diego, which makes it harder for traditional sellers. Because big companies are buying more homes, homeowners have to decide between convenience and waiting for a better offer.
The Problem of Making a Decision
Should you sell your house without a real estate agent? Do you enjoy looking up comps and running ads on social media? Are you okay with handling showings, contracts, inspections, and a lot of phone calls? Can you stay calm during negotiations and say "no" when you need to?
If that sounds like a good project for the weekend, it might make sense to sell solo. If not, hiring a smart agent to handle the mess from start to finish could make you more money. But in San Diego, homeowners keep thinking about their choices, especially when they can save money.
Questions and Answers from Local Sellers
How much do San Diego real estate agents usually charge as a commission?
5 to 6 percent of the sale price of the home, though the terms may be different. In markets that aren't as hot, some agents might be able to get lower rates.
Do people like flat fee listing services?
Yes. Most FSBO sellers use these to get on the MLS, which gives them the most exposure without having to pay for full-service representation.
What papers do you need?
Disclosures for residential property, sales contracts, title reports, deeds, and more. Do you forget the details? That's when real estate lawyers get paid.
Is it really easier to sell "as-is"?
It's quicker, but it usually means a lower sale price. Sellers give up some extras for speed and ease.
What are the legal risks?
Mistakes in contracts or disclosures, scams, and fraud. Working with a professional, even just a lawyer, lowers those risks.
The FSBO trend in San Diego isn't going away. Homeowners have a lot of reasons to skip the agent and keep more of their money because the market is open, transactions happen quickly, and there are powerful digital tools. But when the stakes are high, being careful, being ready, and having a little fun can go a long way. As always, measure twice and sell once. Then, choose the path that feels right for you.
