MEET FRANCIS LOPEZ FRANCIS LOPEZ
Francis is a Director of Listings at DeLeon Realty, overseeing all aspects of sellers’ transactions from the initial contact, the execution of the purchase agreement, through the closing. He works closely with each section of the listing team, including developing effective, successful marketing campaigns and guiding design and staging decisions for his listings.
Francis was named the 2026 President of the Asian Real Estate Association of America (AREAA) Silicon Valley. In this role, he has met with real estate leaders across California and the U.S., collaborating and sharing insights to continuously improve the home-selling process for his clients in an ever-changing market.
After years in sales within the sports industry, Francis joined several family members in real estate and eventually found his way to DeLeon Realty. Born in the Bay Area, he has lived on the Peninsula since the mid-2010s. In his free time, he enjoys exploring local restaurants and attending community events with his family, embracing the unique lifestyles of the different San Mateo County cities and towns.
MEET OUR TEAM
We market homes to achieve the highest price possible in the shortest amount of time
Once you choose to list with the DeLeon Team, you will meet both your designer and field coordinator who will work closely with Francis to prepare your home for sale. Our goal is to exceed your expectations by listening to your needs and shifting much of the work relating to the sale of your home to ourselves, including home preparation, marketing, negotiation, and escrow. Plus, we will make sure any improvements to your home are done beautifully, within budget, and on time.
DELEON LISTING SERVICES:
DESIGN & HOME PREPARATION
• Dedicated interior designer
• Staging (furniture rental, delivery, set up, de-staging) with no additional fees
• Property inspection and pest inspection
• Dedicated field coordinator
CONTRACT & LEGAL ASSISTANCE
• Strategic contract negotiations, transaction coordination, and escrow management
• Real estate attorney provided to review disclosures and answer legal questions, and provide legal representation if needed*
CUSTOM MARKETING
• Custom 12-page home brochure
• Full-page newspaper ads
• Custom home website with 3D virtual tour and narrated video
• Online and social media marketing campaigns
• Professional architectural photography
• Ad in The DeLeon Insight real estate magazine
• Extensive marketing to international buyers
* Legal services are provided by the Integra Law Group, LLP. See listing agreement and retainer agreement for more details and limitations.
HOME PREPARATION
Making your home stand out from the rest
Strategic staging goes beyond mere decoration – it serves as the key to highlighting your home’s strengths, allowing it to shine amid the sea of listings buyers are likely to encounter. DeLeon Realty partners with top staging firms in Silicon Valley to reimagine your home’s interior, ensuring that it not only captures but captivates the eyes of discerning home buyers both in person and online.
We also have an extensive collection of outdoor furniture, artwork, rugs, and other staging inventory custom curated for Silicon Valley. DeLeon Realty pays for your home’s staging, which includes furniture rental and fees associated with design, delivery, set up, and de-staging. Plus, we will not be reimbursed at closing for this service.
DELEON REALTY PAYS ALL FEES FOR YOUR HOME’S STAGING.
DEDICATED DESIGNER THROUGHOUT THE ENTIRE PROCESS
Your designer will manage your home preparation and unleash your home’s potential value. They will coordinate directly with vendors to prepare your home, which includes scheduling start and end dates for the project, overseeing the work, and making sure the work is appropriately performed. Our designers work extensively with the top staging companies in Silicon Valley and will select the one that best fits your home.
ADVANTAGEOUS PRICING FROM PREFERRED VENDORS
Due to our high volume of listings, we are able to negotiate special pricing with many local vendors. Our designers will guide these vendors on exactly which repairs or improvements will result in a higher sales price. There is no markup or other referral fee from any vendor who works with DeLeon Realty - all savings are passed directly to you.
“… [the DeLeon Team] transformed our house so that we fell in love with it all over again, and apparently so did potential buyers!” - Jackie L.
DEDICATED FIELD COORDINATOR
Our field coordinator, who is an experienced handyman, will assist with preparation at your property at no charge. Services include a multi-point, pre-inspection checklist, so simple items can be addressed before the buyers arrive. These may include gutter cleaning, landscaping, checking or installing mandated smoke and carbon monoxide detectors, replacing light bulbs, oiling squeaky hinges, and much more.
COMPLIMENTARY PROPERTY AND PEST INSPECTIONS
DeLeon Realty will pay for your property inspection, natural hazard disclosure report, and pest inspection, and we will not be reimbursed at closing for these services.
EXPERT GUIDANCE AND SOLUTIONS
The DeLeon Team can provide guidance to help simplify both the home preparation process and relocation. Our design coordinators offer solutions to our clients to help them downsize, declutter, move items to storage, and even move into their new home. We have a number of resources, including 1,500 moving crates, that are available for our clients to use at no additional charge to them.
EXCEPTIONAL MARKETING AND REACH
Captivate as many buyers as possible
Our listing team works closely with the best marketing team in real estate, consisting of in-house professionals, to craft a marketing plan that highlights all of the best qualities of your home and neighborhood. Unlike most other Realtors®, we do not outsource this important function to third-party providers who use the same templates for multiple agents and brokerages.
We have devised a strategic marketing plan with key aspects that have proven effective for our clients. We pride ourselves on providing more exposure for our listings than any other brokerage , both in print and digital, and it starts with our extensive marketing.
Also, because of our high volume, we know which agents have buyers looking for a home like yours, even if they are looking in a different area.
The reality is, a large number of homebuyers in Menlo Park and surrounding communities start their home search in Palo Alto or currently live in San Francisco or Palo Alto. Drawn to better values, larger lots, and charming streets, they end up buying in Menlo Park, Portola Valley, Woodside, Atherton, or Redwood City.
DeLeon Realty is based in Palo Alto and is consistently ranked the #1 team in Palo Alto by sales volume. If you list with us, you get targeted marketing and a deep market knowledge of buyers living in San Francisco and currently looking in Palo Alto, in additon to the local community.
PRESENT YOUR HOME
Inspire buyers with engaging & memorable home tours
DeLeon Realty hosts open houses that are regularly well-attended, thanks in large part to promoting the events via e-blasts, online and newspaper ads, TV commercials, radio ads, and on social media.
Our open house events often create a buzz around the home and add to the high number of offers that we receive. Plus, busy open houses make potential buyers feel like the home is more desirable, and the attendance we generate at these events contributes directly to our strong sales statistics.
”The team addressed everything from staging, maintenance and landscaping. Our home had multiple offers and sold within six days.” - Madeline B.
1045 LASSEN DRIVE
PARK SOLD FOR $5,858,888
Seller paid 2.5% commission to buyer’s agent LISTED FOR $5,488,000
720 VISTA DRIVE
SOLD FOR $4,387,000
Seller paid no commission to buyer’s agent (Represented by Non-DeLeon Realty agent) LISTED FOR $4,288,000
3503 ALMA VILLAGE CIR PALO ALTO
SOLD FOR $3,110,000
Seller paid no commission to buyer’s agent LISTED FOR $2,788,000
37 VALLEY ROAD ATHERTON
154 BRYANT STREET PALO ALTO
1470 CHANNING AVE
The answer is simple: By orchestrating off-market deals, agents can often collect commission from both the buyer and the seller. This results in more money in the agent’s or brokerage’s pocket even if the final sale price is substantially lower. In these cases, their personal financial incentives directly conflict with their fiduciary duty to maximize the seller’s sales price.
Why Do Agents Like “Hidden,” “Pocket,” and “Office Exclusive” Listings?”
There are three main reasons why agents are drawn to “officeexclusive,” “pocket,” or off-MLS listings:
1) More Commission — The agent and/or the brokerage significantly increase their chances of representing both the buyer and the seller when a property is kept off the open market. This dual representation allows them to potentially collect the full commission—or at least a substantial referral fee—on both sides of the transaction.
2) Appealing to Strategic Buyers — Agents or brokerages can attract buyers seeking a lower price by offering access to exclusive, non-public listings that are hidden from a broader pool of qualified buyers. Reduced market exposure and limited competition usually translates into lower sale prices— an appealing prospect for buyers looking to secure a deal.
These off-market opportunities allow agents to charge higher commissions. It is not uncommon for buyers to agree to pay buyer’s-side commission of 2%, 2.5%, or more if they believe these "hidden" listings could sell for 5% to 8% below market value due to the lack of competition.
3) Reduced Costs — Under the MLS’s “Clear Cooperation Policy,” agents are prohibited from advertising a listing, or even informing agents from other brokerages of its availability, unless the property is on the MLS within 24 hours of the public dissemination of the information. While there are now some recently enacted exceptions to this rule, our experience has been that few listing agents make their hidden listings available to agents outside of their office. By keeping listings off-market, agents not only increase their chances of earning a
second level of commission—or at least a substantial referral fee—from the buyer’s side, but also save on marketing costs.
The California Association of Realtor’s (C.A.R.’s) Position
While some agents resort to intimidation tactics or make disingenuous threats of group boycotts to pressure sellers into pre-committing to specific buyer-agent commissions—including commissions payable to the listing agent if the buyer comes to them directly—the California Association of Realtors has taken a much more client favorable and ethical position.
Like DeLeon Realty, C.A.R. maintains that listing agreements should not include any pre-set commission offered to the buyer’s agent. After all, buyers are now required to negotiate and agree to the compensation they will pay their own agent. In fact, C.A.R. has even removed the section in its standard listing agreement that previously obligated sellers to offer commission to the buyer’s agent. Nevertheless, some agents seeking to preserve the traditional commission model, irrespective of the massive court loss and terms of the settlement, continue to use alternative forms, such as those provided by PRDS, which still include that outdated and potentially problematic line by which the seller pre-commits to a commission to the buyer’s agent.
DeLeon Realty’s Position
C.A.R’s position is also closely aligned with DeLeon Realty’s view that sellers should welcome all offers, most certainly including those in which the buyer requests the seller to cover some or all of the commission the buyer owes to the buyer’s agent. Like the price and contingency periods, this commission request becomes a point of negotiation.
One might ask, what’s the difference? The key distinction is that buyers are unlikely to request more than they have already agreed to pay their own agent, unless the seller has pre-committed to offering a higher amount. Additionally, DeLeon Realty is the only major local brokerage that always gives self-directed buyers the option of submitting an offer through one of our buyer’s agents with neither the buyer nor the seller paying any commission to the buyer’s agent. DeLeon Realty covers all the in-house buyer’s agent’s compensation.
The Take-Away
Withholding listings from the majority of interested buyers is inconsistent with the seller’s best interest and almost certainly the agent’s fiduciary duty to their sellers unless the seller is informed that the reduced exposure and competition will likely sacrifice sales price for privacy.
Imagine that an agent or brokerage with a 15% market share knows of three buyers who would love a home just like yours. Irrespective of which agent the seller chooses to list with, all three buyers would know about the home if it’s placed on the MLS. However, by withholding it from the MLS, as well as websites like Zillow, Redfin and MLSListings.com, the seller would effectively exclude the other 20 potential buyers, those who are either represented by agents from other brokerages or who aren't yet working with an agent at all.
When you list with DeLeon Realty, your home will be featured on the MLS, Zillow, Redfin, and many other public-facing websites. Interestingly, it will also appear on Compass’s website, Coldwell Banker’s website, and almost all other websites that showcase properties for sale. Additionally, we regularly advertise our listings across multiple channels, including newspapers, this newsletter, direct mail, TV and streaming ads, social media, and radio. Plus, our extensive network of potential buyers helps us attract those who may love a home like yours, but are looking in a different area or are not actively searching at the moment.
Make no mistake: DeLeon Realty firmly believes that agents who suggest limiting exposure to only buyers working with them or their brokerage are generally not concerned about your privacy or best interest—they’re focused on increasing their commission, even if it means a significantly lower sale price.
MORE THAN REAL ESTATE,
WE CARE ABOUT PEOPLE
DeLeon Realty owes much of its success over the past 14 years to the immensely talented people who work for us. We attract the best with our competitive compensation, full benefits, and abundant company perks.
At the heart of our company’s core values, DeLeon Realty strives to provide JOYFUL EXPERIENCES for our employees and make MEANINGFUL CONNECTIONS with the community.
A HAPPY TEAM MAKES HAPPY CLIENTS
• We host community outreach events that strengthen local connections and give back
• Uplifting & festive office activities
• One-of-a-kind cultural events
• Inspiring team building outings
CONFLICT OF INTEREST: SELLER FAQS
What does “conflict of interest” mean in real estate?
A conflict of interest often occurs when a listing agent or brokerage represents both the seller and the buyer in the same transaction. In that situation, the agent or brokerage is financially rewarded on both sides—making it very difficult to advocate fully for the seller while also representing from the buyer.
Is dual representation common?
Yes. Most agents and brokerages represent both buyers and sellers and almost all (except DeLeon Realty) collect commission from both sides of the deal. While legal, this structure creates competing incentives that sellers should clearly understand.
Why is this a problem for sellers?
When an agent or brokerage earns more money if a specific buyer wins, negotiations can become compromised. Sellers may feel pressure to accept an early offer, avoid countering aggressively, or choose a buyer tied to the listing brokerage— sometimes without realizing the financial incentive behind it.
Can this happen without sellers knowing?
Unfortunately, yes. In some cases, another agent writes the offer while the listing agent still receives a buyer-side commission or referral fee. Sellers often learn about this only after the transaction has closed.
How does DeLeon Realty handle this differently?
DeLeon Realty mitigates the conflict by never taking commission from both sides of a transaction. Our brokerage does not collect buyer-side commission on our listings— period.
Does Francis Lopez benefit if the buyer comes from DeLeon?
No. Francis is a salaried employee, not a commissionbased agent. He does not receive referral fees, bonuses, or incentives based on who buys your home—whether the buyer is represented by DeLeon or an outside brokerage.
Who pays buyer-agent commission on DeLeon listings?
If the buyer is represented by DeLeon, no one pays buyeragent commission to DeLeon Realty. Neither the seller nor the buyer is charged with buyer-side commission on our listings. It should be noted that the DeLeon buyers agent is also a fulltime salaried employee that DeLeon Realty still pays, even if the company does not collect commission.
How does this protect me as a seller?
It ensures full transparency and total loyalty. With no financial incentive tied to the buyer’s side, every decision is made with one goal: achieving the highest possible price and best terms for you.
What makes DeLeon Realty unique?
DeLeon Realty is the only brokerage that we know of offering a true Buy Direct model—designed to remove conflicts of interest, eliminate hidden incentives, and protect sellers at every step of the transaction.
When incentives are misaligned, results suffer.
Speak with Francis Lopez to learn how a conflict-free approach leads to better outcomes.
