Laura Alba

Marketing Strategy Specialist

    Laura Alba

    Equipped with a Bachelor's degree in Economics and seasoned experience in the real estate industry. As a member of Dale and Alla's team, Laura is dedicated to optimizing the exposure and sale price of every property listing. Leveraging her keen eye for design, she executes the team's unique marketing strategy, ensuring each property is beautifully presented across online, social, and print channels. Laura's comprehensive approach guarantees that every listing reaches its full potential, captivating a wide audience of potential buyers. Beyond her professional prowess, Laura finds joy in simple pleasures, enjoying coffee with friends, engaging in nature activities, and maintaining a healthy fitness routine during her free time.

    Greg Douglas

    Buyer’s Agent | DRE #02138942

    Being a people person, you might have seen Greg around San Francisco with a welcoming smile on his face. Supportive and diligent are the words that describe Greg’s approach to Real Estate. Born in San Jose, raised in Los Altos, and then on to the University of California, Berkeley, Greg has deep roots in the Bay Area.

    Through his experience in the broadcasting industry (TV, Radio & Internet) Greg knows that clear communication and breaking down complexities with a friendly voice goes a long way. Trustworthy, steadfast, and reliable, Greg is the go-to guy on the team. When he is not working, you will find Greg exploring the Bay Area’s urban hikes, on the slopes in Tahoe, riding bikes in Sonoma country, or enjoying the area’s best offering in food experiences — and when you see him, make sure you ask for a dining recommendation or two!

    Happy Clients.

    "Dale and team were astonishing in their straightforward and remarkably efficient execution of our sale. People, process, and pragmatism are his skill set. Dale is an astute student of the market, and his competition. No drama, no surprises, just gets it, and gets it done. Brought an exceptional deal to the table as well as several great back ups on our most recent transaction. I have dealt with many realtors, he and team are top of the list. Used him 3 times, will again."

    M.B.

    "Dale & Alla are warm people, will care for your family’s best interests, and will give you straight-talking advice you can depend on. Dale & Alla have represented my family as both buyer and seller. I refer everyone I know who is either in the market or considering home ownership to talk to Dale & Alla. And when the time comes for my family to buy or sell again, they will be the first people I call. They are trustworthy, dependable, and empathetic, you will not be disappointed when you work with Dale & Alla."

    Steve G.

    "I have worked with Dale and Alla now twice in four years, both on the purchase and the sale of my condo. Alla worked with me patiently for years before I purchased, carefully talking me through neighborhoods, types of buildings, value, etc. She was so easy to work with throughout all aspects of the process. She is such a strong advocate for her clients, and I had complete trust in her throughout both sales. Most importantly, she kept me calm and focused, even when there were small bumps along the way. In addition to the real estate side, she was always available with suggestions for any type of home service I might need. Aside from Alla, I also have had amazing experiences with the rest of her team who make everything happen seamlessly. I would recommend both Dale and Alla without any hesitation, and I consider them both friends. I look forward to working with the team again!"

    Liz G.

    "Dale and Alla Team are a real “Five Star Team”! They are professional, responsive, organized, kind, ethical, know their clients, and are very well networked with top notch professionals. They know the market and tailored an extraordinary strategy to every step of my house selling process. I felt very well taken care from home renovation, to managing disclosures to pricing to “go to market” strategy to picking the right buyer from so many potential buyers that came to see the house and put in offers. I could not have done it so well without you! Thank you Dale and Alla Team, I am planning on recommending your team to anyone who is selling or buying a house in the Bay Area. You are the best!"

    Natalie Z.

    "I just worked with Alla Gershberg in October. After several months of looking I found a home that I really had my heart set on. The deal would not have happened without her assistance. She was on top of every detail from start to finish. She worked diligently on my behalf and I must say I would use her again. I have bought and sold a number of properties both in California and Colorado and this particular purchase was the easiest by far and we closed on time. Given that I had to be out of my rent back one week after the closing date I was very pleased that there were no snags or delays."

    Elyse B.

    "Dale and Alla sold my Lower Pacific Heights home for over my asking price with multiple offers. After that, they helped my husband and I purchase a 2-unit property in Glen Park for under the asking price. I couldn’t have had a better selling or buying experience and I attribute that to Dale and Alla helping me through every step of the process. They’re very knowledgeable and well-networked. I highly recommend them and refer them to all my friends. Love them!"

    Catherine G.

    "Dale and Alla are an absolute pleasure to work with. From start to finish, they made themselves completely available and conducted themselves with the utmost of professionalism and courtesy. Their exuberance and enthusiasm was contagious, and working with them actually made what is seemingly a very stressful process truly enjoyable and exciting."

    The Baumgartens

    "We recently bought our first home with the help of Greg Douglas, Dale and Alla. The team was responsive, knowledgeable and helpful whenever we needed them. They didn’t rush or pressure us into anything and they were dedicated to making sure we walked away pleased with any purchase and they definitely succeeded. We hope you get the opportunity to work with them and we are very grateful for their kind and thoughtful approach to helping us find a home we love."

    K.P.

    "We worked mainly with Dale and he was everything a first time buyer would ever need. He walked us through each step of the home buying process and made sure we felt comfortable. Dale's market expertise was invaluable as he helped us make decisions, especially about pricing our bid and knowing when the market was going to have new listings. We would not have gotten our place without him. It was a pleasure working with Dale & Alla team, highly recommend!!!"

    Ilan G.

    "I thought I had moved on since it was so long ago now that I lived there but seeing those amazing pictures brought forward lots of emotions, mostly happy ones but a little sad too, everyone keeps saying, aren’t you sad to sell and I have been fine until seeing this! It brought me to tears. It looks really amazing! Fantastic job by the photographer, stager, painter, handyman, floor guy, and ESPECIALLY YOU!"

    D. Kasten

    "We've worked with Dale and Alla three times now (two purchases and one sale) and can't be happier. Dale was there to offer advice to us every step of the way. From a first time condo purchase in Noe Valley, to the sale of that lovely (and unique) property, and the purchase of our awesome Bernal Heights single family home. Dale set us up with great contractors/painters/stagers and our place went for 30% over asking! (Plus it looked beautiful). The staging was spot on, and the marketing collateral he produced classy. In our last purchase in bernal, he went to see several homes, advising us on the pluses/minuses like a champ. When we finally found one we loved, he zoned in on it like a missile and was getting the skinny (he's got a very good reputation amongst brokers, which definitely helps get you a leg up). The bid we put in was clean, got accepted on the first round. When we wanted a few things fixed, he was a great negotiator getting us some money back for unexpected repairs. I'd have no problem using him yet again if we move (though hopefully not for several years). Knowledge, class, connections and a nose like a hound on a trail for great properties. You'll be happy."

    Marcos S.

    "The Dale and Alla team are by far the best team I have ever worked with. My home was previously listed with a different broker but did not get a single offer the first time around. After no luck selling in the Fall, I hired the Dale and Alla team. After some renovation and a great marketing plan, the property listed and I received ten offers in just 7 days. I ended up with $310K over asking with an all-cash offer. They far exceeded my expectations and I am over the moon. My boyfriend - who watched the entire process- decided to sell his home after 30 years. That's how impressed he was! Dale & Team are responsive, work fast, and do great work. I wish I had found them sooner. They are the absolute best and I could not be happier with the result."

    M.M

    "Thank you so much for all the hard work, good advice, patience and support that you and Dale gave us during this entire process of buying a new house and selling our old house. The entire experience from start to finish working with both of you was great. And, the best part was getting to know both of you better and becoming friends! We feel really blessed. We are looking forward to celebrating together when we get back!"

    D. Rubin

    "Hands down Dale and Alla. We just bought a home with them after they so expertly sold our house last year. It was such a pleasant, seamless experience we wouldn’t want to go through either process with anyone else. Dale answers texts day and night; quick to respond with insight and support, never making us feel demanding. His experience in the city stopped us from many a bad decisions – which proved he wasn’t selfishly trying to land us in ANY house, but find us our right house. Now we have the house of our dreams!"

    Alicia L.

    "We LOVED working with you both. It was terrific from start to finish. It never felt like buying and selling. More like friends getting together to figure stuff out. We never felt like things were falling apart or at risk. It always felt managed and moving forward. Terrific experience. It's almost worth buying and selling every year."

    A. Rubin

    "Alla sold my house after only ten days on the market, and I cannot say enough positive things about her. Since I was selling the house I grew up in, it was an emotional process for me, and Alla was a wonderful ally through it all. She answered all my questions promptly, she was sensitive to my feelings, and she gave me thoughtful and well-researched business advice. So many houses sit on the market because they have not been priced or marketed well. Alla helped me pick a price that was right on target and then worked closely with the stagers to make the house look terrific and to create beautiful promotional materials. I give Alla an A+ on her work for me – she really knows how to build a buzz and attract buyers!"

    Martha R

    "Dale recently helped my husband and I purchase a home in the very competitive San Francisco market. We made offers before finding the home that was the right fit for us. Dale was patient, helpful and is a genuinely nice person. He is very knowledgeable about the market and I felt like his advice was rooted in helping us make the best possible decision for us. Thanks Dale and team for all your help!"

    Ashley A.

    "Working with Alla & Dale made what could have been a complicated transaction so much easier. Having caring, knowledgeable professionals handling what arguably could have been the most nerve-wracking experience of my adult life was key to avoiding a nervous breakdown, and for that, I will be forever grateful. They know San Francisco, they understand the market, and they’re really, really intelligent. Super awesome people to work with – do not hesitate to give them a call. Seriously. Best ever."

    Emily D.

    "We’ve worked with Dale + Alla and their team on multiple deals over the years from our first home purchase, sale of that home and very recently the purchase of a Live/Work space for our business. They are always a pleasure to work with. Very attentive, knowledgeable and a force within the San Francisco market! We highly recommend them!"

    Angelo D.

    "I cannot recommend Dale and Alla highly enough. They are truly experts at buying and selling San Francisco real estate. They will figure out exactly what your needs are and know all the ins and outs of getting the most value for your home if you're selling and making the right and most knowledgeable choices when you're buying. My wife and I used them to sell our home and buy a new one in San Francisco last year and we could not be happier. Do not hesitate to sign up with Dale and Alla -- they are OUTSTANDING in every way."

    Michael K.

    "If you are looking for a great team to sell your home, your search is over. After meeting with Dale and Alla, I knew they were the team that would get the job done...and they did just that! Their experience and knowledge of the market is second to none. They relieved a great deal of stress by being there every step of the way. The process of getting the house ready for market was made particularly easy by Jamie, who coordinated the contractor, stagers and other vendors. The house looked AMAZING! My house sold quickly with multiple offers and well over asking price. I can’t say enough about my experience working with Dale & Alla and their amazing team."

    Marci B.

    "It was a pleasure working with Dale and his team! My wife and I used Dale and Co. for back-to-back transactions – a house purchase followed by a condo sale. Not only is Dale knowledgeable about all aspects of real estate (the market, paperwork, construction, typical problems, common solutions, etc) but he’s also a down-to-earth guy who is very easy to communicate with and listens to your concerns. Honestly, I don’t know how he does it, given that he is managing more than one deal at a time. I highly recommend Dale+Alla Team and will use them again!"

    Mickey D.

    "My husband and I had the pleasure of working with Alla , Dale and Jamie. We were looking for the best real estate team in the Bay Area to sell our condominium on the Embarcadero in San Francisco. After meeting with the team, we realized that we made the right decision. We found them to be professional and prompt with our requests. Their suggestions on how to properly market the property was a huge success. We worked with their in house concierge group and followed up with all the suggestions regarding a quick sell. It moved quickly and we were very satisfied with the sale price. We highly recommend this team if you are looking for results oriented professionals."

    Elizabeth L.

    "Thank you for helping us find our dream home and sell our old house in record time for top dollar. As we were preparing our offer, you helped us pin down the right price and terms so that we were able to beat out 4 competing bids, but not break the bank. And thank you so much for all your guidance in helping us successfully sell our property."

    E. Goldbrener & J. Dash

    "Dale and Alla would go above and beyond for their clients, and, of all the realtors we have worked in the past. They make the only team that I would recommend to my family and friends. Throughout this stressful process, we felt that our needs, preferences, priorities, short- and long-term goals have been placed ahead of anything else in this time-consuming and sometimes stressful process. They are amazing in their attention to detail and have always been by our side providing, and sometimes digging for, the data we needed to make informed decisions. Their communication style is very proactive- keeping us and all parties to the deal up to date about the progress of the sale, dynamics of the contract, documents exchanges and next steps. We felt like we were the only clients, although we knew that Dale and Alla closed on several deals while we were working together. Dale and Alla are super-organized, effective and have been willing to stretch their working days to nights and weekends accommodating our busy schedules."  

    Sergei & Milena

    "I recently partnered with Dale and Alla to sell a residence in SF. They were amazing across the board, from recommendations regarding property improvements, referring contractors and stagers that will work within the required timeframe, responsiveness and results. The amount of strategy that goes into each decision they make is impressive, and their vast experience and sound judgment provided the foundation for a successful marketing strategy and sale. I will definitely look to them in the future for all my SF real-estate needs."

    J. Dabisch

    "My mother and I worked with Dale and Alla selling her longtime home on Fulton Street. They were very patient and professional with my mother’s many questions and worries. The home was beautifully staged. When the home received many offers over asking, my mother was delighted. I appreciate that Dale, Alla and their team really represented us well and was comfortable countering these many offers with an even higher counter offer! The home sold for $150,000 over asking price and the close was quick and smooth. I would highly recommend them and we would use their services again."

    Jackie M.

    "We had an absolutely incredible experience working with the Dale + Alla team! My wife and I had attempted to sell our property 6 months prior with a different agent with no luck. When we decided to put our condo back on the market, we interviewed several agents, and ultimately decided to go with Dale and Alla due to their professionalism, constructive feedback, and clarity on their process and how they would market our property. When we finally listed, our property sold in under a week at over asking! We couldn’t have been more thrilled with the process and the results. All the while, Dale, Alla and their wonderful team kept us up to date and made the process seem seamless and easy. We would highly recommend anyone who is serious about selling their home to contact Dale and Alla. They are Rockstars and if you listen to their advice, they’ll get your property sold in no time for top dollar!"

    Tony T.

    "I know that I speak equally for both of us in expressing again our profound gratitude for the job that the three of you have done on our behalf. Truly, I am floored. Given the condition of the house, I would have felt lucky to surpass the million dollar point. But your professionalism, sense of strategy, experience, responsiveness, sales ability, courtesy and thoughtful kindness delivered a greater return than I would ever have imagined. What you have accomplished for us will greatly turn the tide for us for the years ahead."

    M. Patterson

    "Alla and Dale are a true dynamic duo - incredibly professional, knowledgeable and nothing short of a pleasure to work with. In this outrageously competitive market, I would trust no other agent to get the job done with the level of professionalism, honest counsel, and integrity. They are people of their word, and incredibly supportive -- even long after the transaction has been completed. They still provide an eager ear whenever I have questions about the market and return my calls and email promptly. They are aggressive without compromising their values, and know the market inside and out.  Moreover, their backgrounds in law and finance are incredibly helpful, especially when it came to figuring out the details during complex transactions.  Cannot recommend them more highly --and will continue to sing their praises from the highest mountain tops to whomever will listen! I have for the past ten years and will continue to do so!  You're in great hands with these two!"

    Betina B.

    "I wanted to say thank you, you and your team have been wonderful. Starting with my consultation with Dale, I appreciated that he genuinely invited me to do what I thought would be best for me. When I was made aware of the significant tax implications of the sale of my home, he took the time to help reorient me and share practical ways that I could explore options. Specifically, he supported strategies to sell as is, with a modified renovation that would preserve renting options in the future as 2 units and as a full one home renovation."

    R.A.

    "We have known Alla and Dale for years – they represented our interests throughout both purchase and sale processes in San Francisco and Marin. They aggressively negotiated on our behalf during the purchase process, while overcoming unforeseen challenges that came up during the escrow (issues with our initial lender that was not able to perform). As a result of their negotiation skills, strategic thinking, and relationships with the other agents and local lenders, we were able to close on our dream home! Ultimately, their expertise, communication skills & relationships allowed for a smooth transaction despite the challenges. We also worked with them on the sale of our home and both of them assisted with professional property preparation (they knew all the vendors and stagers necessary to most effectively show our home), beautiful marketing materials including a gorgeous website and managing all aspects of the transaction. Both me and my husband have recommended this dynamic team to all our clients and friends!"

    Tatiana C.

    "We have worked with the Dale and Alla team three times now and had very successful stories on both buying and selling our homes in San Francisco. As first time home buyers, they helped us prioritize our ideas and things-to-have and took us around to so many places until we found the one we loved. Their experience on the market and comp prices was extremely useful on closing the deal as well as on purchasing the next home. Love their energy and passion for the business."

    Susana G.

    "If you want smart, organized, experienced and compassionate SF real estate agents, look no further. From start to finish, Dale and Alla are the total package. They understand the SF real estate market from every angle, offering wise advice that literally pays off (listen to them!). Dale and Alla are incredible organizers--they took care of EVERY behind-the-scenes detail from coordinating contractors to preparing marketing. They are incredibly warm and classy sales people which sets the stage for multiple offers, and understand emotions involved with buying and selling a home. They not only responded to our fears as sellers with calm understanding, they drew upon their people skills with buyers during negotiations, all the while maintaining the utmost integrity across the board. Dale and Alla are magnificent agents and people who earned our highest recommendation, and future business, forever. Thank you!"

    Staci B.

    "Dale and Alla have been great realtors for us, I would recommend them to anyone and I'd use them again in an instant.  They know both San Francisco and the industry in and out, seem to truly love their job, and are great to work with."

    Joel P.

    "The Dale + Alla team helped my family sell our place  in a challenging buyer's market. They advised on and executed ROI positive renovations through their Compass Concierge program. I felt that they were true partners helping us to navigate many decisions including pre-sale, pricing, negotiation, etc. They also made the process very easy, especially the renovations (thanks to Jamie!). If you are selling in 2023, they have the experience you need."

    Mark B.

    "My husband and I worked with Dale to sell our first home. We delayed our sale for a long while throughout the pandemic and Dale generously kept in touch and made himself available for our questions for nearly two years as we solidified our moving plans. During the sale process itself, Dale proved incredibly knowledgeable and experienced. We used Compass Concierge to remodel our home to prepare it for sale and they were an absolute pleasure to work with. Dale and his extended team supported us at every step along the way and were extremely responsive and professional. We loved working with the Dale + Alla Team and recommend them highly!"

    Alicia Z.

    "We have worked with Dale and Alla several times now on San Francisco real estate transactions. In each case, they have gone above and beyond the call of duty to help us find the best solutions for both buying and selling our homes. We have used other agents in the past who seemed only concerned about closing the deal and getting paid with little or no attention to our concerns and goals.  Dale and Alla are truly our advocates, putting our interests ahead of their own and are willing to fight for every last dollar. Clearly, they care more about their clients than anything else!  When selling, they also took care of everything for us; from hiring contractors, cleaners, and stagers -- managing every detail to get top dollar!  We knew everything was being handled and every sale was stress-free for us. We couldn't imagine doing any sort of real estate transaction without them and have insisted that our friends use them too!"

    Anthony A.

    "The Dale +Alla Team are truly best in class REALTORS®! From start to finish, their professional standards and expertise made selling my house a seamless process. Their understanding of neighborhoods, market nuances and unique selling points coupled with their genuine care for clients is why they have earned their outstanding reputation."

    Julie B.

    "We couldn’t have been more pleased to have worked with Dale and Alla. They presented a well researched marketing plan and faithfully executed their marketing strategy for the successful sale of our San Francisco condo. They were sensitive to our requests for cost containment and the time frame surrounding the sale, chose appropriate vendors for staging and pre-sale maintenance. They kept us well informed during the entire process. They were accessible, engaged and extremely detail and results oriented. Based on our experience, we have no hesitation in recommending them to professionally manage the sale or purchase of your next home."

    The Schwartz's

    "Dale was recommended to me by my long-time real estate agent who had moved out of state. I had a great experience with him as my new agent (and Alla helped, too.)  I needed to sell a single family house in Ingleside Terrace that I had owned for many years, which had always been tenant occupied. So although the market for sellers in SF was “hot,” as per mostly usual, there were issues: the physical condition of the property; the need to be respectful of my tenants and their kids until they could relocate, and the need to close the sale by year’s end to meet my tax requirements. Dale (and his crew) pulled it off brilliantly, finding buyers (over asking price) willing to be flexible regarding the tenant situation, closing on time and with no last minute surprises or complications that can keep even the calmest seller awake at night. It was really a win-win-win, for me, my tenants, and the buyers, thanks to Dale’s knowledge and ability to work with all kinds of people and situations."

    Naomi W.

    "Dale, Alla, and their team were amazing from start to finish when helping us sell our house. Dale had a particularly heavy lift on this one as we weathered a few curve balls from flaky buyers and high inventory. We followed Dale and Alla's recommendations through it all and ended up with a solid, over list sale. We couldn't recommend them more!"

    Chris M.

    "Dale and Alla are so great to work with! They are highly professional, reliable, knowledgeable and pleasant. Not only did their marketing produce phenomenal results in a sluggish market (6 offers!), they helped me navigate a couple of issues that came during the sale – one was with how to best handle an outstanding escape tax bill and one was a grey area regarding disclosure about a cosmetic defect. Both of these issues could have been time consuming and legally challenging. Yet, Alla and Dale’s advice and expertise made these issues and the entire sale very smooth and successful."

    J. Felice

    "My husband and I just bought a house in Bernal Heights with Dale and Alla. We had an absolutely amazing experience working with them. We were first time home buyers and had no idea how to navigate the stressful and difficult San Francisco market and they guided us with patience, offered continued great perspective and answered a million questions along the way. We really appreciated their style - very much felt like they were on our side and looking out for our best interest and were never pushy or sales-y at any point. They really engendered our trust, gave honest opinions, have great expertise in the market including pricing, neighborhoods, opportunities that homes offer and how to figure out what the best fit for us would be. We would 100% recommend them to someone looking for a great REALTOR® to work with!"

    Tracy M.

    "Top-notch professionals that know their craft well. Dale + Alla team helped us sell our home for the “best case scenario” we hoped for. Sold in 2 weeks, over-asking with multiple offers. They hustled hard to get us there and we had the highest confidence in the team along the way. Next time we’re in the real-estate market we will be reaching out to the Dale + Alla Team again."  

    Dejana B.

    "Dale and Alla and their whole team were fantastic to work with in selling my place.. I was particularly impressed with the amount of thought and strategy that went into the process each step of the way. The team is extremely experienced, knowledgeable, responsive and communicative, and they know well how to avoid potential pitfalls throughout the process of selling a house. I could not be happier with having chosen to partner with Dale and Alla for my sale."

    J.D.