With thousands of pre-code homes across San Francisco's older neighborhoods still unretrofitted, family-owned Rothman Construction says the conversation has shifted from "should we do this" to "how soon can we start

SAN FRANCISCO, California, September 15, 2026 -- The question San Francisco homeowners used to ask was whether their home needed an earthquake retrofit. The question Rothman Construction is hearing now is how quickly one can be scheduled.

Rothman Construction, a family-owned general contractor serving San Francisco (https://rothmanconstruction.com/) and the greater Bay Area since 1993, is reporting a significant rise in seismic retrofit inquiries from homeowners across the city's older neighborhoods. Founder Marshal Rothman, who has been building in San Francisco for over 35 years, says the shift reflects something more than general anxiety about earthquakes -- it reflects homeowners who have done their research and are ready to act.
San Francisco's Older Housing Stock and the Retrofit Gap

San Francisco's housing inventory is older than most American cities. Thousands of homes across neighborhoods including Pacific Heights, Noe Valley, the Mission, and the Marina were built before modern seismic codes existed. Many are structurally sound by the standards of their era but lack the connections and reinforcements that keep a building on its foundation during a significant seismic event.

For owners of those properties, the risk is not hypothetical.

"We have been building in San Francisco since 1993, and seismic retrofitting is one of the most impactful investments a homeowner can make," Rothman said. "Many of the homes we work on were built beautifully but lack the structural connections that keep a house on its foundation during a significant seismic event. The retrofit process reinforces those connections, and it can make the difference between a home that is habitable after an earthquake and one that is not."

Soft-story buildings -- multi-unit structures with open ground floors such as garages or retail spaces -- are among the most vulnerable in San Francisco's housing stock and have been a particular focus of recent retrofit activity.
A Retrofit Process Built Around the Specific Building, Not a Template

Rothman Construction approaches earthquake retrofitting as a customized structural project. Each engagement begins with a thorough assessment of the building's foundation condition, framing type, and specific seismic vulnerabilities before any work is designed or priced.

"Every building is different," Rothman said. "A Victorian in the Mission has different structural needs than a mid-century home in the Marina. We assess each property individually and design the retrofit based on what that specific building requires. There is no template solution for seismic safety."

The company's GreenPoint Certification means retrofit projects can incorporate energy-efficient materials and sustainable building practices alongside structural reinforcement -- allowing homeowners to address seismic safety and improve overall building performance in a single project rather than two separate ones.

Rothman Construction also brings deep familiarity with San Francisco's permitting environment, which can be one of the more complex aspects of any structural project in the city. That experience translates directly into fewer delays and clearer timelines for homeowners moving through the process.
More Than Retrofitting: Full-Service Construction Across the Bay Area

Seismic retrofitting represents a growing share of Rothman Construction's work, but the company continues to serve residential and commercial clients across a full range of construction needs. Services include kitchen remodeling, bathroom renovations, whole-home renovations, custom home building, commercial build-outs, and 24/7 emergency restoration for water, fire, and storm damage.

The company serves San Francisco, Marin County, Oakland, Berkeley, and surrounding Bay Area communities -- and has done so continuously for over three decades.

"Thirty-five years in San Francisco construction teaches you that every neighborhood has its own character, every building has its own history, and every project deserves the same level of attention whether it is a kitchen remodel or a full seismic upgrade," Rothman said. "That standard does not change based on project size."
About Rothman Construction
Rothman Construction is a family-owned, fully licensed and insured general contractor serving San Francisco and the greater Bay Area since 1993. GreenPoint Certified and based in Mill Valley, California, the company specializes in earthquake retrofitting, kitchen and bathroom remodeling, custom home building, commercial construction, and emergency restoration services. With over three decades of experience navigating San Francisco's permitting environment and urban construction conditions, Rothman Construction brings local knowledge that national firms cannot replicate.

Bay Area homeowners and property managers interested in seismic retrofit assessments or general construction services can contact Rothman Construction at (415) 272-5999, [email protected], or at https://rothmanconstruction.com/

Media Contact

Marshal Rothman, Founder
Rothman Construction
Phone: (415) 272-5999
Email: [email protected]
Website: https://rothmanconstruction.com/