About Bruce

As a licensed real estate agent with the Cupertino office of Coldwell Banker Realty, Bruce Lai works with buyers and sellers at all price points in the San Francisco Bay Area. Born in Taiwan, Bruce immigrated to California to study at San Francisco State University. After graduating with a degree in business and hospitality management, he spent years in the service industry where he developed a passion for serving others. Additionally, his father was a real estate appraiser, so Bruce has been influenced by the industry since adolescence. Today, Bruce applies his excellent hospitality skills and experience to meet the ever-changing needs of his real estate clients. He is fluent in English and Mandarin Chinese and has established international connections that make him a desirable agent for the Indian and Asian population in the Bay Area. He is very knowledgeable about immigration issues, due to his firsthand experience, and takes great pride in helping home buyers navigate the immigration process and settle down. Bruce's real estate philosophy is simple: it takes two parties (buyer and seller) to make a real estate transaction a success. He simply helps them find each other. He is a strong advocate for his clients and works hard to get them the best price, terms and conditions. For sellers, Bruce employs a comprehensive marketing plan that targets the most likely buyer demographic. Thoughtful staging allows the home's best features to shine through and leave a lasting impression. For buyers, Bruce uses Coldwell Banker's® cutting-edge technology to carefully research pricing and property trends, so he can find homes that best suit his clients' preferences, budget and lifestyle. All these tools, along with Bruce's high ethics and strong negotiation skills, ensure that sellers attract qualified buyers, and buyers land the home of their dreams. Bruce has received numerous industry awards, including Coldwell Banker's® International President's Elite for being in the top 1% of all sales associates in 2022. He is a member of the National Association of REALTORS® and a Certified International Property Specialist (CIPS), a designation that helps him move people to the U.S. from other countries and foreign-born individuals residing in the U.S. move to new markets. Bruce has also earned the Graduate, REALTOR® Institute (GRI) designation for in-depth training in legal and regulatory issues, technology, professional standards and the sales process. With his intimate knowledge of the San Francisco real estate markets, Bruce is uniquely qualified to assist buyers and sellers and those who are relocating from another area. He takes a personal interest in every client and is available 24/7 to answer any and all questions. When he's not working, Bruce enjoys both watching and playing sports and traveling. If you are looking for a hard-working agent who truly cares about the people he serves, talk to Bruce.