<PAGE>   1
 
   
                                                                   EXHIBIT 99.10
    
 
                             D.F. KING & CO., INC.
 
                                77 WATER STREET
                            NEW YORK, NEW YORK 10005
                            (212) 269-5550 (COLLECT)
                           (800) 207-2014 (TOLL FREE)
 
               OFFER BY PACIFIC GULF PROPERTIES INC. TO EXCHANGE
   
                         ANY AND ALL OF ITS OUTSTANDING
    
              8.375% CONVERTIBLE SUBORDINATED DEBENTURES DUE 2001
                   ($56,506,000 PRINCIPAL AMOUNT OUTSTANDING)
                         FOR SHARES OF ITS COMMON STOCK
 
   
THE EXCHANGE OFFER WILL EXPIRE AT 5:00 NEW YORK CITY TIME, ON DECEMBER 26, 1996
             (AS SUCH DATE MAY BE EXTENDED, THE "EXPIRATION DATE").
    
             DEBENTURES TENDERED MAY BE WITHDRAWN AT ANY TIME PRIOR
                            TO THE EXPIRATION DATE.
 
   
                                                               December 11, 1996
    
To: Brokers, Dealers, Commercial Banks,
    Trust Companies and Other Nominees:
 
   
     We have been appointed by Pacific Gulf Properties Inc., a Maryland
corporation (the "Company"), to act as Information Agent in connection with the
Company's offer (the "Exchange Offer"), upon the terms and subject to the
conditions set forth in the Prospectus dated December 11, 1996 (the
"Prospectus") and the accompanying Letter of Transmittal (the "Letter of
Transmittal") enclosed herewith, to exchange 58 shares of its Common Stock, $.01
par value per share (the "Common Stock"), for each $1,000 in principal amount of
its 8.375% Convertible Subordinated Debentures Due 2001 (the "Debentures"). An
aggregate principal amount of $56,506,000 of Debentures is outstanding. This
Prospectus amends the Company's prospectus dated November 8, 1996. The Company
has amended the Exchange Offer in two important respects:
    
 
   
     - SINGLE EXCHANGE RATE OF 58 SHARES OF COMMON STOCK. The Company has set a
       single exchange rate of 58 shares of Common Stock for each $1,000
       principal amount of validly tendered Debentures.
    
 
   
     - WAIVER OF MINIMUM TENDER AMOUNT. The Company has waived the condition to
       the Exchange Offer that, on or prior to the Expiration Date, it shall
       have received the valid tender of at least $37,672,550 in aggregate
       principal amount of Debentures, representing 66.67% of the principal
       amount of all outstanding Debentures.
    
 
     For your information, and for forwarding to your clients for whom you hold
Debentures registered in your name or in the name of your nominee, we are
enclosing the following documents:
 
   
          1. The Prospectus;
    
 
   
          2. The Letter of Transmittal for your use and for the information of
             your clients;
    
 
   
          3. A Notice of Guaranteed Delivery to be used by holders of Debentures
             who wish to tender their Debentures and (i) whose Debentures are
             not immediately available or (ii) who cannot deliver their
             Debentures or any other documents required by the Letter of
             Transmittal to the Exchange Agent prior to the Expiration Date;
    
 
   
          4. Guidelines for Certification of Taxpayer Identification Number on
             Substitute Form W-9;
    
 
   
          5. A form of letter that may be sent to your clients for whose
             accounts you hold the Debentures registered in your name or in the
             name of your nominee, with space provided for obtaining such
             clients' instructions with regard to the Exchange Offer; and
    
 
   
          6. A return envelope addressed to Harris Trust Company of California,
             as Exchange Agent (the "Exchange Agent").
    
 
        WE URGE YOU TO CONTACT YOUR CLIENTS AS PROMPTLY AS POSSIBLE.
<PAGE>   2
 
     LETTERS OF TRANSMITTAL AND THE DEBENTURE CERTIFICATES MUST ONLY BE SENT TO
THE EXCHANGE AGENT. DO NOT SEND ANY OF THESE MATERIALS TO THE COMPANY OR THE
INFORMATION AGENT (AS DEFINED ABOVE).
 
     The Company will not pay any fees or commissions to any broker or dealer or
other person for soliciting tenders of Debentures pursuant to the Exchange
Offer. The Company will reimburse brokers, dealers, commercial banks and trust
companies for customary handling and mailing expenses incurred in forwarding the
Exchange Offer materials to their customers. The Company will pay or cause to be
paid all transfer taxes, if any, with respect to the transfer of any shares of
the Company's Common Stock pursuant to the Exchange Offer, except as otherwise
provided in the Instructions to the Letter of Transmittal.
 
     Questions and requests for assistance or for additional copies of the
enclosed materials should be addressed to the Information Agent, D.F. King &
Co., Inc., at its address and telephone number set forth above.
 
                                         Very truly yours,
 
                                         D.F. KING & CO., INC.
 
NOTHING CONTAINED HEREIN OR IN THE ENCLOSED DOCUMENTS SHALL MAKE YOU THE AGENT
OF THE COMPANY, THE INFORMATION AGENT OR THE EXCHANGE AGENT OR AUTHORIZE YOU OR
ANY OTHER PERSON TO USE ANY DOCUMENTS OR MAKE ANY STATEMENT ON BEHALF OF ANY OF
THEM IN CONNECTION WITH THE EXCHANGE OFFER OTHER THAN THE DOCUMENTS ENCLOSED
HEREWITH AND STATEMENTS CONTAINED THEREIN.