Shelter Glen Way, Santa Rosa
Selling Fast in a Slow Luxury Market

Overview

  • Property: 5 BD / 5 BA + ADU, ~5,900 sq ft
  • Location: Fountaingrove, Santa Rosa, CA
  • Highlights: End of cul-de-sac, custom architecture, panoramic views, resort-style pool, multi-generational living potential

The Challenge

The sellers’ goal was clear: achieve a quick sale at strong value so they could transition into their newly completed home without the burden of carrying two properties for an extended period of time. In Fountaingrove’s luxury segment, however, homes at this level were averaging 60–90+ days on market and closing at only 85–90% of list price. To deliver on the strong value this home represented, we needed to be positioned at the very top of this segment, requiring a strategy that could overcome these market realities and deliver on the sellers’ timeline and financial goals.

The Strategy

  • Positioning: Emphasized multi-generational living potential, a rare advantage in the local market.
  • Preparation: Guided the sellers through several weeks of pre-listing work, including painting, repairs, landscaping, and full staging.
  • Marketing Approach: Went beyond a standard listing package to create a distinctive, emotionally resonant campaign that highlighted both luxury and lifestyle.

The Execution

  • Visuals: Commissioned high-end photography to showcase custom architecture, lifestyle features, and views.
  • Staging: Partnered with a design team to fully furnish the home; sellers remarked it looked better than ever.
  • Cinematic Property Video: Produced a short film titled “Cookie Day”—a scripted, lifestyle-driven narrative showcasing how a multi-generational family might live in the home. The film elevated the marketing from “property tour” to “storytelling experience,” drawing attention online and setting this listing apart from every other home in Fountaingrove.
  • Targeted Outreach: Leveraged our luxury network and private showings to connect directly with qualified buyers.

The Results

  • Accepted Offer: Within 7 days of going live (vs. 60–90 day market average).
  • Closed: 21 days at 95% of list price ($4M).
  • Performance: Outperformed other listings in the neighborhood, both in speed and net return.
  • Engagement: Property video gained significant attention, generating buzz that contributed to strong buyer interest.

Key Takeaways

Success in challenging market conditions doesn’t happen by chance. With a tailored strategic approach, distinctive marketing, and trusted guidance, our clients achieved their goal of a fast, strong sale, allowing them to transition into their new home without the burden of carrying two properties.

RETURN TO CASE STUDIES