A simple way to pick the right package, the right audience, and the right story for every listing the team brings to market.
Dana sent Jen to us after the NorCal Top Producer Summit with a simple ask: stop figuring it out listing by listing. We pulled a sample of Dana's recent sales, sorted by price tier, and mapped a play for each one. The package, the audience, the targeting. Done.
As the price goes up, the audience shrinks. The work shifts from casting wide to picking your shot.
Location is the pitch. Lafayette and Moraga by name, drawn by reputation. Prestigious address, exceptional schools, named amenity clusters like the country club. They're not being introduced to the East Bay. They're choosing Lamorinda as their entry point.
Display ads run across hundreds of top sites, reaching buyers in the four feeder markets most likely to move into Lamorinda. Volume and geography do the job at this tier.
Outdoor isn't an amenity here, it's the product. Pools, cabanas, 1.5-acre lots. Renovation pedigree matters. Acalanes High School is named for a reason.
At $2M–$5M, geography alone isn't enough. Enhanced Targeting finds buyers based on who they are: people researching Acalanes, browsing Houzz and Architectural Digest, planning around RSU or equity events. YouTube earns its keep at this price point. Cinematic listings sell better in motion than in stills.
Scarcity is the entire pitch. Once-in-a-generation. Rarely listed. Hidden behind a tree-lined gate. Named architects. Grounds that dwarf the house.
At $5M+, the audience is small and the signals are specific. We layer content around private aviation, winery and estate travel, Mansion Global, WSJ House of the Week, plus equity events and IPO planning. The buyer is in the NorCal money flow.
a16z, Sequoia, and Kleiner offices. Oakwood Athletic Club. Lamorinda private schools. East Bay charity galas. Serving ads to past clients is the highest-value play in the whole stack here.