L I S T I N G
S T R A T E G Y
&
M A R K E T
A N A LY S I S
51 Conscience Way S e r e n i ty a t D u n e A l l e n · S a n t a R o s a B e a c h , F l o r i d a
P R E P A R E D
BY
Colby Anderson · Anderson Group 30A
A U G U S T
2 0 2 6
CONTENTS
In this document I
The Property
II
Market Update
III
Shifts Since May
IV
Comparable Sales
Recent closes and current inventory
V
The Neighboring Home
59 Conscience Way — coming soon
VI
Pricing Analysis
VII
Strategy & Scenarios
VIII
Marketing & Next Steps
IX
Your Partner
02
CONTENTS
A closer look at 51 Conscience Way The West End of 30A in August 2026 What has changed on this street
Price per square foot in context Three list-price paths, one recommendation How Anderson Group 30A gets it sold Why Anderson Group 30A
51 CONSCIENCE WAY
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SERENITY AT DUNE ALLEN
I
·
THE
PROPERTY
51 Conscience Way BEDROOMS
4 BATHROOMS
4.5 SQUARE FEET
2,750 YE A R B U I LT
2023 STORIES
3 POOL
Community
BACKS TO CONSERVATION 03
THE PROPERTY
·
CUL-DE-SAC
·
MASTER ON 1ST FLOOR
·
TURNKEY
51 CONSCIENCE WAY
·
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STR-APPROVED
SERENITY AT DUNE ALLEN
II
·
MA RKET
UPDAT E
The market in August A concise read on the West End of 30A right now — where inventory sits, how it's moving, and what buyers are actually paying.
$421
54
4.7%
Recent sold median
Median days on market
Average close-to-list gap
Community-pool homes in Serenity at Dune Allen,
For recent solds; some sat longer, some moved in a
Recent buyers are negotiating; homes rarely close at
last six months
week
full ask
P E R
T H E
S Q .
F T .
D AY S
B E L O W
L I S T
T A K E A WAY
Inventory is moving slower than it was in the spring. Buyers are patient, negotiating harder, and rewarding sellers who price with the market instead of ahead of it. 04
MARKET UPDATE
51 CONSCIENCE WAY
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SERENITY AT DUNE ALLEN
III
·
SHIF TS
SINC E
MAY
What has changed Every active listing from that May report has expired without renewing. And a fourth home — the neighbor — is coming to market at a number that resets the block.
E X P I R E D
E X P I R E D
39 Conscience Way
345 Dolphin Drive
Wa s t h e t w i n c o m p
Active in May at $1.525M
Listed at $1,400,000 in May. Sat, did not sell, expired — and did not relist.
134 days on market, then expired. No renewal, no relist.
E X P I R E D
CO M I N G
23 Constant Avenue
59 Conscience Way
Active in May at $1.65M
Yo u r n e i g h b o r
Priced high, no offers, expired. No renewal, no relist.
05
SHIFTS SINCE MAY
S O O N
Listing tomorrow at $999,500 — the lowest 2022+ ask on the street in a year.
51 CONSCIENCE WAY
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SERENITY AT DUNE ALLEN
IV
·
COMPA RABLE
SA LES
Recent activity Every 2019 - 2023 detached home sold or currently listed in Serenity at Dune Allen, sorted by price per square foot. ADDRESS
STATUS
YR
BD/BA
SQ FT
PRICE
$ / SQ FT
DOM
POOL
15 Constant Avenue
ACTIVE
2023
4/5.5
2,947
$1,700,000
$577
33
Private
23 Conscience Way
ACTIVE
2023
4/4
2,801
$1,450,000
$517
37
Comm.
33 Serene Way
SOLD
2023
4/4.5
2,552
$1,250,000
$489
54
Comm.
8 Magical Place
SOLD
2019
4/3
1,906
$887,500
$466
2
None
38 Constant Avenue
SOLD
2019
4/3.5
2,343
$1,050,000
$448
74
Comm.
12 Clear Lane
SOLD
2021
4/4.5
2,542
$1,100,000
$432
65
Comm.
COMING SOON
2022
4/4.5
2,340
$999,500
$427
—
Comm.
72 Magical Place
SOLD
2021
4/4.5
2,244
$945,000
$421
90
Comm.
61 Charming Way
SOLD
2019
4/3.5
2,241
$925,000
$413
38
Comm.
59 Conscience Way
06
COMPARABLE SALES
51 CONSCIENCE WAY
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SERENITY AT DUNE ALLEN
V
·
T HE
NEIGHB ORING
HOM E
59 Conscience Way Coming to market tomorrow at $999,500 — literally two doors down. This is the number every buyer will anchor to.
YOU R
HOME
THE
NEIGHBOR
51 Conscience Way
59 Conscience Way
TO BE DETERMINED
$999,500 $427 / sq ft
Yea r B u i l t
2023
Yea r B u i l t
2022
Square Feet
2,750
Square Feet
2,340
Bed / Bath
4 / 4.5
Bed / Bath
4 / 4.5
Pool
Community
Pool
Community
Position
Mid-block, backs to conservation
Position
End lot, greenspace on 2 sides
Special
Master on 1st floor
Special
Never rented
More space, newer build. 51 offers 410 additional square feet (+17.5%) and one more year of newness.
VI
·
PRI CING
A NA LYSIS
Price per square foot The horizontal axis is dollars per square foot. Each comparable is placed where the market has actually accepted it — or where it currently sits.
$577
580
530
O U R
to
$491
$489 $466 $448 430
$413
$421
$432
R A N G E
$454
$517
480
T A R G E T
PER
SQUARE
FOOT
$427
Above proven solds, decisively below the two struggling actives.
380
08
61 Charming (SOLD)
72 Magical (SOLD)
PRICING ANALYSIS
12 Clear (SOLD)
59 Conscience (COMING)
38 Constant (SOLD)
8 Magical (SOLD)
33 Serene (SOLD)
23 Conscience (ACTIVE)
15 Constant (PRIVATE POOL)
51 CONSCIENCE WAY
15 Constant excluded — private pool commands its own tier.
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SERENITY AT DUNE ALLEN
VII
·
STRATEGY
&
SCENA RIOS
Three list-price paths Every price is a strategy. Here are three, ranked from quickest sale to boldest ask, with the trade-offs of each.
★
PATH A
·
QUICK-MOVE
R E C O M M E N D A T I O N
PATH B
·
RECOMMENDED
PATH C
·
TEST THE CEILING
$1,249,000
$1,299,000
$1,349,000
$454 / sq ft
$472 / sq ft
$491 / sq ft
Priced to attract the buyer who tours 59 Conscience next door and wants meaningfully more house. Realistic 30 – 45 day sale window.
09
O U R
STRATEGY & SCENARIOS
Undercuts 23 Conscience by $151K. Positions 51 as the sensible mid-market pick with 410 more sq ft than 59. Room to negotiate to
Matches 33 Serene Way's sold price ($489/sqft). Bold in this softer market — likely to sit longer, but rewards patience.
$1.24 – 1.27M.
51 CONSCIENCE WAY
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A
NOTE
ON
STRATEGY
Lead the market. Do not chase it. The first fourteen days matter most
Best value on the block
New listings capture peak attention in their opening two weeks. A price the
At $1,299,000, 51 offers 410 more square feet and one year newer construction
market accepts on day one converts that surge into showings, offers, and a
than 59 for a fair premium — the clear pick for a buyer comparing both.
sold sign.
10
We do not repeat 2023's mistake
A high sold price, not a high list price
This home was previously listed at $1.599M, reduced to $1.495M, and expired.
The goal is a strong close, not a proud number on day one. Correct pricing
We start at the market instead of walking down to it — that is the entire
creates competition, protects negotiation leverage, and produces the best
difference between selling and sitting.
net to seller.
A NOTE ON STRATEGY
51 CONSCIENCE WAY
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SERENITY AT DUNE ALLEN
VII I
·
MA RKETING
How we sell your home A full-brand, multi-channel launch designed to reach every serious 30A buyer.
01
Editorial photography HDR interior stills, aerial and twilight drone, and a 360° virtual tour —
02
Cinematic property film Full walkthrough video cut for social, MLS, and YouTube —
captured within 48 hours of signing.
03
Anderson Group 30A brochures Branded and unbranded PDFs styled in the same Cormorant +
highlighting the conservation-back lot and turnkey rental story.
04
Montserrat system as our community guidebooks.
05
Berkshire Hathaway network Distributed through the BHHS national referral network and the Anderson Group's direct 30A buyer database.
11
MARKETING
MLS + full syndication Live on ECARMLS, Zillow, Realtor.com, Redfin, Compass, and eighty additional partner sites within 24 hours of launch.
06
Targeted paid & social Instagram, Facebook, and Google ads to geo- and interest-targeted 30A buyers; broker's open and public open on launch weekend.
51 CONSCIENCE WAY
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NEXT
ST EPS
Getting to launch A simple, disciplined seven-day path from signing to live listing.
TODAY
DAY 1 – 2
DAY 3 – 5
DAY 6 – 7
WEE K LY
12
NEXT STEPS
Sign the listing agreement We start the clock. First 14 days is our window.
Editorial photography & film HDR stills, drone, twilight, and video walkthrough.
Listing prep & brand materials MLS copy, brochure, carousel, and email suite produced.
Live on MLS · full launch All platforms, social campaign, broker's open scheduled.
Performance & strategy reports Showings, online activity, feedback, and price recommendations.
51 CONSCIENCE WAY
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SERENITY AT DUNE ALLEN
YOU R
PA RTNE R
Why Anderson Group 30A The team behind this analysis — and behind every 51 Conscience Way touchpoint from listing day to the closing table.
Anchored on 30A
An editorial brand system
Anderson Group 30A operates on Scenic 30A and the surrounding Walton
The Cormorant + Montserrat design language of this document is the same
County corridor. Every neighborhood in this analysis — Serenity at Dune Allen,
one that runs across every listing we take — branded and unbranded
WaterColor, Alys, Seagrove — is a place we have studied, marketed, and lived
brochures, social carousels, cinematic property film, and our community
alongside.
guidebook library.
A national platform, locally applied
One team, launch to close
Berkshire Hathaway HomeServices Beach Properties of Florida brings a
From day-one pricing strategy through marketing, showings, negotiation,
national referral pipeline. 51 Conscience Way will be marketed through the
and the closing table — the same team handles every step. No hand-offs, no
BHHS network while reaching our direct 30A buyer database at the same
gaps, no surprises for the seller.
time. 13
YOUR PARTNER
51 CONSCIENCE WAY
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SERENITY AT DUNE ALLEN
Thank you For the opportunity to represent 51 Conscience Way
Colby Anderson
·
Anderson Group 30A
·
Berkshire Hathaway HomeServices
·
Beach Properties of Florida