A WaterColorCase Study: Turning Market Challenges Into Seller Success

When I look back at the sale of 106 Spartina Circle in WaterColor, it stands out as a perfect example of why pricing strategy isn’t just about numbers; it’s about psychology, timing, and truly understanding the market.

 

 

I first met the sellers in 2021 when I helped them purchase the home. At the time, the market was red hot: low inventory, homes selling before they even hit the MLS, and bidding wars were the norm.

 

They fell in love with Spartina Circle for good reason as it’s steps from Camp WaterColor, one of the community’s most popular amenities. With five bedrooms, a carriage house, and an ideal layout for families and renters alike, it checked every box. For a family with young kids, it was paradise.

 

Fast-forward to 2025, and things looked very different. The owner's life had changed. Their family had grown and they moved farther away, making trips to Santa Rosa Beach less practical. At the same time, the market had cooled significantly. Over 50 homes were on the market in WaterColor, giving buyers plenty of choices and leverage to negotiate.

 

Selling in a high-inventory market is nothing like selling in a frenzied one. Today’s buyers aren’t just looking for a “good” deal. They’re waiting as long as they need to for the kind of opportunity that feels too good to pass up. This is why overpricing a home, even by a little, creates great risk for the home to sit, getting stale, and ultimately sell for less than it would have if priced right from the start.

 

That was the challenge we faced: how do we position this home to stand out among dozens of others?

 

 

Initially, the sellers and I agreed on a $3.1M list price, which was in line with market value. But just before going live, I had a gut feeling: we needed to be more aggressive.

 

I called the seller and said, “We can’t afford to blend in. Let’s list just under $3M. Not only will that price point attract more buyers, but being under that psychological threshold will create urgency.”

 

To their credit, the sellers trusted the strategy.

 

Here’s what happened next:

 

• We listed just under $3M on a Tuesday.
  
  
• The property was on a rental program and had guests not checking out until Saturday morning and new guests checking in that afternoon, leaving only a 2 hour window of time the property would be cleaned and show ready. This worked to our benefit.
  
  
• By Saturday we had six showings lined up to see the home during the tight window causing buyers to bump into one another, creating energy around the home
  
  
• That same day, we received two offers.
  
  
• Within five days, the property was under contract for $3,050,000—$50K over asking.

The momentum created by multiple buyers touring the home at the same time was powerful. When buyers see other buyers circling, hesitation turns into action. That competitive energy helped push the price above list and secured a strong contract within a week; We believe for a higher price than if we would have listed the home at $3,100,000.

 

This success came down to three key factors:

 

1. Strategic Pricing – Rather than chasing a number or padding for negotiations, we priced to spark interest. In a crowded market, that made all the difference.
   
   
2. Presentation & Timing – Coordinating showings in a short rental turnover window ensured buyers saw the home at its best.
   
   
3. Trust & Experience – The sellers trusted my advice, and together we avoided the trap of overpricing and watching the listing languish.

 

The market has changed since 2021. Today, buyers have options, and sellers can’t rely on “waiting it out.” Pricing strategy isn’t about guessing what the home is worth. It’s about understanding buyer psychology and positioning your home to create demand.

 

At the end of the day, the goal is always the same: sell for the highest possible price in the least amount of time. And when sellers trust an agent who knows how to navigate the current market, great results follow.

 

Ron Hefner, a broker associate at Scenic Sotheby's International Realty, has been serving the Emerald Coast since 2010. He has earned the 'Extraordinary Award' for annual sales exceeding $15 million five years in a row and has helped more than 500 clients, surpassing $350 million in total sales. Ron's results speak volumes, but it's his passion and dedication that truly help himshine.

 

Contact Ron to discuss how proper strategy can work to sell your 30A home.