Grayhawk · Luxury Homes
Luxury Home Marketing in Grayhawk
A marketing plan built to get your home noticed, syndication that reaches buyers worldwide, and weekly reporting so you always know what is working.
The top of Grayhawk is a smaller market than it looks
If your home is one of the larger ones behind the gate in The Retreat, the fact that Grayhawk holds nearly 3,800 homes is close to irrelevant to you.
Guard-gated, on the course, with the position and the finish to match, is a narrow slice of the community. The number of people who can and will buy that specific house in the next six months is small, and a meaningful share of them are not in Arizona.
Everything that follows comes from that. You are not trying to reach a lot of people. You are trying to reach a few dozen you cannot identify, some of whom have not yet decided they are buying.
What is my Grayhawk home worth?
The public golf, and the conversation about it
This is the thing that makes marketing a luxury home in Grayhawk different from marketing one in a neighborhood built around a private club, and it cuts both ways.
For most buyers it is the advantage. Raptor is a Tom Fazio design, Talon came from David Graham with Gary Panks, and neither requires an initiation fee or monthly dues. A buyer who plays and does not want a club commitment saves real money every year, and for a seasonal owner the maths is better still.
For a smaller set of buyers it is the objection. Somebody who specifically wants a private club environment, where the course is exclusively residents and members, will prefer DC Ranch, Silverleaf or Desert Mountain. That buyer exists and no amount of marketing converts them.
I would rather name that than pretend it is not a factor. Knowing which of the two is in front of you changes the whole conversation, and trying to sell a public-course home to somebody who wants a private club wastes both your time.
Photographing a home where the course is the view
On a golf-frontage home most of what you are selling is outside, and most listings flatten it.
The shoot gets planned around the light rather than the diary. Twilight for the exteriors, because that is when a fairway outlook and the McDowells behind it actually show. Drone, because the only way to convey where a home sits in relation to the course and what surrounds it is from above.
A 3D walkthrough, because an out-of-state buyer needs to move through the house at eleven at night from another time zone before they book a flight. Video, because a still frame cannot show how a room opens onto a view.
One Grayhawk-specific point. If the home is on the course, the photography should make clear which hole and how it sits, because a buyer who plays will ask and would rather know before the visit than after.
Where it actually goes
The MLS reaches people already searching Scottsdale. That matters and it is not enough, because a share of your buyers have not started looking here yet.
Through eXp Luxury the listing syndicates considerably further. The financial press, meaning the Wall Street Journal, Barron's and MarketWatch. The luxury property titles, meaning Mansion Global, Robb Report, Unique Homes, JamesEdition, HAVEN and UPMKT. And more than ninety international property portals, translated, with advertising running across seventy-plus markets.
Alongside that, paid and retargeted advertising aimed at the profile your specific house suits, and direct work agent to agent, because a real share of these buyers never search a portal. They tell somebody what they want and wait.
The caveat: that is reach, not a sale. It puts the house in front of the right people. The house, the price and the presentation still have to do the work.
Pricing where the comparables thin out
The higher you go in The Retreat the fewer genuinely comparable sales there are, and above a point there may be a handful in eighteen months.
So pricing becomes judgment, and the judgment has to be defensible. I will show you the comparables, say exactly how yours differs from each, and give you a range with the reasoning attached.
The specific risk is overpricing to test the market. In a deep market that costs a fortnight. Here the small pool of buyers who were looking will have seen it, formed a view and moved on, and you do not get a second first impression from the same people. A home that has sat invites a lower offer regardless of what it is worth.
Put the full assessment total in the listing too. At this level buyers are experienced and they will find it anyway, and volunteering it reads as confidence rather than as something you hoped they would miss.
What you get every week
Showings logged automatically by the lockbox with the agent's feedback collected as it happens, so what I tell you buyers said is a record rather than my recollection of a call. When only a handful of people are looking, knowing exactly who has been through is worth more than it is in a busy market.
A written update with numbers in it. How many saw it online, how many booked, what the feedback said, what I think it means.
A refreshed valuation monthly, because the picture moves and you should see it move.
The general version is here, selling in Grayhawk is here, and the number starts here.
Call me on (480) 203-6605.
Frequently Asked Questions
Does the public golf help or hurt a luxury sale here?
Both, depending on the buyer. For most it is the advantage: a Tom Fazio course with no initiation fee or monthly dues saves real money every year, and more still for a seasonal owner. For a smaller set who specifically want a private club environment, it is the objection, and they will prefer DC Ranch, Silverleaf or Desert Mountain. Knowing which is in front of you changes the conversation.
How should a golf-frontage home be photographed?
Around the light rather than the diary. Twilight exteriors, because that is when a fairway outlook and the McDowells behind it actually show. Drone, because the only way to convey where a home sits relative to the course is from above. And the photography should make clear which hole, because a buyer who plays will ask.
Where does a Grayhawk luxury listing get advertised?
Beyond the MLS, through eXp Luxury it syndicates into the Wall Street Journal, Barron's and MarketWatch, the luxury property titles including Mansion Global, Robb Report, Unique Homes, JamesEdition, HAVEN and UPMKT, and more than ninety international portals across seventy-plus markets. Alongside targeted advertising and direct agent-to-agent work.
Should the HOA total go in a luxury listing?
Yes. At this level buyers are experienced and they will find the four-layer assessment structure anyway. Volunteering the total, with what each layer buys, reads as confidence. Leaving it to be discovered in escrow reads as something you hoped they would miss, and it costs you a renegotiation.
Grayhawk
What luxury homes looks like in Grayhawk
North Scottsdale golf community with a mix of single-family homes, patio homes and condominiums.
Grayhawk sits in north Scottsdale, north of the 101 between Scottsdale Road and Pima, with nearly 3,800 homes running from condominiums through single-family to golf-course property.
It is really two neighborhoods rather than one. The Park has no guard gate at its entrance; The Retreat is guard-gated around the Raptor and Talon courses. Almost everything that matters here follows from which side a home sits on.
- The homes
- Nearly 3,800, across condominiums, townhomes, single-family homes and golf-course property. Eight condominium and townhome communities, each gated in its own right. The Park holds the non-gated single-family neighborhoods; The Retreat holds the guard-gated ones, several of which are gated again inside.
- Why people choose it
- The public golf draws a lot of people, since both courses are open to anyone and a golfer can play without committing to a private club. Others come for the choice between two kinds of gate, or for the position, with Kierland and Scottsdale Quarter a short drive south.
- Schools people ask about
- Paradise Valley Unified, not Scottsdale Unified, which surprises people who assume every north Scottsdale community shares a district. Grayhawk Elementary is inside the community on Grayhawk Drive. Confirm the current boundary for a specific address rather than assuming, since boundaries move.
- Getting around
- The Loop 101 runs along the south edge, so the airport, Old Town and the rest of the valley are straightforward. Scottsdale Road and Pima are the north-south routes. Hayden Peak Crossing and Grayhawk Plaza cover everyday errands without leaving the area.
- Nearby
- Grayhawk Golf Club with its 40,000 square foot clubhouse, two City of Scottsdale public parks inside the community, Hayden Peak Crossing anchored by a Fry's, and Kierland Commons, Scottsdale Quarter and Market Street at DC Ranch all a short drive.
- The trade-off
- Against DC Ranch, Grayhawk gives you public golf with no membership required and generally more house for the money, while DC Ranch gives you more dramatic terrain, a walkable center at Market Street and a higher ceiling at the top. Against McDowell Mountain Ranch you are trading some of the preserve proximity for better shopping and freeway position.
The method
How we do it in Grayhawk
Luxury Homes: keep exploring
Ready to make your move with Jen Keene?