Decoding San Diego’s luxury buyer market

While the news cycle fixates on economic uncertainty, affluent buyers have been quietly doing what they’ve always done — buying. The enduring strength of luxury real estate continues to low-key flex in our corner of the world. “Despite shifting headlines, high-net worth buyers are still remarkably engaged,” says Rande Turner of Rande Turner Collective, Pacific Sotheby’s International Realty. “They are being highly selective, yes — but they remain enamored with North County’s coastal communities.” Case in point: A brand-new residence in Olde Del Mar fetched over $13 million when Turner sold it off-market last month. The 5-bedroom, 7-bathroom estate, built by Route 66 Development and designed by Bokal & Sneed Architects, perfectly anticipates what modern luxury demands: soaring indoor-outdoor design, expansive ocean views, a pool, an ADU, and a media room. Here, we check in with five top luxury agents to discuss current buyer demand, off-market activity, and the defining trends driving the high-net-worth market this season.

THE AUTHORITY Laura Barry 

“The location and quality of the home needs to speak luxury,” says Laura Barry of Laura Barry & Jim Graves of Barry Estates. BUYER DEMAND: Seamless indoor-outdoor living, single-level residences, and hotel-inspired primary bedroom suites, bathrooms and wardrobes. “Saunas, steam showers, and wellness areas are increasingly becoming a buzz,” Barry adds, “and worth investing in if you don’t have them.” CURRENT INVENTORY: “Exposing a home to the entire buyer pool is what drives maximum value. While some brokerages push pocket listings to keep the transaction entirely within their own walls, that strategy often prioritizes the firm over the client. Of course, privacy is a valid concern for some, and an off-market sale can achieve that — but today’s market data doesn’t support it as a wealth-maximizing strategy.”

THE AUTHORITY Delorine Jackson

“My buyers are coming from three places right now — existing clients who know this market and are ready to move up or acquire again, international buyers who see California as one of the most secure and desirable luxury destinations in the world, and a strong domestic wave from the Pacific Northwest, Montana, and Northern California,” says Delorine Jackson of The Jackson Arnett Group, which joined Douglas Elliman Realty from Compass earlier this year. BUYER DEMAND: Year-round sunshine. Privacy is the non-negotiable, full stop. They want acreage, a protected address, and the kind of quiet that simply can’t be manufactured anywhere else in Southern California. Beyond that, wellness spaces have moved from a luxury to a baseline expectation.” CURRENT INVENTORY: “The most compelling properties in Rancho Santa Fe never hit the open market, and serious buyers know that. Off-market is the real market at this level.”

THE AUTHORITY Rande Turner

“There’s an appetite for new construction and high-quality homes. Both buyers and sellers share the same mindset: investing in these properties is about generational wealth and securing a specific lifestyle,” says Rande Turner of Rande Turner Collective. THE NEW LUXURY: “Longevity is emerging as a new language of residential luxury: quieter, more intentional, and deeply connected to the way we inhabit our homes,” he says. “It’s about connection: with our surroundings, with our lifestyle and with each other.” No property embodies this sentiment more than 3016 Rogers Street in Point Loma, a case study in organic architecture by Kendrick Bang Kellogg. With soaring views, the 3-bedroom, 4-bath 2,527-square-foot house has been masterfully restored with every modern amenity. THE BUYER POOL: “We see interest from LA, Orange County, Colorado, Texas, and Arizona. Most Importantly? “The organic growth within San Diego.” 

THE AUTHORITY Jason Barry 

BUYER DEMAND: “Today’s luxury buyers are prioritizing wellness areas like home gyms, infrared saunas, and cold plunges. Additionally, energy-efficient properties featuring solar and drought-resistant landscaping are a major plus. And sophisticated security systems are now becoming a standard expectation,” says Jason Barry, the Jason Barry Team, Barry Estates. THE BUYER POOL: “Our data shows that over 80% of the luxury buyer profile still originates right here in the Greater San Diego region — a resounding confirmation of how much residents love our local luxury communities. Another 15% come from regional hubs like L.A., Orange County, Phoenix, and the Bay Area, with roughly 5% coming from out-of-state markets like New York, Florida, and Seattle.“ THE INVENTORY: “We are seeing approximately 20% of the deals occurring off market.” 

THE AUTHORITY Seth O’Byrne 

“There are clear patterns of urbanization and suburbanization, alongside distinct shifts toward rural or highly walkable communities. Today, ruralization for the buyer is a very real thing,” says Seth O’Byrne of the O’Byrne Team at Compass. BUYER DEMAND: “The demand for residential compounds has continued to rise, driven by a strong desire for amenities like tennis courts and detached guest houses to accommodate multi-generational living. Privacy and security are much larger factors for the Los Angeles feeder market. Sure, buyers still want a gate and a long driveway. Yet, the most affluent buyers are seeking actual security — not just perceived privacy, which makes these Rancho Santa Fe properties so much more desirable.”