The Strategy
The full repositioning brief for 105 York Lane, Unit B — buyer personas, the gap analysis, the marketing plan in six acts, ownership economics, and what the STR income story actually looks like.
The Right Buyers
This residence is unlikely to be sold to a local owner-occupant. Its real audience lives 6–14 hours away and shops 30A on weekends, on Instagram, and through a few trusted agents.
Persona · 01
Birmingham · Nashville · Atlanta · Dallas
Persona · 02
Off-coast investors actively building a 30A portfolio
Persona · 03
55–65, primary home in the Southeast, second-home shopper
Who Buys Here
The same residence answers three very different questions. Choose the profile that fits and the proof points adjust to match.
Positioned For You
You're done with the rental scramble. You want the same coffee maker, the same cart, the same walk to The Big Chill — every June through October.
The Angle
Your kids will measure summers by this address. The home is sized to feel intimate, not to feel like a project.
Why This Home Fits
Recommended Next Step
Built for second-home buyers — let's talk through it.
A Diplomatic Note
Not a price problem and not a property problem. A positioning problem. The real buyer for 105 York Lane, Unit B is almost certainly out-of-market and lifestyle-driven — and that buyer has to be marketed to deliberately.
Today
The Relaunch
Marketed to a local search radius
Marketed to drive-market metros 6–14 hours away
Photography that documents the home
Editorial photography that sells a lifestyle
MLS push and waiting
Active outreach to second-home and STR buyer pools
Generic 'turnkey townhome' copy
A specific story: corner light, garage, cart, calendar-ready
The Relaunch · Six Acts
Each act is sequenced. Lookbook informs the film. The film fuels the ads. The ads feed the agents. The agents fill the open house.
01
A printed and digital lookbook treating the residence as a magazine feature — long-form spreads, lifestyle vignettes, and a written narrative that travels with every showing and inquiry.
02
A 60-second hero film plus a sequenced reel calendar — golden-hour exterior, morning-light interior, cart-to-beach b-roll. Cut for Instagram, YouTube Shorts, and high-end agent decks.
03
Geo-fenced campaigns into Birmingham, Nashville, Atlanta, Dallas, and Memphis. Lookalike audiences built from second-home buyer signals and 30A-interest behavior.
04
Direct outreach to a curated list of agents in feeder markets and within the 30A second-home network.
05
Pitches to coastal-living publications, 30A-focused editorial channels, and lifestyle newsletters — earned placements that move buyers through brand, not banner ads.
06
An invitation-only tasting evening — local chef, curated playlist, golf-cart valet from The Big Chill. Designed to bring agents and qualified buyers in person.
Ownership Flexibility
The configuration of this home supports nearly every ownership posture a 30A buyer brings to the table.
01
Lock-and-leave between visits. Furnished package and cart mean a 2-hour arrival from car door to beach chair.
02
Use it personally and let close circles use it on off-weeks — without the wear of a public rental.
03
A right-sized footprint for shoulder-season living. Garage and turnkey setup support extended stays.
04
STR-friendly building, end-unit photos that convert, and a configuration tuned for 4–6 guest stays.
Ownership Economics
Factual ranges to help a serious buyer pencil out the carry.
01
Estimate
$425 – $625 / mo
Prominence townhome dues typically fall in this band. Covers exterior maintenance, landscaping, community pool, and shared amenities.
Note · Ask: any pending special assessments or reserve studies underway.
02
Estimate
$9,000 – $15,000 / yr
Walton County millage runs roughly 7–9 mills depending on district. As a non-homestead second home, the property is taxed at full assessed value.
Note · Reset to ~85–90% of sale price in the year following a transfer.
03
Estimate
$3,500 – $7,500 / yr
Coastal Florida second-home policies typically combine an HO-3 with separate windstorm coverage.
Note · Flood insurance optional in X-zone but commonly carried.
04
Estimate
$200 – $400 / mo
Electric, water, trash, and high-speed internet for a 1,677 sq ft furnished residence.
Note · STR operators typically bundle utilities into nightly rate.
Disclaimer · Ranges are illustrative, not quotes. Verify HOA dues with the association, insurance with a licensed Florida coastal carrier, and tax estimates with the Walton County Property Appraiser before underwriting.
Net Proceeds Worksheet
Adjust commission, closing-cost percentage, and HOA payoff to see estimated net proceeds update instantly. Toggle STR mode to layer in rental income across a hold period. Numbers stay in your browser — nothing is saved or sent.
Scenario Visualizer
The chart traces estimated net to seller across every $5k step in the modeled price band. Adjust assumptions on the right; the curve and the three scenario markers recalculate instantly.
Estimated net to seller · USD
$750k → $975k
Aggressive
$825,000
Net $765,750 · 92.8%
List target
$875,000
Net $812,250 · 92.8%
Stretch
$925,000
Net $858,750 · 92.8%
Disclaimer · Curve uses uniform assumptions across the band. Real deals carry concessions, prorations, and title fees that flex by contract. Treat this as directional, not a substitute for a title company net sheet.
Sources & Comparables
Every figure on this site — price band, dues, taxes, marketing assumptions — is anchored to a specific listing, public record, or community source. Each assumption is tagged so you can see exactly what it informs.
Reference
Property / Source
Status
Price
Footprint
MLS #995918
Prominence · Inlet Beach
Same Prominence townhome product, near-identical footprint. Primary anchor for $/sqft pricing.
Status
Active
Price
$850,000
Footprint
3/3
1,648 sq ft
MLS #916585
Inlet Beach · Townhome
Inlet Beach townhome reference for buyer-pool behavior and days-on-market in the corridor.
Status
Sold
Price
—
Footprint
3/3
1,700 sq ft
Reference
Living on 30A · 2026 community report
Community-wide range cited at mid-$600,000s to $2M+ across three product types — used to position York Lane within the townhome tier.
Status
Source
Price
—
Footprint
—
HOA
Master association
Community amenities, beach shuttle confirmation, and walkability framing for The Big Chill.
Status
Source
Price
—
Footprint
—
Public Record
Walton County, FL
Millage rates, assessed-value methodology, and homestead eligibility used in the Ownership Economics section.
Status
Source
Price
—
Footprint
—
Disclaimer · Comparables and public sources are referenced as of the most recent date verified. MLS pricing, status, and inventory shift weekly. Confirm the latest with the linked source or request a current comparative market analysis.
Turnkey · Personal or Rental
Turnkey doesn't just mean "furnished." It means the entire path from closing to first guest — or first family weekend — is already built.
Furnished, stocked, and STR-zoned. The new owner can open bookings the same week they close — or keep the calendar private for personal use.
3 bed / 3 bath sleeps a comfortable 6–8. Garage and golf cart convey as guest amenities.
Corner light and three exposures produce listing photos that convert on Airbnb and VRBO.
Block your weeks first, release the rest. Most owners run a hybrid — personal use in shoulder season, rental income through summer and holidays.
Next Step
Walk through realistic ADR ranges, projected occupancy, and a hybrid personal-use schedule for 105 York Lane, Unit B.
The Agent
Most 30A listings get the same nine MLS photos and a public open house. This practice is built differently — closer to a brand studio than a brokerage.
Every listing starts with a written positioning brief — buyer profile, narrative, channel plan — before the first photo is shot.
Active relationships with feeder-market agents in Birmingham, Nashville, Atlanta, and Dallas — where 30A second-home buyers actually live.
In-house creative direction for photography, film, and lookbook design. The marketing matches the price point.
Modern audience modeling and ad targeting — buyer pools built from behavior, not zip codes.
Trained on the way coastal properties sell, not the way primary homes do. Different buyer, different playbook.
Every showing is hosted, narrated, and follow-up is structured. No lockbox-and-hope.
For Buyers · Dr. Gena
A 30-minute conversation on positioning, financing, and which 30A pockets fit your second-home or rental thesis. No spreadsheets in advance — just a focused call.
Schedule
Pick a date and time that works for you. Tori will confirm by email or phone within one business day.