🌅 La Jolla Fall Market: What 109 Failed Listings Tell Us

There’s something special about autumn in San Diego. The tourists thin out, the sunsets last a little longer, and the neighborhoods feel like they’re ours again.

Mornings start with that first crisp hint of ocean air, and weekends are all about farmers' markets, soccer sidelines, and spontaneous beach bonfires.

For us, it’s also a time to pause, to take stock of what’s changing in the market, what’s shifting in our communities, and how to help our clients make their smartest move before year’s end.

If you’ve been thinking about buying, selling, or just reimagining what “home” means, fall is the season for it.

October’s Coast & Key SD is packed with updates you can actually use.

Let’s get into this month’s edition:

• 🎥 Aumann on Air: How the Wealthy Really Sell Their Mansions

• 🍴 Coastal Culture: Eat & Do: Date nights, markets & more

• 🏡 The Condo Corner: The HOA changes every owner should know

• 📈 Market Moves: Why some La Jolla homes fly, and 109 didn’t

• 🤖 AI Advantage: See your next remodel before lifting a hammer

• 🏗️ On the Horizon: Inside La Jolla’s $60M beachfront transformation

LET'S DIVE IN ↓

🎥 AUMANN ON AIR

See How the Wealthy Sell Their Mansions

In a recent episode of Selling San Diego, Rob sat down with Kevin Sneddon, founder of The Private Client Network and one of the top minds in luxury real estate, to talk about how the world’s wealthiest actually buy and sell homes.

When Kevin realized just how fragmented the luxury market had become, he didn’t just build another referral group; he built a movement.

The Private Client Network connects 80+ of the most trusted Compass agents across the country, creating a seamless experience for high-level clients with homes from Aspen to Beverly Hills, Palm Beach to the Hamptons.

These aren’t just transactions. They’re portfolio-level relationships, for executives, athletes, creatives, and investors who expect precision, privacy, and consistency in every market.

In the episode, we also spotlight why San Diego has become one of the most exciting destinations in this network:

• A lifestyle that blends innovation and ease

• Properties that attract both global attention and local loyalty

• A new standard of collaboration that’s redefining luxury service

This isn’t about selling homes, it’s about raising the bar for how real estate is done.

📺 Watch the full video here to see how today’s top agents are rewriting the rules of luxury.

🍴 COASTAL CULTURE: EAT & DO

Date nights, markets, and La Jolla favorites

La Dolce Vita La Jolla

Some places just make you exhale the moment you sit down. La Dolce Vita is one of them. Hidden inside a European-style courtyard off Prospect Street, it feels like you’ve been transported to a tucked-away trattoria in Rome.

Owner Alfio Conti has spent decades perfecting the art of genuine hospitality, greeting guests like old friends and serving dishes that taste like they’ve been passed down for generations.

Our four-year-old calls it “the pasta place,” and he’s not wrong. Between the fettuccine crab, short ribs, and a bread basket that disappears faster than we’d like to admit, it’s become a family favorite for nights that call for something special.

• 📍 1237 Prospect St, Suite P, La Jolla

• 📸 Check out this photo from our last visit here

Eddie V’s Prime Seafood 

When the occasion calls for a view, Eddie V’s never misses. Just steps from the water, it’s the kind of place where the food, the service, and the ocean all seem to coordinate.

The sea bass and lobster mashed potatoes are as close to perfection as it gets, but what really stands out is how easy they make it to celebrate, whether it’s a client dinner or a night out after the Tom Ferry Summit with the whole family.

• 📍 1270 Prospect St, La Jolla

• 📸 See more from our night out here

La Jolla Farmers Market

Sunday mornings here have become our reset ritual, coffee in hand, ocean breeze in the air, and our 4-year-old leading the way from the flower stalls to the produce stands.

Held every Sunday from 9 AM to 1 PM, this market is equal parts community hub and weekend adventure.

We love that every purchase supports local students, and our little one loves the live music, snacks, and chance to pick out “his” sunflowers before we head to the beach.

• 📍 Corner of Girard St & Genter Ave, La Jolla

• 🎥 Watch our market stroll here 

🏡 THE CONDO CORNER

How 2025’s HOA Law Changes Are Showing Up This Fall

Most of California’s big HOA reforms quietly took effect back in January, but this fall is when condo owners are really starting to feel them.

From how your board votes to how it handles emergencies, here’s what’s changing behind the scenes in La Jolla buildings:

1. E-Voting Rules in Play (AB 2159)

After years of paper ballots and proxy headaches, HOAs can now run board elections electronically. Some associations are embracing it, others are realizing they missed the 90-day rule-change window required to adopt it.

If your building plans to switch before year-end, confirm your contact info is current and you’ve opted in.

2. Emergency Assessments Without Owner Votes (SB 900)

This new law is catching owners off guard. When utility failures happen in common areas, boards can now authorize emergency repairs and assessments without membership approval.

It’s efficient, but it also underscores why knowing your reserve fund health matters more than ever.

3. Smaller Quorums, Bigger Decisions (AB 2460)

Missed a meeting? You’re not alone, and now, it takes just 20% participation at a reconvened vote for major decisions to pass.

That means a handful of neighbors can now shape policies (and budgets) for the entire building.

💡 Did You Know?

Many buyers overlook one of the biggest red flags: if an HOA has a history of special assessments or missed reserve studies, lenders can classify the building as high-risk, shrinking your pool of qualified buyers overnight.

Want to know the other red flags to watch for? Grab our full guide ↓

📈 MARKET MOVES

The Tale of Two Markets in La Jolla

Progress in La Jolla isn’t always loud.

This fall, while median prices hold near $2.6M and homes average just 21.5 days on market, the story beneath the surface tells a sharper truth, one where 109 listings quietly failed to sell.

For every home that moves in weeks, another lingers for months.

$2.6M Median, $1,160 Per Sq Ft

On paper, La Jolla looks unstoppable, with quick sales, steady demand, and a list-to-sale ratio hovering around 99%. But those numbers mask a widening gap between homes that meet the market and those that test it.

109 Failed Listings | 39% Over $5M

In the last six months, nearly four in ten failed listings sat above $5M, many in trophy areas like La Jolla Farms and Windansea.

86 days. That’s how long the average unsold home lingered, underscoring that pricing precision wins, no matter the ZIP code.

2.8 Months of Supply, or 5, if You Count the Shadows

When expired and withdrawn listings reenter this winter, supply could double overnight. That’s why well-positioned homes are selling fast; buyers have become selective, not absent.

Cash Still Reigns, but It’s Calculated

Roughly 78% of luxury deals are cash, often from international buyers who know their comps. For them, emotion follows math, and overpricing is still the dealbreaker.

Takeaway: La Jolla remains one of California’s most resilient luxury markets, but resilience isn’t immunity.

Sellers who price into the moment, not above it, are the ones walking away with offers this fall.

🤖 AI ADVANTAGE

See Your Space Differently with RoomGPT

Sometimes, the hardest part of buying or remodeling isn’t finding the right home; it’s picturing what it could be.

That’s where RoomGPT comes in.

With just one photo, this free AI tool reimagines any room in seconds.

Upload a listing photo or snap a picture of your own space, choose a style like Modern Coastal, Minimalist Luxury, or Classic Mediterranean, and watch the transformation unfold, no contractors, no dust, no guesswork.

We’ve started using it with clients to:

• Visualize Potential: Test how light paint, open shelving, or new flooring could change a room.

• Pre-Market Prep: Help sellers see which updates deliver the biggest return.

• Style Confidence: Compare designs before committing to a renovation or staging plan.

It’s not just about aesthetics; it’s about helping you see the upside in a space before you buy or list.

🏗️ ON THE HORIZON

La Jolla’s $60M Coastal Icon Just Got Its Glow-Up

Ninety years after opening its doors, the La Jolla Beach & Tennis Club has quietly stepped into a new era.

The first phase of its $60 million renovation is complete, bringing a refreshed pool deck, revamped dining room, and an all-new Club Market that lets members grab house-made breads, local wines, and fresh-cut provisions for a beachfront BBQ.

What’s stayed the same is the soul, sunset gatherings, pickleball matches beside the surf, and the Green Flash ritual that families have passed down for generations.

Highlights:

• A redesigned pool deck with teak cabanas, marble accents, and a wood-fired pizza oven that turns afternoons into impromptu parties

• A light-filled oceanfront dining room serving local seafood, pastas, and cocktails named after the club’s historic tennis courts

• A curated market experience, ideal for those who prefer “home-cooked” meals without the cleanup

To celebrate its 90th anniversary, the club has launched a limited guest experience that pairs its old-world charm with new luxuries, from a private beach BBQ setup to a ride in the Kellogg family’s 1915 Packard.

Why It Matters for Homeowners:

When legacy properties like the Beach & Tennis Club invest at this scale, it raises the bar not just for hospitality but also for the entire neighborhood’s profile.

Renovations like this draw higher-spending visitors, strengthen La Jolla’s resort economy, and help sustain demand for nearby oceanfront homes and vacation rentals.

It’s a reminder that local lifestyle upgrades, even at long-standing landmarks, ripple into long-term property values.

Thanks for reading this month’s Coast & Key SD.

As always, if you’ve got questions about the market, need a trusted referral, or want the inside scoop on a pocket listing, we’re just a reply away.

Best,

P.S.: Looking beyond San Diego? We’re proud members of The Private Client Network, the leading collective of top luxury brokers in the U.S. In fact, our network was recently featured on the back cover of The Wall Street Journal.

From Aspen to Austin, Palm Beach to Park City, we offer insider access and white-glove service across 80 of the most desirable luxury markets in the country.

If you or someone you know needs trusted guidance in any of these areas, we’re your first call.

👉 Learn more about The Private Client Network