Why Are Homeowners Refusing to Move Now?

Hold onto your wine glasses, folks! Homeowners are playing real estate chicken with a 12-year average home tenure (double what it was in 2005), while Sonoma's wine barons are collectively shouting "Exit Stage Left" with trophy vineyards hitting the market faster than you can say "Drink Up." Meanwhile, non-occupied homes are devouring 40% of our county's sales while the rest of the country yawns at vacation properties. Want the juicy details? Read on!

The Great Stay-Put: Americans are treating homes like family heirlooms. (Those 2% mortgages are relationship goals.)

Trophy Vineyards Hit Market: $44 million for Medlock Ames?! Wine industry's pain is your champagne dreams.

24 Hours in Healdsburg: Secret $4 taco nights the tourists never find out about.

The Backup Plan No More: Healdsburg's Spoonbar scores culinary coup

Second Homes Dominate: Locals, not San Franciscans, are driving the investment surge. (Plot twist!)

Trophy Properties Without Trophy Prices: Live like royalty while your neighbors paid double. Check out our latest listings

Windsor Condo Tour: Eight units, one Saturday, $50 gift cards at each stop. Math says yes.

Weekend Events: Wine & Food Experience, Guy Fieri's party, and Japanese arts festival!

Scroll down for the full stories that make Sonoma County the place everyone secretly wishes they lived. And if you're already here - congratulations on your life choices!

Real Estate News

The Great Stay-Put: Why Americans Are Hanging On To Their Homes

U.S. homeowners are settling in for the long haul, with the median tenure doubling from 6.5 years in 2005 to 11.8 years in 2024, according to Redfin's latest analysis. This dramatic shift represents a fundamental change from the 2000-2009 period, when Americans typically stayed in homes just 4-5 years.

Sonoma County's market tells an interesting story

• Inventory has plummeted 59% from 2,192 homes for sale in March 2011 to current levels

• Pandemic-era inventory showed 2,932 homes for sale (May 2020-April 2021)

• Current inventory (year ending April 2025) has increased to 3,674 homes - a 35.3% increase from pandemic lows

• Despite this recovery, we're still well below historical norms from 15 years ago

Why the extended homeownership?

• Mortgage rate lock-in: Homeowners who refinanced during pandemic lows (2-3%) resist trading for today's higher rates

• Baby boomers are "aging in place" – 54% own their homes outright with no mortgage

• Average monthly costs for mortgage-free homeowners hover around just $600

• California's Proposition 13 creates a powerful tax incentive to stay put

• Remote work revolution allows homeowners to improve existing properties rather than relocate

Demographic breakdown:

• 35% of Gen X have been in their homes at least 10 years

• Less than 7% of Millennials have 10+ year tenure

• Northeast and California homeowners tend to stay longest

• Nearly 40% of baby boomers have lived in their homes 20+ years

What this means for Sonoma County:

Despite modest inventory recovery since pandemic lows, our market remains significantly constrained compared to historical norms. This trend has contributed to median price resilience throughout the county.

Buyers should move decisively when the right property appears, as the nationwide trend of "staying put" isn't likely to reverse soon. Homeowner tenure is expected to stay flat or increase slightly for the foreseeable future, suggesting our inventory challenges will persist.

For sellers, this represents a continued opportunity to command premium prices, especially for updated homes that appeal to lifestyle buyers looking to enjoy Sonoma County's unmatched combination of natural beauty, world-class wine, and relative value compared to Bay Area alternatives.

Lifestyle News

Wine Not? Trophy Vineyards Hit Sonoma Market as Owners Tap Out

Grab your checkbooks, folks - prime Sonoma County wine real estate is up for grabs in a big way this spring. For buyers seeking the ultimate lifestyle investment, Dry Creek Valley has lots of choice for buying marquee properties that are all for sale.

$44m - Really? You read it right. Medlock Ames just listed for $44 million (maybe they didn’t get the memo about the wine industry right now?). This regenerative organic certified estate spans 342 acres (47 planted) with three homes, a tasting room, and production capacity expandable to 20,000 cases annually. Perfect for when your tech exit cash is burning a hole in your Patagonia vest pocket.

Not ready to drop $44M? Consider these alternatives:

• Comstock Winery: $19.75M for a modern 17-acre estate featuring a 35,000-case permit and 6,310 sq ft residence

• Quivira Vineyards: $15-24M for 85 acres (62 planted organic) with half-mile Dry Creek frontage

• Sbragia Family Vineyards: Recently closed following parent company bankruptcy; now for sale for an undisclosed amount

Why the sudden inventory surge? Sonoma's wine industry faces headwinds:

• Total wine volume declined between -3% and -1% in 2024

• Average U.S. winery revenues dropped 3.4% last year

• Grape production currently outpaces demand

• Baby boomers are "aging out" while younger generations favor alternative beverages

• Visitor numbers have declined, particularly at remote locations

For savvy buyers, this market correction presents exceptional opportunity. These turnkey properties offer both lifestyle benefits and investment potential in one of America's most prestigious wine regions.

The Sonoma advantage remains strong: renowned terroir, established brand equity, and proximity to the Bay Area's wealth centers. For those seeking to diversify portfolios while securing their wine country dreams, timing couldn't be better as long as you get sellers to be realistic.

Lifestyle News

Live Like A Local: 24 Hours In Healdsburg

Ever wondered what REAL LIFE looks like in Wine Country's hottest town? Forget the tourist traps – we're talking 6:30AM bike rides through misty vineyards, insider co-working spaces, and the $4 taco nights locals don't tell visitors about.

• Healdsburg homes START at $1.5M in downtown (county median: $1M+)

• Perfect location: 40 mins to coastal redwoods

• Limited job market BUT remote-friendly for SF commuters

• Community gold: Best town in Sonoma for organized events

Watch as we take you through a day in the life of – from protein oats to Parliament ales – revealing the surprising pros and cons of Wine Country living.

Market Insights

Second homes driving 40% of Sonoma County sales (while national market cools)

Sonoma County's second home market is bucking the national trend in a big way. While second home mortgages nationwide have plummeted to their lowest levels since 2018 (just 2.6% of all mortgages), our analysis of April 2025 sales shows a staggering 39.3% of Sonoma County purchases were non-owner occupied. The numbers tell the story:

• National vacation home purchases: 86,604 in 2024 (down 5% from 2023) Sonoma County non-owner occupied average price: $932,966 Primary residence average price: $884,228 (5.5% lower)

Where second home buyers are flocking

Coastal communities dominate: Bodega Bay - 100% non-owner occupied (all 8 properties) Sea Ranch: 100% non-owner occupied (all 7 properties) Forestville: 100% non-owner occupied (all 5 properties) Guerneville: 66.7% non-owner occupied (6 of 9 properties)

Wine country hotspots: Sebastopol - 56.5% non-owner occupied (13 of 23) Healdsburg: 54.5% non-owner occupied (12 of 22)

The local investor surprise

Forget the myth of wealthy San Franciscans - local residents are driving the second home market. Tax billing address analysis reveals:

• Santa Rosa: 38 properties

• Petaluma: 11 properties

• San Francisco: only 10 properties

• Healdsburg: 9 properties

What it means for you If you're buying: The Russian River area offers both lifestyle benefits and investment potential, with Forestville emerging as a particularly strong opportunity. Properties here still qualify for vacation rental permits, unlike many other areas.

If you're selling: Second home buyers are generally less price sensitive and are much more likely to purchase with cash. A non-owner occupied buyer will typically pay 5.5% more on average for their home. Position your property to appeal to this market segment.

Stop wasting time on unqualified properties 

Tired of searching properties only to discover they don't qualify for vacation rentals? We've built the only database of pre-screened, eligible vacation rental properties in Sonoma County. Access our exclusive listings for free when you work with us to find and purchase your vacation rental.

New Listings

Trophy Properties Without the Trophy Price Tags

The Cul-de-sac Gold Mine You Didn't Know Existed

Ever walked into a party where you're suddenly the coolest person in the room? That's what living at 133 Moonlight Drive feels like—except the "room" is a prestigious cul-de-sac where your neighbors paid $2.4M for their digs.

This 3-bed French Country charmer is the financial equivalent of finding a designer handbag at half price. At $1.375M, you're basically stealing 2,326 square feet of sophisticated living with cathedral ceilings that'll make your Instagram followers weep with envy.

• $1.375M | 3 bed/2.5 bath | 2,326 sq ft | 0.37 acres

• Primary suite on main floor with bonus rooms upstairs

• NO HOA fees (unlike neighboring properties)

• Future Charlie Palmer hotel & 38-acre park nearby

• Space for pool on property

The Lakefront Steal That Nobody Told You About

Meanwhile, at 9560 Lakewood Drive in Windsor, we've found what can only be described as the unicorn of Sonoma County real estate: lakefront living under a million dollars.

This freshly renovated 2-bed charmer in gated Lakewood Hills is what happens when location and timing have a beautiful baby. Wake up to water views that people typically pay triple for, complete with visiting swans and egrets (nature's complimentary entertainment package).

• Under $1M | 2 bed/2 bath | 1,491 sq ft | Lakefront

• Completely renovated with high-end finishes throughout

• Two car garage with generous outdoor entertaining spaces

• Gated community with pool and tennis courts

• Prime lake frontage with wildlife views from primary bedroom

Call us before your neighbor does and make one of these gems yours. Your future self (and your investment portfolio) will thank you

Lifestyle News

The Backup Plan No More: Healdsburg's Spoonbar Scores Culinary Coup

Getting into a Healdsburg hotspot on a weekend usually requires planning weeks in advance. But Spoonbar? That was always the reliable backup plan when other reservations fell through. Those days might be numbered.

Chef Robert Leva takes over Spoonbar's kitchen

Chef Robert Leva (formerly of San Francisco heavyweights Jardinière, Salt House, and Bellota) has stepped in to lead Spoonbar at Healdsburg's h2hotel. This marks a significant upgrade for the restaurant that has historically played second fiddle to Healdsburg's more celebrated dining destinations.

What this means for local diners:

• Leva brings Michelin-star experience from his time at Auberge du Soleil in Napa

• The restaurant remains part of Piazza Hospitality Group's collection (which includes Hotel Healdsburg and Harmon Guest House)

• Previous culinary director Ryan Fancher has relocated to San Luis Obispo's Ox + Anchor steakhouse

For those tracking Healdsburg's dining scene, this chef change suggests Spoonbar might finally be positioning itself to compete with the town's culinary heavyweights. Better make those reservations while you still can.

Listing Special Event

Tour 8 Downtown Windsor Condos This Saturday!

This Saturday, May 18th from 11AM to 2PM, don’t miss the Town Green Open House Extravaganza—a special event showcasing eight stunning condos just steps from Windsor’s Town Green. Whether you're house-hunting or just exploring, it’s a great way to experience downtown living.

Bonus: Visit all 8 properties and you’ll be entered into a$50 gift card drawingat each stop—8 chances to win!

Be sure to swing by our listing at 850 McClelland Drive, offered at $689,000. This light-filled unit offers a front-row view of the Town Green, making it one of the most desirable locations downtown.

We’ll have refreshments and great local insight—hope to see you there!

Current Listings

What’s Happening This Week?

Healdsburg Wine & Food Experience

Where: Various locations throughout Healdsburg, CA

When: Thursday–Sunday, May 15–18, 2025

Why You Should Go: Immerse yourself in a four-day celebration of Sonoma County's finest wines and culinary delights. The Healdsburg Wine & Food Experience features over 150 local and international wineries, world-renowned chefs, and exclusive events.

Guy Fieri’s Big Bottle Party

Where: The Matheson, 106 Matheson St, Healdsburg

When: Saturday, May 17, 2025, 8:00 PM – 11:55 PM

Why You Should Go: Join Guy Fieri for a night of indulgence at the annual Magnum Party. Enjoy large-format wines from Sonoma County and beyond, paired with late-night bites crafted by celebrity chefs Dustin Valette, Lee Anne Wong, and Viet Pham.

Monster Truck Nitro Tour

Where: Sonoma County Fairgrounds, 1350 Bennett Valley Rd, Santa Rosa

When: Saturday, May 17, 2025

• 1:30 PM (Pit Party: 12:00 PM – 1:00 PM)

• 7:30 PM (Pit Party: 6:00 PM – 7:00 PM)

Why You Should Go: Experience the adrenaline-pumping action of the Monster Truck Nitro Tour as 10,000-pound giants perform jaw-dropping stunts, including racing, wheelie contests, and freestyle showcases. Get up close and personal with the trucks and drivers during the pre-show Pit Party. It's an unforgettable event for fans of all ages!

Sonoma County Matsuri Japanese Arts Festival

Where: Juilliard Park, 227 Santa Rosa Ave, Santa Rosa

When: Sunday, May 18, 2025, 11:00 AM – 5:00 PM

Why You Should Go: Celebrate Japanese culture at the Matsuri Festival! Enjoy taiko drumming, folk dances, martial arts demonstrations, and mochi pounding. Explore exhibits featuring traditional arts, crafts, and origami, and savor authentic Japanese cuisine.

Share The Love

• Got friends dreaming of wine country life? Share this newsletter and save them from doomscrolling Zillow

• Follow our somewhat professional adventures on Instagram @bruingtonhargreaves

• Check our YouTube channel for weekly local market updates (and occasional winery mishaps)

David & Jonathan here – the guys who write about real estate but really just want to talk about our favorite taco trucks. Hit us up about anything Sonoma County (or beyond). Whether you're buying, selling, or just want to know which wineries actually welcome dogs – we've got you covered.