River & Sea Keller Williams Sunset Corridor

06/18/2026

Second-home buyers are still active, but they are not buying every coastal property the same way.

That's one of the biggest misconceptions I see right now on the North Oregon Coast.

Many homeowners assume that if second-home buyers are returning to the market, demand should automatically lift every property.

More buyers.

More activity.

More offers.

Simple enough.

Except that's not how today's buyers are behaving.

After watching enough transactions unfold, a pattern becomes clear:

Second-home buyers haven't disappeared.

They've become much more selective.

And in many ways, they're making better decisions than they were a few years ago.

A few years back, buyers were often willing to overlook things.

A property needed work?

Maybe that's okay.

The price felt aggressive?

Someone would probably pay it.

The location wasn't ideal?

They'd make it work.

Today feels very different.

And this is where things get interesting.

Most second-home buyers today are not searching for "a beach house."

They're searching for a very specific version of coastal ownership.

A property that fits the lifestyle they actually want.

🏠 What are they looking for?

More often than not, it comes down to five things:

• Condition

• Privacy

• Location

• Ease of ownership

• Long-term confidence

Condition matters because many second-home buyers don't want another project.

They want something they can enjoy immediately.

After traveling to the coast, the last thing they want is a long repair list or months of contractor coordination.

Privacy matters because many buyers are seeking an escape.

Not just another property.

A retreat.

A place that feels different from everyday life.

Sometimes that means larger lots.

Sometimes it means fewer neighbors.

Sometimes it simply means a quieter street.

Location still matters.

Maybe more than ever.

Walkability, beach access, views, community feel, and year-round usability continue to drive decisions.

And buyers are becoming increasingly knowledgeable about the differences between coastal communities.

They are doing their homework.

Ease of ownership is another factor many sellers underestimate.

A beautiful property that feels complicated can lose appeal quickly.

Buyers are asking:

• How much maintenance will this require?

• What are the insurance costs?

• How often will I realistically use it?

• Is ownership going to feel enjoyable or stressful?

And then there is long-term confidence.

This may be the biggest shift of all.

Today's second-home buyers are thinking further ahead.

They're evaluating not only how the property fits today, but how it fits five or ten years from now.

They're considering community trends.

Local regulations.

Future resale appeal.

Changing ownership costs.

They're looking for confidence.

Not just excitement.

💡 One thing that surprises many sellers:

A buyer can absolutely love a property and still walk away if they don't feel confident about the long-term picture.

That's how selective the market has become.

After seeing this play out many times, one lesson keeps showing up:

Properties that align clearly with the lifestyle buyer's goals continue to attract attention.

Properties that create uncertainty tend to sit longer.

That doesn't mean every property needs a remodel.

It doesn't mean every home needs an oceanfront view.

It simply means buyers need to understand why your property fits their vision of coastal ownership.

And that comes down to positioning.

Because the reality is this:

Two homes can have similar square footage.

Similar pricing.

Similar locations.

Yet one receives strong interest while the other struggles.

Often the difference isn't the property itself.

It's how clearly the value proposition connects with the buyer.

As we move deeper into summer, I expect second-home buyers to remain active across much of the North Oregon Coast.

But I also expect them to remain disciplined.

They're not buying everything.

They're buying what fits.

If your property fits this buyer, positioning matters.

The right presentation, pricing, and strategy can make a significant difference in how buyers respond.

If you'd like an honest perspective on how today's second-home buyers are likely to view your property, feel free to reach out.

I'm always happy to share what I'm seeing in the market.

—

David Hoggard
Principal Broker | North Oregon Coast
📞 503-440-4670
🌐 riverandsea.net

06/12/2026

A polished digital lead-magnet webpage for David Hoggard's Oregon Coast second-home buyer lead generation campaigns.

06/12/2026

Not every seller should rush to market before July — but every seller should know where they stand.

That's the conversation I've been having more often lately.

Because as summer approaches, many homeowners feel like they're running out of time.

They aren't.

But they do need clarity.

A lot of sellers assume there is a single "best" time to list on the Oregon Coast.

Something like:

"Get on the market before July 4th."

Or:

"Wait until the middle of summer."

The reality is more nuanced than that.

After watching enough coastal markets over the years, a pattern becomes clear:

Timing matters.

But timing by itself doesn't sell a property.

Positioning does.

And this is where things get interesting.

The best listing window for one property can be completely wrong for another property located just a few miles away.

Why?

Because buyers aren't all behaving the same way.

🏠 Different properties attract different buyer pools.

A full-time residence in Astoria may attract a completely different buyer than a second home in Manzanita.

A downsizer-targeted home in Gearhart may move on a different timeline than a property in Seaside competing against a larger inventory pool.

The question isn't:

"When should I list?"

The better question is:

"Who is most likely to buy my property, and when are they most active?"

📍 Right now, four factors are driving timing decisions more than anything else:

• Property type

• Location

• Price range

• Buyer profile

For example:

Some lifestyle-driven buyers are already actively searching and planning summer purchases.

Some second-home buyers will spend the next several weeks visiting coastal communities before making decisions later in the season.

Some buyers are waiting for additional inventory before they act.

And some sellers are competing against a growing number of listings entering the market right now.

That means the answer isn't always "list sooner."

Sometimes it is.

Sometimes it isn't.

💡 A few questions worth asking:

• Is your property entering the market with a competitive advantage?

• Are you likely to stand out today or blend into a larger inventory pool later?

• Is your buyer already searching or are they just beginning their process?

• Does your pricing strategy match current demand?

• Would waiting improve your position—or simply create more competition?

One thing that surprises many homeowners is how often they focus on timing while overlooking positioning.

A property launched at the wrong price in the perfect month can still struggle.

A properly positioned property launched at the right value often creates momentum regardless of the calendar.

And that's why broad market headlines can be misleading.

The Oregon Coast isn't moving as one market.

Astoria isn't behaving exactly like Gearhart.

Gearhart isn't behaving exactly like Seaside.

Seaside isn't behaving exactly like Tillamook.

Each community has its own buyer dynamics.

That's also one of the reasons I recently created a new resource for buyers and future sellers:

📍 The Oregon Coast Second-Home Buyer Map

It breaks down how coastal markets are shifting, where buyer demand is moving, and what buyers should understand about financing and local short-term rental considerations before they start looking at listings.

You can access it here:

https://oregonhome-acmlppc8.manus.space/

Even if you're not planning to buy, it's a useful way to understand how today's buyers are evaluating different coastal communities.

The homeowners who tend to make the best decisions aren't guessing about timing.

They're making decisions based on buyer behavior, market positioning, and a realistic understanding of where their property fits.

That's a much stronger strategy.

If you're considering a move this year, I can help you decide whether June or later summer is the better window for your specific property.

Every town is different.

Every property is different.

And the right answer is usually more local than people think.

—

David Hoggard
Principal Broker | North Oregon Coast
📞 503-440-4670
🌐 riverandsea.net

A polished digital lead-magnet webpage for David Hoggard's Oregon Coast second-home buyer lead generation campaigns.

06/05/2026

Summer does not fix an overpricing problem.

It exposes it faster.

That’s one of the biggest misconceptions sellers have heading into the busiest season on the Oregon Coast.

Many homeowners assume summer brings enough buyers to overcome almost any pricing mistake.

More traffic.

More showings.

More people in town.

More opportunities.

And while summer absolutely increases buyer activity, it also increases buyer comparison.

That part gets overlooked.

After watching enough coastal markets unfold, a pattern becomes clear:

The more buyers there are, the easier it becomes for them to recognize when something feels out of line.

Years ago, buyers often had fewer choices.

Today, they have information everywhere.

They've studied recent sales.

They've compared properties online.

They've tracked price reductions.

They've walked through multiple homes before arriving at yours.

By the time they schedule a showing, many have already formed an opinion about value.

And this is where things get interesting.

A seller may look at increased summer traffic and assume demand is growing.

A buyer may look at the exact same market and think:

"I have more options than I did six months ago."

Those are two very different perspectives.

📍 One thing that surprises many sellers:

A home can generate plenty of showings and still be overpriced.

In fact, that's often one of the clearest warning signs.

When buyers consistently visit but nobody writes an offer, the market is usually sending a message.

The challenge is that many sellers interpret activity as validation.

Sometimes it's simply curiosity.

🏠 Summer buyers tend to be active, but they're also highly selective.

They're asking questions like:

• How does this compare to nearby listings?

• What has actually sold recently?

• Is the condition consistent with the asking price?

• How much work will this property require?

• What compromises am I making at this price point?

Those questions matter.

More than ever.

A common mistake sellers make is pricing based on what they hope summer demand will do.

The stronger strategy is pricing based on how buyers are behaving right now.

Because buyers don't purchase based on seller expectations.

They purchase based on perceived value.

💡 Here are a few things successful sellers tend to understand:

• The first few weeks on market are often the most important.

• Fresh listings receive the highest level of buyer attention.

• Price reductions rarely create the same momentum as being correctly priced from the beginning.

• Today's buyers are willing to wait if something feels overpriced.

• Well-positioned homes still generate strong interest and offers.

And here's the part most people don't realize:

Overpricing doesn't just impact price.

It impacts timing.

The longer a property sits, the more questions buyers begin asking.

They wonder:

"What's wrong with it?"

"Why hasn't it sold?"

"Will there be another price reduction?"

That hesitation can become more expensive than a small pricing adjustment made early.

📈 The sellers who tend to perform best during summer aren't necessarily the ones chasing the highest number.

They're the ones who understand where the market is today.

Not where it was last year.

Not where they wish it was.

Today.

Because summer creates opportunity.

But it also creates transparency.

More buyers looking means more buyers evaluating.

And that means pricing discipline becomes even more important.

If you're planning to sell this summer, the goal isn't to attract everyone.

The goal is to attract the right buyer before your listing becomes stale.

That's a very different strategy.

If you want a realistic pricing read before July, reach out.

I'm happy to give you an honest assessment of how today's buyers are likely to view your property.

—

David Hoggard
Principal Broker | North Oregon Coast
📞 503-440-4670
🌐riverandsea.net

05/28/2026

Memorial Day weekend gives sellers one of the first real signals of summer buyer behavior.

Not just traffic.

Real behavior.

And there’s a big difference between the two.

A lot of homeowners come out of Memorial Day weekend feeling encouraged because the house was busy.

Showings picked up.
Open house traffic increased.
People were walking through.

That feels positive—and sometimes it is.

But after watching enough summer markets unfold on the Oregon Coast, one thing becomes very clear:

Activity alone does not tell the whole story.

The stronger signal is what buyers do after they see the property.

Do they schedule a second showing?

Do they ask detailed questions?

Do they mention timing?

Do they compare it seriously against competing inventory?

Or do they simply move on?

And this is where things get interesting.

Many sellers still evaluate their listing based on attention.

Buyers evaluate it based on alignment.

That gap matters more than ever right now.

📍 Memorial Day weekend tends to expose three things very quickly:

• Whether the pricing is truly aligned with the current market

• Whether the property matches today’s buyer expectations

• Whether buyers see urgency—or hesitation—in the listing

Because summer traffic naturally increases along the coast.

More visitors are in town.
More second-home shoppers are exploring.
More buyers are casually looking.

But casual interest and buying intent are not the same thing.

One thing that surprises people:

A property can generate solid showing activity and still be poorly positioned.

In fact, that’s becoming more common.

🏠 Here’s what usually matters more than raw traffic:

• The quality of buyer feedback

• Whether buyers feel the home is priced realistically

• How the property compares against nearby inventory

• Whether the photos and marketing match the in-person experience

• If buyers can quickly understand who the home is actually for

After seeing this play out many times, a pattern starts to emerge:

When buyers consistently like a home but nobody writes an offer, the issue is often positioning—not visibility.

The market has already seen the property.

It just hasn’t emotionally or financially connected yet.

And today’s buyers are extremely comparison-driven.

Especially on the coast.

They’re walking through multiple homes in the same weekend.

They’re comparing:

🌊 Location
🏠 Condition
💰 Monthly ownership cost
📍 Walkability
🔑 Ease of use
🛠 Deferred maintenance
📈 Long-term value potential

If a property feels even slightly out of alignment, buyers hesitate.

And hesitation usually turns into inactivity.

That doesn’t always mean a dramatic price drop is needed.

Sometimes it’s presentation.

Sometimes it’s expectations.

Sometimes it’s simply understanding which buyer pool the home actually fits.

But here’s the part sellers need to understand right now:

Summer does not automatically fix positioning problems.

In some cases, it exposes them faster.

Because the buyer pool becomes larger—and more comparative.

A common mistake sellers make is assuming:

“We just need more people through the door.”

But often the better question is:

“Why aren’t the right buyers emotionally committing after they see it?”

That’s a much more useful conversation.

📊 The coastal market right now is rewarding homes that are:

• Correctly priced for current conditions

• Strategically marketed to the right buyer pool

• Presented honestly and clearly

• Easy for buyers to emotionally understand

And buyers can feel the difference immediately.

Especially during busy holiday weekends when they’re seeing multiple properties back-to-back.

If your listing had activity but no offers, it may be a positioning issue.

Not necessarily a market issue.

And the sooner that’s identified, the easier it usually is to correct before deeper price fatigue sets in.

If you want an honest read on how buyers are likely viewing your property right now, send me the address.

Happy to share what I’m seeing across the North Oregon Coast market.

—

David Hoggard
Principal Broker | North Oregon Coast
📞 503-440-4670
🌐 riverandsea.net

05/21/2026

Buyer demand did not disappear on the Oregon Coast.

It became more selective.

That’s the shift a lot of sellers are still trying to fully understand right now.

Many homeowners assume that if their property isn’t getting strong activity, it means “buyers are waiting.”

Sometimes that’s true.

But more often lately, buyers are still active—they’re just being far more intentional about which properties they pursue.

After watching enough listings move… and enough listings sit… a pattern becomes clear:

The homes getting attention are usually the ones correctly aligned with a specific buyer pool.

The homes struggling are often trying to appeal to everyone.

And this is where things get interesting.

A few years ago, coastal demand felt broader.

Low inventory and aggressive buyer behavior covered up a lot of positioning mistakes.

Today’s market is less forgiving.

Now buyers are asking much more specific questions:

• Is this a lifestyle property or an investment play?
• Is this meant for full-time living or occasional use?
• Does the location support year-round living?
• Does the price match today’s realities—not yesterday’s assumptions?

That selectivity is reshaping the market town by town.

📍 For example:

Astoria continues attracting buyers focused on lifestyle, walkability, and full-time coastal living.

These buyers care about:

☕ Neighborhood feel
🚶 Walkability
💻 Remote work functionality
🎭 Community and culture

They are less dependent on rental income and more focused on long-term livability.

Meanwhile, some parts of Cannon Beach and Seaside are still working through the aftereffects of shifting STR regulations and changing investor math.

That doesn’t mean buyers disappeared there.

It means the buyer profile changed.

A property once valued primarily for income potential may now need to appeal to a completely different type of buyer.

That transition takes time.

And then you have markets like Gearhart and Manzanita, where lifestyle-driven second-home demand continues to create strong competition for the right properties.

But even there, buyers have become more disciplined.

They’ll move quickly for a well-positioned home.

They’ll ignore one that feels overpriced or poorly aligned.

💡 One thing that surprises people:

The same pricing strategy no longer works across the entire coast.

Because the same buyer no longer exists across the entire coast.

That’s why broad market headlines feel misleading right now.

You can hear:

“The market is slowing.”

And simultaneously:

“That property had multiple offers.”

Both can be true.

Because different buyer pools are behaving very differently.

🏠 Sellers who are succeeding right now tend to understand three things:

• Which buyer is most likely to purchase their property

• What that buyer actually values today

• How to position the home around current demand—not past momentum

A common mistake sellers make is assuming their property still appeals to the exact same audience it did in 2021 or 2022.

But buyer psychology has changed.

A lot.

Today’s buyers are more cautious, more analytical, and more selective about value.

Especially on the coast.

And here’s the part most people overlook:

When a property is aligned with the right buyer pool, activity usually follows.

Not always instantly.

But strategically positioned homes still create momentum.

Even in a more selective market.

That’s why understanding your likely buyer matters more now than simply “listing the property and seeing what happens.”

Because pricing, marketing, timing, and even photography should all change depending on who the real buyer is.

If you want to know which buyer is most likely to respond to your property, send me the address.

I’m happy to give you an honest read on how the market is likely viewing it right now.

—

David Hoggard
Principal Broker | North Oregon Coast
📞 503-440-4670

02/07/2026

Is it the people? The design? The cozy little details? Tell us what turns a house into your home.