Case Study · Redwood City · 2025
Redwood Row
Four brand new designer townhomes at 14, 16, 18 and 20 Dexter Avenue, on the Redwood City and Atherton border, launched in the slowest week of the year and sold out in under four months, January to May 2025.
The story
The project and the challenge
Redwood Row was a four unit new construction townhome community tucked under preserved redwoods at the Redwood City and Atherton line. The developers started the project in 2019, and I met them in 2024 after helping them with a handful of investment purchases in the area: SB9 lots, upzoning from R1 to R3, and a few classic flips. They trusted me to list all four homes.
Each home offered over 2,100 square feet across three floors with 10 foot ceilings, engineered wood floors, Andersen windows, Delta fixtures, two washer and dryer hookups, a private garage with EV charging and hidden network storage, and eight solar panels with an inverter. The largest, 20 Dexter, came in at approximately 2,641 square feet with four bedrooms and five baths.
The challenge: we went to market in early January 2025, the slowest week of the year, when there were already nine townhomes competing in Redwood City. By the time we were live, Redwood Row was more than 60 percent of the active townhome inventory in town. Oversupply plus the quietest season is usually a recipe for sitting on the market. We were also the newest, largest and cleanest product available by a long shot, so the plan was to make sure every qualified buyer in the area knew it.
- 2019Developers broke ground on four townhomes at Dexter Avenue
- December 2024Coming soon teaser went out on social
- January 22, 2025Redwood Row went live on the MLS; open houses the first two weekends drew about 30 groups
- March 11, 202520 Dexter closed at $2,000,000, above its $1,988,000 list price, after 16 days on market
- April 1, 202514 Dexter closed at $1,800,000, after the buyers removed contingencies and came up more than $100,000
- May 9, 202518 Dexter closed at $1,560,000, above its $1,540,000 list price
- May 15, 202516 Dexter closed at $1,540,000, and Redwood Row was sold out
The December 2024 coming soon teaser.
The homes
- Addresses
- 14, 16, 18 and 20 Dexter Ave
- Type
- New construction townhomes
- Size
- Approx. 2,129 to 2,641 sq ft
- Floors
- 3
- Ceilings
- 10 ft
- Extras
- EV charging, solar
- Went live
- January 22, 2025
Marketing
How we marketed it
Physical, verbal and digital: over 160,000 views across our channels before the homes were on the public MLS.
Agent previews
Invited 15 top producing agents in the area to preview the homes early and bring their clients, visited other brokerages in person with marketing materials, and emailed over 500 local agents through our internal brokerage channels.
Boots on the ground
Printed hundreds of professionally designed flyers and handed them out personally in the neighborhood and at local shopping centers, with hired help. Built good relations with our closest competition and calmed concerns with the immediate neighbors.
Social and content
Paid for multiple photographers and social media creators, and had four top producing agents post their own content about the homes. Sat on a SAMCAR expert panel and promoted the development to the agents there.
Open every weekend
Open houses every single weekend from listing to close, with lenders on site providing catering and printed financing options for new construction buyers.
Follow up
Structured follow up with every interested agent and inquiry every Friday and over the weekends, plus updates to interested parties after each price adjustment.
White glove transactions
Attended every showing and inspection, walked buyers and their agents through new build documents they had never seen before, coordinated vendors and contractors, and provided complimentary transaction coordination for each unit.
The videos
Bringing it to market
The launch posts and the recap I shared after the first two closed.
Launch day reel, January 2025.
The listing announcement and first open house weekend.
Just closed two of the priciest townhomes in Redwood City for 2025. Here is how it went.
The result
All four homes sold
All four homes closed between March 11 and May 15, 2025, for a combined $6,900,000. Of the nine townhomes that sold in Redwood City in the first half of 2025, Redwood Row delivered two of the three highest prices, and three of the four homes sold at or above their list price. Negotiations added more than $100,000 in price with contingency removals on 14 Dexter, and every buyer came through a niche new construction process with me and their agents fully involved.
$2,000,000, listed at $1,988,000. 4 bed, 5 bath, approx. 2,641 sq ft. The largest of the four and the first to sell, in 16 days. MLS ML81991034.
$1,800,000. 4 bed, 3 bath, approx. 2,129 sq ft. The buyers removed contingencies and came up more than $100,000 during negotiations. MLS ML81991026.
$1,560,000, listed at $1,540,000. Three floors, approx. 2,194 sq ft, same finishes and solar package as its neighbors. Sold above list after 39 days on market.
$1,540,000, sold at list price. 4 bed, 4 bath, approx. 2,194 sq ft. The last home on Redwood Row to close. MLS ML82000489.
The developers have been in business for two decades and had plenty of agents who would have phoned it in. Being trusted with this one, and delivering all four sales in a market that should have worked against us, is exactly why I say who you work with truly matters.
The homes
Photos
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I'm Selling I'm Buying What's My Home Worth?Joseph Suarez, Coldwell Banker Burlingame · DRE 02085594 · (650) 678-7056. Sale data from MLSListings and San Mateo County records, MLS numbers ML81991034, ML81991026 and ML82000489. Square footage figures are approximations taken from MLS and public records and may not be exact; buyers should verify independently.