With its year-round sunshine and seaside beauty, San Diego remains one of Southern California’s most desirable places to live. We caught up with Jeannine Savory, Managing Partner of The Savory Group at The Agency San Diego, to discover what’s driving today’s market and why buyers continue to be drawn to the region.

What’s currently driving buyer demand in San Diego? And how has that shifted over the past few years?

The definition of luxury has changed. Today, it’s about quality of life, and that’s exactly what San Diego delivers.

San Diego has one of the country’s most diverse economies, driven by biotechnology, healthcare, defense, technology, tourism, and world-renowned institutions like UC San Diego. What’s changed is why people are buying. During the pandemic, remote work gave people the freedom to move here. Today, buyers are choosing San Diego because they believe in its future and are making long-term lifestyle and investment decisions.

Which neighborhoods are you seeing more interest in lately? What makes them stand out?

La Jolla is one of those rare luxury markets where demand is local and global. Buyers from across the country and around the world are drawn to its iconic coastline, top-rated schools, world-renowned healthcare, exceptional restaurants, and year-round lifestyle. With very little land left to develop and strict coastal building regulations, it’s one of the most supply-constrained luxury markets in the country, making it one of the hardest places to buy into. 

Encinitas continues to attract a younger demographic with its vibrant downtown, restaurants, surf culture, and walkable coastal lifestyle—while its highly rated schools and strong sense of community make it equally appealing for families. It’s one of the few places where you can build a career, enjoy an active social life, and raise a family, all just minutes from the beach. 

Del Mar, Coronado, Point Loma, Pacific Beach, and parts of Carlsbad also continue to attract both primary and second home buyers looking for San Diego’s unmatched coastal lifestyle. 

For investors, Crown Point, Clairemont, and Bay Park remain especially attractive because of their strong rental demand, redevelopment opportunities, and long-term appreciation potential. 

Downtown San Diego has experienced a slower market over the past few years, but I’m optimistic about its future. With the Embarcadero redevelopment, Seaport Village San Diego, and the Rady Shell, I believe we’re witnessing the early stages of one of the most transformative waterfront redevelopment projects on the West Coast.

Where do you see buyers coming from now, and what are they seeking in San Diego?

We’re seeing buyers come from Los Angeles, Orange County, the Bay Area, Arizona, Texas, and international markets. Whether they’re relocating, purchasing a second home, or moving here to retire to a world-class lifestyle with the stability of a strong, diverse economy.

Buyers are investing in a lifestyle and a market with a long history of creating value. That confidence is backed by far more than our beautiful weather.

As a longtime local real estate professional and a community member, what do you think makes San Diego unique from other Southern California cities? 

I think what makes San Diego so unique starts with its location. We’re bordered by Mexico to the south and the Pacific Ocean to the west. We have one of the country’s finest natural harbors, an international airport just minutes from downtown, and a thriving cruise ship port. That combination creates an incredible mix of cultures, cuisines, business, tourism, and outdoor living that you simply don’t find anywhere else in Southern California. Every neighborhood has its own personality and there’s truly a community for every stage of life.

What should someone considering a move to San Diego know about the market that they might not expect?

I think what surprises people most is how hyper-local our market really is. There isn’t just one San Diego market; there are dozens of unique neighborhoods, each with its own personality, buyer profile, and pricing dynamics.  That’s why local expertise matters so much. 

What home features or design trends are San Diego buyers gravitating toward right now?

Buyers today are looking for quality construction, seamless indoor-outdoor living, flexible spaces, and finishes that feel timeless rather than trendy. ADUs have also become a huge priority—whether for multigenerational living, a home office, guest accommodations, or rental income, buyers increasingly see an ADU as a way to create flexibility and add long-term value. In the luxury market, prep kitchens, wellness spaces, and exceptional outdoor entertaining areas continue to be in high demand. The best-designed homes aren’t the ones chasing trends, they’re the ones that will still look and live beautifully ten years from now. 

You’ve led impressive growth in the San Diego market over the past year. What has been your leadership philosophy and how has your leadership style helped shape the office’s success?

I’ve never believed in gatekeeping. If I learn something that helps another agent build a better business, I share it because I’ve always believed a rising tide lifts all boats. After nearly three decades in San Diego real estate, I’ve gotten to know many of the top agents in our market. I know the kind of people we want to build our community around, so we’re very intentional about who we partner with and who we recruit. By curating a roster of collaborative, high-integrity professionals, we’ve created a culture that attracts even more great agents.

A perfect example is our recent partnership with an established La Jolla agent who chose to bring his existing office under The Agency brand. Today, The Agency has two offices on Prospect Street, which many consider the Rodeo Drive of San Diego. I think that’s a reflection of the momentum we’re building and the kind of brokerage exceptional agents want to be part of.

— Thinking of making a move to San Diego?  Get in touch with Jeannine Savory and The Savory Group at The Agency San Diego to learn more about the market and available properties.