Confidential seller analysis.
Prepared for Peter Choi.
Inventory of true new construction in Culver City is tight. Bringing both Higuera homes online simultaneously — same price, two distinct floor plans — creates a competitive dynamic the moment the campaign opens. Buyers self-select between Unit A and Unit B; underbidders on one become the warm pool for the other. One coordinated launch, the full Compass 3-Phase engine, three sharply defined buyer profiles.
Two freestanding, brand-new townhouse-style homes, priced the same, launched in parallel. Buyers decide what they value more — and that head-to-head dynamic does the work pricing alone can't. One coordinated launch, two real options, and a buyer pool that compounds with every showing.
Master-upstairs config · 250 SF private balcony
Bedroom-down config · separate great room
The Higuera pitch is simple: turnkey, brand new, freestanding, lower-maintenance, no HOA, in the neighborhood buyers want — likely at a price point below older single-family homes that need work. That story lands hard with three buyer types, and our outreach hits each one directly.
First-time or move-up buyer working in tech, entertainment, or a Culver City-adjacent industry. Wants a real home — not a condo — but won't trade location to get one. Higuera reads as upgrade: new construction, designer finishes, walkable to Helms and Downtown Culver City, no compromise.
Leaving a larger SFR — kids out of the house, ready for something new, easy, and low-maintenance. Wants the feel of a single-family home (freestanding walls, private outdoor space, garage) without the lot, the roof, or the HOA. Higuera is a clean step down in footprint and a clean step up in quality.
Looking for a turnkey asset in an appreciating Westside neighborhood with strong rental appeal. New construction means zero capex day one, lower insurance, easier financing, and rentability to the same tech/entertainment tenants who'd buy it. The numbers work because the building works.
That's the single sentence we lead with — and the reason both Higuera homes go to market at once. Two distinct floor plans give three different buyer types two real options, and the head-to-head dynamic between Unit A and Unit B does the rest.
Two brand-new, architect-designed, freestanding homes on Higuera — modern, efficient, walkable to everything Culver City buyers come for. Same pricing. Two distinct floor plans. Move-in-ready in a neighborhood where the rest of the inventory is older and needs work. That's the asymmetry we're selling.
Most buyers in Lucerne-Higuera are choosing between charming-but-aging 1920s bungalows that need work, or moving out of the neighborhood entirely. These homes erase that trade-off: contemporary design, modern systems, and move-in-ready — right where they want to be. That's the pitch, and it's a strong one.
2025–26 construction to current 2022 CA codes — not a flip, not a remodel. Everything is new.
Lucerne-Higuera, 90232 — minutes to Downtown Culver City, Helms District, and the Expo Line.
Architect-designed by Angela Lee Design — volume, light, and a striking modern stucco-and-wood exterior.
Unit A (~1,780 SF) is the master-upstairs configuration: master suite + walk-in closet + bedroom on Level 2, with a 250 SF private balcony and a smaller 75 SF balcony; kitchen, dining, and powder room on Level 1. Unit B (~1,770 SF) is the bedroom-down configuration: kitchen + dining + separate 185 SF living room + Level-1 bedroom and bath on the ground floor, with 2 bedrooms + bath upstairs. Genuinely distinct floor plans — one tuned to the master-floor buyer (downsizer, move-up), one tuned to the flexible / WFH / multi-generational buyer.
Lucerne-Higuera sits at the geographic and economic center of Culver City's tech-and-entertainment transformation. Within a 12-minute walk: Apple's new 536,000 SF Culver Crossings campus rising at Venice & National, the Helms Bakery District, Sony Pictures Studios, Amazon MGM at Culver Studios, Warner Bros. Discovery at Ivy Station, and the Metro E Line. This is the most important block of context for any buyer considering these homes.
536,000 SF, two-building tech campus at Venice & National. Construction underway — designed by Gensler, targeting up to 2,400 employees. Part of Apple's commitment to grow to 3,000+ Culver City employees.
Under constructionThe Westside's design-and-dining destination — Father's Office, La Dijonaise, Lukshon, Arcana, and 250,000 SF of restored 1930s industrial. Weekend gravitational pull. Walking distance from the front door.
Anchor districtRoughly 600,000 SF of office and production space spanning the Culver Studios complex and Culver Steps. Amazon's primary West Coast TV/film footprint. Major employer for the buyer pool we're selling to.
Major employer45-acre studio campus headquartered in Culver City. Long-standing anchor employer that's been a primary force shaping local housing demand for decades. Easy walk or bike from Higuera.
Anchor employerThe Expo Line connection straight into Downtown LA and Santa Monica. Ivy Station — the 500-unit mixed-use development above the station — anchors a Warner Bros. Discovery office (240,000 SF) plus a hotel and ground-floor retail.
Transit gatewayThe Culver Hotel, the Kirk Douglas Theatre, Father's Office, Akasha, Citizen Public Market, the Saturday Farmers Market. The neighborhood's social and culinary core — and the reason buyers fall for Culver City in the first place.
Lifestyle coreApple's Culver Crossings campus alone will bring 2,400 employees to within four blocks of these homes. Amazon's expansion at Culver Steps, Warner Bros.' Ivy Station lease, and Sony's continued anchor presence mean Lucerne-Higuera is being reshaped from "good Culver City pocket" to "epicenter of the Westside creative-tech economy." Buyers who get in now are buying a block that hasn't fully repriced yet.
Identical price on Unit A and Unit B. That's intentional — it removes price as the decision variable and forces buyers to choose on what they actually value (master suite + balconies vs. open great-room). Two distinct floor plans, one price point, head-to-head competitive tension. Positioned at the small-lot-subdivision discount to detached SFRs, plus the new-construction premium added back.
We don't price below comparable resale homes — buyers get a brand-new home for what tired stock is fetching. That's the value hook.
Two-on-a-lot trades at a measured discount to a detached SFR on its own parcel. We price into that reality, not against it.
Modern systems, warranty-fresh, zero deferred maintenance, designer finishes — all command a real premium over the 1920s–50s field.
We'd run a quiet off-market test before committing to a public price — letting real buyer feedback set the figure rather than a guess. Pricing two distinct floor plans also lets us position each home to its own buyer, which protects value across the pair. The exact list numbers get locked once we walk the finished product together and read the off-market response.
Recent sales ★ carry the most weight. Note these are largely older, detached homes on their own lots — useful for reading neighborhood demand and velocity, with the small-lot adjustment applied to the new Higuera homes. The pattern is unambiguous: homes are moving fast and often over ask in the immediate blocks around Higuera. Click any column header to sort.
| Address | Status | Price | $/SF | SF | Bd/Ba | Yr | Sold | Note |
|---|---|---|---|---|---|---|---|---|
| 4109 Higuera St★ | Closed | $1,705,000 | $1,579 | 1,080 | 2/1 | 1923 | Apr '26 | Same street · over ask · 13 DOM |
| 9515 Lucerne Ave★ | Sold | $1,817,000 | $1,325 | 1,371 | 2/2 | 1950 | Mar '26 | Over ask · 14 DOM |
| 4070 Lafayette Pl C★ | Sold | $1,750,000 | $1,597 | 1,096 | 2/1.5 | 1927 | Mar '26 | ~10% over ask · 12 DOM |
| 4180 Lafayette Pl★ | Sold | $1,925,000 | $1,296 | 1,485 | 3/2 | 1940 | Feb '26 | 3-bed · recent |
| 4070 Lafayette Pl A | Sold | $1,731,000 | $1,188 | 1,457 | 3/2 | 1927 | Nov '25 | 3-bed · over ask |
| 3635 Wesley St | Sold | $2,050,000 | $1,130 | 1,814 | 3/2 | 1928 | Sep '25 | Closest SF match · 54 DOM |
| 3588 Helms Ave | Sold | $1,651,000 | $1,314 | 1,256 | 2/2 | 1927 | Sep '25 | Well over ask · 12 DOM |
| 9030 Carson St | Sold | $1,612,000 | $1,518 | 1,062 | 2/1 | 1924 | Sep '25 | Small footprint · 16 DOM |
| 3552 Schaefer St | Active | $1,999,000 | $1,306 | 1,531 | 3/2 | 1948 | — | Older SFR · 171 DOM · stale |
| 4071 Lafayette Pl 2 | Coming Soon | $1,699,000 | $722 | 2,352 | 3/2.5 | 2004 | — | Townhome · HOA · larger |
Reading the tape: homes are selling in 12–16 days, routinely over ask. That velocity is exactly what a coordinated off-market → private exclusive rollout is built to capture — and it tells us the demand is here right now.
We don't just "put it on the market." Both Higuera homes move through the same three phases — together, in parallel — so each phase compounds demand for the pair. Quiet first. Controlled second. Public only when the data tells us to.
Quiet demand test. Agent-to-agent outreach, our database, top Westside buyer's agents, the three target audiences. We surface real buyer appetite for both units with zero days-on-market accruing and no public footprint — and we use what we learn to lock the public list price.
Controlled exposure. Both homes listed inside the Compass Private Exclusive network — and shared with Coldwell Banker, Sotheby's, Corcoran, and the top independents — without hitting Zillow, Redfin, or the MLS. Builds urgency among serious buyers while the homes are still "off-market" to the public.
Full public launch. A polished debut backed by everything we learned in Phases 01–02 — and only if those phases haven't already delivered the buyers. We launch from strength: real pricing intelligence, a warm buyer pool, and a campaign that's already proven the demand.
The runner-up on Unit A is the buyer for Unit B. The off-market tire-kicker becomes the Phase 2 buyer. The Phase 2 underbidder becomes the Phase 3 cash offer. One coordinated launch, compounding demand at every step — and a pricing read that's earned, not guessed.
Unit A and Unit B run the same three-phase timeline, in parallel. Same off-market launch, same private-exclusive window, same on-market debut if we need it. Every showing on one home is a showing on the other, and every losing bidder becomes a warm lead for the next unit.
There's an additional property in the portfolio — a true detached single-family residence on its own lot — that stays in our pocket. It's not part of the active Higuera launch, and it doesn't need to be. The right play is to keep it ready for the buyer who tells us, in plain language, that what they really want is an SFR on its own lot and they have the budget for it.
A third simultaneous launch dilutes the campaign and risks the portfolio's own homes competing against each other on price. Lead with the matched Higuera pair — two distinct floor plans at the same price — and the buyer pool tells us when, and at what number, the reserve home should come out.
A held listing in a tight market is an advantage, not a liability. The neighborhood is moving in the right direction, and the reserve property doesn't lose value sitting.
No cost, no obligation. When you're ready to choose an agent, this work is already in your hands.
We walk both Unit A and Unit B with you on site, finalize the side-by-side positioning, and lock the matched list price ahead of Phase 01.
Off-market launch for both units in parallel — agent-to-agent outreach to the three buyer profiles. We read the response and confirm the public number.
The reserve detached SFR option stays in pocket. We deploy it when the Higuera buyer pool surfaces an SFR-specific buyer with the right budget, or when conditions argue for it.