💡 Google Ads Geotargeting Insight
La Jolla (92037) leads with 66 sales - ideal for premium targeting. Focus ad spend on top 20 zips which represent 40%+ of all activity.
Top Zip Codes by Volume
| Heat | Zip | Neighborhood | Region | Sales |
|---|
Regional Distribution
753
San Diego
638
Orange County
1,445
Los Angeles
TLH Stronghold Zip Codes
| Zip | Neighborhood | TLH Sales | Total Market | TLH Share |
|---|---|---|---|---|
| 92111 | Clairemont | 7 | 15 | 46.7% |
| 92037 | La Jolla | 7 | 66 | 10.6% |
| 92109 | Pacific Beach | 6 | 17 | 35.3% |
| 92078 | San Marcos | 5 | 32 | 15.6% |
| 92009 | Carlsbad | 5 | 23 | 21.7% |
| 91941 | La Mesa | 5 | 32 | 15.6% |
| 91942 | La Mesa | 5 | 23 | 21.7% |
🔥 Neighborhood Contagion Effect
When one home has an estate sale, neighbors often follow within 3-6 months. These "hot zones" show clusters of 3+ sales in a single quarter - prime targets for door-knocking and direct mail campaigns.
Active Hot Zones (3+ Sales in Quarter)
| Intensity | Neighborhood | Zip | Period | Sales | Region | Sample Addresses |
|---|
Hot Zone Concentration by Region
🎯 Outreach Recommendations
La Jolla 92037
18 sales in Q2 2025 alone. Deploy direct mail to 0.5mi radius of recent sale addresses. High-value market.
Rancho Palos Verdes 90275
15 sales in Q2 2025. Affluent area with aging demographics. Partner with local senior services.
Costa Mesa 92627
14 sales in Q4 2025. Growing cluster - consider establishing OC presence here.
📊 Market Position
TLH is #2 in SoCal behind only "Privately Listed" (DIY sales). In San Diego specifically, TLH holds 12.08% market share - nearly 3x the next competitor.
12.1%
SD Market Share
4.2%
OC Market Share
0.8%
LA Market Share
Market Share by Company
🎯 Weakness Targets (Declining Competitors)
| Company | Region | Change | Status |
|---|
📈 Growing Competitors (Watch List)
| Company | Region | Growth | Total |
|---|
TLH Trend Analysis
⚠️ LA Opportunity
TLH has 200% growth in LA (3 → 9 sales recent period). Momentum is building - consider dedicated LA expansion push.
📅 Optimal Marketing Windows
Peak Seasons: Oct-Nov (highest volume), Feb-June (steady demand). Dead Zones: July (summer slump), December (holiday pause). Plan budget allocation accordingly.
Monthly Volume by Market
San Diego
Orange County
Los Angeles
San Diego Seasonality
Peak: Oct-Nov (109+94 sales)
Low: July (14 sales)
Low: July (14 sales)
Orange County Seasonality
Peak: Oct-Nov (94+91 sales)
Low: July-Aug (0 data)
Low: July-Aug (0 data)
Los Angeles Seasonality
Peak: Oct (229 sales)
Low: July-Aug (0 data)
Low: July-Aug (0 data)
📈 Monthly Trend Over Time
🎯 DIY Conversion Strategy
433 families (15.3% of market) chose to run their own estate sale. These represent potential clients who either didn't know about professional services or had a bad experience. Target with education-focused outreach.
433
DIY Sales
156
SD (20.7%)
233
LA (16.1%)
Top DIY Zip Codes
| Zip | Neighborhood | DIY Sales | Region |
|---|
Recent DIY Listings (Outreach Targets)
| Date | Address | Neighborhood |
|---|
📋 DIY Outreach Playbook
1. Post-Sale Follow-up
Contact 2-3 weeks after DIY sale ends. Ask how it went. Offer free consultation for "next time" or neighbors.
2. Neighbor Notification
When DIY sale happens, send postcards to 50 nearest homes: "Notice your neighbor had a sale? We make it easier."
3. High-Volume Zips
92104 (North Park) has 13 DIY sales - run a targeted Facebook/Google campaign in that zip with case study content.
🏆 Grasons Dominance Analysis
Grasons operates 12+ franchises in SoCal with 248 total sales. Their Elite franchise alone (93 sales) rivals TLH's total volume. Key insight: They've achieved coverage through territorial franchising.
248
Grasons Total
130
TLH Total
1.9x
Grasons Lead
Grasons Franchise Breakdown
OC Franchise Territories
Grasons Elite Estate Sale Services
93
Grasons Elite North OC
45
Grasons Beach Cities OC
28
📋 What TLH Can Learn
1. Territory Strategy
Grasons divides markets into bite-sized territories. Each franchise owns a geography. Consider: Could TLH license regional partners?
2. Brand Consistency
All franchises share "Grasons" brand + systems. Clients get consistent experience regardless of territory.
3. Gap Analysis
Grasons is weak in: SD core, Coastal North County. TLH owns these. Protect aggressively while expanding into their soft spots.
4. Volume Leverage
Combined Grasons volume (248) gives them pricing power with auction houses, marketing co-ops. Consider: Strategic alliance with complementary firms?
Grasons vs TLH Monthly Trend
🎯 Top 3 Actionable Insights
- Grasons Vulnerability: Vincent Stirone runs BOTH North AND South OC — overextended. BBB complaints cite inconsistent quality.
- South OC Beachhead: San Clemente/Dana Point underserved. "A Fine Choice" (30 yrs) is aging out. Natural extension from SD.
- TLH's Moat: NO competitor offers real estate + estate sale + senior living + downsizing. Full-service integration is unique.
$1.2M
OC Median Home Price
35-50%
Commission Range
53%
Sellers are Boomers
🏆 Grasons Franchise Model
Corporate Structure
| Franchise Fee | $49,900 |
| Total Investment | $58,800 - $109,000 |
| Royalty | 6.5% of gross (min $500/mo) |
| Brand Fund | 1% of gross (min $250/mo) |
| Local Marketing Min | $750/month |
| Training | 5 days + optional 6th |
| Avg Revenue (2022) | $339,000 |
OC Franchise Owners
Vincent Stirone
⚠️ Stretched
Runs 3 territories: South OC, North OC, AND Long Beach Metro. Multi-unit operator = reliance on staff execution. Personal touch diminishes.
Victor Burke
Beach Cities
400+ sales conducted. Premium beach communities = higher value but higher expectations. Came from eye care/veterinary industries.
⚠️ Grasons Weaknesses to Exploit
- Franchise Inconsistency: BBB complaints cite "items missing," "no inventory sheet," rude staff. Quality varies by franchisee.
- No Real Estate Integration: They ONLY do estate sales. Must refer real estate out. TLH captures both.
- Royalty Drag: 7.5% off top (royalty + brand fund) = less price flexibility than independents.
- Cookie-Cutter: Franchise model requires standardization. Less flexibility for unique situations.
🎯 Top OC Competitors
| Company | Sales | Specialty | Strength | Weakness | Threat |
|---|---|---|---|---|---|
| Details Estate Sales Laguna Beach | Christy P. |
19 | Luxury estates | 150 Yelp reviews, 100K social followers | Single operator, capacity limits | HIGH |
| HR UR Collections Lake Forest |
23 | Volume player | Newsletter network, regional reach | Poor web presence, unclear branding | LOW |
| Treasure Hunt Estate Huntington Beach |
19 | USPAP appraisals | Only one with appraisal credentials | Dated website, lower visibility | PARTNER? |
| A Fine Choice San Juan Capistrano |
15 | South OC focus | 30 years experience, local trust | Aging ownership, weak digital | ACQUIRE? |
| Habitat Estate Sales Laguna Beach | Christy Smith |
14 | Full-service | 5-star Google, A+ BBB, growing | Newer (2018), smaller scale | MEDIUM |
📍 Geographic Gaps
| Area | Current Coverage | Opportunity |
|---|---|---|
| South OC Coastal Dana Point, San Clemente |
A Fine Choice (aging), Grasons (stretched) | HIGH |
| Beach Cities Newport, HB |
Grasons Beach, Details | MEDIUM |
| North OC Anaheim, Fullerton |
Grasons NOC | MEDIUM |
| Laguna Beach/Niguel Luxury market |
Details, Habitat | HIGH |
🛡️ TLH Service Moat
| Service | Competitors? | TLH |
|---|---|---|
| Real Estate + Estate Sale | ❌ None | ✅ |
| Senior Living Placement | ❌ None | ✅ |
| Full Transition Support | ❌ None | ✅ |
| Downsizing + Move Mgmt | ⚠️ Treasure Hunt only | ✅ |
| Probate Expertise | ⚠️ Few mention | ✅ |
| Professional Appraisals | Treasure Hunt, Details | ⚠️ Partner? |
🚀 Strategic Recommendations
Phase 1: Beachhead (Mo 1-6)
- Target: San Clemente, Dana Point, SJC
- Build 5-10 probate attorney relationships
- Connect 10-15 senior living communities
- Partner or hire estate sale team
Phase 2: Marketing (Mo 3-9)
- "OC Parent's Home" content series
- Google Business Profile (SJC focus)
- Video: "What to Expect at Estate Sale"
- Position: "Complete transition partner"
Phase 3: Scale (Mo 9-18)
- Expand to Laguna Beach/Niguel corridor
- Target 5-8 sales/month
- Evaluate A Fine Choice acquisition
- Treasure Hunt partnership for appraisals
📞 Competitor Contact Reference
| Company | Phone | Website | Owner |
|---|---|---|---|
| Grasons South OC | 949-812-8207 | grasons.com/south-orange-county | Vincent Stirone |
| Grasons North OC | (same) | grasons.com/north-orange-county | Vincent Stirone |
| Grasons Beach Cities | 949-698-2428 | grasons.com/beach-cities | Victor Burke |
| Details Estate Sales | 949-338-3440 | detailsestatesales.com | Christy P. |
| Treasure Hunt | — | treasurehuntestateservices.com | — |
| A Fine Choice | 949-547-1505 | afinechoice.net | — |
| Habitat Estate Sales | 949-813-9154 | habitatestatesales.com | Christy Smith |
🎯 The Big Picture
TLH dominates overall (5x traffic vs nearest competitor) but has ZERO OC-specific keyword rankings.
All OC competitors have virtually no organic presence (DR 0-9). This is the easiest content land-grab in the market.
29
TLH Domain Rating
7,229
TLH Monthly Traffic
5,824
TLH Ranking Keywords
📊 Domain Comparison (Ahrefs)
| Domain | DR | Monthly Traffic | Keywords | Referring Domains | Backlinks |
|---|---|---|---|---|---|
| truelegacyhomes.com | 29 | 7,229 | 5,824 | 689 | 2,913 |
| grasons.com | 28 | 1,431 | 1,284 | 299 | 6,129 |
| detailsestatesales.com | 0 | 716 | 84 | 27 | 197 |
| habitatestatesales.com | 8 | 11 | 68 | 36 | 948 |
| treasurehuntestateservices.com | 8 | 9 | 53 | 31 | 108 |
| afinechoice.net | 3 | 0 | 6 | 40 | 249 |
| hrurcollections.com | 4.5 | 19 | 1 | 34 | 184 |
💡 Key Insight
TLH has 5x the organic traffic of Grasons and 7x the ranking keywords.
All OC-specific competitors (Details, Habitat, Treasure Hunt, A Fine Choice) have virtually no organic visibility.
🚨 Content Gap: OC Keywords TLH is Missing
TLH ranks for ZERO Orange County estate sale keywords. These competitors (with DR 0-9) are outranking you:
| Keyword | Volume | Who Ranks | Difficulty |
|---|---|---|---|
| estate sales orange county | 700 | Grasons #7, Details #6, Habitat #16 | KD 0 |
| estate sale orange county | 100 | Details #7, Treasure Hunt #17 | KD 0 |
| estate sales newport beach | 80 | Details #9, Treasure Hunt #21 | KD 0 |
| estate sales huntington beach | 80 | Treasure Hunt #16 | KD 0 |
| estate sales mission viejo | 70 | Details #9 | KD 0 |
| orange county estate sales | 60 | Details #5 | KD 1 |
| estate sales in orange county | 50 | Details #4, Habitat #18 | KD 0 |
| estate sales fountain valley | 20 | Treasure Hunt #7 | KD 0 |
| estate sales irvine | 20 | Habitat #15 | KD 0 |
🏆 TLH Top Keywords (National Authority)
| Keyword | Position | Volume | Traffic |
|---|---|---|---|
| what is an estate sale | #1 | 7,500 | 1,497 |
| how does an estate sale work | #1 | 350 | 154 |
| what are estate sales | #1 | 600 | 120 |
| hummel values | #1 | 250 | 275 |
| senior living activities | #2 | 1,200 | 171 |
Leverage This
TLH's /what-are-estate-sales/ page (2,911 traffic) should internal link to all new OC location pages.
🎯 SERP: "estate sales orange county"
700 monthly searches — the #1 money keyword
| Pos | Who | DR |
|---|---|---|
| 1-3 | estatesales.net (directory) | 78 |
| 4 | estatesales.org | 74 |
| 5 | Grasons Elite | — |
| 5 | detailsestatesales.com | 0 |
| 7 | Yelp | 94 |
| 8 | Grasons South OC | 37 |
| 12 | habitatestatesales.com | 9 |
TLH's DR 29 can compete for positions 5-8 with proper content.
⚠️ Grasons OC Franchise Pages = Zero Rankings
| Grasons Page | Independent Keyword Rankings | Analysis |
|---|---|---|
| /south-orange-county/ | 0 | Thin location page, no content |
| /north-orange-county/ | 0 | Thin location page, no content |
| /beach-cities/ | 0 | Thin location page, no content |
💡 Opportunity
Grasons' OC traffic comes from domain-level authority, NOT from these thin pages.
TLH can outrank them with content-rich OC landing pages.
🚀 SEO Action Plan
Week 1: Pillar Page
Create "Estate Sales Orange County" pillar page targeting the 700 vol keyword cluster. With DR 29, positions 5-8 achievable quickly.
Week 2-3: City Pages
- Newport Beach (80 vol)
- Huntington Beach (80 vol)
- Mission Viejo (70 vol)
- Irvine (20 vol)
- San Clemente (10 vol)
- Laguna Beach (emerging)
Week 4: Internal Links
Link from TLH's top page (/what-are-estate-sales/ with 2,911 traffic) to all new OC pages. Transfer authority.
Bottom Line: Every OC estate sale keyword has KD 0-5. TLH has DR 29.
The competitors have DR 0-9. This is a content land-grab waiting to happen.