Comparative Market Analysis & Pricing Strategy
Rough Hollow — East Rim | Austin, Texas 78734
Prepared for Billy & Vicki Powers | August 18, 2026
Daniel & Jacquelyn Foreman | Foreman Property Group | eXp Realty Luxury
The Property
122 Feritti Drive — single-story on a corner lot in Rough Hollow East Rim, built by Scott Felder.
The Structural Advantage
One story, four bedrooms, all on the main level. Seven of the thirteen competing properties in this analysis are two-story, and every one of them is trading $40 to $50 per square foot below the single-story set. That gap matters more in 2026 than it did in 2022.
What You've Done Since 2022
Four improvements, all correctly chosen. None of them are line items a buyer pays extra for — but together they are what separates a home that shows well from one that shows like a resale.
Neutral, Lighter Interior Paint
Removes the single most common buyer objection on 2013-era Rough Hollow homes.
Upgraded Surround Sound
Supports the media and living space presentation.
Motorized Roller Shades
Rear and side patio — this is the one with real functional value. It converts a covered porch into usable outdoor living from May through September.
Landscaping Along Rear Retaining Wall
Softens the back elevation and finishes the yard line.
Where The Market Went
You bought at the absolute peak, and you bought competitively.
That was a fair reflection of February 2022. It is not a reflection of any market that has existed since.
Travis County Market Value on This Parcel
A 30% decline in assessed market value over two years. The county is not marketing your home — it has no incentive to be pessimistic. This is the correction, measured by a disinterested third party.
Your True Basis
The purchase price is not the number that matters. This is.
Billy represented himself on the buy side and collected the commission. That is $27,900 that never left the household, and it belongs in any honest accounting of what this property actually cost you.
It does not close the gap. It does narrow it by roughly fifteen percent of the eventual difference — and when we sit down to talk about proceeds, it is the correct starting point.
Closed Comparable Sales
Six closings in Rough Hollow and adjacent Lakeway Highlands sections, October 2025 through August 2026.
Two comps deserve particular weight. 101 Rocky Coast sits at the corner of Rocky Coast and Feritti — the same intersection as your home, same builder era, same one-story format, within eight square feet of your size. It sold in eleven days with a pool. 201 Glenfiddich is a close second at 2,551 SF, and carried a panoramic Hill Country view your home does not have.
121 Feritti — your own street — closed four days ago at $234.74/SF, but at 3,587 SF across two stories it is a different product for a different buyer.
Active Competition
What a buyer touring your home this month can also see.
Read the Two One-Story Listings Carefully
308 Ansley has a Hill Country and greenbelt view and has sat 111 days at $318/SF. 204 Maxwell has been available, in one form or another, for 212 days and has already cut $39,000.
The Ceiling
Both are asking above $300 per square foot. Neither is selling. That is the ceiling, and it is a well-documented one.
What Is Actually Clearing
Three properties went under contract in the last six weeks. One of them is the single most instructive data point in this entire analysis.
It was priced at $283.07 per square foot and the market took it immediately.
That is not an opinion about value. That is the market answering the exact question we are asking, one mile away, last week.
The One-Story Premium
Segment the data and a clean pattern emerges.
One-Story Homes, 2,100–2,900 SF
- Sold or pending: $278 – $290/SF
- Sitting unsold: $303 – $318/SF
Two-Story Homes, 3,000–3,600 SF
- Sold or pending: $235 – $258/SF
The market is paying a meaningful premium for single-level living in Rough Hollow — roughly $40 to $50 per square foot over comparable two-story product. Downsizers, lock-and-leave buyers, and families who have decided they are done with stairs are competing for a thin supply.
But the premium has a hard ceiling at approximately $290 per square foot. Above it, homes stop selling. Below it, they go in under thirty days. There is very little in between.
Days On Market Tells The Whole Story
Sort every property in this analysis by how long it took to find a buyer.
Went Under Contract in 30 Days or Less
Days shown are on the current listing. 305 Avena had 255 cumulative days across prior listing periods before finding its buyer at $800,000.
Still Sitting, or Sold Only After a Cut
Recommended List Price
$739,000
$280.56 per square foot
How we get there. Start at $283.07/SF — the price 106 Waverly Spire proved the market would take in zero days on a home within twelve square feet of yours. No size adjustment is required; these are the same house. Adjust upward for the larger corner lot at 10,629 SF versus 9,030, the concrete tile roof, and the two fireplaces. Adjust downward against Rocky Coast for the absence of a pool, and against Glenfiddich for the absence of a view.
That produces a supported range of $278 to $285 per square foot, or $732,000 to $751,000.
Note where $280.56 lands: between the $278.20 the market paid for Rocky Coast with a pool and the $290.08 it paid for Glenfiddich with a panoramic view. A home with neither, but with a better lot and a tile roof, belongs precisely there.
Why this number and not a higher one. At $739,000 you enter the market $10,000 below the price that moved an essentially identical one-story home in a single day, and below the 25th percentile of current asking prices among your active and pending competition. Same square footage, better lot, better roof, ten thousand dollars less. That is a proposition a buyer does not have to think about. Every one-story home currently competing with you is asking above $300 per square foot and none of them are selling. You will be the only correctly priced single-story listing in Rough Hollow.
On the CoreLogic estimate. An automated valuation dated August 3 puts the home at $828,600. Expect that number to come up. Automated models lag closed transactions by months, cannot see that you have no pool and no view, and do not know that every home asking above $300 per square foot in this neighborhood is currently sitting. Closed and pending sales govern. Algorithms inform.
Getting To The Top 25% On Presentation
The pricing discipline only works if the home is genuinely in the top quartile on presentation. Yours is close. Here is what closes the gap.
Already Complete
Neutral paint
Patio motorized shades
Retaining wall landscaping
Surround sound
Recommended Before Launch
- Corner lot curb appeal. You have two street frontages, which means two first impressions. Fresh mulch, crisp bed lines, and trimmed canopy on both exposures.
- Stucco and trim touch-up, garage door refresh, pressure wash drive and walks.
- Light staging of the primary suite and main living, plus professional carpet cleaning in the secondary bedrooms.
- HVAC service and documentation. Original 2013 equipment is at the outer edge of typical service life. A current service record and a clean report removes the single most likely inspection negotiation before it starts.
- Full pre-list detail clean and neutralization.
The First 30 Days
What good looks like: eight to twelve showings in the first fourteen days and an offer inside forty-five.
Week 1 — Preparation
Complete the punch list. Photography and video captured. MLS remarks, brochure, and marketing assets written and approved. Pre-list disclosure package and survey assembled so nothing slows a contract.
Week 2 — Launch
Go live Thursday. Full syndication across MLS, Zillow, Realtor.com, and the eXp Luxury network. Direct outreach to the Rough Hollow agent roster and to my buyer database. Broker preview and first public showing weekend.
Weeks 3–4 — Manage the Response
Showing feedback reviewed with you weekly, in writing. Traffic and saved-search data tracked against the comparable set. If we have not generated an offer by day 30 at this price, the issue is presentation or access — not price — and we will address it specifically.
What To Watch, And What Is Next
Timing
Lake Travis ISD is back in session. The peak family-buyer window has passed, and the practical selling season now runs through approximately October 15 before the holiday slowdown. We should not lose three weeks to preparation.
The Opening
106 Waverly Spire going under contract removes your closest direct competitor from the market. The two one-story homes that remain are both overpriced and both stale — they will make a correctly priced home look like obvious value to every buyer who tours all three.
The Honest Risk
No pool and no view in a community where both are common. Price is the compensating lever, and it is the only one available. This is precisely why the number matters more here than it would on a home with a view corridor.
One Data Note
The active-percentile figures above are drawn from the comparable set assembled for this analysis. I will confirm them against a full current MLS active sweep before we finalize the list price.
Next Steps
Confirm the list price and target launch date
Walk the property together to finalize the pre-list punch list
Schedule photography for the week following completion
Review the seller net sheet at your confirmed price
Daniel & Jacquelyn Foreman | Foreman Property Group | eXp Realty Luxury
122 Feritti Drive