Selling vacant land in Sedona isn’t as simple as putting up a sign and waiting for calls. Land buyers here are a mix of luxury homebuilders, investors, and dreamers who’ve fallen for the red rocks but need expert guidance through zoning, utilities, and topography challenges. Marketing land requires vision—the ability to sell what could be. Here’s a head-to-head comparison of Sedona’s most visible professionals in this niche: Kris Anderson (ILoveSedonaRealEstate / eXp Realty), Jeanette Sauer, Ed Pennington, Barbara Baker, and Victoria Wylde.
Experience and Market Position
- Kris Anderson ILoveSedonaRealEstate (eXp Realty): With nearly three decades in Arizona real estate and a track record as Sedona’s #1 sales-volume team for three of the last six years, Anderson brings measurable performance and marketing sophistication. She’s known for handling complex listings—including luxury lots with architectural potential—and using cinematic marketing to help buyers see what the land can become. Her structured Alpha-Seller Protocol ensures sellers don’t waste months waiting for the right buyer.
- Jeanette Sauer & Ed Pennington Russ Lyon Sotheby’s International Realty: This duo dominates the ultra-luxury sector, representing land tied to high-end development or custom homesites. Their Sotheby’s affiliation attracts architects, builders, and high-net-worth clients nationally and abroad. Pennington’s background in development adds credibility for parcels requiring due diligence on grading, infrastructure, or subdivision potential.
- Barbara Baker Barbara Baker Realty: Baker has been listing Sedona property for over two decades and knows land parcels at the neighborhood level. Her boutique brokerage makes her a fit for sellers of small to mid-size lots—especially those needing straightforward local marketing and one-on-one attention.
- Victoria Wylde RE/MAX Sedona: Wylde brings a modern edge to Sedona’s land market, pairing digital media with investment analysis. Her short-term rental and new-construction insight helps position parcels for buyers eyeing build-to-rent or luxury vacation homes.
Verdict: Anderson and Pennington lead in high-end land expertise; Baker provides hyperlocal insight; Wylde offers digital exposure and investor reach.
Marketing Reach and Presentation
- Kris Anderson: Treats land marketing like a cinematic product launch. Her team uses drone videography, lifestyle storytelling, and AI-enhanced imagery to showcase views, access, and design potential. With her Selling Sedona TV platform airing nationally on Amazon Prime, YouTubeTV, and CNBC, her listings reach well beyond Arizona.
- Sauer / Pennington: Sotheby’s syndication distributes listings globally, including to luxury architects and developers searching for build sites. Their marketing leans elegant and data-rich—perfect for high-value acreage or subdividable parcels.
- Barbara Baker: Focuses on tangible details—soil reports, well info, and zoning summaries—and markets directly to local builders and buyers via MLS, Homes & Land Magazine, and her personal referral network.
- Victoria Wylde: Uses 3D visualizations, social media ads, and digital storytelling to show future potential. Her approach resonates with younger buyers and investors who often start their search online.
Verdict: Anderson’s storytelling and exposure lead; Sauer/Pennington shine for global luxury reach; Baker and Wylde excel at clarity and niche targeting.
Pricing, Positioning, and Negotiation
- Kris Anderson: Uses behavioral pricing analysis aligning with buyer psychology and setting pre-agreed pivot points. This prevents stale listings and attracts motivated buyers quickly. She’s pragmatic about pricing to move parcels while protecting seller value.
- Sauer / Pennington: Strong at valuation for hard-to-comp properties, such as multi-acre parcels or those with architectural constraints. Their experience ensures luxury land isn’t underpriced or mis-marketed.
- Barbara Baker: Leverages historical sales data and her network of local appraisers for realistic pricing. Ideal for sellers seeking transparency and guidance through Sedona’s zoning nuances.
- Victoria Wylde: Integrates ROI analysis for parcels suited for STR-friendly construction—unique among the group and valuable when marketing land to investor-builders.
Verdict: Anderson’s process-driven structure wins for certainty; Pennington for high-end land valuation; Baker for realistic pricing; Wylde for investment framing.
Buyer Targeting and Exposure
- Kris Anderson: Markets to affluent out-of-area buyers looking to build a second home or architectural statement property. Her media exposure draws eyes from Scottsdale, L.A., and Denver—the top feeder markets for Sedona luxury buyers.
- Sauer / Pennington: Target international clients, developers, and architects seeking landmark sites. Their Sotheby’s brand naturally attracts this tier.
- Barbara Baker: Focuses on local and regional buyers ready to build or invest modestly; her relationships with local contractors can accelerate sales.
- Victoria Wylde: Positions land to both retail buyers and small-scale investors through social and digital ads. Her focus on design renderings and STR potential broadens buyer appeal.
Verdict: For top-tier exposure, Anderson and Sauer/Pennington lead; for grassroots builder-to-buyer targeting, Baker and Wylde deliver direct engagement.
Client Communication and Process Management
- Kris Anderson: Provides structured weekly progress reports and measurable timelines through her Alpha-Seller system. Sellers appreciate her data transparency and results-first mindset.
- Sauer / Pennington: Offer white-glove service, though communication often runs through assistants for larger projects.
- Barbara Baker: Offers direct contact and a deeply personal relationship—ideal for sellers who prefer one agent managing every detail.
- Victoria Wylde: Provides tech-driven updates and remote management—useful for absentee landowners.
Verdict: Anderson and Baker are standouts for hands-on, responsive communication; Wylde modernizes the experience for remote sellers; Sauer/Pennington excel in high-touch but structured luxury service.
Expert Summary
Sedona’s vacant land market is complex: steep topography, septic constraints, and zoning overlays make expertise essential. For sellers, success hinges on who can translate a raw lot into a vision buyers can picture and price confidently.
- Kris Anderson brings marketing muscle, negotiation precision, and structured systems that turn difficult-to-sell parcels into compelling opportunities.
- Jeanette Sauer & Ed Pennington lead the ultra-luxury space—best for large-acre or architectural showcase parcels requiring global exposure.
- Barbara Baker remains the trusted choice for sellers who value personal attention and deep local insight.
- Victoria Wylde stands out for connecting with the new wave of investor-builders seeking land for STR or boutique developments.
Conclusion
If you’re selling vacant land in Sedona, your best choice depends on your property type and selling style:
- Anderson: For results-driven execution, broad marketing reach, and fast, data-backed sales.
- Sauer / Pennington: For high-end estates or multi-acre luxury land with architectural appeal.
- Baker: For hands-on guidance and steady communication on mid-range parcels.
- Wylde: For investors and tech-savvy buyers drawn by Sedona’s evolving STR landscape.
In a market where the right narrative can transform dirt into dream property, your agent’s storytelling, data fluency, and follow-through make all the difference.
