For Liz Kroft, real estate is about changing clients’ lives: creating safety and security, a place to laugh with loved ones, and memories that last a lifetime. Real estate also enables Liz to fill her entrepreneurial heart by wearing many hats — whether it’s the one that astutely analyzes market data, helps clients make informed decisions, provides guidance in complicated transactions, or negotiates winning contracts.
Before Liz found real estate — and her dream career — she had worked for several years in risk management for a regional property and casualty insurance company. She gained a nimble understanding of how to manage and protect clients’ assets while optimizing her analytical skills and learning how to take a calculated approach to best achieve her clients’ goals. When Liz launched her real estate career in 2013, she began as an assistant to the broker-owner of a boutique brokerage in Los Gatos and has since become an industry leader who has reached more than $114 million in sales across the Bay Area. But Liz knows there are people behind every one of those transactions, people whose lives she’s helped change for the better through seemingly effortless hard work and tenacious dedication to their unique needs.
Liz has been recognized with many industry awards, including 2020’s Santa Cruz Sentinel Readers Choice
“Best Realtors® in the San Lorenzo Valley” and 2021 and 2022's Good Times Santa Cruz
“Runner-Up Best Real Estate Team.” She served as President of the Women’s Council of Realtors® in Santa Cruz in 2021, and she was treasurer and president-elect in 2020. Her expertise has been sought by the likes of the Santa Cruz Sentinel, KCET, and KION, as well as Leadership Santa Cruz County and Modern Real Estate Professionals.
Liz is originally from Marina del Rey and graduated from the University of California, Santa Cruz — go Banana Slugs! — with a B.A. in business management economics. In her spare time, she volunteers for Habitat for Humanity, and she previously served as membership director for Think Local First.
When not helping her clients or her community, she enjoys competitive sailing, golf, traveling (every continent!), yoga, camping, surfing — and macaroni and cheese! Much of Liz’s personal time reflects her nautical passion. She was the port district liaison and volunteer social media manager for the Santa Cruz Yacht Club. Liz also helped the O’Neill Sea Odyssey plan their 20th-anniversary celebration and was awarded Corinthian Yachtswoman of the Year.
Whether she’s competing in regattas around the world or helping a client build wealth through real estate here at home, Liz is a passionate partner who brings her winning mentality and her collaborative spirit to every project. And she’s always ready with a quick joke or fun fact about Santa Cruz to make your journey one to remember! Contact Liz today to get started on your next adventure.