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Liz Kroft

Liz Kroft

Co-Founder | Realtor®

Get to Know Me

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.


Keys Delivered


Years In Business


Daily Cups of Coffee


Wordle Wins

Selling A Home?

Awards & Milestones


  • Elected to Women’s Council of Realtors board of directors as Treasurer
  • Top 1% of agents at brokerage


  • Double Gold Award from brokerage for closed sales volume
  • KION tv interview on the local housing market
  • Quoted in Santa Cruz Sentinel news article on changing housing market


  • KION Central Coast News TV interview on the local housing market
  • Top 3 teams in Q2 and Q3 at brokerage
  • Top 10 teams in the Northern California & Hawaii region at brokerage
  • KION Central Coast News TV interview on the local housing market
  • Nominated to join the Agent Leadership Council at brokerage
  • March - Presentation to Santa Cruz's Modern Real Estate Professionals



Travis H. (Ben Lomond)
Eben L. (Ben Lomond)
Scott C. (Boulder Creek)
Kati C. (Santa Cruz)
Barb M. (Ben Lomond)
Karl T. (Santa Cruz & Felton)
Robbie C. (Santa Cruz)
Steve W. (Felton & Ben Lomond)
Leslie G. (Santa Cruz)
Michael F. (Scotts Valley)
Ryan M. (Aptos)
Simone M. (Los Gatos & Santa Cruz)
Zach S. (San Jose & Santa Cruz)
Success Stories From Past Clients

Liz and Lance are two evolved humans. Honest, pragmatic, discerning, research and data-based, they make a very confusing process streamlined, reasonable and advantageous. Our home purchase process was unique in many ways, with unknown and undisclosed challenges popping up at every turn. Regardless, we always felt prepared and informed to make the best decision for our family. We felt unlimited support we...

— Travis H. (Ben Lomond)

Success Stories From Past Clients

We had a wonderful experience working with Liz and Lance. They really took the time to understand what we were looking for, and they spent time with us finding the right house for our family. We were looking in the winter when there wasn’t a lot of housing stock on the market and they looked at every possible option with us. Their knowledge throughout the home buying process was invaluable. When we had o...

— Eben L. (Ben Lomond)

Success Stories From Past Clients

Liz Kroft and her partner Lance Hulsey worked tirelessly for nine months helping me purchase a lot to build a house on. Buildable lots are not easy to come by in Santa Cruz County, but with their determination (and answering my countless questions), we had success! I’m hoping to sell a house in the near future, and I’ll definitely enlist the help of these two experts. I will not hesitate to encourage any...

— Scott C. (Boulder Creek)

Success Stories From Past Clients

My husband and I worked with Liz and Lance to help buy our first home. Being new to the area, we interviewed a few agents and chose this team because of their deep and thorough knowledge of both Santa Cruz and the home buying process. They were extremely responsive and on top of the ball at all times, responding to us immediately, usually within the hour. We were unable to attend the home inspection, so...

— Kati C. (Santa Cruz)

Success Stories From Past Clients

Lance assisted us recently in purchasing a home as an investment property, and he could not have been better to work with! He and his partner, Liz, made the process unbelievably easy and straightforward, from finding the property in the first place, right through to their kind gesture of having the home professionally cleaned for us before our tenants moved in. Throughout all stages of the purchase, they...

— Barb M. (Ben Lomond)

Success Stories From Past Clients

Lance Hulsey is one of the best agents in the Santa Cruz area. He and his partner, Liz, helped me sell my townhouse in Santa Cruz and purchase a new house in Felton. This was all during the crazy winter storms we had. My new home was purchased on a contingency. He kept me calm and worked with the sellers agent as we sold my townhouse. Everything work out great! The sun came out and so did the buyers. The...

— Karl T. (Santa Cruz & Felton)

Success Stories From Past Clients

I’m very excited to highly recommend the stellar Real Estate team of Liz Kroft and Lance Hulsey. Each brings their unique and well-honed skills to the process leaving no stone unturned. Their experience, marketing ideas, and genuine passion for the business and their clients, resulted in a great financial win for my family after they sold our home in Santa Cruz. Liz and Lance are very professional but ar...

— Robbie C. (Santa Cruz)

Success Stories From Past Clients

Liz and Lance recently helped my wife and I sell our home of 14 years and purchase another home in the same area. We love the area and desired additional features, an upgrade from our current house. We had a long list of “wants” and the bottom line is we ended up checking every box we wanted for our new home and then some. Equally as important is that Lance and Liz showed incredible integrity and profes...

— Steve W. (Felton & Ben Lomond)

Success Stories From Past Clients

I am retiring after this school year and relocating to Portland. It was an agent up there who connected me with Lance and his team, and boy am I glad they did! I’m in the middle of many changes and was already overwhelmed, but Liz and Lance made it all so easy. Lance is the great persuader, lol. He really knows this area and is totally service oriented, Liz knows all the steps and makes all the process ...

— Leslie G. (Santa Cruz)

Success Stories From Past Clients

Liz Kroft and Lance Hulsey went above and beyond helping us navigate the extremely competitive Bay Area market to help us find our home in the redwoods by the beach. We closed today. They are ranked as the best in Santa Cruz County for good reason. Cant thank them enough!

— Michael F. (Scotts Valley)

Success Stories From Past Clients

Lance and Liz were an amazing team to work with and they had the perfect combination of being aggressive and determined without feeling pushy. They calmed us down when we got stressed and kept us motivated to find our home. It truly felt like we had family that was taking care of our family and they found us a dream home near the ocean! Would definitely recommend them!

— Ryan M. (Aptos)

Success Stories From Past Clients

Liz sold our home in 8 days above and beyond our list price! We got out of our house and purchased the perfect home in the neighborhood where we wanted to be. I know many people that haven’t had that kind of success. Thanks again for everything! We really look forward to having you as a resource and being able to refer friends to you for real estate advice.

— Simone M. (Los Gatos & Santa Cruz)

Success Stories From Past Clients

We have gone through both a home sale and purchase with this real estate company, and if we could we’d sell another house right now just to have the opportunity to work with Liz! Not only does she have the highest level of experience and expertise, she is simply a pleasure to work with. This is absolutely who you want on your team if you’re thinking of buying or selling in the Bay Area!

— Zach S. (San Jose & Santa Cruz)

Success Stories From Past Clients

Liz was great to work with, very personable, knowledgable. She also went above and beyond with a difficult property that had some unique challenges. In the end she helped us get what feels like a dream home to us.

— Travis M.

Success Stories From Past Clients

I just wanted to say how wonderful it was to work with Liz and Lance. I'm sure they could have sensed that I wasn't quite ready to let my house go but helped make it a smooth transition and were so patient with me. As my first selling experience it was fantastic overall so thank you!

— Renee L.

Success Stories From Past Clients

Liz and her team did an outstanding job in selling 2 properties for me. She was able to get me the best price for each house, and was able to navigate through the process of dealing with a buyer who backed out of the deal at the last moment! It was a seamless transaction.

— Robert B.


Work With Liz



With over ten years of full-time experience and more than $114 million in sales across the greater Bay Area, Liz works tirelessly to be a well-regarded agent, industry innovator, and ambassador for her clients.