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I moved from Dallas to Carlsbad almost 5 years ago. This is just an awesome place to live. Carlsbad housing is more expensive than San Marcos. Consider San Elijo Hills which is technically San Marcos. It’s adjacent to Carlsbad and not that far from the beaches. Schools are pretty good as well. Finding a single family home for $750K is almost impossible but you can buy a townhome for that price. If you are willing to spend $1-$1.2M you can get a decent single family home. Also the housing inventory in north county is very limited currently. Other areas to consider Poway/4S Ranch (more inland), Carmel Valley (more expensive). DM me if you want more information.
Obviously it’s a personal choice how much you want to spend on housing. I bought a $950K house when our household income was $275K and I wouldn’t mind spending 35-40% of my net earnings (after taxes, health insurance and 401K) on housing. If you don’t have any other major financial obligations, you could easily afford $1.2M home as long as you have money for 20% down payment. Remember property taxes here is fraction more than 1%, unlike 2+% in TX.
I grew up Carlsbad. It’s a great place to live (along with the surrounding areas)! With 750k budget San Marcos would be a better option since Carlsbad is more expensive. Doubt you could find any sizable 1 family house for under $1M there.
I’d also recommend Encinitas. It’s cheaper than Carlsbad I believe, and still great location with phenomenal beaches. Feel free to DM - I could provide more info on schools or answer questions if you want
Encinitas is more expensive than Carlsbad now but they have better schools (San Deiquito School District) than Carlsbad.