Scottsdale has a lot of different options. Previous posts mentioned Grayhawk; similar neighborhood up north is DC Ranch. Desert Ridge is good for access to the top 101 loop and shopping. Kierland (85260) is my favorite neighborhood, as they are over-sized properties (I currently own an acre lot here) with 80's custom builds; the entire neighborhood is on fire with massive rehab projects and prices are skyrocketing as net migration continues to buy here. The cheaper properties are in South Scottsdale, although it's still more expensive than the rest of the Phoenix metro area. Where someone buys in Scottsdale should depend on what they are looking for:
No crime? Best Schools? Best access to shopping, golf, or airport? Larger lots? HOAs (or lack-thereof)?
I'm happy to provide any additional information and answer questions your friend might have. I'm not an agent but am very well connected with some of the best agents locally; and I know the area very well and am happy to provide free assistance.
Best of luck!