In a constantly changing real estate market there is a segment that opportunities mean-the luxury sector. While the economic challenges of buyers and sellers have prompted careful behaviors, luxury sales remained resistant and underline the permanent strength of the sector. After Institute for Luxury Marketing (Ilhm)By the end of the second quarter of 2025, the total turnover of luxury houses with single -family houses increased by 2.6%, while the connected properties decreased by 8.1% compared to the previous year. And despite the inventory increase, the median price for each category rose by 2% or 3.8%.
For real estate experts, the persistent strength of this sector offers the opportunity to expand your existing business or even break into a new segment of customers. The Century 21 brand recently Started a collaboration with Ilhm Equip agents with special tools and coaching to better use luxury customers. I sat down with Sarah Gunnip, Century 21 Mike Bowman, Inc. and Laura Heigl, Century 21 Scheetz, Two Century 21 Fine Homes & Estate's ambassador to explore how luxury develops.
Definition of luxury today
Ilhm places the average threshold at $ 900,000 for single-family houses and $ 700,000– But today luxurious life is no longer just about price. It's about lifestyle: exclusivity, location, design and amenities that increase everyday life.
They are both experienced veterans in this area, which continuously exceed the market expectations with their high-end sales and earn some of our best brand performance markings year after year. What do you think really is a luxury house? Is it a certain way of thinking and a certain lifestyle such as exclusivity, first -class location, extensive number of square meters inside and outside, tailor -made furnishings? What do you both hear from your luxury customers today when luxury is often in the eye of the viewer?
Sarah Gunnip: Much of it depends on where you are. In my Texas market I see buyers who want houses who feel luxurious – not necessarily of the price tag, but because the room supports their lifestyle. For many, this means that final properties in closed communities with thoughtful upgrades that make daily life easier and more pleasant.
For example, Smart Home Technology, Dual Home Offices and wellness focusing such as spa bathrooms or meditation gardens are becoming increasingly common. And while high-end materials such as mahogany or natural stone are still in demand, it really strikes how these elements come together to create a feeling of comfort, lightness and pride in possession. For luxury buyers, it is the details that are important.
Laura Heigl: An area that buyers concentrate on great entertainment on my Indiana market. From Gourmet Chef's Kitchenens with custom -made cupboards, premium devices and Butlers panels to tailor -made playgrounds, outdoor kitchens, designer pools and private guest quarters – you want to offer friends and family an extraordinary stay where you keep returning.
Can luxury be reached?
With the Century 21 brand, we are of the opinion that luxury is not reserved for ultra assets-it is about living the increased version of his life every customer, regardless of the price. While traditional definitions of luxury often begin with a dollar amount, reality is far more nuanced. What feels luxurious in a market may look very different in another. And for many buyers, luxury is less about square meters or surfaces and more about how a home supports his lifestyle – peace, convenience and joy.
Here agents have the opportunity to shine. The commitment of Century 21 for a high -quality service means that a customer, whether a customer buys a house of 700,000 US dollars or $ 2 million, receives the same level of care, attention and specialist knowledge. Because luxury is not just about the house, but about the experience and memories that you will create in these walls.
SG: You are absolutely right! Luxury doesn't have to exaggerate. It can be about selecting a few increased functions that are most important for you and your family. Do you prioritize your family time? Perhaps you would like special rooms to watch films or private spaces for your relatives when you visit. If wellness plays a big factor in your life, this could be a quiet garden or just a home that feels like a retreat at the end of the day – these are the moments when luxury becomes personal and accessible.
LH: One of the most powerful options for how agents can support customers in achieving achievable luxury is to help them recognize the potential in a property – not only for what is, but for what it can be. Sometimes it is not about finding a home that checks each field immediately, but about identifying the rooms that are due to a customer's lifestyle.
For example, a home that you are looking for could be your family's dream house with the right renovation or thoughtful upgrades. Maybe it transforms a guest room into a personal spa or gym or improves an outdoor area for entertainment. These changes do not have to be extravagant – they just have to be intended.
Advice for today's luxury agents
LH: To be successful in this area, you have to understand the special needs of wealthy customers – professionalism, discretion and deep market skills are the key. As agents, we have the opportunity to make customers decisions that meet their expectation of luxury. Here our service really shines: by listening carefully, understanding your priorities and helping them to create a house that increases, personally and really feels their own.
You know that these customers will probably look at a more critical eye. Have your listing presentation polished and professional. Do you have a strategic marketing plan for your property, do you have the right financing knowledge and resources? So make sure that you build your trust in you directly from the first meeting.
SG: As professionals, you not only have to see today's wealthy consumer market, but also that of tomorrow. With 84 trillion US dollars of wealth transfer, which were anticipated by 2045The next generation of luxury buyers is already on the horizon. There will be a whole new group of high-end consumers who are looking for someone who heads their journey. That's why I'm so excited about the work of the Century 21 brand with the Institute for Luxury Home Marketing. Agents can now access some of the best coaching and resources to put them in front of the game and use new growth opportunities.
Last thoughts
Luxury today is about personalization and purpose. At Century 21 we are proud to support our agents with the knowledge and tools that they have to lead in this developing market. Luxury is a sector that everyone wants to crack, but if you have a larger part of this coveted market, it does not come from tactics and tools, but through specialist knowledge and empathy.
You can find more information under Viewing https://www.century21.com/.
Available luxury and the developing high-end market rismedia
