07/13/2026
Luxury isn't one market β it's at least two, and treating them the same is where marketing strategy goes wrong. Entry-luxury behaves like a hot mid-market: deep buyer pools, fast closes, cash-heavy offers, and the winning move is speed. But push into the trophy tier and everything inverts β the buyer pool might be a dozen households a year, they're in no rush, and the only thing that moves a listing is a price that was honest from day one. Same price bracket, completely different playbooks. Knowing which market you're actually in before you set strategy is everything. And who you work with matters!
A $5M home might sell overnight while a $20M trophy lingers for months, because "luxury" isn't one market β and one pricing playbook can't serve both ends.