Let's be honest—selling a luxury home right now isn't quite like it was a few years ago. The days of slapping a "For Sale" sign in the yard and watching offers roll in are gone. Buyers are pickier, interest rates are higher, and everyone's holding their breath wondering what happens next. But here's the thing: luxury homes are still selling. The difference is that you need to be smarter about how you do it.
If you're sitting on a beautiful property wondering how to move it in this market, you're not alone. The good news? With the right approach, you can absolutely make it happen. Mike Oddo, CEO of HouseJet, puts it perfectly: "While the market has shifted, luxury buyers are still out there actively searching for their dream homes. The key is positioning your property as the answer to what they're looking for, not just another listing competing for attention."
So what does that actually mean? In this article, HouseJet breaks down the three strategies that actually work when you're trying to sell high-end real estate in a tough market.
Strategy One: Price It Like You Mean Business
Here's where a lot of luxury sellers like you trip themselves up. You love your home. You know what you put into it. You remember what the house down the street sold for three years ago. But none of that matters to today's buyers.
Pricing a luxury home correctly from day one is absolutely critical, especially when the market isn't on fire. Overpricing might feel safe—you can always come down, right? Wrong. That strategy backfires spectacularly in a challenging market. Your home sits, buyers assume something's wrong with it, and you end up selling for less than if you'd priced it right initially.
The sweet spot is pricing your home competitively based on current market conditions, not past glory days. This doesn't mean giving it away. It means being realistic and strategic. A well-priced luxury home creates urgency. It makes buyers think, "We need to see this now before someone else grabs it." That's the energy you want.
Strategy Two: Make Your Home Impossible to Ignore
In a slow market, good enough doesn't cut it. Your home needs to be spectacular, and that starts long before anyone walks through the door.
First up: staging matters more than ever. Luxury buyers aren't just buying a house; they're buying a lifestyle. They need to walk in and immediately imagine themselves living there. This might mean bringing in a professional stager, decluttering like your life depends on it, and making sure every room has a clear purpose. That weird bonus room you use for storage? It needs to become a home office, yoga studio, or wine tasting room.
Then there's the visual marketing. In today's world, most buyers are going to see your home online before they ever see it in person. This means professional photography isn't optional—it's essential. We're talking high-resolution images, drone footage, virtual tours, maybe even a video walkthrough. Make people fall in love with your home from their couch.
Don't forget the details either. Fresh paint, pristine landscaping, sparkling fixtures—these things matter. Luxury buyers notice everything, and they'll absolutely walk away from a property that feels neglected or outdated, no matter how good the bones are.
Strategy Three: Find Your Buyers (Because They Won't Find You)
Here's a reality check: in a tough market, you can't just wait for buyers to show up. You need to go get them.
This is where targeted marketing becomes your best friend. For luxury properties, you're not trying to reach everyone—you're trying to reach the right people. That might mean advertising in high-end lifestyle magazines, partnering with luxury brands, or targeting specific demographics on social media who have the means and desire for a home like yours.
Consider hosting exclusive events at your property. A wine tasting, an art showing, or a sunset cocktail party can attract potential buyers in a relaxed setting where they can really experience the space. Sometimes people need to feel a home before they're ready to buy it.
Don't overlook your network either. Many luxury sales happen through word-of-mouth and personal connections. Make sure everyone you know—friends, colleagues, your accountant, your attorney—knows you're selling. You never know who might know someone who's looking.
Why You Actually Need a Real Estate Agent
Look, you might be thinking you can handle this yourself and save the commission. After all, how hard can it be? The answer: really hard, especially in a challenging market.
A great real estate agent brings three things you probably don't have: market knowledge, negotiation skills, and a network of potential buyers. They know what comparable properties are actually selling for, not just listing for. They understand the nuances of your local market and can spot opportunities and pitfalls you'd never see coming.
When it comes to negotiating, having a professional in your corner is invaluable. They can handle difficult conversations, push back on lowball offers without burning bridges, and structure deals that protect your interests. They're also your buffer—buyers can be brutally honest with an agent in ways they'd never be directly to you.
Plus, established agents have connections. They know other agents who have qualified buyers. They have marketing resources you don't. They can get your property in front of people you'd never reach on your own.
Final Thoughts
Selling a luxury home in a tough market isn't easy, but it's absolutely doable. Price it right, make it shine, find your buyers, and get the right professional help. Do those things well, and you'll be signing closing papers before you know it.
Wally Bressler, Real Estate Industry Veteran and Market Expert
Contributing Writer from HouseJet
10/3/2025