How to Market Properties Over $10 Million: Lessons from Record-Breaking Sales

How to Market Properties Over $10 Million: Lessons from Record-Breaking Sales

You didn't win that $10 million listing by accident. You earned it through years of relationship-building, market expertise, and proven results. But here's the reality: securing the listing was the easy part. Now comes the real challenge: marketing a property at a price point where traditional strategies simply don't cut it anymore.

The luxury market has transformed dramatically over the past year. In 2024, 1,744 homes priced at $10 million or more sold across the United States, contributing to a staggering $31.39 billion in transactions, a 350% year-over-year increase. Just ten elite markets across New York, California, Florida, and Colorado accounted for nearly $23.2 billion of that total. The ultra-luxury segment is more competitive and more sophisticated than ever. Your buyers expect more, your competition is fiercer, and the stakes are exponentially higher.

So what separates listings that linger from those that become record-breaking sales?
Let's break down the marketing strategies that are actually moving eight-figure properties in today's market.

The New Luxury Buyer: Understanding Your Real Target Audience

First, let's dispel a myth: your buyer isn't who you think they are. Yes, some fit the traditional UHNW profile, but the luxury market has diversified. Generation X now represents nearly 24% of luxury property investors, and they're bringing different expectations to the table. These buyers are digitally savvy, sustainability-conscious, and they expect a seamless, tech-forward experience from first click to close.

And even if your buyer isn't Gen X and is more likely a Baby Boomer (who still hold over 50% of luxury homeownership market share), remember that they have children and grandchildren who are digitally savvy and actively assisting them in the home search process. The influence of younger generations on luxury purchases can't be understated. Your marketing needs to resonate across generations.

More than 65% of millennial high-net-worth individuals now invest with sustainable intentions in mind. They're not just buying a property; they're buying into a lifestyle aligned with their values. If your marketing doesn't speak to sustainability features, wellness amenities, and smart home integration, you're already behind.

And here's the kicker: cash is still king. Over 65% of sales between $5 million and $10 million involve all-cash transactions. These aren't buyers waiting on financing contingencies or worrying about appraisals. They're decisive, they know what they want, and they expect you to present it flawlessly.

Digital Presentation: Where Most Listings Fall Short

Let's be honest: your standard MLS photos and virtual tour aren't going to cut it at this price point. The properties moving fastest in 2025 share one thing in common: immersive, cinematic digital experiences that make buyers feel like they're already home.

But here's where strategy meets execution: be mindful of what you present to your sellers. Make sure your marketing specialist knows the expectations you've set with your clients, and ensure you can deliver on your promises, or better yet, overdeliver. Nothing damages an agent's credibility faster than overpromising on production value and underdelivering on the final product.

We're talking drone footage that captures not just the property, but the lifestyle it offers. Aerial shots of the surrounding neighborhood, proximity to cultural hubs, access to nature: these context shots matter. Professional videography with proper lighting and staging isn't optional anymore; it's baseline.

But here's where many agents miss the mark: your digital presence needs to load fast and look flawless on mobile. Nearly 80% of users will revisit a well-optimized mobile site, but you'll lose over 50% of potential visits if your site takes more than three seconds to load. In a market where international buyers might be viewing your listing from Dubai, Singapore, or Monaco at 2 AM their time, mobile optimization isn't a nice-to-have; it's make-or-break.

The Storytelling Advantage: Beyond Square Footage

Here's what seasoned agents already know: at $10 million and above, you're not selling square footage or even amenities. You're selling a story. The most successful luxury listings create a narrative that connects emotionally with buyers before they ever step foot on the property.

This means understanding what makes the property genuinely unique. Is it the architectural pedigree? The historical significance? The unobstructed views that can never be replicated? Maybe it's the turnkey nature in an area where custom builds take three years. Whatever it is, that narrative needs to permeate every touchpoint, from your property description to your video content to your agent remarks.

Tap into unique storylines and use emotional connections from the seller's experiences, if they're willing to share. These authentic moments create powerful marketing narratives. For example: "We were able to host our daughter's wedding and reception in our garden that created a lasting memory for our family," or "Every day I have coffee and journal from this corner room, and the sunrise over the meadow and vineyard helps set my day up for success." These aren't just features; they're lived experiences that help buyers envision their own future in the space.

Branded residences saw 150% growth over the past decade for this exact reason. Buyers aren't just purchasing real estate; they're buying into an identity. Properties tied to names like Baccarat or Four Seasons command premiums because the story is already built in. For non-branded properties, you need to create that narrative yourself.

Targeting and Reach: Getting in Front of the Right Eyeballs

Traditional marketing channels (your local newspaper ad, open houses, generic social media posts) aren't wrong, but they're incomplete. Eight-figure properties require a multi-channel, highly targeted approach.

Your ideal buyers are likely coming from tech, finance, or entrepreneurial backgrounds. Many are international investors from Asia, the Middle East, or Europe. This means your marketing needs to be globally accessible while maintaining local authenticity. Think targeted digital advertising on platforms where HNWIs actually spend time, strategic partnerships with international brokerages, and relationships with wealth managers and family offices who advise these buyers.

Email marketing, often overlooked, remains one of the highest ROI channels for luxury real estate. But we're not talking about generic property blasts. We're talking about sophisticated, segmented campaigns sent to highly qualified prospects with personalized messaging that speaks to their specific needs and interests.

The Details That Close Deals

In the ultra-luxury market, buyers expect white-glove service before they're even technically your client. This means anticipating questions before they're asked and removing friction from every interaction.

Consider these differentiators: comprehensive property websites (not just a landing page, but a full site dedicated to the property), digital information packets ready for immediate download, virtual or in-person concierge services for out-of-town buyers, and detailed neighborhood insights that go beyond crime stats and school ratings.

The properties closing above ask in 2025 share common features: minimalist aesthetics, sustainable design elements, flexible layouts for multigenerational living, and wellness spaces. If your property offers these features, they need to be showcased prominently. If it doesn't, you need to work around those gaps in your messaging.

The ROI of Strategic Marketing Partnerships

Here's the reality check: executing all of this while also running your business, managing clients, and closing deals is nearly impossible to do well on your own. The agents consistently closing eight-figure properties understand that strategic partnerships amplify their effectiveness.

This is where a specialized marketing partner becomes invaluable. Not someone who's going to push generic real estate marketing templates, but a specialist who understands luxury positioning, high-end buyer psychology, and the nuances of ultra-luxury presentation. Someone who can handle the technical execution (from website development to video production to targeted digital advertising) while you focus on what you do best: building relationships and closing deals.

The best marketing partnerships don't feel like outsourcing. They feel like adding a highly skilled team member who's as invested in the property's success as you are. They bring fresh perspectives, specialized skills, and the bandwidth to execute at a level that single-handedly managing would require sacrificing other parts of your business.

Moving Forward in 2026's Market

The luxury real estate market heading into 2026 is resilient, growing, and more competitive than ever. High-net-worth individuals are multiplying globally, inventory is increasing, and buyers have more choices than they've had in years.

For seasoned agents with eight-figure listings, this is both an opportunity and a pressure point. The properties that will command premium prices and sell quickly are those presented with strategic sophistication, digital excellence, and compelling storytelling. Everything else risks becoming just another overpriced listing that sits.

You earned that listing through expertise. Now the question is: do you have the marketing infrastructure to do it justice? Because in a market this competitive, good enough simply isn't good enough anymore.

Ready to elevate your luxury property marketing? At Bari Wiens Marketing, we specialize in creating sophisticated, results-driven marketing strategies for properties over $10 million. Let's discuss how we can position your listing for record-breaking success.

Visit BariWiensMarketing.com to learn more.