Are you looking to buy or sell a luxury home, or interested in the luxury market in St. Louis? We talked to Janet McAfee real estate agents, Katie Curran and Julie Lane, about everything from the state of the industry to trends and tips on how to successfully sell a luxury listing.

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What has the luxury STL market looked like in 2018?

KC: In the central corridor communities we follow, there have been 185 luxury sales over $1 million through August 2018, an increase over last year. We find new listing drives sales. There were 435 new luxury listings which was also higher than last year. Another key indicator of market activity levels is months of inventory. August inventory levels of 6.82 months were lower than a year ago.

What are luxury buyers looking for in STL?

JL: They want the house updated—they don't want to have to do any work. Buyers today are focused on outdoor space. They want a great pool or a living area for relaxing, entertaining, and al fresco dining.  

KC: I would say they're looking for amenities. For example, buyers seek out high-end appliances, whether it be the Viking stove or Sub-Zero fridge. This is largely due to the fact that, for luxury real estate, it's all about appreciating refined finishes. People value privacy and luxurious surroundings. Luxury amenities enhance the home and create perceived value.  

What kind of timeline (if any) can a luxury seller see when listing their home?

JL: I think the luxury buyer and seller ignore housing seasonality. Generally in real estate, the spring market is full of selling and buying opportunities. But, luxury buyers don’t follow this pattern. Often, when they need to buy, they buy, and when they need to sell, they sell. Luxury buyers have different motivations. They have specific tastes, and they rarely make spontaneous decisions.

Is there anything that luxury sellers need to keep in mind before listing? Is there anything luxury sellers should do before deciding to list?

KC: How we live and how we sell are two different stories. When selling, you have to depersonalize your home. You want the entire property to look impeccable and inviting. Little things, such as making sure the roof is in great shape, the gutters are clean, landscaping is manicured and the paint is fresh, help buyers feel the home is move-in ready.

I always encourage my clients to preview a few luxury open houses. That way, they can see the difference between houses that have been prepared for the market and the home’s value proposition.

How important is physical staging when selling a luxury home?

KC: When staging, you want to make a home look and feel like spaces the buyers can envision themselves in. Often staging is less expensive than a price reduction and can give the whole house a facelift. Virtual staging is also an option. We’ve had limited experience with virtual staging, so it is too soon to draw any conclusions about which is more successful.


How important is social media for luxury real estate?

JL: We have a savvy marketplace as far as social media goes. We leverage professional real estate photography and videography with social posts. Both buyers and sellers want to make sure that you have a social media presence. They read our blogs, watch our videos, and engage through these channels. I think seeing our presence on social media gives them confidence.  

Are you looking to buy or sell a luxury listing? At, Janet McAfee our real estate agents are seasoned experts in the ins and outs of selling a luxury home. From how to advertise and market your home to helping stage for specific buyers, our luxury buyers and sellers truly reap the rewards of working with a Janet McAfee agent—and you can, too!