Luxury Real Estate Shifts Focus From Price to Experience, Says Sotheby's Executive

Written by:

Rudi Davis

Date:

01 Oct 2025

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The definition of luxury real estate has undergone a fundamental transformation, with traditional metrics like price points and square footage no longer telling the complete story, according to Carolyn Fugere, Co-President and Chief Sales Officer of Sotheby’s International Realty.

The Shifting Definition of Luxury

“The definition of luxury has evolved significantly. It’s no longer just about price point, it’s about the experience, the lifestyle, and what the property enables for the owner,” Fugere explains. This shift represents a dramatic departure from historical market analysis that primarily focused on quantitative metrics.

According to Fugere, today’s luxury buyers are increasingly prioritizing quality-of-life factors over traditional status symbols. “We’re seeing a fundamental shift in how people view and value properties. The metrics that mattered five years ago aren’t necessarily the ones that drive decisions today,” she notes.

Beyond Price Tags: The New Value Drivers

The evolution in luxury real estate evaluation extends beyond simple dollar values, Fugere argues. Properties that might not have qualified as “luxury” by traditional standards are now commanding premium prices based on their lifestyle offerings.

“What we’re witnessing is a complete reframing of value in the luxury segment,” Fugere observes. “A smaller property with exceptional privacy, unique architectural elements, or access to specific lifestyle amenities might now command a higher premium than a larger estate lacking these features.”

Market Implications

This shift has significant implications for how properties are marketed and valued. Fugere points out that luxury real estate professionals must adapt their approach to account for these changing preferences.

“The challenge now is quantifying and communicating these intangible value drivers,” she explains. “We need to develop new frameworks for assessing and presenting properties that capture these evolving definitions of luxury.”

The Future of Luxury Real Estate

Looking ahead, Fugere anticipates this trend will continue to reshape the luxury market. “We’re moving toward a more nuanced understanding of luxury that encompasses lifestyle, sustainability, and personal fulfillment—not just price tags and square footage,” she concludes.