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One of the most lasting impacts of the pandemic-era real estate market has been the rise in home values across the market spectrum — in-town, rural and suburban areas, along with traditional luxury enclaves. It’s led to the question in many quarters: What constitutes a luxury home in today’s landscape?
With median home prices still on the rise at more than $400,000, a lot of agents are suddenly showing what used to be relatively mid-level homes that are now sitting north of $1 million. That means they can, in many cases, expect a commission of at least $30,000. Yet, they’re still showing those million-dollar homes the same way they’d show a $300,000 starter home back in the day — sign in the yard and lockbox on the doorknob.
I recently saw a great video from Las Vegas brokers Jon Gafford and Gavin Ernstone where they talked about this issue. Agents in their area are putting homes on the market for more than a million dollars and telling the buyer’s agent, “Just turn on the lights when you get there and lock up when you leave.”
If you’re making $30,000 on one sale, you can afford to show up and make sure that listing is showing at its best. You can afford to turn on the water feature and make sure the home is ready for prime time.
High-net-worth clients are not touring properties on their lunch break — they’re investing in a lifestyle. These buyers expect a curated, guided experience — not an agent fumbling for a key in a lockbox or skipping the tour entirely when the house is a mess.
Ready to elevate your luxury showings?
If you’re going to list a million-dollar property, you need to show up like it, literally and figuratively. Luxury real estate isn’t about unlocking a door — it’s about unlocking a feeling, a vision, a lifestyle.
Here’s how to step up and deliver:
Be present
Being present starts before the showing. If you don’t know the buyer agent well, reach out and connect with them. This gives you an opportunity to build rapport and to find out more about the buyer so that you can tailor the showing to their needs.
Unless the seller explicitly requests it, do not use a lockbox on a luxury property. Show up and conduct a personal walkthrough, which gives you a chance to control the narrative and manage the energy. None of that can happen if you’re not there.
If you absolutely cannot be onsite for a showing due to a pre-planned scheduling conflict, make sure that a trusted member of your staff or team is there and that they’re fully prepared to step up in your absence and show that property the same way you would.
Know the property
Know the square footage, materials, upgrades, systems and story of the home cold. Be ready to speak to its architecture, craftsmanship, neighborhood, comps and design details without glancing at a sheet.
If the home has an interesting story (like celebrity owners, a notable architect or a restoration story), lead with that. Emotional hooks sell and make the potential buyer feel more connected to the property and its history.
Stage for maximum impact
Talk to the sellers about the home’s condition at the beginning of the listing process, and make sure that you’ve conducted a thorough walkthrough to take note of any obvious repair items or areas of deferred maintenance. If the home is being sold for top dollar, its condition must reflect that.
Arrive early, and make sure that the home is ready to show. If there are pets in the home, ensure that they are secured in an area of the house that has been designated for that purpose. (If possible, ask the sellers to consider boarding pets temporarily during the showing process.)
Treat every showing like an event by setting the temperature and lighting before the buyer arrives. Highlight the home’s features when possible. For example, if the home has a great whole-house sound system, cue up a curated playlist that fits the home’s style.
Subtle scents like fresh flowers or luxury candles can create an elevated mood and show that the home is being taken care of properly. Stale or stinky air is an immediate turnoff, no matter what price point you’re working with.
Create a sense of occasion
Offer refreshments or small touches that elevate the moment: bottled water, espresso, luxury brochures. Treat potential buyers as guests in the home, and make sure they are comfortable.
Offer space when needed, but don’t disappear completely. Be available to re-engage as the tour progresses while still offering privacy for the buyer to consult with their agent.
Tailor the experience
Know who’s coming to see the house, and prepare accordingly. Your talking points and pace will vary depending on the buyer profile, and the language you speak will differ for a developer, a young couple or an experienced second-home buyer from out of state.
Anticipate questions the buyer will have, and answer them before they ask. Make notes of any additional information requested so that you can research it and follow up promptly.
Follow up like a pro
Within 12 hours, send a personalized follow-up. This is not a time for boilerplate language: Reference something the buyer responded to emotionally to show that you were paying attention during the showing.
Include any supplemental information the buyer may have requested: floorplans, permits, potential for expansion, etc. Keep the door open for follow-up conversations as needed.
Lockboxes have their place — for backup access, contractor entries or buyer’s agents wishing to preview a home. But when they become the standard for million-dollar listings, you’re not marketing luxury — you’re phoning it in.
This isn’t about showboating. It’s about stewardship. Sellers are trusting you with their most valuable asset. Buyers are walking into one of the biggest decisions of their lives. You’re not just a door opener — you’re a professional representative with a fiduciary responsibility to do the best job possible for your client. Treat it like it matters, because it does.
Troy Palmquist is the founder and principal at HomeCode Advisors. Connect with him on LinkedIn.
