Key points this article will cover:
- How outdated definitions of luxury no longer resonate with today’s buyers.
- Why modern buyers prioritize experiences and values over opulence.
- Strategies for real estate developers and agents to align with shifting luxury trends.
For decades, luxury real estate was defined by opulence: marble floors, crystal chandeliers, and sprawling square footage. Developers and agents showcased properties by emphasizing grandeur, exclusivity, and extravagance, catering to buyers who equated luxury with excess.
But the definition of luxury is evolving. Today’s affluent buyers, especially millennials and Gen Z, prioritize sustainability, wellness, and unique experiences over traditional markers of wealth. By clinging to outdated luxury ideas, many real estate brands alienate this new wave of buyers, risking irrelevance in an increasingly competitive market.
The changing face of luxury
Modern buyers aren’t impressed by status symbols for the sake of status. Instead, they view luxury as a reflection of their values and lifestyle.
A survey revealed that 76% of respondents consider having access to an electric vehicle charging point as more or equally important compared to the previous year, and 35% identified rising energy costs as the primary influence when purchasing an energy-efficient home (Knight Frank, 2023). Similarly, wellness amenities like natural light, air purification systems, and proximity to green spaces are becoming essential features of high-end properties.
These preferences reflect broader cultural shifts. As society becomes more conscious of environmental issues and personal well-being, buyers want homes that align with these priorities. A gold-plated staircase or a 12-car garage simply doesn’t resonate with a generation that values purpose over pretension.
How outdated luxury branding alienates buyers
By emphasizing traditional luxury features, many real estate brands unintentionally send the message that they’re out of touch with modern values. This disconnect can be particularly glaring in marketing campaigns that focus on extravagance without addressing functionality or sustainability.
Consider the backlash faced by a high-profile New York development in 2022. Marketed as the pinnacle of luxury living, the project’s ads highlighted its oversized penthouses and private pools. However, potential buyers criticized the lack of green building certifications and the property’s excessive water use during a time of growing environmental concern. Sales lagged, and the developer was forced to reframe its branding strategy (New York Post, 2025).
Outdated luxury branding also risks alienating international buyers. In markets like China and the Middle East, where new wealth is driving demand for high-end properties, buyers are increasingly drawn to developments that reflect global sustainability standards and unique cultural elements.
Embracing the new luxury
To resonate with modern buyers, real estate brands must redefine their approach to luxury, emphasizing values like sustainability, authenticity, and personalization.
1. Showcase sustainable design
Buyers want proof that properties are built with environmental responsibility in mind. Developers should invest in green building certifications, renewable energy systems, and sustainable materials. Highlighting these features in marketing campaigns signals a commitment to the values that matter most to today’s buyers.
2. Focus on wellness and lifestyle
Luxury isn’t just about where you live, it’s about how you live. Developers should prioritize wellness-oriented amenities like biophilic design, home automation for healthier living, and communal spaces that encourage connection. Biophilic design is an approach to architecture and interior design that incorporates natural elements to create healthier and more engaging environments inspired by a connection to nature.
3. Tell a story
Modern buyers respond to authenticity. Instead of generic branding, real estate marketers should craft narratives around the unique aspects of a property, whether it’s its architectural history, local community, or innovative design.
A luxury redefined
The luxury real estate market is at a crossroads. Brands that cling to outdated notions of opulence risk alienating a generation of buyers who see luxury as an expression of values, not excess. To remain relevant, developers and agents must embrace this new definition of luxury, rethinking everything from design to marketing.
Because in today’s real estate landscape, the most desirable properties aren’t just beautiful, they’re meaningful.
Sources:
- Knight Frank. (2023). Buyers look to greener homes to help cut energy bills. Knight Frank. https://www.knightfrank.com/research/article/2023-01-24-buyers-look-to-greener-homes-to-help-cut-energy-bills
- New York Post. (2025). The UES hated this building — and now its units are renting. New York Post. https://nypost.com/2025/01/22/real-estate/the-ues-hated-this-building-and-now-its-units-are-renting/