• FOREWORD
• ABOUT THIS REPORT & BEHIND THE AGENT™
• CHAPTER 1: THE NEW LUXURY MINDSET
• CHAPTER 2: WEALTH BEHAVIOR AND INVESTMENT LOGIC
• CHAPTER 3: THE ROLE OF PLACE
• CHAPTER 4: LIFESTYLE AS CURRENCY
• CHAPTER 5: SUSTAINABILITY, TECH & TRUST
• CHAPTER 6: MARKETING TO THE 2025 BUYER
• CONCLUSION
• SOURCES & CITATIONS
At FirstTeam®, we’ve always believed that the agent is the most powerful force in real estate,when they’re backed by the right strategy, support, and systems. That belief is the foundation of Behind the Agent™: our commitment to building infrastructure that empowers luxury agents to scale their business, elevate their brand, and deliver unmatched service in every market condition.
In 2025, the luxury segment isn’t just growing,it’s evolving. The values, behaviors, and expectations of affluent buyers are changing, and the most successful agents are those who can anticipate the shift, adapt their business, and move from transactional to transformational.
The 2025 Luxury Buyer Blueprint isn’t just a report,it’s a roadmap. It distills what we’re seeing across our high-end markets in California, Arizona, Idaho, and beyond. It reflects conversations with our agents, market leaders, clients, and influential partners. And it exists to help you,the agent,build something bigger than a book of business: a longterm legacy in luxury.
We’re proud to stand behind you—supporting your growth, your luxury brand, and your long-term success.
Behind the Agent™ is FirstTeam’s long-term commitment to luxury real estate professionals. It reflects a philosophy that prioritizes infrastructure, agent ownership, and meaningful client experiences over traditional volume-driven models. This report was developed to provide strategic insight into the evolving luxury buyer and to support the Behind the Agent™ model by equipping agents with the infrastructure, positioning tools, luxury network and affiliations, and high-level perspective needed to compete,and win,in today’s luxury market and equip agents with the perspective, language, and positioning required to lead in this space.
Luxury used to mean more square footage, more marble, more status… In 2025, it means alignment. Today’s affluent buyers are searching for homes that reflect their values, fuel their identity, and protect their future. The shift is psychological as much as financial.
According to a 2025 analysis by Luxury Portfolio International highlighted in Florida Realtors, modern luxury buyers prioritize emotional connection, identity, and values over traditional prestige markers like price or square footage.
These buyers are not simply looking for homes,they’re curating lifestyles. They want homes that speak to their version of success, which is often understated, personal, and purpose-driven. From sustainable design and architectural integrity to wellness features and cultural relevance, the new definition of luxury is less about flash and more about fit.
It’s not about going bigger,it’s about going deeper. The best luxury agents in 2025 are those who understand why their clients are buying, not just what they can afford.
Today’s affluent buyers are more discerning than ever, measuring value not in terms of price tags or discounts, but in alignment with their personal values. Many of them are self-made. Many are generational wealth stewards. And many are first-generation buyers in the luxury space who bring a totally different lens to what matters.
Buyers are asking:
y Does this home align with how I live and what I stand for?
y Is it secure, sustainable, and future-proof?
y Does it offer more than a statement,does it offer meaning?
That means high-end agents need fluency in not just market data,but also in design philosophy, wellness features, climate risk, school ecosystems, and even smart tech infrastructure.
Behind the Agent™ Lens
The era of “list it and launch it” is over, especially in the luxury market. Today’s affluent buyers expect more than access to inventory, they expect a guided, bespoke experience that mirrors the caliber of their lifestyle. They are highly discerning, well-researched, and deeply intentional in their decisions. They want insight that goes beyond the listing sheet, transparency in every step of the process, and authenticity in how you connect with them.
As an agent in this space, you must operate as a trusted advisor, lifestyle curator, and market strategist all in one. That means you should:
y Develop emotional intelligence in every consultation, reading between the lines to understand not just what your clients say, but what truly motivates them. Luxury decisions are often rooted in legacy, identity, and personal expression. Your ability to uncover those layers is invaluable.
y Curate properties as experiences, not just as assets. This is about telling the story of how a home lives, the moments it enables, and the status it conveys, whether that is a private oceanfront dinner at sunset or the seamless integration of wellness and work-from-home amenities.
y Anticipate and align with your client’s next chapter, helping them project their evolving identity into the home. Show them how the space reflects not just who they are now, but who they aspire to become.
y Meet them where they are, whether that is a private tour arranged via their personal assistant, an immersive VR walk-through while they are abroad, or an exclusive one-on-one viewing arranged with the utmost discretion.
y Leverage your network to create exclusive access, from architects and interior designers to art consultants and private security advisors, positioning yourself as the central figure in an interconnected web of luxury expertise.
In the luxury space, you are not simply facilitating a transaction. You are crafting a journey that is as refined and distinctive as the property itself, positioning not just the home, but the lifestyle and the legacy it represents.
In the minds of today’s affluent, luxury real estate isn’t a splurge,it’s a strategic asset… In the minds of today’s affluent, luxury real estate isn’t a splurge,it’s a strategic asset. Luxury buyers aren’t just upgrading their living standards. They’re reallocating capital from volatile markets into tangible, lifestyle-enhancing holdings that serve both personal and portfolio needs.
According to a Bank of America Private Bank study, wealthy Americans now allocate approximately 32% of their investable assets to real estate, making it the most significant asset class in their portfolios.
In a world rocked by inflation, geopolitical shifts, and digital volatility, luxury real estate provides what most investment vehicles can’t: security, usability, and legacy.
Buyers today aren’t just thinking, “Will this appreciate?” They’re asking:
y Can my family use this property while it grows in value?
y Can this generate rental or fractional income?
y Is this in a tax-advantaged market?
y Does it diversify my risk across currencies or borders?
These buyers see homes as a blend of utility and yield,emotionally fulfilling but also financially rational.
Quick Stat: According to JPMorgan Private Bank’s 2025 Memo on Alternative Assets, 61% of clients are increasing real estate holdings in Q3,Q4 2025 as a hedge against market volatility.
Luxury buyers in 2025 are increasingly pursuing properties that serve more than one purpose:
y A coastal retreat that can also be Airbnb’d when unoccupied
y A Scottsdale villa that doubles as a wellness center
y A multi-unit estate for generational co-living and trust planning
These hybrid motivations are reshaping how buyers search, how agents present options, and how deals are structured.
Smart agents are:
y Collaborating with CPAs, trust attorneys, and wealth advisors
y Structuring creative finance and LLC strategies
y Helping clients analyze long-term value beyond comps
Behind the Agent™ isn’t just a marketing motto,it’s the operational depth needed to serve a client who sees their home as a cornerstone of legacy and financial resilience.
For decades, location has been the immutable mantra of real estate… For decades, location has been the immutable mantra of real estate. But in 2025, it’s not just about zip codes,it’s about what a place symbolizes, how it functions, and how resilient it is in a changing world.
Affluent buyers are no longer asking “Where is the best place to live?” Instead, they’re asking, “Where can I live the way I want to live?”
Today’s high-net-worth buyer is not necessarily tethered to office proximity or corporate commute. Remote work and hybrid lifestyles have shifted demand from traditional urban centers to lifestyle-centric regions. Secondary markets like Bozeman, Scottsdale, and Bend are seeing record luxury appreciation,not despite their size, but because of their intentional lifestyle offering.
But even within core markets like Orange County or Manhattan Beach, buyers are redefining what matters: walkability, access to wellness, architectural charm, coastal breeze, privacy from noise.
Stat Snapshot: A 2025 Redfin Trends Report found that 63% of luxury buyers rated “quality of outdoor space” as more important than “square footage of interior.”
Scarcity remains one of the ultimate luxury signals. Historic properties, oceanfront parcels, protected view corridors, and tightly zoned enclaves continue to command premium pricing. The rise of branded residences (e.g. Aman, Ritz-Carlton, Edition) further capitalizes on scarcity,limited inventory with built-in prestige.
Understanding what makes a location truly scarce,whether geographic, regulatory, or cultural,is essential for positioning properties to the right buyer mindset.
Climate Resilience and the Insurance Shift
More buyers are factoring in climate and insurance volatility into location decisions. States with favorable fire, flood, and earthquake insurance regulation,as well as climate-adaptive development,are becoming high-demand. According to CoreLogic, more than 35% of buyers in 2025 luxury transactions requested “climate risk profile” documentation before submitting offers.
International buyers are returning,particularly from Canada, the UAE, the UK, and parts of Asia. But their expectations are shifting. Many are targeting properties with dual-purpose potential (part-time personal use, parttime rental), strong security systems, and professional property management already in place. Agents who understand both the macro (foreign exchange, visa policy, tax treaties) and the micro (local
neighborhood desirability, school rankings, short-term rental rules) will hold a decisive edge.
Place isn’t just a pin on a map,it’s a multidimensional equation. Your ability to tell a compelling location story is just as important as knowing square footage or days on market.
In today’s market, the affluent aren’t simply buying homes,they’re investing in experiences… In today’s market, the affluent aren’t simply buying homes,they’re investing in experiences. The luxury buyer of 2025 is motivated not just by architecture or location, but by the life that surrounds the home. Proximity to art, culture, nature, culinary scenes, wellness offerings, and high-touch service has overtaken square footage as the defining marker of desirability.
Luxury is increasingly measured in ease, access, and identity. Buyers want homes that feel like a continuation of their best life,and agents must learn to curate, not just close.
One of the fastest-growing sectors in high-end property is the rise of branded residences. From Aman and Six Senses to Baccarat and Mandarin Oriental, these properties fuse architectural excellence with five-star hospitality. The appeal lies in turn-key readiness, concierge services, privacy, and prestige.
Data Point: According to Knight Frank’s 2025 Global Wealth Report, sales of branded residences are projected to grow 12% annually through 2028.
Affluent buyers are drawn to the idea of effortless luxury: valet, spa, fine dining, and maintenance all in one place. These properties also offer strong resale value, international appeal, and rental versatility.
Buyers are also placing high priority on health-centric design. Homes that feature natural materials, air purification systems, circadian lighting, and outdoor wellness spaces are commanding a premium. Many new builds are now incorporating yoga terraces, infrared saunas, cold plunges, and fitness studios.
Insight: A 2024 Wellness Real Estate Consortium survey found that homes with built-in wellness design features sold 18% faster and at 10,12% higher price points.
Rather than undergoing lengthy renovations or building from scratch, today’s buyer often prefers homes that are expertly designed and move-in ready. But they still want uniqueness. That means agents must source homes with thoughtful finishes, distinctive design elements, and spaces that feel personal. This also applies to neighborhood curation. Proximity to art galleries, design districts, boutique fitness studios, and culinary destinations can be more powerful than a three-car garage.
Selling lifestyle isn’t about embellishment,it’s about discernment. Agents who succeed in this space understand
how to frame properties in context: who the buyer is, how they live, and what a home enables for them. That requires emotional intelligence, cultural fluency, and brand awareness.
Today’s luxury buyer doesn’t just want their home to look good,they want it to reflect their values and work like their favorite device… Today’s luxury buyer doesn’t just want their home to look good,they want it to reflect their values and work like their favorite device. From green building certifications to biometric security systems and solar microgrids, the modern affluent buyer expects performance and principle to go hand in hand.
In 2025, environmental responsibility isn’t just ethical,it’s elegant. Buyers are gravitating toward homes with LEED Platinum or WELL certifications, native landscaping, greywater reuse systems, and net-zero or passive design.
Stat Highlight: A 2025 NAHB study found that 68% of luxury buyers consider sustainability “very important” in their purchasing decision,up from 41% in 2022.
Beyond utility savings, eco-conscious features are viewed as social proof: signals that the buyer is educated, evolved, and forward-thinking. For many, luxury and sustainability are now inseparable.
Affluent buyers also expect homes to function with the same intuitive tech they use daily. From voice-activated controls to AI-powered lighting, whole-home automation is no longer optional at the high end.
Newer luxury developments include infrastructure for:
y EV charging stations and battery backup
y Biometric access systems
y Smart air quality monitoring
y Integrated wellness dashboards
Buyers want seamless connectivity between property, platform, and personal devices,and they’ll walk away from homes that feel outdated.
Alongside convenience comes heightened concern about data privacy and property security. Homes equipped with military-grade encryption for WiFi, hidden panic rooms, private server closets, and anonymous camera systems are gaining popularity.
Agents representing ultra-high-net-worth clients need to be fluent in these topics, particularly in off-market listings and NDA-backed showings.
Today’s luxury agent must understand sustainability not just as a feature, but as a market signal. They must present tech not as a gimmick, but as infrastructure. And most importantly, they must deliver a sales experience that feels secure, intelligent, and future-ready.
In 2025, affluent clients are consuming content, researching agents, and evaluating listings in entirely new ways… In 2025, affluent clients are consuming content, researching agents, and evaluating listings in entirely new ways. From TikTok tours and drone cinematography to ultra-personalized email sequences and referral networks powered by AI, marketing isn’t a side skill,it’s a strategic pillar.
Today’s buyer likely encountered you long before they reached out. Maybe they followed your listing video on Instagram, read your market update on LinkedIn, or were referred by a private Facebook group. The first impression no longer happens in person. That means your digital presence must reflect professionalism, consistency, and high-touch service. Content should be:
y Polished but personal
y Market-savvy but buyer-centric
y Visually immersive
y Consistently branded
Affluent buyers increasingly select agents based on personal brand affinity, not just brokerage affiliation. They want an agent who mirrors their values, communicates on their terms, and brings a curated network to the table.
According to Inman’s Luxury Agent Report, 58% of luxury clients say they choose an agent based on their “personal voice and presence online.”
This puts pressure on agents to build:
y A recognizable voice
y Strong video presence
y A clear luxury point of view
High-end buyers value international reach,but not at the expense of neighborhood fluency. They want agents who can speak to both:
y Macro: trends, currency shifts, global buyer flows
y Micro: gated streets, off-market whispers, school culture
Smart agents are using tools like private client lists, gated microsites, geo-targeted social campaigns, and language-specific listing content to serve a wider spectrum of buyers.
Marketing in 2025 isn’t about noise,it’s about nuance. Top agents are investing in creative partnerships, datadriven targeting, and elevated personal branding. They’re also leaning into support systems that let them delegate production and focus on connection.
Luxury real estate is ever-evolving, a sophisticated reflection of culture, capital, and personal aspiration, and in 2025, it’s also a reflection of the agent who brings it to life. Behind the Agent™ means empowering you with the strategy, tools, and support to navigate this evolving market with confidence and clarity.
At FirstTeam®, we believe success begins behind the agent: with support, with strategy, and with systems designed to grow your business and your brand. This blueprint is your guide, but your next move is what matters most.
1. Luxury Portfolio International, Global Luxury Real Estate Report 2025 – “Evolving Buyer Preferences” section.
2. Bank of America Private Bank, 2024 Study of Wealthy Americans, “Real estate as a percentage of investable assets”
3. JPMorgan Private Bank Alternative Assets Memo, 2025
4. Redfin Luxury Trends Report, 2025
5. Knight Frank Global Wealth Report, 2025
6. Wellness Real Estate Consortium Survey, 2024
7. NAHB Green Building Survey, 2025
8. Inman Luxury Agent Report, 2025
9. CoreLogic Climate Risk Assessment, 2025.
It’s a mirror of culture, capital, and personal aspiration,and in 2025, it’s also a reflection of the agent who brings it to life. Behind the Agent™ means empowering you with the strategy, tools, and support to navigate this evolving market with confidence and clarity. In 2025, buyers aren’t just purchasing property,they’re purchasing alignment with who they are and how they want to live. The best agents are those who embrace that shift.
At FirstTeam®, we believe success begins behind the agent: with support, with strategy, and with systems designed to grow your business and your brand. This blueprint is your guide,but your next move is what matters most.