In Dallas, Texas, a Lakewood home that moves into the upper tier of the market is often sold differently than a typical listing. The marketing changes, the pricing approach changes, and a larger share of these homes are shown privately before, or instead of, appearing on the MLS.
Rhoni Golden, co-founder of the Golden Hays Group at Dave Perry-Miller Real Estate, works with buyers and sellers in Lakewood and the city’s other luxury neighborhoods. She says sellers at this level are better positioned when they understand how the top of the market operates before they list.
Golden says a larger percentage of luxury listings are marketed off-market first rather than going straight to the multiple listing service (MLS). Privacy is a major reason. Many sellers do not want photos of their home spread across public websites, and many buyers at this level feel the same way.
“They don’t want to buy a house that is all over the internet, where people might know all the different rooms and all the different finishes,” Golden says.
Property taxes are part of the conversation too. Texas has no state income tax, so property taxes are high, and on a multimillion-dollar home the difference in assessed value can be significant. Texas is also a non-disclosure state, which means sale prices are not made public.
Golden notes that when a home trades off-market, it can be harder for tax assessors to pin down its value. She is clear that any savings are not guaranteed, though. “The tax rolls have excellent research tools,” she says.
According to Golden, pricing a home at the upper end of the market is less exact than pricing a typical house. That makes a private marketing period useful for sellers who want to gauge interest before committing to a public list price.
“Pricing can be a little subjective and a little bit harder to nail in exactly right,” she says. “People like to test their price off-market and just see how it’s received.”
The approach can appeal to buyers as well. A buyer who secures a home off-market avoids competing with other offers, keeps the purchase out of public view, and may see some tax benefit. Golden says that combination can make some buyers willing to pay a premium.
Land is high on nearly every luxury buyer’s list in Dallas. “The larger the lot, the better,” Golden says. Garage space matters too. Many upper-tier buyers want room for three or four cars, or at least covered carports, because Texas hailstorms can damage vehicles left outside.
Inside the home, buyers are drawn to rooms with a clear purpose. Golden has seen interest shift away from the home theaters that were once a standard request and toward spaces built around an activity, such as a speakeasy-style bar or a dedicated mahjong room. His-and-hers bathrooms in the primary suite and well-designed closets also stand out.
Finishes play a role as well. Golden says buyers respond to “not just the white blank slate, but something that feels interesting,” such as plaster walls or wallpaper used in places they don’t expect it. Thoughtful landscaping, she adds, goes a long way.
Off-market or not, Golden says an upper-tier home needs strong presentation. That means professional photography, video, and guidance on what to update or refresh so the home is ready for a luxury buyer.
Finding the right buyer also depends on relationships. Golden points to being active in the neighborhood, building referrals, and connecting with agents across the country. With more business coming to Texas, buyers are arriving from cities such as New York, Chicago, and Los Angeles, and a national network helps a listing reach them.
For Lakewood sellers, the top of the market rewards preparation and discretion. Homeowners weighing a sale can learn more about the Golden Hays Group team and how its agents approach luxury listings in the neighborhood.
Rhoni Golden and the Golden Hays Group are based in Dallas, Texas, operating out of Dave Perry-Miller Real Estate. Their focus is the inner-loop market inside the 635 loop, specifically Lakewood, East Dallas, Lower Greenville, Preston Hollow, and the Park Cities.
This article is based on information provided by the expert source cited above. It is intended for general informational purposes only and does not constitute legal, financial, or real estate advice. Readers should conduct their own research and consult qualified professionals before making any real estate or financial decisions.
Disclosure: Individuals or companies mentioned may have a commercial relationship with KeyCrew.
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