How Do You Position and Sell an Estate in the DFW Market? 


Extraordinary estate – 10620 Strait Lane in Preston Hollow. Listed for $20,000,000. Photos / Briggs Freeman Sotheby’s International Realty

From the luxury leaders in Dallas-Fort Worth, the best advice for marketing – and selling – an estate property in today’s real estate market …

10777 Strait Lane | North Dallas | Listed for $19,500,000


10777 Strait Lane 75229, North Dallas, Joan Eleazer, Briggs Freeman Sotheby's luxury home for sale in Dallas Fort Worth-exterior

A: You need to get across the idea that you’re buying more than a beautiful home and the land it sits on. You’re buying a piece of Dallas history – homes owned by people who have helped Dallas grow. Communicating the value of the area and its exclusivity is vital. This kind of property speaks to a smaller audience, so you must target that audience from the start. Your message is about timeless elegance, lasting value and a lifestyle that spans generations.

3000 Burney Lane | Southlake | Listed for $4,595,000

3000 Burney Lane 76092, Wynne Moore, Southlake, Briggs Freeman Sotheby's luxury home for sale in Dallas Fort Worth-dining

A: When you list an estate, you’re trying to attract more than a buyer – you’re appealing to a connoisseur of property. These buyers are incredibly discerning. They care about more than the home and the land. They care about an exclusive location, the grounds, the architectural significance of the home, privacy, and adequate space for entertaining at every scale. Because this group is smaller, you must communicate your marketing message regionally and even internationally to find the right buyer.


A: It is a “delicate dance,” with layers of introduction and marketing. We begin by introducing it to our Briggs Freeman Sotheby’s International Realty office of top producers; then we offer it to our networking groups before it goes into the MLS. Many buyers like the mystique of a high-end property that isn’t commonly known by all agents. Then, we initiate extensive print and digital advertising. The key is to give the property the greatest exposure to find the perfect buyer.

408 Woodlake Drive | Allen | Listed for $3,849,000

408 Woodlake Drive Allen 75013, Gina Lester, Briggs Freeman Sotheby's luxury home for sale in Dallas Fort Worth-game

To explore estates available throughout Dallas-Fort Worth, click here.

Click here to see the latest in real estate news. President and CEO Robbie Briggs independently owns and operates Briggs Freeman Sotheby’s International Realty with seven offices in Dallas, Fort Worth, Uptown, Lakewood, Ranch and Land, The Ballpark and Southlake.

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