Posts from August 11th, 2026

I have been researching two words that are frequently used to describe high-priced real estate: luxury and expensive.

Within the real estate industry, "luxury" is clearly the preferred term. We have luxury homes, luxury agents, luxury brokerages and luxury marketing. There is a lot of luxury going on. The word suggests exceptional design, desirable locations, premium materials, privacy, service and scarcity. It describes an experience as much as it describes a price and Brokers use it a lot!

"Expensive" is different. It is more direct. An expensive home is a home that costs a lot of money.  You can clearly see that the Chicago Real Estate market is not fond of this word. Who is thinking : The Emperor's New Clothes

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