The Truth About Selling Existing Luxury Homes in St. George, Utah

In today’s real estate climate, it’s easy to hear the chatter: “It’s a tough market.” “Luxury isn’t moving.” “Buyers have vanished.” But when you step away from the noise and look at the actual data, a very different story emerges—especially in Southern Utah’s luxury market.

A recent analysis of existing luxury homes priced between $1,000,000 and $2,000,000, built before 2015, located on ¼ to ½-acre lots, and featuring a primary bedroom on the main level, paints a clear picture. These are the homes that truly represent the lifestyle buyers expect in St. George’s established, higher-end neighborhoods.

Over the past six months, this search returned 54 homes, and here’s where things get interesting.

What the Numbers Really Say

Status Breakdown of 54 Luxury Listings

• 33% Active Listings

• 13% Pending

• 37% Closed

• 17% Expired, Cancelled, or Withdrawn

Right away, you’ll notice something:
More than one-third of these homes closed, and an additional group went pending—proving luxury buyers are active and writing offers.

The 17% that fell off the market tell a story too—but for all the wrong reasons.

Why Some Homes Sold… and Others Didn't

When comparing the closed listings with the active and withdrawn listings, one factor stood out more than anything else:

Marketing.

Not mediocre marketing.
Not “my agent took photos with their phone” marketing.
But above-average, professional, intentional marketing.

Common Traits of Homes That SOLD

• High-quality architectural photography

• Professional cinematic video

• A listing photo sequence that told a story—much like a well-edited film

• Clean, polished presentation across all platforms

Luxury listings require emotional impact. Buyers must feel something—light, space, lifestyle, and aspiration. This doesn’t happen by accident.

Homes that sold had marketing that elevated the property…
Homes that lingered (or expired) had marketing that diminished it.

Pricing Still Reigns Supreme

Marketing gets attention.
Pricing gets offers.

The sold-to-original-list-price ratio among closed properties ranged from 70% to 98%, but the vast majority fell between 90% and 98%. This shows a critical truth:

Luxury homes that are priced correctly sell for strong numbers, even in a competitive market.

Those that overshot the market had:

• Multiple price reductions

• Dramatically longer days on market

• Reduced negotiating power

Correct pricing isn’t about guessing—it’s about strategy, market expertise, and understanding the buyer pool.

How Fast Are Luxury Homes Selling? Faster Than You Think.

Of the homes that sold:

• 37.04% sold in under 30 days

• 7.41% sold in 31–60 days

• 18.52% sold in 61–90 days

• 11.11% sold in 91–120 days

• 25.93% sold in 120+ days

Nearly half of all luxury listings sold within 60 days when priced and marketed correctly.

So much for the “slow luxury market” narrative.

The Market Isn’t Slow — It’s Segmented

While social sentiment among some agents and sellers suggests it’s a difficult time to sell, the numbers tell a different story.

Even with inventory at historic highs, Southern Utah is seeing:

• Higher total monthly dollar volume

• More closed units overall

• Strong absorption in the luxury category

In other words:
Buyers are buying. Sellers are selling. The market is moving—efficiently—for the homes that show well and are priced right.

The Bottom Line

The truth about selling existing luxury homes in St. George is refreshingly simple:

✨ Luxury homes ARE selling—and selling well.
✨ Professional marketing is no longer optional; it’s essential.
✨ Correct pricing determines momentum and final net.
✨ The “difficult market” narrative doesn’t match reality.

If you want your luxury home to be among the success stories—not the expired listings—partner with an agent who understands modern marketing, cinematic storytelling, strategic pricing, and the nuances of today’s buyer expectations.

In Southern Utah, the luxury market isn’t struggling.
It’s evolving.
And the sellers who adapt are winning.