Luxury lens: how high-end buyers are evolving

As Co-Founder and Managing Director Mark Harris explains, the strength of the premium property market has been consistent throughout the year.

“This year brought challenges and shifting dynamics, but activity in our flagship luxury lifestyle markets of Auckland - particularly Takapuna, Remuera, Ponsonby and the Eastern Bays - has never faltered,” he said.

“The high end, for us, has been the cornerstone of our business this year.”

The data reinforces luxury real estate’s role as a safe haven, with the high end continuing to offer stability and confidence despite wider market softness.

That context sets the scene for our recent New Zealand Property Pulse, which draws on insights from New Zealand Sotheby's International Realty agents on the ground to examine how luxury buyer behaviour continues to evolve.

An extraordinary private estate at 6021 Russell–Whakapara Road, Russell, offering panoramic water views and direct beach and boat access.

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Insight from our specialist luxury market agents

To understand what is driving this resilience, our latest New Zealand Property Pulse draws directly on insights from agents who work with luxury buyers and sellers daily. These are professionals immersed in premium suburbs, advising on significant family assets and connecting New Zealand homes with qualified buyers locally and through the Sotheby’s International Realty global network.

Their vantage point offers a real-time perspective on how premium buyers are thinking, prioritising, and acting in the current environment.

Luxury demand starts at home

One of the clearest signals from our agents is that luxury demand remains deeply local. Seventy-three percent of our agents say their luxury buyers come from within their immediate market, reflecting the strength of domestic wealth and the enduring appeal of New Zealand’s most desirable locations.

This local foundation is complemented by buyers from elsewhere in New Zealand and offshore, engaging through our international network. For vendors, this reinforces the importance of campaigns that speak fluently to both local and globally connected audiences.

Secluded, brand new, and a standout in modern architecture - 51 Drift Bay Road, Wye Creek, is set in one of Queenstown’s most desirable lakefront locations.

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What defines luxury today

While a premium location will always be number one – reflected in the 73% of agents who say luxury buyers are primarily driven by where a home sits – proximity to water and outlook are proving increasingly important to today’s luxury buyers.

Waterfront positions, elevated views, architectural integrity, and privacy consistently rank ahead of scale or overt grandeur, signalling a shift toward homes that offer a strong relationship with their setting and are ready to live in from day one.

As Jonathan Sissons, Managing Director of Remuera and Surrounds, observes, expectations have become more defined.

“Buyers are prioritising quality, turnkey homes, often fully furnished – particularly for international buyers. Views, especially waterfront, are absolutely key, along with privacy, which is non-negotiable.

We’re also seeing strong demand for substantial garaging and homes that can comfortably accommodate multi-generational living.”

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Passion investments reflect buyer intent

When agents were asked about passion investments among luxury clients, two categories stood out above all others: cars and property.

This pairing highlights how affluent buyers allocate capital toward assets that deliver both emotional satisfaction and lifestyle value. Homes are viewed not simply as investments, but as environments that support family life, entertaining, retreat, and personal identity.

Understanding this mindset allows agents to position property as part of a broader lifestyle portfolio rather than a standalone transaction.

A hidden Clevedon sanctuary spanning 62 acres, privately gated, beautifully established, and just minutes from the village.

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Presentation standards are rising

As buyer expectations sharpen, presentation standards have risen as well. Luxury buyers are informed, globally aware, and often decisive. They expect properties to be immaculately prepared, clearly positioned, and marketed with precision from the outset.

Homes that are thoughtfully presented consistently outperform those that rely on location alone.

“Luxury buyers really recognise top quality right now, and they’re not prepared to compromise. There’s no sense of FOMO – they’re happy to wait until the right property comes along rather than settle for something that doesn’t quite meet the brief,” says Jonathan.

92 Paritai Drive, Ōrākei; an ultra-luxury architectural landmark, sold by New Zealand Sotheby’s International Realty in 2025.