High-End Appeal: Selling the Luxe Life

Stacey Wright, a luxury real estate advisor with Compass in Santa Rosa Beach, is known for her instinctive understanding of buyer’s needs.

One time, when she was showing high-end properties with a buyer’s agent, this ability led to her unexpectedly selling her own home.

She recalls the buyer insisting that it was a “research trip, not a buying trip,” but she believed otherwise. There was nothing on the market that matched the buyer’s vision and, noticing his frustration, it occurred to her that her own home had features he hadn’t seen in other listings.

“My husband and I had considered selling, and no homes in the neighborhood offered what ours did,” she adds. “So I said, ‘I’m thinking about selling my personal home, would you like to see it?’ He ended up loving it, made a wonderful offer, and, of course, I sold my own house out from under myself!”

Stacey Wright

A former elementary school teacher, Wright moved to Alys Beach with her husband from Houston after he sold his business there years ago. Florida’s iconic Highway 30A, renowned for its affluence and luxury homes, is where Wright’s real estate journey unfolded.

Nearly every day, she would hop on her electric bike and explore the area.

“I’d map out my route, visit open houses and meet all the agents,” she says. “It was fun; there was a certain coolness to being on beach time.” One day at an open house, she met the agent who would become her mentor. “She asked me if I would get my license and come work with her,” Wright recalls. “I did, and that’s how it all started.”   

Since launching her real estate career, Wright has become a top producer and specialist in the 30A lifestyle. Here’s her approach:

1. Know your client's story

Wright takes a tailored approach with each client. Whether representing a seller or helping a buyer find their new home, she listens intently to understand their wants and needs. “Everyone’s home has a story,” she says. “Whenever I go into someone’s home, there’s this whole vibe. It’s a safe place where memories are made and legacies are crafted for their family and friends.”

Listening helps her pick up on their preferences, needs and how their family lives. “When selling a home, I have the client show me every facet [of the property] to better understand what they [cherish] about it,” she notes.

From the start, Wright clearly communicates how the home should be presented. “I emphasize that we’ll be working together as a team,” she adds. “It’s our goal to get them where they need to be, but we aren’t strong-arming people. We make the suggestions, and they make the decisions. Nobody wants somebody coming into their home telling them they need to do this or that—it can feel a little icky.”

She doesn’t just rely on the CMA­—she goes in person to see comparable homes for sale. “Visiting competitor’s listings and surveying the location, condition, amenities, layout and architectural features is an essential piece of the puzzle that helps me position my listings [optimally] in the market.”

With buyers, her approach is hands-on and “old school,” she says. “I sit down with my clipboard and a set of questions, like the top three things they’re looking for in a home, why are they moving here, what lifestyle and amenities mean the most to them, are they looking for a quiet getaway—and tailor all of that to build a profile for each client.” This personalized touch not only builds trust but ensures that every property suggestion aligns with their expectations.

Earlier in her career, she relied on her deep understanding of the luxury market to sell a listing that had languished on the market. “I knew there was no competition at that price point, so I asked to show the home,” she says. “Communicating with the buyer and understanding what they were looking for helped me [highlight] those features during the showing. Knowing how this home stood out [among] the competition helped me sell it in two weeks for a record price per square foot. It was owned by a nationally recognized designer and showed perfectly.”

Wright also utilizes her brokerage’s Compass One platform to keep her clients informed about essential transaction details. “It starts the moment we begin working with every buyer and seller,” she says. “They get a login and everything they need is right there in a little folder—inspection, receipts for repairs, closing date, showings and feedback—so they aren’t getting a million emails.”

2. Engage authentically

Wright’s farm area encompasses Rosemary Beach, WaterSound and Alys Beach. As an expert in one of the highest-price-per-square-foot neighborhoods where she also resides, she has established herself as a trusted resource.

Her strategy? Be visible, knowledgeable and approachable.

“People see me walking around and showing homes in the neighborhood all the time,” she explains. “I’m genuine and don’t exploit my relationships or touchpoints—I  never want someone to say, ‘Oh, here she comes again.’ If they choose another agent, that’s fine. I’ll say, ‘Great, you’re going to do well with them. Now my job is to bring you a buyer.’ That really breaks the ice. I never assume someone’s business. If they do choose me, I thank them and say, ‘My team and I will work hard for you.’ I’m not a one-woman show. I have a small team, and I wouldn’t be anywhere without them. We include the entire team in all our communications.”

Wright subtly markets her successes. “People want to know what’s happening in their neighborhood, real estate-wise, but I’m not salesy,” she says. “I send old-fashioned mailers, email blasts and similar things.”

Recently, Wright closed on a beach cottage that held special meaning as the first property she ever owned on 30A. “I wasn’t even an agent when I originally sold it, but years later, the buyer reached out and asked me to represent her as the seller,” she says. “I thought, ‘Isn’t that sweet?’” Wright had placed the home in a seasonal rental program for several years. The buyer fell in love with it during that time and eventually offered to buy it. “It was such a full-circle moment,” she says. “It felt like an honor—and a little nostalgic—to list it for her.”

3. Deliver star treatment

“Luxury has no price point,” Wright says. “Whether it’s a $350,000 home or a $35 million home, we provide the same level of service.”

Her team’s commitment to high-quality marketing—beautiful photos, drone footage, video reels, immaculate staging and print magazine advertisements—attracts serious buyers from the outset.

To engage the real estate community, they host events, such as parties and broker’s open houses. This provides an opportunity for them to gather feedback and network with area brokers.

“We also share [our listings] with agents in different cities because most of our buyers are coming from large metropolitan areas,” she says, adding that some buyers are acquiring their second, third, fourth or even fifth home. “Social media is certainly huge in our business now, too. Everyone loves TikTok, Instagram and Facebook—especially the short, glitzy videos set to music that capture the vibe of our area and showcase the beautiful Emerald Coast.” Wright and her team also boost a listing’s visibility by collaborating with local influencers. “We [invite] them to come out and do photo shoots at our properties, [provided] the owner approves,” she says.

Ultimately, Wright believes that marketing luxury homes is about creating a positive experience.

“We help people achieve their dreams as they start their forever vacation at the beach,” she says. “Clients hire us to be their mediator, coordinator and problem solver.” She prides herself on working well with agents on the other side of the contract. “I always remind the other agent that our goal is to facilitate a smooth transaction for both parties,” she says. “I’m here to help them, and they’re here to help me, so we can get this buttoned up. Most of all, I want my clients to feel [the process] was easy and wonderful—even if it was challenging behind the scenes. That’s the craft.”

Leslie C. Stone is a Vero Beach-based freelance writer.