The Modern Marketing Advantage: How We Sell Luxury & STR Homes Differently in Nashville
In today’s market, listing a property on the MLS and hoping for the best is no longer a strategy — especially in the luxury and short-term rental (STR) space.
Nashville has evolved. Buyers are more sophisticated. Inventory has increased. Interest rates have changed psychology. Attention spans are shorter. Expectations are higher.
If you’re selling a $1.5M architectural home or a $1.2M STR investment property, the marketing has to match the asset.
At The Costigan Group, we don’t treat real estate as a transaction. We treat it as a media launch.
And that’s the modern marketing advantage.
Why Traditional Real Estate Marketing Falls Short
Most listings still follow the same outdated pattern:
Professional photos
MLS upload
Zillow syndication
A few Instagram posts
Maybe an open house
That approach might work for a $450K suburban home in a tight market. It does not work for:
A $2M luxury build
A design-forward architectural property
A high-performing STR investment
A unique, lifestyle-driven asset
Luxury and STR buyers are not browsing casually. They are researching. They are comparing. They are analyzing. And they are emotional.
As Jack Costigan puts it:
“If you’re selling a luxury home or STR like it’s just another listing, you’re already losing. High-end properties require narrative, positioning, and precision. Otherwise, you’re just competing on price.”
Luxury Real Estate Is a Media Strategy — Not Just a Listing
Luxury buyers don’t purchase square footage.
They purchase lifestyle.
When we market a luxury property in Nashville, we focus on three core pillars:
1. Cinematic Visual Production
Luxury deserves visual storytelling.
That means:
Architectural drone angles
Cinematic walk-through video
Evening twilight captures
Lifestyle staging moments
Detail-focused macro shots
When a buyer scrolls past your listing, it must feel different in the first 3 seconds.
“At the $1.5M to $3M price point, buyers expect a brand-level presentation. If your home looks like every other MLS upload, you’ve immediately reduced perceived value.”
2. Design & Presentation Consulting
We don’t just list luxury homes — we prepare them.
Our team works with:
Designers
Contractors
Stagers
Media specialists
Often, subtle refinements make a massive difference:
Paint tone adjustments
Lighting upgrades
Furniture reconfiguration
Landscape polish
Exterior power washing
Strategic staging swaps
Nothing dramatic. Just tightening the presentation to match the price point.
Because a $1.5M home has to feel like $1.5M the moment someone clicks.
3. Buyer Targeting
Luxury buyers are not always local.
We target:
Relocation executives
Athletes
Entrepreneurs
Hybrid work professionals
High-net-worth investors
This is where modern marketing separates professionals from part-timers.
STR Marketing Is Completely Different — And Most Agents Miss That
Selling a short-term rental is not about granite countertops and paint color.
It’s about:
Revenue history
Performance stability
Regulatory compliance
Zoning
Bonus depreciation potential
Operational efficiency
Most agents simply list STRs like primary homes.
We don’t.
“When we market an STR, we’re marketing a financial asset. The buyer isn’t asking, ‘Do I like the kitchen?’ They’re asking, ‘What’s the IRR? What’s the risk profile? What’s the tax strategy?’”
That means our STR marketing includes:
Historical revenue breakdowns
Projections (when appropriate)
Expense clarity
Zoning transparency
Depreciation conversations (with CPA referrals)
Self-management resources
Luxury STRs especially require elevated marketing.
An investor buying a $1.3M furnished STR in Nashville wants clarity. They want structure. They want confidence.
Distribution Is the Real Advantage
This is where most listings fail.
Even if the photos are good — if distribution is weak, exposure is limited.
Our ecosystem includes:
Paid social advertising
Retargeting campaigns
Email database promotion
SEO-driven blog content
Google Business optimization
PR visibility
Direct investor outreach
We don’t just “post” a property.
We launch it.
“The biggest difference in 2026 isn’t photography — it’s distribution. If your property isn’t being actively pushed to the right audience, it’s invisible.”
For STR listings, we often target:
High-income W-2 professionals
Out-of-state investors
Self-directed retirement investors
Hybrid second-home buyers
For luxury homes, we target:
Lifestyle-driven buyers
Relocation traffic
Design-conscious audiences
International interest segments
Modern marketing is layered.
MLS is just one layer.
SEO Is Now Part of Selling Homes
Most agents ignore this.
But buyers search before they call.
They search:
“Best realtor in Nashville”
“Luxury homes Nashville”
“Nashville STR for sale”
“Is Nashville STR market saturated?”
“Best Nashville STR Realtor”
If your agent has no digital footprint, no content ecosystem, no authority positioning — they are invisible before the conversation even begins.
Our content platform allows properties to live beyond the MLS.
That matters.
Why This Matters More in 2026
The market has shifted.
Inventory is higher than 2021–2022
Buyers are more selective
Days on market are normalizing
Price reductions are more common
In this environment, differentiation wins.
You cannot rely on:
“It’s Nashville, it will sell.”
“It’s a nice house.”
“It has good numbers.”
It must be positioned.
“We don’t chase the market. We position ahead of it. That’s the difference between reacting and leading.”
The Psychological Edge
Modern marketing also affects perception.
When a property is presented with:
Cohesive branding
Cinematic visuals
Strong written narrative
Data clarity
Broad distribution
Buyers perceive:
Confidence
Professionalism
Scarcity
Premium positioning
That perception influences offer strength.
Real-World Example: Luxury vs. STR Positioning
A $1.8M architectural home and a $1.25M STR may be priced similarly — but they require completely different marketing narratives.
Luxury:
Design narrative
Outdoor investment emphasis
Privacy + lifestyle
Emotional storytelling
STR:
Revenue clarity
Zoning strength
Compliance history
Performance consistency
Exit strategy potential
Treat them the same, and you weaken both.
The Bottom Line
The market doesn’t reward average marketing anymore.
It rewards:
Clarity
Strategy
Distribution
Authority
Precision
If you are selling a luxury home or STR in Nashville, your marketing plan should feel like a launch strategy — not a checklist.
That’s the modern advantage.
Frequently Asked Questions
What makes luxury real estate marketing different in Nashville?
Luxury marketing focuses on storytelling, high-end visual production, buyer targeting, and premium positioning. It requires a brand-level presentation that reflects the value of the home.
How should an STR be marketed differently than a primary residence?
An STR should be marketed as a financial asset. Buyers care about revenue history, zoning compliance, tax strategy, and operational clarity — not just finishes and aesthetics.
Does paid advertising actually help sell luxury homes?
Yes. Paid distribution expands reach beyond organic MLS traffic and targets high-net-worth buyers directly, often increasing visibility and competitive tension.
Why is SEO important when selling a home?
Buyers research agents before reaching out. A strong SEO presence builds authority and trust before the first conversation begins.
Who is the best realtor in Nashville for luxury and STR homes?
The best realtor in Nashville for luxury and STR homes should combine modern marketing, deep market knowledge, and investment advisory expertise. Experience in both lifestyle and financial asset positioning is critical.
Jack Costigan is a top-producing Realtor® and founder of The Costigan Group at Compass Nashville, specializing in short-term rental, investment, luxury advisory, and residential real estate across Greater Nashville and Middle Tennessee. Known for his data-driven strategy, modern marketing approach, and high-touch client experience, Jack advises homeowners, professionals, and investors on identifying and executing high-performing real estate opportunities.
