Middle Tennessee Luxury Homes Market Update — Brentwood & Franklin Fall 2025
Brentwood
Market Snapshot (Luxury Segment Only)
- According to a builder/developer-trend piece: in luxury homes the market is evolving toward advanced tech integration (smart‐home, wellness features), sustainability, and highest-end finishes.
- Demand for new luxury communities remains strong while a resale property days on market will depend on the updates, incorporation of technology, proper presentation/staging and dynamic pricing strategies.
Insights & Interpretation for the Luxury Buyer/Builder/Land Seller
- The luxury market here is less about rapid speculative appreciation (as in 2020–22) and more about premium quality, location & execution. That means for estates and custom homes, the differentiator is: lot size/position (acreage, privacy, mature trees), builder pedigree, custom finishes, and lifestyle amenities.
- Buyers in this price-tier (say $4M–$10M) expect perfection: minimal deferred maintenance, high‐end systems (pool/spa, home automation, wine room, etc), and strong “story” around uniqueness and location.
- For land/lot sellers: large parcels in Brentwood (several acres, estate subdivision) remain very viable, but you’re competing with new‐construction custom builds.
- For luxury listings: time on market is longer compared to mid-market homes. Although data for the ultra-luxury sub-segment is more scarce, the general market shows days on market in the 60s+ range.
- Pricing strategy: Because the listing‐to‐sold differential widens at higher ends, and buyers are more selective, ensure that luxury home pricing reflects the true value of the custom/estate improvements, not just “top of the bubble” comps.
What to watch moving forward:
- Inventory of ultra‐luxury homes (>$5M) may increase, shifting leverage somewhat toward buyer side in some sub-markets.
- Premium upgrades such as wellness amenities (home gym/spa, outdoor living suites) and sustainable systems (solar, geothermal, net-zero readiness) are increasingly part of the luxury offering.
- Since Brentwood is close to the Nashville corridor, buyers may still factor in commute/amenities: emphasize ease of access, prestige schools (Williamson County), and neighborhoods of substance.
- For custom builds & land: with slower appreciation than in the hyper-growth era, the profit margin is more about controlling build‐costs and delivering a differentiated product rather than relying purely on market lift.
Franklin
Market Snapshot (Luxury Segment Only)
- Luxury homes in Franklin are active at high price points: for instance some listed properties are in the $7M–$15M+ range.
- Average listing price for luxury homes here is ~$2.80 M (based on average of ~311 active listings per a recent data snapshot) and average ~$647 per square foot.
Insights & Interpretation for the Luxury Buyer/Builder/Land Seller
- Franklin’s luxury market offers more depth and variety in price tiers than strictly top‐bracket estate markets (i.e., you’ll find both $2M–$4M custom homesites and $8M+ mega‐estates). That means both “luxury plus” and “super-luxury” play exist.
- Land opportunities: premium acreage outside the core (28+ acres, wooded, water features) are attractive to ultra‐high‐net‐worth buyers.
- For luxury homesites: In Franklin, buyers are willing to pay premium for lifestyle amenities and lot character (acreage, views, mature trees) especially when combined with custom build potential.
- For custom homes: Because the luxury tier in Franklin stretches across a wide range, differentiation matters: whether the home is an estate above $5M or a luxury home in the $3M–$4M range, ensure finishes, museum-quality specs, builder reputation, and location prestige are clearly communicated.
What to watch moving forward:
- As inventory increases, especially in the $3M+ segment, sellers may need to sharpen value proposition (lot, finishes, design, builder) rather than rely purely on market momentum.
- Being “move-in ready” matters more: buyers in this tier expect turnkey luxury—less appetite for heavy renovations or deferred maintenance.
- For land developers/investors: With new residential product and custom build competition, the land play may rely more on site readiness, infrastructure (roads/utilities), premium location rather than pure land cost arbitrage.
- The linkage between Franklin luxury and the broader Nashville market remains strong—commuter access, schools, lifestyle still drive demand.
Shared Luxury Market Themes & Strategic Implications
- Buyer Profile: Ultra-luxury buyers in these markets are looking for long-term residence rather than flipping. Expect 5–10+-year hold mindset, lifestyle over short-term speculative gain.
- Value Drivers: For both Brentwood and Franklin: lot size/quality, custom construction quality, premium architecture/design, smart home/wellness amenities, outdoor living environment, privacy and prestige.
- Pricing Realities: While luxury markets remain solid, they are no longer enjoying the double-digit annual jumps seen during the boom years. Expect moderate appreciation and thus smarter pricing and staging are key.
- Marketing Messaging: The narrative is about long-term value and lifestyle, not quick gain.
- Land & Custom Build Focus: As bulk appreciation slows, profitability in land and custom builds comes more from efficiencies, unique site attributes, premium execution, and strong storytelling/marketing.
- Time on Market: For the high end the days on market are higher than mid-market; patience is required. The right marketing, positioning, and product readiness matter even more.
- Competition & Inventory: Rising inventory in the luxury tier means distinguishing your offering (location, build-quality) is now essential. The “usual” luxury home listing may not stand out unless it has something exceptional.
Outlook & Strategic Takeaways
- Brentwood (Luxury): Remains one of the strongest luxury enclaves in Middle Tennessee. Sellers should be realistic about pricing and timelines; buyers have more negotiating leverage than they might expect.
- Franklin (Luxury): Offers strong appeal and more segmentation within the luxury tier (from $2M custom homes to $10M+ estates). Land opportunities remain strong especially for large acreage or unique lots.
