Luxury Buyer Strategy

Clean minimalist Beverly Hills luxury interior with indoor-outdoor sliding glass and curated design representing the New Guard tech-native buyer aesthetic

The New Guard: How Tech-Native Buyers Are Reshaping the Luxury Real Estate Market

A new buyer profile is reshaping the top of the luxury real estate market. According to The Agency’s 2026 Red Paper Mid-Year Report, the tech-native millennial buyer — with values, priorities, and expectations that differ meaningfully from previous generations — is now a defining force in high-end real estate. Understanding this buyer is increasingly relevant for everyone in the market.

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