Post-pandemic, the Austin real estate market has undergone a notable transformation, shifting into a more nuanced environment that demands a strategic approach to selling.
Realtor Meryl Hawk noted that success in today’s luxury segment is increasingly driven by sophisticated marketing, accurate pricing strategies and the strength of an agent’s professional network.
Ranked in the top 3% of Coldwell Banker agents worldwide, Hawk focuses her business on anticipating and adapting to evolving market conditions. Through close analysis of local data and ongoing adoption of emerging technologies, she equips her clients with a clear understanding of current market realities, enabling them to make informed decisions.
Austin luxury buyers are prioritizing presentation
As the luxury market continues to stabilize, buyers are becoming more discerning about a home's condition, updates and overall presentation.
"Buyers want a home that is priced appropriately and presents exceptional value," Hawk said. "They are looking for properties that have been well cared for, feature modern updates and require little to no work before moving in."
Presentation has become increasingly important in shaping buyer perception, both online and during in-person showings. Strategic staging, professional photography, and high-quality video marketing can significantly influence perceived value and buyer interest, including out-of-state buyers who make initial decisions based on a home's digital presence before ever stepping inside.
"Professional staging can be a significant advantage," Hawk said. "For buyers relocating from another area, there may be interest in purchasing the furnishings along with the home. Staging helps buyers visualize how each space can be used and experienced, and the furnishings play an important role in creating a strong first impression and enhancing the home's overall appeal."
Marketing and pricing go hand in hand
In today’s information-rich market, Hawk approaches pricing strategy as a core component of her marketing toolkit.
“You want to price the home in a way that is compelling to buyers without leaving money on the table,” Hawk said.
When a property has unique characteristics and comparable data is limited, Hawk works closely with clients to interpret surrounding market activity and extract meaningful insights from otherwise indirect comparables, positioning the home as competitively as possible.
In one recent listing, Hawk set the price at exactly $1 million. While full-price offers are less common in the current market, her comprehensive marketing strategy generated approximately 50 to 60 showings over three months and ultimately sold at full price to a buyer from California.
The campaign leveraged a multi-channel strategy, including professional lifestyle videography, aerial drone footage, virtual staging, digital advertising, YouTube campaigns, email marketing, print mailers and international exposure through Coldwell Banker’s global network.
Video and AI: the new frontier of real estate
When selling a home, ensuring that buyers clearly understand its value is essential.
Hawk places a strong emphasis on videography to communicate that value, focusing on the lifestyle a property offers rather than just its physical features. For example, she recently produced a video for one of her Lake Travis listings, a custom, builder-owned estate near the lake.
“The lifestyle video highlights aerial views of Lake Travis, me sitting in the private lake park, the striking views from the home, along with the 1.38 acre lot, expansive home and additional guest quarters,” Hawk said. “Video allows me to share a property across cities, states and even countries. It’s incredibly effective for reach. I can distribute the video through social media, YouTube and email it directly to my network of thousands of contacts.”
Beyond video marketing, Hawk also integrates artificial intelligence into her listing strategy to expand visibility and performance.
She uses tools such as Claude to refine listing copy and optimize messaging, while also positioning her properties to perform well in AI-driven search environments. In addition, she leverages advanced imaging platforms like Gemini to enhance digital staging and elevate marketing visuals, ensuring each listing is presented with maximum impact.
Debunking current market misconceptions
A central part of Hawk’s role is helping clients navigate market complexity and cut through noise to understand current buying and selling conditions. She noted that while interest rate fluctuations can make buyers hesitant, delaying a purchase often leads to being priced out as property values continue to rise.
“Prices continue to increase, and appreciation has been about four to six percent in Austin over the last several years,” Hawk said. “If you can get into the market now, now is the time.”
Hawk attributes her results to a hands-on, entrepreneurial approach and a commitment to providing direct, high-touch service rather than delegating clients to assistants, junior agents or team members.
“I’m an avid learner; I’ve always been an entrepreneur, I’m a go-getter, and I stay on top of the market, technology and innovations in the real estate space,” Hawk said. “I value my clients, and I thrive in this industry. I’m going to give you a curated and customized approach like you’ve never experienced before.”
Click here to learn more about Meryl Hawk’s approach, or contact her at 512-937-7056 to inquire about selling your home today.
The above story was produced by Senior Multi-Platform Journalist Sydney Heller with Community Impact's Storytelling team with information solely provided by the local business as part of their "sponsored content" purchase through our advertising team.
