Nationwide, entry-level homes are outselling high-end homes – but some cities are bucking the trend. According to Zonda’s latest housing data, the top five luxury markets are seeing strong momentum.
High-end markets are driven typically driven by macroeconomic activity and amenities more than necessities. In the U.S., high-end housing can be found all around the country, many with cutting edge features and built in desirable locations.
It’s an unusual market this year, however. “Much of the top markets’ performance is rooted in affordability as they offer some of the lowest prices for high-end product, which has been a key draw for those moving within the U.S.” said chief economist at Zonda Ali Wolf.
Here are the top five markets for high-end buyers, as of July 2025.
1. Columbia
The capital of South Carolina is on the rise in several markets, high-end included. It tops the list for high-end markets, with an average sales rate of 2.9 in July 2025, and its year-over-year change is up 29.5%. High-end sales in Columbia have grown nearly 60% since 2019.
Columbia offers high-end buyers a unique blend of Southern charm, modern amenities, and natural beauty. With its historic neighborhoods, luxury lakefront properties, and proximity to top-rated schools and cultural attractions, Columbia provides an upscale lifestyle.
The city's culinary scene, vibrant arts community, and easy access to outdoor recreation make it an attractive choice for buyers looking to upsize.
2. Myrtle Beach
Located on the coast of South Carolina, Myrtle Beach matches its state capital for sales in July, coming in at 2.9 homes sold on average. While sales were down year-over-year (-4.9%), they’ve increased by 33.5% since 2019.
Myrtle Beach offers buyers stunning oceanfront properties, world-class golf courses, and resort-style living. Luxury communities offer exclusive amenities like private beach access, gated security, and upscale dining and shopping experiences.
Beyond the entertainment scene, buyers are drawn to the area's relaxed coastal lifestyle, warm climate, and strong investment potential. Whether it's a waterfront estate or a high-rise penthouse with panoramic views, Myrtle Beach delivers buyers blend of luxury and leisure.
3. Cape Coral
On the west side of Florida, Cape Coral has seen some growth in its high-end markets, at 2.9 homes sold on average, up more than 50% from 2019. It’s slow growth, however, as its year over year change was -24.6%.
Cape Coral offers buyers something unusual in the U.S.: an extensive canal system offering more than 400 miles of navigable waterways, ideal for boating and waterfront living. Luxury properties often include private docks, expansive outdoor spaces, and modern architecture, all set in a tropical, laid-back environment.
With access to the Gulf of Mexico, top-rated golf courses, and a growing dining and arts scene, Cape Coral combines upscale living with natural beauty and recreational opportunity.
4. Lakeland
Another Florida city makes the high-end market list with Lakeland appearing in the top five. In July, 2.8 houses were sold on average, up 44% from 2019, though its year-over-year numbers were down -35.6%.
Lakeland brings a blend of historic charm, modern luxury, and central convenience. Known for its beautiful lakes, lush landscapes, and architecturally rich neighborhoods, including designs by Frank Lloyd Wright, Lakeland provides a serene, sophisticated lifestyle.
Upscale buyers are drawn to its private golf communities, elegant estates, and access to top-tier schools. With its centralized location between Tampa and Orlando, residents can enjoy the tranquility of suburban living with easy access to big-city amenities, making Lakeland a hidden gem.
5. Indianapolis
Indianapolis had significant high-end home sales growth in July. Only 2.8 homes were sold, but its year-over-year numbers were up by 20.6%. Indianapolis high-end home sales are up a whopping 140% since 2019, too.
Indianapolis offers a blend of upscale suburban enclaves, downtown living, and a strong sense of community. It offers spacious homes and refined amenities for any high-end buyer.
The city boasts a thriving arts and culinary scene, world-class sports venues, and a growing tech and business sector, all with a cost of living lower than other major metro areas. This balance of space, and value makes Indianapolis a smart and stylish choice for high-end buyers looking to save a bit of money.
Bottom Line
Nationally, high-end home sales trail entry-level and move-up segments—but in select markets, demand for luxury living is thriving.
Though these homes are more expensive than others by nature, many high-end communities focus on affordability as a selling point in the current market, especially compared to larger, pricier metros. If you’re in the market for a high-end home, these five cities are hot markets and have unique factors to offer.
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