Each Friday, Russ Anderson, the president and CEO of Briggs Freeman Sotheby’s International Realty and the CEO of Pacific Sotheby's International Realty, writes about luxury, trends, business and more in the advertising pages of the Mansion section of The Wall Street Journal. Below is his letter of January 23, 2026.
FROM THE PRESIDENT'S P.O.V.
No surprise here: The Dallas-Fort Worth area is outperforming everywhere else in Texas, something we are happily used to around these parts.
This time, the category is luxury real estate. According to Texas REALTORS, in 2025, the North Texas area accounted for more sales of homes priced more than $1 million than anywhere else in the entire state — almost 40 percent, in fact.
Here’s some local intel. Our prestigious enclaves such as Highland Park and University Park continued to perform well above metro averages. Preston Hollow held its status as an ultra-luxury destination, too, particularly for properties with architectural distinction and premium lot characteristics. Westlake, with its exclusivity and proximity to corporate and entertainment hubs, held steady. Fort Worth’s luxury segment exhibited a nuanced rhythm: strong interest in cultural nodes and elegant estates contrasted with longer overall market times and buyer negotiation leverage.
This new year could bring some changes, hence, there are several key strategies to employ. One is premium staging. Professional staging that emphasizes a home’s flow and quality can support stronger offers. Narrative‑driven marketing is essential, too. Tailored storytelling that showcases provenance, architectural pedigree and lifestyle differentiators resonates well with affluent audiences and helps listings stand out, just as it did in 2025.
Yes, 2026 is shaping up to reward strategic execution. No one does that better than the advisors of Briggs Freeman Sotheby’s International Realty — especially in a market defined by nuance, timing and elevated expectations. They are more than just market experts: They are insiders who understand micro market movements, buyer psychology and property potential.
What are you hoping to achieve in 2026? Drop me a line and let’s get it going.
Russ Anderson
President and CEO, Briggs Freeman Sotheby’s International Realty
CEO, Pacific Sotheby’s International Realty
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Why 2025 matters to your 2026
Russ Anderson’s full market analysis is here.
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