Beyond the mere economic value, a house can be defined as luxury, or prestigious, when it satisfies two socio-economic principles: “scarcity” and “psychological reactance.” This means that it is the perception of the value of the property that makes the difference and not its appraisal value. In other words, the buyer must perceive the exclusivity of the experience, the scarcity of alternatives of the same level, and therefore, the limited temporal availability of the property on the market. Proposing the property with the right image is the first step to achieve this.