The ‘Subscription’ Home: The Rise of the Luxury Real Estate Waiting List

The ultra-wealthy are finding new ways to shop for their dream homes—they're "subscribing" to developers and joining waiting lists instead.

By joining a waiting list, buyers aren't just waiting for a house: they are collaborating on bespoke finishes like Danish ash floors and Calacatta Viola marble before the home is even finished.

Brooklyn-based luxury real estate developer Eckstrøm reveals that 60% of its townhome sales happen off-market through its exclusive waiting list.

They sell during a private release window through the studio’s invite-only buyer circle, known as the Little Black Book.

According to the developer, it’s made up of a vetted group of buyers who receive priority access to new acquisitions and construction updates.

Both of Brooklyn’s top two residential sales of 2026—170 Clinton Street, which sold for $14 million, and 307 Hicks Street, which sold for $14.995 million—transacted through this private-first approach, reinforcing how dominant the model has become at the very top of the borough’s market.

Homes by invitation only

At a time when "quiet luxury" and "warm minimalism" are topping people's social media feeds, this aesthetic is now being industrialized through these private, invite-only pipelines.

"There is significant demand for large, turnkey houses on prime blocks, but available inventory is extremely limited," Eckstrøm co-founder Carlos Saavedra tells Realtor.com®. "As a result, many buyers are reaching out 12 to 18 months in advance to lock in a property before it is finished."

Saavedra says Eckstrøm offers a combination of semicustom homes and fully finished properties.

"Because semicustom options require a highly vetted group of buyers and construction site access is limited, I prefer to handle those off-market," he says. "For finished products, we typically offer them off-market for the first few weeks to prioritize buyer privacy before listing them on the open market."

The subscription model shifts the power from the broker to the developer-as-concierge.

"Most buyers are very discerning but still look to us for guidance on the technical aspects, such as department of building and landmark approvals, structural work, and mechanical systems," says Saavedra. "They value the peace of mind that comes from knowing the core of the home was handled by a specialist."

Saavedra says many developers prefer to let clients handle their own renovations after a sale, assuming the buyer will tear everything out anyway. "We take a different approach by involving the client before closing, which is a unique proposition in this market," he says. "They appreciate us handling the 'heavy lifting' so they can focus on selecting the finishes."

One Eckstrøm listing touts, "Enjoy the fruits of a custom renovation, without the labor!"

Brooklyn is on the rise

Meanwhile, Brooklyn is establishing itself as a hub for ultra-luxury real estate—and that shift is beginning to reshape buyer behavior across the river.

"Over the past few years, we have seen West Village buyers consistently cross-shopping in Brooklyn Heights and Cobble Hill," says Saavedra.

The appeal comes down largely to quality, Saavedra notes.

"This influx is driven by the fact that the quality of renovations in Brooklyn has finally reached Manhattan standards," he explains. "We have maintained that level of quality since our condominium days and never water down our product."