Beyond the Listing

Mountain Lux Real Estate Collective has quickly become known for its thoughtful, design-driven approach to real estate. Affiliated with Keller Williams Great Smokies, the collective blends creative staging with local expertise. Every listing becomes an invitation to live beautifully.

At the heart of Mountain Lux is founder Dan Doughty, a native of Magnolia, Arkansas, whose journey into real estate was shaped by deep familial roots. A grandmother with a gift for florals and a grandfather whose carpentry was nothing short of poetry taught Dan the value of craftsmanship, care, and storytelling through design. That early exposure to beauty as both function and expression now informs his every decision.

Dan’s mantra, passed down through generations, is simple: “If you continue to make the right choices, you will get the right results.” It is this ethos that has carried him through the sale of nearly 1,000 homes, positioning him consistently among the top 5 to 10 percent of agents across three MLS boards. He is known for his bright, bold style, often bringing pops of color and sunflowers into otherwise neutral spaces, and for his ability to make even the most complex transactions feel calm and grounded. For Dan, the true measure of success is not numbers. It is connection. It is transformation. It is the moment when a buyer walks into a home and feels something shift.

Mountain Lux is not just a brand. It is a philosophy. This is real estate as an editorial experience, where presentation is elevated to an art form. With an in-house staging library curated by Dan himself, properties are not merely shown; they are styled, narrated and brought to life. From heirloom vases to custom floral compositions, each element is placed with care and intention. “Where others see walls and floors,” Dan says, “we see blank canvases waiting to tell a story to the right buyer.”

Clients feel that intention from the very first interaction. As one seller, Wendy, recounts:

“I met Dan by chance, but I chose him for a reason. From the first moment we spoke, when he came down the mountainside with his dog and that signature energy, I felt instantly welcomed. That warmth turned into a genuine friendship and eventually into one of the most seamless real estate experiences I’ve ever had... He didn’t just stage my home. He elevated it. And he didn’t just list it. He told its story.”

Another client, Ginny, echoed a similar transformation:

“When we were visiting the area, Dan took us around to several of his listings, and the difference was night and day. He approaches every home with an artist’s eye and a sense of theater. I hired him because I knew he wouldn’t just list the home, he would merchandise it. And he did. From curb appeal to fresh flowers, an American flag, music playing, and every door open, Dan prepares each home like it’s the most important one on the market. He even vacuumed the floors himself before a showing. I’ve been in real estate for many years, and Dan is one of the most energetic, positive agents I’ve ever worked with. He hosted a preview party at our home. It wasn’t just wine and cheese, it was a highly anticipated event. He invited over 100 top-producing agents, all carefully selected. Every detail was intentional. We have a guest apartment over the garage that was just plain vanilla, and Dan turned it into a story. He knows how to sell the dream. He says he’s going to do something, and he follows through. I can’t thank him enough.”

Formed less than a year ago, the Mountain Lux team represents decades of combined experience and a shared dedication to elevating mountain real estate. Dan is joined by an equally dedicated team who help bring the vision to life. Demetria Brewer, Senior VP of Operations and a broker with over 28 years of experience, brings strategic leadership and a legacy of trust, having guided more than 3,500 families to homeownership. Ben Love, a local of Lake Glenville, offers an intimate knowledge of the region and a heartfelt connection to its lakes and trails. Sue Mills, a former educator turned real estate advocate, brings empathy, patience and a deep love for the mountains she now calls home. James St. Laurent, a U.S. Air Force veteran, brings a thoughtful, steady presence to the team along with years of experience in marketing and client service. Shep King, a Western Carolina alum raising his family locally, blends professional expertise with personal roots. Andrea Schmitt, a culinary maestro and seasoned real estate agent and Josi Dacko, Director of Operations, round out the team with fresh energy and deep attention to detail.

Completing the ensemble are Anna Ottaway and Josh Thigpen, who lead the staging efforts. Anna’s creative, hands-on approach, and Josh’s precision in operational flow ensure that every listing is not only show-ready but emotionally compelling. The result is a collective that feels less like a real estate firm and more like a design atelier with purpose.

Nowhere is that approach more evident than in the transformation of 162 Elbow Creek Road. Set on nearly three wooded acres at the end of a quiet cul-de-sac in the prestigious Cedar Hill enclave, this timber-frame masterpiece was brought to market not as a house, but as a living experience. Dan's staging highlighted the soaring ceilings and rich architectural bones, balancing grandeur with warmth. Sage cabinetry and granite countertops in the kitchen were paired with vintage accents and glass pendant lights, creating a seamless blend of rustic and refined. After a single showing, the home went under contract for just under $2 million.

But Elbow Creek is only one chapter in the Mountain Lux portfolio. At 90 Stone Chimney Road, a home that had languished on the market for over 18 months sold in just 40 days after being listed, staged, and styled by Dan. At 3641 Horse Cove Road, strategic enhancements helped drive a sale that exceeded the list price by over $150,000.

Client testimonials are consistent and powerful. Donna said,

“I had a two-million dollar home that was on the market for a year; Dan said he could sell it if I would let him stage the home. I did, and we had bidding wars!”

It is this conviction, paired with a deep understanding of design and emotion, that defines the Mountain Lux approach. Dan doesn’t apply one-size-fits-all solutions. Instead, he listens, studies each property’s character and tells its story with precision and artistry. While others rely on broad-market templates, Dan transforms listings into living narratives, tailored not just to sell but to resonate.

Beyond listings and staging, Mountain Lux also consults on renovations, coordinates trusted vendors and assists in long-term investment planning. Whether helping a seller prepare for market or guiding a buyer through inspection and closing, Dan and his collective remain grounded, gracious and fully engaged.

And the work is not just about transactions. The impact is felt in handwritten notes, a candle flickering during a twilight showing, or a shared glass of wine after closing. These are the moments that elevate Mountain Lux beyond service and into story.

Throughout the summer, Mountain Lux also hosts community events that draw over a hundred guests to some of their most memorable listings. These gatherings blend real estate with celebration, storytelling and style.

When he isn’t transforming homes, Dan lives in his own reimagined space in Glenville with his partner and their rescue dog, Patriot, the “CEO of Client Happiness.”

In an era where “lux” is often conflated with excess, Mountain Lux offers a different definition; one rooted in meaning, intention and care. Here in the mountains, amidst ancient ridgelines and whispering pines, homes are not just bought and sold. They are discovered, reimagined and elevated.