THESE AGENTS ARE GOING BEYOND THE OPEN HOUSE TO MARKET THEIR LUXURY LISTINGS
With a real estate market with a glut of inventory, it takes more than an open house with cookies or cocktails to sell a property.
Some agents have been hosting unique events, customized branding and even creating YouTube content to get potential buyers in the door. Here are some standouts.
Shop-able Beach House
A restored, circa-1870 Sag Harbor home recently came on the market $3.195 million. Agents Matt Breitenbach and Beth Felsen of Compass partnered with Domino magazine and Visualxchange, developers of a new app called Stage & Shop, to allow prospective homebuyers to learn more about and purchase any of the house's products, furnishings or finishes — including items from Room and Board, The Tile Shop and Avocado Green Mattress — selected by interior designer Katie Lydon.
The product listings are accessed through scannable QR codes, and visitors can also share their finds on social media and save them for future viewing.
The Bryant, a 34-story condo building developed by HFZ Capital and designed by David Chipperfield, recently staged an art-centric apartment curated by Standard Arts with furniture and objects sourced from Objects of Common Interest, where everything in the space is available for sale.
Agents In Cars Seeing Apartments
Compass agent Martin Newman partnered with NOX Media and is producing and filming a content series called "Condos & Cars"? where he takes New York City agents and people of influence around New York City to tour Manhattan's best real estate.
Newman said he gained a client looking for a $5 million townhouse, who reached out after discovering his content.
The seller of a six-bedroom home at 50 Heron Drive in Hewlett Bay Park, N.Y., on the market for $4.998 million, is offering two jet skis at closing.
Winter Vodka Tasting
To market three penthouses at 315 Seventh Avenue in the winter of 2015, agents Samantha Frith and Joel Moss of Warburg Realty threw a vodka party on the terraces.
"We bought wild, white faux fur coats and hats for people to wear, hired a great DJ and had a vodka tasting on the terrace," Frith says. :The place was packed! It was actually a really fun party. We sold all the penthouses, although not necessarily from that event."
To market a unit at mega-tower 432 Park Avenue, and make it stand out from the others, last year, REAL New York developed a marketing concept of around the view of Central Park. Called "Luxury from Dawn Till Dusk," the campaign included a 24-hour time lapse of the view and a physical mailer to top New York City brokers that included a clock and information about the amenities of the building and area at different times — "8 a.m. with your personal trainer at 432's gym, lunchtime at the restaurant, etcetera," says James Rozanski, director of marketing at REAL New York. "It didn't end up selling when we had it because it was overpriced, but marketing really only goes so far when you get to any possible issues with the actual product."