When it comes to marketing luxury homes, agents can’t simply rely on traditional methods to bring attention to their listings. Unconventional efforts that bring to life what is truly special about a home, whether it be its one-of-a-kind location, innovative design or perfect layout for entertaining, are necessary to generate awareness for a high-end luxury property. LA Confidential recently took a look at one of the ways successful agents go about generating word of mouth for properties — site-specific events — and spoke with The Agency’s CEO and co-founder, Mauricio Umansky.
“We’re big believers in event marketing to get the word out and to create excitement,” Umansky told LA Confidential. Guest lists are highly targeted “to create an atmosphere, which becomes beneficial for the house and marketing,” he added.
The article highlights several bespoke events The Agency has recently hosted to promote properties, including the “The Agency Luxury Home Showcase” at the $16.495 Million estate at 655 Sarbonne, overlooking the Bel Air Country Club, and the pre-Emmy beauty and spa retreat at the Beverly Park home of Adrienne Maloof (of Bravo’s The Real Housewives of Beverly Hills). Also mentioned is The Agency’s Ambassador events hosted at The Ritz-Carlton Residences at L.A. Live in Downtown LA, which included a Magic Johnson Foundation event in November and GRAMMY Museum reception in September.
“Savvy agents attract the right tastemakers to a property and convert them into ‘ambassadors,’ who, with favorable word of mouth, can help make a sale,” commented Billy Rose, President and co-founder of The Agency, in an article he wrote for The Agency Daily. “A few years ago, we hosted an exclusive cocktail party at a listing and invited the director of a prestigious museum. The director loved the house and called her major art collector friend, who flew down in his private jet the next day and ultimately bought the house.”
Read more at LA Confidential.