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| Best Practices: Real Estate: Landed Class |
All Dressed Up
Elizabeth Harris
02/01/2007
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Barbara Candee plied potential buyers with champagne and diamonds to put them
in the mood to purchase the $36 million Oyster Bay Cove property in New York
that she represents for Daniel Gale Sotheby’s International Realty. An evening
party highlighted the character of Long Island’s gold coast and evoked
Gatsby-like nightlife as Candee opened the home last October so guests could
explore the 60 acres, with its stables, carriage house and indoor tennis court.
As an added attraction, Sotheby’s displayed 10 cases filled with diamonds in the
main house.
As today’s real estate market softens, even at the high end,
sellers and their agents are turning to such unorthodox sales tactics. They may
create theme evenings and team up with nonprofits for charity events. Others are
more playful, showcasing hobbies, with an oceanfront property forming the
backdrop for a yacht party, or a home with a large garage setting the stage for
auto enthusiasts. For such an evening, agents might engage luxury automakers to
deliver vehicles to a home with an eight-car facility, says Laurie Moore-Moore,
president of the Institute for Luxury Home Marketing. These events create buzz,
but also help potential buyers imagine living and enjoying such houses. “You
have to stage a luxury home,” she adds.
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