By Lynn Minnick
I’ve been marketing the crazy out of a high-end listing. (Yes, I’m fairly sure I just made up that expression…but this is about getting creative, right?) This is easily the hardest I’ve ever worked to sell a listing. In this market, I went in knowing it would be a challenge, armed with an arsenal of creative ideas and a full social media marketing plan. Taking a partner on this project was necessary because I knew I would be traveling abroad for an extended time during the listing period, but it has been great to have someone to bounce ideas around with. Because of this, we’ve done some interesting things that might give you a few ideas.
We started off with hosting “An Evening With Monica Seles” in NYC through the International Tennis Hall of Fame in Newport, R.I., and by sponsoring the Campbell Tennis Tournament. We did this because the property has a Har-Tru tennis court overlooking the Connecticut River. (See, Monica is such a good sport – having her picture taken with our sign!) Sure, we had broker tours as well as the requisite broker’s open house, but we made it memorable by creating a micro-cocktail named after the property (we called it “The Knowles”), sushi and seafood appetizers, a wine and dessert tasting by the river, and an amazing door prize giveaway (tickets to the U.S. Open!).
We’ve been in the New York Times, Wall Street Journal, and on every online venue we should be. We’ve targeted the agents selling high-end waterfronts with glossy mailers and e-mails. Continue reading »