Have you ever been to an open house? Chances are, you have…whether as a home buyer, a real estate insider, or even as a kid being toted around by your parents (my mom is an agent, so growing up, my friends were used to me wanting to play open house instead of Barbies).
At Concierge Auctions, we market and sell some of the most unique luxury real estate in the world. And with such unique properties, we make sure that our open houses are just as unique — we consider each and every one an event — in addition to our daily showings.
Even though I am always involved in the planning stages alongside our event coordinator, Katie McMains, I do not always have the privilege to attend. So, when I went to the broker preview event for the Riven Rock Ranch last week (pictured), it was quite the treat.
Sounds weird, right? But we have found that having an “event” creates excitement and energy, particularly if a property has been on the market and agents have already seen it. These events are generally targeted to top agents and brokers in each given market; however, we additionally invite potential prospects.
Even on a budget, you can think outside of the box. Be creative. Think local. In Hawaii, we serve pupus and mai tais. At the Riven Rock Ranch last week, we had gourmet flatbread pizzas, courtesy of cooking demonstrations by the Executive Chef Joseph from the property’s on-site restaurant, The Terrace Grill at Riven Rock Ranch. Fired in their pizza oven on a terrace overlooking a spectacular scenery of rolling hills, cactus and a stunning sunset, the tasty aroma of grilled onions and goat cheese — made with local ingredients — filled the air, and the up-close demonstrations provided entertainment as well as showcasing the property’s attributes first-hand.
Alcohol makes any event. But don’t go overboard, and always offer at least an alcoholic-free option. For a lunchtime event, consider mint lemonade, white wine and champagne. For an evening event, a spritzer, white wine, beer and cocktails. And maybe some more champagne. Sourcing from local producers is also a nice touch. At the Riven Rock Ranch preview event, flights of speciality brews from the Pedernales Brewing Company and local wine tastings from Bending Branch Winery and Singing Water Vineyards were offered (pictured).
With entertainment, don’t go overboard and think about the clientele you are serving. Also, don’t forget that the property is the focus, so think of entertainment as a background addition. A heavy metal band is probably out of place at an afternoon gathering at a Jackson Hole ranch; but a tour of the property on horseback or an outdoor fire pit blazing with mountains as the backdrop s’mores tastings and hot chocolate makes sense.
The great thing about creating a special preview event is that it brings together many of the top real estate brokers in each market. More than likely, one of those brokers or agents knows the perfect buyer for your property. And if they do not have a buyer for this property, you at least have made a valuable connection so that you can work with them on future properties.
People LOVE iPads…or any giveaway for that matter. It does not have to be an iPad. At our preview, we typically offer an incentive for coming in the form of iPads, Kindles and other creative items, targeted by the property…Last week, for example, we gave away Broncos tickets for an event in a Colorado market. Other ideas are bottles of local wine, or a gift certificate to local fine dining establishment. A ‘door prize’ gives brokers and agents the extra incentive to attend — and bring their clients!
For more on The Riven Rock Ranch auction www.riverranchauction.com. Or, click below for more on the real estate auction process.
