Today we’re discussing the gravity of event-based marketing at your luxury properties. Great marketing can make all the difference to your sale. You need to get high net-worth buyers through the home. The top 10% of homes in most markets are considered to be in a buyer’s market. You have to be creative to get influential people through the property and talking about the home. Event-based marketing is one of the ways you can do that. 

We just had an event at what Architectural Digest named the most beautiful home for sale in Illinois. I’m privileged enough to represent this home. It’s the backdrop for the FOX TV series “Empire,” which is in its sixth and final season. This is the main character’s house in the show. (Check out the show “Empire,” you won’t be disappointed.) This home is listed for $9.5 million. We needed to get some action happening in this home. 

So, we partnered with an exotic car club and made one of their road rallies make this home a stop on the rally tour. At 1:35 in the video above, you can view a few photos and videos from the event. We had 40 exotic cars valued well over $10 million: Lamborghinis, Ferraris, Maseratis, and various other cars. At this rally stop, we gave tours of the property, had high-end print materials available (36-page hardcover books), brochures, beverages, I gave a state-of-the-market speech, and we gave away prizes for games. The owner was delighted with the event.

This event was extremely well received by everyone in attendance. Indirectly with event-based marketing, you get people saying this is out-of-the-box, and this could lead to future business. Hopefully, this will lead to a sale of that “Empire” home. Whoever ends up with this property will also get the bragging rights of stating that their home was showcased on a popular TV series! 

“You have to be creative to get influential people through the property and talking about the home.”

With event-based marketing, don’t do the same things as everyone else—get creative. If you want, you can have an event strictly for real estate agents in the morning, have a break, then host an event for high net-worth individuals and influencers in the afternoon. 

Don’t forget to check out

 for our gear! And check out our book “Luxury Listing Specialist” on Amazon. Also, we just released our new playing cards with motivational quotes on them. 

Continue to raise the bar in real estate! Remember, as an agent, stay away from politics, even on social media. People in all major parties buy and sell large homes. 

If you have any questions about event-based marketing or concerning real estate in general, feel free to reach out to me by phone or email. I would love to help you with whatever you need.
Michael LaFido
Founder & CEO | Luxury Listing Specialist Designation (LUXE)

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