When marketing mansions, it pays to be creative

Miami /
May.May 28, 2014 04:30 PM

When it comes to marketing mansions, brokers have to pull out all the stops. From scented brochures to a limited edition Rolls Royce, selling ultra-luxury real estate requires creativity.

“I requested that we absolutely have a scented brochure so when you opened it you had the feeling of the tropics and scent of coconut,” said Bill Hall, founding principal of the Island Group with Berkshire Hathaway Home Services in Stuart.

The scented brochure was invented to help sell an ill-timed condo hotel in Orlando that had a sellout price of more than $1 billion, according to the Palm Beach Post. Ultimately, the deal fell through when the housing market collapsed, but the brochure was a hit, Hall said.

To market another luxury Palm Beach home, broker Jonathan Postma hosted a swimsuit fashion show during one of his open houses and parked 15 Lamborghinis at another. “Some people just like to go big,” he said.

And Douglas Elliman’s Senada Adzem caused quite a bit of buzz when she convinced the owner of $12.7 million listing in Boca Raton to include his limited edition Rolls Royce Phantom with the home.

“People build these amazing homes then a buyer comes along and it’s a single guy with no needs and he puts in three movie theaters, two bars and a stripper pole,” Postma said. “You never know what people are going to do to another person’s vision.” [PBP]Christopher Cameron


Related Articles

arrow_forward_ios
1201 Brickell Bay Drive, Citadel's Ken Griffin and 830 Brickell office tower in Miami (Google Maps, OKO Group and Cain International, Illustration by Priyanka Modi for The Real Deal with Getty)
Mapping out Ken Griffin’s Miami shopping spree
Mapping out Ken Griffin’s Miami shopping spree
Todd and Kim Glaser with 125 Via Del Lago in Palm Beach (Google Maps, Illustration by Priyanka Modi for The Real Deal with Getty)
Seller’s remorse? Developer Todd Glaser buys back Palm Beach mansion for $23M
Seller’s remorse? Developer Todd Glaser buys back Palm Beach mansion for $23M
Frist Cressey Ventures Bryan Cressey with the property at 2315 S Ocean Blvd. in Palm Beach (Zillow, FCVentures, Illustration by Priyanka Modi for The Real Deal with Getty)
Venture capitalist sells oceanfront Palm Beach compound for $49M
Venture capitalist sells oceanfront Palm Beach compound for $49M
Citadel’s Ken Griffin and the former Neiman Marcus building at 151 Worth Avenue in Palm Beach (Citadel, Google Maps)
Ken Griffin’s South Florida state of mind: Citadel to open Palm Beach office
Ken Griffin’s South Florida state of mind: Citadel to open Palm Beach office
Rush and Kathryn Adams Limbaugh along with 1495 North Ocean Boulevard in Palm Beach (Getty Images, Zillow, iStock)
Rush Limbaugh’s oceanfront Palm Beach estate marketed for sale, asking up to $175M
Rush Limbaugh’s oceanfront Palm Beach estate marketed for sale, asking up to $175M
Ken Griffin, CEO of Citadel LLC, along with a rendering of his planned oceanfront estate in Palm Beach (Getty Images, Citadel LLC, iStock)
Here’s the oceanfront estate Ken Griffin plans to build for his mom in Palm Beach
Here’s the oceanfront estate Ken Griffin plans to build for his mom in Palm Beach
Lawrence Moens has represented many of Palm Beach's biggest-ticket buyers, including (L-R) : Larry Ellison, Steve Wynn, Ken Griffin and Donald Trump
Meet the mystery go-to agent for Palm Beach billionaires
Meet the mystery go-to agent for Palm Beach billionaires
A photo illustration of 2000 South Ocean Boulevard in Manalapan (bottom), 901 North Ocean Boulevard in Palm Beach (top left), and 102 Jungle Road in Palm Beach (top right) (Brown Harris Stevens, LoopNet, Realtor.com, iStock)
Skyrocketing prices: Top 10 Palm Beach County sales so far this year
Skyrocketing prices: Top 10 Palm Beach County sales so far this year
arrow_forward_ios

The Deal's newsletters give you the latest scoops, fresh headlines, marketing data, and things to know within the industry.

Loading...