Luxury Houston brokerage ups marketing game with private events

Open house events accelerating homes' sales times
  • Full-house parties are an effective way to accelerate the sale of a luxury home.
  • Broker-only showings are a cheaper alternative to house parties.
  • Leveraging their size, some homebuilders market homes via month-long events.

To showcase a newly-built, 8,000-square-foot home in the River Oaks neighborhood, one Houston brokerage recently hosted a private open house.Events like these are part of a larger, growing trend: brokerages investing more effort and money into showings.The event, hosted by Nan and Company Properties, included catered hors d'oeuvres, staged international art within the home and a 2016 Porsche Panamera GTS on display."The current luxury real estate market is pretty competitive, so firms sometimes go the extra mile to draw the attention of buyers who would be a good fit for the home," said Nancy Almodovar, CEO of Nan, in a recent release.According to another luxury brokerage in Houston, Carnan Properties, house parties are becoming one of the most effective ways to accelerate the sale of a higher-priced home.A recent blog from the brokerage notes that "full house parties" are generating record-breaking sales prices, which justifies their expense to either a brokera...