BrokerageIndustry News

Botox, Thai massage are door prizes at Beverly Hills open house

Learn the New Luxury Playbook at Luxury Connect | October 18-19 at the Beverly Hills Hotel

A multimillion-dollar Beverly Hills, Calif., home had been on the market since February. Another brokerage had held the listing for about seven months without any luck. So when the seller interviewed Malibu Prudential Realty agent Michael Gardner and asked him what he would do differently, he decided to go big or go home. "(I thought), 'What can I do that's over the top -- that will make the agents show up?' We're busy promoting the house on the Internet to the world, but we're also promoting it to the local agents. I ... wanted agents to talk about it to to each other: 'Can you believe they're doing this?' or 'Let's go win it,' " Gardner said. "I also want local home sellers to think, 'My agent didn't do anything like that.' " On Tuesday, Oct. 18, Gardner and his co-listing agent, Nikki Hochstein, will host an open house that will raffle off $300 worth of Botox treatments, offer test drives of the 2012 Audi A8, provide Thai foot massages and facials, and have a...