How did Mauricio Umansky land what could be the most talked-about celebrity listing of 2016 — the illustrious Playboy Mansion?

He replied to Hugh Hefner’s request for proposal by having the entire team at The Agency participate in the end result. “We basically created a brand for the Playboy Mansion,” he explained in his session at Inman Connect New York. “We arrived with a book telling them what their brand was.”

Watch the whole thing:

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