Creativity in Marketing is the Secret Sauce to Grabbing the Attention of Homebuyers

Over the course of a year, the real estate industry has been turned on its head. With more consumers opting for virtual and remote shopping methods, a business that is primarily conducted in-person had to quickly embrace virtual solutions on a much larger scale than it’s used to. But with professional video, 3D, and live-streamed home tours used as new norms to market a home, how does a listing stand out from the crowd?

Professional ballerina, Zimmi Coker, of the American Ballet Theater, performing at a virtual open house event.

Three brokers from LIV Sotheby’s International Realty (LIV SIR) used out-of-the-box thinking to bring new eyes to their listings, support local causes, and add more value for their clients.

Fueled by her two passions, ballet and real estate, Lindsay Coe, a broker with LIV SIR, created a one-of-a-kind virtual open house event deserving of a standing ovation. Coe partnered with Zimmi Coker, Manitou Springs resident and ballerina with the famed American Ballet Theater, one of the premier ballet companies in the country, to give potential homebuyers a front-row ticket to an exclusive performance in one of the firm’s listings. Following a live-streamed virtual open house tour of the stunning high-rise residence at 1650 Fillmore Street, #1107, which is listed by Kathy Staiano and Jeff Bernard, Coker gracefully performed a variation from Raymonda, transforming the living room of the listing into a stage. This captivating combination of artistry and advertising adds an element of entertainment to the, now standard, virtual tour.

“With stages around the world going dark, it became my mission to combine my passions to create an experience for buyers that brings joy and the opportunity to find a home they love,” said Coe. “Through innovation and creativity, I want to breathe new life into a tried-and-true marketing strategy.”

Original works of art by Chance Robinson on display at 2605 18th Street, listed by Mckinze Casey.

In Denver’s trendy Highlands neighborhood, one of the city’s most incredible, modern homes is painting a better picture of marketing in the digital-driven world that we live in. LIV SIR broker, Mckinze Casey, knew that her listing 2605 18th Street deserved more than your typical staging to match the caliber of design and architecture that went into crafting this brand-new home – she needed something that would do more than just catch the eye of a potential buyer. Using her keen eye, she handpicked artist, Chance Robinson, to showcase his works throughout the home and accentuate the listing’s various gallery-esque spaces. Robinson created four original works specifically for this home which add another layer of intrigue for potential buyers and art collectors alike.

“Today, marketing goes beyond taking photos and waiting for the phone to ring. In a post COVID world, we are tapping into opportunities to partner with similar audiences to capitalize on additional exposure,” explained Casey. “For 2605 18th Street, this remarkable home had stunning gallery spaces perfect for featuring a curated group of exclusive artists.”

Envision:You’s annual art show and auction was held at 333 Milwaukee Street, listed by Scott Bernard.

At 333 Milwaukee Street, LIV SIR broker, Scott Bernard, used his gorgeous listing to foster some good while positioning the home in front of a new pool of local buyers. In conjunction with National Suicide Prevention Month, Bernard partnered with Envision: You, a nonprofit dedicated to improving behavioral health outcomes for Colorado’s LGBTQ+ individuals, to host the organization’s annual art auction at his Cherry Creek listing. The socially distant event connected the community with valuable resources while providing extra exposure for the spectacular, mountain modern home.

“I was thrilled to be able to support such an important, local resource for the LGBTQ+ community, such as Envision:You,” said Bernard. “My listing, 333 Milwaukee Street, is a perfect venue to host a fundraising art event, with its modern sophistication and a touch of mountain style that Colorado is known for. This kind of marketing opportunity is a unique value add that I think clients appreciate.”

Today’s consumers have grown accustomed to the digital solutions that were considered exciting and cutting-edge just months ago. Real estate professionals who want to make a statement will need to use their imagination to gain traction in the marketplace.

Allow the real estate experts at LIV Sotheby’s International Realty to help you reach your real estate goals this year. Contact our team of professionals by calling 303.893.3200 or visiting livsothebysrealty.com.