Luxury Retail Ideas to Inspire Your Next Open House
In the latest installment of Inman’s Leading in Luxury, Sotheby’s International Realty® shared four concepts from luxury retail that perfectly translate into an inspirational open house. As the article outlines, now more than ever, luxury retailers are providing masterful, tailored service that makes their clients feel at home. And in the age of the digital, brands simply must make their “brick-and-mortar boutiques a one-of-a-kind experience.” Real estate agents can leverage similar concepts when it comes to luxury real estate by asking How are today’s luxury retailers crafting bespoke spaces that engage customers on a personal level to inspire them to buy?
Build a Story
Just as luxury retailers craft stories to engage their audience, an agent can pull from a home’s unique characteristics to tell its story, too, whether it’s the neighborhood, architecture, history, or beyond. As Sotheby’s International Realty writes, “this is important because today’s homebuyers are no longer interested in just acquiring property; they want the lifestyle that the property represents and they want their home to become a part of their own personal brand.”
Part of that can mean accenting the garage with a luxury car or placing a few name brand retail bags in an empty closet—it all sets the tone for a future homeowner.
Share the Experience Across Many Channels
Once you have established the property’s story, it’s time to tell it across multiple channels. This can include video and other “visual and written media such as photos and blogs to raise the profile of your property in the lead-up to your open house.” During the open house, consider implementing tech tools such as iPads in which guests can do things like log into Curate by Sotheby’s International Realty℠, the brand’s virtual staging and augmented reality app.
Leverage Social Media
In addition to creating an omnichannel experience, create conversations online through social media and engage with users. One idea is to create a hashtag for the open house and offer Instagram-worthy food and beverages that guests won’t be able to resist sharing. And serving food and beverages does more than spark content, it will also give prospective buyers a glimpse of what it could be like to live and entertain in the home. To bring your open house to the next level, Sotheby’s International Realty recommends “partnering with a local chef or café to co-brand your open house.”
Finally, embrace the opportunity to be creative in your open house. What about partnering with a local artist or gallery to create a pop-up exhibition? As Sotheby’s International Realty notes, “this will not only add character to the property through enhanced décor and design,” it will also make your open house an event that “stands out in the minds of homebuyers as a cultural experience.”
At the end of the day, high-end boutiques have always been designed around the idea of welcoming consumers and inviting them to engage with the environment and make meaningful investments, which Sotheby’s International Realty says is “exactly like an open house.”
Read more Sotheby’s International Realty “Leading in Luxury” articles here.