Pop-up Open House Provides Luxurious Perks

Realtors Jonathan Rosen and Christy Berry, founders of the RosenBerry Group and executive vice presidents of Briggs Freeman Sotheby’s International Realty, are constantly looking for new ways to draw attention to luxurious properties on the market.

On Feb. 28, the RosenBerry Group hosted a pop-up open house featuring eight luxury homes throughout Preston Hollow, Highland Park, Bluffview, and other areas of Dallas. The houses vary in both style and price. From a remodeled Tudor to an estate in Preston Hollow, the homes range from around $750,000 to $4.5 million.

In creating a spinoff from the traditional open house, the realtor group partnered with local businesses to provide enticing experiences to enhance the qualities of each home.

For example, Tailwaters Flyfishing and Community Brewing Company were at the home at 3615 Amherst Ave. to highlight the water feature in the back of the property. Other companies set up throughout the different properties included Scardello Wine & Cheese, Audi, and Trunk Club, to name a few.

“It gave people an idea of how the house can [be lived in] as opposed to seeing any empty home,” Rosen said. “It gave them the mindset of if [they] lived in the house, which is really hard for us to do specifically. We can paint a pretty good pictures, but when it’s happening, it’s so much better.”

According to the pair, some houses played host to more than 100 attendees.

The idea differs slightly from a technique used by Allie Beth Allman and Associates. To high light a luxurious listing, the realtor group will host a private preview of the house. Realtors will partner with vendors to arrange an event, such as a wine tasting or art show, to bring people into the home.

However, instead of being open to the public, these previews are invitation only, said director of marketing Pierce Allman.

“You have to work with [the owner] to help them understand people have to walk through the house,” Allman said.

The pop-up open house is just a start, Rosen and Berry report. While they can’t reveal their plans for other innovative strategies, they do plan to host another round of pop-ups within the next few months.

“We’re just trying to be innovative and stay ahead of the curve,” Berry said. “It’s a new way for people to experience open houses.”

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