Real Estate Marketing Magic: B-12 Shots and Clinic Concierge Help Sell a Wellness Estate
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How Leading Agents are Marketing — No Cold Plunge, Please!
It seems like it was 100 years ago that I wrote my first story on luxury agents selling luxury homes lavishly. It was an elegant event hosted by Dave Perry-Miller himself at the Dechard home on Hollow Way Drive. Dave had cocktails, hors d’oeuvres, Jags in the driveway to take for a spin, and tall women modeling Richard Eisenman jewels around the house. I remember thinking, my Lord: we have come a long way from Mateus and cheese cubes!
How About a Naked Sushi Lady?
So knowing the changes the industry is going through post-Sitzer Burnett, I hatched the idea to create a space where we could share unique property marketing ideas. I do not think we will ever top Clay Stapp’s “Naked Lady Covered in Sushi” but hey, we will uncover every stone looking.
Agents are seeing some commission compression since the NAR business practices went into effect on Aug. 17. And data suggests that commissions were already declining beforehand, the fallout from the settlement PR. Nationwide, the typical American home seller paid a 2.55% commission to their buyer’s broker. Analysts say the mandated settlement agreements are putting downward pressure on buyer agent commissions, and surveys show 50% or more of agents expect buyer agent commissions to decline with the industry changes. When listing or selling, agents will have to prove their worth. They need their vitamins, and a B-12 shot, too.
Jerry Mooty’s crew over at @Properties has a stunning Mediterranean listed that boasts an entire wellness room. The owner, says Mooty, poured about $250,000 into one bedroom, converting it into a wellness room with a sauna, shower, cold plunge tub, and red light bed. Listing agent Caroline Atwell brought in Lauren Payne from Clinic Concierge to offer guests B-12 shots.
Wait, real shots at an open house — and not Jell-O?
Clinic Concierge is a mobile health care service in four Texas cities, offering customized, at-home care services for sick visits to IV hydration, Botox, vitamin injections, and even a diet shot I was hoping to sneak in. Started by two nurse practitioners, the company has a team of on-call health providers — nurses, practitioners, even doctors who can come to YOU — a neat concept to promote in a health-focused listing.
“We’ve even had Clinic Concierge come to some of our office meetings, kind of a little inside office baseball,” said Mooty. “Sometimes your agents just need a … shot in the arm.”
Thankfully, the @Properties Team did NOT offer a cold plunge.
Do you have a genius marketing idea to share? Seen one in action? Holler at us and spill the tea: [email protected].
