All the World’s a Stage, Including Mikey Abrams’ Open House

The stage is set … The players are in place … And the curtain has risen on another thrilling Mikey Abrams marketing event.

On a recent perfect spring Saturday afternoon, I had the pleasure of attending a very unique, and very enjoyable open house hosted by the ever-inimitable agent, Mikey Abrams with Texas Pride Realty If you’re thinking, “Ho hum, another day, another open house,” think again.

Yes, that’s an aerialist in the first photo on the flyer. Not just any aerialist, but one of the agents representing the house, Toni Haste!

Not Your Average Open House

Whether Mikey Abrams is marketing a house or his services, he thinks outside the box.

“I like to stand out. Is it obvious?” he jokes. Abrams may or may not have taken a turn or two on the aerialist’s trapeze as the day went on. I’ll let you be the judge.

Joking aside, in a market saturated with Realtors, many of them quite talented and experienced, what does one do to set oneself apart from the competition? Find a niche and stick with it.

So on this lovely day in spring, Abrams and co-listing agent Kimber Fox were tasked with marketing a lovely 3 bedroom, 2 bath Kessler bungalow, just down the street from Bishop Arts that has been redone to perfection by its owners. He’s not just selling the house, he’s marketing an experience. This open house feels like a block party — friends and neighbors dropping by to say hello, share a beverage, a burger, and some news, and just enjoy a beautiful day in the yard.

“In some neighborhoods, people would be outraged to have an aerialist in the front yard. Like what in the world!? Not here.” said Lee Jamison with Synergy One, one of the sponsors of the event. “People are stopping by to say hello, say how much they love living here, and that they can’t wait to see who moves in. This is a community of artists and interesting, friendly people.”

Jamison and her fiance Blair Katz are frequent sponsors of Abrams events. I saw them at his annual holiday event, Mikey’s Musical Game Show, which they also sponsored, where clients and colleagues test their knowledge of holiday classics for fabulous prizes. I asked them why they sponsor events like this:

“It’s a co-marketing opportunity for us,” they say. “We are very pro-Oak Cliff, and we want to show the value of living in this neighborhood. That’s what the purpose of this event was. If you live here, you can be the house where all your friends want to hang out.

“It’s creative marketing to give people a true look at what it’s like to live in a neighborhood. I’ve lived here: these volunteers are all our friends, and we all believe in the neighborhood. Don lives up the street, and he’s one of our clients who is buying another house in the neighborhood. Chris lives here, and he did the space planning on this house. It’s very much a community, and that’s what Oak Cliff is all about. We love supporting that.”

In addition to agent/aerialist Toni Haste, the event featured frequent prize giveaways, with funds raised donated to Awwdoptable. Grilled burgers, hot dogs, and desserts, along with a refreshing tea, beer, or seltzer made for the perfect (and tasty) block party vibe. A live professional photographer was on hand giving away free hour-long sessions, and taking fabulous photos of the event.

Did it work? Well, the home at 620 N Madison Ave is under contract, so I’d say so.

A Showman at Heart

Abrams’ background in the theater may be at the root of his over-the-top marketing events, but it’s a good strategy to play to your strengths. It gives a whole new meaning to the term “staging” when you can not only show me the house looking its best, but show me what it’s like to have a few friends over enjoying the house. I can get a flyer and a chocolate chip cookie at open houses all day long and not remember the house or the agent, but I remember this house and this agent, and I’d hire him.

In addition to over-the-top events, Abrams is known for his print marketing. His sphere actually looks forward to receiving his postcards, and they save them. If you’ve ever done a direct marketing campaign, you know what I’m talking about is rare.

What’s his secret? He’s bright, he’s colorful, he’s funny, and he has a niche. He’s found his audience, and he sticks to it. Mikey Abrams knows he’s not for everyone, and that’s ok.

“If that means I don’t get everyone as a client, fine. You need to know who you’re working with, and that wouldn’t have been a good working relationship anyway,” Abrams said. “Alice Walker said that there is no greater power than being your authentic self. I try to base everything off that. Sometimes I step in sh*t, but at least it’s my own sh*t.”