New York, NY (Top40 Charts) Phoenix Realtor Brian Bair, Arizona's top-producing Realtor by volume out of 51,000 agents in the state, hosted classical guitarist Esteban for a performance this weekend at one of Bair's $5 Million listings. The event was part of Bair's unique approach to luxury real estate open houses.
Esteban, backed by violinist Teresa Joy and percussionist
Emilio Santiago, performed for a crowd of 60 of Bair's invited guests in a 7,000 square foot Dove Mountain home. The event also featured gourmet food tastings from Adam Allison, Executive Chef at North Scottsdale's Skeptical Chymist and owner of three upscale food trucks, Frank., United Steaks of Cheese and Rounders Ice
Cream Sandwiches.
For Bair, events like the Esteban performance are a valuable opportunity to let a multi-million dollar home sell itself. He says his marketing strategy revolves around creating an atmosphere that reflects the lifestyle of potential buyers.
"Luxury buyers don't want to go to traditional 'open houses.' So for homes in this price range, we orchestrate extravagant events with amazing food, celebrities and influential folks in the community. These are legitimately interesting events that you'd want to attend, no matter where they were being held."
The events have proven so successful that guests often take care of the P.R. for Bair.
"Nobody ever tweets about how much fun it was to go to an open house. But when we have these events, tons of people share photos and video on social media. That type of word-of-mouth exposure makes my job as a Realtor much easier. Without even having to ask, I have a wide pool of influential community members posting about my listings."
Bair, whose residential real estate arm operates a white glove service called The Concierge Circle, says his events are an ideal way to reach luxury buyers while going above and beyond for sellers.
"There's a time and place for traditional open houses—but the luxury market is different. In our luxury division, we know that sellers expect more. A home in the million dollar plus range is a real show piece, and sellers in that space are not comfortable with having just anyone walk through their carefully curated home. They want a guarantee that we're giving their home exposure to a qualified pool of buyers. And with these invite-only Concierge Circle events, we are."
Bair says his Concierge Circle events are more successful than traditional open houses, too.
"We had 60 guests show up over the course of our two hour event. Some were neighbors, but we also had people from North Tucson's medical community, law offices, art galleries, small business owners, even journalists. We consider that a success."
Learn more about Brian Bair and The Concierge Circle at https://www.bairgroup.com.
