Jellis Craig’s Open for Cocktail Night

6 April 2023

Written by Acme Mag

When it comes to selling, open for inspections are an opportunity to get potential buyers through the door. They’ve become a tried and true method for displaying some of the best features of the home, while also giving agents the chance to get to know possible buyers. However, these short restrictive time slots aren’t always the best approach, and don’t always allow buyers to see the property at its full potential. Jellis Craig have been trying something different. Marketing and Brand Manager at Jellis Craig Inner North, Andy Vance tells us how 58A James Street was the perfect property for a cocktail party. With its open plan spaces and easy flow throughout, buyers could not only see the property in use but also how to entertain in it.

This isn’t the first time Andy’s used a cocktail party to promote a premium property. Typically, this happens at the beginning of the marketing campaign, with a party symbolising the campaign’s launch. But 58A James Street was unique. As a mid-campaign party, potential buyers had already seen the home. But Andy tells us the event was the perfect chance to let people view the property in a different light.

“It built momentum and competition in the campaign as potential buyers could see others enjoying the property and this momentum helped carry them through to the auction,” says Andy.

By having the party mid-campaign, Andy says this allowed for an extra touchpoint with potential buyers that had already viewed the property, for our agents. Andy states there was also a benefit in not being restricted to a half-hour ‘OFI’ time slot. Hosting a party allowed agents time to speak individually to buyers, the agents were able to move through the room and have deep conversations, rather than the surface-level chats open inspections often restrict people from having.

“They were able to reconnect with the buyers that had been through and ask them along to see the property once more.”

The night did more than just showcase the home in a different way. It drew potential buyers back, as well as allowed them to showcase Jellis Craig’s unique point of difference when marketing premium properties in the area.

“We invited other people in the area that we knew had a similar home or a home that warranted a bespoke campaign. This allowed these potential vendors to be a part of a Jellis Craig Inner North Marketing campaign and see what it felt like. It also allowed our agents an opportunity to chat with them and build relationships within the area that they sell in,” says Andy.

Jellis Craig Inner North isn’t about looking purely at innovative marketing. Rather, they take the ethos that approaching each property individually and what best works for that home is the best way to really get people through the door. Andy says the bespoke method has been working for them for a long time, and had led to a whole variety of different marketing strategies.

“It’s not a cookie-cutter approach. We look at each property individually and take the time to build a bespoke marketing campaign that will market the home’s best features. We will continue to do this with future properties and the innovation will come from there.”