The HOUSEPARTY started as an idea to grow Kuper Sotheby’s International Realty market share within choice neighborhoods throughout Austin and San Antonio. We wanted to connect with the residents in a more organic way, as opposed to just postcard farming or online marketing and instead took an event-based model. Each HOUSEPARTY is hosted at an active listing in our inventory, then based around a central theme such as art, wine, fashion or jewelry. In turn, we run a month-long campaign to drive RSVPs and create buzz around the event.
My part in the process is multifaceted:
- Sit in on the initial meetings with our partners to help them understand the value of the HOUSEPARTY initiative to encourage a sponsorship. To date, our HOUSEPARTY events have been fully funded by agent and sponsor contributions with no company contributions necessary.
- Assist in the budget planning, catering menu approval and logistics process.
- Design the online and print marketing collateral which will be pushed out to a target list of individuals in the community/neighborhood as well as the host agent’s SOI.
- Create and maintain an analytics-rich event website which ties into our Google AdWords and Facebook online marketing campaigns. The metics provided by these sites have been extremely valuable in the sponsor on boarding process.
As a result of these efforts, we have seen a 8-12% increase in market share for each of the neighborhoods where our houseparties take place. Additionally, on our last HOUSEPARTY which was hosted between two W Residences condos in downtown Austin, our host agent reported that the event brought two (2) qualified buyers which the agent was able to capture.