Back in 2008, I used to work at a real estate investment fund. We sold real estate in conference rooms. Boring, I know. So were all the open houses and development projects I went to.
Today, all of that has changed.
Alexander Ali of The Society Group invited me out to an open house he was hosting to launch The Camden residencies in Hollywood on Sunset and Vine. I thought to myself that this was going to be another boring night, but at least there would be Moet champagne and a dinner by Foodshop.
Luxury real estate companies from all over the world aren't sure how to capture their audience. They want to sell a lifestyle, but there aren't many options.
In such a boring and bland industry, most real estate agents believe that parking a Ferrari in front of a location will sell that experience. Me, on the other hand... I believe that adds competition to a new home, as I'd probably entertain the option of owning the exotic car instead.
Alexander spent two months pitching leadership the idea of an "immersive open house" at The Camden of how this would pan out, but they were skeptical because something like this has never been done before. Ultimately, they decided to give it a try.