WHO WE ARE
Based in in the heart of West Hollywood, CA, The Society Group is an award-wining property PR and marketing firm that has helped launched over $4 billion in luxury real estate worldwide. We are changing the conversations around how luxury properties are experienced and sold. At Society, we channel the power of storytelling to brand properties like Hollywood movies (think distinct story lines, and immersive events) and insert them into current culture.
WHAT WE DO
Our success in luxury high rises stems from a proven three phase strategy: discover, design, deliver, that builds your community with hype and scarcity. We approach each high rise building like their own private members club with a launch that cultivates a community and culture all its own. Our job is to define your buyer and get their friends and relationships to move in too. Whether it’s connecting with young influencers to increase social awareness or programming a calendar, your potential clients will read about it and your buyers will want to be a part of it.
WHo we help
In a downturn market, vertical living is booming and we assist in branding and highlighting new developments and those that have been stale on the market.
By using state-of-the-art programming and immersive events, we help developers and builders rent, lease and sell units in high-end residential buildings in Los Angeles and beyond. We introduce the hottest residential projects to affluent individuals by treating them like private membership clubs with the luxury amenities and curated events that defines and fosters community in the building so everyone feels at home.
Our 90-day audacious approach to publicity has helped launch properties from $1 million to $1 billion.
The Camden brought us in to create a series of events to launch luxury units and increase leases over a four-month period. We created a VIP press preview for 30 and a Grand Opening for 200 guests based on an immersive theatrical performance. Guests were taken on a choose-your-own adventure format that allowed them to experience the property through six different narratives ending with a sit-down dinner. The strategy amplified all the amenities to the desired target audience (millennials) and resulted in coverage in national publications like Wall Street Journal, Los Angeles Times, and The Hollywood Reporter. Leases increased to 80% capacity after the events.
Rent Range: From $3,000 to $10,000
Media Coverage: Wall Street Journal; Los Angeles Times; Inc. Magazine; The Hollywood Reporter
Results: Leases increased to 80% capacity after the events.
We were brought in to help rebrand The Hollywood Proper Residences as a luxury rental building now known as Columbia Square Living. Over a six-month period, we marketed the building to high-net-worth millennials by throwing Game of Thrones viewing parties, planning rooftop photo shoots for influencers, launching Nike's new yoga line onsite, hosting a Miami Nights pool party, and more. Our strategy resulted in multiple new leases and press placements in top-tier publications like Forbes, Curbed, and Los Angeles Times.
The building’s $30,000-per-month penthouse rented just weeks after Forbes ran a story we pitched about Hollywood’s most expensive penthouse. Leases increased from 60% to 95% after the rebranding and events.
Rent Range: From $3,700 to $30,000
Media Coverage: Forbes; Los Angeles Times; Curbed; Digs Magazine
Results: Leases increased from 60% to 95% after the rebranding and events.
We planned three events in five days to launch The Terraces at Ambassador Gardens and welcome new homeowners to the property. To celebrate Pasadena’s unique heritage, we threw a Rosé & Roses party complete with stilt walkers, Moët & Chandon Champagne, and epicurean tastings by Top Chef Antonia Lofaso. We commissioned fine art solutions company Creative Art Partners to stage the most expensive penthouse in the building prior to the party; it sold within weeks of the event alongside some of the art that had been on display.
Price Range: From $2 million to $4 million
Media Coverage: Los Angeles Times
“Best PR & Marketing Campaign”