Luxury Real Estate Broker Open Ideas | Windy Goss

When I first started tapping into luxury, the luxury realtors in my area were kind of mean.

I don't say that to be dramatic. I was calling, texting, emailing. Hey, I'd love to find you a $5 million buyer. Can I get some social media content of your listing?

Crickets. Nothing.

So I made myself a promise. When I become luxury, I'm going to give everybody a chance to be luxury.

That promise turned into my favorite event.

Luxury sellers don't love open houses

You're welcome. Neither do I.

But they love this. It's called a Luxury Realtor Social Media Night, and it is not a broker open. Don't call it that.

Here's how I pitch it to the seller: I'm going to have 30 to 40 luxury realtors in your home getting amazing social media content, sharing it with their socials and their elite clientele. That's 30 to 40 times the exposure of what I'm already doing, in one night.

They love it. And then they leave for the evening.

How the night works

Invite the agents. 30 to 40 luxury realtors. This is their chance to get content from a luxury listing, which is exactly what I couldn't get when I started.

Bring your photographer. My visual marketing partner comes in for free. I already paid him for the property marketing, and now he's standing in front of a room full of agents who need a videographer. I'm helping him; he's helping me.

Film a hook for every agent. Each agent picks a spot anywhere in the house and records a short hook. Something like, "Hey, are you looking for a home in Lake Las Vegas under $4 million with an amazing lake view? You're going to love this home! Let's go check it out."

Hand them the content on the spot. My photographer tacks that hook onto the reel he already made for the property and AirDrops it right to the agent. They walk out with something to post that night.

If you're building a team, pay attention

This event is one of the best agent attraction tools I have. I leave my 4-page soft touch brochures out, my soft touch marketing plan, and a one-pager on what it looks like to join my team. Every agent in that room sees exactly what my marketing looks like.

That's how I met Nicole. She came to one of my social media nights and told me she wanted to do what I was doing. I told her she needed to learn to sell houses first. She called BS and said, " You have the system, the strategy, the materials; teach me your ways."

Her first sale was a $2 million listing. She proved me wrong, and I love her for it.

None of this works without a great visual marketing partner

I have more bloopers than good material, so I need all the help I can get. You need someone who shoots stunning, cinematic video of the property and lets you be in it. Your face is your brand.

Video matters because it's really hard for a buyer to feel what it feels like to walk through the front doors in a photo. They can in a video.

If you don't have a partner yet, search luxury homes in your area on YouTube and click on video. When you find an agent doing what you want to do, reach out. Tell them you love their content, you're just getting started, and ask for their videographer's info.

I give mine out all the time.

Keep your seller in the loop

Your seller has no idea how much you're doing unless you show them. Every couple of weeks, I screen record the YouTube views, the conversations we're having, the leads coming in, the brochures that went to the neighbors, and how the social media night went. I put it all in one video and email it to them.

They love it. And if the home is amazing, the marketing is amazing, and it still hasn't sold, that update is when you have the price conversation.

Frequently Asked Questions About Luxury Realtor Social Media Nights

What is a Luxury Realtor Social Media Night?

A Luxury Realtor Social Media Night is a creative alternative to a traditional broker open house.

Instead of simply inviting agents to tour a property, I bring Realtors together inside a luxury listing to create professional social media content they can share with their audiences.

The listing gets additional exposure, agents leave with valuable marketing content, and the seller benefits from having more real estate professionals showcasing the property.

How do you host a successful luxury real estate broker open?

My approach is a little different!

I invite approximately 30–40 Realtors, coordinate with my professional videographer, and help each agent record a short introduction to the property.

My videographer combines their introduction with our existing property footage, giving agents a professional video they can share.

Of course, we coordinate everything with the seller beforehand, including permission to film and distribute content.

Can a Luxury Realtor Social Media Night help attract real estate agents to your team?

Absolutely! And this is one of my favorite benefits.

When agents experience your marketing, see your systems, and watch how you position a luxury property, they get a firsthand look at how you operate.

I've had agents become interested in working with me after attending these events.

It's a way to demonstrate your value through what you actually do rather than simply talking about it.

Do Realtors need luxury listings to host a social media night?

Not necessarily.

If you're building your luxury business, consider collaborating with an experienced listing agent who is willing to host a content event.

Get permission from the listing agent, seller, and any other required parties before filming or advertising the property.

This can be a wonderful opportunity to build relationships, develop your on-camera presence, and create content for your luxury brand.

Why is video marketing important for luxury real estate?

Luxury buyers want to experience the lifestyle a property offers.

Professional video helps communicate architectural details, entertaining spaces, views, and the feeling of walking through a beautiful home.

I teach agents to get comfortable being part of their property videos because your face is your brand.

Ready to Market Luxury Homes Differently?

You don't need to copy what every other agent is doing.

You need a strategy that makes luxury homeowners notice you, remember you, and understand the value you bring.

Inside my Landing Luxury Listings Accelerator, I teach agents how to build their luxury brand, create powerful listing marketing strategies, and compete for higher-priced properties.

Ready to elevate your luxury listing strategy?

Explore Landing Luxury Listings:

https://landingluxurylistings.com