More Than a Home

>>At the start of the season, one real estate team set out to make a splash with an extravagant open house in ritzy Port Royal that showcased not only the $11.9 million home but also luxury yachts, fast cars and fine food.

The invitation-only list included the top 100 brokers in Naples and their

clients, plus customers of the new

Bentley Naples, MarineMax-Naples and Gibraltar Private Bank & Trust. Goff, Prebish, Giordano & Associates spent approximately $10,000 for the three-hour event, which attracted about 200 people.

Four boats-from 27 to 44 feet-were brought to the waterfront home. Out front, along with valet parking, was a Bentley Continental GTC convertible, Aston Martin Vanquish S, Jaguar XK8 convertible and Range Rover Sport Supercharged. Hors d'oeuvres by Wynn's were served on china, with white linen and crystal glasses.

"Part of our goal was to get clients we maybe wouldn't get through the house by using other high-end-type business in the area and their clients," says Joshua Giordano.

Showcasing the mansion in a party setting had several goals, including displaying how potential buyers could entertain in the home. "It's really selling a lifestyle; making someone feel like they're at home," says Richard Prebish.

It also shows the extents to which some agents and builders are going to entice buyers. Although the house at 801 Spyglass Lane didn't immediately sell, the agents say the party was worth it in boosting their firm's profile.

"We're the new kids on the block trying to get into that area," says Charles Goff, whose team is affiliated with Amerivest Realty. "It shows how far we're willing to think outside of the box. Anybody can throw it in the MLS [Multiple Listing Service] and put a sign out front."

In the recent past, sellers could do essentially just that and find plenty of buyers. This season, big events are being held in communities to promote the homes and raise good will.

Tarpon Point in Cape Coral attracted people in February and March by offering one of its penthouses as the 2007 Southwest Florida Symphony Designer Showcase. Its models were also on several home tours, including, for the first time, the Naples Luxury Home Tour. Nearly 3,000 people were expected to see the models during the six weeks.

"What we're looking for is exposure," says Nick Cross, sales and marketing director for Grosse Pointe Development Co. "We want to get people out here-to actually see it, touch it, experience it."

Condos at Tarpon Point range from $700,000 to nearly $4 million. "We've been trying to get the Naples crowd up here for a long time," says Cross. "Most of them had no idea that Cape Coral had properties like this."

A couple of years ago, such events were not needed, says Alan Smith, president of the Southwest Florida division of Taylor Woodrow, which staged a two-month Rock On Scramble & Jam fundraiser at its Magnolia Landing community. It featured a rock concert, golf scramble and rocking chairs painted by artists.

Before, builders could "come out with anything, [give it] the right price and right amenity package, and it would sell," he says. "It's not the case now."

The company was marketing its North Fort Myers location, in an area Smith says isn't known for single-family development, to a multi-generational audience. It attracted prospective buyers from young families to empty nesters. It not only raised about $250,000 for children's charities but, "at the same time, provided a vehicle that undeniably makes everybody know where Magnolia Landing is," says Smith.

LandMar Group, developer of River Hall, staged a Taste for Art in mid-February with artwork by River Hall Elementary School students for sale, plus a hole-in-one competition and guest visit by golf course designer Davis Love III. At the same time, it opened 28 model homes and introduced folks to the Monique Burr Foundation for Children. The $30,000 it raised was earmarked to create a local chapter of the foundation, which benefits abused and neglected children.

Jim Doyle, vice president of marketing for LandMar, says he's not sure if buyers choose a community because it's championing a cause. "I'm sure there's some ancillary benefit, but that's not our motivation," he says. "We had this unique relationship because of the founder of our company and his desire to carry on his late wife's mission."

Ed Burr, president and CEO of LandMar Group, created the foundation in honor of his late wife.

"We also obviously try to promote our real estate as something vibrant and active and part of the community," Doyle says. "In this case and in others, we champion children's causes as a company."

Goff, Prebish, Giordano & Associates' listing on Spyglass Lane in Port Royal was still on the market a month after its VIP event. But that's not stopping the firm from planning to do another event later this year around the holidays.

"You have to cater to that lifestyle," Prebish says. "The market's shifted a little bit; you have to be willing to go the extra mile."