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The sales strategy showcasing ‘glitz and glamour’ on the Gold Coast

By Orana Durney-Benson
05 October 2023 | 12 minute read
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Here’s how one real estate agent is bringing a touch of Hollywood to her open homes.

The Gold Coast is famed for many things: sun-soaked beaches, pristine rainforests, vibrant nightlife and languid days on canals. It’s an appealing lifestyle, and it’s one that agent Gemma White knows how to sell.

The Professionals Vertullo agent has had a diverse and wide-ranging career. From beauty pageants to reality television, property management to real estate, Ms White is a professional who knows how to capture a crowd.

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Nowhere is this aptitude for spectacle more evident than in Ms White’s latest venture: an innovative, show-stopping “mega open home” in Queensland’s Runaway Bay.

The Girua Ave open home combined live music, champagne, canapés and a private jetpack performance to give prospective buyers an unforgettable viewing experience.

As Ms White explained, she isn’t just selling a property; she’s “selling a lifestyle”.

The Gold Coast is “a hotspot for luxury real estate,” Ms White observed. “With the Gold Coast’s unique blend of luxury living, its vibrant social scene and breathtaking waterfront properties,” she explained it’s an “ideal location for this kind of marketing strategy”.

Ms White’s open home experiment has paid off – already, the mega open home launch has had “a remarkable impact on leads and buyer interest”.

Nevertheless, getting her principal at The Professionals Ventullo on board was no easy task. It took detailed logistical research and an astute pitch for Ms White to garner the support of her team, but she believes it was a gamble worth taking.

“The response on social media was phenomenal,” Ms White said. “It expanded our online reach, attracted more followers and increased engagement. I have no doubt people are still talking about it and sharing videos with family and friends today.”

It isn’t every market that could welcome an approach like this so readily. Part of the reason behind the open home’s success was a keen knowledge of the local market.

The jetpack entertainment, for instance, was chosen because it “embodies the essence of waterfront living”. With buyers both from Australia and abroad seeking out the Gold Coast for its blend of urban extravagance and beachside leisure, Ms White stated that the aerial acrobatics show was an ideal fit.

Ms White’s Girua Ave open home will not be her last luxury marketing event on Queensland’s riviera.

“I can’t reveal all the secrets, but the goal is to keep showcasing properties in a unique way,” Ms White hinted.

“Expect even more glitz and glamour in upcoming events.”

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