12 Toxteth Street | Branding & Promotion

Working with real estate agent Hans Nagrath on his listing at 12 Toxteth St in Brookline, MA was one of the most fulfilling projects I have led.

As the highest-priced listing Hans had had in his career, and knowing he was doubling his usual (already robust) efforts to sell this home, I made sure to leave no stone unturned. I crafted property branding and an omnichannel marketing strategy to ensure the home had a distinct brand, that the marketing materials were elegant, and that we effectively communicated what a special property this could be to a family looking to settle down in Brookline.

To do this, I worked with Hans to establish a visual identity for the home. We landed on three pillars of Elegance, Simplicity, and Tradition - 3 words that could easily describe both the home itself and the neighborhood it belongs to. This was reflected in the crisp, clean black and white design of the logo, the elevated feel of the printed materials (full bleed imagery, matte finish heavyweight paper, editorial layouts), custom FOR SALE signage, and digital materials including e-blasts, social media posts, a custom website, and targeted digital ads.

Once these pieces were created, we staggered the content out over 2 weeks leading up to the launch. We started with a COMING SOON teaser via social & email which linked to the property website, the custom signage installed to create a buzz in the neighborhood, and digital retargeting ads that teased the property to our target audience.

On launch week, we sent out an additional round of social and email blasts, updated the site with additional information, and had custom double-gatefold brochures printed for open house attendees.

Thankfully, all of this hard work paid off - after the first weekend of showings, multiple offers were submitted, and the seller happily accepted one for $3,290,000 - 3% above asking!