Chicago Illinois Real Estate Blog

It’s a party where the host doesn’t expect you to bring anything and you could leave, almost, with a new set of house keys.

Local home builders, eager to attract consumers even remotely considering a move, are doing far more these days than stringing flags and posting “Models Open” signs along the streets near their new developments. They are rolling out the red carpet, almost literally, for prospective buyers with well-organized catered parties, design seminars and cooking demonstrations.

It’s a sales pitch to be sure, but builders are ever mindful that these days, the best way to sell their houses is to let people test-drive them. And the best way to do that, to distinguish one development from another, is to show off the community, not just the models and choice of countertop finishes.

“In today’s market you try to do everything you think will realistically bring the few buyers that are out there,” said Paul Bertsche, vice president at CA Development Inc., Chicago.

The parties are bringing out a crowd, which is keeping builders hopeful.

Last month at Regency at the Woods of South Barrington, a Toll Brothers development, more than 150 people turned out for the opening of a clubhouse at the adult-oriented community. There were guided tours, a Texas Hold ‘em tournament, a catered lunch, story times for tots, cooking demonstrations sponsored by Viking Appliances, tennis pros on the tennis court and personal trainers in the fitness room.

Less than a week later, the development’s sales staff was making follow-up phone calls to attendees to gauge their interest in the community.

About 80 percent of the attendees already were homeowners at Regency but that doesn’t faze the developer at all. In fact, at most area events, current residents are invited because builders consider them their best source of advertising as they tell their friends about their neighborhoods, amenities and activities.
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