Coldwell Banker Global Luxury®
EVENTS
PLAYBOOK
A Guide to Hosting Luxury Experiences With Purpose and Influence
This guidebook serves as a clear, strategic roadmap for planning and executing elevated luxury experiences – from early coordination and promotional strategy through seamless execution and thoughtful post-event follow-up.
Curated luxury events are intentionally designed to reflect the caliber of the property and brand. They are invitation-only, highly structured and experience-driven, incorporating distinctive elements that spark engagement, elevate perception and drive attendance. Throughout this guide, we outline key activities, strategic internal and external partnerships, and reference marketing materials and best practices to help inspire fresh, engaging approaches to hosting polished, impactful luxury property events.
Why LUXURY EXPERIENCES MATTER
Hosting luxury property-centric event experiences not only increases visibility for your listings – if coordinated with purpose and intention – these events can also elevate your business and your brand. Consider the additional value that thoughtful event preparation can lead to:
Create meaningful exposure for luxury listings beyond traditional marketing by immersing attendees in both the property and the lifestyle it represents.
Generate early momentum and interest, especially within the agent community, by making the property an exclusive destination.
Hosting well-crafted events reinforces your professionalism, attention to detail and trustworthiness to both your clients and your peers.
Successful luxury events also allow both the hosting agent and attendees an opportunity to network and strengthen referrals.
Crucially, luxury property experiences also add value for the client and are a strong piece of your luxury listing presentation. Many luxury homes are built for entertaining, and their owners love to hear that you would showcase their home in a way that respects and celebrates it.
Take what could otherwise have been a simple open house and make it into an actual experience that’s difficult to forget. When people spend time in a property, engage with it naturally, and associate it with a positive interaction, it becomes far more memorable.
The most successful luxury events begin with a clear purpose. Before thinking about catering, signage or timing, ask yourself: What do I want guests to walk away knowing, feeling or doing?
Table Of CONTENTS
This overview walks you through each phase of the process, from early planning through postevent follow-up, so every decision is intentional and every moment is accounted for.
PROPERTY CRITERIA & CONSIDERATIONS
PAGE 8
Set the stage by evaluating the property and key considerations. The home should be a truly extraordinary trophy listing in a desirable location, ideally furnished and new to market, with the ability to host an event.
CRAFTING AN EXPERIENCE
PAGE 10
Let the property lead. Its architecture, setting and standout features should inspire every detail of the experience, from themes to sensory selections and more.
POSITIONING THE MESSAGE
PAGE 14
Create a resonant message and build a guest list for your event communications. Leverage the Global Luxury branded materials designed by your Global Luxury Marketing Team and reference the Sample Communication Summary for suggested timelines.
CURATING THE MOMENT
PAGE 22
Designate roles for managing arrival, guest flow, vendor oversight and content capture so you can stay present and focused on meaningful engagement.
ACTIVATE THE AFTERGLOW
PAGE 24
Send thank-you emails and follow-up communications promptly, share event photos and video, continue to repurpose content, and keep the property’s story moving forward.
Setting THE STAGE
Criteria & Considerations That Shape the Experience
Before planning begins, it’s essential to establish a strong foundation. Setting the stage means evaluating the property, event objectives and key considerations up front, ensuring the home is well suited for an elevated experience, the budget is aligned and the opportunity to deliver meaningful value is clearly defined. This early clarity allows every subsequent decision to be intentional, strategic and in service of creating a refined luxury experience from the very start.
Capacity Considerations
For a refined high-end experience, calculate the guest count based on the primary entertaining areas rather than total home sqft.
GUEST CAPACITY GUIDELINES:
• Cocktail Reception: Plan for approx. one guest per 10-15 sqft; ideal for lively social flow.
• Mixed Seating: Plan for approx. one guest per 15-20 sqft, allowing for comfortable conversation areas.
• Parking and/or valet accommodation
• Seating space for the meeting portion (if applicable)
• Dedicated space for catering food prep, as well as food and refreshment setup
• Create and distribute a dedicated RSVP form to obtain an accurate attendee count.
Click ‘Duplicate It’ while logged into your Microsoft account to create your own form.
Property Criteria
Does this property meet the criteria to host a luxury event?
• The home should be a truly extraordinary trophy listing.
LJ Price minimum differs across markets, though it should generally correspond to the top 2% of the marketplace
LJ Exists in a desirable location or high-profile area
LJ Luxuriously refined inside and out
LJ Ideally furnished
• The home should be relatively new to the market or coming soon to market.
• If there is an HOA, the event must meet HOA rules or restrictions and obtain any necessary approvals.
• The seller of the home must be willing to hold the event on the property.
• The property must have a layout suitable for a highly attended event, for the desired guest count.
• The property must offer a suitable dedicated space for the catering company and be appropriately configured for audio/visual connectivity with access to secure and operational high voltage electrical outlets, etc.
• If local weather conditions could be extreme during the season of the event, will the property have the necessary space using interior only?
• Ideally, the listing should be able to accommodate parking for all attendees or be situated in an area where nearby parking exists.
Special Draw
How will you encourage agent attendance? Offering intellectual value to your guests can give your event substance, not just beauty. This positions you, the listing and the event as part of something bigger: a conversation about luxury, lifestyle and market trends.
CONSIDER:
• Guest speakers (market expert, Global Luxury Marketing Team, etc.)
• Luxury-related partnerships (local architect, interior designer or business)
• Top agent panel
• Attendee gifts, giveaways or raffles
• Valuable opportunities for attendees (professional headshot or family photoshoot)
Crafting AN EXPERIENCE
Thoughtful Preparation & Planning, Led with Intention
This stage is where intention becomes expression through thoughtful design and deliberate choices. By considering the property’s unique features, lifestyle cues and desired guest impact, you can layer in purposeful elements that elevate the experience and make it distinctly memorable. Strategic planning at this point ensures the experience stands apart while authentically reflecting the Coldwell Banker Global Luxury® standard and leaving a lasting impression through refinement, relevance and purposeful detail.
A Tailored & Thematic Approach
Your luxury property events should be designed not only to showcase the property’s story and unique features but also to reinforce the lifestyle it represents. Leverage a theme for your event, if possible, to craft an experience that is unique and more impactful.
Examples:
If the event is at a waterfront property with a boat dock, you could:
• Give away branded floating boat key chains.
• Serve fresh seafood like shrimp cocktail, ceviche and sushi, or cooked seafood like crab cakes and canapes.
• Serve sparkling wine, mojitos or sgroppino
If the event is at a property that is architecturally designed like a Tuscan villa, you could:
• Play instrumental Mediterranean or soft Italian jazz.
• Serve Tuscan wine or cocktails like negroni, aperol spritz or Summer in Tuscany.
• Serve crostini or bruschetta and an Italian-forward cheese/charcuterie board.
• Give away branded Tuscan olive oil and/or Italian herb packets.
If the event is at a ranch-style property, you could host an upscale BBQ event.
If the property has a yoga pavilion, you could partner with a local yoga studio and host a sunset yoga class.
If the property has a showroom-style garage for 8+ cars, you could partner with a local luxury car company and host a car show.
If the property is artistic in its architecture or recently renovated/constructed and being unveiled, you could host an Art & Architecture Evening with a new art exhibition and architect guest speaker.
If the property has a large theater, you could host a private film screening.
If the property boasts a large chef’s kitchen, you could host a private cooking class to craft sushi or handmade pasta.
If the property does not have a hyper-unique feature, please consider the following themes:
Sunset Soiree
Wine & Design
Modern Coastal Living Experience
Afternoon Tea
Market & Margaritas
A Taste of [Local Eatery or Coffee Shop]
Architect or Designer Meet & Greet
Champagne & Caviar
The Sensory Selections
Beyond determining an applicable event theme, an elevated luxury property event is differentiated by the sensory experience it creates for guests. Luxury is felt before it is understood, and sensory elements are your secret power.
SUBTLE TOUCHES THAT IMPRESS:
• Lighting that sets the mood, like warmer or dimmer lighting.
• Music that complements the aesthetic, like a solo musician or curated playlist.
• Scents that are subtle and sophisticated. Turn to fragrance houses like Diptyque, Jo Malone or Le Labo.
• Culinary artistry – not just the food and drink selections, but presentation as well
This is also a great opportunity to integrate your personal brand in memorable ways, to build a lasting impression:
• Order custom branded cocktail glasses or stamped napkins.
• Add your personal branding to high-quality gift bags and themed gifts.
• Offer unique, signature dishes or drinks that may be associated with your personal brand.
• Leverage your signature scent or candle (if applicable).
The Essential Details
Lastly, review this checklist of event-planning essentials.
Conduct a site inspection to confirm viability of the property for hosting an event, reviewing all considerations from the Setting the Stage section. For new construction or vacant properties, confirm power and water are working properly.
Confirm event budget, connecting with sponsors (if applicable).
Hiring professional vendors ensures every detail of a luxury property event is executed with precision, polish and discretion – creating a seamless, elevated experience that reflects the caliber of the home, protects the property and enhances guest impressions. Consider booking the following professional vendors:
CATERER
PROFESSIONAL CLEANERS
VALET (if applicable)
Finalize event agenda
PHOTOGRAPHER/VIDEOGRAPHER
ON-SITE A/V TECHNICIAN
LJ Coordinate and book any guest speakers, confirming their presentation topic(s).
LJ Identify panel topic and confirm panelist participation (if applicable).
LJ Determine timing for all aspects of the event.
Create and print event programs.
Ensure you will have high-quality property brochures and personal business cards to display at the event.
Confirm access to, or order necessary supplies:
LJ Chairs, tables and tablecloths
LJ Plates, cups, utensils and napkins (check with caterer)
LJ Bathroom supplies (toilet paper, hand soap, sanitizer and disposable towels)
LJ Waste receptables (check with caterer)
LJ Booties (if applicable)
LJ Podium
LJ Audio/visual equipment (microphones, speakers, adaptors, cords and clickers for any visual presentations)
LJ Umbrellas, heaters or other weather-based equipment (if applicable)
Coordinate or order any décor and signage (if applicable):
LJ Floral arrangements and table décor (candles/votives, runners etc)
LJ Directional signage and informational posters
LJ Global Luxury step and repeat backdrop (if desired)
Positioning
THE MESSAGE
Strategic Communications & Marketing with Purpose
Everything you present should feel seamlessly aligned with your unique luxury brand and the Coldwell Banker Global Luxury® identity – elevated, refined and thoughtful. This is especially important when crafting and delivering your event messaging. This section provides guidance on the timing, placement and execution of your communications, along with refined marketing templates designed to help you present your event with confidence and consistency.
Building Your Guest List
When hosting a public event, your guest list should align with your goals, whether that’s attracting qualified buyers, increasing visibility, or building long-term brand awareness. You may choose a curated, invitation-only audience, a hybrid approach with selective public access, or a fully open strategy to maximize reach. Each offers distinct benefits, from meaningful engagement to broad exposure. The key is selecting the approach that best supports the property, brand positioning, and desired outcomes.
MANAGING ATTENDANCE
Create and distribute a dedicated RSVP form to confirm attendance and accurately manage headcount, as this will directly inform key planning decisions including catering, staffing, flow and overall event execution.
RSVP FORM EXAMPLE
RSVP FORM TEMPLATE Click ‘Duplicate It’ while logged into your Microsoft account to create your own form.
PREMIUM VENDORS : Greenvelope, Paperless Post, Fleur Dis Lis, Bliss & Bone
Note for Agent-Facing Events: When curating a guest list for an agent-facing event, focus on inviting Luxury Property Specialists or a thoughtfully selected group of top-performing luxury agents from both your local market and key feeder markets, ensuring the audience is highly aligned, influential and positioned to meaningfully engage with the property.
Reference the report of all Coldwell Banker Global Luxury® certified agents on Desk.
Creating Your Message
Strategically preparing your event messaging is essential to driving meaningful engagement and strong attendance, as it shapes perception long before guests arrive. Thoughtful, well-crafted language sets the tone, signals exclusivity and invites the right audience into the story of the home – transforming a simple invitation into the foundation for your event experience. By weaving the property’s unique narrative, architectural details and lifestyle appeal into your messaging, you create emotional resonance that encourages priority placement on agents’ calendars.
THREE TIPS FOR CRAFTING IMPACTFUL EVENT MESSAGING:
MATCH THE TONE TO THE AMBIANCE
Ensure your language reflects the mood of the event and the character of the property –whether relaxed coastal, architectural or classically elegant.
INCORPORATE THE EVENT THEME INTENTIONALLY
Align your headlines and descriptors with the curated experience to create cohesion and anticipation.
KEEP IT POLISHED AND REFINED
Edit with intention. Luxury messaging should feel confident, edited and purposeful, never crowded or overly promotional.
EXAMPLE LUXURY EVENT DESCRIPTIONS:
An invitation-only sunset gathering showcasing refined coastal living, where architectural elegance meets effortless entertaining against a backdrop of sweeping ocean views.
Experience a modern estate designed for elevated living – join us for a curated afternoon highlighting thoughtful craftsmanship, seamless indoor-outdoor flow and inspired design moments throughout.
Step inside a timeless residence and enjoy an intimate broker preview that celebrates artistry, scale and the lifestyle this exceptional property was built to offer.
A private film screening in an intimate, estate-style setting, pairing cinematic storytelling with elevated hospitality. Arrive for a champagne reception, then settle in for an unforgettable viewing experience.
A curated Art & Architecture event, where gallery-worthy works and sculptural lines converge. Close the evening with a relaxed terrace gathering under the stars.
Global Luxury Branded Materials
Refined marketing materials are the first expression of your event – and the first opportunity to set expectations for the elevated experience to come. Thoughtfully designed, well-timed promotions create a meaningful initial impression, reinforce the quality of the property and signal the level of curation guests can expect from the moment they receive the invitation.
To reinforce a cohesive, luxury-forward visual identity, focus on consistency across font hierarchy, refined graphic elements, quality textures, and thoughtful logo placement. Prioritizing polished imagery with balanced lighting, color, and composition helps maintain a clean, sophisticated impression while avoiding visual clutter or gimmicky details.
C ustomize & Download Event Templates
As you develop your event promotions, leverage the templates provided below, reference the Sample Promo Assets, and don’t hesitate to collaborate with your local Field Marketing and Global Luxury Marketing Support teams to ensure your messaging is polished, on-brand and intentionally executed.
MAILCHIMP EMAIL INVITATION CANVA EMAIL INVITATION
MEDIA TEMPLATES PRINT AD TEMPLATES
TEMPLATES
YOUR PERSONAL BRAND:
Be sure your personal brand is clearly visible and prominently represented alongside the Coldwell Banker Global Luxury® identity across all of your promotional and property materials, ensuring every piece reflects the caliber of the listings you represent. By maintaining this strong dual-brand presence, you position yourself to leverage these events as marketing opportunities that elevate your own brand, expand recognition and build lasting awareness within the luxury market.
PROPERTY COLLATERAL:
Just as much thought and intention should go into the property collateral that you will distribute during your event. You want to ensure that these materials are representative of the prestige of your property and the event you are hosting. Design Concierge can be leveraged to create bespoke marketing pieces
Sample Communication Summary
PHASE
PRE-PLANNING
COMMUNICATION TYPE CONTENT & STRATEGY
Coordinate with applicable Coldwell Banker® marketing and support teams.
Acquire any vendor recommendations as well as assistance with event messaging and assets.
INTERNAL AWARENESS
Share via office meeting announcement.
SAVE THE DATE
Send Save the Date emails to guest list.
TEASER
Post “Coming Soon” and teaser graphics on social media.
INVITATION
PROMOTION
REMINDER
Send email invitations and follow-up texts (as needed) to guest list.
Distribute flyers to local offices, post on the Luxury Property Specialist Facebook group and post social media promotions.
Consider requesting to attend and announce at surrounding Coldwell Banker office meetings as well.
Send approximately 1-2 months prior to the event with limited details, to help build anticipation through the Teaser Phase.
Collaborate on posts teasing any partnerships or guest speakers on social media. Begin releasing a part of the event messaging to intrigue guests.
Keep local Clear Cooperation Policy regulations in mind, excluding specific property details if promoting the event publicly.
Send approximately 3-4 weeks prior to the event.
Share in local Luxury Property Specialist group chats. Begin a countdown on social media 5 days prior.
Send reminder email to RSVP list. Send 2-4 days prior and include any relevant “Know Before You Go” details.
Curating THE MOMENT
Logistics & Elevated Execution for a Seamless Experience
The day-of experience is where each detail shapes a narrative that elevates the property, extends visibility and reinforces trust among top-tier luxury agents.
Assigning dedicated roles ensures the event unfolds seamlessly while allowing you to remain fully present, composed and focused on meaningful engagement.
Arrival & Setup
Ensure décor, signage, exterior presentation, lighting, music and landscaping are fully set before guest arrival; oversee full event setup and readiness of all spaces.
Guest Arrival & Check-In
Direct traffic or valet flow (if applicable), manage greeting and RSVP check-in, and confirm guest lists, welcome materials and host presence at entry.
Property & Guest Flow
Guide movement throughout the home to highlight key features, monitor capacity and maintain an effortless, uncrowded experience.
Hosting & Program Moments
Lead any scheduled remarks, meetings, raffles or announcements, and distribute agendas, property flyers or brochures as planned.
Vendor & Team Oversight
Coordinate on-site vendors and internal support teams, manage timing and service pacing, and serve as point-of-contact for real-time needs.
Comfort & Detail Management
Monitor restrooms, climate, trash and restocking needs throughout the event to maintain a consistently polished environment.
Content Capture & Live Promotion
Share real-time social media updates, including behind-the-scenes moments and key highlights, to extend visibility and momentum.
Event Close-Out
Oversee seamless event wrap-up, vendor teardown, waste disposal and ensure all photography and video assets have been captured before departure.
An exceptional luxury event is defined by precision.”
The Afterglow STRATEGY
Extending Visibility & Impact Through Momentum
A well-executed event leaves a lasting impression, but its influence doesn’t have to stop at the door. The moments that follow are an opportunity to deepen connection, extend the property’s story and turn a single experience into sustained momentum.
• Send thank-you emails to all attendees and:
LJ Re-share property details via the single-property website or a digital brochure.
LJ Ask for feedback or share a survey to capture attendee input about the listing.
• Remind attendees to share the listing with anyone who may be interested.
• Send thank-you emails to all attendees and:
• Follow up with any raffle winner(s).
• Share photo and video coverage with attendees, partners and regional staff.
• Share event recap on social media collaborating with any relevant partners for extended reach.
• Continue to leverage event content on social media to help tell the story of the property.
If your event is associated with philanthropic or charitable efforts, consider post-event PR support
Treat every event as a dual-purpose opportunity – not only to spotlight the property, but to intentionally capture high‑quality evergreen content that will elevate your personal brand long after the event concludes.
Whether you invest in a professional team or curate the visuals yourself, approach these moments as strategic brand assets that compound in value and strengthen your long‑term presence in the luxury market.
Supporting
If applicable in your marketplace, consider pitching your listing as a regional Coldwell Banker Global Luxury® event venue to your Coldwell Banker ® partners. Begin by connecting to discuss upcoming local and national property event opportunities. If the property is selected, your partners will help you bring your event to life. Deep expertise, brand alignment and operational support will translate your vision into a seamless, elevated experience that reflects both the property and the Coldwell Banker Global Luxury standard.
EVENTS TEAM
REGIONAL LEADERSHIP
BRANCH LEADERSHIP
BRANCH STAFF
FIELD MARKETING
LUXURY MARKETING
If you’re unsure who your local contacts are, branch leadership or your Field Marketing Manager are the best places to start.
