An experienced Realtor can make all the difference when marketing new construction homes. The subtext: It takes a seasoned agent with unmatched know-how to sell a million-dollar home.
Our story starts with Dallas-based Mollison Homes, a custom home builder that builds really quality homes, but in late 2022 their spec homes throughout Midway Hollow weren’t quite flying off the shelves.
Mollison Homes encountered an opportunity to further elevate their business. Recognizing the invaluable role of an experienced Realtor, They partnered with Juli Black, a seasoned pro, who possesses an unrivaled understanding of the market.
At the time, Mollison had two listings that had been on the market since the fall of 2022. The market had started to cool with rising inventory and interest rates, and there was competition in Midway Hollow with over 20 new construction homes available. The ever-running clock of “Days on Market” nagged at them. The strong seller’s market was starting to wane. That’s when Juli Black, broker associate and senior vice president of Allie Beth and Associates, and her Juli Black Team came in to revamp their marketing efforts and get to work.
“Homes do not sell themselves,” Black says.
Black knew that Mollison Homes made a quality product with elevated finishes that exceeded the standard in the neighborhood, but buyers needed to see that. She started an aggressive campaign to target buyers and their agents, starting with staging the homes to give buyers a sense of how the home feels furnished. Buyers need to envision themselves living there. Then, she began re-shooting the homes using the best photographers and high-end videography.
This video for 3766 Van Ness Lane, now available for $1.56 million, features contemporary, cinematic music and quick-zoom drone shots — videography that far exceeds the typical “virtual tour” video.
With new visuals secured, Black created slick new home brochures, direct mail, and a sophisticated email marketing campaign with corresponding, robust social media. She smartly used hashtags like #luxuryhomes and #MoveToTexas on social media to target the plentiful potential buyers who are relocating to Texas from New York and California.
“Housing prices here maintain a considerable gap compared to the levels observed in New York and California, so this affordability factor only adds to Texas’s allure,” Black says. “We highlighted these homes as an appealing destination for individuals seeking to establish their roots in a vibrant and economically thriving environment.”
Juli and her team put in leg work, too. They held broker open houses at each property as a special preview before the home was relisted and invited fellow Allie Beth Allman agents for catered lunch events at the new home for sale. They also hosted public open houses every weekend and met potential buyers and their agents for every showing scheduled. An “agent to meet” showing is typically for a multi-million dollar home but Black chose to do these so she could point out specific home features and neighborhood amenities.
The result was impressive: One home went under contract within weeks and the other shortly thereafter. Both home sales closed within 60 days of Juli Black Team’s involvement.
“In demanding real estate markets, the true key to success lies in partnering with a seasoned agent with an impeccable track record,” Black says. “To me, a great experience is built on several pillars: convenience, consistency, expertise, friendliness, and, most importantly, the personal touch. I strive to create genuine connections and make the process of buying or selling real estate feel uniquely tailored to each individual.”
Looking ahead, the Juli Black Team is eager to continue its success with 3311 Regent in Sparkman Club Estates and 3766 Van Ness in Midway Hollow.
Regent is a unique opportunity to own a new construction home within the well-established Sparkman Club Estates, Black points out. “There’s proximity to the community pool, a voluntary HOA, a wonderful community, plus a new private school going in on the corner at Royal and Webb Chapel.”
Both homes have primary suites downstairs — a continuing trend in buyer preference — and home offices for remote work located downstairs as well. Both offer wonderful floor plans inside desirable neighborhoods in Northwest Dallas, located inside the 635 loop in the private school corridor.
Black knows what features buyers are really looking for and “inside the loop” and “private school corridor” are location reference points you won’t find on any map.
Speaking of school, Black let us in on a new Mollison home that’s coming available before the school year starts. It’ll be ready in late summer and it’s located near the Episcopal School of Dallas.
Contact Juli Black of the Juli Black Team at 469-737-0852 or email [email protected], or visit JuliBlack.com to see her latest listings.
