Viral Comedy Skits, Golf Pop-Ups, and Themed Coloring Books: Inside Real Estate Agents’ Most Creative Marketing Tactics

As the housing market enters the summer doldrums, with would-be buyers weighed down by rising borrowing costs and distracted by vacation plans, real estate agents are getting increasingly creative to drum up interest.

Today's real estate professionals are turning to marketing methods that go far beyond a lone balloon tied to an open house sign at a street intersection and a plate of store-bought cookies in the kitchen.

Realtor.com® asked agents and brokers from across the U.S. to share their most out-of-the-box strategies to cut through the noise and secure sales even as the national housing market is experiencing a seasonal pullback made worse by economic uncertainty.

Here's how agents are turning garden-variety listings into eye-catching experiences—from upscale live-music property showcases and custom coloring books to themed gift baskets and viral comedian collaborations.

"Whether it's an extraordinary estate or a neighborhood bungalow, the goal is the same: Create an experience people remember," Maggie Bond, a broker with Onward Real Estate in Nashville, TN, tells Realtor.com. "Because even if the person walking through the door isn't the buyer, they may be the one who tells the buyer about the home."

Lessons from selling Johnny Cash's estate

In 2023, Bond was part of the team that sold the Monroe, TN, estate of country music icons Johnny Cash and June Carter Cash.

As part of the marketing strategy, the brokers hosted an afternoon of live music at the historic property featuring local performers, catering, a full bar, and invitations to neighbors, many of whom had lived in the area for years but never set foot inside the house. 

"It became less of an open house and more of a celebration of the home's remarkable legacy," recalls Bond.

Crucially, that high-profile sale taught the broker a valuable lesson she incorporates into her work today: "The event should fit the property," stresses Bond. "Most homes aren't Johnny and June's estate, but an open house can still be an important part of the plan."

With that mantra in mind, Bond says she and her business partner, Brittany Weiner, lately have been experimenting with what she calls a "power hour" open house.  

"Instead of a traditional two- or three-hour event, we condense it into one hour," says Bond. "It creates a sense of urgency, concentrates buyer traffic, and brings more energy as visitors see other buyers coming and going. We tested this recently and were encouraged by the response, even during stormy weather."

Selling Sylvan Park

Agent Wendy Monday, also with Nashville's Onward Real Estate, agrees that tailoring marketing strategies to specific properties makes listings feel unique rather than generic.

For an upcoming listing in Nashville's historic Sylvan Park neighborhood, Monday is assembling a "Sylvan Park Experience" basket stocked with goods from local businesses. It will include fresh flowers from Import Flowers, wine from Antoinette’s Wine + Provisions, a scarf and scented lotion from Thistle Farms, and a sleeve of golf balls from McCabe Golf Course.

According to Monday, the goal is to highlight the walkability of the neighborhood, which many buyers crave.

Visitors who attend the first Sunday open house can register to win the basket in a giveaway.

"We’re promoting it via a mailer to the houses nearby and via social media," explains Monday. "The mailer goes directly to neighbors and encourages them to come by and see the home, even if they aren’t in the market to buy. The more activity we have at the open house, the better! And the social media posts are also a great chance to tag all the businesses and possibly get a repost by them."

Curating a luxury experience

Sherry Cutillo, agent with Douglas Elliman in Babylon, NY, likewise believes that every listing deserves a thoughtful, customized approach.

As the listing agent on the $3.49 million waterfront home in the high-end gated community The Moorings in East Islip, NY, Cutillo recently hosted an exclusive open house for brokers, pulling out all the stops to showcase the property's full potential.

"My vision was to create more than an open house," she tells Realtor.com. "I wanted to curate an unforgettable experience that reflected the elegance and sophistication of the home itself. Guests were welcomed with gourmet hors d’oeuvres, fine wine, soft beverages, live music, and the opportunity to win two luxurious raffles: a pair of Ray-Ban Meta glasses and a beautifully curated Champagne gift basket."

The event drew nearly 50 industry professionals and locals who, Cutillo says, came away impressed not only with the craftsmanship of the home, but also with the coveted lifestyle of the community.

Comedy and social media

When Steven Kramer, broker with the Steven Kramer Team at Douglas Elliman, was selling a 1980s-style home in Hewlett Bay Park, NY, listed for $3.95 million, he recognized an opportunity to create buzz by harnessing the power of comedy and viral content. 

"The house is an '80s time capsule, so we got a local comedian who has a large audience in this market to use the house as an '80s set in one of his recent series," Kramer tells Realtor.com. 

Sketch comedian Max Cohen shot a two-part series, titled "When Lisa Met Larry," inside the listed property. Clips of Cohen spoofing '80s rom-coms while wearing oversized hair and neon Lycra workout gear generated thousands of views on Instagram, where Cohen has over 200,000 followers.  

History as a buyer magnet

Darlene Liebman, agent with Douglas Elliman's Katzen Team based in New York City, also turned to social media but took a more educational approach. 

"I have created an Instagram account that talks about New York City and Hamptons history," Liebman tells Realtor.com. "I started in January and am now up to 85,000 followers. It has been a great driver of buyers from out of state."

Hyperlocal creativity

Taking an analog route, Megan Sullivan, a Douglas Elliman agent in Greenwich, CT, created a custom coloring book featuring games and information about local landmarks. She distributes the books at libraries, ice cream shops, and local events. 

"I have received many buyer and seller leads. [It] helps keep me top of mind," she says.

Fairway pop-ups

Meanwhile, Lauren and Eric Joseph with the Joseph Team at Douglas Elliman on Long Island are rethinking traditional open houses altogether. Instead, they host pop-up networking events at local golf courses to connect with prospective buyers. 

They also partnered with a popular coffee brand to offer free drinks in exchange for contact info through QR codes.

Having hosted gatherings at Bethpage and Harbor Links, the duo routinely captures over 60 qualified client leads per event.

Immersive lifestyle experience

Andy Oei, real estate agent at Berkshire Hathaway HomeServices Fox & Roach Realtors® in Philadelphia, favors what he calls "immersive due diligence." His goal is simple: Help serious buyers experience what everyday life in the home would actually feel like.

"With the seller's permission, we create a 'day in the life' experience for qualified buyers from time to time," Oei tells Realtor.com. "That might mean a late-night showing so they can experience the skyline views, city lights, and ambiance after dark. Other times, we meet over lunch in the residence so they can see how the home lives during the day, experience the natural light, and observe the rhythm of the building."

For early risers, Oei schedules sunrise coffee showings to watch the neighborhood come to life.

Other times, the agent offers prospective buyers and their agents a gift card to a nearby cafe or restaurant with a note that says, "Drinks are on us. While you are there, talk about the property ... or maybe even write an offer."

"It is a lighthearted way to encourage the conversation while the showing is still fresh," explains Oei.

The agent believes that a traditional showing or open house is not an effective way to bring the buyer to the closing table.

"The goal is not to convince someone to buy a property," Oei argues. "It is to give them so much insight and confidence that the right decision becomes obvious."