A second agent came in and echoed the same message: Drop the price.
But Jonathan didn’t want to settle . He had two options:
Option 1: Reduce the price and hope for a quick sale—potentially leaving hundreds of thousands (or more) on the table. Option 2: Hire someone who knew how to present and position the property to the right audience—someone who could sell the lifestyle, not just the square footage.
Jonathan chose Option 2.
He brought in an agent known for successfully marketing LA’s most exclusive homes—someone who specialized in properties that had previously failed to sell.
This new agent immediately repositioned the home.
The marketing was elevated across the board: • Cinematic video showcasing the home’s architecture, nighttime lighting, and lifestyle elements • High-end twilight and drone photography • A full international digital campaign targeting overseas buyers in markets like London, Dubai, and Hong Kong • A private Broker’s Preview Event with catered bites and live music, creating buzz among top-tier agents • A discreet off-market push to exclusive buyer networks and luxury relocation firms The result? Sixty-one days later, Jonathan’s home sold for $8,325,000—almost exactly the original asking price. 6
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