Nights to Remember
- Share via
Dick Turpin’s column “Night Time Deemed Ideal to Shop for Dream House” (July 28), brought back fond memories of 1973 when I was representing Santa Anita Consolidated and its Orange County subsidiary, Grant Corp.
I believe we developed, if not the first, at least one of the first night-selling programs at a luxury condominium development, Newport Crest, in Orange County.
We held a number of midweek and Friday evening events in which we complemented the print advertising with direct-response mail to high-income prospects. Appetizers and wine were served, a different course in each model. The really hot prospects got a catered dinner in one of the vacant homes.
Since opening Public Relations Business Services in 1978, we have talked to a number of companies about night selling, but unfortunately, innovative marketing by builders is not a strong point. There’s too much tunnel vision, and “we’ve always done it this way,” thinking.
Selling at night was a good idea then, and it still is, if marketed properly. I wish Ms. Kulli of Griffin Homes much success.
HAROLD ABRAMSON
Santa Monica
Inside the business of entertainment
The Wide Shot brings you news, analysis and insights on everything from streaming wars to production — and what it all means for the future.
You may occasionally receive promotional content from the Los Angeles Times.
