Nights to Remember

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