I
Architecture
Rex Lotery is a recognized Beverly Hills Local Master Architect, synonymous with Trousdale's mid century golden age, including the famous Presley residence. This is a signed original.
A Seller Relaunch Proposal · Prepared for David Hoberman
The Lotery House
1960. Reimagined.
570 Evelyn PlaceTrousdale EstatesRex Lotery · Woods + Dangaran
Proposed auction event · Sunday November 1, 2026
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A defined opportunity to own an important piece of Los Angeles Modernism.
The premise
The auction is not our marketing strategy.It is the conclusion of it.
Erase the old campaign. Reintroduce 570 Evelyn as an architectural event. Build attention around the architecture, the provenance, the lifestyle and the opportunity. Compress that attention into a defined selling period. Then convert it into competition.
The residence
A signed original.
The house is not the problem. It is an exceptional architectural property, beautifully restored, on one of the flattest and most private lots in Trousdale. What it has never had is a campaign equal to it.
- Architect
- Rex Lotery, 1960
- Restoration
- Woods + Dangaran
- Living
- 5,966 sq ft, one level
- Lot
- 0.47 acres, flat, cul de sac
- Bedrooms · Baths
- 5 · 5.5
- Setting
- Gated, pool, spa, lawn, motor court
01 · The diagnosis
The enemy is not price. It is familiarity.
For ten years buyers and agents have seen essentially the same house, presented in essentially the same way. Today the market thinks: "It's available. It's been available. I'll watch it." We need it thinking: "Something has changed. I need to look at this now."
A long digital memory
- 2016Offered at $15,995,000, reduced to $14,995,000, withdrawn
- Jul 2022Offered at $14,995,000, withdrawn
- Apr 2023Offered at $15,995,000, reduced to $14,995,000, then $13,995,000
- 2024Offered at $13,995,000
- Aug 2024Sold for approx. $12,550,000
- 2025Offered at $13,900,000, also offered for lease at $45,000 per month
- May 2026Offered at $12,900,000
- Aug 2026Reduced $150,000 to $12,750,000 (approx. 1.2%)
But buyers who find it, like it
2,291
Portal views
122
Saves
5.3%
Save to view
Engagement is healthy. What is weak is the velocity of discovery compared with other Trousdale listings. The question is not "how much further should the price fall?" It is "how do we dramatically increase the number of qualified people who see and understand this house?"
The last reduction, $150,000, did not cross a meaningful search threshold such as $12.5M. It created no new discovery. It simply signalled weakness.
What a buyer finds online today
The architect's name is wrong
Current marketing calls him "Rex Lottery". Syndicated through the MLS, that error now sits on Zillow, Redfin, Realtor.com and hundreds of other sites. On a house where provenance is the premium, it matters.
An old website is still selling the house
570evelyn.com is live today, advertising $14,995,000 and directing buyers to a previous team. Other pages still show $12.9M. A buyer can find three prices and three stories.
The story is barely told
A brief, generic description. Almost nothing about Lotery, Woods + Dangaran, the terrazzo, the teak, the light, the courtyards, or why this house matters within Trousdale. And nothing at all about the garden: a canyon framed oasis of pool, spa, velvet lawn and fire lit terrace, a private sanctuary unto itself. The most emotional part of the house is never described.
Distribution, not marketing
Little public evidence of a film, floor plans, a current property site, editorial coverage or a digital campaign reaching buyers who never search the MLS.
02 · The price question
Nobody has yet earned the right to tell you price is the answer.
Price may ultimately be part of the answer. We do not know yet, and neither does anyone else. At $12.75M, 570 Evelyn sits at roughly $2,137 per square foot, very close to its 2024 sale, and well within the range of recent Trousdale transactions.
Views, condition and lot all differ, so this is context, not a valuation. Competing listings such as 301 Trousdale Place, asking $11.995M with city views, form part of the full Sellers Reserve Property Analysis. First we run the campaign properly. Then buyer behavior tells us where the market is.
| Recent Trousdale sale | Price | Sq ft | $/sq ft |
|---|---|---|---|
| 1645 Carla Ridge | $11.4M | 5,412 | $2,107 |
| 1130 Maytor Place | $12.0M | 5,395 | $2,224 |
| 1760 Carla Ridge | $12.9M | 4,881 | $2,643 |
| 340 Trousdale Place | $12.9M | 4,717 | $2,735 |
| 1520 Carla Ridge | $14.3M | 7,304 | $1,958 |
| 410 Doheny Road | $15.0M | 5,420 | $2,768 |
| 570 Evelyn Place (asking) | $12.75M | 5,966 | $2,137 |
Reported sales, late 2025 to mid 2026. Approximate figures.
03 · The repositioning
Not a five bedroom home for $12.75M.A Rex Lotery original, reimagined.
We stop competing on features and price, and start selling three things no other listing can offer at once.
II
Restoration
Woods + Dangaran, among the most sought after residential firms in America, restored it with teak built ins, mother of pearl terrazzo and clerestory light. A bridge between 1960 and now.
III
Place
Half an acre at the end of a quiet Trousdale cul de sac. Flat, gated, private. Pool, spa, lawn, motor court, and nearly 6,000 square feet on a single level.
The garden
An oasis. A private sanctuary unto itself.
Step through the glass and the city disappears. A wooded canyon hillside rises behind the house like a living wall, dense with oak, pine and palm, so that nothing is overlooked and nothing overlooks you. The only sounds are water and wind in the trees.
At its heart lies a long, clear pool with its own spa, set in lawn so green it reads as velvet. Concrete pavers float across the grass. Teak loungers wait in the sun. An outdoor kitchen and dining terrace sit beneath the hill, ready for long lunches that turn into longer evenings.
Then the light changes. The sky turns rose and violet, the fire table is lit, and the pavilion glows from within, teak and terrazzo framed in glass like a lantern. This is the moment Lotery designed for in 1960, and the moment every buyer will remember.
04 · The big idea
The Lotery House
570 Evelyn Place · Trousdale Estates
1960. Reimagined.
The address carries baggage. The Lotery House does not. Throughout the early campaign, the name leads and the address follows. That is our psychological reset, and it turns an address into an object of desire.
05 · Phase zero
Silence, then a clean slate.
We do not continue the listing. We replace the campaign. Fourteen days off market, which is not downtime. It is preparation, and it lets the market forget the old story before it hears the new one.
- ·Withdraw the listing and stop the digital drip
- ·Take down old advertising and outdated pages wherever possible
- ·Correct every "Rex Lottery" reference at source
- ·Acquire, redirect or displace 570evelyn.com
- ·Audit every Google result for the address
- ·Secure photography, film and archival rights
- ·Obtain all historical inquiries, showings and offers
- ·Identify every buyer agent who has shown the house
- ·Categorize all buyer feedback
- ·Assemble disclosures, inspections, permits and title
06 · The campaign
Seventeen days. An architectural icon returns.
Oct 15 to 18
Teaser
Fragments only. Terrazzo, teak, glass, light, the garden at dusk. Lotery sketches where rights permit. Curiosity, not a carousel.
Oct 19 to 23
The Reveal
The film launches everywhere. The private evening preview. Top 200 agent outreach begins.
Oct 24 to 28
Depth
Editorial coverage, audience campaigns, two inspection windows, private appointments.
Oct 29 to Nov 1
Conversion
Registrations, proof of funds, reserve set on evidence, auction event.
07 · Who really buys this house
Not "someone searching $10M to $15M".
Six distinct audiences. Each receives its own creative, its own message and its own channel.
01
The architecture buyer
Knows Neutra, Lautner, Buff & Hensman, Quincy Jones, Levitt, and Lotery.
02
The entertainment buyer
Producers, executives, talent and directors who value privacy and proximity over sheer size.
03
The design buyer
Values restraint, authenticity and materials above spectacle.
04
The downsizing UHNW buyer
Leaving 10,000 to 20,000 sq ft for 6,000 on one level, without giving up address or entertaining.
05
The international buyer
Already understands Beverly Hills as a global asset class.
06
The Westside owner
Bird Streets, the Flats, Holmby Hills, Bel Air, Brentwood, the Palisades and Malibu.
08 · Scarcity by design
Architecture, Design & Legacy
No conventional broker open. A private evening event with architectural lighting, music and restrained hospitality, ideally with a conversation on "Restoring a Rex Lotery". A cultural moment, and another round of media.
- 1
Private Evening Preview
100 to 150 invited guests. Architecture, design, entertainment, top agents, qualified buyers, press.
- 2
Broker Preview
A curated morning for the agents who represent this buyer pool.
- 3
Two Inspection Windows
Defined, scarce, and recorded. No open house every Sunday for three months.
- 4
Private Appointments
For qualified purchasers, their architects and advisors.
- 5
Final Inspection
The day before auction.
Every interaction is recorded. Who came, who returned, who brought an architect, who requested disclosures, who has financing. We will know the probable bidder pool days before auction.
09 · The mechanism
Control at every step.
The reserve, set on evidence
Not today, and not based on optimism. Through the campaign we measure inquiries, inspections, repeat visits, agent feedback, contract downloads, registrations and proof of funds. About 48 hours before auction we sit down together and say: now we have evidence. The reserve stays private and stays yours.
An auction worthy of the house
Elegant and understated. Think Sotheby's, not a circus. Registered bidders, a professional auctioneer, a controlled setting, and secure remote participation for verified bidders. All due diligence is done beforehand, so there are no surprises on the day.
Never all or nothing
If the reserve is not met, we hold what the current campaign lacks: a concentrated pool of motivated buyers. Phase Two opens a best and final window of five days maximum. Only then, if needed, Phase Three with an evidence based price. No drifting into another six months.
10 · The team
Fresh energy. One point of accountability.
A relaunch only works when the market believes something has genuinely changed: new strategy, new creative, new narrative, new leadership. I lead this campaign personally, supported by a hand selected group of high calibre specialists working directly alongside me and under my direct instruction.
Campaign Direction
Michael Mahon personally leads strategy, pricing evidence, negotiations and every seller conversation.
Beverly Hills Luxury Specialists
Senior, high calibre individuals with deep $10M+ and Trousdale experience, working directly alongside me.
Architectural Film & Photography
A director and crew from the architecture and design world, not real estate video.
Editorial & PR
Positioning the house with architecture, design and luxury property media.
Digital & Audience
Targeted campaigns to each buyer audience, measured daily.
Bidder Concierge
One named contact guiding every serious buyer through due diligence and registration.
11 · The proposition
Give me 30 days.
Not six months. Not another sequence of price reductions. Not another upload of the same house to the same portals.
Reset.Reposition.Remarket.Reintroduce.Compete.
My promise to you
I will never ask you for a price reduction because we have run out of ideas.
If we ever recommend a different price position, it will be because a properly executed campaign has produced the buyer evidence to justify that conversation.