SR
Courtyard pavilion lit at night

The creative & media plan

Velocity, not a listing.

MLS syndication is distribution. It gives reach. It is not, by itself, a marketing strategy.

01 · The hero film

Three minutes. A documentary, not a walkthrough.

No agent in the doorway saying "welcome". A two and a half to three minute architectural short that feels closer to Architectural Digest than a property commercial. Sellers Reserve appears only at the very end.

Light falling across the teak bedroom wall
  1. 01

    Black screen

    Beverly Hills. 1960.

  2. 02

    Archive

    Trousdale imagery. A generation of architects reshaping how Los Angeles lived.

  3. 03

    The architect

    Lotery. Trousdale. Indoor outdoor modernism.

  4. 04

    The restoration

    Woods + Dangaran. Terrazzo, teak, glass, light, landscape.

  5. 05

    The life

    Morning. The pool. Entertaining. Evening.

  6. 06

    The title

    570 Evelyn Place. Rex Lotery, 1960. Restored by Woods + Dangaran.

  7. 07

    Only then

    Presented by Sellers Reserve. Auction event, November 1.

02 · The content ecosystem

One production. Thirty to forty pieces.

Each audience sees the right piece at the right moment, from first curiosity to the final countdown.

Architecture reelsRestoration reelThe Lotery storyThe Woods + Dangaran storyTrousdale historyMaterial detailsIndoor outdoor livingSingle level lifestylePrivacyEntertainingNight filmPool filmWhy 570 Evelyn?Why Trousdale?Why now?How the auction worksBuyer FAQMichael explains the campaign72 hours48 hoursTomorrowAuction day
Material detail at 570 Evelyn PlaceMaterial detail at 570 Evelyn PlaceMaterial detail at 570 Evelyn PlaceMaterial detail at 570 Evelyn Place
Dining and kitchen

03 · The digital property experience

An architectural publication, not an MLS page.

A new, single source of truth that displaces every outdated page.

  • The Residence
  • The Architecture
  • Rex Lotery
  • The Restoration
  • Woods + Dangaran
  • Trousdale Estates
  • Film & Gallery
  • Floor Plans
  • Due Diligence Room
  • Inspection Booking
  • Buyer Representation
  • Auction Terms & Registration

Every visitor becomes measurable: traffic source, time on site, film engagement, repeat visits, document downloads, inspection requests, registrations and proof of funds.

04 · Editorial, not just advertising

"A restored Rex Lotery mid century residence comes to market in Trousdale."

Pitched to architecture, design and luxury property media. The goal is third party validation: respected design voices explaining why Lotery and this restoration matter, rather than us saying so.

05 · Top 200 agent activation

Personal contact, not an email blast.

Above $12M, buyer agents matter enormously. My campaign team divides the list. Every agent receives the film, then a call, then an invitation, then follow up.

Every agent who has previously shown the house is contacted personally. Not with

"Do you want another look?"

but with

"The strategy around 570 Evelyn has completely changed."

We prioritise agents who

  • Have sold in Trousdale
  • Have sold homes above $8M
  • Have represented buyers above $10M
  • Have sold architectural homes
  • Represent entertainment clients
  • Represent international purchasers

06 · Concierge buyer education

No surprises on auction day.

Every serious prospect receives the auction guide, purchase agreement, disclosures, inspection reports, title, auction terms, registration and proof of funds requirements, deposit and closing terms, buyer representation information, a named Sellers Reserve contact, and access to the property before bidding.