The timeline
One month. One mandate.
Fourteen days off market, a 17 day public campaign, and a proposed auction event. Dates are indicative and confirmed together at signing.
Thursday October 1 to Wednesday October 14
Phase Zero · Reset, 14 days off market
- Mandate signed, listing withdrawn, old advertising comes down
- "Rex Lottery" corrected at source, 570evelyn.com addressed, Google audit
- Historical inquiries, showings, offers and agent list obtained
- Garden and landscape refreshed, pool and lawn brought to magazine condition
- Film and photography production days, including twilight and night in the garden
- Floor plans drawn, due diligence pack assembled: disclosures, inspections, permits, title
- Microsite, auction terms and registration built
Thursday October 15 to Sunday October 18
Teaser
- Fragments of architecture released: terrazzo, teak, glass, light, the garden at dusk
- "An architectural icon returns" across social and digital
- Invitations to the private evening preview
Monday October 19 to Sunday October 25
Week One · The Reveal
- Monday: film, microsite and full campaign go live
- Top 200 agent outreach begins, film then call then invitation
- Thursday October 22: private evening preview in the garden, Architecture, Design & Legacy
- Friday October 23: broker preview
- Weekend: first inspection window, editorial coverage begins
Monday October 26 to Sunday November 1
Week Two · Depth & Conversion
- Audience specific campaigns, reviewed and refined daily
- Private appointments for qualified buyers and their architects
- Registrations, proof of funds and deposits
- Countdown content: 72 hours, 48 hours, tomorrow
- Friday October 30: reserve set together, on evidence, weekly evidence report to David
- Saturday October 31: final inspection window
- SUNDAY NOVEMBER 1 · 2:00 PM · THE AUCTION EVENT
From Monday November 2
If needed · Phase Two & Three
- Five day best and final window with top bidders and serious participants
- Only then, an evidence based asking price