Superbroker Senada Adzem has been working with super-rich clients for years in Florida. And there's one important lesson she's learned: The key to attracting buyers is attracting rich men.
Although rich couples make joint decisions—and women are often more important when it comes to the deal—it's more difficult to get men to show up at open houses or showings.
"They don't seem to enjoy it as much," she said.
So Adzem, the Boca Raton-based director of luxury sales at Douglas Elliman, has developed some time-tested secrets to getting super-rich men to go mansion shopping.
—By CNBC's Robert Frank
Posted 16 June 2014
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Everyone loves a good party, especially in southern Florida. And Adzem throws some of the best.
She often hosts parties at one of her top listings, with free-flowing champagne, top catering, crowds of beautiful people and performances by famous musicians. Tennis stars Venus and Serena Williams have also been among the celebrities to appear at Adzem's parties.
"It's all about long-term relationships," she said.
"Parties don't get people to buy a home. But they keep me in touch with people who may do something three or five years from now."
Boys like their toys, especially ones with four wheels.
Adzem often teams up with local Ferrari or Lamborghini dealers to hold supercar events at her listings.
One home she's selling comes with a Rolls Royce Phantom.
Many of Senada's listings have docks or marinas.
So she works with yacht charter companies to have yachts at her listings, so guests can enjoy a drink on the sundeck after viewing a property.
She also brings clients on yacht tours of waterfront properties.
"You get a whole different perspective looking at a property from the water," she said.
Sex sells, even in real estate.
Senada has held the Hawaiian Tropic bikini contest at her listings, with prospective buyers and sellers in attendance.
"We don't take it too seriously," she said. "It's just a fun way to get people together and everyone has a great time."
It may not sound as sexy as bikinis, but men (and women) flock to good investment ideas.
Senada will sometimes have top economists such as Nouriel Roubini and leading investors give brief talks at her properties for clients and prospects.
"They want the best thinking on markets today," she said.
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