In the Boston area, real estate agents are shifting their approach to open houses by hosting elaborate, themed events designed to draw potential buyers in an increasingly competitive market. This trend reflects a broader effort to revitalize in-person showings that had stalled during the COVID-19 pandemic and have struggled to regain momentum amid ongoing economic uncertainty.
Alexis Cervasio, owner of East Boston Oysters, recently catered an open house for a penthouse condo in East Boston by creating an eye-catching spread of thinly sliced mortadella, burrata, fresh baguettes, and Castelvetrano olives. The presentation, intended to resemble a pale pink tablecloth, elevated the traditional open house snack offering into a polished, curated experience.
“It’s about making the host feel proud and creating a memorable event,” Cervasio said. Such curated experiences have become increasingly common as realtors strive to attract attention in a fluctuating housing market marked by rising mortgage rates, geopolitical tensions, and shifting buyer demand.
Sarah Maguire, principal of the Aronson Maguire Group at Compass, noted that conventional incentives such as simple wine and cheese no longer suffice. Instead, her team organizes immersive events like oyster shucking with local vendors, holiday markets featuring artisans, bouquet-making bars, and even tarot card readings. One recent holiday market in a Jamaica Plain development set pricing records by showcasing local crafts and artisanal goods across three units during the typically slow Thanksgiving-to-Christmas sales period.
“To get people through the door, we have to offer something unique and engaging,” Maguire said, adding that these efforts not only draw buyers but also reassure sellers that agents are fully committed to the sale.
In Sudbury, real estate agent Diana Lannon took this concept further by staging a “Botox and Bubbles” event at a newly constructed $2.8 million home during the challenging winter market. Partnering with a local medspa, Lannon offered complimentary Botox treatments to pre-registered guests, who were also treated to champagne and gourmet food. The tactic succeeded in attracting approximately 40 visitors—including agents from affluent suburbs such as Wellesley and Lexington—far exceeding the typical turnout for broker open houses.
“The event helped bring in people who otherwise wouldn’t have come,” Lannon said, acknowledging that some received negative feedback but emphasizing the importance of creative marketing in a high-end, competitive segment.
While such tailored open houses require significant investment of time and resources, agents say the payoff depends on the property type, price point, and location. Maguire explained that in some cases, the commission justifies the cost, while in others, the expense is necessary to meet seller expectations.
As Boston-area real estate continues to navigate uncertainty, the move toward experiential open houses reflects a broader industry adaptation aimed at engaging buyers and standing out in a crowded market.