Distinction Reimagined: Power agent Herman Chan takes listing marketing to entertaining new levels

Distinction Reimagined: Power agent Herman Chan takes listing marketing to entertaining new levels
March 12, 2020

SAN FRANCISCO (MO.Properties) – In today’s high stakes world of luxury real estate, power agents are feeling the pressure more than ever to perform for their discerning and demanding clientele. A no limits, more-is-more trend for property marketing—and the budget to do so—is pushing the creative marketing envelope forward, not to mention the hoops and rings top-agents are willing to jump through to satiate the luxury home buyer’s growing appetite for rich content. No one knows this better than Herman Chan, a real estate force of nature and top producing agent at Golden Gate Sotheby’s International Realty.

Enter 2698 Pacific Ave, a mega-mansion in San Francisco’s coveted Pacific Heights neighborhood. With four levels, eight bedrooms and some serious swank, Herman Chan knew he had to take the listing to the next level to perform for his client and the buyers’ market. His solution was to do just that; perform. Herman produced what many are calling “real estate’s first music video,” a three-minute magnum opus that took over a month to produce. Herman was involved in every facet of production, from art direction, five days of filming, editing, soundtrack to wardrobe, not to mention, title role as star. The result is a decadent and transformative look inside a legacy property steeped in history, glamour and its own transformation in recent years.

“I was so enamored by this mansion that I knew doing anything less than a work of art to market it would be a disservice to the property,” says Chan. “I was inspired by the metamorphosis the property underwent in 2017 as the San Francisco Decorator Showcase house. Twenty-eight of the top designers reimagined the home, and I wanted my representation to reflect that theme of transformation and to dazzle just like the home does.”

2698 Pacific Ave’s property video-turned music video-turned art film has it all: a Hitchcock-black-and-white beginning before transitioning to color in a welcome-to-Oz-like moment; a cinematic soundtrack complete with haunting ’80s synth beats; to the Herman’s own transformation into the night with plenty of glitz, glam and pouts to match. To learn more about the lavish home listed for $26.8 Million and to watch the film, visit PacificHeightsEstate.com

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About Golden Gate Sotheby’s International Realty:

Golden Gate Sotheby’s International Realty has over 550 agents in 25 offices throughout the San Francisco Bay Area serving the counties of Alameda, Contra Costa, Marin, Napa, San Mateo, Santa Clara, Solano, Sonoma and San Francisco. For more information, please visit www.GoldenGateSIR.com