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Explore Our Properties

Spec Builds

A different kind of marketing for new construction.

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Why Spec Homes Require a Different Approach

Spec homes are unlike traditional listings. They embody vision, craftsmanship, and significant investment — often long before a single buyer steps foot inside. Marketing these properties requires more than simply placing them on the MLS. It demands positioning, storytelling, and direct connections with the right networks to bring the home’s value to life.

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How I Add Value for Builders & Developers

My role begins well before the “For Sale” sign goes up. I get involved early, advising on positioning, pricing, and presentation to ensure the home launches with maximum impact. With a diverse and rich background, I bring a strategic, data-driven approach supported by Coldwell Banker Global Luxury Realty’s $267B global sales organization.

Beyond the fundamentals, I focus on creative marketing placement. From TV features such as American Dream TV, to lifestyle partnerships with brands like Lamborghini, to curated broker previews, I design experiences that elevate a property far beyond the scope of a traditional open house. Coupled with my resources, this ensures your home reaches affluent buyers not just in Austin, but across the U.S. and internationally.

A Recent Example

At 2404 Camino Alto, a newly constructed $8M estate in West Lake Hills, I partnered with Lamborghini and American Dream TV to showcase the property in a way that positioned it as more than a residence — but as a lifestyle investment.

The Process: From Blueprint to Buyer

Representing new construction requires a structured approach. Here’s how I partner with builders and investors to ensure every project reaches its full potential:

Early Consultation & Positioning

I begin with a site visit and strategy session to understand your vision and timeline. Together, we identify the unique selling points, target buyer profile, and optimal positioning for the property.

Pre-Market Guidance

From design recommendations to finish selections, I provide insight into what today’s luxury buyers prioritize. I also advise on staging strategies and pricing models to maximize appeal and market readiness.

Strategic Marketing Plan

I build a custom marketing roadmap that goes beyond the MLS. This includes digital and print campaigns, curated lifestyle photography, targeted outreach, and partnerships with luxury brands to heighten visibility.

Launch & Showcase

Your home’s debut is critical. I coordinate high-impact events such as private previews, broker tours, or lifestyle showcases — often integrating elements like wine tastings, exotic car displays, or media features to draw in qualified buyers.

Buyer Engagement

Through my network and Coldwell Banker Global Luxury Realty’s global reach, I connect your property with affluent buyers locally, nationally, and internationally. Every inquiry is handled personally to ensure serious buyers receive the right attention.  I also host all Open House events personally to ensure professional representation.

Negotiation & Closing

With a background in law and negotiations, I work strategically to protect your investment while achieving the strongest possible terms. From contract execution to closing, I manage every detail to create a successful transaction.

Post-Sale Reporting

At closing, I provide a full marketing and results summary — a transparent record of exposure, buyer engagement, and outcomes that can inform your future projects.

Work With Edward

My commitment to you is an unparalleled level of service whether buying or selling your home. You can expect the highest level of professionalism in meeting your real estate needs.

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