Hollywood-style trailers, exclusive dinner parties, and 'Instagram museums': The CEO of a real estate PR firm dishes on how he sells multimillion-dollar mansions to the super-rich

Many of the mansions here are over 20,000 sq ft

One of the many mega mansions in the hills around the Calabasas area of LA

If you’re looking to sell your multimillion-dollar Los Angeles home in a wildly unconventional way, you’ll likely turn to one person: Alexander Ali, founder and CEO of PR firm The Society Group. His company is best known for the dramatic, Hollywood-style real estate trailers they’ve created to help sell multimillion-dollar homes.

Since 2015, the company has helped sell more than $500 million of real estate — including the Playboy Mansion —and their current portfolio is worth over $1.7 billion, according to the website.
“Just how a celebrity has a publicist, we make houses famous,” Ali told Business Insider. “They can be a million dollars, they can be a billion dollars. That’s our job. We become part of the conversation.”
To do this, the Society Group has done everything from holding an immersive theatrical performance at a property and producing theatrical promotional videos, to throwing events such as Instagram museums and super-luxurious sit-down dinners for an exclusive group of 40 high net worth individuals.

Read more starting at ‘For Ali, one of The Society Group’s most memorable events was held at a $15 million, at….Hollywood-style trailers, exclusive dinner parties, and ‘Instagram museums’: The CEO of a real estate PR firm dishes on how he sells multimillion-dollar mansions to the super-rich

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