Who doesn’t like a good old-fashioned murder mystery? Recently more than 60 of Cailey Heaps’ clients, colleagues and influencers got to play detective, crime-solving up close and personal during a 1930s-inspired event called Murder at the Manor: Rosedale’s Darkest Secret.

“The event was a tremendous success, with attendees enjoying an evening filled with intrigue, elegance and immersive storytelling,” says Heaps, Broker of Record at Royal LePage Real Estate Services Heaps Estrin Team in Toronto.

Vintage ambiance and character set the stage

Fifty-two Rosedale Rd., a more than 8,500-square-foot, five-bedroom, seven-bathroom home built in 1934, was the backdrop for the gracious event. The brick-and-stone residence is in Toronto’s Rosedale neighbourhood and is currently listed for sale for $10.5 million.

Its high ceilings, grand rooms and beautifully landscaped grounds created the perfect backdrop for Murder at the Manor. Believed to be the home of University of Toronto assistant professor Roland R. McLaughlin in the mid-1930s to mid-1940s, the residence swept guests back in time, Heaps says.

“Guests were treated to an unforgettable murder mystery experience complete with three ‘victims’, a line-up of suspects and a series of clues that brought the property’s unique charm and historical character to life.”

The residence has beautiful, spacious principal rooms and all the goodies, from a dedicated gym to a family/playroom to a primary suite with dual ensuite bathrooms, walk-in closets and a sitting area. The 72×80-foot property has a south-facing garden, a two-car garage and a circular driveway.

A carefully curated guest list to expand the property’s reach

Complete with canapes, wine and a signature gin cocktail, the event was designed to let guests enjoy the vintage atmosphere. Heaps says the home exudes the sophistication and charm one might associate with a classic mystery novel. As well, “many attendees came in costume, adding a layer of authenticity and excitement to the evening.

“Agents, influencers and clients alike connected to the estate on a new level, experiencing the home in a way that traditional marketing approaches often miss.”

A marketing strategy designed to stand out

Guests were carefully chosen, with the selection of individuals including prospective buyers, agents who might have clients interested in luxury properties and influencers who could help broaden the property’s reach, Heaps says.

Hosting the event was more expensive than a traditional agent open house, but she says, “Given that 60-plus people attended at a time when there is even more inventory to view than usual, in many ways made it a better investment of time and resources.

Despite the cost, she says, “We felt it was a valuable investment to reintroduce this beautiful property to the market in a fresh and engaging way. The investment was worthwhile because it allowed us to reach new audiences and capture the imagination of prospective buyers and influencers who might otherwise have missed it.”

Creating a buzz

Fifty-two Rosedale was listed earlier this year when the luxury market was not as strong. Despite its architectural charm and prime location, there were challenges due to shifting economic conditions, she says.

So, coming up with a special marketing plan was top of mind. Once the plot was hatched, Murder at the Manor came together in a couple of weeks. Professional actors were hired and key areas of the home were set up as interactive points in the mystery.

“In today’s market, especially at the luxury level, it’s essential to create a unique story around each property,” she says.

Invitation to “Murder at the manor”

She says the homeowners embraced the concept and were very accommodating but chose not to attend the event so guests would feel more comfortable exploring the house and property.

Murder at the Manor “succeeded in generating buzz and new exposure for the listing,” Heaps says. “This approach not only highlighted the home’s architectural beauty but also positioned it as an experience, which is key to capturing the attention of buyers in today’s market.”

Lessons in creative marketing for high-value listings

For other agents who want to follow in the team’s marketing footsteps, she says, “The key takeaway is to consider the unique qualities of each property and to design a marketing approach that resonates with this story. Today’s buyers are looking for more than just a home. They want an experience and a connection to the space. By investing in creative marketing strategies and tailoring events to highlight a property’s stand-out features, agents can create memorable experiences that set their listings apart, even in a challenging market.”

It’s not the first time Heaps and her team have come up with special marketing ideas and they’ve been recognized for their work. Heaps received the 2024 International Property Award for Best Real Estate Marketing in the Americas.