Heaps Estrin, a Toronto luxury real estate brokerage, will host a 1930’s-inspired murder mystery, entitled “Murder at the Manor: Rosedale’s Darkest Secret,” on Oct. 30. The event will welcome agents, clients and influencers to 52 Rosedale Road, where guests and professional actors will attempt to solve, or deny, a fictional murder.

Cailey Heaps, president and CEO of Heaps Estrin, tells strategy the goal is to reintroduce the Neo-Georgian property to the market in a way that would resonate with its audience, especially as Halloween approaches.

“Given the current real estate landscape, where inventory is somewhat higher than usual, standing out is essential,” she says. “Our experience has shown us that potential buyers and agents respond more strongly to experiences than standard showings. Hosting an immersive event like a murder mystery aligns with our audience’s desire for unique, story-driven experiences and offers an unforgettable way to experience the property.”

It is a part of Heaps Estrin’s ethos to use marketing strategies that connect emotionally with prospective buyers, Heaps says. “This campaign exemplifies our commitment to innovative marketing and the personalized, concierge-level service that Heaps Estrin is known for,” Heaps adds.

This is not the first time the brokerage has taken a novel approach to real estate marketing. Previous work includes “Cocktails & Content” at a Lawrence Park property, where agents and influencers were invited to create original content, which expanded the property’s reach beyond its usual channels, Heaps says. For its efforts, Heaps Estrin was recognized with a recent International Property Award for “Best Real Estate Marketing in the Americas.”​

“People are drawn to the immersive experience, which is not just a property viewing but a full event that combines storytelling with the allure of a classic whodunit,” Heaps says of the current campaign. “This unique approach has piqued interest and created a buzz among agents, clients and influencers, who are excited to engage with the property on a deeper level. By introducing people to the home in a unique way, we’re showcasing how this incredible space could become part of their own story.”