Houston’s Most Expensive and Storied Listing…
When Douglas Elliman brought Houston’s most expensive residential listing to market — the former River Oaks estate of legendary real estate developer Gerald D. Hines — they turned to South House Public Relations to generate media buzz befitting the prestige of the property.
Client: Douglas Elliman
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Douglas Elliman Texas is one of the nation’s premier luxury real estate brokerages, known for its elite listings and discerning clientele.
We were tasked with promoting an ultra-luxury listing with the goal of targeting a potential buyer through local, regional and national publications for Houston’s Most Expensive Listings through Douglas Elliman Real Estate. 2920 Lazy Lane was the home of late real estate mogul, Gerald Hines.
South House developed a targeted media relations strategy that positioned the $34.5M estate not only as a listing, but as a piece of architectural and cultural history. By leveraging the legacy of Gerald Hines, the exclusivity of the River Oaks address, and the home’s striking design features, we created a narrative that resonated far beyond traditional real estate audiences.
We secured high-profile media placements in top-tier national and regional outlets — including Architectural Digest, Robb Report, Mansion Global, PaperCity, CultureMap, and Houston Chronicle — ensuring the story reached affluent buyers, architecture enthusiasts, and design-driven readers. Messaging was tightly coordinated with Douglas Elliman’s national and Texas-based teams to maintain luxury brand consistency.
This campaign helped solidify Douglas Elliman’s positioning in the Texas luxury real estate landscape, demonstrating their ability to handle legacy properties with discretion, style, and media-savvy storytelling.