If you’re trying to sell a unique or unusual home and you’re just not getting any takers, perhaps it’s simply that you haven’t found that unique or unusual buyer yet. After all, the house that’s quirky and not to everyone’s taste needs a buyer who loves it for its quirks, not in spite of them. And those buyers are not always easy to find.
What makes a home unique can vary widely. It could be that it stands out from its neighbours visually, or that it’s the largest home on the road, or the only one with a pool, a lake view, or a three-acre garden. Whatever it is, a unique feature of your house can be its biggest asset, but also its biggest weakness.
In this article, we’re going to look at some actionable tips for selling your unique home that will put you in a great position to sell successfully to a buyer that loves it, just as you once did.
Unique homes need unique marketing
Of course, we’re a little biased, but you need to find an estate agent who really understands how to market and sell unique homes. If your estate agent is used to selling three-bed semis on estates, and you give them your 6,000 square foot lake-view home with a boat house, how are they going to know what to do to attract a buyer of the calibre you need?
Here are some examples of the special methods and techniques we use at AshdownJones to market a unique home to a unique buyer, in a unique way:
- Lifestyle photography
- Drone photography
- Twilight imagery
- Professional copywriting
- Owner interview
- Property styling
- Property bespoke logo/branding
- Printed magazine-style brochures
- Specialist print finishes and formats
- Bespoke for sale board
Bespoke property marketing is not easy, or cheap, but it’s completely necessary to sell a unique or unusual home. As the homeowner, you need to have complete confidence that you’re not leaving money on the table, and selling your home for less than it’s worth. And that means pulling out all the stops with its marketing.
Your perfect buyer
It’s likely that your unique or unusual home will have a small number of potential buyers when you put it on the market. But you only need one. That’s why we spend time as a team, creating a ‘persona’ of your perfect buyer, so we can attract them with the exact features, images and words we know will most appeal to them. The brands they like, adjectives that will intrigue them, and photographs designed to draw them in, all form our marketing plan, to give you the best possible chance to find and interest them, and entice them to find out more about your home. We draw up a briefing document and share it with the whole team, including photographers, the writer and our designer. We know by doing this that everyone understands exactly who it is we are trying to attract to your unique home, and how we are going to do it. It’s a powerful combination of art and science, and it works! We have some wonderful case studies to show you, if you’d like to see them. Just drop us a line and we’ll be in touch.
Your unique home won’t be for everyone
Whether a home is unique because of its location, view, style, accommodation or something else, it’s important to keep in mind that your home will not be for everyone. And that’s ok. Because it will be absolutely perfect for someone. And that someone will be much more likely to pay the asking price, or close to it, to get the home of their dreams.
If you have a unique, unusual, quirky or otherwise special home, we’d love to talk to you. Because we only sell homes that are unlike any others, we are true experts, and can really help you to plan a successful strategy to capture the heart of your perfect buyer. Just drop us a line or call us on 015394 88811 – we’d love to hear from you.
Sam and Phil