If you own a unique house, consider yourself lucky! You have something to advertise that other properties may not have. Use your property’s uniqueness to make it stand out from the crowd.
One of a Kind
When selling an unusual property, recognize that there is a value in having something that is one-of-a-kind. Make sure to feature all of the special characteristics in marketing the property and don’t waste time and money in trying to market to ordinary buyers who aren’t looking for something unique or unusual. I would encourage sellers to make sure their agent has a plan on how they will market to buyers who are seeking a unique property.
How Do You Price Your Home?
One of the first things sellers of unique properties want to know is: “How do I price my home?” Pricing unusual properties is not quite the same as pricing a property in a traditional neighborhood or subdivision where comparable sales can be found in close proximity.
To find enough comparable sales to properly price a property, we often have to extend our search area quite a distance. With our focus on unusual properties, we catalog all unique listings in our market area, and provide that as a resource for buyers through our SpecialFinds.com website.
We monitor unique properties as they sell, and have a database of unique property sales we can use for pricing analyses. Sellers are advised to make sure their agent can demonstrate a professional approach to pricing the property, taking into consideration the unique characteristics, and the challenge in finding comparable sales.
Unrealistic Listing Price
A common mistake that sellers make is to insist on an unrealistically high listing price, believing that they are creating room for negotiations and that they can reduce the price later if the listing is not attracting buyers. Although it is difficult to properly establish a market price for a unique property, buyers are more educated than in the past and most of the time can sense that a property is priced well above a fair price.
The most common result is a small amount of showings or no showings, no offers, and therefore, no negotiations. The recommended approach is to price the property in a realistic range, attracting the highest number of interested buyers.
There are buyers specifically looking for unusual properties, and sellers want to make sure they are attracting these buyers for their unique property. Buyers of unique properties buy on emotions, so they first need to emotionally connect with the property and then they will consider the facts. Sellers of these properties will want to work with an agent that can verbalize the unique characteristics of the property so potential buyers will relate to it.
Use Stories to Bring Properties to Life
We use stories in our listings to bring the properties to life, so that a buyer can “mentally” feel what it will be like to live there, and to be on the property. I like to bring as many senses as I can into the ads – what you see – floors the color of honey; what you hear – a train whistle in the distance; what you feel – cool slate floors; what you smell – freshly mowed grass. I want to describe the property so the buyer can feel the history of the place. The marketing should mentally transport buyers to the property from wherever they are as they read the story. We try to give them a feeling of what it’s like when the house in the description becomes their home.
As if reaching for the very stars above, music filled the space. “Turn it all the way up, no one can hear us!” And they did…and they danced. Friends called, and 17 minutes later they met them downtown for dinner. Apogee, at a cooler 3950’, is the highest altitude Asheville address. Totally private with 75 mile views, she sits on 14.6, low maintenance, mostly wooded acres, sharing a .25 mile boundary with the Blue Ridge Parkway. With 6420 sq. ft., there are views from every room. Numerous porches & decks invite entertaining or reflection. A few of the high-end features include: 2 master suites, ultra-luxurious ensuite bath, Crow’s Nest for star gazing; 2-story, stacked-stone, wood burning fireplace, enormous kitchen, both formal and relaxed spaces, hardwood & radiant heat tiled floors, wired sound system and closets aligned to incorporate an elevator. Awe-inspiring Asheville city lights.
“The Old Allison Place – 70 Acres”
Every Sunday, sinners and saints showed up at Grandma Allison’s house. No invitation necessary, no shortage of food – fried chicken, mashed potatoes and gravy, fried okra, and more. The kitchen was crowded, yet we all fit in — buttermilk biscuits hot out of the oven. Prayer, then pass the dishes – all gone. Kids everywhere, slamming doors, hiding in the bedrooms upstairs and down. Out in the big barn, men discuss livestock, and when or if to cut the timber again. Women relax on the wraparound porch. Banana pudding for dessert! Sitting on 70+ acres, with approximately 55 in woods.
Buyers often inquire about our listings by name or by elements of the house’s story, rather than the address. They will ask about “the house where the seven children grew up”, or “the place where the horses waited for the sound of the sliding barn door”. An interesting result of our descriptive advertising is that we have sold four of our listings to remote buyers just from the advertising without the buyer ever physically seeing the properties until coming to the closing table. We use detailed photography and video tours, so in any case the buyer did have a virtual tour. We had the buyers agree to hold the sellers and our firm harmless if they didn’t like the property once they saw it, and each one closed without an issue.
Regardless the type of property, it is always important that the house shows well, both on the outside as well as the interior. Make sure that the property is in very good condition and make sure that you keep it that way during the listing period. Be willing to show the property at any time. With an unusual property, make sure you are prepared to move when you have a buyer. When a buyer comes along there may not be ten of them looking for your property; there may only be one.
“An interview with several real estate agents prompted me to list with Brenda. However, she did so much more than ‘list.’ She met with us to lay the foundation for how she would present this house. She then spent time on the property to enable her to write a story of the home that would convey its unique character to buyers. The buyer approached her so she functioned professionally as a dual agent. Brenda and her assistant helped both the buyer and seller to move through the process and were an excellent liaison during due diligence and on through closing…… which occurred within 2 months of our initial meeting!”
– Pat T.
“My knowledge of Brenda is based not only on her skills but more importantly on her attitude. She listens to what I have to say, then responds accordingly. I don’t always like what I hear but I know that her facts are accurate. Brenda has a good heart. She understands how attached one can become toward property and home and she treats that attachment with respect. Anyone can list a property but not all are willing to do the extra things needed to show and sell. Do yourself a favor. Start with the best. Brenda can be counted on to work hard to get the job done.”
– Trudee S.
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