Marketing Strategies for Selling a Unique Home

June 22, 2023
8:00 am

Selling a one-of-a-kind home requires a distinct approach to marketing. Conventional sales techniques won’t suffice when attracting buyers for a castle, an old church converted to a house, or a century-old home with unique architecture. To ensure success, you’ll need marketing strategies as exceptional as the property itself. Here are some tips to help you market unique homes for their seller clients.

Seek Advice

You need to think outside the box to market a unique home effectively. Seek advice from an experienced and successful REALTOR® with a track record of selling unusual properties. Ask how they would approach marketing your property differently from a standard home listing, including pricing insight and creative marketing ideas. While you should still utilize the basics of real estate marketing, such as an MLS listing, a dedicated page on your REALTOR®’s website,  a video tour, and a photo montage, you may supplement these with other unconventional methods.

Determine the Right Price

Setting the right price is crucial when selling a unique home due to the smaller market for such properties. Comparable values can be helpful when pricing farm and ranch properties, but determining the value of other distinctive properties, such as a chapel converted into a home, maybe more challenging. Work closely with your seller to assess the market and set an attractive yet realistic price.

Identify and Reach the Target Buyers

Unique homes attract a niche category of buyers, and it’s essential to understand their preferences and needs. Not every homebuyer is looking for a farm or converted railroad depot. Research and identify potential buyers who would be interested in your home. Consider alternative uses for the property and think about industries or individuals that might find it appealing.

For instance, if the home is designed like a medieval castle, film producers and event planner businesses might be interested in its picturesque setting. If you its rural acreage with a century-old rock farmhouse, wedding professionals or those interested in running a bed-and-breakfast may be potential buyers. Once you identify the target buyers, tailor your marketing efforts to reach them specifically.

Utilize Targeted Digital Advertising

To reach potential buyers outside your local area, employ geofenced digital ads. Target specific industries or regions where individuals or businesses interested in your unique property are located. Craft compelling ads highlighting the property’s special features and appealing to the target audience.

Network Within Relevant Industries

Engage with individuals and businesses in industries that could benefit from your unique home. Leverage social media platforms to find people with related interests or needs. Participate in online communities, forums, and groups where potential buyers might be active. Reach out to them through personalized emails or phone calls to showcase the property’s potential and how it aligns with their specific requirements.

Following these strategies enables you to effectively market and sell your unique home to the right buyers. Remember, a one-of-a-kind property requires a marketing approach that is equally exceptional to capture the attention and interest of potential buyers who appreciate its uniqueness.

Fathom Realty provides real estate agents with comprehensive resources, support, and expertise to ensure their success in implementing unique marketing strategies for selling distinctive homes. Contact us to learn more!