What Unique Strategies Do You Use to Market Challenging Properties?

What Unique Strategies Do You Use to Market Challenging Properties?

Exploring innovative strategies for marketing challenging properties, we’ve gathered insights from a Senior Marketing Manager and a Real Estate Agent. While they share their expert techniques, we’ve also included additional answers to provide a broad perspective. From hosting themed open days to organizing interactive online webinars, discover the unique approaches professionals use in the real estate market.

• Host Themed Open Days
• Virtually Stage Main Spaces
• Organize Retro-Themed Events
• Leverage Drone Footage
• Utilize Virtual Reality Tours
• Create Custom Art Installations
• Collaborate with Popular Influencers
• Host Interactive Online Webinars

Host Themed Open Days

To market a challenging property, we hosted themed open days, transforming the homes into experiences rather than just viewings. For instance, one property struggled due to its remote location, so we created a 'Countryside Retreat' day, complete with local food vendors and outdoor activities. This allowed potential buyers to experience the lifestyle the property offered.

This immersive strategy not only increased foot traffic but also helped buyers envision the unique benefits of living in a serene, picturesque environment.

Virtually Stage Main Spaces

Working for a new home builder, we sometimes have inventory homes that sit on the market for longer than we'd like. Whether it's a feature of the lot, the finishes in the home, the square footage, or the layout, sometimes circumstances make it feel like overcoming objections is a losing battle from the start. Once this becomes a pattern, we know it's about truly transporting a prospective buyer into the future where they are living their dream life in this home.

One effective way we do this is by printing large foam-board posters of the main rooms of the home, but not just plain photos of empty rooms. We virtually stage these main spaces to reflect emotionally resonant and meaningful events like Christmas, watching the game together on the big screen with fall decorations on the mantle, or with the living room and kitchen all decorated to celebrate a first birthday or graduation. This helps buyers look beyond the issues that won't affect their quality of life so they can actually

Organize Retro-Themed Events

For a dated mid-century home that was struggling to sell, I organized a 'Mad Men'-inspired 1960s cocktail party open house. We brought in period-appropriate furniture, had staff dress in vintage attire, and served classic cocktails. This approach showcased the home's retro charm and helped potential buyers envision its possibilities. The event generated significant buzz on social media and attracted interested buyers who may have otherwise overlooked the listing.

By thinking outside the box and creating an immersive experience, we were able to shift perceptions and ultimately secure a sale for a property that had been on the market for months. This strategy not only markets the home effectively but also creates memorable experiences that can lead to referrals and future business opportunities.

Leverage Drone Footage

Leverage drone footage to show off unique property perspectives. Drone videos can capture stunning aerial views that traditional photography cannot achieve. These captivating shots can highlight the property's surroundings and special features in a way that stands out.

By offering a bird's-eye view, potential buyers get a comprehensive look at the home and its location. High-quality drone footage can make a challenging property seem more appealing. Consider investing in drone technology to create striking visuals.

Utilize Virtual Reality Tours

Utilize virtual reality tours to offer immersive experiences. Virtual reality allows potential buyers to explore a property from the comfort of their own home. This technology can create a realistic and engaging tour that traditional photos and videos lack.

It can highlight every detail, making the property more appealing and accessible. Enhancing the buying experience with VR can attract more interest. Start setting up virtual tours to captivate buyers.

Create Custom Art Installations

Create custom art installations to highlight unique features. Artistic pieces can draw attention to special aspects of a property by creating a memorable experience for viewers. These installations can emphasize the property's character and charm, making it stand out in a crowded market.

A well-placed sculpture or mural can spark conversations and create a buzz around the property. Art brings a new dimension that standard marketing materials might miss. Use art to make your property unforgettable.

Collaborate with Popular Influencers

Collaborate with popular influencers to gain targeted visibility. Influencers have a strong presence online and can reach a vast audience that might be interested in your property. When an influencer shares content about the property, it can generate enthusiasm and attract potential buyers.

This strategy taps into the influencer's established trust and relationship with their followers. Their endorsement can lead to increased interest and offers. Consider partnering with an influencer to boost your property's appeal.

Host Interactive Online Webinars

Host interactive online webinars to engage potential buyers directly. Webinars provide a platform to showcase the property and interact with interested parties in real-time. Through this medium, presenters can answer questions, address concerns, and highlight the property's key features.

This engaging approach can build a connection with potential buyers and make the property more appealing. Interactive sessions can offer a sense of involvement that static listings cannot. Plan a webinar to create an engaging buyer experience.