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No matter if you’re a seasoned agent or new, marketing a house seems simple, right? However, things get tricky when selling a home that’s a little out of the ordinary for its area. Selling a unique home – whether it's a converted church, a mid-century architectural masterpiece, or a quirky custom build – requires agents to throw out the standard marketing playbook.
While marketing a three-bed, two-bath suburban home might follow a familiar formula, unique properties demand creativity, strategic thinking, and a deep understanding of targeted marketing. That’s why we put together the ultimate step-by-step guide to real estate marketing for unique properties.
In this guide, we'll explore proven strategies for marketing one-of-a-kind properties, helping you turn those challenging listings into successful sales. From crafting compelling narratives to identifying the perfect buyer demographic, these tips will help you showcase what makes your unique listing special – and get it sold.
For marketing a unique or unconventional home, follow these six best practices for the utmost success.
It’s time to put on your storytelling hat if you want to become a savvy agent marketing a house that’s unique. To tell a story, you have to learn the story. So, start by diving deep into the property’s history. Try uncovering its original blueprints or newspaper clippings that might mention the home. This will be useful for future marketing, too.
It’s also wise to pay attention to architectural details that might set the property apart, in the eyes of specific buyers. For instance, many seek hand-carved Art Deco moldings or retro designs from the 1970s.
Don't overlook the human element, either. Previous owners might include local historical figures or celebrities whose stories add an extra layer of intrigue to the property. Document all of your discoveries and help your potential buyers understand the story they’ll be continuing by purchasing the home.
Success in real estate marketing unique properties hinges on a crucial first step: identifying your ideal buyer. Instead of casting a wide net as you might with an average home, focus on finding the unique audience that would appreciate and value the property’s distinctive features.
How? Start by studying recent sales of similar unique homes in your market and beyond, analyzing buyers’
For instance, a converted industrial loft might appeal to urban artists or tech entrepreneurs. At the same time, a historic farmhouse could attract both local heritage enthusiasts and out-of-state buyers seeking a weekend retreat.
Build detailed buyer personas that capture financial qualifications, lifestyle aspirations, design preferences, and cultural interests. Are your potential buyer's empty nesters looking for an architectural masterpiece to showcase their art collection or young professionals seeking a distinctive property that reflects their creative spirit? These answers will help guide the details of your marketing strategy.
In today’s day, and age, it’s digital first when it comes to content. So, for marketing a house that’s unique, investing in professional-quality visuals isn’t just a luxury - it’s an essential. Start with high-end photography, that’ll capture the dramatic impact of the home and its subtle details. If you normally take photos yourself, consider hiring a professional with experience in showcasing unique homes.
Complement these images with immersive 3D virtual tours that allow remote buyers to explore every corner of the home at their own pace. Drone footage can provide spectacular aerial views that showcase the property's setting and scale, while professionally narrated video tours help compellingly tell the home's story.
For properties where seasonal changes add to their appeal – like homes with spectacular fall foliage or spring gardens – document these transformations to paint a complete picture.
In the first steps our guide, you’ll figure out who the target audience for your unique property is. In this step, you’ll craft a narrative that speaks directly to them. Touch the heart and imagination of potential buyers with more than simple listing features. Instead, weave the features into a compelling story that helps buyers envision their life in the space.
If you’re having trouble, try connecting each unique feature to its practical and emotional benefits – the original 1920s speakeasy basement isn't just a novelty, it's an unparalleled entertainment space with a fascinating history. Incorporate architectural and historical details that add depth and context, like the Craftsman details that make the home a significant example of the Arts and Crafts movement.
Package these elements into a cohesive narrative that tells your property's unique story across all marketing materials.
Your audience will also drive another part of the strategy for real estate marketing a unique house: the channels in which you promote your message on. Marketing a unique property demands a sophisticated, multi-channel approach that extends far beyond traditional real estate listings.
While the MLS, and platforms like Zillow and Realtor.com have their place, consider specialized luxury real estate websites that cater to discerning buyers seeking extraordinary properties. Social media is also essential for strategic marketing your unique property. These platforms offers precise targeting capabilities to reach specific demographics - whether that's art collectors on Instagram or preservation enthusiasts on Facebook.
For truly distinctive properties, think globally by listing on international real estate platforms where unique homes often command premium prices from overseas buyers.
Another out of the box idea for marketing a house, out of the ordinary, is to host an open house or event that’s aligned with its unique character. Consider hosting themed open houses that celebrate the property's character – perhaps a Gatsby-style soirée for a grand Art Deco estate or a local artist showcase in a converted industrial loft.
Organize exclusive broker events that allow local agents to experience the property's special features firsthand. Immersive experiences that help buyers connect with the space, like twilight tours highlighting dramatic lighting features or chef-catered events in unique entertaining spaces, can not only increase your reach of buyers, but the over value and selling price of the home.
For distant prospects, you can do just the same by offering equally unique virtual tours that capture the property's essence.
The more you learn about marketing a house, or real estate marketing in general - the more you can sell. Keeping up with your continuing education isn’t just crucial for your license, it’s crucial for your overall success.
To do so, connecting with a trusted real estate educator is crucial. Luckily, you’re in the right place. NCI is Michigan’s leading real estate school offering a wide variety of ways to learn for agents across the great Mitten state.
Tap into more tips, and tricks with NCI’s blog or begin browsing our continuing education opportunities, now. Have questions? Get in touch with NCI direct to learn more, or browse our frequently asked questions.
However, fulfilling the promise of a successful real estate future requires the right choices at the right times. The most important decision to make right now? Where you’ll begin — or continue — your real estate training. NCI Associates, Ltd. remains your intelligent choice for Michigan Real Estate Classes.
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