Turning quirks into perks: Selling unique real estate
In the ever changing world of real estate, not every property fits into the traditional “cookie-cutter” mold. Unique features, challenging locations and uncommon architectural styles can present an opportunity to realtors to highlight your skill and knowledge. As a real estate professional, effectively marketing and selling these out of the ordinary properties can significantly differentiate you from the competition and position you as an expert in your field.
As well as positioning yourself as an expert in your field, you can also use these properties to generate new leads. This is because you could attract sellers with similar unusual properties that are facing issues that you will have overcome in the sale of a previous property. Showcasing these properties also serves to educate potential buyers, in turn creating a bigger buyer base for unusual properties thus making it easier to make a sale.
Differentiating Unusual Properties
In order to highlight these properties, you need to know what makes a property unusual. These could be properties that are historic, or have cultural relevance in a community. For example, your property could be a castle, an old mill or factory, or even a converted old school in a neighbourhood. These often present a challenge, but usually have unique features that traditional properties don’t have. They can also indicate a lifestyle that a particular person might be looking for; who wouldn’t want to be king or queen of their own castle?!
Architectural styles can also make a property odd or unusual. For example; the property could be an art deco style, a brutalist style, or even a modernist style. All of these styles of buildings are unconventional, but unique, and understanding the history associated with each style could be the key to highlighting their varying beauty to potential buyers.
Another consideration for unique properties are any specific features that make it stand out from the rest. This could include indoor pools, home theatres, or even private airstrips. Putting these unique features front and center is a great way to get more eyes on the property. You can also highlight any potential that the unique features generate. For example, not everyone will have their own private plane for an airstrip, but maybe the land could be used for a home expansion, another building, or even farm land.
Things to consider when highlighting these unique features are; high-quality visuals will be key to telling the narrative you want to tell. Quality photography and videography is essential, as well floor plans to correctly portray rooms that may be unusual as a result of your unusual property. This will help potential buyers picture themselves in the property, and get a feel for what it would be like to live there.
Price strategy will also be key. Conducting market research on both local properties, and other similar unusual properties and then collating that data to come to a fair market value will be key. You don’t want to undersell, but you also don’t want to price so high that buyers won’t even look at the property in the first place.
Techniques for Highlighting Unusual Properties
Now you know why you should highlight unusual properties, and what constitutes an unusual property, it’s time to highlight them. Here are 4 techniques you can use to highlight these properties, getting more eyes on them and generating more leads and interest:
Website and Blog Posts
Create a section on your website that specifically showcases these properties, separating them from the more generic. This is so they don’t get lost in the mix and can stand out. Creating informative blogs, as well as curating high quality visuals that go into detail about your unique properties. You could include the “why” as to why you took on this particular project to sell. You could include the narrative that you use to sell your property, any specific challenges you faced and how you overcame them. You could also cover what the buyer loved about the property and what persuaded them to seal the deal. Also include a link to the successful property sale where applicable.
Leverage Social Media
Social media loves the unconventional and unusual, so use this perspective to give your properties a boost on popular social media platforms such as Facebook, Instagram and TikTok. Curate your high quality visuals to tell a narrative, but also remember to have fun and be playful with it. These social media platforms aren’t serious, and your posts shouldn’t be either. Connecting on a personal level with people with content they genuinely enjoy, instead of being seen as a brand, is key to reaching and engaging a wider audience.
Network and Collaboration
Attend industry events and create a space where you and other realtors can share success stories. This is where you can gain more insight into how other realtors are tackling their unusual properties, and expand your sales toolkit. You can also connect with potential clients, and showcase your expertise with them in person. This can be setting up a booth at a relevant convention, or even participating in speaking panels, or even attending industry mixers. These both expand your reach and credibility.
All You Need to Know
Highlighting your unique and unusual properties in the real estate landscape will help you to showcase your expertise, expand your client base, and position you as an expert in your field. You can do this by:
Identifying Unusual Properties
- Historic or culturally relevant properties (castles, mills, factories, converted schools)
- Unique architectural styles (Art Deco, Brutalist, Modernist)
- Distinctive features (indoor pools, home theaters, private airstrips)
Highlighting Unique Features
- Focus on the “wow” factor and potential uses.
- High-quality visuals (photography, videography, floor plans) are crucial.
- Strategic pricing based on market research of comparable properties.
Website and Blog Posts
- Dedicated section for unusual properties.
- Informative blogs with high-quality visuals.
- Share the “why” behind the project, challenges faced, and buyer perspectives.
- Link to successful sales (if applicable).
Leverage Social Media
- Use platforms like Facebook, Instagram, and TikTok.
- Create engaging narratives with high-quality visuals.
- Be playful and personal in your posts.
Network and Collaboration
- Attend industry events to share success stories and gain insights.
- Connect with potential clients and demonstrate expertise (booths, speaking panels, mixers).
Learn more about how Giraffe360 can support your business while providing high quality visuals of your unique properties you can showcase to potential buyers. Book a demo today!
