I just sold one of my listings where the artist/owner had collected pinecones, acorns and other pieces of wood from her property. She then lacquered and attached them to the corners of her windows and doorframes. Using Pinterest, I showcased close-up images, and describe the thought that went into those special touches.
We actually sell a lot of our own listings because we are known for the place to find special properties with a lot of character. Most of my buyers come through our website. People tell me they are addicted to specialfinds.com, where unique properties from all over our area are fed into the site, then sorted by style and type. Tracking visitor usage, I can see some visitors stay on the site, looking at unique properties, for hours at a time.
Bill: Does it take longer to sell these special and unique properties that you list?
Brenda: Marketed properly it shouldn’t take any longer to sell unusual properties than other properties. Special “Finds…” often sell faster than the more typical properties, because the audience is so well defined. From our company name, buyers know that we only carry Special “Finds…”. They in turn are searching for their own Special “Find…”. We put the two together and the marriage works!
Buyers come to me to find something with distinct character. Someone may call me and say that they must have a historic home and it’s got to be so many years old, and it has to look like their grandmother’s house. So they will describe this historic home and nine times out of ten, if I ask “If I can find you an ultra-modern house or a log house, on top of a mountain with spectacular views, would you consider that?” They will say, “Absolutely, we would love a property like that!“ Ultimately, a buyer is looking for a property with characteristics that resonate with some part of their personality … a part that makes them feel good.
Bill: I would imagine with the way you are describing these properties, these are mostly luxury properties.
Brenda: No, price doesn’t mater. Each property just needs to have its own distinct character. We tend to attract more high-end listing and buyers, but I get just as excited about marketing tiny cottages as I do marketing grand estates.
Bill: Brenda, to wrap this up, what are the most important things that a seller of a unique property needs to do to be successful selling in a reasonable amount of time and for the best price?
Brenda: First, recognize the value in having something unique to sell – something that no one else has! Take the steps necessary to feature those unique characteristics. Don’t waste time and money marketing your unique property to non-unique property buyers. Have the property in great condition and take care of it. Be wiling to show it at any moment. Price it as well as you can. Be prepared to move when you get a buyer, because when a unique buyer comes along, there may not be ten of them looking for your house; there may only be one.
To find out more about Brenda Thompson’s Special “Finds…”, visit http://specialfinds.com.
