Viral marketing is a subject that I have definitely been thinking alot about given my last two posts.
For real estate agents, the marketing method for a home generally is:
- Take great pictures.
- Put it on the MLS and the internet.
- Run a couple open houses.
- Tell other agents about it.
- Advertise in newspaper.
- Hope it sells, the home is “improved,” or the price is reduced.
I’m guilty in many respects of limiting my job search to a similar unoriginal formula. So what are the viral marketing options in real estate?
- Try to save a building? (Bell Labs)
- Create a Consumer Bill of Rights?
- Announce the Apprentice as your Apprentice?
- Create a new word? Unzillowable, comes to mind.
- Give a condo to a celebrity?
- Throw a lavish party?
- Post something crazy on Youtube?
- Rent a movie theater and give out free tickets?
One of the many reasons that I am posting this is that there is a pristinely preserved 1950s home here in Pittsburgh that is on the market. Built on the foundation of a former Pittsburgh mansion. My wife went through it a few weeks ago and was in awe. Original, still working, appliances. One of the first elevators in a private residence, and it still works. A truly fabulous love story attached to the house. The agent remarks say ”Time Capsule for the Purist” - and that’s no joke.
The home deserves to be a museum and not on the market. The marketing of this home could easily be a case study in how to market unique properties. Since I have no connection to this home or agent (it’s just intellectual curiousity and an interest in seeing it go to someone that would keep it preserved), I’m wondering what others think would be the best way to market this one-of-a-kind home?
1 response so far ↓
1 Stacey M. // Apr 16, 2007 at 8:56 pm
Market the home both locally and nationally. Starting with film production companies and location scouts. I’m not sure of how many films have been shot in Pitts. as of late, but there was a time when the ‘burgh was a hot spot for big productions.
Second, I would look to the municipality and then city and further up the government chain and promote it, as you mentioned, as a hyper-local museum.
A local, rather open minded individual may consider the property as an investment and then rent it out to production houses, or for special functions. As long as care was taken not to destroy the place the value would increase with the additional history. Sort of what happened with the home in Cleveland where parts of A Christmas Story were filmed.
This may narrow the market, but it would create a buzz which would make it’s way to the unique sort of buyer.
There must be set/location industry news publications available for advertising. As well there must also be ways to promote the sale in government. I’d start with my state rep.
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