Question

Topic: Strategy

Ideas To Help Sell An Expensive House (1,5mill)

Posted by Anonymous on 12/9/2009 at 2:45 PM ET 500 Points
This house is located on the Mediterranean, 10 minutes away from the Barcelona, Spain airport. Target group is expats from UK and US, healthy Russian, and special groups such as soccer or tennis players.

Listed with a few realtors, no luck..market is really slow..

Need strategic and creative ideas to drive qualified traffic to the house and help sell, on a constraint budget.

Thanks!

Eva
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RESPONSES

  • Posted by Jay Hamilton-Roth on 12/9/2009 at 4:03 PM Member
    Your target group is really people with 1,5million. Of the people that own such homes in the region, what community are THEY in? Is it a social group? A business group? A religious group? Is the location a popular tourist destination with tons of amenities? How does the home stack up to others that are for sale/rent? Do you need to sell the home immediately or are you open to using it as business (for example, renting for use as movie location set, etc.)?
  • Posted by BizConsult on 12/10/2009 at 12:06 AM Member
    Consider the target and what they read, where they are, what else they buy, etc. -- You've got to reach them in their natural environments. If they're reading the Wall Street Journal, high-end magazines, etc. - advertise there.

    Market to travellers staying in better hotels in your area (they might be interested in a vacation home there!).

    Don't be afraid to pursue 'free' venues such as HGTV which often have programming featuring someone looking for a home (I recently watched one where they sold a house in that price range).

    Despite the well-heeled audience, don't rule out extras or similar gimmicks (like furnishings included, throw in a sports car, etc.) - In this economy, everyone wants to feel like they're getting a deal!

    Good luck!
    -Steve
  • Posted by Gary Bloomer on 12/11/2009 at 3:10 PM Accepted
    Dear EvaV,

    A lot of real estate people are hurting right now but one way
    to avoid the pain is to stop selling houses.

    What I mean by this is what else CONNECTED to the house could
    you offer for the sale price and throw the house in for free? You'd
    still be selling the house but you'd be offering it as an add on, as the icing, not as the cake.

    If you spin and sell the view, the locale, the garden, the fixtures, furnishings, the car and so on and AVOID the big pink elephant in the middle of the plot you turn the deal on its head, to stretch people's imaginations and you catch them off guard.

    When you do this you create more attention. If you're selling the view or the vineyard or whatever for 1.5 million and someone thinks "Holy crap! That's a lot of money for a view!" while wandering around the house to THINK about it, they're then not thinking about the house but it's all around them.

    If you take the time to stage the house well, and stop thinking of it as bricks and mortar and make people see it as a potential HOME, with fresh flowers, baking rolls, the smell of hot coffee, the beds turned down, a log fire blazing merrily away, and a neatly folded newspaper on the kitchen counter—you create the sense of home.

    Wild, and wacky as this might sound, the fact that it is so different just might be all it takes to get someone to think "Hmm, yes, I'll buy the view for 1.5 million ... and look, I get this free house too!"

    I hope this helps.

    Gary Bloomer
    Wilmington, DE, USA

  • Posted by NovaHammer on 12/12/2009 at 8:56 AM Member
    High End bottle necks?

    Airport VIP Lounges, Barca Football Club Sky Box Users.

    Casino Banners...Yacht Club Race Sponsor..Car Lease Dealers



  • Posted on 12/12/2009 at 11:31 AM Author
    Thanks to all of you for your feedback..loved the "not sell a house" concept, we'll be working towards that, hopefully the house will sell next Spring!
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