CASE STUDY
NEW HIGH SALES PRICE FOR NEIGHBORHOOD
28620 SW MORNINGSIDE AVE
The owners of this highly upgraded 2006 property decided to sell because they’re building their dream home. Their passion for customizing their living spaces over the last 15 years produced the clear jewel of the neighborhood.
Working closely with the sellers, our strategy focused on showing buyers that this home warranted a list price significantly north of what the neighborhood previously supported. The sum of the upgrades, pristine condition and strong seller’s market all worked together to reinforce this new high-water mark.
Knowing that every buyer will be drawn to different facets of a home, we left no stone unturned in our marketing. We crafted a website to showcase the stunning images and videos we captured at the property, with several aspects that deserved to be highlighted in their own dedicated pages.
SPARK BESPOKE MARKETING
CAPTURING THE ALLURE
The home was in pristine condition and boasted an extensive list of upgrades. Interviewing the sellers, we identified several potential challenges in marketing what made the home special to them. We needed our potential buyers to emotionally connect to these features that made our sellers love living there.
For example, the outdoor living space looks dramatically different during our winter photoshoot. Sunset views from the owners’ suite are spectacular, but not visible during most in-person showings. The surrounding area also adds tremendous value when highlighted to the right buyer. We tailored our marketing to address all of this, as well as smaller attractive elements like the double pantry and built-in speaker system.
SPARK ELEMENTS
OUTDOOR
LIVING
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The upgrades to the property included a large outdoor stamped concrete patio with a gas fireplace and built-in grill area. All of this framed by mature landscaping, including raised beds and fruit-bearing trees. The whole beautifully executed outdoor living space adds significant value to the home. The issue here being that the home was listed in February, one week after an ice storm. With no clear way to convey how magical the space is during the spring and summer months, we collected pictures from the seller to augment our photography.
SPARK HOME TOUR
Our SPARK HOME TOUR webpage included dozens of pictures with video organized to capture the spaces of this exceptional property. Scan the code with you phone camera or click here to see the home tour.
Scan or click here
OWNERS SUITE
West facing windows and lavish sunsets often provide incredible scenes that add immense value to the home. We included an easily accessible marketing page to show off a stunning dusk time-lapse and views buyers could expect from the lush backyard under fiery sunsets.
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CREATING BUZZ
LAUNCHING THE LISTING LIVE
We thoughtfully prepared the marketing pieces and went live in the MLS on Thursday night. Friday, we added open house events for Saturday and Sunday, promoting them through the MLS, Zillow, and social media. The Spark home tour page we created for this property was viewed more than 200 times that weekend.
The launch strategy attracted 15 parties viewing the house in-person: 5 agent showings and 10 through the open house advertising.
ENGAGING THE BUYERS
CULTIVATING MULTIPLE BUYERS
On arrival, each party received a tour brochure of the home, a beautiful print piece with scan codes to the online Spark elements we created. In addition to the main Spark home tour, the break-out Spark elements (like the outdoor spaces, owners’ suite and neighborhood features) were later viewed an additional 70+ times by in-person visitors.
We followed up with everyone who expressed interest in the property, keeping them updated on competing interest in the home, and when the sellers would be reviewing offers.
RESULTS
NEW HIGH WATER MARK FOR NEIGHBORHOOD
SOLD IN
4 DAYS
The sellers happily accepted an offer after just four days on the market. Together, we set a record: highest resale price per square foot for the neighborhood.
In addition to the successful sale, it was our pleasure to work so closely with our sellers and craft a truly bespoke marketing strategy for their property. We achieved their goal of selling early in the year to take advantage of market conditions, and avoided the stress of this home sitting on the market as their new home neared completion.