Situation | Objective
Our team was presented with a very unique property to sell. This incredible townhouse is something you see just a few times a year. It had beautiful finishes including wide-plank floors, exposed interior brick, wood beamed ceilings, steel and concrete stairs, a cooks kitchen and a killer rooftop deck. The interiors of the unit measured 1,700sf of living space. Despite all these incredible features, the biggest challenge was the location. The home was located on Boylston. Boylston parallels I-5 and we knew we would have a tough challenge to overcome.
Marketing and Sales Strategy
Some of the joys of our business is the challenges we face. We knew we had a picture perfect unit – so what would it take to help buyers overcome the objection of the freeway. Thankfully the sellers had impeccable taste and did a outstanding job prepping the home for sale. Paint, handyman work and general market prep were handled with unbelievable focus. This allowed me and our team to really focus on good creative marketing and getting the word out about this special unit.
We deployed a strategy called a double listing. This gives owners in certain parts the city the opportunity to list their property in two different areas (Downtown/Eastlake) as well as two different property types (Home/Condo). Townhomes, because of they are often referred to as condo units can be marketed both ways. We felt that this was very effective in getting 60-75 buyers through in the first 2 weeks of marketing.
In another example of there being a home for everyone, we found our buyer 22 days into the marketing and sales process. They wrote a great offer that was negotiated up by our team to the eventual $789,000 price point. The buyers also allowed our clients to “lease back” the home for 45 days after closing. This allowed our team to assist our clients in locating an incredible home in the Montlake neighborhood.