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How to Market Unique Properties

6 February 2025

Unique properties can be very beautiful and even awe-inspiring for architects, but that doesn’t necessarily mean they’re going to sell quickly. In fact, sometimes unique properties can face additional challenges since they may not appeal to the broader market.

What strategies can you use to market unique properties successfully?

Work With an Expert

First, consider working closely with an expert who has experience in this field. Marketing unique properties is challenging, but it’s not impossible, and the more experience you have doing it, the more ideas you’ll be able to generate for any individual property. If you’re open to hiring a real estate agent, consider working with someone who has experience selling and marketing unique properties. Aside from that, you can work with other professionals in the industry, including staging experts and photography experts, to get more focused advice.

You could also choose to work with a fractional CMO if you want access to more specific marketing expertise. Your real estate agent is going to have experience selling houses, but a fractional CMO is going to have experience with many other areas of marketing. They could help you generate more unique, cost-effective ideas for how to make your property more appealing to your target demographics, ultimately allowing you to sell it quicker and for fewer costs.

Consider Your Target Demographics

Much depends on your target demographics. Where is this property located? What types of people typically buy properties in this area? Is this a place for educated professionals? Is this neighborhood populated by young families? Is this a hip college town with lots of students and young adults looking for their first property? You’ll have to mark it a bit differently depending on who’s looking.

For some people, a unique property is exactly what they’re looking for. They want something novel, unexpected, and against the societal grain. For others, anything that deviates from a white picket standard isn’t worth considering. Depending on your audience, you might lean into the uniqueness of your property, or you might try to downplay it. The better you understand your audience, the better you’ll likely perform.

Lean Into the Unique Qualities

In many cases, it makes sense to lean into the unique qualities of your property, rather than shying away from them. There are a couple of reasons for this.

First, the unique qualities of your property are probably going to be discovered sooner or later. If you try to make an effort to hide these qualities, and someone discovers them after visiting your property in person, not only will they feel like you’ve wasted their time, but they might feel like you’re hiding other things as well.

Second, even if someone doesn’t love the unique qualities of your property, they will help your property stand out. After seeing dozens of different properties in the area that look and feel so similar they can easily be forgotten, your property will remain top of mind.

Invest in the Best Photography

Photography can make a huge difference in your ability to sell a unique property. Even if there’s a feature or quality of your property that most people wouldn’t immediately accept, you can make a better impression by putting it in the best possible light. If you can, hire a professional real estate photographer to help you capture the best possible photos. Otherwise, be ready to learn the fundamentals of photography and scrutinize your own work.

Blast Across Channels

You never know where people are looking. You’ll obviously want to list your property in the mainstream, most popular channels, but it’s also important to appeal to demographics who might not explore those channels. Accordingly, you should mark it and advertise this property any way you can, as long as it makes financial sense to do so.

Use Staging to Boost Appeal

The practice of home staging can help smooth out the rough edges of your property and make it more appealing to the masses. Simple choices, like rearranging furniture or placing new centerpieces, can make a big impact on how people immediately react to your house.

Get Feedback

Finally, get as much feedback as you can. If someone visits your property in person, then decides not to make an offer, reach out and ask them what held them back. In many cases, prospective buyers will be influenced by factors far beyond your control. But occasionally, you’ll get critical feedback you need to make your listing even better.

Marketing a unique property isn’t always easy, especially in a competitive area. But with the help of the right experts, a willingness to adapt your strategy, and a genuine desire to sell the property quickly, you can ultimately achieve your goal – without losing your mind in the process.

Comments on this guide to How to Market Unique Properties article are welcome.