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It’s never one size fits all – by Carly Grigglestone, Marketing Manager

Fri 11 Sep 2015

It’s all about individuality when it comes to selling property. I know it sounds like a bit of a cliché, but I completely believe it’s all about traditional values and treating every single buyer and seller as an individual and realising that everyone’s expectations and requirements are different, taking into account everything from fully understanding their requirements about the property they are selling or want to buy, or the way in which they prefer to be contacted and by whom. 

My job is to add to that experience by treating not only every person individually, but also every property we market individually. We don’t do this for the sake of it, but we certainly do it when we think it’s needed. Many properties require a slightly different approach when it comes to marketing them and putting them in front of the right audience.  As an example, we have a wonderful artist’s studio in the heart of the mid Norfolk countryside. It’s built in a contemporary barn style and along with the studio there is some great ancillary 2 bedroomed accommodation. Not your average property that is likely to sell itself from a Rightmove listing!  The studio is currently owned by award winning RBA artist Carole Griffin, so we combined an open weekend with an open studio event giving people the opportunity to view both Carole’s work and the studio at the same time. We created posters and leaflets and sent them to all the local studios in Norfolk, created a bespoke eshot and used social media to promote the event. It’s an artists property, so we made sure we put it in front of artists. 

So from a beach hut to a stately home and everything in between, it’s hardly ever a case of ‘one size fits all’ and it’s very rare that a brochure and an online listing that does the job. It’s everything from a fully presented film of a property to aerial film and photography to truly show the position of the property in the landscape,  mini iPad style ‘tv in a card’ to show property videos and area guides and  various routes of promoting to the London market – the list is endless, as are the ideas. 

Do these different approaches to marketing property work? My favourite case in point is of a seven bedroomed property we had for sale in Heacham. The eventual purchaser had discounted the property on receipt of the brochure, which despite including beautiful photographs just couldn’t bring the magic quality of the property to life. We sent them the fully presented film, they fell in love with it, went on to view and purchase! 

Of course you all want to know if this approach worked for the Artists Studio…well 8 serious viewers of the property and an offer on the table is a good start, but never one to miss an opportunity - at this moment in time Spring Studio, Hoe at a price guide of £135,000 is still available via our Dereham Office.

"Throughout the process, the Sowerbys’ team have been first class and provided a gold standard service. A special thank you to yourselves for supporting me through some of the challenging moments! "
Paula Coppard - Docking - September 2015

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