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Do you want your average sale price to skyrocket? Shaking up your marketing with this tiny change could be all you need.
To “break through” a crowded real estate marketplace, Adelaide-based agents Michael and Christine Holowiecki of Keeping It Realty developed an unusual signboard.
“With real estate branding there [is] a lot of black being used, and so we chose purple,” Ms Holowiecki explained.
A stand-out signboard proved to be a highly useful element of the Holowieckis’ marketing campaign to sell an 1880 bluestone double-fronted villa in the suburb of Prospect, Adelaide.
“Our signboard went up quite a few days before we even commenced the campaign, and our signboard alone drew people to the property straight away,” Ms Holowiecki told REB.
“Being coloured in purple with a watermark, it was quite unusual, and so I was getting calls just from the signboard. And that’s before we even went live,” she said.
“Your signboard is basically your 24-hours-a-day, seven-days-a-week agent.”
In promoting the character home, which featured a marble fireplace, ornate ceiling roses and polished floorboards, the Holowieckis also leveraged drone technology to illustrate its prime location.
Ms Holowiecki explained that they included drone footage in a YouTube video to illustrate the house’s proximity to restaurants, cafés, boutiques and high-class shopping centres.
“The footage worked really, really well, and we ended up getting a lot of inquiries from the UK and some people that hadn’t even been to Adelaide before,” she commented.
“They just saw the location in terms of the CBD and North Adelaide, and something that really appealed to them was that they could visually see the distance.”
The Holowieckis’ marketing campaign generated a significant amount of interest, with 250 inquiries via phone and email within 10 minutes of the property being advertised on realestate.com.au, 43 groups through for its first open, and 60 groups viewing it per week.
“In my five and a half years of working in real estate, this was by far the most popular campaign that I’ve ever worked,” Ms Holowiecki said.
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