Marketing the Unmarketable: A Valentine’s Day Story

A very special real estate ad highlights some unique features. Could this strategy work for you?

Happy Valentine’s Day, everyone!

In honor of this very romantic Hallmark holiday, I thought I’d share with you a very special real estate listing. The beautiful single-family home in Maple Glen, Penn., includes vaulted ceilings, stainless steel appliance, a gazebo…and a 50 Shades of Grey-esque dungeon. (Please don’t make me go into more detail. My mom reads this blog.) Editor’s note: It seems the pictures of the famous basement have since been taken down from the listing. But it still says there’s a “twist” to the property. 

Why would the broker include that in the listing? Couldn’t she just say there was ample room in the basement, throw in some winky emojis, and call it a day? 

Well, for starters, this listing got tons of press. And the point of marketing a house is to get a buyer, right? But with all the real estate ads, some tend to get lost in the shuffle. This strategy pretty much guaranteed that that wouldn’t happen. And, though some might find it a gimmick, maybe it’ll actually appeal to someone. 

So, why not take this strategy in your apartment marketing?

I mean, I don’t know what kind of amenities you have. I don’t judge.

You’re sure to have something that makes your community special or unique. Are you highlighting it? Come on, don’t be shy. Some things might not appeal to everyone, but you don’t need to appeal to everyone. You just need that special someone who will rent. 

Maybe you offer special fitness classes. Or have great resident events. Maybe you allow large breeds of dogs. Or don’t allow dogs at all. You do you, boo. (Honestly, I feel dirtier writing that phrase than talking about the dungeon.)

What are some of the unique features of your community? What crazy things have you come across at apartments or other real estate ads? I want to hear about it! Post your comments on our Facebook page or send a tweet to @MHNOnline or @jfiur.