Innovation in real estate marketing: Every home tells a story

Innovation in home marketing is focusing the minds of Canberra property agents and builders as they consider how they can differentiate their listings and create media buzz that lead to competitive sales – and new records.

Once upon a time a formulaic ad and a big smile was enough to get the job done. Those techniques are now being eclipsed by innovations calling on the storytelling and performance traditions of Hollywood in bids to capture buyer interest.

Holly Komorowski, of home.byholly, says she has taken a more focused approach to marketing since establishing her own agency.

“I’ve taken a different tack – most agent advertisement still focus on just describing the property for sale including its features and benefits,” she says.

“I’m more focused on the narrative, the storytelling. I look to really understand the homeowner’s emotional attachment to their home and try to convey that relationships in the ads. Stories are powerful selling tools.”

Komorowski says she also believes in close collaboration with creative professionals like photographers and graphic designers in developing marketing materials.

“I use a really experienced architectural photographer for my images,” she says.

“That brings out amazing detail that can really highlight not only a home’s special features, but can also convey some of its special feeling.

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One of Komorowski’s biggest successes was a modernist-influenced home at 8 Duffy Street, Ainslie that later sold for $1,450,000.

“It had appeared in the August issue of “Australian Home Beautiful” in 1957 and we were able to get a hold of a copy of the original magazine and to use that story in our marketing,” she says.

“We got tremendous editorial and social media coverage that undoubtedly increased the buzz around the home. I’ve no doubt it elevated buyer interest that led to such a great price.”

Nick Slater, of McGrath Estate Agents Gungahlin, also knows the power of creating sizzle with a marketing extravaganza that led to recent record sale in Forde.

Performer Carissa Meyer at the Cirque du Soleil-themed open home in Forde earlier in July. Photo: Rohan Thomson

Slater says part of the drive to do something different came from a desire to change the way vendors experience the home selling process.

“It can be quite stressful for many of them with an ongoing need to keep the home at a high level of presentation every weekend,” he says.

“I thought there was scope to have some fun, to really stand out and to ramp up interest.”

Slater says the Forde home at 8 Quinane Avenue called for something special and he staged an open night with Cirque du Soleil-like entertainment including light displays, acrobats, jugglers and contortionists.

“We wanted to show that the space was perfect for entertaining and what better way to do that than to host a celebration,” he says.

Some 150 people attended the event and one of the home opens attracted over 300 people. The Forde home sold for $2.035 million.

“The buzz that event generated was incredible – in the traditional media and in the social space,” he says.

“I’m still being stopped by people weeks afterwards who want to know what’s next – stay tuned, that’s all I can say for now,” he says.

Big builder Geocon has also been an early adopter in engaging with innovative marketing techniques.

It enlisted local music duo “The Aston Shuffle” as its “music and nightlife collaborators”, launched an iPad app for its new Belconnen development, Republic, and has used virtual reality goggles to market a number of its off-the-plan projects.

IT’S SHOWTIME

STYLING

Professionals maximise home appeal through a considered selection of furnishings and accessories that subtly enhance perceptions.

STORIES

Instead of cliched sales descriptions, consider a narrative, a story that explains why your home is special.

SPECTACULARS

An investment in a VIP event for prospective buyers reinforces home appeal and heightens competitive interest.

Case study

Judy Waters Photo: Dion Georgopoulos

A distinct constellation of creative professionals was formed when Judy Waters decided to put her Frome home in Griffith on the market.

The first connection for the director of Rowdy Digital was agent Holly Komorowski from home.by holly who had sold a neighbouring property.

“I told her to go hard and have it sold within two weeks of going on the market,” Judy says.

Holly switched into gear and pulled together a marketing blitz that wowed her client and potential buyers.

“The narrative of the home was told through story, great images by photographer Adam McGrath and presentation by Mel and Suzy at Sold on Styling,” Judy says.

“We also had a poolside preview party attended by agents and a number of potential buyers.”

Judy says Holly’s ability to distribute the story of the home through social media further amplified its presence.

“It was just 15 days from the first home open to the auction,” Judy says.

“And the home was sold to a buyer who exactly matched the predicted profile.”

Property of the week

35 Tasmania Circle, Forrest. Photo: Supplied

There’s a saying that you’ve made it when you move into Forrest. Of course, even within this sought-after leafy suburb there are levels of “made it”.

And 35 Tasmania Circle is, arguably, in one of the more aspirational addresses.

This residence of palatial proportions has been crafted for roomy family living and grand-scale entertaining.

It sits majestically on 2108 square metres of rare Forrest land and captures sweeping views across the Parliamentary Triangle, Lake Burley Griffin and Black Mountain Tower.

High-ceilings and timber flooring are characteristics of the interior with a floor plan that transitions from the formal lounge and dining to the informal hub of the home.

The well-equipped kitchen boasts stainless steel Smeg appliances, an abundance of cupboards and a walk-in, temperature-controlled wine cellar. 

The lower and upper level wings each have two bedrooms and share two bathrooms, while the master has a walk-through-robe, spacious en suite and balcony.

Outdoor entertaining amenities include a swimming pool and tennis court amid manicured gardens. There’s even a vehicle lift in the garage.

FORREST

35 TASMANIA CIRCLE

PRICE GUIDE: $4.5 million-plus  EER: 2.0

AGENT: Richard and Sophie Luton, Luton Properties Manuka, 0418 697 844, 0410 750 413

AUCTION: Saturday, August 19, 10am, on site

INSPECT: Contact agent