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Marketing your Older Home

Wednesday, August 17, 2005 posted by Tommi Crow

While today’s home shoppers
are used to walk-in closets, three car garages, technology and jacuzzi tubs,
many are captured by the charm and beauty of a well-kept older
home.

Homes older than 80 years are becoming less common. Historic
neighborhoods are limited in quantity and are the treasure of most major cities.
The style of architecture and craftmanship found in older houses is often
lacking in new construction. Older houses appeal to our emotion and sense of
history and add to the charm and value of any neighborhood.

When
marketing and selling a historic property or older home, leave the conventional
methods behind. Target the right kind of buyer for your one of a kind
house.

When marketing your older home, tug at the heartstrings. Buying an
older home is an emotional decision. Perhaps their grandparents lived in a
beautiful American brownstone; maybe they spent summers on a farm when they were
children. Even though not all buyers are drawn to a piece of history, many are.
Think about the people who faithfully watch “This Old House”, are
history lovers, collect antiques, love architecture or are preservation-minded.
Speak directly to these people in your marketing. They are your audience and the
future buyer of your delightful, unique older home.

Other techniques to
set yourself apart and are tailored for buyer of an older home are:


  1. Emphasize the historical value and location of the home.
  2. Research and prepare a written history of the property. Include any old
    photographs you find. Places to find help in compliling your homes history are
    the county and/or city government offices, the historical society and your
    local library.
  3. Investigate internet sites that specialize in buying and selling older
    homes: oldhouses.com; historicproperties.com; thisoldhouse.com;
    nationaltrust.org
  4. Contact your local newspaper and suggest an article on your home’s history
    and beauty.
  5. Create a webpage at href=”http://www.infotube.net/”>http://www.infotube.net/, specifically for
    your older home.
  6. Advertise in publications like This Old House and Country Living Magazine.
  7. Familiarize yourself with regulations related to historic preservation.
    Consider writing an article for your newspaper and be sure to mention your
    house.
  8. Hold a special open house in cooperation with the area Historical Society.
  9. Research to see if grants or tax credits are available to the buyer of
    your older home.
  10. Put together a “brag book” for people to read as they view your home:
    Include a photo album, copy of the home’s history, newspaper articles about
    the home, issues of relevant magazines, restoration and maintenance tips,
    cinclude copies of the home pages of websites like restorationtrades.com and
    restorationhardware.com
  11. Do a direct mailing about the property in your community. Be sure to
    include all Realtors within a 20 mile radius, the local paper and your
    prospects and clients.
  12. Send a mailing to members or post an ad in the Historical Preservation
    Society newsletter invite them to your Open House.

In marketing your older home, appeal to heart, emotion and sense of
individuality. No bland white box with a walk-in closet can compete. I should
know, the home I chose was hand-built in 1903. I smile everyday, as I pull into
the driveway, approaching my one of a kind piece of Americana.