I think there is one thing that many real estate agents... and many sellers... forget when building a marketing plan for a house.
The intended audience has a population of one...
And that doesn't just mean the advertising and copy-writing. It can even mean the presentation of the home. Staging. Decor.
Street of Dreams v. Assimilation Acres
If you've ever been to the Street of Dreams or any of the other events where decorators have Carte Blanche to do as the wish in extravagant homes, you will notice that as the crowds wander through the homes, there is disagreement about the coolest house. Even within the house, there will be disagreements about the coolest room.
There are two needed ingredients for a disagreement... One person has to really like it. Another doesn't.
Contrast that with a model home in a subdivision full of similar homes. No strong emotions. This one is ok... that one isn't bad... the other one wasn't great. What I often hear is "With a little ___, this place would be nice."
People tend to not get too bent out of shape over them... or to think they have stumbled into heaven.
Why the difference?
In one case, the decorator is only really trying to please one person, herself. In the other, the decorator doesn't want to offend anyone. In one case, the desire and drive is to please. In the other, it is to not offend. In both cases, the decorators achieved exactly what they set out to do. But the results are very different.
So, I'm not selling the Street of Dreams...
But, you are looking for one person or family for your property. Maybe that person is an auto enthusiast. Maybe they are a cook. That person might want a darkroom... or an incredible playset. Maybe they hate yardwork... or maybe they don't think a house is complete without a garden. 
Each of these people is going to want something specific in a house. No house will appeal to all of them. No amount of neutral paint is going to overcome a one car garage... Or a tiny kitchen. But, putting that property in front of the people that are likely to buy it because of its uniqueness... that is a valid way to find the buyer.
There are limits...
Sure, for someone that really wants a 6 car garage is going to make the house with the 6 car garage really stand out. But, if the rest of the house DOES offend, it could de-rail the sale. So, there is a balance.
The key is to find the "unique selling proposition" of an individual property. Play that USP up. Write about it. Take pictures (you can't guess how many homes with 8 car garages have zero pictures of any garage in the listing or virtual tour) of the USP. The rest of the property needs to be properly staged to appeal to those that are interested in the USP. The copy for ads should be written based on the USP.
We will have a lot more information like this at our upcoming Seller Seminar. Feel free to contact me for details.
Unless otherwise noted, all content of this blog is the property of Lane Bailey, ©2012 Lane Bailey.
I'd love to hear from you...
Lane
I got to say. I reqally admire your attitude.
Sincerely
Tom Braatz
Doreen - I hope to have something later in the month or early next month to illustrate exactly that. But, for most big garage owners, if they are still in the house, it would be a matter of taking stuff out and making sure what stays is clean. Tools and storage would be the hot tickets for the garage. Tossing up a few decor pieces would be nice... old oil company signs, maybe even some unique parts.
Tom - Thanks.