We were excited to be selected to sell 311 West 4th Street, however, the house faced significant hurdles. A vacant shell, with only studs and windows in place, prospective buyers struggled to visualize its potential. Additionally, the property was in a landmarked area, meaning any modifications required time-consuming and costly approvals. After lagging on the market for some time, it became clear that a new approach was needed to overcome these obstacles.
Recognizing the need for a fresh perspective, we took the home off the market to rebrand it completely. We requested private use of the sellers’ proposed floor plans for the house, hired a rendering company to create detailed virtual renderings and developed inspiration boards that highlighted the existing architectural elements. We created a 10-page “Townhouse Proposal” booklet, and crafted a targeted marketing campaign directed at brokers and investors, using the new materials to present a compelling vision of the home’s potential.
Within one month of the relaunch, the house went into contract at full price, demonstrating the power of strategic rebranding and the importance of helping buyers envision their future home.