How To Sell A Unique Property – You need unique thinking

Published on April 9, 2025 On Selling

(And a bit of marketing magic)

Let’s get straight to it:

If you’re selling a one-of-a-kind home and no one’s biting, it’s probably not the house that’s the problem. It’s the marketing.

See, unique homes don’t need more marketing – they need different marketing. A tailored, smart, strategic plan that doesn’t just chuck the listing on Rightmove with 47 photos and hope for the best.

Because the truth is, your home isn’t meant for everyone. And that’s exactly the point.

The “Perfect for Someone” Myth

Ever heard someone say:

“It’s a lovely home – someone will love it”?

Yep. That “someone” is out there, but they’re not going to stumble across your property by accident while they’re scrolling through Rightmove half-asleep on a Sunday night.

They need to be found. Targeted. Hooked.

Whether your home has sweeping sea views, an ultra-modern eco setup, an alpaca paddock, or a Japanese soaking tub in the garden – the right buyer will love those quirks. But only if they see it. And get it.

The Problem with Cookie-Cutter Marketing

Most agents use the same template to market every home.
And that might work if your home is a three-bed semi with beige carpets and a PVC conservatory.

But yours isn’t. It’s different.

That means it needs a strategy. A story. A campaign. Not a “list it and hope” approach.

What We Do (That Others Don’t)

We’ve developed a toolbox specifically for homes like yours. It’s part storytelling, part science, part straight-up obsession with detail.

Here’s a little peek at what that looks like:

🎯 Buyer Profiling (AKA: creating your buyer avatar – more on that below)
🎬 Lifestyle-led photography & video (not just room-to-room walkthroughs)
🚁 Aerial photography & drone footage
✍️ Compelling, emotion-led professional copywriting
🎯 Targeted digital campaigns
📖 Magazine-style brochures with bespoke branding
📦 Beautiful property presentation and staging
📬 Targeted direct mail campaigns (yes, those still work – if done right)
📲 Social media campaigns that don’t just get likes – they get offers

And no, none of this is “extra”. It’s essential.

Let’s Talk About Your Buyer

We don’t do vague.
When we take on a unique property, the very first thing we do is build a buyer avatar – an in-depth profile of exactly who we’re targeting.

We get into the detail:

Where they live now
What they do for work
How they spend their weekends
What brands they love
Which social media they use
What words, colours, and images make them stop scrolling and click

Then we build the marketing plan around that person.
We brief the whole team – from our photographers to our copywriters – so every element is designed to speak to them directly.

It’s strategic. It’s creative. And it works.

The Truth About Selling a Unique Home

Here’s what no one tells you:
A truly unique home can take longer to sell – but it will sell for a better price if it’s marketed properly.

That’s because you’re not after “any buyer” – you’re after the right buyer. The one who’ll pay more because they love the things that make your home different.

Most homes drop in value the longer they sit on the market.
But a well-marketed unique home?
It holds its value – and often exceeds expectations – when the strategy is right.

So, What Now?

If you’ve got a quirky cottage, a wild renovation, a coastal beauty or just something that doesn’t fit the ‘typical’ mould…

Let’s talk.

We’ll walk you through exactly how we’d market your home and who we’d be aiming for. No fluff. No “one size fits all” nonsense.

Just honest, clever strategy designed to help your home stand out – and sell well.

📩 sales@matchproperty.co.uk
📞 01271 410108

Ask for Nic – our ‘Head Property Matchmaker’. He’s brilliant.

Because when your home is one-of-a-kind, your marketing better be too.