I am reading a lot more about everything right now, including real estate. Yesterday’s Bloomberg article caught my eye: Greenwich Homeowner Bets on Virus Getaway Pitch to Win a Sale. Desperation to sell can take many forms. Please read on.
The article featured a listing in Greenwich, CT that came on 68 days ago that wasn’t moving (I assume this based on what was done later). Here is the text for the original listing displayed at the bottom the screenshot:
Like new light-filled house with a modern design by Donald Breismeister including 9 ft ceilings on the first floor. High-tech amenities throughout with e-thermostat, lighting and security cameras all hardwifred CAT-5 wiring throughout. Bathrooms are beautiful and modern with separate steamshower and large whirlpool tub. Nice front yard and backyard has large entertainment deck. All these amenities are just two blocks from the Post Road on a quiet road within walking distance to GreenwichHS, Greenwich Country Day and Central MS.
With the sales market slowing down despite entering peak selling season, many homeowners are reluctant to add their homes to the rental market. The owner in the article said:
“I rented property in the past. It’s too much hassle. My trust level is pretty low with renters.”
About ten days ago the listing was modified by raising the price to $100,000 and throwing in a 2011 Subaru, linens, televisions, etc. and rebranding the sales effort as a Coronavirus Special (bold emphasis mine).
CORONAVIRUS SPECIAL – Some houses are move-in ready. This house is live-in ready. It comes with all furniture, kitchen appliances, washer & dryer, dishes, silverware, TVs, pool table, beds, linens, lawn equipment and even a car. Everything you need to enjoy living in your own house in Greenwich. The house was designed by an award winning architect with lots of custom features. The first floor has high ceilings and two fireplaces. You have a Costco closet just off the 2-car garages and 5 BRs upstairs.You have town water, gas and sewer and are close to both public and private schools. Tomney is a quiet side street, but near downtown, the train and I-95.If you don’t want the time and hassle of arranging movers and buying lots of new items, this house is ready for you now.
While I very much appreciate how hard it is right now to market a home for sale during a global pandemic, the marketing of a home as a CORONAVIRUS SPECIAL is a bit tone-deaf especially when raising the price to include a bunch of the seller’s personal stuff. “Throwing in” used furniture, appliances, linens and an old car by raising the listing price by $100,000 is not, by definition, “throwing it in.”
When I first saw the listing in the Bloomberg piece I thought about all the snarky headlines during other pandemics/tragedies and using brutal sarcasm I found myself chuckling from the absurdity of all of it. Now, as I was writing this post a day later, the initial LMAO title ideas felt icky and were not worth repeating.
Q: Can you imagine associating the word “SPECIAL” with these?
A: I didn’t think so.
Times like this call for creative marketing and perhaps the Bloomberg story and even this blog post may bring new eyeballs to the listing to help it sell. I suspect that won’t happen because the appearance of the home and what comes with it for the price isn’t the problem. The agent is definitely not the problem. The seller is definitely not the problem. The problem is the sudden change in the world we live in and the understanding that it will take time to adapt. Our initial impulses to take action, such as this situation, are often wrong.
Agreed. I don’t get the strategy here based on the timing at all. You’d think if anything more buyers would want a house that isn’t pre-furnished. And raising the price because of it. There is no creative marketing strategy out there that’s going to work. To sell a house right now, you have to list the price well below its currently pegged value. And that might still not be enough. Not a lot of optimism in pretty much any housing market for property values to go up over the next 6 months.
The underlying idea – offering a turnkey home in the suburbs – is a good one; timely. Unfortunate execution, however.