Marshalling a new change

After having tried two different campaigns with the same agency over a year and a half with no success, the vendor was eager to find a new angle. Deciding to meet with other agencies, it was then that WHITEFOX came into the picture. WHITEFOX Queenstown’s Sales Director Kate Fairmaid had previously met the client at a viewing for local development at Koko Ridge and they had remained in touch.

Kate and her team took the time to go through the previous campaign and identify areas they believed could be improved upon. It was their belief that the property had not been marketed to its full potential and the premium WHITEFOX puts on their marketing and social media campaigns could make a difference. To Kate, the photographs weren’t representative of the quality of the home and the video, lacking narration, didn’t allow people to see the home’s full potential. The absence of communication about the proximity of the house to the stunning Lake Hayes, neighbouring tennis court and pavilion, were major lifestyle attractions the team felt was prohibiting the attraction of potential buyers.

Kate also recommended changing the furniture styling and planting some trees on the boundary to make the property feel more private. It was these simple touches that gave the property an edge and brought in a whole new audience of buyers who had previously written the property off.

The vendor was delighted with the energy and positivity that Kate and the WHITEFOX team brought to the table, which made the possibility of selling feel more achievable. When it came to the marketing of the house, the video was curated, cinematic and beautifully shot, ensuring the property was well showcased in all its glory. The addition of a voiceover made the viewer feel as though they are being taken on a journey through the property.

After only 3 weeks on market, Kate and her team were able to secure three offers on the property and the eventual buyer happened to be a local who had been searching for over 18 months – showing that they must have seen the property previously, but had never seen it as a potential purchase. Naturally, the vendor was thrilled with the result and couldn’t believe the difference that the new direction taken by Kate and the team at WHITEFOX had made.

So whilst every agency has their own approach to property marketing, when a property has struggled to sell there is no doubt that a fresh perspective and some innovative marketing can make all the difference.