Use landmark marketing to add spice to any property

When entertaining, people love to tell little stories about their home.

How they came to buy the house. Where they bought that unique doorknob. What they found buried in the backyard.

Imagine the stories you could tell if you lived in a home that was once owned by Al Capone.

You can. Al Capone’s 10,000 sq. ft. home in Miami Beach is now up for sale for $8.5 million.

Sounds ridiculous.

But as you know with human nature, you can tell someone all the details of this home – square footage, number of bedrooms, size of the backyard, and what they will remember most is that Public Enemy Number One once sat in this living room smoking a cigar and ruling over the underworld.

Why not use this angle in the marketing of any property?

And you can easily do this with the SpatialMatch neighborhood map-based search tool.

Of course, you are probably not going to have a home previously occupied by a gangster in every market.

But nearly every town has some sort of landmark.

With the Spatial Match tool that is integrated with an IDX to provide the latest MLS listings, you can pull up a property.

Since the platform is map-based, you can then show the proximity of the home to any amenity you want.

It could be something incidental, but, hey, there’s a reason why there are a dozen celebrity magazines situated by every supermarket checkout.

Maybe the home is located five miles from the childhood home of an actor who ended up in a popular soap opera.

Perhaps the property is around the corner from the first house built in town.

Or there’s a historical landmark nearby.

Maybe there’s an area that was the scene of a famous battle. (Or any historical battle for that matter).

It can be anything.

Perhaps there’s a famous Zagat restaurant located three miles away.

Or a bookstore where Norman Mailer or Joan Collins once signed books.

Maybe a record store where Justin Bieber visited when he was first on tour (be careful with this one, it could actually turn off a home buyer).

As you know, every town has a story.

Naturally, a professional broker or agent is not going to just emphasize the fact that Bonnie and Clyde once robbed a bank in town.

But it’s a smart bet that pointing out a link between the property and a landmark on the SpatialMatch platform will stick in someone’s mind.

Maybe just impress them a little tiny bit.

That little tiny bit that subconsciously results in a sale.

As anyone in real estate knows, Capone’s house is going to be purchased and it will most certainly be purchased for above market value just because he lived there.

That’s human nature. That’s the emotional side of a sale.

Why not use it?