Historic homes attract a savvy group of buyers that Kirkpatrick & Co. is well-equipped to serve. Our understanding of what motivates these buyers is essential. Formulating a marketing strategy for your historic property.
What have we learned representing buyers and sellers of historic homes in the Bluegrass? Read on.
Who are historic home buyers?
· Buyers of historic homes specifically seek historic homes. These buyers target particular neighborhoods and architectural styles. Rare is the client who is choosing between a new construction home in a planned community and a downtown Victorian.
· Historic home seekers tend to be experienced buyers and have often owned other historic homes nearby. The particulars of a historic home can be challenging for the inexperienced.
· This group appreciates architecture & historic craftsmanship. They are familiar with an area’s historic styles and treasure fine materials and workmanship.
· These buyers prioritize charm and character over ultra-modern amenities. A historic home might have a grand curved staircase but is less likely to have a four car garage or an oversized, “open concept” kitchen.
· Those buying historic homes accept the necessity of renovation and specialized maintenance. While older homes are well-built using fine quality materials, their ongoing preservation may require specialized care.
· Historic home buyers prepare for requirements of recognized historic districts or local preservation standards. Historic overlays create design and preservation standards that must be met when updating or preserving the home.
· They value aesthetic details like fine millwork, fireplaces, stained glass, and other period-specific design elements. These buyers crave authenticity and classic proportions, regardless of the era or architectural style of home.
· Historic home buyers are usually invested in the local culture, history, & community. Historic home buyers are often members of preservation and historic groups, consume local media, & desire long-term living in their preferred neighborhoods.
· Concern for the environment is also a consideration for these buyers. Utilizing reclaimed or salvaged materials and maintaining original earth-friendly features is often important. Older homes have natural light and desirable airflow to preserve.
How do we capture the attention of historic home buyers?
At Kirkpatrick & Co., we know capturing the attention of serious, motivated buyers from this niche group demands a specialized approach. Marketing to a generalized audience using a generic approach is unlikely to draw a qualified pool of interested buyers. Our full-service boutique brokerage is known for our bespoke marketing with just the right touch. We build a specific suite of marketing strategies customized for each property.
To do so, we tap our deep historic homes network. Our Associates’ robust engagement with local craftspeople, preservation groups, & historic societies yield a targeted network. Personally sharing our new listings with our interested contacts adds incredible value to our work.
Our associates assist in drafting a pre-sale checklist including repairs & staging suggestions. Our “little black book” of contacts also helps us recommend reputable service providers to ensure your property is in superior condition. We then assist sellers in professional measurement or surveys. Accuracy is a cornerstone of our work.
Our team collects historic and community information to begin building your property’s unique story. (Read more about our process here.) We capture professional visual imagery including photos, videography, & 3D walkthroughs. Our editorial eye ensures the special historic details of your home are featured. We create and share evocative social media content featuring compelling imagery and a desirable narrative.
We include the property in our popular email newsletter. We have built a following of well-qualified clients with an appreciation for history. Our subscribers appreciate our historic expertise and look forward to our blog pieces and new listings. (Especially popular among our subscribers is our Bluegrass Architects to Know series.)
Once a property is brought to market, we carefully manage all showings and seek feedback from buyers and buyers’ agents. Our role when listing a historic home also includes educating buyers’ agents on relevant historic details and overlays.
Your historic home deserves a well-honed approach targeting its next stewards. At Kirkpatrick & Co., it is our honor to tell the story of our beloved Bluegrass, one home or farm at a time.
