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Advertising Dirt

Posted by John Hathorn on October 6, 2017
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I read somewhere (and I agree that) touring homes can be like meeting a match.com date for the 1st time. Sometimes they look like the photos and sometimes you walk away saying “OMG.”

In a world where we are continually bombarded with advertising images and calls to action, real estate agents are trying even harder to grab the attention of buyers, sometimes with over-the-top publicity. I have seen some pretty amazing marketing pieces – some that leave me asking “what were they thinking!” or “what are they selling?”

I saw an ad for a house with a photo of a beautiful foyer; it was a single page ad for the new listing. With a closer inspection of the image I realized the listing agent inserted a photo of himself into the picture frame sitting on the side table.  Talk about subliminal messaging!

Did you see the press a real agent received during the last Presidential election?  The agent from South Carolina had had a billboard that said “Moving to Canada? We can Sell Your Home” the graphic on the billboard was photos of both Hillary and Donald. The Realtor claims to have received over 700 phone calls and the image went viral.

Recently I saw a Realtor gift a wedding cake to her client, very thoughtful gesture, right? Or was it a shameless promotion since their wedding cake read “Congratulations, thank you for your trust in buying your house from me.” Literally on the cake, how romantic. Not sure if it had her phone number on it but it may have.

Throughout the years I have seen many typos. I probably have a few in this post! It’s so easy to make a mistake and impossible to recover from some of these. I feel badly for the agents as I understand how much time and money can go into a campaign and the slightest error can really make or break the whole message. A local agent once emailed a daylight savings time email to all her clients and fellow Realtors reminding them to “set your clocks back”. Too bad she forgot the “L” in clocks! Yikes!

My partners and I have started a campaign of lifestyle videos for our luxury listings. We hire talent to be in the shoot creating a story to showcase the homes design and function as well as highlight the local area.

Share with us any interesting Realtor ads you have seen lately!

 

Five new listings came to the market:

1230 Georgina Avenue –  We sold this home a few years ago, here is your second chance to buy a 6 bedroom and 9 bath home, over approximately 9,000 square feet, not your typical spec house. Basement has a wine cellar, a second kitchen, gym, additional bedrooms and a panic room. Listed at $12,200,000. Last sold October 30, 2014 for $10,150,000.

434 22nd Street – Large Mediterranean approximately 6,263 square feet of living space on a 7,500 ft lot. Fully priced at $6,488,000, a traditional floor plan with 4 bedrooms upstairs and one guest bedroom downstairs, plus large area that can be a screening room, wine cellar or playroom. Gourmet kitchen that opens to the backyard pool area. Last sold 10/29/2013 for $4,095,000. 

 632 11th Street We sold this back in 2013 for $3,685,000. Buy it now for $5M. 5 bedroom and 5.5 bath Mediterranean home is approximately 4,204 square feet. Nice lush landscape. Listed for $4,995,000. Built not too long ago in 2005.

 627 Euclid Street – This had 5 purchase offers presented this week. Apparently $4M single story, 1,900 sq ft  renovated homes are a thing!  Pool and spa. 3 bedrooms and 3 baths approximately 1,868 square feet of interior space. Last sold April 9, 2010 for $1,758,000.

 321 23rd Street We’ve generated half a dozen offers on our new land-value offering here. 52X145 foot lot. Listed for $3,200,000. Traditional 3 bedrooms and 2 bath home, excellent living space with a large living, family room and dining area that opens to interior courtyard. Great grassy backyard with fruit trees. Last sold August 23, 1991 for $925,000. Listed by Pence Hathorn Silver.

 

Two new sales last week:

510 Lincoln Boulevard – Contemporary 5 bedrooms and 4.5 bathrooms with approximately 5,400 square feet of living space. Great remodel opportunity. Backyard has a pool, spa and detached 3 car garage.  Last sold May 8, 1990 for $1,700,000.

 543 14th Street Listed for ONLY $3,696,000 and in escrow after just 10 days on the market with multiple offers. This 5 bedroom and 3.5 bath property with privacy hedges and lush landscaping. Last sold in 1990 for $1,255,000. Listed by Pence Hathorn Silver.

 

One closed MLS sale to report:

310 11th Street – 3 Bedrooms and 2 Bathrooms. Sold for $3,100,100.

 

Here is your latest Montana Avenue DIRT.

  • The retail space 1205 Montana Avenue, is no longer available for lease. In fact the retail shoe store Souliers, never actually closed, instead they have new ownership.
  • The large retail space previously home to Weathervane has been divided into two spaces. One is still for lease, the other is now home to Masaki Matsuka, a high-end Japanese Couture boutique, located at 1209 Montana Avenue.
  • Above Le Macaron on the corner of 13th and Montana, office loft space is available. This two – story loft includes an outdoor deck and two parking spots for an additional $300 per month. Total 983 square feet, listed for $4,718.40 per month.
  • Gelato-Go the Miami based company is moving into the previous DiDio’ location at 1305 Montana. Leased in less than 30-days. The artisan ice cream shop also sells pizza and other Italian favorites.

 

Call me for a couple of upcoming attractions – including one on La Mesa, that are not yet listed in the MLS, priced from $1.9 million to $16 million.  And….here are a few that we have listed in the MLS:

238 19th Street– 5 bedrooms and 6.5 bathrooms $6,495,000

934 25th Street5 bedrooms and 5.5 bathrooms $3,895,000

621 21st Place – 4 bedrooms and 4.5 bathrooms $4,550,000

426 Mesa Road – Vacant Land, $1,440,000

1717 S. Barrington Avenue #101 – 4 bedrooms and 3.5 bathrooms $1,395,000

1137 12th Street– 2 bedrooms and 2 bathrooms $999,000

 

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