When you’re trying to sell a unique or luxury item, mass marketing isn’t the way to go.Think about an item of fine art being auctioned at Christie’s. The exclusive environment of Christie’s naturally gives a painting a sense of prestige and exclusivity, while attracting a niche kind of customer with the intent to buy.Now if that same painting were auctioned on eBay, things would be very different. The number of potential buyers would be far higher, but the perceived value of the painting much lower.That’s the nature of mass marketing. When a valuable product is viewed as mainstream, it inherently feels less special by being available to anyone and everyone.The same holds true for property sales.When a unique and luxurious house is listed on the open market, its sense of exclusivity is instantly diminished, and the price it fetches may be considerably lower than if it’d been marketed off-MLS.
The Problem with Mass Marketing Unique or High-Priced Homes