Island Seller Seeks Success with Facebook and YouTube

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Will a Facebook ad, a YouTube video and a huge price adjustment spell success for island seller?

While price is a huge factor in moving high-end homes, especially in the last two years, creating a “ buzz” is changing at a very fast pace.

The owner of a beach front estate in Hawaii’s sought after Portlock neighborhood has asked his real estate broker to go beyond old school conventional home selling methods and think outside the box.

The property at 379 Portlock Road in Honolulu is a stately oceanfront estate offering a rare pocket of sandy beachfront - perfect for swimming, kayaking, surfing or sunbathing during the day and spectacular Diamond Head, sunset views offer a different mural every evening. Inside, curl up in front of a romantic fireplace or relax on the spacious covered lanai/bar & listen to the palm trees sway in the tropic breeze.

Listing brokers Myra and Victor Brandt of Kahala Associates Real Estate were intrigued by their client’s eagerness for a fresh approach. They had already worked through an aggressive marketing plan which included a direct mail campaign to potential buyers, neighbors, co-brokers and high-income earners. Advertising in local publications as well as the Wall Street Journal, were a given. As founding members of the Luxury Portfolio Fine Property Collection, Kahala Associates was ready to provide a platform for global exposure via LuxuryPortolfio.com, a site that has brought the home to the attention of thousands and thousands of visitors across the U.S. as well as 45 other countries including Canada, Japan, the United Kingdom, Spain, Russia, China and more.

Seeking expert advice from all fronts, a plan was formulated. Step 1 – Not the most cutting edge but perhaps the most important: adjust the price to just down another half a million to just under $4,000,000. (Recent adjustments to the price total well over $2,800,000 since 2006). The new twist: besides the latest price reduction, the new price at $3,999,999 has a time limited time offer. It’s good through “April 2010” only. Step 2 – Utilize the most current far reaching platform, Facebook, to spread the word. After some careful design, the first Facebook ad budget was gone within the first few hours. Further demographic refinement and an increase in the pay-per-click budget have helped to keep the home top of mind to potential buyers. Step 3 – Create further online buzz with a YouTube video as well as listed on craigslist. Step 4 – Tell this story. Blog and post and ping and tweet all possible fronts with the news.

Reports Victor Brandt, “While price is a huge factor in moving high-end homes, especially in the last two years, creating a “ buzz” is changing at a very fast pace. We not only expect to sell the home this month, we think we’ll learn some valuable new lessons about marketing our homes.

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