to zone or not to zone? Should I just get a variance?

I purchased a residential property 2 years ago that now has great commercial potential.  I want to sell this as commercial but am unsure the best way to do it?  Do I simply post it as commercial potential? (I did this last year with a couple people interested-- but not enough to make an offer).  Or do I spend $1,500-$2,000 to get a variance on the property..... so that people can see that a commercial use is possible?

 Thanks for your help.

JJ