Selling your Lake Forest home takes marketing, of course. Highlighting its features—the
specific details that the Lake Forest MLS lists for every property—is only the beginning. The
number of bedrooms, square footage, lot size—even the architectural style—all help buyers
eliminate offerings that won’t satisfy their housing requirements.
These are quantitative marketing specifics that qualify a residence. Most have numbers
attached. They’re also the basis for the “comps” that the bank or other mortgage lender will use to
estimate your property’s market value. But they are only the first step in selling your Lake Forest
home. They can (hopefully, will) interest buyers—but they don’t do much more than that.
What’s missing is emotion. A point of view. A brand.
For instance, say yours is one of the oldest homes in your Lake Forest neighborhood. Was it
built before 1917? Then it’s out of the ordinary: a genuine antique! It’s historic. In fact, Turn of the
Century craftsmanship can be experienced throughout—so the listing blurb will include that kind
So far, so good. But now all we need is that one more thing that assures that your Lake
Forest home will be the one that sticks in prospective buyers’ memories. We need a brand!
Often, a memorable name does the job handily. If your house really is antique, but whose
only identity is its street address, naming it could be long past due! 416 Plover Drive might benefit
from becoming “Plover House” or “the 416 House” or if the back yard overlooks a bucolic copse,
Naming is only one way to make branding an integral element in selling your Lake Forest
home. For a residences that are less distinctive, branding may touch on some external aspect that
make living there desirable. A condominium with club facilities and a particularly lively social
scene could be championed as “More Than a Condo: a Lifestyle.” If the location is eminently
convenient, its brand could be “Life in the Middle of Everything!” If the opposite is true, the
property may well be your own “Private Retreat.”
Branding is a creative exercise, so it’s hard to describe exactly what makes it work best. But
there are two qualities that mark successful branding. First, it should emblemize an out-of-the-
ordinary facet that resonates emotionally (the intellectual appeal has already been covered in the
listing details). The other key ingredient is truth. The brand makes a promise that must be kept.
Being memorable is only useful in selling a home when the memory is positive—and that means
the brand has to ring true.
Putting in the extra creative effort that adds a brand to your home’s marketing blitz is just
one of many ways I bring my clients success in selling their Lake Forest home. Another one of the
reasons to give me a call!
Realtor BRE # 01880463, The Associates Realty Group