(Commonwealth) _ In the competitive world of real estate, KIRE estate agents, based in northwest London, are taking an unconventional approach to property listings. Their latest offering, a three-bedroom flat in Belsize Park priced at £2.9 million, stands out not just for its period features and desirable location but for a unique selling point the proximity of the agent’s mother. The listing, crafted by agent Michael McHale, boldly begins with the promise: “Have my mum as your neighbour!” This distinct marketing strategy aims to set the property apart in a crowded market and has already garnered attention on social media. The three-bedroom flat on Eton Avenue offers a generous 1,818 sq ft of living space across two floors, showcasing a range of desirable features. Boasting three double bedrooms, all with ensuite facilities, the property includes a master bedroom that opens directly onto the garden. Additional amenities comprise a private sauna, a magnificent kitchen-diner, and an expansive 77-ft garden. Despite the comprehensive detailing of these features, the unconventional and humorous selling point takes center stage in the listing—the proximity of the agent’s mother, residing just three doors away. Michael McHale playfully suggests that some might underestimate this unique advantage without having the pleasure of meeting her yet.
In a refreshing departure from traditional real estate listings, KIRE estate agents have injected humor and a personal touch into the promotion of a three-bedroom flat on Eton Avenue, Belsize Park, priced at £2.9 million. Agent Michael McHale took an unconventional approach, highlighting the property’s main draw: having his mum as a neighbor just three doors away. While tongue-in-cheek, the listing doesn’t neglect to showcase the flat’s impressive features, including period details, a private sauna, a magnificent kitchen-diner, and a 77-ft garden. McHale’s unique approach has garnered attention, generating social media shares, viewings, and inquiries since its listing on January 26. Michael McHale, known for his light and comic property descriptions, sees this as a unique opportunity to maximize exposure for the property. In an industry where properties of varying values receive similar marketing treatment, McHale believes that standing out on platforms like Rightmove is crucial. The unconventional listing has gained traction on social media, generating conversations and interest in the property. McHale notes that this approach can lead to more viewings and ultimately better results for the client.
This creative strategy, a departure from the conventional promotional methods, aims to capture the attention of potential buyers in a dynamic and competitive real estate market. The use of personal anecdotes, humor, and a unique selling proposition, in this case, the proximity of the agent’s mother, contributes to making the property memorable in the minds of potential buyers. While the property itself has desirable features, the unconventional marketing angle ensures that it stands out amid a sea of listings. In the few days since its listing on January 26, the property has not only attracted social media attention but has also seen tangible results. KIRE estate agents have conducted viewings, including a second viewing, and received multiple enquiries, indicating that this unconventional marketing strategy has effectively piqued interest and engagement. Whether this trend continues and sets a precedent for future property listings remains to be seen, but in a world where differentiation is key, KIRE’s approach may signal a shift in the way properties are marketed and perceived in the real estate landscape.
