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Unique Marketing Strategy - Buyers Stepping Up To See The View

Unique Marketing Strategy - Rye New Hampshire Buyers Are Stepping Up To See The View

Rye Harbor lost Saunders Restaurant last year.  This year Rye Harbor gained "The Moorings", four prime house lots with amazing harbor views.  The Moorings has gotten some attention recently for a unique marketing strategy.  I was intrigued enough to go over and check it out in person.

stairway

 

 

Kind of funny when you first see them...

two

 "stairways to nowhere"

 erected on a vacant lot on the shore of Rye Harbor.

 What's not so funny, is the brilliant marketing concept behind their construction.

 

 

 

The stairways were built as a way of showing potential buyers the amazing views from their future dream home.  Without the views the lots would only be half as impressive, especially this dreary time of the year.

   But with the views:

rye harbor view

rye harbor view

There are two half-acre waterfront lots, each listed for 1.3 million, on the harbor side of the property

and two one-acre water view lots, each listed for $975,000, on the other side of the property.

   Steps were built on each side.

stairway

I read in "It's Portsmouth" that developer Jim Nadeau, manager of this project for Rye Harbor Realty, gives credit for the "stairs" idea to real estate broker Allan Rogers Jr. of Bentley By The Sea, North Hampton.

sign

These smart sellers have removed the risk of buyers not visualizing the potential of this location...buyers can literally step up and see the actual view at the first floor, and at the second floor level of their future home. 

 

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Comment balloon 58 commentsSharon Tara • March 08 2011 07:03AM

Comments

Awesome marketing.  Gotta love the creativity.  Thanks for sharing

Posted by Ann Bellamy (Hard money lending for investors in NH and MA) over 8 years ago

Love that "outside the box" thinking!  Steve Martin did something similar with his client in the movie It's Complicated.  I wonder if that's where the architect got the idea.  :)D  Your photo's are wonderful.  Sure would be amazing to have views like that!

Posted by Laura S. Baker, Realtor (920) 728-4118, First Weber Inc (First Weber Inc) over 8 years ago

You know I'd have been right there with you climbing those stairs to nowhere............I love this marketing idea..............very cool.

Posted by Roger D. Mucci, Lets shake things up at your home today! (Shaken...with a Twist 216.633.2092) over 8 years ago

Wow, what a concept, Sharon. That' really innovative and I bet it has caused a lot of chatter.

Posted by Toni Weidman, 20+ Years Selling Homes in New Port Richey, FL (Sailwinds Realty) over 8 years ago

Sharon that is innovative for sure but I think I would prefer not to be climbing stairs if I was older.

Posted by Bill Gassett, Metrowest Massachusetts Real Estate (RE/MAX Executive Realty) over 8 years ago

Sharon, I will have to take this marketing plan under advisement, we have some great views that a ten foot tower/staircase would really reveal.

Posted by Steve Loynd, 800-926-5653, White Mountains NH ( Alpine Lakes Real Estate Inc., ) over 8 years ago

Ann:  It should really make a difference for buyers to be able to actually see what their view will be. 

Laura:  I loved that movie!  I don't know where he got the idea, but that is a good guess!

Roger:  I know you would...someday maybe you will visit and I can show you our beautiful coastal area!

Posted by Sharon Tara, New Hampshire Home Stager (Sharon Tara Transformations) over 8 years ago

Toni:  The property is well known for the restaurant that was demolished 4 months ago...it is a great spot.  We had my daughter's bridal shower there.  Here is a picture we took from the restaurant:

rye harbor

Posted by Sharon Tara, New Hampshire Home Stager (Sharon Tara Transformations) over 8 years ago

Hi Sharon - Great marketing idea! What beautiful views some very lucky folks will have when they build there.

Posted by Judy Klem, Home Staging, Senior Move Management, Fairfield/New Haven counties (Transition Stage LLC) over 8 years ago

Ithink it's brilliant marketing.  And even if a person wasn't in the market, driving by would be intreaging enought to "make you look"

Posted by Tammy Lankford,, Broker GA Lake Sinclair/Eatonton/Milledgeville (Lane Realty Eatonton, GA Lake Sinclair, Milledgeville, 706-485-9668) over 8 years ago

Bill:  Understood, but buyers looking at these lots are most likely building a two story home with 3600 - 3900 sf.  They shouldn't be too old to climb stairs.

Steve:  I can see this idea working really well for you!

Judy:  Rye is a very scenic area...it's a beautiful place to call home.

Tammy:  I'm sure there are a lot of curious people stopping by, but there are gates on the stairs and "no trespassing" signs there to prevent people from climbing them without the broker present.

Posted by Sharon Tara, New Hampshire Home Stager (Sharon Tara Transformations) over 8 years ago

Sharon,

It is a brilliant idea.  I just saw a movie with Meryl Streep, Alec Baldwin and Steve Martin, where Steve Martin was her architect, and he showed her the view from her bedroom for the addition by setting up two stepladders in order to show her that.  I just love this post. Will suggest, A

Posted by Ron and Alexandra Seigel, Luxury Real Estate Branding, Marketing & Strategy (Napa Consultants) over 8 years ago

Sharon, It's a great idea. I remember myself climbing on the top of our truck to see the view that we will be experiencing when we were buying our beach house lot.

Posted by Anna Dovger, Home Staging -The Woodlands, TX (Add Value Home Staging LLC, 281-704-6607) over 8 years ago

Sharon - What a wonderful marketing idea.  Actually, those stairs look like the stairway to heaven with that view!  What a beautiful spot.  Too bad the restaurant isn't still there, so that many could enjoy the views instead of a select few. 

Posted by Sally Weatherley, Vancouver Home Staging, Home Stager Vancouver, B.C (EXIT STAGE RIGHT) over 8 years ago

Sharon, I guess an empty lot can be worth more than $800k. Thanx for going down to look! I'll have to go out to that lot here and do the same!

Posted by Peg Barcelo, The FlufftasticStager from Summerland, BC (Fluff My House! Home Staging Inc. 250.486.6369) over 8 years ago

Alexandra:  Yes, that's the movie "It's Complicated" - great movie!  Thanks for suggesting!

Anna:  I had to climb over a giant snow bank to get on my property when we first were checking it out...not exactly the same thing!

Sally:  It was a shame to lose the restaurant, but we do have an abundance of great restaurants still in the area. It will be interesting to see how long it takes for these lots to sell.  I'm sure when they do, the homes built will be fabulous.

Peg:  It's not very far from my house...we pass by on the Harley on a regular basis in the warmer seasons...so I should be able to watch the progress of the development.

 

Posted by Sharon Tara, New Hampshire Home Stager (Sharon Tara Transformations) over 8 years ago

Such a great idea! Kudos to the Realtor ;). I'll bet they have had lots of wonderful feedback.

Posted by Janice Ankrett, Staging Professional (Janice Ankrett Home Staging) over 8 years ago

Wonderful marketing. Who would want to have that view at the top of the stairs? Not to mention everyone that's talking about those "stairs to nowhere" and the fabulous views.

Posted by Lee & Carol Barbour, REALTORS, Mountain Living Team in Murphy NC and North GA (Murphy and Hayesville, NC; Hiawassee, Blairsville, Blue Ridge GA and Copperhill TN) over 8 years ago

Sharon, you ride a Harley? I knew there was reason I liked you, now there's another! ;)

Posted by Peg Barcelo, The FlufftasticStager from Summerland, BC (Fluff My House! Home Staging Inc. 250.486.6369) over 8 years ago

Janice:  Makes great sense...when you're selling a view, you better make sure people get a real good look at it!

Lee & Carol:  I'm curious to see the homes that are built there....I'm sure they will be fabulous.

Peg:  I ride on the back of a Harley.  You?

Posted by Sharon Tara, New Hampshire Home Stager (Sharon Tara Transformations) over 8 years ago

Nope, I've always wanted one Sharon, but my husband says its too dangerous, as the drivers here don't even look for cars! I have been hit (in my car) 7 times since 1985. At one point my dad asked if I had a bullseye painted on my one car...

Posted by Peg Barcelo, The FlufftasticStager from Summerland, BC (Fluff My House! Home Staging Inc. 250.486.6369) over 8 years ago

Very ingenious idea!  And perfect since people just can't really imagine a view anywhere near as well as actually SEEING it!

Posted by Nancy Conner, Olympia/Thurston County WA over 8 years ago

Sharon, that is so funny...I bet it does lore in a buyer!

Posted by Ellen Caruso (Daniel Gale Sotheby's International Realty) over 8 years ago

Sharon--thanks for sharing that with us.  That's some out-of-the box thinking and if I was going to spend that sort of money on a lot and new home I would certainly be sold on that view.  Seeing is so much better than imaging.  I once saw a computerized tour of a new high-rise condo building in Chicago where they had the actual views from each prospective unit by floor.  That was pretty impressive, too. 

Posted by Janet Jones, Home Staging, Interior Redesign Kihei, Maui, Hawaii (Just Your Style Interiors, LLC) over 8 years ago

Peg:  Seven times??  I haven't been hit that many times in all my years of driving!  Maybe it is best you stay off bikes!  It was me who thought bikes were unsafe, but my husband got one anyways...I wouldn't even sit on it in the garage but eventually gave it a try.  I still get nervous, but now I do enjoy our rides.

Nancy:  It kind of seems obvious once you think about it.  One of those "why didn't I think of this?" kind of things.

Ellen:  We will see...it is a great location and I would love to live there.

 

 

Posted by Sharon Tara, New Hampshire Home Stager (Sharon Tara Transformations) over 8 years ago

Janet:  It is a lot of money, amazing what "a view" costs these days!  The computerized tour sounds impressive - I bet it sold a lot of condos!

Posted by Sharon Tara, New Hampshire Home Stager (Sharon Tara Transformations) over 8 years ago

Sharon

That's a great marketing idea to sell the lifestyle and view.

Good luck and success.

Lou Ludwig

Posted by Lou Ludwig, Designations Earned CRB, CRS, CIPS, GRI, SRES, TRC (Ludwig & Associates) over 8 years ago

Sharon- now that's smart.  The buyers are buying the view, so why not let them really see it.  As for the stairs and older buyers... many of the condos or multi-story homes here have elevators equipped with phones.

Posted by Kathy Streib, Home Stager - Palm Beach County,FL -561-914-6224 (Room Service Home Staging) over 8 years ago

I love this idea! It's sort of similar to staging... but on a much grander scale!

Posted by Torgie Madison, Websites and Contact Management (Quicksilver Real Estate Solutions, LLC) over 8 years ago

That was great!  That is what it takes...coming up with different and unique but useful marketing that helps everyone to benefit! 

Posted by Wendy Rich-Soto, Realtor/Broker Associate, Owner of SellingLASouthBay.com @ the WRichTeam (Keller Williams Realty, LA Harbor) over 8 years ago

 Those are stairs to somewhere!  What a great idea, and it was the realtor who came up with it?  That will really draw people in and likely be the reason for some of the sales made.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Posted by Bill Dean, William Dean - Broker, Salesperson (Haggerty Team St. Louis, Mo.) over 8 years ago

This is exactly how we should be thinking (new and creative ways to market properties).

Posted by Charita Cadenhead, Serving Jefferson and Shelby Counties (Alabama) (Keller Williams Realty) over 8 years ago

Wow, this is really smart and creative.  Thanks for sharing.  We all need to think about our business in different ways.

Posted by Debbie Gartner, The Flooring Girl & Blog Stylist -Dynamo Marketers (The Flooring Girl) over 8 years ago

Creative thinking for sure, today we do whatever it takes and it often takes something just like this.

Posted by Brin Realty Associates Team At Bean Group, Amherst NH homes and Southern NH real estate (Bean Group | Brin Realty Associates) over 8 years ago

Creative marketing is always effective. . .very nice.

Those are the same type of platforms college football coaches use during training. . 

Posted by Fernando Herboso - Broker for Maxus Realty Group, 301-246-0001 Serving Maryland, DC and Northern VA (Maxus Realty Group - Broker 301-246-0001) over 8 years ago

Sharon - I have seen these platforms before. They are very effective because so many people have a hard time visualizing. What a price tag for those lots.

Posted by Judy Jennings, Broker - The Lanterns at Warren Woods - Ashland MA (The Green Company) over 8 years ago

Loved that concept-would be great for our Lake Ontario projects-I would love to own the stairs in the end, if  I purchased one of those houses and put them in my yard on the harbour.

Posted by Diane Plant, Broker, TorontoHomeSearch: Forest Hill Real Estate (Forest Hill Real Estate Inc, Brokerage) over 8 years ago

Sharon, what better way to get a pre-construction view from the property. Kudos to the real estate agent who was thinking outside of the box.

Posted by Michael Setunsky, Your Commercial Real Estate Link to Northern VA over 8 years ago

Lou:  I certainly thought so, thanks!

Kathy:  They are highlighting their best feature, something we know all about as stagers!

Torgie:  It's like "staging" as in what builders and painters use like a ladder, and it's like "staging" as in marketing a home...either way it works!

Wendy:  They went "out of the box" and I think it will pay off.

Bill:  According to the article I read, no one is really taking credit for the idea, but the developer says it was the broker. 

Charita:  I hope it gives other agents ideas for their properties.

Debbie:  I agree, it could inspire all of us!

Rene:  Traditional ways just won't cut it any more....it's ideas like this that make things happen.

Fernando:  I wonder if the broker has a football background, lol?

Judy:  You live in a similar "water view" area...I'm not surprised you've seen these before.

Diane:  The steps are probably all I could afford in this develpment, lol!

Michael:  I agree!

Posted by Sharon Tara, New Hampshire Home Stager (Sharon Tara Transformations) over 8 years ago

I absolutley love this, and the cost is so minimal. This is really thinking out of the box

Posted by Gerry Michaels, GettysburgGerry Social Meida (Glasswork Media Arts) over 8 years ago

Sharon,

Congratulations on being featured...I am delighted that the suggest worked!  A

Posted by Ron and Alexandra Seigel, Luxury Real Estate Branding, Marketing & Strategy (Napa Consultants) over 8 years ago

Congrats on the feature!!  Definitely extremely creative marketing.  What a great idea that was.  Love the post Sharon!

Posted by Debbie Walsh, Hudson Valley NY Real Estate 845.283-3036 (Shahar Management) over 8 years ago

You know what? It is a great marketing tool. Kuddos to whomever came up with it! "Up" get it? lol. OK. Bad humor! ; )

Posted by Lydie Ouellet Dickinson, Realtor (Realty Executives Tri County, Bellingham MA) over 8 years ago

Sharon- just wanted to pop in to congratulate you on your very well deserved Feature!

Posted by Kathy Streib, Home Stager - Palm Beach County,FL -561-914-6224 (Room Service Home Staging) over 8 years ago

Spending a few dollars to make sure the potential buyers can appreciate the future views afforded to that lot is a brilliant idea.

Posted by Bryan Robertson over 8 years ago

Very clever idea!  Has it helped them sell lots there?

Posted by Nancy Timberlake, REALTOR - Southern Maine (RE/MAX Shoreline) over 8 years ago

Gerry:  I agree!

Alexandra:  I was very surprised!  Thank you, I appreciate it!

Debra:  I'm always surprised when I get featured...but it never gets old!  Thanks!

Lydie:  You can share your "bad humor" here any day, thanks!

Kathy:  I appreciate that, thank you!

Bryan:  That is exactly what I thought when I heard about it.  It was fun to go visit the site in person and take the pics.

Nancy:   They just listed.  It will be interesting to see how long it takes to sell them.

Erica:  The site used to be home to a great restaurant for many, many years so the property is well known.  I'm sure there is a lot of curious interest in it. 

Posted by Sharon Tara, New Hampshire Home Stager (Sharon Tara Transformations) over 8 years ago

Sharon,

Thanks for sharing this wonderful marketing measure. Sure cheaper than building a spec home!  Did you want to stage the platform at the top of the steps?

Posted by Irene Kennedy Realtor® in Northwestern NJ (Weichert) over 8 years ago

Irene:  Much cheaper than building a spec home!  No staging required...all eyes are on the view!

Posted by Sharon Tara, New Hampshire Home Stager (Sharon Tara Transformations) over 8 years ago

What innovative marketing!!! Very clever, I love it!  Congratulations on the feature!

Posted by Michael and Cheron Lange, Associate Broker, GRI (Solutions Real Estate) over 8 years ago

Michael:  Thank you!

Posted by Sharon Tara, New Hampshire Home Stager (Sharon Tara Transformations) over 8 years ago

Love this idea - so clever!  This is the kind of idea that inspires others!  Thank you for sharing it with us!

Posted by Sheila Kennedy (J29 Project) over 8 years ago

Sharon--This makes so much sense and seems so obvious when you see it, but the person who thought of this idea was a genius!!

Posted by Pat Haddad, ABR, CRS, ePRO, GRI, Carmel, Fishers, Westfield IN Real Estate Expert (Keller Williams Indianapolis Metro NE) over 8 years ago

Hi Sharon-what an amazingly simple concept yet worth its weight in gold

Posted by Tim Peterson, Realtor Safety Training Classes (Wisconsin Realtor Safety and Concealed Carry Classes) over 8 years ago

Sheila:  You are very welcome...it's great to see you!

Pat:  It is one of those ideas that seems very obvious and I wonder why we don't see more like it.

Tim:  I'm sure it will pay off for the developers.  Thanks for commenting!

Posted by Sharon Tara, New Hampshire Home Stager (Sharon Tara Transformations) over 8 years ago

Valerie:  I'm sure it's worth every penny!  Thanks!

Posted by Sharon Tara, New Hampshire Home Stager (Sharon Tara Transformations) over 8 years ago

That is pretty darn awesome.  I wonder what version of 'stairs' would help the rest of us to market our listings better?

Posted by Christine Hooks, Celebrating 25 Years in Real Estate! (Pino Agency) over 8 years ago

Chris:  When you figure it out, come back and let the rest of us know!

Posted by Sharon Tara, New Hampshire Home Stager (Sharon Tara Transformations) over 8 years ago

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