The Case

Tristan and the Domaine team were approached by the high-profile seller of an elite custom home in the exclusive Green Hills/Belle Meade neighborhood of Nashville. The seller had very specific goals around the price, the timeline, and the exclusivity of the sale. For business and personal reasons, the home needed to be sold in a specific amount of time, and while the current owner was traveling out of the country. The home, while impeccably designed and featuring every amenity, had sat on the market for over six months with a prior broker. During that period, no offers were made on the property and the sellers felt the exposure and market perception of the home had been lackluster. Disappointed in prior experiences, the seller needed a team that could deliver results.

The Solutions

We immediately got to work crafting and implementing a plan to recapture the exclusivity of the property. We took control of shifting the narrative around the home, pulled the property off the market, and began repositioning the home in the eyes of the marketplace.

The property was nearly finished, but due to the seller's schedule, it had never been fully completed nor fully furnished. Bringing in the right vendor solutions, Domaine got the property professionally staged, all remaining minor repairs and finishing work completed, and the landscaping tuned up.

Domaine's team of incredible photographers, drone operators, and videographers worked to craft a carefully-considered presentation of the property, highlighting the many features of the home, which would translate into a vast array of marketing opportunities to maximize exposure.

Working with our internal, Compass-powered marketing team, we tailored a sophisticated and highly-targeted marketing campaign with a nation-wide distribution network. This included a custom narrative, videos, targeted emails, customized social and digital content across multiple platforms, print ads, a digital ad campaign, social media campaigns, and a property-specific website.

We leverage our myriad of resources to have the home featured in the 2022 NFocus Magazine Homes of Distinction, Luxury Home Magazine, Compass Curated Magazine, and throughout the national Compass network platform.

We targeted our efforts through our affiliation with Compass Luxury and Sports and Entertainment Divisions, the Institute for Luxury Home Marketing Specialists, Wealth X, and the Realm platform.

An aggressive and calculated roll out plan starting in the weeks before the property was listed, resulting in significant exposure to the most connected and highest-producings agents/brokers nationwide. This built up momentum and scarcity around the exclusive listing, reaching a much wider audience then was previously possible, and intense competition in the marketplace as soon as the home became publicly available again.

The Results

The digital ad campaigns achieved over 303,000 ad views, almost 9,000 geo-fenced/targeted ad views, with a click through rate of .27%, double the national average for real estate listing ads.

In under 4 weeks, the listing was viewed over 35,000 times, and saved by over 2,000 home buyers on the Zillow platform alone, and the single property website had over 3,100 unique visitors.

Our social media campaign was viewed and reshared across numerous local and national profiles, including the Compass national accounts with over 178k followers. Our individual reels each achieved over 5,000 user views.

Listing Strategy

The home received significant media exposure, including being the featured home in the Nashville NFocus Magazine Homes of Distinction for 2022 and on the news at WKRN.com.

Within two weeks of the home being relisted, the property has been shown to over 25 well-qualified and pre-vetted buyers from across the country, resulting in a full-price offer of $7.5M. After negotiations, the home was under contract with significant earnest money in escrow at the 29 day mark, and closed within 30 days of contract.

Brochure