5 steps for marketing a shell space like a pro

With the highest walk score in Uptown Dallas, an 8,000-square-foot rooftop deck and lounge, and a 15,000-square-foot community outdoor courtyard, The Centrum is primed to become home to the most forward-thinking, fresh-minded businesses and entrepreneurs in the city — and Carla Perez and Shelli Knutson of Briggs Freeman Sotheby’s International Realty have listed its crown jewel, this Dallas, Texas-penthouse.

“We’re excited about the penthouse as it is a one-of-a-kind shell space, and rare opportunity to own in a premiere Dallas location,” said listing agent Carla Perez of Briggs Freeman Sotheby’s International Realty.

“At The Centrum, it’s all about the vision and the view. You have five restaurants on site, Dallas’ most unique creative office space, a 6,000-plus-square-foot fitness center with personal trainers, and everything is right at your fingertips or steps from your door.”

And these Dallas co-listers aren’t sitting on the sidelines waiting for a buyer. They’re working their global network, leveraging a team of marketing talent and hitting the ground running with a number of strategic marketing tactics that will keep their unique shell listing fresh.

Here’s how they do it.

1. Hire a professional photographer to capture the essence of the space

Perez and Knutson know a shell listing requires impeccable photos that showcase its top selling points, while letting the views take center stage.

The key is to bring the design potential, lifestyle and vision for the space to life through compelling imagery that showcases what it’s like to truly live in one of Dallas’ hottest penthouse condos.

[Inman Slideshow]

2. Create a dynamic video (or series of videos) to bring the shell to life

Videos bring listings to life, plain and simple, but it’s even more important when dealing with a shell space, such as this rare Dallas penthouse. A unit like this will attract overseas buyers, many of whom prefer to see a video of the space before making any decisions.

The Forbes’ article “Five Reasons Video Content Should Be Among Your Marketing Tactics in 2018,” builds a case for why it is critical to use video — technology like iPhones and tablets dominate purchase decisions. What better place to connect with overseas buyers that through a video on your phone?

Watch the video of The Centrum Penthouse below.

3. Leverage your sphere and network

Aside from email blasting their personal sphere, Perez and Knutson make sure to stay consistent in sharing updates, videos and happenings on their social media pages.

They’re also leveraging the power of broker-focused networks like Dallas Elite Real Estate Group, the Sotheby’s International Realty network and more. Believe it or not, you can turn your network into a renewable resource.

Questioning whether you are leveraging your CRM (customer relationship management) to its max potential? Do yourself a favor, and read this quick guide over lunch.

4. Know when to host a one-of-a-kind broker open and when not to

Nothing will make or break a listing’s launch to market like a professional and creative broker open, right? Well not necessarily.

Every market and property is different, so don’t go overboard if your champagne tower or piñata party will fall on deaf ears. Cater to the audience while still giving your space the attention it deserves. For Perez and Knutson’s shell space, they had to get creative.

“We haven’t had a broker open at this shell space, specifically due to safety concerns,” Perez said. “Since it’s a three-story penthouse and the stairs have temporary hand railing we didn’t feel it was safe to have 50-plus agents walking around.”

Instead the pair are creating a sense of exclusivity, with private showings among top developers and individual agents.

“We’re having to think outside the box and get creative,” Perez said.

“We’re calling each individual agent to reach out to their high-net-worth clients. We have to market in-house, and watch the ‘in-house buzz’ feeds for buyer needs. This internal system at Briggs Freeman Sotheby’s International Realty is pretty powerful alone.

“And in place of a traditional broker open, we are marketing to specific agents that are anchored in this type of unique market demand since this is geared to less than 1 percent of the population.”

For units that aren’t so tricky, Perez said she plans her broker opens strategically and tailors it to the specific clientele. “I am planning one right now that includes a cigar bar and whisky tasting, with cinema video production, spotlightsf and paparazzi, all anchored by an old Vintage Hollywood theme.”

5. Make a splash with press

Never let your sphere forget why the listing is an exceptional buy. Take a cue from “Perfecting your pitch: 5 simple ways to gain no-cost exposure.”

These tried-and-true tricks will help you spread the word at a fraction of the cost of paid ads. At this very moment, the co-listers of The Centrum Penthouse are drafting creative blogs, finessing their email blasts and submitting press pitches to get their shell listing in front of the right people.

Are you doing the same for yours?

“We do intense research on market demographics to execute target marketing for print and digital to get the most exposure, along with maximizing our individual agent budgets,” Perez added.

As for the buyer profile on a shell space

Perhaps it’s an investment opportunity for a local developer? The perfect shell for a discerning executive looking to customize their lifestyle on top of the city? Maybe it’s an overseas buyer looking to park some cash?

No matter the buyer profile, it’s all about following the rule of five — launch with exceptional photos and content, share a compelling lifestyle video, leverage your network, think through your broker open and make the most of opportunities in the press. Follow these tips, and you’ll find yourself on the path to sold.

Amy Puchaty is the owner and principal writer at Amy Puchaty Communicationsin Boulder, Colorado. Follow her on Facebook or Twitter.