Gary Crowe knew his modern-designed development in Chattanooga, Tenn., was very different from the other traditional homes surrounding the area and might take some convincing for buyers to embrace the idea. So he went to the next-door neighbors to create a video of them talking about the perks of the incoming development.
“The neighbors already lived in a ranch-style home from 1965 and could speak to their experience, as well as introduce themselves to their potential next-door residents,” Crowe says. “I did a non-craftsman-style home. It’s out of the ordinary. I had to do out-of-the-ordinary marketing since day one.”
The video features an unscripted three-and-a-half-minute conversation with the neighbors, Roger Halligan and Jan Chenoweth. They praise the benefits of midcentury modern living.
“When Gary came knocking on our door and said he was going to put in midcentury modern homes, we were ecstatic,“ Chenoweth says in the video. “You never know what’s going to go in next to you when someone buys a property.”
Crowe credits the video for already helping to land an offer for the home above its $319,700 list price. The three-bedroom, two-bath new home has an open floor plan, high ceilings, butterfly roofs, concrete flooring, and a carport.
Crowe says he was inspired for the home’s modern style a few years ago after a visit to the San Francisco Bay Area when he toured Joseph Eichler home developments with Monique Lombardelli, CEO and broker for Modern Homes Realty.
“I connected with Monique,” Crowe recalls. “She took us through original Eichlers. I wanted to take the same philosophy, with the courtyards and rooflines and walls of glass and just awesomeness, and that’s where I got the idea of building affordable modern homes.”
“I respect him for doing what he’s doing and leading the charge for affordable modern housing,” Lombardelli told realtor.com®. “I think he felt the spirit of Eichler—wanting to give people new designs to live in.”
Crowe says he plans to continue with his “Meet the Neighbor” videos. He hopes to interview the new owners about their experiences of living in his “Neat Cribs” community.
Source: “‘Meet the Neighbors’ Video Helps Market a Modern Home in Chattanooga, Tenn.,” realtor.com®