Fitzpatrick Lane, Occidental
Achieving Results Where Others Couldn’t

Overview

  • Property: 3 BD / 4 BA, ~2,800 sq ft, 20 acres
  • Location: Occidental, Sonoma County, CA
  • Highlights: Modern architecture integrated with a forested backdrop, expansive glass walls, and open-concept living spaces.

The Challenge

After two unsuccessful listing attempts with other agents, the sellers were determined to achieve close to $3.4M. Many Sonoma County agents believed the property would not sell above $3M. The challenge was to overcome that perception and connect with buyers who could see the value in a unique, design-forward home in a more remote setting.

The Strategy

  • Positioning: Reframed the home as a rare architectural retreat blending modern design with natural surroundings.
  • Targeted Marketing: Created a marketing campaign built on architectural photography, cinematic video, and lifestyle-driven storytelling.
  • Buyer Focus: Identified and targeted design-oriented buyers seeking privacy and a strong connection to nature.
  • Market Confidence: Countered skepticism with data and projections to demonstrate the property’s value at the seller’s price point.

The Execution

  • Architectural Photography: Partnered with a specialist to capture the home’s modern lines and design features.
  • Storytelling Approach: Wove the lifestyle of modern living in a natural setting into all marketing and showings.
  • Curated Showings: Personally guided buyers through the home and, for serious prospects, led hikes to the creek on the 20-acre property.
  • Cinematic Video: Produced a film that elevated the marketing beyond a property tour to an emotional lifestyle experience.

The Results

  • Engagement: Generated sustained buyer activity through the slowest months of the selling season.
  • Market Response: Attracted more showings than in all prior listing attempts combined.
  • Sale Outcome: Closed at $3.2M — approximately 95% of the seller’s goal and well above agent community expectations.

Key Takeaways

Unique properties require patience and persistence. With a clear plan, a storytelling approach, and consistent execution, even a challenging listing can exceed market expectations. We guided our clients with a tailored strategy and delivered results that others thought not possible.

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