Category: Luxury Homes

Putting together a listing in Naperville is serious business. It has to be brief, to-the-point, and at the same time, engaging. The photos and language of our listings is the tip of the marketing spear: if it’s dull, and just a repetition of the specifics that are enumerated in the columns of numbers that follow, it’s less likely to get more than a glance from potential buyers.

At the same time, every one of our listings has to be fastidiously accurate. If it exaggerates or mischaracterizes a property’s features, it will waste time and effort by creating traffic from prospects who were never going to be interested in the first place. They’ll be rightly annoyed. A well-crafted listing for a Naperville home will highlight the distinctive features that make it stand out from the crowd. It will attract qualified buyers who will want to investigate further.

As a matter of course, we in the real estate profession check out lots of listings from many other areas. It’s part of the job, keeping abreast of what is new elsewhere—comparing how others in other areas meet the challenges of language and imagery. Of course, after years of experience, you encounter few surprises.

But last week there was news of a listing unlike any other. I’m not sure that the details and language are going to be useful for describing our properties, since this detailed a foreign estate (on the Côte d’Azur) being put on the market by “a talented artist and musician.” The asking price is $33+ million, so it’s also a bit pricey for most buyers. But as an attention-getter, this listing ranks right up there at the top.

First off, the talented artist and musician is Johnny Depp, whose comings and goings generate headlines at all times. The listing language, in fact, is most precisely quoted by the Australian Domain real estate site—rather than a French source. The Australian public has been keeping track of Depp because of his continuing brush with authorities there over alleged dog-smuggling activities (his Yorkies, Pistol and Boo, are now safely out of the country). Domain tells us that the estate consists of “more than a dozen buildings, including a main house, several guest cottages, a chapel, a bar & restaurant, a workshop/garage, a staff house and much more.

Students of listing lingo might decide that this descriptor belongs in the ‘subtly understated’ category, particularly when the “much more” is teased out: the estate, it turns out, is actually a small Provençal village. More than a decade ago, Depp bought an entire early-19th-century village. It may have been a bit run down—but it did include its own church (the actor turned it into a guest cottage, with the confessional becoming a wardrobe). Depp took on the project as a sort of extreme DIY project. The restaurant became his dining room. He brought in a covered wagon for another guesthouse (it’s unclear how that worked out).

Not every local listing rates being quoted in a feature story in The Wall Street Journal, but this one surely did. “A wine cave in the main house has a Pirates of the Caribbean motif,” according to the Journal (as one reader commented, “Go get’m Sparrow!”).

You don’t have to have a French village, though, if you are thinking of adding your own estate to this summer’s local listings. Just give me a call!

According to the Reuters news service, the home market for those with high net worth incomes (HNWI) has remained surprisingly strong — even when there were dips in other sectors. Luxury homes are hot on the radar of those with the means to swing multi-million dollar purchases.

One listing tactic for the marketing of luxury homes — whether in Kenilworth,, Hinsdale, or here in Naperville– is the “pocket listing.” Pocket listings give the owners of luxury homes the ability to conduct a discreet, private sale by keeping it off the Multiple Listing Service. The most common reason my sellers opt to steer clear of the MLS is to give maximum leeway concerning general public knowledge of the offering.

I recall seeing one notable recent example (I believe it was reported by TMZ): the simultaneous pocket listings of both of their high-end homes by celebrity pair Kim Kardashian and Kanye West. For public personalities whose careers are dependent on careful nurturing of their images, maintaining control of public access to their domestic doings can be viewed as a business necessity. Instead of being exposed on the usual multiple-listing services, it’s marketed directly by their agent.

Selling Naperville luxury homes through pocket listings can also provide the homeowner and agent the maximum ability to vet potential buyers. Too, business people wishing to avoid upsetting customers or employees can avoid speculation that they may be leaving the area. And for those who are wary of listing their luxury homes during a less than roaring market, a pocket listing leaves the door open to selling to the right buyer for an ideal price.

However (and it’s a big however), the same qualities that make pocket listings an attractive path to a discreet sale also carry a notable drawback. By their very nature, pocket listings severely cut down the number of potential buyers — considerably cutting down the chances of reaching the best possible sale price. If you are an adherent of the axiom any publicity is good publicity, a pocket listings word-of-mouth technique (the first cousin of no publicity) probably isn’t an attractive alternative.

If you are looking to sell your home with little fanfare, call me to discuss your options and the pros and cons of each. Local luxury homes can sometimes be well served when they stay in the pocket!