It was brutal.

While the brutalist design was an impeccable example of its kind, appreciating a modernist home and wanting to live in it are two different things.

When it came time to sell, my friend went big. She launched an all-out campaign. A PR agency was engaged, and soon the property was featured in national design publications, weekend newspapers, and lifestyle media. Home opens became full-blown productions: a vintage Jaguar on the lawn, a character actor weaving through guests, mid-century furniture staged to perfection, and timed presentations educating attendees on the architect’s legacy.

From a metrics perspective, it was a runaway success. Social reach was strong, earned media coverage was impressive, and foot traffic was in the hundreds.

Did it sell? Nope.

Not one offer came through. The audience it attracted loved the aesthetic, but they weren’t in the market to buy. They were architecture students, design hobbyists, curious neighbours.

After months of financial investment and energy burnout, she pulled it off the market. Five months later, she quietly relisted. No PR, no theatrics, just a well-crafted listing on the right real estate platforms, targeting the right buyer segment. It sold within a couple of months at the asking price.

Why? Awareness without alignment is wasted effort.

When you have a niche offering, the goal is not to broadcast to the widest possible audience. The goal is to speak to the right one, through the right channels, with the right message.

Get this right, and you will save yourself time, money and energy.

Kind regards,