When it comes to the 12-acre, vacant property in the woods of Waterboro, Maine, listing agent Orion Moquin figures it's best to be candid. And creative.
For the right buyer, the site at 013-042C Sokokis Trail, listed for $165,000, offers an opportunity to build a cabin off the beaten path, but it's otherwise unremarkable, according to Moquin of the Real Broker firm in Portsmouth, New Hampshire. The site doesn't exactly scream "must have" to casual real estate watchers, he said.
So Moquin and co-listing agent Colin Amidon set out to tell a tale, with Bigfoot in a starring role.
With the blessings of his client and his managing broker, Moquin in February dressed up as the mythical creature, roaming the property while stomping through at least a foot of snow. In one of the listing photos, Amidon's hiking boot is about to strike the hairy, hard-charging monster.
The Maine woods were once thought to house such critters as the Tote Road Shagamaw, the Agropelter and the Billdad. Bigfoot is more commonly associated with the forests of the Pacific Northwest, but it made the most sense for the listing because of how universal the legend is, Moquin said.
"You'll feel mostly alone in these beautiful woods, and you might even catch a glimpse of the local wildlife at the brook on the southern border of the property," the listing states. "Perhaps a deer, a fox or ... I have been advised not to elaborate."
Real estate listings have long been known as a bastion of cliches ("Move-in Ready!") and embellishments ("Quaint Handyman Special Won't Last!"). But the influence of social media on pop culture is driving more agents to try informal, creative and, yes, even sarcastic listings, real estate observers say.
In Atlanta, broker Chad Polazzo uses so-called sign toppers, or riders, that display words or phrases meant to entice passersby. Whereas other agents often use "Large Lot," "Pool" or "Under Contract," Polazzo prefers "Brilliant!" or "Sweet!" Also in his arsenal: "X Marks The Spot!" and "Bam!"
Listing getting attention
Moquin and Amidon have pushed out the Bigfoot listing over social media with the goal of turning heads. And they insist it's working.
A Boston radio show briefly talked about it, Moquin said, and it also made its way to a Reddit group dedicated to finding big, bad Bigfoot.
"People always ask the question, 'What's fair market value?'" said Moquin, 29, a former Army infantryman, in an interview. "But the only way to find out is to get the property in front of as many people as humanly possible."
While the strategy isn't appropriate for all listings, it does have its place, depending on the property and the agent's personality, Moquin and other market observers say.
"I think we're moving into real estate entertainment," said Mike Pappas, CEO of Keyes Co., a Miami-based real estate brokerage, in an interview. "People want to stand out, and you have to be a little edgier in your approach."
This isn't the first time Moquin leveraged the legend of Bigfoot. A couple of years ago, he was selling 11 acres of recreational land in New Hampshire. The Bigfoot reference on that listing was much more subtle, but the property eventually sold after about a year, he said.
On Friday, Moquin and Amidon are due to close on a three-bedroom home in North Walpole, New Hampshire, listed for $310,000. It, too, lacks, well, a certain pizazz, he said.
Home is functional
So, the agents had the owners sign off on a marketing plan that highlighted the home's functionality over its dated appearance. For instance, the listing flat-out says the house isn't trendy and that the kitchen was last updated "when flip phones were cool."
"This house isn’t going to show up on any ‘Most Pinterest-Worthy Homes’ list, but it’s exactly what you need," the listing states. "It’s reliable, comfortable, and simple. It’s like that one friend who’s always there for you. And sometimes, that’s all you need."
The house fielded two offers, and the winning bidder is paying more than the asking price, according to Moquin.
Creative marketing plans may become more common and necessary as the U.S. housing markets slows, though parts of New England are hyper-competitive and have been for five years, Moquin said.
In New Hampshire, a shortage of affordable housing is part of the problem, and state residents face competition from people willing to commute south into Boston due to generally higher housing costs there, he noted.
The Bigfoot listing in Waterboro has been on the market for about two months. Someone who sees it may laugh and forward it to a friend, who could be looking for just such a parcel, Moquin said.
"This property is absolutely 100% normal — nothing to see here!" the listing states. "And those strange sounds at night? Oh, that's just the Maine woods doing their thing ... nothing unusual at all.
"Don't let this legendary property slip away — schedule a visit before it vanishes like a blurry figure in the background of a photograph!"