Every community has a host of specific characteristics that bring individuality and life to their town. At the same time, however, the suburbs have a reputation for breeding similarity — the same houses, the same restaurants, and the same activities.
This contrast is what real estate brokers from Houlihan Lawrence deal with on a daily basis. It is extremely easy for them to “wow” a client with a nice house in a friendly neighborhood, but it is a more challenging task for these agents to express the rich culture of each town from a brief conversation or tour.
For this reason, Houlihan Lawrence has expanded their lifestyle brand “North of NYC” with a brand new website that covers the unique attributes of communities in Westchester, Connecticut, and the Hudson Valley. NorthOf.NYC has a plethora of new information, ranging from the hottest places grab a bite to the most aesthetically pleasing nature walks and seaside retreats, which could contribute to a future homeowner’s decision on where to settle down.
“Some people are surprised that a real estate company would create a website that isn’t all about selling houses,” says Houlihan Lawrence Chief Marketing Officer Anne Marie Gianutsos, “but our agents have relationships with clients that exist well before they consider purchasing a home. North of NYC helps clients discover the lifestyles possible in our area and delivers a new platform for our agents to share their local knowledge outside of real estate transactions.”
Rather than solely appealing to the needs of each client, Houlihan Lawrence has also managed to incorporate their wants when it comes to finding a town that suits their interests. Lifestyles of the average suburbanite are grouped into six main categories: Cosmopolitan, Equestrian, Locavore, Trailblazer, Villager, and Waterfronter. By digitally exploring the lifestyle type that they most closely associate with, clients can find towns, events, and helpful articles that appeal to their way of life. This strategy of finding a home has the potential to revolutionize the real estate industry.
The “North of NYC” brand doesn’t stop there. The website’s online guide has a print counterpart entitled North of NYC Journeys, which offers suggestions for trips and daily excursions organized by season. In addition, the company has created Spotify playlists that correspond to the aforementioned lifestyle categories, fully immersing their clients in the lifestyle they desire.
“We know what makes our communities tick,” says Russ Pruner, an Associate Real Estate Broker at Houlihan Lawrence’s Riverside office, “Northof.NYC provides invaluable local advice to people considering a move, and even to our neighbors living here.”