Today's home shoppers are used to modern conveniences: walk-in closets, dishwashers, three-car garages, first-floor utility rooms, multiple bathrooms, air conditioning, technology, and a vast array of 21st century conveniences. While they might be caught by the charm and beauty of an older home, the older conventions often distract them from the value the property offers. What can a realtor do to market and sell such a home?

An element essential to the sale of an older home is an appeal to the emotions of the buyer. Not all buyers are drawn to an older home. Those who are may enjoy history, family genealogy, antiques, older architecture, or may be preservation-minded buyers. They may have visited an older relative's farm as a child, and the memory of that visit is pleasant. Perhaps a grandparent spoke frequently about being raised in an older American townhouse (also called a row house).

Maybe they have always adored the beauty of a federal revival-style home on the edge of town. Or, it could be something as simple as being drawn to This Old House or some other renovation program on television.

Marketing an older home must include language and/or graphics that tug on the heartstrings of this breed of homebuyer. Remember, buying an older home is always an emotional decision.

The age of a well-kept, unspoiled home is part of its value. Homes older than eighty years are becoming less common. Homes in an historic neighborhood are limited in quantity, but are the treasure of the city and a drawing card for tourists. The style of architecture and craftsmanship which are found in many older houses are often lacking in new builds. Beautifully restored homes add to the charm and value of a city. It is for this reason that many large cities have developed committees for historical preservation. Grants for the restoration of older homes are often available to homeowners.

Marketing and selling historic property requires realtors to stray from the conventional methods of advertising, using techniques which target the right kind of buyers.

1. Prepare marketing materials which emphasize the historical value and location of the home.

2. Research and prepare a written history of the property, if none has already been attempted. Government offices and the local library may be of assistance, as will the area's historical society.

3. Several Internet sites specialize in the buying and selling of older homes: Oldhouses.com, Historic Properties.com, Nationaltrust.org, and thisoldhouse.com.

4. Send email brochures to your clients, other Realtors within a 25-mile radius, and to the local newspapers.

5. Contact area newspapers and suggest an article on the home's history and beauty.

6. Create a webpage specifically for your older home.

7. Hold a special open house at your property in cooperation with the area Historical Society.

8. Advertise in publications which are designed for restoration or older homes; This Old House and Country Living are two places to begin.

9. Become familiar with the federal, state, and local regulations related to historic preservation. Consider writing an article for inclusion in your local newspaper on the topic of preservation and restoration. Make sure you mention your property!

10. Prepare display materials for clients to view at the home: photo album of home, a copy of the home's documented history, copies of newspaper articles about the home, issues of relevant magazines, tips for restoring an older home, list of websites which are relevant such as Restorationtrades.com, and the catalog from Restorationhardware.com.

11. Do a direct mailing of the property to the community. Remember to appeal to emotions!

With a little effort, research and a venture outside of the box, your knowledge of the marketing and selling of older homes may take you into an exciting new aspect of real estate. Enjoy the challenge!