Distinctive properties. Thoughtful positioning. Strategic marketing that goes beyond the ordinary.
Not every remarkable home comes with a multimillion-dollar price tag. And not every expensive home is particularly remarkable.
Some of Vermont’s most interesting properties are difficult to define by price, square footage, or even location. They might be architecturally significant, thoughtfully restored, built with exceptional materials, situated on an extraordinary piece of land, or designed around a lifestyle that’s difficult to replicate.
A contemporary home with sweeping mountain views. A historic farmhouse restored with incredible attention to detail. A lakefront estate with private shoreline. A secluded retreat surrounded by conserved land. Or a property with unexpected features, exceptional craftsmanship, and a story worth telling.
These homes don’t always fit neatly into traditional real estate categories. And they shouldn’t be marketed as though they do.
I’m Erin McCormick, a Vermont Realtor with Keller Williams Vermont and the founder of Live Local Vermont. My background is in marketing, business strategy, and executive leadership, and I bring that experience to the way I represent distinctive properties throughout Vermont.
I believe exceptional real estate deserves more than professional photography, a beautifully written listing description, and exposure on the major real estate websites.
It deserves a thoughtful strategy built around understanding the property, identifying the right audience, communicating what makes it valuable, and creating opportunities to reach buyers who may not even know they’re looking for a home like yours.
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Luxury in Vermont Looks a Little Different
It’s Not Always About Being the Biggest, Newest, or Most Expensive
Vermont has never been a place where luxury is defined exclusively by square footage, elaborate finishes, or the size of a property’s price tag.
For some buyers, luxury means privacy. Acreage. Mountain views that will never get old. The ability to step outside and access trails, water, or open space without getting in the car.
For others, it’s exceptional architecture, beautiful craftsmanship, a thoughtfully designed kitchen, or a historic property that’s been restored without losing its character.
And sometimes luxury is simply the combination of a remarkable home and an irreplaceable setting.
I believe the best way to market these properties is to understand what makes each one distinctive rather than relying on a generic definition of luxury.
A contemporary architectural home in the mountains may appeal to an entirely different buyer than a historic estate in Woodstock or a lakefront property on Lake Champlain.
The marketing should reflect those differences.
The Types of Vermont Properties I Love Representing
Luxury Homes & Estates
From substantial country estates to beautifully appointed primary residences, Vermont’s luxury properties often combine quality construction, thoughtful design, and exceptional settings.
These homes may feature custom millwork, sophisticated building systems, chef’s kitchens, expansive entertaining spaces, private guest accommodations, or amenities designed around the owner’s lifestyle.
But simply listing those features doesn’t necessarily communicate their value.
My approach is to understand how the property was designed, what makes the materials and craftsmanship significant, and how those details contribute to the overall living experience.
A home with exceptional finishes deserves marketing that explains what makes them exceptional.
Architecturally Distinctive Homes
Some properties stand out because of the vision behind their design.
Contemporary mountain homes, modern cabins, timber-frame residences, converted barns, and one-of-a-kind architectural properties often attract buyers who appreciate design as much as location.
These homes can also present challenges when it comes to pricing and valuation, particularly when there are few comparable properties.
I’ll help evaluate the market, identify the characteristics that influence value, and develop a strategy that communicates the property’s design and functionality to the right audience.
Historic Homes & Restored Farmhouses
Vermont’s historic homes are part of what makes the state’s architecture and communities so interesting.
From beautifully preserved village residences to expansive farmhouses and historic estates, these properties often combine original craftsmanship with generations of history.
When a historic home has been thoughtfully restored, I believe it’s important to communicate both what has been preserved and what has been improved.
Original architectural details, period craftsmanship, updated systems, energy improvements, and the quality of restoration work can all influence how buyers perceive value.
At the same time, older properties may have maintenance considerations, preservation restrictions, or features that require specialized evaluation.
The goal is to celebrate the property’s character while representing its condition accurately.
Lakefront & Waterfront Estates
Vermont’s waterfront properties offer a type of lifestyle that’s difficult to replicate.
Private shoreline, expansive lake views, docks, outdoor entertaining areas, and direct access to the water can create an extraordinary setting for a primary residence or second home.
But waterfront properties also require thoughtful evaluation and marketing.
Shoreline characteristics, water access, flood exposure, permitted improvements, and property-specific regulations can all influence value.
I believe the setting deserves attention, but so do the practical details that help buyers understand what they’re purchasing.
Mountain Homes & Private Retreats
A home with expansive mountain views, significant acreage, or direct access to outdoor recreation can be appealing to buyers looking for privacy and a connection to Vermont’s landscape.
Some of these properties are located near established resort communities. Others are tucked away on rural roads, far from the nearest village.
The experience of owning them can be very different.
I’ll help position the property’s setting, access, recreational opportunities, and distinctive characteristics while also addressing practical considerations like private roads, maintenance, utilities, and seasonal accessibility.
Unique & Hard-to-Categorize Properties
Some of my favorite properties are the ones that require a little more explanation.
A home with an extraordinary library. A converted barn with dramatic architectural details. A modern residence built around a particular view. A property with multiple structures, a creative studio, or a unique history.
These homes may not appeal to every buyer, and that’s perfectly fine.
The goal isn’t to convince everyone that a property is right for them. It’s to reach the people who will recognize and appreciate what makes it different.
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Why Unique Homes Need a Different Marketing Strategy
The Right Buyer May Not Be Searching for a Home Like Yours
Traditional real estate marketing often relies on buyers searching within a specific price range, town, bedroom count, and property type.
That works well for many homes.
But distinctive properties don’t always fit neatly into those search parameters.
A buyer interested in modern architecture may be willing to consider several Vermont communities. Someone looking for a private country estate may prioritize acreage and setting over proximity to a particular town. A buyer who appreciates historic preservation may be searching across multiple regions.
In other words, the right buyer for your property may not be actively searching in your immediate market.
That’s why I believe marketing exceptional properties requires a broader perspective.
We need to think about who the property appeals to, what motivates those buyers, where they’re likely to discover opportunities, and how to communicate the property’s value in a way that resonates with them.
That strategy should influence everything from photography and video to written content, digital advertising, media outreach, and the networks we engage.
My Approach to Marketing Luxury & Unique Vermont Properties
1. Start With the Story, Not Just the Specifications
Before developing a marketing strategy, I want to understand the property.
What inspired its design? What materials were used? What improvements have been made? What do the owners love most about living there? What details might not be immediately apparent in photographs?
I believe the answers often reveal what makes a property truly distinctive.
Sometimes it’s a particular architectural feature. Sometimes it’s the relationship between the home and the land. And sometimes it’s the collection of thoughtful details that create an exceptional living experience.
The goal is to communicate those characteristics clearly and accurately.
2. Identify the Right Audience
Not every luxury buyer is looking for the same thing.
A second-home buyer from a major metropolitan area may have different priorities than someone relocating to Vermont full-time. An architecture enthusiast may value design over acreage, while another buyer may prioritize privacy, recreation, or multigenerational living.
I’ll develop a marketing approach based on the property’s likely audience rather than assuming every high-end home should be promoted in the same way.
3. Invest in Professional Presentation
Exceptional properties deserve high-quality visual marketing.
Depending on the home, that may include professional photography, architectural photography, video, aerial imagery, detailed floor plans, and carefully developed property descriptions.
I believe presentation should be intentional. The goal isn’t to create the longest possible list of marketing assets. It’s to choose the tools that best communicate the property’s character, setting, and value.
And I believe strongly in accurate representation.
I don’t want AI-generated landscaping, digitally invented renovations, or heavily manipulated images creating expectations that don’t match reality.
Technology can be useful, including appropriately disclosed virtual staging in certain situations, but buyers deserve to understand what the property actually looks like.
4. Create a Marketing Strategy Beyond the MLS
The Multiple Listing Service is an important part of exposing a property to the market, but it shouldn’t necessarily be the entire marketing plan.
For distinctive homes, I may recommend additional strategies based on the property and its likely audience.
These could include:
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Dedicated property websites or digital presentations
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Targeted digital advertising
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Social media marketing and video storytelling
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Outreach to relevant real estate professionals and buyer networks
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Exposure through appropriate luxury real estate marketing channels
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Editorial and media opportunities
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Direct outreach to audiences with an interest in the property’s architectural style, location, or lifestyle
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Marketing beyond Vermont to reach qualified out-of-state buyers
Not every tactic is appropriate for every property. I’ll recommend the ones that make sense based on your goals, the home’s characteristics, and the likely buyer pool.
5. Price With an Understanding of What Makes the Property Different
Pricing a unique property can be more complicated than pricing a conventional home.
There may be few truly comparable sales, and certain features may be difficult to quantify.
A custom home with exceptional craftsmanship, significant acreage, or an unusual design may require a broader comparative analysis and careful consideration of how buyers perceive its characteristics.
I believe in acknowledging those complexities rather than assigning arbitrary premiums to features simply because they’re expensive or uncommon.
We’ll evaluate available market data, current competition, property characteristics, and buyer demand to develop a pricing strategy grounded in the market.
6. Manage Showings With Intention
Some properties benefit from broad exposure and open houses. Others require a more controlled approach.
For high-value homes, private estates, or properties with unique features, it may make sense to coordinate private appointments, establish appropriate showing procedures, and consider buyer qualification and privacy needs.
I don’t believe every home needs an open house simply because it’s a common marketing practice.
The right showing strategy should reflect the property and the seller’s priorities.
7. Negotiate Beyond the Purchase Price
A successful luxury real estate transaction isn’t necessarily defined by the highest offer.
Financing arrangements, contingencies, due diligence requirements, deposits, closing timelines, and the buyer’s ability to complete the transaction can all affect the outcome.
I’ll help you evaluate the full terms of an offer, understand potential risks, and negotiate with your priorities in mind.
For distinctive properties, the transaction may also involve specialized inspections, property systems, additional structures, easements, or other details that require careful coordination.
The Difference Between Marketing a Home and Marketing a Lifestyle
Understanding What Makes People Want to Live in Vermont
One of the things that differentiates my approach is that I’ve spent years telling Vermont’s story outside of real estate.
Through Travel Like a Local®, I’ve visited communities throughout the state, shared independent businesses, explored backroads, experienced restaurants and accommodations, and developed a perspective on what draws people to Vermont.
That experience matters when marketing homes where location and lifestyle are central to their appeal.
A property near a ski mountain isn’t simply a house with convenient access to winter recreation. It may also offer proximity to mountain biking, hiking, restaurants, and a community that buyers want to be part of.
A historic home in a Vermont village isn’t just a collection of rooms and architectural details. Its location may provide access to independent shops, cafés, cultural experiences, and a way of life that appeals to a particular buyer.
And a secluded country estate may offer the privacy, natural surroundings, and slower pace that someone has been looking for.
I believe great real estate marketing communicates both the property and its setting without exaggerating either.
Because people aren’t simply choosing a house. They’re choosing how and where they want to spend their time.
Buying a Luxury or Unique Home in Vermont?
Look Beyond the Features and Understand What You’re Purchasing
Distinctive properties can be exciting to explore, but they often require a more thoughtful approach to due diligence.
Custom construction, specialized building systems, historic features, private infrastructure, waterfront access, and unusual land configurations may all introduce considerations that aren’t present in a conventional home purchase.
I’ll help you evaluate the property, review available information, and identify questions that warrant specialized professional attention.
We’ll also consider resale potential.
A feature that makes a home particularly appealing to one buyer may narrow the market when it’s time to sell. That doesn’t mean it’s a poor purchase, but it is worth understanding.
My goal is to help you appreciate what makes a property special while making a decision grounded in its condition, value, and long-term suitability.
Explore Luxury & Unique Vermont Homes
Why Work With Me?
Marketing Experience. Business Strategy. Vermont Real Estate Knowledge.
My background isn’t limited to real estate.
I’m a marketer by trade, a business consultant, and a former executive who has spent years developing strategies, building brands, and helping organizations communicate what makes them valuable.
I’m also a top-producing Realtor at Keller Williams Vermont, where I’ve built my business around thoughtful representation, strong relationships, and a commitment to my clients’ interests.
And through Travel Like a Local®, I’ve spent more than a decade exploring Vermont and sharing the communities, businesses, and experiences that make this state such an appealing place to live.
That combination shapes the way I approach distinctive properties.
I understand that marketing isn’t simply about exposure. It’s about positioning, messaging, audience, presentation, and execution.
I also understand that a beautiful marketing campaign means very little if it isn’t supported by sound pricing, strong negotiations, and careful transaction management.
My approach brings those elements together.
I don’t believe every home needs the same marketing package. I don’t believe expensive automatically means exceptional. And I don’t believe luxury real estate marketing should rely on exaggerated language or unrealistic representations of a property.
I believe in understanding what makes a home valuable and developing a strategy that communicates that value to the right people.
Have a Vermont Property That Doesn’t Fit the Mold?
Some homes are easy to compare, easy to categorize, and relatively straightforward to market.
Others deserve a more thoughtful conversation.
Maybe you’ve invested years into creating a one-of-a-kind home. Maybe you own a historic property with extraordinary character, a private estate, an architecturally significant residence, or a home with features that are difficult to find anywhere else.
I’d love to learn more about it.
You don’t need to be ready to sell tomorrow. In fact, developing the right strategy for a distinctive property often begins well before it reaches the market.
Let’s talk about what makes your home different, who might be the right buyer, and how we can position it thoughtfully.
Schedule a Luxury & Unique Property Consultation Request a Personalized Property Evaluation
Erin McCormick | Live Local Vermont
Realtor, Keller Williams Vermont