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‘Meet the Neighbors’ Video Helps Market a Modern Home in Chattanooga, TN

What’s it like to live in a newly built modern home? Owner and developer Gary Crowe wasn’t sure if potential buyers would embrace his new development in Chattanooga, TN. Unlike the other traditional homes populating the area, Crowe’s house was a modern design on the market for $319,700.

Crowe decided to make a video of the next-door neighbors.

“The neighbors already lived in a ranch-style home from 1965 and could speak to their experience, as well as introduce themselves to their potential next-door residents,” says Crowe. “I did a non-craftsman-style home. It’s out of the ordinary. I had to do out-of-the-ordinary marketing since Day 1.”

Plus, it never hurts to know the potential next-door neighbors aren’t a nightmare.

The resulting clip—a charming and unscripted 3.5-minute conversation with the couple, artists Roger Halligan and Jan Chenoweth—introduces their neighborhood and praises the benefits of Mid-Century Modern living.

“When Gary came knocking on our door and said he was going to put in Mid-Century Modern homes, we were ecstatic,“ Chenoweth says in the video. “You never know what’s going to go in next to you when someone buys a property.”

She adds, “They enhance our property. … It’s all good.”

Crowe has been boasting about his new build on social media, and the video—which brought thousands of views to his Facebook page—was a win-win. He’s already in contract with an offer over asking price.

The three-bed, two-bath construction features an open floor plan with high ceilings, a fireplace, kitchen with walnut cabinetry and quartz counters, butterfly roofs, concrete flooring, and carport.

The neighborhood is also near shopping and dining destinations.

Crowe was inspired by a trip to the San Francisco Bay Area a few years ago, where he toured Joseph Eichler home developments with Monique Lombardelli, CEO and broker for Modern Homes Realty.

In the 1950s and ’60s, Eichler Homes built some 11,000 affordable residences in planned communities, mainly in Northern and Southern California. Those homes have surged in popularity in recent years, especially among younger tech workers, who appreciate the smart design and clean lines, even if the homes are no longer affordable.

“I connected with Monique,” Crowe recalls. “She took us through original Eichlers. I wanted to take the same philosophy, with the courtyards and rooflines and walls of glass and just awesomeness, and that’s where I got the idea of building affordable modern homes.”

The community on White Oak Road, which he dubbed “Neat Cribs,” has three of Crowe’s contemporary homes. While this is the first time Crowe has done a video like this, he says it won’t be his last. In fact, he plans to interview the new owners about their experiences of living in his “Neat Cribs” community.

“I respect him for doing what he’s doing and leading the charge for affordable modern housing,” Lombardelli says. “I think he felt the spirit of Eichler—wanting to give people new designs to live in.”

And then, taking that spirit and marrying it with nice neighbors. It’s a modern success story.

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