Case Study: How We Marketed and Sold the Haunted Charlemont Inn

The Charlemont Inn in Charlemont, Massachusetts

At DOMORRE, we love a good story, and few properties come with a backstory as rich (and spooky) as the historic Charlemont Inn in Western Massachusetts. So when Coldwell Banker Community Realtors ask for our help to sell this unique property, we jumped at the chance.

Built in 1787 and whispered about for its paranormal past, the inn was already intriguing. Our job was to turn that intrigue into attention through marketing...and ultimately, gain buyer interest.

The Charlemont Inn Challenge

The Charlemont Inn wasn’t just another real estate listing. It came with a long history of haunted stories. It was, after all, a centuries-old property. It was in need of the right buyer: someone who could appreciate its history, potential, and quirks. Our goal was to break through the noise of standard listings and tap into niche audiences who love unique, historic, and haunted homes of course.

The Strategy

We knew the story of the Charlemont Inn was bigger than just square footage and acreage. So we leaned into storytelling and the potential for social media popularity.

We Created a Series of Reels

We produced short-form video content highlighting the inn’s charm, ghostly lore, and “you won’t believe this price” factor.

We told the rumored ghost stories through video as we walked room to room and we built suspense by releasing one Reel every few days. Each Reel featuring a different floor of the building.

Targeted Placement

We secured features on high-visibility Instagram accounts like Zillow Gone Wild and Spooky Houses For Sale, both of which have massive audiences obsessed with quirky, historic homes.

The Results

The impact was immediate: The content gained 44,000+ views in under a few days.

A reporter from the USA Today Network, Rin Velasco, saw the listing on Zillow Gone Wild and wrote a feature story. Read it here.

MassLive published a piece the same week. See the article.

The listing agent received multiple inquiries almost immediately from serious buyers and ended with several cash offers.

Client Feedback

Jocelyn O'Shea, the listing agent on the property, said, “The marketing campaign DOMORRE Marketing created for my Charlemont Inn listing was incredible,” and added, “Friends of mine in NYC saw the listing! Crystal Childs’ creativity turned a unique property into a viral sensation with serious buyer conversations.”

The Bigger Picture

The success of this campaign wasn’t just about views. It was about visibility. By positioning the Charlemont Inn in front of highly engaged, niche audiences, we created a ripple effect of local and national media coverage, social buzz, and genuine buyer interest.

The story doesn’t end there. While we can’t share all the details yet, there's plans already for the next phase of this building, proof that with the right marketing, even a centuries-old haunted inn can find new life.

Key Takeaways

Storytelling sells: Unique angles like “haunted history” drive engagement.

Strategic placements matter: Getting content onto the right Instagram accounts was the domino that tipped into national press.

Visibility creates opportunity: One viral campaign sparked media coverage, buyer interest, and attention...we can't yet discuss!

At DOMORRE, we don’t just "do marketing", we dive deep, craft stories that captivate audiences and deliver results.

We do more at DOMORRE.