The Challenge
Designed in 1952 by Alfred Fenwick Simonson, the Heron House is a secluded woodland sanctuary in Seattle’s Northgate neighborhood. However, when its owners, Paul Damen and Heidi Schor, acquired the property for $410,000, it was far from the architectural gem it is today. The home was in a state of disrepair—cast-off furniture littered the trees, the interiors had fallen into neglect, and the once-pristine landscape had become overgrown. For many, demolishing the structure and starting fresh would have been the obvious choice.
Paul and Heidi, known as House Healers, took a different path. Passionate about revitalizing homes with character, they sought to honor and enhance the original mid-century design. Their meticulous renovation incorporated upcycled materials and salvaged architectural elements, breathing new life into the property. Heidi named it "Heron House" in homage to the Great Blue Heron that frequently visited the lush, restored landscape.
While the transformation was remarkable, the home’s distinctive character presented a marketing challenge. A property like this required more than traditional real estate promotion—it needed a carefully crafted narrative and the right audience to appreciate its unique architectural and historical significance. The challenge was to position Heron House not just as a home for sale, but as a living piece of history, ensuring that buyers recognized both its artistic value and its livability.
Our Strategy
Selling a home of this caliber required an approach that extended beyond conventional listing strategies. To highlight the property’s history and meticulous renovation, we developed a multi-layered marketing plan centered on storytelling, visual engagement, and broad media exposure.
First, we worked closely with House Healers to craft a compelling narrative, showcasing not only the home’s architectural past but also the careful restoration process and the unique heirloom elements woven into its design. A custom video tour captured the craftsmanship, from the repurposed elevator doors of the early 1900s Calhoun Hotel to the old-growth Sequoia redwood slab from Everett, transformed into a striking countertop. An extensive signage program detailed the origins of each upcycled feature, allowing visitors to engage with the home’s history at every turn.
Recognizing the potential for broader public interest, we collaborated with Windermere’s public relations team to launch a media outreach campaign. We invited journalists to tour the home, meet the owners, and experience the transformation firsthand. The result was extensive media coverage that significantly expanded the property’s reach, attracting attention beyond the immediate real estate market. The home was featured in The Seattle Times, Seattle Post-Intelligencer, King5 TV, and other prominent publications.
Explore the media coverage:
The Outcome
Thanks to a strategic blend of media exposure and visual storytelling, Heron House became an instant sensation. The first open house was described by real estate blogs as “a madhouse,” drawing overwhelming interest. Listed at $1.1 million, the property sold within six weeks for $1,161,700.
Further solidifying its status as a local landmark, the home was later featured in an event hosted by Docomomo US/WEWA, an organization dedicated to preserving modern architecture in Western Washington. The event was highly attended, with guests eager to experience firsthand the artful transformation of this mid-century treasure.
Following this success, House Healers moved on to their next project in nearby Matthews Beach—once again partnering with our team to bring another carefully restored home to market.
