I am a member of CIPS and my background prior to real estate was international sales and marketing for Fortune 100 companies. Your headline question immediately caught my attention. The detail you provided focused less on international.
You have a few approaches here, and which one might be best depends upon the further evaluation. An aggressive marketing campaign may reach to different audiences, but you may want the focus of your outreach to have a dominant theme.
There are brokers who specialize in lodging, those who are business brokers, those who have experience and education in commercial and investment, those who have an international background, and, of course, your local market specialists near your property. It is not uncommon to hire a broker with a comprehensive background in a particular area of expertise who may not be geographically proximate to the property. The best broker for you may or may not be proximate to the property, depending upon who your most likely buyer is. For example, most lodging brokers are not proximate to the properties they broker. Their value comes from the ability to market well, understand the buyer and seller profiles, read the financials and negotiate on behalf of their principal.
Here are the various markets for your property:
1) An international audience. Are you suggesting an international buyer that would be interested in the property as a single family home or as an investment of a lodging facility?
2) B&B or Lodging Facility. You explained that you purchased the property in 2006 and recently completed renovations. Was the property an active inn/B&B at the time of purchase? Did it remain so through the renovation? I looked at the website and gather that you are currently active now. (Nice website, BTW.) I did not find you as an active member of Central New York Lodging or similar associations, but my search was not exhaustive. What is your occupancy rate? What is your average daily rate? The answers to the above only begin to address the factors that would influence how to best position your property for sale and choosing the best broker.
3) Private residence. Was the property purchased as an inn or private residence? If it is viable first and foremost as an inn, and can compete with other inns, the main marketing focus may be in that direction. Since you built a website for the property as an inn, I am taking a lesser focus on the private residence angle of marketing, though not ruling it out.
4) Business opportunity.
5) Historical property.
I would be careful of choosing a lodging specialist who has an inventory of several other properties with higher values, or larger sized than yours. It may be better to be a big fish in a little pond, than a little fish in a big pond. The same may hold true for commercial brokers. If a commercial broker has many large projects, you might not stay at the top of mind where you want to be. You can look into a brokerage that has experience with lodging or commercial, being aware of how your property will fit their mix.
Many residential specialists do not have a familiarity or comfort level with numbers analysis, or commercial sales. (I remain utterly baffled by the number of agents who have told me they struggled through the math section on real estate exams). But there are a some agents who are primarily residential but do have a strong orientation toward commercial sales, can read a P&L, and hold their own in investment or business discussions. This would probably be the type of broker who could do a really good job and cross market for you. This would allow you to outreach to the private residential community, advertise in vehicles that attract buyers for historical properties, market an inn and be able to hold their own in a financial discussion. This ideal broker would also be experienced and well connected in international, per your headline.
If I knew more about your property, I may very specific recommendations. Feel free to reach out to me.
Deborah Madey - Broker
Peninsula Realty Group, Inc.