SOLD · ALELLA
Can
Roselló.
A landmark Mediterranean estate whose previous listing had expired. We took it off the market, developed a different strategy and relaunched it to a new audience.
THE SITUATION
A remarkable estate.
An expired listing.
Can Roselló is a historic masia overlooking the vineyards of Alella and the Mediterranean. With 835 m² of living space, ten bedrooms and an original vaulted wine cellar, it was never going to be an ordinary sale.
Despite its character and potential, the property had been marketed previously without finding a buyer. The listing had expired. We believed the answer was not simply to advertise it again in the same way.
BEFORE THE LAUNCH
Take it off the market.
Give it a fresh start.
Our first decision was to pause public marketing. That gave us room to reassess how the estate was positioned, consider who else might value it and prepare a meaningful relaunch rather than repeating an unsuccessful listing.
Pause.
Take the property off-market and create space for a considered new strategy.
Reposition.
Present Can Roselló as both an extraordinary private residence and a property with wider investment potential.
Expand the audience.
Identify buyers beyond the traditional residential market before the public relaunch.
THE OFF-MARKET CAMPAIGN
Beyond residential.
Beyond the obvious.
Can Roselló offered more than a prestigious home. Its substantial accommodation, setting in Alella's wine region, original cellar and existing tourist rental licence gave us an opportunity to explore additional buyer profiles.
We proactively contacted potential investors in the hospitality and wine industries, introducing the estate to people who might not have come across it through conventional property searches.
THE PUBLIC RELAUNCH
A different approach.
A fresh audience.
After the off-market phase, we launched Can Roselló publicly through the major property portals. This was a fresh campaign, with a broader understanding of the estate's potential and the audiences it could attract.
The aim wasn't simply to put the property back online. It was to change how buyers saw it.
THE MARKET RESPONSE
Multiple offers.
Different terms.
Within just five weeks of going live on the market, Can Roselló had attracted multiple offers.
Each proposal came with its own conditions. The sellers therefore had choices to consider, and our role was to examine the terms of each offer, not simply compare the headline prices.
THE RESULT
From expired listing.
To sold.
Can Roselló ultimately achieved a successful sale after a deliberate off-market phase and a carefully planned public relaunch.
The experience illustrates why a property that hasn't sold doesn't always need more of the same. Sometimes a pause, a new positioning and a broader search for the right buyer can make the difference.
Not every property needs the same campaign. Every property needs the right strategy.
THE ORIGINAL PROPERTY
See Can Roselló
as buyers saw it.
This is the story behind the sale. Explore the original property presentation, including the photography, features and details of this historic Alella estate.
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