Professional One Sets New All-Time Records for Island Lake
Professional One Real Estate Broker/Owner Michael McClure recently sold a home – 25535 Shoreline Drive – that shattered two records in Island Lake, one of Novi, Michigan’s premier luxury areas:
- Highest sales price: $2,700,000
- Highest sales price per square foot (SP/SF): $490.64
To put this in some perspective, three other homes sold on Shoreline in the past year:
- 25710 Shoreline, for $900,000, or $224.72/SF
- 25675 Shoreline, for $1,550,000, or $324.88/SF
- 25693 Shoreline, for $2,000,000, or $348.07/SF
That is to say, McClure sold 25535 Shoreline for $700,000 (or 35%) more (and 40.9% more on a per-square-foot basis) than the nearest competitor.
How did he achieve these remarkable results? Digital domination. Here’s what that means:
The Power of Strategic Digital Marketing
When it comes to selling homes—especially luxury properties—marketing and promotion are everything. Today, the internet is the #1 resource for homebuyers. More specifically, two platforms dominate the landscape: Zillow and YouTube. On these platforms, the most critical metrics to track are:
- Zillow views
- Zillow saves
- YouTube views
- YouTube likes
These metrics represent real, actionable interest from potential buyers—the gold standard of online engagement. The higher these numbers, the more effectively a property is being marketed.
Why This Matters for Luxury Homes
Selling luxury homes presents unique challenges. The pool of qualified buyers is inherently small, and standing out in this competitive market is crucial. According to the National Association of REALTORS® (NAR):
- 97% of buyers use the internet during their home search.
- 52% of buyers find their future home online.
- Affluent buyers increasingly rely on online platforms to explore properties, track market trends, and make informed decisions.
When marketing luxury properties, being seen first—or being seen “best”—makes all the difference. Effective digital engagement ensures that your property captures the attention of this limited, high-value audience.
Results That Speak for Themselves
McClure’s marketing for 25535 Shoreline Drive didn’t just succeed—it dominated. As shown in the following image, his marketing was responsible for 45.73% of all online engagements in the competitive niche during our time on market.
To put that in perspective:
- The next highest competitor achieved only 15.32%, or about 1/3 of our results.
- Professional One’s YouTube video for the property amassed 26,000 views (now nearly 31,000)—compared to just 1,600 views for the next-best competitor (you can search on YouTube and see these things for yourself).
In fact, Professional One generated 92.88% of all YouTube views for homes in this market segment during our time on market. This unparalleled digital reach resulted in a record-breaking sale, even in a relatively slow market.
Proven Success Across Markets
The success didn’t stop there. Shortly after this sale, McClure used the same proven strategies to sell a home at 1055 North Holbrook in downtown Plymouth, setting another record for sales price per square foot on a $1.5M transaction.
These results reflect McClure’s unwavering commitment to innovative, results-driven marketing that ensures my clients’ properties stand out.
Let’s Maximize Your Home’s Potential
For more examples of McClure’s success stories, visit our home page at ProfessionalOne.com, where you’ll find a history of record-setting sales in communities like downtown Northville, downtown Plymouth, and many others.
If you’re curious about your home’s current market value, McClure would be happy to provide a personalized analysis and discuss how he can maximize your return on investment. Contact him today to schedule a completely obligation-free consultation.
McClure looks forward to helping you create the next record sale in your area!
Michael McClure, CPA
Broker/Owner
Professional One Real Estate
248-789-4200
PS: If you take anything away from this piece, let it be this: you have an opportunity – which will expire on September 6, 2025 – to leverage the incredible sales-price-per-sq-ft I created in the sale of 25535 Shoreline Drive as a “comp.” That is, you can use that metric to help justify your future asking price. But – because comps are only valid for 12 months in most cases – once that date passes, your opportunity to leverage that historically high sale will be lost and gone forever.