Redefining the Latent Value of Existing Real Estate Stock. Overturning the 'Undervalued' Image of Old, Unrenovated, and Unique Homes: Launch of 'Proposal-type' Real Estate Sales Service
Blue Studio Co., Ltd. has launched a 'Proposal-type Real Estate Sales Service' targeting central Tokyo and its suburbs. It re-evaluates undervalued properties, such as old or uniquely designed homes, leveraging architectural insights to match them with buyers at fair prices.
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- 📰 Published: April 25, 2026 at 05:24
- 🔍 Collected: April 24, 2026 at 21:02
- 🤖 AI Analyzed: April 24, 2026 at 22:19 (1h 17m after Collected)
Blue Studio Co., Ltd. (Headquarters: Chuo-ku, Tokyo; CEO: Hiroshi Oochiyama), which has been involved in housing creation from both renovation design and real estate sales perspectives, has launched a "Proposal-type Real Estate Sales Service" targeting central Tokyo and its suburbs. The service aims to maximize the asset value of real estate that is easily undervalued by conventional uniform appraisal standards—such as old buildings, inherited properties, and highly designed homes—and connect them to their next residents.
■ Background of the Service Launch
In recent years, within the used housing market, properties with older construction years, signs of usage, or uniquely designed layouts have tended not to be appropriately evaluated, leading to "price damage" and "mismatches."
Seller's Issues:
Houses with "signs of usage," "old age," or "unique layouts" are often judged as "unsellable unless renovated" or "difficult to sell unless cleared to vacant land," resulting in many cases where they are sold cheaply to real estate agencies or corporate buyers.
Buyer's Issues:
While there is a demand among buyers who want to purchase pre-renovation properties to create a home that reflects themselves or live while utilizing the current charm, the market is flooded with uniform resale properties (pre-renovated), limiting their choices.
This service utilizes the "architectural knowledge" we have cultivated to solve these structural issues in the distribution market.
▶︎ "Proposal-type" Real Estate Sales Service Official Website
■ Service Overview
We perceive real estate not by its "current state" but by its "potential," conducting value evaluations and sales proposals based on a renovation perspective.
By carefully organizing the characteristics and background of each property and the feelings of the residents, and broadcasting them along with "lifestyle proposals" to the next residents, we aim to sell at a fair value.
■ Main Target Properties & Solutions
1. Owners of old, inherited, or noticeably used properties
For those told "it won't sell unless renovated," or for homes lived in for many years or inherited, we aim to maximize the asset value in its current state.
2. Those letting go of customized homes
For custom-built or renovated homes that have value in their design and space but are hard to evaluate in general appraisals, we deliver them to target audiences who understand their aesthetic design.
3. Owners of properties with special equipment or conditions
In addition to special equipment like home elevators, soundproof rooms, and two-family layouts, elements often shunned in the general market—such as high-altitude locations, topological conditions, and narrow lots—are treated not as "demerits" but as "rare values" for strategic matching with specific demographics.
■ Brokerage Fee Structure (Performance-based)
In this service, depending on the characteristics of the property and the difficulty of the sales strategy, the brokerage fee will be individually set in the range of 1.5% to 3.0% (excluding tax) of the sale price.
For properties in highly demanded areas or those in good condition expected to close quickly at fair prices, we may set lower fees.
On the other hand, for properties that are old, unrenovated, or have special equipment that are difficult to evaluate by general market standards and require value redefinition or unique sales promotions, or when aiming for a sale at a higher price than a general appraisal, the standard fee (3.0%) will be the base setting.
Note that brokerage fees are incurred only when a sale is successfully closed; there are absolutely no initial costs for consultations or sales activities.
■ Service Features
- Evaluates the inherent value of materials regardless of the building's age.
- Story design conveying the property's "individuality" and "background."
- Pinpoint approach to specific individuals who understand the value, including potential demographic needs.
- Proposal-type sales methods in collaboration with the design department.
- Applicable not only to central Tokyo but also to Tokyo suburbs.
- Capable of handling long-term sales, not just limited to short-term closings.
Through this service, Blue Studio will not stop at mere "sales" but establish a new standard of "distribution that utilizes material value" to replace "uniform distribution," proposing a new form of real estate circulation that passes the value and thoughts of a home to the next generation.
■ Background of the Service Launch
In recent years, within the used housing market, properties with older construction years, signs of usage, or uniquely designed layouts have tended not to be appropriately evaluated, leading to "price damage" and "mismatches."
Seller's Issues:
Houses with "signs of usage," "old age," or "unique layouts" are often judged as "unsellable unless renovated" or "difficult to sell unless cleared to vacant land," resulting in many cases where they are sold cheaply to real estate agencies or corporate buyers.
Buyer's Issues:
While there is a demand among buyers who want to purchase pre-renovation properties to create a home that reflects themselves or live while utilizing the current charm, the market is flooded with uniform resale properties (pre-renovated), limiting their choices.
This service utilizes the "architectural knowledge" we have cultivated to solve these structural issues in the distribution market.
▶︎ "Proposal-type" Real Estate Sales Service Official Website
■ Service Overview
We perceive real estate not by its "current state" but by its "potential," conducting value evaluations and sales proposals based on a renovation perspective.
By carefully organizing the characteristics and background of each property and the feelings of the residents, and broadcasting them along with "lifestyle proposals" to the next residents, we aim to sell at a fair value.
■ Main Target Properties & Solutions
1. Owners of old, inherited, or noticeably used properties
For those told "it won't sell unless renovated," or for homes lived in for many years or inherited, we aim to maximize the asset value in its current state.
2. Those letting go of customized homes
For custom-built or renovated homes that have value in their design and space but are hard to evaluate in general appraisals, we deliver them to target audiences who understand their aesthetic design.
3. Owners of properties with special equipment or conditions
In addition to special equipment like home elevators, soundproof rooms, and two-family layouts, elements often shunned in the general market—such as high-altitude locations, topological conditions, and narrow lots—are treated not as "demerits" but as "rare values" for strategic matching with specific demographics.
■ Brokerage Fee Structure (Performance-based)
In this service, depending on the characteristics of the property and the difficulty of the sales strategy, the brokerage fee will be individually set in the range of 1.5% to 3.0% (excluding tax) of the sale price.
For properties in highly demanded areas or those in good condition expected to close quickly at fair prices, we may set lower fees.
On the other hand, for properties that are old, unrenovated, or have special equipment that are difficult to evaluate by general market standards and require value redefinition or unique sales promotions, or when aiming for a sale at a higher price than a general appraisal, the standard fee (3.0%) will be the base setting.
Note that brokerage fees are incurred only when a sale is successfully closed; there are absolutely no initial costs for consultations or sales activities.
■ Service Features
- Evaluates the inherent value of materials regardless of the building's age.
- Story design conveying the property's "individuality" and "background."
- Pinpoint approach to specific individuals who understand the value, including potential demographic needs.
- Proposal-type sales methods in collaboration with the design department.
- Applicable not only to central Tokyo but also to Tokyo suburbs.
- Capable of handling long-term sales, not just limited to short-term closings.
Through this service, Blue Studio will not stop at mere "sales" but establish a new standard of "distribution that utilizes material value" to replace "uniform distribution," proposing a new form of real estate circulation that passes the value and thoughts of a home to the next generation.