The average buyer will view around 60 homes before making a decision to buy, so making your model memorable and not disappointing should be your first priorities.
Today’s buyers have higher expectations than ever before, and they are also looking for the ability to customize their homes to fit their discriminating tastes and lifestyles.
Once you understand what your target market wants in a new home, you can translate those specifics into emotional hot buttons that they’ve got to have.
- Do your standard features and finishes outshine what your competition is offering?
If the answer is yes, then by all means, you want to let the buyers know what they are. And in this case, you may want to stick to the standards.
However, there are a few exceptions. Many builders offer only standard paint colors and no wallpaper. Buyers in all markets know that this is something they can change themselves after they move in, so you can use accent paints and wallpaper to add drama and excitement to a model without confusing your buyers. These are also relatively inexpensive.
The same goes for faux finishes and murals in children’s rooms.
A major consideration in selecting a finish should be its practicality. Many of today’s buyers want low-maintenance lifestyles. That’s why in almost all of our models we recommend the extension of hard surface flooring throughout the major traffic areas of the home.
Extending tile or wood from the entry throughout the family room and into the kitchen will create a more expansive impression as the buyer walks through the home. On the practical side, this avoids having to replace carpet that becomes worn and soiled from traffic.
Also keep in mind that most suppliers will offer drastically discounted, if not free, upgraded materials for your models.
- Do you want to increase your profits by selling upgrades?
Builders are discovering that they can increase their profits by giving their buyers what they want.
More and more builders are creating design centers, where professional consultants can assist buyers with the selection process. Many of these centers include vignettes of opulent kitchens and baths, home theaters, flooring options, doors, lighting, wallpaper and fireplace surrounds.
One of our clients, Landstar Homes Dallas, has had outstanding success in selling upgrades. They have encouraged us to demonstrate upgrades in their model homes, and the results have proven that buyers have liked, and wanted, what they have seen.
Their designers meet with home buyers and assist them with the selection of interior and exterior finishes when necessary. This service simplifies the process for the buyer and increases the sale of upgrades.
- Are there any pitfalls to be wary of?
Never demonstrate an upgrade that’s not available to your buyers. An imported Moroccan table that takes a year to get may look fabulous, but buyers will be disappointed when they find they can’t have it.
It’s preferable to upgrade within the builder’s program because most of these materials are readily available and they have been shown not to have warranty problems.
Don’t upgrade beyond the means of your market. Furnishing, fabrics, art and accessories should be nicer than what the buyers already own, but still attainable. The same should be true for features and finishes.
We often show multiple upgrades such as flooring, countertops and cabinets in one model. Selected individually, each of these upgrades should be affordable for the buyer. They may not be able to afford all of them, but they can cherry-pick from the selections you offer them.
Once you’ve decided to show upgrades, pre-price them so that buyers can be given a price immediately.
Beware of dry wall and trim details that your buyers won’t be able to distinguish from standard details. They may look at a dry wall niche or a built-in plant ledge as a part of the wall and a part of the standard package.
In the early development stages, your merchandiser can review your plans and make recommendations about easily and inexpensively incorporating these types of details into the plans as a standard.
Don’t put red buttons, blue ribbons or even discreet signage on your standards. Don’t put them on your upgrades, either. When buyers walk through a model home, there should be nothing that distracts from the impression that they are walking through a real home.
Standard and upgraded features can be included in the brochure, and reinforced by the sales consultant.
Use the services of experienced model home merchandisers who understand the importance of target marketing.
They can advise you on when to upgrade and tell you what upgrades to demonstrate. They are also trained to showcase the special features and benefits of your homes, accentuate positive architectural features and eliminate the negative.
Mary DeWalt, MIRM, is the 2003 chair of NAHB’s Sales and Marketing Council and president of DeWalt Design Group in Austin, TX. She can be reached by e-mail.
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