Some of the items featured in a design studio may include the following:
- Alarm and intercom systems
- Appliance options
- Cabinet selections and finishes
- Central vacuum system
- Ceramic tile options
- Corian® and granite slab options
- Custom built-ins
- Fireplace faces
- Floor coverings
- Home theaters
- Mirrored doors and glass tub/shower enclosures
- Water treatment systems
- Window coverings
A Knowledgeable Design Consultant Can Enhance the Buying Decision
“It’s costing a lot more than we were prepared to spend.” Or, “We’re getting too much pressure to decide.”
The selection process literally can be a “make-or-break” point in the actual sale. Just as the sales associate must do during the selling process, the design consultant must be patient, try to understand the customer’s individual needs and, most importantly, build value into every selection.
Doing so will help the buyer overcome the price hurdle and build satisfaction into the process. The customer wants to know he or she is making a good choice, and the design consultant’s reassurance can go a long way.
On other hand, an unpleasant experience can do serious damage. If the design consultant simply rattles off a checklist of copious items and expects customers to make their decisions prior to the appointment, the results can be disastrous. I’ve seen many customers cancel their purchases when confronted by this approach.
Kitchens and Master Baths Deserve Extra Attention
It’s a smart idea to feature several choices in cabinet styles and stain colors in a design studio. The same holds true for color selections in granite or some other hard surface tops. Give your buyers the option to customize their countertops.
A flashy backsplash also can be a treat. However, making a buyer decide where to place every electrical outlet in the kitchen can cause the equivalent of brain damage. Simply place an ample amount of space according to building codes and ask the electrician not to encroach on that splashy pattern that the design consultant created so carefully.
After the kitchen, the master bath is the second most used area of the home. Therefore, another creative opportunity comes into play. Tile installation patterns and plumbing fixtures can add an element of luxury to any size or configuration. Master baths, powder rooms and guest baths can be extravagantly designed with intricate tile work of various shapes and colors or made simple and clean with basic cultured marble. Buyers are encouraged to continue the design they started in the front of the home and let it flow right into the bath areas.
The number of boomerang children or live-in parents moving into homes has created a new trend that reconfigures the second bathroom into a bathroom suite off a second bedroom. Enlarging the bath area with a linen closet, extra cabinetry and a double-sink lavatory is a perfect fit for the child back home after college awaiting a job, the young couple saving up to purchase their own home or the parent who needs the daily care of a loved one.
Flooring and Lighting Can Make a Personal Statement
Flooring is another key area that buyers dwell upon before making a final decision. The design studio should include generous selections of grade, pattern, color and durability. One California design consultant noted that color is making a comeback, and in particular, coordinated carpet insets with deep-hued borders that define areas in the great room, dining room, etc. A design consultant’s knowledge and guidance of flooring can be helpful to the customer.
Among the latest trends in hard surface flooring selections are porcelain tile and stone. The new porcelain styles are a blend of thoroughly modern designs, while providing an Old World look. Hard surfaces can evoke a timeworn yet sophisticated feeling throughout the home. And hardwood floors remain a popular choice for many active adult buyers.
Lighting is a personal choice that makes a statement about who we are. Many active adult buyers want fixtures to complement their furnishings, sometimes by blending in or perhaps even standing out. Recessed lighting not only can brighten kitchens and baths, it can highlight special features throughout the home.
Lighting fixture selections range from contemporary to mission style, with the latest trend being the Tommy Bahamas theme. While some customers still prefer the simple, polished brass look, many are turning to nickel or rough metal finishes. When available, these choices extend to the hardware of cabinets and doors.
Don’t Forget the Outdoors and Other ‘Small’ Details
The design consultant should devote time and consideration to outdoor living spaces as well. Whether a cozy patio area, a California-style loggia or a sprawling deck, this is where many owners want to spend time relaxing and reflecting. Fireplaces, built-in outdoor kitchen areas, spas, pools, fish ponds, water features or lap pools create an environment that is worthy of hours of careful planning.
While active adult buyers can become frustrated when asked to place electrical outlets in the kitchen, they want to decide where to place telephone and cable outlets in the great room, study/library and media room. Many builders find that their buyers prefer group packages of pre-planned locations. However, some buyers have high-tech needs and may require flexibility if they are to be completely satisfied. Providing adequate outdoor electrical outlets that take into consideration exterior holiday décor is a plus.
The goal of every builder and developer is to deliver what the customer wants. A well-equipped design studio staffed by qualified design consultations can make the difference. It can lead to satisfied customers — and a perfect survey score.
Sharon Baker is the director of sales development with Scottsdale, AZ-based Shea Homes for Active Adults, which has six Trilogy resort communities in Arizona, southern and northern California and Washington state. Baker has 17 years experience in the real estate industry, including four years as a senior sales manager specializing in active adult communities in Del Webb’s Austin and Phoenix markets. Baker can be reached at 480-367-3724 or sharon.baker@sheahomes.com.
This article appeared in the Winter 2004 issue of Seniors’ Housing News.
Learn More About Seniors Housing Through the Seniors Housing Council
To learn more about seniors housing, join the NAHB Seniors Housing Council. The council provides information, education, networking and recognition opportunities for its members and represents NAHB on seniors housing issues. For more details, e-mail Jeff Jenkins or call him at 800-368-5242 x8292.
BuilderBooks.com Has Publications About Seniors Housing
BuilderBooks.com offers a variety of publications about the seniors housing market. To view or purchase these publications, click here and type “seniors” in the search engine.
2004 Seniors Housing Symposium
To learn more about the seniors housing market, plan to attend the 2004 Seniors Housing Symposium, Building for Boomers & Beyond in Chicago from April 14-16. The symposium will focus on the lifestyle component of 50+ seniors housing.
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