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Technology Adds Appeal, Pizzazz to Staging a Home
Lesley Boyd
Staging model homes using home technology upgrades such as attractive lighting options, home entertainment packages, security packages, touch screens and other features creates consumer excitement that can help sell homes more quickly than non-staged homes.
Not only does this staging appeal to today’s buyers, home technologies can be incorporated to make the staging more dramatic and the home stand out more among potential buyers.
“Staged homes can create a positive, lasting impression in potential buyers’ minds,” said Victoria LaBelle of Staging by Victoria, “and common knowledge indicates that the home that looks best sells first.”
Shawn Smith, president of S&S Electric in Oldmar, Fla. believes staging homes with home technology products helps builders set themselves apart from the competition and appeal more directly to consumers. “By offering unique technology options, we are also playing up to the lifestyle needs and demands of today’s tech-savvy buyer.”
Builders Mercedes Homes and M/I Homes use home technology upgrades as part of their interior design staging to create ambiance for the prospective home buyer, and both say staging this way has improved their bottom lines.
“First-time home buyers of today have grown up in the technology age,” said Theresa Lynn Collins, MIRM, of M/I Homes. “To continue merchandising as we have done in the past isn’t practical or profitable and frankly fails to recognize the needs of today’s technologically-minded buyer.”
Experiencing Home Technologies Can Increase Revenue
While many prospective home buyers appreciate the convenience, comfort and security that home technologies add to their lives ― and some are even fascinated by what the technologies can do — there are home buyers and people in the industry who don’t quite understand how the technologies work or the potential they bring to homeownership.
“I think it goes without saying that today’s technology is often over the heads of some new-home salespeople and many buyers,” said Pamela Malone, of Mercedes Homes in Tampa., Fla.“Home owners want their homes ready for computers, the Internet and fax machines as well as to be ready for the next new ‘must have’ that may be introduced.”
Mercedes Homes partners with electronic systems contractor (ESC) S&S Electric to bridge the knowledge gap. S&S Electric helped stage the builder’s model homes in the Tampa area and, once buyers are sold on adding home technologies to their new homes, the ESC works directly with them to plan their technology needs.
Malone said this has been a successful approach for the builder. The company has sold more than $419,000 in upgrade packages for homes in the first phase of its Lakes@Toulon community near Tampa.
M/I Homes was also able to increase sales of technology upgrade packages at its communities in the Tampa area.
“Showcasing home technology options and upgrades — where our customers can feel, touch, hear and see the technology work — helps entice our customers into purchasing upgrades and options in their own home,” said Lisa Tuberville, of M/I Homes of Tampa. “With the system upgrade sales program, we were able to increase revenue by more than $382,000 without increased sales or marketing costs.”
Home Technology Staging Options Worth Considering
Builders considering staging their model homes by using home technologies to add drama to their presentations should include the following:
- A flat-screen television and home theater system complete with speakers that disappear into the ceiling.
- A multi-room audio system that plays background music throughout the home and has an iPod connection in a select room where consumers can play their own music.
- A video intercom system.
- Connectivity outlets that enable buyers to visualize how they will connect to the outside world.
- Lighting upgrades with lighting controls. This upgrade can lead to a 365% return on investment, according to a 2007 survey of real estate agents online real estate marketing company HomeGain.
Case Studies Offered at the Builders’ Show
A panel discussion involving builders, ESCs and research analysts will share home technology trends, success story and best practices during an education session at the 2009 International Builders’ Show in Las Vegas.
“Home Electronics: Real-World Research and Case Studies Into Which Technologies Add the Most Value” will be held from 1:15-2:45 p.m. Tuesday, Jan. 20.
Lesley Boyd is a freelance home technology writer based in Orlando. For more information, e-mail Boyd.
 Information About Home Technology Available From HTA
The Home Technology Alliance (HTA) is a partnership between NAHB and the Custom Electronic Design Installation Association (CEDIA) that was formed to position the housing industry to effectively meet the growing home buyer demand for home technology and provide maximum return on investment in the new home building and remodeling process.
For more information, visit www.nahb.org/HTA.
 CEDIA: A Source for Electronic Lifestyles®
The Custom Electronic Design Installation Association (CEDIA) is a founding sponsor in the Home Technology Alliance and an international trade association of companies that specialize in designing and installing electronic systems for the home.
CEDIA members are established and insured businesses with bona fide qualifications and experience in this field.
For more information on CEDIA, visit the association’s Web site at http://www.cedia.org/. To view the CEDIA Electronic Lifestyles® Finder Service, click here.
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