Quick Tip on Memory Points and the Technology Experience
Erik Anderson, Lutron

The Question:

Many builders try to set themselves apart by differentiating, but what exactly does that mean? Is it the same thing as creating a memory point?

The Answer:

As defined in the Stiglitzwalsh Economics Glossary differentiation is “the fact that similar products (like breakfast cereals or soft drinks) are perceived to differ from one another and thus are imperfect substitutes.” This definition can apply to the building industry - the sum of its parts add up to create a home building experience that is unique to it’s customers and different from that of a competitor.

A home's location, curb appeal, floor plan, delivery time and customer service are just a few examples of the many components considered as part of the home building experience. As the builder, it’s easy to identify the items that separate you from the competition. But how easy it is for your potential customer to remember?

With today’s busy lifestyle potential customers’ may take weeks or months and visit numerous builders during the home buying decision process. With brochures, folders, DVDs, photos and who knows what else spread out on their kitchen table will they remember about the special features that differentiate your homes from all the others? Or will they remember bits and pieces from many of the homes they have visited and not have a clear picture of which builder stood out? That’s where “memory points” can enter into marketing your homes.

Where differentiation can be defined as the sum of all the parts a “memory point” is one of the parts that stands out and makes a memorable impression because of its uniqueness. This enables the potential customer to look through the items spread out on their kitchen table and say “oh I remember that builder…they had the…or did this…” increasing the probability it will trigger memories about the other special features you provide.

Creating a memory point needs to be a unique type of product or experience.  The goal is to ensure it will be remembered and that the homebuyer is a participant in creating the memory.

An example of a memory point experience can be through the effective use of "lighting control." When a potential customer arrives in your model home take them outside to show them the “curb appeal” of the home. Point out details that may have gone unnoticed during their initial arrival and casually hand them a small remote control. Mention it can clip onto their car visor or be carried in their pocket or purse.

Then ask them to press the “on” button and watch the exterior lights illuminate the entrances. You can explain that every time they arrive home they can press the button and conveniently light a pathway into the home. Have them continue to hold the controller while touring the rest of the home and show them how they can control the lights from inside the house too.

A unique product example might be a "ceiling fill tub" in the master bathroom.  The key to making an impression is to use a product that most people are either unfamiliar with or have never seen or used before so their reaction to it is “wow!”  Once again, to ensure they remember, have them actively participate in the memory experience by having them actually turn the water on. 

There are many experiences and products available that can create memory points within your own selling process. Ask your manufacturer and trade partners to keep you up-to-date with new product ideas that may work for your homes and customers. The ultimate goal is to stand out and trigger the memory of your home building experience the next time you are among the many pieces of home builder information found on the customer’s kitchen table.

For more information on lighting please call Lutron at 866-881-0727, or e-mail custsvc@lutron.com.    

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