Last month, I attended NAHB’s midyear meeting in Miami and had the pleasure of sitting in on a presentation by Daniel Swift, president and CEO of Des Moines-based architecture group BSB Design.
2009 National Sales and Marketing Award: Miraval Plan 313 at Stapleton Court Homes, Denver
A profile of 2009 National Sales and Marketing Gold Award Winner Miraval Plan 313 at Stapleton Court Homes, Denver
Miraval Plan 313 at Stapleton Court Homes, Denver / Best Single Family Detached Home Priced $400,000 to $650,000
Builder: Infinity Home Collections, Denver
Architect: Woodley Architectural Group, Highlands Ranch, Colo.
Interior design: HRi Design, Littleton, Colo.
Number of units: 100
Price range of units: $624,000
Square footage of units: 2,846
Photo credit: Jeffrey Aron, Aron Photography
All 2,800 square foot homes are not equal. One may be valued at $150,000 while another goes for $500,000 — it all depends on your buyer profile and how you design and interpret that space for them.
For Miraval Plan 313, the target market was the move-down buyer.
"The objective was to make sense out of moving down in size or taking a home that was smaller than you might have anticipated but nicer than you ever dreamed," says David Steinke, marketing director for Infinity Home Collections. "We minimized room counts and capitalized on room quality.
Yet Plan 313 manages to include a large morning room, a butler's pantry, a formal dining room and a private study.
"We paid special attention to the rooms that matter, and we provided the finishes that were expected in much higher priced homes, custom homes, at a production price point.
Intro: The 2009 National Sales and Marketing Award Gold Winners
|Site Point, Baltimore | Best Attached Community of the Year / Best Urban Sales Office / Best Brochure for a Community Priced over $1 million|
|Bridgeland, Cypress, Texas | Best Master Planned Community of the Year|
|The Trails at Brightwater, Huntington Beach, Calif. | Best Detached Community of the Year|
|Ritz-Carlton Residences Inner Harbor, Baltimore | Best Design for an Attached Community / Best Landscape Design|
|Miraval Plan 313 at Stapleton Court Homes, Denver | Best Single Family Detached Home Priced $400,000 to $650,000|
|Port 121 at Seabridge, Unit J, Oxnard, Calif. | Best Interior Merchandising of a Model Priced $400,000 to $650,000|
|Five Lanterns at Pinehills, Residence One, Plymouth, Mass., and The Ridge at Cintarosa, Scottsdale, Ariz. | TIED – Best Interior Merchandising of a Model Priced over $1 million|
|The Ridge at Cintarosa, Scottsdale, Ariz., and Five Lanterns at Pinehills, Residence One, Plymouth, Mass. | TIED – Best Interior Merchandising of a Model Priced over $1 million|
|Celebrate by Del Webb, Fredericksburg, Va. | Best brochure for a Community priced under $400,000 / Best Marketing Campaign for a Green Built Community|
|Giraffe Condos, Toronto | Best Overall Ad Campaign / Best Signage|
|1010 Midtown, Atlanta | Best Color Ad / Best Series of Related Print Ads|
|Simonini Builders Corporate Brochure | Best Corporate Brochure|
|MYC Condos, Toronto | Best Brochure for a Community priced $400,000 to $650,000|
|Artesana Rosewood Residence, San Miguel de Allende, Mexico | Best Black & White Ad|
|NXT at Windemere by the Lake, Toronto | Best Graphic Continuity|
|Shappell Matchmaker Campaign | Best Internet Marketing Campaign|
|'1' Hotel, Mammoth Lakes, Calif. | Best On the Boards Ad Campaign|
|Additional Gold Award Winners|
|Judges – 2009 National Sales Marketing Award|