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.
All-Night Sales Pay Off In Las Vegas
Kaufman and Broad Home Corporation has opened a 24-hour sales center in its southwest Las Vegas community of Monaco, offering convenience for the city’s numerous customers who work odd hours.
Kaufman and Broad Home Corporation has opened a 24-hour sales center in its southwest Las Vegas community of Monaco, offering convenience for the city’s numerous customers who work odd hours. This makes K & B the only homebuilder in Nevada to offer this service.
Leah Bryant, president of K & B’s Las Vegas division, says the decision to open an all-night sales center came about after the sales force at the community reported that customers were dropping by in the late evening, hoping to tour the models after hours. "We want to give customers what they want, so we’re giving them the opportunity to view our homes at their convenience," says Bryant.
|New home shoppers celebrated the opening of Kaufman & Broad’s 24-hour sales center on January 8 in Las Vegas fashion with an evening of festive family activities and celebrity look-alikes.|
In the three weeks since opening all hours, the sales center has seen a high of 108 people in one week between the hours of 8 p.m. and 8 a.m. The low number has been 78 people in one week during those hours. Carrie Sanchez, director of marketing for the Las Vegas division, says that four sales and two reservations can be attributed directly to the new operating hours.
An unexpected benefit to this 24-hour concept is a 150% spike in daytime traffic. "This has generated a buzz, it has peaked the curiosity of even those who are able to visit during normal operational hours," says Sanchez.
Sanchez says the Monaco community will most likely be the only community that the Los Angeles-based company keeps open all night for the time being, either in Nevada or any of the other five states where K & B builds. This is because of the large number of models available for viewing (19), the high traffic flow in the community, and the popular location in the southwestern part of the city.
"The large range of product is what really makes this sales center conducive to 24-hour operation," says Sanchez. The community’s homes range in size from 1200 square feet to 4700 square feet and sell from the $120,000s to the mid-$320,000s. When fully developed, the community will consist of approximately 1200 homes.