The 2017 International Builders’ Show (IBS) marks my 26th consecutive year of attendance.
Selling the Great Outdoors
The most frequently neglected aspect in model home merchandising is the one new home shoppers see first — the great outdoors surrounding the new home.
|Detailed exterior merchandising of models demonstrates a builder’s commitment to added value that all buyers can appreciate.|
The most frequently neglected aspect in model home merchandising is the one new home shoppers see first — the great outdoors surrounding the new home. A bit of attention to this area can go a long way in setting one new home apart from another and increasing buyer recall.
Good reasons to merchandise the exterior spaces in a new community include:
Beyond the why to do it is the how to do it. Start with a buyer profile and a thorough study of the demographics and psychographics of this target group. Are they young, casual, just starting out? Are they well-established, discerning, with very particular tastes? Is it an executive family who entertains frequently, or a single buyer focused on his or her career who is home for only short periods of time?
|To make the most of a presentation, pick a theme and then select colors, materials, styles and furnishings that support that theme.|
While the merchandising specifics will vary according to buyer type, tips for effective exterior merchandising for all groups include:
To make the most of the presentation, settle on a theme — Mediterranean, English country, Santa Fe — and then select the colors, materials, styles, furnishings and accessories that support the choice, inside and out.