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.
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.