Sixth in a series of six
When it comes to bringing your model homes to market, there's a balance to strike between showcasing the unique features you offer and making the space appealing for a broad range of prospective homebuyers. You want the design to be both impressive and memorable for your target audience, so they can envision themselves living there. This is a key opportunity to help continue the marketing story of selling a lifestyle and stand apart from your competitors.
It's important to make your model home an extension of your design studio. The features and finishes that you choose to include should be achievable for your prospective homebuyers when it comes to time for them to make their selections in their own home. Below are three ways to ensure that your model home supports your decor studio program.
Make yourself unforgettable and understand your target audience
A great way to optimize your builder decor sales is to clearly state all of the building features that were used to create the model home. A model home highlights the quality and craftsmanship of the builder with the aim to leave a positive impression of your build with a prospective homebuyer. The more inspired they feel during this process, the higher your chances are to convert them to a purchaser.
Your marketing also plays an integral role in addition to your model home. Think of it as a built-in sales tool. Encourage a prospective buyer to register online to gain access to more information about your development. Your sales team now has a lead to follow up with. Prospective buyers want what they see, so keep this in mind when you're making finishing choices in your model homes.
A simple, user-friendly online platform highlighting all the products and services you offer is the easiest way to ensure homebuyers can get information delivered to them. In the model home itself, we suggest access to a price list to assist your design consultant in closing out the order. Once the deal is firm, you can provide a link to everything that was listed in the model home.
Showcase a variety of finishes and optional details
Part of striking the right balance in your model home is understanding what the prospective homebuyer's expectations are. In the case of single-family detached homes, the expectation is going to be much different than a highrise condo development. High-end luxury finishes are likely going to come as included features in a single-family detached home, so this is an opportunity to pull out all the stops to help your prospective homebuyers to dream big and see what's possible through additional options to the model home. If there's one thing that the pandemic has taught about the functionality of our homes, it's the importance of flex spaces. Think of things such as adding a gym or bar in your basement, a flexible office space in your hallway, or a craft room for your children. By creating an emotional connection with these types of additions, you're bettering your chances of making a sale.
Variety is especially important for items such as kitchen countertops, backsplashes, cabinets, and flooring. That's where the lion's share of the budget is spent. In our experience, structural items such as walk-outs, ceiling details, great kitchen design, nine-ft. basements, 10-ft. main floors, smart home automation and electrical are also important to include in your model home, as it helps to create desire. To reiterate, people want what they see. Homebuyers may be looking for anything from a bare-bones concrete finished basement to a fully outfitted home theater area, so don't forget to take the time to offer them detailed information and inspiration through your model homes on what's achievable.
It's crucial to consider the target demographic of your development and plan your model home selections to appeal to them. Don't select finishes that are so unique that they can't be sourced for production to avoid disappointment.
Be interactive and educational with homebuyers
Homebuyers may or may not have an idea of what they are looking for. Help guide them through additional features, or explain why some options should be built into the home from the start. By showing the value of making structural decisions at the time of construction, it will enhance the overall experience of living in the home and can also be blended into the purchase price.
By laying out these details as you show your model homes, you'll not only show the homebuyer that you are highly knowledgeable, but also that you can help make their lives easier by anticipating their needs and offering them choices to best complement their lifestyle.
Yasmine Goodwin is President of My Design Studio