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Throughout the years, architectural
designs and floor plans have
changed to accommodate
consumers. Residential
homebuilders have countless
focus groups and study consumer trends,
demographics and psychographics before
committing to a new development.
For example, homes in the 60's were
predominantly Ranch-style homes with
street-facing kitchens, small rooms and
overall very dark, which reflected our
history's dark period.
The 80's was a decade
of excess, where
grand homes were
light, bright and had
the "Wow!" factor,
including gourmet
kitchens, huge living
and dining rooms and
master suites with
sitting areas. In the
turn of the century,
homes maximized living spaces to bring
family togetherness and to add a balance
of the 80's excess with the frugalness of the
new millennium.
Today, builders have different challenges,
and with the debacle in the lending and
financial markets, buyer's trends have once
again changed. Consumers are more aware
of the environment and are more payment
sensitive than they have been in the past. The
largest market share has been the first-time
homebuyer whose needs are different from
others. With the tight lending regulations,
less focus on appreciation and uncertainties
of employment, renting is an enticing and
viable option for this market segment, and it
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applies additional pressure on builders due to
the lack of motivation for the first-time buyer.
In the past, the first-time buyer was anxious to
get into the market at any cost, which helped
fuel the move-up buyers. Coming up with
new products and designs are needed to
stimulate the first-time buyer. This is a perfect
opportunity with rates being as low as they are.
The first-time buyer is more aware and
concerned about the environment than
in past generations. Adding green to the
equation will help create the desirability
needed, as buyers
are concerned with
utility bills and
environmentally
sound new homes.
Even though the
square footage has
dropped, buyers
are willing to take
less for more. This
puts pressure on the
designs, making sure
it works and can improve the customer's
position by adding additional incentives for
them to purchase.
Utilizing skillful professional salespeople that
have the ability to communicate the benefits
of green will pay dividends. Put together a list
of green features, discuss the green products
and review the benefits with your potential
clients; maximize these green benefits during
your model home demonstration to set
yourself apart from your competition. For
example, having Energy Star-rated appliances
that save up to 20 percent on energy usage is
a great message to send. People want healthier
homes, and many who have allergies and
who are chemically sensitive want to cut
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down their exposure to unwanted products.
These are huge benefits as well as cost savings
advantages for the consumer.
Environmentally friendly homes can give
you the edge to compete with the resale
markets. Give comparisons of similar squarefoot
homes that are not energy efficient and
show the difference in savings. Don't forget
to mention that new homes have different
standards than previously built homes, which
can make them functionally obsolete and
less desirable. Give your customers a new
reason to buy now!
Jim Capaldi is a sales
and marketing strategist. He
is a broker, author and sales
accountability trainer who
currently manages and
sells in the trenches. He
may be contacted at
jvcapaldi@msn.com.
FAST FACTS
- To reflect the era we live in, architectural designs and floor plans have changed to accommodate consumers.
- Consumers are more aware of the environment and are more payment sensitive than they have been in the past.
- When selling any product, the key is giving the consumer a new reason to buy now.
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