TRI Pointe Homes tailors sensory input, like background music an…
TRI Pointe Homes tailors sensory input, like background music and crackling fires, to give model homes a welcoming atmosphere.
Eric Lucero Photography
TRI Pointe also carefully selects comfortable furnishings that e…
TRI Pointe also carefully selects comfortable furnishings that encourage buyers to spend time in the model homes.
Thomas Arledge
To appeal to a modern, upscale buyer, EYA ensures its model home…
To appeal to a modern, upscale buyer, EYA ensures its model home presentation is kept as crisp and flawless as possible.
Thomas Arledge
As a reflection of the builder's brand, it's essential to pay at…
As a reflection of the builder's brand, it's essential to pay attention to even the smallest details, like lighting and furniture accessories, says EYA VP of Sales & Marketing Preston Innerst.
Giovanni Photography
Marc-Michaels' designers aim to give model homes a feeling of &q…
Marc-Michaels' designers aim to give model homes a feeling of "comfortable elegance" so that buyers can imagine living there, says senior model home designer Christina Villalonga.
Giovanni Photography
High-end kitchens are a sought-after feature from buyers. Design…
High-end kitchens are a sought-after feature from buyers. Designers at Marc-Michaels use a contemporary palette of neutrals and mixed finishes for visual interest.
Thomas Arledge
EYA offers unique cabinetry, countertops, flooring, and other fi…
EYA offers unique cabinetry, countertops, flooring, and other finishes in each community to give each location a distinct aesthetic.
Thomas Arledge
EYA's models also show off the popular features such as open flo…
EYA's models also show off the popular features such as open floor plans and large windows.
Eric Lucero
TRI Pointe's master suites, a crucial area for buyers, are simpl…
TRI Pointe's master suites, a crucial area for buyers, are simple and inviting. VP of Sales & Marketing TIna Martelon-Braunthal cautions against overstuffing rooms and overwhelming buyers.
Giovanni Photography
Marc-Michaels designers gave this master bath an upscale spa-lik…
Marc-Michaels designers gave this master bath an upscale spa-like quality, another buyer selling point.
Giovanni Photography
The bedroom in this model home designed by Marc-Michaels takes a…
The bedroom in this model home designed by Marc-Michaels takes advantage of the Florida climate by creating a seamless indoor/outdoor space.
Giovanni Photography
Premium outdoor living and entertaining spaces have become extre…
Premium outdoor living and entertaining spaces have become extremely important to buyers and are a "huge sell," says Marc-Michaels senior model home designer Kelly Diepeveen.
Giovanni Photography
The huge surge in popularity for outdoor living areas means that…
The huge surge in popularity for outdoor living areas means that builders can't afford to neglect these spaces in their models, Diepeveen adds.
Thomas Arledge
Though the firm specializes in luxury townhomes in urban areas, …
Though the firm specializes in luxury townhomes in urban areas, EYA still provides buyers with generous outdoor living space, like this kitchen and dining area.
Eric Lucero Photography
For TRI Pointe, glass walls that allow homeowners to open rooms …
For TRI Pointe, glass walls that allow homeowners to open rooms up to the outside are a huge hit with buyers.
Pixel Light Creative Group
This Coleman Homes design center, designed by Success Strategies…
This Coleman Homes design center, designed by Success Strategies, lets the builder's strong brand shine throughout the space while providing customers with access to a variety of home design options.
The Acadia and Neighborhoods design studio, designed by Success …
The Acadia and Neighborhoods design studio, designed by Success Strategies, lives up to its "prepare to be inspired" slogan by letting customers select options from various style vignettes.
In this Beazer Homes design center, designed by Success Strategi…
In this Beazer Homes design center, designed by Success Strategies, buyers are given a comfortable place to relax and discuss different options they've seen in the studio.
As the adage goes, you never get a second chance to make a first impression. For builders, that message often is manifested through a crucial consumer touchpoint: the model home.
While potential buyers may already have seen a firm’s homes in neighborhoods or via its website, chances are good that visiting a model or design center is the first opportunity for a buyer to see all of the layouts and products that a builder has to offer.
These spaces are some of the most fulfilling for the buyer, says Erin Dunavant, owner of Birmingham, Ala.–based home staging and interior design firm SWAG Design Studio. “Building a home is a dream for most buyers, and … they get excited over the possibility of design items and features in their new home.”
To keep today’s buyers engaged, presenting high-quality models is more imperative than ever, says Jane Meagher, president of Success Strategies, a Manalapan, N.J.–based firm that provides design center creation and consultation services. “Design is just ubiquitous today and trends move faster than ever before,” she says. “The buyers are on Pinterest and Houzz, they’re watching a million episodes of HGTV; they’re exposed to it on a daily basis.”
With the potential to improve revenue and reputation, builders can’t afford not to optimize these spaces’ customer appeal. Here’s how to accomplish that—and reap the rewards.
Know Your Buyers
To the uninitiated, designing a model home may seem straightforward. But according to Kelly Diepeveen, senior model home designer at Winter Park, Fla.–based Marc-Michaels Interior Design, it requires more than just picking out nice furnishings and paint colors.
“There’s definitely a lot more marketing that goes into model homes than people realize,” she says. “People think, ‘Oh, you’re just decorating a house to make it pretty to make people want to buy it,’ but it really is a target demographic that we base the entire design of the house around.”
That target is key for builders to make educated merchandising decisions, says Meagher. “It’s critical to know your customer and it’s rare that you can effectively be all things to all people. It comes down to really understanding your buyer’s wants and needs,” she says.
At Irvine, Calif.–based TRI Pointe Homes, vice president of sales and marketing Tina Martelon-Braunthal works closely with local designers to ensure that the approach stays consistent across the entire team.
“I have a lot of face-to-face meetings with our designers,” she says. “I go with them to the showrooms and see the concepts. I feel like I really know our buyers and what they’re looking for, so if something feels good to me, it will probably translate.”
Put Your Best Foot Forward
While a buyer profile certainly will influence decisions, some essential principles cross demographic lines.
First: the space needs to be welcoming, says Martelon-Braunthal. TRI Pointe is conscientious in carefully selecting everything to enhance comfort, from the seating options to sensory input like scents and background music. “We are always thinking about how you will feel when you walk through the door,” she adds. “We want people to stay and spend time in our model homes and design centers.”
Ensuring a flawless-as-possible presentation—down to details like warm lighting and soft music—can make all the difference to a buyer, says Preston Innerst, vice president of sales and marketing at Bethesda, Md.–based EYA. “Those are things that customers may not immediately recognize if something’s wrong, but something just doesn’t feel right to them.”
Builders also should focus on features that reflect current homeowner priorities, such as open layouts, high-end kitchens, spa-like master baths, and the use of natural materials. One of the most popular trends attracting buyers is blending outdoor and indoor living space.
Laura McNulty is senior managing editor for Remodeling and ProSales magazines. She formerly served as an associate editor for Hanley Wood's residential construction group. Contact her at lmcnulty@hanleywood.com.
