How the Model Home Helps Sell the Community
A community is not just a group of houses built together in a specific geographic area. Community means so much more than that. It starts with construction and ends with… well, if done correctly and you’ve truly created a sense of community, it doesn’t end. Community is a mixture of people, relationships, experiences; it is life. And what ties it all together? The model home. Your model home can be the thing that ties the construction/building aspect of a neighborhood to the human element needed to make a neighborhood a community. And, it can be your most effective sales tool in selling that community to prospective home buyers.
Creating a Community
So how does the model home help in the creation of a community? It’s all in the merchandising. Model merchandising takes the potential buyer’s hopes, dreams, habits, and needs, and brings them to life. Merchandising blends the demographics and psychographics of a prospective buyer to create a design, more so, an experience. It’s through effective model merchandising that a prospective buyer can visualize, in a very hands-on way, how they would experience life in your home.
While websites and brochures are helpful in creating the marketing buzz of a community, nothing helps sells the community itself like the model home. It helps to set the tone and “vibe” of the community and its future homeowners. Further, the model home helps to illustrate in a very real way, how you, as the builder, are going to deliver on your promise to the prospective buyer.
Experiencing the Model
As prospective buyers walk through a strategically merchandised model home, they are getting a sense of what life in your home can be like. It can illustrate the realization of their dreams (some of which they may not have even known they had). A model home allows prospective buyers to get excited about the house, being able to touch and experience it truly helps. It lets a buyer “test drive” what it would feel like to live in the home and be a part of the community.
Additionally, it gives buyers inspiration and ideas on how to handle large, open spaces. For example, great rooms can be exciting to see but also intimidating. Often it is a large space with a myriad of potential uses. A merchandised model helps to demonstrate some of those uses, making the space more useable to the buyer. It helps to illustrate a possible reality. As in, “I could see myself living here.”
Floor Plans and Flex Spaces
Undefined spaces within a model allow the builder to demonstrate that you understand what’s important to the buyers in your community. For example, if you are building homes primarily for first time buyers, you probably won’t want merchandise a large formal dining room as this use is not important for this buyer. Conversely, if your primary buyers are families, then they will want to see a large space where they can have family meals. The model home allows you to show your buyers you understand their wants and needs.
Further, the model home provides an opportunity to elicit strong lifestyle desires. One of the places that frequently generates excitement from buyers is the kitchen. As kitchens tend to be where we spend the majority of our time in our homes, a well-merchandised model home can be the trigger for your buyer. It can help them see how they will care for their family, entertain their friends, and live every day life.
Making the Sale
Once the land has been purchased, streets have been paved, and the actual houses built, the model home can help tie it all together. A strategically merchandised model home can be the most effective marketing and sales tool for your community. It can illustrate to prospective buyers what you, as a builder, are offering: it can help sell the lifestyle dream.
To learn how we can help create a model home that will help sell your community, please contact us today.