When it comes to new home sales, details matter. Every aspect of the homebuying experience can influence a potential buyer’s decision. For sales and marketing teams, understanding “the whys” behind merchandising to the builder’s target market is crucial. This blog delves into the significance of details in home sales, drawing parallels to successful retail strategies employed by industry giants like Ralph Lauren and Disney.

The Power of Details in New Home Sales

Details are not just about aesthetics; they play a vital role in creating an emotional connection with potential homebuyers. From the layout and color schemes to the choice of furnishings and décor, every element should resonate with the target market’s desires and lifestyle aspirations.

Understanding the Target Market

Before diving into merchandising strategies, it’s essential for sales and marketing teams to understand who the target market is. Are the potential buyers young professionals, growing families, or empty nesters? Each group has distinct preferences and needs. For instance, young professionals might prioritize modern designs and proximity to urban amenities, while families might look for spacious layouts and safe neighborhoods.

The “Whys” of Merchandising

  1. Creating an Emotional Connection: Successful merchandising helps create an emotional connection between the homebuyer and the property. This connection can significantly influence purchasing decisions. By professionally merchandising model homes in a way that reflects the target market’s lifestyle, sales teams can help buyers envision themselves living in the space.
  2. Highlighting Functionality: Effective merchandising showcases the functionality of different areas in the home. The idea is drawing attention to the positives of the function and not any negatives. For example, a well-staged kitchen can highlight its potential as a family gathering spot, while a thoughtfully decorated home office can appeal to professionals who work remotely.
  3. Differentiating the Product: In a competitive market, details can set a home apart from others. Unique design elements, high-quality finishes can make a lasting impression on buyers.

Lessons from Retail Giants

Retail giants like Ralph Lauren and Disney understand the importance of details and have mastered the art of creating immersive experiences for their customers.

Ralph Lauren: Crafting a Lifestyle

Ralph Lauren is not just a brand; it’s a lifestyle. Every store, product, and advertisement exudes a sense of sophistication and timeless elegance. This attention to detail creates a strong brand identity that resonates with its target market. 

Disney: Creating Magical Experiences

Disney is renowned for its ability to create magical experiences. Every detail in a Disney park, from the architecture to the background music, is meticulously planned to enhance the visitor’s experience. For new home sales, this translates to creating a seamless and memorable buying journey. From the moment a buyer steps into the sales office to the final walkthrough of their new home, every interaction evoke feelings of joy. A model that has a smile scattered throughout shines as a happy model. A happy model brings a positive attitude and success.

Educating the Sales and Marketing Team

For sales and marketing teams, understanding “the whys” of merchandising is crucial. Regular training sessions and workshops can help team members appreciate the impact of details on the buying experience. Here are some key areas to focus on:

  1. Customer Profiling: Train teams to create detailed profiles of the target market. This includes understanding their preferences, lifestyle, and purchasing behavior.
  2. Merchandising Techniques: Educate teams on effective merchandising techniques that highlight the home’s best features and align with the target market’s lifestyle.
  3. Storytelling: Encourage team members to use storytelling in their sales pitch. This involves weaving details into a compelling narrative that helps buyers visualize their life in the home.
  4. Attention to Detail: Emphasize the importance of attention to detail in every aspect of the sales process, from the initial presentation to the final closing. Think about asking your merchandising team to present a tour for the sales team to help them understand the “Why” behind the model merchandising in your community.

The importance of details cannot be overstated. By understanding the merchandising strategies, new home builder sales and marketing teams can create emotional connections, highlight functionality, and differentiate their product in a competitive market. Drawing inspiration from successful retail giants like Ralph Lauren and Disney, home sales teams can create memorable experiences that resonate with their target market, ultimately driving sales and customer satisfaction.

Contact us to discuss your next project. We design and merchandise model homes and amenity spaces that elicit dreams of home ownership and a lifestyle worth living, set our client’s product apart from the competition, and help homes sell. 

References

  • Kahle, L. R., & Valette-Florence, P. (2012). Marketplace Lifestyles in an Age of Social Media: Theory and Methods. M.E. Sharpe.
  • Pine, B. J., & Gilmore, J. H. (1999). The Experience Economy: Work is Theatre & Every Business a Stage. Harvard Business School Press.
  • Underhill, P. (2008). Why We Buy: The Science of Shopping—Updated and Revised for the Internet, the Global Consumer, and Beyond. Simon & Schuster.