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No Surprises

Preparing clients for their design center appointment

A great way to improve buyers' design center experience — and make them more likely to spend money — is to prepare them for their appointment. Many builders now begin the design process by giving buyers a catalog showing the options and upgrades available on their home (omitting the options and upgrades available on other models). That saves buyers the frustration and disappointment of wading through flooring, cabinetry, countertop and lighting options that they can't get.

The easiest and most convenient way to present design choices to clients is with a dedicated Web site, says Bob Schultz, a nationally recognized new home sales trainer based in Boca Raton, Fla. Done correctly, the site will give buyers personal logins, so they can view their new home and begin narrowing the choices. The site should include links to product information on manufacturers' Web sites, where clients can research warranties, look at energy-efficiency ratings, and read care and maintenance instructions. These links are also a great way to promote the value of products specified by the builder. "[Providing the information] is so easy to do," Schultz says. "And it makes people feel better about their buying decisions."

Surveys are also valuable design process tools that work great online, says Greg Wessling, chairman, CEO and president of HouseRaising, a Charlotte, N.C.-based homebuilder.

A lifestyle survey asks buyers how they live in their home. Do they have children or pets? Do they entertain frequently? Does anyone in the family work from home? The answers help the design center consultant preselect the best options and upgrades for that buyer — and also get buyers thinking about what's important to them.

A taste survey helps people zero in on their design preferences. It can be as simple as showing them a series of photos and asking what they like best in areas such as color, fit and finish. "You'd be surprised how many people show up without even an idea of interior and exterior colors," says Wessling.

Scheduling design center preview hours also helps buyers prepare for their appointment, says Schultz. (For more on this, see "Speak the Buyers Language" in this issue.) These hours are specifically set aside for clients to come in and see how the items in the catalog will look in their home, to ask questions, and to further narrow down their choices without pressure to make immediate decisions.

Both Schultz and Wessling say it's important to establish a budget as part of preparations for the design center appointment. "Make sure they have their mortgage approval before scheduling the appointment," Schultz says. "You don't want them to be disappointed."

Finally, set the right expectations about the appointment. The buyer needs to know beforehand how much time they should set aside for the appointment and what they should bring along, such as a deposit check or even a couch pillow to coordinate flooring and paint colors.

In June, we asked you "What are your important influences for learning about new trends in the home?"

Results are:

Magazine and newspaper articles 54%
Advertising 23%
Builders associations 13%
Web sites 10%

Thank you for participating in our online poll.


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