Quest for Quiet

Even budget-conscious homebuyers will often pay a little extra for a better dishwasher, even though they may not be willing to foot the bill for other appliance upgrades. That's why smart builders offer step-up models to all their buyers, including entry-level and first move-up buyers. "The ultimate goal for most people is to find a really quiet model with no visible dials or controls that provides a really clean look," explains Dallas-area homebuilder Randall Hall. "That combination of features seems to be driving things right now."

At the lower price levels, an upgraded model might include just a few improvements. Michael Smith, Vice President of Purchasing and Product Standards for Toll Brothers in Horsham, Penn., says that while standard equipment in most of the company's starter homes is a $200 bare-bones GE dishwasher with a setting dial and two buttons, enough buyers want something nicer, that the company offers them " a five-button machine with two cycles." Cost is an extra $100.*

Tire kicking becomes more important to buyers of mid-range homes, where even the standard dishwasher is more expensive and complex, and options include additional features such as delay and quick-wash cycles, pot scrubbing capability, and even stainless steel finishes. The subtleties of noise reduction start to matter more here, with many manufacturers offering a quiet insulation feature. At this level, according to Smith, buyers want to see and hear the machines in action. "We're getting more and more buyers in the design centers who understand the capabilities and features of the different machines. And they they want to be able to compare the noise capabilities of different models."

Of course, a successful upgrade path will interest buyers in the upgrade without disparaging the builder-grade model. Toll's sales force avoids this trap by letting the noise level speak for itself, and focusing instead on a written list of features. "[Our reps] have a cheat sheet of features that show the differences in between products in a professional way without trashing base model," say Smith.

Toll offers a Profile dishwasher to mid-range buyers, which costs the builder around $400. "It has more bells and whistles, is a little quieter, and has adjustable tray compartments." A few of these buyers will even upgrade to Monogram, which is ultra-quiet and offers lots of adjustments, including extra cycles. "The controls are always hidden, and in general it's just a fancier machine. Aesthetically it's much more attractive, with a one-piece door where the grill is hidden underneath."

Builders say that they need to adapt their offerings for home price variations in different markets -- a $600,000 home might be considered entry-level in some markets, and mid-priced in others. As a result, a company like Toll Brothers might offer a higher quality machine in an entry-level home in an expensive home market like California.

And then there are always a few mid-range buyers who really want high-end models and are willing to pay $600 to $800 for a dishwasher," says Hall. "We have people who will special order a Bosch, because they want to make sure the machine is very quiet and looks good."

*All figures are costs to the builder costs, not the marked-up cost to the customer.