Design

Your buyers know more about good design than you do

Mollie Carmichael & Isabell Kerins

One of the biggest mistakes you can make as a builder is to underestimate how important good design is to your buyers. From first time to luxury buyers, they are all immersed in Houzz.com, Pinterest, HGTV and more shelter magazines, and home fashion catalogues than you ever knew existed. They’re creating their own personal “look books” on Houzz and Pinterest for inspiration. If they are looking to remodel or buy new, you can bet that they are surfing these websites for the latest and greatest trends in design. If their style is modern, they can search “modern kitchens” on Houzz and 2,330,367 examples in photos are at their fingertips. If they search “white kitchens” you’re rewarded with 881,347 photos – a good indicator of the popularity of white on white kitchens! Another indicator of how obsessed we’ve become with interior design and style is the popularity of home furnishing and accessory stores. When I first began merchandising model homes in the early 90’s, if I needed to pick up some accessory items the only options were Garden Ridge Pottery or Pier One Imports – and the choices were limited. Today we have dozens of excellent, affordable retail sources for art, accessories, lamps and furniture. Continue reading