So spend a bit of your time and digest this photo...
(Photo: Chicago Tribune)
OK, now that you have - Let me give you a bit of back story of why it's part of this post.
I spoke this week at a Home Staging/Model Merchandisingevent at our local HBA (National Association of Home Builders.) The event was driven by dual needs of Builders - Selling their product and advising their clients how to sell their existing homes. In this trying Real Estate market, everyone is looking for insight, tips and techniques to make a quicker sale.
We all know that we're in the "Buyers Market" mode of selling homes. We're also in a new era that because information is readily available, today's consumer is a sensationally savvy and well educated buyer. Add to that, the HGTV phenomenon - And you get a smart-pants buyer that wants a home that looks like a magazine cover. So it would seem logical that a marketed home from on-line photos to back fence would be perfectly prepped, packaged and targeted for today's smart-pants buyers...
It was a fantastic event. The audience was made up of Builders, Sales People, Realtors, Bankers and Investors. I'm always excited to gain awareness and insight from other industry associates. The expert panel consisted of two Realtors, an Interior Designer and myself; an Interior Stylist, who can wear both the Model Home Merchandiser as well as the Home Stager hat. From queries on defining "Home Staging" to creating a Model Home that appeals to an ideal target audience, the entire event came down to how to best "Package the Product," AKA - Marketing the Goods.
It does all boil down to the process of Marketing, doesn't it?
•· Research the Needs of the Target Buyer.
•· Create & Package the Goods in the Best Manner to Attract that Ideal Buyer
•· Let the World Know You Have the Best Goods.
Well now let's get back to that picture. The photo was the feature photo of an advertising editorial for a Builder unveiling a new Model. I'm sure that Builder spent some major mullah getting his home featured in the paper - And on top of that, the time, energy and cash to build that new Model.
The article offered up the fabulousness about the home's features, quality, experience of the builder (he builds a great house, I've got clients who own them) the wonderful upscale location and the Tony price tag of over $700,000.00. Wow, wonderful, but then you look at the photo... Kinda a let down... HUH?
Where's the Packaging?
So all that effort, advertising dollars and then stopping short on the most important marketing tool - The perceived product.
•· Does this space reflect the needs of the target buyer?
•· Is it packaged to attract that client?
Does the home pull you in, does it show-case the builder's quality construction, tell a story of a lifestyle and how you could utilize the space and is trend-forward in color, style and design? How much more effort and cash would of it taken to make the space smashing? Wish the Builder would of came to this week's event...
Since 1999, interior stylist Julea Joseph has owned Chicago area based interiors and home staging business - Reinventing Space. Your can see her work on HGTV or in the news giving homeowners expert insight on how to refresh, style and celebrate their space -Whether prepping their home to go on the market, just settling in, or just in need of a change.
Julea also offers her expertise with mentoring and educational offerings to Realtors, Home Stagers and Interior Redesigners in the industry. Visit her site, JULEA.com or Interior Stylist Program for more information or email her at Julea@Julea.com.
Comments(12)