Shopping for a home has some important things in common with dating. Your initial attraction may be based on looks, but the criteria for a long-term match will be more about substance and character.
Seattle builder Dwell Development has built a very successful marketing program around this principle. Sales of its individually designed, sustainable spec homes tripled, from 10 to 28 homes per year, during the three years following 2008 when a lot of builders were either closing shop or struggling to stay alive. At the bottom of the recession, the company was even pre-selling homes in one community for 20 to 25 percent more than competing homes of equal size.
They accomplished this by crafting a distinct local brand based on modern architecture, a high-performance message, and a disciplined marketing program.
Design First
According to company principal Anthony Maschmedt, Dwell has built more than 300 homes over the past 14 years, all of them detailed to perform at least 50%...
read more