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.
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