Technology Adds Appeal, Pizzazz to Staging a Home
by Lesley Boyd

Not only does this staging appeal to today’s buyers, home technologies can be incorporated to make the staging more dramatic and the home stand out more among potential buyers.

“Staged homes can create a positive, lasting impression in potential buyers’ minds,” said Victoria LaBelle of Staging by Victoria, “and common knowledge indicates that the home that looks best sells first.”

Shawn Smith, president of S&S Electric in Oldmar, Fla. believes staging homes with home technology products helps builders set themselves apart from the competition and appeal more directly to consumers. “By offering unique technology options, we are also playing up to the lifestyle needs and demands of today’s tech-savvy buyer.”

Builders Mercedes Homes and M/I Homes use home technology upgrades as part of their interior design staging to create ambiance for the prospective home buyer, and both say staging this way has improved their bottom lines.

“First-time home buyers of today have grown up in the technology age,” said Theresa Lynn Collins, MIRM, of M/I Homes. “To continue merchandising as we have done in the past isn’t practical or profitable and frankly fails to recognize the needs of today’s technologically-minded buyer.” 

Experiencing Home Technologies Can Increase Revenue

While many prospective home buyers appreciate the convenience, comfort and security that home technologies add to their lives ― and some are even fascinated by what the technologies can do — there are home buyers and people in the industry who don’t quite understand how the technologies work or the potential they bring to homeownership.

“I think it goes without saying that today’s technology is often over the heads of some new-home salespeople and many buyers,” said Pamela Malone, of Mercedes Homes in Tampa., Fla.“Home owners want their homes ready for computers, the Internet and fax machines as well as to be ready for the next new ‘must have’ that may be introduced.”

Mercedes Homes partners with electronic systems contractor (ESC) S&S Electric to bridge the knowledge gap. S&S Electric helped stage the builder’s model homes in the Tampa area and, once buyers are sold on adding home technologies to their new homes, the ESC works directly with them to plan their technology needs.

Malone said this has been a successful approach for the builder. The company has sold more than $419,000 in upgrade packages for homes in the first phase of its Lakes@Toulon community near Tampa.

M/I Homes was also able to increase sales of technology upgrade packages at its communities in the Tampa area.

“Showcasing home technology options and upgrades — where our customers can feel, touch, hear and see the technology work — helps entice our customers into purchasing upgrades and options in their own home,” said Lisa Tuberville, of M/I Homes of Tampa. “With the system upgrade sales program, we were able to increase revenue by more than $382,000 without increased sales or marketing costs.”   

Home Technology Staging Options Worth Considering

Builders considering staging their model homes by using home technologies to add drama to their presentations should include the following:

• A flat-screen television and home theater system complete with speakers that disappear into the ceiling.
  
• A multi-room audio system that plays background music throughout the home and has an iPod connection in a select room where consumers can play their own music.
  
• A video intercom system.
  
• Connectivity outlets that enable buyers to visualize how they will connect to the outside world.
  
• Lighting upgrades with lighting controls. This upgrade can lead to a 365% return on investment, according to a 2007 survey of real estate agents online real estate marketing company HomeGain.  

A panel discussion involving builders (custom, production and multifamily), ESCs and home technology research analysts will share residential technology trends, success story and best practices during an education session at the 2009 International Builders’ Show in Las Vegas. The M/I Homes case study noted above will be included in the panel discussion.

“Home Electronics: Real-World Research and Case Studies Into Which Technologies Add the Most Value” will be held from 1:15-2:45 p.m. Tuesday, Jan. 20, 2008 at the Las Vegas Convention Center.

In this detailed, two-in-one session, analysts begin by revealing fresh, first-hand research into what home technologies builders, developers, and buyers say add value to a new home or MDU (multiple dwelling unit) property. Then hear from builders and electronic systems contractors who've had success choosing, installing, and selling technology to new home buyers. Find out what works, what doesn't, and which electronic offerings can make and maximize revenue in the marketplace.

Lesley Boyd is a freelance writer out of Orlando. She offers an objective and unique perspective on up-and-coming technology, applications and integration in the CE arena. She can be reached at LesleyABoyd@gmail.com.

 

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