Your model home is your company’s best advertisement – but who are you selling to? Knowing your target market is the key to success in the homebuilding industry. Each target market has specific lifestyle needs that must be conveyed to create a highly effective selling tool. Buyer categories are based on age of life and stage in life, and there are generalities for each group. In this article, I will focus on the hot buttons for first-time homebuyers.

First-time buyers generally live on a budget. Options, upgrades and furnishings should be carefully balanced to attract – but not overwhelm – buyers. Wall coverings and built-ins should be kept at a minimum to maintain an attainable appearance. The objective is to create an environment that is nicer than what they own now, but still within reach. Creative, “do it yourself” ideas are also perfect to showcase in entry-level models, including special paint finishes and basic carpentry. When given the opportunity, first-time buyers usually prefer to save money by tackling home projects themselves. Of course, there are exceptions to every “rule”. In some markets, million dollar houses are entry-level homes. The bottom line is that the furnishings, options and upgrades in every model should always complement the price of the product.

In terms of design, comfort and style are essential. These buyers look to Crate & Barrel, Target and Pottery Barn for the latest trends. First-time homebuyers are very accepting of color, provided that selections are made from today’s palettes – colorful artwork and accessories create a strong impact. The key in this market is current, popular style; these buyers watch the design shows and read the home magazines. They may have a budget, but first-time buyers still want “the look”.

Functionality is another key element for entry-level model homes. The spatial benefits of your product should be clearly demonstrated. What will the buyer gain from this purchase? Some first-time homebuyers are motivated by a desire to start a family. For these buyers, secondary bedrooms are generally merchandised as children’s bedrooms, and family eating and gathering areas are also emotional hot buttons. Other first-time homebuyers include singles and young professionals. For this particular market, secondary bedrooms should be shown as multi-purpose guest rooms, home offices, or television dens. Informal entertaining areas and breakfast bars are hot buttons as well. Gender specific marketing can be highly effective, but you must be extremely sure of your target market to avoid alienating prospects. Remember, you’re not just selling a house, you’re also selling the lifestyle your buyers want.

Quality merchandising adjusts to the lifestyle needs of each target market. Creating the ideal model for your targeted buyer is your best form of advertisement. An experienced merchandiser understands the importance of this marketing, and works with you to accentuate the benefits of your homes. In essence, we “package” your product to capture the imagination of your prospects – and the “trimmings” really do make a difference!