Thesaurus.com lists the definition of "out-of date" as:
Main Entry: outdated/out-of-date
Definition: old-fashioned
Synonyms:
anachronous, antiquated, antique, archaic, back number, behind the times, dated, dusty, démodé, has-been, moth-eaten, musty, not with it, obsolete, old, old-hat, out, out-of-style, outmoded, passé, square, tired, unfashionable, vintage
Antonyms:
current, fashionable, modern, new, popular, up-to-date
Although the home design industry, architects, and designers pride themselves in differentiation, style and design, lately I'm not 'feelin' it' when walking display homes across the country. Understandably, with existing new home inventory still at 7.3 months of supply, builders are avoiding risks when finishing homes or offering options. This very real challenge has led my builder friends to limiting options and finishes to what is 'safe'.
Unfortunately, in the words of the Cowboy Junkies, "My heart doesn't beat like it did once before". I used to leave models and design centers overwhelmed and desirous with personal wish lists and 'option envy'. To be honest, lately, it's been a little 'blah'. I would say it might be time to add a little spice to the relationship. Ok, I'll come clean - I've secretly been eying custom home product. But honestly, it didn't go any further than that...
Home buying is both an emotional and financial decision. A goal, then, is to help the consumer fall in love with your home, over the other 262,000 new homes across America that currently have a 'for sale' sign in the front yard.
The great thing for us to observe from custom builders (who really seem to be doing ok, right now, given everything) is not how many options they offer, but what options help their product stand out. Obviously sku reduction focus' will continue with all of the large builders, but let's make ultra-sure the options left are the ones that make a home buyers heart beat faster and fall just a little short of breath. No matter who the buyer target, there is something out there your competitor isn't doing. And have you EVER seen a custom house without a fireplace? At least not one that made you hot...(sorry, bad pun intended)
Back to the definition above: I think the antonyms are what catch my eye here. current, fashionable, modern, new, popular, up-to-date. In our category, custom builders are doing very well with contemporary fireplace options. The great news is, there are now modern fireplace options in every price point. If the first time buyer has a choice between a home with a traditional woodburning fireplace (or Heaven forbid - NO fireplace!) and a beautiful modern work of fire art, which would they choose? Not always, of course, but much of the time.
Don't kid yourself - I am not just seeing this in Miami and L.A. - try even Indianapolis, Raleigh, and Atlanta.
It is a well known fact in retail that you have to offer flavor to drive the basics. As an example, in apparel retail, when white and black tee shirts (easily 60% of the sales) are offered on a table with trend right colors, sales of the basics AND colors increase. A modern fireplace is like that trend-right color on the tee shirt table. It draws the consumer in, creates an emotional and memory connection point. Now the future homebuyer has got a little crush on you, and those other 262,000 homes out there don't seem quite as exciting.
Heatilator launched a really exciting product this year that addresses this market at a terrific value. The modern Evolution is built on the same chassis as the Novus (the best selling direct-vent gas fireplace ever) and has an incredibly modest pricepoint. If you are currently offering the Novus, or would like to offer a modern option with minimal changes to your framing, consider offering the Novus and it's modern sister, the Evolution. Let me know what you are doing with options and finishes in your homes to 'keep the fire burning' and the love alive.
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The Design Minds at Hearth and Home Blog is geared to support design center staff and the new construction industry in selling options and upgrades to the new home consumer. Subscribe for updates. Contact Krisann Parker-Brown for merchandising or marketing support of your design center. She will be happy to work with you on your assortment and presentation to ensure you are on track for upcoming decor trends and your target home buyer.
Krisann Parker-Brown is the merchandising manager for Hearth and Home Technologies, the leading manufacturer and retailer of fireplaces and hearth systems.
Krisann supports design centers and new construction builders in presenting Heat & Glo, Heatilator and Quadra-Fire hearth systems, and consulting on design center merchandising, point of sale and the consumer experience.
Krisann is a member of the Retail Design Institute. Contact her at brownkr@hearthnhome.com or 952-985-6537.
Twitter http://twitter.com/kparkerbrown
