Model Merchandising

Space Planning: CHDI evaluates traffic patterns to determine if the design will compliment the planned function of the room. In working with the project architect and builder, we can bring insights to the floor plan before the final drawings are complete. A full team approach allows all disciplines to express their priorities from the onset. Space planning can disclose many problems before they become a costly issue for the developer - or a deal breaker for a prospective buyer.

Architectural Detailing: Today’s buyers and are expecting customized details that will individualize their home. We can suggest inexpensive semi-custom drywall details such as niches or crown molding that further enhances the product. This service provides added value to your home and with our input, we can also help you create flooring patterns, arched entryways, and a host of other features ranging from simple to very elaborate.

Material Selections: CHDI is available to make all material selections for your development. Exterior and interior colors and surfaces - cabinetry, countertops, and plumbing fixtures - we will facilitate design continuity that is aesthetically pleasing from the curb to the kitchen.

Merchandising: With the creative use of space, our interiors reflect mood, comfort, and homebuyer lifestyle. Our furniture placement enhances the space, but does not overpower it. Our window treatments are sensitive to vistas and views. Accessorizing and room themes further relate to your customer's everyday life. Our model home-merchandising experts can assist you from start to finish.

CHDI showcases the strengths of the modeled plans. We use design elements - furniture, accessories, artwork, built-ins, window treatments, specialty flooring designs, etc. - to direct buyers’ attention to each plan’s strengths. Furniture and accessory scale and placement are precisely confirmed by an illustrated layout to define and showcase the functionality of living areas and circulation flow.

CHDI builds value by helping buyers emotionally connect with, and visualize our models as the fulfillment of their dream. For the homebuyer, the decision to invest in a new home is the fulfillment of a dream of a new lifestyle. One of the oldest truisms is that people buy a home based on emotion and justify their decision with facts. Buyers relate first to how a home feels before they look to its specifications. In other words, the specs of a home - square footages, R-Values, etc. - don’t come into play in the buying decision until an emotional connection has been made between the buyer and their new home.

CHDI creates unique themes and high-impact memory points for each model to help separate them in the buyer’s memory from the competition. While looking for a home, prospective buyers see many similar floor plans. Studies show that after only one weekend, they are typically unable to remember the specific plans or communities they visited. Merchandising themes and high-impact areas are the most cost-effective means of helping the buyer remember our communities.

CHDI selects design themes - colors, styles, patterns, fabrics, artwork, etc. - that resonate with the aspirations, tastes and evolving lifestyle of the target buyer profile(s). We balance innovation with comfort. Innovative and unique design themes help make our models memorable. However, it’s equally important to present design themes that - while they may represent an advance over the buyers’ current situation - connect with their tastes and lifestyles. We want buyers to feel “at home” in our models. CHDI knows your market - First time buyer, empty nester, move-up or move-down, the profile is clear to us and we design for your target audience.

Today’s competitive environment requires marketing programs that incorporate market-based merchandising. In the “old days”, decorating models was mostly about furnishing them to show that the buyer’s furniture would indeed fit. Today, any builder who wants more than a proportional share of market area sales - particularly in competitive markets - needs to do a better job than the competition of creating an emotional connection between their homes and the buyer. By focusing the project design themes on the target buyer profile, many clients' report increased perceived values and/or increased sales rates.

Model Merchandising Checklist

Successful housing communities must be merchandised to the potential target market. When we deliver your designed model interiors, we do so with a clear view of the background, lifestyle, income and taste of the buyer. Model home merchandising interiors must feel as if real people live there. Furniture and furnishings must be directed specifically to the potential buyer in regard to budget, level of sophistication, and the traditional lifestyle of the target buyer. The basic elements for design are as follows:

Model Home Merchandising Checklist

1. Show how to use space with furniture

2. Make traffic flow easily; view space without walking around furniture

3. All windows should be treated with a softening effect without blocking the light or view; conversely, where views are undesirable, treatments can be used to distract

4. Use only properly proportioned furniture for room size

5. Never overload a room with furniture - sell space, not furnishings

6. Special effects should be used, when appropriate, to show space as larger or warmer

7. Special lighting should be used to illuminate dark areas and highlight

8. Rooms should have a triangle of light placement for maximum advantage

Successful housing communities reflect and respect the distinctions of their region, even though it may seem that our nationalized retail chains have created a sort of consumer melting pot, effective model interiors should mirror distinctions of the community. It is imperative to identify the finer points of the market you are developing. We are versed in your community's cultural personality, taking into account, geography, history demographics, the economic base, and local color

Model Merchandising Tools

Successful housing communities reflect and respect the distinctions of their region. Even though it may seem that our nationalized retail chains have created a consumer melting pot, effective model interiors should mirror distinctions of the community. It is imperative to identify the finer points of the market you are developing. We are versed in your community's cultural personality, taking into account geography, history, demographics, the economic base and local personality.

Know Your Market by Identifying The Following:

1. Age Group

2. Marital Status

3. Number of Children

4. Single or Dual Income

5. Previous Residence

6. Hobbies or Recreation

7. Ethnic Group or Geographic Origin

8. Primary Residence or Vacation Residence

9. Style of Entertaining.

Themes

1. Rooms should tell the story of who lives within the home.

2. Themes can tell what activities and recreations available in the community.

3. Children's rooms should reflect an age group with theme and activity.

4. Local school identification can be incorporated within a theme.

5. Themes help create memory points.

Color

1. Color should be easy and establish a mood.

2. Colors should be current with marketing and decorating trends.

3. Accent or punch color should be used as accent for memorability, and relate to the theme and style of furnishings.

Model Merchandising—What To Expect

The interior merchandising budget can range from a low end of $25 per square foot to upwards of $100 per square foot. With today's current architectural features such as high ceilings, niches and plant ledges, the square foot budget allocation must allow the designer to not only furnish the living space, but also the volume space.

Interior Furnishings Budget

1. The furnishings budget should be proportionate to the housing cost.

2. Never “under” or “over furnish” for the market.

3. The furnishings should be appear affordable or obtainable to the prospective buyer.

Timing

A design firm should be retained at the time of preliminary architectural drawings. The design firm should critique drawings for optimum traffic flow, window and door placement, interior architectural features and furniture layout.

What to Expect from Your Interior Merchandiser

1. A complete presentation of color boards, floor plans and elevations.

2. The ability to purchase all furnishings at discounted prices.

3. The design of all special effects, furniture layouts, lighting and related design specifications.

4. Color, material and theme coordination of the models interior and exterior.

5. Installation deadlines are met.

6. Maintain budget control to assure that the interior merchandising allocation is targeted for the maximum impact.

7. A designer who is a marketer with a clear understanding of your market and the ability to merchandise rather than "decorate."

When you choose Susan P. Berry, of Classical Home Design Inc., you can be certain you are hiring a professional model home merchandising team with over 25 years of experience in the Florida residential design market. We understand that model homes are an integral part of the entire community presentation geared to selling housing.

Builder Show Homes

Classical Home Design, Inc.

International Luxury Home Designer

2007 Parade of Homes 1st Place Winner $2,350,000

Villa Firenze at Bellaria, Windermere, Florida by RL Vogel Homes. CHDI provided all Material Selections, Interior Details and Specifications.

2006 Bella Collina, Florida,

Street of Dreams Home for Carmen Dominguez Homes Multiple Award Winner

Cinque Terre

$9,000,000

18,040 square feet under roof

12,684 square feet heated

Interior Details Include a Wine Dungeon, Ceilings, Fireplaces, Cast Stone Details, Library Cabinet Design, and Space Plan Review. Furnishings by Robb & Stuckey