Issue link: https://read.dmtmag.com/i/355277
AUGUST 2014 14 THE JOURNAL It's All About The Lifestyle BY SCOTT STROUD MARKETING CONSULTANT Think you're selling a home? Think again. Homes are a commodity. If you boil it down to it's most basic essence, a home is simply a place of shelter. And if that's the case, it does- n't matter what it looks like as long as it func- tions the way it is supposed to. If that were all that people wanted, then all houses would look and perform pretty much the same. Style, comfort, amenities would not even be considerations. But that's not what people want. What you have to understand is that's not what your prospects are buying. They are seeking im- provement to their current situation; more comfort, better surroundings, increased status. They are buying a lifestyle. So, ask yourself this question: What is the lifestyle I'm selling? That's a sobering question, because for the past 40 years we have been broadcasting a mes- sage that we created that has defined the lifestyle that manufactured homes represent. We've been selling a lifestyle that, being blunt, isn't one that homebuyers today are eager to embrace. And that's a shame, because the product we have to sell – both the homes and the communities – are really much more in line with what homebuyers want than they know. Their misperception isn't their fault. It's ours. And it's time we changed what we're selling. Selling to Human Nature It is human nature to draw conclusions and perceptions based on what we see. We're vi- sually stimulated, and we tend to 'judge the book by its cover'. We're all influenced by style – the cars we drive, the clothes we wear, and yes, the homes we live in. It's also human nature to see ourselves living a lifestyle that is better than our current reality. That's why we go on vacations in exotic places and daydream (pictures we visualize in our mind) of doing things that we feel we might never get the chance to do. So, our imagina- tions create desire, and when desire meets need, then we begin to take action. We start looking for solutions that not only meet our basic needs, but that satisfy our desires for im- provement and that will give us a better lifestyle. Finally, when homebuyers picture them- selves enjoying a new home, a picture they must have to get emotional buy-in for the home, they see themselves inside the home. Yet, when they shop, they look first at the outside of the home. This becomes problematic, and here's why: Honestly, when I perused the floor the Louisville Show a few months back, I saw a room full of manufactured homes looking, with a few marked exceptions, as manufactured homes have always looked. But when I walked into any of the homes… WOW! Beautiful, contemporary, cutting edge designs and layouts that match the lifestyle I picture myself enjoy- ing. And when I looked at spec sheets that showed projected energy usage and total cost of ownership, well sign me up – these homes are awe- some! The problem, then, is connecting the antic- ipated lifestyle with the home. Selling the Lifestyle. I. The Home Since living happens inside the home, the more we can help our buyers see themselves en- joying life in the comfort of their new home, the more quickly they'll connect emotionally. Photography showing happy couples and fami- lies living the lifestyle your buyers envision for themselves is key. Such imagery is powerful, forging emotional ties that will move the sale forward. Yet, when you look at most manufacturer or dealer websites, that's not what you'll see. In- terior photos tend to be focused on the features rather than the lifestyle – the style without the life. Put life into your photos! Make them live; let them draw people in and get them to say, "I want what they've got!" When you sell the lifestyle first, it will be much easier to sell the home. As noted sales consultant, Bill Webb, says, "The house is not the gift. The house is the box that the gift comes in." Key elements of captivating and compelling photography include: 1. Lighting – well-balanced lighting, natu- ral if possible, yields the best results; 2. Composition – Choose angles, colors and elements that are friendly and inviting; 3. People – Add people to a shot and you add life to the home. II. The Community. Community owners and managers: The fu- ture of our industry rests squarely on your shoul- ders. Instead of offering residents a safe place to live, offer them an exceptional place to live the lifestyle they dream of. Active Adult and 50+ communities under- stand this. They don't focus on the product, but instead demonstrate the benefits their prod- uct achieves. Neighborhoods that cater to the specific needs of their residents and that make each homeowner feel special attract the resi- dents they want and can charge a premium for their efforts. Visual appearance is a critical part of the equation: Homes that are well cared \ 15