“Half the money I spend on advertising is wasted.”
“…the trouble is I don’t know which half,” uttered back in the 1800s by John Wanamaker, the Philadelphia marketing pioneer whose department stores ultimately became part of Macy’s; Wanamaker’s words still ring true today. Ironically, at the exact time prospective new home buyers are actively seeking information to help them make the best new home purchase, too many messages fail to engage.
Left-brain/right-brain theory suggests words and information reside in the left hemisphere of the brain, associated with logic and rational thinking. Sometimes called the “emotional brain,” the right hemisphere is home to pictures, feelings, and her sense of identity. And we know buyers buy on emotion and subsequently justify those purchase decisions rationally. I’m an avid reader of Motor Trend. Many of the car ads are predictable – a beauty shot of the automobile, some text… Would anyone really notice if you were to swap out the photo of the car and the manufacturer ID? However, Volkswagen’s ad for their parking assist was different:
This Volkswagen ad doesn’t even show the product! Rather, it addresses a feature (Park Assist), implies the benefit (making parallel parking safe and easy), and is emotional (humorous).
Okay, your turn. Much home builder advertising seems almost “templated,” focused on a beautiful photo of the home (exterior or interior), informative text meant to differentiate, and company identification. The beauty photo might attract attention, but is the ad memorable and engaging?
Main visual: Worried, wide-eyed 8-year old. Headline: “Mom, have you seen my _____?” Secondary visual: The lockers/cubbies in the rear foyer of your home. Secondary text: Cubbies/lockers provide organization, helping get everyone out the door on time in the morning.
Main visual: Woman wrapped in towel, smiling, standing in entry to door-less walk-in shower, holding squeegee. Headline: No door to clean! Secondary visual: Bathroom layout illustrating walk-in shower. Secondary text: Giving you back a little more time.
Main visual: Baby napping. Headline: Another reason to chose the “Serenity Package.” Secondary text: Peace and quiet is a beautiful thing. You’ll never regret opting for the Serenity Package with (highlight a few of the product upgrades included, such as quiet appliances, bath fans, garage door opener, etc.).
Main visual: Adorable, muddy dog staring up at you. Secondary visual: Your home’s optional pet center. Text: Appreciating everyone in your household.
Each of the above examples delivers on one of home buyer’s most-desired benefits – reducing stress. While most builders touting “quality-built,” “industry-leader,” and “customer-focused,” are essentially wasting their advertising dollars (what builder doesn’t say those things?). Ads focused on the concepts and benefits customers seek, without the overused exterior/interior beauty photos are emotional, engaging, and drive decision making!
In addition to innovative home plans, Design Basics can help you develop compelling ads that work. Let’s talk!
Problem: It seems everyone’s goal is clutter-free countertops. Yet, small appliances (e.g., toaster, coffee maker, rice cooker, fondue pot, etc.) are must-haves; and they can be a pain to store and retrieve when needed!
Solution: Lead designer Carl Cuozzo has been designing Appliance Centers in high-end custom homes for years. From waffle makers and espresso machines to crock-pots and woks, today’s home buyers have lots of small appliances. Carl has found the ideal location for the appliance center is just outside the main kitchen, with storage above and below, and plenty of electrical outlets.
Consider how we live: Health-conscious individuals use their blenders–a lot; and stand mixers are bulky and heavy. The bottom line is that we want the convenience of ready access for our most-used small appliances without cluttering our kitchen counters.
Appliance Center shown in the Dandridge plan #42365.
From the company that pioneered mixing cutting edge design with innovative range hood technology, comes a new idea in stress-free cooking. Elica’s NikolaTesla induction cooktop is designed to make cooking and clean-up a hassle-free process. Elica incorporated the standard, highly desirable qualities of an induction cooktop such as rapid boil and easy cleaning, and took it one step farther by integrating a fully functional range hood into the cooktop itself. The central fan replaces the typical range hood and gathers grease and odors without compromising design. It also has a built-in double bridge function that combines two adjacent cooking zones to adjust for large pots. A 10-speed touch pad control system allows you to easily control the fan, so all you have to worry about is answering the doorbell!
Learn more about Elica NikolaTelsa induction cooktop, and other Elica products.
(Note: Product spotlights are for informational purposes only; we do not formally endorse any product or service.)
Two battles continue: the sanctity of the owner/s bedroom (it’s not your “home office”); and whether or not there’s going to be a TV in the great room. For those willing to compromise on the latter issue, Seura offers their “Vanishing Entertainment TV Mirrors” that look and function as a framed mirror until powered on–that’s when these LED TVs literally shine through. Savor the big game with the TV on, and save your marriage with the TV off!
Read about more products for the home in our HER HOME™ technology issue.
Learn more about Seura products for the home.
We have a retriever that loves to run around a nearby lake made by the U.S. Corps of Engineers. She especially loves to roll around in the bait and any dead fish left on the banks of the water. The smell…
When we get her home, it’s bath time—no big deal if the temperature’s above 40 degrees—but when it’s cold, we bathe her in one of the bathtubs or showers. Unfortunately, we have a two-story home and all of the tubs and showers are upstairs on the second floor with the bedrooms, which means picking up the stinky, wet, dirty dog and carrying her to an upstairs bathroom. The struggle and the mess!
Oh how I wish we had designed a rear foyer with a pet center, complete with storage for pet food and other supplies AND a doggie shower! What a convenience to have everything right there and not have to traipse through the house. When it comes to pet centers, there are many ways to design. The photo above shows a pet bath, while the photo at left shows a pet shower. With a larger pet, the shower may be more ideal than an elevated shower for getting her in and out. Also, think about storage needs – bathing, brushing, food, treats, leashes, etc.
Keep in mind, a pet center isn’t just designed for a dog, a cat or other pet needs a place for their stuff, too. And, that shower is handy for rinsing off after working in the garage/yard or dirty kids or equipment/toys!
For more on designing with your pet in mind, visit our resources library for “Home Design Dogma, Creating a Pet-Friendly Home.”