Though Winchester's process might seem counterintuitive, the builder has discovered significant benefits. For one, breaking up the process makes it easier for home buyers since they know the schedule ahead of time and can make choices on their own terms, thereby removing the stress commonly associated with the selection process. The other benefit is that buyers get to meet with more-knowledgeable people. “We feel our sales staff are experts at selling houses, but they are not experts at selecting finishes,” says Shapiro. Interestingly, buyers, armed with information, usually choose to buy the more durable and higher-quality finishes.
“With an organized process for customers to see materials and speak with experts, we sell high levels of programmed and custom options,” Shapiro explains. “Without our own showroom, we avoid the overhead, increase communication, offer the largest possible selection, and allow the customer to dialog directly with the provider.”
The Brousseaus agree. “Winchester gives you the best of both worlds,” Chuck says. “They have outsourced the interior design to [the] experts.”
Winchester is particularly proud of its Your Home Your Way program and its flexible selection system because, as the builder says, it is unusual to allow this type of customization in a townhome or single-family production home. The company also sees it as a way to differentiate itself from other builders. In the end, it also works out for buyers. “We feel, based upon customer feedback, that this is the way they prefer to make selections,” says Shapiro.
ROUNDTABLE: The Brousseaus settle in for a meeting with Creative Touch Interior's Patricia Stecklein to select wood floors, carpeting, and window coverings.
So, how do you establish a selection process that makes your buyers feel relaxed and comfortable? Your system may be different from the one at Winchester Homes, but it is important to remember some key points that could help smooth the process.
Set realistic expectations up front about what the process will be like and the milestones customers will go through. If buyers understand the process, they typically find it to be a satisfying experience and are able to accomplish their goals.Create a relaxed environment for buyers so that they feel they are in charge of the process. Don't just try to sell the most expensive options. Buyers are more educated these days, so they respond better to information.Provide your customers with design flexibility. Let them know that you can accommodate some of their wishes, even if it's outside your basic offering.But don't be too flexible. Set deadlines for options selections and hold to them, and tell buyers that there are limitations.Make it clear to buyers that the better you understand their requests, the faster you can produce accurate pricing and information.