design minds

Differentiate in the Details - Special Not Spendy Options

2009-11-11T16:13:00.006-06:00

I came across a terrific product that made me realize there is still opportunity in the details. Modernhousenumbers.com is a small company based in Arizona, offering a very basic product, with stand-out design. Adding small, well-designed details to your homes will help to differentiate them from the competition, as well as offering a profitable option your competitor hasn't thought of.

Modern House Numbers offers an element of design in an often overlooked detail - house numbers, mailbox numbers and even street curb stencils. Four up-to-date fonts are available, and the house numbers come in multiple sizes. Wouldn't your home buyers find value in a reasonably priced but incredibly stylish house number as an upgrade?

The website is a treat as well - start by typing in your own house number, and you will automatically see them in each of four available fonts. Wow - '5320' never looked this good before - (SoHo is my personal favorite). The product assortment is simple and clean, just like the product design - aluminum house numbers, mailbox vinyl numbers and curb stencils with all matching type face.

A sustainable product, the numbers are made of recycled aluminum and cut with water jet machinery to lower energy use and contributes no pollutants.

Started by two young architects, Modern House Numbers is definitely filling a product void. See their product at http://www.modernhousenumbers.com/
Bulk orders for your next developments are available.

The Soho Direct-Vent Gas Fireplace by Heat & Glo

The Soho is also a terrific but small detail that will help differentiate your home from the competition without using valuable floor space. See sexy footage of the SoHo burning here. At just under 30" square, it offers a lot of style in a small space. In fact it frames in at only 11 1/2" deep. For those of you reading overseas, the Soho is available internationally!

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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

LinkedIn http://www.linkedin.com/in/krisannparkerbrown

Learning from Retail - Creating Option Packages That Sell

2009-11-02T08:49:00.004-06:00

If you like to shop, you will agree with me that the deals have never been better. No matter what category I check out in the mall, I can find a bargain. A proven retail strategy you can expect to see over the holiday selling season is the concept of product packaging.

By grouping complementary product together, the retailer can capture both incremental sales and a higher average sale. The consumer will capture savings, try new product they may not have tried in the current economic environment. and suffer less buyer remorse about their decision. Buyers will often justify an emotional purchase decision with value statements.

To increase new home option sales and increase the perceived value of your homes, consider creating well thought out product option packages in your design center or sales process. Package retailing is most effective when product packaging strategies follow one of the proven retail formulas .

There are several ways to “package” products which can be applied to option packages in your design center or new home sales process: In order to be relevant to the consumer, all packages should have easily measurable savings to the consumer.

Value Package - Consider this the Costco technique. Consumers are motivated by savings and may purchase a larger than typical amount of product at one time. Value packaging might be volume related (How long will it take me to get through this gallon of shampoo?) or what is commonly known as a BOGO (Buy One, Get One). To be effective, savings to the consumer must be measurable. Example " Upgrade your bedroom light fixture to a ceiling fan light fixture, and get a second fan free, a $350 value."

Category Package - Keeping in mind the target buyer, create a package of associated product that complements a faster moving item. In example, begin with your top selling energy efficiency furnace, and then add several corresponding items such as windows, insulation, and water heater. Clearly illustrate the savings on both the items in the package, and the potential annual energy savings to the buyer. ( A double savings!)

Complementary Product Package - Again, choosing a faster turning product, create a package which provides value and yet gives the consumer more options than they thought they could actually afford. For example, using your top 3 selling granite countertops, create a 'granite package' that would allow the homebuyer to add the same granite surround on their fireplace, counter in their bathroom and bar top for a competitive price. Again, show the consumer the specific and measurable savings they will capture, while getting more options than they expected.

Introductory Package - The cosmetic industry does a terrific job of this technique, knowing that when consumers try it, they often buy it. Work with your key product manufacturer partners to launch a product attribute first, before your competition, in order to stand out from your competitiors. Examples might be a unique appliance color (laundry might be actually fun to do with a bright orange or teal deluxe washer and drier) or new technology (LED lighting, for example).

When presenting option packages, a sales technique is the "For only $xx more, you can get....". Ensure your sales team is aware of packages and can clearly and confidently communicate the value to your homebuyers. Showroom point-of-sale indicating value and savings is a critical communication tool to educate your home buyers.

Donna Tang, marketing expert from Inventrak Retail Services, also warns against creating too many packages, which can lower the perceived value of your brand. This can also make a consumer perceive fewer overall choices, and feel associated resentment. (I'll refer you to the "I'll throw in the undercoat rust proofing with your new car.." scene from "Fargo".)

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Krisann Parker-Brown is the merchandising manager for Hearth and Home Technologies, the leading manufacturer and retailer of fireplaces and hearth systems.

Krisann is a member of the Retail Design Institute. Contact her at brownkr@hearthnhome.com or 952-985-6537.

Twitter http://twitter.com/kparkerbrown

LinkedIn http://www.linkedin.com/in/krisannparkerbrown

Ben Moore Free Color Webinar - Offered again due to SELL OUT

2009-10-23T08:37:00.003-05:00

Bad news: Last week we publicized the Ben Moore color forecast a little too well. It SOLD OUT. The presentation was fantastic, and Ben Moore trend group did a great job covering interior trend as well as color with lots of fantastic photos.

Good news: It is going to be held again! I highly recommend it, I took back many fresh ideas.

Benjamin Moore will present their new color forecast through 2011 in a free webinar to be presented this Wednesday, 10/28 at 1pm Eastern. Register here, FREE.

Benjamin Moore is calling their new forecast "BALANCE".

From the rural influences to urban application, BALANCE is supported by 4 themes for COLOR PULSE 2011: The Farm, Order, Escape, and Tribe.

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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
LinkedIn http://www.linkedin.com/in/krisannparkerbrown

Natural Stone and Granite Survey - Tell Me What's Hot!

2009-10-22T16:30:00.004-05:00

How about telling me what you are seeing in the world of natural stone? Follow the link for a 4 question survey. 10 random responders will receive a $5 Starbucks card!

Natural Stone Survey

So, uh, What are you wearing right now?

2009-10-22T13:15:00.008-05:00

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

The Heat & Glo RED40 SeeThru Fireplace

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)

The Heat & Glo Metro Fireplace

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.

The Heatilator Evolution

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Krisann Parker-Brown is the merchandising manager for Hearth and Home Technologies, the leading manufacturer and retailer of fireplaces and hearth systems.

Krisann is a member of the Retail Design Institute. Contact her at brownkr@hearthnhome.com or 952-985-6537.

Twitter http://twitter.com/kparkerbrown

LinkedIn http://www.linkedin.com/in/krisannparkerbrown

Benjamin Moore 2011 Color Forecast- Free Webinar, Wednesday October 7th

2009-10-05T16:14:00.005-05:00

Benjamin Moore will present their new color forecast through 2011 in a free webinar to be presented this Wednesday, 10/7 at 1pm Eastern. Register here, FREE.

Benjamin Moore is calling their new forecast "BALANCE".

From the rural influences to urban application, BALANCE is supported by 4 themes for COLOR PULSE 2011: The Farm, Order, Escape, and Tribe.

Given life lately, I look forward especially to learning about the 'order' and 'escape' themes. Can you relate?

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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
LinkedIn http://www.linkedin.com/in/krisannparkerbrown

High Point Insights You Can Use At Work

2009-10-02T15:18:00.005-05:00

Canvas TM Linen Bedroom Chair, Shown at High Point

The High Point Market will be happening October 17-22 , and the focus is on 'different, green and value focused'. Download the free High Point Market Fall Fashion Report here.

The 2009 High Point Fashion Report brings attention to the fact that 'value' has become very important at every price point. From a designer perspective, clientele are newly focused on staying within budget numbers on home projects. High Point is seeing and predicting a return to basics, comfort, subtlety and substance. To reflect this, even the Pantone Color Forecast for 2010 has added an additional palette of neutrals for the higher dollar purchases (i.e. carpeting, window coverings, etc.)and color in the accessories. For example, we can expect to see a newer 'fresh' grey, with purple and lilac accents.

High Point is also predicting a move toward more quality goods. Given the economic times, the mid and higher range consumer mindset is turning to choosing key pieces as 'investments' rather than choosing less expensive pieces that will need to be replaced later on.

A final prediction (we have talked about it here before) is the trend of diminishing scale and size, and useful well-designed and crafted components.

Canvas TM Hand-thrown Earthenware Plate Set

If you are close to a National or regional home furnishings market, I encourage you to go once or twice a year. You will get an amazing amount of insight, and be able to talk to your consumers with authority about what you have seen. It will also recharge your display creativity and give you great merchandising ideas for your design centers and model homes.

The leading US markets are Las Vegas (especially for contemporary and transitional), High Point (traditional and transitional), Atlanta, Chicago. Even regional markets (LA, Dallas, Minneapolis, Boston) have lots to see, as the major manufacturers have at least some presentation. Subscribe to email updates from markets to hear about trends, attend training webinars, see speakers and do networking. Look for terrific educational offerings, the High Point National Home Furnishings Association will offer these seminars on everything from selling to consumer science to social networking to design and trend forcasts. Download educational schedule here. Check market websites for great articles,videos and training, to share with your team, even if you can't attend.

Here at Hearth and Home, we will absolutely have the perfect fireplace, mantel and surround to complement current and emerging decor trends for your home buyers. Fireplaces are the focal point of a home, and create an emotional connection with your home buyer like no other category. Visit http://www.fireplaces.com/ to see the newest award winning designs, or create your own personal dream fireplace with our exclusive Hearth by Design tool. Be sure to take a look at the terrific contemporary line of fireplaces, available for every pricepoint of home buyer.

Being current and knowledgeable about upcoming decor trends will differentiate your design center and models and give your home buying consumers an added confidence and inspiration. Finishes impact most categories in your design center, especially flooring, trim and cabinetry. Setting your design center and model homes apart from the rest is important in this competitive market. That won't be changing anytime soon.
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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

Linked In http://www.linkedin.com/in/krisannparkerbrown

Selling Points For The First Time Home Buyer

2009-06-24T15:38:00.008-05:00

The Wall Street Journal reports that both price AND move-in condition are important for first time homeowners. (Tips for Selling Your Home to a First-Time Buyer, Amy Hoak, Wall Street Journal) The article is educating home sellers on tips to appeal to the first time buyer while competing against foreclosures and short sale properties. As a new home builder, you can also stand out against the sea of less desireable product.

Price, Value and Service-

Of course, price is important, but not all important. The $8,000 tax credit is running through December 1st, but there is discussion of a possible extension. To entice first time buyers and differentiate from the competition, consider developing a 'match it' program or discount toward upgraded options. In addition, anything you can do to help simplify the rebate process (i.e. being a resource on the credit, pre-filling out any forms they will need to apply for the credit, providing more information on the specifics of the credit etc.) will be appreciated by this audience.

Model Homes -

While Hoak advises sellers to maintain and stage the homes, it points to how important decorated model homes are in the new construction market. Professionally decorated models fuel the hunger for a beautiful new home. Used homes on the market are often poorly decorated, cluttered and overly personalized, and cannot compete with the excitement and design you can showcase in a model.

Models are a terrific opportunity to show alternate uses for space that the potential buyer may not have considered - a staged laptop work station in the kitchen, turning one bedroom into a fitness/yoga room or a home office - Be careful of showing only one 'lifestyle' in your model series; for example not every model should have 2 'kid bedrooms'. In a well decorated and merchandised model, the home buyer can begin to think about their own life in the environment, not wonder about the life of the current occupant.

New Versus Used - Reliability and Warranty -

First time home buyers may be quite accustomed to just picking up the phone and calling the landlord when something breaks - highlight your warranty and reliability to ease their mind. Consider offering extra coverage or extended warranty coverage for these nervous buyers. In addition highlight your customer satisfaction scores regarding quality and reliability.

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Krisann Parker-Brown is the merchandising manager for Hearth and Home Technologies, the leading manufacturer and retailer of fireplaces and hearth systems.

Krisann is a member of the Retail Design Institute. Contact her at brownkr@hearthnhome.com or 952-985-6537.

Twitter http://twitter.com/kparkerbrown

Linked In http://www.linkedin.com/in/krisannparkerbrown

Smaller Foot Print Homes - With Design That Matters

2009-06-16T13:49:00.010-05:00

In 1973, the average home was 1,660 square feet. By the second quarter of 2008, the average home had reached an all-time high of 2629 square feet. (US Census Bureau) Now, the trend is headed the other way, dramatically. By the end of 2008, the average home had dropped to 2343 square feet.

Builders are having successes with smaller floor plans that are well planned out , and make wise use of space within the floor plan. KB Home has seen growth in their small footprint product, "The Open Series". Jeffrey Mezger, president and chief executive officer of KB Home is quoted: "With The Open Series, we are going beyond offering our buyers choices on design elements such as flooring and counter tops to giving them a say in the floor plan layout itself. The result is a line of beautiful, functional homes that give buyers exactly what they want and can afford in a new home, and nothing they do not need." KB Homes has seen a 26% increase in ordered homes.

The economy is an obvious influence, as we see consumers making trade-offs, and "doing more with less" A social movement can also be seen, as we all remind ourselves and each other to slow down and simplify life. Bert and John Jacobs founded Life is Good, a Boston-based apparel company that last year had sales of $120 million (Financial Times) The product line promotes an appreciation for the small pleasures of life.

The "Small House Movement" and "Small House Society" are also gaining membership and momentum, though some members take things to the extreme. Greg Johnson, of Iowa City Iowa, is considered by some to be a founder of the movement - he lives in a home of 140 square feet.

Sarah Susankah's "Not So Big House" book, now 10 years old, remains as relevant to new construction as it does to remodels.

Sarah Susankah

What does this tell us as we work to offer the new home consumer the options they want, in the footprint they need (and can also afford)? A smaller home stripped of options to gain 'price point' entry may not stand out in the marketplace from another builder's product (or even from a "home on wheels' as they like to say in the South). Consider choosing differentiating options that add value (both appraised value and perceived value) without driving a great deal of incremental cost into the product.

Last week on a sales recap call, I heard a report of a small builder who had contracted a installing distributor to add fireplaces into his standing inventory of 14 constructed homes. The homes were standing still on the market, and the builder realized that a fireplace would be the emotional touch point that would differentiate his product.

Heat & Glo's Cosmo Slim Line Fireplace

With the shift in smaller footprint, each addition needs to be thought out in terms of the space it takes in the home, the cost it adds to the home, and the value it implies to the consumer. All of these need to line up when the appraiser walks the home. (Here is my opportunity to let you know that adding a fireplace adds up 6 to 12% in home value - National Association of Realtors)
Regarding the floor space versus impact discussion, a contemporary linear fireplace can create instant emotional and design appeal, add value to the home, AND take no floorspace at all!

Cost is of course very relevant to the homes you build, and purchasing teams are working harder than ever. Consider stepping away from the core cost of the product, and looking at overall lower installed cost. In addition, work with your installing suppliers, they will be able to consider aspects of the product install that will save you additional level. For example, at Hearth and Home, we are currently working with several National builders to value engineer the placement of fireplaces in the home plan. By moving a fireplace even a few feet, it is possible to save a great deal on vent pipe and installation. Still offering a product the consumer desires, differentiating from those 'stripped down' homes on the market, and working together with your manufacturers and installation teams to get the best value.

When choosing options for your smaller footprint plans, consider:
ROI (Return on Investment)
ROE (Return on Enjoyment for the home buyer)
Differentiating your Product
and lastly

Cost (Total installed cost, after value engineering all aspects of adding the option)

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Krisann Parker-Brown is the merchandising manager for Hearth and Home Technologies, the leading manufacturer and retailer of fireplaces and hearth systems.

Krisann is a member of the Retail Design Institute. Contact her at brownkr@hearthnhome.com or 952-985-6537.

Twitter http://twitter.com/kparkerbrown

Linked In http://www.linkedin.com/in/krisannparkerbrown

Pantone Color Forecast 2010 - Las Vegas Market Recap

2009-02-24T10:43:00.010-06:00

World Market Center, Las Vegas

World Market Center is now the largest furniture and interiors market in the world. Attendance at last week’s Vegas interiors market was down, but I have never seen educational and developmental seminars more full. In fact, I was almost ‘locked out’ of the very important Pantone color forecast presentation! Thanks very much to my new found champion, Jason Phillips of the very hip décor line “The Phillips Collection” (available to the trade only) for helping me get in the back door and be able to report back to you on interior color forecast for 2009 and 2010. (Yes, there is a story there but perhaps one better shared in person than in print. ) (Thanks again Jason…I owe you!!) With the stiff competition trying to get in the door, you would have thought I was trying to access a sold out rock reunion tour rather than an interiors trend seminar, but never mind, I got you the goods.

Table and Décor, The Phillips Collection

I felt the freshest news of market is the continued innovation; focus on design (and also price point) in furnishings and décor. How refreshing (even at the upper end) to hear manufacturers and product design incorporate ‘providing value’ to the end consumer. I’ll have a future post dedicated to furniture, lifestyle and décor trends, with photos and links. You won’t want to miss the recap on Michelle Lamb of The Trend Curve's presentation on top stories for 2009-10. Never far from any discussion was the recession or ‘downturn’ (depending upon who was speaking) and how it would impact the consumer’s decision making process and ultimate preference for goods.

I was very fortunate to attend Leatrice Eiseman’s Pantone 2010 Home and Interiors Forecast presentation. (She said we were the first audience for the new forecast) Leatrice Eiseman heads the Eiseman Center for Color Information and Training and is also executive director of the Pantone Color Institute. She conducts color seminars and develops directional forecasts. She is widely quoted in publications such as Elle Decor, Home Magazine, House and Garden, Home Accents Today, Glamour, Vogue, People Magazine, The Wall Street Journal and The New York Times. You probably read the release this fall of Pantone’s “Color of The Year”, PANTONE 14-0848 Mimosa. You also may have seen a strikingly similar shade on Michelle Obama at the inauguration. Pantone’s quote: “Mimosa Embodies Hopefulness and Reassurance in a Climate of Change”. You will notice many golds and yellows throughout the new color forecast. Click here for a copy of the forecast to print or email.

Michelle Obama, Inauguration Dress

Historically in times of recession or downturn, trends can slow. However, technology (blogs, Twitter (My Twitter profile here) and other social media) has now begun to spread design ideas and trends at the speed of light. Eiseman referred to the continued influence of fashion on the home décor and design industry. Those of us in the industry have to be even more focused on differentiation and design, rather than less…The new directional color forecast takes the economic and social environment into account, and keys on historic behaviors.

In an economic downturn, consumers are more cautious with their purchases, and may take fewer risks with larger dollar purchases. They still, however, desire ‘design’, freshness and impact, and will be savvy and smart about making their purchase decisions. Leatrice Eiseman spoke to 8 color palettes that will resonate to the consumer, even in the current downturn. Historically in a sluggish economy, the consumer will be more reserved, cautious and thrifty, but will still seek inspiration with color and design. Predictably, bigger ticket items will be neutral and safe, yet ‘smart’ and well designed. The consumer historically will seek out color and impact with accessories in brighter colors, trendier design, and lower price points.

Regarding styles, Eiseman advised that traditional never really went away, but the new look would be modernized, and offer contemporary touches. Eclectic combinations were directional rather than the matchy-matchy of the 80’s. This chair from Robert Allen is a great example of a traditional silhouette and detail (upholstery brads) in a clean, fresh and unexpected patent leather.

Robert Allen's Patent Wing Chair, Traditional Yet Modern

The recently empowered and educated HGTV audience will seek out color as an accessory and statement. Remember that ‘green’ (i.e. inspired from earth and Mother Nature) will be newly considered as a neutral. And as Leatrice so eloquently put it, even in times of down turn, purchasers will still fantasize about ‘feathering their nest’. In the downturn, Eiseman quipped, feathers may look more like a feather duster and less like a feather boa.

Willow Green's Reclaimed Green Décor

Indicators point to the consumer being more mindful of resources and the environment, and sustainable materials: appropriate woods, bamboo, and recycled felt, for example. When money is tight, we can predict the consumer “burrowing”(today’s version of hiving or cocooning), turning to at home diversions such as entertaining, cooking, eating healthier, and focusing on the ‘hub’ of the home (family room/kitchen)~Do I really need to mention the importance of a fireplace here??!!

Birmingham Large Format Fireplace, From Heatilator

Use of recycled or eco-conscious materials will be the newest status symbol. ( Can a handbag made of auto seat belts really retail for $98 -$178? ) Yes, and Dana Harvey’s Original Seatbeltbagsbags are very often sold out or have a waiting list at boutique retailers.

Harvey's Original Seatbeltbag

DK Living's New Neutral Organic Pottery (Brown? Grey?Black?)

Pantone’s Color Forecasts for Home and Interiors 2010

Tinged Neutrals

Michelle Lamb titled her fresh neutral’s “Chameleon Neutrals” and both titles are apropos. Neutrals at market had grey/brown and even blue and violet tinges. Some changed shades depending on viewing angle or lighting. These weren’t your typical 80’s oatmeal’s and beige's. Because we in the interiors market are closely tied to fashion, it is interesting to watch what is going on in that market. Women’s Wear Daily listed hottest 10 colors, number one was “Iron”, a practical yet rich color of black/brown/charcoal grey. OPI cosmetics are always one of my favorite color barometers. A ‘best seller’ for fall/holiday was "You Don't Know Jacques", a beautiful charcoal grey/brown neutral. (Yes, I have it and love it, and wear it often - thanks for asking…) OPI will be reissuing it due to buyer demand.

OPI's "You Don't Know Jacque"

Greenmarket

Think urban farmers market with a focus on upscale, sustainability, cuisine and style – The Alice Waters influence, perhaps??
Tozai Home Vase

Resourceful
Speaks to natural resources, and the importance of their management, conservation and preservation.
Most original in the way the colors are put together- they will command the attention of the consumer. Imagine all the colors of the Arizona and New Mexico mountain landscape at sunset.

Murray Feiss Lighting

Transformations

Historic influences, but not the 80’s burgundy and hunter. Original in the quirkiness and sense of fun, yet strongly influenced from traditional style. Think traditional hounds tooth check, yet blown up to a huge scale, and interpreted in fresh colors.

Ambiance

Takes into account the client who loves color but may be impacted by the economy. Colors are muted, like the steel blue grey, light grey, and pinks, pointing toward historic ‘glamour’….

Lighting From Arteriors Home

Gatherings

A fresh take on African and tribal influenced design, Yellows in mustards and dijon’s become very important. Leatrice described the grouping as exotic yet sophisticated.

Galaxy
Galaxy is a grouping that speaks to the colors in the night sky, and dusky colors of earth. Yet another gold resonates as the center of out universe, the sun.

Tozai Home

High Definition

High Definition Is a glamorous and refined palette that draws on both a classic and modern feel. Think Marlene Dietrich’s boudoir, with a base of silver, grey and peat, and romantic touches of the rose, purples and golds.

Pastiche
Influenced by Japanese anime and menga (illustrated comic series with cult followings) and Japan, pastiche pairs unexpected color combinations and clever contrasts. The colors remind me of a colorful ice sherbet case on a Paris street – hard to choose just 2 or 3, but the whimsy of the colors will bring light and life to the viewer. Great for accent colors or children’s rooms.

Artists Guild of America 40"x50" Painted Canvas', $98

Eiseman advised those of us in the trade to “LOSE YOUR COLOR JUDGEMENTS”, as we start to see color combinations that are at minimum, non-traditional, and most, challenging. Directionally in 2010, she sees dark colors being combined with “pops” of color. Even in a retail setting such as your design center or on a website, she advised to show pops of bright color as a must-do to catch the eye of the consumer.

Consumers will begin using paint even more as a statement accessory, and as the most value oriented design update. For your home options sales, consider adding color (not just quality) upgrade options in your paint option offerings. Absolutely show color pop walls in your models and design centers. Color is the first element of design that is noticed by the viewer. It is also the least expensive update in merchandising a retail space as well as a home. In your design centers and model homes, where could you update a wall or room with color to create more visual impact, bring your presentation more 'current' and 'fresh', and connect to your home buyer?

All colors referenced above are included in the PANTONE FASHION + HOME color system, a component of the PANTONE Textile Color System®. Consult current PANTONE Color Publications for
accurate color. PANTONE® and other Pantone, Inc. trademarks are the property of Pantone, Inc. © Pantone, Inc., 2008. All rights reserved.

The Eiseman Center for Color Information & Training is offering “Color Expert Training” in July in the Seattle area. The Color Design course includes:
• Advanced color training for industry
• Information on professional color systems
• Color naming and specifying
• Workshops on color combinations
• The how-to's of color forecasting, sources and guidelines
Call 206-842-4456
leiseman@nwlink.com
www.colorexpert.com

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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.

Free Professional Builder Design Trends Webcast - February 26th

2009-02-04T12:59:00.015-06:00

Blu Dot's Desktop Clock Images

'Design' has become even more important to the consumer; manufacturers and retailers who lead are faring better than the masses. Target's "Design For All" campaign, IKEA's presentation of versatile, well designed case goods at a great price, and Design Within Reach/Blu Dot's positioning of owning original designs at accessible prices have helped these parties continue to stand out in an otherwise dismal year in interiors.

Blu Dot believes in democratization of design so much they offer a download for a spiffy desktop clock - click here.

'Differentiation' has become even more important to home builders, as we discussed at IBS. Although most of us are interested in design as it relates to the home industry, many of us are working with a smaller staff (some National builders have eliminated design leadership or design centers entirely) and simply lack the time or opportunity to stay as current on trends as we would like. In times like these, your model homes and design centers need to stand for "Design Leadership" at a competitive price.

Blu Dot's Buttercup Rocker, $849

I am excited to share with you a free webcast on trends hosted by Professional Builder. Register on line to get updates on trends and design.

Professional Builder Presents:

"Design Stars: Winning Homes from the Best in American Living Awards"

Design Stars: Winning Homes from the Best in American Living Awards
Date: Thursday, February 26, 2009
Time: 3:00 PM ET/ 2:00 PM CT/ 12:00 PM PT
Duration: 60-minutes

Register now for this LIVE Webcast highlighting the latest design trends in residential construction and featuring the 2008 Best in American Living judges Grey Lundberg, Jack F. McLaurin and Christy Scanlon and moderated by Senior Editor of Design Susan Bady.

Michael Graves Design™ Whistle Keeper Teakettle
$24.99 TARGET

Also watch out for my upcoming recaps from Las Vegas Furniture and Gift Market, happening next week at World Market Center. I am slated to attend the newest color trends seminar and well as design trend presentations, and new furniture launch receptions. I will recap in a future blog post, please email me if there is any specific information or trend you would like me to research or capture while at market.
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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.

3 Key Messages From IBS - Can you afford not to know them?

2009-01-30T15:06:00.016-06:00

Jenn-Air New Oiled Bronze Suite

Having just finished the IBS show last week, it is fresh on my mind. Attendance was down, but I noted that everyone I spoke to had a compelling reason to attend. The mood of the show attendees was positive, optimistic, yet realistic. Builders were searching for solutions to support differentiating their homes, increasing their profitability, and better meeting consumer needs. It was the most 'consumer-centric' builder show I have ever attended. And maybe that is a good thing...

Among the exhibits that were well received, there were some common themes that builders seemed engaged in - The big 3:

Innovation - (Including the categories of Green, Energy Efficiency and Health such as Indoor Air Quality)
Aesthetics - (Design and Differentiation)
Emerging Consumer Markets - (Including Multi Family, Affordable Housing, Custom/Urban/High Rise and Mixed Use Developments)

Innovation was everywhere with the big product brands; focus on green, high efficiency, easier installation, increase in product features...In the Heat & Glo, Heatilator and Quadra-Fire booth key standouts included the Quadra-Fire EDGE, the first ever pellet fireplace, which was profiled on Apartment Therapy and HGTV. We had plenty to discuss with builders in AFUE rated product and high efficiency options, as well as patented IPI pilot technology, which saves a home owner $15 monthly on the gas bill by only lighting when needed versus a standing pilot.

The Quadra-Fire EDGE Pellet Fireplace, with contemporary front

Direct-Vent gas fireplaces also were the preferred product discussed by builders interested in earning LEED points or building to NAHB Green Building Standards. Watch this short video about Fireplaces that Green the Home.

Progress Lighting was showcasing tons of innovation in design, Energy Star fixtures, and new LED versions. The Westin series had recently received the 2008 Lighting for Tomorrow award - the 15w fixtures are ENERGY STAR qualified – the mark of quality for energy efficient, green friendly lighting and have a lifeline of 10,000 hours. The clean lines of this collection were appealing, well designed, and should be a great product for upgrade and option sales. The Progress booth was beautiful!

The Westin Lighting Collection from Progress

Aesthetics were also keenly on the mind of the builders I met. This had a great deal to do with the competitive buyers market right now, and the continuing consumer focus on design.

In the upper end, there were many ground breaking products that took your breath away - Whirlpool's launch of the Jenn-Air Oiled Bronze Suite was a standout. The warm copper and bronze tones had a striated finish and a lovely texture.

Jenn-Aire's New Oiled Bronze Suite

Heat & Glo showcased a number of unique contemporary and transitional looks. The move up and custom builders seemed very engaged in the new see thru large format Escape See Thru direct-vent gas fireplace, shown with a new texture and color in a beautiful Macchiato cast surround, (surround available in Summer 09).

Heat & Glo Escape See Thru Large Format Direct-Vent Gas Fireplace

Contemporary design was in demand by the upper end builder, the Heat & Glo RED 60" direct-vent linear fireplace was very well received. (Available Summer, 2009) We showed it wrapped in Absolute Black Granite, a very clean and compelling statement.

Heat & Glo Red 60

Emerging Consumer Markets were a common discussion point for agile builders seeking to capture the upcoming Gen Y market, as well as those building and developing mixed use, upper end urban multi family, active adult and even affordable housing. Heatilator had a terrific response on the Aveo Fireplace, which has a terrific price point and frames in less than a foot. Because storage is a great selling point with multi-family, we show cased the Aveo in an available optional shelving surround. (Isn't it adorable?!)

Heatilator Aveo Direct-Vent Gas Fireplace, frames in 11 1/2"

All in all, it was a terrific show, with the focus in the 'right stuff' that will help builders (and manufacturers) position themselves for success in Innovation, Design and with Emerging Markets.

I enjoyed meeting many of you who sought me out at the show. The 'Profit Solutions' Presentation that I presented at the show was well attended, by builders, design and architects. Click here to watch a short webinar if you were unable to attend. (yep, that's my voice...)

I also had several interviews, including this impromptu 30 second interview by Jim Adams of NewHomesDirectory.com. Yikes - could you sell your product in 30 seconds? Sometimes that is all we have! A little lipstick could have been helpful, but considering no notice, not bad. :)

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Finding Profitable Solutions at The International Builder Show

2009-01-14T12:03:00.006-06:00

The International Builder's Show will be held January 20th -23rd in Las Vegas. The focus this year for every builder and design center will no doubt be "How can I increase the number of homes I sell, increase the average dollar of upgrades and profitability of my business?"

I am very excited to announce the Hearth and Home series of seminars designed to help you do exactly that.

In addition, you won't want to miss the newest cutting edge product that will help differentiate your homes and commercial projects from the competition. We have a terrific solution to show you, no matter who you build for.

In our 'Profit Solutions' presentation, we will lay out 8 innovative ways to increase your sales of homes, drive more option and upgrade sales, and improve customer satisfaction, no matter who you build for. The presentations will run continually throughout the show.

I will be discussing ways to earn more profit through your design center, design trends in mantels and surrounds, and what the customer will be seeking in 2008 and beyond. Come join us and sit by our fire! In about 20 minutes, you will learn 8 different ways to make more profit with fireplaces. Every attendee will receive 20 minutes off of their feet, and a $5 gift card from your favorite coffee retailer!

Bonus Seminars on Housing trends from industry experts will be offered once every morning and afternoon.

“9 obvious (and not so obvious) trends in housing”
Presenter: Tom Miller

“The Mortgage Industry Perspective on 2009 Builder Profits: 8 Points for Success”
Presenter: Charles Perry

Find the Hearth and Home technologies booth in the central hall
Central Hall, Booth C5643 , near Kohler and Whirlpool. Look me up, I am looking forward to seeing you!

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Stop by and meet Krisann at IBS, in the Hearth and Home Technologies booth.

International Builder's Show

Las Vegas Convention Center

January 20-23, 2009

Opening Our Eyes to the Possibilities of 2009

2008-12-31T15:11:00.010-06:00

"The real voyage of discovery consists not in seeking new landscapes but in having new eyes." Marcel Proust

2008 is almost over. Can I hear a 'hellya'?!

"Fresh Eyes" ~ Although painful, the challenges we have been presented in 2008 have helped us all approach each day a bit differently, and with purpose. In the home building industry, we are all 'Doing more with less'. We have eliminated the unnecessary, and raised our eyes to focus on the biggest opportunities and the fastest returns. I would venture to guess we are all smarter, leaner and more efficient, and absolutely more customer focused than we have been in a long time. That can't be a bad thing in the long run.

"Leaders keep their eyes on the horizon, not just on the bottom line." Warren Bennis

2009 will bring continued challenges ahead for us in the home building industry, but also a great deal of opportunity. The bottom line, we have hopefully all learned from Albert Einstein, who defined Insanity as "Doing the same thing over and over again and expecting different results."

2009 Opportunities include approaching existing home buyer groups differently; from how we sell to female and Hispanic home buyers, for example, to the product offerings and options we offer to differentiate your home from the next builder's. Green building products and practices and indoor air quality will continue to become more important as the consumer becomes more educated.

Emerging home buying groups, like the graduating Generation Y multi-family group and Move Up but Scale Down baby boomers will offer new opportunities for those of us who can change our approach, our product offering, our option catalogues and the fundamental way we relate to the home buying consumer.

"You cannot depend on your eyes when your imagination is out of focus." Mark Twain

The biggest opportunity for all of us is to continue challenging ourselves: reinventing, focusing on what is most important, and keeping our eyes up. In yoga, we are told that our posture and our body will follow our gaze. After learning all we can from 2008, let's turn our eyes forward, and upward, to make the most of 2009. We are all smarter than we have ever been. We can do this!

Thanks so much for your readership this year. Congratulations on everything you have learned and applied and on your personal and professional growth in 2008.

Happy New Year.

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Stop by and meet Krisann at IBS, in the Hearth and Home Technologies booth.

International Builder's Show

Las Vegas Convention Center

January 20-23, 2009

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 Institute of Store Planners, now the Retail Design Institute. Contact her at brownkr@hearthnhome.com or 952-985-6537.

'Green' and Baby Boomer Women - Free Phone Seminar Monday 12/8

2008-12-05T16:48:00.005-06:00

The National Association of Baby Boomer Women is hosting a free phone seminar on Monday, 12/8/08 at 3pm EST. Diane MacEachern, author of Big Green Purse: Use Your Spending Power to Create a Cleaner, Greener World, will be offering listeners tips and guidelines for reducing their environmental impact during the holidays. She'll also cover topics such as green gifts to consider, holiday lighting, going organic--and not just for your foods, but for wines, beers, and other beverages. This teleseminar covers your entire holiday season, right down to the Christmas tree, and of course, the post-holiday season. There will be something for everyone searching for ways to be "eco-friendly!"

Monday December 8th, 3pm EST

Call 1-712-580-7706

Conference Code 1735162

The female baby boomer is the single most powerful group in US purchasing power. Listening in to the seminar may drive thoughts about better ways to speak to green in the new home sales process, and to meet the needs of this consumer in general.

The Big Green Purse is designed as a resource guide, guiding women how to 'Use your spending power to create a cleaner, greener world." Great resource, great reading!

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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 Institute of Store Planners, now the Retail Design Institute. Contact her at brownkr@hearthnhome.com or 952-985-6537.

European Kitchen Design Review

2008-11-24T11:08:00.010-06:00

Mix of Natural Wood With Stainless Steel and Laminate - Zurich

Many of you know about my recent trip to Europe, including Amsterdam, Zurich, Lucerne and Milan. I brought back photos of kitchens that emphasize some common design elements. Enjoy!

Stand outs to me included:

Mix of man made/technical materials with organic naturals
Clean Lines
Smaller footprint
Use of graphic elements emanating from nature
Key focus on great lighting

Graphic design elements and terrific lighting

Graphic design elements - etched glass room divider

The jury is out on this chandelier...

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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 the upcoming decor and lifestyle trends.

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 Institute of Store Planners, now the Retail Design Institute. Contact her at brownkr@hearthnhome.com or 952-985-6537.

Options Magazine Article - Selling Through Experiences and Connecting With Your Customer

2008-11-24T10:22:00.011-06:00

Options Magazine is one of the respected trade publications for the home builder design center audience. In the new edition, check out the article on page 20 that reviews selling through experience, and the differences of shopping patterns by gender. In the home design center environment, we must adapt our selling style to best meet the needs and buying behavior of the homebuyer.

Read the article here by clicking on the cover image of the new edition. Subscribe to electronic mailing of new future editions here (free of charge). For those of you who received a printed copy this week (hopefully few of you in this green focused environment), the issue went to press with several editing errors, you will find a clean copy of the article on line for printing and forwarding.
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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 the upcoming decor and lifestyle trends.

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 Institute of Store Planners, now the Retail Design Institute. Contact her at brownkr@hearthnhome.com or 952-985-6537.

What Happened To The Jones' ?! - Selling Options to the 'Simplifier'

2008-11-09T10:46:00.011-06:00

Hello all - This post is coming to you from Europe, where I am taking great photos to show you design influences from Amsterdam, Zurich, and tomorrow, Milan.... New post very soon!

Perfect for the Simplifier Consumer Interested in Experience and Design

Heat & Glo's Contemporary Fireplace

Red 40

The October Harvard Business School review features an article by Harvard professor John Quelch on the new breed of consumer – the middle-aged Simplifier.

This new consumer can be recognized by her refusal to ‘buy-in’ to the conspicuous consumption so popular in the 90’s and early 2000’s. John Quelch calls out the following characteristics:

Downsized- The simplifier perceives that they have more ‘stuff’ than they truly need, and looks to downsize and simplify.
Experiences- The simplifier seeks to add to life through rich experiences, not possessions. Dining out, foreign travel, spa experiences, learning a new sport, activity or hobby all fit the desires of this emerging consumer group.
Possessions– They are embarrassed by their possessions, especially those flagrant indicators of their wealth.
Wealth– Although this group is self assured in their wealth, they remain comfortable leasing their car, renting a vacation home, and no longer feel it necessary to amass possessions.

John Quelch tells us empty-nester baby boomers make up a large portion of this group, already trading in their large SUV’s for a Prius. They seek detail and architectural character in their new homes, and even special spaces to display a few carefully chosen items from their life ‘experiences’, be it travel, or painting lessons. They seek low maintenance, smaller spaces. From a design perspective, we see this consumer seeking clean, modern minimalism.

While this consumer is downsizing, they are not downscaling, and they value quality over quantity in goods. High end finishes and new home add-ons such as wine storage, closet organization, and luxury spa bathrooms will reach this consumer. Adding additional fireplaces in the home add to the ‘experience’ for this consumer, be it in the kitchen, bedroom or bathroom. Sarah Suzanka’s now 10 year classic “The Not So Big House” becomes even more of a guide in creating a finely crafted and well designed home interior that will satisfy this consumer.

John Quelch points to EBay and the internet as the high tech equivalent of a yard sale allowing these consumers to rid themselves of unnecessary things and start fresh.
The October 2008 issue of Details gives well to do, style conscious men tips on how to minimize the showy appearances of wealth and status in these uncertain times. A recent Wall Street Journal article discusses the same, as well as John Quelch’s article in The Economist, “Too Much Stuff”.

When selling to this consumer, speak to quality, design, durability and green aspects of features and upgrades. This consumer may be more willing to upgrade in interior experiential home options rather than status exterior home upgrades. Think outdoor living rooms, luxury shower heads, art niches, fireplaces and top end granites. The important thing to this consumer is quality without showiness. The Jones’ be damned.
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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 the upcoming decor and lifestyle trends.

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 Institute of Store Planners, now the Retail Design Institute. Contact her at brownkr@hearthnhome.com or 952-985-6537.

101 Fresh Colors Inspired By Nature

2008-10-21T15:45:00.002-05:00

Apartment Therapy had a great piece referencing House Beautiful's recent published color palette inspired by the elements. In 4 slide shows, House Beautiful showcases colors inspired by Earth, Air, Fire and Water.

(This is close enough to "Earth, Wind and Fire" to hook me into a mental earworm of "Shining Star" and "Boogie Wonderland" - "Honey, you... are... my shining star...")

"Fire"

The New Cosmo Modern Fireplace by Heat & Glo

Back to color - There are 101 colors in the presentation, within the following inspirational groupings: Earth, Air, Fire and Water. Click each of these links to see a slide show of paint colors. It makes sense that within each element, the colors work beautifully with each other. The swatches shown here are Apartment Therapy's top picks from each palette.

Color is the first element of design that is noticed by the viewer. It is also the least expensive update in merchandising a retail space as well as a home. In your design centers and model homes, where could you update a wall or room with color to create more visual impact, bring your presentation more 'current' and 'fresh', and connect to your home buyer?

Paint is cheap.
Maintaining design credibility with the home buyer with current minimal staff and budget? Priceless.

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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 the upcoming decor and lifestyle trends.

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 Institute of Store Planners, now the Retail Design Institute. Contact her at brownkr@hearthnhome.com or 952-985-6537.

Betting On A Little Luxury

2008-08-29T16:49:00.007-05:00

Heatilator Caliber Direct Vent Fireplace and Luxurious Blue Pearl Granite Surround

CVS drugstores recently announced the launch of a new (very) high end beauty shop, named "Beauty 360". The new concept will be strategically placed next to some drugstore locations, and will carry luxury skin care, cosmetics and fragrances, and offer manicures and other beauty treatments. Their positioning seems to compete with the luxury Sephora stores (now, there is a spot to kill an afternoon and a few hundred dollars!). Mary Lou Gardner, the senior category manager for beauty, is quoted as saying "If you create the right environment, you can sell any brand."

Unique retailer J Crew is also headed upscale, with a new focus of creating exciting spaces where shoppers want to "hang out", and bringing even more luxury into the brand, from higher end fabrics to high end details in the garment finishes. Even Godiva Chocolates is still opening new stores in traditional and lifestyle malls across the continent.

A recent post on EBrand marketing points out that even though customers are spending less in the market place overall, they are not giving up affordable luxuries. Creating a beautiful browsing experience enhances this consumer experience.

Most of us have chosen not to give up our Starbuck's habit, nor stop wearing cosmetics or getting our nails done. What does this mean to you and your design center?

Consumers are willing to invest in small luxuries that create a personal home environment unlike any other. The 'smaller' upgrades are often higher in gross margin, and the mark up less noticeable to a consumer than in a category such as , say, appliances , which may be price comparison shopped by the consumer on the Internet or local big boxes. Of course, it is mandatory to stay below the 'psychological price barrier', or it will not appeal to the consumer. In example, we will increase incidents and overall volume of upgraded fireplace surrounds when pricing is $999.00 versus $1100.00. Profit and margin are much better in the long run.

Focusing the design center experience on the experience takes the consumer eye off of upgrades and options as commodities, (read PRICE) and helps the consumer look forward to their home, as they 'designed' it, and the fact that it is unlike any other home. This also differentiates you as a builder. The experience can start before the consumer enters, continue through the browsing, consulting and selection process, and even end with a hand written thank you note.

Experience is about emotion, and for those of you who have heard me speak lately, you know I believe emotion connects with your home buyer unlike anything else. In "Unleash the Emotional Appeal Of Your Product" Rita McGrath, Harvard Business Review, McGrath drives us to strongly consider our target consumer segments, and the lifestyles and behaviors that make up these segments. She asks us to consider the situation of the consumer; their mindset, fears and expectations. Finally, consider the emotions that you can appeal to. The article encourages experimenting, and trial and error as you find what works the best with whom.

At Hearth and Home, we are having exceptional results offering affordable luxury in fireplace surrounds. Our assortment includes a few extremely design oriented, rich granites and marbles that are priced as 'best' in the good, better, best of our assortment. For a relatively small price, we find consumers (both at retail and in new construction applications) are very willing to pay for 'What I like" or "What matches" or in the active adult and move up - semi custom market "What I want". Blue pearl granite and marron brown marble are selling to move up, semi and custom and active adult buyers with terrific results.

Review your product assortment in every category for 'affordable luxury'. Place the best items high (yet touchable) in your displays, and let me know how it goes. We will talk about product placement and consumer perceptions of value in a future post. In the meantime, I'm off to Starbuck's.

Are Real Estate Downturns Ever a Good Thing? News From The Multi-Family Trends Conference

2008-07-07T10:19:00.010-05:00

Guest Blogger - Jim Plucker, Architectural Services
Hearth and Home Technologies

Are downturns always a period of forced change known for belt-tightening and cost- elimination, intensely focusing on maintaining profits while exiting markets that don’t have enough potential?

Yes, if you are going to survive, these changes will help your odds of at least staying in front of your customers if not in front of your competition. And what happened to the bottom line? Even though organizations were efficiently structured for a base of 1.4 million starts a year, the customer base just turned small and stingy. Now, smaller competitors have an efficiency edge and can take healthy slices of tasty market share.

The messages given this June at The Multifamily Trends Conference in San Francisco had generous doses of these types of reality statements along with more forecasting than is usually seen at these meetings.

Bob Gardner, of Robert C. Lesser & Co. , a large real estate consulting firm in Los Angeles, served it up in easy-to-understand terms and graphics. What follows are some of the highlights of his presentation... (Download his presentation slides here)

“Markets always correct on upside and downside”

“Real estate downturns force change”

“Home prices have the biggest decline in recent years (since before ’87)”

“New home sales off 40% since peak in 2005”

But how about growth? Many company fortunes have their roots in downturns and the smart firm takes advantage of great opportunities that emerge during times of change. The key is to have a vision to do so.

Mr. Gardner had analyzed enough demographic data to uncover some demographic realities developing over the next 12 years.

First Reality:
Aging Baby Boomers want to shift into empty nests while a smaller size population of Gen X will not create a lot of demand for those mature family suburban homes.
The Boomers are hanging on tight. Most are ready to downsize soon, but they shouldn’t expect to see their home prices return to the peak levels of 2005 until full pricing returns around 2012.
Boomers still have a lot of options and they’ve demonstrated an interest in multifamily living. But, it has to have a marketing hook whether it’s upscale and urban or community-based living in the traditional suburbs, it must have personal appeal and enduring value.

Second Reality:
Gen Xers, a significantly smaller group than Boomers, are moving into their First Time and Mature family home. Suburban home prices may be dropping, but big price increases in food and gas make suburban living expensive, so Gen X wants to be in a smaller home close-in to work or near mass-transit.
That’s why there will be a growth in the 3 bedroom family condo and luxury apartments. The urban cities still have work to do on their schools systems, but this is a big market that wants urban living in bigger family units.

Future Reality:
Gen Y, the new “pig in the python”, won’t begin to start absorbing homes until they start to enter the “For-Sale” market in 2012. They represent the biggest first-time home buyer group ever. We can expect 1 million new households to be entering the market each year after 2015.

Although it’s hard to predict their preferences as they start family homes, Gen Y is demonstrating a desire for urban-rental lifestyle with floor plans and living areas designed for entertainment. Their taste for quality won’t match their earning capacity, so living units will be smaller with a focus on design versus size in order to have the amenities they most desire.

Suburbs will need to evolve to remain attractive to Gen Y:
A. More walkable areas, including new and existing town centers – urbanizing suburban commercial nodes.
B. Master-planned communities with greater variety of product and higher connectivity.
C. Driven by convenience, connectivity, and a healthy work- life balance to maintain relationships
• 1/3 will pay more to walk to shops, work, and entertainment.
• 2/3 say that living in a walkable community is important.
• More than 1/2 of Gen Y would trade lot size for proximity to shopping or to work even among families with children.
• 1/3 or more are willing to trade lot size and “ideal” homes for walkable, diverse communities.

So what are marketers to do?

Dust off your old strategy and breathe in some new ideas and motivating direction.

1. Conduct strategic planning or update the company’s strategy. Critique project or portfolio performance or positioning
2. Evaluate project performance vis-à-vis the marketplace and take action to improve performance.
3. Analyze market opportunity. Seek advice on how to reposition the company in current markets and what new markets and/or product types to enter
4. Understand demographic trends and consumer demands.
5. Develop a strategy for meeting the changing demands of Boomers and Gen Y.
6. Develop a green strategy.
7. Think about how green will impact your company, products, hiring practices, philosophies, etc.
8. And always remember...

“Markets always correct on upside and downside”

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Jim Plucker is the manager of Architectural Services at Hearth & Home Technologies, the leading manufacturer of hearth systems. His focus is the growth of new business among architects, designers, and multifamily developers. He also develops and administers the continuing education courses offered nationwide by sales and field representatives.

Jim is actively involved in the Education Committee of the Mississippi Headwaters chapter of the US Green Building Council, Jim is also the corporate contact with USGBC, the American Institute of Architects and the International Code Council.

Contact Information:
Jim Plucker
Manager, Architectural Services
Hearth & Home Technologies, Inc.
20802 Kensington Blvd.
Lakeville, MN 55044
952-985-6661
pluckerj@hearthnhome.com

Transition to Transitional - Décor and Lifestyle Trends for Your Home Buyers

2008-06-23T14:23:00.015-05:00

Cast Mantels from Fireside Furnishings Compliment Transitional Styles

One of the exciting aspects of my role at Hearth and Home is to stay on top of what is developing in décor and furnishing design, as well as lifestyle trends that impact the way consumers shop and how they live in their homes.

Transitional furnishings are really a response to a lifestyle change that is gaining momentum in the US and Canada. The desire for a more casual, comfortable lifestyle that is 'your best life' is translating at a growing rate into furnishings that are casual, flexible, and comfortable. Crate and Barrel was at the forefront of raising transitional furniture into a strong National visibility, but consumer preference is keeping them in the mainstream.

Traditional furnishings have always been the mainstay of American furniture sales. In fact, currently, 70 % of ALL home furnishings purchases are considered transitional or traditional.

At the recent High Point Market, and at spring's America's Mart in Atlanta (both long standing destinations for traditional furniture design) I found that transitional furnishings and décor were getting top real estate and top billing. Scale was larger (although there was a counter trend for some small but luxurious apartment size furnishings for the growing multi family and urban markets, see Crate and Barrel's apartment sized collection here), design was clean, and natural elements such as wood grain and natural hemp and linen fabrics were everywhere.

The latest Traditional Home Magazine (another long standing resource for the traditional design consumer) is pretty much transitional from cover to cover. Clean contemporary prints, large scale pieces, and natural materials combined with existing or antique pieces create a unique and comfortable setting in nearly every photo feature or article.

Traditional Home's Profile on Prints

Great resources for furnishing your model homes and design centers include Crate and Barrel, Pottery Barn, and Room and Board to name a few. Your consumer shops these retailers, and will be very aware how current your display is in your design center and in your model homes.

Heat and Glo Escape Fireplace fits perfectly with Transitional Décor

Maintaining a current design focus (although we are all in a tight budget year) is important to differentiate you and your home models from the others in the marketplace. These challenging times have made us all a bit more creative in how we market, which is actually a good thing. We really are salespeople now, not just 'order takers'.

Consider unique proposals with local furniture stores in your market - negotiate free or reduced costs on furnishings and décor, for use of model home photography, perhaps a mention in your literature or on site, or even giving out a coupon to the home buyer to use at the furniture retailer after closing on their new home. Remember, if the consumer is purchasing fewer new homes, this means they are purchasing less new furniture as well. The July Las Vegas Market education forum is filled with workshops for furniture retailers on generating business creatively.

Libby Langdon (HGTV's Small Space, Big Style) indicates formal living rooms are 'out', and transitional mixes with current pieces are 'in'. Read her article on the 'ins' and 'outs' of home furnishings here.

The article "I'll take it! (and the Sofa, Too)" from the New York Times highlights that buyers (especially in the upper level) are purchasing some models fully furnished, or purchasing pieces of displays in staged display homes. A quote from the article: "The idea of buying a home fully furnished is starting to appeal to more buyers," said Mr. Paul Csik, Sr. VP of American Properties, "especially in buyers of this caliber." (properties in the 1.895 million to 2.995 million range). He goes on to say that the buyers at this upper end are really making a "lifestyle decision" versus a financial one, and interior design can change the way one lives.

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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 the upcoming decor and lifestyle trends.

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 Institute of Store Planners, now the Retail Design Institute. Contact her at brownkr@hearthnhome.com or 952-985-6537.

Contemporary and Green - Heat & Glo Gets The Cover Shot!

2008-06-12T13:10:00.010-05:00

The growing trend for contemporary design is melding with the consumer demand to be as green as possible. In the April issue of Met Home, the cover story is "Renovation Goes Green and Gorgeous!" The title of the article is "Urban Eco-tecture", which highlights Bay Area architect Anne Fougeron's rework of a SoMA loft into a family home and work offices. The live-work project won an honor award from the American Institute of Architects.

The Heat & Glo multi-sided fireplace is featured prominently in the dining area, framed "in a floating eight-foot high Carara marble wall". A raised hearth extends the length of both sides of the fireplace, and creates a niche perfect for seating or displaying art. See a slide show of finished images of the loft.

Finishes for the home include original concrete, poured resin and concrete, steel, glass and wood. Furnishings include trademark mid-century pieces, and staples from Design Within Reach. Accessories are original pieces of art, minimally and strategically placed, with appropriate scale for the high ceilings of the loft.

Your new home purchasers will also be interested in contemporary and clean design, balanced by green materials, products and practices. Heat & Glo offers a very exciting line of contemporary fireplaces that meet National and regional green building programs, The Modern Collection.

When specifying fireplaces, you can be confident that a direct vent fireplace will meet LEED and other green building programs. IPI technology, available on many Heat & Glo products, is a patented technology that saves gas, energy and money by lighting only when needed, rather than a standing pilot light. In addition, you can speak to your home buyer about protecting the indoor air quality of your tightly constructed homes by using a direct vent system versus unvented or wood fireplace systems.

A recent white paper from Calvert, a 'socially responsible' investment management firm, surveyed sustainable practices by the top U.S. home builders. From the "Greener Pastures for America's Homebuilders?" report: "In the green building market there is a first mover advantage: Companies that make a concerted effort to integrate sustainability into project sites, construction materials, and construction processes, as well as to provide energy, water and habitat conservation options in finished products, will be able to build a brand image as the environmental choice for home construction. This brand will help environmentally conscious consumers make their selection of a home builder." You can receive a free copy of the white paper here.

A key point of the report indicated that lower scoring builders may or may not be addressing the green issue, but the lowest ranked builders "make virtually no mention of the environment on their Web sites or in other reports...".

Consumers understand that green is not an all or nothing proposition. Most likely at this point, (just from a controlling cost perspective) you have already improved your impact on sustainability, conservation and environmental factors. Your current product assortment already reflects some green choices: make sure you are calling it out to your consumer, through your Web site, printed materials, design centers, point-of-sale and especially through your selling team. Work with your manufacturer partners for information and training to sell options and upgrades to green minded consumers. For more information on how fireplaces fare with the green building programs, read this informative article from my colleague, Jim Plucker.

Capturing the HEART of the Home Buyer - Emotional Purchases versus Commodity Comparisons

2008-05-29T14:07:00.008-05:00

Those of you who have heard me speak recently know this is a hot topic we are capitalizing on at Hearth and Home. Men and women shop differently. For a retail science perspective, most retailers are merchandised and presented for the manner in which women shop.

We know that women drive 80% of home improvement decisions (Lowe's study), but overall, more than 85% of all consumer purchases. Isn't a new home the largest consumer purchase that a consumer is likely to make?

Back to the basics. Men are hunters, women are gatherers. Men approach a retail experience with focus and intent. They know what they want, enter the store, and walk directly to the item, then leave. Unless necessary, they will rarely choose a cart. Milk; BAM! Bread; BAM! to the front of the store, eyeing for the shortest checkout line. Visual cues are the fastest method for reaching the male shopper, but he will be much less likely to add on to his purchase.

Women gather and experience. Enter the store with an idea of what they need, still will typically get a cart. Women turn to the right to start to shop (74% of shoppers begin shopping to the right). In a grocery store setting, you will see the seasonal and sensory departments placed around the perimeter of the store to lead the shopper through: floral, card and gift, bakery, produce, deli. All senses are engaged; very effective with the female shopper. Fresh bread or flower aroma? BAM! Ripe avocado or tomato to touch? BAM! Sample pasta salad at the deli? BAM! Fresh latte steaming (sound, taste, smell) at your coffee cart? BAM! For any of you ever in the Twin Cities, check out local grocery experts Lund's and Byerly's - they set the bar very high.

Enter for milk and bread, leave with much more. It's the experience.

The Starbucks Experience: 5 Principles for Turning Ordinary Into Extraordinary by Joseph Michelli is a wonderful read that really boils down the key philosophies that will drive consumers to pay 4 times as much on a half caf, no whip, soy almond latte at Starbucks as one could at the local gas station for a 'good cuppa joe'. The truth be known, coffee is a commodity. It is bought and sold on commodity markets just like wheat, oil or coffee.

With no value added additions, the focus for the consumer will ALWAYS be price. (97 cent gas station coffee) By adding surprise and delight, service, and the customer's ability to personalize their coffee experience, the perceived value to the consumer is huge. Could millions of consumer's really be paying 4 times as much for a cup of coffee? You bet.

It is about the experience. When one enters Starbuck's, all senses are engaged, current music playing (and available for sale along with various gifts), coffee aroma, the sound of steaming milk, even the color of the retail environment is messaging: (greens for growing beans, reds and browns for roasting beans, blue to represent brewing coffee, and pastels to represent the coffee aroma). Tribal Knowledge: Business Wisdom Brewed from the Grounds of Starbucks Corporate Culture by John Moore Wireless Internet, a comfortable club chair, and yes, a FIREPLACE, all add to the experience. Although later version prototypes have moved away from this concept, store layouts were originally designed to allow the customer to watch the theater of the coffee process and chat and engage with the baristas. As you all have experienced, one may come in for a coffee, but may leave with a cookie, a mug, or upgrade to a larger size.

As of late, you all have heard the news that Howard Schultz felt the company had gone off track from core principals. He is back at Starbuck's, and he just re-engaged his original store design partner to return as well. You can bet we will see the 'wall' in the service area move down or become more transparent, as Howard works to bring the 'experience' back to Starbucks. This fall the Starbuck's store design team is headlining the International Retail Design Conference (held in Seattle) and there is much discussion about a possible new store prototype designed with the 'experience' in mind.

The experience in our design centers can be much the same. When the consumer sees their option upgrades as commodities, and the selection experience is a 'checklist', price is the natural comparison factor. I know all of you love hearing "This faucet is only $99 at Home Depot!".

In our design centers, how can we make the experience happen? Creating an experience for the consumer takes time and personal connections (we are all working with smaller staffs now). It takes choices and the ability to personalize (SKU reduction focus' have impacted every single builder). But it is important. Very important.

If we consider a fireplace, cost will always be the focus when it is about the 'appliance'. But, we have proven results that show the consumer is willing to pay for options and upgrades when we deliver the experience. In our setting, this means fireplaces that burn, chairs in front, decor on the wall, and the ability to create a unique combination of fireplace, surround and mantel that will remain the heart of the home for a lifetime.

Of course, the consumer views the fireplace as the heart of the home - where is every family photo taken/ Where are holiday decorations displayed? Where do we gather after dinner on Thanksgiving? If you Google "Family Fireplace" in Google Images, you will find family photos at fireplaces from all over the world.

To the female consumer, she views the whole wall as the 'fireplace' : mantel, surround, art or decor, and oh yes, that box in the middle. In the facings category, she is extremely likely to choose an option or upgrade when offered, if we offer the right items for your consumer in your market. We don't need thousand of sku's, let us help you find the right sku's for your market. (Hearth and Home Technologies is also in the retail business, don't forget.)

Once again, it is about the experience: when your consumer feels they have 'designed' their fireplace by choosing a mantel, a stone or marble surround, and a decorative fireplace front, this is no longer a commodity that drives a price comparison. You have created her experience.

Although these specifics are about creating the fireplace experience in your design center, take it one step further - what else can you offer your home buyers to add perceived value to your homes, and the purchase and design process you offer as a builder, and design center? I would love to hear what you all are doing that works!

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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 the upcoming decor trends.

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 Institute of Store Planners. Contact her at brownkr@hearthnhome.com or 952-985-6537

Learning From Retail: The Neighborhood Factor

2008-05-01T13:32:00.015-05:00

Learning From Retail: The Neighborhood Factor

National retailers are creating a local connection, emphasizing community ties and a sense of neighborhood. USA Today reports "It's a beautiful (shopping) day in the neighborhood", highlighting Starbuck's promotional efforts indicating they have the best coffee in the neighborhood. Go on line to http://www.starbucks.com/ to locate a store, and you will even be able locate the Starbucks location nearest you with an upcoming community event, charitable event, book club meeting or even an arts and crafts event.

Applebee's slogan "It's a whole new neighborhood." jives with it's latest TV ads, "you're not just our customers, you're our neighbors." Tesco's newest grocery stores are named "Fresh and Easy Neighborhood markets". Lowes recently relaunched their website that encourages you to "come and meet your new neighbors."

Electronic trends have shown the American consumer is seeking a real sense of community. (look at the meteoric rise of social and business networking communities, from MySpace to FaceBook to LinkedIn).

Community and neighborhood concepts have permanently impacted retail store design. Enclosed shopping malls are becoming a thing of the past, the last American full scale mall constructed in 2006. Lifestyle shopping centers are presenting the consumer with a feeling of a little downtown, gathering places, and designed to emphasize the outdoor environment, allow the consumer to linger, mingle and interact. Restaurants with cafe fronts are typically placed throughout the centers. Once again, window merchandising is becoming important at families and couples stroll along to 'window shop'.

Typically lifestyle centers feature a center architectural attraction that draws the consumer and creates a space to meet, relax and interact. The newest Archi-Tech magazine highlights Tempe Marketplace in Arizona, where the mall has interactive fountains and water cascades with lighting, music and a giant center fireplace. The Tempe Marketplace website has links to "Community", inviting you to join forums including fitness / wellness, arts and earth friendly groups.

Once again, what does this mean to your design center? Staff should be knowledgeable about communities, and local amenities. Builders should deliver a folder with printouts of area coffee shops, theaters, active options, and local shopping places ready to go. Continuing with the feeling of community and neighborhoods, how about providing some information about area clubs and volunteering opportunities to help a new home purchaser get involved right away?

Hedgewood Homes, Atlanta

In new construction, we sometimes forget that we are in the business of creating neighborhoods. Hedgewood Homes, a builder in Atlanta, does a terrific job of highlighting neighborhood and community on their website. Hedgewood points out community features such as public spaces, children's parks, fire pit and swimming pool, but also links to community schools, points of interest and even the local civic center. Consumer's can choose to click "Contact neighborhood" to reach sales staff.

Consider adding links to your community and design center website that creates a sense of neighborhood and community. Walk Score is a great online tool that maps out everything from churches to coffee shops to gyms within walking distance. Enter any address in the US, and Walk Score will also grade the location based on the livability of the neighborhood. With gas prices at historic highs, your new home buyer will love the opportunity to support local businesses and save gas at the same time.

From the Walk Score website: What is Walk Score?
We help home buyers, renters, and real estate agents find houses and apartments in great neighborhoods. Walk Score shows you a map of what's nearby and calculates a Walk Score for any property. Buying a house in a walkable neighborhood is good for your health and good for the environment.

Walk Score encourages real estate sights to add their link to their website. "Home buyers and renters can compare the walkability of properties and see a map of what's nearby."

From Walk Score:

Walkable Neighborhoods
Picture a walkable neighborhood. You lose weight each time you walk to the grocery store. You stumble home from last call without waiting for a cab. You spend less money on your car—or you don't own a car. When you shop, you support your local economy. You talk to your neighbors.

What makes a neighborhood walkable?

Walkable communities tend to have the following characteristics:
A center: Walkable neighborhoods have a discernable center, whether it's a shopping district, a main street, or a public space.
Density: The neighborhood is dense enough for local businesses to flourish and for public transportation to be cost effective.
Mixed income, mixed use: Housing is provided for everyone who works in the neighborhood: young and old, singles and families, rich and poor. Businesses and residences are located near each other.
Parks and public space: There are plenty of public places to gather and play.
Accessibility: The neighborhood is accessible to everyone and has wheelchair access, plenty of benches with shade, sidewalks on all streets, etc.
Well connected, speed controlled streets: Streets form a connected grid that improves traffic by providing many routes to any destination. Streets are narrow to control speed, and shaded by trees to protect pedestrians.
Pedestrian-centric design: Buildings are placed close to the street to cater to foot traffic, with parking lots relegated to the back.
Close schools and workplaces: Schools and workplaces are close enough that most residents can walk from their homes.

As a builder, highlighting neighborhood and community will positively impact your sales, and create referrals.

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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 the upcoming decor trends.

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. Contact her at brownkr@hearthnhome.com or 952-985-6537