April 30, 2004

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Publication Date: Friday, April 30, 2004

Selling spaces

Television's instant makeover shows highlight the challenges homeowners face when decorating a lackluster space. Builders' model homes are not much different, as we'll see in this unique sneak peek.

Visiting a model home is the first step toward achieving the American Dream for many homebuyers. For others, it's a way of staying on top of the latest design trends or borrowing some decorating ideas to adopt in their own homes. But few people realize how complicated is the science and the art behind the making of those model homes.

Did you realize that the interior design of builders' model homes is a profession in itself? Just don't call these talented individuals "decorators!" The correct industry term is "merchandisers," and along with the ASID (American Society of Interior Designers) or IIDA (International Interior Design Association) designations that most have earned, the model specialists often have a certification from the National Association of Home Builders' Institute of Residential Marketing.

If you usually love what you see when you tour a model home, it's no accident. While enrolled in the builders' institute, these professionals undergo a rigorous curriculum where they learn how to collaborate with builders to best reach you, the consumer.

After months of in-depth market studies and builder-merchandiser teamwork, everything seemingly melds magically together on move-in day. That's when furniture arrives and artwork and accessories are strategically placed, as I recently learned when I was invited to observe the installation of model homes in the new Toll Brothers Community at The Terraces at Dublin Ranch Villages on Tassajara Road. Like watching the popular TV makeover shows, I saw an empty model home transform into a homeowner's dream in less than 72 hours.

Let's take a peek: ¥ Day 1: The Move-In

With Toll Brothers being the nation's 15th top home builder, I expected nothing less than the utmost professionalism when I arrived early on Day 1, and I wasn't disappointed. Everyone, from the subcontractors pouring a sidewalk to the project manager and sales staff, was welcoming and friendly. The scene was buzzing with construction equipment and bustling with energy. At the model, the team of two installers said it would take them only three days to complete four model homes, but I was skeptical.

Doris Pearlman, president of the merchandising company, Possibilities for Design, had told me that designers often work in less than ideal conditions, sometimes with no heat, air conditioning or running water. "When they arrive on the scene, the installers are ready to roll up their sleeves and work in a very physical way," she said.

The lead designer on the job, Christina Fritschel, and another designer, Jenni Keyser, had been onsite since 6:30 a.m. to locate the rooms and hang identifying signs in each one. The moving truck arrived at 8 a.m. delivering furnishings and accessories previously ordered from the merchandiser's Denver office, and shipped to a local warehouse.

Where did the furnishings and accessories come from? I asked. Back in their main office, designers had ordered most of it from a library of wholesale catalogs, along with sometimes physically shopping for things like lamps, pictures, vases, baskets, etc., from familiar stores like Target, Pier One, Cost Plus World Market, and Tuesday Morning. (It's a tough job, but somebody's got to do it!) These items provide the "jewelry for the home," as Pearlman calls it, and they are also shipped to the warehouse to await the installation date.

Boxes and furniture poured off the truck immediately. The moving crew appeared to know just how to proceed. Fritschel explained that was because many moving companies are specializing in moving into model homes, and she tries to only use those that do.

A master plan posted in the front entry of the models identified the rooms' location and outlined where every piece and parcel should go. Red dots signified furniture, orange stood for art, green was for plants, and yellow, lamps. While the movers continued unloading, Fritschel and Keyser opened boxes, hung art, and took inventory of any broken or missing items.

Amazingly, by 3 p.m., the truck was empty, and by 4:30 - earlier than predicted - everything in the four models was out of boxes and sitting in or near their places. ¥ Days 2 and 3: Filling, Fluffing and Framing

When I arrived on Day 2, Fritschel and Keyser, looking as fresh as possible after the previous long day's work, were busy with tasks such as filling glass kitchen canisters with crackers and snacks, putting linens on beds, fluffing pillows, and filling picture frames. Fritschel explained that frames are filled with actual family photos that closely match the profile of the targeted buyers - some were even of her own family! Two members from the moving crew had returned to hang the remaining heavier artwork.

By the end of Day 2, two of the models looked complete to the casual observer. Designers spent Day 3 putting final touches on the two other models. A cleaning crew, hired by the builder, would be in soon to pick up debris and remove dust and footprints. ¥ Day 4: Refining Touches

On Day 4, Fritschel and Keyser - looking only slightly worse for wear but closing in on the finish - reviewed all four models against the installation list and made a shopping list of things that were missing or broken. Included on the shopping list were a few light bulbs, ribbons for tying bathroom towels, a drapery tie-back, and flowers to fill vases. They asked for directions to the local Cost Plus, Target and Pier 1 and off they went for another shopping trip.

At the end of Day 4, Fritschel and Keyser took digital pictures of every room in each model and e-mailed them to Pearlman for her review. Pearlman responded the next day with a few tweaks, such as switching a few lamps around and sending two too-large pictures back to the warehouse. "The models go through continual refining before they are perfect," she explained. The models were now ready to be walked with the builder. Builder Walk-Through

Pearlman flew in the next business day for a walk-through with the management of Toll Brothers' Northern California division. Pearlman explained that the purpose of this walk-through is for the builder and merchandiser to get together and ask whether the model will appeal to the buyer profile. Pearlman met with Jeff Douthit, Toll Brothers' senior project manager for the master-planned community of Dublin Ranch; Kyle Olson, project manager; and Johnna Harris, community sales manager.

As the team moved around one model, Doris made little adjustments to accessories. A lengthy discussion erupted as to whether the counter that separated the kitchen from the living room was the right height. All agreed that the chief concern was how it would be used by the buyer. The counter, currently at bar height, would stay as is.

That model was the most upscale of the four, Pearlman pointed out, and the buyer profile was a fashion-focused, professional couple seeking close proximity to Pleasanton's BART. For this reason, designers chose a hip, contemporary look. "These colors are a slam-dunk for this market," Pearlman explained of the taupe, beige and charcoal dŽcor.

Patio furnishings and a barbecue grill will be added to the deck to create a sense of outdoor living, Pearlman explained. Pearlman asked for the team's opinion on whether four or six chairs should surround the dining room table. The consensus was that four chairs would be less crowded, and the two chairs disappeared instantly. Movers would later pick them up.

At the end of the walk-through, everyone agreed the four models, with only a few minor adjustments, were as perfect as they could be. "Once again, I think we've hit a homerun," remarked Douthit to Pearlman. The Premiere

In January, The Terraces' models opened to the public. It was expected that customers would primarily be young urban professionals, but downsizing buyers in their mid-50s and older have also flocked to the neighborhood. By mid-April the first three phases had sold out; the third phase is scheduled to open in May, and there is already a waiting list of 15. After just three days of staging, The Terraces have been a big hit with its audience.
Smart model shopping

It's no accident you love those model homes so much. Careful thought and planning have been put into what is irresistible to today's consumer. If you're looking for design ideas, just browse and enjoy. If you're in the market to buy, here are some things to keep in mind. ¥ Is what you see what you get? Some builders show models where "everything's included." Others show their top-of-the-line upgrades throughout the home, such as granite counter tops, stainless steel appliances and built-in bookcases that may not be included in the base price. Ask the builder's representative what items in the model are standard and which are upgrades, advises Claudia Colwell, Realtor with Prudential California Real Estate on Stoneridge Drive. ¥ Make sure you are getting the square footage you think you are. Model home merchandisers use strategies to magnify small spaces. Mirrors and light colors help visually increase a space; so do wood or tile floors laid on the diagonal. Ask the sales representative what size bed appears in the master bedroom, for example. If it's showing a double and you have a king, will your furniture fit? ¥ Ask yourself: Will it take years to furnish my new home? Designers use warmer colors and larger-scaled furniture, such as a four-poster bed, to warm up over-sized spaces. ¥ Be aware that the landscaping and window treatments will not usually come with the home. Colwell suggests using 15 to 20 percent over the base price to cover these items, plus any upgrades you choose. ¥ Is what you see really what you want? Realize that fabulous look may not always be right for your lifestyle, says Colwell. For example, will stone floors be right for someone with a bad back? Will white carpet work for your active children? ¥ Check the Internet! Several online builder referral sites will help you narrow down what's on the market in your location and price range. Check: AmericanHomeGuides.com, HomeBuilder.com, and NewHomeSource.com. Many may have virtual models that allow you to view different types of colors, selections and upgrades.
Models currently open in Pleasanton

Canyon Oaks by KB Home Four models open For young and growing families Located at Bernal and I-680; Case and Junipero
Carlton Oaks by Greenbriar Homes Four models open For young and growing families Located at Bernal and West Lagoon
Pheasant Ridge by Greenbriar Homes Four models open For growing and maturing families Located at Bernal and West Lagoon

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