Lifestyle Packaging to Lure Clients with Techtechomebuilder.com/wp-content/uploads/2016/12/THBS... · Lifestyle Packaging to Lure Clients with Tech With Everything’s Included, Lennar

Lifestyle Packaging to Lure Clients with Tech


Session Flow, Purpose, Presenters• Introduction/Moderator – Ross Theriault, HomePro

• Lennar Lifestyle Packaging – Dennis Jaglinski, Lennar Homes

• Mandalay Lifestyle Packaging – Geoff Ferrell, Mandalay Homes

• Panel Discussion

• Challenge Questions for Roundtable Discussions

• Reporting Out of Tables – Challenge Winners!


Ross Theriault, HomePro

• Vice President of Sales

• 12 years with company.

• Touches aver 15,000 homes annually in Texas alone.

• #4 on CE Pro 100


Top reasons that builders use to avoid getting into technology• “Our buyers don't want this stuff”• “Our buyers don't understand this”• “Our buyers don't need this”• “Our buyers can't afford this”• Or my favorite, “We can barely build a dumb home, much less a

smart home”

• You say this but you are in Hi Vol Homebuilding…


The Masses…•68% of adults in the US own some kind of smart

phone•84% of homes in the US have high speed

internet•By 2022, a typical family home could contain

more than 500 smart devices. [Gartner]


The Why This is all comes down to selling more homes• Tech gives you one more way to differentiate

• Referral based selling

• Features, Features, Features- Features are everything

• Proves that you are modern and staying up to date

• We hear in our showroom all the time “Can you believe that your $XXX,000 home does not include ______”

• Tech makes the homes more “sticky”

“Traditional Features in the home have become expected and can be used less and less as a differentiator”


You have many options when it comes to Home Technologies--Networking, Connected Homes, etc. The only option you don't have is to do nothing…


The HowOffer Packages• This isn't new to the builder world, you guys build a limited number

of floor plans in each community and in each of those floorplans, you allow for a limited number of changes…

• The Old Custom AV Approach


Offer Packages

•Customers can get the feel of custom with cookie cutter packages

• Just because it’s a packages, doesn't mean it needs to be called a package


Dennis Jaglinski, Lennar Homes

• Regional Purchasing Manager

• Over 18 years in homebuilding

• Graduate of Texas Tech University with a BBA in Management Information Systems and Management

• [email protected]

• Office: (469) 587-5316

• Ever since college, I have won over 300 radio contest totaling over $60,000.



Lennar Homes is the 2nd Largest Production Builder in the United States

Currently building in 19 states and 36 divisions.

2015 Actual

Homebuilding and Multifamily Starts – 29,835Homebuilding Deliveries – 24,292

2016 Guidance

Homebuilding and Multifamily Starts – 34,484Homebuilding Deliveries – 26,500 to 27,000


A Home within a Home

Lennar is the first home builder to offer a home specifically designed for

multigenerational living. Next Gen® The Home Within a Home®, offers innovative floorplans to accommodate your family without sacrificing your comfort. With a

home within a home, your family can enjoy significant cost savings and more

opportunities for special family moments


With Everything’s Included, Lennar is able to deliver tremendous value, while

simultaneously removing the hassles, headaches and guesswork from the home-

buying process. We have done the research up-front to determine which

features are most desirable – and simply included them. Our national purchasing

power enables us to provide all these great features at the best possible value.


Geoff Ferrell, Mandalay Homes

• Chief Technology Officer

• 8 Years Production Home Building Experience

• Lead on Construction and Performance Specification

Vetting and Implementation Processes

• Manage Home Program Certification and Testing

Programs


Mandalay Homes• Regional Builder based out of Prescott, Arizona

• Projects in Northern Arizona and Phoenix Markets

• Primarily a production home builder, but have a multifamily project and a dedicated custom home division as well

• Dedicated to producing 100% EPA – Energy Star, Indoor Air Plus, Water Sense, and DOE – Zero Energy Ready Homes

• Projects wit homes ranging from 1500-3500+ Sq. ft. Price points from the low $200k to million plus

• Nations leading builder of ZERH homes. Over 200 delivered since 2013. All with HERS ratings below 50 before renewables.


MHI Automation Overview

• Employ 2 methods of delivering technology and automation• Packages sales at entry level price point projects with custom design

appointments by option.• Entry level buyers looking for simpler, more cost effective packages that are more

focused on pre-wires or future integration infrastructure

• Flexibility to add components if interested

• Base package components included in standard features and a custom design appointment included as part of the buyers design appointments• Based on price point and customer base. Opportunity for buyers to add any features or

equipment they desire built on the base package we include in their home.

• Personalized design appointment with professional automation provider


What is our “Base Package” • Designed to break the traditional barriers to home automation

• We include some of the expensive pre-requisite equipment that can turn potential buyers away from spending design dollars on technology.

• Included: System controller, connected thermostat, connected keyless entry at front door, Wi-Fi router, connected smart irrigation system, full security system pre-wire, 1 year free remote access to automation system.• Pre-wire for multiple CATV, Network, or Telephone jacks to be located by the

buyer during their design appointment.• Pre-wire for exterior temperature sensors, indoor and garage air quality

sensors.


Why is this our “Base Package”• By including key components, buyers get the benefit of directing their

dollars to components and features they get benefit from• i.e. Surround Sound, Cameras, Lighting Controls, Window Coverings….

• Zero dollars required by buyers to enter the automation game

• Barriers to upselling by our automation partner diminished when backbone components are included

• Marked increases in up sales of equipment and services have been seen• Great margin makes this a simple money maker for us as a builder and creates

added value to our automation provider.


Panel Q&A

• What technology should be included in a base package?

• What are some add ons?

• When do you bring other trades in when developing these tech packages?

• When do you bring these other trades in during the sales process?

• What is the first step the audience should take if they want to develop a standard package?


Challenge 1 (Tables 1-4)

• Develop a standard tech package for a high-volume community. Name the 3 top features you’ll include and why. Keep margins, trade partnerships and marketing in mind.


• Create a suite of add-on tech items to include in your high volume home. Name your top three and explain how you would present the packages. For example, Good, Better, Best…or Lifestyles like “The Entertainer,” “Uber Healthy,” “Work at Home.” Keep margins, trade partnerships and marketing in mind.


• Give us your top 3 marketing techniques for getting consumers on board with both standard and add-on tech features. For example, design centers, virtual tours, showrooms, model homes, advertising, trade partnerships, etc. Explain your strategy.

Until 5:30Quick self intros, elect a spokesman, brainstorm response.

5:30-6:00 Reporting out. Challenge winners identified by popular acclaim.


THANK YOU!

Documents

Lifestyle Packaging to Lure Clients with Techtechomebuilder.com/wp-content/uploads/2016/12/THBS... · Lifestyle Packaging to Lure Clients with Tech With Everything’s Included, Lennar