Finding creative ways to attract buyers

Home Builders Finding Creative Ways to Attract Buyers

Hallmark Homes launched Vogue Collection to compete in recovering housing market.

As the housing market continues to recover all over the world, homebuilders are finding creative ways to break into new markets. Queensland builder Hallmark Homes has developed the Vogue Collection, a brand of affordably-priced premium home designs that will allow the company to break into the luxury new home market.

“We’ve always prided ourselves on providing excellent quality homes at affordable prices, and our new premium Vogue Collection will allow us to continue this philosophy whilst capturing a share of the higher end of the market,” said Anthony Gilbertson, sales manager of Hallmark Homes. “There are plenty of operators offering premium designs, but they are so riddled with hidden costs and so-called ‘optional features’ that the standard advertised price tends to blow out. With the Vogue collection, we’re guaranteeing a ‘what you see is what you get’ approach, where a prospective buyer can visit one of our display homes and see exactly what the end product will look like.”

The Vogue Collection will feature modern frontages, exterior features and all new design features and finishes to create a unique home for the buyer. “There is a tendency for affordable homes to conform to a very similar look at the moment, which I believe will be an issue when it comes time to sell,” said Gilbertson.

According to the Housing Industry Association, a nine percent decrease in new home buildings is expected in 2011. “2010 was a challenging year with all builders recording lower than average sales, and indications are that this year will be much more competitive in this industry,” said Gilbertson. “We anticipate that the Vogue Collection will increase our market penetration by allowing us to cater to a considerably wider demographic of prospective home buyers.”

Article was written by Laura Clapper and appeared on Construction Digital website, January 30th, 2011

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