Refined Style, Defined Architecture
The New Age of Design Consciousness
by Brad Sonnenburg
Over the past ten years, consumers have become more design-savvy than ever. Increasingly popular shows on television stations HGTV and DIY have brought architectural consciousness to the forefront of the home buying decision. As builders approach new projects and consider housing options, architectural detailing and stylistic elevations should be a top priority. Historic precedent, contemporary interpretations and stylish options at any price point will help sell homes and put new neighborhoods on the map.
Who's in the Driver's Seat?
Sales hinge on the ability to connect with buyers and give them what they want (or think they need). Builder decisions about new programming must put the consumer first. This means re-focusing on an emerging subset of prospective buyers within the next five years. W.I.N.K.s (women with income and no kids) are poised to make a huge impact on the housing industry. This niche of 60 million strong will soon dominate purchasing decisions, and design is often first on their list of demands.
Many other buyer profiles are also seeking architectural detail and definable style in new homes. Professionals, young families, Boomers and even first-time buyers want homes that stand out in a crowd and can be labeled Spanish, Craftsman, Tuscan and the like. Exterior appeal is the only way to get such style-focused buyers in the door.
The Value of Historic Precedent
No architecture is truly new architecture. Architects are masters at reinterpreting design style and drawing on the example and the trial and error of our predecessors. This basis in familiarity is crucial to new buyers, and regardless of their comfort level with inventive options and modern design, they still want to feel comfortable with the look of their homes. The best way to ensure this warm fuzzy feeling is to offer elevations that highlight some of the defining elements of historic architectural styling.
It doesn't matter what the actual definition of "craftsman" is. All that matters is that elevations include the appropriate amount of craftsman details so consumers can easily identify and name the style. Each historic precedent has key features that should be recreated in order to achieve the most identifiable architecture possible. An average home buyer only needs a few primary elements in order to successfully determine the architectural style of a home-familiarity is key:
Spanish: light-colored stucco, arched doors and windows, clay tile roof
Craftsman: tapered columns, overhang brackets, front porches
European: stucco siding with wood accents, diamond-shaped window muntins, steep roof pitch
Ranch Hacienda: stucco and stone exterior, wood posts, heavy window headers, wrought iron
When builders begin with the understanding that subtle design elements can make a huge stylistic impact, their elevations take on the essence of historic precedents that compel buyers to take a closer look. Key architectural details that are executed correctly will give buyers the comfort of defined style without breaking the construction budget or blowing the price point.
Capture the Contemporary
W.I.N.K. buyers and other first-time profiles prefer single-family detached homes, especially in urban settings that are close to entertainment, shopping, dining and transportation. These preferences lend themselves to urban-lite infill sites with higher density product. In these settings, builders can turn heads by offering contemporary styling with chic details, color and height variations and cost-sensitive architecture. Narrower lots and interesting footprints lend themselves to modern elevations and layouts.
Suburban locations are often well-suited for more traditional architecture, but contemporary is certainly not off the table. Consider the context of the neighborhood and the styles prevalent in the surrounding community. By mirroring these elements-and expanding on the definable architecture represented in existing homes-new product can both blend in and stand out.
Multifamily projects are primed for bold styling and urban interpretations. Where single-family buyers (especially in suburban environments) may shy away from modern design, multifamily buyers are eager for the unexpected. Loft-style floor plans extend interiors to the exterior design, and building elevations should provide a sense of presence and arrival with cohesive detailing from rooflines to walls to hardscape elements. Strong lines and angles accented with unique materials help develop architecture that demands a second look.
Contemporary design is not for everyone, but neither is traditional design. New buyers will lead the housing recovery, and builders must be aware that modern architecture can be the deciding factor in the home buying decisions of W.I.N.K.s, professional couples, singles and even some empty nest buyers. When the site, context and target market line up, don't be afraid to push the design envelope and explore more modern interpretations.
Provide Options Regardless of Price Point
If home sales depended on price alone, architecture wouldn't matter. But we know this isn't the case. Two kinds of buyers are seeking homes: Those who need a new home (affordability is key) and those who want a new home. Both groups have come to expect architectural diversity regardless of purchase price. Providing it requires a slightly different mindset during the design process.
Traditional programming offers three elevations (A, B and C) with three levels of architectural detailing-A is least expensive, B slightly more and so on. With this strategy, the architectural integrity of each home depends solely on the amount of money buyers are willing to pay.
In today's market, another strategy should be considered. Even entry-level buyers are looking for definable details and architectural style, and they aren't willing to settle. They want options that go beyond the amount of gingerbread on an elevation. They need builders to draw distinct stylistic lines between different plans so they can be confident their house won't look exactly like the one next door.
Builders must plan accordingly. Instead of letting price point dictate the level of architectural detailing on each elevation, do the inverse. Begin with a strong set of stylistic elements that must be included on each plan variation and manage the price point from there. Of course, footprint, room count, overall square footage and finishes remain a huge factor, but if architectural detailing can gain equal weight during schematic design-and prior to establishing buildable cost and sales price-the end product will be more appealing to buyers and will result in more appealing communities.
Brad Sonnenburg is a Partner in the Phoenix office of BSB Design. He is active in the industry's top professional associations and has over 20 years of residential design experience with an extensive background in project management, construction documents and field coordination for clients throughout the Southwest.
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