Trending Forward
Expanding notions of family and deepening concern for the environment foretell big changes in remodeling relationships, according to Iconoculture, a Minneapolis consulting firm that conducts “observational research” of consumer behaviors and motivations.
At the Remodeling Leadership Conference in May, Iconoculture co-founder Vickie Abrahamson outlined five “Macrotrends” — major cultural shifts across demographic and lifestyle categories — that are especially relevant to remodelers.
Friends and Family. “There’s no such thing as your typical American family any more,” Abrahamson says. Understanding how households live and interact is “the linchpin” of remodeling success. Learn what matters to your clients, whether young families (with powerful “kid influencers”), empty-nesters, singles or cohabitants, multi-generational groups, or minority families.
Ready, Set, Go! Overcommitted homeowners want to save time and energy. Use technology to streamline selections and project-tracking. Stay abreast of low-maintenance products such as self-cleaning windows and “intelligent” ovens that can refrigerate and cook foods by remote command.
Gaia/SustainAbility. “Sustainability will be the buzzword of this decade,” Abrahamson says. Embrace green remodeling. Identify health concerns that can be addressed with nontoxic products and building methods.
En Vogue. “Always look up,” Abrahamson says. “Upscale products will move to the mainstream quickly.” Incorporate touches that connote cool and personal expression: unusual finishes, detailed craftsmanship, and custom design.
Control Freak. Homeowners want more control over their environments. Include home networking systems such as biometric thumb key locks in their houses. And use high-tech tools, such as PDAs and password-protected project sites, that let them reach you anytime.
To learn more about Iconoculture, or to receive its free weekly e-newsletter, visit www.iconoculture.com.
The Ultimate Rooms
What makes a project stand out? Seven builders addressed this challenge with “The Ultimate Rooms” of Martin Farms, a new master-planned community in Otsego, Minn. The rooms — showcased in each builder’s model home, and priced at a premium — were inspired by insights from Iconoculture.
“As builders, we always need to look at ways we can improve our proposition to the public,” says Nancy Schoenwetter, co-owner of JMS Companies, the parent corporation of the community’s developer and one of its home builders. “What hot buttons can we push?” Selected rooms and features in the model homes:
Other rooms included “The Smart Office,” “The Great Garage,” and “The Kids’ Climbing Wall Bedroom,” which Abrahamson dubbed the “torqued playroom” — fun idea for those long Minnesota winters.
“The feedback was fabulous,” Schoenwetter says. “Part of the draw was that the homes weren’t out of reach. They incorporated cutting-edge technology, but these were all things people could do in their own homes.”