Wired for Profit

CONSIDERING THE CURRENT PRESSURE TO SUSTAIN margins, it makes no sense that many builders continue to leave money on the table when it comes to selling digital technology to new-home buyers. Retailers collect billions each year from the sales of plasma televisions, iPod audio systems, home theaters, security, and automated lighting systems. Yet too many builders seem content to wire the home for automated equipment, often at razor-thin margins, and leave the sale of high-margin extras to others.

Digital technology, much easier to install in a new home than retrofit into an existing one, can be a major point of sales differentiation. Thankfully, a growing number of progressive builders are seizing this advantage, striking precedent-setting arrangements with installers and suppliers, bringing digital technology into the option process, and training their sales staff to actually sell the lifestyle benefits.

Read Full Story: Wired for Profit.

Comments