Upgrading housing sales: How selections can spark sales

Faced with continual challenges from the market, builders and developers are looking for new ideas to drive sales. An upcoming lunch event will address how some underused sales/marketing tools can fuel for sales with 50+ buyers: options and upgrades. The lunch event kicks off the 2008 programming year for the 50+ New England Housing Council, a trade association supporting builders and developers involved in age-targeted or age-qualified housing. The May 1 event will be hosted by one of the area's foremost developers, Northland Residential, at The Village at Seven Springs in Burlington. "A recent Better Homes & Garden study proved what successful developers like Northland have known for some time: homebuyers want character and charm," said Dave Fulton, Chairperson of the 50+ New England Housing Council. "Tailoring options and upgrades to the 50+ buyers means empowering them to create a home that reflects their character. It's one of the best ways for a builder to fuel sales today." A panel of Northland Residential representatives - Jack Dawley, president and COO, Susan DiLorenzo, design center director - will be joined by Mark Haddad of Haddad Hakkanson. They will lead industry pros from around the region through a program focused on options and upgrades. Attendees will hear: *Why they must listen to the market and move away from "cookie cutter" product *How on-site Design Centers are fueling sales for Northland *What the most popular upgrades are for 50+ buyers *What their selections team can learn from retailers *Design trends for the 50+ homebuyer - what's next? "The market is dictating that builders move to semi-custom building" said Elaine Leonard, Northland's vice president, director of Sales & Marketing. "Northland is enthusiastic about the opportunity to share what we have learned through our well-received Signature Home brand and our new initiative, 'Built Better, Built Northland Residential Green.'" The lunch, to be held at the Seven Springs clubhouse, begins with registration, networking and a buffet at 11 a.m. on Thursday, May 1st. Following the presentation, attendees will have a chance to tour two of Northland's Design Centers and communities. To find out more or register to attend, please email info@50plusne.com or call 617-773-1300. Erin Read Ruddick is a client services director, Creating Results Barrington, R.I.