Edge Homes, Salt Lake City, UT
Congratulations to Edge Homes, winner of the 2019 National Gold Award for Best Design Center in the Country.
Heather Miller, Design Studio Manager, says “In our previous studio our buyer surveys constantly mentioned that we didn’t offer enough. Now that we’ve pared the majority of our selections down in our new studio and are smarter about the way we display those selections, the feedback we regularly receive on surveys is that we “have a good selection to choose from”, and “a ton of choices.” (Success Strategies’ studio creation process includes making sure our builder clients are offering the right products, and the right AMOUNT of products in their studios, BEFORE we design the space layout.)
Read Heather’s full story below.
1. What do you love most?
I am so proud of our studio and love showing it off! I love the overall feel of our studio and the balance we’ve created between the high-end industrial vibe and a warm and welcoming space. The flow of our studio is key to its success and I love having spaces designed for specific parts of the design process (exteriors room, finalization rooms, main design gallery space).
2. What is one thing that is special about your studio in your marketplace?
The tall ceilings and open feel.
3. How is the customer experience different now in the new studio?
The buyer experience is a lot more streamlined and simplified now. Our designers love using the interactive stations and creating palettes together with their home buyers.
We’ve received an interesting reaction on surveys that has been a pleasant surprise. Our previous studio was considerably smaller than our new studio and the amount of selections we offered was quite a bit higher and more broad. For example, when designing our new studio we cut our laminate and tile flooring options by about 40%, carpet was cut by 70% and backsplash offerings were cut by 80%. In our previous studio our buyer surveys constantly mentioned that we didn’t offer enough and that we needed to “add more” to our selections. Now that we’ve pared the majority of our selections down in our new studio and are smarter about the way we display those selections, the feedback we regularly receive on surveys is that we “have a good selection to choose from”, “a ton choices”, “there was so much to choose from”, “there were a lot of really awesome things to make our selections from!”. It’s been so fantastic receiving that kind of feedback from our home buyers.
4. How has the studio had a surprising impact?
It’s be really fun to see how excited the community is about our new studio. We’ve started offering an open house night where the community can come in and preview our studio, which has been a really successful event for us.
5. What other results have you seen?
We’ve had a great response from the realtor community in our area. We’re opening our studio in a couple of weeks to do a design trends event with the real estate community.
6. How have you leveraged your design studio to increase home sales or bolster your brand image?
We have used the design studio in several different ways to increase brand awareness and hopefully at the same time increase sales:
1. Using a still image photo of the design studio as our homepage.
2. Our sales centers have been designed to reflect the same image of our design studio to create consistent branding and imaging across the board.
3. Holding a weekly design studio open house for potential buyers.
4. We’ve also been hosting first time homebuyer seminars inside that space to get them excited about it, which has created new leads for the sales team.
5. Lastly, we are planning on publishing a press release of the recent accolade to different publications (both online and traditional) as well as in our current digital marketing campaign.
Gordy Jones, CEO of Edge Homes, says …
“I’m thrilled in every way with how the studio turned out. There’s no one better than Jane when it comes to the science, the psychology, economics, and design of a Design Studio. Thanks to Jane and team we now have a Design Studio that is not only a beautiful and immersive experience for our clients, but also a streamlined, efficient profit generating machine that aligns beautifully with the company as a whole! Even though Jane helped us narrow our offerings significantly, our buyers perception is they have far more options than our old studio.
This has been priceless from an efficiency standpoint for our designers, purchasers, and estimators. I still think though my favorite part of the studio is that our buyers are “Wowed” without being overwhelmed. The Studio is beautiful and the response from our buyers has been so positive. Jane and Team helped us find the perfect balance between form and function.”
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