IDEAL INTERIORS: Designers decorate models for imaginary owners

Model-home decorators face an interesting challenge: design the residence to appeal to imaginary buyers.

Among the considerations: Is the builder targeting first-time or move-up buyers? Are the homes in the luxury range or intended to be used as second homes? Will they house singles, couples or large families?

Underscoring these considerations are the builder's budget and the sales price of the homes.

Christopher Homes' target market is the luxury-home buyer, which requires the builder to spend more on model interiors than the builder who targets less-affluent buyers, according to Erika Geiser, vice president of marketing.

"We spend around $28 to $32 per square foot," Geiser said, noting the cost would average $23 to $25 per square foot for decorating a model for a first- or second-time move-up buyer. "There are more built-ins ... If you want to appeal to your buyer, you must have the home decorated how they would decorate their homes."

Geiser and her team recently designed a home to reflect the lifestyle of a professional couple and their children. The husband was in his second marriage, and his new wife was younger. The children were age 16 years and 14 years, in addition to twin babies. The décor reflects their lifestyle, she said, right down to the twin cribs and highchairs.

"We really try to develop a family for (a particular) house, even though a wide variety (of people) may buy that house. We fine-tune it. We pick ages for the kids, professions, hobbies and interests," Geiser said, pointing out that Christopher sells its models fully furnished primarily because "everything has been customized for that one house."

Pardee Homes of Nevada targets a range of buyers at its neighborhoods. Kathy Hilty, regional marketing manager, said models geared toward families with young children will showcase toy-filled bonus rooms with playful motifs, while homes built for empty nesters will feature kitchens and great rooms for entertaining, as well as guest rooms.

"It all begins in the design of the floor plan. We look at the area we're building in, sizes of homes offered, (floor plans) that are offered, as well as optional configurations," Hilty said. "As you go through different stages in your life, different things appeal to you. We try specifically not to make two (models) alike."

Leslie Parraguirre, president of Colours Inc., said, "model-home merchandising is packaging a product the builder needs to sell, which is his home and his community."

For interior designers, this means keeping potential buyers interested throughout the model-home "trap" (the enclosed area leading from one home to another) -- to identify with a lifestyle and not see "just a pretty house."

Although home shoppers may only be interested in floor plans that fall within a certain square-footage range with a specific number of bedrooms, Parraguirre said, they typically visit each home in the trap.

"If a builder has 14 models in one trap, the average buyer won't just select the five that are in his price range and style," she said.

A designer must be careful to select a color scheme, furnishings, artwork and accessories that do not conflict with the home's architectural design and exterior surroundings.

"If you are trying to merchandise the spectacular view of the back yard, you can do so with window treatments, but not ones that will cover the windows and take away from the view," Parraguirre said.

"When merchandising a model home, it starts at the curb. We need to create something they (buyers) will remember from the moment they step on the front porch."

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