Your next buyer may have just driven by your retail center, without even noticing that you were there. How many times do we drive the same roads to work or home, and after a week or two we don’t even notice what we are driving by? Unless there is a new fence, signage, or a “Call to Action” we may just stop seeing what is right in front of us.
Solitaire Homes of Victoria, Texas has a great location on a busy road that is one of the main approaches to Victoria. Traffic had fallen off to the retail center, and as someone who was driving by it constantly, I stopped noticing it. When Bryan Rogers, a Regional Vice President for Cavco Homes asked if I was familiar with the center, it took me a while to remember where it was, because in the years I have driven by it, nothing much had changed.
The center had a new general manager that I had worked with in the past, and if anyone could breathe new life into this retail center, Stephanie White was the person to do it. She has an excellent reputation in the community, and is active in a lot of the non-profit organizations nearby. So when she asked for their help, they were more than happy to be a part of this retail center renewal. Stephanie is always the first to arrive, and the last to leave, and truly leads by example.
The first thing that she did was move the houses around, so they were easier to see from the street. By using a horseshoe type staging of the homes, they could then be seen (and noticed) from every direction as people drove by. She also added lighting in the homes, inside and out. Now on those dark winter days, the homes shine like beacons, and it makes you pay attention to them.
Signage at the center was faded, and there was minimal landscaping. It made the homes look temporary.
Steps looked like something that you would be afraid to use. In the first few weeks new signage was ordered, steps were built to order for each home, all homes were skirted, and HVAC units were added to the main homes. People started stopping Stephanie at the grocery store to ask what was happening, and cars started driving into the center to see what all of the excitement was about.
Stephanie also added landscaping around the homes, some as simple as potted plants that added a feeling of belonging to the homes. Seasonal decors were added to the exteriors, and a Halloween photo opportunity was put in the front that anyone was welcome to use. Stephanie decided to have a grand re-opening of the retail center, and even though her budget was tight, she pulled in favors from the community members and the trades to make it something special.
Model home furniture was pulled out of storage to reset the sales office, new model home staging was ordered, and everyone picked up a paint brush to freshen up the fences, and give this retail center a facelift.
And it worked. The City of Victoria ambassador came to have the honor of doing the ribbon cutting, the local Antique Car Club brought their cars, and their members. There was a DJ, and even live entertainment. My favorite feature, though, was the bull riding — perfect for this market, and everyone wanted to take a spin (including this Lifestylist!). There were lots of foods, giveaways that vendors provided, and sales associates were clearly identified by their special T-shirts so they could give visitors tours of the homes.
New Perspective, New Sales
The retail center was able to offer special pricing on older stock models, which made space for fresh, new model homes. Things were finally starting to happen here. The excitement continued when Stephanie offered to have an Angel Tree at Christmas, and people stopped by to pick up their own angel, and to tour the homes. This was a great way to give back, and Stephanie hopes to incorporate a similar program in the homes that will be all year long. Here are five easy ways that you can keep your retail center fresh and a magnet for new visitors, and new sales.
Change is Great!
Your next sale may have been driving past your retail center for years, but stopped noticing it when it always looked the same. Create a goal to change something monthly to the front of your center. Fresh new banners, new lighting, seasonal decorating will all get people’s attention as they are driving buy, and hopefully motivate them to stop and see what’s new.
Host a Grand Re-Opening
People love a party, and if traffic has been slow, think about hosting a “Grand Re-Opening” to rebuild the excitement. Think about doing this when you have new homes coming in, or you have a sale on older models. It will help you create excitement, and let people know that great things are happening at your retail center.
Seasonalize Your Homes
Collect decor items off-season at craft stores or estate sales that you can use to seasonalize your sales office and model homes. It will add that extra festive touch to the experience that buyers (and their kids!) will appreciate. Be sure to have Easter candy out for Easter, and Valentine’s cards that you can offer to send for them for Valentine’s Day. Have Christmas trees like Stephanie did, in your office or homes, that highlight local non-profits that can use a little help.
Community Outreach
Being involved with the local community is always the best way to connect with potential buyers. Offer to let your local sports teams or 4H Club have a car wash at your retail center — the parents will really appreciate your support, and will be happy to send potential buyers your way as a thank you.
Merchandise from the Outside In
A lot of retail centers focus on the interiors of their homes, but overlook the areas of our homes that tend to look the most basic; the exteriors. Design wreaths for each home that reflect the decor in the home. A woodlands home can have a wreath with ferns, a garden home can have a wreath of Spring flowers. If the home has a porch, stage it with a table and chairs, or a glider. It will add personality and charm to your home.
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