Building products that build character
“This house has a lot of character.” If you’ve watched House Hunters, you’ve heard this phrase a lot. What these homebuyers are actually referring to are the details that might go unnoticed if you’re not looking for them — doorknobs, crown molding, window glass, banisters, etc.
These details matter. Not only do they add value, but they also reflect the personal style of the homeowner. One trend in home accents that is on the rise in 2018 is custom millwork. A recent report from The Freedonia Group indicates that over the next four years, demand projections for wood moulding and trim is projected to increase 3.7% annually to $5.5 billion. The same study suggests several areas that will drive growth, including interior trim product sales and the replacement of worn or damaged existing wood products.
Both growth areas reflect the mindset of today’s homeowner, who is planning to remodel as opposed to selling, given home values and rising home prices. Earlier this year, the Joint Center for Housing Studies of Harvard University published an expected homeowner improvements and repair increase of 7.5% — that equates to more than $340 billion on expenditures, a growth rate unseen since before the Great Recession.
With big-box stores and online retailers offering an assortment of medium-density fiberboard (MDF) products, it’s easier than ever for DIYers to replace shoe toe and crown moulding. They might even dabble in installing trendier products, such as shiplap and reclaimed barndoors. Popular homeowner sites, such as HomeAdvisor and Porch, offer tons of how-to content and tips for installing these finishing touches.
The challenge for home builders and building materials suppliers lies in jumping on the trend while differentiating your offering from the competition at the same time. Here are a few tips on how to do that with your custom millwork offerings.
Speaking the language
Mill what? The typical homeowner doesn’t know or use industry jargon like custom millwork. Instead, homeowners refer to finishing touches as moulding, woodwork, trim or custom accents. Try to use more common terms that consumers are already learning about on HGTV or the DIY Network. They refer to the finished product using terms like cove, dentil, chair rail, wainscoting and door casings. These terms ensure that both builder and customer are on the same page.
Millwork display at a New Jersey-based Kuiken Brothers show room.[/caption>Retailers like Lowe’s and Wayfair have turned historically in-store purchases, such as furniture and lighting, into comfortable and common online purchases. Buyers are seeking this same experience across other elements of the design process, including additions or replacements of accents like millwork.
Therefore, consider presenting the finished product in an appealing and realistic manner. When offering an online catalogue, include photographs or 3D renderings that provide context to the profiles or cabinetry styles. Depending on the level of customization or the type of millwork, it can be challenging for a homeowner to visualize the reality. Feature common types of millwork on your website, social media properties and in printed materials to help homeowners quickly associate the finished product with your capabilities. This makes the project seem more approachable and feasible to the homeowner.
Educate and inspire
The internet has made everyone a DIY expert. Searches for “custom millwork” or “shiplap walls” yield millions of articles and images. Popular and credible resources like HGTV, Better Homes & Gardens and Houzz feature online galleries of current design trends. These gallery resources can also serve as a temperature check and inspiration for your customers.
On the flip side, all of these resources can also lead to analysis paralysis. Instead of feeling inspired, customers feel overwhelmed. Avoid the desire to include everything you’ve done and everything you can offer in your catalogue. Instead, take a page out of the flooring and paint categories and create a sample library that reflects the current trends and your most popular offerings.
It may even be more cost effective to produce the sample library than to update your printed product catalogues. The physical sample will allow homeowners to see how the finished product will look in their own home and build confidence in their choice.
Homeowners aren’t always educated on the technical names of the wood. When creating product displays or a sample library, include a
few examples of wood species with various stain and paint applications to demonstrate the completed product.
Showcase the work
Once installation and design elements like paint and decorating are finished, make sure to get some before photos to document the transformation. Secure a short testimonial from your customer to pair with the before and
after photos.
Facebook, Instagram and Pinterest are useful platforms for creating galleries and quickly uploading photos — and comments can be easily turned off if you simply want to use it as a photo repository. And linking customers out from your website or search results will limit the amount of website tinkering you’ll need to do.
The more manageable the project is perceived to be, the more willing the homeowner will be to see it through.
Lauren Tedesco is an account planner and strategist at Brunner focused on working with clients in the agency’s Home Enrichment practice. Visit brunnerworks.com.