Why home buyers don’t get UD

A banner advertising home and land packages. It says, "for people who want more".“We will build it if they ask for it” say the builders. But do they want home buyers to ask for it? And would they build it? The new home selling process relies on capturing the client’s personal and emotional commitment to the home before they sign the contract. And how do they do that? By getting them to choose the colours and styles of fixtures and fittings first. Once that happens the client becomes emotionally committed. The sale is made. Too late to consider universal design features – even if customers knew what they were.

This insight comes from an article in Sourceable by Darren Love. The opening paragraph says it all. 

“Builders seek innovative ways to market their products to clients. One method is to commit the client to a process that invests time and most importantly “emotional commitment” in the process. Focus the client on an ideal that the builder can make a reality.  The client’s “dream” of owning a house becomes real with the “help” of the builder.”

The title of the article is, Responsibility before Profit. It critiques the selling methods that builders use in this highly competitive market where cost cutting is part of the process. The article clearly explains why we cannot rely on the mass market housing industry to offer anything more than a choice of colour and upgrades to fixtures and fittings.