Charleston, SC Posts


Builder focus group

I was invited to a Builder focus group for Eastwood Homes last week for a new community in Brickhope Greens in Goose Creek, less than 3 miles from the Naval Weapons Station.  It's a great neighborhood in proximity to the base and very convenient to I-26 and 526.  I have to say that I was very impressed with this builder's logic in getting just a few agents that have already sold in an area to meet to discuss what are buyers looking i.e. upgrades, price points, incentives, etc.  All of the agents selected were known for working with the military community.  The builder and their sales agent staff were very open and receptive to the group and it was a nice open forum to hear what other realtors were saying which confirmed some of my thoughts about the market and buyer wants and needs. 

I will diverge here for a second: Fact is buyers want a great price with all the upgrades and incentives!  It's tough to compete with a builder at rock bottom prices right now in our market. It's important for buyers to consider upgrades and choices in their new construction that might affect a sale in the future.  There are some things that are classic like hardwood floors.  I was with a young couple yesterday making design choices and was impressed with their consideration for their future sale in selecting options that would make a difference to a buyer in the future like upgraded cabinets, solid surface countertops, neutral colors, etc. 

Back to the topic: Even more impressive was that they builder asked how we can help you the agent. What can we do better? Wow! Who ever consider the realtor?  How nice this was to interject a few cents about how we view the process and communication of the builder as being intregal to the successful transaction.  If only all builders were so aware of this!

This builder started this on their last project in another area of town and they were quite successful.  I believe they will continue their success as they are focusing in the right area to prepare for their project.  They were very receptive to our comments and I look forward to visiting their community and selling their homes. 

Michele Reneau, ABR, GRI, CRS

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Comment balloon 7 commentsMichele Reneau • August 08 2008 09:16AM


Michele~I totally agree. The Builders who embrace their area agents and ask for their feedback are the ones who are the most successful in having those agents (and others they tell about the project) bring potential Buyers in. If only more builders would embrace the idea of focus groups and Think Tanks, I think there would be a better product with a much larger "sales" force than the in-house agents who would be talking about and selling the community

Posted by LaShawn Norden, REALTOR, (321) 377-0157, Your Real Estate Advocate in Central FL (Keller Williams Heritage Realty) over 10 years ago

Great marketing reserach idea on the builder's part.  In this market they need to stay fresh.

Posted by Carol Swain, Realtor, Bucks County, Pa (Keller Williams Real Estate) over 10 years ago

Lashawn-Great point! Getting outside agent on board is going to be key, especially in this market.

Carol-Yes, We all need to stay fresh in this market :) Thanks for commenting.

Posted by Michele Reneau, Realtor, GRI ~ Charleston, SC Relocation Experts Team (Certified Staging Professional (CSP) Elite Instructor) over 10 years ago

We actually did a model home project for another builder in Brickhope Greens that recently sold.  I was very impressed with the overall look, feel and price of the homes.  The community seemed very family friendly. 

Great job on impressing the builders and much continued success in that area!

Posted by Melissa Marro, Jacksonville Real Estate and Home Staging (Keller Williams First Coast Realty - The Marro Team) over 10 years ago

The biggest complaint that I have had from buyers that I have brought to that neighborhood is the railroad tracks right next to it. 

Posted by Michael Johnson, Metro Charleston SC (Carolina One Real Estate) over 10 years ago

Michael-I agree.  I have a buyer that fell in love with a house back there and I warned her about the railroads.  She didn't care. So I took her to the neighborhood after 5pm and we asked neighbors walking around about the RR.  They all said that they got use to it after a few nights and loved the neighborhood.  So she went for it. It's been 8 months and she still loves it. She said the RR noise doesn't even phase her.  I grew up on Charleston Air Force Base and grew to ignore the overhead plane noise so I understand completely.

Posted by Michele Reneau, Realtor, GRI ~ Charleston, SC Relocation Experts Team (Certified Staging Professional (CSP) Elite Instructor) over 10 years ago

Yeah you do get use to things over time.  I was stationed on Charleston AFB from 93-97 and for a while my dorm was about 1/2 mile away from the flightline.

Posted by Michael Johnson, Metro Charleston SC (Carolina One Real Estate) over 10 years ago

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