Portfolio V5I3: Design Centers by Timberlake Cabinetry

PORTFOLIO DESIGN CENTERS

Special Issue

!

The New Selling Arena Key to Maximizing Earning Potential

Creating a True Retail Experience !

DESIGN CENTERS

Special Issue

P.O. Box 1980

Tools of the Trade

Winchester, Virginia 22604

www.timberlake.com Printed in U.S.A. © 2005 American Woodmark Corporation 10M 9/05 TBL96744

A SHOWCASE OF DESIGN IDEAS FROM TIMBERLAKE CABINETRY V O L U M E

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I S S U E

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S E P T E M B E R

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DESIGN CENTERS The New Selling Arena

Gone are the days of merely choosing carpet and colors. The builder design center has come of age as the smart new selling environment, boosting builders’ margins and turning on homebuyers to a wealth of personalizing options for their dream home.

| M/I Homes’ featured display combines Timberlake’s Rushmore® Maple Mocha glazed cabinets with an intricately designed butcher block island of flutes, rosettes, spice drawers and a lattice wine rack, set atop an ogee pilaster furniture toe and topped with a handsome walnut butcher block counter.

OPPOSITE PAGE

2

3 TIMBERLAKE —Design Centers

PORTFOLIO

DESIGN CENTERS The New Selling Arena

Gone are the days of merely choosing carpet and colors. The builder design center has come of age as the smart new selling environment, boosting builders’ margins and turning on homebuyers to a wealth of personalizing options for their dream home.

| M/I Homes’ featured display combines Timberlake’s Rushmore® Maple Mocha glazed cabinets with an intricately designed butcher block island of flutes, rosettes, spice drawers and a lattice wine rack, set atop an ogee pilaster furniture toe and topped with a handsome walnut butcher block counter.

OPPOSITE PAGE

2

3 TIMBERLAKE —Design Centers

PORTFOLIO

contents S E P T E M B E R

welcome

2 0 0 5

CONNIE EDWARDS, CKD, CBD

Doing Our Homework Life today runs at a hectic pace. It takes everything we have just to keep up with our jobs, families and daily obligations. But when it comes to making the myriad of decisions involved with building a new home, we can easily become overwhelmed. It becomes work… and adding more work to our lives is not a good feeling for any of us — especially not our customers.

Builders across the country have begun to ease that feeling by developing design centers that not only create a beautiful, enticing environment but

5

Field Report

Starting Point: A look at builder design centers across the US reveals some

in this issue of Portfolio do a great job reducing homebuyer stress during the

interesting insights.

6

also make the selection process a pleasure. The three design centers featured

Maximizing Earning Potential

selection process. They also do a bang-up There’s an art to creating an effective design

job of selling upgrades.

center. Here are some of the techniques that experts suggest to help builders get the most out of each square foot and create the perfect selling environment.

8

Creating a True Retail Experience

the design center to the logical progresRetail experts reveal the six steps along the

buying journey.

Kid’s Zone

The Set-Up

n

The Approach

n

The Exploration

n

The Evaluation

n

The Purchase

n

The Close

With the average selection center appointment taking over three hours,

smart builders are devising ways to take care of the little ones.

30

sion of choices, the design of the space plays a significant role in making the

n

11

From the first impression upon entering

Tools of the Trade

A cheat sheet for design consultants, a learning tool for

homebuyers: here’s a review of some of the elements that aid in the selection process.

experience pleasurable. It can become downright inspirational to the buyers.

Anything we can do to make them walk out of your design center with all their selections made AND feeling great about the experience is worth the effort.

Timberlake has long partnered with our builders in the design center end of the

Timberlake completed focus group research with designers from 16 builder design centers across the country, which has revealed several key factors. Based on these findings, Timberlake has developed a design center merchandising program to help builders optimize their design center space, while effectively positioning product to encourage the sale of options and upgrades.

business. In this issue take a look at how David Weekley, M/I Homes, and Beazer Homes have made the most of their design centers — and see what really makes them click.

Using its design center competence and an extensive understanding of the consumer buying process, Timberlake has developed

FIELD REPORT several opportunities for builders to tap into the program. For instance, Timberlake offers builderspecific product displays that simplify the selection process for homebuyers, customized merchandising literature, and a full-color consumer information guide that aids the builder in setting homebuyer expectations.

By partnering with manufacturers with retail expertise, builders can learn to create inviting sales environments that drive upgrade sales and enhance buyer satisfaction.

4

5 TIMBERLAKE —Design Centers

PORTFOLIO

contents S E P T E M B E R

welcome

2 0 0 5

CONNIE EDWARDS, CKD, CBD

Doing Our Homework Life today runs at a hectic pace. It takes everything we have just to keep up with our jobs, families and daily obligations. But when it comes to making the myriad of decisions involved with building a new home, we can easily become overwhelmed. It becomes work… and adding more work to our lives is not a good feeling for any of us — especially not our customers.

Builders across the country have begun to ease that feeling by developing design centers that not only create a beautiful, enticing environment but

5

Field Report

Starting Point: A look at builder design centers across the US reveals some

in this issue of Portfolio do a great job reducing homebuyer stress during the

interesting insights.

6

also make the selection process a pleasure. The three design centers featured

Maximizing Earning Potential

selection process. They also do a bang-up There’s an art to creating an effective design

job of selling upgrades.

center. Here are some of the techniques that experts suggest to help builders get the most out of each square foot and create the perfect selling environment.

8

Creating a True Retail Experience

the design center to the logical progresRetail experts reveal the six steps along the

buying journey.

Kid’s Zone

The Set-Up

n

The Approach

n

The Exploration

n

The Evaluation

n

The Purchase

n

The Close

With the average selection center appointment taking over three hours,

smart builders are devising ways to take care of the little ones.

30

sion of choices, the design of the space plays a significant role in making the

n

11

From the first impression upon entering

Tools of the Trade

A cheat sheet for design consultants, a learning tool for

homebuyers: here’s a review of some of the elements that aid in the selection process.

experience pleasurable. It can become downright inspirational to the buyers.

Anything we can do to make them walk out of your design center with all their selections made AND feeling great about the experience is worth the effort.

Timberlake has long partnered with our builders in the design center end of the

Timberlake completed focus group research with designers from 16 builder design centers across the country, which has revealed several key factors. Based on these findings, Timberlake has developed a design center merchandising program to help builders optimize their design center space, while effectively positioning product to encourage the sale of options and upgrades.

business. In this issue take a look at how David Weekley, M/I Homes, and Beazer Homes have made the most of their design centers — and see what really makes them click.

Using its design center competence and an extensive understanding of the consumer buying process, Timberlake has developed

FIELD REPORT several opportunities for builders to tap into the program. For instance, Timberlake offers builderspecific product displays that simplify the selection process for homebuyers, customized merchandising literature, and a full-color consumer information guide that aids the builder in setting homebuyer expectations.

By partnering with manufacturers with retail expertise, builders can learn to create inviting sales environments that drive upgrade sales and enhance buyer satisfaction.

4

5 TIMBERLAKE —Design Centers

PORTFOLIO

design centers

Key to Maximizing Earning Potential Across America, a growing number of production builders are realizing that manufacturers with retail expertise can assist them in the design center process, thereby helping them boost overall sales and customer satisfaction.

So what’s the secret to an ideal builder design center?

“It’s all about helping the homeowner on their buying journey,” according to Timberlake’s Raul Rio. The key is understanding what goes on in the homebuyer’s mind every step of the way — and designing the experience for them that is most rewarding. From the initial view of the design center, to the traffic flow, to the choices offered and the ambience, a well-planned design center can make customizing the home a relaxing, pleasurable and highly rewarding experience.

For the builder, an effective design center delivers several benefits: n

More revenue and profit per home from the sale of incremental, high-margin upgrades

n

More ways to differentiate their brand in the marketplace

n

More customer satisfaction and potential repeat business

n

More efficiency in the personalization process

MEET OUR RETAIL SPECIALIST

Raul Rio is Timberlake’s field design representative. With an extensive background in home store retail and interior design, he is a knowledgable resource for design centers. As Timberlake’s chief design center information conduit to the industry, Raul works hands-on with builders to maximize their design center returns.

David Weekley’s full-sized kitchen display blends Timberlake’s hot new Durango™ Maple Mocha glazed cabinets with the contrasting Cherry Chocolate glazed version on the island, base turned legs, cooktop bump-out and accent molding inlay. Multiple staggers and a combination of molding stacks create visual variety and several focal points.

“ If a builder design center is set up properly, it creates a positive chain reaction in terms of sales. The idea is to create a veritable home atmosphere, relaxing buyers into making purchases and gaining more confidence in their decisions.”

6

7 TIMBERLAKE —Design Centers

PORTFOLIO

design centers

Key to Maximizing Earning Potential Across America, a growing number of production builders are realizing that manufacturers with retail expertise can assist them in the design center process, thereby helping them boost overall sales and customer satisfaction.

So what’s the secret to an ideal builder design center?

“It’s all about helping the homeowner on their buying journey,” according to Timberlake’s Raul Rio. The key is understanding what goes on in the homebuyer’s mind every step of the way — and designing the experience for them that is most rewarding. From the initial view of the design center, to the traffic flow, to the choices offered and the ambience, a well-planned design center can make customizing the home a relaxing, pleasurable and highly rewarding experience.

For the builder, an effective design center delivers several benefits: n

More revenue and profit per home from the sale of incremental, high-margin upgrades

n

More ways to differentiate their brand in the marketplace

n

More customer satisfaction and potential repeat business

n

More efficiency in the personalization process

MEET OUR RETAIL SPECIALIST

Raul Rio is Timberlake’s field design representative. With an extensive background in home store retail and interior design, he is a knowledgable resource for design centers. As Timberlake’s chief design center information conduit to the industry, Raul works hands-on with builders to maximize their design center returns.

David Weekley’s full-sized kitchen display blends Timberlake’s hot new Durango™ Maple Mocha glazed cabinets with the contrasting Cherry Chocolate glazed version on the island, base turned legs, cooktop bump-out and accent molding inlay. Multiple staggers and a combination of molding stacks create visual variety and several focal points.

“ If a builder design center is set up properly, it creates a positive chain reaction in terms of sales. The idea is to create a veritable home atmosphere, relaxing buyers into making purchases and gaining more confidence in their decisions.”

6

7 TIMBERLAKE —Design Centers

PORTFOLIO

creating a true retail experience If there’s one thing successful retailers do well, it is

or one of the most overwhelming. The difference is

to entice shoppers with appealing choices. But really

proper planning.

effective retailers are really good at something less obvious. It’s planning.

In an effort to help builders enhance their customer satisfaction levels, simplify the homeowner selection

When a shopping environment is properly planned,

process and pump up the sale of higher-margin

it not only encourages purchases, increases revenues

upgrades, Timberlake has worked with retail experts

and profits, but it also does something to the customer.

to understand the buying journey and create a true

It makes them “feel” something. The experience

retail experience that is rewarding at each step

becomes rewarding, deeply satisfying and sometimes

of the way.

even memorable.

For those building a home, this can be one of the more exhilarating experiences of the entire process…

step oneThe Set-Up step twoThe Approach step three The Exploration step fourThe Evaluation step fiveThe Purchase step six The Close

“ When people walk through a model This master bath display creates the sense of being in an actual Beazer home.

Fully furnished with a corner tub and shower stall, it uses a Wyoming® Cherry Bordeaux base-height vanity and a Tahoe® Cherry Bordeaux standard-height vanity to complete the illusion.

OPPOSITE PAGE | One of the beautifully appointed kitchens on display at the M/I décor center. See page 10 for description.

From the selection of displays and development of floor plans, to the sales tools and training, Timberlake design center retailing is proving to help builder design centers become profit centers — aiding the bottom line.

home, sometimes they just fall in love with it because of the feel it gives them.

That’s what we try to accomplish in our design center. We want them to feel comfortable. Almost like they’re at home.”

Sam McKee – M/I Homes

8

9 TIMBERLAKE —Design Centers

PORTFOLIO

creating a true retail experience If there’s one thing successful retailers do well, it is

or one of the most overwhelming. The difference is

to entice shoppers with appealing choices. But really

proper planning.

effective retailers are really good at something less obvious. It’s planning.

In an effort to help builders enhance their customer satisfaction levels, simplify the homeowner selection

When a shopping environment is properly planned,

process and pump up the sale of higher-margin

it not only encourages purchases, increases revenues

upgrades, Timberlake has worked with retail experts

and profits, but it also does something to the customer.

to understand the buying journey and create a true

It makes them “feel” something. The experience

retail experience that is rewarding at each step

becomes rewarding, deeply satisfying and sometimes

of the way.

even memorable.

For those building a home, this can be one of the more exhilarating experiences of the entire process…

step oneThe Set-Up step twoThe Approach step three The Exploration step fourThe Evaluation step fiveThe Purchase step six The Close

“ When people walk through a model This master bath display creates the sense of being in an actual Beazer home.

Fully furnished with a corner tub and shower stall, it uses a Wyoming® Cherry Bordeaux base-height vanity and a Tahoe® Cherry Bordeaux standard-height vanity to complete the illusion.

OPPOSITE PAGE | One of the beautifully appointed kitchens on display at the M/I décor center. See page 10 for description.

From the selection of displays and development of floor plans, to the sales tools and training, Timberlake design center retailing is proving to help builder design centers become profit centers — aiding the bottom line.

home, sometimes they just fall in love with it because of the feel it gives them.

That’s what we try to accomplish in our design center. We want them to feel comfortable. Almost like they’re at home.”

Sam McKee – M/I Homes

8

9 TIMBERLAKE —Design Centers

PORTFOLIO

step one The Set-up

Before homeowners set out on their buying journey, they have fears

and expectations. Design center retail experts take these feelings into consideration before the place is even designed.

The concept is to create an intimate atmosphere where products are presented in a home-like, easy-to-understand environment. This means floor space must be used wisely — giving priority to high-end elements that can create a “wow” response in the customer. Creating comfortable surroundings includes pleasant lighting, comfortable furnishings and inviting décor. Displays must be used judiciously to stimulate creativity and simplify the choices.

The wall cabinets form a focal point for this stunning M/I kitchen display in Rushmore® Maple Mocha glaze. At the center, a wine rack in an open shelf is set above a wall china display and shelf under cabinet organizer, topped off with an intricate frieze valance.

ENTER THE KID’S ZONE Some design centers have set aside specially designated children’s areas to keep parents from being distracted. It’s all a part of creating the optimal shopping atmosphere. By keeping the customer relaxed — and focused — the process moves quicker and the magic of upselling can occur.

A well-planned design center connects with the buyer, inspires creativity and showcases the brand. It secures the relationship already established with homebuyers and can increase their satisfaction level.

With the average selection center appointment taking over three hours, having a special kid’s zone can be instrumental in keeping the homebuyer focused on creating their dream home.

10

11 TIMBERLAKE —Design Centers

PORTFOLIO

step one The Set-up

Before homeowners set out on their buying journey, they have fears

and expectations. Design center retail experts take these feelings into consideration before the place is even designed.

The concept is to create an intimate atmosphere where products are presented in a home-like, easy-to-understand environment. This means floor space must be used wisely — giving priority to high-end elements that can create a “wow” response in the customer. Creating comfortable surroundings includes pleasant lighting, comfortable furnishings and inviting décor. Displays must be used judiciously to stimulate creativity and simplify the choices.

The wall cabinets form a focal point for this stunning M/I kitchen display in Rushmore® Maple Mocha glaze. At the center, a wine rack in an open shelf is set above a wall china display and shelf under cabinet organizer, topped off with an intricate frieze valance.

ENTER THE KID’S ZONE Some design centers have set aside specially designated children’s areas to keep parents from being distracted. It’s all a part of creating the optimal shopping atmosphere. By keeping the customer relaxed — and focused — the process moves quicker and the magic of upselling can occur.

A well-planned design center connects with the buyer, inspires creativity and showcases the brand. It secures the relationship already established with homebuyers and can increase their satisfaction level.

With the average selection center appointment taking over three hours, having a special kid’s zone can be instrumental in keeping the homebuyer focused on creating their dream home.

10

11 TIMBERLAKE —Design Centers

PORTFOLIO

step two The Approach

Sometimes called the landing zone or the transition zone, this is the area set aside for shoppers

to orient themselves. Timberlake’s Raul Rio explains, “It takes the average shopper 20 seconds to

one minute to acclimate to the environment, so we create an area for that purpose.” This allows time for the shoppers to get their bearings, build anticipation of their journey and get a strong “first impression” of the brand. Helping the homebuyer adapt from the hustle bustle of the real world to this environment full of hopes and dreams is what the approach area is all about.

OPPOSITE PAGE | One of the highlights of the David Weekley showroom is an eye-catching baking center created with split post pilasters that flank a reduced depth W3042 open frame door cabinet with Derbyshire seeded glass, and an open shelf with corbels. For the lower countertop and reduced depth area, a pair of desk cabinets are accented with split post pilasters.

“ We have created an environment that stimulates the senses and gets the creative juices flowing.”

Michael Finocchio – David Weekley Homes

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13 TIMBERLAKE —Design Centers

PORTFOLIO

step two The Approach

Sometimes called the landing zone or the transition zone, this is the area set aside for shoppers

to orient themselves. Timberlake’s Raul Rio explains, “It takes the average shopper 20 seconds to

one minute to acclimate to the environment, so we create an area for that purpose.” This allows time for the shoppers to get their bearings, build anticipation of their journey and get a strong “first impression” of the brand. Helping the homebuyer adapt from the hustle bustle of the real world to this environment full of hopes and dreams is what the approach area is all about.

OPPOSITE PAGE | One of the highlights of the David Weekley showroom is an eye-catching baking center created with split post pilasters that flank a reduced depth W3042 open frame door cabinet with Derbyshire seeded glass, and an open shelf with corbels. For the lower countertop and reduced depth area, a pair of desk cabinets are accented with split post pilasters.

“ We have created an environment that stimulates the senses and gets the creative juices flowing.”

Michael Finocchio – David Weekley Homes

12

13 TIMBERLAKE —Design Centers

PORTFOLIO

step three The Exploration

Once they are oriented, shoppers are ready to explore. This is where all five senses come into play. The sights, the sounds… even the smells can immerse the buyer into the situation. By

entering a home-like environment, they immediately feel at ease to explore home décor ideas

and options. This is why it is important to position products in logical order (with related products together).

While exploring, the shopper can take advantage of self-educating displays and other lifestyle graphics that help them learn about their options. The ideal situation is to help the customer step off the path and enter the disHomebuyers are not coming to see the basics, they want to see the unique. So feature the upgrades homeowners want: staggers, different crown moldings, bump-outs, fluted fillers, plate racks, spice drawers, wine racks… everything to help them personalize their home.

plays… to picture themselves in their new kitchen.

This galley kitchen displayed at the Beazer Homes décor studio proves that a small kitchen display can be spectacular. Furnished using Scottsdale® Maple Spice cabinetry, this sink cabinet is pulled forward using extension angled fluted fillers with a base wine cabinet on each side and an open frame glass door cabinet above.

RIGHT

| This midrange Beazer kitchen

display showcases Rushmore® Cathedral with its beautiful Roman arched upper doors in a rich Cherry Spice finish. The deep corner wall cabinet with mullion framed door and staggered height helps to accentuate the understated elegance.

Showing a variety in cabinet features and architectural details, such as the sink bump-out flanked by split post pilasters, adds eye-catching appeal.

“The design should encourage the The crowning glory of Beazer’s showroom space is an island kitchen display with the contemporary elegance of Timberlake’s Durango™ Maple cabinetry with a rich Mocha glazing. Show-stopping features include extensive use of moldings and architectural detailing such as base turned legs, accent turned legs and split post pilasters prominently exhibited on the island back.

customer to enter the displays — open the drawers, inspect them and explore further. We want them to step off the track, cross the leap line, enter the display and picture themselves in this kitchen. The idea is to take ownership of it.”

Raul Rio – Timberlake

14

15 TIMBERLAKE —Design Centers

PORTFOLIO

step three The Exploration

Once they are oriented, shoppers are ready to explore. This is where all five senses come into play. The sights, the sounds… even the smells can immerse the buyer into the situation. By

entering a home-like environment, they immediately feel at ease to explore home décor ideas

and options. This is why it is important to position products in logical order (with related products together).

While exploring, the shopper can take advantage of self-educating displays and other lifestyle graphics that help them learn about their options. The ideal situation is to help the customer step off the path and enter the disHomebuyers are not coming to see the basics, they want to see the unique. So feature the upgrades homeowners want: staggers, different crown moldings, bump-outs, fluted fillers, plate racks, spice drawers, wine racks… everything to help them personalize their home.

plays… to picture themselves in their new kitchen.

This galley kitchen displayed at the Beazer Homes décor studio proves that a small kitchen display can be spectacular. Furnished using Scottsdale® Maple Spice cabinetry, this sink cabinet is pulled forward using extension angled fluted fillers with a base wine cabinet on each side and an open frame glass door cabinet above.

RIGHT

| This midrange Beazer kitchen

display showcases Rushmore® Cathedral with its beautiful Roman arched upper doors in a rich Cherry Spice finish. The deep corner wall cabinet with mullion framed door and staggered height helps to accentuate the understated elegance.

Showing a variety in cabinet features and architectural details, such as the sink bump-out flanked by split post pilasters, adds eye-catching appeal.

“The design should encourage the The crowning glory of Beazer’s showroom space is an island kitchen display with the contemporary elegance of Timberlake’s Durango™ Maple cabinetry with a rich Mocha glazing. Show-stopping features include extensive use of moldings and architectural detailing such as base turned legs, accent turned legs and split post pilasters prominently exhibited on the island back.

customer to enter the displays — open the drawers, inspect them and explore further. We want them to step off the track, cross the leap line, enter the display and picture themselves in this kitchen. The idea is to take ownership of it.”

Raul Rio – Timberlake

14

15 TIMBERLAKE —Design Centers

PORTFOLIO

“ When you go to our design center, you are going there to choose the selections and the upgrades to your dream home. It should be a

The Exploration GO WITH THE FLOW The layout should create a logical flow. “ The ideal floor plan is a loop or racetrack, which has been used in retail for a long time,” according to Raul Rio. This is very useful because it maximizes the usable space with three or four vignettes back to back on a very small footprint, with workstations and sample areas surrounding it.

thrilling and satisfying experience.”

Michael Finocchio – David Weekley Homes

“ One design element that is often overlooked is the design rhythm. Basically, it’s the pattern created by structuring the positive and negative spaces. In laymen’s terms, varying the look to reduce monotony.”

Raul Rio – Timberlake

OPPOSITE PAGE

| Rich, understated and elegant.

That’s Timberlake’s Wyoming® Cherry Bordeaux cabinetry used throughout this David Weekley library/home office working display, tastefully dressed with a large shell onlay, fluted columns and a variety of molding stacks reminiscent of a bygone era.

16

17 TIMBERLAKE —Design Centers

PORTFOLIO

“ When you go to our design center, you are going there to choose the selections and the upgrades to your dream home. It should be a

The Exploration GO WITH THE FLOW The layout should create a logical flow. “ The ideal floor plan is a loop or racetrack, which has been used in retail for a long time,” according to Raul Rio. This is very useful because it maximizes the usable space with three or four vignettes back to back on a very small footprint, with workstations and sample areas surrounding it.

thrilling and satisfying experience.”

Michael Finocchio – David Weekley Homes

“ One design element that is often overlooked is the design rhythm. Basically, it’s the pattern created by structuring the positive and negative spaces. In laymen’s terms, varying the look to reduce monotony.”

Raul Rio – Timberlake

OPPOSITE PAGE

| Rich, understated and elegant.

That’s Timberlake’s Wyoming® Cherry Bordeaux cabinetry used throughout this David Weekley library/home office working display, tastefully dressed with a large shell onlay, fluted columns and a variety of molding stacks reminiscent of a bygone era.

16

17 TIMBERLAKE —Design Centers

PORTFOLIO

The Exploration Because space is limited, it is important to create eye-catching displays that continually stimulate customers as they progress through the design center. This means building as many features as possible into that space. Staggered cabinets, bump-outs flanked by legs or flutes, crown molding stacks… the idea is to create visual interest — without fatigue.

This lovely master bath display features Wyoming® Maple cabinetry in Mocha glaze. Note the creative use of a base wine cabinet that doubles here as a rolled towel holder. French carved legs complete the bumped-out sink base along with beaded extension flutes topped with delicate aster blocks.

18

19 TIMBERLAKE —Design Centers

PORTFOLIO

The Exploration Because space is limited, it is important to create eye-catching displays that continually stimulate customers as they progress through the design center. This means building as many features as possible into that space. Staggered cabinets, bump-outs flanked by legs or flutes, crown molding stacks… the idea is to create visual interest — without fatigue.

This lovely master bath display features Wyoming® Maple cabinetry in Mocha glaze. Note the creative use of a base wine cabinet that doubles here as a rolled towel holder. French carved legs complete the bumped-out sink base along with beaded extension flutes topped with delicate aster blocks.

18

19 TIMBERLAKE —Design Centers

PORTFOLIO

step four The Evaluation

After exploring the displays, it’s time for the shopper to weigh the options. Is it to be cherry or maple? Or something else? Do they want an island for casual meals? A wet bar or wine rack for entertaining? How about glass doors to create a display area? Crown moldings or granite countertops?

This is the moment when buyers have to assess their desires. And it’s the design consultant’s job to help them make informed decisions. This requires product comparisons, explaining how things work, pointing out the differences in features and sharing the costs of everything on the buyer’s wish list.

Well-planned design centers make the job easier by ensuring that every available upgrade is shown, that the various options are labeled and priced within the system. And there should be supplemental manufacturer’s selling tools within reach to aid in the education process.

For the homebuyer, it comes down to deciding which elements they simply cannot live without… and which options will make their home uniquely theirs.

“ The way to sell upgrades is to point them out. If you don’t cover them on your walk-through, you don’t sell them. If you just point it out, you will sell more often than not.”

Sam McKee – M/I Homes

20

21 TIMBERLAKE —Design Centers

PORTFOLIO

step four The Evaluation

After exploring the displays, it’s time for the shopper to weigh the options. Is it to be cherry or maple? Or something else? Do they want an island for casual meals? A wet bar or wine rack for entertaining? How about glass doors to create a display area? Crown moldings or granite countertops?

This is the moment when buyers have to assess their desires. And it’s the design consultant’s job to help them make informed decisions. This requires product comparisons, explaining how things work, pointing out the differences in features and sharing the costs of everything on the buyer’s wish list.

Well-planned design centers make the job easier by ensuring that every available upgrade is shown, that the various options are labeled and priced within the system. And there should be supplemental manufacturer’s selling tools within reach to aid in the education process.

For the homebuyer, it comes down to deciding which elements they simply cannot live without… and which options will make their home uniquely theirs.

“ The way to sell upgrades is to point them out. If you don’t cover them on your walk-through, you don’t sell them. If you just point it out, you will sell more often than not.”

Sam McKee – M/I Homes

20

21 TIMBERLAKE —Design Centers

PORTFOLIO

step five The Purchase

When shopper and design consultant finally sit down, it’s time to come to some con-

clusions. Which elements and options will make the home unique to the homebuyer and fit his or her family’s lifestyle? What is it they absolutely cannot live without?

Whether working in an office or kiosk or writing the order at the kitchen island, the design consultant has a complete arsenal of tools at hand to help close the sale. The displays, the sample cases, the support materials… even option packages tailored to the community. All of these elements can help simplify the process and reinforce their expertise with the customer.

“ We encourage our customers to go through a checklist with us and select all the things they would like to put on their wish list (we can always remove later when we figure out the pricing).

But this ensures they don’t miss something they really want to have.”

Nancy VanBenschoten – Beazer Homes

22

23 TIMBERLAKE —Design Centers

PORTFOLIO

step five The Purchase

When shopper and design consultant finally sit down, it’s time to come to some con-

clusions. Which elements and options will make the home unique to the homebuyer and fit his or her family’s lifestyle? What is it they absolutely cannot live without?

Whether working in an office or kiosk or writing the order at the kitchen island, the design consultant has a complete arsenal of tools at hand to help close the sale. The displays, the sample cases, the support materials… even option packages tailored to the community. All of these elements can help simplify the process and reinforce their expertise with the customer.

“ We encourage our customers to go through a checklist with us and select all the things they would like to put on their wish list (we can always remove later when we figure out the pricing).

But this ensures they don’t miss something they really want to have.”

Nancy VanBenschoten – Beazer Homes

22

23 TIMBERLAKE —Design Centers

PORTFOLIO

“Most people have difficulty trying to visualize what something will look like without seeing it. Our concept was to do a full-scale kitchen and show them what everything really looks like.”

Michael Finocchio – David Weekley Homes

Creating a full-sized kitchen display helps to immerse the customer into the room so they can experience a variety of details as they explore. In this David Weekley premier kitchen display, visual indulgence was the objective. It uses a combination of Durango™ Maple Mocha along with Durango™ Cherry Chocolate cabinetry, plus a variety of interesting details.

The stacked cabinets on either side of a stainless range hood create the main focal point, with a variety of other focal areas such as the open wine shelves, the baking alcove, the technology center and oversized island.

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25 TIMBERLAKE —Design Centers

PORTFOLIO

“Most people have difficulty trying to visualize what something will look like without seeing it. Our concept was to do a full-scale kitchen and show them what everything really looks like.”

Michael Finocchio – David Weekley Homes

Creating a full-sized kitchen display helps to immerse the customer into the room so they can experience a variety of details as they explore. In this David Weekley premier kitchen display, visual indulgence was the objective. It uses a combination of Durango™ Maple Mocha along with Durango™ Cherry Chocolate cabinetry, plus a variety of interesting details.

The stacked cabinets on either side of a stainless range hood create the main focal point, with a variety of other focal areas such as the open wine shelves, the baking alcove, the technology center and oversized island.

24

25 TIMBERLAKE —Design Centers

PORTFOLIO

The Purchase

Sonoma cabinetry’s contemporary lines are emphasized by a stair-step stagger effect in this David Weekley kitchen display.

Highlighting the effect is a molding stack consisting of crown molding atop traditional light rail turned upside down and two standard light rails sandwiching a triple bead molding.

The central cabinet component is a combination of a W3024 above a wine rack cabinet flanked by fluted fillers and pyramid blocks on each corner.

“ We keep all the options we want to offer in a jewel box of sorts. We can’t offer everything, after all.

But inside this jewel box are all these wonderful choices you can make.”

Nancy VanBenschoten – Beazer Homes

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27 TIMBERLAKE —Design Centers

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The Purchase

Sonoma cabinetry’s contemporary lines are emphasized by a stair-step stagger effect in this David Weekley kitchen display.

Highlighting the effect is a molding stack consisting of crown molding atop traditional light rail turned upside down and two standard light rails sandwiching a triple bead molding.

The central cabinet component is a combination of a W3024 above a wine rack cabinet flanked by fluted fillers and pyramid blocks on each corner.

“ We keep all the options we want to offer in a jewel box of sorts. We can’t offer everything, after all.

But inside this jewel box are all these wonderful choices you can make.”

Nancy VanBenschoten – Beazer Homes

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27 TIMBERLAKE —Design Centers

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step six The Close

The buying journey is not over once options are selected.

This final step allows the design consultant to set the

tone for future purchases. By reviewing the order and setting proper expectations with the customer, they

ensure that all the customer’s questions are answered and that the customer knows what to expect in their new home. The idea is to prevent any misunderstandings and set the stage for high customer satisfaction marks and long-term customer loyalty — whether in word-of-mouth endorsements or future purchases.

Some builders use storyboard walls to communicate the brand/service commitment to the customer and help add a note of reassurance to the close. An effective design center includes this feature as a final element of a true retail experience.

Wyoming® Cherry cabinetry in a Bordeaux finish is perfect for getting down to business in the David Weekley library/home office display.

The liberal use of crown moldings and fluted columns creates a luxurious executive setting.

See pages 17 and 18 for other views.

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29 TIMBERLAKE —Design Centers

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step six The Close

The buying journey is not over once options are selected.

This final step allows the design consultant to set the

tone for future purchases. By reviewing the order and setting proper expectations with the customer, they

ensure that all the customer’s questions are answered and that the customer knows what to expect in their new home. The idea is to prevent any misunderstandings and set the stage for high customer satisfaction marks and long-term customer loyalty — whether in word-of-mouth endorsements or future purchases.

Some builders use storyboard walls to communicate the brand/service commitment to the customer and help add a note of reassurance to the close. An effective design center includes this feature as a final element of a true retail experience.

Wyoming® Cherry cabinetry in a Bordeaux finish is perfect for getting down to business in the David Weekley library/home office display.

The liberal use of crown moldings and fluted columns creates a luxurious executive setting.

See pages 17 and 18 for other views.

28

29 TIMBERLAKE —Design Centers

PORTFOLIO

TOOLS OF THE TRADE Timberlake offers a full range of materials to support design center consultants.

Beyond retail design expertise, Timberlake Cabinet Company offers additional sales support to the nation’s builders as part of a total service commitment to the industry. This takes the form of training and marketing materials, as part of our comprehensive design center merchandising program.

Working closely with individual builders, we develop a full range of high-quality displays and support materials that: n

Optimize space and effectively position product to encourage the sale of options and upgrades

n

Educate consumer and design center staff alike

n

Present a consistent quality image

n

Simplify the selection process

n

Help homeowners make more informed decisions

n

Are customized to individual builders and communities

n

Properly set homebuyer expectations

n

Reinforce customer satisfaction

30

31 TIMBERLAKE —Design Centers

PORTFOLIO

TOOLS OF THE TRADE Timberlake offers a full range of materials to support design center consultants.

Beyond retail design expertise, Timberlake Cabinet Company offers additional sales support to the nation’s builders as part of a total service commitment to the industry. This takes the form of training and marketing materials, as part of our comprehensive design center merchandising program.

Working closely with individual builders, we develop a full range of high-quality displays and support materials that: n

Optimize space and effectively position product to encourage the sale of options and upgrades

n

Educate consumer and design center staff alike

n

Present a consistent quality image

n

Simplify the selection process

n

Help homeowners make more informed decisions

n

Are customized to individual builders and communities

n

Properly set homebuyer expectations

n

Reinforce customer satisfaction

30

31 TIMBERLAKE —Design Centers

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PORTFOLIO DESIGN CENTERS

Special Issue

!

The New Selling Arena Key to Maximizing Earning Potential

Creating a True Retail Experience !

DESIGN CENTERS

Special Issue

P.O. Box 1980

Tools of the Trade

Winchester, Virginia 22604

www.timberlake.com Printed in U.S.A. © 2005 American Woodmark Corporation 10M 9/05 TBL96744

A SHOWCASE OF DESIGN IDEAS FROM TIMBERLAKE CABINETRY V O L U M E

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