Buyers’ desires
New home purchasers ask for energy efficiency, flexible options in National Homes workshop
What do prospective buyers of new homes want? In a word: more — more options beyond kitchen cabinets, countertops, flooring and bathroom tile.
New-home buyers want details and answers to questions such as: Is there an energy-efficiency option, and does it include adding solar panels at some point? What’s the carbon footprint? How cybersecure is the security- and camera-system option? What can I add on, or remove from, my new-home purchase package?
Those are some of the thoughts that came out of a unique, one-day Blueprint Workshop and exploratory session this past January that was hosted by Torontoarea builder National Homes. Participants included prospective buyers who had signed up for more information on National’s website, past buyers, industry players and partners such as Panasonic, as well as the homebuilder’s own engineers and architects.
About 65 people gathered at the IBM Innovation Space, at IBM Canada’s headquarters in Markham, to get beyond the bricks-and-mortar of home buying. The method was straightforward: engage with buyers face-to-face, rather than the traditional focus-group approach of watching from behind a two-way mirror, said Deena Pantalone, director of marketing and innovation, and a managing partner at National Homes.
Structured with a think-tank format and breakout workshop sessions, the process was designed by IBM and led by Karel Vrendenburg, director of IBM Design World Wide Client Programs and head of IBM Studios Canada.
Participants were split into four groups and mapped out their thoughts and ideas on sticky-notes, then grouped them in quadrants on wall charts according to themes, including how they used their homes, how they approached their research and buying process, and what they worried about when looking for a new home.
What emerged, loudly and clearly, is that home-hunting is a stressful process.
“It’s like a full-time job,” was one comment. “Overwhelming,” was another.
62 per cent of buyers want better kitchen organization
Anxieties such as “being able to afford the house” went hand-in-hand with comments such as “what if I lose my job after I buy?”
The differentiation between resale and new homes was also clearly articulated, with the overarching thought being that a new home is like a clean sheet of paper waiting for the buyers to make their own mark. As well, a dominant sentiment about a new home was that purchasing one is a far less anxious process than purchasing a resale property in the GTA’s competitive resale market, since there’s no possibility of being outbid.
Burlington condo dwellers Mike and Tina Doyle, who are moving from their current condominium into a new one across the street, were both impressed with the day’s process and information.
“I liked having the architects and planners and engineers here to learn from them,” said Tina, a real-estate agent.
“It will help me more in my job — but also for us.”
Dedicated new home buyers, the couple also liked the improved design rendition software they were shown and the concept of a smart home.
They were also intrigued by some new software destined for sales offices where buyers will be given the opportunity to render their prospective purchase in 3D and add finishes in greater detail to get a better idea of the completed product.
With 7-month-old Amayah in tow — and two more children under age 3 at home — Stephen Brown and Melina Gorosito were typical of the buyers group.
They’re desperate for more space to raise their kids. They recently bought a home in the Orangeville area and are waiting for it to be completed to move in.
“I was impressed by the smarthome idea,” Brown said.
“With three daughters, security is important to us.”
Gorosito was focused on the carbon footprint and energy efficiency, something she says will be more important in their lives going forward.
Other sticky notes bore expressions about the bittersweet nature of mov- ing, with buyers saddened to leave the comfort of their neighbourhoods while also being excited to explore and discover the highlights of their new neighbourhoods.
Then, of course, they worried about the sheer challenge of moving.
“I have too much stuff” said some of the notes. Buyers headed to condos wrote: “Time to downsize.”
And, not surprisingly among homebuyers in the greater GTA area, the car remains a central focus of home ownership.
Commute times and the ability to navigate that “crunch hour” of getting up, getting ready, getting the kids to daycare or school and then to work — and reversing the process at the end of the day — all weighed heavily on buyers’ minds. As well, it influenced their thoughts on location, transit availability and the desire for “longer driveways” and larger garages to accommodate a vehicle and storage.
The group also clearly expressed a growing interest in technology in terms of a house being wired for sound; security systems that allow for video monitoring; remote locking and unlocking of doors; and the energy efficiency of new and innovative building technologies.
However, there were also concerns about privacy, and some participants suggested interior cameras and remote access might allow hackers to track their movements; the issue remained a stumbling block during the daylong workshop.
The choice of exterior finishes with smaller carbon footprints and increased insulation were popular. Appliances and interior finishes were also considered through a more sustainable filter.
Pantalone said the participants’ thoughts, ideas and feelings about new home purchases will be compiled into a database for analysis, and then used to determine a direction and plans that better meet buyers’ desires — and dreams.