Woman-Centric Matters! Approach to Home Design, Building, Marketing, and Sales

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WOMAN-CENTRIC MATTERS!^sm^{Approach
to Home Design and Building,
Marketing and Sales}

As reported at the International Builders Show, “Women are the sole or primary decision makers in 91% of new home purchases! Design Basics’ Woman-Centric Matters!^sm program is a proven approach for capitalizing on that reality—and opportunity. Builders using the approach tell us, “It makes the competition irrelevant!”

Why does it work? Who is your real customer? Here are some facts:

CONSUMERS:

Earth’s largest economy: American Women (Tom Peters)

EDUCATION:

57% of the nations' undergraduates are women.
58% of master's degrees are being awarded to women. (Washingtonian, 2002)

INCOME:

The median income of men in 2005 was 2% higher than in 1973 compared to a 74.6% increase for female earners (U.S. Census Bureau)

INVESTING

Women represent nearly half of all investors with $100,000 or more in investable assets. (Women's Financial Network, 2002)
Women investors realize better gains on average than male investors due to their longer term outlook and more balanced portfolios. (Digital Look and Dalbar studies)
Financial services companies have historically woefully underperformed in reaching out to women. (Lynn Ford, Sr. V.P. Retail Retirement Group, Wachovia)
Women pay 70% of all household bills” (NetSmart America)
Women are directing the financial stability and security of almost 70% of all U.S. households. (SRI Consulting Business Intelligence)

AUTO

Females influence 80% of ALL purchases and have 95% veto power regarding automotive purchases. (Ford Motor Company)
"GM wants more women as customers and frankly, in today's environment, any company that doesn't strive to meet the needs of women is crazy!" (Cynthia Price, GM Center of Expertise, Women's Market Initiative, GM Fastlane blog.)

INSURANCE

Studies show as much as 64% of American women carry no life insurance. (InsWeb)
Because our mates usually die before us, we have to plan for our own needs in the future. (Betty Soldz, Senior Women Web)
Nearly 50% of women surveyed ranked the protection of their family and property as their #1 financial goal. (Independent Insurance Agents of America)
76% of women wish they had learned more about investing while growing up.” (Oppenheimer Funds)
Women make over 80% of healthcare decisions… and are knowledgeable “go-to’s” about the care and products consumed by their aging parents. (Kelly Connors, President, KC Healthcare Communications)

RETAIL

Women make 83% of all consumer purchases. (Business Week)

HOUSING:

Women Directly purchase or have a controlling influence in the purchase of 91% of all new home. (Smith-Dahmer Associates, NAHB IBS)
92% of women use the internet to shop for homes, making them the most powerful online audience of home buyers. ("Multi-tasking Women," Building Women, Summer 2005)

At a time when some builders are reeling from economic pressures and an oversupply of new homes, woman-centric builders are making “price” secondary to offering the new homes she truly wants. Since introducing the program late in 2006, we have over 80 builders now working with the approach. Each has an exclusive geographic area.

The Woman-Centric Approach to Home Design, Building, Marketing, and Sales

Becoming a Remarkable Woman-Centric Builder
Finding a Road Map that Leads to Success
Woman-Centric Home Design
Plans Designed for the Way She Lives
Setting Yourself Apart
Woman-Centric Marketing
Woman-Centric Web Sites that Sell Homes
What Female Surfers Look For
Design Basics Think Tanks
Demystifying the Feminine Mystique

Adopt the Woman-Centric Matters! Approach

1. Attend/Participate in two half-day Woman-Centric Matters^smThink Tank Sessions

Location: In Omaha, NE offices unless otherwise noted.

denotes a GoToMeeting.com web based online event.

Dates:

2008 November 20-21, 2008 2 Openings Still Available

2008 December 11-12, 2008 2 Openings Still Available

2009 January 28-29, 2009 Openings Still Available

February 25-26-2009 Openings Still Available

March 25-26-2009 Openings Still Available

April 28-29, 2009

Openings Still Available

If you are interested in attending a Woman-Centric Matters!^sm Approach Think Tank, please check on the availability of the program your area. Omaha and remote think-tank seating limited to 20 attendees from non-competing markets.

For GoToMeeting think tanks, participation is limited to three to five companies in non-competing markets.

For more information, call us at 800.947.7526 or contact
Paul Foresman or Greg Dodge.

2. Together, We Identify the Opportunity -

Together, we assess how this approach would impact your business.
Discover how to simultaneously increase sales, profits and customer satisfaction.
Identify ways to make other builders "irrelevant" in the minds of buyers!

3. We develop a custom woman-centric program that will work for you!

It begins with our woman-centric menu. Then we develop a proprietary program tailored to your company, your market and your goals.
Receive exclusivity in your market area for the Her Home and Woman-Centric Matters^sm brands.
Create a compelling case for her to buy from you.

Woman-Centric Buzz

EXTRA, EXTRA, Read and Hear all about it!!

Sam Bradley Homes Breaks Ground on the 2009 St. Jude's Childrens Research Hospital.
(October 2008 - Springfield, MO), Sam Bradley Homes has been chosen as the builder of the 2009 St. Jude's Children's Research Hospital Dream Home by the board of directors of the Springfield, MO Home Builders Association Charitable Foundation. The home is being built on lot #48 in the Lionsgate development south of Springfield.
The Woman-Centric Matters home is being built with changes from Design Basics plan. Watch the KSPR (the local ABC affiliate) piece of the groundbreaking.
(Virginia Beach, VA), Bullington Builders Opens Woman-Centric Home Design Studio
April 2008 - Bullington Builders opened its first home Woman-Centric^sm design studio in March 2008. Elizabeth Anne Home Design Studios was opened to support Bullington's' Woman-Centric^sm approach to home design, building and the customer experience. Opening the design studio was a huge, and very forward thinking move for Bullington. No other builder in the Virginia Beach our area has a design center/studio, unless you consider a model home garage/office with wood and tile samples propped up against the wall in a dusty corner. The studio is only 1300 sq ft, yet, Tanya Bullington succeeded in making it “feel” much larger by dividing the space and incorporating several small studios within this space. The Bullington Design Studio is located conveniently between a “Curves for Women” and a nail salon…..on purpose of course!
(Akron, OH), Reflection Homes Woman-Centric Approach Gets Noticed!
February 2008 - NBC affiliate WKYC, Channel Three interviews Bunny Dennison, Vice President of Reflection Homes about Woman-Centric Approach to home design and building.

WKYC story and video: http://www.wkyc.com/news/
(Minneapolis, MN), Minneapolis Press Goes Gaga over Woman-Centric
Models Parade Homes!
February 2008 - In the first two weeks of Feb.. 2008, Our Minneapolis woman-centric builders received free publicity with features on all 3 local TV news programs, editorial in 6 different newspapers, local magazines and various radio spots. Our Woman-Centric Builders are Bruggeman Homes, Custom One Homes, NIH Homes, Severson Homes and TC Homes.

NBC KARE, Channel 11 story and video:
www.kare11.com/onlive/wherewelive/wherewelive_article.aspx?storyid=498145

Star Tribune
http://www.startribune.com/lifestyle/homegarden/15398061.html

http://www.startribune.com/homes/15397986.html

Midwest Home Magazine
http://www.midwesthomemag.com/media/Midwest-Home/February-2008/2008-Parade-of-Homes-Spring-Preview/Perfect-livability/
(Warwick, RI ), Deerbrook Development lands 41new home contracts!
January 2008 - Hugh Fisher of Deerbrook Development sent 700 invitations for a REALTOR event to announce the opening of his 1st Woman-Centric model home. Expecting a few dozen attendees, over 300 people turned out. Since that event Hugh has signed 41 new home contracts!

For more information, contact Paul Foresman or Greg Dodge.

Woman-Centric Testimonials

“Since we started our Woman-Centric spec home and held our REALTOR open, we are working with over 40 people in various stages of building a new home!”
- Dave Beachy, Reflection Homes, Akron, OH

February 2008

“Our sales in 2007 were up 43% with the
Woman-Cenric Approach!"

Ted Schieler, Schieler & Rassi Quality Builders, Peoria, IL

February 2008

Schieler & Rassi Quality Builders, Peoria, IL - Woman Centric Home Builder

Denny Lenth Construction Cedar Falls, IA - Woman Centric Home Builder

“Our market has been slow, so building a $600,000 spec home was a big risk. It was also our first woman-centric home. It sold the first day of the Parade at full asking price!”

- Denny Lenth, Denny Lenth Construction Cedar Falls, IA

“My buyers are a walking testimony to the Woman-Centric Homes! The whole concept of Woman-Centric is very inviting . . . Every Woman-Centric home we’ve built has sold. Guys are going on our website, looking at the Woman-Centric home designs and amenities, and asking us for these homes.”

Terrell Taylor, Group One Construction & Development, Merrillville, IN

February 2008

Lane Building Corporation, Omaha, NE - Woman-Centric Home Builder

“The team at Design Basics was invaluable in helping transform our company into a woman-centric home builder. From engaging model home signage, to designing our garage sales centers and personalization studio, to website enhancements, a custom edition of their Her Home magazine and public relations, the marketing program is first rate!”

- Jerry Standerford, Lane Building Corporation, Omaha, NE

Increasing sales, profits, and customer satisfaction!

NEWSWORTHY
“ More builders are getting in touch with the feminine side to boost confidence among this powerful demographic.”
-Woman-Centric feature in BUILDERnews Magazine

Design Basics provides a full-service approach for builders - Builder Design Center Magazine

TURNKEY, SINGLE SOURCE SOLUTION
“ Design Basics provides a full-service approach for builders. This includes woman-centric plans, branding, the architecture of design centers, reviewing and selecting options to make sure they are woman-centric, assembling packages, designing sales offices, graphics packages, brochures, and every aspect of the customer experience…I believe you’re on the right track!”
Maria Muto Porter, Editor, Builder Design Center Magazine

MARKETING MATERIALS AND TRADESHOW GRAPHICS
“ We have a tremendous success introducing the Woman-Centric approach at our first home show event last weekend. We received awesome compliments, got some really great leads, and EVERYONE loved touring our display. I had some power point messages on the exterior of the booth.'

– Woman-Centric Builder Tanya Bullington,
Bullington Builders

WEBSITE DESIGN AND DEVELOPMENT
“ At Severson Homes, providing an easy to use, sensible website gives our customers access to our Woman-Centric program and saves them time. This is a convenience that both men and women appreciate. Our distinctive approach to the building process and customer support is the key to unlocking doors of great success.”

-Woman-Centric Builder Helene Severson,
Severson Homes

STAFF TRAINING
“ Your Woman-Centric training was great! For the sub- contractors, most all of them thought it was worth their while. My sheet rocker gave me an excuse why he couldn’t stay all day and then ended up staying all day and complimented us on the course. Also our REALTOR® training was a great hit and I have received numerous compliments on that.”

– Woman-Centric Builder Mike Rygh,
Custom One Homes by Mike Rygh

Listen to Rachael and Larry in their own words.

- Rachael & Larry Weissenberger,
Roewood Custom Homes

Rosewood Homes - Rachel & Larry Weissenberger

SALES CENTERS
“ Open less than a month, we already have 4 sales specifically attributable to our woman-centric garage sales center! The woman-centric approach is helping us sell $8,000 to $12,000 more per home in options and upgrades!”

-Woman-Centric Builder John Menghini Jr.,
H&S Covenant Homes

Exclusive Woman-Centric Licensees
Click the map to view our Woman-Centric Home Builder Licensees.

Allison Homes Rochester, NY	American Heartland Homebuilder,LLC Macomb, MI	Sherwood Homes Omaha, NE	Group One Merrillville, IN	English Building Systems Huntington, MA

Griffith Home Builders Kellogg, IA	Escalante Construction St George, UT	George M Sherman Builder Indianapolis/Greenfield, IN	Gene McElhinny Builders Kearney, NE	Haven Properties Atlanta, GA

Melder & Company New Castle,PA	Caterino Builders Saginaw, MI	Schieler & Rassi, Inc. Peoria, IL	Snowden Builders Grandville, MI	Warren Brothers Group Upper Marlboro, MD

Denny Lenth Enterprises Cedar Falls, IA	Nick Vontz Construction McPherson, KS	Vance Vetter Homes Bismarck, ND	Heritage Hill Property Hartland, WI	Think Green Builders Yuma. AZ

Krier Homes Indianola, IA	Beeco Construction Athens, GA	Sparkes Construction Asheville, NC	Fenner Homes Berrien Springs, MI	Choate Custom Homes Milford, MI

Blue Print Homes Des Moines, Urbandale, IA	Stonefield Homes Greensboro, NC	Stuteman Construction Joplin, Nevada, MO	Craft Built Homes Talleyville, DE	Fairfield Homes Lancaster, OH

Superior Builder, Inc. Manchester, CT	American Homebuilders Jacksonville, FL	Francis Home Waterford, WI	H & S Covenant Homes Kansas City, KS	Fenner Homes Linn Creek, MO

DM Hawks Builder Topeka, KS	Severson Homes, Inc. Minneapolis, MN	NIH Homes, Inc. Minneapolis, MN	TC Homes, Inc. Minneapolis, MN	Primus Corporation Oswego, IL

CA Jones SE St. Louis, IL	Top Choice Homes Blue Springs, MO	Merritt Homes, LLC Farmington, MO	Bullington Builders Virginia Beach, VA	Reflection Homes Akron, OH

Clemens Construction Group Findlay, OH	Bruggeman Homes White Bear Lake (Minneapolis), MN	Barna Log Homes of Georgia Elijay, GA	C & E Builders, INC. Petersburg, VA	Fine Line Homes Harrisburg, PA

Halverson-Webb Services, , LLC Blacksburg, VA	Mark Hughes Construction Southwest, IA	Custom One Homes Cottage Grove (Minneapolis), MN	D & I Properties Greenville, NC	Deerbrook Development Warwick, RI

Prairie Homes of Lincoln Lincoln, NE	Pellis Construction Greenburg, PA	The Building Company Ames, IA	Rosewood Homes Sioux Falls, SD	Fieldcrest Development Champaign-Effingham, IL
Heritage Lane Fine Homes Austin and San Antonio, TX	Sam Bradley Homes Springfield, MO	Terrace Custom Homes Friendship, WI	Goodwood Custom Homes Rochester, WI	Kliethermes Homes and Remodeling Inc. Columbia, MO
Flint Custom Homes Layton, UT	Lifestyle Homes Greeley, CO	Cumberland Builders Nashville, TN	Lifestyle Homes Greeley, CO	PATCO Construction, Company Sanford. ME


New Woman-Cenric Maters! Licensees
Virginia Home Columbus, OH	Homesource Custom Homes St. Louis, MO

Noteworthy Woman-Centric News
11/10/2008	Design Basics is proud to welcome these home builders as new Woman-Centric Matters! Licensed Home Builders: Virginia Homes , Columbus, OH HomeSource Custom Homes, St. Louis, MO

10/9/2008	American Heartland Homes Builds Second Extreme Makeover Home Edition home. (Ocotber 2008 - Charlotte, NC), Rick Merlini, CEO of American Heartland Homebuilder and the woman-centric builder in Charlotte, North Carolina, worked hard to get the woman-centric message incorporated, but--of course--we have no control over the content of the program and how much woman-centric gets mentioned. This is Rick's second Extreme Makeover Home Edition. Read more about this project on Rick's website. Those in the Charlotte, NC area may tune in an hour early at 7 p.m. for a one-hour special on the show where they’ll get to see a behind-the-scenes look. Rick will be giving his account of the entire Extreme experience.

8/15/2008	Design Basics is proud to welcome these home builders as new Woman-Centric Matters! Licensed Home Builders: Lifestyle Homes and Benchmark Custom Homes, Evans, CO Steve Flint Custom Homes, Layton, UT Cumberland Homes, Inc., Nashville, TN Crosswood Construction, L.L.C., Franklin, TN

7/27/2008	Design Basics is proud to welcome these home builders as new Woman-Centric Matters! Licensed Home Builders: Sam Bradley Homes, Springfield, MO Terrace Custom Homes, Friendship, WI

5/13/2008	Design Basics is proud to welcome Heritage Lane Fine Homes as the exclusive Woman-Centric Home Builder in Austin, Texas and as a Woman Centric Home Builder in San Antonio, Texas.

5/01/2008	Rosewood Homes is featured builder in the May issue of "Home Ideas" Magazine

3/01/2008	Design Basics is proud to welcome these home builders as new Woman-Centric Matters! Licensed Home Builders: Fieldcrest Development, L.L.C., Champaign/Effingham, IL; Goodwood Custom Homes, Inc., Rochester, MN; Landrun Development & Construction./Chisholm Creek, Enid, OK; Pellis Construction Company, Greensburg, PA

3/01/2008	Design Basics is proud to welcome these home builders as new Woman-Centric Matters! Licensed Home Builders: Burns, Covington & Ritter, L.L.C., St. Louis, MO Osborn Contracting, Inc., Quad Cities, IL, IA; Rosewood Homes, Sioux Falls, SD; Kliethermes Homes and Remodeling, Inc., Columbia, MO

2/01/2008	Design Basics is proud to welcome these home builders as new Woman-Centric Matters! Licensed Home Builders: Fine Line Homes, Harrisburg, PA; The Building Company,Ames, IA; Primus Corporation,Greater Chicago; Mark Hughes Construction, Glenwood, IA; Halverson-Webb Services, L.L.C., Riner, VA

1/22/2008	100 Real Estate Professionals Attend Reflection Homes (Uniontown, OH) Broker Open House

12/23/2007	‘Woman-centric’ houses all the rage! Hugh Fisher - Deer Brook Development, Rhode Island.

11/20/2007	Bluffton Home Builder Launches “Woman-Centric” Website Innovative Home Builder Launches “Woman-Centric” Website

10/11/2007	Innovative “Woman-Centric” Homes Help Builder Thrive

10/28/2007	Reflection Homes Named Northeast Ohio’s Exclusive Woman-Centric Matters Home Builder

8/14/2007	Additional Think Tank date added for Sunbelt Builder Show in Dallas,TX

8/3/2007	Three home builders become Woman-Centric home builders in Minneapolis, MN. Severson Homes - South Metro Minneapolis, MN NIH Homes - Sherburne Count, MN TC Homes - Suburban Minneapolis, MN

5/13/2007	A Woman's Place

5/1/2007	Partnership Promotes ‘Women-Centric’ Homes

4/25/2007	Beeco Builders Named Commerce / Athens, Georgia area’s Exclusive Woman-Centric Matters^sm Home Builder

4/9/2007	Rochester, NY Home Builder Launches “Woman-Centric” Website

4/5/2007	Cedar Falls / Waterloo Builder Named Exclusive Woman-Centric Matters Home Builder

3/30/2007	Warren Brothers Group Named Exclusive Woman-Centric Matters Home Builder

2/23/2007	Innovative Woman-Centric Design Unveiled at the Peoria Home Show

2/14/2007	H&S Covenant Named Johnson County, Kansas’ Exclusive Woman-Centric Matters Home Builder

1/31/2007	Francis Properties Named Exclusive Woman-Centric Matters Home Builder Choate Custom Homes, LLC. Named, Michigan’s Exclusive Woman-Centric Matters Home Builder

1/3/2007	Design Basics Seeking Applicants For National Advisory Panel

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Last Updated: Friday, November 14, 2008