Woman-Centric Matters!®, a division of Design Basics, LLC, is a powerful business approach and education platform that teaches businesses how to become remarkable by transforming their attitudes and practices based on the woman’s perspective. According to Smith-Dahmer Associates,NAHB International Builders’ Show®, women directly purchase or have controlling influence in the purchase of 91% of all new homes. With this statistic in mind, taking a Woman-Centric approach means designing everything from her perspective. And, at its core, is understanding your female customers so innately that you can anticipate what they want before they even ask!
LEARN MORE to SELL MORE – Become a Certified Woman-Centric Builder today!
View the introductory video series below to learn more about the Program and how it can help you stand out and sell more homes.
Video 1: Introduction
Video 4: Selling
Video 2: Design
Video 5: Customer Experiences
Video 3: Marketing
Video 6: Finally About Me®
Woman-Centric Origins
It all began in mid-air on a flight back to Omaha in January 2003 when the president of Design Basics was reading an article in Forbes magazine about the impact of female consumers – an “Ah-ha!” moment. If women are making the decisions in most of the purchases, then many businesses could benefit from learning how to design, market, and sell their products and services around the attributes that actually matter to women.
Later that same year, Design Basics launched a publication called Her Home™ Magazine, targeted to women home buyers/owners, which was the catalyst behind two years of extensive research on how women make buying decisions.
In 2006, Design Basics launched a new division called Woman-Centric Matters!® and began training businesses on how to effectively target new female customers and keep their current female customers coming back again and again. A unique bundle of products and services were developed to support the Woman-Centric Matters! brand, available exclusively to companies that choose to become certified with the brand.
What is a Woman-Centric Home?
Woman-Centric Home Design is based on customer feedback, primarily from women from all over the United States, focusing on increased livability and style. Our designers listened to customers describe design shortcomings these women would change if they could as well as describing problems they wished there was an answer for. Many of the resulting Woman-Centric design solutions and amenities have become recognized as being today’s “must have” design features!
In addition, we help home builders and remodelers use this approach to take the customer’s experience from stressful to delightful…and, accomplish more with their marketing dollars!
Designing from a Woman’s Perspective
Our Woman-Centric approach takes home design to a whole new level. A Woman-Centric home is not only designed by square footage, number of bedrooms, or home style; it considers how a home lives and specific buyer preferences. Through our extensive research we developed two unique approaches to designing from a woman’s perspective:
Livability at a Glance™
Women told us there are four primary ‘lenses’ they use when looking at a home and its suitability for her household. This led Design Basics to introduce Livability at a Glance and color-code our floor plans to make it even easier to envision how the home lives. These areas are identified as: Entertaining, De-Stressing, Storing, and Flexibility. Take our Livability Quiz to find out which lenses are most desirable to you and your household.
Finally About Me®
Taking a Woman-Centric approach to residential design and building just makes sense. But obviously not all women are the same. Design Basics’ research identified there are actually four primary ‘personas’ that better describe and predict an individual’s preferences when it comes to a home – its design and products featured. To make it easier to remember, Design Basics even named the four personas! Knowing which persona best describes you can save you and your builder many hours in getting just the right home plan and product selections for your home. Take our Finally About Me Quiz today!
What has the Woman-Centric Approach done for home builders?
- Women are the sole or primary decision makers in 91% of new home purchases.
- Women use four lenses when evaluating a home’s “livability.”
- Women value and appreciate products and amenities for style, performance, reliability, and maintenance differently than men.
- Does your marketing show you truly appreciate her perspective, or that you merely want her business?