One-Stop Shopping

No easy achievement, considering how many decisions must be made even after the contract has been signed. Will it be carpet or ceramic tile in the family room? How about a built-in entertainment center? Should the kitchen cabinets be wood or a laminate? The selection process can seem overwhelming.

Increasingly, smart builders are working to simplify matters by sending buyers to spacious new design centers. Here they can choose everything from plumbing fixtures to countertops, all while their kids romp in nearby play areas.

The design center concept is popular because it allows buyers to shop for interior and exterior finish options in one location, says Nancy VanBenschoten, design studio manager for Beazer Homes. "It's a really nice experience," she adds. "We try to make it feel like a boutique. We have soft music playing in the background. We have coffee and sodas and snacks."

Design centers typically are spacious, comfortable spaces where kids can play games or watch movies while parents nibble on something tasty and plan their new home with the help of resident experts.

Here's how it works: First, buyers schedule a meeting with a design center consultant who gives them a tour of the showroom and explains standard features and upgrade options as well as prices. It's an opportunity to see what's available and to gather ideas.

During the second scheduled meeting, buyers usually discuss their concepts with the consultant, who guides them through the selection process and may even offer design tips. This is when choices are finalized.

Design centers aren't just warehouses filled with building materials and home products. Like the finest retail stores, they are laid out with merchandising in mind-often with dream rooms already set up so buyers can see how their selections will look when installed.

For example, the Meritage Homes design studio encompasses 4,500 square feet and showcases three kitchens, a den and a kids' room as well as a summer kitchen.

"We have most everything on display," says Kim Hiltbrand, design studio manager for Meritage Homes. "We have all the faucet selections and most of the lighting selections." Products that aren't on display can be viewed in catalogs, she adds.

At most other design studios, buyers typically spend several hours making their selections. At Beazer's facility, choices are loaded into the computer so that buyers have a record of everything they've done. "They get color photos," VanBenschoten says. "They get paperwork with all the diagrams. That way, they can refer back to their choices while their home is being built or double check when a question arises about a color or finish."

In addition to fully decked out kitchens and bathrooms, design centers also display products such as electronics, doors, light fixtures, countertops and even window treatments. Displays are updated to keep up with the latest trends.

"We want to offer buyers a nice selection of finishes, but not to the point that it's overwhelming," says VanBenschoten. "I've learned to wean it down. I look at the options that are frequently sold and update on a yearly basis."

But that doesn't mean there aren't plenty of choices. Beazer's studio encompasses nearly 2,000 square feet, with dozens of selections in every category, from granite countertops to flooring tile. "People want choices, especially the type of buyers we have today," says Van Benschoten. "Today's buyers want all the amenities, so when they come to the studio they're able to make those choices."

At Cambridge Homes' 6,400-square-foot design studio, buyers can view five kitchens, structured wiring displays, bathrooms with spa features, courtyards with fountains and even a streetscape that showcases exterior finishes. And at the 12,000-square-foot design studio recently built by KB Home, buyers can see an outdoor living area, an entertainment room, bathrooms and three kitchens.

In some design studios, the staff includes qualified interior designers.

"All our designers are required to be eligible for membership with ASID (American Society of Interior Designers)," says Mary Mead, director of interior design & merchandising services at Park Square Homes, which has a 4,000-square-foot design center.

Builders today know that their customers are busy people who expect personalized attention from a trained consultant. "Many of our homeowners are now opting for a little smaller home so that they can personalize the space to fit their lifestyle," says Mead. "We can take a [basic] home and outfit it with tile in the wet areas, granite countertops and surround-sound in the family room. And those are just a few of the options available."

Each buyer spends about four hours with professional designers, Mead says. "They not only walk them through the selection process, they also educate them on what to expect during the building process," she adds.

The first design centers often were corner display spaces set up in model home garages. But builders who've invested in more elaborate showrooms say it's worthwhile for everyone. Buyers appreciate the convenience and builders appreciate the chance to boost their bottom lines through upgrades.

But that doesn't mean buyers have to endure pushy sales pitches, VanBenschoten says. "We present it, and if the customer wants it, that's it," she notes. "There's no high pressure."