This week on The Home Builder Digital Marketing Podcast, Kate Pourhassanian of Unscripted Interior Designs joins Greg and Kevin to discuss how prioritizing personalization in marketing can distinguish a home builder and can improve the home buying experience.
Home building teams benefit from stepping out of day-to-day transactions to focus on what a significant decision buying a home is for individuals. Kate says,
“It is a big deal for someone to purchase a home. I feel like sometimes, you know, we live in this space, we talk about it all the time, and we forget the humanness of what is happening. Like, buying a home is a big freaking deal, and it is an opportunity to put your stamp, build something new. This could be a once-in-a-lifetime opportunity, and so give honor to that. It’s a sacred process. I don’t know. I just think that’s something that we definitely are missing from time to time.”
Home buyers want more customization during the home buying journey. Kate says,
“I think that if there’s anything that research shows us right now in terms of design, that there are two things that the consumer is looking for in their home post-pandemic, and that is inner peace and personalization.”
Making the home buying process more personalized creates an unforgettable experience for the customer, but it benefits the home builder as well. Kate explains,
“People are wanting to have these dynamic memorable experiences, so I just think that bringing it to the model merchandising space. When you have memory points, when you have opportunity to strike an emotional chord with a human, that has lasting significance and impacts, I think, the bottom line in terms of high sales.”
Listen to this week’s episode to learn more about the benefits personalization can have for both home buyers and home builders.
About the Guest:
Kate Pourhassanian is Chief Operating Officer and Principal of the award-winning, nationally recognized interior design firm, Unscripted Interior Design. Parlaying over 17 years of marketing and trend development within the beauty industry into the creative discipline of interior design, Kate brings fresh perspective to the home building sector. Fusing an educational background in spiritual formation and international beauty-brand education and development, Kate has a passion for the intersectionality of personal growth and the creative workplace. On the Board of Directors for the International Enneagram Association, Kate integrates these disciplines through coaching and speaking engagements and with her beloved team at Unscripted.
Additionally, Kate is the current Chair of HBA Metro Denver’s SMC board and was the recipient of the 2019 HBA of Metro Denver’s Volunteer of the Year award. For over 3 decades, Unscripted has been a thought leader and innovator in the world of interiors, collaborating on projects in 24 states to date; specializing in model home merchandising, commercial environments, and luxury custom residences. With offices in Colorado and Southern California, Unscripted has the capacity to meet our clients’ needs from a national perspective, with efficiency and true experience.