Best options and choices initiative – private housebuilders

A choice of products as good as the local home-decorating superstores, but without the hassle of having to go and find them, is what Laing Homes’ Homestyle service offers its buyers. The service allows buyers to make selections of items included in the cost of their home and to select upgrades (at an additional cost) from 24 different product ranges including up to 240 individual products. At some sites, the housebuilder also offers an interior design consultation service. Homestyle was initiated as an added benefit to the customer, but it has become so successful it yields an operational profit, with revenue this year predicted to exceed £2m. Further improvements include a removals service, which has been trialled at several sites, and bespoke curtains and lighting packages.

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George Wimpey Bristol

George Wimpey is promoting its customer choices and optional extras under the marketing badge of Absolute Choice, and buyers can make their choices at leisure with the help of an 87-page brochure. The company’s standard extras range has more than 150 items, including body-jet showers, ISDN lines, conservatories and landscaping. If customers want to personalise their home with something not included in the range, the housebuilder will prepare an individual quotation. The service is proving popular with the housebuilder’s customers, who are typically spending in excess of £4500 on extras for their home.

Laing is giving its customers tremendous freedom of choice