March 18, 2008

Modular Home Construction Trending to the High-End Luxury Market: An Excellent Example of Brand Power

Modular home construction is testing high-end market acceptance in a very high profile fashion, and the crème de la crème are all onboard. And the Oscar goes to....

Tucker Bayou, is the winner of the Best in American Living Awards (BALA) Home of the Year. The surprise winner (at least to stick builders) is a modular cottage that was substantially complete upon arrival to the site (shipped in sections) and assembled on the foundation in a matter of days. This 3,500 square foot empty-nester vacation home in WaterSound on the Florida panhandle, is also a 2007 Southern Living Idea House.

The award-laden Tucker Bayou is the result of a partnership between Haven Custom Homes, Looney Ricks Kiss Architects, The St. Joe Company (WaterSound developer), and Southern Living magazine. Southern Living magazine is partnering with upscale custom modular builder Haven Custom Homes and Looney Ricks Kiss Architects, Inc. to test the feasibility of Southern Living-branded factory-built homes.

Excerpted from a builder press release: "This partnership was born out of the success of our 2007 Southern Living Idea House in WaterSound [Fla.]," said Bill McDougald, vice president and executive director of the Southern Progress Homes Group. "The house totally belies the common perception of modular and was put together in a matter of weeks – not months. We believe this could quite possibly be the future of home construction and development, and we want to explore it further."

Interesting. The “common perception” of modular construction is not upscale but Haven Custom Homes seems well on the path to dispel the negative associations. All the players here are clearly well-respected icons in the residential real estate industry and WaterSound enjoys a reputation as the Florida Panhandle playground for very well-heeled, discerning owners.

As part of an ongoing partnership, Southern Living is giving Haven Custom Homes licensing rights to construct 10 homes over the next two years in locations yet to be determined. Because the components are built inside a factory, construction time isn’t delayed by weather conditions and there is less disruption on the construction site. The result is a home that is finished in about a third of the time of conventional construction, and labor and cleanup costs are reduced as well.

Take a look.

The more public entrance in the rear goes through the garden.

Family work area off the kitchen.

Children's bunk area upstairs.

Living Room

Click here to see the Tucker Bayou floorplan from Haven Custom Homes.

Haven Custom Homes partners with local builders and delivers some 350 pre-manufactured modular homes a year to their markets throughout the eastern U.S. Their price range is from $300,000 to $2.5 million. Haven currently operates home building centers in Pennsylvania and South Carolina, with plans for future expansion into other regions.

Sponsored by Professional Builder magazine and the National Association of Home Builders, the BALA program showcases homes that illustrate design quality, succeed in the marketplace and exemplify the “Best in American Living.”

Kudos to the players...nice example of excellent branding.

1 comment:

Forsikringsskader said...

An Excellent Example of Brand Power has really helped our business.