Home Shopping
By on Sep 16, 2008
A: Every residential builder understands that today?s new home shoppers are more educated and savvy than ever before ? partially because they have more resources at their disposal then they did even a decade ago. The Internet is one of them, and I?m fascinated at how this electronic medium has changed home shopping for consumers and builders alike. Recently, Statistics Canada released the data from the 2007 Canadian Internet Use Survey, which polled Canadians on their Internet use (including shopping) and showed that last year, 19.2 million Canadians went online for personal purposes. That?s 73 per cent of our population!
What?s that got to do with selling houses? These days, a lot. On the local level, people can surf the Net in the comfort of their homes, saving on gas money and driving time, to check out what?s available in new residential neighbourhoods. They can see renderings of what the homes and condominiums will look like when complete, read about the amenities in and around these communities, compare features and finishes, and often prices.
They can research the builders? histories and track records as well, which is important in a purchase of this magnitude. With the Internet so widely used around the world, some international buyers have actually shopped for new homes and condominiums and begun purchase procedures online.
The bottom line is that many new home buyers are pre-qualifying themselves before they set foot in any sales offices. They come in having done their homework and knowing what questions to ask, which helps sales representatives guide them toward the best home for their needs within their budget. In fact, our sales representatives at Heathwood say that an increasing number of customers come in with web printouts of the designs they?re interested in. They?ve studied the website material and are ready to get down to the nuts and bolts of choosing the perfect home.
I?ve noticed with interest how much more extensive builder websites are today compared to a few years ago, and this is why. Keeping our sites up to date has become a priority. Many new home websites include visual tours of model homes or even virtual tours of selected designs.
In addition, Internet users can find valuable information on other types of websites. Online mortgage calculators can help you find your price range, and the Tarion Warranty Corporation site explains exactly what is covered when you purchase a new home. The local, provincial and national home builders? association sites contain a wealth of information as well.
Of course, nothing replaces an actual visit to a new home community and seeing for yourself the surroundings, quality of finishes, etc. Being there in person helps you envision your life in the community, and you can actually see and touch items such as floor tiles, countertops and the like. You can also drive from there to your place of employment to find out realistically how long your commute would take.
Reality is one step better than virtual reality - but when armchair consumers do their Internet homework at home first, they come in with a sophistication that makes the process more efficient for everyone.
Hugh Heron is principal and partner in the Heron Group of Companies, president of Heathwood Homes and a member of the board of directors of Canada Mortgage and Housing Corporation, as well as a past president of the Toronto Home Builders? Association and the Ontario Home Builders? Association.
