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Case Study
Shea Homes Discovers Easy-to-Sell Storage Upgrades
SUMMARY
Shea Homes chooses SCHULTE Storage for increased revenue
because only SCHULTE offers:
• Production-oriented Products
• Easy-to-Sell Upgrades
• High Customer Satisfaction
BACKGROUND
Established in 1881, Shea Homes is the nation’s largest privately
owned homebuilder. Shea Homes has communities in Washington,
California, Arizona, Colorado and the Carolinas. Their Trilogy
Communities are the focus of this case study. These elite Trilogy
communities offer intimate, small-town community feel and are
comprised of luxury homes ranging in price from $350,000 to
$1,500,000. With a serious focus on building quality homes and happy
home buyers, Shea Homes pays attention to details. They go the extra
mile in their design center and model homes to inform home buyers of
the wide range of selections and upgrades available to them. Shea
Homes’ customers get a customized home with luxurious finishes and
features to create a new home that is perfect for their lifestyle.
Providing a home their customers love is Shea Homes’ ultimate goal.
CHALLENGE
Shea Homes’ closet Dealer used ventilated wire as the standard in all
Shea Homes and offered melamine systems as the upgrade. Wire was
quick and easy to install, but didn’t always provide a solution the home
buyer was happy with.
SOLUTION
The Rep/Dealer team of MCM Marketing, a SCHULTE Sales
Representative Agency, and De-El Enterprises, a Dealer serving the
Northwest, targeted Shea Homes as an ideal builder candidate to
begin offering freedomRail® as an upgrade in their Redmond,
Washington Trilogy Community. freedomRail is a truly adjustable
storage system that combines beauty with function to create a storage
solution that makes home buyers happy. The rail-based system also
provides an ideal solution for Shea Homes as it has the advantage of
fast installation like wire systems.
The next steps were: 1. The two organizations arranged a meeting to
introduce Shea Homes to freedomRail. 2. In a collaborative effort, De-El
Enterprises and Brian Crager from MCM Marketing created a powerful
presentation to clearly outline the features and benefits of freedomRail
as they relate to the home buyer and Shea Homes.
The presentation discussed freedomRail’s variety of upgrade options
to serve every home buyer’s need for versatility and beauty, and
explained how freedomRail provides an ideal upgrade product for
Shea Homes because of its production-oriented installation. With
SCHULTE strength guaranteed, Shea Homes could be confident that
there wouldn’t be call-backs on the freedomRail systems they installed.
It became clear to Shea Homes that freedomRail would provide the
best of both worlds with a functional and beautiful upgrade to make
home buyers happy, and a production-oriented upgrade that would
not delay their customers‘ closing dates.
To finish the presentation, the Dealer-Representative team outlined
the tools available to Shea Homes that make offering freedomRail
closet upgrades easy, such as 3D Strongware, a proprietary design and
estimating software program from SCHULTE. De-El Enterprises also
agreed to meet with Shea Homes’ home buyers to provide further
product information, create custom designs and answer questions.
MAKING THE PROGRAM SUCCESSFUL
Promoting freedomRail
The team focused heavily on promoting freedomRail with customers
at every opportunity. MCM Marketing and De-El Enterprises installed
complete freedomRail closets in all Shea Homes Trilogy Community
models. Shea Homes also displays freedomRail signage in the
manufacturer showcase area of their model homes, and the Design
Center offers freedomRail literature to home buyers.
Working the program
To ensure timely delivery and installation of freedomRail upgrades,
De-El Enterprises is committed to maintaining a sufficient inventory of
freedomRail components. This allows De-El Enterprises to guarantee a
quick turn around on all installations to meet tight deadlines in the last
days of home construction. They also created an efficient area in their
warehouse to store components and assemble freedomRail O-Boxes.
Products come to the job site pre-assembled to reduce lead times,
speed up installation and to enhance the production-oriented process.
RESULTS
De-El’s service and follow-through have made Shea Homes’ transition
to freedomRail easy. After switching to freedomRail, Shea Homes’
closet upgrade sales have increased dramatically. In fact, Shea Homes
sold more closet upgrades in the first month with freedomRail than
they did the entire previous year with their former program.
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