Play up Rooms Based on Buyer Personality

Charles Clarke III, author of the book Bulls, Owls, Lambs & Tigers: Personality Selling and Personality Marketing - How to Sell More New Homes, says that when builders are selling homes, they should emphasize certain rooms based on the personality of t..

March 31, 2003

This article first appeared in the PB April 2003 issue of Pro Builder.

	Bulls	Owls	Lambs	Tigers
Buying Style:	Like to be in control of negotiations, look for the bottom line.	Rational and detail-oriented, they come into the process as analytical, informed researchers looking for value.	Seek to be agreeable and avoid conflict; have difficulty making decisions.	Expressive impulse buyers.
What the Home Represents:	Their home is their showplace, so it should be impressive and convey the owners’ prestige and status.	Practicality, functionality and efficiency.	Part of a larger community and a hub for family gatherings, so they look for how it makes them feel, focusing on warmth, comfort and security.	They have a strong personal connection to the home, based on its uniqueness and enjoyableness.
What to Point Out:	"Me" rooms or getaways such as private dens or workspaces formulated around their hobbies or interests.	Dining rooms and kitchens with a separate pantry.	Any room that allows for group activity and togetherness, such as family rooms and great rooms.	Master bedroom and bath.
Desired Features:	High, flat ceilings (12-20 feet); wet bars; glass block showers; interior and exterior columns; built-in shelves; granite countertops.	Lots of cabinets and closets for organizing; anything that is ergonomically designed or might help lower energy costs.	Lots of windows; little areas to display photos and memorabilia; lower, flatterceilings; fireplaces.	High, vaulted ceilings; spectacular entryways; home theaters and media rooms; lots of mirrors; unusual windows, lighting fixtures and bath fixtures.
Favorite Floor Plan:	Compartmentalized, with clear demarcation between large rooms, especially between a kitchen and dining area. All rooms should be large, and the entryway should be prominent.	Modestly sized rooms (no wasted space) and efficienttraffic patterns that show logical consideration for the function of each room.	Open to encourage welcoming and hosting visitors. They like a communal kitchen and family room, seeing no need for a separate living room.	Open to promote hosting and entertainment. It can be asymmetrical and feature unusually shaped rooms and dramatic design.