Custom Home Market Peoria IL

By Rick Davis

Here is a trick question: Which would you rather have as a customer, a slow-paying, disorganized contractor who purchases $30,000 a year or a long-term, loyal customer who offers fair margins and purchases $250,000? If you think this is a dumb question, then consider that you may be driving right by the more favorable type of customer on a daily basis—the architect. Even though architects may not spend a dime in your showroom, they can be a source of significant profitability.

In spite of the many years of my life I spent dedicated to architectural sales, even I have neglected to write about this important audience, one which should not be ignored. The architectural community offers an outstanding opportunity within the distribution channel that is remarkably lucrative for those who commit time to an architectural sales process.

Christophe Vorlet / www.vorlet.com

There is at least one market segment of new construction in which architects wield more influence on product selection than builders—the custom home market. Approximately 15 percent of all single-family homes are considered “custom” homes and, while many of these homes are constructed by builders that strongly influence the product selection process, consumers play a bigger part in product selection for custom homes than they do for production homes.

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