DEL.ICIO.USBuilders beckon buyers with perks, incentives
Simple ideas, like golf club memberships, do the trick
For the Journal-Consitution
When the market gets tight, Atlanta’s builders get creative. Along with offering new pricing, paid closing costs and free upgrades, they’re coming up with a wealth of perks and incentives to help those undecided buyers make that final commitment.
The key to a good deal is keeping it simple, said Kelly Dempsey, vice president of sales and marketing for the five Jim Chapman Communities in metro Atlanta.
Leita Cowart / AJC Special
Builders are enticing prospective home buyers with granite countertops and tile backsplashes in the kitchen. This Olde Union Preserve model home features maple cabinets.
Leita Cowart / AJC Special
Another incentive for buyers at Olde Union Preserve in Alpharetta: Craftsman trim packages, such as this one in the dining room.
“We staggered around, like most builders, trying to come up with something gimmicky,” said Dempsey. “We tried to over-engineer these programs so much that it just confused us and our customers. It has to be something that makes customers say, ‘That makes sense, and I can see the value of it.’ Sometimes the best ideas are the simplest ones.”
At Chapman’s Sugarloaf, Johns Creek, Lanier Ridge, East Cobb and the Haven at Slater Mill neighborhoods, buyers will find the deal is simple: Take 50 percent off any upgrade or option.
“Anyone can take half off,” said Dempsey with a laugh. “It’s working out very well. It’s allowed our buyers to take some of the bigger-ticket items and get a deal. Our options were always priced to help people get the upgrade, but now it’s an even better deal when you can get a $17,000 screened porch for $8,500.”
Typical upgrade options include flooring, cabinetry, countertops, appliances, additional fireplaces, decks and porches and finished basements or attics. “Typically, our buyers put in between $40,000 and $60,000 in options, so this gives them a chance to save while doing it,” said Dempsey.
At Creekside Place at the Golf Club of Georgia, the deal revolves around a recreational perk. Golf fans checking out the 17 custom homes in the Alpharetta community will find that new houses in the gated community now come with a golf club membership.
“The biggest thing about the membership is that it’s transferable,” said Dan Martin with developer Linda Martin Classic Homes LLC. “So the membership goes with the house, and they’re worth about $50,000.”
Developers of 112-home Olde Union Preserve, also in Alpharetta, have a deal on spec and contract houses, priced from the low $300,000s. Buyers who settle on an inventory house can take $30,000 off the price. If they’d rather build their own, they can score $15,000 to use toward closing costs or a few extras.
“Most of the people we’re working with are going for solid-surface counters, more hardwood floors and granite counters and frameless showers in the master baths,” said agent Cynthia Lightcap.
Buyers will also find bargains at Sharp Residential’s LakeStone neighborhood in Woodstock. Those who pick a house before September ends can take half off the price of a basement and earn $15,000 toward interior finishes.
The folks at three Peachtree Residential communities are tossing in a year of free gas, up to $3,000, as well as a buy-down on the mortgage interest rate. The deal is available at all of the developer’s communities, including townhouses at Victoria Square in Alpharetta and single-family projects such as St. Michael’s Bay on Lake Lanier.
Get it for less:
Possible perks and incentives offered by builders:
• new pricing
• paid closing costs
• free or discounted upgrades
• paid memberships
• buy-down on the mortgage interest rate
Opt for the best
Typical upgrade options include:
• flooring
• cabinetry
• countertops
• appliances
• additional fireplaces
• decks and porches
• finished basements or attics