Core Brands Partners with TecHomeX California Speaker Mike Moore

After representatives from the smart home automation company heard him speak at the TecHome events, Core Brands leaders turned to Moore for marketing help.

At TecHomeX California, guests get to hear from industry experts during the variety of educational sessions at the event. While they are designed to teach attendees about ways they can better embrace tech and improve their business, there is one company which took that a step further.

Core Brands VP of business development Joe Lautner and director of builder sales Bret Jacob were at a TecHome event a couple of years ago and saw a presentation by leadership and peak performance coach Mike Moore, who spoke during the Home Tech Merchandising, Marketing and Sales session at TecHomeX California. Much of Moore’s messaging is about personalization, and that struck a chord with the pair. So, they began talking about working together, and that has led to a fruitful partnership in which Moore has helped Core Brands refocus its marketing message.

“I really think that getting connected home selling into the normal process for production builders is there and that’s what Mike is helping us do,” Lautner says.
“I really think that getting connected home selling into the normal process for production builders is there and that’s what Mike is helping us do,” Lautner says.

“Mike has been helping us with messaging and also guiding us on some introductions to design centers,” says Lautner. “So, we’re leveraging Mike to help us tell a story about how to sell more homes through personalization. And, the connected home is the next frontier on making a home personal and meeting the needs of what these Millennials through empty nesters want.”

Moore has introduced Lautner and his team to many new contacts, which has led to new business deals. One is for an 87-unit, $600,000-townhome development in which Core Brands’ ELAN products, including light switches, a thermostat and video doorbell, come standard. Upgrades also are available for devices like door locks, garage door openers, video cameras, security and whole-home audio. There also is another project in the works with nearly 100 $900,000 townhomes that includes very similar packages. Moore played a key role in establishing that relationship, as well.

“New home buyers expect their home to have all the technology in it, at least the basic level,” explains Moore. “So, Core Brands has created packages and upgrade programs and it’s transitioning to getting that home technology option part of the normal personalization process in the design center and the sales office for new homes. So, we’re working now on training programs and the sell-through to get everybody in the system working with the homebuyer at a level that will help them get the home they want.”

Moore says homebuyers will spend 4.5-5 percent of the value of a home on technology, but that could double with the right messaging.
Moore says homebuyers will spend 4.5-5 percent of the value of a home on technology, but that could double with the right messaging.

The personalization factor is a key part of the new ELAN Builder Program, which offers builders a complete range of benefits, including aggressively priced and powerfully featured base packages, outstanding direct manufacturer support and project oversight and industry-leading model home and incentive programs. The Core Brands team believes this focus can help builders get excited about tech and help them sell to customers. ELAN even will sponsor Moore in his new home retailing workshops.

“At these events, he talks about how to sell more homes by offering the right amenities, and we get to show them how we can help them with their connected home amenities, which is really something that can help differentiate a project,” Lautner says. “We don’t just sell the product. We’re in there. We’re developing collateral. We’re hosting events for sales agents. We want the sales agents to walk in and use the system every day in the model and the showroom, and if they do that, they get excited for the technology.”

So, Moore is helping Core Brands shift the focus away from marketing the ELAN products to the homebuyer to concentrating on personalization and how the builder can use that to sell more homes. It also is less of an annoyance for the builders, especially those in high-volume production. They want as few waves in the process as possible.

“What the production builders do now is they are building personalized homes on a schedule,” Moore says. “Those buyers want to personalize their home, but the schedule is still king. So, as an integrator or technology provider, you need to create programs that will make the selection and the installation easy so you can keep moving the construction process along. So, all of that had to become not just marketing, but the philosophy of how to go after this particular market. Then you market that story. Otherwise, if you market it and you don’t really do it, you just expose yourself.”