BLOG
The Ultimate Sydney Home Builder Review: Spring Offers 2021
As things start to open up for NSW, there’s never been a better time for home builders to launch their Spring promotions. With so much anticipation in the market, we’ve kept our eyes on each promotion as they’ve been announced, and have picked up on some key trends in what promises to be an exciting re-opening for NSW construction.
Which Spring promos are the most common?
- Upgrades
- Spend $X to get $Y (for the second year running!)
- Premium Upgrade Packages
- First Mover Discounts
- Staged Deposits and Payment Plans
With each style of promotional offer bringing something unique to the table, it comes down to personal preference. If you’re looking for the greatest value add, we can’t look past the plethora of Upgrades!
2021 Offer Round Up
Montgomery Homes is leading the charge in style with $50,000 worth of upgrades for $5,000* when you buy from their Diamond Collection. Their offer delivers value and flexibility, being one of the only builders to allow buyers to chop and choose where they’d most like to use their added value. Their range of inclusions covers 40mm benchtops in the kitchen, floor to ceiling tiling in bathrooms and an additional 40 downlights throughout the home.
Source: Montgomery Homes Website
Hunter Homes is following suit with their ‘Spring into Spring’ campaign. Cherry blossoms and vibrant pink decals draw the eye in. Their competitive offers boasts a range of additions including ducted air conditioning, flooring throughout, raised ceiling heights, solar and more. The total value of the inclusions is $50,000, but will only set new buyers back $4,990.
Source: Hunter Homes Website
This year, Sherridon are doubling the fun for their new buyers – with up to $75,000* of inclusions when you buy from their Higher Standard of inclusions valued at $34,930*. From there, you automatically cash in on their Internal Pack of upgrades, which are valued at $20,000*. Buyers can also choose from a range of packs to upgrade their living, outdoor or kitchen! And for those who just can’t choose, you can have all 3 additional upgrades for $12,500*.
Source: Sherridon Homes Website
When it comes to premium upgrades, Eden Brae Homes understands how to pack a punch with inclusions. For just $6,990 on your single storey home, or $7,990 on a double storey build, they’re offering upgrades to the bathroom, living/alfresco and exterior including a roof upgrade. Whether you’re after Smeg appliances or ducted aircon, Eden Brae deliver options to suit every buyer.
Source: Eden Brae Homes Website
New Edge Homes’ promotional offer is all about taking the guesswork out of things, allowing you to pay just $12,900* for upgrades across the board including: appliances, kitchen finishes, designer internal doors and more.
Source: New Edge Homes Website
For the first movers out there, Practical Homes are rewarding the first 15 home buyers with a whopping $234,684* in added value when you buy using the Simply Move In offer on the Stunning Bordeaux – 18 with the Urban Façade. The lucky few who get in before the homes get snapped up are rewarded with Actron Air Ducted Reverse Cycle Air-Conditioning, Vertical Blinds to all opening Windows and Sliding Doors and more, all with an added Price Hold Promise which locks in your base price for 12 months.
Source: Practical Homes Website
Rounding out a jam packed calendar of Spring Promotions, we have the Carlisle Homes simple but effective $2K deposit campaign. Buyers can begin their build with just a $2,000 stake until their slab is poured, making it an attractive offer for first home buyers entering the market.
Source: Carlisle Homes Website
So, what can we learn from the 2021 Spring offer season?
Spring promotions from the construction sector are no more groundbreaking than florals this time of year, but we have seen a definite increase in competition, with many more home builders joining the race to the bottom.
So, what can you take away from all of these offers?
Consumers expect discounts
People are becoming more accustomed to receiving discounts. And as consumers get more familiar with the promotional calendar, it may cause them to hold up purchasing to take advantage of a Spring offer instead.
Home builders will want to make sure they have a promotion in-market during Spring as prospective buyers may be waiting for an incentive before making their final decision. Even if your competitors have a bigger or better offer, having something could be all it takes to swing a buyer who prefers your product in the right direction.
Pursue differentiation
Even if you’re not able to provide a promotion that competes on discount or value, using a different approach could play in your favour and have better cut-through. Consider the Carlisle Homes example, which stands out in the market despite not offering the tangible value of upgraded Caesarstone benchtops or LED downlights. On the flip side, you might prefer to save this promotion for a different time of year altogether and open up new space in the market!
Which approach will work better for you?
Sydney home builders will need to ask themselves:
- Is my audience expecting an offer?
- Does my offer have enough edge to stand out in Spring?
- Or will a more modest promo during a quieter time of year yield better results?
contributors
