By Pat Curry, Contributing Editor
March 1, 2010
Professional Builder

Every year, NAHB’s National Sales and Marketing Council recognizes creativity, excellence and innovation across several disciplines, including advertising, marketing, model merchandising and design. The awards, known simply as The Nationals, are the most prestigious honor in the business. As much as we wish we could feature all the winners, it’s impossible with 63 categories. This year, Professional Builder zeroed in on four categories that represent the central tools of every builder’s sales and marketing efforts — the sales center, Web site, model merchandising and advertising.

Best Interior Merchandising of a Model Under $500,000
MARINER AT LOVE CREEK, Lewes, DE
Builder: Schell Brothers, Rehoboth Beach, DE
Interior designer: Joni Hitchens, Echelon Interiors, Rehoboth Beach, DE

Mariner at Love Creek

With a client base that’s half year-round residents and half vacation-home owners, interior designer Joni Hitchens had to present an aesthetic that looked like a vacation getaway, but felt like home. She did it by blending traditional pieces in vibrant blues and greens, which were inspired by the community’s beach location.

“Most of my clients are bringing some pieces from home,” she explains. “They’ll use what they have, and maybe get a new sofa. We wanted them to be able to visualize their antique table if they put lime-green chairs with it.”

WHY IT WON: “It was more reminiscent of a home-y feel than an artificial model feel,” judge Dottie Paek says.

YOUR TAKE: Designers can over-merchandise to the point that customers can’t visualize how their own pieces would look in a home. If it doesn’t feel lived in, people get turned off.

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