CONSUMER MARKET RESEARCH APPLIED TO
INDIGENOUS DESIGN SINGLE FAMILY DEVELOPMENT
by
WILLIAM EDWARD NOLL
Bachelor of Urban Planning and Design
University of Cincinnati
(1984)
Submitted to the
Department of Urban Studies and Planning
and the
Center for Real Estate Development
in Partial Fulfillment of the Requirements
for the Degree of
Master of Science in Real Estate Development
at the
Massachusetts Institute of Technology
September 1987
Copyright @
William E. Noll 1987
The author hereby grants to MIT permission to reproduce
and to distribute copies of this thesis document in whole
or in part.
Signature of Author
William E / Noll
Department of Urban Studies and Planning
July 31, 1987
Certified by
James McKellar
Visiting Professor
Departments of Architecture and Urban Studies and Planning
Thesis Supervisor
Accepted by
Michael Wheeler
Chairman
Interdepartmental Program in Real Estate Development
Rotch
A
R
MITLibrSies
Document Services
Room 14-0551
77 Massachusetts Avenue
Cambridge, MA 02139
Ph: 617.253.2800
Email: docs@mit.edu
http://Iibraries.mit.eduldocs
DISCLAIMER OF QUALITY
Due to the condition of the original material, there are unavoidable
flaws in this reproduction. We have made every effort possible to
provide you with the best copy available. If you are dissatisfied with
this product and find it unusable, please contact Document Services as
soon as possible.
Thank you.
The images contained in this document are of
the best quality available.
CONSUMER MARKET RESEARCH APPLIED TO
INDIGENOUS DESIGN SINGLE FAMILY DEVELOPMENT
by
WILLIAM E. NOLL
Submitted to the Department of Urban Studies and Planning
and The Center for Real Estate Development
on July 31, 1987
in partial fulfillment of the requirements for the degree of
Master of Science in Real Estate Development
ABSTRACT
The
thesis
presents
principal
methods
of
consumer
market research for residential development, and applies
these to a specific single family development typology.
The author describes the current
state of consumer
market research in the homebuilding industry, with insights
from interviewed market research consultants. The basic
components of the research process
are described, as are
methods and techniques of survey design and administration.
The thesis suggests the use of focus groups and surveys as
tools of research, and stresses the importance of the model
home to single family residential marketing. Constraints to
use of consumer market research in the industry are explored
as well.
The paper also discusses an approach to development
that emphasizes vernacular design elements either born or
widely accepted and utilized in traditional single family
development prior to World War II.
This typology is
developed in terms of exterior design elements that can be
tested for consumer preference, such as house type and form,
architectural facade, site design, and landscaping.
The
author
conducted
several case
studies
of
developments employing the defined typology, in an attempt
to ascertain additional elements that should be considered
in conducting consumer research and marketing for any
development using the typology.
The work concludes by demonstrating a consumer research
method geared to the testing of exterior design attributes
for single family housing that exhibits major components of
the typology.
Thesis Supervisor: James McKellar
Title: Visiting Professor, Departments of Architecture and
Urban Studies and Planning
-2-
CONTENTS
Abstract
2
Acknowledgements
_ _
6
INTRODUCTION AND OVERVIEW
7
General
Targeting Consumer Preference Groups
Single Family House Preference
Traditionalism and the Vernacular
in Single Family Design . .
An Indigenous Design Typology in
Residential Development
The Homebuilding Industry and
Applicability of this Thesis
7
8
10
11
13
15
16
18
Outline of Document
Footnotes _
Chapter One.
CONSUMER MARKET RESEARCH IN THE
RESIDENTIAL REAL ESTATE INDUSTRY
19
General
19
19
20
The Meaning of Consumer Preferences .
Types of Market Research
The State of Consumer Market Research
in Residential Development
Typical Market Research Studies
for Residential Developers
Standard Elements in Consumer Market
Research in Housing
The Focus Group _ _ _ _ _ _ _ _
23
29
35
40
44
45
46
50
54
Surveys . .
The Model Home
Tradeoff Research and Analysis
Summary and Conclusions
Footnotes _
Chapter Two.
AN INDIGENOUS DESIGN TYPOLOGY
FOR SINGLE FAMILY DEVELOPMENT
General
56
_
Philosophical Underpinning
Other Purposes
The Single Family House
Indigenous Design
The Major Elements of the IDT
Architectural Components
Regional Influences on Typology
Urban Design Issues
Landscaping _
Some Americanisms
-3-
_
_
_
_
_
_
_
56
56
58
59
60
60
62
62
63
64
65
The Menu
Footnotes
-
Chapter Three.
67
70
REPRESENTATIVE DEVELOPMENT
CASE STUDIES
71
General
71
SEASIDE
~~-72
General Information - Ideation _
-_-_No Pre-development Market Research --------Early Marketing
Progress
Promotion: Geographic Vacationers
Positive Press _
Buyer Profile
Approach to Sales
Feedback
Seaside Within Ehe Context ofRegulaton Other Comments and Insights
MACINTOSH FARMS
-
-
72
73
76
77
78
79
82
83
84
84
86
-
88
~g
General Information
Design Elements
Regulatory Hurdles
Success in Weak Marke
Market Research
Marketing Campaign---------------Nostalgia-Miscellaneous Notes - -
91
92
94
96
96
- 98
99
100
RENAISSANCE
102
General Information
The Six Level Plan
Range of Affordability -------------History and the Reason for Development -----Sales and Marketing
- Profile of Buyers ---------------Summary and Conclusions --------------Footnotes _
-_-_-117
Chapter Four.
AN OUTLINE FOR CONSUMER MARKET
RESEARCH IN INDIGENOUS DESIGN
SINGLE FAMILY DEVELOPMENT
General
Preliminary Elements
Fundamental Study Elements Design Refinement -----------------Tradeoff Analysis -----------------Conclusion
_
-_-_BIBLIOGRAPHY
102
103
108
109
112
112
113
118
~
118
119
120
126
127
128
__129
Part One: Published Documents
Part Two: Interviews
-4-
129
130
APPENDICES
Appendix A: Builder (NAHB) 1987
Home Buyer Survey
Appendix B: Excerpt Survey from Alberta
Municipal Affairs Consumer Preference
Tradeoffs in Housing Study
Appendix C: IDT Menu Graphics and Examples
Appendix D: Seaside Master Plan and Code
132
133
139
159
177
NOTE: Footnotes are identified in the text by - (N#) They are in chronological order within each Chapter.
-5-
ACKNOWLEDGEMENTS
For the
most part, this
give credit
where credit
cited in the text are
is
necessary
given
information is
document is written so
is due.
Where
possible, persons
also identified therein.
that
the
overwhelming
derived from others.
as to
I feel this
bulk
of
As this thesis
my
is an
exploratory investigation, secondary information sources are
very important.
people
who
I want
to gratefully acknowledge all those
consented to
an
interview.
Their names
are
listed in the Bibliography, Part Two, as interviewees.
I would
the
like to
developers of
Three: Mr.
Zaremba
the
three projects
Robert Davis,
of
Zaremba
Farms; and Messrs.
Berthold
specifically acknowledge the
of
project.
Linda Dixon
developer of Seaside;
Corporation,
Charles
Bohm/NBBJ,
A special
studied in
developer
Chapter
Mr. Nathan
of
MacIntosh
Minshall of Battelle and Alfred
associated
thanks is
Marketing Services
me far more time from her
help of
with
due to
the
Renaissance
Ms. Linda
(see Chapter
Dixon of
One),
who gave
busy schedule than I had expected
or even hoped for.
Amongst
also to Nancy
those not
mentioned in
Patrie of Robert Davis's office,
assistance, and a note of
Roth
and Jim
the document,
Thomas, each
leads in my research.
thanks
for all her
appreciation to CRED alumni Peter
of whom
provided me
with good
Lastly, I acknowledge the help of Jim
McKellar, my thesis supervisor.
-6-
INTRODUCTION
General
This is
a study
study presents
home
single family
research, and
methods of
building industry
design.
consumer market research
(also
referred
used
interchangeably
describes a
herein),
design typology
and
for single
termed the "Indigenous Design Typology"
goal of
the paper is
create
a
market
research for
to merge
methodological
topics are
it
in the
the
the terms
presents
and
family development
(IDT).
The ultimate
the two major
outline for
This
to throughout
paper as the "residential development industry" -are
of the
the title
two major elements:
is also a study with
paper implies, it
consumer market
As
about methods.
elements and
conducting
development utilizing
consumer
the IDT.
substantively equal in importance,
Both
but in terms
of the construction of this document, the IDT is subordinate
to consumer market research methods.
methodology for
then applied
to the IDT as
major element of
selling point),
help
to
consumer research
The basic focus is on
in housing, and
an example.
an IDT development
the paper
conduct
research
Since design
(and
is a
hopefully a major
focuses on information
into
this is
consumer
that may
preferences
in
housing design, especially external design.
The author chooses this approach
topics for
more
about
two simple reasons.
market
research,
-7-
to the thesis and its
First, he wishes
especially
consumer
to learn
market
research
that may
be
useful in
Second, he has an urban
in
the
modern
use of
selection of
is
the
United
is no
design elements
substantive
of
residential
and therefor
environment).
the
two
has
The
a
has
the
on
the
attempted
this
documented field research, culminating
pursuing consumer
than that it
marked impact
in
for
development in
author
interests
in
reason
single family development, other
States
synthesize
vernacular
(there
dominant form
man-made
development.
design background and is interested
historical
development
real estate
thesis
to
through
in a methodology for
market research for the
described design
typology.
This
is an
analysis, and
exploratory study.
composition process
weeks to complete.
and realistic
meant to
topics
Thus, it
in light of
The thesis
research,
required less
than nine
had to be focused, structured,
time constraints.
provide general information and
discussed,
and serve
as
a
The
paper is
insights into the
vehicle for
directing
further research into relating consumer research with design
issues in housing.
Targeting Consumer Preference Groups
When
people
look
to
purchase
complex attributes and variables
evaluation
of
the
housing
today,
many
enter into their conscious
types from
"Housing" implies much more
which the
housing
which
to
choose.
than the actual building within
family will dwell.
-8-
Indeed, for most
people the
housing choice
their
life,
therefor
Price,
is one
and
of the
most important
correspondingly
exhibits
intrinsic
"housing"
lifelong
location, socio-economic
accessibility to services and
decisions of
includes
personal
makeup
of the
and
values.
community,
amenities, floor plan, amount
of space and number of rooms in the unit, energy efficiency,
ease
of
maintainance,
facade/appearance,
taken into
known as
value
architectural
and many
the "housing bundle".
each
of
the
Some prefer
Different
significantly
above
one
all
to be
people weigh the
under
or more
the
are all
of what has come
attributes
differently.
exterior
other characteristics
consideration as a part
of
style,
consideration
of the
others.
attributes
Others
are
less
inclined to let one variable rule their decision.
Developers
and market
researchers
have identified
a
number of consumer preference groups, describing persons who
prefer certain housing attributes over others.
For example,
consumer groups preferring housing style and exterior facade
represent
members
a sizable
of
preference
a
given
for
are
variables.
research
decisions
give at
This
arises.
about
buyer market.
group
have
attributes, there
levels
general
sub-groups
the general
the general preference group also
least some
is where the need
The
While
a
are
more specific attributes of
The members of
likely to
of the
preference
certain
preferring certain
category.
portion
tradeoffs
of
value to
for consumer preference
consumers
satisfaction met
-9-
other housing
make in
by
a
their
given
housing product
area
of
for each desired attribute
research
for developers
leading to the description
and
is an important
marketing
experts,
of tradeoff parameters among the
various preference groups.
Single Family House Preference
Surveys indicate most
people want to live
family home,
notably a detached structure.
conducted by
groups as diverse as
of Home
Builders (NAHB)
Studies of
and the
in a single
Recent surveys
the National Association
Joint Center
the Massachusetts Institute of
for Housing
Technology (MIT)
and Harvard University confirm the continued strength of the
dream
of
owning
preference for
a
detached, single
a single family
socio-economic groups,
national average
for new
house.
house is shared
even though
all housing, and especially
family
The
across all
the increasing
cost of
single family housing ($111,900
single family
home in
1986),
is
reaching a point where home ownership is prohibitive to well
over half
the
the population(Nl).
population
professional,
composed
--
and
technical
higher-priced housing due to
They
also can
satisfied,
demand
since
largely
workers
of
of
--
managerial,
can
afford
afford
their preferences
them
competition for their
is important
the balance of
their relatively high incomes.
that more
they can
suffering increasing
means it
In contrast,
to know
market place sub-groups.
-10-
and builders
business.
what preferences
be
are
This
are among
social strata,
all
preferred across
family house is
the single
So while
other elements
in the
housing package
must be tailored to the
target consumer group for each type
of
Socio-economic
housing
product.
increasingly be considered
information must
including
development,
and
single
family
in residential
housing.
specific attributes of the
preferences for
psychological
Consumer
house must also
be identified.
Design is a key
are
now being
consideration among the variables that
increasingly
analyzed.
people put considerable emphasis
of
a
structure,
facade.
including
The increasing
Surveys show
many
on the exterior appearance
the
need for
architectural
style
consumer research
and
about
design preferences is at the heart of this thesis.
Traditionalism and the Vernacular in Single Family Design
The
preference for
enormous
impact
housing built
family type,
on
single family
housing has
domestic architecture.
in the United
with a fairly
Much
States has been of
small number of
had an
of
the
the single
distinct forms
and styles arising and predominating.
The
U.S.
preference for
more so in
market
is
overwhelmingly
"traditional" house
the recent past.
The
dominated
styles, and
by
a
has become
term "traditional" within
the home building industry has
come to mean a housing style
generally representative
few well-defined
have emerged
of a
over time and historically
-11-
types that
been employed over
and over again
in new construction, though
often with some
adaptations in response to contemporary needs or preferences
of a
given period.
built since the
"traditional")
colonies.
example, very few homes
Colonial era with qualities
to
those
Nonetheless,
Americans have
forms
For
homes
built
through
built millions of homes
prevalent in
the
Colonial
truly akin (or
in
nearly
have been
the
American
three
centuries
strongly modeled on
period, mimicking
proportions, materials, roof lines, and the like.
other basic
forms that emerged in
geographically dispersed,
and
again, such
Front,
as
Gabled-Ell,
and
included in the group
Likewise,
American history, became
and which
the Cape
basic
have been
reused time
Cod/Saltbox, I-House,
Bungalow,
have
all
come
considered "traditional".
Gable
to
be
Forms that
were prevalent in the western U.S., such as the ranch house,
have
also
become
so
widespread
considered fairly traditional today.
nationally
as
to
be
The term "traditional"
just as importantly denotes the types of materials used on a
house
structure,
Materials
are
important
in a
especially
components
of
traditional
the
a house
typology.
cladding
type,
materials.
and
However,
so
are
materials
vary more widely in use than do basic house structure types.
Thus, materials are a key
regionally and locally as to what
is "traditional."
Perhaps
the preference
types is related to the
been
built by
for these
traditional housing
fact that most American housing has
small local
builders, and
-12-
not designed
by
architects.
local builders have
The
basic forms previously used
by intuition, incorporating the
refinements made in
response to
and regional availability
of building
region, with minor
in the
needs of
the period
This local or regional use of previous
materials and labor.
adaptations, resulted
minor
very
forms, with
housing
vernacular or folk housing forms -with
or
given region
a
in the
prevalence
proven good
may also
which is
Thus, home
as
and of
functional sense).
of nationalistic undertone
though
well,
it
is
noted
sheer
buyers have
comfortably familiar
design (notably in a
be some sort
preference
their
time by
of
period
in
forms readily associated
housing stock.
prefer that
come to
historically designed
There
for this
that
these
traditional forms are common in Canada as well as the United
States, and some forms that emerged in the southwestern U.S.
also emerged in Mexico at the same time.
An Indigenous Design Typology in
Ironically,
1980s
Residential Development
somewhat removed
residential design
are
from
a number
the mainstream
of projects
of
where
there has been a purposeful attempt to re-create traditional
fairly accurate way.
forms and facades in a
shun
post-World War
II
design and
These projects
instead employ
design
tools characteristic of vernacular or folk architecture from
the Colonial
distinctly
treatments.
era through
traditional domestic
They are,
They make
use of
forms and
facade
using indigenous
design
World War II.
in
fact,
-13-
housing
tools.
The design
beyond adhoc use of certain
of the
typical
these developments goes
of the homes in
traits or characteristics as is
movements.
or neo-eclectic
post-modernism
Ultra-traditionalism is a major thrust of these developments
and, from a marketing perspective, may be a significant part
nearly impossible
And while it is
is being sold.
of what
(and probably not desirable) to fully replicate past housing
forms,
these developments
deliberately employed
have
past design typologies with a
the
There is
great deal of care.
a modest amount of adaptation which accompanies this form of
order
in
design,
character, and
individual
is a
structure
interior
floor
planning
old ones),
materials for
lifestyles,
today's
and
past --
of the
substitution
some
the
a
(primarily in
a minimum
kept to
provide
appearance that
reduce the
superficial replication
adaptation is
The
fake.
meet
to
of
new
adaptation always
just as modest
has been a part of vernacular architectural practice anyway.
The indigenous
however.
An increasingly
increasingly
groups.
design typology
diverse
The
is not a
fragmented
lifestyles
and
major trend,
society is
consumer
indigenous design typology is
spawning
preference
so historically
traditional that it may be viewed as strangely eclectic.
is not
for everyone,
identify those
and this
groups who may
is why
it is
prefer such a
It
important to
typology, and
also test prospective buyer preferences for project-specific
designs.
-14-
The Home Building Industry and Applicability of This Thesis
The home
building industry is characterized
size of firms and in the
range in the
of these firms produces annually.
of
Construction
Industries
reported that there were
firms, with
almost 90% of
small
in size.
less than ten
100 units, and in total
family
builders.
Larger
Thus, it
will continue
fewer homes on
years)
aspect of
its member firms and found
They were
were generally
producing an
units (53.5% of total
annual
builders) to
comprised about 90.2% of all single
builders have
been shrinking
in
but are gaining more of the
appears small
to be
Census
The National Association of Home
number over the past ten years,
market.
five
these engaged in some
in single family development
to medium
range of
In 1982 the U.S.
(conducted every
(NAHB) in 1983 surveyed
those involved
number of homes each
approximately 94,000 home building
single family development.
Builders
by a wide
and medium
dominant, but
will be
average as the large
size builders
producing even
companies expand their
annual production(N2).
The small builder has historically dominated the single
family
homebuilding industry.
This
has
meant that
most
builders discover a small niche in the industry and learn to
do well at
builders
it.
The low annual production of
indicates
that
there
may
extensive consumer research, since
able to react
affecting their
-15-
little
need
for
the builders usually are
quickly to any apparent
small niches.
be
a majority of
market place changes
These small
firms generally
do not
organizational or financial
have the
They utilize the demonstration or
on-going market research.
principal tool
the
as
home
model
resources for
for market
Several other implications
consumer reactions.
research in single
direct
obtaining
for
family home building are
brought out in
Chapter One.
a
Nonetheless,
study
of
consumer
research
market
techniques --
and application, by example, to the IDT --
prove useful
to some
competitive
whether as
older
a new
builder.
those
builder or
An
and
small-scale
then
looking
as part
initial research
presented in this thesis may
product,
in highly
builders, especially those
markets or
he
basis for
for another
niche,
of expansion
for an
program such
as that
help define the home builder's
can pursue
many
may
its
years to
application
on
come, adapting
a
when
necessary.
Outline of Document
In order to present
the
beginning
of
the primary elements identified at
this
introduction,
the
document
is
organized into four principal chapters.
Chapter
One discusses
market research in the
fundamentals
of
such
the current
state of
consumer
residential real estate industry and
research.
The
chapter
notes
the
different levels of sophistication in market research in the
industry, ranging
from basic analyses of
for general types of single
supply and demand
family housing through what was
-16-
1987 New York Times Magazine article
desribed in a June 28,
as
elaborately
tastes and
the
detail
painstaking
lead
"developers
play detective - piecing together
throughout the country to
in
that
studies
designed
living
habits
of
key
inputs
to
prospective customers"(N3).
One
Chapter
also
consumer
"state-of-the-art"
search,
literature
of
interview
prospective
design
are briefly
consumer
disaggregating
actually
the
for
or
elements
The
bundle"
and analysis
preferred
by home
provides
purposes,
of
and
survey
conducting
importance
into
of
testing,
recent
methods for
surveys.
review
made
as are
"housing
of
survey
The major
noted,
preference
attributes
and
including
and
development
hypothesis
buyers.
research,
market
professionals,
home
the
summarizes
of
its
component
choice
tradeoffs
purchasers
is
also
definitions,
and
typology
its
covered.
Chapter
Two
descriptions
components,
of
the
elaborating
traditionalism and
mini-case studies
the
indigenous design
typology.
approaches to
on
the
fundamental
the vernacular.
Chapter
of three developments that
This
chapter also
consumer market
themes
of
Three presents
have utilized
examines the
research and
and
respective
marketing that
were employed.
Finally,
Chapter
Four
pulls
preceding chapters together into
the
elements
of
a methodology for consumer
market research applied to IDT single family development.
-17-
the
Footnotes
Ni. Carol Vogel, "Clustered for Leisure: The Changing Home,"
The New York Times Magazine, June 28, 1987, p. 38.
(NAHB), Housing
N2. National Association of Home Builders
America -- The Challenges Ahead: The Long Range Planning
Report
of the National Association of Home Builders
(Washington, D.C.:
NAHB, 1985),
N3. Vogel, p. 14.
-18-
pp. 108-11.
Chapter One
CONSUMER MARKET RESEARCH
FOR THE RESIDENTIAL REAL ESTATE INDUSTRY
General
industry methods
of consumer
preference research in residential real estate.
The chapter
This
Chapter summarizes
to residential real estate
describes fundamental approaches
the varying sophistication in
market research and discusses
A number of market research firms were
research techniques.
analyst comments about their
contacted and
residential real estate are
included.
work related to
Because the elements
emphasized in the indigenous design typology are house form,
exterior
facade,
and
site
planning,
this
section
also
describes some techniques for
targeting consumers who value
these housing attributes over
others.
basic
models
conducting
for
determining
tradeoff
The Chapter includes
consumer
analyses,
and
preferences,
identifying
target
consumers.
The Meaning of Consumer Preferences
"Consumer
tastes
people have
consume or
is
preferences"
in
the attributes
desire to consume.
this term refers to the
a term
In
referring
of
to
a product
the
they
residential real estate,
relative likes and dislikes of home
buyers or prospective home
buyers for various components of
the "housing bundle."
The housing bundle is a package of characteristics that
-19-
physical attributes of the
accompanies any house, including
structure
(both
internal
community
location,
Consumers have
external)
Consumer
housing
are
preferences
decisions,
appearance, and
There are
the
age,
taxes,
like.
the many attributes
some very distinct and others less
such
as
cost,
location,
space,
totally disaggregated.
component as
in each
tradeoffs made
inherent
an
for various components
cannot be
the like
of
part
psychological "package." Preferences
of
site,
and
character,
preferences for each of
of the housing bundle --
and
amenities,
and
services
socio-econonic
neighborhood
so.
and
a consumer
evaluates a product.
preference groups can be
However, generalized consumer
identified, and
the
type this
preferring
exterior
Consumer groups
concerned with.
report is
research of
basis for market
serve as the
(elevation,
characteristics
facade,
exterior physical ambience) are well-documented, and are the
emphasis
major
preferences
(e.g.
Brick
in this
study.
for types
among people
Description
of
facades are
these
are clear
of housing
townhouse, patio
detached, attached,
and stone
There
preferred by
generalized
general
structures
house, etc.).
most consumers.
preferences
aids
in
revealing preference groups of consumers.
Types of Market Research
Within the field of market
basic types of studies(Nl):
-20-
research there are four (4)
Study -
1) Exploratory
An exploratory
study is
a first
level study with a purpose to
gain general knowledge, insight, and ideas regarding
(the)
problem
situation,
identify
important
variables, and redefine
the problem into more
researchable
terms.. .The
goal
of
exploratory
research isn't to find answers, but rather to gain
ideas and insights
-(to)...suggest rewarding
avenues for further research.(N2)
An exploratory
study contains
subject matter
that is
generally qualitative, often summarizing and evaluating
comments
of experts
in
the study
reports,
articles,
or
essays.
area and
Many
consultants and market researchers
of
research
profession
as
--
a
development
engage in this form
matter-of-fact
they
previous
continually
part
seek
of
new
their
insights
through their work.
2) Descriptive Study - The subject matter of a descriptive
study
may
be
quantitative and/or
qualitative.
The
purpose of a descriptive study is to report or describe
data
obtained
secondary
through
information
straightforward
other
data
primary
sources.
reporting
garnered
of
from
Another case
information
on
household
counts
a
given
facts,
would
be
size, income,
geographic
represents much
of the
estate market research.
-21-
is
statistics,
area
government publications or other sources.
study
research
One example
responses
questionnaire.
for
survey
to
a
the
or
survey
a summary
and
or
of
traffic
obtained
from
This type of
work performed
in real
-
3) Causal Study
determining the importance of
variables, especially in
variables
on
a
given
real
market
estate
multi-variate
outcome.
situation
(often seen
Methods range from simple collation of data
in
is to
between
relationships
probabilistic
establish
specified
of study, the goal
In this form
to
studies)
advanced
Levels of
regression analysis.
causal
analysis vary widely in the real estate market research
profession.
sophisticated causal
causal
studies in their
relationships
use highly
developers rarely
Residential
are usually
work.
Instead,
determined
through
unstructured review of descriptive studies.
4) Predictive Study - The purpose of a predictive study is
to predict future characteristics of a variable and its
impact on
an outcome.
Results
of a causal
study are
supplemented with insights and evaluation of trends and
external factors
to estimate
future.
Alternative
account
for
a
what will happen
scenarios are often
range
of
fluctuation
variables impacting on an outcome.
predictive studies are
scenario
estimates
in the
developed to
in
important
Within real estate,
often performed for alternative
of
financial
return,
but
the
assumptions made in these analyses are seldom confirmed
through structured market research.
-22-
conducted with
made through
the
intuitive
familiarity
from
marketing decisions
knowledge of
are
what people
with
projects recently built or under construction.
for
preferences
of
appraisal
comes
design
recently
often assume
near
they have
little
deviation
it shows
illogical,
"consumer
a
available in
the recent
indicated
by
own
The
in the
past, with
this
While
consumers and by the
desires
will act
is not
misunderstanding of
preferences" are
actions of
their
in tastes.
consumer
development.
that buyers
in
Much of what
developer's
the
built competing
involved actors
future as
from
in
buying
about
internalizes
developer
a residential
developers,
good deal of this knowledge
builders, and architects, and a
comes
generally unstructured,
Most
of uneven quality.
is
industry
building
home
the
information that is
informal, and
are
in
research
Market
Residential
in
Research
Market
Consumer
The State of
Development
both
very
totally
the fact
by the
that
buying
inadequate satisfaction of
purchased
product
or
other
product
the marketplace.
Even if
recent home buyers'
preferences are satisfied, this does not necessarily reflect
on
the
unsatisfied
purchase a
what is
preferences
of those
house immediately thereafter.
now selling does not
who
desire
Present
to
proof of
prove what will sell,
and it
completely ignores latent demand.
Other than personal intuition,
much of the information
used by home builders comes through the brokerage community.
Brokers
and sales
people
have
-23-
firsthand experience
with
important qualitative psychological signals
exposed to very
to
impossible)
quantifiably,
record
can
which
but
not
(if
difficult
be
writing.
in
documented
or
orally
communicated
are
which
signals
consumers,
from
are constantly
These people
valuable resource.
extremely
is an
their knowledge
buyers, and
and prospective
buyers
Unfortunately, brokers and salespeople rarely document their
on
an
ongoing
basis
document
--
whether
actual
tradeoffs
statements
made by
similar
and
consumer
and
consumer --
the
imperfect information in
size
brokerage community does not
The
information and insights.
the marketplace.
tradeoffs
may
be
producers
housing
vertically
organizations
functions may
sales
integrated
edge.
casual conversation between broker
this results
in
Design, pricing,
noted
generally
demand
have an
in
by
and reported only to the
salespeople, but they are recorded
degree
or
quantifiable
and
and
preferences
be.
they
with
The
Thus,
production
soft approach
and
of
and builder is the major
catalyst for product refinement in the majority of firms.
Like most developers
estate industry appear to practice
for the residential real
their
trade
knowledge.
because
real
of
estate
their work
requires
quantitative information.
there is
intuitive
with
largely
Much
and builders, market researchers
In
is
as
collation of
-24-
accumulated
qualitative,
much
perhaps
qualitative
as
residential building research
little emphasis on advanced
although general
and
statistical analysis,
survey results
is standard.
half dozen market researchers, both
Discussions with over a
of
localized and
level of
for the
research for
residential developers
demand among
or other
commercial development
This leads to a
and a low
level of sophistication in
research
for residential
that
do exist
are
area.
business in a new geographic
Robert Charles Lesser's business
Crow
Marketing Inc. in
is for large clients, such
Inge
New York City says that
just entering the
developers are typically
an established firm
small market for
90% of West Coast-based
Oxford(N3).
and
"novice developers",
luxury
often developing
very
The
large national developers moving into
their product) or are
Trammel
real estate.
due to the very
housing (needing research
as
the marketplace about
kind of
clients
products and
relatively small pool of clients
services.
this
compared to
consultant when
a market
services of
this
because there
consumer preference research exists
relatively small
is a
revealed that
national prominence,
Faust
of
RAMS
many clients are
marketplace.
These
firm or are
either starting a new
(sometimes a non-traditional developer,
such as a corporation) seeking to diversify into residential
development.
The latter case is more common(N4).
There may
lack
of
be additional
sophisticated
housing preference market
analysis
that prevails
explanations for
quantitative analysis
research.
may be
part
of
the
real
estate
consumer
because, as
and insights are a big
business.
-25-
in
First, the qualitative
more important
noted above, qualitative information
the general
So-called
"soft"
is
a
large amount
professional
of information
--
dominated
by
20-100 homes a year and
with
over, or
as an
the market is
of
whom
don't
because they are only building
they are competing
interest in
on a
pricing basis,
Instead
design.
they
can afford in
are building and what they
their construction budget --
they are building the cheapest
product for themselves and their customers.
new home
and
they usually build the same product
relatively little
build what others
builders
of
most
builders"(N5),
perceive a need for research
over and
even local
"It is a fact
their work.
small
agencies, and
include market research
to actively
important part of
brokerage
the organizational sophistication --
developers do not have
or resources
the
number
good
a
Fourthly,
newspapers.
A
available through
and data is
data, planning
community, census
research.
own market
associations,
trade
and
Third, many builders
or data.
conduct their
developers may
success
own insights rather than
determined through the developer's
and
with
entrepreneurship,
response to outside insights
largely on
be based
continue to
creative
and
residential
Secondly,- the
success.
industry may
development
ingenuity
of
part
key
the field
from general experience in
information resulting
buyer market shrinks and
However, as the
becomes wealthier, there
will be increased emphasis on market research.
To this
unsophisticated
residential
has been
point, much
level
development
of
made of
research
industry.
-26-
the relatively
conducted
However, it
in
the
has
been
the
industry.
developers
are making
use
of improved
research consultants,
to
Research Inc. in New York City,
in
requirements.
to
developers
become used
of their
part
more
that
markets, there
them (developers)
as a
increasingly
is worthwhile, and
such as
research,
of
by
As
studies(N6).
they are
own that the research
sophisticated levels
lender
market research
to including
development program,
deciding on their
Market
from
in some
feasibility
market
According
RAMS
for
results
of a demand put upon
conduct
market
at least some of the growth
to overbuilding
Due
has "become more
banks"
own staffs.
research
market
residential
studies by
Marketing
of
Director
Faust,
Inge
more
intra-office studies
or embarking on
market analysts to their
and adding
of
degrees
Increasingly,
within
sophistication
of
range
marked
a
is
there
that
noted
in
preference testing, may reward them with quicker returns.
The principal
research appears
advanced
"standard" base
the
typically
thousand dollars.
that each
the cost
to be
run an
This is
a
In Boston,
additional five
based on
person interview necessary
of more
margin above
level market research package.
difference will
twenty
deterrent to further acceptance
to
an assumption
in such a
study will
average about $90 in cost and that fifty to a hundred people
are necessary for such a
small samples,
grows larger)
well --
survey sample (costs are higher in
marginally as the
and drop off
(N7).
There is
obviously a time
sample size
expense as
interviews, data tabulation and cross-referencing of
-27-
always worth
it.
to spend
client
the
residential
projects
Company(N8).
As
money,"
says
for
the
Jay
Grossman,
head
of
Codman
Boston-based
and range of
the degree of sophistication
industry, market
within the
increases generally
expertise
convince your
can you
situation is
The
"It's
above a basic study.
responses add considerable time
research can be expected to improve.
builder does
developer or
If a
structured
market research,
determine a
he/she usually
need for
approaches the
research in one of the following ways:
1)
2)
The
product
Developer conceptualizes
"Active Approach" character and conducts or commissions market research
to determine if it will sell, or what elements may need
to be modified.
"Reactive Approach" - Developer conducts or commissions
product type is most
research to determine what
attractive in current marketplace.
since
before
preferences.
not be
should
misleading,
Nonetheless, it does
is acceptable.
either approach
be "active" and define his/her basic
pay for a developer to
plan
above
nomenclature coined
market
approaching
Consultant Linda
research
Dixon says
consumer
into
that developers
always should know the basic site design and density program
be focused
is important for the developer to
It
before coming to her.
in at least
some way,
so that research
tailored to the contemplated product(N9).
approach developer,
and Co.
good
market
research, in
conducted after some
Of the "reactive"
Karen Malmuth of Robert
says "you can't
Charles Lesser
afford to be reactive."
terms
of
can be
She feels
preferences, is
best
preliminary product is conceptualized,
-28-
so
that
survey respondents
the
questioned about
be
can
specific product(N10).
Typical Market Research Studies for Residential Developers
studies, conforming
housing preference
Predictive
to
rigorous market research guidelines, are seldom performed in
to Cheryl
According
development industry.
the residential
Tweedie, Research Analyst with Fulton Research Inc., many of
studies
firm's
the
dissatisfaction with
These
construction.
to determine why
rentals.
from a
builder
or
developer
project after
at a
sales performance
essentially seek
"post-build" studies
the project is
in
not doing well
sales or
In almost all of these cases, there was absolutely
pre-development
no
result
market
Fulton conducts
developer/builder.
models to ascertain the
by
performed
research
surveys
at the
the
sales
characteristics of the visitors and
determine if they match the target consumers the builder was
If they do not, Fulton works with the builder to
expecting.
develop
improved marketing
attract the
at
the
potential
product.
the
desired buyers, or conducts
model
to
site
buyers
who
do
visit the
product, and
any
assumes future
on
site
what
the
in
the
prefer
adaptations can be made to
additional phases
for the types
the model(Nll).
built
of persons who
in a
-29-
similar to past
more
have been
Like much of market research,
buyers will be
to
additional surveys
information
obtain
With this information,
customized fashion
visiting
advertising strategies
and
this
and present
the
recognize
not
does
if the builder
can become a problem
This assumption
ones.
on
constraints
quality
the
of
temporal information.
It is doubtful that this type of survey would be useful
to
a
is
the
can evolve
of the project).
over the life
A
changed
be
not
marketing approaches
(though
element
necessary
essential
the
research
market
Pre-development
significantly.
can
attributes
facade
and
structural
because
IDT development,
distressed
basic
of nearly
element
all
product
performance
studies, as well as pre-development market studies, is study
of comparables.
area
Typically, an
of certain
area, to
radius
be studied
from the
in detail,
arbitrarily.
Depending
the analyst,
the geographic
analysis
of
patterns
development site.
is sometimes
on the degree of
patterns
settlement.
Data
This
defined very
sophistication of
area definition is
transportation
of
analyst defines a geographic
or
is
refined by
socio-economic
collected
on
characteristics of existing and under-development product in
this
identified
area,
including
physical
and
design
attributes, sales prices and volumes, absorption rate, buyer
Often the analyst visits the
traits, and like information.
competing sites posing as a potential buyer, in order to get
informal
insights
witness firsthand
From the
evaluation
from
brokers and
the types
of people visiting
collected information,
of comparables
salespeople,
the analyst will
within the
-30-
same price
and
to
the sites.
focus on
range as
that
for
expected
product
the
be
Any
developed.
assembled and
will be
data obtained
socio-economic
to
basic
and consumer preferences will be
linkages between this data
rarely any causal relationships
summarized, though there is
in terms of correlation made through regression analysis.
collection, but there is a
area to
geographic
five or
marketplace,
the
problem in the definition of the
fails to consider the fact
mainstream
Ironically, it also
that buyers often are relocating
and may not share the tastes
Thus,
marketplace.
economic
and
patterns,
inter-relationships in the region, etc.
to a region,
dynamics of
does not consider the
travel
of a
Arbitrary selection
be studied.
ten mile radius
to data
reasonable approach
be a
appear to
This may
prevalent in the
the studies
often
ignore
strong potential consumer groups not reflected in evaluation
of
highly
arbitrary
localized
judgments
information.
made in
price-range comparables.
comparables
may
the
There
selection
Limiting a study
unwittingly
may
also
be
and study
of
to "like-price"
ignore market
dynamics.
An
example might be the case where price preference buyers must
expend
more
of
their
desired
income than
on
a
house,
creating a strong need for a lower price range product if it
accomodates
facade
preference tradeoffs.
preference consumers
spend slightly
more on
and yet this would not be
Another would
would be
willing to
housing to accomodate
be where
actually
their likes,
known if an analyst limited study
to existing price range projects.
-31-
on previous
studies and
obtained from brokers for
profiles of
also rely
Market researchers
informal information
a very
source information is
This secondary
home buyers.
important part of research.
the
Perhaps
in
information
residential
market
of
source
principal
is
development
research
the
National
Association of Home Builders (NAHB), whose membership builds
U.S.
nearly 75% of all new
The most important seek
major research endeavors annually.
information and
socio-economic
The
NAHB
preferences in
consumer
a
directly related to design and
number of housing attributes
construction.
NAHB sponsors several
housing.
annual
surveys
are
a
generic
standard.
NAHB directly conducts an
annual survey of recent home
buyers through its Economic Research Division.
NAHB obtains
information on
Home Owner's
Warranty
recent homebuyers
Insurety
approximately
26-27
structures built
NAHB's
Gopal
builders
Program.
percent
of
send NAHB
This
of
in the U.S.
Ahluwlia,
representative"
through its
all
program
new
single
every year and,
has
been
all such
found
and addresses
family
according to
to
construction.
the names
covers
be
"fairly
Participating
of buyers
of
homes covered by the warranty program, as well as design and
construction
listing
of
information.
homebuyers
price-stratified sample
makes a
single survey
NAHB
a
then
Census
selects
region
of approximately 2000
mailing to these
-32-
from
and
this
sales
persons.
It
persons requesting
socio-economic
information,
arrangements, and
structural,
and
preferences for a number
financing
of site design,
exterior/interior attributes.
and
responses to
usually 700-900
made available
purchasing
to members
the survey.
The
are
There
results are
or participating builders
for a
fee(N12).
NAHB also sponsors another annual survey of recent home
buyers.
Through a nationwide network of some 5000 builders,
the organization identifies recent purchasers and conducts a
program of personal interviews that last 20-30 minutes, from
mid-January
through late
February.
In
the recent
past,
there have been about 2700 respondents in this program.
target information may vary from
The
year to year, but normally
includes socio-economic and preference questioning(N13).
NAHB's Builder
prospective home
magazine sponsors
buyers.
This
an annual
is the most
survey of
well-known and
widely-used consumer preference study in the industry.
the
new
homebuyer
study,
preferences
in housing
attributes,
with
the
types and
general
content from year to year.
prospective purchasers
housing.
covers
consumer
exterior/interior design
socio-economic
decision information also obtained.
to
survey
Like
and
financing
This endeavor varies in
In 1987 the survey was targeted
of
In 1986 the survey
new
single family
detached
was constructed to allow for a
comparison of the preferences
of "empty-nesters" (age 45 or
over with no children in the home) and "yuppies" (age 34 and
under
with household
incomes of
-33-
at least
$45,000 and
no
children).
Fairfax, Virginia has acted as
Fulton Research Inc. of
consultant every year in the ten year history of the Builder
study.
Fulton research analyst
Cheryl Tweedie admits there
is
elaborate
in
no
method
used
Questions are formulated
questions.
out of his head" -of
survey
"He makes them
in response to communication with a
and
NAHB member
the
purely on the basis of
experience --
firm President George Fulton's
number
developing
builders
about
their desires
for
information(N14).
Fulton
maintains an
developers and,
around
the
homes.
with the
country
visitation
traffic
Fulton
extensive listing
aid of NAHB,
who
currently have
through
of residential
identifies builders
heavy
sales
their developments
randomly selects
builders to
and
and
model
be contacted,
most of whom are NAHB members and agree to participate.
sample
is
appropriately
weighted
geographic region and price range
living
differences
between
for
representation
of product sold.
regions
are
The
by
Cost of
addressed
by
producing survey reports for specific regions.
The surveys
February
projects.
for this
solicited
at
the
are administered in person
model
home sites
in
the
in January and
participating
Independent market surveying teams are contracted
work.
Surveyors keep
parties
refuse
(incomplete) responses
all questions.
careful record of
any
to the
response,
survey, or respond
This information is important
-34-
give
how many
partial
fully to
in analyzing
the
ability
determine
to
data
aggregated
through
The
collation.
in
results
the
firm of
the California
collated by
have been
recent past
among
relationships
causal
Great Western Research(N15).
The
NAHB/Fulton
reporting
answers
participants.
publish
to
the
basically
questions
studies,
the data.
homebuyer survey form
with
The 1987
descriptive,
presented
to
collect information and
Researchers commonly
descriptive
evaluation of
are
surveys
some
and
collation
NAHB/Fulton prospective
is included in Appendix
A.
Refer to
this for an indication of the range of questions that should
be asked in preference research.
Standard Elements in Consumer Market Research in Housing
The rudiments
research
can be
of the
process for
summarized as
consumer preference
follows.
As
can be
seen,
"phases" overlap and cumulative linkages must be built(N16).
1) Literature
search.
literature to
the
problem
source
A
review
summarize the
or
is
made
state of
opportunity
information
is
recent
knowledge about
posed.
important
of
This
in
secondary
focusing
and
outlining the balance of the research.
2) Develop
hypotheses
housing.
developer,
(if
about
consumer
The research team -architect, and
possible) --
preferences are
-35-
in
which should include the
sales or
brainstorms on
and what
preferences
marketing manager
feelings about
groups of persons
what
may share
similar
of
knowledge
intuitive
brings insights
This
preferences.
major
the
actors
and
the
into
the
process.
with
discussions
architects,
behavioral scientists,
marketing experts,
firms often document numerous
Research
time with
conducted over
interviews
they have
actors, so
as to have
builders,
developers,
successive
and futurists.
through
information
consumer
cumulative
3) Develop
them readily available
these
and not
directly create any conflict of interest.
4) Conduct
interviews with
production.
involved in
housing
"Experts" is meant to include national and
regional analysts,
officials
experts
academics, brokers,
knowledgable
of
housing
and government
policy
and
land
planning.
5) Test hypotheses under expert scrutiny.
do
this
by
documented
evaluating
information
outstanding
sources
the hypotheses
from
or
of
sources.
from both
this step
documentation
the
through
directly from the expert
approach
The analyst may
direct
in
experts
requesting
light
or
of
other
opinions
It is preferable to
directions, leading
opinions
to
evaluative
and
interpretation of linkages between the opinions.
6) Review and analyze existing statistical information and
previous research reports.
Review of previous research
useful in fashioning
and findings
is very
design, both
by implying
-36-
what was done
a research
correctly and
Additionally, if the research
incorrectly in the past.
value
and comparative
methodology
of these
existing
reports can be ascertained, the current research can be
reviewed in light of them.
7)
Conduct surveys and discussions with recent home buyers
of
both
similar
dissimilar
and
Information
product.
contemplated
socio-economic profile,
about
properties purchased,
to
should be
derived
characteristics of
the
various housing
preferences for
buyer satisfaction with
attributes, and
the
products
the purchased
product.
8)
Conduct
surveys
discussions
no.
7
above, with additional
characteristics
consumer's
with
of
existing
plans for
prospective
derived should be
Information
homebuyers.
that in
and
information on
housing
purchase of
similar to
and
a new
on
the
house (time,
purchase price range, constraints, etc.).
Essentially,
it
is
first
necessary
to
make
assumptions about likely targets for the product.
be
dependent
particular
them.
on
the
market, and
Of the
three
pool of
the
likely
supply of
primary sources
amongst
reconfiguration
live),
who the
the
existing
(spatial
and in-migration --
This will
homebuyers
in
homes available
of household
influencing need for new housing in an area -formation
some
population,
reconfiguration of
the
to
growth
new household
intra-market
where
people
assumptions have to be made about
"qualifying market" is
-37-
amongst the players
in the
three groups.
Primarily it is
to determine
how many persons in
home, given
costs).
income data that is analyzed
an area can afford
prevailing housing costs
In-migration
data is
a new
(or developer-imposed
not easy to
get.
"Internal
turnover (of household location) is much more important than
in-migration,"
corporations
says
will provide
their relocatees
is not
of
Karen
Malmuth.
information on
to the area.
complicated.
product, size,
"Target
It basically is
and price"
more specific
If
some
the profiles
of
market segmentation
determination of type
that prospective
generally interested in(N17).
parameters of a
However,
buyers are
persons match the general
project with respect to
these things, then
preferences can be questioned,
and tradeoffs
analyzed.
As
a
development
part
of
of
base
preference
level
research,
questioning,
before
consultant
any
Linda
Dixon draws information from four important sources(N18):
1) Review of secondary information on home sales volumes
regionally and within the general target region, recent
census data on population and income (much of which
comes
from regional or state planning agencies and
which Dixon claims is quite good), and recent articles
in journals or other periodicals on the particular kind
of product contemplated. Published survey results of
interviews dealing in some way with the contemplated
kind of product are also evaluated.
2) Discussions with brokers to obtain information on sales
prices of product in the general area, types of persons
who are visiting their offices and where they are
coming from
(by obtaining contact sheets),
and volume
of visitors.
3) Evaluation of comparables
-visiting the sites,
obtaining sales data, profiles of residents, and the
like.
4) Discussions with local governmental officials, in order
to determine what their
objectives are and what
constraints may
be imposed upon
the developer's
-38-
program.
preference testing
the problem at
in
interested
are
developers
few
and
to provide the level of
that is germaine to
information and insight
consumer
The analysis
is generally unnecessary.
components above ordinarily suffice
hand,
that
and
analysis,
basic
of
special
all that
is nothing
feels there
that she
techniques
about
research, she
sophistication in residential market
lack of
the general
Although Dixon laments
preference" component.
admits
include a consumer
"typical study does not
However, a
more
any
sophisticated preference analyses(N19).
are occasions
There
should
Potential buyers
around"(N20).
preference testing
"when there
as
such
occur,
where
few
are
really
comparables
this
surveyed in
must be
situation, because there is no recent historical information
as to their attitude about the contemplated product.
it
Although
research,
developers
researcher
attend a
that any
not
is
standard
element
request
should
meeting with
that
the architect
consumer preference results are
the design.
of
market
the
market
to assure
incorporated into
Linda Dixon reports that when this does happen,
"the architects
embrace this"(N21) information
noted at the beginning
make many of
when
a
specific
because, as
of this Chapter, architects actually
the target marketing decisions
research
not carried
is
architect's knowledge is improved,
residential builder community.
-39-
for a develper
out.
Thus,
the
which betters the entire
The Focus Group
one major method for obtaining insight into prospective
buyer
preferences in
group setting.
to
is interview
within a
Preliminarily-targeted consumers
participate
in
discussions held
usually
design
leads
small
group
(seldom
in a relaxed setting.
the
discussion.
focus
are asked
over
fifteen)
A marketing expert
Focus
groups
are
best
employed when:
1) a proposed project presents something new, innovative,
and pioneering
2) a developer has a specific idea he/she wants tested
3) a developer has other
very specific informational
needs, already itemized to some degree.
The focus
interview.
the
group situation allows for
Participants usually
research,
answers more
are
more
a fairly lengthy
feel more comfortable with
serious, and
think
about
carefully than their counterparts
conducted by telephone
or in random surveys
their
in research
at model homes
or shopping malls.
Focus
groups
are
of
"psychographic" side of market
relatively relaxed setting,
candid and honest(N22).
testing.
"These
information.
Grossman
especially
It's
of The
The
research.
By establishing a
the
and subjective comments about
don't
more gut
with
approach is an excellent means
necessary
groups
Codman
help
responses are usually extremely
of obtaining soft information
preferences,
enormous
in
yield
design
much
preference
quantitative
feelings and price."
Company(N23).
-40-
says Jay
Body language
and
facial
expression in
meetings
are
usually
response can
be noted.
video-taped and
Focus group
audio-recorded,
allow for continued review of these kinds of signals.
is
rarely
any
opposition
to this
in
most
to
There
researchers'
experiences.
Grossman adds that, in his experience, "the concept for
architecture is pretty much
set up beforehand."
participants provide feedback and
but rarely significant
Focus group
refinement to the design,
redefinition(N24).
Topics typically
discussed in focus groups include basic product type, price,
floor plans and functional areas, hardware, furnishings, and
amenities.
Several consultants
agreed
that focus
concentrate on interior design
components.
small percentage
where discussion
external
project
design.
is
of instances
In
these
cases,
already targeted
development team
to
There is only a
centers on
usually the
high-end
groups
potential
buyers and
seeks soft information about
the
the ambience
or character desired in a development.
With the
small group
size, the leader
or interviewer
can ask more questions and show more alternative examples of
design components than in a situation where the interview is
part of a large sample
The
focus group
responding to a standardized survey.
session,
design, will typically
if dealing
with preferences
be conducted at four
in
to five levels
of questioning:
1)
Participants are
solicited as
to how they
home they are currently living in.
-41-
bought the
2) They are asked for comments about what they have gained
in this homeownership,
and what they have
lost or had
to give up.
3) Presentation boards displaying
the major components of
the contemplated house product
are shown and responses
elicited.
This is an
open-ended process, with a great
amount of interaction.
4) A written survey is administered
by
the
group
leader
on
or questioning is led
specific
preferences
for
specific exterior and interior design attributes.
5) If
available,
proposed
responses
logo or
advertisement.
styles of ad copy and
if
no
specific
are solicited
concerning
Sometimes
a
different
logos are presented for reaction
logo(s)
have
Reaction to an advertisement,
yet
been
developed.
logo, or project name is
often a reaction to the product concept in total.
Possible
names
Consultant
for the
Linda
development
Dixon
is
may
amazed
at
also be
the
tested.
level
of
sophistication people have about advertising and development
names.
Their responses are very helpful.
Prospective participants
are identified by
looking at
comparable projects in the geographic area, in terms of type
and price.
our
If
there are no comparables in
experience with
Robert
compile
that
Charles Lesser.
"interest
approximately
product" says
Firms
lists"
the same
having a
from
type of
-42-
people
product.
the area,
"we use
Karen Malmuth
of
sales office
may
interested
in
These
lists can
also
be
bought
from
sales
brokers(N25).
The
listed
information usually includes current address, phone numbers,
current
home type
researcher will
such
as
and major
then go
reverse
prospective
for
to secondary
focus
group
income.
and/or
survey
participating
area(s) can
telephone to see if
in the
actual
focus
identify
participants.
from the targeted geographic
screened via the
The
information sources,
specifically
to
city indices,
Identified people
then be
attributes, and
they qualify
group or
survey.
Basic criteria are:
1) household income and ability to afford a product in the
general price range contemplated,
2) value of the current home (including an assessment of
the equity position),
3) age of household members (especially head), household
size and whether there are children or not,
4) preference for form of ownership
(e.g fee simple or
condominium),
5) tenure of current home ownership ,
interest in moving
out of present home and over what time span, and how
long the household has lived at the address.
There
is
normally
a
need
to
entice
participants.
Researchers and developers have used a dinner certificate, a
gratuity of $20-$50, bottles of wine, or a catered dinner at
the
focus meeting
mood).
Sometimes
however.
Linda
itself
(which aids
in
these
enticements
just
Dixon,
a
consultant
Massachusetts, is increasingly
attempting
area
use of
because of
participants
who
agree to
based
meet.
-43-
in
groups in
poor attendance
utilizing mini-focus groups of
don't
good
work,
Milton,
advising her clients against
traditional focus
the very
setting a
Instead,
the Boston
records of
she has
the
been
three persons taken to lunch
This has been working better(N26).
by the leader.
that the focus group meeting
It is extremely important
the tone
who can set
an experienced and qualified person,
be led by
and assure
discussion and
that individuals
create biases
do not
dominate the
throughout the
group.
Every
participant should be heard from.
A
focus
group will
typically
cost
around $3000
to
administer(N27).
Surveys
After
analysis
information, a
concerns
of
of
the
results of
the
survey can be constructed
the
participants
developer
in the
preferences and
focus
as well
group.
tradeoffs lead
focus
group
that incorporates
as
those
raised
General insights
to specific
can now be tested with a larger sample.
by
into
questions that
If the survey is to
include questioning about design attributes, it is obviously
important to
materials
conduct the survey
and
examples can
in person so
be
shown
Again, the personal survey also
for documentation
that graphic
to the
respondent.
has the benefit of allowing
of responses in facial
expression, eyes,
and body language.
The
majority
preferences
are
shopping malls.
number
response
of
of
conducted
each
at
dealing
model
with
attribute,
-44-
a myriad
or
a
with
home
The survey usually asks
attributes,
in
surveys
consumer
sites
and
in
questions about a
of
selections
weighting
system
for
of
preferences.
For
development
pre-conceived, it
is useful
questioning
additionally
but
programs
to pursue
that
this first
have
specific
are
form of
exteriors,
materials, and floorplans graphically depicted in the survey
from
which the
specific
plans and
preferences in
the
respondent can
design
choose.
elevations can
order to
program.
Thus,
be compared
determine relative
The survey
response to
to general
feasibility of
identifies
the
general
socio-economic characteristics of the persons preferring the
planned
scheme
income,
family makeup,
by
characteristics.
patterns
lends
and
interviewees
to
information
present
Information
of the
insight
requesting basic
age,
housing location
employment
is also
potential
feasibility at a given site.
on
on
and
desirable, as
limitations
on
and
travel
this
development
Although identification of who
prefers the given typology is the foremost consideration, it
is also necessary to identify limitations to that preference
in the given locale in terms of affordability, location, and
lifestyle.
Researchers also employ telephone surveying, especially
for preliminary
levels of
work when a
focus group
is not
consumer research
in the
used.
The Model Home
Perhaps
the major
homebuilding industry
tool for
is the
demonstration or
model home.
The. model home is used by builders who conduct absolutely no
-45-
other research, and
by builders who have
highly structured research.
of feedback
degree
house
design and
The
all its
model provides the highest
--
possible
utilized the most
feedback
features.
to the
However,
specific
it provides
this feedback only after considerable work on the project on
the part
of the developer.
A home must actually
designed, financed, and built.
be fully
The model works best for the
small builder who cannot afford significant research and who
does not have a major concern about the degree of investment
in a whole product line of homes.
Tradeoff Research and Analysis
To do a thorough job of analysis of consumer preference
tradeoffs in
each
purchase decisions, it is
attribute
attributes can
of
the
housing bundle
necessary to assign
(insofar
be discreetly identified) a
as
such
relative value.
Optimally, the goal should be to price each attribute of the
housing
bundle.
difficult,
However,
How
and
can
perhaps
some efforts
one reach
not
are
this
possible
being made
in
goal?
a
It
is
pure
sense.
in industry
market
research.
One
very
interesting
technique
used
in
preference
tradeoff testing is through a game situation, best conducted
within the
focus group
the
level
base
setting.
product
development program.
Participants
house
The components
as
are "given"
envisioned
by
the
of this base structure
are assigned a relative quantifiable value, and participants
-46-
are
also given
certain amount
a
all the
pick and choose
They may
add-on components.
"money" to
of
all the
something on,
etc.
standard items
and deciding
game may or
of the
The rules
to add
may not
purchase "money" be used.
require that the total add-on
It
are instructed to
that if the participants
should be noted
from amongst
items for something
attributes, giving up standard
else, keeping
purchase
make tradeoff decisions using all the money, it is important
to document the order of importance of the choices, as these
will
generally be
Perhaps the best approach
the
participants
Interesting
to
rank their
leader-imposed
approach
on, or
makes
the
Of
small sample
and should
nature.
not
The
gaming
utilized for
the
include
and
of
provides
be considered only
this
excellent
from a very
preliminary in
actual market-driven
house components,
between
nature
course, the information comes
Additionally, if
add-ons.
specific choices
research fun
information.
of
take elements away once they
to make
attributes.
preferences
important information
twists yielding
added them
preference.
would be to automatically require
requesting the participants to
have
importance of
declining in
values are
the game
results
provide only relative tradeoff correlations.
Information
advanced level.
1) Through
can be
developed and
analyzed at
a more
Here are some of the considerations(N28):
survey
and
interview,
compare
consumer
preferences among the attributes to be evaluated.
2) Determine
consequent tradeoffs
-47-
made
by consumers
in
recent
actual
purchases
of
what
actual preferences
their
compared to
the attributes
Buyers
be
can
of the
actually made,
and urged to both
their tradeoffs
(for instance,
a 2100 square
are
be
and
these
housing purchased.
tradeoff
asked about
can
Consumers can be
accomplished through several methods.
asked
This
housing.
decisions
they
quantify and qualify
a buyer may have wanted
foot home, but
settled for an
1800 sq.
ft. one in lieu of a preferred style of architecture or
a significant cost savings).
3) Hedonic
indexing
can
be
attempted
through
hedonic
regression analysis a. Conduct multi-variate regression analysis to obtain
implicit attribute pricing.
b. Compare
implicit prices
prices in
the housing market.
equilibrium
price
and
marginal
with general
prices
equate
average
rates of
attributes
can
Assume
with
consumer
equilibrium
the general
producer
demand
price.
substitution between
then
be
supply
determined
The
component
(equilibrium
price minus implicit price).
c. If
are
the calculated
assumed
marginal rates
accurate,
then
of substitution
implicit
prices
represent the point of maximum preference (utility)
for housing
for
consumers, as
suppliers (producers
scenarios
can
be
-48-
well as
maximum profit
or builders).
developed
around
Consumer
given
socio-economic
determine
or
the
attributes
obvious
relative
in
definitional
make in
groups
"indexing"
that
group.
refinement
of
groups and quantifiable
to
preference
of
This
to
housing
leads
certain
to
preference
tradeoffs they are willing
the housing
bundle.
The
analyst can
determine to what degree preferences and acceptable
tradeoffs can
be accomodated
by a
builder, given
the builder's cost information.
d. It should be noted that this method works well only
with
numerous
studies
--
attributes
aggregate
the
in
many
actuality,
components
most
into
a
smaller number of categories.
e. It is also difficult to employ this methodology and
yield
totally
assumptions
accurate
made
definition of
production
about
results
market
because
of
the
equilibrium,
the
discontinuous submarkets,
and
consumption
of
and joint
various
bundle
components.
Studies
quantifiably
beneficial
forms of
the
in
defined
only in
as
Development
for
in
the
results
the
Alberta
of a
not
above,
Just like
as
are
most other
"conclusive" only in
Director of
(Canada)
Research and
Municipal
Affairs
preference tradeoff
studied
recent homebuyers in Calgary
-49-
or
methodology
are
Lynden Holmen,
and overseer
performed among
tradeoffs, whether
temporal terms.
market research,
short term.
Department
preference
and Edmonton,
says
to
remember
documenting
the
fact
that
"ephemeral tastes"
themselves are
any
and
such
research
that research
changing quickly as more
is
methods
private and public
sector actors take interest in this information(N29).
Thus,
both information and survey technique can become obsolete.
Another
drawback
analysis will
bill.
is
cost.
likely add at
proven
payoffs
worked
with a
to
attributes at
tradeoff
the research
Nonetheless, there
investing in
this
from the
on a tradeoff
up focus
of
Charles Lesser says that "most
it."
consultant
Imran Currim,
They set
go for
level
least $10,000 to
Irv Dulnick of Robert
developers don't
Any
research.
Dulnick
UCLA Business
analysis study in
groups, and
have been
New Jersey.
examined responses
three levels of preference.
School,
to five
They found that
prospective buyers would pay $15,000 more for a townhouse if
they had
an attached garage
from unit
entries.
designed with
others
were
When
instead of group
the project was
an attached
garage all
even touched,
and
for
parking away
built, townhomes
sold out
before any
nearly the
estimated
$15,000 more(N30).
Summary and Conclusions
This
consumer
It has
Chapter
has
summarized
preference research
presented the key
and elaborated on
focused mainly
principal
of
for residential
real estate.
inputs to this type
of research,
some of these elements.
on methods
methods
The chapter has
that are applicable
-50-
in consumer
elements of survey
review and
for
attributes
The
preference surveys.
consumer
into its
disaggregating the "housing bundle"
importance of
component
noted, as have
design have been briefly
for conducting
methods
The major
preferences in design.
research about home buyer
analysis
of
choice
preferred by home purchasers has
tradeoffs actually made or
also been discussed.
preferences",
"Consumer
for
homebuyers
real
of
components
various
estate,
of homebuyers or
relative likes and dislikes
refers to the
prospective
in residential
the
"housing bundle." Consumer preferences are indicated in part
by
the
buying
importantly,
actions
they
are
of
recent
homebuyers.
also indicated
satisfaction of homebuyer
by
be identified by grouping
general categories,
inadequate
and prospective homebuyer desires
by product available in the marketplace.
groups can
the
More
General preference
house attributes into
and determining persons who
value this
category of attributes over all others.
There
are
several
elements
to
consumer
preference
research in housing, with overlapping linkages amongst them.
First, a literature search is
state
develop
of knowledge.
cumulative
hypotheses
are
The
other method.
researcher
consumer
developed
these are tested under
made to summarize the general
should document
information as
about consumer
well.
preferences
and
Next,
and
expert scrutiny through interview or
Existing statistical information and previous
Finally, surveys are designed
research should be reviewed.
-51-
then
and
to
administered
and
homebuyers
recent
to
prospective homebuyers.
It generally is worthwhile for a developer to be active
and
have
some
approaching
sense
of
market
consumer
first
product
his/her
research.
before
this
In
way,
consumers can be queried directly about the product.
A
the study
research is
of market
basic element
of
Typically, a comparable is identified in terms
comparables.
of physical design attributes, absorption rate, buyer traits
importantly, price
and, most
should be
Great care
range.
exercised in identifying comparables.
Once
comparables
preference survey is
persons are
screened
are
identified,
consumer
designed and administered.
identified as residents in
through
the
telphone
Typically,
the comparables and
interview
as
to
their
socio-economic similarity with generally targeted consumers.
Next, these persons are invited
setting
of
ten to
twelve
interview and evaluation
to
specific
program.
information,
focus
but this
survey program
to
at
of
the
group
and
screening criteria.
allowing for
contemplated
provides
is helpful
which follows.
least 75
features, the
persons
in-depth
of preferences, including reaction
elements
The
to a focus group meeting, a
up
to
mostly
This survey
300 persons
a larger
is administered
meeting
general
about design
administered in person
model homes or retail malls, usually.
-52-
subjective
in structuring
To allow for questioning
survey is best
development
--
at
Specific projects may
depart
by
elements.
adding
to
Use of
a
nearly all cases,
or
subtracting
demonstration or
the most common and
from
these
model
basic
home is,
in
desirable method for
obtaining direct feedback.
Another important, though
research is
purchase
analysis of
decisions.
rarely performed, element of
tradeoffs consumers make
Information
obtained through gaming exercises
decide between
surveys that
home components
test for
on
tradeoffs
may
be
where the buyer has to
--
or
--
in their
elaborately designed
actual tradeoff decisions
made, and
attempt to price-quantify these through hedonic indexing.
Consumer market
is
informal,
unstructured,
marketing deci sions
an d
experience
and
the
unsatisfied
both
useful.
Most
builders, and
Df their knowledge
comes through
of
an I
recently
built
preferences
of
salespeople
have
act ual and
informa tion from
Thus.
quality.
competing
satisfaction
reflect
wi th
uneven
generally
aomeowner
existing
experience
is
fails to
that
Brokers
that
o f appraisal
consider
homebuyers.
homebuilding industry
by developers,
appraisal
This form
development.
of
are ma de
good deal
A
the
information
with
conducted
architects.
research in
prospective
th e brokerage
Unfortunately,
their
adequately
may
prospective
firsthand
homebuyers.
community is
insights
not
are
highly
often
unsatisfactorily documented and communicated.
Market researchers in the homebuilding industry seem to
mirror their
clients.
Much
of their work
-53-
is qualitative,
perhaps because real estate
requires as much qualitative as
quantitative information, in the
psychology.
There is relatively little advanced statistical
analysis in research, though
This level
form of buyer profiles and
collation of data is standard.
of industry research
exists because there
is a
relatively small demand among builders for the services of a
market research consultant.
Other
explanations
for
the apparent
limitations
to
justifiable consumer market research in the industry include
the
fact the
homebuilding
small players with
builders
(especially
very
ingenuity and creative entrepreneurship
over information
conduct
dominated by
little organizational sophistication and
resources, and that
are prized
industry is
their
vertically
retrieval and
own
limited
integrated
analysis.
in-house
firms
Some
research
with
sales
divisions).
The
National
Association
of Home
Builders
conducts
several annual survey studies of buyer and prospective buyer
preferences.
These surveys
general
information
generic
standard
used
for
the
are the source for
by
the industry,
industry's
much of the
and
current
set
level
the
of
research.
Footnotes
Nl. The descriptions of the
four types of market studies
are based, in part, on:
Ronald M. Weiers, Marketing Research (Englewood Cliffs,
New Jersey: Prentice-Hall, 1984), pp.
66-71.
-54-
N2. ibid.
N3. Interview with Karen Malmuth, Robert Charles Lesser and
Company, Beverly Hills, California, 23 July 1987.
N4. Interview with Inge Faust, RAMS Marketing Incorporated,
New York, New York, 21 July 1987.
N5. Malmuth interview.
N6. Faust interview.
N7. Costs based on discussions in:
Interview with Linda
Dixon, Linda Dixon Marketing
Services, Milton, Massachusetts, 23 July 1987; and
Interview
with
Matthew
Hayes,
Analysis
Plus,
Incorporated, Boston, Massachusetts, 22 July 1987.
N8. Interview with Jay M. Grossman, The Codman Company,
Boston, Massachusetts, 7 July 1987.
N9. Dixon interview.
N10. Malmuth interview.
Nll. Interview with Cheryl Tweedie, George Fulton Research,
Incorporated, Fairfax, Virginia, 13 July 1987.
N12. Interview with Gopal Ahluwlia, NAHB, Economic Research
Division, Washington, D.C.,
N13.
N14.
N15.
N16.
13 July 1987.
ibid.
Tweedie interview.
ibid.
These eight elements are based loosely on:
Arthur D. Little, Incorporated, Consumer Preferences in
Housing (Washington, D.C.:
U.S. Department of Housing
and Urban Development, Office of Policy Development and
Research, 1973;
reprint ed.,
Springfield, Virginia:
National Technical Information Service, 1974),
pp.
17-18.
N17.
N18.
N19.
N20.
N21.
N22.
N23.
N24.
N25.
N26.
N27.
N28.
Malmuth interview.
Dixon interview.
ibid.
ibid.
ibid.
ibid.
Grossman interview.
ibid.
Malmuth interview.
Dixon interview.
Hayes interview.
The three considerations are based loosely on:
Arthur D. Little, pp. 28-29.
N29. Interview
with Lynden
Holmen, Alberta
Municipal
Affairs,
Division
of Research
and
Development,
Edmonton, Alberta, Canada, 16 July 1987.
N30. Interview with Irv Dulnick, Robert Charles Lesser and
Company, Beverly Hills, California, 23 July 1987.
-55-
Chapter 2
AN INDIGENOUS DESIGN TYPOLOGY FOR SINGLE FAMILY
DEVELOPMENT
General
The
Indigenous
Design
Typology
(IDT)
is
a
loose
construct characterizing an approach to the design of single
family developments, especially
facades
of
the
the architectural forms and
house structures,
but
also
additional elements of environmental design.
one typology that may be
residences,
and
approaches.
It
essentially,
elements of
and apply
what
is
for its
attempts to
pre-World War
from
development,
modern
by
The
scale
architectural
component
family design
IDT represents
but which
larger
other
originality --
vernacular single
on
than
qualify those
the traditional,
1945
better
lack of
modern development.
was formerly
eclipsed
necessarily
is unique
them to
The IDT is but
used when developing single family
not
the IDT
encompassing
came to
be
approaches
to
influences,
and
technological changes in materials and construction methods.
During this time, modern
innovations,
and the
have become dominant.
eclectic today --
and contemporary styles, free-form
ranch and
split level
Ironically, the
housing types
IDT may appear to be
and perhaps even novice --
when in fact it
builds on time-tested techniques of development.
Philosophical Underpinning
A
principal
element
of
-56-
the
IDT
is
use
of
the
There is a philosophical bent here, in that use
vernacular.
the
of
vernacular
is
at
aimed
some
restoring
of
the
rationality and diversity of design approaches which used to
respond
overwhelmingly
promotes
the
regional influences.
to
vernacular in
the
the
of
therein.
The
prevailing architecture
philosphy
more
one conjures up
naming a particular community,
where by
images
of recreating
hope
IDT
identifiable urban communities
architecturally distinct and
--
The
is
perhaps
and
best
urban
design
summarized
by
Herbert Gottfried:
celebrate the rationality and coherence of vernacular
design. It is,
after all, the system that most of us
encounter as
a part
of our
human development;
perceptually, it embodies a large portion of our
spatial system. The vernacular has proven to be a
healthful environment...
it has certainly contributed
to the foundation of significant social structures like
the
single family house, the neighborhood, and the
town(Nl).
External design elements are
typology.
There is no discussion of interior design.
With
its vernacular
emphasis, the
development should be of a
the
the obvious thrust of the
local region
This does not
where
IDT stresses
that
design historically in tune with
the development
site is
imply that new adaptations cannot
located.
be made to
architecture, but that they be made after thorough review of
the history
of local
architecture and design.
that there should be heavy
design forms that can help a
cases re-establish) an
It implies
useage of time-tested and proven
region to maintain (or in some
architectural identity and establish
a critical link between the
newly developed project and the
-57-
existing
developed
environment.
It
is
hoped
that
by
providing this typology, with its information and methods of
design
ideation,
apparently
lost
developers
role
of
can
re-establish
creating
neighborhoods or zones, rather
entire
their
residential
than self-serving islands of
homes.
Other Purposes
Developer-orientation and capability of being tested in
consumer
design
preference
research.
issues, but
the major
The
typology
areas of
focuses
on
concentration have
been selected because they are the critical elements used in
creating
a
sense of
place
planning, landscaping,
the
typology can
site
the houses all
important to marketing.
be tested
shown to consumers through
Four, as
The
first impression of a development,
with market
appeal to potential buyers --
One and
a development.
and front facades of
contribute to a person's
and so are extremely
in
Additionally,
research for
its
elevations can be designed and
techniques described in Chapters
can site
plans and
written descriptions
about what the concept is.
Ease of
way
as to
be
use.
a
development design
initially so
The typology
compendium of
program.
as to
is put together in
possible
These
can be
such a
elements in
the
pieced together
create design alternatives,
and market
research testing can be used
to refine and then re-test the
design.
intended that the
Essentially,
it is
-58-
typology as
in
depicted
Chapter
this
be
and
flexible
serve
as
a
of ideas that can be drawn for a specific project
"cookbook"
"recipe."
The
components
are
described
simply
and
graphically, and can easily be used by the non-designer.
The Single Family House
in the context of this
The term "single family house",
study, includes all housing designed to provide for a single
household unit in a single building -structure.
entry
A
single family structure has
(-ies)
from grade
level.
family structures in the U.S.
this may
one dwelling unit per
be assumed to hold
The
its own separate
majority of
single
are of the detached type, and
true for the IDT.
However, a
single family house
may be detached or attached;
it may be
one
three
may be
story or
even
townhouse (attached
or more
stories;
townhouses are known as
they can only
be included here if they
of
being
each unit
(though this
own lot
its
in a typical
development; it
condominium;
may be
prevalent);
subdivision or
owned fee
a
"rowhouses" --
meet the definition
own structure)
type is less
it
or
a patio
it may stand
be part of
simple or
home
on its
a cluster
be part
of a
etc.
The basic point to be made is that a single family home
within the IDT
providing
architect.
context can represent a
considerable
It
flexibility
is obvious
house types are of the
number of products,
to the
that the majority
developer
and
of indigenous
detached variety, occupying a single
-59-
lot in
an urban or
the typology
suburban subdivision, but
may be called upon for design solutions in other settings as
well.
Indigenous Design
The
term
development
indigenous
that
design
utilizes
is
to
meant
vernacular
design
refer
to
elements
originating in, or used very extensively in, America and its
geographic locales through
refers
to design
the World War II
components that
era.
The term
either originated
in or
were adapted and came to be employed extensively in the U.S.
The term indigenous as used here should not be confused with
house
forms
colonization.
prevailing
Native
Indian
prior
to
architecture
and
construction materials), though perhaps
IDT involves
design
years and were repeatedly
of
continent
this typology (with the exception
is, by strict definition, the
The
the
American
design is not included in
of pueblo
on
builders
and
it truly
most indigenous to this land.
elements that
emerged over
many
re-used by successive generations
individual
homeowners.
They
became
a
laymen's vocabulary in architecture.
The Malor Elements of the IDT
The IDT presents
some of the basic
planning and single family
architecture that are indigenous
to the United States (though
been historically
design concepts in
some of the same elements have
employed in
-60-
Canada and, to
some extent,
Mexico).
The
principal
attributes
discussed
are
the
following:
1) House facade -- This is the most important element in the
typology. The IDT stresses the front elevation.
2) House form/shape -- This is generally a result of several
elements:
a) Basic house forms can be related to the type of roof.
The
roof sets the vertical limit to the mass, and
creates the silhouette:
1) Gabled houses
2) Hipped houses
3) Mansard houses
4) Gambrel houses
5) Pyramidal houses
b) Houses can also be characterized by plan. The basic
plan has a shape of its own, and influences the
external appearance of the house.
c)
Height and number of stories.
3) Site plan -- Basic elements of street layout
sizes.
4) Landscape -Approach to preservation of the
plantlife and/or landscape architecture.
From the items in numbers 1
houses can
elements.
natural
and 2 above, one sees that
be characterized by
plan, and other
and lot
a compilation of
The Bungalow is
the roof,
an example.
It
has a characteristically almost squarish plan, is one or two
stories, and usually gabled roofed
gable.
By
next
evaluating
materials, one begins
for
both
the
front
to develop a basic
conceptualizing
indigenous house.
with a front facade wall
and
A series of
mentally
facade
and
its
set of parameters
structuring
an
three questions are asked in
the evaluation(N2):
1) What kind of structure, roof, and cladding does the house
have?
2) What are the basic
relationships among the design
elements?
3) What is the nature of the proportions,
tensions among
large-scale
elements,
and
continuites
among
the
elevations?
-61-
Architectural Components
The
principal
are house
structure
in
components
IDT
house
actual
the
massing, and
types, materials
shape.
There are relatively few indigenous residential architecture
Style in architecture generally refers to materials
styles.
used, and
rather
embellishment and detailing of
architectural
Most
Europe)
(usually
style
of the
This
is an
typology.
in
an
styles
and
in
were
period for
emerged
America
construction typically
vernacular
structural components.
with major
than association
minor components,
acceptable approach
Additionally,
revivals.
employed the
details and
elsewhere
prevailing
minor modifications.
for continued
use in
the
Where stylistic attributes are important criteria
indigenous
Bungalow),
they are
architectural
style
house
type
(such
elaborated upon.
is
best
as
the
As a
Craftsman
general rule,
incorporated
into
IDT
developments through analysis of the local tradition for the
typology selected.
Regional Influences on Typology
Once
forms
again, it
vary
materials.
in
is stressed
different
areas
that "traditional"
of
the
country,
house
as
do
Materials are probably one of the more important
determinants in defining the local version of "traditional."
In southern
and thus not
California, for example,
use of brick
traditional, no matter what
Ranches formerly
the housing type.
were considered traditional in
-62-
is rare
that area,
twenty years "traditional" also came
but over the course of
to mean
townhouses.
--
traditional
are
townhouses
stories and
the Mid-Atlantic, two
In
there
much
are
fewer
ranches(N3).
Because the IDT draws
there are
a myriad of
upon vernacular design elements,
can occur.
regional variations that
This document cannot analyze these at any realistic level of
detail.
Instead,
the identified
the
become familiar with
the IDT user should
then evaluate
the typology and
elements of
antecedent variations
witnessed
in
the locale
where
provide
some
he/she is working.
this
Nonetheless,
information on
does
readily identifiable variations
houses presented.
often, and are
document
for certain
Material and color differences occur very
usually noted.
A graphic
depiction of some
elements of the IDT, as well as examples of house types, are
found in Appendix
present
C. Refer to this Appendix
possible
investigated.
component
Additionally, some
provides brief historic and
types,
variations
and this
serves
for notes that
that
of the
should
be
text information
origin backgrounds on structure
as a
clue
to potential
regional
variations.
Urban Design Issues
are
The size
of the development site
the most
important considerations
design components of the IDT.
-63-
and expected density
in the
large-scale
A basic design program should
be developed
that postulates the range
sufficiently sized to readily allow
and whether the site is
for
varying
densities.
intra-site
Seaside
development).
choice
of
Streetwidths
a sense of
and paving
materials,
swales,
streetscape
or
curb-and-gutter
like should all be
improvements, and the
are
(see the section on the
community focal points is important
considered in the
The location of the site (urban, suburban, exurban, or
rural) largely
spaces
Commons
or
England.
as does geographic region.
must be
village
A central
building (or at
considered
within
would be
greens
for urban
design parameters
determines the
design elements,
open
variations
These
urban design features when
often very important
IDT.
of product possible
public square,
Common and/or
the IDT
appropriate
usually with
context.
in
New
a public
is typical of
least a public use building)
vernacular community plans in much of the South and Midwest.
Landscaping
Landscaping
sense that
important component
the development is
established, even
will vary widely
program.
is an
stable and the
is not.
when it
developments,
create rhythm and continuity
community is
location and design
landscaping
is used
to
along streetscapes and to help
emphasize important common spaces.
element in the IDT, seen
a
Landscaping approaches
depending on the site
In urban
in creating
Street trees are a basic
in virtually all communities where
vernacular design has dominated.
-64-
It is also a good tool for
delineating public and private territory along a street.
to reproduce design typical
the development contemplated is
of
a
element when
vernacular
landscape
period
schemes
Seaside and
historical
originated,
it
be
might
considered.
MacIntosh Farms)
give insights
The
3 (namely
presented in Chapter
representative developments
If
how the
as to
natural landscape should be preserved or altered.
Some Americanisms
The IDT
have
typically employs
become
associated
community of
constructed
with
other design
any
traditional
single family houses.
with
today's
elements that
American
All IDT houses
standard
platform
can be
wood
frame
construction, even though
historically balloon construction
has dominated.
The fact
that some vernacular
were built with
post and beam or
does not
not
interfere with the
necessary to
The most
bearing wall construction
typology, and it
replicate obsolete
important IDT
attribute is
sheathing materials will be
house forms
is obviously
construction methods.
the front
facade, so
the primary component depicting
the vernacular mode.
Porches,
usually
covered,
traditional American house.
decking
and
railing,
are
Front
are
symbolic
of
the
porches, usually of wood
especially
characteristic
of
traditional house types.
Side and rear porches and verandas
are common in the South
and should be incorporated there to
some extent.
Enclosed porches are characteristic of certain
-65-
house
types.
Fences along the streetscape has been characteristic of
certain types of vernacular
depth of placement from the
Wood
a vernacular form
time frame of
origination and/or
the locale.
identified example in
modeled on an
vary, and
fencing may
Types of
the locale.
railings represent
and iron
picket fences
In
scheme based
reproducing a period design
with developments
should be
front and/or side lot line.
yard fencing would be best associated
the IDT, use of front
dominance in
Fencing should be
with variations in detailing and in
of the same basic type,
on the
development.
the broad
generic categories to be employed.
Garages should generally be placed directly at the rear
of the
structure, and
placement
emphasizes
any
eliminates
disadvantage of
attached or
may be
the front
facade
garage structure.
is recommended, since studies
among new homebuyers for
the house
introduce.
This
and
A
requirement for more
this placement is the
paving from street to
of
may
the garage
detraction
detached.
An attached garage
have shown a clear preference
an attached garage.
Additionally,
construction cost is typically higher for a detached garage,
as an entirely separate footing and foundation is necessary.
If
it is
common
prototype to
in
have rear
the locale
alleys, by
or
in the
all means
development's
provide rear
access to the garage, as this will eliminate some paving and
allow for
the lot to
be accessed
in both front
and rear.
The alley also provides efficiently for service functions to
-66-
be hidden from view from the street.
The Menu
This Chapter -be
a
including Appendix C --
a
constructing
typology
all
to
complete reference
single
vernacular
housing forms and facade elements.
in
increasing
understanding
the
origin
history of
and
the Appendix C
depicted in
these
design
styles are
form
the
for
facade.
and
housing
forms
only to
as a key part of a modern
history is
Some
elements
relevant
is helpful to better conceiving
the nature of the facade elements
program.
family
single
examples are discussed
the degree such information
development
The
building.
where
the house
of
in
Construction techniques,
general sense
very
considered
Likewise,
a
family
and specific architectural
structural elements,
used
the components
indigenous
considers
primarily
is not meant to
in
their
necessary to
appropriate
place
regional,
vernacular context.
This
section
considered in the IDT.
C presents
some of
these items graphically.
basic information about a
A series of
of how the various
four
components
Appendix
The Appendix
prototype vernacular house in the
four figures, each utilizing
documented for
of
that might be used to document
single family development is
provides an example
be
"menu"
These are outlined below.
also presents a generic form
region where a
the
provides
specific
-67-
to be located.
the generic form,
menu components can
indigenous house
types.
These figures also graphically depict a typical front facade
There are obviously more than
of each of these four
types.
four indigenous house
forms, so the goal here
how the development team
show, by example,
preliminary
conceptual
development
preference testing
facades that are
methods
is
as well.
use
valuable for
The prototype
selected can be tested
discussed in
may develop its
Additionally, this
program.
design
is merely to
Chapter One
in
kind
of
consumer
house forms and
through the survey
and outlined
in Chapter
Four for the IDT.
Construction
1) Wood frame -- The IDT is characterized by wood frame
context, the increasing
In a historical
construction.
revolution
standardization brought on by the industrial
resulted in an array of milling machines that could produce
standard dimensioned lumber. This increased the use of wood
By the
as a structural, sheathing, and decorative material.
twentieth century, wood was by far the dominant material
in all
facets of housing construction. Wood frame
used
standardized, with
became highly
construction members
carpenters altering components to suit the job at hand.
a) Balloon
b) Platform
2) Masonry load bearing -- rarely applicable, given today's
technology. It may be appropriate for a house form that is
truly characterized by a specific form of construction, such
as an adobe pueblo.
3) Post and Beam -- not likely to be used.
Cladding
1) Shingles
2) Clapboard/weatherboard/beaded horizontal board/board &
batten
3) Brick
a) Running bond
b) Common (American) bond
c) Flemish bond
d) English bond
e)
Stack bond
4) Stone
a) Ashlar (cut stone)
1. Coursed (regular shape)
-68-
b)
c)
d)
e)
2. Uncoursed (irregular shape)
3. Random
(interspersed
random regular
shapes,
uncoursed look but actually coursed irregularly)
Uncut stone
stones of
smooth
-(riverstone
1. Cobblestone
varying size)
2. Coursed rubble (similar appearance to uncoursed
ashlar)
3. Cobweb stoning
4. Random rubble
lime and sand placed over
(mix of cement,
Stucco
mortar or sheathing with reinforcing netting)
Cement
Concrete (block or poured)
Roofs
1) Types:
a) Gable
b) Hip and Mansard
c)
Gambrel
d) Lean-to and Shed
e) Flat
f) Monitor
g) Pyramidal
2) Roofing Materials:
a) Tile
b) Slate
c) Tin or other metal
d) Shingles
3) Miscellaneous Elements:
a) Ridgecover
b) Rolled roof
c) Ventilators
d) Ornaments
e) Ballustrade
f) Towers
Chimneys
1) Types:
a) Gable End
b) Interior
c) End Wall
2) Exterior Components:
a) Stack
1. Normal
2. Pierced
3. Fluted
4. T-Shape or other configuration
b) Cap/Top
1. Corbeled
2. Potted
-69-
Dormers
1) Types:
a) Window
b) Wall
c) Either of above w/ balcony
2) Shape/Configuration:
a) Gable
b) Hipped
c)
Shed
d) Mansard
e) Specialty
Windows
1) Types:
a) Sash (double hung most typical)
b) Casement
c) Fixed
d) Awning/Hopper
2) Placement:
a)
Single
b) Paired
c) Triple
d) Stepped
3) Fenestration: Symmetrical or Assymetrical
Footnotes
Nl. Herbert Gottfried, American Vernacular Design 1870-1940:
Van Nostrand
(New York:
Illustrated Glossary
An
Reinhold, 1985), p. xii.
N2. ibid., p. xvi.
N3. Malmuth interview.
-70-
Chapter 3
REPRESENTATIVE DEVELOPMENT CASE STUDIES
General
This
Chapter introduces
employing
three developments
the IDT to some degree:
1) Seaside,
a beachfront
coast
Florida,
of
Tallahassee, Florida
modeled on
approximately
from
small town, with
emphasis on
components.
time and
a community targeting first
homebuyers.
MacIntosh
Ohio, a
Broadview Heights,
development
equidistant
Seaside is
beachfront and southern U.S.
move-up
Gulf
and Mobile, Alabama.
a vernacular
2) MacIntosh Farms,
on the
community located
has
Farms is
Cleveland.
suburb of
employed
located
vernacular
in
The
farmhouse
architecture in its first phase, and landscape elements
are a major element in the vernacular theme.
3) Renaissance,
Columbus,
an
Ohio,
employed
existing
where
urban
an
indigenous design
neighborhood
institutional
--
by default
The neighborhood
infill construction.
in
developer
--
in
new
has rennovated
and new construction in a variety of price ranges.
The intent
of the following
projects for
gain
their
insights
use
into
case studies is to
of the
the
IDT and,
developers'
review the
more importantly,
approaches
to
identification of target consumers, consumer market research
(if any),
and promotional marketing.
-71-
It is hoped that these
shed light
cases will
on elements necessary
to successful
testing of consumer preferences in an IDT project.
SEASIDE
General Information(Ni)
DEVELOPER
Robert Davis, Seaside Community Development
--
Corporation
ARCHITECT
Andres Duany and Elizabeth Plater-Zyberk
--
MARKET RESEARCH/MARKETING CONSULTANT --
None
TYPES AND NUMBER OF UNITS --
Planned: 440 total units, consisting of 320 single
family lots, 20 townhouse lots, and
200 apartment units
Through July 1987: 88 single family units constructed,
68 of which are individual-owner-built
ACREAGE
--
PHASING
--
There
80
phasing has
have
seven
been
resulting in 269
been through
(7)
subdivision platting.
subdivision
plats
lots (most, though not all,
to
date,
of these lots
130 lots have been sold as
have been placed on the market).
of July 1987.
TOTAL LAND COSTS -the
1940s by
negligible
Davis's
--
The land was purchased in
grandfather and
passed through
the
family.
UNIT CONSTRUCTION COSTS -to $65
sq.
per
sq.
ft. typical
in 1987 they are ranging from $50
ft. This is considerably above
of production housing in
-72-
the $35 per
the area.
Costs
are
due
higher
to
fact
the
METHOD
all
houses
the types of materials
architect-commissioned and
more expensive --
nearly
are
used are
hardwood floors, wood windows, etc.
AND STRUCTURE
OF FINANCING
--
Davis
the first two homes.
savings and loan for money for
local
used a
He had
no major problems with financing because of the value of the
land mortgaged
he sought loans
and the fact
in relatively
small increments.
UNIT
SALES
PRICES
--
in 1980-81
cottages
cost
$75-100
thousand, 1987 prices are in the $150-200 thousand range.
In 1980-81
lots sold for
$15-25 thousand, 1987
$50-70 thousand (lots average about 5000 sq.
MARKET
RESEARCH/MARKETING/PROMOTIONAL
prices are
ft.)
COSTS
--
Currently
approximately $80,000 annually
Ideation
According
to Robert
Davis,
the
inspiration for
his
development of Seaside was "my own childhood summers here at
this place."
Davis's Alabama
family vacationed
along this
stretch of the Gulf coast in the late 1940s/early 1950s, and
he has vivid memories of the vernacular architecture and the
sense
of place
common
time,
such
nearby
as
in beachfront
Grayton
purchased an 80 acre site in
the family,
the land.
By
Beach.
the 1940s.
and Davis "knew in
communities at
His
-73-
grandfather
The land stayed in
the late 1960s I
the late seventies we had worked
business arrangements."
that
would get
out all the
Davis first thought seriously about what to do with his
had received an MBA from Harvard
He
land in the mid 1970s.
He was living
and ended up as a developer in south Florida.
trying "to do Florida architecture in
in Miami and had been
south Florida --
something that worked well in the climate."
He was working with modern architecture forms, yet trying to
condominium
a
selling
After
in
elements
traditional
incorporate
a number of small
see
the vernacular
Davis
project,
towns where he had
forms that
took
a
His journey included
self-described "sabbatical" to Europe.
trips to
sense.
abstract
an
a chance to
are characteristic
in such
When he returned to Miami, he bought a 100 year old
places.
He enjoyed
cracker house.
this home,
saying that
it and
forward buildings, modern in a
others like it are "straight
simple way but vernacular." Davis was thinking more and more
architecture
southern
provide the
claims to
place, functional
vernacular
He reflects
building types.
about vernacular
(architecture) does
vernacular houses
utilize
these qualities.
parts
of
sense way to make the home
state
The house where
says that the vernacular house
Davis also
of place and sense of home.
throughout Florida, he
the
and
needed air conditioning because of
seems to provide a better sense
In travels
But
that
He notes
porches, windows,
the climate.
as comfortable as possible in
in a
technology.
it better."
building orientation in a common
he lived in Miami rarely
ultimate comfort
use of
soundness, good
that "modern
where
-74-
always made note
vernacular
of the
architecture
was
He knew that he wanted to develop the family land
dominant.
in
a way
to
so as
the vernacular
beach
He wanted a place that
development and small southern town.
had
an old
appearance of
give the
the South
Florida and
architecture of
he'd known as he grew up.
Since Davis owned the land outright, his carrying costs
were
do
developers
not
what
planning
provided him
This
negligible.
Davis
have.
he wanted
and
had
he traveled
years,
looking at
would
-
use
town
to the
with his
the vernacular design
plans,
street
built
Grayton
in
Beach,
located in
Mackinac
Developers
I looked at
included
Mount
Davis realizes
that
nearby
Dora/Eustis,
as waterfront resorts
carrying costs eliminated some
had if he
Examples
Town, and
Florida, as well
Island.
building
kind of market research.
the twenties."
Yankee
elements he
"I had the luxury
fifty (50) years ago were doing these projects.
stuff
of
architect
widths,
architecture, materials, and orientation.
to indulge in the best
kinds
for
Over a period of several
throughout Florida
Andres Duany
most
time
abundant
traveling
communities he wished to emulate.
freedoms
with
the
all
such as
lack of
land
overhead costs he would have
had been trying to rush the
development, such as
staff salaries and consultant retainer fees.
He was able to
build two houses that set the tone for what he wanted to do,
and just
wait and see what
couldn't
have gone
as
happened in terms of
slowly simply
houses and seeing what happened."
-75-
by
sale.
throwing up
"I
two
No Pre-development Market Research
Davis
never
He did
research.
the
annual
region.
engaged
NAHB, and
is a member
reads their
of groups
magazines and
market
sources such as
survey
for
his
such as the
ULI and
reports, but
has not
of the consumer surveys
compiled by the
"I knew where the market was" he says.
very confident about his
Davis was
feeling
pre-development
home owner
prospective
ever purchased any
groups.
any
not even consult general
NAHB
Davis
in
that his
people who came
notion would
be
development, truly
shared by
to this part of the Gulf
many of
coast.
the
Many were
families who had been vacationing in the area for years, and
probably
had
memories
similar to
Davis's.
The
Seaside
development was specifically oriented to these families, and
to
the
concept
rather than
elsewhere
of an
one of
in
indigenous
beachfront
high-rise condominium
Florida.
The
uniqueness,
development
towers appearing
and
yet
the
similarity with what had preceded, was felt to be the key to
the marketing.
were
offering
positive chord.
weighted
"The area tends to
an
alternative,
Our very
towards families.
place to children --
be family-oriented.
one that
might
We
strike
a
early brochures were very heavily
We
were
really selling
and their parents and grandparents.
were selling the idyllic beach for a childhood."
-76-
this
We
Early Marketing
built two (2) houses
In 1981 Davis
(one
which came to
serve as a model) incorporating the vernacular architectural
There was
elements he wanted to promote in the development.
little direct marketing for the project at this early stage.
his approach as "putting
Davis characterized
seeing if people
took to them."
He emphasizes
that he felt
a beachfront community would be
his image of
people who had
shared by the
and that the
been coming to the area anyway
and creation
very theme
up houses and
sense of
of a
he was
place that
attempting would be the principal marketing elements.
continued
to focus
on
the family
seemingly small factors
appeal
as the fact that
Davis
by noting
such
the dirt walkways
are comfortable to walk on and for kids to play on.
They do
not get as hot as concrete or asphalt walks, and are softer.
"The kids would be better off this way."
By
building
the
first
putting
a
natural
curiosity among
few signs
and they
area,
up
two
on
the property,
the people
stopped by
to
Patrie (now
Davis's secretary
her husband
noticed the
were curious,
sold on the
concept.
the early homebuyers.
people
of moderate
houses
Davis
and
created
who vacationed
in the
the model.
Nancy
look at
and a Seaside
resident) and
early structures being
the place where they stayed
They
speculative
built near
on vacations away from Alabama.
investigated the
model home,
They appear to be typical
and were
of most of
A number of the early purchasers were
incomes, but
-77-
they decided
to put
the
money up for a homesite in such a location.
Progress
The initial development "office" consisted of Davis and
his
wife --
of
pop sort
and
mom
basically a
were
Davis used a local savings and loan for money for
business."
the
"we
much trouble
have
He didn't
homes.
first two
with
financing because of the value of the land mortgaged and the
fact
he sought
says
of
loans in
"Initially
the lender:
pretty little
a sense
dozen students
charette to refine
by the time Andres Duany and
Davis
such a
way
appropriate sizing
and squares.
at small
their
The first was to organize the plan
essentially be
small town,
a
with
such as streets
and shaping of elements
The
they would
the key elements
major
second
emphasize design in section as
necessary
in coming
Davis and Duany traveled around Florida loking
towns for
plans.
in the early
says Duany was "instrumental
as to
week
whom Davis met
Duany,
friend, was a key player
up with two basic ideas."
in
a two
for
the site
to
came
the master plan.
through a journalist
development.
in development.
of place
We had pretty low loan to value ratios."
Davis had a sales person hired
a half
were
with them because of the way
But we didn't have any trouble
we were borrowing.
thought these
understand the whole
houses, but they didn't
of establishing
concept
they
He
increments.
relatively small
concept
well as plan.
three-dimensionality to
-78-
Duany
the
mimick in
plan
was
to
This lent the
and made
the
spatial
inter-relationships
easier
to
comprehend
and
ultimately translate to code standards.
Davis realized success with his first few houses, so he
continued
to proceed
and built
several others.
He found
"We just
that people came to him, largely out of curiosity.
kept doing what we do.
The actual sales concept (was that)
we would
the houses." But then
have to build
came up with
what Davis terms a "brilliant
was to merely make
project
as
additional
an
ordinary subdivision,
--
consideration
parameters
for all
parameters
were quite
structures
in
Additionally,
later,
builder
business
architects
architects
much more
flexible.
would work, over time, to help
what Seaside should be -is already
on the
this approach
has worked
well).
the
approach cut
down on
would have been necessary to
or
Some
from what
notes Davis,
overhead costs that
the
important
the development.
strict, others
look (judging
six years
and
one
that set forth the design
"set a community consensus" about
ground
with
Davis
The team felt that this code
it should
idea." The idea
horizontal improvements and approach the
developed a simple, readable code
how
Andres Duany
in
making
and contractors.
continual
Refer to
Seaside Master Plan and Code -
be in the
payments
Appendix D
the
to
for the
exemplary indigenous design.
Promotion - Geographic Vacationers
As the
and
lots, it
development progressed and people
became
apparent that
-79-
bought units
potential buyers
were
decided some additional
Davis
residences.
and
homes
(vacation)
second
for
looking
permanent
advertising was
necessary, if only a piece of paper that visitors could take
personal written statements about what
good to include some
he was trying
and written
by me and printed
--
unreadable
Americana --
but
satisfied with
person.
et
old
it
However,
Davis
as inevitably
he
hasn't
Davis included in
reflects
generally
--
on
him away
took,
itself.
for
to the
today
leading
an
worse.
(a joking
"The
new
advertising
the
outside
from the
very
approach
that
I'm not so
"In some ways
the
It's
reference to
lost
my
the essays
his early brochure) ."
Some of the casual approach
different advertising,
marketed
been
consultant, witnessed
credited
originally
been
has
Seaside's slogan
is
Davis
philosophical ramblings
never
used
our account executive who left for
ways" --
mirrored the development
sure
al.
the person serving as
approach
simple
we
Atlanta and found an advertising
firm, Bose-Landen."
consultant
--
logo
The
elegant.
in the fact "we followed
town... The
were too long, the print
it was great."
Rashoon-Shivers
another
copy shop.
at a local Curry
The essays
In 1982 Davis went to
firm,
brochure was designed
"The first
to create.
It's pretty primitive.
was
it would be
He felt
to their inland homes.
with them back
in
but until
terms
may have been lost through
of
socio-economic group(s) of consumers
-80-
project was
recently the
targeting
a
specific
(though marked property
appreciation is
experience
now limiting
that
shown
has
professional-headed
families).
ownership
visitors
amongst
geographic areas has
buy in
who can
Seaside, and
most
Instead,
from
buyers
are
second
home
fairly
well-defined
Davis says he
been the sales thrust.
knew the project would have to be a second home one, because
people were interested in permanently
in his experience few
Gulf coast and the area was
living on the Florida panhandle
traditionally a vacation destination for families, primarily
from
Alabama
and
Mississippi,
second
Georgia, but
and Louisiana.
home community,
permanent
economic
residents.
base." The
relatively broad
the most part,
now.
Florida,
(Seaside)
I'd hoped
it'd be
early buyers
range of
were professionals,
"It
though
But
also
Tennessee,
started as
there'd be
some
town, no
real
a beach
appeared to
income groups, but
represent a
the majority
and have become increasingly
the people who could afford
a
so.
"For
then can afford
They are mostly second home buyers, professionals such
as doctors, attorneys, bankers, educators.
a certain income
somewhat lower
to afford two
homes.
incomes have a similar
You have to have
Even the
people of
educational level, a
lot of college degrees." Asked if he did anything to promote
permanent home ownership at Seaside, Davis responded that he
did "bend over backward"
and setting
at times, making price concessions
up attractive financing
development company does provide
vacillate.
arrangements.
financing for buyers.
When we have money we lend it.
-81-
Davis's
"We
When we don't we
send them to the banks."
the
now be more
appears to
Seaside promotion
Seaside developed
prospective buyer.
professional as
oriented to
and ran a black and white advertisement in publications such
as Southern Living, New Orleans Living, Atlanta Magazine and
Birmingham
These
Magazine.
general target
in the
professionals
Billboards using
The old ways."-- appear along
community.
They
are
advertising,
since they
No
geographic area.
the principal states
few owners from other than
mentioned.
by
outside the South, and there
advertising has ever been done
are only a
read
magazines
were all
town.
-- "The new
the slogan
the few routes leading to the
the
principal
are
visible to
thrust
the
of
those people
who
actually do come to the Gulf coast here.
Positive Press
the best
Clearly, however,
promotion for
Seaside has
come through the extremely positive press coverage, starting
with an article
"I think
articles.
advertising."
contact with a
Seaside.
other
Through a
been
"friend
drawn people
much
better
are the
than
him to see
writer
visited and
wrote the
articles
followed in
architecture
journals, Time
Davis has
magazine,
been fortunate
-82-
and
even a
enough to
any
made
friend" Davis
of a
writer at the magazine, inviting
After the
construction
has
press
unsolicited
magazine.
thing that has
the biggest
The
of Southern Living.
in the June 1984 issue
story,
and
German
be content
with this
pictures of what truly is an
it." Now tourists come to take
emerging
development,
and the
private
modern
in
anomaly
an
town,
anything about
haven't done
We basically
press campaign.
do a
wanted to
"Our ad agency
press coverage.
Seaside passes
word about
sector
ever more
quickly.
Buyer Profile
"We don't
information that's
anything" says
collated or
information
serves basically
address and
about
as a
phone
numbers.
follow up
contact sheet for
potential consumer's visit to Seaside.
The
It
on the
The cards provide an
regions are best represented
indication of which geographic
by visitors, and
Davis.
out an information card with
sales office has visitors fill
basic
of specific socio-economic
have a whole lot
which of the magazines
listed above might
have the strongest readership.
a) Age --
household heads range from around 30 to late 50s.
There are no retirees to date.
b) Income --
generally upper
middle income, although there
is no specific data collected on this variable.
c) Size
of
Household
--
mostly
families.
Davis
feels
Seaside is a place where members of the extended family
Actual average size
can come together for a vacation.
the community
visiting
or
in
of these households living
is unknown.
d) Other
socio-psychological information
--
"most
people
In talking with buyers, Davis
have traveled a lot."
noticed that many liked to eat and cook. They are
generally casual and low-key in attitude. Many came
from small towns, predominantly Alabama and Georgia.
Given that most southern towns could be considered
relatively small at the time Davis was growing up (and
many of the Seaside owners are in his age range), the
Remembrances of the
small town factor is important.
sense of place in a small southern community appear to
be important in the preferences of at least some Seaside
-83-
the environment
are comfortable in
They
owners.
created, though perhaps they would not have specifically
looked for something like this -- they found it through
circumstance.
Approach to Sales
manager helped speed
of a sales
The hiring
up sales.
Davis "convinced them (prospective buyers) about the place",
but the sales manager "got people to sign...Tactics are very
low
informal.
key and
salespeople,
licences
as
manager.
Information
are two
There
and one
part-time
brokers
broker/sales
saleswomen.
is conveyed by the
tea and talk (with
might serve iced
women with
They
the prospective buyer)
on the porch swing of the sales office."
Over time,
the sales
area.
more uninterested parties have
shown up at
part of
touring the
office, in
"There
curiosity or as
way to withold
is no polite
in purchasing a homesite),
persons not really interested
we've just gotten
brochures (from
to the point of handing
so
out materials to
anyone who asks."
Feedback
There are monthly meetings
basic
purpose is
to obtain
needs
to provide
them in
advertisement
newspapers
to
design and
what the
feedback on
terms of
advertise in.
"You
company
which magazines
or
some skewing"
of
get
but the information is the
cheapest available, and comes
-84-
The
"collateral material",
wording, and
feedback information says Davis,
quickest and
with the sales people.
from the people
who are dealing with the potential consumers.
has been
There
ongoing
of
about
questioning
going to
development) was
There has been
whether
this
concern over what the town
over areas where we
distinct
appearance, such
thing
it a
happen or was
like and
both
"At the beginning, there was
prospective and actual buyers.
a lot
feedback from
informal
(the
pipe dream.
center will look
haven't made up our
minds on
(the
townhome
as
Ruskin
Place
site).
I wanted workshops on the ground floor, but this has
yet to
be worked out."
Davis feels
that there will
be at
least some negative reaction when the town center gets under
development,
outlying
because its
neighborhoods
density will
of
houses
be higher
and
its
than the
appearance
therefore considerably different.
Consumer
feedback about
design comes
casual conversation with home
Seaside residents.
more
formal
buyers after they have become
An annual home owners meeting provides a
setting
for
feedback
original dirt and clamshell
streets.
make the change,
themselves.
good --
Now
from
residents.
The
streets were generally disliked
because of the dust produced
promoted brick
largely through
by traffic, and the homeowners
Davis initially did
but the homeowners paid
Davis agrees with
"it's comfortable to
not desire to
for the brickwork
them that the
walk on and
brick is
stays relatively
cool." Another change resulted from concerns over inadequate
lighting.
Davis felt the best
level lighting at
approach was use of very low
a large number of
-85-
locations, rather than
strong
locations.
few
station lights
gasoline
old
installing
a
at
lighting
availability
in
the
such lights
was
provide individual
lights on
his lot
rear gates.
knee-high
mushroom-shaped
entrances to
at the
has
that
fixture
A
each homeowner
now buy through
Homeowners
front and
limited,
the concern.
covenants that
to the
was added
by
earliest
extremely
became necessary to address
another method
provision
of
responded
When it was discovered that
developed parts of the project.
the
He
Davis a
become
the
standard in the community.
Davis notes that the most recent house built at Seaside
has
been
somewhat
It
controversial.
is
located
site and generally perceived
prominant beachfront
at
a
as being
blocky and overscaled.
Seaside Within the Context of Regulation
required the completion of a
The local planning agency
Development
resistance
to the
report.
Impact
Regional
development among
There
the local
was
some
community.
For years the Davis property had stood vacant and people had
sort of public domain "park".
come to regard it as a
was proposing
away.
at
this park
The local Planning Advisory Board came into existence
about
the time
estate
planning"
says
Seaside
the
proposed for platting.
real
land and thus take
to develop the
Davis
people
Davis.
was
being
board was composed largely "of
This
who
2 subdivision
knew
"We
virtually
didn't
-86-
have
nothing
people who
about
were
experts (reviewing
too narrow (35
They said the
the plan).
in the code)".
vs. the 40 ft. required
ft.
streets were
Davis argued that the streets would be privately maintained.
was no
There
department expressed
the narrow streets.
streets
in
at the
Fire Marshall
Davis pointed
had
or
to the fact that unpaved
been
served
board members were well-intentioned.
two were
not
by
the
fire
On reflection, Davis feels most
department there for years.
of the
the fire
of pavement on
concerns over the lack
Orleans
New
time, though
well-intentioned.
We
However, "one
weren't using
the
local real estate people."
"If we'd had a regular zoning code there is no way this
could have happened.
I
think that reflects somewhat poorly
on what the planning profession
has come to." The fact that
the plans were reviewed by other than planning professionals
was a mixed blessing.
sophistication,
but
stronger adherence
On the
on the
to the
one hand, there was a lack of
other
there
could have
standards if the
been
local planning
board had been advised by planners who administered strictly
by the books.
The location of the
project requires adherence in some
instances to federal building
prone areas.
obstruction
Though these standards have not posed any real
to the
development to
they may in the future.
is in place, it is likely
information
standards for hurricane flood
becomes
date, Davis
feels that
He mentions that once a regulation
to become more rigorous as better
available
-87-
and the
sophistication
of
regulations would most likely
The
implementation improves.
affect the minimum first floor elevation and the rigidity of
elevated
above
the
of
good
air
adherence to this traditional
circulation, ventilation, and
style of construction along the southern seashore.
that in this
members
to bend
house is
locale, a well-constructed
not a rigidly constructed
of
rigidity in structural members.
requirements for additional
He feels
However,
the possibility
on
opinions
some definite
has
Davis
will
that the Seaside
promotion
for
elevation,
ground
natural
to be
houses
requires
already
regulations
elevation
burdensome given the fact
probably not be
code
The
materials.
structural
The ability of structural
house.
is preferable
to a
more rigid
structure
where momentary stress may cause collapse or movement from a
foundation.
A
members may
house
be bent
constructed
out of
of
shape in
"weaker"
a strong
flexible
storm, but
stand a better chance of being restored.
Other Comments and Insights
Davis
describes his
seat-of-the-pants",
and
market research
as "pretty
his
characterizes
role
in
development process as the "ringmaster of the circus."
often thought we'd
in
selling lots,
been done to
an
have a problem in
determine how to attract buyers
unfavorable
economic climate.
interest in better analyzing
the
"I've
an economic downturn"
research has
specific market
because no
much
Davis
when there is
says
he has
an
how to appropriate monies used
-88-
in
construction of
the interior
order to
units, in
meet
consumer wishes while reducing costs.
To Davis, the most important lesson is unrelated to the
model."
density
to find out
He wanted
market place.
in the
determined
be
would typically
as
highest use
normally
their
sites to
beachfront
the
not develop
Davis did
small town,
vernacular architecture
creating a
concept of
the development
Because of
the (financial)
"We've proved
and finance.
between design
the linkages
related to
but is
the project,
marketing of
and
modern
more we'd
"how much
have to get on the inland sites" so as to compensate for the
returns
low
Although Davis' land costs
the development "as if I had
He wanted
1970s) of
to see
the interior land
return to
this
land costs,
model's
it is
site.
it
seems primitive now."
paid fair market value" at the
money he
square foot.
derived from
difficult to
performance but
He has
higher
were "negligible", he approached
Davis
relatively equal disbursement of
80 acre
with
beachfront
been able
-89-
the land
Given that there
could be "spread out evenly over the site."
were no
modeled as if
approximately $3500 per
how the
the market
"The feasibility was determined
economic modeling --
through some
time (late
the
on
returns from interior land.
model emphasized
In effect, he
beachfront land.
value of the
subsidizing
a lower
compensate for
order to
The
return was necessary on
analysis of what
in
development.
density beachfront
low
accurately assess
feels
that there
is
economic return across the
to sell 5000
square foot
from the beach for $60,000, not
lots over 1000 feet removed
a
openess
and
accesibility to
interior lots.
improving return on
other
the
planning
for
method
for
as a
beach
proud to show
Davis is
are
"there
that
developers
in
act"
balancing
very delicate
there's
(that)
is
trick
"The real
frontage tracts.
much less than
for
models
other
development."
another element
There is
to the
which the
degree to
beachfront should be developed within this typology.
During
the interview, Davis reflected on whether he would leave the
area undisturbed --
entire beachfront
Seaside had wanted.
early opponents of
"It's
would not.
at least
as a park -He
beach (to have
Public uses
beachfront).
The (proposed) Seaside Inn
are necessary.
decided that he
important to colonize the
some development at the
as the
and cottages...
it's public."
approached with traditional Gulf
Seaside was obviously
coast vacationers in
road.
out as a kind of tobacco
not uncomfortably
so.
prohibits some people
that
he
is
I'm
slightly unhappy about
from moving in.
satisfaction
would
want
to
Seaside "started
Now it's more sheik, though
that he
buy
He
It
to matter most
has developed
into.
it.
do some sort
We may
the future)." But what seems
of subsidy (in
to Davis
Davis says that
mind.
has
a project
essentially
developed what he likes and banked on the notion that others
will share his own tastes.
-90-
MACINTOSH FARMS
General Information(N2)
DEVELOPER
--
Zaremba Corporation
ARCHITECT
--
Kaczmar Architects Incorporated
MARKET RESEARCH/MARKETING CONSULTANT --
Gregory
Inc.,
served
as the
PR
Gregory
Inc.,
and Marketeam
Associates
market research/advertising/public relation
team
TYPES AND NUMBER OF UNITS --
Planned: 2200 total units, including single family
detached and attached, and multi-family
Through February 1987: 115 single family attached and
detached units constructed
ACREAGE
--
approx.
PHASING
--
this is a
1000
large multi-phase PUD, to be developed
over twenty or more years
TOTAL LAND COSTS --
not
supplied; the land was purchased in
increments about 35 years ago.
UNIT CONSTRUCTION COSTS --
not supplied
METHOD AND STRUCTURE OF FINANCING --
UNIT SALES PRICES --
not supplied
phase one units are priced at $80,000
to $120,000
MARKET RESEARCH/MARKETING/PROMOTIONAL COSTS --
Approximately $460,000 in Phase One; planned for 4% of
sales for the balance of the development
-91-
Design Elements
MacIntosh
Farms
is
by
far
the
representative developments discussed
site
in
Broadview
Heights,
a
largest
of
the
in this Chapter.
The
suburb
of
Cleveland,
encompasses approximately 1000 acres and there are plans for
single family detached, single
2,200 total units, including
attached clusters,
family
homes contemplated
clusters.
The
wall structures
include two-story gable
modeled on a vernacular
ranches.
and multi-family
farmhouse, two-story bungalows, and
The developer, Zaremba Corporation, hopes the site
design and architectural tone established in the first phase
of
115
single
generally
family
attached and
continue through
the
detached
units
project's many
will
additional
phases.
The phase
one structures
architectural features
seen throughout
strongly mimick many
of vernacular
northern Ohio.
between the new product
large
facades;
size
of
varying
farmhouse communities
Some of
the commonalities
and the existing vernacular include
relatively large square footages
the
of the
farm
(in the vernacular, due to
families);
shapes
window
assymetrical
(often
with
front
exterior
shutters); porches with simple wood picket railings; narrow,
light gray
narrow brick chimneys
clapboard siding;
of the
same color (sometimes two or more to a house); and a mixture
of front
and side-gabled facades with
at a minimum 45 degree angle pitch.
seem
the most
true
to the
black shingled roofs
The detached structures
vernacular,
-92-
but the
attached
the
because
seem at
ironically also
structures
appears at
a distance strikingly similar
clustering
of farm
buildings around
density of just
very low
clusters
to the vernacular
With a
a farmhouse.
units to the
over two
acre, the
gentle, graceful
allows for
site planning
MacIntosh Farms
the
in
of buildings
concentration
this typology
home in
approaches to the attached unit clusters and, in some cases,
that strengthen the apparent
excellent open approach vistas
metaphor to vernacular farm community clustering.
The
curvilinear
road
system
and
attached
housing
concept applied to a midwest farmhouse vernacular are two of
the apparent incongruities on
shingle roofing
choice gives
is another.
The use of fiberglass
Here, however,
the new roofs the
slate (often tarred
farmhouse.
paper.
the dark color
same look as the
after a certain age) of a
The requirement
for
garages
dark gray
100 year old
(many which
are
multi-vehicle) in a suburban community does not detract from
the architecture because there is never more than one garage
visible
in
an elevation,
offset to the
and
sometimes
rear or side of the
The garage has
the garages
are
main dwelling structure.
been a necessary building
on the vernacular
midwest farm for well over sixty years anyway.
Perhaps the
most important contributing factor
design
indigenous
landscaping.
Natural and
white
fences,
picket
preserved
at
typology
woodland and
MacIntosh
man-made ponds,
apple
meadow
-93-
orchards
and
open space
to the
is
the
split rail
and
Farms
pear
groves,
all combine
to
create the sense of place that is important to the typology.
adds to
of curb and gutter
drainage swales instead
Use of
the rural feeling (Zaremba had to obtain a variance from the
local
ordinance to
look any
does not
master plan
The project
midwest farm.
typical
of a
another impression
leaving yet
for
out through the
windbreaks to be spread
hedgerows and tree
development,
plan calls
The
this).
allow for
different at face value from that of any generic residential
any person will probably notice a
PUD, but once on the site
The
difference.
they do in any suburban
large because
here,
but
that is
the project
design
indigenous
new landscape as
streets wind through the
subdivision, and the lots are sized
what the mainstream
certainly
typology
market dictates
exhibits
qualities
to
enough of
the
considered
be
representative.
Regulatory Hurdles
There
were
development
of MacIntosh
involved sewerage
thinking
were
no
sewers
prohibiting
treatment plant.
up with
regulatory
site was
classified a
development
of
a
1000
ago, there
acre
localized
site.
package
years to come
to local officials
Ohio Environmental Protection Agency.
-94-
important
"sensitive area",
Zaremba worked for several
a program satisfactory
the
first started
nine years
the
to
to
two most
When Zaremba
the land
available
roadblocks
The
Farms.
and zoning.
about developing
Additionally, the
thus
several
and the
Zaremba wanted
(PUD),
but there
to develop
was no
a Planned
enabling zoning
Broadview Heights.
small town of
uses referendum
Unit Development
for this
this, the town
On top of
zoning that requires
zoning or significant zoning changes.
in the
a public vote
on new
Zaremba opted to work
with officials and use the existing zoning system applied to
the MacIntosh Farms master plan, rather than attempt to pass
a special
Planning
PUD ordinance.
Board
members
around the country
large
drafting
tract.
of
the
advertisement in
to other
theme
When
the
zoning
time
for the
a local
PUD
developments
by example, an
arrived for
tract,
the
Zaremba
newspaper inviting the
presentation and
that they
large
Council and
devlopment program they envisioned for
attend a presentation and meeting.
of its
the Town
in an effort to provide,
image of the type of
the
They flew
put
an
public to
Zaremba was so confident
the appeal
felt it
final
was better
of the
project's
to invite
farm
people and
educate them about the project than to attempt to divert the
public's attention away from
over
two
hundred
hearing, and
people
most left
the development.
attended
satisfied.
the zoning passed thereafter.
-95-
the
It worked --
presentation
The referendum
and
vote on
Success in Weak Market
Simultaneously to
was
the zoning effort, the
market
conducting extensive
buyers and
very
their preferences.
worthwhile.
The
Zaremba team
potential
research about
This research
Cleveland
effort proved
residential
market
is
relatively weak, and the fact that the project is located in
a fairly
little
undeveloped part
traffic
could
immediate area.
of the
of the
be
metropolitan area
generated
by
signage
in
development range
prices make them
from $80,000
to $120,000
sales rate
10% more expensive on
average), but the
is nearly
locally.
campaign
campaign --
The home
the Cleveland new
three times
projects, and prospective buyer
marketing
and 56
comparable to others in
home market (about
that typical
the
Nonetheless, home prices in the first phase
units were sold of the 86 available in early 1987.
unit
meant
--
The
that of
traffic has been four times
market research
better
other new
dubbed
and subsequent
a
mega-promotional
nearly three
years developing
can be credited.
Market Research
The Zaremba
and refining
team spent
its program
through market
research.
Nathan
Zaremba wanted the architecture to follow a farmhouse theme,
modeled
upon the
Western Reserve
tradition of
the area's
first white settlers, who originally came fron Connecticut.
Zaremba hired
in
order
to
Gregory PR Inc. to
obtain
some input
-96-
to
conduct focus groups
the
design
process.
Participants were selected through an elaborate phone survey
process.
Because relatively
Cleveland
area
every
obtained a listing
few new homes are
year,
the
of all new home buyers
twelve month period.
The
distinct pattern.
couples,
or
recent
zip
buyers were either retirees,
childless
young
divorcees.
This
lived in one
information
The focus group
both these recent home
professional
Interestingly,
had previously
code zones.
screening criteria.
they had
The research quickly revealed a
nesters,
overwhelming majority
distinct
about preferences for types of
Many recent
empty
actually
in the preceding
characteristics, and reasons why
purchased their new homes.
non-retired
team
team telephoned all these persons
and queried the interviewees
units, preferred
research
sold in the
an
of five
was used
in
participants included
buyers and randomly selected persons
living within the five zip
code zones who met the screening
criteria.
Within
the
focus
group
setting,
participants
saw
pictures of different types of farmhouses, and they selected
which
they liked
liked the
most.
Zaremba says
rural feeling." However,
"the
the people
"really
biggest thing that
came to front was that people didn't like standard townhouse
designs in
and
Cleveland." By pulling from
creating
created a
one and
two
sort of hybrid
story
the farmhouse theme
attached units,
between a single
Zaremba
family detached
house and the more standard townhouse.
Zaremba built a matrix
of the characteristics found to
-97-
be most desirable amongst
the focus group participants, and
incorporated these into the final designs.
list
of prospective
interest
lists and
sessions.
their
clients through
through their
When the first models
marketing campaign
with
They developed a
assemblage of
own telephone
broker
interview
had been built, they began
a
"Pioneer sneak
preview"
event, inviting these selected people to be the first to see
the project.
Marketing Campaign
The marketing effort was
The MacIntosh
only beginning at this point.
Farms marketing
campaign was budgeted
at 40
percent of phase one's expected sales, but will level off at
four percent once
knew that
up-front costs would
development would
only
did
he
define
--
the
amphitheater
standard once
a large
"we had
for summer
These
facilities
outdoor performances,
out.
Not
he
also
project in
amentites in up
a new barn building
Zaremba was
that his
buget,
for the entire
windmill which pumps water
pond system.
Nathan Zaremba
word got
marketing
to put the
neighborhood."
out.
be high, but felt
of the amenities
center housed in
and a
set a
provide
installed many
phase one
this phase has sold
front to
include
an
a community
(complete with silo),
through the development's
apparently correct in putting the
amenities in at this stage, for they have served as the site
for special events such
as musicals and country-like crafts
fairs that have drawn thousands
-98-
to the project.
Traffic to
models
quadrupled
upon
completion of
the
amenities
and
start-up of the programmed activities.
Because of the emphasis on design (and the lifestyle it
is
meant
to
architects,
marketing
represent), even
and interior
effort.
With
the
architects,
designers were
2200 units
landscape
important to
to be
sold, the
the
team
developed a general brochure to set the mood and explain the
site
and
details
then
on
color-keyed
particular
pocketed
floor
plans
supplements
and
elevations.
newsletter format was
created and the letters
interested
Move-up
visitors.
notably renters
apartment
residents
included not
liquid
looking to
to
a
only tours
refreshment and
visitors on a
buyers were
own.
20,000
special
live
music.
A
were sent to
first targeted,
postcards invited
event
of models and
giving
for
them
the site,
that
but also
This generated
rainy day, culminating in 12 sales
2000
in the 10
days thereafter.
Nostalgia
Although
the indigenous
characterized as
indigenous
a nostalgiac
architectural
well-defined and
at
MacIntosh
advertising
tradition
presumably
return to
design
proven forms.
Farms
scheme
and
design typology
a
supplied
in
deliberately
simple,
by
almost
the
-99-
the past,
does
Zaremba has
numerous
need not
ways.
promotes
rural,
development.
pay
be
use of
homage
to
played this up
The
a
development
return
lifestyle
The
to
--
project
embodies not only
in line
the IDT, but perhaps
with the exurban
experienced
in
growth pattern of
nearly all
urban
national conservative
mood.
the
or exurban
perfect suburban
1980s, and
the marketing
are furnished in early
are unusual
Newspaper
center
and
the
just be
development for
campaign brags about
the late
it.
Models
American furniture (decorated models
brochures
amphitheater
newspaper ads
today) and
MacIntosh Farms might
stress the
the indigenous design.
and
Cleveland (and
centers
in Cleveland) and salespeople
ads
created by
more importantly is
as well.
Events
are advertised
bake apple pies.
sense
of
place
at the community
in
Graphics depict life
large
format
at MacIntosh
Farms as a return to the farm.
The sales office itself maintains the low-key farmhouse
theme
by
offering
meadows,
and
existing
display in
visitors.
of
the
white
phase
neighborhoods,
one
picket
a sizable
views
fences.
neighborhood
amenities,
and
development,
orchards,
on
future
for casual
the
planned
is
on
review by
to be a self-guided tour
yet there
The sales
apple
Information
and
room, allowing
and
of
Zaremba Corporation
The office almost seems
de-personalization.
given the
panoramic
is
little
sense
of
office layout
is necessary
marketing techniques for generating
huge visitor
volume.
Miscellaneous Notes
Though Zaremba has concentrated its marketing effort to
-100-
date
on the
groups it
had identified
research, the company is now
in its
preliminary
implementing a "Plus One Club"
oriented to young couples with one child or who are planning
for
a child
in the
project and
near future.
the desire
homes annually
to construct
first phase's
Although not
at least
the
one hundred
be geared
Zaremba has found good success in
sales through referrals by
of the
size of
means promotional activities must
to numerous buyer groups.
25
The large
visitors or other buyers.
units
were sold
publicized, Zaremba
gives a
on this
About
basis.
department store
gift certficate to those referring actual buyers.
Nathan
Zaremba hopes
to continue
theme for some time, but the
probably
demand
with the
farmhouse
large size of the project will
diversity.
Still,
he
feels
that
the
architecture will be modeled on local vernacular forms, most
notably Greek
houses.
He
Revival period architecture and
is
noticeably
proud
that
series of psychological experiences"
development.
network
The
approach
that becomes
smaller
"villages" of homes, with a
decreasing public
sequence
space.
Saltbox form
"we've provided
a
as residents enter the
is
scale close
through
to the
a
road
cluster
sense of increasing private and
"It
is important that
like they are coming to their home."
-101-
they feel
RENAISSANCE
General Information(N3)
DEVELOPER --
Battelle
Memorial Institute: several different
entities were established to
including
Battelle
engage in different functions,
Development
Corporation,
Renaissance
Realty Co., Olentangy Management Co.
ARCHITECT
Bohm/NBBJ
--
for
master
plan
and
some
architecture, many additional architects in different phases
MARKET RESEARCH/MARKETING CONSULTANT -TYPES AND
NUMBER OF UNITS
existing
townhouses
construction
--
and
of infill
None
renovation and
detached
relocation of
structures,
detached structures
new
and townhouses
(all in an existing neighborhood involving 425 properties)
ACREAGE --
approximately 100
acre neighborhood,
with over
70% of the properties involved
PHASING -TOTAL
numerous
LAND
--
COSTS
accumulated over
not supplied
(the
many years, and this
properties
were
information would be
difficult to accurately ascertain in any case)
UNIT CONSTRUCTION COSTS --
not
supplied
METHOD AND STRUCTURE OF FINANCING
UNIT SALES PRICES
(approx.
brought
--
1979-1985)
onto the
--
not supplied
over the course of six
that
most
market, costs
of
the
to seven years
properties
ranged from
were
approximately
$35,000 to $175,000
MARKET RESEARCH/MARKETING/PROMOTIONAL COSTS
--
(there was some
never have been
indication these costs may
-102-
not supplied
separately collated)
The Six Level Plan
Renaissance is actually a multiple-project development.
It is
essentially a "re-master-planned" neighborhood
in an
urban area of Columbus between the central business district
and the
Ohio
residential neighborhood
State
University
headquarters of
immediately south
campus.
The
area
surrounds
the Battelle Memorial Institute,
research facility engaged primarily
and other nation
governments.
of the
the
a private
in work for the federal
Thus, this is
an institutional developer utilizing
an example of
the IDT.
According to
Alfred Berthold of the architectural firm Bohm/NBBJ, project
manager for
of this
the planning and architectural
project, there
were six (6)
design elements
basic levels
to work
within the project boundaries(N4):
1) Exterior
facelifts
consisting
on
of painting,
and weatherizing through
and
insulation in
There were
on
some
sold
of
structures,
where necessary,
installation of storm windows
No
and sometimes
work
in walls.
exterior improvements
was
performed on
the
This level of housing was marketed to urban
and was
sold on
These homes were
at an
new roofing
other minor cosmetic
homesteaders,
value.
majority
the roof,
properties.
interiors.
a
auction
disapproved by
the outstanding
price
originally contemplated to be
with sealed
bids,
but this
neighborhood and other residents
-103-
was
for a
variety of reasons, including
were considerably
was for
put
higher than expected and
these homes
purchased by
on
to be affordable
existing residents.
the open
$35,000
the fact that prices bid
to
market
$55,000,
newspapers.
at
This level
and able
The homes
prices of
with
the intent
were then
approximately
advertising
of the
to be
in
project was
local
occuring
from 1979 on.
2) A demonstration
architectural
project
involving
significance
homes
where local
of
more
builders
and
rehabbing firms were contracted by Battelle to renovate
exteriors
level
and interiors
of the
completely.
development
Battelle employees,
were
These
targeted at
and corporate heads in
to provide an alternative to
suburbs.
Houses in
homes sold
this
yuppies,
an attempt
purchase of a home in the
for $120,000
to $160,000,
beginning in 1979-80 and continuing through about 1985.
There
were
category.
local
about
fifteen
The advertisements,
newpapers and
relatively small
developed
or twenty
can
appearance
Columbus
and low
best
(though
be
the logo
as
period
simple
townhomes).
houses
were
bought
were
that was
neo-gothic
relatively
exhibiting any Gothic style details -vernacular
this
Monthly magazine,
described
are
of
which were published in
key, and
there
homes
few
in
homes
the majority are
Victorian
and
front/side-gabled
Experience
has
shown that
by primarily
-104-
singles
and
these
young
childless couples who were first or second time buyers,
with very few, if any, relocatees from the suburbs.
3) Dennison
and/or
Park
Place.
A group
architecturally
of
six
significant
historically
structures
were
relocated from an area where Battelle planned to expand
its
parking
facilities
parking lot site and
to
a
former
more
were condominiumized.
isolated
The master
plan called for the residential area around the parking
facilities to be buffered
had been
from that use.
identified as having
Twelve homes
to be removed
from the
future buffer area in order to better define the buffer
and rid the neighborhood
of undesirable projections of
asphalt from the existing parking lots into the housing
district.
twelve,
The
the
six
balance
relocatees were
Place.
and
development.
this phase.
were
were
There
the
the
The
six
Dennison Park
in excess of
portion
of
was a special individual
the
plan for
place through landscaping, consistent
provisions of rear access
sidewalk improvements.
The work
in part by
of Columbus.
involved in
high-end
among
Dennison Park Place included creation of a
fencing types,
City
known as
in the early 1980s for
special sense of
was performed
were
demolished.
developed and
They sold
$150,000,
relocated homes
marketing or promotion.
public areas
Battelle and in part
Since there
this level,
in the
garages, and
were only
there really was
Good
-105-
by the
six houses
no specific
press coverage aided the
sales, as
site for
did the fact
an annual
the development served
local interior design
houses were
sold through
Renaissance
Realty
event.
local realtors and
sales
program
as
as the
The
the same
the
level
2
renovations.
4) New
infill
project
construction
area
on
pre-existing or
structures.
a
scattered
large
throughout
number
of
vacant
resulting from demolition
The
structures
townhouse-like lots
backing up to an
were
that were
alleyway.
the
lots
of derelict
placed
on
100-130 feet
narrow
in depth,
The infill structures were
generally two-story twenty-four (24) to thirty-two (32)
feet wide
on lots
feet width.
of thirty
This
yard separation
a setback
zoning code to
(55)
detached, were
is in keeping with the very
seen between many
existing houses in the area.
obtain
fifty-five
Thus, some houses, though
only six feet apart.
narrow side
(30) to
of the
Even so, Battelle had to
variance from
allow for this.
the current
The
Columbus
infill houses are
typically of the generic two-story Victorian vernacular
that comprises
probably a
project area.
There is
fenestration.
third of
little exterior
of the
wall window in many
in Ohio valley
in the
detailing or
Circular or other odd-shaped windows are
included in some units -characteristic
the stock
this element is a vernacular
upper story
front and/or
side
townhouses, attached and detached,
cities during the late
-106-
1800s.
Most of
the
infill houses
gables,
have clapboard
and gable
roofs.
The
siding, front
wall
only other
detailings
other than the windows are decorative doors
(though the
frames are
simple).
The infill houses
are simple and
well-proportioned with the neighborhood, and this makes
them
fit in
materials
rather
than stand
obviously
suggest
Interestingly, the major
to
be affordable
affordable stock
(though the
new
new
construction).
determinant that these houses
would be so simple was pricing.
intended
out
that was
and
lost.
They were deliberately
replace
They
some of
the
sold typically
for $55,900 in the early 1980s.
5) All new construction of single family one and two-story
detached structures
in one zone.
with M/I Schottenstein, one
the area (ranked
Battelle contracted
of the largest builders in
60th in size nationally
in 1986) for
construction management services for this project.
property
was retained
by
Battelle
and the
The
finished
houses were sold fee simple as would be typical in most
single family developments.
The
design of these homes
borrows from the same vernacular elements as the infill
housing, but is much less characteristic of the housing
type seen
in the project
area, and thus
probably the
least in keeping with the indigenous design typology.
6) All new construction of townhouses on a site originally
planned as a neighborhood
great deal of opposition
retail development.
After a
to the retail by neighborhood
-107-
residents
and others,
residential
Battelle
development.
decided
The
site
to plan
was
Schottenstein, who developed
the townhouses.
new
townhomes
detached
vernacular
look, and
houses,
the
elements but
thus cannot
applied
sold
to
Like the
borrowed
a more
for
from
contemporary
be readily associated
with the
indigenous design typology in the way the renovated and
small lot infill structures can.
Several
streets in
the
neighborhood
were closed
to
through traffic and small streetscape parks were developed.
Range of Affordability
Although the
meet the
out the
new construction
indigenous design
options in
options in
housing in
typical of
an urban
types that
are similar
attributes
can be
from
helping
area.
this neighborhood
setting, and
the well-below-market
$80,000 in
The options
multiple
of structural
not entirely
element of
in other
the typology,
in housing range
urban homesteads
priced below-market infill structures
The
are traditionally
the range
in scale if
planning perspective.
be pointed
to provide a full range of
the project
considered an
do not
at near existing
prices (approximately $60,000 to
the early to mid 1980s),
affordability
and 6
typology, it should
resultant construction was priced
average market
from a
levels 5
to moderately
to the mid-priced new
detached and townhouse structures to the high end completely
renovated properties
and the
very expensive
-108-
Dennison Park
Place.
History and the Reason for Development
Battelle got into the
The
organization
development business by default.
expected
considerably in the 1960s,
in the surrounding middle
available.
employees
Battelle
in
distance
of
Battelle
even
residents,
the
to
expand
its
and began to purchase properties
class neighborhood as they became
also contemplated housing many
neighborhood, generally
the
facilities
organization's
made
purchase
in contemplation
within
facilities.
offers
of the
to
walking
At
the
expansion.
of its
times,
existing
Eventually
Battelle came to own over 70% of the properties in a sizable
100
acre neighborhood.
neighborhood, and
1970s
the area
The area
quickly became
Battelle served as landlord.
was predominantly
a renter
By the mid
low-income renters,
and
many of the properties suffered maintenance neglect, in part
due
to
a
Battelle
policy
absolutely essential
notion had
of
maintenance
and minimum level
been that
When it became obvious
only
(since
the structures would
to
the
the original
be demolished).
that Battelle's expansion needs were
much smaller than had been conceived, the Institute embarked
on a
program to divest
itself of the properties,
made little, if any, money on.
which it
The program was conceived as
selling as many of the properties in their current condition
as possible, to
was
urban homesteaders.
interested in
greatly improving
-109-
Additionally, Battelle
the condition
of the
housing stock
and promoting a better
groups
in order
viable
again.
to
make the
The
stated
community more
goal was
according to Charles Minshall,
in
development and
mix of socio-economic
"to
economically
not make
money"
a Battelle official involved
urban affairs.
In 1977
the Institute
made a study of what buyer income was basically necessary to
assure a sales price that would
give a break even return to
Battelle.
In
the
determined
mid
to
to
late
"divest"
general neighborhood was
describes
the project area.
already,
became
neighborhood,
negative
press
Battelle
these
finally
properties,
gentrification" along
townhouses
of Neil Avenue, a
the
the core
and
of
almost
central spine through
Market forces were causing gentrification
but relatively
highly
itself of
interesting
mansion-like homes
when
already experiencing what Minshall
as "creeping
architecturally
1970s,
active
little displacement.
in promoting
the Institute
and
redevelopment
bore the
public
As Battelle
brunt of
criticism
from
of
the
a wave
of
neighborhood
residents (led by what
were termed "professional activists"
by
interviewed)
some
of
displacement.
issue
and
those
Battelle
tried to
promote
at
by existing
tenants.
consultant
to Battelle
and
Finance, says
the
became "very sensitive"
structures
Estate program of the
over
now a
least some
Marc
issue
of
about this
purchases
of
Smith, formerly
Professor
in the
a
Real
University of Florida's Department of
the Institute conducted a
-110-
survey of existing
rental residents to determine interest in and limitations to
their
purchase
of
their
units(N5).
Relatively
few
participated in a program where the previous year's rent was
included
in
a
sensitivity
down
over
payment
for
accusations
displacement and planned for
purchase.
that
they
Battelle's
were
promoting
it by investing almost nothing
in their rental structures continues to this day, evident in
the reluctance to disclose much of the information requested
as
a part
of this
arrangements,
planning
its
construction
the project.
produced a
all
study, especially
costs,
For
and
the
methods
"historic purposes",
confidential report
efforts
concerning financing
documenting the
related to the project area.
the document "aired a lot of
for
Battelle
history of
To its
credit,
dirty laundry" says one of its
authors, but remains inaccessible(N6).
The expected sales prices of the majority of the houses
in the project area were
$35,000 to $55,000.
out about the low prices,
dollars
below
average
which were ten to thirty thousand
market in
interest and demand developed
initiated a program of
to sale.
Using
pre-qualify
parameters
the buyer
renovation.
associations
to
of a
this
plan of
a
significant
for the structures.
the results of their
purchase and
charges
1979-80,
Battelle
applications for an auction approach
participants
that
When word got
on
the
could
There
"closed"
study, Battelle would
basis
make
of
a success
was an outcry
method
of
of
the
by resident
screening
purposeful displacement.
-111-
reasonable
and
There was
considerable
negative
press,
as
well
as
minor
demonstrations.
Sales and Marketing
Around 1980, Battelle established Renaissance Realty to
handle
sales
and marketing
realtors were
people
who
of
the
project area.
also actively involved in
might
be
interested
Local
making contacts of
in
the
price
ranges
available.
There
were no
strategy studies
specific market
done in
advertising consultant
but even most of the
research or
connection with
was involved
marketing
Renaissance.
in producing
An
ad copy,
basic ideas were generated by Battelle
staff, their sales brokers, and the architect.
Profile of Buyers
The majority of buyers
young
professional
professional
located near
couples
singles.
University or
in the Renaissance project were
Many
some of
without
worked for
the small
the university.
the early houses
bought
for
renovated
Additionally, in
resold
purpose.
them
a number of
State
proportion of
and sometimes extensive
The
for
new
a
may have been
owners
sizable
cases the new owners
-112-
some
of the homesteader
many of the properties
investment
and
nearby Ohio
Since a large
put on the market were
interior upgrades,
with
entrepreneurial companies
type, requiring at least moderate ---
children,
quickly
profit.
did not
realize the amount
they sold
fairly quickly.
to produce
number
These two
a turnover two
of the
recently
of work involved in
properties.
for
average 1986 home price --
factors have combined
or three times in
homesteader
been selling
the properties, and
$55,000 to
a substantial
These homes
have
over $100,000
(the
new and resale --
in Columbus was
a little under $90,000), depending on the degree of upgrade.
Today's buyers are more diverse in terms of age, background,
and place
The
of employment, but remain
relatively rapid
appreciation
largely professionals.
of houses
in the
area
requires a higher buyer income than it did in 1979, but this
is
probably
as related
to
the
escalating housing
costs
nationally as much as the history of the Renaissance project
locally.
Summary and Conclusions
This
with
Chapter presented
the only
components
of
three different
developments,
significant commonality
being use
the
for
IDT.
The purpose
of major
choosing
such
different examples was to demonstrate the range to which the
IDT could be employed successfully.
determine
approach to
any linkages
It was also designed to
between diverse
sites in
targeting consumers, consumer
terms of
market research,
and promotion.
There
are few
linkages, but
they are
important.
An
interesting finding is that each project really demonstrates
-113-
more
about
its
developer
and
its
locale
approaches to consumer market research
respect,
these
projects,
family construction
of
how
the
or the IDT.
though atypical
of
occurs
each case had
all over
the
In this
The
single
are typical
country.
a specific product in
development program.
about
new
from a design perspective,
homebuilding
developer in
than
The
mind for
developers demonstrated
an
understanding of the local marketplace, and this is the most
significant
common
factor,
leading
to
success
in
each
endeavor.
Early identification
of the major target
another common thread, though only
Farms
was
there any
pre-development
use
of
consumer
stage.
some early
The
market
target consumers for its
market.
major
reason for
group
and telephone
Although
important factor.
there was
all, in
group
testing in
Zaremba Corporation
research
product.
that revealed
and
In the case of
a
early focus
was perhaps
the most
Seaside and Renaissance,
pre-development market
the developer had
and
likely
promotion are
success, the
survey research
in mind
made good
It targeted these groups
advertising
large part because
the
necessary due to the weak
that project's
literally no
of persons
in the case of MacIntosh
preference
in its mega-advertising campaign,
local
market(s) is
was confident
research at
a particular
of at
least
moderate demand for the product envisioned.
Though it at first seems minor, another common piece of
ground is that the model
home served an extremely important
-114-
function in
each case.
speculative homes
Robert Davis
and waited
essentially built two
to see what
structures sold visitors on the project.
very important to MacIntosh Farms.
multi-phase 1000 acre new
were the
home
was
rehabilitation and
the first
important
the small
This is
research used
the
pre-development consumer
Chapter One,
obtaining information on
most common
amongst home
which were
not only as the obvious project
buyers and feedback about
the
demonstration
As mentioned in
also a center for
prospective home
to
lot infill units,
new construction.
sales tool, but
the development
various levels of development,
the model home can function
design.
As the first phase in a
development, the house structures
In Renaissance's
model
These
The model was also
principal element for identifying
character.
the
happened.
the structure's
"approach" to
builders.
research is
This may
no more
consumer
imply that
necessary in
the case of the IDT than it is for any other form of housing
development.
is without
However, it does
merit.
If the
not imply that such research
IDT is to be
truly successfully
employed time and again, there must be some initial research
into its merits through consumer research, such as that used
by
Zaremba at
MacIntosh Farms.
This is
essentially what
this thesis is exploring.
Land cost
was a
variable in
all three
projects.
At
Seaside, the negligible land cost was a significant variable
that allowed Robert Davis the
research
his development
time to carefully develop and
concept, an
-115-
almost philosophical
one.
In the
MacIntosh Farms project, there
but it was a buried cost
some 35
years prior
had been
purchased over
essentially a
seems
unique
indicative
of
any
In
provided housing
At
the course of
buried cost.
to these
construction.
that
in that the property was purchased
to development.
again
relationship
fact,
Renaissance, land
many years
The land
developments
and
to
MacIntosh Farms
costs are
and was
cost variable
is probably
the
at near-average-market
high construction
was land cost,
IDT
and
not
cost
of
Renaissance
prices, indicating
not directly
associated
with indigenous design (though they were at Seaside).
Each development
not possible to
targeted different consumers.
say that the IDT was any
element of appeal
Seaside, certainly
of
ignore.
design was
the preference
The
and
to
those who
typical beachfront
appeal was the
want
these three cases.
(and still is)
--
package
old vernacular
appealing to those who can
of other factors
Nonetheless, there may be a thin
psychological thread running through
part
more important an
to buyers than a myriad
different to each setting.
It is
it is
architecture is
At
an important
impossible
to
probably most
remember it from their childhood
something
development.
charm of a real,
different from
At Renaissance,
today's
a certain
existing old neighborhood.
There is different architecture in the community, but all at
the same scale.
a range of
with
The generally
common lot sizes are home to
diversely priced housing, the
mature
trees,
and
the
-116-
streets are lined
neighborhood
has
distinct
boundaries.
This
neighborhood
--
leads
a
to
the
certain
feeling
of
timelessness.
a
And
stable
finally,
MacIntosh Farms played on the timelessness theme directly by
promoting its development as
tradition,
and
psychological
traditional
a
semi-rural
thread
--
architecture.
the
And
a return to farm architecture,
is
the
environment.
timeless
character
--
indigenous vernacular
it
development
is
development
that utilizes
different
is
also
because
the
it
The
of
the
planning
and
feeling
is
proven indigenous
common
so
that
like
the
past
single family
design principles.
Footnotes
Nl. Information for the section on Seaside came principally
from:
Interview
with
Robert
Davis,
Seaside
Community
Development Corporation, Seaside, Florida, 14 July 1987.
N2. Information for the section on MacIntosh Farms came
principally from three (3) sources:
- Editors of Builder magazine, "Grand Award MacIntosh
Farms: Pioneering a New Location," Builder, March 1987,
pp.
142-45.
-
Interview with Nathan Zaremba, Zaremba Corporation,
Lakewood, Ohio, 3 August 1987.
- Interview with
Totie Defante,
Kaczmar Architects,
Incorporated, Cleveland, Ohio, 24 July 1987.
N3. Information
for the
section on
Renaissance came
principally from:
Interviews with Charles Minshall, Battelle Columbus
Division, Columbus, Ohio, 10 July 1987 and 24 July 1987.
Specific information from other sources is noted where
appropriate.
N4. Information on the six (6) levels was supplied in part
by:
Interview with Alfred Berthold, Bohm/NBBJ, Columbus,
Ohio, 24 July 1987.
N5. Interview with Marc
Smith, University of Florida,
Department of Finance, Gainesville,
Florida, 24 July
1987.
N6. Interview with Tom Martineau, Florida State University,
School of Architecture, Tallahassee, Florida, 24 July
1987.
-117-
Chapter Four
AN OUTLINE FOR CONSUMER MARKET RESEARCH
IN INDIGENOUS DESIGN SINGLE FAMILY DEVELOPMENT
General
This
Chapter
is
preceding chapters.
an exploratory
and
a
summary
As noted in the
study with
ideas about
how to
defined
development
outline
of
the
expansive, research.
typology.
of
the
introduction, this is
revealing insights
market research
This Chapter
necessary
for
for a
suggests
further,
an
more
The preceding chapters have
consumer
residential
conclusion
a purpose of
proceed in
components
1) summarized
and
market
development,
research
emphasizing
methods
testing
for
of
preferences and research of tradeoffs,
2) defined an Indigenous Design
Typology (IDT) for single
family development, and
3) presented
and
evaluated
several
representative
developments.
This Chapter now draws from the most important components of
the preceding
an approach
topic discussions and presents
for conducting consumer market
an outline of
research geared
to the IDT.
This thesis states
terms of exterior design
techniques
testing
that the IDT typology
attributes.
presented herein
exterior
housing
Thus, the methods and
are specifically
design
-118-
is tested in
designed for
preferences.
They
admittedly do not address the
full range of market research
issues.
in pricing
Optimally, research
needs, interior
design attributes, and
strategy, spatial
so on must
also be
considered.
Preliminary Elements
Before
any
development
market
program can
research into
be
a
conducted,
specific
a few
design
significant
accomplishments must occur.
First,
the
developer
must
perform
basic
economic
analysis of the regional supply and demand for single family
housing, to
for
determine general
units and
rate of
feasibility and
absorption.
If
likely need
analysis indicates
acceptable demand levels to fulfill preliminary estimates of
financial
parameters,
preliminarily develop
the
the
acceptance.
program he/she
Obviously,
components to such
Chapter 2 and
Appendix C. However, it is
as to
product to a
IDT.
The
site
plan
wishes to
a program are
myriad of needs and yet still
and
program
of
test for
on
the
covered in
also obvious that
the ability to
team must develop a
to
parameters of
is necessarily general and
allow development teams
needs
information
principal IDT
this presentation
then
and refine the general
design development
consumer
developer
open-ended so
tailor their
work within the
project-specific preliminary
architectural
and
landscape
elements.
The
basic component
elements presented
-119-
in Chapter
2
must each be evaluated for applicability in the contemplated
development.
Most
importantly,
architectural elevations
designed, pulling
been
custom
and
architect
vernacular
may
components
utilize
that is
similar form.
used as
typological elements
modifications
antecedent.
The
the
form
basic
presented in
with notations as to
accurately
to
itemizing
local
and/or
major
or create
a
sketches should
materials.
as possible.
must be
developer
Appendix C,
and
that have
responding
Then, preliminary elevation
be developed
be
with
facades
of the housing structures
from the
presented,
the typical
If
Color should
not used,
color
schemes should be clearly noted on the drawings.
Fundamental Study Elements
Once the
development team
defines a
design scheme and architectural
preliminary site
typology, they proceed with
the following fundamental actions:
1) Identify
and
prototype
analyze
any
(that utilizes
other
at least
similar
a majority
attributes)
existing
in
documenting
specific
design attributes
profiles.
If
attempt
to
the
the project is still
identify
the
understanding
that
indication as
to who ultimate
comparable
attempt
to
region,
this
IDT project
identify
is
any
-120-
if
and
resident
under development,
not
be
consumers,
an
buyers will be.
available
other
of IDT
available,
targeted
may
product
in the
similar
accurate
If no
locale,
product
in
another location.
many
Be careful
direct design
differences
in
to choose a project with
comparables, and
the
general
be sensitive
economic,
income,
to
and
sociological variables between the two regions.
2) Next,
the team
must make
some assumptions
about the
buyer groups to be generally targeted and engage in the
more standard
analysis of
market
would
(this
be
general comparables
the
comparables could be found).
must
exercise great
market
and
first
defining the
exclude
locationally nor over-compensate
a market
base.
primarily
The
in terms
if
no
IDT
As mentioned earlier, one
care in
neither
step
in the
potential
buyers
and include too great
"comparables"
of the
geographic
are
identified
preliminary target
group,
sales price, and similarity of at least some attributes
(beyond
those
contemplated.
the
brokerage
including any
ascertain
of
IDT)
with
what
is
being
Obtain any information available through
community
or
recent census
buyer
Additionally,
the
existing
data, with the
profiles
contact
in
sheets
maintained by brokers are
publications,
these
or
intent to
projects.
interest
lists
a worthwhile and time-saving
device for identifying people meeting assumptions about
the general target market.
should
be used
preferably
100
characteristics
to
to
Telephone screening surveys
identify at
300,
identified
-121-
with
as
least fifty
some
of
persons,
the
representative
basic
of
preliminarily
targeted
buyers
with respect
to
age,
income, household size, and the like.
3) When
a sufficient
with
the
pool of
necessary
people closely
parameters
identified, a more substantial
administered.
second part
are
This survey
of a
the first
matches necessary
above
may
If
have
been
telephone survey can be
in fact
survey in which
section.
comparable
be merely
a
screening questions
the telephone
responses in the
respondent
screening section,
the second section can be continued.
The survey should
include questions designed to ascertain where the buyer
previously lived and for how
been at
the current
satisfaction
or
long, how long he/she has
residence, occupation,
dissatisfaction
with
the
residence, and
expectations as to how
will remain at
the current residence and
house they would likely move into.
degree of
current
long the person
what kind of
The results of this
level of survey should give some indications as to what
relatively
large pools
than
preliminarily
the
of people
generally interested in
assumed
there
is
of buyers
a
dissatisfaction
things
detailed
demand
with
indicate a
surveying
specific
targets)
may
the contemplated project.
should look for a general
of residence
(but more
be
One
sense of the previous places
in comparable projects,
for
the
another
current
general market(s)
should
-122-
occur,
product
residence.
or if
due
to
These
where additional
such
as
certain
renters, first home
buyers or move up
buyers, or even
the very respondents to the survey.
4) The general markets identified
should
be screen-surveyed
traffic sites, such as
to a
phone
or in
high-foot
that have been identified thus
Persons meeting all
invited
by
retail malls, for qualification
with the basic criteria
far.
from the above research
focus
screening criteria should be
group
session.
The
prospective
participants should optimally include persons from both
this screening and
the one described in items
above, and
should number at least
reasonably
assure
at
least
fifteen.
ten
to
2 and 3
This will
twelve
actual
participants on average.
5) The
focus
group
professional.
actually
issues
should
led
by
an
experienced
No member of the development team should
attend
should
the
be
setting for
meeting.
decided
moderator professional
The
be
Questions
upon
in
advance
with input from
the meeting
and
should be
by
focus
the
the developer.
in a
neutral
location most convenient to a majority of participants,
and should be
or
office
a prestigious one (avoid
building
sites are better,
if available).
or, at
generally; hotels
or a large home
If possible,
a sales office
or
with meeting space,
supply a
catered dinner
minimum, substantial hors' douerves,
soft drinks.
A small gratuity of
conference
wine, and
$25-$40 should also
be assumed, distributed at the end of the session or by
-123-
mail.
Since the IDT emphasizes
exterior design, the focus
group wll likely concentrate on participant preferences
in
exterior
discussion
design
about
generally,
the
supplemented
specific plan,
or
with
alternative
plans, being proposed by the developer.
The discussion
of
wait
any
project-specific
plan(s) must
until
a
general discussion of design preferences has concluded,
so as
not to
create any biases.
should be prepared depicting
floor
plans, and
scheme.
the conceptual site plan,
exterior elevations
Materials
should
be
available for sight and touch
products
is
desirable
compare preferences.
audio-taped
Presentation boards
by an
of the
noted
as
well,
if possible.
(at
so
The meeting should be
thorough evaluation
of all
person,
and
A range of
least three),
experienced
product
as
video and
to allow
the verbal
to
for
and non-verbal
responses that emerge in the discussion.
If time
some
can be alloted, the
discussion of
meeting should include
tradeoffs, including
tradeoffs made by participants in
general
preference tradeoffs.
Chapter One
usually
may be the
enjoyable
for
any specific
the past, as well as
The
tradeoff game
most useful here, since
it is
the participants
alone
(this
often means it can yield the best information).
any
tradeoff
gaming
of
should
precede
Again,
discussion
of
specific project plans which might influence responses.
-124-
6) If
financial constraints
group
setting, personal
offices or
dealing
with project
preferences.
normally
surveys at
of the
the
at
it may
facade.
dimensionality offer
responses
be in
these
benefit
be
items in these settings,
a proposed
Any survey
person to
the design components and testing
thus allowing
Additionally,
focus
cooperative sales
specifics must
Surveys
provide
respondents,
with
use
shopping malls may substitute.
allow for display of
of
prohibit
of
for a
locations
more
potential
large sample
possible
to display
size.
larger
such as prototype sections of
Responses
to
this
excellent insights
to an
also
oral
kind
of
in comparison
questionaire
or even
to
presentation boards.
7) Surveys and interviews of the realm mentioned in no.
above may
results.
program
occur anyway
The development team
with information
retest it
outcome of
from
the
to be used, unless
revealed problems
potential market
level
of
with the
meeting and
and
then
Screening criteria
focus group insights
initial criteria,
groups being
survey
focus group
can refine their design
before a larger sample.
must continue
final
as an
6
segregated.
would
such as
This
likely
is a
include
questions about attributes other than those of the IDT,
and typically is designed
to require fifteen to twenty
minutes to take.
The development design plan
-125-
should have been proven or
The
task now
may
have been
used
repeatedly in
should obviously
responses
connotation
stressed
continually to the use of
among the
survey
be used
Design
positive.
was
Words that
amongst surveyed persons.
key words and phrases
development
group
or focus
if the
in advertising
be
should
elements
specific
qualities (which
a function of the
design elements being
and
to advertising
and turns
is promotion,
Pay careful attention
marketing.
prospective buyers.
about the most likely
good indications
should be
and there
this point,
feedback by
refined with
research to date).
Advertising should appear in widely-read publications in the
targeted gegraphic area, as well as publications known to be
read
by
the
targeted
groups.
may
information
This
be
obtained in the focus group and/or the final level survey.
Design Refinement
During the course of the
that certain
in favor
made
original design elements have
but
preferences in
also
individual
example, casement windows may
If the
integrity of
double hung is
casement
been cast aside
Properly designed research
of others.
inquiries into
facades,
market research, it is likely
the IDT
not only
composite
prototypical
elements.
For
be preferred to double hungs.
is to
be maintained
typical of the typology
windows very
will have
carefully for
and the
, choose substitute
their high
similarity in appearance with the double hung.
degree of
Or, tradeoff
analysis may be performed to determine the relative value of
-126-
not
(and thus
double hung
the
for keeping
justification
is a
If there
the double hung.
window over
the casement
using the casement) window because it will save the buyer an
within the tradeoff range, then the
amount of money that is
double hung may still be used.
markedly
so, the
make compromises
If the opposite is true, and
development team
will obviously
variables.
among design and financial
will have to
have to
It
in all
be made
is unlikely
that compromises
attributes.
The basic facade(s) will have been selected for
a majority
appeal to
of respondents,
or to
an acceptable
number in terms of the market pool for the project.
Tradeoff Analysis
The level of tradeoff analysis
determined by the degree
preferences to be
to be conducted will be
to which research reveals consumer
markedly at odds with
the typology.
The
tradeoff game, at minimum, should be employed as a technique
for
gathering insights
is probably
indexing
into
only
Hedonic
relative tradeoffs.
necessary
in very
competitive
markets or when numerous design refinement decisions have to
be made.
The
time and monetary investment in
is
justified
regression
analysis
developer's
financing situation
this form of
depending
or personal
on
goals.
the
Given
the prevailing industry approach to tradeoff analysis, it is
probable that relative
information about consumer decisions
will suffice.
-127-
Conclusion
This paper has summarized
market
research for
major components of consumer
residential real
estate, and
them to the IDT for single family development.
the
introduction,
this
program
thesis
insights through exploratory study
consumer research in the industry
projects employing the IDT.
have been presented
It
applied
As stated in
sought
general
of the existing state of
and case study of several
is hoped that some insights
as to how consumer
research and design
can be linked to produce a better residential product.
-128-
BIBLIOGRAPHY
Part One:
Published Materials
Anton,
Frank.
July 1986, pp.
"The
New Town,
The Old
Ways." Builder,
60-65.
Arthur D. Little, Incorporated. Consumer Preferences in
Housing. Washington, D.C.: U.S. Department of Housing
and Urban Development, Office of Policy Development and
Springfield, Virginia:
ed.,
reprint
Research, 1973;
National Technical Information Service, 1974.
Dixon, Linda. "Focus Groups in
Magazine, Fall 1984, pp. 8-10.
Editors
of
Builder
Farms: Pioneering
142-45.
pp.
Fletcher, June.
magazine.
"Grand
a New Location."
"Hot Buttons."
Buyer Research."
Award
Builder,
Builder, July
SMC
MacIntosh
March 1987,
1987, pp.
80-92.
Desicn
Vernacular
American
Herbert.
Gottfried,
Van
New York:
Glossary.
An Illustrated
1870-1940:
Nostrand Reinhold, 1985.
McAlester, Virginia and Lee. A Field Guide to American
Knopf, 1984.
Houses. New York: Alfred A.
Housing America
National Association of Home Builders.
Challenges Ahead: The Long Range Planning Report
-The
Builders.
Home
of
Association
National
the
of
Washington, D.C.: National Association of Home Builders,
1985.
Common
Upton, Dell, and Vlach, John Michael, eds.
Readings in American Vernacular Architecture.
Places:
Athens, Georgia: University of Georgia Press, 1986.
The Changing
"Clustered for Leisure:
Vogel, Carol.
1987, pp.
Home." The New York Times Magazine, June 28,
liff.
American
Lester.
Walker,
Encyclopedia of the American
Overlook Press, 1981.
Illustrated
An
Shelter:
New York:
Woodstock,
Home.
Weiers, Ronald M. Marketing Research.
New Jersey: Prentice-Hall, 1984.
-129-
Englewood Cliffs,
Part Two:
Interviews
Ahluwlia, Gopal. National Association of Home Builders,
Economic Research Division, Washington, D.C. Interview
13 July 1987.
Berthold, Alfred.
Bohm/NBBJ,
Columbus, Ohio.
Interview
24 July 1987.
Seaside
Robert.
Davis,
Corporation, Seaside, Florida.
Development
Community
Interview 14 July 1987.
Kaczmar Architects,
Totie.
Defante,
Cleveland, Ohio. Interview 24 July 1987.
Dixon, Linda.
Massachusetts.
Dolnick, Irv.
Incorporated,
Linda Dixon Marketing Services, Milton,
Interview 23 July 1987.
Robert Charles Lesser and Company, Beverly
Hills, California.
Interview 23 July 1987.
Faust, Inge. RAMS Marketing, Incorporated, New York, New
York. Interview 21 July 1987.
Company,
The
Codman
Jay
M.
Grossman,
Massachusetts. Interview 7 July 1987.
Boston,
Analysis Plus Incorporated,
Hayes, Matthew.
Massachusetts. Interview 22 July 1987.
Boston,
Alberta Municipal Affairs, Division of
Holmen, Lynden.
Research and Development, Edmonton, Alberta, Canada.
Interview 16 July 1987.
Robert Charles Lesser And Company,
Malmuth, Karen.
Beverly Hills, California. Interview 23 July 1987.
Florida State University, School of
Martineau, Tom.
July
Interview 24
Architecture, Tallahassee, Florida.
1987.
Battelle Columbus Division, Columbus,
Minshall, Charles.
Ohio. Interviews 10 July 1987 and 24 July 1987.
of Florida, Department of
University
Smith, Marc.
Interview 24 July 1987.
Finance, Gainesville, Florida.
Association of Home Builders
National
Stroh, Bob.
Interview 13
Research Foundation, Rockville, Maryland.
July 1987.
-130-
Tweedie, Cheryl.
George Fulton Research, Incorporated,
Fairfax, Virginia. Interview 13 July 1987.
Zaremba, Nathan. Zaremba
Interview 3 August 1987.
Corporation, Lakewood,
-13 1-
Ohio.
APPENDICES
-132-
APPENDIX A
Builder
(NAHB) 1987 Home Buyers Survey
THIS
MATERIAL IS REPRINTED HERE WITH THE PERMISSION
OF
CHERYL TWEEDIE OF GEORGE FULTON RESEARCH, AND SHOULD NOT BE
REPRODUCED IN ANY
FORM WHATSOEVER WITHOUT THE EXPRESS
CONSENT OF GEORGE FULTON RESEARCH.
-133-
-134-
1987 Home Buyers Survey
Survey #:
Card #:
_
(5)
Market Area:
1.
We would appreciate a few minutes of your time so we can determine how
various features appeal to you and also how important they would be in your
decision to move to a new home.
(1-4)
An annual survey conducted by BUILDER magazine and Fulton Research, Inc.
(6-7)
you prefer to live in a single-family detached
home or an attached home (townhomes or condominiums)?
(Check one.)
Attached (2>
Single-family detached home
(1)
(s)Would
5.
will the new tax reform act influence your decision
to buy a new home? (Check one.)
Encourage it by retaining mortgage-interest
(1)
deductions on first and/or second home
purchases.
Discourage it since lower tax rates make the
(2)
deduction worth less.
Does not affect my decision.
(3)
6.
(3o)How many homes have you owned?
(29>How
If you selected a single-family detached home, what are the
primary reasons influencing your choice? Check the degree
of influence each of the following factors would have in
your decision.
Major
No
Minor
influence influence influence
(14)
Larger
(2)
(3)
(4)
7.
(31)
Do
(1)
home
(1)
(2)
(2)
-__Garden
(4)
s.o
-
__
9.
mm
If you own your current residence:
What is its approximate market value? $
-000 (37-39)
What is its approximate size?
sq. ft. (40-43)
Approximately how much equity do you have in your
10.
(61)
1)
(2)
(3)
(4)
-
3
62)
Attached to the home as part of front elevation
Detached, in front of home
Detached, in rear, driveway on the side
Attached in rear, driveway on the side
Assuming you were going to buy a new home, which of
these home types would you seriously consider purchasing?
(Check all applicable housing types.)
(24)
Single-family detached
(25)
Garden (patio) home
(26)
(27)
(28)
.000(44-46)
Which of the following would you choose?
-__A home on a half-acre lot in a community without
recreational facilities or fees.
A home on a quarter-acrelot in a community
with a park area, jogging trails, swimming pool,
tennis courts, clubhouse and community
association fees.
4
Townhouse
Mid-rise condominium (2 or 3 floors)
High-rise condominium (4 or more floors)
What size lot do you anticipate with the purchase of
your next home?
(o)-Morethan one acre
(2)
One acre
(3)
4.
$
What is the maximum price you would be willing to pay for
a new home? $
.000 (47-49)
What is the maximum down payment you would be willing
to make? $
.000 (50-52)
What is the maximum monthly payment you would be
willing to make? (Including property taxes and
homeowner's insurance) $
(53-56)
What is the square footage you would expect in a new
home?
.
(57-60)
(2)
()
-
home?
a smaller lot, where would you prefer to have the
garage? (Check one.)
2
(patio) home
Townhouse
Mid-rise condominium (2 or 3 floors)
High-rise condominium (4 or more floors)
(5)
(23>On
1
(32-35)
(3)
(7)
3.
you own a home, what type?
(3)
If yes, why? (Check the degree of influence.)
No
Minor
Major
influence influence influence
Better value for the
dollar
a8) Better location for the
dollar
(19) More homes available
for immediate occupancy
(2o) Mature landscaping
(21) Complete, ready to
move in
(22) Prefer older floor plans
and exteriors
(36) If
-
Single-family detached
you seriously consider purchasing a resale home?
No
Yes (2)
(16)
Would
(1)
you own or rent the home you are living in now?
Own (2)
Rent
If renting, what is your monthly rent?
Other
(1s)
2.
None
One
Two
Three or more
(1)
(3)
(2)
(1)
Better investment
potential
(1o)
More privacy
(11)
No common walls with
neighbors
(12)More traditional lifestyle
(13)Private yard
(9)
12.
(63)
(o
1 3.
to
acre
% to /2 acre
less than %Aacre
(4)
(s)
acre to one acre
(6)
Check the number of bedrooms desired in a new home.
1
2
3
4
5 or more
(2)
(3
0
-
4)
(s)
Check the number of baths desired in a new home.
1
1
2
2/2
3
32 4 or more
mD
(2)
_
(3)
_
M
(5)
_
(6)
_
m7
(64)
-134-
14.
(656) Which
1 6'(25)
exterior design would you most prefer?
(Check one.)
(1)-
Modem/contemporary
(1)
(2)
Colonial
(3)
Mediterranean
(4
-
New England Salt Box
Country French
Cape Cod
Traditional
(5)
(6)
7)
Which one of these floor plan types do you most prefer:
(9)
(1o)
(mi)
(12)
(13)
(14) _
Victorian
Tudor
Farm
Other
Single-story
Split-level
Two-story
Three-story
(2)
Ranch
Spanish
Territorial
(8)
(3)
(4)
17.
Which rooms would you prefer facing the front or rear of
your home?
Kitchen
(27) Living room
(2) Dining room
(29) Family room
(30) Master bedroom
Front
yard
Back
yard
(1)
(2)
(26)
1S.
Assuming you were buying a home, rate the appeal of the
following exteriorfeatures or products. (Rate each item on
a scale of 1 to 5 with 1 being least appealing and 5 most
appealing.)
Most
appealing
Least
appealing
1
Siding that is primarily:
(67) Aluminum
2
3
4
5
(31)
1 8.
Rate the appeal of the following interiorfeatures or
products. (Rate each item on a scale of 1 to 5 with 1 being
least appealing and 5 most appealing.)
Least
sa Brick
6> Cement block
0) Hardboard
1
Flooring:
Stone
Vinyl
(74) Wood
(75) Wood shingles
(76) Other
(72)
(32)
Hardwood
(73)
(3)
Tile
(34> Upgraded
carpeting
Windows and doors:
Bay window
(36) French doors
(:m Greenhouse
Roofs that are:
(77) Asphalt
composition
78) Clay or
concrete
79) Wood shake
80) Other (such as
slate or metal)
(35)
(38)
(40)
(41)
Entry doors that are:
(6) Plain wood
Decorative
wood
Sliding doors
Skylight
Window seat
Walls and trim:
(42) Built-in
shelving
(43) Decorative
molding
Plain steel
(44> Mirrored
walls
Wood paneling
Security:
9) Decorative
(45)
steel
Windows (insulated) that are:
10) Metal
(u Vinyl-clad wood (12) Wood
Garage options:
(13) One-car garage
(14) Two-car garage
Is) Three-car
garage
section/
Sunroom
Greenhouse
window
(39)
1-4) DUP
5-2
(8)
<46>
Deadbolt locks
(47)
Security
system
Other:
48>Cedar closet
(49) Ceiling fan
---
so> Central vacuum
(51) Fireplace
(52)
-
Recessed/track
lighting
(1) Automatic door
s3) Step-up/step-
Other:
17) Fenced yard
<s4>
Vaulted ceilings
down rooms
<ss) Wet bar
(18)Secunty
lighting
a) Upgraded
landscaping
(20)
(21)
(22)
Covered porch
Screened porch
Wood deck
23 Patio slab
(24)
Most
appealing
appealing
(71) Plywood
(7)
-
-
Secondary bedrooms
Hot tub or spa
-135-
2
3
4
5
19.
Rate the appeal of the following kitchen features or
products with which you are familiar. (Rate each item on a
scale of 1 to 5 with 1 being least appealing and 5 most
appealing.)
Least
app ealing
1
2
2 1.
Most
appealing
4
5
3
(1)
(14)
Sinks:
(so> Double-bowl
(sn Single-bowl
(16)
appliances
Vinyl
flooring
(18)Wood
flooring(19)Ceramic
flooring
(20) Bathroom
Wood finish
Counter Tops:
Laminate
fixtures
(63) Ceramic
Windows
Doors
(a Faucets
(24) Skylights
(2s) Insulation
(26) Heating/
AC
<7 Fireplaces
(28) Paints and
Cultured
marble
(6s) Other _
(21)
(64
(22)
Flooring:
Resilient vinyl
(67) Wood
(s>
Ceramic tile
(68)
Appliances:
Barbecue
(69)
counters
Kitchen
(m
Cabinets:
(6o) Laminate finish
(62)
(3)
(2)
Kitchen
cabinets
(15) Kitchen
(ss) Porcelain
(59) Stainless steel
(61)
How important are brand names when purchasing an item?
Which brands do you prefer in each of the following
categories?
Not very Brand
Very
important Important important preferred
stains
cooktop
Double oven
Microwave
(70)
(71)
22.
oven
(72) Range hood
Single oven
(73)
food
processor
Dishwasher
(74> Built-in
(75)
Least
appealing
1
Bedroom features:
(29) Balcony or
patio
(30) Bay window
(31) Fireplace
(32) His/her closets
(76) Disposer
(77)Refrigerator
(78) Trash
compactor
(80)-9
(1-4)DUP
(%-3
Other:
<33>
Sitting area
(34 Walk-in closet
area
(7) Greenhouse
window
(8) Intercom
(6) Eating
Bath features:
(3s> His/her
fixtures
area
(10) Snack bar
(11)Walk-in pantry
20.
baths
o6 Colored
(9) Island work
(12)
Rate the appeal of the following features or products for
the master bedroom and master bath. (Rate each item on a
scale of 1 to 5 with 1 being least appealing and 5 most
appealing.)
(3m
Separate
shower
enclosure
(38)
Washer/dryer
Two sinks
(39> Upgraded
main components of a master bedroom suite are
the sleeping area, dressing area, bath and closet. Assuming
the same square footage, which floor plan would you prefer?
(Check one.)
(13) The
fittings
(i.e., faucets)
(4o> Water-saving
fixtures
(41) Whirlpool
tub
Ceramic tile
flooring
(43) Ceramic tile
walls in tub and
shower
(44) Resilient
flooring
(4s) Exhaust fan
(46) Heat lamp
(42)
an
p
* Large sleeping/
dressing area
* Separate tub &
shower
" Large bath
area
" Wall closet
,
,
-
(
(2)
(3
Small sleeping/
dressing area
" Separate tub &
shower
" Large bath
area
" Walk-in closet
" Large sleeping/
dressing area
" Combined tub
& shower
"
-
(47) Linen closet
(4s) Natural
area
" Walk-in closet
light in
bath
" Small bath
(49)
Mirrors in bath
(5o) Vanity storage
-136-
Most
appealing
2
3
4
5
23.
(s) Have you seriously considered remodeling rather than
purchasing a new home?
()
Yes (2) No
If yes, how much would you anticipate spending to
remodel?
$
,000 (52-53)
(54>How
would you describe your buying intentions? (Check
27.
How many people, including yourself, live in your
household?
(57)
280. (s-59) Please check
which range indicates your total annual
household income, before taxes. (Including wages of all
family members.)
$15,000 or less
$15,001-$20,000
$20,001-$25,000
$25,001-$30,000
$30,001-$35,000
$35,001-$40,000
$40,001-$45,000
$45,001-$50,000
$50,001-$65,000
$65,001-$75,000
$75,001-$100,000
(1)-
24.
(2)
one.)
(3) -
(1)
(2)
-
(3)
(4) -
Plan to buy now
Plan to buy within one year
No plans, just looking
(s)(6)
(7) -
25.
(8) (55)
head of household:.
25 or under
-26-35
36-45
46-55
(1)
0
(3)
(4 -
26.
.
Please check which category represents the age of your
(5)
56-65
(6) -
over 65
(9)
nio>
(1i)
(12>
29.
More than $100,000
-
(6o) Does
more than one person contribute to the above
household income figure? Yes i
No
- 2
Which of these categories best describes your
household?
(56)
m)
-Single
male adult
(2)
Single female adult
(3) -
Couple without children (or none at home)
Couple with children
Single parent with children at home
Unrelated individuals
(4)
(s)
(6)
-
Thank you for your help.
-137-
-138-
APPENDIX B
Excerpt
Survey from Alberta Municipal Affairs
Preference Tradeoffs in Housing Study
Consumer
Bibliographic Information:
Strategic
Development
Services
Limited
with
the
assistance of Heine, Johnson, Sustronk, Weinstein &
Associates Ltd. amd Summa Partnership Ltd. The Study of
Design Preferences and Trade-offs for Moderately Priced
Housing in
Alberta,
(Edmonton, Alberta: Planning and
Research Branch of the Alberta Department of Housing,
1983).
THIS MATERIAL IS REPRINTED HERE WITH THE PERMISSION OF
LYNDEN HOLMEN, DIRECTOR OF RESEARCH AND DEVELOPMENT OF
ALBERTA MUNICIPAL AFFAIRS, AND SHOULD NOT BE REPRODUCED IN
ANY FORM WHATSOEVER WITHOUT THE EXPRESS CONSENT OF ALBERTA
MUNICIPAL AFFAIRS.
-139-
- 253 -
STRATEGICS
Strategic Delopment Serviceg Limited
g302-109A Avenue
Edmntan, Albera.
Canada. TSM 1E8
(4031 429-004
D - 827 Fifth Avenue NW
Calgary, Alberta T2N ORS
(403) 283-6927
in -ost cases your answer can be
before answering.
Please reaj.each p!estion carefi.:!lv
INSTRUCTIONS:
Some questinns have a space for a
noted by checking or circling a numbered response.
written response.
Your assistance in this important study is greatly appreciated. Please use :he
envelope provided to mail your completed questionnaire back to us. Postage has
already been provided.
All answers will be kept in the strictest confidence.
It is important that you return your completed questionnaire by October 20,
Q.1
How would you describe your home buying
1.
intentions at the present time'
C2.
(CHECK ONLY ONE)
1982.
plan to buy a home within the next
six months
plan to buy a home within the next
year or so
Q.2
'a)
If .ou
.hat
were
str.le
to ,u%
new nome,
no plans to buv within the next few years
1.
bungalow (single-level)
bi-level
h.
split level
ol home would 'ou most
(CHEC
prefer'
a
3.
ONF ONLY)
Ell.
134.
5.
(b)
It
-hat
C]L. j single-ietached home
uu were to 'iu% j new 'nme,
type
prefer
of home would vu
most
:
0LY)
)
ONE
':
. semi-Jetiched home or duplex
,ownhoi:
.
.
t
oi were
Q.3
t
new
u
oRI
were to buy a new home,
how many full bathrooms (3-ptrac)
-IN 'N1BF.R OF BEDROOMS:>
WRIrF-[N
M:'-iBFR
Of FILL
-RITE-[N
N'UMBER
OF 3\HS
Approximately how :drge (shnare tuotaqe)
WR!TE-IN
APPROXIMArESZE C>
would you need Your next home to be)
(Nor
would you need'
'b)
how tanv !
What
BArHS
C>
aths (2-piece)
dould you need?
0.6
Londominium
[f you
(at
Q.5
.
anapartment
other
hiomn
,
how %any bedrooms would .ou need"
Q.4
!-torev
other
r>
DD
SQ. FT.
INCLUDNG BAiIENT)
is the maximum price vou could
afford to pay for a new hromeat the
..RTE-iNC>
S
,
I
. I
present time'
1/1(0
-140-
Q.7
If you were deciding whether to buy a particular new single-detached home, how important would the
following things be?
A "l"
Please rate the importance of these things using the scale from I to 7.
means not at all important or that this aspect of a new home would not enter into your
decision to buy or not buy.
A "7" means absolutely crucial or that if this aspect was not as
you wanted it, you would not buy that home.
HOW IMPORTANT?
a.
&
the style of the home, that is,
whether it's a bungalow, bi-level,
2-storey, etc. (CIRCLE NUMBER)
b.
the size of the backyard
c.
the size of the front yard
d.
side yard space on both sides
2
of &Qry
L
2
3
i
2
3
A
2
tittle
imer-
4
3
little lairly
aperlapertace
tact
not at
all
imper.
tant
of
5
6
7
-ery
lasertact
Very
great
absolately
crucial
Lepertace
tatce
&
5
6
7
'
5
6
7
3
&
5
6
7
3
&
5
6
7
5
6
7
5
6
7
of the house
e.
*
parking access, that is, whether you
use a rear lane or have access from
the street to park your car on your lot
f.
location of the main entry, that is,
whether it's at the front or side of
the house
g.
location of the 2nd entry, that is,
whether it's at the side or back
h.
i.
windows on all four sides of the house
*
the total size (square footage) of
.
3
2
3
5
j.
*
0
31
the house
*
being able to save money on the total
4
3
5
6
-
price of the house
k.
features on the front of the house such
3
4
5
6
3
4
5
6
5
6
7
as a bay window, chimney chase, or
brick accent material, etc.
L. features on the front of the house such
1
2
as decorative shutters, window grills,
or other decorative materials
m.
the width of the home, that is if
S
it's
3
20 or 25 feet wide, for example
n.
the width of the lot, that is if
3
it's
noat 4
all
impor-
30 or 35 feet wide, for example.
ifvery
.ittle
impor-
tant tance
3r Little
impor-
tance
46
fairly
impor-
tant
5
6
impor'ant
great
i.por-
aisoiutely
gncee
I//30
-14 1-
RANKING
A number of questions in this questionnaire ask you to rank in order of your
The alternatives are
preference some different designs and layouts of a home.
QUESTIONS
in
INSTRUCTIONS FOR
most cases described by a simple diagram and a verbal description.
The alternatives only focus on a limited number of characteristics of a home.
In order to rank the alternatives,
assume that the things not shown or
described about the home are to your liking.
show different kitchen layouts,
tion, backyard space,
For example,
if the alternatives
assume that the rest of the home,
its loca-
style of home, etc. are to your liking.
Some symbols may be used in the diagrams.
These are always explained
at the bottom of the page.
You may find it easiest to rank the alternatives in order of your preference
if you first go through and check off those you like and those you don't like
and then go back and rank
you
the ones you liked and rank the ones you didn't
If for example, there were 8 alternative or different homes to rank,
like.
may
find 3 that you like and 5 that you don't like.
The three that you
liked, you would rank using the numbers 1, 2, 3 where "1" would be the most
liked, "2" the second most liked and "3" the third most liked.
The five
that you didn't like would be ranked using the numbers 4, 5, 6, 7, 8 where
a "4"
would be given to the fourth most liked alternative and so on.
The very least liked alternative would be ranked "8".
PLEASE NOTE:
Where the size of the home is shown in square feet, this only includes
the developed, liveable area of a home.
It does not include the basement,
although all the alternative homes do have basements.
The cost savings associated with an alternative should be considered as
an amount that would be taken off the maximum price you could afford to pay
for a new home.
Try to avoid giving more than one alternative the same rank.
-14 2-
Q.8
The
diagrams on this page show different variations in facade treatment or how a house appears
Please rank the
The homes also differ in style, size and cost savings.
:ruimthe street.
o different homes from most liked to least liked using the numbers from 1 through 8 where
"I" reans the most liked ana "8" means the least liked. Try to avoid giving sore than one
Assume that the interior arrangement and other thinga not shown are to
Consider the cost savings as an amount which would be taken off the maximum price
house the same rank.
vour liking.
vou could afford.
-143-
Q.0
size,
Lnown below are 8 different single-detached homes which vary in shape, parking arrangement,
of your preference
placement on a lot and cost savings. Please rank the different homes in order
-sing the numbers from "1" to "8", where "1" manns the most liked and "8" means the least liked.
:o avoid giving more than one home the samaerank. Assume that the things not shown about the
:n
nome, the style, appearance, location, interior arrangements, etc. are to your liking. Consider
the cost savings as an amount which would be taken off the maximum price you could afford.
loCt size 30 by 100 feet
a lot size 30 by 100 feet
0 house 25 feet wide
0 house 20 feet wide
0 front yard 15 feet deep
e front yard 25 feet deep
a house size 900 aquare feet
0 house size 1100 square feet
9 S4000 cost saving
0 S0
C3 1.
like
31.
like
7. don't like
R
don'0t like
2.
0
coat saving
RANKRANK
5
3 4
2
RCLE) [1
0
lot size 30 by 100 feet
0
house 20 feet wide
6
7
(CIRCLE)
t
8
house 25 feet wide
0 front yard 25 feet deep
I
cost saving
RANK
(CIRCLE)
like
R 2.
don't like
2
house size 1000 square feet
$2000 cost saving
-
Q1.
1
3 4
1.
5
6
7
RANK
(CIRCLE)
8
F
lot size 30 by 100 feet
S
a front yard 25 feet deep
1
$4000 cost saving
*
1.
RANK
CIRCLE) 1
2
3
4
7
RANK
(CIRCLE)
9
2
3
don't like
4
5
6
7
8
e front yard 15 feet deep
f
house size 900 square feet
* 52000 cost saving
Cl 1.
like
02.
1
2
like
e house 20 feet wide
front yard 25 feet deep
0 nouse size 900 square feet
e $4000 cost saving
RANK
(CIRCLE)
1
1.
e lot size 30 by 100 feet
C
1.
8
cost saving
0t2.
house 25 feet wide
I
0
0
0 lot size 30 by 100 feet
S
S
don't like
6
7
house 25 feet wide
like
5
6
e front yard 15 feet deep
* house size 1000 square feet
e house size 800 square feet
J
5
lot size 30 by 100 feet
house 20 feet wide
13 2.
like
2. don't like
R
9
S
8
lot sIze 30 by 100 feet
0 house size 1000 square feet
$2000
7
e
0
a frontyard 15 feet deep
0
6
3
2
1
don't like
3
4
5
6
7
8
,,
~
like
02.
.AN
,
RE
(CIRCLE)
~
2
don't like
3
46 5
6
7
"R
esta
M~gg
//59
1w
A\4Y
-144-
J0
Q.10
diagrams on this page show variations in entry locations, window locatons, tront yard setback,
.'he
ind cost Savngs. Please rank the 8 homes from Most liked to least liked
f
unit stwie, size
using the numbers
Assume that the
Consider the cost
Liking.
and other things not shown are to your
be
interior
homes
arrangement of the
savings as an amount which would
Laken off the maximum price vou could afford.
0
lot
e
900 square foot bi-level
0
size 30 by 100 feet
e front yard 25 feet deep
$4000 cost saving
05
1.
3
4
5
6
1
*
totsize
30 by 100 feet
0
900 square foot 2-storey
778
(CIRCLE)
T
3
5
4
6
0
0
don't like
1., 6
)J1
30 by 100
1.
like
2.
don't like
2 3
RE 27RCLE)
feet
1
-
e
2
3
4
5
6
6
0 1100 square foot split level
0 house 20 feet wide
0 house 20 feet wide
* front Yard 25 feet deep
0 front yard 15 feet deep
* 54000 cost zavin'
0 S 0
0 1. like
0
RANK
2. don't like
RANK
5
4
3
2
1
6
7
(CIRCLE)
8
3
2
1
4
5
6
0
lot size 30 by 100 feet
0 lot size 30 by 100 feet
0
1100 square foot bungalow
0 1100 square foot split level
0 house 20 teet Wide
0 front yard 15 feet deep
0 house 20 feet wide
o S 0 cost saving
0 $ 0
1.
2
3
5
8
cost saving
C
don't like
4
7
0 front yard 25 feet deep
like
02.
RANK
(CIRCLE)
8
cost saving
like
don't like
02.
7
lot size 30 by 100 feet
* 900 square foot 2-storey
(CIRCLE)
78
front yard 25 feet deep
like
01.
65edI
2
0 54000 cost saving
01.
02.
t]
don't like
0 house 20 feet wide
'
* 54000 cost saving
I J
like
2.
lot size 30 by 100 feet
0 house 20 feet wide
totsize
1
1.
0 900 square foot bi-level
e front yard 15 feet deep
-
cost saving
don't like
(CIRCLE)
(RK
0
I
like
LR2.
2
30 by 100 feet
0 house 20 feet wide
e front yard 15 feet deep
0
lotsize
0 1100 square foot bungalow
0 house 20 feet wide
I
Try to
from I through 8, where "I" mneans most liked and " " means the least liked.
aVnLd giving more than one house the same rank.
6-
RANK
(CIRCLE)
8
/70
temt
-
-14/-
1
2
1.
like
2.
don 't
3
4
like
5 6
'
8
Q.ll
How important would the following aspects of the interior layout or arrangement of a home be to you,
if you were considering buying a new home? Please rate the importance of the items listed below using
the scale from I to 7, where "1" means not at all important or that this aspect of a new home would
not enter into your decision to buy or not buy and where "7" means absolutely crucial or that if this
aspect was not to your liking, you would not buy that home.
HOW IMPORTANT?
i
a.
the size of the living room
hot
2
of Qry
liCtie
importance
aC
all
Imporac
3
of little
importence
4
fairLy
LperEant
5
oery
caper-
tant
6
grant
importance
absolutely
crucial
b. the size of the eating or dining area
c.
the size of the master bedroom
d.
the size of secondary bedrooms
e.
the number of bedrooms
f.
the amount of kitchen storage space
g.
the layout of the kitchen ("L" shape,
1
2
3
4
5
6
7
i
2
3
4
5
6
7
2
3
6
5
6
7
3
4
5
6
7
3
'
5
6
"U" shape, etc.)
h.
a window in the kitchen work area
i.
a
j.
k.
window in the eating/dining area
a I batn
oath was
on the main floor if
a full
on anotner floor
the location of the stairway (near
an
3
entry or more centrally located)
1
2
7
3
1. an entrance hall or fover off the main
entry
3
m.
a main entry leading directly to the
living room
n.
the location of the eating area (with
3
the kitchen or a separate dining area)
o. whether the 2nd entry is a sliding
-3
6
5
6
3
6
5
6
7
patio door or a hinged door
1
p. the potential to develop the basement
ntAr
all
into a living or sleeping area
iportant
2
as utealy
cLtie impor- impor- impor- great crucial
importance tant tant
.0portance
tance
of very of little fairly
.
112.1
-146-
Q.1.1
and design. Only the main floor
The diagrams on this page show some variations in interior layout
different layouts
is shown; bedrooms and a full bath would be on the second floor. Please rank the
from
most
liked
most liked
to least liked using the numbers from I through 8, where "I" means the
Assume
least liked. Try to avoid giving more than one layout the same rank.
and "8" means the
that things not
shown about the house are to your
liking.
Consider the cost savings to be an
amount which would be taken off the maximus price you could afford.
-147-
Described below are 4 different homes that vary in terms of the space given to certain rooms.
Q.13
where "1" means
Please rank them from most liked to least liked using the numbers from 1 to 4,
the most liked and "4"
means the least liked.
Try to avoid giving more than one home the same rank.
DESCRIPTION
(
* 1100 square foot bungalow
* small eating/dining area (50 square feet)
e 2 large bedrooms (200 square feet each)
1.
like
)2. don't
* large living room (200 square feet)
1
RANK
2
like
3
(CIRCLE)
e 1100 square foot 2-storey
1.
* large living room (200 square feet)
[]Q2.
e small eating/dining area (50 square feet)
e 1 large bedroom (200 square feet) and
2 small bedrooms (100 square feet each)
RANK
(CIRCLE)
like
don't like
1
2
3
e 1100 square foot bungalow
e small
living room (150 square feet)
e large eating/dining area (100 square feet)
e
1 large bedroom (200 square feet) and
2 small bedrooms (100 square feet each)
Ql1.
like
C2.
don't like
RANK
(CIRCLE)
1
2
3
4
* li)O square foot 2-storey
e small
(1.
]2.
living room (150 square feet)
e large eating/dining area (100 square feet)
e
2 large bedrooms (200 square feet each)
RANK
(CIRCLE)
like
don't like
1
2
3
4
/
-148-
5
Q.14
rhe d diagrams on this page show different types of kitchen arrangements.
[he aitferences
basically involve the layout of the work area, the location of the eatine/dining area,
-hether storage space is provided by overhead cupboards or a pantry and -hether the completnon of that storage space is included in the price or done by the bover at a saving of 5500
off
Please rank the different kitchen arrangements from most liked
the price of the home.
to ieast liked using the numbers from 1 through 8, where "1" means the most liked and "8"
Try to avoid giving more than one arrangement the same rank.
means the least liked.
Assume that the orher things not shown are to your liking.
. overhead cupboards not
provided
" overhead cupboards
installed
.mmme
I a no pantry
*o pantry
" S 0 cost saving
styled ciu, "d doors
a 5500 cost saving
e plain cupboard doors
1.
like
2.
don't like
2
3
5
4
7
6
F1
8
don't like
4
3
2
6
5
8
7
" overhead cupboards not
provided
e overhead cupboards not
provided
* buyer completion of pantry
a buyer completion of pantry
" 5500 cost saving
* 5500 cost saving
a plain cupboard doors
a styled cupboard doors
1.
1.
like
2.
don't like
C
3
a
like
2. don't like
RANK (CIRCLE)
RANK (CIRCLE)
4
5
6
12
7
* overhead cupboards
installed
a overhead cupboards
provided
Ago pantry
a completed pantry
S 0
1. like
1.
like
2.don't like
2.
don't like
RANK (CIRCLE)
RANK (CIRCLE)
1
2
3
6
45
7
12
d
3
4
5
6
7
9,
* overhead cupboards not
provided
a overhead cupboards not
provided
e
ea
completed panrrv
a 3
:,st savin-i
aested
a
cupboard doors
1. like
don't like
RANK (CIRCLE)
3 4
pantry
500 cost saving
e stvled cupboard doors
012.
1 2
x
S ) cost sav:ng
e plain cupboard doors
:ost saving
plain cupboard doors
0
67RAN
5
6
7
8
Zteoqus U snourz;: )Nt
1. like
don't like
0]2.
VUkLAeIW
(CIRCLE)
1
2
2/53
I
like
2.
RANK (CIRCLE)
RANK (CIRCLE)
1
1.
i 1
3
4
5
6
7
S
2/.eI
q
\V VzCD
0
Q.15
How important would the following construction-related aspects of a hode be to you if you were
considering buying a new home? Please rate the importance of the following things using the
scale from "1" to "7", where "1" means not at all important or that this aspect of a new home would
not enter into your decision to buy or not buy and "7" means absolutely crucial or that if this
.aspect
was not to your liking you would not buy that home.
WN IWoMRAW
1
a.
the quality of painted surfaces
3
2
of little
isper-
b.
c.
the quality of linoleum
5
very
6
absolutely
crucial
of -ery
little
1
2
3
6
5
6
7
1
2
3
4
5
6
7
4
3
6
7
5
6
7
5
6
7
3
6
I
imper- tmper- Lance
CAN"e
tast
the quality of carpeting
4
fairly
Lapwr-
mot at
all
imper-
tast tast
very
great
tauer-
Lance
d. workmanship
e.
1
insulation quality
f. the quality of light fixtures
g.
the
quality
of closet doors
2
3
2
3
2
3
k
h.
the quality of kitchen cabinets
i.
the quality of soundproofing
S
,ot
all
tager-
at
between adjacent homes
test
-150-
2
o -ery
little
3 2
3
of little
laper-
Imper- tance
Lance
4
4
fairly
Lmper-
tast
5
6
vary
iper-
Sreat
tast
vary
Imyer-
tca
7
absalutely
crucial
Q.16
On this page 8 different homes are described.
w-3
These homes differ in the quality of insulation and
whether or not certain things are left for buyer completion in exchange for a cost saving in the
Please rank the different homes from most liked to least liked using the numbers
price of the home.
from I through 8, where "1" means the most liked and "8" means the least liked.
more than one home the same rank.
Try to avoid
DESCRIPTION
DESCRIPTION
e
*
o
e
*
* interior of the home is not painted
" light fixtures & closet doors are installed
* carpet & lino are not included
" insulation is standard
" S2300 cost saving
0
1.
like
0
2.
don't like
1 2
RANK (CIRCLE)
3 4
5 6
7 8
2
4
3
1 2 3 4
5 6
7 8
e interior of the home is not painted
e light fixtures & closet doors are not included
a carpet & lino are installed
e insulation is upgraded
e$700 cost saving
01. like
02. don't like
light fixtures & closet doors are not included
" carpet & lino are not included
e insulation is standard
" S3000 cost saving
0 1. like
0 2. don't like
1
don't like
2.
RANK (CIRCLE)
e
RANK
interior of the home is not painted
light fixtures & closet doors are installed
all floors are covered-with linoleum
insulation is upgraded
$300 cost saving
0 1. like
0
a interio: of the home is not painted
m 2
RANK
8
e interior of the home is painted
4
3
5
6
7
8
e interior of the home is painted
a light fixtures & closet doors are not
included
e light fixtures & closet doors are installed
e all floors are covered with linoleum
e carpet & lino are not included
e insulation is standard
e insulation is upgraded
" 51000 cost saving
a $300 cost saving
1.
02.
RANK
like
0
don't like
02.
1
2
3
.
5 6
7
8
1. like
don't like
1
RANK
2
3
4
5
e interior of the home is painted
e interior of the home is painted
e light fixtures & closet doors
e carpet & lino are installed
e light fixtures & closet doors are not
are installed
a
carpet & lino are j
e insulation is standard
e insulation is upgraded
e
e $1000 cost saving
50 cost saving
RANK
giving
Assume that things not described about the home are to your liking
0 1. like
0 1.
0
02.
24
don't like
1
2
3
4
5
6
7
8
RANK
.3/1
-- 151-
6
7
8
included
installed
like
don't like
1
2
3
4
5
6
7
8
3/2J1
These last few questions are about your present home & the people that live in your home.
All answers are confidential.
Q.17
What kind of a home do you live in
C
at the present time?
C]2.
1. single-detached house
semi-detached or duplex
] 3. townhouse
Q.18
Q.20
apartment
5.
other
How long have you lived at your
WRITE-IN
present address
Q.19
4.
TO CLOSEST YEARC>
Do you rent or own your home?
IF YOU RENT:
C 1.
rent
02.
own
YEARS
Approximately how much
do you pay in monthly rent?
WRITE-IN';>
]
$
.0
IF YOUOWN: Approximately how such are
WRITE-IN
your monthly mortgage payments
(principal, interest, taxes)?
Q.21
C
your home?
C 1.
What is your present marital status?
IF APPLICABLE:
What is the age of your spouse?
What is your age?
CHILDREN
single
C
2. married
C
3. separated/divorced
other
WRITE-INC>
K7 K
E
of all the members
WRITE-IN C>
YEARS
YEARS
Did this include income from more than
1. yes
one person?
2.
C
What is your sex?
7 D K ,
no
1. male
2. female
IF APPLICABLE:
Did you answer any of this
questionnaire with your spouse?
Q.28
.00
Approximately, how much was the total
before tax income
Q.27
K]
no
WRITE-IN C>7
of your household last year?
Q.26
E
PERSONS
WRITE-IN C>
How many children live with you?
?74.
Q.25
E
1. yes
2.
Q.24
$ .L
WRITE-IN C>
Do you have any children living with you?
IF YES:
Q.23
C>
NO MORTGAGE
How many people. including yourself
liva in
Q.22
OR
1. yes
C 2.
no
Do you have any comments you would like to make?
THANKYOUVERY MUCHFOR YOURTIME & CO-OPERATION IN HELPING US WITH THIS STUDY.
PLEASE USE THE STAMPEDENVELOPEPROVIDED. TO RETURNYOURCOMPLETEDQUESTIONNAIRE.
-152-
0
00
SINGLE-DETACHED UNITS
SUMMARY OF QUESTIONNAIRE RESULTS:
Q.1
home buying
intentions:
Q.2 (a) preferred
unit style:
(b) preferred
unit type:
TYPE 1
(20%]
TYPE 2
(23%]
TYPE 3
(321]
TYPE 4
(25%]
TOTAL
[388]
31%
25%
24%
35%
411
26%
19%
55%
25%
28%
47%
1. within 6 months
2. within 12 months
3. no purchase intentions
44%
221
30%
49%
1.
2.
3.
4.
bungalow
bi-level
split level
2 storey
43%
171
25%
151
211
221
521
6%
231
211
35%
22%
161
261
39Z
19%
25%
21%
38%
16%
1. single-detached
2. semi/duplex
100%
0%
99%
98%
98%
97%
1z
1%
0%
1z
2%
2%
11
0%
01
1. two
2. three
3. four
10%
68%
22%
12%
81%
7%
111
76%
13%
121
79%
9%
12%
76%
13%
Q.4 (a) full baths
req'd.:
1. one
2. two
61%
40%
57%
43%
65%
35%
71%
30%
63%
37!
(b) } baths
req'd.:
1. none
2. one
10%
83%
7%
84%
14%
78%
14%
11%
81%
81%
7%
9%
8%
5%
3. townhouse
Q.3
bdrms. req'd.:
3. two
Q.5
sq. footage
required:
Q.6 max. affordable
price:
7%
1. under 1050 sq. ft.
2. 1050-1150 sq. ft.
3. 1150-1250 sq. ft.
4. 1250-1350 sq. ft.
5. 1350-1450 sq. ft.
9%
16%
15%
16%
14%
16%
34%
9%
7%
16%
30%
9%
10%
10%
36%
8%
4%
7%
33%
12%
4%
12%
33%
10%
6%
6. 1450 sq. ft. or more
25%
19%
27%
28%
25%
1. under $75,000
2. $75-$80,000
3. $80-385,000
4. $85-$90,000
16%
15%
18%
10%
20%
16%
18%
17%
19%
14%
28%
16%
3%
22%
7%
8%
21%
8%
8%
22%
12%
7%
22%
11%
7%
3%
23%
7%
28%
3%
24%
3;
4%
5. $90-$95,000
6. $95-$1C0,000
7. $100,000 or more
-153-
21%
23%
- 2 -
Q.7
saving money on price
2. type of parking access
3.
total unit size
4.
lot width
5.
backyard size
6. unit style
7. unit width
8.
main entry location
9.
structural facade features
10. - two side yards
11.
windows on side
12.
second entry location
13.
front yard size
14.
decorative facade features
6.1
5.1
5.5
5.1
4.8
4.9
4.8
4.5
4.2
4.0
4.0
3.6
3.5
3.6
5.8
5.3
5.2
5.2
5.0
4.9
4.7
4.1
4.4
4.1
4.1
3.5
3.6
3.4
6.1
5.2
5.1
5.0
5.0
4.8
4.6
4.6
4.4
4.3
4.2
4.0
3.9
3.6
TYPE 4
TOTAL
6.1
5.1
5.1
5.0
5.1
6.0
5.2
5.2
5.1
5.0
4.8
4.8
4.5
4.7
4.1
4.4
4.0
4.3
4.0
4.2
3.8
3.5
3.5
4.1
3.3
3.5
3.7
3.7
a.1
(see questionnaire for description]
2.9
3.4
5.7
5.4
4.6
a.2
(numbered by column]
5.2
6.7
6.6
7.0
6.4
3.0
4.5
5.0
5.9
3.7
5.9
2.0
5.4
4.1
3.0
4.9
3.7
2.3
5.9
3.5
2.6
5.2
4.0
5.4
5.1
4.0
5.2
3.8
3.5
4.1
4.9
2.8
5.1
4.3
3.9
a.5
a.6
a.7
a.8
average preference rankings [8-hil:
a.1
(see questionnaire for description]
4.6
6.0
5.0
6.5
5.5
a.2
4.7
4.8
4.2
5.5
4.8
a.3
3.4
3.4
4.3
4.3
3.9
a.4
4.3
4.4
4.9
4.1
4.5
a.5
5.4
3.9
4.8
2.7
4.2
a.6
4.7
3.7
3.9
4.0
4.0
a.7
4.8
4.5
4.3
5.3
3.9
4.8
3.9
4.8
4.2
4.9
3.7
5.5
4.0
6.1
4.8
2.3
2.7
4.2
5.4
3.7
2.7
6.4
5.4
2.9
5.4
3.7
5.7
4.9
3.9
5.3
3.5
2.0
4.3
5.0
3.7
6.6
5.4
5.0
6.5
5.6
5.0
5.2
3.5
5.6
5.3
2.6
5.0
5.9
3.9
a.8
Q.10
TYPE 3
average preference rankings (8-hi]:
a.3
a.4
Q.9
TYPE 2
average importance rating (7-hi]:
1.
Q.8
TYPE 1
average preference rankings (8-hi]:
a.1
(see questionnaire for description]
a.2
a.3
a.4
a.5
a.6
-4.3
a.7
a.8
-154-
- 3 -
Q.11
TTPE 4
TOTAL
5.8
5.8
5.6
5.5
5.9
5.7
5.2
5.3
5.1
5.2
5.2
5.0
5.9
5.5
5.7
5.5
5.1
5.1
5.3
5.1
4.5
4.9
5.7
5.7
5.6
1.
bsat. dev't potential
5.6
window in kitchen
3.
kitchen storage space
4.
* bath on main f1r.
5.8
5.6
5.5
5.3
5.4
5.2
5.0
4.9
4.8
4.8
5.0
4.9
5.0
4.8
4.3
4.9
4.3
4.8
4.3
4.2
4.4
3.7
number of bedrooms
7.
living room size
8.
eating area size
9.
location of eating area
10.
window in eating area
11.
kitchen layout
12.
main entry foyer
13.
secondary bdrm. size
14.
stair location
4.3
15.
second entry type
16.
main entry to living room
4.2
3.7
average preference rankings (8-hi]:
a.1 [see questionnaire for description]
a.2
5.5
5.5
5.3
5.1
5.0
5.0
4.6
5.4
5.3
5.3
5.2
5.1
4.9
4.8
4.8
4.4
4.2
4.4
4.4
4.3
4.1
4.1
4.7
4.3
4.3
4.2
3.7
3.4
3.7
5.3
5.9
3.9
5.3
5.1
5.3
a.3
a.4
5.1
6.4
3.6
3.9
5.8
3.6
3.7
5.9
4.1
3.5
5.3
4.1
a.5
a.6
a.7
6.3
3.0
4.1
5.1
3.3
5.1
5.1
3.9
4.7
4.7
4.2
5.5
a.8
4.0
4.1
3.6
3.4
3.5
5.2
3.6
4.9
3.7
average preference rankings (4-hi]:
a.1 (see questionnaire for description]
a.2
a.3
2.5
2.8
3.2
2.3
2.8
3.1
1.7
2.0
2.1
2.9
2.8
2.1
2.2
3.0
2.8
2.0
2.2
2.9
2.9
2.0
a.3
a.4
5.9
3.8
5.6
6.4
3.3
5.6
5.5
3.8
5.4
6.0
3.4
4.9
5.9
3.6
5.4
5.1
4.8
4.8
5.3
a.5
a.6
a. 7
a.8
3.5
5.8
3.8
3.1
3.1
6.1
3.6
3.0
3.4
5.9
3.5
3.5
3.3
6.3
3.2
3.1
5.0
3.3
6.1
3.5
3.2
a.
Q.14
TYPE 3
2.
6.
Q.13
TYPE 2
average importance rating (7-hi]:
5. sat. bdrm. size
Q.12
TYPE 1
4
average preference rankings (8-hi]:
a.1 (see questionnaire for description]
a.2
-155-
3.1
- 4 -
Q.15
average importance ratings (7-hi]:
1. insulation quality
2. workmanship
3. soundproofing quality
4. carpet quality
5. kitchen cabinet quality
.6. lino quality
7. paint quality
8. closet door quality
9.
Q.16
light fixture quality
6.4
6.3
6.2
6.4
6.4
6.1
6.5
6.4
6.4
6.4
6.4
5.4
5.4
5.4
5.3
5.0
5.1
5.0
4.9
4.4
4.7
4.3
5.3
5.2
4.6
4.4
6.0
5.6
5.3
5.3
5.2
4.7
4.0
6.1
5.5
5.4
6.1
5.5
5.4
6.4
5.4
5.3
5.1
4.7
4.4
3.1
4.1
3.8
3.7
2.7
4.0
6.3
5.0
4.9
5.3
4.5
2.2
4.1
6.3
5.0
5.5
4.9
4.5
3.4
3.5
5.3
4.4
5.0
5.4
5.3
3.5
3.7
5.4
4.5
5.7
4.3
5.0
3.0
3.3
5.7
4.7
5.3
5.0
4.9
present dwelling:
1. single-detached
61%
72%
624
71%
66%
semi/duplex
10%
5%
4%
7%
6%
7%
9%
2.
tounhouse
8%
12%
9%
4. apartment
18%
8%
19%
12%
14%
4%
3%
5%
2%
4%
53%
64%
48%
60%
56%
19%
23%
21%
24%
22%
7%
2%
7%
5%
6%
5%
3.
5. other
length of
1. one year or less
residence:
2.
two years
3. three years
2%
3%
4%
4%
5. five years or more
16%
9%
20%
7%
14%
1. rent
30%
35%
40%
28%
33%
2. own
70%
65%
60%
73%
66%
4. four years
Q.19
TYPE 3
3.6
(see questionnaire for description]
a.2
a.3
a. 4
a.5
a.6
a.7
a.8
Q.18
TOTAL
TYPE 2
average preference rankings (8-hi]:
a.1
Q.17
TYPE 4
TYPE 1
present tenure:
-156-
- 5 -
Q.20
IF RENT:
1.
$550-$650
.6. $650 or more
IF ON:
Q.21
under $450
2.
$400-$550
3.
$550-$650
4.
5.
6.
$650-$750
7.
$950-$1050
$1050 or more
$750-$850
$850-$950
household size:
1. one person
tvo
3. three
4. four
5. five or more
number of children:
13%
9%
26%
26t
17%
9%
3%
14%
21%
17%
33%
7%
8%
10%
7%
19%
18%
29%
18%
16%
19%
26%
22%
7%
8%
13%
20%
25%
23%
6%
10%
17%
17%
8%
10%
10%
17%
19%
6%
6%
12%
30%
3%
8%
15%
20%
20%
14%
19%
13%
7%
15%
17%
11%
11%
10%
14%
12%
6%
marital status:
11%
21%
11%
5%
4%
5%
5%
47%
41%
43%
43%
22%
22%
23%
19%
33%
17%
23%
19%
26%
19Z
8%
7%
5%
10%
7%
1. under 25 yrs.
2. 25-29
3. 30-34
4. 35-39
40-44
5.
6. 45-49
7. 50-54
8. 55 yrs. & older
-157-
8%
52%
49%
52%
16%
31%
22%
22*
21%
16%
18%
19%
4%
8%
6%
16%
separated/divorced
9%
5%
25%
two
6%
43%
2. one
4. other
age of spouse:
9%
3.
1. single
3.
4%
58%
2. married
Q.24
TOTAL
52%
1. none
4. three or more
Q.23
TYPE 4
23%
13%
10%
4%
2.
Q.22
TYPE 3
average monthly mortgage
1.
8.
TYPE 2
average monthly rent
under $250
2. $250-$350
3. $350-$450
4. $450-$50
5.
TYPt 1
5%
14%
10%
8%
10%
88%
82%
81%
88%
85%
4%
3%
5%
0%
3%
0%
1%
4%
3%
2%
20%
39%
16%
8%
25%
20%
22%
43%
47%
54%
21%
46%
17%
17%
17%
6%
4%
4%
5%
1%
3%
3%
5%
1%
2%
1%
3%
0%
4%
1%
3%
1%
1%
0%
2%
8%
3%
5%
6%
3t
- 6 TYPE 1
Q.24
Q.27
A.
TYPE 4
TOTAL
household income:
1. under 25 yrs.
14%
18%
26%
31%
23%
2. 25-29
37%
42%
39%
44%
40%
3.
21%
30-34
27%
24%
19%
14%
4. 35-39
5. 40-44
8%
3%
9%
12
5%
3%
7%
0%
7%
2%
6. 45-49
4%
1%
4%
2%
3%
7. 50-54
L%
4%
4%
1%
3%
8. 55 yrs. & older
6%
1%
0%
0%
2%
1. under $25,000
25%
21%
17%
22%
21%
2. $25-$30,000
3. $30-$35,000
18%
19%
14%
13%
16%
15%
23%
17%
17%
16%
4. $35-$40,000
21%
18%
11%
11%
14%
5. $40-S45,000
6. $45-$50,000
7. $50,000 or more
12%
3%
3%
8%
9%
19%
10%
12%
20%
13%
9%
11%
8%
5%
13%
1. yes
55%
61%
66%
63%
62%
2. no
45%
39%
34%
37%
38%
1. male
60%
69%
55%
65%
62%
2. female
40%
32%
45%
35%
38%
1. yes
54%
57%
45%
56%
52%
2. no
46%
43%
55%
44%
48%
1. Edmonton shopper
30%
29%
33%
28%
30%
2. Edmonton recent buyer
3. Calgary shopper
23%
25%
20%
31%
24%
22%
20%
25%
16%
22%
4. Calgary recent buyer
25%
26%
22%
25%
24%
more than one income:
Q.26
TYPE 3
cont'd. . .
age of respondent:
Q.25
TYPE 2
respondents' sex:
answered with spouse:
respondent type:
-158-
APPENDIX C
IDT Menu Graphics and Examples
This material was drawn, in part, from Gottfried, McAlester
Please see the bibliographic information for
and Walker.
these three sources in the Bibliography.
-159-
-A
Ii~
ij
6- ~ZThAK~
-of24Z-ONTA I-
wooUD
CLAV VINtC,
AM ;?' 1!AT"T -N
-160-
HF
T
-1
~~HHHL
FJ'
+l
Ll
L
0 N2
-SfO N E otT604-d AVIRI 146
(,OURtW-P A40>kl#*Ag -broot,"
lelvrK fcx.K--..
V
L
I -..
C.OQFSPV Fu5e>L-r-
UNGOUR46160 Atx" -Aft *-
LL
I 7-771
PAM POM
-162-
UM6,-,CUF-'5;>5 P iFZU55
"I
C'
744
IVN
leg=
IVI
&HIMNIO '-Y 6AP
CRI m " FY5
i
PIAMONP
(f-H MNlr,-y
111R(IULAF
f5t7T4 ->
-164-
HPPt-t:
SHIAES
CONFIGUIRAVONR
-165-
wil"Pow
TYPES
u
rrp, IIP46V JWAti-.
"IL,
HUHCT
'5A4-->H
AW N IH L--;p
T-' Ix -- ,-)
EYAHPLE HOUSE
TYPOLOGICAL COMPONENTS
44------ -- - ---- - ---
- --
--
-
- ---
- --
----
--
-
-
C.ONSTRUCT CN
-
--
--
--
-
---
-
--
-
--
-
GEOGRAPHIC CONCENTRATION:
4'
41i
44i
R320F TYFE
44i
44
R cF tATERIALS
44I
FKF OTHER
44i
44i
i4
GEOGRAPHIC DIFFERENCES:
44
CLADDING
4-4
44!
44i
||4
CHIMNEYS
'4
WINDONS
!! PPLICATIONS:
44i
44i
44i
44i
44i
GABLES
44i
44i
SITE PLANNING
44i
44i
44)
i44
44!
!
!
!44
i44
OTHEP ELEMENTS
OTHER COMMENTS:
44i
44i
44i
MISCELLANEOUS
NOTES ON
COMPONENT S
44i
44i
44 i
---------------------------------------
--
------------------------------------------
-
-167-
-
-
-
-
-
-
-
BUNGALOM
TYPOLOGICAL COMPONENTS
-- -- --------- ------ ----- -- --- -- --
-- ---
-- -- - -- - -- - -- ---- ------
-- - -- - - - - -- --- : - - - -----
--- - -- - -- ---- -- - ---- ---
-- - -- - -- --
II
I,
CONSTRUCTION
'I
wood frame
GEOGRAPHIC CONCENTRATION:
II
ROOF TYPE
-gable, usually double with a minor
and major gable, both facing front
-sometimes cross gables
ROOF MATERIALS
shingles
ROOF OTHER
-very little pitch typical, more
pitch on Eastern versions
-significant overhang
-widespread
-originated in California
-suitable anywhere
GEOGRAPHIC DIFFERENCES:
CLADDING
literally any material, usually
shingles, brick, or stone
CHIMNEYS
-brick with simple top
-varied placement
If
'I
-very little roof pitch Western US
-cladding material varies by region
-Bunqalow Cottage prevalent in
Northeast and Midwest (see graphic
'I
I I
Il
WINDOWS
-usually double hung with lxi
or 2x2 panes
-sometimes uses fixed glass
'Bungalow windows" (see graphic)
APPLICATIONS:
DORMERS
shed dormers, especially in East
SABLES
-closed minor gable over entry porch
-open major gable(s)
-gables can be front and/or side
SITE PLANNING
often built on site raised 3-10 ft,
above street level, with front
entry stairs
OTHER ELEMENTS
-covered porch, relatively large. is
a major characteristic
-porch normally surrounded by
knee wall or railing
-sometimes porch fully enclosed
MISCELLANEOUS
NOTES ON
COMPONENTS
H
H
H
OTHER COMMENTS:
-Bungalow was outgrowth Oft Many
influences, including Japanese
and Indian
-Bungalow could take an
almost any style
11 -Craftsman style most suitable 1i wood and stone materials,
1: exposed structural mefibers
-exposed rafter, purlin, and ridge
beam ends istypical
-covered porch supported by
tapered columns
I I
-168-
starter, empty nester, or any homes
for small households (Bungalow
rarely has more than 15600t
sf)
-
r- r&M
-
rFAcimJ&
5L1/N&rl; W~-L)OF L4&UETLE PITCH-
-
L Ar24
OVERRAt4J&
6"Umv PORCHN
pp RM
-erN
~~WAFrcAE
~'11MiJ/kN~
F-i
IAI.
LOW 6HEt? P4PI2E24 rog topep,
Levei,
fZ-PcoF Foxz 2niO .6fcq
6ituPs
flzc4'J' 6atkUg
pwcc
w&p+r
CHNIM NE'/
pIE26Hf6J
I v-zm
P( FICAL-
j/fIt
B,
,',,
cpf6-E
C, m
'J
1R4r4 &A
LOW
WACcpOEi) P&2614
v '4!
!
&>T),6APlLr-4
C7#R
v~J6-r~j
LRL©7
M o v t pi C f-t T1
-169-
CAPE COD
TYPOLOGICAL COMPONENTS
- -- -- - - ----- - - ------ ------ -- ----
- - ---
- ----
- ----
- - ---
- ----
- - - ----
- - - - - - - - - - - 11
----- -----
- - ---
- - -- -
- - ---
- - ---
- - ---
33
33
CONSTRUCTION
wood frame (post & beat original)
ROOF TYPE
-single gable, occasionally bowed,
with 45 degree pitch
-sometimes gambrel, allowing
for two stories
33
33
33
33
33
33
33
33
33
33
33
GEOGRAPHIC CONCENTRATION:
-widespread in North and West
-obviously originated on Cape Cod;
useage best in southern
New England and coast from
New Jersey north
33
33
ROOF MATERIALS
split cedar shingle originally,
other shingles similar in
appearance say be used
33
33
33
33
33
33
33
ROOF OTHER
33
33
H
CLADDING
split cedar shingle originally,
white painted cedar clapboards
or similar appearing acceptable
CHIMNEYS
brick with simple top,
typically centered
WINDOWS
-usually double hung with
4 X 4 panes
-exterior shutters of wood
typical
DORMERS
-window dormers occasionally
GABLES
-open side wall gables
-small front facade wall
gable occasionally
GEOGRAPHIC DIFFERENCES:
H
-stone facade acceptable in areas
H1 where that material is abundant
11 APPLICATIONS:
1: -probably best used in the region
1: where it originated, for second
1; homes along the seashore
11 -might be employed for small
starter homes
33
33
SITE PLANNING
on small lots, typically
at least 50 ft. setback
from front property line
33
33
33
33
33
33
33
OTHER ELEMENTS
-picket fence originally placed
on side of house facing
prevailing wind
-small porch or stoop
-door usually simple with
small window
33
33
-no projections or decoration
-tria painted contrasting color
33
33
33
33
OTHER COMMENTS:
33
33
33
33
33
33
33
33
MISCELLANEOUS
NOTES ON
COMPONENTS
33
33
33
33
33
----------------------------------
1-----------------------------------
----------------------------------------------------------------------
-170-
Wn1-l-e OV/EaHA N&
b &CI&F4. I
,
0\
vq4 frjpomW
CePAtR 6H-A
V(orxmf
60 4eWo £O2
OR
6oie
z
4EWfT
FON
f
"'
wi W10TOWO
ON 6 1~iN Or~
LL--Wl Ir
A X6J21-A bL-)
IN AL4-L- AM?2,r4
PAINTfQ w~in1
cstAA-- N~A LARAL, 0p
- Ci co4-rZA-STrhJ& cp0tMc
PE4Orz WIWPOW4
L,,e^VN& T~O A
"pAL-Y
wwr
-171-
WW1 INTR &Z
COTTAGE
COTTAGE
TYPOLOGICAL COMPONENTS
--- --- -- --- -- ---
--
---
CONSTRUCTION
wood frame (balloon or bearing
wall construction originally)
ROOF TYPE
single or double gables that
intersect (steep pitch typical)
ROOF MATERIALS
wood shingle (usually cedar)
ROOF OTHER
-sometimes thatch roof
-decorative (see figure)
-projecting roof
CLADDING
-stone walls
-board and batten siding
---
---
--
---
--3--
---
--
---
---
---
--
---
---
H
GEOGRAPHIC CONCENTRATION:
H
Nationwide, primarily
rural and resort areas
--
1: GEOGRAPHIC DIFFERENCES:
CHIMNEYS
brick or cut stone typically fancy brick top
11 -Roof pitch less pronounced
11 in South
11 -stone facade in Northeast
11 and in some Mountain areas
WINDOWS
-varied as to type
-diamond pane, multi-pane,
or plain casement usually
-bay window used at times
-sometimes awnings over window
11 APPLICATIONS:
DORMERS
window dormers occasionally
GABLES
usually open wall gable
SITE PLANNING
house should be nestled in
landscape, so as to appear
picturesque - best suited
to rural environment
-inland resorts, especially
mountain and forest areas
-potentially moderate cost
housing in other areas
where the style is common
33
33
33
33
13
OTHER ELEMENTS
MISCELLANEOUS
NOTES ON
COMPONENTS
33
33
-rafter brackets accentuated
-vine canopy over window
-irregular, organic plan
33
OTHER COMMENTS:
'3
33
-materials always rough
-verticality stressed
by roof and board & batten
siding
-first American house to have
small slab porch
-deep shadow lines created
by roof overhang
33
It
33
13
33
33
3)
33
33
33
33
13
33
33
13
I------------------------------------
--------------------------------------------------------------------------------------------------------
-172-
5cr4E
CI4'Mt4W, \41 rMAI C'/
CK -r1F
1 0-LIE ROoF
ISRACI-ET4
'Jirj
CAI'Jc5PqI~~~L
OVZ
A WIV6
oc
ccAt5 IorNA Liv
OH4 ONCJ-
etfAAle~t4
opu-J \PAL1L- &SA~g iTo
o 1Z '-N6
rrJ
C,(3r-T 7A (SF
-173-
FRONT GABLE HOUSES
TYPOLOGICAL COMPONENTS
--- --- -------- --- -- --- ---- -
----
-- - -
---- -
----
--- --
-- --
--- -
--- -
--1-
--
------ - - - -- -
----
-
---- - - --
--- - -
--- - -
-- -
ft
CONSTRUCTION
wood frame (balloon criginally)
If
$EOSRAPHiC C[NCENTRATION:
If
ROOF TYPE
gable at 45 degree pitch, facing front
ft
ft
It
ROOF MATERIALS
Nationwide, primarily urban
and suburban
ft
slate or shingle
ft
ft
ROOF OTHER
ft
CLADDING,
clapboard typical, occasionally brick
II
ft
ft
CHIMNEYS
GEOGRAPHIC DIFFERENCES:
If
-brick, with a plain or fancy top
-usually centered or just slightly
of4-centered
II
II
brick used at times inNorth
ft
ft
II
WINDOWS
-double hung
-sometimes decorative upper level
(third story) window
-bay window used at times
ft
If
fI
ft
ft
ft
ft
ft
H
DORMERS
ft
ft
GABLES
usually open wall gable, but can be closed
SITE PLANNING
typically urban/suburban lot
ETHER ELEMENTS
-covered porch with railing
-porch raised 3-4 ft. above yard
(entry level thus raised)
"
-nearly any use
-the three level plan Iay not
appeal to certain buyer groups
OTHER C2MI4ENTS
MISCELLANEOUS
based on 3 bay orgabitation
NOTES 0N
COMPONENT3H
- ------- - - -- --- - -- - -- ----- - -- - - - --------
APPLICATIONS:
ft
side wall dormers occasionally
i
-typically sy etric fenestration,
but could be asynetric
-"Prototype" 2 - story house
---- - - - - - - - - - - - - - - - - - - -- - - - - --- - - - - - - - - - - - - - - - - - - - f-t - - - - - -
-174-
- - - - - - - - - - - - - - - - - - - - -
- - - - -
- - - - - - --
CH~vrN -I
sL-$A1--
cr21 3HiIL-E6
1YPICrAV~ FACAVM
OPN-GAaLE
5p'ZM&? OMr
A
-
FTof-rqrPy- TWAO- 6T9OFgY qwsc
I-M r--%
LAP13.AN
caJX66
ArH? !54;m3A I-j L-OT6
0-AI3-E-
T)EC,rzp I-IvE 6HIN&LE 6lP!N~f v4/wI &A1bL-E
7
6owffwrtr
W1 JFoi&erV$4
.6Ce A1hi6 (LAPPM
LEJL-- L)lN Dow
wit~f~ow OR, v TRILE
rAPOLY-0ETI
E ZT1~
CpIANMWlIr'd
rNjF~L.
T h ~ Ct-
TPL I I I
f !V
U ' & NZ) C(- -V i c-Jr J
OE
UA4~
-175-
(N~L~
~
-176-
APPENDIX D
Seaside Master Plan and Code
THIS MATERIAL IS REPRINTED HERE WITH THE PERMISSION OF
ROBERT DAVIS, SEASIDE COMMUNITY DEVELOPMENT CORPORATION
(MASTER PLAN AND WRITTEN CODE), AND ANDRES DUANY, ARCHITECT
(CODE GRAPHICS),
AND SHOULD NOT BE REPRODUCED IN ANY FORM
WHATSOEVER WITHOUT THE EXPRESS CONSENT OF THE RESPECTIVE
PROVIDER.
-177-
-178-
SEASIDE
MASTER PLAN
(revised May 1, 1986)
A-TUPELO STREET BEACH PAVILION
B-SAVANNAH ST. BEACH PAVILION
C-FUTURE NEIGHBORHOOD PAVILIONS
D-BUD & ALLEY'S
E-SIP AND DIP
--
F-PER-SPI-CAS-ITY
7
G-POST OFFICE
Hi-POOL
I-TENNIS COURTS
proposed:
Af-
J-SEASIDE INN
K-RETAIL--SHOPS ALONG GROUND FLOOR,
APARTMENTS or OFFICE SPACE ABOVE
L-LIBRARY
4
'A,
&
M-PROFESSIONAL OFFICE COMPLEX
N-TOWN HALL/SEMINAR CENTER
~
0-SCHOOL/DAY CAMP
KI
-
P-CHAPEL
M~
%--
47
**
o
*
.
_
Q-WORKSHOP DISTRICT
---
R-COUNTRY CLUB/CAMP (racquet sports,
swimming pool, spa, stables)
C:*B)
*
Ae
*
*
*
The Seaside master plan is
:p.6
9
&/
-
continually being refined.
The
Master Plan will be revised from
time to time at the discretion
of the developer.
c
B
No purchaser
shall have any vested rights in
any aspect of the Master Plan
unless specifically set forth in
the Purchase Agreement between
the developer and the purchaser.
GULF OF MEXICO
-179-
THE TOWN OF SEASIDE
FOT
S TIT
U4WIAN
CIRCLE
SUTERSTREET
||
I,
I,
//
'I
I,
I,
0g
-180-
-
S.
-
-181-
j
----
---
;R
.
FOU-
y
4.
'~
,-..----.----.-------.-----
-,
4
''~~4Cf'"' .
a
I
Jillg
I,U
pi-
P
-'
8'9
}
.
^
1
-
i
-
1k1
4'
4'
I
e
NI~I
3
-
i
I
U
3
'II
I
U
*
*
.-
AC-4.
7LC
J,
P
-'4
WIN
*
xcc
*
--
,
-'
h~
*
-.
oinI
Qp
144
1-4
I
*
tI
I'd
bi
I'd
til
04
14
I
*
I
.-
74..-
ip
oilj0
*6
~44
'
*
i
*
-
-183-
THE TOWN OF SEASIDE
Seaside, Florida
Andres Duany and Elizabeth Plater-Zyberk
This article about Seaside
appeared in Volume I
1985 of Center
Unlike West Fairacres Village and
Westbriar, the Town of Seaside is a development encompassing not only
houses, but also some attendant commercial and public functions.
Commissioned as a resort with 450-550
dwellings and lodging units along with
a shopping center, conference facilities,
and a tennis club, the project was viewed
by its architects as a cohesive small-town
unit rather than simply as a conventional
contemporary real estate"development."
Thus, the retail center is conceived as a
downtown commercial district, the conference facility doubles as town hall, and
a portion of the recreation budget is dispersed to create small civic amenities
throughout the town. Civic character is
further reinforced by reserving sites for
public buildings such as a chapel, a
primary schoolhouse, a fire station, a
post office, a service station, and a workshop district.
After a study of small towns in the
American South, the designers concluded that a community of genuine variety
and authentic character could not be
generated by a single architect. They
recommended, therefore, that buildings
be given over to numerous designers public buildings to be designed by architects selected for their demonstrated
sympathy with the regional vernacular,
private buildings to be commissioned by
individual citizen/buyers subject to
provisions of an innovative master plan
and zoning code. These documents were
intended to generate an urban environ-
-184-
ment similar to that of a small southern
town of the period prior to 1940.
The site for Seaside is 80 acres located
in Walton County in Northwestern
Florida, adjacent to the settlement of
Seagrove Beach. It straddles County
Road 30-A and fronts 2300 feet ofbeach
to the south.
The layout of the community responds to pre-existing natural and manmade conditions as follows:
Two large gorges providing access to the
beach determine the location of the central square and the easternmost street.
Existing wooded areas are preserved
along the diagonal avenue and in open
areas around the tennis club and also
Below: Graphic zoning code controlling aspects
of building that affect the public.
Preceeding page: Diagram shou-ing
existing conditions.
around the city hall as well.
High ground determines the location of
the tennis club and one of the small
squares.
A central square opens to the south, increasing the building frontage on the
ocean.
The existing grid of Seagrove to the east
is received and extended to provide multiple access points and social continuity.
The new street grid is left open to the
north allowing access to the inland lake
at some future time.
The proportion and dimension of in-
dividual lots are specifically related to
their intended use and building type. In
order to provide a relatively neutral
urban fabric and to facilitate marketing,
most lots are standardized, but others do
not avoid the idiosyncratic characteristics which generate unusual buildings to
serve as landmarks. There is a gradual
downsizing of residential lots toward the
center of town in order to increase
density.
The graphic zoning code, written and
administered by the architects, is meant
to be easily understood by the citizen/buyer without professional assistance and is intended to control only
those aspects of building form that
directly affect the public realm. It employs conventional tools of zoning, but
with substantial variations such as the
following:
Variances are granted on the basis of architectural merit.
A specified minimum percentage of the
lot frontage must be built out in order
to maintain the spatial definition of the
street.
For the same reason, picket fences are
mandated for lots with deep front yards.
Porches in residential districts and arcades in commerical districts must be
built to a specified percentage of the
frontage. This pattern is considered an
essential characteristic of the southern-
URBAN CODE *THE TOWN OF SEASIDE
DErmom
TYPEI
TYPE9
rv~ m
TYPEKY
TYPEV
TYPEVI
YARDS
-
.1-il
ELIII
MW
jE7:
LNE
PARTIG
MOMEN
-185-
TV"EVU
TPEVIE
WPCA1
is specified with precision to prevent
town type, and a positive influence on
the social utilization of the street.
parking lots from causing discontinuities
in the street frontage.
Outbuildings at the rear of lots are encouraged so as to create a secondary level
of urbanism tied to the footpaths and to
generate rental apartments dispersed
within single-family areas. This arrangement is intended to prevent the
homogeneity of age and income common to modern development.
Minimum and maximum heights of
roofs and porches are specified to control the spatial proportion of the public
spaces and to determine the degree of
formal variation in streets.
Towers of small footprint (200 sq. ft.) are
encouraged everywhere so that even the
most landlocked house may reach for a
The location of parking within the lots
view of the sea.
Boundaries between zoning types occur
at mid-block rather than more conventionally along streets, allowing streets
and squares to be perceived as coherent
spatial entities with similar building
types on all sides.
A concentric pedestrian and vehicular network provides the backbone of the
master plan, maximizing the number of
buildings with an ocean view and allow-
5
-W
4
'77---~~
2Z4
.......,...............
Above: Site plan.
-186-
Below: (Top) Concentric street layout.
(Mfiddle) Plan showing major public buildings.
(Bottom) Private land lots.
Below: (Top) Public pedestrian walkways.
(Middle) Proportions.ofpublic spaces. (Bottom)
Private buildings that may include apartments,
shops, hotels, motels, or workshops.
LE
ri-:
~ F~TT
jr
-L-
F~L±~U2fTh
r1~±r~L
-
-=
7u
--
-x
tuIItIItt itillt
,
x- -#ag I
-187-
1!111 L
~'I
i III
-
FP.*17
-
.
Below: (Top right) Type I private building lots
that define the large centralsquare. (Bottom right)
Perspective of Type I private building showing
retail use on ground with residentialabove.
Below: Partial riew ofthe Seaside Twn Center.
(Bottom Left) Porch stoop and picket ince.
typical elements of Seaside residences.
ing a majority of the streets to terminate
at the shore. Street and path geometry
is rigorous at the center but looser and
more circumstantial at the edges, as was
found to be the case in many of the small
towns studied. Parking is conventionally on-street and parallel in residential
areas and head-on in more intensively
used districts, again as is common in
small town precedents. An extensive system of footpaths and alleys gives informal access to outbuildings at the backs
of lots and increases pedestrian access
throughout the town.
The master plan further locates major
public buildings inland to activate and
enrich those areas farthest from the
shore. These buildings are connected to
the central square by adjacent public
spaces: the town hall by a square, the
tennis club by an avenue, the chapel by
a marketplace. Pavilions at the termini
of north-south streets belong to the
residents of those streets. Two larger
clubhouses in the central square provide
beachfront colonies for residents of eastwest streets. Public buildings are all to
be painted white to insure a public
identity despite their size which is often
smaller than that of private buildings.
Zoning for private buildings is divided into eight types, each with requirements specific to its location within the
town:
TYPE I
These lots define the large central
square that straddles Route 30-A with
a decisive spatial act. Type I zoning is
intended for retail uses on the ground
floors, with residential above. It will
rrnm
Vi
-188-
Below: (7bp right) Trpe 17 residence
(Photograph by Steven Brooke). (Aliddle right)
Below: (Top left) Two Type V residences.
(Middle left) Type I plan of small pedestrian
square in front of the town hall. (Bottom left)
Type III lots used for warehouses, shops and
services. (Bottom right) Perspective of exemplary
Type III buildings.
Type II perspective showing four-story buildings
with courtyards and smaller buildings
at the rear.
-U-,
Lb
7M
.71 7,rTTM7U
nTM1
7251i
M
eC7
I i7l
F77-1
L-r LL? LLL
-189-
A\=
LL
(Bottom right) Type VIII special
residential,plan and sketch.
Next page (Top lefi) Type IV, largefreestanding
buildings, plan and sketch. (Top right) Type VI
suburban section, plan and sketch.
probably generate hotels and rooming
houses, especially on shoreline lots.
These are the tallest buildings at Seaside
and are permitted a maximum of five
stories. They are party-wall buildings
with no setback at the front, where a
large arcade is required. A great deal of
height variation is permitted. The prototype is found on main streets throughout the South, although seldom in such
a continuous sequence.
TYPE II
These lots define a small pedestrian
square at the front of the town hall. Type
II zoning is intended primarily for office
uses, although apartments and retail
establishments may occur. The code
generates four-story buildings with
courtyards and smaller buildings at the
rear. The provision affecting arcades
and silhouettes is highly .specific and
only minimal variety is possible. It is
intended that this square will have a
decidely more sedate and dignified
appearance than the central square. The
prototype is found in the Vieux Carre
of New Orleans.
TYPE III
This type generates two uses ultimately
determined by lot size and location.
Large lots face the service street at the
rear of the central square buildings.
Warehouses will occupy these, probably
for automobile repair, storage and workshops. A firehouse and a service station
will also be located in this zone at lots
abutting Route 30-A. Smaller lots occur
along the north-south pedestrian route
connecting the church with the central
square. These should generate small
shops, and it is hoped that a Sunday
Market will be housed on these
premises. Type III generates party-wall
buildings with few restrictions other
than a limit on height.
TYPE IV
These are large lots that line the avenue
connecting the central square to the
tennis club. Type IV zoning generates
large freestanding buildings with substantial outbuildings at the rear. This
type includes private houses, small apartment buildings or bed-and-breakfast
inns. The setbacks on all sides, together
with a continuous porch mandated for
the street front, should result in buildings of some grandeur. The prototype
is the Greek Revival mansion of the
Antebellum South.
at the end of the street corridor. Lots
become slightly smaller toward the
center of town for a gradual increase of
density. Type VI zoning generates freestanding houses and encourages small
outbuildings at the rear as guest houses
and rental units. The requirements for
substantial front yards secure the sea
view for the inland units. Picket fences
help to maintain the spatial section of
the street, which would otherwise be
excessive. The prototype is found everywhere in the suburban and rural South.
TYPE VII
This type occurs along the east-west
streets where no view of the sea is possible. The lots are, therefore, smaller
and less expensive. Since a view corridor
is unnecessary, the front setbacks are
minimal. Since a zero setback is permitted along one of the side yards,
houses tend to generate private yards to
one side. The Charleston single house
is the prototype.
TYPE V
This type is a special category for large
lots that can contain several buildings.
Similar to PUD zoning, the requirement here is that lots be planned as
coherent groupings, with the provision
that the designs be approved by the
municipal authority.
TYPE VI
These lots are the suburban section of
Seaside. They occur on north-south
streets where there is a view of the sea
-190-
TYPE VIII
This type is dispersed throughout the
residential areas of town, occuring at
locations that require some degree of
acknowledgement as gateways or special
places. The Code provisions are more
liberal than those of Type VI and Type
VII, permitting slightly greater height
and freedom of placement on the lot.
This flexibility provides meaningful
variety within the relatively homogeneous residential districts.
10
JII
[I]
ED
El
L
"H j
F' i
ao~f
[Ti
Li
f~i]
17i
H
Li
]fLI]
9*6
[I]
H
H
Li
Li
I
TOWN OF SEASIDE,
FLORIDA
GENERAL PROVISIONS
June 1987
1.
Plans for all buildings, alterations and additions shall be submitted
to the SARC for approval. Variances shall be based on architectural
merit and not on hardship.
2.
In addition to the Seaside Urban Code and these Regulations, all
construction is subject to the Provisions of the Southern Standard
Building Code and the CABO One & Two Family Dwelling Code and any
state or county building codes. All review and inspection procedures
described in these regulations and the Design Approval Process
information are intended to assure compliance only with the Seaside
Urban Code and aesthetic considerations. Seaside Community
Development Corporation, its affiliates and the SARC are not
responsible for design or construction defects or failure of the
building to meet appropriate building codes.
3.
All contractors shall be approved by the Seaside Administration. All
contractors shall carry insurance as follows:
A. Workmen's compensation: as required by law.
B. Public Liability: $100,000 for one person, 300,000 for
each accident occurrence.
C. Property damage:
$50,000 for any one accident.
The general contractor shall furnish to the owner evidence of the
above coverage and shall secure same from all subcontractors. The
general contractor and all his subcontractors shall be licensed as
required by the Walton County Building Department. The general
contractor shall warrant all materials and workmanship to be good
quality and remain so for a period of one year.
4.
Construction shall be generally of wood unless otherwise designated.
All wood exposed to weather shall be pressure treated or of a species
that is generally considered decay resistant.
5.
Existing vegetation shall remain undisturbed during construction,
except for an area 4 feet beyond the perimeter of the building.
Existing foliage shall be protected by roping it off from construction
activities. It shall be protected from paint over spray and from
trash. Sod is not permitted. New planting materials shall be
indigenous species or from the approved plant materials list.
6.
Garages, where permitted, shall have a concrete floor with natural or
painted CMU walls to the level of the base trim on the associated
house with a wood structure above which shall be detailed in a manner
similar to the house.
7.
White painted wood picket fences are required at the street front and
path front property lines except at lot types 1, I1 and III.
Type VII
lots require picket fences at the front building setback line and at
all other street front or pathfront lines. Individual fence patterns
-192-
shall not replicate another on the same street.
8.
For-sale signs on lots or in front of houses are not allowed.
9.
For the convenience of owners and the Seaside rental program, a
clearly marked valve to drain the house during freezing weather should
be located in an accessible location. All supply lines must be sloped
to drain to that value.
10.
A Certificate of Occupancy issued at the completion of the house by
the Walton County Building Department will be necessary for the house
to be put on the rental program.
-193-
GENERAL CONSTRUCTION REQUIRFMENTS
1.
June 1987
Footings
-8x8 pressure treated or penta-treated wood piles, minimum 8' depth
north of C30A, elevating finish floor to an elevation 2' minimum above
the existing grade. Crawl space beneath the floor joists should be a
minimum of 1'6". Restrictive heights shall be measured from the c/i of
road.
South of C30A pilings and structure to be approved by
structural engineer.
2.
Roof Structure
-roof
pitch above the main body shall be 8 in
12
-pitch of hip roofs above wrap-around porches and ancilliary
structures shall be 3 in 12
-monopitches
-roofs
shall not be permitted unless abutting vertical walls
shall be symmetrical about their peaks
-flat roofs shall be permitted only when accessible
enclosed space.
from an adjacent
-rafters: 2x6 minimum - 1' - 6" min. overhang - no soffits
if any, shall not completely cover rafter tails
-purlins:
3.
-
fascias,
2x2 or 2x4
Exterior Woodwork
-Material:
All wood exposed to weather shall be of:
Cedar
Redwood
Cypress
Pressure treated pine
-Siding Pattern: (may be rough or smooth)
106 dropsiding
6" wood lapsiding
wood shingle
vertical board and batten
-Trim Pattern: (smooth planed)
2x4 or 2x6 at corners and openings. Note: Caulk butt
joints.
-Pine:
to be used only when properly finished to prevent moisture
from rotting the wood.
-194-
GENERAL CONSTRUCTION REQUIREMENTS - Page 2
4.
Exterior Doors
-material:
-pattern:
wood or metal
recessed ladderback
recessed two or four panel
french door (true divided lites)
glass "store door"
ANY OTHERS NEED SPECIFIC APPROVAL BY SEASIDE
-hardware:
Schlage Plymouth, Baldwin 5030, Kwikset Standard, U.S.
Lock Plymouth, or similar; no key in knobs allowed. Bright brass
(lacquered finish not recommended), brushed chrome, brushed aluminum,
or oiled bronze
finish.
-garage doors: Wood sectional, panel-type, overhead by Crawford,
Overhead, or equal. Eight foo: maximum width.
-sliding glass doors shall be permitted only for access to baths and
shall be located behind privacy screens, and shall be coated with
white E.S.P. paint
-screen doors shall be of wood and of approved pattern
5.
Windows
-casement,
cladding)
awnings,
or double-aung (wood or wood with metal or plastic
-no snap-in muntins permitted
-individual windows and porch openings, when rectangular shall be
square or vertical proportion not less than 1 to 1.5 .
-awning type windows of horizoatal proportions may be used at
clerestories
-fan windows, circle windows, stained glass or other windows must
be submitted for approval to the Seaside Architectural Review
Committee
-dark grey fiberglass, aluminun or copper screens
-wood or ESP white aluminum frames for screens
6.
Exterior Stairs and Railings
-Stair stringers shall be notched to receive tread
-Railings shall have a top and bottom rail,
the bottom rail
and pickets shall die into
-195-
GENERAL CONSTRUCTION REQUIRMENTS - Page 3
Privacy Screen
-canvas
7.
-wood lattice
8.
Fasteners
-all bolts, nails, staples, hinges, etc.,exposed to the weather - hot
dipped galvanized steel, stainless steel or brass
-provide complete hurricane tie-down system consisting of anchor
bolts, strapping and clips as required for the particular connections
within the structure.
9.
Roof Cladding
-wood
-metal
shake
shingle
-corrugated metal sheet
-V-crimp metal sheet
-standing seam metal sheet
-metal roofs may not be painted. Batten rib seam roofs are also not
allowed. Any horizontal seams shall be aligned.
10.
Exterior Finishes
-all exterior colors shall be approved by the Seaside Administration
-paint system used must be minimum:
1 coat oil based primer
1 coat acrylic latex paint
-must contain Mildew Additive
-trim around openings shall be of a contrasting color in high gloss
-caulking shall be required around all exterior openings and at other
necessary places where wood is joined and shall be 100% acrylic or
paintable silicon
-when repainting is necessary, the original color scheme shall be
repeated or a new color scheme shall be submitted for approval.
11.
Electrical, Telephone & Television Service Drops
-all service drops shall be underground
-196-
GENERAL CONSTRUCTION REQUIREMENTS - Page 4
12.
Exterior Lights
-exterior lights shall use light bulbs of 40 watts or less.
Lights shall be placed so that they do not shine directly at
neighbors.
-all exterior light fixtures shall be approved by Seaside prior to
installation
-at least one Progress P5204-38 "mushroom light" shall be placed at
the intersection of the path to front door and the street so that it
casts light on both the street and the path and it shall be controlled
by a photocell.
13.
Air Conditioning Compressors
-air-conditioning compressors shall be screened or fenced so that they
are not visible from the adjacent property and so that the sound
transmission to neighboring properties is minimized.
14.
Driveway Surfacing
-driveway surfaces shall be one of the following:
Brick pavers-to match those on Seaside streets
Crushed oyster shells 4" thick compacted
White clay over dolomite base
Other(to be approved by Seaside)
15.
Construction Debris
-contractor shall furnish trash containers and, at all times, shall
keep the premises free from accumulation of waste materials or rubbish
caused by his operations.
-trash shall not be allowed outside of designated trash & scrap area
and any that does intrude beyond shall be cleaned up immediately.
-at completion of the work, all remaining waste materials and rubbish
shall be disposed of legally, and tools, construction equipment,
machinery and surplus materials shall be removed from the site.
-Seaside Administration shall charge contractor for any clean-up of
contractor's building area.
16.
Construction Noise, Pets
-construction activities shall not take place before 8 A.M. on
Holiday hours will be announced
Saturdays or before noon on Sundays.
according to occupancy load.
-radios are not allowed on construction jobs.
-197-