Tread softly...

Some people think that the house-building industry is founded on bricks and mortar, on concrete and copper, glass and steel.

But it’s not. It’s founded on dreams.

Without the dreams of every generation to have a place to call home – a place to feel safe, to be utterly yourself, to let the trappings of work, of expectation slide to the floor and lie discarded in a corner for a while – then house-building stops being a fundament in all our lives.

For most of us, owning a home and then choosing to move upwards and onwards is about aspiration. It’s inextricably entwined with our life goals. How we decorate and ‘dress’ our home is then an extension of ourselves.

And so, the relationship house-builders have with us as consumers is unique and actually very delicate. It’s a lot about trust.

Which means that, as a community-creator and home-builder, when it comes to projecting your vision of the future, of laying out a canvas for others to paint their dreams onto, it needs to be a considered and careful enterprise.

It’s why so much is invested in place-marketing. In the building of emotion and desire, in the creation of a vision that will tug at our hearts (our minds will justify the decision later…).

And when it comes to the final stages, who do you trust to ensure that vision is captured perfectly and then displayed in the right way and the right place? In a way that embodies your brand, breathes quality and is integral in turning the head of your customer, drawing their gaze and sparking that first quickening of the pulse.

Can you afford to entrust this work to anyone but a business who understands that fully and embodies it in the way they work - from the insightfulness of their surveys, to the time they spend understanding your aims and needs, to the quality of their delivery?  You too need to trust.

Make sure you choose wisely, since as, your consumer might say and as WB Yeats wrote, “tread softly, for you tread on my dreams.”