Not Your Typical Trailer Park Home

In Knoxville, Tennessee architects have turned a mobile home into a new “industrial-chic ‘i-house’.”  Some say the home got its name because the long core of the home (the mobile trailer) as the base of the “i” and the guest-room office which is box-shaped is the i’s dot. But the builder’s CEO argues that the “i” in “i-home” stands for innovation, inspiration, intelligence and integration.

The concept was originally constructed as a moderately priced “plug and play” dwelling for the many environmentally conscious homebuyers.  The innovative green home features solar panels, as well as numerous energy-saving products.  Builders believe that the estimated costs for electricity and heating is around $1 per day.  The price of the i-home is around $100-$130 a square foot depending on amenities and add-ons.  Compared to a traditionally built house at around $200-$300 a square foot, this could be a really big product for the builder, especially if you consider these homes are eco-friendly too.

A prototype was unveiled in Knoxville and was priced around $140,000.  This included a fully furnished 1,000 square foot model, with a master bedroom, full bath, open kitchen and living room.  There is Ikea cabinetry, two ground-level deck areas as well as a separate “flex room” with a second full bath and second story deck with a canopy.  That sounds pretty innovative to me, they may have started with the metal base but they definitely turned it into something beautiful, unique and sell able.

For more about these “i-homes” go to: http://news.yahoo.com/s/ap/20090506/ap_on_re_us/us_clayton_i_house

Leo Burnett’s 2009 Trend Predictions

Leo Burnett, put together this 2009 Marketing Trend Predictions video.  The nine predictions they discuss in this 3 minute video include:

1. New Realism – Economic conditions will profoundly affect our cultural context moving forward. As our creative content becomes more tangible and honest in reflection, we will be forced to be more realistic about everything over the coming years…

2. Hyper Reality – Major developments are now happening at lightning speed and changing status quos are revealed in real time with very real consequences…

3. The Trust Economy – Trust is set to become a critical success factor for brands in 2009. Where we place our trust is changing dramatically. In turbulent times we look to organizations that share our concerns, manage anxiety and take the lead…

4. Eco Austerity – Being green was once costly, time consuming and a matter of conscience…

5. Digital.tv – While no media has ever replaced another, TV has been trapped in a corner for some time. In 2009 we will reach the tipping point for broadcast quality Internet Television…

6. Thread Marketing – In the future content will need to be free from central control and tradable in the new networks – tomorrows Facebook or Bebo…

7. Generation Game – Video games used to be the preserve of disenchanted adolescents, but as gaming becomes a truly mass pursuit, soon we will all be part of Generation Game…

8. The End of Fact – Perceived wisdom now changes on a daily basis and we should expect more contradictory opinions and diverse solutions being presented as definitive…

9. Brands as Vehicles – Brands are landing points; we follow our needs and invariably end up at a brand. This is all set to change…

I’m convinced there’s so much more to residential real estate cycles than just economics.

While intuitive, rather than quantifiable, it’s my humble opinion that innovation, creativity and new and emotionally compelling home concepts create real desire among consumers.

Think about it. Back in the mid ’90s it was Brookfield’s innovation that really got things moving again after nearly a decade of homogenous homes in varying shades of “pink.”

Mahogany in Irvine offered the consumer something revolutionary —choice. Choice in architectural design, materials, room configurations, specifications, personalization and more.

Yes, our business is affected by economic upheaval, whether it’s interest rates, a sub-prime meltdown or unemployment. But, my gut says there’s more to it than just numbers. Build it better, and they will come.

Innovation communicates boldly to the consumer. It creates desire.

Perhaps it’s time to demonstrate some new, exciting and really ground breaking ideas to our customers.

Just a thought. What’s yours?