Behind the success of many new communities springing up in Orange County is experienced designer Lana Canova, vice president of Design Tec, a model home merchandising company in Newport Beach. Working with builders throughout California in large and small community developments, Canova knows how to attract specific buyers.
After more than 30 years with Design Tec, she is happy about the economic upturn that has resulted in builders needing her touch in models for these new communities.
We caught up with Canova to find out how she creates interior decor that helps buyers visualize the potential in these homes.
Q. How do you begin to conceptualize the interior design for a model home?
A. A model home is a sales tool for the builder to showcase a successful project. We try to complement the architecture and be mindful of the buyer profile, so when customers walk in, they fall in love and buy a house. The target market drives our decisions about colors, textures, fabric and furniture choices, and the concepts for design. If the home is for young couples who are first-time buyers or move-ups who work in the tech industry, we know they’re going to be contemporary-minded. We get input from vendors who bring us new lines and collections and who understand what millennials, Gen X, Gen Y people look for. We also keep an eye on trends at fabric and furniture shows.
Q.What are younger and older buyers attracted to?
A. In general, young buyers are focused on sustainable materials, flexible design and a cleaner, less cluttered look. They like efficient, smaller spaces and not as much conspicuous consumption as the older generations. They’re more mindful of the planet.
The older market that is downsizing, spends more on upgrades like countertops and built-ins, because they know this may be their last move and they finally want the house they’ve been waiting for. They, too, may want a fresh, contemporary approach, but their focus is a little more on timeless elegance with a nod to tradition.
Q. Do some homebuyers love your design so much that they want to replicate the whole look?
A. Yes, that happens a lot. And statistics show that houses built with models sell quicker.
We had a connection with a marketing director who was trying to sell 800-square-foot units with no success. We stepped in and did a model and she sold 14 units in one weekend. This was after months and months of not great sales! And the buyers wanted the model duplicated. They could visualize how they’d live in the property.
Q. How many model homes do you design for each new community?
A. In large tracts, we normally do three model homes, showcasing different floor plans with different styles. Not every buyer is the same – a young hip couple who are first- time homeowners will want something differ-ent than a young family with children, or buyers who are downsizing. For each kind of buyer, you want the home to feel good.
Two new projects from Irvine-based MBK Homes include Sea House, a community of three-story detached residences with ocean-view rooftop decks in Costa Mesa – targeted to a younger buyer. We made the models look very clean and contemporary, appealing to a young, urban buyer. Another is Jacaranda in Stanton – single-family, detached houses with small patios.
Both are charming infill projects, meaning they were sandwiched within already-existing communities.
Q. Do you follow set rules when designing for different age groups?
A. Any rule can be broken, but it gives you a guideline where to start. MBK is one of our favorite builders because of their wonderful approach to their projects. They’re a young- minded, fun group to work with. They’re not afraid to stretch a little to try Bohemian chic, retro or vintage looks so the homes have a greater appeal to a younger market.
Q. Do you design model homes to look slightly above the income level of customers?
A. You don’t want to so over-design or over- specify to make a home appear so unattainable that it causes people to walk away. But you do want to be somewhat aspirational so that customers say, ‘Oh my gosh, this is a cool place, if I just stretch a bit I could have this.’ There is a whole psychology for sales, and we are a part of that big picture.
