Styled by Lifestyle Interiors, the main bedroom in the Cheltenham show home at Castle Green’s Bridgewater View development in Daresbury in a divan base and headboard, plus flower arrangement from Rowen Homes
Castle Green Homes plans to monetise its investment in show homes by enabling homebuyers to recreate the interior design of a show home in their own property, having agreed a commission structure with designer Lifestyle Interiors.
The St Asaph-based housebuilder has worked with Lifestyle to create aspirational show homes for several years and has now enlisted the help of Rowen Homes to provide furniture and accessories to inspire their customers.
Castle Green marketing manager Hannah Ryle says that it is a win-win for its homebuyers and the housebuilder.
Hannah explained: “Working with Lifestyle Interiors we’re pushing design, with social media at the forefront of the concept of our show homes. Our interiors-first marketing strategy has garnered a strong following across our channels. While many of our followers and visitors were keen to replicate the show home look in their own homes, the heavy price of achieving such aspirational design is financially out of reach for many.
Discount and commission
We wanted to change that and so enlisted Rowen Homes, who designed a whole show home with their products front and centre in the design, with the unmistakeable Lifestyle touch pulling it all together. This, combined with a sizeable discount for our customers, as well as a commission structure for Castle Green, means we are able to monetise our show homes, adding a tangible income stream to the business, whilst also providing an enhanced service to our customers. “
The first show home under the marketing initiative is now open at Bridgewater View in Daresbury. Cheshire. The show home featuring the Rowen Homes furnishings is a three-bedroom ‘Cheltenham’.
Rowen Group managing director Andrew Hall said: “The fact customers can’t usually buy the products within in a show home was always something I thought could be a huge opportunity, however I understood it wouldn’t be easy to achieve. Together, we’ve seized the opportunity to collaborate to provide a more cohesive approach to the home buying process. The long-term goal is to offer bigger and better collaborations, offering true turnkey living for new home buyers.”
Lifestyle Interiors also recognises the advantage of being able to take advantage of the show homes as a shop window for its designs and products.
“We take pride in designing and delivering interiors that people want in their own homes,” says managing director Gemma Schofield. “Our partnership with Castle Green Homes allows us to showcase our designs in exceptional properties, whilst teaming up with Rowen Homes makes those designs affordable and attainable to customers.
Along with the Cheltenham, furnished with Rowen products, there are three show homes at Bridgewater View, examples of the four-bedroom detached Wentworth, Alderton, and Heatherington house types.
