Remodeling Hall of Fame member Mark Richardson of Case Design & Remodeling recently offered a new approach to sales in the current housing slump. He noted that the best responses sales teams at his firm received occurred when the project focused less on homeowner wants and more on what the house needed to best perform.

How could eliminating the desires of homeowners from sales pitch succeed? For a few reasons, said Richardson:

• People are conserving their cash right now,
• But they are also motivated to protect their most worthwhile asset: their house.
• The average U.S. home is at least 32 years old and coming due for repairs or upgrades. (more…)