When it comes to resi, kitchens sell homes.
That’s why two luxury builders at The Grove townhome development in Montgomery County, Maryland put a little extra effort into the kitchens in their units. When it comes to exclusive lifestyle communities like The Grove, curated premium cooking suites play a pivotal role in sales and marketing for today’s sophisticated and design-conscious house hunters. We spoke with the teams from Craftmark Homes and Wormald Homes about working with ABW Appliances to create these eye-catching kitchens.
Catering to the clientele
The Grove is a contemporary townhome development in sophisticated Rockville, Maryland, near Washington, D.C. It’s designed for professionals seeking an upscale lifestyle in a home that is functional, stylish and equipped with modern amenities. The premium appliance packages provided by ABW meet the growing demand among affluent homebuyers who want attainable refinement in appliances that are functional, reliable and aesthetically pleasing.
Craftmark Homes, one of the Grove’s builders, offers luxury residences that feature spacious interiors, thoughtful design and the option of a personal elevator. The kitchen’s Bosch collection includes a cooktop, wall oven and microwave, refrigerator, hood, and ultra-quiet dishwasher.
“Ninety-nine percent of our buyers opt for the Bosch package,” notes Nicholas Ward, Operations Manager of Virginia-based Craftmark Homes. “Bosch has given us a clean, cohesive look for our kitchens and we’ve gone with them because of their quality craftsmanship, premium perception by the market, and reasonable pricing.”
Maryland-based Wormald Homes, a builder of luxury townhomes at The Grove aimed at high-end buyers, offers three- to four-level attached residences with features such elevators, main-level covered lanais and four-season rooftop retreats.
Wormald features a Bosch option with an upgrade to a designer-grade Thermador “chef’s package” for those who want “something extraordinary,” says Candice Grams, Sales Manager at Wormald.
That package includes a built-in refrigerator and freezer (two separate, integrated pieces), convection oven, built-in microwave, standard oven (making a total of three ovens in the package), high-performance range, a large, statement-making hood and a dishwasher.
“Thermador is tailored for serious home cooks and culinary enthusiasts,” she says. Wormald’s Bosch package includes a stainless cooktop, a built-in refrigerator, convection oven, microwave oven and standard oven as well as a dishwasher.
“They’re both very sleek, sexy and sophisticated,” says Grams. “It just depends on the experience that the buyer wants to have. It transforms the home from just a beautiful interior to a full lifestyle offering.”
The ABW advantage
Both builders say their longstanding partnership with ABW Appliances has made the process of procurement, design, installation and service easy and smooth, giving them peace of mind so their teams can focus on construction and project management.
“ABW really makes it seamless for us to acquire and install appliances,” says Craftmark’s Ward. “They’ve guided us on what appliances are attractive to the market and what are cost effective for us as builders.”
For Wormald, that relationship is “about trust and reliability,” says Grams. “ABW is recognized as an incredible, long-standing trade partner in the industry and as well with us. They understand both our brand and our buyers, and their design and wealth of product knowledge is invaluable.”
ABW is always first to let builders know about new products hitting the market and how those offerings may fit their needs.
ABW’s Josh Wyatt, who has had a longstanding partnership with both builders, says that the company takes a personalized approach by making sure to truly understand each builder’s vision and the direction they want to take for every project.
“It’s always a collaborative effort,” he says. “When you’re dealing with two builders that have fantastic reputations, you want to put your best foot forward and make sure that you’re providing the same level of service to both.”
Leveraging appliances as a marketing advantage
The appliance package plays an important role in the decision-making process for discerning buyers, many of whom are sophisticated and design-conscious.
Craftmark sales managers use the appliance packages as part of the luxury sales pitch.
“When people walk into our homes, our associates point to the appliance package as one of the focal points in the home,” says Ward. “Other than the mechanical systems and the quality craftsmanship, appliances are an important factor in what prospects are looking for.”
For Wormald, The Grove development represents an elevated home-buying experience. Buyers have high expectations, and appliances should serve as an extension of the townhome’s aesthetic. That’s important in a development like The Grove, where every design and architectural detail is thoughtfully and meticulously curated.
“Our clients have done their homework, even if they are first-time home buyers,” says Grams. “They expect certain things in a high-end luxury home, and it’s our job to provide what they’re looking for, and we do that. After all, the kitchen is the heart of the home.”
To learn more about ABW, visit their website.