Business View - May 2015 47
“We had to find our niche. […] And building at the high-
er end and focusing more on the local builder custom-
er service type thing is how we found our niche.”
In this case, Element Residential were now dealing
with customers with a larger cash flow who were will-
ing to pay for fancy upgrades to make their houses
“unique.” For example, they found that the buyers
in King County, which is right by Microsoft, “like the
cool thermostats and wired-up homes.” Because of
customers like these, all Element Residential homes
now feature thermostats that are connected to your
iPhone.
Yet special home upgrades are not the only way this
company is embracing technology and the changing
needs of the market. As well, Element Residential had
to become more tech-savvy when interacting with their
clients.
Future home-owners can now go online and choose
options or any upgrades that they want added to the
house. Not only that, they can see how production is
moving along, then share updates on their social me-
dia accounts. This easy, technology-driven access is
yet another way that Element Residential is catering
itself to a modern buyer.
Once they take possession of the homes, owners will
find houses that have been created to stand out from
the quick-build cookie-cutter nature of typical subur-
bia. Element Residential homes are bright and airy
and feature designer touches throughout. As an added
bonus, these developments have also been designed
to make your experience outside of the house excep-
tional. The Woods at Mill Creek, for example, gives
owners easy access to both the Mill Creek Town Center
and the North Creek Greenway, while Suncadia fea-
CONSTRUCTION
