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New Web tool educates homebuyers about construction differences

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A recently launched interactive Web site is designed to educate homebuyers about some of the materials and practices that go into the homebuilding process.

Expectmoreinahome.com marks the beginning of a new era of transparency in home building, demystifying some of the products and techniques that can make a big difference in the quality of life in a new home.

"Buyers right now are looking at price and features lists, but they're missing a very important part of the picture," said Lora Heramb, vice president of sales and marketing for the Brookfield Homes San Diego/Riverside division, the Del Mar-based builder behind the new site.

"If you want to make a smart decision about buying a home, the building materials and construction methods should be compared side-by-side along with the other factors," Heramb said. "Not all homes are built the same; this site simply lets the buyer know what they will find in every Brookfield home, and some of the things they should be asking about in other communities they visit."

The new Web site employs cutting-edge applications in interactive design. The site unmasks some of the products and procedures hidden in a home behind walls, under floors and above ceilings. It explains terms most people may never have heard of -- such as 60-minute wrap paper, fiberoptic sewer review, screwed-down drywall, 3,500 psi concrete slab and more -- and why those terms matter.

"Home shoppers for the most part think that all homes are built the same, but we think through exposure to this Web site, people will realize that no two square feet are alike," said Jonathan Bailey of Bailey Gardiner, the integrated marketing agency that created expectmoreinahome.com. "We're aiming to change how home shoppers valuate a home."

The Web site also offers a printable "well-built home" guide, and allows interested visitors to move directly to Brookfield's active-selling neighborhood pages for examples of how these construction differences are applied in specific neighborhood design and appointments, and how they compare to other communities in the area.

"The beauty of the site is that it encourages people to interact with it," Bailey said. "They control what they want to see and learn."

Brookfield San Diego Builders Inc. builds homes throughout San Diego and Riverside counties. The company currently is building in the master-planned communities of Windingwalk in Chula Vista, Calavera Hills in Carlsbad, The Estates at StoneBridge east of Scripps Ranch, Old Creek Ranch in San Marcos and Morningstar Ranch in Winchester.

Farrell is an associate account executive with Scribe Communications.

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