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Marketing tips to add value to your promotional campaigns

In today’s building environment Universal Design is now an integral part of the construction process in every segment of the real estate construction industry.

Architects, designers, manufacturers, vendors and real estate sales brokers are integrating universal design education, product inclusion and construction techniques into their recommendations.

One in four people (25% of the population) in this country and worldwide have a physical challenge or are aging in place. Local jurisdictions are beginning to pass building codes to include universal design in construction projects today.

Related: Marketing Mastery

Definition: Universal Design is the integration of accessible design composition of exterior and interior lifestyle environments to be used by everyone.

Ronald Mace of the Center for Universal Design at the North Carolina State University created the Seven Principles of Universal Design in 1997:

  1. Equitable Use
  2. Flexibility in Use
  3. Simple and Intuitive Use
  4. Perceptive Information
  5. Tolerance for Error
  6. Low Physical Effort
  7. Size and Space for Approach and Use

Marketing Demonstration:

The leading Universal Design marketing management experts, including the author of this article, created the Universal Design Living Laboratory on behalf of Rosemarie Rossetti and Mark Leder in 2006. The home entailed every Universal Design principal in becoming the national hallmark demonstration home that was built as a working laboratory for the 212 local, national and global companies that contributed to this pragmatic and academic endeavor to bring conscious awareness to this architectural form.

RELATED: Universal Design: A Personal Perspective

Today, the home can be visited by appointment in Metro Columbus, Ohio, or online to experience the universal design attributes to note how you can live in comfort with or without physical challenges.

While reviewing the gallery of photographs online at or visiting the Prairie Architecture, you will explore and experience the exceptional craftsmanship, design and ease of living throughout the entire home.

Rosemarie and Mark have created an exceptional learning management system with an educational website and toolbox. They can be contacted directly via email at [email protected] or [email protected] and by phone at 614-471-6100 for their expert advice and counsel.

Marketing Tips:

The following Universal Design marketing tips can add value to every builder’s marketing campaign to create a competitive edge to attract homebuyers and residents looking to age in place gracefully without physical challenges.

  1. Standard Universal Design Inclusions
  2. Optional Universal Design Upgrades
  3. Demonstration Model Homes
  4. Demonstration Idea or Parade of Homes
  5. Advertising
  6. Public Relations
  7. Promotion

In summary, adapt your homes and construction projects to include Universal Design to afford ease of access and comfort while enjoying increased customer satisfaction and profits.



  • S. Robert August

    S. Robert August is the President of North Star Synergies, a nationally and globally accomplished and award-winning real estate development marketing, management and sales concern headquartered in Denver. Robert also serves as the Senior Vice President of Business Development for Green Homes Builders of Australia, New Zealand and the U.S., as well as a member of the Board of Directors of Environmental Service Professionals and RSG3D. He can be contacted by cell phone at 303.601.5840 and office phone at 303.500.3400, [email protected], and

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