Standard FareCleveland builder offers Sony gear as part of new homes.

Times have changed, and some builders are taking advantage of affordable home technology to set themselves apart. One such builder is Randy Kertes, president of Cleveland-based Kertes Enterprises. Kertes has offered structured wiring, home theaters, security cameras, and lighting systems for more than a decade, but until now, he's only made structured wiring standard in his homes.

But as the market slowed last year, Kertes realized he needed to deliver something extra, so he turned to a $5,000 package that includes Sony's WallStation CD/DVD player, a 42-inch Sony Bravia LCD television, and surround-sound speakers.

DIFFERENTIATION: Kertes offers a base package of Sony entertainment gear.

Kertes integrates the gear at Villas of Orange, an 85-unit project in Cleveland for empty nesters. “It's a niche clientele, many of whom are coming from a larger home and want to reorient that space,” he says.

For now, Kertes is not looking at the package as something that will add margin points. The idea, he says, is to sell the technology as part of the home, and stress the value it adds. One selling point is that the WallStation is relatively easy to use. Another attractive feature is that the units are built into the wall, eliminating the need for a rack or expensive built-in shelving.

“If you have to add built-ins, then you're looking at another $5,000,” says Kertes. “A home buyer would typically spend about $7,500 if he bought these components retail, so we're offering about $12,000 of value for an added cost to the home of $5,000.” (www.sonynewhome.com)