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Sales Center Information

Craftsman Homes operates 3 sales centers in Northern Nevada.  The Reno location houses Craftsman’s corporate offices, with Carson City functioning as a stand alone satellite office.  Craftsman offers quality homes built by Skyline in Woodland, CA, Champion Homes built in Weiser, Idaho as well as the Silvercrest product line constructed in Woodland, CA.  Over the past 3 years, Craftsman has averaged 80-100 homes per year, translating into nearly 10 million dollars in annual sales. Craftsman is intricately involved with the Nevada state association.  The company owner is actively involved in state lobbying efforts and has served as a member of the board of directors, Vice President, President, and is currently on the Executive Committee as immediate past President.  At Craftsman Homes, political involvement does not stop at the state level.  Company ownership has been a long time member and is actively involved with MHI as well.

Model Center Marketing Strategies

The largest sales center in Reno, Craftsman has installed hundreds of feet of sidewalks that lead customers to and from each of the 12 models.  Other dealerships in the area have simply dumped gravel on their lots that is uncomfortable under foot and offers no organization with regard to customer flow.  Part of the marketing strategy used at Craftsman Reno is to make the clients feel as comfortable as possible as they tour the models.  The sidewalk tour begins with the smaller, “Low-end” homes and culminates with a 2,700 square foot showpiece that leaves the customer with a very “High-end” impression of their experience.  Models are professionally decorated and furnished, adding to the welcome home feeling promoted throughout the model tour.  Display units are also skirted with HardiePanel stucco boards.  The Hardie stucco skirting gives the feel of a masonry foundation and offers clients a much better impression of quality than the vinyl skirting and ribbons used by competitive lots.  The models also have hidden aroma devices that provide timed infusions of scents simulating baked goods such as peanut butter cookies, cakes, and fruit pies.  Market research has shown that these types of inviting smells relax clients and promote an atmosphere of serenity, which lessens the anxiety that can sometimes exist when such a large decision is being made.  Models also have electricity and are lit throughout the evening.  The ambient interior lighting and working exterior porch lights display a warm, welcoming image. 

Management Philosophy

In a business atmosphere where most traditional manufactured housing retailers are suffering and in many cases, going out of business, Craftsman Homes is thriving.  Many factors have contributed to the success Craftsman currently enjoys.  Paramount among these factors is the culture created by owner, Leo Poggione.  Leo’s never ending commitment to customer satisfaction can be singled out as the driving catalyst for the Craftsman accomplishments.  The culture shift Leo implemented was a difficult pill to swallow for many of the long time employees at Craftsman.  The old “Trailer dogs” found it hard to accept such a large change.  Truth be told, Leo lost a few employees that were unwilling to see the business in a new light.  His remaining employees, who embraced the step change, are sharing in his unparalleled success throughout Northern Nevada and Eastern California.  For decades, the street dealer has focused on the quick sale while trying to squeeze as many dollars as possible out of the customer.  Leo forced his employees to make a 180 degree turn and begin focusing on customer satisfaction rather than customer volume.  What has resulted is a huge increase in referrals from happy and satisfied customers.  At Craftsman, the customer truly comes first.  Leo also is committed to single and multiple lot development to provide properties for his sales agents to sell onto.  Finding appropriate land to accompany the home sale in Reno can be difficult.  Leo’s property development activities give his sales agents a distinct advantage over their competition.

Homebuyer Services

Craftsman works closely with 7 area lenders who offer programs such as zero down payments, no closing costs, first time buyer assistance, and financing for less than perfect credit conditions.  The range of financial products offered by these 7 partnerships is unequaled in the market.  In an effort to include everyone possible in the dream of home ownership, Craftsman also works directly with a local Spanish speaking lender who is in tune with the large Hispanic market in the region.  Craftsman has 3 licensed real estate agents on staff to assist clients in obtaining land for their new homes.  The in-house construction crew makes Craftsman Homes a one stop shopping experience for potential customers.  Craftsman provides a turn-key experience for the homebuyer in one office.  This convenience is one of the many reasons Craftsman Homes is number one in Northern Nevada.  Craftsman also administers a Customer Satisfaction Index, (CSI), program that each homebuyer participates in.  The homebuyer scores Craftsman performance on a wide range of topics including sales center appeal, professionalism of sales staff, quality of product, and the overall experience of working with the company.  Craftsman consistently scores above 90% in the index.