NAHB Learning
NAHB | IBS 2026 Education Recording: Design Sells: Create Affordable Homes Buyers Want & Can Afford
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Today's buyers focus on how a home feels and functions within their budget. In this session, design and sales experts come together to show how thoughtful architectural choices, paired with the right messaging, can elevate perceived value without raising costs. Through visuals, floor plans, and real-world examples, learn to design efficient layouts and budget-conscious features that "read" high-end, while communicating their value in ways that resonate with buyers. Discover how design and messaging strategies work together to sell more affordable homes more effectively.
Exclusively for NAHB Members & Credential Holders: Free registration for members after login. If you have not set up your NAHB account, please visit: www.nahb.org/register or call 202.266.8313.
Learning Objectives:
- Learn how specific layout and design choices influence buyer perception of space, livability and quality.
- Discover how to frame affordable design features as lifestyle-enhancing rather than cost-driven.
- Explore messaging techniques that connect architectural intent to emotional buyer needs.
- Identify opportunities for sales and design teams to collaborate more effectively from the start.
Beth Haynes (Moderator)
Director of Marketing
Regal Builders, LLC.
As the Director of Marketing for Regal Builders, Beth Haynes leads the development and implementation of their strategic marketing efforts for all affiliated organizations and solutions. Haynes has more than 25 years of communications, marketing and sales experience in many corners of the construction industry, including 55+ and multifamily real estate. She currently serves as Chair and Trustee of NAHB’s National Sales and Marketing Council and is a past Chair and Trustee of NAHB’s 55+ Housing Industry Council.

Steve Dewan, NCARB
Senior Principal
Bassenian Lagoni Architects
Steven Dewan, who has been with Bassenian Lagoni since 1988, manages key client relationships for a multitude of residential design projects, ranging from single-family detached homes to multi-family residences. After growing up in Orange County and studying architecture in the U.S. and in Denmark, he now applies his knowledge and creativity in the region that has always been home and today has become synonymous with innovative housing solutions. Mr. Dewan is a regular speaker at national homebuilder conventions where he shares his experience and knowledge of the current trends and issues facing the industry. Steven is a graduate of California State Polytechnic University, Pomona (1986) with a Bachelor of Architecture degree. He received an International Fellowship and attended the University of Copenhagen. He is a registered architect in the states of California, Nevada, Colorado, Florida, Illinois, Indiana, Maryland and Virginia and also holds his NCARB certification.
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