Builders and developers are just now starting to harness fiber's strength as it helps them transform the home technology landscape. Its phenomenal growth rate is being noticed, as each stakeholder in the home technology arena discovers how to leverage its benefits.

Some recent numbers from the Fiber to the Home Council indicate that in the beginning of 2005 there were approximately 960,000 U.S. homes passed by fiber. By the end of 2006 that figure jumped to over 6 million. This explosive growth has made forward-thinking developers and builders seek to integrate this exciting technology into their homes, communities and properties.

Following are three stories about how deploying the newest technology amenity can propel sales and help differentiate property.

Developer Takes Fiber to the Unit

In South Florida's highly saturated "luxury" condos market, supply is trumping demand. In the face of such a waning market, one developer is looking to technology to pull ahead of the competition. For The Related Group, a prominent builder of luxury condos, the prescription for distinction is simple … more fiber in its diet.

The Related Group meets the needs of today's discriminating buyers by offering new technological amenities in its residences, specifically through the integration of fiber-to-the-unit (FTTU), a fiber connection directly to each apartment.

Lee Hodges, Related Group vice president, saw an opportunity to make his Ocean Four and Las Olas Beach Club projects unique. "The buzz about fiber optics and the sophistication of the services that can be delivered over it, like video on demand and interactive gaming, are likely to attract more buyers," he says.

Once Related decided to integrate FTTU enhancements it deployed a fiber-optic amenity that would provide a single solution for high-speed Internet, television, telephone and security services. Related found a company that not only provided all the capital to build and operate its fiber-optic network, but also worked with it during the construction process and offered more customized packages with lots of television channels and ultra-high-speed Internet access.

Also, it found that certain FTTU providers can streamline the process of establishing communication utilities, which helped eliminate the need to set up separate agreements with service providers. This also reduced the work and time required for coordinating the installation of each location's individual utility infrastructure.

Durability was another appealing factor for Related in offering a fiber-optic entertainment and communications network, especially when trying to entice purchasers back to an area prone to hurricanes, tropical storms and the respective cable TV and telco outages.

After Related's initial success deploying FTTU, offering it in successive projects became a "no-brainer." FTTU has been a great way to differentiate its properties from competitors, Hodges says, and it has also provided the benefit of lowering its telecommunications expenditures.

Though other luxury buildings are being erected a stone's throw from Related's premiere FTTU properties, they generally don't boast FTTU. While Related Group's projects are wired to stand the test of technological time, years from now other properties may be scrambling to retrofit.

Resort Enlists Flexible Fiber Solution

In an era when "business" and "vacation" are no longer contradictory terms, Ginn Clubs and Resorts understands that today's resort patrons and owners demand technology and communications connectivity that's beyond state-of-the-art. High-speed Internet access is a must for any resort-oriented community.

So Ginn has the unique requirement to provide premium services and technology to its guests as well as owners, who often reside in the same community.

Ginn's newest endeavor involves incorporating a fiber-optic amenity in its communities, and offering the latest in tech home services. Traditionally, the establishment of technology and connectivity to new homes relied upon numerous companies to separately complete telephone, Internet, cable and security systems; plus in-home and A/V wiring; hospitality equipment supply; and warranty/support services. According to Ginn, this creates inconsistency in services and a lack of understanding of their customers' requirements.

Ginn sought an innovative technology solution partner that could deliver a unique combination of strategic planning and deployment services, advanced FTTH services, and powerful yet flexible solutions, applications and management tools.

Ginn used a company that supplies a single, global resource for all infrastructure, services, integrations, low-voltage wiring and electronic requirements—from design to deployment to support. It wanted a flexible telecommunications partner that was capable of deploying a fiber infrastructure to meet the unique requirements of all Ginn Clubs and Resorts community locations.

It also viewed it as an important advantage to have a plan in place that would ensure that its fiber-optic network operator is not the actual provider of the television, Internet, telephone and security services. It also acts as a manager of the approved service providers.

Unlike traditional telecom or cable operator arrangements, this plan offered Ginn and its telecommunications partner ultimate control and flexibility; these approved service providers have to guarantee levels of service to the Ginn properties, or they could be replaced. This is something that telco or cable television operators would not even think about offering.

Ginn says by having the most advanced bundled fiber services for properties it has set itself apart from competing developers and homes in the same area.

Finding a one-stop shop was also an important consideration for Ginn's numerous custom builders whose single-family homes range from $500,000 to $1 million. One source for all infrastructure, services, integrations, low-voltage wiring and electronic equipment requirements has turned out to be a great advantage.

From conception to commencement to maintenance, Ginn is now capable of deploying a complete and comprehensive FTTU infrastructure to meet the technological requirements of all Ginn communities and properties.

Future-Proofing a Development

George Kiser, the developer of Kellswater Bridge in Charlotte, N.C., says FTTH was a natural choice because of what it can offer homeowners, both now and well into the future as new technologies begin to emerge.

Kellswater Bridge offers a complete entertainment and communications package to homebuyers. This includes telephone, television, high-speed Internet and security monitoring services delivered via FTTH network. The cost of these services is included in the monthly homeowner dues, offering significant savings for their residents, as well providing them a tremendous convenience.

Although builders and developers might have different motivations for deciding to deploy a community-wide fiber-optic telecommunications network, Kiser says that a true FTTH connection offers a virtually "future-proof" network to homeowners. So, as new technologies like IPTV and video on demand become commonplace, residents are already living on a network that's designed to handle them.

To promote the cutting-edge technology offered to potential buyers, Kiser has opted to use multiple avenues. To start, its fiber-optic infrastructure company provides it with a dedicated marketing support manager, who helps assist the sales center staff on the numerous selling points and features of their fiber-optic amenity. Other efforts from Kiser include detailed information about FTTH on the Kellswater Bridge brochure, Web site and sales center collateral.

Finally, Kellswater is also planning to convert its welcome center into a technology center which would offer buyers various consumer electronic equipment packages (tied into a powerful fiber network), allowing builders another economic incentive. THB

Leif Kolflat is director of corporate marketing for Connexion Technologies (www.cnxntech.com), a fiber-optic amenity company.