How do builders typically choose the top 15 Featured Inclusions ?

The list of inclusions for a wholesale build can be very long. From a marketing perspective, we do not bother about the whole list. Builders produce an inclusions pack PDF with the top 30 to 50 inclusions.

That list needs to be narrowed down to 10 to 15 for marketing. This document discusses this exercise.

A typical list of 15 could look like the following:

Full turnkey package
Stone benchtops to kitchen
900mm stainless steel appliances
Dishwasher included
LED lighting throughout
Roller blinds to all windows
Split system air-conditioning
Tiles or laminate to main areas
Carpet to bedrooms
Flyscreens for windows/doors
Letterbox
Clothesline
Fencing & gates
Turfing and landscaping
Driveway and path included

Let's use the Transpire example to discuss how a builder would go about working out the top 15 inclusions to advertise. Note that this would vary based on what the builder wants to highlight in the marketing documents. That will differ from case to case. We are using a standardised - least common denominator approach to work out the top 15.

General inclusions, including guarantees, etc.

ALL our packages SHOULD be fixed-price, full turnkey. Most investment agents understand that. But builders like to underscore that fact. If it is not mentioned anywhere else in the first page flyer, mention it in the inclusions list at the top.
Energy rating would be an important item from the general list to point out.
Guarantees and warranties from the general list need to be pointed out. These are guarantees and warranties on the build and not on the rentals. Note that construction time warranties and guarantees are less important than what happens after construction. In the above example, one can see construction insurance being mentioned, which is trivial and should not be highlighted.
Others: There could be other items that need a bit more understanding of the build. In the above example, the H class waffle pod slab can be highlighted. However, the best option is to just refrain from mentioning things like that in the top 15 list if you do not understand. Note that a wrong thing highlighted is worser than not highlighting something.

Kitchen

If you are confused about what to highlight, it’s best to highlight the top 2 items from every category.
In kitchens, it's important to mention the benchtop if it is a stone benchtop; otherwise, do not mention it.
It is important to mention the cooktop size and range hood.
It is also important to mention the brand and model if it is mentioned in the inclusions PDF.
Remember that kitchen inclusions should always be mentioned - at least the size of the cooktop needs to be mentioned.

Bathroom & Laundry

Bathroom inclusions are not often mentioned and should be done only when needed.
In the example below, the 20 mm engineered stone top can be mentioned.
Also, like in others, the builder would ordered the inclusions. So, the top ones are mentioned at the top.
Bathroom accessories are rarely mentioned. If they are in the top of the list in bathroom inclusions, they can be mentioned.
Laundry accessories need not be mentioned.
If the bathroom or shower area is fully tiled, the builders mention that.

Interiors

For most investment homes, the ceiling height is less than 2700mm. If it is less than 2700mm, never mention it. But it SHOULD be mentioned if it is higher than or equal to 2700mm. This is very important.
As with others, mention the top 2 interior inclusions if in doubt.
Air conditioning should be mentioned. It is almost mandatory to mention what kind of air conditioning the home has.
Electricals: In most cases, nothing needs to be mentioned. However, most builds like to mention whether there are LED downlights and where they are placed.
Lastly, the floor type can be mentioned. e.g. carpet to all areas.

Exterior

Builder often makes it a point to highlight what the roofing type is. In the above example, concrete tile roofing can be mentioned.
Even though most properties are full turnkey, some builders do not build the fence. So, if the fence is included, it can be mentioned.
Also, the type of landscaping, or just its presence, is often mentioned to highlight the fact that the product is turnkey. The same goes for driveways and paths.