Car and tech companies spend phenomenal amounts of money on consumer research to better understand their target customers and deliver what they want, but so often, I see developers overlook who is going to live in the homes they’re designing and focus only on the economics of the build. Taking that approach is like designing a car without considering if it will be used by a family with kids and pets or a single person who rarely has someone in the back.
In this blog, I’ll outline why you need to design homes with a specific buyer demographic in mind and how it will equate to better sales.
Work out what features matter to your target buyer.
Obviously different developments lend themselves to different demographics because of their price point, but there are many things to consider outside of the price. People in different buying stages will value different conveniences and amenities and it’s essential that the interior design of your residences is targeted to each demographic and is done in such a way that it makes their daily life better.
Often developers focus only on the cost and quality of fittings and fixtures, upgrade options, and colour schemes. While these are important, they don’t address the liability of the property, and that is what’s truly going to matter to buyers. Think both in terms of what design features will be convenient for the people who live in the spaces, and also what you potentially be a huge inconvenience. Things like inadequate dimensions in a closet, no storage for bulky items, poor natural light, or awkward bathroom and kitchen layouts may not be apparent in the architect’s floor plan, but when the space is utilised, they become a daily frustration.