Interior Design for Specific Demographics

Edward thomas Interiors

Posting Date:

12 August 2024

Typically, the most common goal for any showhome is to attract, and appeal to, a widespread clientele. But what about developments where there is a very specific demographic? How should housebuilders brief interior design for these? Our director, Steve Hird offers his insight…

“Physical showhomes are one of a housebuilder’s most important marketing tools; a successful showhome will add value and help house hunters become more invested in a potential move. But housebuilders shouldn’t be afraid to commission showhomes that directly target a specific audience. It shows engagement, understanding and increases the likely sales rate.

“So where to start?

First Time Buyers

“One of the common pitfalls for this demographic is the assumption they are exclusively young. The average age[1] of a UK first-time buyer is currently 33, so at this point could have a young family, an established career, a long-term relationship, some or none of these. Therefore, it’s advisable any showhome should demonstrate how the house appeals to all aspiring homeowners regardless of age, relationship status or working lifestyle.

“One of our most successful designs for this demographic was a three-bedroom showhome we styled as ‘just moved in’. Remembering that most first-time buyers will have a limited budget, we designed rooms to be deliberately unfurnished. This included modest amounts of furniture alongside artwork and accessories sourced from typical points of call for first-time buyers such as high street stores or online retailers. This design was so successful that 75% of this house type was sold on the initial release, including one to the development’s sales manager!

[1] https://www.uswitch.com/mortgages/first-time-buyer-statistics/

Sidesteppers

“For sidesteppers, perhaps those with older teenagers or even empty nesters, it’s important to consider what is motivating the move. In our experience, this demographic still wants a large house, but location is the main factor. This could be somewhere more rural to enjoy the benefits of country living, on the edge of town for the best of both, or simply nearer to family and friends.

“Key to designing for this demographic is emphasising a lifestyle. It should highlight how a house has space for family members to enjoy individual hobbies as well as come together to relax or entertain. So for example, on a three-storey house, the top floor might be styled as a teenager’s hideaway with bedroom and den, or an elegant retreat to pamper parents! In addition, if there are local landmarks or sports clubs, subtly referencing these throughout the design can help strengthen the connection with location.

Luxury Homeowners

“On developments with exclusively larger house types, or those with only a limited number of homes, the key is bringing the detail to life. This can range from something as simple as including a 10-seater dining table to emphasise space, or more intricate such as painting all door and window surrounds, skirting boards and balustrades to elevate a luxury look.

“Commissioning bespoke, British-made pieces of furniture or joinery is highly effective too. Not forgetting to also reflect any neighbourhood characteristics. On a collection of townhouses we designed in London’s Muswell Hill, we paid homage to the suburb’s tree-lined streets with a Matisse-inspired jungle print feature wall in one of the bedrooms.

Downsizers

“With this demographic, design should offer reassurance. Downsizers need to be able to clearly understand how rooms and a new layout will work so positioning of furniture and maximising all available spaces is important. It’s also about demonstrating how a new house can still be a focal point for family gatherings, whether that’s with a stylish formal dining room or themed bedrooms for visiting grandchildren. Obviously, the other option for downsizers is a retirement living development, but I will share more on design for this demographic another time!