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?
“One of the common pitfalls for this demographic is the assumption they are exclusively young. The average age
“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.
“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.
“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!
