If you want your display suite to make an indelible mark on your buyer’s mind, you need to tailor your display suite to appeal to your target customer. Your display suite won’t be marketing to every potential customer, so having a strong understanding of what your target audience wants is going to make all the difference. In this blog, we’ll look at the steps needed to identify your target customers and what you can do to speak to them with your design.
Having an ideal buyer doesn’t just help the sales process at the display suite viewing stage, but also in other aspects as well as well. By keeping it specific, you’ll prevent wasting valuable resources on marketing to uninterested buyers who were unlikely to go for your property development in the first place. Instead, putting that effort into capturing the attention of your ideal buyer will create a much stronger sales funnel overall. So, the question is…
Who is the target market for the property?
There are many ways to decide who your target audience is for the property. Break it down into three categories to make it easier.
Buyer profile
What is your target audience’s:
- Age range?
- Income level?
- Family status (singles, couples, families, downsizers)?
- Cultural background
- Budget for the new home?
Lifestyle preferences
What is your target audience’s:
- Design tastes (modern, traditional, minimalist, etc.)
- Emphasis on luxury vs. practicality
- Interests and hobbies (nature-lovers, city-dwellers, etc.)
- Values (sustainability, community-minded, tech-forward)
- Lifestyle – are they entertainers? Work-from-home? Retirees?
- Are they looking to move in immediately or are willing to wait for what they really desire?
Pain points and aspirations
What is your target audience’s:
- Reasons for moving (need more space, downsizing, better location)
- What are they hoping to gain from their new home?
- Any specific must-haves that your development can provide?
- What are their concerns or hesitations about buying off-the-plan?
- Views on community? Are they seeking to move into an established community or are happy to grow with the development?
- Are they looking for an established developer with significant developments to their credit and can offer peace-of-mind?
Knowing the answers to all of the above starts to paint a picture. If your property is aimed at couples in their early 30s who work at home and in the office, collectively earning 160k-200k, you can start to build a buyer persona for them. They’ll likely want different rooms for different things. Such as sleeping, relaxation, work, and a space for a little one if they start a family.
You can attribute tastes to them as well. Like a preference for minimalist practicality. Say they enjoy the city but prefer natural features throughout the home. They also care about sustainability and are technologically astute.
This starts to build a persona and gives you an idea of exactly what it would take to make the perfect display suite for this buyer.
How to attract your target audience
Design may seem like a simple thing, but it has complex psychological implications. Experienced display suite designers understand this nuance and can translate your buyer personas into tangible, immersive experiences for your ideal buyer.
Based on our buyer personas section, we have all the information needed to build the perfect display suite to wow our imaginary couple. Let’s look at the practical ways to tailor a display suite to your target customer.
Layout and functionality:
Our target couple are in the stage of life where starting a family is most common. For this buyer, we ensure we have all the sales tools required to facilitate a meaningful conversation with the sales consultant. We’re also going to include an area to keep the kids happy and engaged This will allow their carer to have an uninterrupted conversation with the sales consultant without thinking “Things are too quiet….where are my kids?!? And then dashing to make sure chaos is being averted!
Finishes and materials
As our couple’s tastes lean toward minimalism and functionality, we can include finishes and materials that speak to these tastes too. Using natural materials like wood and stone (with light tones), we can create a minimalist look that isn’t sterile. Bamboo flooring, recycled materials and countertops with eco certifications are all in line with their sustainable values as well. For this buyer we also make sure there is no clutter. Everything has a home including brochures and collateral.
Technology
As this is a young couple with modern tastes and an eagerness to embrace technology, there are several ways we can wow them in this category. to show them the features of the property. Add a stylish docking station with wireless charging to the office space to show practical attention to detail. In a display apartment, you might want to display smart home features. Voice controls for lighting and blinds with an integrated sound system are a great start.
The important thing to remember is that display suites are meant to help the customer imagine themselves living in the development.. The more personal that space feels the easier it is for your ideal customer to do just that. If you want a display suite designer that creates perfect spaces for ideal buyers, chat with Diva Works today.
