In property, knowing your audience is the golden rule.
A project's success isn't just about choosing trendy colours or stylish fixtures—it’s about nailing the location that your market loves and creating spaces that your ideal customer can actually picture themselves living in (and loving!). When you really understand who’s moving in, you’re not just decorating; you’re building a home that resonates with their lifestyle and view of the world.
And yes, that means happier tenants, fewer turnovers, and a lot less stress for you in the long run.
Let’s break down why getting to know your target audience is a game-changer—and how to use those insights to make your properties irresistible.
Why Knowing Your Audience is Everything
Imagine it: you go all out on a sleek, modern design that you love, only to find that your target family tenants/buyers are more into cosy, functional spaces with tons of storage. Ouch. Misreading your audience can lead to costly redesigns or, worse, unhappy customers that don't buy. But when you get it right? Your property becomes a magnet.
The better you know your audience, the easier it is to make design choices that speak to their needs and make your place the “yes” on their list. Understanding your market also means you can tweak your pricing, marketing, and amenities to match what they’re looking for, helping you save time, money, and headaches.
Bathroom designed by roost, Watermelon Co Development
Who Are Your Customers, Anyway?
Getting to know your audience might sound mysterious, but it’s easier than you think. Here’s what to focus on:
Demographics: Lifestyle and Income Start with the basics. What stage of life are your customers at? Are they working professionals, a family with 2 kids, retirees? This is a great place to start. Younger professional buyers might want something low-maintenance that's close to the action and transport, while families are likely on the lookout for more storage, smart layouts, and maybe even some extra space for a dedicated home office or to grow into over the the next few years. By knowing these basics, you’ll be on your way to creating spaces that suit their day-to-day lives.
Psychographics: What Makes Them Tick Now we’re diving deeper—beyond “who” and into “why.” Psychographics cover values, hobbies, and habits. Are your customers eco-conscious? Do they appreciate smart-home features? Understanding these things can help you add little touches (e.g. sustainable materials, solar panels or electric charge points) that speak to their values and make your property feel like it was made for them — because it was.
Location, Location, Location Your property’s location also plays a big role in who’s going to want it. City properties will probably (although not always) draw a younger crowd looking for nightlife and good public transport, while suburban homes are likely to appeal more to families or people who want a quieter, more relaxed vibe. Tailoring your design based on the neighbourhood makes your property feel even more in sync with their lifestyles.
If you’re not sure on who you should be targeting, take some time to walk the local area and see what type of person you see at different times of day. Who’s on the drag to the train station in the morning? Who’s in the shops or cafes at lunchtime? Whilst you may think you know the answer, putting some time in here doesn’t hurt, and might give you an unexpected insight you hadn’t seen before.
Putting Audience Insights to Work in Your Design
Once you’ve nailed down who you’re designing for, it’s time to put those insights into action. Here’s how to turn knowledge into a winning design:
Start with Functionality First and foremost, your property has to work for your customers’ lives. This is where clever layouts, good storage, and practical spaces come in. If you’re targeting young professionals, think streamlined layouts that make life easy—minimal upkeep, efficient spaces, and storage where they need it. Designing for families? They’ll love storage galore and adaptable spaces that grow with them.When a space actually works, tenants stick around. Less turnover = less stress for you!
Style That Speaks to Them Next, it’s time to add a personal touch. Knowing your audience’s style means you can create spaces they’ll love, whether it’s a modern art minimal vibe or warm, welcoming colours and super durable materials. Bottom line: design a place that feels like them, and you’ll have people falling over themselves to move in. Playing it safe with magnolia will do the job, taking a risk to really speak to your niche will really make it sing.
Kitchen designed by roost, Dennistoun Studios, Glasgow
Know their Priorities This is where understanding the “nice-to-haves” and “must-haves” makes a huge difference. For example, young professionals might rave about smart-home gadgets and not be keen on a large high-maintenance garden, while families may prioritise things like a big lawned area, a separate living space for adults, or extra storage. By delivering the features they’re looking for, you’re making your property stand out without going over the top. It’s all about the little extras that wow.
Create a Vibe They’ll Love Don’t underestimate the power of the right vibe. Whether it’s through cosy lighting, modern art, or even the colour scheme, think about how you want your customers to feel when they walk in. You’re telling a story with your design—one that makes your ideal customer say, “Yep, this feels like my home.”
The Payoff: Quick Sales and Long-Term Tenants
Getting to know your target audience isn’t just about attracting the right people—it’s about creating a space where they’ll choose over your competitors. Tenants who feel at home are more likely to renew their leases, meaning less downtime and a more consistent income for you. Buyers who you resonate with will be eager to secure the deal!
At roost, we’re here to help you take these insights and bring them to life in a way that’s both functional and beautiful. We’ll help you design spaces that don’t just look good, but feel like home for your ideal audience. So if you’re ready to create properties that attract and keep the renters you want, let’s make it happen...
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