How understanding consumer behaviour benefits property design

Consumer behaviour underpins all buying behaviour, and home purchase is no different.

The products we see in shops have been crafted to appeal to certain buyers, and FMCGs spend vast sums of money examining the market and learning how to tap into the minds of consumers. So why shouldn’t property developers?

Consumer behaviour has changed drastically since the pandemic began, and what people look for in a home has also been affected. Covid’s impacted the relationship we have with our homes and increased the demands we place on them, so understanding consumer behaviour benefits property design in a number of ways.

Designing spaces that are desirable to live in not just look at

When planning a development, it’s important to have someone who is specialised in creating interiors do the layout and design. While some people use the architect of record for this, it likely won’t deliver the best result.

Architects are experts at designing buildings, but interior architects and designers are best at creating spaces for people. So many developments are let down by design flaws that could have been avoided if the right experts were consulted. As an interior architect and designer, I live and breathe creating spaces for people.

Of course, my focus is to make the space look nice, but it’s equally also about making it functional and practical. In apartment living, space is at an absolute premium, and you need to use it wisely. So many developments lack storage space and versatility, while others create a daily annoyance through ill-proportioned cupboards, frustrating layouts, and unusable spaces. Simple things like storage, study space, integrated appliances, sliding rather than hinged doors, and logical layout to minimise noise disruption or maximise natural light can add immense value to a property.

Understanding the target demographic of your development will help you decide where you need to optimise design features. An apartment for a large family should have plenty of storage space that’s easily accessible, some versatility to use different rooms for different purposes, and the ability to contain noise in certain parts of the home. Fittings and fixtures should be durable and able to withstand heavy use. An apartment for empty nesters, on the other hand, would lend itself towards offering more opulent finishes, open-plan living areas, and self-contained spaces for guests.

With the Waterbrook Bowral Retirement Resort, for example, it was imperative that we minimised stairs, and used ergonomic knobs and handles, as well as ensured doorways permitted access for those with accessibility concerns.

Catering for consumer trends and desire for choice.

A two-tone colour scheme is a thing of the past. Today’s home buyers want choices and to be able to customise their spaces. When designing your interiors, it’s important to consider how clever design can increase options without complicating the build process.

When designing The Lennox, we were able to offer six alternatives for interior themes. We achieved this by carefully selecting colours and materials that worked well together to create a mix-and-match approach for buyers. We selected a different plank width and installation pattern to create a point of difference for the flooring and also selected different tile materials within the same shape range to increase choice while maintaining consistency with the installation. There were also options to extend the benchtop stone on the island to create a more exclusive look.

By knowing what features and designs sell apartments, it’s easy to ensure your project is highly sought-after. Consumers are demanding more choice and better design, and it’s imperative you pick the right professional to create your spaces.

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