Community and Home Design Must Appeal to Your Target Buyer Profile | John Burns Real Estate Consulting

Community and Home Design Must Appeal to Your Target Buyer Profile


Given today’s competitive market conditions, planning and designing for the right buyer profile is more critical than ever. It is important to show model merchandising with hints of the target buyer profile throughout the home through lifestyle photography, room designs and suggestions for the best uses of space for your target profile. This is particularly tricky, as the target buyer is often a diverse group.

The color scheme throughout your models is very important. Choose colors that will appeal to the majority of your target buyer profile. Create a memorable experience (“remember the model with the pool table”), but avoid the urge to be “different” or “bold.” Less than 25% of all profiles prefer modern or edgy, even among the young and hip single buyers. Neutral tones illustrate spaces well and are inviting and attractive to almost all groups.

Below are some key elements to creating memorable homes for different buyer profiles.
Family Buyer: Families spend a lot of time together, so design those areas of the home where they will congregate with ample light and comfort.

Model kitchens with bright lights.
Merchandise family rooms as comfortable and inviting.
Place a large flat screen TV(s) in the entertainment space.
Position the fireplace in an accent location instead of the center of the room in order to accommodate the TV location.
Design secondary bedrooms as children’s rooms. Reflect the target child’s age in the colors, accessories, furniture and merchandising.
Family Buyer: Families spend a lot of time together, so design those areas of the home where they will congregate with ample light and comfort.

Model kitchens with bright lights.
Merchandise family rooms as comfortable and inviting.
Place a large flat screen TV(s) in the entertainment space.
Position the fireplace in an accent location instead of the center of the room in order to accommodate the TV location.
Design secondary bedrooms as children’s rooms. Reflect the target child’s age in the colors, accessories, furniture and merchandising.
Family Buyer: Families spend a lot of time together, so design those areas of the home where they will congregate with ample light and comfort.

Model kitchens with bright lights.
Merchandise family rooms as comfortable and inviting.
Place a large flat screen TV(s) in the entertainment space.
Position the fireplace in an accent location instead of the center of the room in order to accommodate the TV location.
Design secondary bedrooms as children’s rooms. Reflect the target child’s age in the colors, accessories, furniture and merchandising.

The most challenging aspect of all of this might be determining who the target buyer profile is in the first place. There is a ton of demographic information that can help with this (e-mail Nikki Baumgartner if you have questions on how to do this) and surveying long-time real estate agents for “the greatest void in the market” can also help as well. In a tough market such as this one, the builders who execute better than the others will be the clear winner.


If you have any questions, please contact us at (949) 870-1200 or fill out this form.