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.

Empty Nester/Retiree: Spend the dollars in appointments and merchandising that make these buyers' lives simpler.

• Offer plenty of light in hallways, stairs, closets and dining areas of the model homes by utilizing high-voltage lights, or more halogen or canister lighting fixtures.
• Pay close attention to the height of cabinets, microwaves, double ovens and countertops. These can often times be located too high for this profile.
• Merchandise the models with high-end options in the kitchen and entertainment area, as this buyer will spend more on upgrades than any other profile.
• Use dual master suites or an exercise room as additional great opportunities for merchandising, beyond the obvious "guest bedroom" or office.

Singles and Couples Without Children: Target the merchandising with the price in mind. First-time buyers should be merchandised differently than the luxury buyer.

• First-time buyer merchandising should be kept simple, including features that the target buyer can realistically afford.
• The more affluent single or couple has more discretionary income than any other profile, and tends to have many gadgets, electronics and high-tech options.
• The move-up buyer desires media rooms, storage rooms for media and high-tech components, high-profile kitchens and luxurious bathrooms.