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Hi guys, Naomi here! Today I wanted to dive a little deeper into connecting with your target buyers.
Did you know I have a renovation course? You can check it out here!
So, you’ve got your target market down pat. You can already see it: Connie and Adam cooking in the large, updated kitchen, their three kids playing in the new outdoor entertainment area. The sun is shining, the birds are chirping, and the profits from the renovation are in your pocket.
You’ve planned out that physical space perfectly. You know the exact finishes you’ll be adding and have a pretty solid idea of how your ideal buyers will be using the space you’ve updated.
But what about the feel of the place? Have you thought about how the space will make people feel? Will they get emotionally attached to it?
I know I have said that you shouldn’t get emotionally attached to a place. And that’s still true. But what you want is for your potential buyers to get hooked on it. Because when you make that emotional connection, you make that sale at the price that you want.
What does it all come down to, then?
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In my previous blog post on catering to your target market, I briefly mentioned the Space Medicine planner found in my Rapid Renovation Formula. You may have heard that and thought, uuuh what now?
What on earth is space medicine? And what does space and medicine have to do with renovating?
Yes, I know it sounds a lot like something from a sci-fi movie, but I promise I haven’t been gone kooky from watching too many Star Trek episodes. And yes, if you Google it, the first definition that might come up is something along the lines of astronauts practicing medicine in outer space. But it really has nothing to do with any outer space doctors, drugs or surgery. I may have a background in oncology, but I’m not expecting you to.
Space medicine is pretty much the magic ingredient you need to get your renovation space to connect with your buyers on an emotional level. It’s the key to your buyers’ hearts.
Okay, let me explain a little further.
Your surroundings have a huge impact on your happiness.
If you’re sitting at work in a tiny cubicle with grey walls, grey carpets and grey chairs, it can make you feel pretty gloomy. And if the windows look out on other grey buildings that block out any natural sunlight that will just add to the gloom. Sounds pretty depressing, right?
On the other hand, if you have an office with open spaces, vibrant pops of colour and indoor plants everywhere, your mood is automatically lifted from being surrounded by a pleasant environment. You feel more energised, and in turn more productive. It’s a win-win situation.
The exact same thing applies to a home. You want your place to be inviting, with plenty of natural light filtering through, yet warm at the same time, with earthy wooden tones. You want to be able to come home from a hard day’s work to your own perfect refuge.
And that’s what space medicine is all about.
It’s about adding colour, directing light, and creating a layout that will set off the feel-good chemicals in the brains of your buyers.
So yes, there is science behind space medicine, but you don’t need to don your white coat or become a psychology expert.
Connect with your buyers on an emotional level.
You can use the principals of space medicine to connect with your potential buyers on that deeper level. It’s so important to do that because they will feel an attachment without them even knowing it. And that attachment is what will drive up your sale price, and in turn, your profits.
One of the biggest ways you can help connect people with your renovation project is by using nature as inspiration.
Draw on nature to connect your space with your buyers.
You don’t have to plant a forest in the backyard or have a pond streaming through the middle of the house. It’s not about converting the space into an aviary or making sure everything is made from wood.
What you should be doing is adding elements, textures and finishes into your renovated space that will be associated with nature. And there are three main ways you can go about doing that.
1. Use natural elements and materials.
The first way to connect your property with nature is to actually use natural materials and accents in the property.
Do a brainstorm of all the natural materials you can think of. Wood, stone, marble, leather and cotton are all natural materials that work well in creating a practical space that will connect with people.
Wooden-framed glass doors can help connect the natural outdoor space with the inside, and bring a little of that nature inside. Stone flooring or a feature wall surrounding the fireplace will make the place feel more earthy and warm. A jute rug can make the space feel more cosy.
And you don’t have to spend a fortune adding these natural elements into the space, either. You can create that wood look with laminate. The marble benchtop can actually be engineered stone or printed porcelain. There are so many options these days that will suit every budget, so there’s no excuse for not adding these natural looks to your renovation.
2. Add colours that recreate nature.
The second step is about using colour. Sure, neutrals like browns and greys can be very beautiful, but pops of colour have a way of exciting and making people happy.
Now, drawing on from the first step and think about your favourite natural settings. Is it the beach? Or perhaps a rainforest? What sort of colours can be found in these environments?
A beach would have plenty of blues and yellows. So, adding different shades of blue or maybe accenting a space with yellow is a great way to capture part of that nature through the use of colour.
And just because the renovation project isn’t in a coastal town does not mean you can’t use those beautiful blues and yellows. Now I’m not suggesting you go out and paint the kitchen cabinets a bright yellow, because that might make it a little too niche to your target market’s liking. But adding plants and blue cushions can really spruce up the place and make people feel at home.
3. Maximise natural light.
The third thing you should be looking at is natural light. Sure, classy pendant lights and down lights can create character and highlight your space, but what about when the lights go off?
Does the space you are creating make full use of the natural light? Or does it miss the mark and leave the house looking dark and gloomy. A misplace window will ultimately mean a dark room deprived of natural light. And that won’t sit well with potential buyers, even if you do have plenty of natural materials and pops of green. Natural materials need natural light to shine.
Just keep in mind that extra windows and large glass doors will most likely mean extra heating and cooling. If the space is going to get plenty of natural light but also feel like you’re inside an oven, then you might want to reconsider the window or move it to a wall where it won’t be so intense. It’s all about finding that perfect balance between connecting with nature and being practical.
As long as you choose materials that reflect the particular style you are going for, you will be well on your way to using space medicine to connect with your target market. Don’t fall into the trap of using natural or natural looking materials and finishes just for the sake of the natural look. Remember to keep your strategy and end buyers in mind and choose natural elements that will connect with the rest of the house.