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60: The 80% Secret: Why Interior Design Matters
In this episode, Jonathan and Kieron dive deep into the often misunderstood world of interior design in property development. After sharing an exciting update on their latest acquisition, a massive office-to-residential conversion in Cornwall, the duo address one of the biggest pitfalls developers face: injecting personal taste into target-market designs.
KEY TAKEAWAYS
Design for the Market, Not Yourself: The ultimate goal of interior design in property development is to appeal to your specific target demographic, not to showcase your personal aesthetic preferences.
Bring Designers in Early: Don't wait until the walls are up. Engaging an interior designer during the initial layout and space-planning phase helps optimise room flow, privacy, and functionality before structural mistakes are made.
Prioritise Low-Maintenance Materials: For entry-level or buy-to-let markets, substituting traditional tiles with robust alternatives like aqua panels or opting for Karndean (LVT) flooring can dramatically reduce long-term maintenance costs and quicken installation times.
The "Grey Dynasty" is Fading: Shifting design trends indicate that the cold, monochromatic blue-grays of the past decade are on their way out, making way for warmer earth tones and cozy, pastel accent points that feel like a home.
Honest Architecture Creates a USP: Following the model of leading developers like Capital & Centric, allowing the raw fabric of a building to speak for itself can create a unique brand identity that commands premium interest.
BEST MOMENTS
"Zero maintenance doesn't exist. But low maintenance does, and on these types of builds... that's what you want to aim for."
"We used to have the Magnolia Revolution pre-90s... then we moved into this gray dynasty where everybody has gone gray... I think we're a little bit tired of that now as a country."
"Interior design is very subjective... developers are busy finding sites, appraising sites, putting everything together, and interior designers are keeping up to date with the local trends."
"When you are talking to interior designers... have a look at their previous projects, speak to their previous clients, see what they've done before... they should be able to give you referrals to support their work."
"A good interior designer... will be able to value engineer that and give you some examples of what that would be... So if it's not your strength, lean on the professionals."
YOUTUBE CHANNEL
https://www.youtube.com/@propertydevelopersiq
HOST BIOS
Jonathan is a property developer and entrepreneur with a background in finance and construction. Originally from South Africa, he holds degrees in Accounting and Auditing and relocated to England in 2003. He gained financial and operational experience at firms such as RSM, Prudential, and Baker Tilly before transitioning into property. Since 2014, Jonathan has managed major commercial-to-residential conversions and new build developments, particularly across the South West. His analytical mindset and on-the-ground experience help listeners navigate the property world with confidence.
Kieron is a construction expert and entrepreneur with over 20 years of industry experience. Starting as a mason, he went on to found Shepherd Construction in 2012, delivering projects across both the public and private sectors. From extensions to luxury new builds, Kieron has earned a reputation for quality, precision, and strong leadership. As Managing Director, he’s involved in every stage—from design to delivery—offering a no-nonsense, deeply practical perspective to anyone looking to build with success.
OUR SOCIALS
https://www.facebook.com/jonathan.stobbs.1979/
https://www.linkedin.com/in/jonathanstobbs/
https://www.instagram.com/jonathan.stobbs/
https://www.facebook.com/kieron.shepherd.73
https://www.linkedin.com/in/kieron-shepherd-83b979aa/
https://www.instagram.com/kieron__shepherd/
https://www.propertydevelopersplaybook.co.uk/
Book your seat now on our 3-day live event, Property Developers Bootcamp
https://www.propertydevelopersiq.co.uk/pdblive
View all episodes
By Jonathan Stobbs & Kieron ShepherdIn this episode, Jonathan and Kieron dive deep into the often misunderstood world of interior design in property development. After sharing an exciting update on their latest acquisition, a massive office-to-residential conversion in Cornwall, the duo address one of the biggest pitfalls developers face: injecting personal taste into target-market designs.
KEY TAKEAWAYS
Design for the Market, Not Yourself: The ultimate goal of interior design in property development is to appeal to your specific target demographic, not to showcase your personal aesthetic preferences.
Bring Designers in Early: Don't wait until the walls are up. Engaging an interior designer during the initial layout and space-planning phase helps optimise room flow, privacy, and functionality before structural mistakes are made.
Prioritise Low-Maintenance Materials: For entry-level or buy-to-let markets, substituting traditional tiles with robust alternatives like aqua panels or opting for Karndean (LVT) flooring can dramatically reduce long-term maintenance costs and quicken installation times.
The "Grey Dynasty" is Fading: Shifting design trends indicate that the cold, monochromatic blue-grays of the past decade are on their way out, making way for warmer earth tones and cozy, pastel accent points that feel like a home.
Honest Architecture Creates a USP: Following the model of leading developers like Capital & Centric, allowing the raw fabric of a building to speak for itself can create a unique brand identity that commands premium interest.
BEST MOMENTS
"Zero maintenance doesn't exist. But low maintenance does, and on these types of builds... that's what you want to aim for."
"We used to have the Magnolia Revolution pre-90s... then we moved into this gray dynasty where everybody has gone gray... I think we're a little bit tired of that now as a country."
"Interior design is very subjective... developers are busy finding sites, appraising sites, putting everything together, and interior designers are keeping up to date with the local trends."
"When you are talking to interior designers... have a look at their previous projects, speak to their previous clients, see what they've done before... they should be able to give you referrals to support their work."
"A good interior designer... will be able to value engineer that and give you some examples of what that would be... So if it's not your strength, lean on the professionals."
YOUTUBE CHANNEL
https://www.youtube.com/@propertydevelopersiq
HOST BIOS
Jonathan is a property developer and entrepreneur with a background in finance and construction. Originally from South Africa, he holds degrees in Accounting and Auditing and relocated to England in 2003. He gained financial and operational experience at firms such as RSM, Prudential, and Baker Tilly before transitioning into property. Since 2014, Jonathan has managed major commercial-to-residential conversions and new build developments, particularly across the South West. His analytical mindset and on-the-ground experience help listeners navigate the property world with confidence.
Kieron is a construction expert and entrepreneur with over 20 years of industry experience. Starting as a mason, he went on to found Shepherd Construction in 2012, delivering projects across both the public and private sectors. From extensions to luxury new builds, Kieron has earned a reputation for quality, precision, and strong leadership. As Managing Director, he’s involved in every stage—from design to delivery—offering a no-nonsense, deeply practical perspective to anyone looking to build with success.
OUR SOCIALS
https://www.facebook.com/jonathan.stobbs.1979/
https://www.linkedin.com/in/jonathanstobbs/
https://www.instagram.com/jonathan.stobbs/
https://www.facebook.com/kieron.shepherd.73
https://www.linkedin.com/in/kieron-shepherd-83b979aa/
https://www.instagram.com/kieron__shepherd/
https://www.propertydevelopersplaybook.co.uk/
Book your seat now on our 3-day live event, Property Developers Bootcamp
https://www.propertydevelopersiq.co.uk/pdblive