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Home staging becomes the tool of choice for large and small scale developers

Show homes, the styled and immaculately furnished properties staged by developers selling large scale developments, have been around for many years. Often costing tens of thousands of pounds, marketing teams consider them a must have sales tool, allowing buyers to visualise living in the space and form an attachment to the property.

Recently however, the trend of home staging has progressed from large developments to individual homes, and despite it often being at a considerable cost, investors and property owners are seeing the returns. For many, home staging has become essential in achieving the best price possible and some of our branches have found that it often ensures a swifter sale, with many homes selling at a premium.

Danny Hardy, Sales Manager at Kinleigh Folkard & Hayward’s Battersea branch, comments: “Many of our clients find that the fee is often well worth the investment and usually it pays for itself and leaves the vendor with profit. Many big name developers have been staging homes and selling a lifestyle for years with their show apartments so it makes sense that if they feel it is worth the investment that it should trickle down. Empty properties can sometimes feel a little soulless and buyers struggle to visualise how they would use the space and live in the property and as a result they can often take longer to sell.”

The Battersea branch is currently marketing a five bedroom Victorian house located on Clapham Common West Side which has recently been renovated by a developer and styled and staged in order to sell.The property shows a remarkable level of detail, from photos and candles, to books in the reception and crockery in the kitchen. An important aspect of home staging is that the overall design and  furnishings are tasteful and muted, appealing to a range of buyers with the intent of showing off the property, rather than highlighting individual taste. Putting art on the walls for instance often makes a large difference, further enhancing that lived in feel and creating a more premium aesthetic.
Home staging becomes the tool of choice for large and small scale developers

In Putney, SW15, another scheme on Kersfield Road, features lifestyle staging - here the top two penthouses have been designed by interior designer Naomi Pound. The interiors have been designed to highlight and accentuate the floor to ceiling glass windows throughout while the wrap around terrace has also been styled to provide an outdoor oasis – again selling the lifestyle of al fresco eating and entertaining.

While design is often a personal thing, most designers involved in home staging agree on some core principles. Keeping the property clutter free so that you are showing off the space as a whole rather than drawing the eye to individual items is key to the overall scheme. In addition, utilising mirrors and shiny surfaces to reflect light against pale surfaces and ensuring that the large furniture items are of premium quality and suit the size of the room they are placed within are equally very important.

Adrian Dyer, Sales Manager within our Land and New Homes division, comments: “In the current market, putting in just a nice kitchen and bathroom is no longer enough where new homes are concerned. Buyers want to see how they can use the space and adding furnishings adds visual interest and draws the eye away from just bland white walls. We find that this type of marketing ensures that properties stand out online and in marketing materials while encouraging sales during the off-plan stage as there is somewhere for potential buyers to visit. Interior design and home staging often results in properties selling much faster, resulting in reduced costs for developers.”

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In house team London Property Market

As the marketing and communications team at Kinleigh Folkard & Hayward's head office, our aim is to keep you updated and informed where the London property market is concerned. In addition, we'll bring you tips on navigating current issues and trends in the market when buying, selling, letting and renting to ensure that whatever field you're interested in, you'll be completely informed.

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