Empty homes are a turn-off for buyers, so dress for sales success
Selling an empty home is a big challenge so making sure it is well dressed is vital in attracting buyers. Sharon Dale reports.
When builder Andy Hague and his son, Harry, spotted an opportunity to restore what had been one of Malton’s finest homes on the best street in town they couldn’t resist.
The Victorian villa at 27 The Mount had been split into two flats but was crying out to be converted back into a luxurious single dwelling.
The Hagues spared no expense on the project and expected buyers to form a queue for the £1.25m five-bedroom house in one of Yorkshire’s most sought-after market towns.
However, not everyone has the ability to visualise how an empty house can become a stylish home. On the advice of their estate agent, Blenkin and Co., they decided to dress the empty property and it has paid off.
Hilary Pegrum of Blenkin and Co., says: “The staged house is now firing on all cylinders with wouldbe buyers coming from as far away as London, Cambridge and Sussex.
“The couple from Cambridge said that they had seen the property online as unfurnished but only leapt into action to view it once it was presented as furnished. The difference is enormous. The house looks bigger, cosier and more welcoming.”
Andy Hague adds: “Since staging the property we’ve had many more people from far afield viewing. They like what they see and are prepared to travel the distance. Empty rooms just don’t persuade people to make a leap of faith and drive 200 miles north.
“This is what asset rich buyers expect now and we’ve got to deliver. Since the launch we’ve had bids and serious intent from multiple parties, helped by the virtual tours that bring the new interiors to life.
“I’m really happy with our decision to include staging within our marketing budget. It has already proven good value for the simple reason that it’s bringing the right buyers to our door.”
The Hagues hired property staging company David Phillips to furnish and dress the house. It offers staging to developers and also fits out properties for buy-tolet investors.
Mitch Wood of David Phillips’ Manchester branch says: “We look at what the demographic is likely to be and design a scheme accordingly.
“Our prices are based on the square footage and market value of the property. When the property is sold, the furniture and furnishings are removed unless the new owner opts to buy them.”
Playing safe with the design and colour scheme is the firm’s preferred option. “We tend to keep it quite neutral so it doesn’t offend anyone unless it is something like a new apartment in a city centre, which is targeted at a younger audience,” says Mitch.
The cost of staging a four or fivebedroom show home can range from about £24,000 to £60,000, according to designer Jeanette Holmes, who is renowned for creating stunning interiors for developers.
The price includes painting, wallpapering, all furniture, blinds, curtains and accessories.
Jeanette’s starting point is deciding who the buyers might be. “I like to visualise who will be living there and I decorate accordingly. I don’t like everything to be cream, it gets very boring so I usually introduce some colour and interest and I like to be a bit daring in some of the rooms.
“A well dressed show home is a huge selling point especially in this climate when buyers won’t come out to view unless a house really captures their interest. It definitely increases sales.”
Over in East Yorkshire, Mark Woolley of Woolley Parks estate agents has embraced technology to help would-be buyers visualise what an empty new-build or second-hand home could look like. He is offering virtual staging for empty properties.
“Buyers find it difficult to visualise furniture or their lifestyle in an empty property and these homes are more likely to get passed over by buyers or attract a lower offer.
“House builders and kitchen manufacturers have been using computer generated imagery for many years to great effect to show what their designs will look like in practice and we are using it in the same way to help market empty properties,” says Mark.
“Just like marketing an already lived in home with photographs, virtual staging gives buyers a much better idea of how an empty room might look when furnished.”
He adds: “There is, without doubt, a massive sea change taking place following Covid-19 in the way estate agents market homes. Property technology, known as prop-tech, is certainly leading this new wave.”
Francesca Kaye, Marketing Manager at Newby developments, which has sites across North Yorkshire, including Glasshouses Mill in Nidderdale, West House Gardens in Birstwith and Ryedale House in York, says adding touches of luxury and emphasising practicality also helps elevate a home in need of a buyer.
Her top tips include adding storage solutions, interesting feature walls, waterfall showers, high quality bed linen and throws, candles and fresh flowers, along with better quality switches, plug sockets, door and drawer handles.
Leeds-based Dowsing and Reynolds has a great selection of their own designed switches, sockets and handles in a variety of finishes.
“Something a little bit fancier than the basic models can make a huge difference in the finish of a room,” says Francesca, who adds that lighting is also vitally important.
“Think about lighting a room with smaller lamps rather than harsher overhead lighting for a more cosy and decadent feel.
“If budget allows, you can install dimmers to the main lights. As for natural light, blinds can help make a room look more light, spacious and modern.”
Since staging the property we have had many more people from far afield viewing it.