'I couldn't sell my flat for six months until I made this one change. It sold 10 days later'
A property stager has disclosed how a Victorian flat that had sat on the market for six months without any offers was snapped up in merely 10 days for its £625,000 asking price. Liv Conlon, 25, originally from Glasgow but now residing in Marbella, operates ThePropertyStagers, which furnishes over 400 homes annually to enhance their appeal to prospective purchasers.
Staging involves decorating and preparing a property specifically to entice buyers. The firm was enlisted by flat owner Kathryn, with the team transforming the property - including styling the rental furniture, introducing vibrant splashes of colour through decor and incorporating accessories such as rugs, mirrors and chic artwork to demonstrate how the spaces could be utilised.
When the two-bedroom, two-bathroom property in West Hampstead, London, was relisted in January, the estate agent swiftly organised 12 viewings and, merely 10 days later, three offers materialised resulting in a best and final offer matching the asking price.
For Kathryn, it proved an enormous relief as she wished to finalise the sale before the Stamp Duty alterations in April and believes she might still be in limbo had it not been for ThePropertyStagers making the flat distinctive in the RightMove photographs.
She said: "We wouldn't have had that much interest had the flat not been staged, because it made each of the rooms stand out in the photos we used on RightMove.
"There were lots of similar flats on the market but mine really stood out, which I don't think it would have done without the staging. It just took it to another level. It was worth every penny. Their team used a colour scheme that I would never have thought of myself, with lots of bright yellow, which against the navy kitchen and the grey bathrooms, really looked great - especially in the photos, which drew you in and made you look. And it did the job. The flat was sold in just days!".
Kathryn purchased the flat in 2001 for £195,000 and carried out extensive renovations, converting it into a two-bedroom, two-bathroom property. A year afterwards, Kathryn relocated and let the property for 20 years, which left the décor worse for wear.
Last year, Kathryn chose to put it up for sale, listing it at £575,000 - reduced to reflect the required improvements. However, six months on, despite numerous viewings, the property remained unsold and required another price cut.
"Everybody could see that it needed quite a bit of work," Kathryn said. "It was too much of a project and so we didn't get any offers at all even though it had been on the market a long time at a significant discount.
"I was nervous of Capital Gains Tax rising in October so I was desperately trying to sell it pre-budget and it just wouldn't, so I realised I was going to have to bite the bullet and renovate it myself."
Following a £55,000 renovation, Kathryn believed the flat appeared fantastic but felt hollow and stark. She brought in ThePropertyStagers for assistance and the property was snapped up within 10 days for £625,000. The staging dramatically boosted its attractiveness, especially on RightMove, leading to its rapid sale.
Kathryn explained: "I was aware of property staging, and the flat looked really sad and empty, so I contacted a couple of companies, one of which was ThePropertyStagers and I really liked their responsiveness and I warmed to what they said they were going to do for me.
"The flat was also partially furnished because I kept some of the furniture in case it didn't sell again and I needed to re-rent it. They were very flexible, working around my furniture, which was very helpful.
"When you've spent so much on renovating, an extra few thousand wasn't an issue. The difference when I walked in after they'd staged it, it was like a different flat. It was unbelievable what they did!".
Liv, who secured The UK Young Entrepreneur of the Year title in 2019 after launching ThePropertyStagers at just 16, explains that preparing a property for sale differs vastly from how individuals actually live in their homes.
The crew at ThePropertyStagers, which has secured 13 accolades both nationally and internationally, employs decorative items including wall art and ornaments to enhance a home's' desirability. Liv disclosed that, when it comes to flogging a property, it's all about keeping to neutral shades, decluttering and introducing splashes of colour, texture and pattern through soft furnishings.
Liv said: "Property staging can make the difference between a home not selling, and being sold in just days - I've seen it happen so many times. Viewers want to imagine themselves living in the space, so if it's empty or decorated too personally, it becomes more difficult.
"ThePropertyStagers staged the kitchen and dining area with bright accessories, bold artwork, a cosy rug, as well as oversized vases, and giant mirrors.
"We also set up the dining table with crockery, and added colourful cushions on the sofas. In the two bedrooms, we dressed the double beds, adding blankets, lamps, vases and artwork. The overall effect hugely complements the flat, creating a warm, luxurious vibe, which obviously did the trick as it sold in just 10 days!".
TEDx speaker Liv, who now resides in Marbella, also operates StagerBoss - mentoring other women on how to build successful home-staging enterprises to seven figures. She explained that in order to flog a house in today's market, the décor needs to be eye-catching and grab a prospective buyer's notice.
Kathryn added: "The staging made it stand out. It did look good before, but it had my old furniture in there, and they dressed that furniture and made it look really good. I just don't think I would have had the same level of interest in the property without their services.
"I'm buying another flat in the same area to renovate and stage for sale again. I will be using the same team - including The Property Stagers - as it's a winning team for me!".
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