6 days ago
Flat without an offer in six months sells in 10 days after magical refurb
A property staging expert explains how she did it
A property stager has disclosed that a Victorian flat, which languished on the market for six months without any offers, was snapped up in a mere 10 days for its £625,000 asking price after her intervention. Liv Conlon, a 25-year-old originally from Glasgow now residing in Marbella, operates ThePropertyStagers, a firm that outfits over 400 homes annually to boost their appeal to prospective purchasers.
Staging involves decorating and preparing a property specifically to entice buyers. The company was enlisted by the flat's owner Kathryn, and the team set about staging the home. This included kitting out rental furniture, introducing lively splashes of colour with the decor, and adding accessories like rugs, mirrors, and chic artwork to illustrate potential room layouts.
Once the two-bedroom, two-bathroom property in West Hampstead was relisted in January, the estate agent swiftly organised a dozen viewings and, within just 10 days, three bids were placed, culminating in a best and final offer matching the asking price.
For Kathryn, the quick sale brought immense relief as she was eager to finalise the transaction before the Stamp Duty changes in April. She is convinced that without ThePropertyStagers' touch, the flat would have remained unsold, blending into the background on RightMove. 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 back in 2001 for £195,000 and embarked on an extensive renovation, converting it into a two-bedroom, two-bathroom property. After living there for a year, she then let it out for two decades, during which time the decor suffered.
Last year, Kathryn decided it was time to sell and listed the property for £575,000, accounting for the fact that refurbishment was required. However, after six months on the market and despite several viewings, the flat remained unsold and needed another price reduction. "Everybody could see that it needed quite a bit of work," Kathryn explained.
"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."
After investing £55,000 in refurbishments, Kathryn believed the flat looked splendid yet somewhat stark and unwelcoming. She sought the expertise of ThePropertyStagers, resulting in a swift sale of the property for £625,000 within 10 days, with the staging playing a pivotal role in enhancing its allure on RightMove.
Kathryn remarked: "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."
Reflecting on the investment, she noted: "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 earned the title of The UK Young Entrepreneur of the Year in 2019 for founding ThePropertyStagers at the tender age of 16, believes that staging a property for sale is distinct from everyday living arrangements.
The award-winning team at ThePropertyStagers, boasting 13 national and international accolades, employs various props such as artwork and accessories to render properties more enticing. Liv disclosed that the key to selling a property lies in maintaining neutral decor, decluttering, and introducing vibrant soft furnishings for that splash of colour, texture, and pattern.
She explained: "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."
Now a TEDx speaker and resident of Marbella, Liv also heads StagerBoss, where she mentors other women on how to grow their own lucrative home-staging enterprises.
Kathryn praised the impact of the staging: "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!".
