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Home Staging A Service That Really Works Case Study May 2011

A Case Study of work completed by Younique Designs Ltd in May 2011. The property was relaunched with a new sale strategy, fresh decoration and staging and sold within 4 weeks.

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Home Staging A Service That Really Works Case Study May 2011

  1. 1. A UNIQUE interior design company established to bring a personal service to homeowners, landlords, developers and estate agentsWe LISTEN, OBSERVE, DISCOVER, CONSULT, and RESOLVE
  2. 2. Wansunt Road, Bexley, Kent4 Bedroom, 3 Reception, 2 bathroom detached property, with drive in, drive out driveway,large garden and detached garage.• Wansunt Road was first marketed in March 2010 when it was brought to the market by Park Estates in Bexley with an asking price of £700,000. This was later reduced to £675,000 and reduced further to £645,000 in October 2010.• At the beginning of October 2010 Village Estates were instructed to joint market the property and recommended an asking price of £645,000.• There were only a small number of viewings with two in October and November 2010 via Park Estates but none from Village Estates. The level of interest was disappointing throughout the marketing period and no offers were received. The main feedback from viewers was that ‘there is too much work to be done’.• In November 2010 I instructed my clients to take the property off the market.• Following this my was brief was to re-launch the property to the market, developing a sale strategy that would increase the level of interest in the property, and ultimately result in an acceptable offer.• This followed some refurbishment, decoration and home staging.• The property is now ‘Sold subject to contract’ after only 4 weeks on the market
  3. 3. Overall ImpressionWansunt Road is one of the premier roads in Bexley. The houses are mostly detached and benefitfrom large plots all with off road parking.This is a 1950’s built property, extended by my client when they purchased it some 35 years ago..Whilst the kitchen has been replaced since then, little re-decoration had been undertaken. Theproperty thus looked and felt dated and tired. In truth every room in this property needed somework to enhance its saleability. Budgets would not allow for the full recommended works so thefollowing key areas were the prime focus. Lounge | Dining Room | Shower Room | Bedroom 1 | Bedroom 3All other areas of the house had a ‘House Doctor®’ touch which meant a mass de-cluttering andfixing of small problems (e.g. changing light switch face plates, boxing in pipe work), which had agreat impact. All rooms had a touch of staging for the newly instructed Estate Agentsphotography during which I was present.
  4. 4. floor plans
  5. 5. loungeDiagnosisThis room was used as both the main living room and the dining roomand consequently looked and felt cramped. Existing items of furnitureare not co-ordinated and are overfull with crockery and family photos.The lighting scheme was very dated.PrescriptionIncrease the sense of space and appeal to a young family along withreducing the perceived amount of work neededWalls• Plaster breeze block wall (behind TV) and paint. Install skirting board and paint white.• Paint all walls (Orangerie by Little Greene was used)Flooring• Deep clean carpets and rugsFurniture• Remove display unit currently positioned on utility room wall• Remove tea trolley• Relocate dining table and chairs to ‘family room’ creating a new dining room• Reposition sofas and chairs and all other furniture to make better use of the space• De-clutter including ‘hidden’ storage areas behind the barLighting• Remove all pelmets and tube lighting around the perimeter of the room, remove spot lights from ceiling, re-plaster ceiling and install 2 light fittings• Add table lightsAccessories• Artwork – rework existing artwork in the property• Planting – add new plants and fresh flowers• General – display minimal items in the display units
  6. 6. loungeThe new flat plastered ceiling has two new chandelier lightfittings to reflect the existing one in the dining room.An abstract piece of art in just the right colours was foundhiding behind a sofa and hung to become a focal point atthat end of the large roomThe small side tables were previously scattered around thehouse but now reunited in the lounge.Soft Furnishings - A splash of extra colour was added withthe cushions to bring out the tones in the rugThe curtains were cleaned and repaired where necessaryand re-hungNew plants and fresh flowers
  7. 7. dining roomDiagnosisCurrently used as a Sitting Roomthis room should be redefined asa Dining Room. It was feelingdark and dull but there was nobudget to paint the walls andremove the wood panelling.PrescriptionPresent this room as a diningroomWalls• Clean all walls and woodworkthoroughlyFlooring• Clean carpetFurniture• Remove white unit from the room and introduce the unit from the lounge (storage was needed)• Add dining table and chairs making repairs to chairs as necessary• Remove sofa, chair and coffee table to storage• Relocate 2 black chairs to landingAccessories• Remove plates from wall• Repair and re-hang curtains• Re-hang artwork• Add mirror above fireplace from bathroom
  8. 8. landingDiagnosisThis large space is underutilised andhas no spatial definitionPrescriptionDefine the use of the open landingby the window creating a ‘readingarea’ using a chair from the familyroomWalls• Clean all paintwork thoroughlyFurniture• Remove desk to study and dispose of chairs and wardrobe• Using the 2 black leather chairs from the previous family room and a bookshelf from one of the bedrooms create a small reading areaLighting• Clean light fittings and upgrade bulbsAccessories• Hang artwork from clients existing collection
  9. 9. shower roomDiagnosisThis bathroom was very dated andhad 5 different tiles on walls andfloors. The suspended ceiling wasdamaged and the lighting abovepoorly fittedPrescription• Retain the sanitary ware which is Duravit, but retile the walls with large white tiles and feature border – as the floor tiles were to remain the colour for the border was influenced by the brown details tile in the floor• Remove existing ceiling, re- plaster and install spot lights and an extractor fan• Accessorise with bright and cheerful towels, baskets and plants• Replace mirror – use existing in dining room
  10. 10. master bedroomDiagnosisThis is the largest of the 4 bedroomsyet it is dated and was not beingmarketed to its full potentialPrescriptionWalls• Repaint walls and ceiling making repairs where necessaryFlooring• Replace carpetFurniture• Reconfigure furniture to maximise use of space• Remove bookshelf to landing and dispose of deskLighting• Replace lamp shade and add matching bedside lampsAccessories• Create new artwork and add accessories taking colour scheme from existing items and curtains
  11. 11. bedroom 3DiagnosisThis guest room was fullof old and dated furnitureand very clutteredcupboardsPrescriptionCreate a lively and lightroom that could beimmediately used by newownersWalls• Paint in a colour taken from the marbled effect fitted cupboards – Echo from Little Greene was usedFurniture• Remove desk and bookcases• Reposition bed• Add bedside tables• Replace knobs on cupboard doorsLighting• Change light shade and add bedside lightsAccessories• New white curtains and bright tie-backs• Bright bed linen and cushions• New handmade artwork
  12. 12. other areas within the propertyAs previously mentioned there was not any area of the house that did notbenefit from a ‘House Doctor®’ touch.The kitchen and study are included here but styling and staging work was alsocompleted in Bedrooms 2 and 4. In addition the bathroom and separate toiletwere painted from blue to white, the shower area re-grouted and the toiletitself reinstalled correctly.
  13. 13. kitchenDiagnosisThe kitchen units and appliances are fairly new and well designed however thelighting is poor. The area was cluttered with family mementosPrescription• Increase sense of space by removing the display unit• Replace the lighting for matching fittings• Remove window dressings to increase amount of natural light• Remove items from work-surfaces that are superfluous• Ensure kitchen units are tidy and ordered inside• Fix drawer runners and level doors where required
  14. 14. studyDiagnosisThere were two desks both of which were dated in style, the shelveswere not styled and housed mainly clutterPrescription• Define the use of the room as a study and music room• Relocate desk from upstairs to under small window• Remove ‘dining chairs’ and other excess furniture• Add a Piano stool and an easy chair to create a reading area• Remove books from window sill and accessorise more appropriately
  15. 15. alfresco diningThe patio and garden are large areas. For the purposes of the EstateAgency photography the table was set to enhance the lifestyleimagery for the marketing material..
  16. 16. project costsMy client spent 1.5% of the last marketed asking price on preparing her property for sale. This is far less than the next price decrease that her agents were pushing for. Contractors involved included Plasterer, Decorator, Electrician, Handyman and myself as the Project Manager. Younique Designs pulled together the project team, delivered the results and facilitated the sale of the property. Are you struggling to sell your home? Do you know someone trying to sell and yet all they do is reduce the price? Talk to us before talking to an Agent, save yourself time and fulfil your dreams quickly. Already on the market? Still talk to us, we can help at whatever stage of the process you are at.
  17. 17. T| 07889 021140 Julie Stevens E| Designs Ltd W| 1 Castle Hill Court Castle Hill ‘after images’ © John Miller Rochester Other images © Younique Designs Ltd Kent ME1 1LF Project completed May 2011