the art of selling
1. STYLE IT
When it comes to styling a home it is important to understand its unique character and energy. Where the interior styling compliments the age, type and size of the property, it will appear more authentic, create the right vibe and tell the right story. For the express purpose of styling to sell, the focus should be on tailoring that style and design to your target market - whether that's a single young professional, a young couple, a family or retired folk, because their needs will be very different.
For example open plan living has been the desired norm for families for two decades, however this is not as appealing for the older generation nor those young couples who are hybrid working. Here, dividing the space into smaller zones for home offices, gym/ yoga studios are regarded as more important in today's post lock down world.
At Story Style our aim is to create a home that is as cozy and comfortable as it is aspirational and exciting!
It goes without saying that the space should feel homely to whoever walks in and needs to appeal to as broad a spectrum of people as possible within those demographics discussed above. This is why we believe successful selling is an art. You give us the canvass, we'll paint you a masterpiece that resonates with potential buyers, creating a show-stopper online, generating the greatest interest and achieving the highest price!
STYLING checklist:
1. FIRST IMPRESSIONS - Curb appeal
Property programs and interior designers have been shouting about curb appeal since the 90s and in today's instagramable world it is as important as ever. You need to ensure the facade looks smart, is free from any obvious defects, unobstructed, cared for and inviting. The front door should feel strong and look imposing, the entrance around it, elegant. There are many ways to achieve this which we are more than happy to discuss on a client to client basis [see 'tell us your story' in the BACK PAGE section from the menu bar].
If your home is a flat or apartment within a converted building or apartment block it is imperative to do all you can to bring the communal area up to the standard of your home. See it as the reception lobby of a hotel - if its cluttered, dark, dated and tatty you already have a negative view of the place and wont want to stay even if the room looked good online. This is the same for property purchasing but it can be overcome with a little cooperation between the residents as it benefits everyone. A lick of paint, good lighting, a deep clean of the carpets, a clear hallway with a stylish sideboard for letters and a vase of flowers goes a very long way to painting a picture of peace and harmony within the building and a strong sense of pride. This reinforces the value others place on living here, thus enhancing the appeal and creating a compelling, lasting impression for prospective buyers.
2. FLOW & FEEL- Fengshui
From the front door to the back and from top to bottom there should be a smooth uninterrupted path/ flow through the various rooms and zones that make sense, project a calm connectedness and make the viewer feel at ease. The layout should be logical and well organised to enable practical use of the spaces so buyers can feel how it would work for them. We call this Feng Shui and will be discussed in more detail in the Staging section.
3. REPAIRS & MAINTENANCE
It goes without saying but any visible defects internally or externally that could raise concern and put buyers off should be addressed and fixed prior to marketing as these things have a habit of coming out in the wash later and stalling conveyancing. Common problems include - structural weaknesses, subsidence or settlement cracks in older buildings, roof damage, damp - this could be rising, penetrating or condensation damp, wood rot. Broken glass in windows and doors, faulty appliances and boilers, low water pressure and drainage issues/ bad smells.
Certificates and guarantees for all remedial works should always be sort and filed ready for the solicitors.
Ensure full working order of everything within the home from :
windows and doors opening and closing properly, thermostats, radiators, taps, toilets, lights and lighting schemes, kitchen appliances, wifi, telephone etc
4. COLOURS, COVERINGS AND FINISHES
We previously discussed the need to appeal to the widest possible audience, to that end it is advisable to choose colours, patterns and coverings that are primarily light and neutral in tone, on trend and contemporary. This has the added benefit of making the spaces feel lighter, brighter and more spacious which all buyers want to see. This does not mean bland and boring. There is always room to add some stronger accent colours in small areas or on one wall of a room to add some visual interest - a bit of drama and excitement to make the space pop and be memorable in a good way. Large fixed elements like wardrobes and kitchen cabinets are best kept to light neutral tones, some pattern and colour can be brought into the wall and floor tiles as long as they are not too distracting and stronger colours and patterns reserved for more temporary items - rugs, throws and cushions.
Using natural materials - wood, stone, brick, metal and glass with natural fabrics all help to create a positive experience for the viewer. The spaces feel uplifting, evoke good vibes and a strong emotional connection.
5. LIGHTING & LAMPS
Lighting is the single most important aspect of both styling and staging - without it we are literally in the dark, too much of it and the atmosphere is killed and the energy flattened. Light has the power to change the mood and psychology of a space, creating cozy zones, enhancing the perception of space, and aiding the practical use of spaces like kitchens, bathrooms, wardrobes and storage cupboards. Always choose warm white over cold LED bulbs, put main light circuit of a room on a dimmer switch to create ambience and different moods. Have low level lamps in darkened corners to illuminate different zones - reading area, snugs and bedrooms etc.
Spot lights work well to give overall even light across a room, pendant lights are good for zoning and defining spaces for example over a dining area or kitchen island. Indirect LED ribbon lighting is great for illuminating book shelves cabinets and wardrobes, or around the edge of a ceiling to create soft ambient light when watching the television for example.
Sensor lights at door entrances and in communal areas are like a welcoming embrace from the building - producing an uplifting and positive first impression
6. USPs & SELLING THE ASPIRATIONAL LIFESTYLE
When styling your home to sell, think about how you can optimise the space, create some USPs that will exceed your potential buyer's expectations and set your property apart from the rest. In this cottage for example we knew there was some dead space under the ground floor where the old coal storage was. Not deep enough for a room but certainly for a cool subterranean wine cellar - something to boast about to friends and family. This created a cool quirky feature at the bottom of the stairs, with sensor lighting activated by opening the door and permanent low level lighting which provided a wonderful glow at night.
Other ideas include creating a steam room shower cubicle in the bathroom, or a sauna down in an unused cellar, adding a small ensuite to the master bedroom always adds value, sky lights and big windows can really open up a space creating new views and perspectives. In lofts with no outside space you can create sky windows or pseudo balconies by using a system like the cabrio velux which opens to create a cockpit balcony so you can feel the sun on your face and breeze through your hair without having to spend thousands on architects, builders and planning applications. These modest additions make all the difference to the feel of an otherwise enclosed, stuffy upper floor apartment.
<-- Creating a bit of theatre with a stunning feature like this or an iconic piece of furniture is key to selling the lifestyle !
6. STORAGE & ORGANISATION
You can never have too much storage! In most London flats the biggest obstruction to a decision to buy if every other box is ticked, is a perceived lack of storage. Storage helps to keep your home clean and tidy, organised and ordered which gives the potential buyers peace of mind and a sense of ease which is very appealing. The main storage zones are:
1. Bedrooms - ensure ample wardrobe hanging and shelf space for at least two people in the master and for one person in additional bedrooms. In smaller properties where large wardrobes could make the space feel small and cluttered, mirror wardrobes are a fantastic option - firstly the storage becomes invisible and if located correctly the mirrors will add light and the perception of twice the space! Fantastic.
2. Kitchen - Optimise the space available, ensure wall units and tower units go all the way to the ceiling. Integrate as many appliances as possible to keep the worktops clear and the kitchen lines clean and the overall appearance as one of being super organised, well designed and practical. The magic triangle of the cooking - > cleaning/washing - > food storage zones still holds true.
3. Lounge - good to provide book shelves and cupboards in alcoves for example either side of chimney breast is traditional, clearly defined area for TV/projector, space for sideboard/ coffee table etc
4. Under stairs / Utility cupboards - fully decked out shelving, hooks well organised, well lit to take all household utensils - hoovers, mops brooms ironing boards etc
2. STAGE IT
Where Styling deals with the heavy engineering, Staging is all about the soft engineering. It is key to ensuring that firstly, the online marketing i.e the brochure and digital photos really pop and set your property apart from the competition and secondly that viewings have the right impact on potential buyers because the space conveys strong positive emotions - the roaring brick fire and log pile opposite is always a winner in a period home, creating a warm cozy atmosphere.
Empty spaces have no life and no energy and will not create that emotional attachment in the buyer.
This is where the principles of Feng Shui really come into their own because they have the power to transform spaces by appealing to the purchaser on an emotional, psychological even spiritual level according to Nina Kati (Feng Shui Interior Design,2022)
The result is a strong feeling of balance and harmony, a better flow through the spaces which feel energised, uplifting and connected. Combined, the emotional connection, positive vibes and deep appeal leave a profound impression that often lead to offers being made.
HOW DO WE ACHIEVE THIS?
Firstly all 5 senses need to be stimulated:
1 VISION - to appeal to widest audience a neutral decor with with some pattern and texture garners the most consensus. Stronger colours can be used on individual walls and also on decorative pieces - cushions, rugs individual chairs etc to create focal points, visual interest and bring joy to a space but fixed elements like kitchens and wardrobes/ cabinets etc are best kept to muted soft tones. We have spoken before about the importance of lighting so its enough to say here of the need to ensure that the light bulbs are of a warm tone and that there is a mix of overhead, indirect and floor/table lamp lighting to create different moods and ambiences and a cozy lived-in feel.
2/3 SMELL + TASTE - Smell is our most powerful and acute sense. We can recall smells from childhood almost instantaneously and it so it is inextricably linked to emotions and can be catalyst for purchase. Sugary and salty foods always get our taste buds going so it doesn't hurt to have freshly baked bread or a cake in the oven on viewing days as well as some freshly brewed coffee in the pot!
On the flip side it is essential to eliminate bad smells - as these will also leave a lasting impression for all the pong reasons! - sewage and damp smells are the most off putting to potential buyers. So a deep clean and tidy before viewings is essential. Then natural aroma oils, candles and aromatic herbs are a good way to add flavour to the ambience.
4 TOUCH - Again a very highly developed and sensitive sense in humans. Using soft textures that feel nice and comfortable against the skin will help to express cosiness, well being and relaxation in the home.
5. HEARING - pleasant sounds like bird song, running water by a stream, a crackling fire in winter months, calming ambient music can all aid in creating a strong appeal and peace of mind.
Secondly, the entire home from kerbside to garden shed needs to tell a coherent story and sell an aspirational lifestyle to the potential buyer. First impressions as in most areas of life are critically important when it comes to property. It begins with the entrance - it should be clear of obstacles and distractions like bins, bikes, rubbish, cars blocking the drive or front door, this demonstrates organisation, order and elegance and initiates a positive flow into the property.
3. SELL IT
Tips for selling:
Set the stage : ready for the first act:
Lights
Frontage
Heating on if winter
Fire on if colder months - create a cozy homely feel
crackling sounds and wood smoke take us back to primeval living safety and security of warmth and fire
Music on at calm level, cheerful upbeat but classy relaxing
make sure the house is spotless, noisy appliances are off, coffee, fresh baked goods always work
Be out for the first viewing so buyers don't feel under pressure to compliment and /or rushed through, they should feel relaxed and at ease to begin imagining this as their home.