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DOMOTEX INTERVIEW 42


help them tidy and redecorate some of their properties before they listed them for sale. This helped me to realise that home staging was something I enjoyed and could make a career of.


DOMOTEX : When presenting, I assume you can furnish against a blank canvas, but that canvas begins with walls and fl oors. Have you ever addressed those fundamentals? ELAINE PENHAUL: We often start by addressing the walls and fl oors as these fundamentals can make or break a room. In occupied properties, we may redecorate before we style the house if the wall colours are dated or the paint is damaged. If carpets or fl oorboards look worn and damaged, we would tell sellers to think about replacing the fl ooring as it can have a big impact on the presentation of a property.


AFTER


DOMOTEX : What about demand - has that been increasing? ELAINE PENHAUL: We have seen a great increase in demand for our services as sellers become more aware of its value when putting a property on the market. Home staging is a growing industry in the UK and we’re excited about emerging as a leading business within the sector while expanding our portfolio or projects and clients.


DOMOTEX : And is there a typical client? I’m thinking an estate agent or homeowner. ELAINE PENHAUL: While our route to market is typically through an estate agent, our end-user client is mostly a homeowner or a property developer who wants to be able to improve the success of their sale.


DOMOTEX : This may be an unfair question, but is there a general understanding as to the total value of an uplift? ELAINE PENHAUL: It is hard to quantify any value uplift. The way that property is priced per square foot [in the UK] means that this varies depending on the location. There is a range within that and staging a


QU TE


BACK TO CONTENTS DOMOTEX MAGAZINE 2021


property well will usually mean that the agent is willing to aim for the upper end of the range available to them. The range may be as great as a ten per cent variation. In general terms, we talk about how staging can increase a property’s saleability. When making a property more


desirable it increases the


number of potential buyers, which, in turn, can push up the price by attracting competing off ers.


The highest off er over valuation we have seen post-staging was 13 per cent - a signifi cant diff erence for a property that was valued at more than £2 million.


cant diff


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