Home Property Styling was engaged by a client to stage a 100-year-old semi in Croydon Park, for an Online Auction on the 18th of April 2020. The timing, at face value, seemed risky, given we are in the midst of unprecedented local, national and global uncertainty.
With restrictions on agents and the way Real Estate agencies now need to conduct business, more emphasis than ever is on the digital presence of properties and online strategy. Open homes with large groups milling around and inspecting the property, for now, are a thing of the past.
Understandably, prospective buyers are now much more selective in where and how they spend their time, given the need to make appointments for inspections and the rules around social distancing now dictating terms. Capturing the buyers' attention, inspiring emotion and giving prospects a reason to make that ever-so-important appointment is more critical than ever.
The Croydon Park semi had lovely bones, though literally being from another century, it needed to appeal to a broader market as possible and not be pigeonholed to its period.
Lounge Before Staging
With this in mind, our styling was a blend of sophistication, coastal chic and urban styles, though still practical in its design and flow. Whether the rear deck retreat, the comfort of the lounge or the practical functionality of the dining area, we found that buyers could quickly make a connection (the emotional connection) with the property.
Lounge After Staging
The dining area was divided into a formal and a more informal area, which flowed onto the rear deck and yard. The styling brought these areas together into a free-flowing, open-plan feel, where buyers could visualize the options available, such as utilizing a breakfast bar, internal dining or external lounging on a weekend.
Dining Area Before Staging
Dining Area After Staging
Main Bedroom After Staging
The bedrooms boasted lovely cornices and ceiling rosettes, complimented by plantation shutters, built-in wardrobes and a fireplace in the main bedroom, giving us a great foundation to build upon. The end result is a luxurious, yet comfortable and welcoming feeling.
The marketing campaign was conducted for 4 weeks, with regular open homes conducted, by appointment.
Prior to this, Home Property Styling put their vision into motion and staged the home with beautiful furniture and home-wares, after which the photographer captures the essence of the vision.
The agents then released the package to market, utilizing digital and printed mediums, online platforms and utilizing in-house and external databases to project the property to a wide market.
The registered bidders all attended the online auction, bid well and the auctioneer achieved a result well above expectations and above the reserve price.
The auction was conducted online by the team at Richard Matthews Real Estate.
There is no doubt that the industry has changed, possibly forever, though the Australian dream is alive and well. People will always be entering the market, upgrading/downgrading property or leaving the market, buying and selling will continue and the cream always rises to the top.
Do not underestimate the power of presenting a property to its fullest potential with an experienced property staging solution provider.
Home Property Styling is here to assist with the preparation of your property to make a fantastic first impression when it goes to market. This may include kitchen and bathroom renovations, painting, landscaping and of course, fantastic furniture selection and property staging.
No matter how large or small the project, you will get the same careful assessment and execution of our plan, on time and on budget.
Comments from the agent and the vendor are below.
From the agent
Jackson Cox
Home Property Styling helped us and our owner achieve a result that would not have been possible without them! Right from the professional and no-stress install, through to the de-fit at the end, the team were absolutely fantastic. The high quality of the furniture and the stylist's eye for detail helped us with our buyer engagement which was key in selling in the middle of the COVID-19 pandemic. Without this touch, the home would not have resonated strongly with the market, given the unusual layout of this 100-year-old semi.
I have no hesitation recommending Home Property styling to all my clients as I honestly believe it helps them achieve the best result possible, regardless of the market conditions.
From the Vendor
The Team at Home Property Styling were an essential part of achieving a positive result in a difficult market. The quality of the furniture and strong styling aesthetic targeted at the appropriate demographic, which made a huge difference in engaging potential buyers. A truly seamless install with a professional company that worked with both myself and the Real Estate to make sure we achieved the best result possible. Greatly appreciative of the team's help and strongly recommend them to anyone looking to present their property at its best.
Kara