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HOME STAGING ASSOCIATION UK & IRELAND
2019 REPORT
Hom
e St
agin
g R
epor
t 201
9
The
Lat
est
Info
rmat
ion
on
the
Indu
stry
in
the
UK
& Ir
elan
d
Prepared by
Home Staging Association
Supported by
IAHSP Europe®
Designed by
Parent
Sponsored by
Davis & Mac
Umbrella Insurance Services
Trusted Land
Space Station Self Storage
Space Photo
HOME STAGING ASSOCIATION UK & IRELAND | 2019 REPORT HOMESTAGING.ORG.UK | III
Met
hodo
logy
7
Esta
te A
gent
s 11
Dev
elop
ers
57
Our
Mem
bers
83
©2019 The Home Staging Association® All Rights Reserved. May not be reprinted in whole or in part without permission. For reprint information, please contact:[email protected]
HOME STAGING ASSOCIATION UK & IRELAND | 2019 REPORT HOMESTAGING.ORG.UK INDEx | v
M E T H O D O L O G Y
METHODOLOGy | 7HOME STAGING ASSOCIATION UK & IRELAND | 2019 REPORT HOMESTAGING.ORG.UK
As part of a descriptive research study, from January 2019 to April 2019, the Home Staging Association UK & Ireland invited a random sample of 330 property professionals across the United Kingdom, including real estate agents, property developers and property managers, to fill out an online survey.
A total of 106 usable responses was received and they were distributed into a percentage frequency, identifying the total number of observations being represented, followed by counting the total number of observations within each grouping of data points, and then dividing the number of observations within each data point or grouping of data points by the total number of observations.
HOME STAGING ASSOCIATION UK & IRELAND | 2019 REPORT HOMESTAGING.ORG.UK METHODOLOGy | 9
E S T A T E A G E N T S
ESTATE AGENTS | 11HOME STAGING ASSOCIATION UK & IRELAND | 2019 REPORT HOMESTAGING.ORG.UK
ESTATE AGENTS | 13HOME STAGING ASSOCIATION UK & IRELAND | 2019 REPORT HOMESTAGING.ORG.UK
100%
Results:
yes 100%
No 0%
Not Sure 0%
Does home staging make it easier for a buyer to visualise the property as their future home?
ESTATE AGENTS | 15HOME STAGING ASSOCIATION UK & IRELAND | 2019 REPORT HOMESTAGING.ORG.UK
For what percentage of your properties do you recommend staging?
17%
14%
21%
7% 7%
10%
7%
17%
59% recommend home staging for up to 25% of their property portfolio.
Results:
1-5% 17%
6-10% 14%
11-15% 21%
16-25% 7%
26-40% 7%
41-55% 10%
56-65% 7%
65%+ 17%
ESTATE AGENTS | 17HOME STAGING ASSOCIATION UK & IRELAND | 2019 REPORT HOMESTAGING.ORG.UK
At what point do you recommend staging properties?
Results:
From the outset of marketing 66%
Only if they stuck on the market 16%
Other (please specify) 18%
“Primarily for developers or if something vacant is coming to the market.”
“If we have an empty property that people are finding hard to imagine as their home.”
“If we feel the property could do with staging.”
“New builds might not necessarily need physical staging.”
“Usually only for new build properties.”
66%From the outset of marketing
Other:
HOME STAGING ASSOCIATION UK & IRELAND | 2019 REPORT HOMESTAGING.ORG.UK ESTATE AGENTS | 19
ESTATE AGENTS | 21HOME STAGING ASSOCIATION UK & IRELAND | 2019 REPORT HOMESTAGING.ORG.UK
Who stages the properties?
Results:
The agency has a staging professional within the company 22%
The agency hires a staging company 30%
The seller hires a staging company 48%
78% use external home staging companies.
22%
30%
48%
78%ESTATE AGENTS | 23HOME STAGING ASSOCIATION UK & IRELAND | 2019 REPORT HOMESTAGING.ORG.UK
Results:
Furniture & accessories rental 36%
Decorating & styling 22%
Consultation visit only 7%
Pre-photography, declutter & style 11%
Professional photos 3%
Entire home cleaning 12%
Maintenance work 0%
Detailed home staging report 5%
Other (please specify) 4%
As an agent, which services do you need from a stager?
“We have handymen who will provide most services very cheaply.
“I do my own staging.”
36%Furniture & accessories rental
Other:
HOME STAGING ASSOCIATION UK & IRELAND | 2019 REPORT HOMESTAGING.ORG.UK ESTATE AGENTS | 25
36%
of h
ome
stag
ing
com
pani
es a
re
utili
sed
for t
heir
fu
rnitu
re a
nd
acce
ssor
ies
inve
ntor
y.
ESTATE AGENTS | 27HOME STAGING ASSOCIATION UK & IRELAND | 2019 REPORT HOMESTAGING.ORG.UK
Between lettings and sales, which properties do you recommend staging the most for?
Which type of property do you require staging for the most?
Results:
Lettings 14%
Sales 86%
Results:
vacant flat 22%
vacant house 38%
Occupied flat 4%
Occupied house 12%
Holiday letting 2%
86% 38%Sales
Vacant house
HOME STAGING ASSOCIATION UK & IRELAND | 2019 REPORT HOMESTAGING.ORG.UK ESTATE AGENTS | 29
ESTATE AGENTS | 31HOME STAGING ASSOCIATION UK & IRELAND | 2019 REPORT HOMESTAGING.ORG.UK
Does staging increase the number of viewings?
Results:
yes 94%
No 6%
94%HOME STAGING ASSOCIATION UK & IRELAND | 2019 REPORT HOMESTAGING.ORG.UK ESTATE AGENTS | 33
Do properties with professional photos get more viewings than properties with poor-quality images?
Results:
yes 100%
No 0%
100%ESTATE AGENTS | 35HOME STAGING ASSOCIATION UK & IRELAND | 2019 REPORT HOMESTAGING.ORG.UK
ESTATE AGENTS | 37HOME STAGING ASSOCIATION UK & IRELAND | 2019 REPORT HOMESTAGING.ORG.UK
Do homebuyers spend more time viewing a home that is staged, as opposed to an unstaged home?
Results:
yes 75%
No 25%
75%ESTATE AGENTS | 39HOME STAGING ASSOCIATION UK & IRELAND | 2019 REPORT HOMESTAGING.ORG.UK
Does a staged home sell faster than a non-staged home?
Results:
No 6%
yes, 1-2 times faster 61%
yes, 2-3 times faster 24%
yes, over 3 times faster 9%
24%
9%
6%
Up to 3 times faster
86%ESTATE AGENTS | 41HOME STAGING ASSOCIATION UK & IRELAND | 2019 REPORT HOMESTAGING.ORG.UK
86%
agr
ee th
at
a st
aged
hom
e w
ill se
ll up
to
3 tim
es fa
ster
th
an a
non
-st
aged
hom
e.
ESTATE AGENTS | 43HOME STAGING ASSOCIATION UK & IRELAND | 2019 REPORT HOMESTAGING.ORG.UK
ESTATE AGENTS | 45HOME STAGING ASSOCIATION UK & IRELAND | 2019 REPORT HOMESTAGING.ORG.UK
What is the impact of home-staging on your fees—did higher offers/quicker sale affect your fees?
Results:
yes, I got higher commission 22%
No, I got the same 52%
Not sure 22%
Other (please specify) 4%
“Would be a similar fee but an increased likelihood of achieving it with staging.”
When comparing similar properties, did staging increase the offer value?
Results:
yes, below 1% 9%
yes, from 1-3% 38%
yes, from 4-6% 16%
yes, from 7-10% 16%
No 22%
78% confirm that home staging would increase the offer value of the property by up to 10%
Yes, I got higher commission
Yes, from 1-3%
22% 38%Other:
HOME STAGING ASSOCIATION UK & IRELAND | 2019 REPORT HOMESTAGING.ORG.UK ESTATE AGENTS | 47
In your opinion, what proportion of unsold properties removed from the market by the homeowner would have benefited from home staging services?
Results:
0-25% 44%
25-50% 40%
51-75% 8%
76-100% 8% 40%44%
HOME STAGING ASSOCIATION UK & IRELAND | 2019 REPORT HOMESTAGING.ORG.UK ESTATE AGENTS | 49
84%
of
prop
ertie
s re
mov
ed fr
om
the
mar
ket b
y th
e ho
me
owne
r w
ould
hav
e be
nefit
ed fr
om
hom
e st
agin
g.
HOME STAGING ASSOCIATION UK & IRELAND | 2019 REPORT HOMESTAGING.ORG.UK ESTATE AGENTS | 51
What room do you consider the most important to have staged to help sell?
Results:
Kitchen 10%
Reception room 74%
Master bedroom 10%
Other bedrooms 3%
Dining room 0%
Bathrooms 3%
Outside spaces 0%
10%10%
3% 3%
Reception room74%
HOME STAGING ASSOCIATION UK & IRELAND | 2019 REPORT HOMESTAGING.ORG.UK ESTATE AGENTS | 53
ESTATE AGENTS | 55HOME STAGING ASSOCIATION UK & IRELAND | 2019 REPORT HOMESTAGING.ORG.UK
D E V E L O P E R S
DEvELOPERS | 57HOME STAGING ASSOCIATION UK & IRELAND | 2019 REPORT HOMESTAGING.ORG.UK
100%
Results:
yes 100%
No 0%
Did staging increase the number of viewings?
DEvELOPERS | 59HOME STAGING ASSOCIATION UK & IRELAND | 2019 REPORT HOMESTAGING.ORG.UK
Did the properties you staged sell faster than the non-staged ones?
Did the properties you listed with professional photos get more viewings than properties with no images or poor-quality ones?
Results:
yes 100%
No 0%
N/A 0%
Results:
yes 100%
No 0%
N/A 0%
100%100%HOME STAGING ASSOCIATION UK & IRELAND | 2019 REPORT HOMESTAGING.ORG.UK DEvELOPERS | 61
Comparing other similar properties, did staging increase the offer value?
Results:
yes, below 1% 0%
yes, from 1-3% 33%
yes, from 4-6% 17%
yes, from 1-10% 0%
yes, above 10% 33%
No 17%
33%
17%
33%
17%
Saw an increase in the offer value
83%DEvELOPERS | 63HOME STAGING ASSOCIATION UK & IRELAND | 2019 REPORT HOMESTAGING.ORG.UK
DEvELOPERS | 65HOME STAGING ASSOCIATION UK & IRELAND | 2019 REPORT HOMESTAGING.ORG.UK
Who usually pays for the staging costs?
Results:
The developer before listing 100%
The estate agency before listing 0%
The developer after selling 0%
The estate agency after selling 0%
The developer before listing
100%HOME STAGING ASSOCIATION UK & IRELAND | 2019 REPORT HOMESTAGING.ORG.UK DEvELOPERS | 67
Who stages your properties?
Results:
I, the developer, hire a staging company 100%
The estate agency hires a staging company 0%
The estate agency has a staging professional within the company 0%
100%I, the developer, hire a staging company
HOME STAGING ASSOCIATION UK & IRELAND | 2019 REPORT HOMESTAGING.ORG.UK DEvELOPERS | 69
Has home staging been a helpful marketing tool when having your property listed?
Results:
yes 100%
No 0%
I’m not sure 0%
Results:
1-24% 0%
25-50% 0%
51-75% 40%
75-99% 0%
100% 60%100%
What percentage of your developments do you have staged (considering one unit per development)?
DEvELOPERS | 71HOME STAGING ASSOCIATION UK & IRELAND | 2019 REPORT HOMESTAGING.ORG.UK
DEvELOPERS | 73HOME STAGING ASSOCIATION UK & IRELAND | 2019 REPORT HOMESTAGING.ORG.UK
What room do you consider the most important to have staged to help sell?
Results:
Kitchen 33%
Reception room 67%
Master bedroom 0%
Other bedrooms 0%
Dining room 0%
Bathrooms 0%
Outside space 0%
Kitchen
Reception room
33%
67%HOME STAGING ASSOCIATION UK & IRELAND | 2019 REPORT HOMESTAGING.ORG.UK DEvELOPERS | 75
Did you get a return on your investment with home staging?
Results:
yes, the sale of the property paid for the staging 77%
Somewhat, it broke even 0%
No, I had to pay for the staging from my own pocket 0%
Other (please specify) 23%
“Not sure”
“Impossible to answer, we staged but would it be the same price without?”
Other:
Yes, the sale of the property paid for the staging
77%HOME STAGING ASSOCIATION UK & IRELAND | 2019 REPORT HOMESTAGING.ORG.UK DEvELOPERS | 77
100%
Results:
yes 100%
No 0%
Does home staging have an effect on most buyers’ view of the property?
HOME STAGING ASSOCIATION UK & IRELAND | 2019 REPORT HOMESTAGING.ORG.UK DEvELOPERS | 79
DEvELOPERS | 81HOME STAGING ASSOCIATION UK & IRELAND | 2019 REPORT HOMESTAGING.ORG.UK
O U R M E M B E R S
OUR MEMBERS | 83HOME STAGING ASSOCIATION UK & IRELAND | 2019 REPORT HOMESTAGING.ORG.UK
72HSA FOUNDING MEMBERS
London
Burbeck Interiors
Cullum Design
David Phillips
EHG Home
Home Staging London
LJ Interior Design
yohan May
Berkshire
House Doctor
StageHouse
Bristol
Refine Property
Derbyshire
Lemon and Lime Interiors
Hampshire
Little Barn Door
Herefordshire
Zest Home Staging
Middlesex
GS Ansell Property
Scotland
Sienna Interiors
The Property Stagers
London
very Kerry H
Style and Stage London
London Home Staging
Charlotte Bolton Interiors
Home Staging Studio
Laila Interiors
Stage Moi Pretty
Atelier ADA Home Staging & Lifestyle
Aurous
Oh I Love That
Style and Stage
Aquarius Staging & Decorating
volè Interiors
Property Reviver
North (England)
vMR Home Staging
GMW Interiors
North West (England)
Cheshire Home Staging
Kharis & Kale Interiors
Sassy Property Styling
Midlands (England)
The Home Styling Company
Michela Caravati
East (England)
Property by Design
One Home Interiors
Hazel’s Interiors
Optimist Design
Nina Lancaster Interior Design
South (England)
Jane Lee Interiors
South East (England)
Design to Sell
Elizabeh Ash Interiors
HSA MEMBERSHSA MEMBERS
Home Staging SOS
Cranberryhome
Quarters Residential
Alx Gunn Interiors
Interior Edit
Danielle Sinclair Design
Lucie Denise
Room Service by Cort
Jolly Organised
Scandihome
The Homeworks
Surrey Property Stagers
Chezame Home Staging
MW Home Staging
South West (England)
Fischer Design
SK Cozy Home
victoria Staff Professional Organiser
GoldDust ID
Hargreaves Home Staging
The Property Styling Company
Wales
Key Home Staging
Ireland
Staging your Home For Sale
The Interiors NRD
Beyond the Clutter
Marshall Properties
Scotland
Stage My Property
Presentingurproperty
HOME STAGING ASSOCIATION UK & IRELAND | 2019 REPORT HOMESTAGING.ORG.UK OUR MEMBERS | 85
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HOME STAGING ASSOCIATION UK & IRELAND | 2019 REPORT HOMESTAGING.ORG.UK OUR MEMBERS | 87
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HOME STAGING ASSOCIATION UK & IRELAND | 2019 REPORT HOMESTAGING.ORG.UK 89
Be a part of our community, discover the benefits of joining the Home Staging Association at:homestaging.org.uk/join
HOME STAGING ASSOCIATION UK & IRELAND | 2019 REPORT HOMESTAGING.ORG.UK 91