We recently sat down with award winning real estate agent Cameron Nicholls, Principal of Sydney based boutique agency Nicholls & Co Estate Agents, to find out what exactly agents are looking for when it comes to appointing a property stylist. Read on for our Q&A with Cameron to learn some valuable insights…
How important is property styling in today’s market?
It is indisputably a vital part of the selling process. When presenting a property to market that has not been styled, you are the odd one out. In the past, styling was considered an expensive and unnecessary extra, but now it is an essential value add.
Is property styling worth the investment? What kind of a return are your vendors seeing?
Without a doubt! It’s very difficult to quantify just how much you can expect for your return on the investment, however I can categorically state that a vacant un styled property will sell for significantly less than its styled counterpart….significantly less. While every home is different, there is research and case studies to support that staging a home for sale can increase the final property sale price by 5% to 10%. That’s an investment worth making in my opinion! My goal as the sales agent is to ensure a home sells quickly and for the highest price possible. Property styling is crucial in achieving this goal.
What do you look for in a property stylist?
Someone who doesn’t have a cookie cutter approach and is always coming up with fresh ideas. I’m after a stylist that considers the buyer profile before selecting the furniture and decor. A stylist that seems to be on the same wavelength as me in terms of the way they operate is also a big plus. So a hot tip to stylists would be to align yourself with your agents and develop an innate understanding of how they do business. And quick turnaround from style to sell is also very favourable and something I look for.
If a stylist would like to work with you, what is the best way for them to approach you and pitch their services to you?
If a stylist sent me a personalised video via text, they would get my attention. If I’m being perfectly honest, attempts to email or cold call falls on deaf ears. Face to face is always best. I welcome property stylists who want to visit my office and present their services to my sales team or even catch up for a coffee one on one. As a sales agent I’m results driven so I like to see numbers where possible. I recently met with a stylist who showed me a series of properties she had recently styled that achieved X amount above reserve at auction, suburb price records, record low days on market, etc. This kind of information catches my attention.
Styling is a competitive industry. In your eyes, how can a stylist set themselves apart from the competition?
Without a doubt, the quality of the furniture installed sets stylists apart from one another. I also feel it would be handy for stylists to elaborate on why they chose a few of the key pieces for the space, so that we can relay that to buyers as a talking point. When executed correctly, the styling can really engage a buyer and serve as a topic of conversation and rapport building… and ultimately help to sell them home!
How many quotes do you typically obtain before hiring a property stylist?
Two to three for the vendors to compare.
How important is the buyer demographic in influencing the property styling? Do you brief your stylists on your target buyer demographics?
So important. I expect the stylist to select furniture and décor pieces in line with the buyer demographic and the overall feel of the area or the development itself. Often this can be hard to achieve when the vendor gets involved and opts for the cheapest package or makes furniture choices based on their own personal tastes that don’t match the buyer and area profiles. But if the stylist is experienced enough, they will navigate and manage this process successfully. I rely heavily on this.
Talk us through the timeline of hiring a property stylist. What is the lead time between obtaining a quote and getting the property onto market?
From the moment we are appointed to sell the property to being photoshoot ready, it is typically a two-and-a-half-week period. It is essential the property styling is completed by this point, which I can appreciate is a tight turnaround but that’s the pace at which the industry operates.
How should a vendor prepare their home for a property stylist?
If it is a partial style where the vendors are living in the property, I would recommend they de-clutter the home as best they can prior to the stylist’s initial consultation. This obviously helps the stylist best visualise what is required in the space and enables them to quote on the job efficiently. However, it is the stylist’s job to brief the owner on what is required to be removed furniture and décor wise, as this is their area of expertise not mine.
What are your buyers looking for right now in terms of home styling?
Buyers are definitely appreciating a designated home office/workspace given the growing trend to work from home following the COVID-19 pandemic. So this is becoming increasingly important for stylists to factor into their schemes. Comfortable practical spaces are always favoured among buyers. There is nothing more off putting than a completely impractical layout, be that an impractical floor plan or impractical furniture configuration. And no surprises here but buyers still very much show a preference to open plan living. Another trend that emerged following the pandemic was the importance place on entertaining areas. As more and more people opted to stay in their homes, particularly when it was mandated, buyers sought out properties that offered quality indoor and outdoor entertaining spaces. I appreciate a stylist who does not overlook the alfresco entertaining space, as it can often be an afterthought. It’s very much an extension of the home and in our moderate climate, its a space where people spend a lot of time in all year round.
Do you prefer to be part of the styling process or have the stylist deal with the vendor directly?
I’m a big believer in everyone playing their role in the process. This means I must know that I can trust the stylists I work with to deliver the very best that they can. I don’t like to micromanage and get caught up in an area which I have not been properly trained. I have other things I should be doing rather than questioning the stylist’s decisions.
Thanks for your valuable time Cameron, from the team at Huntley + Co.
