Hot property: how to sell your London house for more — maximise its design appeal

House hunters in the capital will pay an average of 12 per cent more for a design-led property.
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Jess Denham8 June 2018

Have you ever wondered why two houses on the same street with the same amount of floor space can sell for significantly different sums? The answer may well lie in the premiums commanded by good design.

London buyers can expect to pay an average of 12 per cent more for a property brimming with design features, according to new research commissioned by design-led estate agency The Modern House.

In the capital, beautifully-designed homes priced at under £1million sell for 10 per cent more per square foot than the average local sale price.

Luxury properties over £1million command an even heftier premium of 19 per cent.

Last July, The Modern House sold a property on Queensbridge Road in Hackney for £1.9million — 23 per cent above the area’s average for similarly-sized homes.

Its extension by 51 Architecture, featuring a show-stopping bathroom with a huge skylight above the bath for stargazing at night, won a prestigious RIBA Award in 2008.

Albert Hill, co-founder of The Modern House, believes design is “a real differentiator” for today’s house hunters, who are “prepared to dig deep” if they can see how a well-designed home would have a substantial effect on their lifestyle.

“More than ever, people are looking for transformative experiences and so the enthusiasm for investing in a great home space is not surprising,” he says.

Worth digging deep for: the bathroom of the RIBA-winning Queensbridge Road property

“Design and wellbeing are inextricably linked — good design can positively impact how a home is lived in and allows people to make the most of the space they have available.”

Despite turbulent market conditions, the design premium remains resilient, which Hill puts down to people moving less and taking a more carefully-considered approach to buying when they do.

“We’ve certainly witnessed a flight towards quality, with buyers favouring homes that are designed in a more mindful way,” he says.

“As the heat comes out of the market, houses are viewed less as pawns in the game of accumulative wealth and more as homes for living in and experiencing. Design is obviously an integral part of that.”

Emma Rees, creative director at ethical estate agency Brickworks, agrees that buyers today are investing more emotion into the house hunting process, rejecting bland and uninspired properties for homes with more heart and personality.

“People want unusual property that they fall in love with, not something ‘off the shelf’,” she says. “They aspire to live somewhere they feel proud of; somewhere that has been loved and beautifully-maintained but that also has a human side.

“Exceptionally-presented property, realised with love, care and a good eye for design, will always attract greater attention and mean that others are willing to pay the extra, irrespective of the current market.”

To help those renovating or designing their own homes from scratch, Hill has created his own seven-point checklist to follow.

How to attract buyers with an eye for design

   

  1. Use a carefully-chosen palette of materials throughout
  2. Focus on natural light
  3. Ensure a good flow of internal space
  4. Consider the relationship between inside and outside spaces
  5. Create visually-engaging forms in interior and exterior design
  6. Conjure a sense of spatial drama, perhaps through high ceilings
  7. Thoughtfully curate a range of fixtures and fittings

Sound intimidating? We have taken a look at four properties currently on the market, priced from £525,000 to £1.2million, and noted the design elements that have the greatest impact, so you can see how the above works in practice.

Bedford Road, Seven Sisters: £525,000

This two-bedroom flat is a typical Victorian conversion but its thoughtful refurbishment by the current owners - stripped wooden floorboards and bold, artistic decoration - sets it apart.

Bespoke storage maximises space and carefully chosen furniture and light fittings create an elegant, timeless look.

The butler sink and grey, country style cabinets contrast fabulously with the herringbone-tiled splash-back and pale pink washed walls. The internal window cleverly draws natural light through from the living room.

Trinder Road, Stroud Green: £725,000

This two-bedroom flat is a complete reconfiguration and renovation, thoughtfully and creatively realised: from the striking, dark painted floorboards and blue kitchen to the on-trend, Crittal-style mirror and brass overhead lighting.

White, brick-shaped tiles coupled with the white-washed exposed brickwork of the chimney breast perfectly harmonise old and new, while the contrast with the dark navy tricks the eye and creates the illusion of more space.

Royle Building, Islington: £895,000

The open plan layout maximises the small living space in this one-bedroom apartment, with feature lighting is used to designate different functions within it, such as over the dining table.

The bedroom is separated by a glazed door, making the total space appear bigger and maximising the flow of natural light.

Subtle detailing is added by herringbone parquet, which contrasts with the exposed concrete and red brick from the original building and wooden furniture and textiles add warmth to industrial-style interiors.

Victoria Park Road, Hackney: £1,200,000

The long skylight over the dining table floods this colourful space with natural light.

Bright purple kitchen units have been chosen to contrast with the muted tone of the larch panelling, which is used across the ceiling and to create seating for the dining table, making the entire space feel crafted and considered. The hob sits almost flush in a solid stainless steel worktop and minimal handles help present an uncluttered appearance.

The room leads seamlessly through to the main living area of this four-bedroom house, but the panelling makes the kitchen feel like a defined space. It also opens directly onto the garden, dissolving the barrier between interior and exterior.

Flick through the gallery above for further imagery and details.