Two high-end show homes drive sales in Wandsworth

As the rollout of 554 stylishly curated apartments in their Riverside Quarter development in Wandsworth commenced, Frasers Property deployed our expertise in order to achieve optimal sales returns. Our role involved the home-staging of two show apartments that would reflect a certain level of individuality while still adhering to the developer’s design ethos. The project was to be delivered within the agreed budget/time parameters and scheduled with the aim of minimising waste. The finished apartments would create a focus around which a series of coordinated marketing initiatives could drive sales activity.

Why show homes matter

We view high-end show homes as indispensable market tools that enable developers to:

• Bypass floor plans and blueprints in order to present a realistic and genuine walk through experience of the properties.
• Demonstrate the quality and aesthetic value of the materials and craftsmanship involved in their construction.
• Create and strengthen an emotional connection with prospective buyers that caters to their specific needs, aims and aspirations.

Our mission and design strategy

The overall experience of our team, together with their in-depth understanding of the target sales demographic resulted in Benham and Reeves playing a key role in the developer’s sales strategy. Within the allocated time, our design teams targeted the following:

• The creation of a visual toolkit that displays an aspirational, attainable lifestyle.
• The shift of emphasis away from the buying price and on to the property’s potential and future increase in value.
• The promotion of the development as a “Move-in ready” proposition that would stimulate sales as would-be buyers were encouraged and incentivised to make decisions.
• The maintenance of an exceptionally high standard of design, craftmanship and presentation that could be associated with the developer’s brand.

Methods and materials

A series of calculated design decisions were taken with the aim of presenting the apartments in two subtly different ways. However, both units would impress potential buyers with warm, contemporary colours, bold shapes and textures, carefully conceived layouts and luxury accessories. Enhancing any available natural light is a proven way to add value and to this end, appropriate window dressings were installed.

In the first apartment, statement furniture pieces were juxtaposed with warm colours and plush accessories so as to impart a sense of luxurious comfort. The effect was to invite viewers to explore further, absorbing feelings of relaxed indulgence and calm. The second apartment is in some ways more restrained but uses contrasting textures to achieve similar results. This slight difference in design aesthetic allowed the developers to maximise sales reach without diluting their brand impact.

Outcomes and added value

As a catalyst for funnelling routine enquiries towards solid sales decisions, the show homes were an immediate success. The imaginative design choices, quality finishes and luxury materials eliminated all the guesswork for viewers who were investigating their options concerning Riverside Quarter. A professionally designed and efficiently installed show home will consistently push sales and enhance return on investment. This was demonstrated at this superbly located Wandsworth development, where Frasers Property were able to fashion an effective and profitable sales campaign centred around the two apartments that our teams home staged.