Kerb appeal may once have been the holy grail of property marketing but new research suggests it now ranks low on the list of what persuades modern buyers to make an offer.
According to the first national sales report from LRG the real drivers of decision-making are far more practical – and far less visible from the street.
The report, based on a survey of 317 buyers and sellers across England and Wales, found that updated kitchens and bathrooms overwhelmingly top the list of priorities, named by 77% of buyers as one of their top three deciding factors after price and location.
Cleanliness came next, with nearly half of respondents (49%) saying that a spotless, well-maintained property played a key role in their decision to buy.
VISUAL APPEAL
Outdoor space also ranked highly, though the findings show buyers now expect form and function to go hand in hand. While 55% said they were drawn to attractive gardens, 30% specifically prioritised low-maintenance options – suggesting the most desirable homes offer visual appeal without requiring constant attention.
Neutral décor appealed to 28% of respondents, while only 23% said kerb appeal influenced their offer.
By contrast, features once considered strong selling points have waned in influence. New carpets affected just 21% of buyers’ decisions, and only 9% valued planning permission for potential extensions. The least appealing feature by far was bold or bright interior colour schemes, mentioned by just 4%.
AFFORDABILITY CONSTRAINTS
LRG’s analysis paints a clear picture of an increasingly pragmatic buyer pool. In a market shaped by affordability constraints and the rising cost of living, more people are prioritising properties that require minimal work after purchase.
The data suggests a growing preference for turnkey homes – those ready to move into immediately, without the disruption or expense of renovation.
That shift also signals a potential rethink for sellers preparing to list this autumn. While investing in kitchens and bathrooms still adds value, the findings indicate that many sellers spend heavily on aesthetic updates that buyers no longer rate highly.
Clean presentation, clutter-free spaces and manageable gardens appear to have far greater impact than expensive redecoration or cosmetic upgrades.
CLEAR MESSAGE
Kevin Shaw (main picture, inset), National Sales Managing Director at LRG, says: “Buyers are clearly telling us that a spotless, well-maintained property can be highly persuasive.
“Although it doesn’t quite rival the influence of updated kitchens and bathrooms, cleanliness outranks factors such as neutral décor, new carpets and even kerb appeal. Yet many sellers invest heavily in costly renovations while sometimes overlooking the importance of basic presentation.”
COSTLY MISTAKES
And he adds: “The gap between what sellers believe buyers want and what truly motivates offers can cost them thousands.
“A seller might invest over £5,000 in on-trend neutral paint and new carpets throughout their home, yet only 28% of buyers place neutral décor among their top three priorities. That same seller could have achieved a stronger response simply by ensuring the property was impeccably clean and the garden well presented.”
