The survey of 317 buyers and sellers across England and Wales asked respondents to rank the three most influential factors once price and location were excluded. Updated kitchens and bathrooms were cited by 77% of respondents, well ahead of exterior presentation, which was selected by 23%. Bold interior colour schemes were least influential, noted by just 4% of buyers.
Outdoor space is also a major consideration. While 55% of respondents favour attractive gardens, 30% prioritise low-maintenance space, indicating a preference for homes that balance usability with visual appeal.
Cleanliness appears to play a more significant role than many sellers expect. Nearly half of respondents (49%) ranked a spotless property among their top priorities, ahead of neutral décor, new carpets and kerb appeal. Neutral decoration appealed to 28% of buyers, while new carpets influenced 21%.
Kevin Shaw, national sales managing director at LRG, said the findings highlight a mismatch between seller assumptions and buyer behaviour. “Buyers are clearly telling us that a spotless, well-maintained property can be highly persuasive,” he said. “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.”
Shaw added that misjudging priorities can prove costly. “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.”
LRG’s analysis suggests a clear trend toward turnkey homes, with buyers increasingly reluctant to take on major renovation work. The report attributes this shift to cost-of-living pressures and the challenge of saving for deposits. The research also shows little demand for planning permission for extensions, appealing to only 9% of participants.
With the Autumn Budget approaching, LRG notes that the findings offer clear guidance for sellers seeking to maximise market appeal: focus on the condition of kitchens and bathrooms, ensure properties are presented in clean, good order, and create gardens that are inviting yet practical.
Shaw said the evidence points to straightforward preparation rather than extensive upgrades. “This research clearly shows that successful selling isn’t about guesswork or chasing trends. It’s about understanding the evidence and making informed decisions. The priorities are clear; and sellers who align with them are the ones who achieve the strongest results.”
