Forget kerb appeal: LRG report reveals what really triggers a homebuyer’s offer
One of the UK’s largest property services groups has published its debut sales report, uncovering what genuinely persuades buyers to make an offer – and the findings challenge the traditional focus on kerb appeal. While sellers often guess which improvements will pay off, the data shows where money is well spent and where it’s wasted.
LRG, formerly Leaders Roman Group, surveyed 317 buyers and sellers across England and Wales, asking them to rank their top three deciding factors after price and location. Updated kitchens and bathrooms emerged as the undisputed champions, with 77% of buyers citing them among their top three. Distinctive kerb appeal – bright front doors and front garden planting – mattered to just 23%, while bright standout interior colours ranked lowest at 4%.
Outdoor space preferences prove particularly popular. While 55% of buyers want attractive gardens to spend time in, 30% specifically prioritise low-maintenance options, suggesting the ideal garden offers visual appeal without demanding constant upkeep. Rather than choosing between beauty and practicality, today’s buyers want both: a space that looks inviting but doesn’t require endless weekends of maintenance.
Perhaps most striking is the emphasis on cleanliness, which 49% of buyers ranked among their top three priorities. “Buyers are clearly telling us that a spotless, well-maintained property can be highly persuasive,” says Kevin Shaw, National Sales Managing Director at LRG. “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.”
The autumn report reveals a clear ranking of what triggers offers, with neutral decoration appealing to 28% of buyers who want a blank canvas to personalise, while distinctive kerb appeal – bright front doors and front garden planting – matters to 23%. New carpets influence 21% of buyers, though this ranks well below the impact of cleanliness.
“The gap between what sellers believe buyers want and what truly motivates offers can cost them thousands,” adds Kevin. “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.”
The data reveals a notable shift in buyer attitudes toward renovation, too. While some buyers remain willing to take on projects, the preference is clearly trending toward turnkey properties. This may reflect a generational shift, with younger buyers less willing or able to fund major renovations due to cost-of-living pressures and the challenge of raising deposits. When 77% prioritise already-updated kitchens and bathrooms, and nearly half cite cleanliness as crucial, the message is clear: buyers increasingly want homes they can move straight into without additional investment.
The findings arrive at a crucial time for homeowners. With the Autumn Budget approaching, sellers who understand genuine buyer priorities can position their properties more strategically. Rather than second-guessing what might appeal, the data provides a clear roadmap: prioritise kitchen and bathroom conditions, ensure the property is immaculately clean and create outdoor spaces that feel welcoming.
Interestingly, features like planning permission for extensions (appealing to just 9%) and bright standout interior colours (4%) ranked lowest, suggesting buyers prefer potential they can shape themselves over bold statements made by others.
“This research clearly shows that successful selling isn’t about guesswork or chasing trends,” concludes Kevin. “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.”
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