Why You Shouldn’t “Test the Market” with an Empty Property

By Louise Wynne, Founder of WildKind Interiors

If you’re thinking of putting an empty property on the market “just to see what happens” before you commit to staging or doing any work on it, you know what I’m going to say… please don’t.

And you’re of course thinking, “Yeah! Yeah! She would say that.” But if you know me by now, I hope you know that’s not my style. I say it with the best of intentions and with (almost) 20 years of experience styling properties for sale across the UK.

Because here’s the thing: “testing the market” with an empty property isn’t a soft launch. It’s your one and only shot at a first impression. And once buyers have seen it, you can’t rewind the clock. You don’t get to make a first impression twice.

Fact.

The Science Bit: First Impressions and Buyer Psychology

Let’s start with what we know from the research:

• It takes just 7 seconds for someone to form a first impression. That’s not a myth. It’s backed by numerous psychology studies. And in those 7 seconds, buyers are already deciding whether your property is “them” or not. Yup, before they’ve even seen the third bedroom or noticed the new boiler. Harsh but true.

So do you want them to see this?

The Before.

Or this?

After WildKind works their magic.

• Emotion drives property-buying decisions. A Barclays study found that 44% of buyers said they knew a property was “the one” within the first five minutes. You don’t get five minutes to persuade them. You get five minutes to confirm what they’ve already decided, based on photos, kerb appeal, and how it feels when they walk in.

• Empty homes are harder to sell. A report from the Home Staging Association UK found that 86% of staged homes sell faster than non-staged ones. When a property is empty, buyers struggle to visualise the space, its function, and its potential.

• Colour psychology influences decisions instantly. Humans respond emotionally to colour, often without realising it. The right colour palette can make a home feel calm, luxurious, or spacious. The wrong one, or no colour at all, can leave it cold and forgettable.

That doesn’t mean you need bold colour on the walls (although I do blog about this already here).

But it does mean that when your home staging company uses colour through furniture, soft furnishings and art, they’re creating an emotional impact. And done right, that leads to good vibes, offers and quicker sales.

So What Happens When You “Test the Market”?

Let’s not sugar-coat it! The UK housing market is tough in 2025.

Where a couple of years ago I’d confidently say staging would likely get you offers above asking price, now it’s more about securing the best sale price in the shortest possible time. That’s the value of staging right now. Whether the “best price” hits asking or not depends on other market forces beyond your stager’s control.

Higher interest rates, tighter lending, and the ongoing cost-of-living crisis are affecting everything. Properties are taking longer to sell. Buyers are more cautious. Even good homes in desirable areas are hanging around longer than they used to.

So yes, “testing the market” might feel low-risk. But it can end up costing you time and money.

Why Empty Properties Underperform

When a property is listed without staging (no furniture, no warmth, no context) it doesn’t stand out in photos. It’s harder for buyers to imagine living there. Even if it’s clean and newly renovated, it feels cold or incomplete. And crucially, it doesn’t spark that emotional connection buyers need to take action.

UK housing market update (2025):

• Rightmove reported a 1.2% fall in asking prices in July, the biggest July drop in over 20 years.

• Nationwide noted a 0.8% fall in June, the sharpest monthly drop since 2022.

• However, buyer demand remains relatively strong, with a 5–6% increase in enquiries and agreed sales year-on-year.

The catch? It’s now a buyers’ market. Supply is at a 10-year high, lending is tight, and buyers are more selective.

So what happens if your empty home doesn’t attract interest?

It stagnates. 

The listing gets scrolled past. Viewings drop off. Agents start suggesting price reductions. You (understandably) get twitchy. Buyers assume something must be wrong. And of course you’ve already lost your chance at a great first impression.

Real-World Results

This isn’t scaremongering. I see it all the time.

I regularly work with homeowners and investors who tried to sell empty, with no luck, and then brought me in to stage the property. It often turns things around, but it’s frustrating for them, because I know they could have sold faster (and more cost-effectively) if we’d staged from the start.

Case in point:

A client had their property listed for over three months. No offers. Barely any viewings. Once staged, a couple who had previously scrolled past it on Rightmove saw the new photos, arranged a viewing, and made an offer. It completed within two months. (That was in 2024, by the way, so no mean feat.)

But it doesn’t always go that smoothly. Especially if your property appeals to a niche market such as high-end buyers or older downsizers. The smaller the audience, the harder it is to recover from a flat first listing.

And if you’re thinking about virtual staging instead, just because it’s cheaper, please read my blog comparing physical vs virtual staging before making your decision. It's an honest, objective look at both options.

But It’s Just Me Selling! Who Am I Competing With?

It’s easy to assume you’re just up against other developers. But in reality, you’re competing with every other seller on the market, from families in lived-in homes to developers with empty ones.

Some properties will be full of clutter and personal bits. Others will be bare and unloved. Neither create the emotional connection buyers need.

That’s where home staging sets you apart.

A professionally staged home isn’t chaotic or soulless. It’s balanced, inviting, and styled to sell. It looks polished in photos, sparks curiosity, and helps buyers instantly visualise living there.

Here’s a visual:

Unstaged → Staged → Sold

Quick Stats to Convince the Sceptics

• 68% of staged homes sell for more money (Rightmove & HSA UK)

• Staged homes sell 3x faster than unstaged ones (National Association of Realtors, echoed in UK trends)

• Buyers spend just 20 minutes on average viewing a home — so if it doesn’t grab them emotionally, it’s game over

  
  

Only 10% of people can visualise an empty space, according to property psychologist Sally Augustin

This is where developers fall down. They can’t imagine, how others can’t imagine, not being able to imagine (hear me out!) how to use a space. Because the developer can. Because they’ve lived and breathed the property for months and they know exactly why it’s going to work for someone. So they don’t stage. They leave it empty. Big mistake. 

The Takeaway

If you want the best possible price in the shortest time, without months of limbo or frustrating price cuts… stage before you list.

It’s what makes your property shine in a crowded market full of bad lighting, clutter and unmade beds (some of those Rightmove listings - what the actual?!!).

It’s what creates a warm, aspirational, and memorable first impression.

And it’s what stops your property becoming “that one we saw already and and dismissed.”

So don’t test the market.

Launch it like a pro.

Want to see the difference staging makes?

Browse our latest projects on the blog, check out our Instagram, or get in touch if you’re preparing to sell or let a property soon. I’d love to help.

About the author: Louise Wynne has been working with house builders and property developers since 2006. Combining interior design and styling with her colour psychology expertise, Louise gets to the heart of her clients' requirements.