How We Increased a London Flat’s Rent by 41% in Just One Week
Detail shot showcasing the houndstooth and geometric accent cushions that add texture to the staged bedroom at 48 Montrose Court.
Apartments in South West London, especially in the sought-after SW7 postcode in Zone 1, are usually rented out quickly and for high asking prices. However, despite the prime location and key attractions around it, for an apartment to truly stand out, it must be up to the mark and meet the expectations of modern tenants.
Looking to maximise rental appeal, the owner of a two-bedroom apartment in a prestigious South Kensington development approached us for a cosmetic refurbishment, furnishing and interior design service. Having recently completed another project in the same building for an owner-occupier client, our designers were familiar with the layout and got straight to work.
While the result we achieved for the client was a remarkable 41% boost in rent, this project also showcases InStyle's in-house adaptability and preparedness to take on contrasting client briefs and still manage to succeed.
The challenge: A flat losing appeal in a prime postcode
Despite its affluent location in a prime London postcode, the apartment's charm waned. The tired mahogany furniture, mismatched wardrobes, and scuffed paint showed signs of a flat losing its appeal and falling behind on tenant expectations. We could have suggested a complete replacement for the squeaky panel doors, but we had to be mindful of the budget and time limitations. An extended void period during the peak rental season could affect the client's income, making speed a priority for us.
Our smart, value-driven approach to refurbishment
We might have had an advantage because we had previously worked in the same building. However, to keep costs down and deadlines short, this assignment called for a different strategy, focusing on cosmetic refurbishment rather than complete replacement.
i. Joinery revived, not replaced
Replacing the old panelled doors would be expensive and take longer. Therefore, our experts took an alternative route that included carefully sanding and lacquering the wood and replacing the old hinges and handles with new brass-reeded ones. The elegant mouldings added to each doorframe further enhanced the look while adding at least another decade to the door's lifespan.
ii. Maximised storage with full-height wardrobes
Tenants appreciate sleek furnishing that offers valuable storage without appearing too bulky and space-consuming. We replaced the mismatched cupboards with attractive floor-to-ceiling, matt-lacquered wardrobes to achieve the desired look. The clean lines and neat brass pulls blended perfectly with the other furniture, creating a sense of cohesion while creatively using the floor space.
iii. Neutral palette + reflective surfaces = brighter rooms
We picked a warm palette of neutral shades to give the flat a timeless finish and appeal to diverse tenant groups, maximising the chances for a quick let. Our team added a mix of large mirrors with slimline brass pendant lighting to enhance the natural light and make the room look brighter. This classic technique worked well to strengthen the flat's layout visually.
Detail of the upgraded brass door handle installed by InStyle Direct, adding a touch of luxury to 48 Montrose Court’s interior.
iv. Carefully curated FF&E
We adopted a design-led approach and chose a chic, glass-topped dining set and a textured sofa because furniture, fixtures, and equipment (FF&E) were essential components of the project. Layered accessories, like stylish cushions, rugs, and artwork, were chosen to finish the ensemble and balance style, elegance, and durability.
The outcome: Big results, low downtime
Our cost-effective renovation approach and excellent project management skills guaranteed an immediate rent increase while preventing the lengthy downtime that a project of this size might otherwise require. Here are a few examples of the outcomes we assisted our client in achieving.
Instant increase in rent from £3,400 to £4,800, marking a 41% spike in rental income.
The very first viewer to see the flat after completion agreed to the terms and closed the deal immediately.
The landlord saved thousands of pounds by refurbishing existing furniture to make it appear brand new.
The entire project—including renovation, joinery, furnishing, and decorating—was finished in just one week between tenancies, minimising the amount of void time.
What this means for landlords and investors
This success story showcases how cosmetic refurbishments, thoughtful detailing, and stylish furnishing can help London landlords increase their asking rent in just a few days without spending too much or incurring long downtimes. A creative approach to maximising ROI doesn't always require a complete replacement of existing features if they can be updated to meet modern tenants' aesthetic preferences and design expectations.
It also shows InStyle Direct's adaptability to different client requirements, attention to detail and the ability to deliver desired results. Our in-house capabilities offer clients a one-stop solution for all their refurbishment, furnishing, and interior design needs under one roof, optimising project costs and timelines. If you have a London property that needs a makeover to maximise its rental or sales potential, contact us now, and we can discuss it further.
Amar joined InStyle Direct in 2007 and works with clients ranging from property developers to private individuals and landlords. A key part of his role is to liaise with clients and develop a real understanding of their requirements, whether they are looking for simple furnishings or a full refurbishment project. Amar can advise on the best solutions for the property in terms of design and cost, whether it is a showhome, a rental apartment or a private property. He then liaises with the company's designers who will translate this brief into a working design. Amar oversees all the refurbishment projects and works closely with all staff from our architect and interior designers to the plummers and builders.
With a managerial career background in the fashion business, Amar enjoys the creative side of his role. He particularly likes working on refurbishment projects which give him the opportunity to combine his creative side with the challenge of reconfiguring an older property. He also works with international clients on InStyle Direct's overseas interior projects.
Cosmetic refurbishments to existing furniture and fixtures, such as doors and joinery, can help improve a property's aesthetic and functional quality and boost rental income.
FF&E refers to furnishings, fixtures and equipment that are an integral part of comfortable living in any rental property and can increase rental value when done smartly.
