The Role of Design in Selling Multi-Million-Pound Homes

In the world of seven-figure homes, design is far more than decoration—it’s a driver of value, emotion, and influence. As competition in the luxury market intensifies, developers and investors are increasingly relying on thoughtful, future-ready design to differentiate their properties and maximise returns. Today’s buyers aren’t just investing in bricks and mortar—they’re buying into a lifestyle, a feeling, and a future. This article explores how smart design choices create powerful emotional connections with high-net-worth buyers—and why that connection is now one of the most decisive factors in closing high-value sales.

The Impact of Kerb Appeal

A luxury property’s exterior sets the tone. Well-executed landscaping and façade upgrades can significantly increase value. One analysis found that quality landscaping can raise a home’s resale value by 10–15% (Thompson, 2025). Similarly, enhancing kerb appeal—tidying up grounds, repainting, updating gates—can boost value by around 7%.

92% of estate agents recommend kerb appeal upgrades before a home is listed (Thompson, 2025).

Kerb appeal is the handshake before the conversation. It’s the first impression that invites a buyer to explore more deeply. For investors, investing in high-end exterior touches—natural stone, structured gardens, custom ironwork—is a relatively small gesture with an outsized emotional impact.

Creating an Emotional Connection

Affluent buyers crave more than functionality—they want a space that reflects their identity. According to Christie’s (2025), luxury buyers are increasingly drawn to homes with a sense of character and authenticity. In the UK, this often means classic architecture with modern upgrades, rather than blank-slate new builds. As Mansion Global (2024) reported, high-end buyers tend to make emotional, not logical, decisions.

That’s where design does its best work. Whether through period features, handcrafted textures, or curated lighting, good design invites a buyer to imagine their life there. It shifts the narrative from "a house" to "my home." 83% of buyers’ agents say that staging helps clients visualise themselves in a property (National Association of REALTORS®, 2023).

Open-Concept Layouts and Multi-Use Spaces

Today’s buyers want flow. In the US, 83% of luxury buyers expect open-plan layouts (Mansion Global, 2024), and that demand is being echoed across the UK. Redfin (2024) notes that over 80% of buyers want kitchens with large islands and bathrooms with double vanities.

From kitchen-diners to flexible living areas, open-plan homes feel lighter, larger, and more sociable. Buyers increasingly value space that adapts—home gyms, offices, and media zones now form part of the core brief. The home is no longer just a retreat; it’s a multifunctional space for modern living.

Maximising Value with Luxury Features

In high-value homes, details matter. The right materials—think marble worktops, custom cabinetry, and sculptural fixtures—convey instant quality. Magnet Kitchens (2023) reports that a new kitchen can increase resale value by 5–6% in the UK.

These aren’t indulgences—they’re value drivers. Redfin (2024) found that double vanities and statement kitchen islands are not just popular—they're expected. These design decisions reassure buyers they’re investing in excellence. They speak volumes without saying a word.

Sustainability: The Long-Term Benefits

Eco-conscious design is now a must-have. According to Knight Frank (2023), 60% of UK prime buyers consider energy efficiency when choosing a property. Savills (2022) adds that 71% of buyers rate EPCs as important, and 59% are willing to pay more for renewable energy features.

Green design isn’t just about savings—it's about values. High-end buyers increasingly want homes that align with their principles. In the US, 45% of estate agents report growing buyer interest in sustainable features (Boston Globe, 2024). Whether it’s solar, heat pumps, or insulation, sustainable choices make homes more desirable and future-proof.

The Role of Lighting and Technology

Smart technology is no longer futuristic—it’s foundational. In 2024, 39% of UK households owned at least one smart home device, and that number is expected to reach 50% by 2027 (NielsenIQ/GfK, 2024).

Lighting is both functional and emotional. Smart lighting systems and layered light schemes (ambient, accent, task) elevate every room’s mood and functionality. According to GreenMatch (2024), 41% of UK homeowners now find smart lighting highly appealing. Developers who include intelligent lighting, heating, security, and audio systems are not just keeping up—they're leading.

Extending the Living Area

Outdoor spaces have become essential extensions of the home. A landscaped garden, alfresco kitchen, or heated terrace is no longer a bonus—it’s an expectation. Thompson (2025) reports that 9 out of the 10 highest ROI home improvements are outdoor-focused, with features like outdoor kitchens delivering up to 100% ROI.

Outdoor design taps into something primal—our connection with nature, with family, with ourselves. A beautifully lit patio or stone fire pit transforms how a property is experienced and remembered.

Design as a Value Proposition

Design is a revenue lever. A thoughtfully designed home sells faster, for more. National Association of REALTORS® (2023) found that 83% of agents believe staging helps buyers visualise living in a space, and 17% said it can increase offer prices by 1–5%.

But design is more than marketable—it’s memorable. It allows buyers to emotionally engage. For developers, every detail—from layout to tech, lighting to finishes—is a message that says: "This home was made for you."

The Power of Design in the Luxury Market

Design is the silent negotiator in every luxury property deal. It builds trust, ignites imagination, and transforms perception. In an increasingly competitive landscape, the difference between a good sale and a record-breaking one often comes down to how a home makes someone feel.

Kerb appeal creates the invitation. Layout enables living. Features and finishes create confidence. Sustainability reflects values. And smart design ties it all together into a lifestyle worth investing in.

For today’s property investors and developers, mastering design isn’t just a skill—it’s a strategic advantage. When done right, it turns bricks and mortar into aspiration, and aspiration into a sale.

References

Boston Globe (2024) 'Are buyers willing to pay more for green features?', Boston Globe, 15 June. Available at: https://www.bostonglobe.com/2024/06/15/real-estate/green-features-homebuyers/ (Accessed: 1 June 2025).

Christie’s International Real Estate (2025) 2025 Global Luxury Real Estate Forecast. Available at: https://www.christiesrealestate.com/blog/2025-global-forecast/ (Accessed: 15 June 2025).

GreenMatch (2024) 'Smart Home Statistics: Key Insights and Trends', GreenMatch, 12 August. Available at: https://www.greenmatch.co.uk/blog/smart-home-statistics (Accessed: 28 May 2025).

Knight Frank (2023) 'Will buyers pay a premium for energy efficient homes?', Knight Frank, January. Available at: https://www.knightfrank.com/research/article/2023-01-16-will-buyers-pay-more (Accessed: 10 June 2025).

Magnet Kitchens (2023) 'How much does a kitchen renovation add to your home’s value?', Magnet Kitchens, 10 May. Available at: https://www.magnet.co.uk/advice-inspiration/kitchen-value-guide/ (Accessed: 7 June 2025).

Mansion Global (2024) 'In Luxury Housing, an Outdated Kitchen Is the Hardest Sell', Mansion Global, 20 June. Available at: https://www.mansionglobal.com/articles/luxury-homes-kitchens-2024 (Accessed: 30 May 2025).

National Association of REALTORS® (2023) 'Profile of Home Staging'. Available at: https://www.nar.realtor/reports/profile-of-home-staging-2023 (Accessed: 10 June 2025).

NielsenIQ/GfK (2024) 'Ownership of smart home products doubles in the UK in five years', NielsenIQ, 15 November. Available at: https://nielseniq.com/global/en/insights/2024/smart-home-uk-growth/ (Accessed: 12 June 2025).

Redfin (2024) 'Luxury Homes and Buyer Preferences', Redfin, March. Available at: https://www.redfin.com/news/luxury-buyer-trends-2024/ (Accessed: 2 June 2025).

Savills (2022) Homebuyer Survey – Energy Efficiency & Renovations in the UK. Available at: https://www.savills.co.uk/research_articles/229130/325204-0 (Accessed: 7 June 2025).

Thompson, N. (2025) '40 Landscaping and Kerb Appeal Statistics to Transform Your Home in 2025', DecorifyIt, 4 April. Available at: https://www.decorifyit.com/kerb-appeal-statistics-2025/ (Accessed: 15 June 2025).