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Real estate "furnishing": the strategy to sell faster and add up to 20% to the value of an apartment - Ámbito Financiero
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El “alhajamiento” inmobiliario: la estrategia para vender más rápido y sumar hasta 20% de valor a un departamento
Cómo el equipamiento y la decoración pensados elevan el interés de potenciales compradores en un mercado con amplia oferta de viviendas a estrenar.
www.ambito.com
July 11, 2025
How thoughtful furnishings and decor can increase the interest of potential buyers in a market with a wide range of new homes.
By José Luis Cieri
The furnishings include furniture, art, and landscaping to enhance the common spaces and add value to the real estate project.
In the real estate market, which has recovered from the crisis, especially in the used and new-build sectors , the concept of "furnishing" is gaining ground as a resource to differentiate and enhance the value of projects for sale. It involves providing a building or unit with planned equipment and decoration , with the aim of offering a more attractive offer to the end buyer.
The term comes from " alhajar ," meaning to adorn or enrich with valuable elements. In modern real estate developments , alhajamiento involves designing and equipping everything from common spaces to interiors with signature furniture, works of art, lighting, green areas, and accessories that enhance the perception of quality and comfort.
Julián Geni , CEO of Urban Estate, explained that this trend spread from Punta del Este and Montevideo to Buenos Aires, where construction companies began implementing it in their projects to attract investors and end users. "We have several developments in Uruguay and saw that many construction companies were charging for it. We thought it was a good idea and started bringing it to Buenos Aires 10 years ago," he explained.
“Alhajamientocomes from alhajar (to decorate). It's a service that enhances the building by furnishing and decorating spaces like the entrance hall, the reception area, the pool, the coworking space, and the rooftop. It includes artwork, designer furniture, gardening, and landscaping. All of this makes the building look much better,” Geni said.
For Lorena Schneider , a designer and real estate expert, furnishing allows a project to stand out in a segment with a wide range of similar units. “It's not just about adding furniture. It's a comprehensive design effort, considering colors, textures, lighting, and layout to convey quality and comfort. This elevates the perception of the apartment and gives it an added value that can add up to 20% to the original listing,” she stated.
Steps
The executive emphasized that this work is defined from the start of the project and incorporated into the contract with each investor. "The interesting thing is that it avoids conflicts between owners. Everyone pays the same fee, and the decision is made professionally. This prevents some from wanting something basic and others something more expensive, and maintains harmony," he stated.
Professionally equipping and decorating a building makes it stand out from the competition and facilitates sales in a market with a wide range of options.
Furnishings typically represent between 1% and 3% of a unit's value, depending on the number of common spaces and the building's square footage. It includes the work of designers and security specialists, who plan everything from the strategic placement of cameras to digital access to units. "When someone sees a building with all these elements and compares it to one that doesn't, the difference is very clear," Geni remarked.
In addition to the furniture and artwork, the package includes functional and everyday details. Tableware for the community center, pool accessories such as lounge chairs, umbrellas, and sun loungers, along with the planning of the outdoor and green spaces, complete the proposal. Geni emphasized: "Absolutely everything is considered so that the building functions well and looks attractive from day one."
Investment and plus
Schneider maintained that this resource represents a strategic investment in the current context of the Buenos Aires market, especially where there are more than 20,000 brand-new homes in different neighborhoods or close to being delivered before the end of 2025. "Today, a brand-new two-bedroom apartment in Buenos Aires City costs more than US$185,000 on average. At that figure, buyers expect more than just empty walls. They're looking for a well-thought-out project that inspires desire and reduces uncertainty about how to furnish or equip it," he noted.
He also highlighted its direct impact on sales times. "Today, the difference between selling in 30 or 90 days often depends on these details. A buyer who falls in love with a space, who sees it as well-designed and functional, makes a faster decision. For developers, it means higher turnover and less room to negotiate down," he explained.
Costs and tips: which environments to prioritize
The industry maintains that successful furnishing lies in identifying and enhancing the key spaces in each property. "The living room, dining room, and kitchen define the buyer's first impression. In the living room, we prioritize comfortable furniture, fluid circulation, neutral textiles, and elements that reflect identity without overwhelming the space," Schneider explained.
In the case of the dining room, he emphasized the importance of defining it with rugs, good lighting, and chairs that fit the space , even when it's integrated into the living room. "A clear and coherent layout organizes the view and enhances the perception of spaciousness and quality," he said.
The use of modern rugs and furniture provides a contemporary touch.
Regarding the kitchen, Schneider considered order, vertical utilization, and the choice of easy-to-clean materials essential . “We worked with light palettes to create a sense of spaciousness and modernity. It's a space that became the social heart of the home and should convey warmth and functionality,” he added.
The designer noted that major renovations aren't always necessary to improve a space . "Small changes achieve visible results. Rearranging furniture improves circulation, painting walls in light tones brings in light, and updating textiles refreshes the atmosphere. Adequate lighting and the right accessories, such as plants or art, also personalize and enliven a space," she explained.
In terms of investment, Schneider indicated that professional advice is calculated per room , with values starting at $240,000 or $240 for spaces up to 30 square meters and $360,000 or $360 for two-room units, with increases depending on the complexity.
In terraces and common areas of new buildings, it is also key to equip them to attract buyers.
"The service includes a diagnosis, visual guidance, purchasing suggestions with discounts, and personalized follow-up. It's a way to organize ideas and avoid impulse purchases, projecting a coherent and functional result," he emphasized.
An expanding concept
In recent years, the concept has expanded from premium projects to mid-range developments seeking to compete with better capabilities. It includes everything from the design of lobby areas and amenities with signature furniture and curated art to turnkey options for those who want to move in without having to worry about decor or furnishings.
In a climate where buyer choice is becoming increasingly demanding, real estate furnishings are emerging as a tool to add real value to a product and accelerate its market launch. The trend is no longer an exclusive luxury, but rather a commercial differential that sets it apart in a competitive market.
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