The Viking Chats: How Data and Design Are Rewriting the Rules of Property Sales with Elaine Penhaul

In this episode of The Viking Chats, Kristjan speaks with Elaine Penhaul, founder of Lemon and Lime Interiors, about the growing impact of staging and data in today’s property market. Elaine describes how her journey began by accident, long before staging was widely recognised in the UK, and how it has grown into a data-backed service that helps sellers achieve better outcomes.

The discussion reveals how quickly homeowner behaviour has changed. Sellers now arrive armed with inspiration from social media and television, and many no longer wait for agents to raise the subject of presentation. Elaine explains how her team tracks detailed data across every project, comparing staging outcomes to national benchmarks. The numbers show clear benefits, including higher sale prices, stronger asking price performance and fewer reductions.

Kristjan and Elaine also delve into the industry’s ongoing shift towards data-led decision making. They discuss what agents often misjudge about sellers, how staging differs across markets, why magnolia and grey interiors no longer meet buyer expectations and why emotional response still matters, even with AI-generated imagery becoming more common.

The conversation offers practical lessons for agents, landlords, developers and anyone preparing a property for sale or rent. It highlights the role of trust, transparent communication and strategic presentation in shaping stronger results.