Why You Should Use Home Staging in Property Marketing
What is the single most important thing you can do to amplify the impact when marketing a property?
Is it explaining the attractions of the area where your home is located? Is it the home’s square footage and the number of bathrooms or bedrooms? Or is it the upgrades you have done to the home? What is the single most important factor when marketing your property?
While factors like location, size, and renovations are important, they are not the top factors for selling a home. Basing your marketing on them misses the point because they do not address the principal reason why people buy things.
People will not buy your home because of all the nice details you provide. People will buy because of how your home impacts their happiness. In other words, buyers use their dreams as the yardstick for measuring the desirability of your home and not the specifics of a property.
How well the home appeals to a buyer’s aspirations determines how much they want it. This means the most important elements of your marketing are those aspects that appeal to buyers’ emotions versus those that speak to their logic, Pillar Management explains.
Home staging as the ultimate property marketing technique
People mostly follow their hearts when making buying decisions; what they see is more important than what they read. Buyers don’t want to be told what your home can do for them, they want to see and feel it.
According to Harvard Business School Professor, Gerald Zaltman emotions make up 95% of the process that informs people’s buying decisions. If your marketing is geared toward making buyers think logically about your home, you will always fall short.
However, if you can get them to view buying your home as taking one more step to becoming the person they have always wanted to be, you will be wildly successful. The property marketing strategy that gives you the ability to do this effectively is home staging.
What is home staging?
Home staging is a property marketing technique that employs tools and insights from sales psychology, visual marketing, and interior design. It combines the best of these disciplines to devise a real estate marketing strategy that makes homes irresistible to potential buyers.
The goal of home staging is to recreate a home and make it reflect the buyers’ ideas of what their dream home should look like.
Home staging does this by using lighting, colors, furniture, décor, and photography. The end result of staging a home is that the home is made to look like the homes buyers often see in popular home design magazines and websites.
Given that these are the sources that frame buyers’ expectations of what their dream home should look like, a staged home automatically becomes the buyers’ dream home.
So, what are the benefits of staging a home before listing it?
Why home staging works and why you should use it
1. Home staging is primed for the digital environment
Buyers are most likely to first encounter your home on the screens of their computer or smartphone. Home staging is uniquely suited to the demands of digital marketing because professional home stagers know how to use lighting, placement, and angles to create videos and photos that are highly shareable. This greatly increases the odds of your ads finding the right person.
2. Sellers are rarely objective
Most homeowners cannot be dispassionate in their marketing; they subconsciously introduce a bias in the way they present their homes. This is because people will naturally furnish and decorate their homes in ways that appeal to them.
The problem with this is it makes the home attractive only to people who share your preferences as an owner. This limits your marketing reach.
3. Buyers often need help visualizing a space
The same home will evoke different responses in buyers when it is empty versus when it has been professionally staged. Most buyers have difficulty visualizing what a home will look like when they have their items in it.
As a result, buyers will regularly overlook a great home because they cannot imagine it in a finished state. Staging a home will help solve this problem for buyers.
4. Staging highlights the home’s strengths
Every home has the best or worst qualities about it, but buyers will mostly fixate on the not-so-good aspects of the home at the expense of its best features. Professional home stagers know how to draw attention away from the home’s weaknesses by creating focal points of interest around the home’s strengths. Even when the buyers see the homes’ weaknesses, they no longer hold much significance.
5. Staging increases your home’s value
Staging your home before listing it will put money in your pockets in two distinct ways. First, it will shorten the time the property spends on the market. A shorter time on the market means lower carrying costs. Also, a home that has been on the market for a long time is likely to sell below value.
Conversely, home staging increases interest in your home and leads buyers to make higher offers. This significantly boosts the chances of selling your home above the list price. Conversely, home staging increases interest in your home and leads buyers to make higher offers. This significantly boosts the chances of selling your home above the list price.