Romancing The Buyer
Posted at 3:09 AM, Mar. 26, 2008
Why is staging more critical then ever? Here is why. A buyer will make an initial reaction whether or not they like your home in less than a minute. They will spend the remaining time touring your home confirming that decision and on few occasions, rescinding it.
Psychology experts have proven that it is human nature to react based on emotion and then seek logic to support that feeling. You will not get a second chance to make that first impression.
I have heard sellers say that they would much rather test the market first before having to invest any time or God forbid, money into creating an appealing product. After all, they're moving, that is the buyer's department. It is only after the unsuccessful showing after showing (if they are so lucky), that then they realize that perhaps they should have taken that extra step. Unfortunately, you have already lost those buyers.
Never, never underestimate the power of emotions when it comes to the decision process of buying a home. The silly truth is most consumers believe they are quite practical in this regard when in reality, how the home makes you feel is really the deciding factor. We have seen proof of that in our personal lives with choosing people to date or marry. More often than not we pick the one that makes us catch our breath, or intrigue us. So should a home.
Staging today can make the difference whether or not your house is shown, and certainly if it sells. It really doesn't require the moon to court a buyer, just a little effort.
Staging Under Fire
Posted at 8:51 AM, Aug. 21, 2007
Currently under circulation in the real estate media is the
alleged deception of staging. Exculsive Buyer's Agents are
attacking the ethics of staging a home and are warning Buyers the
dangers of it. Yeah, okay. Apparently, there is a need
to use scare tactics in order to plug their services.
Let's begin by pointing out the obvious. If a seller, with
or without the aid of their agent, wishes to deceive a buyer by
hiding defects in the home, that can be done without staging.
In fact, I would venture to say that if a seller is cheap and lazy
enough to not want to fix up their home before putting it on the
market, they sure in heck's are not going to spend the money to
stage it. Seriously enough, you cannot blame the art of
staging behind the failure to mention the hole in the floor that
has been there for years, hidden by the large dresser.
Staging has never been or will ever be the excuse to disguise
latent or material defects. In fact, I think
that action could be in some cases, ground for a
lawsuit! I won't even point out that there is the inspection
period where a buyer can do a thourghout examination of the house,
or even the fact that if we are going to attack staging, well,
Developers will just have to ban using Model homes because that IS
staging! Oops, I guess I just did.
In addition, I am an Accredited Buyer's Representative who
has for years serviced and advised buyers (many of them
first-timers) with purchasing a home. I have dedicated myself
to my clients and offered many of my insights to the surface
marketing of homes from a seller's and seller's agent's
perspective. I am also, for the record, an Accredited Staging
Professional.
Now as I stated, I work extensively with Buyers, but I also list
and stage properties. I have yet to meet a buyer or a seller
who is made "dumb" because of staging. In fact, quite the
opposite happens. For the sellers whom I have staged and sold
their home find it fun shopping for the new one and notice how
others have been staged. It's almost a game if you
will. Their appreciation for presentation is
solidified. The messy homes we enter, the first thing my
client will say is, "That needs staging!".
As for buyers new to the market, well, having a background in
staging helps me discuss possibilities with them. Concerns
about their furniture, etc. are always part of our dialogue when we
view homes. If an agent is not helping their clients to
visualize and even at times, play the devil's advocate, then I feel
they are doing a dis-service. Ultimately, the buyers decide,
good or bad, which home they want.
Lastly, to say that staging blinds a buyer is a crock!
Anyone who has a working knowledge of staging knows that it is
never to replace condition. If the
property needs repair, it needs repair. We are ethically
upheld to advise clients to the limitations of staging; just check
out www.StagedHomes.com
and see the checklists given to sellers discussing
repairs.
In conclusion, I would imagine there are plenty of other agents
like myself whose biggest challenge does not lie in Buyers making
offers with rose colored glasses on, but getting them past the
small, insignificant items that they manage to turn into mountains
out of fear. Which by the way, is a much larger emotion
behind buying decisions (or the lack of) than bliss. I think
these agents should be supportive of staging given their buyers
will perceive value in the purchase than of a home that
looks like a dump with a lofty price tag.
Staging Does It Again!
Posted at 4:04 AM, May. 11, 2007
Yes, there is yet one more example of where staging a home pays off. I had a property that I listed recently sold in amazing time, only 6 days. In fact, I had multiple bids on this property which is not so common in this current market.
Now for those doubting Thomas's out there, the price actually was slightly higher than the comparables. Enough to set the bar, but not too much that it would fail to appraise.
Where this home did not feature upgraded granite countertops and stainless steel appliances, it ultimately fetched a note-worthy price because it did what other units in the building and near-by were not doing; creating a relationship with the buyer(s) from the minute they walk in the door.
Since this property is pending sale, I will refrain from details so keep a watch for a future post and see photos of this seller's success story.
The Art of Staging: A Vintage Kitchen
Posted at 5:22 AM, Mar. 30, 2007
A kitchen does not need all the bells and whistles to have a positive effect. It does however need to address function and create an overall good feeling. Here is an example of a where you can focus on a kitchen's assets instead of the negatives and have appeal to buyers.
PROBLEM:
This kitchen is vintage in design and lacks up-to-date appliances and features. Clutter was apparent in flow as well as in the pantry/storage areas.
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SOLUTION!
The first item on the agenda was to remove any restrictions to the room’s natural flow. The microwave was relocated to a baker’s rack next to the fridge instead of the stove which opened up the door way instantly. The pantry and countertops were scaled down and all items that were not regularly used were to be packed up and removed for a more organized, spacious appearance.
Lastly, fresh fruit added just the right touch of color to accent the beautiful detail in the tiles along with simple art work that also played into the color theme and vintage appeal.
The Art of Staging a Dining Room
Posted at 6:19 AM, Mar. 23, 2007
We continue this series with an example of a formal dining room in a vintage home.
This dining room looked scarce and offered little interest to the eye.
Here you can see huge transformation by adding a few small details that add color, texture and invite guests to sit down and enjoy an evening of togetherness. The corner chest was moved to center the opposite wall and adorned with a piece of art for color. A large plant in the corner added texture to the room and the opposite corner displays a large serving plate and a station for drinks. The table was set minimally with chargers and napkins in a matching hue to the red drape across the windows. The finishing touches included a centerpiece for the table and simplification of the owner’s china collection
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The Art of Staging 1
Posted at 6:00 AM, Mar. 19, 2007
BEFORE AND AFTER STAGING
Well they say a picture speaks a thousand words. So what better way to illustrate the effect of staging by how it affects a buyer’s senses?
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BEFORE
Here we have the before living room. This particular space was a bit challenging in layout for furniture placement. The nook where the couch is located is dark and uninviting and the wall art is small in scale to the space. In addition, though the unit did offer decent natural light, it was neither utilized nor maximized.
AFTER
Here we have added interest to the eye by adding wall art, enhanced lighting around the couch and simplifying the coffee table. We have rearranged the chair to angle more and therefore encourage conversation flow. We removed a small wall unit that was housing books and a stereo and relocated it to another room. Some plants were added to bring elements of nature indoors. Lastly, in front of the window we placed a small table decorated with interesting pieces belonging to the owner for color and effect, but mostly, to draw the eye’s attention towards the window that was now encouraged to allow the natural light in.
What Is Staging?
Posted at 5:39 AM, Mar. 8, 2007
When you get ready to place your home on the market for sale it becomes a product. Similar to a product on the shelf at your local store, the product has features and benefits as well as pluses and minuses, and competition. To compete with the competition in the marketplace you must be priced right and look better than the other products. Your home is no different, it is one of many homes for sale and you must present it, to the buyers, in the best possible light.
Staging is the process of preparing any home for sale, regardless of price or location. Source: Barb Schwartz, founder of StagedHomes.com
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