Home staging is currently the hottest profession. This activity, which we can define as an interior restyling project, is nothing more than a property staging exercise with the goal of selling the home or business more quickly and effectively by enhancing the value of the property itself.
What is Home Staging and where does it originate?
As the term home staging suggests, this marketing technique originated in the United States in the mid-1940s thanks to the intuition of real estate agent Barbara Schwarz, whose constant research and experimentation allowed this commercial technique to consolidate. From America, it then spread to European markets, initially arriving in England and then expanding to France and Spain. Finally, today, home staging is also being talked about in Italy, especially in large cities, where real estate agencies offer their clients the opportunity to use this service to sell their property.
What are the principles that guide home staging?
As we’ve said, home staging is a marketing technique that directly impacts the perception of a property’s condition, that is, the sensations and emotions it evokes in potential buyers. Literally, this art form means “showcasing or staging a home,” and it’s driven by the philosophy or principle of turning the home into a stage, a display where buyers can immerse themselves in their everyday lives and encourage a quick purchase.
How to do home staging?
The mechanism behind this activity is quite simple: to facilitate the sale of a property by emphasizing the initial impression. For this reason, home staging is divided into several phases: virtual home staging, which involves 3D guided tours of the apartment, showcasing the features, objects, and spaces available; and real home staging, which involves showcasing the property, which is further divided into two different phases: decluttering and staging.
Decluttering in Home Staging
Decluttering is an activity that involves eliminating all superfluous objects or elements, although for many it is now considered a lifestyle that leads to “inner liberation” and opens us to new opportunities and scenarios. Remaining in the real estate sector, this technique involves rearranging the rooms of a home by eliminating all personal items, such as photos, mementos, and everyday objects, to recreate a space that is as neutral as possible.
Home Staging
The second step involves staging the home, creating a true stage setting that maximizes the property’s features, which will be clearly visible in the subsequent photographs and videos produced by professionals.
To achieve this, it’s a good idea to follow some tips and suggestions:
Use neutral, light-colored fabrics for curtains, sofa covers, duvets, and sheets, and keep them taut.
Turn on all the lights in the room so as to avoid creating shadows.
Arrange and decorate the room with green plants and non-personal items, such as a teapot on the stove, a runner on the bed, and scented candles. Be careful not to overdo the decorative items: a set table or a breakfast tray at the foot of the bed is ideal for selling a vacation home, not for buying an everyday home.
Use the same color palette throughout the property. For example, in the case of a bookcase, it would be advisable to hide the book spines. This will ensure the bookcase appears uniform and will not be a draw for buyers.
After completing these tasks, the home stager will be able to take professional photos and videos and write effective ads to make the property more attractive on the market.
What are the benefits of home staging?
The first advantage is purely market-related: with this service, your property will stand out among other listings.
Second, “renovating” a property is certainly quicker and more cost-effective than traditional renovations, as these are routine interventions that don’t require special building permits or large investments.
Finally, it allows you to depersonalize your home and make it neutral, since one of the biggest challenges for customers when purchasing a home, if they’re already inhabited, is understanding its economic and real estate value. (The principle of decluttering, explained previously.)
How to become a home stager?
A home stager is not an architect, a designer, or even an interior designer. They specialize in home image, whose job is to best present a property and its potential. However, a good home stager must have basic skills in various disciplines:
Knowledge of the real estate market;
Assessment of the target audience;
Knowledge of furnishing styles and decor;
Ability and tools to produce the necessary materials;
Sales orientation and aptitude, and the ability to establish realistic budgets.
The costs of home staging
There is no standard for this activity; it can vary depending on whether the home is being staged or a new home. The cost of the service is usually borne by the property owner. If a real estate agency offers this service, they may offer to cover the cost of home staging in exchange for exclusivity on the sale.
In conclusion, it’s clear that this service, which follows specific rules and procedures, has a positive effect on the sale of the property and on customer expectations.