So, what is a brand? A brand embodies the core of what your business is and its values. Regardless of your message, whatever people are thinking and saying about your brand, that is your brand. Brand perception is owned by consumers, not brands.*
It’s simple. Every detail of your service, your construction, and marketing of your listing tells home buyers a story and creates your brand’s perception.
So does the staging design. Every detail in the staging design tells buyers a story. Not only in terms of the lifestyle story, but also how the staging design is telling a story that reflects your brand.
If you are a luxury home builder or a realtor in the luxury market and have a property staged with non-par staging just to save a few dollars, this will cost you in brand reputation. There is the saying “How you do anything, is how you do everything!” – this is the perception that buyers have of you and/or your new construction if you cheaply, not properly stage your property or listing.
The Staging Design is the Silent Ambassador of your Brand! Partnering with the right home staging company that reflects your brand in quality and design will bring your brand to the next level.
Here are 5 tips you want to consider for your real estate brand image:
TIP 1: STAGING QUALITY MATTERS
In both the luxury and non-luxury market, it is critical to have the staging reflect the property’s value. Price should not be the only factor in determining which stager to hire.
Cheap stagers cut corners which may result in the overall finished stage lacking quality. This means the property won’t show well, and may set off red flags in buyers minds. They may wonder if the construction was done poorly or question whether corners were cut in the construction as well.
TIP 2: LUXURY HOME BUYERS HAVE HIGH EXPECTATIONS – DON’T DISAPPOINT THEM
Luxury market homes sit longer on the market as there is a smaller buyer pool. However the buyer pool at that price point is more sophisticated and their expectations are much higher. Hence the quality of overall staging design is important. Quality Stagers take their staging design to the next level creating a designed look with sophistication. We recognize that luxury home buyers are more likely to hire an interior designer and those buyers aspire to a designed look. A great luxury stager recognizes this and designs for the luxury buyer’s desires.
TIP 3: IT’S IN THE DETAILS
Take a close look at the details of a staging design. It is important that the stager puts thought into every single detail and makes every detail count to tell a story. My team and I put love into every staging design, which goes into the smallest details. Buyers feel that love and this is what makes a house a home. Sparse and minimalist accessories are not going to work for the luxury market.
TIP 4: LUXURY HOME BUYERS ASPIRE TO A TRENDY STAGING DESIGN
Design on trend or ahead of trend. Luxury home buyers are early adopters of new trends and do not want to be treated the same as the mass market. Hence give these buyers what they want – a forward-thinking and designed staging design. I am touring design shows multiple times a year to stay ahead of the trend curve with our staging inventory, so we can give these buyers what they want.
TIP 5: “FEELING” IS THE CRITICAL WORD – YOU NEED TO WOW HOME BUYERS
Many stagers will under-furnish rooms and won’t bring the right scale of furniture, rugs, artwork and accessories to save in cost just to be the cheapest to win the staging project. Their execution is poor – they may not bring much artwork or even not hang the artwork, which gives an incomplete look as someone forgot to hang the artwork. Furniture is often dirty or worn. The results are a sparse staging and the rooms not “feeling” right. Since staging needs to connect with buyers on an emotional level, the word “FEELING” is critical. Quality stagers know how to create rooms to connect with buyers emotionally. They will have the right amount and variety of inventory needed to accommodate larger, luxury properties. If your staging just showcases where the sofa can go you are missing the mark. Home buyers need to be WOWED with something special.
Even if you are a realtor or builder whose brand is not focused on the luxury market, hiring a stager who stages properties cheaply still reflects poorly on the property and your brand. Quality, scale and style of furniture, details and execution are as important in the non-luxury real estate market. They need to be adjusted for the tastes and aspirations of these market segments.
Regardless of which market and price point of properties you are working with, staging is important to sell a lifestyle and to create the desire in the buyers minds. Each item going into the staging design needs to add to the perceived value of the property. Buyers are willing to pay more for a property if they see value. Poor staging will cost you more money resulting in the house sitting longer on the market and selling for less than if properly staged.
Telling the right story with your property is critical. Everything you do tells buyers a story about you, your work and who you are. Who you hire as a stager is no different, as the staging design reflects your level of professionalism and your brand.
