Even though we live in a consumer society, it's an odd fact that home sellers typically do not view their property as a product for sale in a marketplace. Because this is so, a home's sale often languishes. But this need not be the case. Basic marketing teaches us that how a product is perceived and received within the market can be altered and impacted.

More then just being decorators or designers, good home stagers are more focused in applying a full array of strategic marketing principles and practices which positively influence the consumer about a product in a market.

So even though a staged home might look attractive, it is important to note that staging is NOT solely about making a home look "pretty." In fact there are homes that CAN look visually attractive and STILL not be staged. Any Realtor, home seller, or builder who thinks that all staging is is making a home look "pretty" is grossly ignorant to the reality of what a good stager does and therefore probably not using a stager and benefiting from what we do.

The "Why" and "How" a home is prepped and set for showing and selling is what real estate staging is all about. Much like what happens every day in retail stores across America (i.e. TARGET), real estate staging is actually more about the process of strategically setting up (merchandising) a house in a manner that makes it not only easy for buyers to tour, but also creates a way for their eyes and heart to connect to it with a powerfully effective first impression that lingers and stays with them.

I am not surprised to find there are many pretty homes that are not selling. But a staged home, that is priced right, will sell quickly, even in ugly markets.

Market It Forward...

Me

 
Post is included in group: Stage It Forward...

30 Comments on Successful Selling in an Ugly Market Ain’t Always Pretty!

20 Most Recent Comments Displayed Show All

MAR
27
2008
 I agree that staging is of vital importance.  Sometimes it is amazing how many how a lack of vision when viewing a home.  Sellers need to put the best product on the market and make as appealing as possible.  
4:44pm • #11
199,383 Points 5 Featured Posts
Great post.  I think a lot of thought would have to go in staging a property correctly to attract a buyer to it.  I think staging is a must in this market and is just as important as pricing it right in order for it to sell in the current market.
5:07pm • #12
120,304 Points 3 Featured Posts Outside Blog

Great post Brian ! very well addressed the answer. I agree with you totally
5:19pm • #13
307,503 Points 103 Featured Posts Outside Blog Called Shot Master

Craig, I was just about to respond to Brian's comment about the price of a property, then I saw your response....I am in total agreement with you. I am a stager/realtor and correct pricing is the single most important thing that gets pounded into an agents head; however:

CORRECT PRICING IS THE ONE REASON WHETHER A HOUSE SELLS OR NOT.

GREAT STAGING IS THE ONE REASON WHETHER YOU GET TOP DOLLAR OR NOT WHEN IT DOES SELL!!!

Great post---I want to forward this to all the agents in my office. Do I have your permission?

 
5:20pm • #14

 Nice to see you Craig!!!!

One of my Realtors who I have partnered with to stage all his listings, said exactly that, "A price reduction is a lazy Realtors only answer"

Heather
5:32pm • #15
2 Featured Posts

Well said.

Kristina, KFM Staging & Design - A Minnesota Home Staging Company

6:34pm • #16
462,662 Points 2 Featured Posts Outside Blog
Well to save some dough and move a plant and possibly get top dollar?. Sounds real good to me. I'm not a stager but i do know presentation is very important. Go to a fine dining restaurant and watch the "staging" of a four course meal. It's in the presentation.
8:16pm • #17
8 Featured Posts
amen my friend :) kh
9:01pm • #18
122,017 Points 6 Featured Posts Outside Blog
The price definitely makes a difference. I agree with you completely. You and the other stagers here have done beautiful work. 
10:19pm • #19
1 Featured Post
There is no doubt home staging makes a difference, but price is king.
11:40pm • #20
MAR
28
2008
125,884 Points
Very good information, thank you.
12:13am • #21
650,291 Points Localism Sponsor Outside Blog
Good post. Staging can always help to make a positive difference.
1:34am • #22
740,258 Points 22 Featured Posts Outside Blog
Pricing is always the key in this business though it doesn't hurt to have a beautiful updated home
7:52am • #23
2 Featured Posts
Craig, as you well know Linda's staging strategy is first and foremost "Increase the marketability"  She has always had the philosophy that staging is simply a technique to increase the marketability of a property so that it competes at the highest level it possibly can.  And as far as simply dropping the price.  I think it's time we all buy into the fact that there is a difference between being involved in something vs being committed to something.
8:01am • #24
1 Featured Post

As always, Thanks for posting Craig!  Great post.

9:39am • #25
Great explanations on what we do.  It's so important for sellers and realtors to understand.
10:05am • #26
138,522 Points 6 Featured Posts

Good post Craig. Yes, we are not about making things looking pretty. Sometimes this is a hard concept to get across to new clients. I have the most challenging client right now. I actually turned down the job but the Realtor really wanted us to do it, so we did. The client thinks we have nothing better to do then meet with him and talk about the staging (4 times before) 1 time after. I think he is lonely and has nothing better to do with his time. We have gone over with him until we are blue that we are focusing on the features of the room view, fireplace, etc. not making things pretty. He doesn't get it nor will he ever. Just like in high school the "pretty" girl is not always the first one picked for the softball team. It takes talent and the ability to get the job done. If you simply want pretty there are other avenues to explore. We are here to sell a property, not just to dress up and go to the prom.

Kym
10:08am • #27
621,696 Points 3 Featured Posts Outside Blog Called Shot Master
I have a property that has been staged, and hasn't sold, which concerned me, I knew it was overpriced, but  the out-of-state owner just found out that it had been overpriced by over $100k+.  He is relisting with a different REA, and bringing it down to where it should be.  The house has had rave reviews, but the REA never told him the reason it was selling was that she had priced it too high.
7:15pm • #28
319,272 Points 11 Featured Posts Outside Blog

You said this so well.... Please call me on Monday- I need our help on a listing in Long Grove.  They are moving out and I want to tell them to leave certain furniture behind. 

Thanks,
8:32pm • #29
1 Featured Post

Always right on target.  It is a marketing tool an when properly priced and presented a winning combination...

 

 
11:32pm • #30

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Craig Schiller

Chicago, IL

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REAL ESTAGING, a nationally recognized leader in Staging.

Address: PO BOX 5267, Aurora , IL, 60507

Office Phone: (847) 384-9369

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These are the creative writings of Craig Schiller, a home staging professional, passionate real estate marketing professional and founder of the Real Estaging, one of the nation's leading home staging companies.


















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