User43780_11_t Home Staging NJ - Juliet Johnson
View all real estate listings in your area:
Members: 122,705 - 1,375 Online Now  Login
 

We've heard of niche marketing, target markeing event marketing, live marketing, blog marketing, cause related marketing...what about sense marketing?  Here's what I'm thinking:--

Home staging works.  We know this.  

Why does it work?  Lots of reasons - it illustrates lifestyle, demonstrates space and potential, gives competitive advantage, differentiates a home and, most importantly, gets the place sold.  

How does it do that?  By shoring up the value and engaging a buyer's emotions.  Jeanette Fisher calls the emotional side of marketing with staging Design Psychology.  She writes about it beautifully and persuasively in her book. 'Home Staging with Design Psychology: Sell Your home for Top Dollar-- FAST! Design Psychology for Redesign and Home Staging' .

Maybe there's a simpler point of view: selling a house is about 2 things:-

1.     Put the whole property into mint condition, (shoring up the value) and

2.     Illustrate the home's assets by triggering emotion.

Engaging emotions...positively... is best accomplished when done subtly, and the way I've found most successful with that is to speak to all 5 of the buyer's senses.  Here's a brief example of what I mean:-

Sight

Using soothing colors in relaxing spaces, vibrant colors in action-oriented spaces and strong, exciting accent colors to draw the eye around the room, feature to feature.

Hearing

Gentle wind chimes, bubbling water fountains... things like that do way more for me to mask road noise than the artificial blasting of jazz from a radio.  (I hate jazz, btw.  That yahoo ad years ago was a come-on!)

Touch

Soft, luxurious throws; rough hewn linens; rippling silks; plush carpets; glowing, polished floors that seem to lead the eye for ever....

Taste

People get hungry touring houses.  A cookie, a fun candy, a snack... goes a long way to 'puttin' out the welcome'

Smell

The boiling cinnamon water is old hat now, and seems artificial. And how much bread can one family go through?  Put the machine away!  However... did you know that one way to make a small house seem bigger is to have a different aroma (from candles, pot pourri, etc.) in each room? Avoid anything really heavy and cloying - like vanilla, patchouli, sandlewood.  Look for lavendar, citrus, bergamot, etc. AND BAD SMELLS WILL KILL A DEAL FASTER THAN ANYTHING!!  If you know that you have a sensitive nose and you don't like stronger, fresh aromas, just neutralize the place with a product like Fabreze Anti-Allergen spray.

What do you guys reckon?  How do you use the senses in your staging?

Think there's a place in your staging/home marketing arsenal for Sense Marketing?  I'd love to hear your thoughts.

Equally, I'd love to invite you all to join me in a new group on Facebook - the Home Marketing Mastermind group.  It's tactical, property specific and at its early stages.  I'd love you all to come play there, too -- http://www.facebook.com/group.php?gid=14468968705

 

 
This post has been included in New Jersey Information
Post is included in group: Realtors®
Post is included in group: Target Marketing
Post is included in group: Real World Home Staging for Newbies
Post is included in group: MorrisEssexUnionCountyNJ
Post is included in group: Stage It Forward...

20 Comments on Subliminal Success...with Sense Marketing... so called...well, by me anyway!

Really good post. This post shows the differences between agents and agencies...how they are willing to market.

05/24/2008 09:31 AM by Team DiMuria, Katy Texas Realtors (Prudential Gary Greene Realtors)


Juliet: This is a great post. Staging can make a big difference in selling a home

05/24/2008 09:51 AM by Roland Woodworth "Clarksville-Fort Campbell Area Realtor" (Exit Realty Clarksville)


This is a prime example of why I love Active Rain.    All the wonderful common sense ideas...

 

Great post.

05/24/2008 10:04 AM by Retha Arrabal (Doug Ashley Realtors, LLC)


Great Post, Thanks for the information. Keep up the great blogs. Very interesting. I enjoyed reading your blog.

05/24/2008 10:22 AM by Jerry LaRose, Realtor, Short Sale Expert Orlando, Florida Real Estate Expert (Keller Williams Realty)


Juliet, good ideas and suggestions to make homes more appealing and easier to sell.

05/24/2008 10:36 AM by Steve Hoffacker - Real Estate Sales & Marketing Consulting and Strategies (Hoffacker Associates LLC)


Hi Retha - I agree, one finds the answer to every question on AR! Thanks for stopping by -

and thank you Steve... the more appealing a home on a pure gut level, the wider the base of potential customers. Hope your market is still ticking along?

Jerry - kind of you to swing in, I appreciate the positive feedback.

Roland - I think it's the competitive advantage that GOOD staging can offer, that is the most effective way to "prop up price" so to speak.  Although I drove past a house today that's been on the market for ages and the window treatments look ridiculous from the OUTSIDE; I dread to think what the inside looks like.  One always forgets curb appeal.

Team DiMuria - that's a fun comment - the difference between agents and agencies.  D'you have more on the topic?  I'd love to put it on the FB group.

05/24/2008 01:36 PM by Home Staging NJ - Juliet Johnson (Juliet Johnson Staging - Home Staging NJ)


This is great Juliet!  You do need to address all the senses for sure. I will go over and check the Facebook group out.

05/24/2008 02:49 PM by Lori Kim Polk, Sacramento Area Home Staging (Artful Journey Designs and Staging : Stager)


Sense marketing -- I think your points have a place in describing or marketing Home Staging.  Maybe something more general along the lines of "Home Staging allows sellers to appeal to a buyer's senses".  Post more as you come up with more ideas!

05/24/2008 06:04 PM by Tori Lynn Ross - Omaha's Premier Home Stager (Ross Designs, LLC)


LKP - you would do me great honor by joining the group there.. not that I have any idea what a Facebook Group is supposed to be.  I just know that all the IM gurus are there, and Marty Geraughty says he has gotten 3 jobs from there within the last month, so I'm assuming the momentum pendulum has swung in that direction.  Twitter is still fragmented and hard to see the benefit - other than a kind of Instant Messaging for the IM guys.

You know, Tori Lynn - I like that a lot  -- "Home Staging allows sellers to appeal to a buyer's senses."  For those of us still in the justification of staging part of the process, that is a great way of putting it.  Thank you.

05/24/2008 06:38 PM by Home Staging NJ - Juliet Johnson (Juliet Johnson Staging - Home Staging NJ)


Great post Juliet!

I think there should be different smells for the season. Cinnamon works great around the holidays, in the winter. Some use Pure Citrus, which would be great in the summer or year round. I personally like a warm vanilla scent. Lavender, sandalwood and floral makes me nauseated. Isn't it crazy how different scents do different things to different people? I think it is best to be VERY subtle. Maybe Febreeze is the answer. 

05/24/2008 09:38 PM by Amy Prouty (Home Staging)


Juliet, there's a related article entitled "Design for the Senses" on HGTV's website that I saw advertised today on TV which also has some great ideas we can incorporate into homes we're staging:

www.HGTV.com/senses

05/24/2008 10:21 PM by Maureen Bray - Home Stager - Room Solutions Staging Portland OR (Room Solutions - Staging that Sells Portland Homes!)


Thanks all for the refresher...I DO believe as a Realtor that these things work, I've witnessed it first hand.  You can tell when a buyer goes beyond first impression into attachment and visualizing themselves doing an activity or placing their things.  It is an evoking of an emotional need, and/or the senses as you describe that brings them to that place, which is the next step in buying...in their mind and onto the paper. 

05/25/2008 01:35 AM by Terrylynn Fisher Realtor-Live Green, Live Smart Trainer (Diablo Realty-Buy Stage Sell www.StagersLIST.com)


Very nice thoughts, and very nicely staged post. I love AR everyone has something different to offer, where you learn from everyone's experience.

05/25/2008 07:21 AM by Shobha Vyavahare (stagewithme, Greenville, South Carolina)


Juliet - very nice blog.I will check out the facebook blog as well. thanks for the info you are always a wealth of knowledge! Kym

05/25/2008 10:15 AM by Kym Hough, Real Estate Stager, Green Trainer in Real Estate, CSP, RESA, LGLS (www.Staged to Sell & www.StagersLIST.com)


"Aye, Kymbo, a verrritabull foun'ain of information tharrr, that spews forth me hartees!!"

Sorry, it's been a Sponge Bob Weekend, here in the Johnson Household!

Maureen, I'm away to the HGTV's 'Design for the Senses' - it is infernally annoying to have ideas bombard all the time one only to be reminded of all the other places they can be found.  Glenn Dietzl says that we live in the Recommendation Era- where readers/viewers/clients want us to reflect on the information available and give our own spin.  This is my defense.

He says: -

Wisdom = knowledge + reflection

I merely share my spin on things as they occur to me.  Don't we all do the same?

05/25/2008 06:56 PM by Home Staging NJ - Juliet Johnson (Juliet Johnson Staging - Home Staging NJ)


Juliet,

The one about using a different scent in each room is a new one on me. I'm going o give it a try. Thanks!

05/25/2008 07:34 PM by Susan Peters - Seattle Realtor/Staging Specialist (Re/Max Mutual Realty)


Juliet, great post.  I do want to add that, like Amy, I think you need to be very subtle with scents.  I am allergic to certain scents...as are my sister and mother.  If Febreeze were used in a home, we would have to exit asap.  Just like when a woman puts on too much perfume, a house that is overly scented can be offensive, especially to those of us who are sensitive.

05/27/2008 11:10 AM by Sharon Tara New Hampshire Home Stager (Sharon Tara Transformations)


I know exactly what you mean about ferocious perfumes... but you know there is an anti-allergen Fabreze... have you tried that one, Sharon and Amy?

05/27/2008 12:00 PM by Home Staging NJ - Juliet Johnson (Juliet Johnson Staging - Home Staging NJ)


Leave a response…

Name:
Notify me of new comments:
Comment:
What does the graphic say?
 
Home Stager: Home Staging NJ -  Juliet Johnson (Juliet Johnson Staging - Home Staging NJ)
Home Staging NJ - Juliet Johnson
Short Hills, NJ
More about me…
Juliet Johnson Staging - Home Staging NJ

Office Phone: (973) 477-7000
Email Me
Once a Manhattan realtor, I have bought and sold 11 homes in 19 years in 4 countries. That, and 6 years of staging homes for sale in New Jersey adds up to a lot of experience. If any of it can help another, I have served my purpose. Thank you, AR members, for your own generous sharing.
    Get great free widgets at Widgetbox! Check out my lensJuliet A Johnson, EzineArticles.com Platinum Author

    Join my Flock


    Links

    Archives

    RSS 2.0 Feed for this blog

    Find NJ real estate agents and Short Hills real estate here on ActiveRain.
    Disclaimer: ActiveRain Corp. does not necessarily endorse the real estate agents, loan officers and brokers listed on this site. These real estate profiles, blogs and blog entries are provided here as a courtesy to our visitors to help them make an informed decision when buying or selling a house. ActiveRain Corp. takes no responsibility for the content in these profiles, that are written by the members of this community.
    © 2007 ActiveRain Corp. All Rights Reserved