Is this view for you? How to target your market.
Believe it or not, not everyone finds this view worth purchasing, but there are many who do. Professional Home Stagers have long touted that when preparing a property for sale the design aesthetic should appeal to as many buyers as possible. The nominative term is "Broad Buyer Appeal"; and it's marketing goal is to attract anyone and everyone looking to buy a home. On a visceral level this makes sense; why not attract as many buyers as possible, eventually the right buyer will come along. However, statistics and reality often tell a very different story; a story that involves a limited demographic pool of potential buyers from a specific socio-economic background. The question is "Is it cost effective to use broad buyer appeal as a marketing strategy?"
I would say in most cases it does, however, in vacation destinations like Hawai'i and especially Waikiki, trying to be all things to all people by using broad buyer appeal doesn't always work because consumers are often looking for the lifestyle along with the property. It means that the average consumer is savvy enough to recognize the difference between value(the actual appraised value of the property) and perceived value(the actual value plus the subjective value of such variables as the reputation of a neighborhood; the quality of the schools; proximity to shopping and amenities; climate; view; zip-code etc.) In other words a retired couple might see less value in a neighborhood that is close to schools with lots amenities for young families, than it would find in a resort or retirement community and vice versa.
When it comes to merchandising a property for sale the home should be tailored to reflect the lifestyle of the potential buyer pool. Knowing what that buyer pool aesthetic might be allows you to target market the look of the property to attract the right demographic. So a suburban home in a family neighborhood, with lots of kids should have design that is attractive to family's with children. A spare room might be designed as a media room or playroom and outdoor spaces might be arranged to provide a designated play space with an outdoor eating area. Parents are often considering the space requirements for their children when purchasing a home and taking out the guess work by designing specifically for this demographic increases the likely hood of a faster sale. In Waikiki storage is a premium especially for outdoor recreational equipment like surf boards, outrigger canoes, and kayaks. Because of the year round tropical weather heavy fabrics and upholstered furniture is often dispensed for more environmentally appropriate decor such a rattan, wicker, teak, and mahogany. Cultural cues found in Hawaiian and Hapa Haole design aesthetics are very popular and widely used.
How does one determine if their home for sale needs Merchandising versus just Home Staging? It's easy hire a professional Home Stager or Real Estate Merchandiser who specializes in lifestyle marketing, but if your budget precludes this expense you have to do the research. For starters go outside and take note. If you live in an area with a lot of people who enjoy the same lifestyle; have families with children; are retired; work in a certain occupation; enjoy a particular past time; you should strongly consider merchandising your property for sale instead of just staging. When you target market the buyers who will most likely purchase your property you don't have to appeal to everyone just the lifestyle that best fits your home for sale. Many staging professionals intuitively understand this concept but not all. Real Estate Merchandisers focus on lifestyle marketing and are an excellent rescource for your Real Estate marketing needs. If you live in Hawaii or Waikiki check us out!