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A HOME is Where You Live. A HOUSE is What You Sell. A PRODUCT is What People Buy.

Home Stager

In today's market, it is important for sellers and RE agents alike to realize that standard marketing techniques are no longer sufficient when selling any property. In days past, an MLS listing and a few marketing avenues would do the trick to get buyers in the door.  However, with so much competition on the market, that just isn't enough anymore.

Today's buyer is much more savvy than in days past.  With the onslaught of staging and real estate shows, buyers are learning they should have certain expectations when searching for a future home.  Should those expectations not be met, they will move on to the next property until they find one that satisfies them. With that reality, sellers and their agents need to become even more savvy in the ways of marketing their homes effectively.

They must take the step of emotionally divesting themselves from the property and see it only as a house.  When they are able to view it in this way, then the non-emotional objectivity will help them to develop the property as a product - available for sale to the mases.

To illustrate this point, I have taken the definition of these words from the dictionary:

1 a: one's place of residence : domicile b: house2: the social unit formed by a family living together3 a: a familiar or usual setting : congenial environment; also : the focus of one's domestic attention <home is where the heart is> b: habitat 

- at home 1: relaxed and comfortable : at ease <felt completely at home on the stage>2: in harmony with the surroundings.

With this definition, it would stand to reason that a HOME would be a place of emotional attachment. The place where memories are made and kept, a place of safety and joy, a place of security. 

In this case, the home bears a significant meaning for the family and usually has been customized in decor and function to meet the specific needs therein. Understandably, when a home is in this condition, it will hold great appeal for the seller but may not hold the same for someone who is viewing it for the first time and is not privy to the memories that have created such a great attachment.


1: a building that serves as living quarters for one or a few families

When a seller has has achieved some level of detachment from their home and can view it as others may see it, it becomes easier for them to make the necessary changes that will present it as a HOUSE - a place where anyone can live, not just the current residents. Once this emotional change occurs, they are one step closer to taking advantage of what staging can do for them - market their house as a product.




(1): something produced; especially : commodity 1 (2): something (as a service) that is marketed or sold as a commodity b: something resulting from or necessarily following from a set of conditions <a product of his environment>

Staging is the process of preparing your home for the real estate market in a way that will appeal to the widest range of potential buyers by creating a universally acceptable package which draws attention to the best of the property while making the most of its flaws.  In other words, it packages it as a product.

A home is transformed into a house that people can not only envision themselves living in, but will also want to buy.  It is not intended to trick them into buying something that is not right for them, but to show them that with the proper usage, it can work for them. 

Staging will not make a property mortgage worthy to EVERY buyer, but it can make it worthy to MORE buyers. That is the basic premise of staging - to assist sellers in turning their home into their house so that it becomes a marketable product for their agent to get it sold!  It is a win-win-win proposition for all involved.


If you live in Northwest Indiana and want to learn more about the benefits of staging your house for the real estate market, contact Kimberly Wester at 219-241-7252 or email at kim@detailsstagingandredesign.com.

Visit www.detailsstagingandredesign.com for more information.


Comments (20)

Susan Smith
Rooms That Work LLC - Sandy Hook, CT

Your title said it all!  But I enjoyed all the other words too!  Well said!!!


Apr 24, 2008 10:22 AM
Connie Tebyani
Platinum Home Staging, Inc. : RESA-Pro - Calabasas, CA
Platinum Home Staging, Los Angeles and Ventura County
Couldn't have said it better myself!  Very well pointed.
Apr 24, 2008 01:55 PM
Sharon Tara
Sharon Tara Transformations - Portsmouth, NH
Retired New Hampshire Home Stager
Excellent summary of our services.  Great post!
Apr 24, 2008 02:05 PM
Kathleen Lordbock
Keller Williams Realty Professionals - Baxter, MN
Keller Williams Realty Professionals
My favorite sign is
Apr 24, 2008 04:11 PM
Kimberley Hawley
Hawley Interiors & Staging - Caledon, ON
Hawley Interiors & Staging
Kimberly, Very well said. Another great post. Thanks
Apr 24, 2008 11:27 PM
Gary Barnett
Home Matters - Indianapolis, IN
Home Matters Property Stylist Group, Indianapolis
Kimberly, You need to put together a Stagers Dictionary. Home, House, Product, In this case all the same object but very different meanings.  Guess it all has to do with your current view.
Apr 25, 2008 01:36 AM
Andrea Steele Atlanta, GA Realtor
Jenny Pruitt & Associates - Marietta, GA
Great Post!
Apr 25, 2008 01:43 AM
Patrice Estess
PB APPRAISALS - Kerhonkson, NY
Great post, I just hung up the phone with someone after a discussion over staging.  My home is for sale and I am in the process of attempting to "self stage" and he thinks I am crazy...I will have to show him this post, thanx
Apr 25, 2008 02:09 AM
Abby Roselli
ALR Home Staging and Showcasing, LLC - Staten Island, NY
Staten Island Home Stager
Awesome post, Kimberly.  Thanks for clarifying the differences for everyone.  You can't argue with those definitions!  =)
Apr 25, 2008 02:13 AM
Kristi Oliver
Atlanta Staging & Design - Atlanta, GA
Atlanta Georgia Home Stager
Kimberly  I enjoyed the post, very well written.
Apr 25, 2008 09:33 AM
Kimberly Wester
Valparaiso, IN

Susan - Thanks. Glad you are back!

Connie - Yep, you could have! Thank you.

Sharon - Thank you. :)

Kathleen - What a coincidence!  Mine, too!

Apr 25, 2008 12:16 PM
Kimberly Wester
Valparaiso, IN

Kimberley - Thank you!

Gary - What a novel idea!  I think I will get on that... :P 

Andrea - Thanks!

Patrice - Good luck to you!  If you do it right, that guy will have to eat his hat - so I'm pulling for you!

Apr 25, 2008 12:19 PM
Kimberly Wester
Valparaiso, IN

Abby - Oh, I'm sure someone will argue. ;)

Kristi - Thank you  I'm glad you enjoyed it. It has been a while since I have blogged regularly - I'm feelin' a bit rusty!

Apr 25, 2008 12:21 PM
Judy Heinrich
Judy Heinrich Home Staging - San Diego, CA
Kim - I love your definitions!  It is a perfect way to explain exactly what buyers need to wrap their head around!  I think I'll start using these definitions as a way to help get my point across!
Apr 25, 2008 12:59 PM
Kimberly Wester
Valparaiso, IN
Judy -Thanks!  This is how I have been explaining staging for quite some time now, but it never occured to me to blog about it - DUH!! I have found it to be beneficial.  I hope you do, too!
Apr 26, 2008 01:11 AM
Kathleen Lordbock
Keller Williams Realty Professionals - Baxter, MN
Keller Williams Realty Professionals
This is what I teach the Realtors in their continuing education classes with Kaplan Professional School. And we talk about packaging the product, appearance, marketing, staging part of the process of separation for the client.....
Apr 26, 2008 01:18 AM
Kimberly Wester
Valparaiso, IN
Well, Kathleen, that's because great minds think alike, right?  ;)
Apr 26, 2008 01:37 AM
Kathleen Lordbock
Keller Williams Realty Professionals - Baxter, MN
Keller Williams Realty Professionals
That is absolutely correct Miss Kimberly!
Apr 26, 2008 03:09 AM
Clint Miller
Real Estate Pipeline, Inc. - Missoula, MT
Excellent points, Kimberly!  It's amazing to me how many people cant seem to get this concept.
Apr 26, 2008 03:11 AM
Kimberly Wester
Valparaiso, IN
Clint - You are not alone!  ;)
Apr 26, 2008 08:40 AM