Retailers get it! Developers get it! Buyers BUY based on emotion.
Visual merchandisers have been tempting potential customers into their stores for years with enticing window displays and beautifully merchandised interiors. Using all kinds of attention getting devices, like colour, prop and good lighting, they draw you into the store. Once in there, if you love the product and it is priced right, you will buy! But............... you have to get them inside the store before they can buy.
Developers have been using display suites for years. Why is that? Perhaps because they know that when a buyer walks in and can SEE what the space looks like, no guessing is needed. The decor is beautiful and the buyers imagine themselves moving right in. They fall in love with how the space looks, and why not? That was the point of the design.
The same is true when selling a property. Research shows that 77% of homebuyers look the property on the Internet before going to look at a house and 75% of those go on to drive by or view the home. The photos need to entice the potential buyer to want to come and look at the property. Once they are inside the home, they can't be disappointed. Buyers make decisions based on emotions. If they fall in love with the property, their emotions will drive them to make an offer. Home staging will help turn that first impression into a sale.
HUGE dollars go into the decor of SUCCESSFUL retailers today. There have been many studies by retail companies about the psychology of merchandising. It is an extremely competitive industry, just like real estate. They always need to be ahead of the competition. Customers go back again and again to stores where they have enjoyed the shopping experience. Why would they want any different when they are looking to spend what is to most people, the biggest purchase in their lives? Staged homes appeal to that emotion. Buyers are much more savvy and demanding these days. They want to be sure when they spend their money.
Staging is not interior decorating! It's all business. When people get ready to sell their home, it becomes a product. This product has strengths and weaknesses as well as competition just like retailers. To compete, you must look better than any other product and you must be priced right..................... just like at the mall.
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