Most sellers understand the importance of staging and it’s true that nearly all of the listings in San Francisco are professionally staged, but lately I’ve been getting a few questions on this subject, so I thought I would share three stories that reveal the three essential rules of staging.
Q: My Home is Newly Remodeled and in Perfect Condition. Can I Sell It Empty?
A: Yes, no one is going to force you to stage your home. Just know that you probably will get less money in the final sales price. Not everyone is as good as you are in evaluating an empty space. Your empty home can give off a sad, forlorn and cold vibe without furnishings to enliven the space. Besides, you will be competing against homes that are staged. Staging helps buyers see how their furniture might fit into a room. This is especially true in bedrooms, which can appear to be too small if they are not filled with beds and furnishings. I see 20-30 homes each week and I confess that I can still be swayed by good staging!
Rule #1: Staging helps to define a space so that buyers can see its potential.
Q: Can I Stage With My Own Furniture?
A: Yes again, but make sure that the furnishings are impeccable and are in such perfect harmony with the space that it makes buyers fall in love. One of the most compelling examples of successful staging with the owner’s furniture is my listing at 66 Cleary Court #107. The owner is a designer–he lives and breathes design–and he created a mid-century masterpiece in his Eichler co-op apartment. Every stick of furniture, every wall hanging, lamp and rug was carefully curated to create a cohesive design story. It is difficult for non-designers to pull this off successfully. Better to hire a professional stager who does this every day. I am confident that it will be well worth the small investment.
Rule #2: Staging helps to broaden the appeal of the home to the widest possible buyer pool.
Q: I love my Toile Wallpaper and Animal Print carpet. Do I have to get rid of it?
A: No, of course you can keep the toile wallpaper and animal print carpet, as long as you are okay selling at a steep discount or not selling at all. Last year, I saw a modern condo that had blue toile wallpaper in the hallway bathroom and red toile wallpaper in the second bedroom. The rest of the condo was contemporary. The condo did not sell and I am convinced that it was because of the toile.
Earlier this season, I saw a Pacific Heights condo that was chock full of the owner’s expensive antiques, complete with bold wallpapers, purple guest bedroom and animal print carpets. It was the owner’s perfect design vision, but it did not fit the vision of most buyers. The property was initially listed at $2,995,000 and it finally sold for $2,650,000 after two price reductions–a discount of $345,000!
Rule #3: Staging neutralizes the home to help buyers visualize themselves living in the space and realize their own personal vision, not the vision of the owner.
When evaluating a sales strategy on a home with an owner, I present all the options and let them decide what to do. Staging a home can be expensive but the cost can result in a final sales price that is much higher than the initial investment. Compass Concierge makes it easy because they will pay upfront for staging and all the other home preparation costs. The result is a home that is beautifully presented and which sells for more money.
Call me if you have any questions about staging, Compass Concierge or any other real estate matter.
Warmly,
John
