Is staging necessary?

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photo by Kevin Rosseel

Is staging your home really necessary? Especially in a seller’s market? I mean, really? Is it necessary? It’s a lot of work! And, oh! Keeping it that way!

C’mon! Is staging necessary?

No.

But neither is getting top dollar when you sell, is it?

Let me ask you this: what are the three most important things when selling? Of course, we’re talking real estate here, but this applies to anything you are trying to sell. If you answered, “location, location, location,” you are only partially right. Part of partially, in fact.

In order to get the best deal possible when you sell, you need to balance the product, the price, and the packaging. If one of those is a bit weak, you can make up for it by adjusting the other two to accommodate. If two are weak, the third has to be really strong. If all three are weak, well . . . good luck.

So what am I talking about, really? Price? That’s easy. That’s what you’re asking someone to pay you for your product.

What’s the product? That’s the physical thing you’re trying to sell. In real estate, we describe it by what it is (square footage, bedrooms, bathrooms, garages, etc.), how it is (it’s physical condition: well-maintained or in need of repairs) and where it is (urban/suburban/rural, corner lot, cul-de-sac, open space, etc.).

The third variable in the selling equation is the packaging. Some marketers think this is the most important piece because it’s the most emotionally-based. It’s how we present the product to the potential buyers in the marketplace. The packaging can leave you cold, or full of warm fuzzies. In real estate, the name we give packaging is “staging.”

It’s true that most people can’t envision what they can’t see, and it seems that the more important — the more expensive — an item might be, the less likely they are to be able to see its potential. If folks can’t see how your property can fit into — and improve — their lives, they will be less likely to get excited about it, and therefore less likely to want to buy it at the price you’re asking. To get buyers to really want to make your property their home, you need to present to them all the possibilities, so they can see it for themselves. You need to put them emotionally into the home, and just as importantly, you need to take yourself out of it.

It’s a balancing act, and a skill that, by the way, I’m very good at. In a future post, I’ll talk more about how I do it, but for now, let’s go back to the original question.

Is staging necessary?

Oh, you’d better believe it is.

What’s next? Take your pick.

 

Yeah. You should probably do at least one of those things right now.

 

 

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