Home Staging: The Perfect Method to Sell Your Home

How do you make a house warmer and more welcoming quickly and effectively? Home staging, a marketing technique born in America to sell or rent a house more quickly, teaches us this.

Home staging: here is everything you need to know to quickly and effectively make a house welcoming to sell or rent quickly.

Have you ever heard of "emotional marketing"? It is the main marketing strategy applied to the contemporary market, which leverages the emotions of the potential customer to make the purchasing experience an unforgettable moment. Emotions are in fact the fundamental elements that guide our decisions.

The practice of home staging also falls within the container of emotional, or experiential, marketing, a technique that consists of enhancing the qualities of a property for sale or rent through targeted interventions. The goal is to make the potential customer fall in love with a house and sell it, or rent it, more quickly thanks to some very specific "remise en forme" techniques.

Home staging has spread exponentially and in a widespread manner in the real estate sector, so much so that it has brought to light the new professional figure of the home stager. In this sense, home staging not only represents a small revolution for the real estate buying and selling sector, but is also a career opportunity for those who want to get involved and undertake an innovative profession.

How is home staging applied?

First of all, it depends on whether the house to be staged is already inhabited or not. If the house is empty, the intervention will focus on the positioning of some furnishings and objects carefully chosen to convey the strengths of the property. It is different if the house is inhabited: «In inhabited houses, the first step of the process is “decluttering”, followed by depersonalization. Together with the owner, we try to lighten the spaces, tidying up and eliminating personal objects in order to help potential buyers imagine themselves in that context»

«The next step consists in setting up an adequate scenography: furnishings, lights, curtains, carpets, plants, paintings must enhance the spaces and create a welcoming and neutral atmosphere, suitable for the target audience. No less important is the photography that shows the spaces in an honest and realistic way, so that the customer can find in person what they have seen on the web». The result? «Thanks to home staging, the sales times of professionally prepared properties have gone from 180 days indicated by OMI for 2023 to 29 days, and the rental times from 60 days to 72 hours»

AD magazine article by Gaia Passi