I toured a beautifully staged home that went on the real estate market today. Brand new, never lived in. This smart builder knows home staging is important.
The asking price, just under $2 million.
Now in many cities that amount will buy you a grand estate with lots of land. Not here. Even old “tear downs” go for close to $800,000.
At the $2 million price range, it’s clearly not a starter home.
And it’s definitely the most expensive house on the street. Newly built and surrounded by homes from the 1920s, with a few that were replaced in the 1970s or 1980s.
I describe it as a “family home” because it’s in a very residential neighborhood, close to coveted public elementary, middle and high schools.
Plus it has 5 bedrooms.
Almost every house for blocks around has young kids and there’s a large playground and community center in easy walking distance.
Do you have a mental picture of the likely buyer for this staged home?
I’m imagining 2 or 3 kids ranging in age from 7 to perhaps 15. Old enough that the family has traded up in homes once or twice already (and their careers are established enough for a $2 million price tag).
Yet young enough that they still want to live in a family-oriented neighborhood with good schools in walking distance.
This mental picture of the target buyer for a home is critical when you’re going to decorate it to sell.
Our goal as home stagers is to literally “set the stage” for a buyer to fall in love.
To feel like they’ve walked into their next home, not someone else’s house.
To imagine themselves living there.
To project their hopes and dreams into the environment.
We stage a home so potential buyers will remember it even if they’ve seen 6 others today.
And most of all we want them to feel like they should write an offer before someone else buys it first.
In other words, we try and trigger that Fear Of Missing Out (FOMO) sensation!
Which brings me to what was wrong with this beautifully staged home.
Every single one of the 5 bedrooms looks like some variation of the one I’ve shown you here. This one isn’t the master bedroom by the way.
How many adult bedrooms does one house need? Especially when you’re imagining kids living there?
I listened to the comments of people at the open house. With every room, someone would say, “Is this the master bedroom?” Or, “No, I think this is a guest room because it’s not large enough to be the master.”
You see, buyers don’t have a lot of imagination. If they don’t see kid’s rooms, they don’t picture kids living there.
There was absolutely nothing in this house to tug at the heart strings of a parent, except for the gleaming kitchen with tons of counter, cabinets and new appliances. Or perhaps the high ceiling basement with built-in bar and room for a huge big screen TV.
There was nothing to excite the kids who may be touring the house with their parents. I can’t imagine any kids running into one of those rooms squealing, “Can this be my room?”
In fact, it was all so perfectly grown up and proper, I’d imagine any kid waiting for a stern parent to say, “Don’t touch that!” in every room and never saying to Mom or Dad, “Let’s live here!”
There was a lovely deck off the master bedroom on the top floor. They furnished it like an outdoor living room. Sadly, the deck of the identical house the builder is putting next door was only 12 inches away. Both with glass side panels so there was absolutely no privacy. Not only would you hear every conversation your neighbors had, you’d be able to see everything. I would have at least lined one side with large plants in pots, or a screen of some type.
Bottom line, put yourself in the mindset of your prospective buyer. Show them how they’d live in a space. When every room looks like it’s straight out of a magazine, but wouldn’t fit the lifestyle of the family living there, the staging is not nearly as effective as it could be in my opinion.
By the way, with so many bedrooms I think a smaller one could have been staged as a home office or hobby room. I definitely wanted to see a teenager bedroom and a couple of child-like bedrooms. In some cases the furniture could have remained the same, switching out the bedding, lamps, art work and a few stuffed animals would have done the trick.
What do you think? Please share in the comments below.
Debra Gould, The Staging Diva®
A home stager since 2002, Debra Gould created the Staging Diva Home Staging Business Training Program in 2005 to help others make a living from their creativity. Debra is the author of 5 guides including the Staging Diva Ultimate Design Guide: Home Staging Tips, Tricks and Floor Plans.
I agree with every thing you’ve said. I just staged a developers new home
and am pleased to say that I considered all the aspects you mentioned. It is so important to have a picture of who will live there, and how they’ll live. The kids have to get excited too.
Thanks so much for commenting Lorna, it’s great to hear of your experiences!
Great article Debra. I agree with all of your comments on how to this beautiful home staging could have been done more effectively. Thank you for providing training that hones in on these important points.
Glad you liked it Kate, thanks for commenting! Hey, isn’t it time I wrote an article about you? Don’t forget to send me details at: https://stagingdiva.com/homestagingbusiness/staging-success-stories/
Great article! I stage a lot of tri-level townhomes in my area that sell over $1 mil and when they ask me to stage all 4 bedrooms, I always include a child’s room, a teen room, master “adult” bedroom and an office that is usually is located on the lower level. This helps cater to a wide range of buyers and like you mentioned, it sets the”stage.”
Thanks for commenting Lilly, I love your strategy!
I absolutely agree..I sell real estate..you have to have vision for your clients! Most cases creates a must sell!!
Thanks Lisa, great to hear a real estate agent’s point of view.
I so agree. When we sold our house I staged the two smaller bedrooms for children, one a girl and one a boy ( even tho we didn’t have any children at home). I really think this helped it to sell so quickly being it was the middle of winter.
That’s a fantastic example Linda, thanks for sharing it! I know you will inspire others.
I agree that this bedroom does look like a master too grown-up for a child I would have at least put a small desk with a container full of crayons and drawing pads maybe a pale blue accent wall or chalk board somewhere
Great ideas Barbara!
I also agree. The neighborhood context is important…as is the type of house when determining how to stage. Almost as important as staging children’s rooms is the home office. The type of buyer you mentioned will appreciate home office space. With 5 bedrooms, that was a missed opportunity. I find that most people are looking for a place they can work from home. Even a small area in/off the kitchen.
Agree with you Jody, home offices are important to many buyers.
Most of my staging is done using the homeowner’s own furnishings and accessories and even then I make sure to give special attention to the kid’s rooms. I love seeing whimsy, bright colors and cuddly creatures in a kid’s room no matter what their age. You really hit the nail on the head with this article, Debra, and I’m happy that you pointed it out. I see so many builders in my area use high-end designers that create gorgeous, yet over the top styling that leaves more of a foreboding air in the space rather than an invitation to explore. Thanks for writing a great article to bring this to everyone’s attention!
I really appreciate your feedback Susan! “Gorgeous, yet over the top styling that leaves a foreboding air” – well said!!
I’m curious…when “staging” started (as seen on HGTV years ago) it only involved a few select appropriate pieces and I knew for sure I could do that…but now it has evolved into full-blown decorating. Why does it have to be so complicated?
Absolutely correct. We as stagers have to appeal to many demographics. It seems there were many missed opportunities in this space. I enjoyed your solutions. Thank you for the informative column.
Have a wonderful day.
Glad you found this interesting Beverly, thanks for commenting!
Debra you’ve kept me on your newsletter for the past 6 years or so. Always offering what you’ve learned in this business. A big shout out to you for this great service you provide and your commitment. I have learned so much over the years and this letter did not disappoint. Thank You!!
Thanks Carmella! I’m so glad you’ve been learning from all the free information I’ve been sending you all these years and I really appreciate you letting me know.
Here’s the thing though….
Do you actually have a profitable home staging business yet? If not, maybe it’s time to jump into my actual courses. I share a ton for free, but only my inner circle gets the full scoop on how to make a living as a home stager.
I’m all about turning your creative hobby into a lucrative career (assuming that’s what you want to do). Hope you don’t mind me giving you a loving nudge here 🙂
Room that is showed on the picture looks very elegant,but at my opinion needs colors that will pop up the atmosphere,for example some colorfull pillows or carpets,window drapes…almost every color goes with gray.
I agree completely with this. You do not want the house to look the same in every room . That’s boring. You want each room to pop with something that every buyer that comes through the home can remember. Not a cookie cutter home but one with distinguishing characteristics so the buyers remember your home more then any others on the market!
Well said Tonja!
Perfect commentary. We always need to visualize WHO the buyer is and promote the home to the BUYER.
Thanks for commenting Betty Lou!
The most common comment I hear when I tell somone that I am a Home Stager is “that must be fun” and while I always respond positively, most people do not understand what is involved in Staging as a professional.
Last summer I was asked to stage a large estate home that had already been on the market for 4 months. It was a beautiful 4 bedroom home with views in an established community. The decor was dated and over stuffed and of the 4 bedrooms, only 2 were set up as bedrooms. One was an office and one was a home gym. The house already had an office on the main floor and there is a great full service gym within walking distance. I set up one of the bedrooms as a young boys room and the other as a nursery, as well, I had them move out a lot of the too large furniture. I’m proud to say the home had 2 offers and sold in about 2 weeks! Stagers need to have market research in their toolbelt in addition to design sense.
Thanks for your comments Max and congratulations on a job well done! Your example is proof positive that home staging works.
Hi… Lovely room. I would change it a little bit. I would take the carpet up. So…the flooring you can see the whole thing. Next the throw on the bed I would change the angle. I would put a little splash of color in the room to pop. Like the pillows, I would use orange / amber. Not too much, but a little something. The accent wall, I would not have it, but it they do change it to a different wall. Add a pic/ candle holders with some of the color that you have.
Thanks for your observations Mary. Are you a home stager?
I would remove the design wall and poss make that wall an accent wall of a diff color. Pull the rug back to show the floor. Add some diff color accent pillows on the bed and change the throw. Put a tray on the end of the bed bench with books or a flower.
Thanks for sharing your take on it!
I feel like the room is very “antiseptic ” & needs some wall art. I personally am a neat freak, but there’s no life here. Just needs some fun added.
You want your buyer to feel they live there. Less can be more. Stage the room to be more than just a bedroom. Work the walls with selves add small secretary desk. remove the large rug, place a few thick lavish rugs. Then you can see the beautiful floors. I like the room to feel anyone can feel right at home, doing homework or writing notes.
Thanks for commenting Brenda! Do you already have a home staging business?
Great blog Debra. I am often left guessing as to which bedroom is the Master when flicking through pics. I always try to make the Master bedroom stand out in some away. An upholstered bedhead, oversize lamps, a sophisticated palette and the addition of a beautiful upholstered chair can do the trick. The minor bedrooms can be more playful with colour, style and accessories.
Great points Louise, thanks so much for commenting!
I couldn’t agree more. Nothing frustrates me like seeing replicas of the master bedroom throughout the whole home when the likely market is family and needs either single kids rooms or doubles for older children. Great article.
Thanks for commenting Adam, appreciate it! Hey, isn’t it time I wrote a story about your business?! Submit info at https://stagingdiva.com/homestagingbusiness/staging-success-stories/