Elite AgentSELLING + MARKETING PROPERTY

The Property Makeover Payback

You wouldn’t sell a car without at least a wash and vacuum. Similar principles apply to selling a home. In this article Kelly Quinn analyses the importance and the pay off of having a professional pre sales, property make-over.

Home-staging is a term used for the sensible act of getting a property ready for sale. And it makes sense too. You wouldn’t attend a job interview with messy hair, un-showered; wearing the same shirt you wore to the beach in yesterdays’ 36 degree heat and expect to make a good impression, would you? After all, you only have 9 seconds to make a great first impression, so you had better make it a good one, and make it memorable (for the right reasons!).

The same theory applies to your client’s biggest asset, their house. You can’t sell it “as is” and expect to get a quick sale and get the best price, especially in this current market. This is where staging really helps. There are so many reasons why staging the house (or “dressing it up for sale”) is beneficial.

Firstly, only 10% of the population have the ability to visualise themselves living in a space. What this means is that only one person out of ten can make a visual/emotional connection. This significantly limits the amount of people the house will appeal to. As any clever marketer will know, a positive visualisation=emotional response. People shop with logic, but BUY on emotion. If the buyer can see them-self living in the house, and can visualise how their lifestyle will fit in, then you have a sale. Think about display homes, they are always designed with a neutral decor and a general theme that will appeal to a larger group of perspectives.

Secondly, a recent survey performed by a well known real estate corporation found that a staged home will sell on average for between 6-10% more than an un-staged home. In terms of dollars, that means a house with an asking price of $300,000 can sell for $18,000 – $30,000 more!

A home that was staged a few months ago had been on the market for 12 months. The client lowered the price THREE times before calling in the experts. Within two weeks of the staging, the house sold for $20,000 above the final asking price….imagine the price the client would have got if they had called in a Professional before lowering their original price?

Anthony Toop of Toop & Toop Real Estate said in a recent article in The Advertiser that a home makeover costing $1000-$5000 can result in an increase of price of up to 10-15%, now that is coming from a clever agent who employs the services of a Professional Home Stager. What a great result for his clients, and the company!

Thirdly, it has also been reported that an un-staged home will sit on the market for 30.9 days, as opposed to 13.9 days for a staged home (on average). No one wants their house to sit on the market, and buyers will see a house that has been sitting around as a potential bargain, meaning they will try to get a price reduction.

Fourthly, 88% of buyers will view the property via the internet before they make a decision to inspect. This is where a picture really says a thousand words. If the house isn’t presented to its full potential, then there will be less chance of getting that perfect buyer. You want the images to draw the buyers in, and to generate more interest in the property. The more interest in the house means more people bidding, which results in a higher end-sale price. See?

Can people stage their own homes? Sure. There are many things a seller can do to get their house Sale-ready. In the coming issues, I will offer tips and advice on how to make your house ready for its biggest day; SALE DAY! If it all seems like too much trouble or you simply don’t have time to do the work yourself, there are a large number of professional decorators/home-stagers that can take all of the work into their own hands, leaving you to sit back, relax and remain stress-free.

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Kelly Quinn

Kelly Quinn is an Interior Stylist and Creative Director at Aspect & Element. Her passion is for helping ordinary people create extraordinary homes by using simple but effective techniques.