Staging works—it’s been shown to speed up the time to sale and to increase the sale price of a house. But it’s not magic—there’s a specific psychology to staging a house that you have to keep in mind, especially if you’re choosing to do it yourself in order to save a few bucks. It might seem like all you need to do is freshen the paint, clean the place up, and make a few furnishing choices, but if you want to get the most bang for your staging buck, you should keep staging psychology in mind.
In order to support that narrative, there are specific psychological levers you’ll be pulling as you stage.
Staging itself helps with this, of course, but you should also focus on the curb appeal and the entryway of the house to really cement that first impression as positive. Then, consider the fact that each room or space within the house will also offer its own first impression—that’s why decluttering is so vital. Clearing out your stuff and leaving behind a clean, curated visual will let potential buyers see a house they can easily move into, instead of getting an impression that they’d be buying a lot of chores.
Positive anchors
This involves staging with expensive-looking furniture, if you can, and decorating in a luxe way that implies high value. Seeing high-end decor, smart technology, and other expensive features cements in people’s minds that this is a high-value house, and they will be more willing to pay a premium for it because of that perceived value. Anchoring this value also lets you use the next bit of staging psychology—the Halo Effect.
It’s important to note that you shouldn’t try to conceal problems or needed upgrades; that would be unethical. The goal here is to let the staging drive a potential buyer’s enthusiasm so they willingly overlook those problems in favor of the comfortable, high-value narrative you’ve constructed.
Emotional investment
Lighting. Soft lighting and a focus on natural light creates a warm, inviting atmosphere.
Aspiration. We all know there’s the way we think we’re going to live our lives, and then there’s reality. You want to offer potential buyers the fantasy. Maybe you don’t spend time cozied up in a reading nook with a good book and a cup of tea, for example, but you wish you did—so create that reading nook for buyers to picture themselves in. Their emotional attachment to the idea will make them more positive about the house overall.
Depersonalize
Finally, you want to make a buyer’s path to imagining themselves living in your clean, fresh, artfully decorated home as easy as possible—so get rid of yourself. Decluttering and depersonalizing doesn’t mean bare walls and empty rooms, it means going neutral with your decor and artwork. Get rid of the hobbies, the personal collections, and that weird lamp everyone else hates. Leaving some personal touches, like a few tasteful photos of the family, is a good idea—you don’t want the house to feel like a hotel. But you also don’t want people to feel like they’re intruding, or like they’re picking their way through your dirty laundry.
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