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Some sales techniques are surprising for their efficiency and ease of execution. One of them is home staging, a concept very popular in the United States and which is beginning to gain fame in Brazil.
The purpose of this technique is to get the customer to buy the property, convincing him by the visual experience. This means that the house or apartment must undergo some changes in decoration to attract more visitors.
So, if you are having trouble selling a property, write down the tips in this article and be surprised by the results!
The power of home staging
Imagine that your business is sandwiches. When a customer arrives, you offer a series of information to him about the food, such as taste and price options. He can also see other data on the packaging or on the menu. But what convinces the customer to buy the snack? The way food stimulated your senses, especially vision. Home staging is more or less that, but with real estate.
The real estate client already has information about the property – read pamphlets or visited websites and cleared doubts with the broker. What he needs to be convinced to buy a house is to be enthusiastic during the visit.
According to a study published by the National Association of Realtors (NARS), home staging allows a property to be sold up to 50% faster compared to another, with which the technique was not applied. Therefore, the goal of home staging is not to decorate the house to sell it, but to make the ideal environment for a real estate business to be carried out.
There are already professionals in Brazil who specialized in the application of this marketing technique in real estate. Typically, they price their work per square meter. It is worth researching and even looking for a partner.
How to apply home staging
It all starts with a consultant visiting the house that is for sale. The professional talks to the owner to learn about the decoration and see how personal objects, furniture, painting, etc. talk to the architecture of the place.
It is important to create a change in the way the owner observes the house, promoting an emotional distance with the decoration and calibrating this observation to something closer to the impression of those who want to buy the property.
Now that you understand the concept, let’s go to some examples.
1. Clean and correct faults
Small stains and cracks need to be repaired. Maintain the rooms, cleaning them and repairing minor aesthetic problems.
Usually, these details are ignored by the seller, as it is believed that the buyer will ignore them. In addition, there is resistance to spending money on a property that will be sold. However, the client will make a comparison of all the properties visited and, therefore, every detail matters a lot.
2. Organize spaces
As already said, home staging is not decoration. The goal of the technique is to sell, remember? Therefore, it is important that the real estate professional knows how to take advantage of the spaces in the house to accomplish this task.
Misused spaces can give the impression that the house was not well planned, that it has an obsolete architecture or that it will not be able to accommodate the visitor’s furniture. Stay tuned to that!
3. Sell the house and not the decoration
Remove decorative items that are very personal, even though they are part of a concept known to all. The buyer does not care if the owners have good taste, but if it will be possible to adapt the property to their own expectations.
In addition, if the visitor does not like the decoration, he will transfer this rejection to the property. So, make more basic choices, which please from the young newlywed couple to the elderly woman who decided to move.
4. Choose colors carefully
Painting the property is an essential part of making a sale. This is because the colors are able to radically change the appearance of the place, changing the perception of luminosity and space. For this reason, home staging consultants suggest the use of neutral and light tones, as they are classic, timeless and expand the environment.
Another tip is to use different tones in some rooms or walls. This allows the buyer to understand how the colors behave in the property and helps to spark the imagination. In addition, the “colors” theme is an excellent hook to talk to the customer, making them feel like they already own the property.
5. Create strategic spaces
In-home staging, some spaces are called “vignettes”. For example part of the room can be designed to create a reading corner. To achieve this effect, the furniture and the colors of the walls and furniture must be in harmony to offer calm to the environment.
This is important because the buyer needs to feel that sitting and relaxing in that property is possible. But it is important that the visitor perceives this in a natural way, without the broker having to suggest an interpretation.
This idea can be used in several ways. You can create a stimulating atmosphere in a games room, cozy and romantic in the bedroom, etc.
6. Modernize some parts
Some objects are real time machines, aren’t they? Therefore, the replacement of chandeliers, furniture, taps and sinks may be necessary. What happens is that some antiques can show the age of the property in a negative way, causing it to gain characteristics that keep the buyer away.
A very old chandelier, for example, may imply that the electrical installations are very old. This leaves the buyer unsure, as he can understand this detail as the need to make a renovation soon. But these substitutions are not a rule. Ideally, each piece should be analyzed individually.
As we saw in this article, home staging is a powerful technique that helps you sell a property in up to 50% less time. In a time of economic recession, in which the number of properties offered has grown substantially, it is important to apply it to overcome the resistance of the population. At your next consultation, remember that considering how the visitor interprets the details is critical.
If you liked this article on home staging be sure to share it with your friends. After all, this novelty is gaining more and more space in Brazil. To the next!
