As buyers become increasingly hesitant, agents who put presentation at the forefront of their campaign are best poised to win over purchasers and achieve the best price.
As the national downturn persists, agents need to make properties stand out, showcasing a property’s value to enhance their marketing strategies and achieve the best price.
Interior Vaults director Justine Wilson said a carefully considered staging strategy should demonstrate a home’s lifestyle and functionality, while emotionally resonating with buyers.
Wilson said while affordability pressures made sellers rethink spending any more money, solid staging can help them achieve an extra $50,000 for their home.
“The only way you’re ever going to achieve the best outcome and not have to negotiate price too much is by having a really good presentation,” she said.
To attract buyers in winter, Wilson said it was all about showcasing the property’s potential and liveability, while helping to detract from any imperfections.
Wilson said staging was often key to agents’ online marketing strategies, as photos of well-styled, attractive properties in listings helped to draw buyers in.
“You might have 40 other properties come up in the same suburb, and people are far less likely to click on an empty room than one that looks like a thumbnail of a beautifully furnished magazine shoot.”
“It’s far more enticing for people to even look into four opens at 11 o’clock on a Saturday. They tend to go to the styled ones.”
Easy staging strategies
During staging, Wilson said agents should consider the property’s function and practicality through strategic placement of furniture.
Wilson said vendors can change the layout of key living areas to add new spaces, such as a casual dining area or study nook, maximising a room’s potential.
“A lot of times, vendors have the sofa in a really comfortable way, and they have a single bed in a really big bedroom, but they can change it to a double and show buyers that it’s a much bigger room.”
Additionally, Wilson said the styling should create a warm, cosy atmosphere to emotionally resonate with buyers, particularly with the use of cushions, lamps, ambient light, mirrors and warm colours.
“The whole point is that we’re using trendy furniture to enhance the appeal of the home, that does help people emotionally connect because they’re like, ‘Oh, I could have my friends around on a Friday night and have this stylish lifestyle’.”
“You may have a really beautiful giant modular (sofa), but it’s a bit old, and it’s a bit daggy, and it’s cutting off half the space, so it’s not going to make someone feel like this is a wonderful investment.”
Wilson also said the styling should be specific to the target demographic, while still being able to appeal to a broad range of buyers.
“Is it likely a downsizer? Is it likely a young couple with one kid? That’s a conversation between the stylist and the agent.”
Aside from interior staging, Justine said many Australians underestimated the value of their outdoor areas and their lifestyle appeal.
She said any outdoor areas, such as alfrescos, or even smaller unit balconies, should be furnished as if they were indoors, as buyers viewed them as additional living spaces.
“Add some nice outdoor furniture, an outdoor rug, a couple of chairs, a dining table, whatever it is.”
“Even a few nice little plants and a cafe set on a little balcony in a unit can make it just like this extra usable space as opposed to nothing exciting, like a clothesline.
For more run-down properties, Wilson said that agents might need to convince their sellers to do small renovations such as fresh paint and a new carpet to make the property more enticing.
“It visually sub-renovates it by giving it an aspirational makeover, or uplifts the property and shows buyers the potential.”
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