The Death Of The Vacant Listing?

About fifteen years ago after attempting to sell a vacant, unfurnished loft, we broke down and took a trip to IKEA to buy a basic set of furniture to stage the property. Style-wise we kept everything mostly white with some black accents, simply to help prospective buyers visually 'scale' the home.

 

We created an appealing living room and dining area, added some cowhide rugs and bought a Le Corbusier chaise to 'up' the look a bit. It worked! The loft sold rather swiftly after that. Later we added staging 'artwork' - framed blown-up photos that I'd personally taken that were abstracted enough to potentially be 'real' art - as we found so many blank white walls looked cold and uninspired. We re-used that suite of staging items dozens of times afterward with great success. Flash forward and today, I cannot even imagine showing an unfurnished home ever again. It would be marketing suicide, especially on the high end. Professional staging has elevated this from my IKEA-fueled days to an entirely new level where buyers (even at the $20m+ level) are askiing to buy the staged homes fully furnished.

 

I recall meeting with Rob Lehman about two years ago. He asked me what the one cost-distracting item was that was most critical to what we do and of course I answered STAGING. If we could stage all our listings, and offset the cost for the seller, I thought we'd have a winner.  At the time I envisioned a warehouse full of furniture, but of course that would have been unmanageable.  Of all the value-adds that we bring to the table, I truly believe that COMPASS CONCIERGE's role in providing us the ability to stage by financing the up-front cost is a game-changer for our industry. Anything that makes our role easier and takes away the stress of our clients is a certain winner.

 

Furnishings not only help buyers scale a property: now, professional staging creates an aspiration lifestyle too. Competing against a staged property with an unfurnished property is almost a waste of time unless deep discounting or a super-hot sellers market is a consideration.

Story courtesy of Leonard Steinberg