Most of us agree that “staging is marketing, using design as the tool”. Accepting that Staging is Marketing, you must expect standard, traditional marketing principles to also be foundational principles of staging, no? I say, resoundingly, yes.
1. Product
Obviously, this is the house. How it’s presented, its condition,its overall appeal, unique selling features, key descriptors, etc.
2. Positioning
Who is the ideal buyer? Is this house a move-up home, a starter house for couple about to start a family, likely to appeal to a professor, a dog owner, what? All of this is positioning, – who is the customer that this product suits.
3. Promotion
How and Where are you letting people know the home is available? What is the offer? yes, the price, the taxes, the commission all play in,but what else? Does this house come with a team of maintenance folks already long established – the landscaper/lawn service, the tree people, the HVAC maintenance contract, the sprinkler contract, the dry cleaner delivery schedule, etc.
4. Price
Is your home the best value in the price bracket you’ve chosen. If not, consider shoring up the value. If still not, you’re at the wrong price point. You need to revisit the comps and determine what the market says each price bracket warrants.
5. Place
How do buyers view the property? Via an Realtor? Will you be holding a Public Open House? Will you run a “sneak peak” promotion? Is it all by special appointment? You need to make is as easy as possible for buyers to find your home. In a buyers’ market, these “places” are important, with rich rewards for the more creative.
Marketing’s 5 ‘p’s – Product, Positioning, Promotion, Price and Place… just as important for the home marketing team as it is for corporate and agency marketers.
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And now I’d like to invite you to pick up your free copy of my Seasonal Showing Tips for Home Sellers at http://www.JulietJohnsonStaging.com/tips where you will learn how to use all that we associate with each season to reach buyers on an emotional level.
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