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Psychographics and Demographics for Home Staging Success

Psychographics and Demographics for Home Staging Success

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The goal of a really great Home Stager is NOT to make pretty rooms! A really great Home Stager's goal is to present your home so that it appeals to Buyers in a way that connects with them on a deeper level so that they have to have your home!

 

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Home staging is both an art and a science. It is the stagers job to really understand the Real Estate Market in each area that she is staging. Most savvy Real Estate Agents, Builders and Stagers understand that Demographics play a big part in how a home should be presented. For instance if  a home is being staged in an area where the age is 55 plus it will be staged differently than an area where 25-35 year olds predominantly live.

 

When staging the 55 plus home a Stager would understand that there probably wouldn't be a need for a couple  of children's rooms to be staged. However it might be wise to stage a children's room /office for Grandchildren. When staging a home for the 25-35 year old couple, it would be wise to stage a couple of children's rooms- maybe a boy and a girl's room, or a play room. So demographics help determine choices that the Home Stager uses to reach each target market. Demographics are based on statistical data relating to the population and specific groups within it.

 

But there is something deeper that really amazing Home Stagers understand and this is where the real magic happens. The best Home Stagers know how to "dial in" the Psychographics of and area. Psychographics are used to connect the Buyers emotionally to the home. After all, people buy on emotions. When a Stager studies the psychographics of an area, she is looking to understand Buyers from the inside out-what dreams ,hopes, desires and interest does the Buyer have? It takes the factual data provided by Demographics and goes beyond that to the heart and soul of the Buyer. Buyers who are drawn to a certain area want to feel emotionally connected-that this is where they belong.

 

So here is an example of how I have used psychographics. We were staging a home with a floor plan that dictated the high possibility of a 55 plus Buyer. Not only was the master suite on the first floor, the other 2 bedrooms were very small. Also, the price range was higher, indicating a move up Buyer. So using psychographic inferences I decided that I would infuse some fun things that a Baby Boomer would relate to.  We added some flower power fabric to one of the bedrooms to  help create an emotional connection to a fun, youthful period in a Baby Boomers life. We did this subtly and purposefully to elicit a smile. We have also used Peace signs and ceramic hands making a Peace sign. Since many Boomers are recreating their lives and want to have some fun, this model home brought them back to their "Happy Place".

 

Home Staging is marketing and packaging your home so that your target Buyers fall in love with it. Using Demographics and Psychographics is a winning combination.

For more information on Home Staging visit www.homestagingbymarianne.com  or email interiorsbymarianne@comcast.net

 

 

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