Physical vs virtual staging for developers
The impact a furnished home has on the speed and price we can sell a property for is huge. If a potential buyer can visualise themselves living in your property, then that potential will turn into reality, seeing a successful sale for you as a developer.
We will take a look at the difference between physical staging (moving furniture into a property/show home) and virtual staging (computer generated furniture items added to the empty property image) and the impact it can have on marketing interest, sales and timescales.
Virtual staging before & after at Viaduct Terrace, Hamstreet
Why is any form of staging even needed?
Although blank spaces allow for interior design imagination, they do not give out the warmth people need when they turn to photos, or indeed view a property that you have developed. A blank space for many can seem overwhelming alongside the idea of moving – a significant process on its own. We wanted to apply our knowledge in both physical and virtual staging for you, so that your hard work in developing a property can pay off, with the attraction it deserves and hopefully sales at the asking price.
Whether you are a homeowner or a developer, the process of selling a property should not come without staging considerations. The whole purpose of any type of staging is to help bring the home to life, and allow the potential buyer to see themselves within it, living their lives. The best features will need to be highlighted in ways that will draw positive attention to it, allowing its space, light and layout to be maximised in positive ways.
Physical staging before & after at Bakers, Lane Chartham
Here's some key factors to consider when deciding between virtual and physical staging:
Benefits of physical staging
- It provides prospective buyers with a real-life feeling of how the space looks furnished- both online and then when they view in person.
- It makes it easier for the buyer to imagine themselves living there.
- The photography & videography can be more creative and utilise the furniture to create more interesting shots.
Benefits of virtual staging
- Its much cheaper and faster
- You have more design options
- No manual labour required
Pitfalls of physical staging
- More costly and a bigger commitment
- Ongoing furniture rental costs or storage if purchasing your own
- Harder to change the style if what you've chosen isn't reaching your target market (e.g. too modern)
Pitfalls of virtual staging
- Computer generated appearance which may seem false
- May generate initial enquiries but the warming, homely feeling and wow factor first impression is lost when people walk through the door to a blank space.
- You could lose potential buyers interest at the viewing if it doesn't meet expectations
Virtual staging before & after at Viaduct Terrace, Hamstreet
How did Sandersons UK come to work with property stagers?
Our own in-house staging expert
Sandersons UK are rapidly becoming the agent of choice for selling new homes. Our expertise at selling new homes led to a natural transition into identifying the importance of home presentation, and how it affects the sale of a property. Our Chief Operating Officer at Sandersons UK, Pippa Scott-Haynes favours working with with professional, local home stagers and interior designers to develop a suitable style for a property based on the buyer profile our marketing is targeted towards.
Renowned local staging experts, Beau Property interviewed Pippa a few years ago, and it is evident why she favours them on a home styling project. Sandersons UK have worked with Beau Property Staging on a number of new developments since resulting in successful sales within the target timescales. Recent projects include:
- Kingfisher Close, Canterbury with 16 x 2,3 and 4 bedroom homes.
- Cable Wharf, Northfleet with 1 and 2 bed homes all sold on behalf of a local Housing Association on the Shared Ownership Scheme
“As investors themselves, Beau Property Staging understands just how critical it is to get this aspect of property marketing right,” Pippa explains.
Wanting to see a vast improvement in staging here in the UK, Pippa is keen to see both homeowners and developers alike become interested in the staging process, and how it can do wonders for developments to create the illusion of a home for those looking to find one.
Already popular in the U.S, staging is a way to create a home, even if it is empty. Very few homes are sold in the U.S without staging. The idea is to fill the home's space with the concept of it being showcased to its full potential, and to take photographs that display it.
Physical staging before & after at Cable Wharf, Northfleet. Beau Property Staging.
What staging works best for you?
Those only selling one property may want to view virtual staging as their best option to bring it to life and show off its features and unique selling points. This will also encourage a healthy generation of enquiries.
If your property stands on the more executive end of the scale, the potential uplift could make it worthwhile to invest in professional staging to really make it stand out and attract buyers.
Developers who want to sell multiple units on a site will likely be in competition with other developers in the area. If this is the case, you may want to consider the action they are taking to showcase their properties in the form of a show home, and look to make yours stand out. Virtual staging here will not be enough, and it will likely see you involving yourself with the concept of physical staging to give off that all important great first impression.
Virtual staging before & after in a property let with Sandersons UK in Tenterden, Kent
Conclusion
If you are just selling one property, depending on the size, it might be worth just doing virtual staging to help generate enquiries. For more executive homes the potential uplift could make it worthwhile investing in professional staging.
For developers with multiple units on a site, if there is competition from other new developments in the area, most of which may have a show home, you need to make yours stand out so virtual staging is not enough and the property needs that warming first impression and a staging expert. The cost may seem considerably higher initially, however if it enables you to sell all units on the site faster and at the expected price it is a worthwhile investment over completed units sitting vacant generating little interest.
Sandersons UK are here to advise on a full marketing strategy for any property. We can also make recommendations on who to appoint for both virtual and physical staging. Some virtual staging can be incredibly poor quality and unrealistic so we are best placed to give advice if you go down this route.
If there are any questions you have on physical or virtual staging, please do not hesitate to contact us and allow us to share our knowledge. Call us on 01622 577 577.
