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Staging Information

April 4, 2011
 

Taking Home Staging to the Next Level: Lifestyle Merchandising

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Written by: Donna Dazzo
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desk with fashion books

Did you know that home staging is all about “lifestyle merchandising“? Yes, when you are selling your home, you are actually merchandising a lifestyle to potential buyers.

Recently I graduated from an advanced staging course given by Matthew Finlason, host of HGTV’s “The Stagers”. It was an intense, two-day course attended by only a handful of New York City area home stagers.

What I learned will be put to good use and will differentiate me from most of the other stagers out there:

  • Casting a “wide net” with staging in order to attract the broad range of buyers is a thing of the past.

Fishing Lure

  • Crafting a “perfect lure” to attract the right buyer with staging represents a paradigm shift.
  • While it’s fine to neutralize a home of its occupant’s personality, don’t sterilize it.
  • Home staging is now known as Target Staging.
  • Before you stage, it’s important to first learn the demographics of the potential buyer (age, income, marital status, etc.).
  • It’s also important to focus on the psychographics of the buyer (the industry they’re in, their leisure time activities and interests, the profile of retailers in the area which will be an indicator of  the profile of the residents).
  • Stage this buyer’s dream house with colors, shapes, textures, objects and artwork that will make them emotionally connect with the space.

Staged Bedroom

  • Stage in order to “tell stories” based upon the buyer’s profile.

desk with fashion books

  • Staging is “lifestyle merchandising” and “dialing in the buyer”.
  • Stage to create a life that buyers can aspire to and relate to.
  • Stage so that your company aesthetic shines through but that not very staging you do looks like every other staging you do.

© Copyright 2011 Designed to Appeal, LLC.  All Rights Reserved.



About the Author

Donna Dazzo
Donna Dazzo
President of Designed to Appeal, LLC, design work and staging skills have recently been featured in The New York Times, Hamptons Magazine, Dan’s Papers, LINewsday, Vox Hamptons Magazine and on TV’s NY1 News and “Getting Your Money’s Worth” and on WFUV-FM (90.7 in NYC). Donna is an HSR Certified Professional Home Stager and Redesigner and a Staging Diva graduate. She has studied Interior Space Planning at the Parsons School of Design in New York City and has her MBA from Fordham University.



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