Staging property for sale and promote the effect of "favorite" visits, using the design as a marketing tool real estate, is the goal of "home staging".
Spotlight this technique comes straight from the United States.
Home staging was born in 1972 in the U.S., from the idea of Barbara Schwarz (realtor) of "staging" a house did not sell.
Nearly 40 years later, the concept has been emulated, it has even become trendy since last summer in France: while the economic crisis has made the market a sellers market to buyers, home stagers have found a real legitimacy.
Sylvie Aubin, head of a home staging business since 2007 ("In all serenity"), founded the network HSP (Home Stager Professional) in August 2008: "At the time, success was very mixed, because sales are made easily. Since September, the launch is impressive, it is now agencies calling me. In a single residence, where you have 3 or 4 apartments for sale, you must either cut prices or value of the property to make a difference. "
Principle
To create the right impression that will make the difference between several properties, the prospective acquisition must be able to imagine his home with his furniture and tastes.
This requires the gain of space, brightness, sobriety of color, but also the absence of odor (tobacco, pets), the abolition of very personal items (photos, collections) and finally the principle of PPDC "the smallest decoration common ", explains Sylvie Aubin:" The idea is not to make interiors catalog, but to give its assets to a space marked by the lifestyle of its occupants - often forgotten or neglected by sellers in the beginning - while putting in place all types of visitors: young couples, retirees, singles, families with young children, etc.. "
Cost
Difficult context requires, more and more agencies include in their services, especially in the case of exclusive mandates, the intervention of a home stager. If this is not the case, you must have 250 € for a Review your home. This "audit" results in a detailed written report, handed to sellers.
then free them to make themselves the necessary changes, from the leads mentioned in the diagnosis, or to go further with the professional home staging, which intervenes in the form of benefit to the half- day or the day for example. "Removal, storage business, painting, flooring ... : Beyond the board, we must be able to offer a wide range of services in order to move quickly to clean, but at affordable rates. It remains in the logic what is needed to sell, not beyond, "said Sylvie Aubin.
Occupation
Very fashionable, profession now needs to get organized. They are about 200 independent living in France to date, including 50 in the network Sylvie Aubin, but neither the rates nor the practices are not subject to specific frames.
The idea of creating a federation made his way therefore, to give more visibility to a business function - but also served - in many television shows.
To summarize: the key stages
De-personalize and clutter. The candidate must be able to acquire "see" the square feet it plans to buy.
Clean and repair. A defective bulb, a household imperfect or unfinished piece: what a great scare away buyers, especially when one knows that the first impression is made in the first 2 minutes.
Refresh and relook. Walls, doors, curtains, bath mats: coverings to accessories, think of all these visual details, even to replace certain items.
ESI (Ecole Supérieure de l'Immobilier), also ...
Since October 2008, two new courses have sprung up in the catalog of the Ecole Superieure de l'Immobilier (ESI) of FNAIM: "What is home staging" and "How to promote performance by the home staging ? Designed for real estate agents, they intend to sensitize their audience to the positive contribution of home staging for clients and they show thereby facilitating the speedy conclusion of business.
"Any help is welcome in facilitating the work of the agent, subject to pressure from sellers who want to, of course, sell quickly and at the best price. These two formations show that the home staging increases the number of arguments for a sale, even if we must be careful not to fall into sanitized. Sometimes you need to keep the story, the soul of a place, "says Thierry Cheminant, director of ESI.
