10 strategies that help agents 'speak the language of staging'
Pardon Me, Do You Speak Staging? A Real Estate Broker’s Guide to Mastering the Art of Home Presentation
One of the most essential skills for both new and seasoned real estate brokers is understanding what it takes to make a listing shine. Home staging isn’t just about aesthetics—it’s about strategy. A well-staged home doesn’t just look good; it sells faster and often for a higher price.
In this guide, I’ll break down the key elements of home staging into a 10-item checklist, covering the nuances, myths, and trends every broker should know. Whether you’re doing the staging yourself or working with a professional, this is the language of staging that every broker should be fluent in.
Why Staging Matters
Staging has evolved from a niche marketing tactic to an industry standard. According to the National Association of Realtors (NAR), 81% of buyer’s agents say staging makes it easier for their clients to visualize a property as their future home, and 20% report that staging increases a home's value by 1% to 5%.
Before the rise of professional staging, brokers had to rely on sellers with a natural design instinct. Now, staging gives brokers control over the presentation of a listing, ensuring that every property puts its best foot forward.
To Stage or Not to Stage?
As a broker, your role in staging depends on your business model and expertise. Here are your options:
Provide a DIY checklist – Give sellers simple tasks to prepare their home.
Be hands-on – Rearrange furniture, bring in neutral decor, and advise on decluttering.
Invest in staging services – Maintain a stock of furniture and hire movers.
Hire a professional stager – Leave it to the experts.
Regardless of your approach, understanding staging best practices is crucial for effectively guiding clients.
The 10 Rules of Staging Mastery
1. Staging is About Manipulating Space
Move furniture to highlight spaciousness.
“Can we reposition this piece for showings?”
2. Staging is Emotional Marketing
Storage signals clutter; curated decor creates warmth.
“Let’s pack this up to make room for a buyer’s imagination.”
3. Staging is a Competitive Edge
Selling a home is different from living in it.
“This isn’t permanent; it’s just for now.”
4. Staging Myths Debunked
MYTH: Buyers want to customize everything anyway.
TRUTH: Buyers often lack vision and want a move-in-ready home.
MYTH: Staging only matters in main living areas.
TRUTH: Basements, closets, and outdoor spaces count too.
5. Color Theory: Saturation & Value
Value: Lighter colors make rooms feel larger.
Saturation: Bold colors evoke emotion—use them for focal points.
6. Selling Zones: Three Key Areas
Function Zone (0–36”): Define space with rugs and furniture.
Power Zone (36”–78”): Showcase statement decor.
Skyline Zone (78”–ceiling): Use drapery and lighting to add height.
7. The Power of Numbers
Drapes: Hang 8”–10” above windows.
Traffic flow: Maintain 30”–36” clearance.
Art placement: Center at 58”–60” from the floor.
8. ROI of Staging
NAR’s Remodeling Impact Report shows clear returns on minor upgrades.
9. Furniture Placement Matters
Avoid lining furniture along walls—group pieces to create intimacy.
Use area rugs to anchor seating areas.
Large rooms benefit from multiple furniture groupings.
10. The 3 D’s of Staging
Depersonalize: Remove family photos and unique decor.
Declutter: Keep surfaces clear and organized.
Deodorize: Ensure a fresh, neutral scent.
Final Thoughts
Staging is more than rearranging furniture—it’s a strategic marketing tool that can significantly impact a home’s selling potential. Whether you take a DIY approach, partner with a professional, or invest in staging services yourself, mastering the language of staging is a must for every real estate broker.
For brokers who want to go the extra mile, consider obtaining a professional staging certification, such as:
HSR Certified Professional Home Stager and Redesigner
Certified Home Staging Professional (CHSP)
Understanding staging isn’t optional—it’s a necessity in today’s competitive market. Master these principles, and you’ll not only sell homes faster but also elevate your value as a real estate professional.
Are you ready to talk the talk and walk the walk of a staging expert? Let’s get those listings market-ready!