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VACANT TO VIBRANT...
giving empty properties the FULL advantage

Think of a vacant property as a theatrical stage. When there is no production, and it is void of props and scenery, it isn’t very interesting. However, on opening night, when the curtain rises, the space comes alive and sets a ‘scene’ for the audience. The goal is to elicit an emotional reaction and connection to that particular play or production.

The same applies to vacant homes that are on the market. Most houses look bare and boring without furnishings and accessories. Buyers have difficulty imagining how the space could look furnished, not to mention picturing themselves living there.

The old adage that ‘location, location, location’ sells a house may still hold true, however just as significant to the buying decision is ‘emotion, emotion, emotion’. The human mind loves images, and buyers in particular are extremely visual when it comes to deciding on the ideal property to purchase.

It frequently happens that if buyers do not like the appearance of a property at curbside, they will refuse to even look inside. It is crucial that agents and sellers have a detailed strategy for showcasing the property and making the best possible first impression.

We often hear comments that a vacant property shows better empty. Here are some key reasons to the contrary and why staging a vacant property is a critical element in a strategic marketing plan:

Potential buyers make up their minds about a property within seconds of entering a home. Establishing a positive first impression is essential in achieving a swift and successful sale.

Staging creates a visual experience and a theme ofemotional warmth that will appeal to the largest number of potential buyers and will help them see the vacant home’s potential.

Staging a vacant home highlights positive features and minimizes any confusing or problem areas.

A vacant home, when staged, is made to look warm and inviting so that it stands out from the rest of the homes on the market in the same price range.

Staging a vacant property helps obtain the best possible selling price because a well presented property is often perceived as being a well maintained property, and buyers are less likely to discount their offer for repairs and improvements.

A well-planned strategy for selling vacant properties is imperative in all markets---sluggish or hot. Creating an inviting environment may not always require fully furnishing every room in the home, but it does require a keen assessment as to the best way to get prospective buyers to emotionally connect with the property and to envision themselves living there.

If buyers aren’t impressed with a home, their reasons can vary from feeling the property lacks personality, to poor lighting, unappealing color, distracting ornamentation, or a myriad of other reasons depending on the individual buyers.

It should be noted that in most cases buyers will not take the time or make the effort to figure out how to overcome these issues. Instead, they move on to the next listing.

What Areas to Stage: Identifying the ‘Zones of Influence’

Even though buyers look at every square inch of a house, there are certain areas that are of particular interest and more important than others. These are the rooms where most of their time will be spent.

The four primary areas that are top priority are:

family room/living room/great room
kitchen
master bedroom
bathrooms

When determining the extent of staging, make those rooms a priority as well as addressing the following areas:

curbside: view from the street
porch and front entry
rooms visible upon first entering the house
problematic or confusing rooms (with regard to function, furniture layout, etc.)

In addition to adding furnishings and accessories, there are other simple ways to improve the marketability of a vacant property:

Curb Appeal : Buyers like to drive by prospective properties and many won’t make an appointment to see the inside if curb appeal is lacking. There needs to be a plan for keeping the lawn mowed, shrubbery trimmed, flower beds weeded, and gutters and windows cleaned. Remove any items left behind in the yard that are not included with the house or that make the property appear unkempt.

Odors : Potential buyers are often greeted with a blast of stale or mildew-laden air when they enter a vacant house. Leaving the heat or air conditioning running while the house is on the market helps to reduce odors. It also makes the house more inviting and comfortable to be shown. Address mildew issues as quickly as possible---preferably before it goes on the market.

Cleanliness: Dust, cobwebs and bugs tend to take over if routine cleaning isn’t maintained. Some buyers get the impression that a house will require repairs if it looks dirty, cluttered or abandoned---which can dramatically impact whether they make an offer and how much they offer.

Lighting: Bright, well lit rooms look bigger and create a more inviting atmosphere. Make certain all light bulbs are working and that light fixtures are clean. Dated light fixtures should be replaced with more modern fixtures. If sellers take light fixtures with them, make sure a replacement is hung before house goes on the market. For closets, attics or crawl spaces where there is no lighting, install battery operated light disks sold at all home improvement stores.

Window Treatments: Eliminate heavy, outdated and worn draperies and window coverings (this includes valances). Blinds and sheers can be left if they are in good condition. Consider using temporary shades sold at home improvement stores as a cost effective alternative.

Confusing Rooms: Rooms need to remain true to their function. If it’s a dining room, furnish it with a dining room table and chairs---and don’t forget to set the table. If you are staging a master bedroom, make certain it looks and feels like one---add a beautiful displayed bed tray on the bed. Some buyer’s can’t make sense of the floor plan in a vacant house. If a room’s function cannot easily be identified, if it looks out of place or negatively impacts the flow of the house, oftentimes buyers won’t take the time to figure out a solution to the problem. Print cards and display them in a prominent place that say: “Don’t forget or did you know…this room could also be used for a play room, computer room, library/reading room, sewing/craft room, etc.” It is a written way to help buyers envision the possibilities of the room(s).

Dual Functioning or Multi Purpose Rooms: Many homes are being built with rooms that serve dual or multi purposes. For instance living/dining rooms; kitchen/office areas; family room/play room/homework area. Use area rugs to better define the individual functions of a room---place one where the dining room furniture would be and another where the living room furniture would be.

Remember---less is best! It is not necessary to fully furnish every room. It’s all about setting enough of a scene that a) makes sense to buyers, b) creates a feeling of warmth and hospitality and c) makes buyers feel like this is a house they could call home.

‘Seeing is believing’’ and ‘what you see is what you get’

Both statements address the undeniable fact that our visual intake has a direct effect on our emotional assessment of things, which in turn, determines the actions we take….e-MOTION!

The National Association of Realtors statistics show that the longer a home is on the market, the less it sells for…so when it comes to your vacant listings, set the stage and get them sold!

About the Author: Sandy Dixon is a former Realtor® and sales, marketing and training executive. She teaches people how to start, market and grow their own real estate staging and interior redesign businesses, also offering redesign/staging workshops for both existing business owners and those looking to start a new career. Visit her website at www.interiorarrangements.com for information on her PR and marketing products and her training and mentoring programs.

And another important resource:

According to the National Association of Realtors 71% of Real Estate transactions are generated from repeat and referral business. Are you keeping in touch with your past clients?

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