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LUXURY STAGING TIPS WITH EXPERT LUXURY HOME STAGER LORI PEDERSEN

Octo­ber 13, 2020

How do you stage lux­u­ry homes for sale in 2020? What’s work­ing and what’s not?

To get the best and lat­est lux­u­ry stag­ing tips of 2020, we turned to Cer­ti­fied Cana­di­an Stag­ing Pro­fes­sion­al (CSP™) Elite and Lux­u­ry Spe­cial­ist Lori Ped­er­sen.

Lori’s stag­ing team won the “Home Stag­ing Team of the Year – 2020” Award this year, and are known for home ren­o­va­tion, space plan­ning, redesign, col­or con­sul­ta­tion, and so much more.

Beyond stag­ing tips, we asked her which mis­takes she sees lux­u­ry pro­fes­sion­als mak­ing when they stage lux­u­ry homes, as well as what lux­u­ry pro­fes­sion­als should look for in a stag­ing team.

Here’s what Lori had to say:

LUXURY STAGING ISN’T AS EXPENSIVE AS EVERYONE THINKS

List­ing a home “as is” might save your sell­er a few thou­sand dol­lars now, but could cost them up to hun­dreds of thou­sands of dol­lars when all is said and done.

“A lot of peo­ple think lux­u­ry stag­ing is expen­sive. But if you think about it, you’d spend $200 to detail a $20k car before you sold it, so that’s 1%. So, 1% of a 3M house is $30k… you can do a lot of stag­ing for $30k — these are invest­ments that will come back at the offer table.”

She goes on to explain, “It’s very true that you only have one chance at a first impres­sion…Some­times if a home has been mar­ket­ed for a very long time and it’s all of a sud­den switched up, it might almost back­fire because peo­ple might think they’re get­ting des­per­ate. It might achieve a sale, but it might achieve a sale low­er than if it had come out prop­er­ly to begin with.”

Lori says, at min­i­mum, a list­ing needs new paint before it’s put on the mar­ket.

PEOPLE ARE GRAVITATING TOWARDS WARMER TONES… AND BLACK IS MAKING A COMEBACK

Pos­si­bly the most sur­pris­ing one of Lori’s stag­ing tips is that the smooth, neu­tral look we’ve seen in stag­ing and open hous­es for over a decade is mak­ing its way out. Cool grays are see­ing less pop­u­lar­i­ty while warmer tones are “in,” and black state­ment pieces are mak­ing a come­back.

Lori says, “Grays have been in for ten or fif­teen years it seems, and peo­ple are def­i­nite­ly now grav­i­tat­ing towards warmer tones. Real­ly nice beiges are com­ing back — def­i­nite­ly not the caramels and the tans that were even before the grays — so def­i­nite­ly no yel­low-toned beiges, but nice sooth­ing and warm beiges.”

Anoth­er secret weapon to add to your arse­nal of lux­u­ry stag­ing tips? Use black to draw the buyer’s eye to the best fea­tures of the home.

“Stag­ing in the last few years has been very neu­tral — noth­ing very jar­ring or shock­ing — just very smooth. But we’re see­ing a resur­gence back to black. Black is show­ing a strong place in stag­ing. When every­thing is neu­tral and smooth, your eye has nowhere to rest.”

“But if we ground things with black pieces, like art that has a black frame, or a beau­ti­ful black mar­ble island in a kitchen, those are things that real­ly draw your eye. So if we can posi­tion some black ele­ments in the space, we can lit­er­al­ly draw the buyer’s eye out to the sell­ing fea­ture.”

On that note, Lori also men­tions that in the lux­u­ry mar­ket, it’s okay to take some risks. Lux­u­ry buy­ers are typ­i­cal­ly look­ing for some­thing a bit more notable and mem­o­rable, so stag­ing has a bit more cre­ative lee­way here than in the tra­di­tion­al mar­ket.

WHAT SHOULD LUXURY PROFESSIONALS LOOK FOR IN A STAGER?

Just because some­one has a web­site and a few pho­tos post­ed doesn’t mean they’re the right stager for your list­ing. At the same time, it may not always be pos­si­ble to go with the best of the best due to bud­get or that stager’s avail­abil­i­ty.

So how do you find the right team you can trust with your seller’s home?

Lori says, “It’s impor­tant to look at their resume. Are they cer­ti­fied? Do they have insur­ance? A lot of things you’d think are basic, but they’re not. There are a lot of hob­by­ists in this indus­try. So it is real­ly impor­tant to ver­i­fy that they’re full-time, and that they do this on a reg­u­lar basis and have expe­ri­ence. It’s also good to look for awards and accred­i­ta­tions.”

WANT MORE STAGING TIPS, MARKETING STRATEGIES, AND EXPERT GUIDANCE FROM THE LUXURY MARKET’S TOP PRODUCERS?

The Insti­tute has a wide range of resources for you to invest in your­self at any stage in your lux­u­ry real estate career — even if it hasn’t begun yet.

If you’re ready to com­mit (or re-com­mit) to your suc­cess, here are a few ways we can help you do it.

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