2017 Profile of Home Staging

2017 Profile of Home Staging

National Association of REALTORS® Research Department

Executive Summary Buyers’ Agent Perspective: erspect ive: 

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Forty-nine percent of buyers’ agents cited that homes staging had an effect on most buyer’s view of the home. Seventy-seven percent of buyers’ agents said staging a home made it easier for a buyer to visualize the property as a future home. Staging the living room for buyers was found to be most important (55 percent), followed by staging the master bedroom (51 percent), and staging the kitchen (41 percent). buyer’s agents said that staging a home increased the About one-third of buyer’s dollar value offered between one and five percent compared to other similar homes on the market that are not staged.

Sellers’ Agent Perspective: 

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Thirty-eight percent of sellers’ agents said they stage all sellers’ homes prior to listing them for sale. Fourteen Fourteen percent noted that they only stage homes that are difficult to sell. The most common rooms that are staged include the living room (83 percent), kitchen (76 percent), master bedroom (69 percent), and the dining room (66 percent). The costs of staging a home were typically paid by the seller before the home is listed (25 percent). When staging a home, 29 percent of sellers’ agents reported an increase of one percent to five percent of the dollar value offered by buyers, in comparison to similar homes. Twenty-one percent of respondents stated that staging a home increased the dollar value of the home between six and 10 percent.

Thirty-nine percent of sellers’ agents stated that staging a home greatly decreases the amount of time the home is on the market. The most common home improvement items agents recommended to sellers were decluttering the home (93 percent), entire home cleaning (89 percent), carpet cleaning (81 percent), and removing pets during showings (80 percent).


Home Staging Effect on Buyer’s View of Home •

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Forty-nine percent of buyers’ agents cited that homes staging had an effect on most buyer’s view of the home. Only four percent percent of respondents said that home staging had not effect on the buyer’s buyer’s view of the home

Effect on Buyer’s Buyer’s View of o f Home

49%

Has an effect on most buyers

48%

Has an effect on some buyers, but not always

4%

Has no impact on buyers

0% 2017 Profile of Home Staging

10%

20%

30%

40%

50%

Impacts of Buyer Viewing a Staged Home •

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Seventy-seven percent of buyers’ agents said staging a home made it easier for a buyer to visualize the property as a future f uture home. Buyers were were more willing to walk through a home they th ey saw online (40 percent), pe rcent), and buyers’ agents identified that staging would positively impact the home value if the home was decorated to a buyer’s taste (38 percent).

Impact of Buyers Viewing a Staged Home 80%

60%

40%

20%

77%

40%

38% 27% 9%

0% Easier to More willing Will visualize to walk positively property as through impact future home home they home value saw online if home decorated to buyer's taste 2017 Profile of Home Staging

Overlook Will other negatively property impact faults home value if home decorated against buyer's taste

4%

Are more suspect of home features

Importance of Staged Rooms •

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Staging the living room for buyers was found to be most important (55 percent), followed by staging the master bedroom (51 percent), and staging the kitchen (41 percent). Buyers’ agents cited staging the guest bedroom as the least important room, with just nine percent saying that it was very important to stage.

Importance of Rooms Staged for Buyers 55%

Living room

51%

Master bedroom

33%

41%

Kitchen Yard/outside Yard/outside space

30%

Dining room

29%

27%

42%

9%

Guest bedroom 0%

34%

20%

40%

60%

Somewhat important

Not very important

Not at all important

4%

29%

13% 4%

33%

11% 4%

35%

Very important


8% 5% 21%

37%

2%

8% 3%

22%

30%

12%

Children's bedroom

11% 3% 20%

33%

22%

Bathroom

10% 3% 1%

31%

13%

80% Neutral

2%

4%

100%

Percentage Change in Dollar Value When Home is Staged •

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buyer’s agents said that staging a home increased About one-third of buyer’s the dollar value offered between one and five percent compared to other similar homes on the market that are not staged. Twenty-five percent of buyers’ agents indicated staging a home had no impact on the dollar value that was offered.

Percent Per cent Change in Dollar Value Offer of Staged Home 35% 30% 25% 20% 31%

15%

26%

25%

10% 13%

5%

1% 3%

2%

0% Staged No impact Staged Staged home had on dollar home has home has a negative value increase increase impact of 1% to of 6% to 5% 10% 2017 Profile of Home Staging

Staged Staged home has home has increase increase of 11% to of 16% to 15% 20%

Not sure

Staging Homes Before Listing for Sale •

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Thirty-eight percent of sellers’ agents said they stage all sellers’ homes prior to listing them for sale. Fourteen percent percent noted that they only stage homes that are difficult to sell. Thirty-seven percent of sellers’ agents stated that they do not stage homes before listing them for sale, s ale, but suggest that the seller declutter or fix property faults.

Stage Sellers' Homes Before Listing

38%

Stage all homes

14%

Stage only difficult homes to sell

Stage only high price bracket homes

7%

Stage only easy homes to sell

1%

Stage only low price bracket homes

1%

Do not stage, but suggest seller declutter/fix property faults

37%

10%

Do not stage homes 0%


20%

40%

Rooms Typically Staged When Selling •

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The most common rooms that are staged include the living room (83 percent), percent) , kitchen (76 percent), pe rcent), master bedroom (69 percent), and the dining room (66 percent). percent). The least common room to stage was a guest bedroom, at 21 percent.

Rooms Staged When Selling 100%

80%

60%

40%

83%

76%

69%

66% 53%

20%

0%


31%

25%

21%

Paying for Home Staging •

The costs of staging a home were typically paid by the seller before the home is listed (25 percent). Sellers’ agents commonly personally offered to stage the th e home (21 percent), pe rcent), and offered a home staging service to sellers (14 percent).

Who Pays for Home Staging

25%

Seller pays before listing home

21%

REALTOR® personally offers to stage home

REALTOR® offers home staging service to sellers

14%

REALTOR® hires a professional home staging service

8%

4%

Seller pays after home is sold

REALTORS® firm pays for home staging 1% service 27%

Other arrangement 0%


10%

20%

30%

Percentage Change in Dollar Value Sellers Receive •

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When staging a home, 29 percent of sellers’ agents reported an increase of one percent to five percent of the dollar value offered by buyers, in compariso co mparison n to similar s imilar homes. Twenty-one wenty-o ne percent of respondents stated that staging a home increased the dollar value of the home between six and 10 percent. None of the respondents reported that staging a home had a negative impact on the home’s dollar value.

Percent Per cent Change in Dollar D ollar Value Offered of Staged Home 29%

Staged home has increase of 1% to 5%

21%


5%


3%


14%

No impact on dollar value 0%

Staged home had a negative impact

27%

Not sure


0%

5%

10%

15%

20%

25%

30%

Impact of Time on Market •

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Thirty-nine percent of sellers’ agents stated that staging a home greatly decreases the amount of time the home is on the market. Twenty-three percent reported slight decreases in the time on the market, while eight percent stated that staging a home did not affect the time on the market. Only eight percent of respondents reported reported that staging a home greatly increased increased the time a home was on the market.

Time the Home is on the Market

Don't know, 14%

Greatly increase, 8% Slightly increase, 8%

Does not impact time on market, 8%

Greatly decrease, 39%

Slightly decrease, 23%


Home Improvement •

The most common home improvement items agents recommended to sellers wer were e decluttering the home (93 percent), entire home cleaning (89 percent), carpet cleaning (81 percent), and removing pets during showings (80 percent).

Home Improvement Items Recommended 93%

Declutter home

89%

Entire home cleaning Carpet cleaning

81%

Remove pets during showings

80% 75%

Minor repairs

72%

Depersonalize home

68%

Landscape outdoor area Painting walls

68%

Paint touch ups

62% 60%

Professional photos 42%

Grouting 12%

Other 0% 2017 Profile of Home Staging

20%

40%

60%

80%

100%

NAR Surv Sur vey Respondents 

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Respondents most often worked with buyers as clients, at 56 percent. Forty-one percent of respondents worked with sellers as clients. Of the real estate agents surveyed, the median age was 54 years — 51 51 percent falling into the age a ge bracket between 50 to 64 years, 17 percent aged 65 years or over, and 11 percent between 45 to 49 years. Seventy-one percent of respondents were female, and 72 percent were married. The primary functions of survey sur vey respondents was a sales agent at 65 percent, followed by a associate broker at 15 percent. Respondents have typically been active as a real estate professional for a median of 11 years. Nearly six in 10 (56 percent) survey respondents worked suburban/subdivision areas, followed by 34 percent in urban and central centra l city areas, and 24 percent in small towns.


Methodology In March 2017, NAR invited a random sample of 53,760 active REALTORS ® to fill out an online survey sur vey.. A total of 1,894 useable responses were received received for an overall response rate of 3.5 percent. At the 95 percent confidence level the margin of error is plus-or-minus 2.25 percent. The primary measure of central tendency used throughout this report is the median – the middle point in the distribution of responses to a particular question or, or, equivalently, equivalently, the point at which half of the responses are above and below a particular value.

©2017 National Association of REALTORS® All Rights Reserved. May not be reprinted in whole or in part par t without permission of the National Association Associatio n of REALT REALTORS®. For reprint information, contact [email protected] [email protected]..


The National Association of REALTORS®, “The Voice for Real Estate,” is America’s largest trade association, representing 1.2 million members, including NAR’s institutes, societies and councils, involved in all aspects of the real estate

industry. NAR membership includes brokers, salespeople, property managers, appraisers, counselors and others engaged en gaged in both residential and commercial real estate. The term REALTOR® is a registered collective membership mark that identifies a real estate professional who is a member of the National Association of REALTORS® and subscribes to its strict Code of Ethics. Working for America’s property owners, the National Association provides a facility for

professional development, research and exchange of information among its members and to the public and government for the purpose of preserving the free enterprise system and the right to own real property. NATIONAL ASSOCIATION OF REALTORS® RESEARCH DIVISION

The Mission of the National Association of REALTORS® Research Division is to collect and disseminate timely, accurate and comprehensive real estate data and to conduct economic analysis in order to inform and engage members, consumers, and policymakers and the media in a professional and accessible manner. To find out about other products from NAR’s Research Division, visit

www.REALTOR.org/research-and-statistics.. www.REALTOR.org/research-and-statistics NATIONAL ASSOCIATION OF REALTORS®

Research Division 500 New Jersey Avenue, NW Washington, DC 20001 202-383-1000 [email protected]


2017 Profile of Home Staging

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