The Home Staging Magazine Issue 2

WELCOME to ISSUE 2 of the
HOME STAGING MAGAZINE

Paloma Harrington, Founder of the Home Staging Association,
IAHSP® Global Operations Director,
& Vice President of IAHSP® Europe

As we approach the end of the first half of 2022, I can audience, the same way it is in the United States,
say I have had a very interesting year so far. Sweden and Australia: more often than not, properties
I had the opportunity to travel to Brazil to attend not won’t go on the market without being dressed.
only one, but two events: one about Home Staging, That being said, we are extremely proud to bring to
and another one aimed at property professionals that you the second edition of the Home Staging Magazine.
were thirsty to find out more about our activity. It is filled with information about Staging and will fulfil
Not only that, I was invited to attend a full-week our mission to educate about our activity and its
property marketing immersion in Dubai, where I had benefits when it comes to marketing a property.
the pleasure to speak to developers and real estate We hope that you and all property professionals —
agents from around the globe about the benefits of stagers, agents, developers — alongside homeowners
Home Staging. everywhere, enjoy what we have prepared.

I have also spoken to stagers from all four corners of See you in the next edition,
the world, and what I hear is fantastic: staging is Paloma Harrington
generating money and pushing property sales
everywhere it is applied.
The above comes as a result of my work with the HSA,
the IAHSP® Europe and the IAHSP® International and I
am honoured and extremely excited to be able to use
different platforms to push our industry forward.

When speaking to Home Staging professionals in the
States, I had a glimpse of what could be the future of
Staging here in the UK:  companies that have 150+
properties staged in the market, with an average of 50+
projects per month seem to be the norm, whereas here
in the UK and Europe they would be considered the
very successful exception.

After a very successful launch of the first edition of the
Home Staging Magazine last year, and keeping in mind
the success stories we hear from Staging companies
around the world, it is very clear to me and the team at
the Home Staging Association that we must keep on
talking about Staging and educating people about
what a powerful property marketing tool it is.

We want Home Staging to become mainstream
among property professionals and the wider

A MESSAGE from IAHSP®

CHAIRWOMAN JENNIE NORRIS

As you enjoy your newest edition of Home JENNIE NORRIS
Staging Magazine, know the leaders of The ASPM®, IAHSP®
International Association of Home Staging
Professionals® (IAHSP®) are excited to see the Premier Chairwoman,
growth and progress of Staging in the UK and in IAHSP® International
Ireland.
One of the most important things you can do for
your continued success is to join your local and
international staging associations that provide
camaraderie, connection, and continuing
education/resources for your success. IAHSP®
has worked hard this past year to expand our
reach into countries where home staging is on
the grow. IAHSP® leads the way in supporting
the growth and expansion of home staging
around the globe and have leaders in place to
help establish member chapters.
With the expansion of many US-based real
estate companies into foreign countries, the
process of how properties are bought and sold
is also changing, with staging evolving to
become a standard part of the process to
prepare a property for sale. This growth will
continue as the awareness and need for staging
increases, and our association will be here to
help provide a rm foundation and connection
for industry professionals. The estate agents,
builders, investors, and sellers around the globe
need to know home staging helps them net the
very most in the sale of their property, and the
talented people who own and operate
companies are excited to help clients achieve
success.

READ ON...






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IN THIS ISSUE IAHSP® as the Centre What If We Staged
of Home Staging In Miami?
ARTICLES Worldwide Etienne Claud
Paloma Harrington The Psychology
Next Destination: Portugal of Buying Homes
Ana Margarida Mendes Michela Caravati
Authentic Feng Shui The Business
Principles for Preparing of Home Staging
a Property for Sale Will Turner
Nina Kati

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FEATURES Alex Willcocks, Burbeck Interiors

Courtesy of, Burbeck InteriorsBURBECK INTERIORS:
The way we price reflects
The Success of the Amazon the way we value ourselves.
Bestseller, Sell High Sell Fast MARTYN BAUM
Elaine Penhaul Who needs staging
HSA Joins FIABCI in a hot market?
Sasha Barker BIRGIT ANICH
Introducing: FIACBI What you need to know to
George Betz become a luxury stager
UK Property Market NATASHA ROCCA DEVINE
Review for Early 2022 Biography & Foxburrow
Jonathan Handford by Hollybrook Homes
CERI OWEN
Introducing: sort style and stage
PALOMA HARRINGTON
Fast-paced Dubai

Case Study:
Coast Home Styling
Emma Norman
The Positive Impacts
of Home Staging
Sasha Barker


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IAHSP® as the CENTRE
of HOME STAGING WORLDWIDE

Paloma Harrington, IAHSP® Global Operations Director

For the leading Association for Home Staging country.” - the Global Operations Director
Professionals in the world, the IAHSP® - International explains. “The keys to strengthening the
Association of Home Staging Professionals®, excellence activity, no matter how early or how
is the driving force behind every action as an institution: advanced it may be in a certain area, are
striving for excellence is centre to what the IAHSP® does education and community. By seeking
in terms of education, industry recognition, support and quali cation to excel at what you do and
information. getting together with like-minded
Because excellence in education and high professional professionals, a whole new industry starts to
standards are paramount for the success of home get traction."
staging as an activity, the IAHSP® has been working on Since the implementation of the expansion
an exciting new expansion plan to support professionals plan, the IAHSP® has spoken to several
worldwide and promote the industry and its standards countries and 5 of them have already
across the whole globe. con rmed their interest in developing their
An important step toward strengthening our activity, as own home staging communities. “They feel
well as to connect stagers in all corners of the world, the the need to formalise industry standards and
expansion plan is the brainchild of the visionary to promote the importance of setting
Chairwoman of IAHSP®, Jennie Norris, and is led by themselves apart from other said ‘Stagers’ via
Paloma Harrington, IAHSP®’s Global Operations education.” - says Paloma about the new
Director. countries that will be starting their own
“Home staging is quite well-established and known in Chapters and creating a go-to place for
North America, where property professionals Stagers in their area.
understand what a powerful marketing tool it is. Apart from community building and
However, the activity is relatively new in many countries international representation, and because
and we feel the urge to support Stagers worldwide,
making sure they are guided throughout their growth.” -
says Paloma Harrington. “Our goal is to ensure that a
home staging professional in the States and a home
staging professional in Japan or Brazil, for example,
understand the importance of investing in their
education, have great work ethics, and ultimately
provide an excellent service to their clients with the best
home staging principles and standards in mind.”
Since taking over the role of Global Operations Director,
Paloma has been working tirelessly to connect with
home stagers in various territories, understanding each
individual scenario and identifying their needs.
The IAHSP®’s new global initiative promotes the
building of communities, strengthening home staging as
an industry whilst providing professionals with the tools
necessary to learn and grow via its certi cation courses.
“Home Staging is at different stages around the world
and it’s important to identify how we can support each

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“Excellence is the gradual result
of always striving to be better.”

— Patrick James Riley, NBA coach.

education is the main route to achieve the The new year comes with a lot of exciting new
so-called excellence, the IAHSP® is also partnerships and possibilities but, above all, with an
taking its certi cation courses across the undeniable perspective of growth and recognition to
border. home staging and its professionals.
Last November, IAHSP®’s sister Association The IAHSP® is proud to be at the forefront of global
IAHSP® Europe promoted the ASP® Course initiatives such as this, con rming its position as the
to European students in Spain and Portugal, leading industry Association and bringing the focus to
with new classes opening regularly our activity, allowing our representation to expand and
throughout the new year. striving for excellence.
Last March, the ASP® was offered for the very
PALOMA HARRINGTON
rst time in Brazil, welcoming one of the
emerging markets to become certi ed in Interested in nding out more about IAHSP®’s global
what is a very young activity in the country. initiative? Looking to start your own home staging community
Soon enough the IAHSP® will be announcing in your country or to learn more about our courses?
its newest Chapters in countries such as Get in contact today with Paloma Harrington:
South Africa and Japan. [email protected]
Actions like these are simply the rst step
toward ensuring that new territories and 7
professionals, beginners or seasoned, have
access to information and can promote
staging with the highest of standards.






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NEXT DESTINATION: PORTUGAL

TIME to INVEST and TIME to RELAX

ANA MARGARIDA MENDES Portugal is on-trend and it is not by chance!
Elected for 3 consecutive years as "Best Tourist
— HOOST Destination in the World" by the World Travel
Awards, considered the "Best country to retire"
[email protected] and the 25th "Best country to live" (according to
www.hoost.pt a study by the Social Progress Imperative), this
small Southwest European country, bathed by
the Atlantic Ocean, has so much tourist and
cultural diversity that it conquered Europe and
the world!
The quality of accommodation, security,
welcoming people, mild climate, history and
culture are some of the factors that explain this
success.
Whether it's buying a house, renting it
inde nitely, or even taking a vacation, people
are looking for a cosy place that makes them
feel at home.
More and more tourists prefer to stay in an
apartment or holiday home, as it offers more
affordable prices and greater freedom than
other types of accommodation. And of that
number, 46% are families, which makes the
theme of decoration so important.

POST-COVID19 VACATION

Who doesn't think about a few days of
relaxation after these last 2 crazy years, to say
the least?
The fear of contagion that was created and the
impossibility of travelling had an impact that
was never thought possible in the tourism
sector.

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Now that you're gradually returning to a new important thing for 40.1% of Millennials is for a
normality, it's time for local accommodations to destination to be “Instagrammable”, that is, a
show their best and how they can help people destination that is photogenic, where every
to decompress. detail, perspective or nook has something worth
photographing and sharing.
Improving an accommodation, communicating
cleaning rules, and taking new photographs are HOW to ADD VALUE to the GUEST
the ways to differentiate it from the competition EXPERIENCE?
and start capturing new post-Covid guests.
"A room should never allow the eye to settle in
HOME STAGING in LOCAL one place. It should smile at you and create
ACCOMMODATION: fantasy." — Juan Montoya

APPEAL to the FIVE SENSES Doing a home staging project for local
accommodation is creating a story, transporting
Did you know that 90% of tourist clients to a scenario where they want to live,
accommodation reservations are made online? because an empty space has no life and does
A picture is worth a thousand words, so you not convey emotions.
must ensure that the accommodation is well Each accommodation has its own speci cs but
presented through the photographs published carrying out small repairs, repainting the walls,
on the various tourist accommodation portals, working on the lighting, doing a deep cleaning,
to start seducing future guests right away. redistributing areas, selecting the right furniture

According to a study by Scho elds Insurance,
released by The Independent, the most

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and working on the “small details” are a giant
step towards success.
But it's not enough. All 5 senses need to be
stimulated:

HEARING

If, for instance, there are sounds that are
pleasant, such as the chirping of birds, the
running of the water by the stream, the ambient
music, there are also sounds that are disturbing
to rest and, therefore, the installation of double-
glazed windows can make a difference. when
choosing an accommodation

VISION

Sophisticated is probably the best way to de ne
the human visual system. Vision is con gured
from the eyes' perception of light, which allows
us to perceive the shape, distance, size and
colour of objects.
So a neutral decor with some decorative details
can make all the difference! Colours bring joy
and personality, but not everything goes
together! For xed elements (kitchen cabinets,
wardrobes, doors and oor) we recommend
choosing neutral and soft tones. The strongest
colours should be used on a wall (using paint or
wallpaper) and in decorative accessories that
change more frequently: pillows, rugs. It is also
proven that blue and green are the colours that
generate the most consensus.
Another trick to create the feeling of comfort is
lighting. The lamps must be of a warm tone and
table and/or oor lamps must be placed in
order to illuminate the darkest corners and
allow reading in bed or next to an armchair.

SMELL

Smell is one of the most powerful and intuitive
human senses and is the one that has the
strongest connection with emotions. According
to Philip Kotler, who laid the foundations of
olfactory marketing, odours, music and colours
are marketing tools capable of stimulating
purchase.

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In home staging it is essential to eliminate bad such as sugar and salty foods. They appreciate
smells. The rst thing to do is a thorough salt because they need it to replace the loss of
general cleaning that includes washing curtains, this compound through sweat. And above all,
pillows and rugs. they relish sweet foods because sugar means
energy. This sense is closely related to odours, a
After the house is clean and tidy, we can house that smells like freshly baked cake will
aromatise the environments in many ways: awaken our palate. To stimulate this sense, it is
candles, aromatic herbs or air fresheners. It is advisable to leave a welcome gift at the
also recommended to leave shampoo, shower accommodation with wine, water, fruit, cookies
gel and body cream in the bathrooms. or even a typical sweet from the region.

TASTE TOUCH

Man has always sought to discover and test new Along with sight, touch is one of the most
avours. Above all, the omnivorous being, who developed human senses. Touch is used to
explore the world and interact. There is no
feeds on any source, who tries everything, trusts speci c organ for this sense, as all regions of the
the sense of taste to decide what to eat or not. It human body have receptors. Sensations are
is the survival instinct trying to protect the received through the skin, which allows us to
organism as, in nature, poisonous plants tend to have the sensation of touch directly to the brain
be bitter. and to know if, for example, something is wet or
dry, rough or soft. Using soft textures that are
Human beings tend to have a predilection for
avours that provide the nutrients they need,

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comfortable to the touch is a way of translating HOOST HOME STAGING focuses on developing
well-being and cosiness. projects and actively contributing to making
local accommodation more attractive and
This combination of factors will undoubtedly welcoming people upon arrival in Portugal.
create an excellent rst impression and make it The consecutive nominations in the Best of
easier to obtain better reviews, which in turn will Home Staging awards given by the IAHSP in the
bring more guests. Staging Excellence, Client Care Excellence,
Industry Leadership category and the 1st
If the objective is to increase the occupancy European place in the Luxury Staging Category
rate, differentiate yourself from the competition demonstrate how Portugal is standing out in this
and obtain better reviews... Home staging is the area.
solution. So much so that this year, in May, the 3rd
European Home Staging Conference was held
Invest in home staging. Home staging allows in Lisbon.
you to create an unforgettable scenario that There are many reasons that make Portugal a
leads the customer to make the reservation. pleasant country to live and spend holidays: visit
us and see for yourself!
INCREASE BOOKINGS
GIVE YOUR HOME A BOOST.
The design, selected colours and real estate
photography help to capture the attention of www.hoost.pt
potential guests.
ANA MARGARIDA MENDES
INCREASE PRICES

With small changes and space-adjusted parts, it
is possible to add value to the service provided.
By increasing the value of the service offered, it
is possible to increase the price of the
accommodation

INCREASE REVIEWS

The experience of staying at your
accommodation will improve, which will make
your customers have better opinions and re ect
them on your website or other platforms.

Innovate, differentiate yourself from the
competition, use a certi ed home stager and
present your accommodation differently.

HOME STAGING in PORTUGAL

Keeping up with the needs of the tourism
sector, home staging in Portugal has been
increasingly standing out and being recognised
internationally, both for the projects it has been
developing and for the impact they have on the
day of arrival of tourists who visit us. Visit, as in
the promotion of properties that are placed on
the market daily.

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HOME STAGING:

AUTHENTIC FENG SHUI PRINCIPLES
for PREPARING a PROPERTY for SALE

Nina Kati of Nina Kati Feng Shui Interior Design shares her secrets with
professionals on staging to sell quicker for a higher price using the principles of
authentic feng shui.

When used correctly to prepare a the developer followed Nina’s
property for sale, authentic feng shui recommendations and every house
principles can completely transform sold straight away after sitting on the
spaces beyond pretty colours, stylish market for several years. When
trends, and design aesthetics by private sellers consult with Nina their
appealing to buyers on an property is snapped up by the rst
emotional, psychological, and even a person to walk through the door.
spiritual level thereby creating an
impression that a property is a WHAT are the RESULT
perfect ‘ t’ for a buyer’s personal and for BUYERS?
family energies.
There is balance and harmony, a
WHY USE AUTHENTIC healthier ow and a sense of ease,
FENG SHUI PRINCIPLES spaces feel energised and uplifting,
and one can feel connected, see the
whilst PREPARING difference, and know all is well with a
a PROPERTY for SALE? place. The powerful combination of
Our sense of logic, survival instinct positive vibes with this emotional
and guiding intuition is very connection and deep sense of
powerful, and we use this innate appeal creates a compelling, lasting
knowledge to help us avoid impression. Buyers begin to realise
dif culties so we can navigate our this is not only the perfect t, but the
way through life with greater ease. only place for them because it offers
Authentic feng shui encompasses all them peace of mind - something of a
of this and is based on harnessing rarity to which buyers aspire and are
and promoting good energy for prepared to pay more.
better health, relationships, and
wealth. It is concerned with KERB APPEAL
correcting or minimising taboos and Firstly, the entrance and the lead up
ensuring the alignment of our to a property is incredibly important.
personal energies with the spaces in Start by ensuring there are no
which we live and work, helping us to obstacles in front of the entryway
personally connect with our living e.g., Parked cars, bins, etc. Create a
spaces and workplaces at a much balanced, premium, welcoming, and
deeper level. appealing rst impression aimed at
WHAT are the RESULTS your buyer that is cohesive and tells
a story before they have even
for SELLERS? stepped inside. For example, a pair
When consulted to help sell several of bay trees in elegant planters
houses on a development in either side of a black door with shiny
Limerick using authentic feng shui, brass ttings and a limestone step, or

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colourful hanging baskets and a marine blue
door with graphic designed house numbers in
polished chrome, or herb- lled window boxes
along with lavenders in willow containers
positioned by a brick pathway leading to an oak
door.

ENTRY SPACES
Once inside, distract the eye from or block the
view of a staircase too close to or opposite the
front door as this will cut up the energy and
allow money to go straight out the door.
Staircases can be problematic, so it is preferable
to see their side elevation or for there to be a
turn at the end of the stairs, to ensure it is no
longer aligned with the entrance door. Cover
exposed corners with a wooden corner
moulding called an angle bead to prevent the
sharp edges from interfering with the ow and
carving up the good energy. The degree of
negativity will depend on the position of the
exposed corner in relation to other elements in
the property.
Avoid the taboo of hanging a mirror opposite
the front door. Instead hang a mirror on a side
wall as a practical option because it is useful to
check one’s image before leaving the house to
look your best. Bear in mind mirrors re ect what
is positioned opposite and create a formal
impression. All mirrors should be framed and
hung according to the average height of a
person, whilst allowing a little extra space for the
aura that surrounds the body, the halo that
surrounds the head, plus a little space above for
personal development and growth.

BATHING SPACES
Bathrooms have the lowest vibration and relate
to health and nances and can waste and drain
that energy away — in other words, the more
toilets the less money and vitality for the
occupants. Always keep the lid down on every
WC and doors to toilets, bathrooms and

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ensuites should be kept closed to against a wall behind which there is a
prevent the mixing of sewer energy room that contains a toilet (with the
with the energies of other spaces. In bed not even an inch over this wall) —
the case of a bathroom mirror, a even if it is several rooms away and
bevelled edge will do as a frame. no matter where the toilet is located
Unfortunately, toilets are all too within that space. Finally, do not
commonly located under a staircase align the footboard of a bed - again
or over an entrance door, or next to a not even an inch of it - with an exit
kitchen or behind a headboard and door to the property even if the exit
this creates a serious taboo situation. door (including French doors, patio
doors, sliding doors, front door, side
COOKING SPACES door or back door) is several stories
Kitchens relate to the health and down.
harmony in the home, particularly to
matrimonial and family harmony, and WORKING SPACES
have the highest vibrational energy Never position a seat with its back to
of any room in the house. This is a door as this is at odds with our
where the ‘heat’ is highest and where sense of survival. We cannot relax or
most arguments occur so don’t leave concentrate when we have the worry
out knife blocks! Ensure the tap on about the possibility of being
the kitchen sink is never positioned attacked from behind. If space is at a
to face the hob — keep it swivelled in premium, try setting up a desk or
another direction. Lots of free study table across a corner or at the
worktop space is most sought after, end of a bed, facing towards the
promotes ef ciency and productivity, door or positioned behind the door
and gives the impression of tidiness for protection. Locate taller items of
and cleanliness. furniture behind the desk to offer
support but ensure the items are not
SLEEPING SPACES too tall or are screwed to the wall to
Only use mirrors inside wardrobe prevent them from toppling over.
doors, and not on display in Keep the desktop free of clutter to
bedrooms as they disturb occupants’ promote concentration, tasking, and
sleep, upsetting the calm and restful output.
energies of sleeping spaces. All beds
should have a headboard (and a LIVING SPACES
footboard if space allows) and the A sofa positioned with its back to a
bigger the headboard the better. door does not create a welcoming
Don’t hang anything whatsoever and inviting impression. To view the
over the headboard of the bed or back of a person's head is also
the sleeper will not get a sound and considered confrontational. Sitting
restful night’s sleep. Don't position rooms are convivial spaces where
headboards under an eave or conversation and social interaction

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takes precedence over television the UK alone die from chemicals
viewing, so position sofas opposite used in these products. Instead use
one another, if possible, unless the lavender buds, bay leaves, cut
room is set up as a TV den. Include a lemons or natural oils.

oor standing adjustable reading IN SUMMARY:
light and storage for books. Use art The biggest growing trends today
for creating positive symbolism, are feng shui and biophilic design.
engaging images that use colour, Minimise negativity by combining
pattern and texture, and to change authentic feng shui with professional
the psychology of the space. A staging. For older homes, it is
picture can transport the viewer to advisable to ensure repairs are
another world, help zone a space, or carried out, spaces are clean, the
set the tone for that space. decor is fresh and uplifting, rooms
are de-cluttered and de-junked of
ZEN SPACES useless ornaments, and occupants'
Nowadays we are spending much personal possessions are packed
more time at home and crave peace away. Create a simple interior where
and quiet more than ever, so a neat less is more, rely on subtle
reading nook, a yoga space in a suggestion rather than the obvious,
sunlit bay window in a bedroom, or a aim for universal appeal (not too
quiet corner in the garden are ideal feminine or masculine, not too
Zen spaces — a little luxury to combat young or old, not too summery or
the stress of modern life. Clearly wintry), and let buyers envision how
de ne the purpose of each space to they can imagine personalising their
help buyers decide it's a match for spaces to tell their own story without
them and to ful l their wish list, such ending up with tight spaces and a
as staging a study nook, creating a cluttered look. Buyers want a more
separate dining area, setting up a spacious, airy, lightweight, fresh
home of ce space, or de ning a home with good energies and ow.
dedicated laundry. Use natural They want healthier homes so avoid
materials, a calm monochromatic the use of manmade products,
scheme, lots of texture, good especially plastics (not even
daylight or soft lighting to set the recycled), and please think about the
mood. Never use scented candles, circular economy.
diffusers or air fresheners. It is
estimated around 40,000 people in

NINA KATI

Nina Kati is Ireland's leading feng shui interior design consultant, educator,
coach and speaker. She specialises in holistic design for positive living and her
focus is on positivity, transformation and ful lment. Nina trained for several
years under two Oriental Masters to learn the proven methods of authentic
Chinese feng shui i.e., harmonising the energies of people with the energies of
the spaces they live and work in, and maximising personal energies for the
optimal health of mind, body and spirit. Nina has a track record of success
spanning more than 20 years, won many awards and uses her expertise to
create positive energy, colour harmony, emotional well-being, physical vitality,
and healthy ow.

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Let’s get to the crux of it:

The WAY we PRICE REFLECTS
the WAY we VALUE ourselves.

BURBECK INTERIORS

Pricing is the singular most important issue within the
home staging industry in the UK. In order for there to
be a sustainable and vibrant market where
companies are able to offer clients a truly good level
of client service (rather than just claiming to) as well
as providing a good product, it is essential, and
indeed necessary, to charge accordingly.
The last ve years have seen a plethora of fantastic
new businesses established and entering the UK
market, great news for the industry as the appetite for
our services grows. Whilst many of these businesses
provide a great product, it appears at face value that
the long-term pricing strategy for their services has,
for many, been somewhat an afterthought.
Looking at some of the pricing structures across the
industry it appears that certain prices are quoted ‘on
the spot’, simply to win one job or to undercut a
competitor; in some cases, they are a legacy of what
the industry was offering 10 – 15 years ago. The issue
with this short-term approach to winning work and
reducing overall pro t, is that it drives prices and our
perceived value down.

Consistently driving the market prices down
demeans the value of the service, affecting the
growth and pro le of the home staging industry
as a whole.

These reduced prices do not re ect the soaring costs
of in ation for small business owners, including
everything from petrol to heating of ces, as well as
the surge in freight shipping costs in a post-Brexit
climate; the market is frankly not charging the
required amounts to sustain its growth and
development.

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“…the cost for the service has to be reflected in the
achievements we deliver on a weekly basis.”

“…like all other professional services in the
property sector, we need to get paid for what we do”

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The consequences of this are multiple: most businesses
will be unable to expand, and many will go bust. The
home staging sector will have a cap on its growth that it
will be unable to break through in order for it to become a
standard service used by every agent/seller across the
country. Unless of course something changes.

STRATEGIES for SUCCESS
There are various different strategies we can use to price
appropriately for home staging services. The main 3 are:

• Charging a % of the properties value for the
rental period;

• Charging a price per sq ft for the furniture
provided; or

• Pricing on a room-by-room basis.
There is no coherent trend across the UK market meaning
we are left with a fractured combination of the 3 which is
easily exploited.
We believe that pricing on a room-by-room basis is not
viable or cost-effective, and we should be focusing on
providing quotes on % of a property’s value; this is the
approach we see in international markets, this or a price
per sq ft gure with built in margin.

DEMONSTRATING VALUE
The market is populated with success stories, LinkedIn,
Instagram net working events and the HSA are all littered
with stagers dressing properties and the huge nancial
bene ts the clients have achieved from engaging the
services we all offer. This should be re-af rming to all us in
the industry that what we do is having a profound effect
on the sales process, and in some cases making a
quantum difference to our clients bottom line.
As the industry continues to ourish and demand for
home staging soars, the cost for the service has to be
re ected in the achievements we deliver on a weekly
basis. This is no longer a cottage industry and we have to
start recognising that like all other professional services in
the property sector (solicitors, surveyors, estate agents,
buying agents and property management companies), we
need to get paid for what we do.

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The statistics speak for themselves, 84% of the
dressings Burbeck Interiors installed in 2021 went
under offer in 5 weeks. This gure increased to 88%
of properties going under offer in 3.5 weeks in
Kensington and Chelsea during 2020. 100% of
developers say home staging has an effect on a
buyer’s view of the property (HSA). 86% of agents
agree that a staged home will sell up to three times
faster than a non-staged home (HSA).
A personal recent success story includes a client
selling his house for over £200,000 over asking price,
multiple clients receiving multiple offers once they
have dressed their properties. A recent client listed
their 3 bed apartment in north London unfurnished
and received no offers, once they dressed it, a
previous applicant re-viewed it and purchased it.
The time has come for us to charge accordingly.

WORKING TOGETHER to ENHANCE &
PROTECT the FUTURE of the SECTOR
It is the duty of all stagers to help raise the pro le of
the sector and we do this by encouraging other
businesses and ring-fencing a minimum pricing
threshold.
We should all be con dent of the value we provide to
agents, developers and private clients. In many cases,
good staging can increase the value of a transaction
by tens and in some cases hundreds of thousands of
pounds, far exceeding the initial outlay for staging
itself. Being a robust and successful business means
demonstrating that value, not looking for short-term
wins that mean there could be no real future at all.
GRACE & ALEX WILLCOCKS
BURBECK INTERIORS

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WHO NEEDS
STAGING in
a HOT MARKET?

It’s time to be honest with So, did we really need to spend agent will attract the greatest
ourselves… Is home staging a time getting properties staged number of suitable and
property necessary when the and ready for sale? motivated buyers to achieve the
UK housing market is booming? I have been an estate agent for best possible price. To do this,
Let’s face it, estate agents have 23 years and I can be honest. that estate agent needs to be a
never had it so good. Selling Yes, the UK housing market has marketer and their product
houses has been akin to falling needed home stagers and must scream BUY ME.
off a log. Easy! believe me, not only have we But how? It’s simple really. Great
Multiple buyers for most needed you, but you also have promotion of the property that
homes, best and nal offers a vital role to play in the market is presented like a show home
sprinkled around like confetti, moving forward. to grab the imagination of their
demand outstripping supply. All Let me explain why. The public’s audience.
resulting in soaring house expectations of estate agents Everyone loves to lose
prices which in the year to have changed. Simply arriving themselves thinking about their
February 2022 saw an increase at a property to impart your would-be home. Think of the
of 10.9% (MHLR). opinion of value to the would- recent surge in TV programmes
6000 new estate agents be seller is no longer about estate agents. Producers
opened their doors in 2021, it’s acceptable. secure airtime to satisfy the
no wonder, its money for old Drop the mic moment here… public’s craving for the magic of
rope. Then, to give these new Everyone knows what their property, not the reality.
estate agents an early boost to house is worth. They nd that Net ix’s Selling Sunsets is all
their business, the Chancellor of information out on the net. about sexy people selling sexy
the Exchequer, Rishi Sunak What a savvy would be seller property. This is what more and
threw into the mix a stamp duty demands from their estate more homeowners see as the
land tax holiday which simply agent in 2022 is a clear norm. And their expectations
added more fuel to an already demonstration as to how that now extend to their portal
raging re. searches and video tours.

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Martyn Baum is an experienced estate agency and business
consultant. He works with rms to maximise their business. He has a
live weekly podcast, House of Property which is packed full of
business hints and tips.
Could Martyn help grow your business?
Email him at [email protected]
for a free, without obligation chat.

Property marketing now must A note for the Estate Agent that
meet that expectation. doesn’t offer home staging to
Human behaviour isn’t the only their potential clients. One of
reason why home staging will those newly opened, fresh,
become a cornerstone to open-minded competitors will.
marketing a property. Market Home stagers, now is your time
forces are also at play too. for growth. The early adopting
Traditionally, when plotted on a marketeers within estate
graph, activity within the agency have worked with you
housing market resembles an to lead the way. Now is your
‘M’ shape. Growth through the time to grab the majority and
late winter, spring and autumn improve the experience for
spikes between a summer dip home sellers up and down the
with a slowing down into the country.
darker winter days. For now, this
pattern has been suspended. MARTYN BAUM
The market is purely property
lead. A good property
presented to the market on
15th December or the 15th of
April will create a strong
reaction. Sellers can no longer
rely on the momentum of a
spring or autumn housing
market to maximise interest.
They need thorough exposure
and proactive coverage to get
their best possible price.

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What you need to know to
become a LUXURY STAGER

SIX WAYS to REACH HIGHER & SET YOU UP
to become a LUXURY STAGING COMPANY

ABOUT BIRGIT ANICH: So you want to be a luxury
stager? Building your
Birgit Anich is the CEO and Creative Director staging company to a
of BA Staging & Interiors, a numerous awards luxury level requires an
winning luxury real estate staging company investment of time and
located in Connecticut, USA. With the money, but it comes with
proximity to New York city her market area is many rewards. As a luxury
one of the most expensive real estate areas in stager you will grow your
the US. business’ reputation, book
Birgit, an Austrian native who lived in Italy and higher paying jobs and
Paris before moving to New York and then gain access to a network of
Connecticut, dreamed of being part of the top Realtors, builders,
design industry since her teenage years. But it buyers and sellers.
was not until after a masters degree in Breaking into this market
Business and Marketing and an 11 year career can be challenging and
in the market research industry that she took may not be for everyone. I
the step to start her own staging company. want to cover some food
Birgit has since been featured on HGTV, ABC, for thought to help you
NBC, FOX, Better Homes and New York Times determine whether this is
amongst other magazines. the market segment that
you would like to go after.
29 Start by rst identifying the
luxury market. The look and
price of luxury homes may
vary depending on where
you are located in the
country. Generally, luxury
can be de ned as the top
5% price point in the real
estate market. The ultra-
luxury market would be the
top 1%.
To service these markets,
you must be at the top of
your game and your
competition. Here are 6
ways to reach higher in your
business and be successful
with this clientele...


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1. HIGHER EXPECTATIONS
Realtors, sellers and buyers of luxury homes are
discerning, and they have high expectations. They
expect the highest degree of customer service and the
highest quality product. They also expect to work with
the best and most knowledgeable, so set yourself apart
by staying on top of the latest trends and services in
the industry. Aim to impress and always go above and
beyond with these clients.

2. HIGHER COMMUNICATION
In this market segment you may not always deal with
the home seller directly, but will have to communicate
with their assistant or realtor as their gatekeepers. In
our experience we often never even get to speak with
the decision maker to present our value proposition,
which makes it hard to get your USP (unique selling
point) across to differentiate yourself from your
competition. Your very high end portfolio will
probably be the single best way to show that you are
different and that you are worth the extra penny. In
addition, think about other creative ways to present
yourself as the best choice. Think about your proposal
look and feel, what other services do you offer to make
their life easier...

3. HIGHER INVESTMENT
We all know that it takes money to make money. If
your current client base is not the luxury market, you
most likely will have to upgrade your inventory.
Remember to consider scale when making your
purchases. Rooms, walls and overall house size are
typically larger in luxury homes and you will need
bigger rugs, furniture, lamps, artwork, etc. to
appropriately ll the spaces. You will also need a
higher quantity of most items. For example a living
room may be so large that you may need two to three
seating groups rather than in a typical home that
requires one seating group. Sparse staging with just
the minimum amount of furnishings is not good
enough. It is this ne balance to make sure that the
space feels warm and comfortable, even if it is large in
size.

The overall quality of your inventory is very important
in the luxury market. Look for higher price tag items
and pieces with a unique style factor. The overall look
should be a more designed look. Avoid inexpensive
and incomplete looking items, such as cheap canvases
that are not framed.

4. HIGHER QUALITY MARKETING
To access the luxury market, you must align your
brand image and company marketing. Update your
website to showcase a clean and sophisticated look
that will attract these customers. Invest in high-end
brochures, marketing materials and professional
photography. Be consistent in your look and

30



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messaging. Incorporate professional videos as part of are not as readily available. Wholesale accounts with
your online marketing and showcasing your work. luxury brands are a must for your bottom line.

5. HIGHER STYLE REQUIRED Make sure you know who your luxury audience is and
Typical package designs are not good enough for start building connections with Realtors that work with
luxury clients. They expect design-like, unique and luxury properties, luxury builders and homeowners.
custom staging with perfect details. Some of your staff Before you start advertising your luxury division,
members may not know how to accomplish this higher make sure you are equipped to handle this market
style design to satisfy luxury clients. Make sure you segment. Ask yourself, do I have all my process and
have the right staff members on your team that have an procedures in place, do I have established great
eye for luxury, understand large scale planning, and relationships with the high end furniture, art and decor
have the necessary skill sets and communication skills. suppliers established, do I have well trained staff that
walks and talks luxury, does my branding align with a
6. HIGHER PRICE luxury image, what added value do we offer that is
& TURNAROUND TIME attractive to this market segment?
This is something you will need to consider
logistically so you can successfully execute each job Just like in home sales, the rst impression is the only
and avoid disappointing a client. Luxury home staging impression, and it is important that you are on the top
will require more preparation time, longer delivery and of your game as soon as you get your rst luxury job.
installation time, longer de-staging times and higher Good luck!
truck capacity (2 large truck loads or more). You may
also need to make speci c purchases for the job which BIRGIT ANICH
may take longer to receive because these luxury items

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NATASHA ROCCA DEVINE
INSPIRATIONAL INTERIOR DESIGNER,
STAGING SPECIALIST & FOUNDER of
THE INTERIORS NRD STUDIO

Natasha specialises in “Staging-To-Sell” which is attests for her passion for mindfulness, creativity
all about achieving the highest price for a and philanthropy.
property sale or rental and increasing the pace Since then, Natasha continues her love for
of sale. Each of Natasha’s projects has an writing and is creating her own design book,
opulent, luxurious nish with wallpapers sleek while recently on the panel for Home Help in
lines and has become her signature style since The Sunday Times and a regular contributor to
launching her company The Interiors NRD many interior publications and also acts as a
Studio in 2018 which, has won 23+ Awards as a frequent guest speaker and expert at events
result, while supporting Irish brands and such as Ideal Homes and broadcasting slots on
sustainability throughout each of her projects. national radio and TV. As a new mom and dog
Natasha, based between Dublin and London, is owner, Natasha is passionate about both baby
the go-to home stager for developers and and pet interiors and features these in her
agents looking for that polished nish to editorials.
showcase their projects with each project In 2020 Natasha has enhanced her business by
selling for a minimum of 10% or selling out launching her limited-edition candle The Secret
each phase of her showhome projects. Natasha Garden with Irish brand La Bougie, with a focus
has worked with well-established developers on design, sustainability and supporting Irish
such as Hollybrook Homes, Knight Frank, and businesses involved in this project. While she is
Owen Reilly across various projects. Natasha launching her second addition to this collection
spoke at Ideal Homes at the National this May, as part of an exclusive limited-edition
Construction Summit 2022, along with series. Natasha will create a Christmas limited-
designing the stage for Ideal Homes in 2021 edition series with both as part of collection
and guest speaking. Her most recent design and proceeds going to charity.
and staging work can be seen with Foxburrow While in 2018 Natasha’s TV project for RTE, Find
by Hollybrook Homes showhome phase one Me A Home, increased the sales price by 11%
and Burrow Holiday Park rental apartments, and the property sold in four weeks. Her
Rosslare exclusively partnered with DFS | Grand previous collaboration with prominent estate
Designs. agent, Owen Reilly, saw her apply her expertise
As well as focusing on home staging and in design and staging to renovate a three-bed
styling, Natasha, who has a master’s in penthouse at Grand Canal Dock.
journalism, is an author of two books Prior to setting up her own business, Natasha
Awareness: Creating Your Own Balance In Life was based in London, Milan, Boston and Los
and The Industry. Natasha’s rst book Angeles, where she worked as an estate agent
Awareness is based on her recovery from a and designer on a luxury real estate portfolio in
coma at 19, an experience of which Natasha

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California. Her travel and global experience in NATASHA ROCCA DEVINE
design attributes to her attention to detail and
skills to stage, style and design for national and is the founder of ‘The Interiors NRD’ Studio, a
international buyers alike. bespoke interior staging and styling design
Natasha works with property agencies and a
number of private and commercial clients in studio created by (NRD).
Ireland and the UK while taking time to write For more information, photos or press
and share her interiors knowledge with her
followers on LinkedIn, Instagram and Twitter. requests:
On top of all this, she ts in guest speaking, [email protected]
radio items, article writing and philanthropy
through her support of various charities, both @Natasha Rocca Devine
locally and globally, for the animal rights, @NatashaRoccaDev #TheInteriorsNRD
environment, mental health and homelessness.
www.theinteriorsnrd.com
RECENT AWARDS: www.theinteriorsnrd.com/

` “Most Innovative Interior Designer 2022 thesecretgarden/
(Dublin)” - Natasha Rocca Devine from Irish www.linkedin.com/in/natasha-rocca-
Enterprise Awards, hosted by EU Business
News based on work for Foxburrow. devine/
Winner of “Interior Staging Company of the
Year” - Corporate LiveWire Awards 2020/21,
“Interior Design & Staging Specialist of the Year
(Republic of Ireland): Natasha Rocca Devine” —
Home and Garden Awards Build Magazine,
“Best Showhome Design & Styling Studio 2021”
- Irish Enterprise Awards, hosted by EU Business
News, “Most Outstanding Interior Staging
Company 2021 — Ireland” - 2021 Corporate
Excellence Awards, “Best for Interior Staging -
2021 - The Interiors NRD - Republic of Ireland” -
Corporate America Today — Annual Awards —
2021, and “Best Interior Design Staging
Specialists — ROI - Homebuilder Awards 2021”
hosted by BUILD.

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FOXBURROW by
HOLLYBROOK HOMES

NATASHA ROCCA DEVINE
The Interiors NRD Studio

Home Staging Association of UK & Ireland
The Interiors NRD Studio “Staging To Sell”

4 Bedroom Showhome
Theme: Modern Traditions

Ideal for a family, couples or singles of all ages in this
upcoming location of Portlaoise, the homes are
designed with a modern touch combined with a
traditional in uence.
The interiors shall be stylish with strong navy and
accent colours and wallpaper to ensure a statement is
created yet, a neutral and serene style permeates the
space.
The aim is to ensure a sense of luxury yet, also create
a place to relax, re-connect and entertain. Along with
areas for mobile working or study to ensure these
homes can be purposeful all year-round.
With the quiet setting, the focus will be in the designs
which will be centred on the dining and living areas
to connect residents in this space. Along with
emphasis on the exquisite wallpapers bringing in the
themes.
The furniture, lighting and interior collection will be
curated from ‘The Interiors NRD’ supplier contacts
and local suppliers of Irish and UK brands.
In sum, each unit will showcase a modern yet
traditional style, while re ecting the essence of
Hollybrook Homes and a modern Portlaoise, suitable
for a variety of buyers.

ABOUT FOXBURROW:
Hollybrook Homes - One of London's nest
development companies have launched a brand new
phase in Foxburrow, Portlaoise's most prestigious
new homes development.
The stunning brick facades and beautifully
landscaped streetscape combine to create a
magni cent air of ultimate quality. This current phases
includes just 21 of the stunning Kensington 4

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FOXBURROW QUALIFIES FOR bedroom housetype sitting on perhaps the best sites
THE HELP TO BUY SCHEME on the entire development.
WITH UP TO €30,000 In a nod to the leafy precincts of Hollybrook's London
GOVERNMENT GRANTS home, The Kensington is a masterclass in sheer
luxury. Stretching to a massive 1,362 Square feet this
AVAILABLE.THERE WILL NEVER stunning home boasts an array of luxury features with
BE A BETTER OPPORTUNITY TO particular emphasis on its dream kitchen. The Kitchen
ACQUIRE A STUNNING HOME IN comes complete with a massive central island, quartz
countertops, wall to wall tted units, a rather posh
PORTLAOISE'S MOST pantry press and light lling double patio doors
DESIRABLE LOCATION which lead to the garden. All kitchen appliances are
included. As with the rest of the house it comes fully

oored.
Off the kitchen in a magni cent utility room, fully
plumbed and tted. Accommodation on the ground

oor includes a large sitting room complete with a
beautiful picture window. A guest WC nished to
Hollybrook’s legendary standards completes the
ground oor accommodation.
On the rst oor there are 4 large bedrooms. The
master bedroom is magni cently appointed with a
full wardrobe wall and a luxuriously nished ensuite.
The family bathroom is once again nished in
Hollybrook's signature style. There are high speed
data points right throughout the house, and with bre
broadband to your door, either of the 3rd or 4th
bedrooms could double as a fantastic home of ce.
Perhaps the piece de resistance of The Kensington is
its massive fully oored walk around attic. The drop
downstairs from the landing leads to this highly
useful space.
Foxburrow is situated on the Block Road between the
Dublin and Stradbally Roads and just a short stroll
from the hospital, making it the location of choice for
many of the medical profession, business people and
city commuters. On your doorstep is a choice of
schools, shops, parks , amenities and activities.



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The immediate community offers an unrivalled CORE BRANDS:
array of outstanding facilities: shopping, Furniture:
speciality stores, restaurants, theatre, cinema, Harvey Norman
health and tness, swimming and sports clubs. JYSK
While in the area are the beautiful Emo Court Accessories & Soft Furnishings:
and grounds, mountain walks, beautiful JYSK
countryside to be explored- all within minutes' Michael Murphy
drive. Access is also ideal with direct links to Design Options — Portlaoise
Dublin on the M7 in 48 minutes and by train in Lighting & Art
as little as 41 minutes- an excellent choice for a Global Brands From The Interiors NRD Studio
relaxed daily commute Collection
IMAGES:
Site: Foxburrow By Hollybrook Homes
Designer: Natasha Rocca Devine — The Interiors
NRD Studio
Photographer: Cosmpolito — Declan Cassidy
Agent: John Dunne — Hume Auctioneers
*Contact: +353 (057) 8681111
Or [email protected]

NATASHA ROCCA DEVINE


















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WHAT IF we HOME STAGED in MIAMI?

A simple question that led to the realisation of a dream — my dream!

“Everything is possible for those who This story started two years ago now, when I was
dream, dare, work and never give up.” looking for inspiration. I wanted to nd a success story,
a company that does things in a big, serious way, and
— Xavier Dolan that would show me how to go from craftsman to
ETIENNE CLAUDE industrialist.
My name is Etienne Claude and I have been a home
MOBERS - Enhance to sell better stager for three years. When I started in real estate in
[email protected] 2015, I had to sell a huge house that was completely
0671589254 empty. It was winter, the owner had died in the house,
mobers.fr and in short, morale was at its lowest: there was no
emotion during visits as it was freezing. I went to my
boss and asked him if we could nd a solution to warm
the environment by installing furniture and decoration
to create emotion and enhance this property. He gave
me the best answer, the one that would make me
change things: "Etienne, drop the furniture, try to lower
the price!" That was the day I decided to start my own
business: Mobers – furniture & transaction.
Quickly, I realised that I was missing examples of
professionals in home staging so I researched and the
answer was often the same: it is in the United States
that it happens! So I naturally turned to the association
of home staging, the IAHSP. More precisely, I turned to
Francky Boisseau, a man of gold that I met at the RENT
show in Paris. He is the head of a home staging
company in the Paris region: FBO France.
Right away he told me: “You have to contact Sandra
and Lyn from Luxe Home Staging and Design in Miami.
I met them on a show they are super nice and above
all, they have extraordinary experience. You tell them
you know me, you’ll have a great time.” Thanks again,
Frank!
That was the beginning of my American adventure;
after several exchanges by email, we managed to plan
a meeting date at the end of 2021. I had no idea what
was going to happen or where I was going, but I was as
excited as a child on Christmas Day. For several months
I focused on my English classes so that I could
exchange, understand, be reactive, and above all, miss
nothing.
Once there, I was able to experiment with theory and
practice. I met Sandra and Lyn in their of ce and they
gave me a very warm welcome. I spoke to them about
my way of working, my desire to learn, and how I work

38







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in France. They did the same by explaining to me their
methods and their organisation. A few hours later
something extraordinary happened. In my head, I was
dreaming of a huge, tidy, and organised warehouse,
with lots of colour choices, materials, shapes, and
furniture of various styles that could t in so many
facilities. That day in Miami, a door opened to my
dream. It was HUGE! Rows of paintings, cabinets, chairs
to the ceiling, and hundreds of decorative objects like
a real Ali Baba cave. Sandra and her team explained
everything to me on how to organise, prepare, select
colours, protect, organise delivery, manage software,
and scan products. In short, all the different stages: the
best training possible.
Step 2: Practice with an installation in a house. For my

rst appointment, I had sweaty hands but the desire to
succeed. We went to the centre of Miami baby! When I
arrived in front of the house it was far beyond all my
hopes, far beyond all my dreams. Three trucks, seven
drivers, and three Home Stagers. No doubt, this is the
XXL version of home staging. I quickly realised that we
weren’t playing in the same yard at all and that I was
going to learn a lot throughout the installation day. The
quality of the furniture, the richness of the decorations,
the number of accessories: nothing is left to chance
and everything is grandiose. This huge empty house
was lled in the morning with extraordinary furniture,
all different, new, and, above all, of very good quality. I
was given the opportunity to organise a space and
propose an installation for a room. It was an express
and extraordinary learning day.
On the second day, it was about the ornamentation of
the walls: paintings, paintings, and more paintings.
They were so big, so beautiful, so colourful, and it was
fantastic. Paintings are the speciality of Sandra Holmes,
and it shows. These works of art completely changed
the world of the house and gave it a soul.
During these two days of installation, I learned so much
about their method, the tools used, the organisation,
the deliveries, the installation, the alignment, and
respect for the measurements. Everything is important
and everything remains in my mind. What is funny for
me is that before I went to Miami when I saw the
American decoration installations I often found it very
loaded, almost too much, and I did not feel at all in
accordance with this style. But once I’m here,
everything seemed logical, everything seemed so
much in its place... the magic had worked!

ETIENNE CLAUDE





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The PSYCHOLOGY
of BUYING HOMES

Why houses are selling
thanks to emotions
&

Why emotions sell houses
and how vendors and estate
agents can capitalise on a
house sale by understanding

a few simple marketin
techniques.

WHY DO CONSUMERS BUY ONE In recent research (January 2020), carried out
PRODUCT OVER ANOTHER? by School of Psychology of University of
Plymouth, UK together with the Center for
Why do all the rational pros and cons in a Mind/Brain Sciences (CIMeC) and the
purchase drive us towards a speci c brand Department of Psychology and Cognitive
but, at the end, we choose a different one? Science of University of Trento, Italy,
I still remember how I was deeply attracted to researchers provided mechanistic
these aspects of the topics of the “Psychology explanations for diverse biases that can drive
of Marketing” exam I prepared many years decision makers away from their own
ago, when I studied Occupational and preferences or from rational choices.
Organisational Psychology at Padua It is now clear that affective factors can exert
University in Italy. robust effects on an individual’s decisions.
My Psychology career has later driven me into Because these factors can be manipulated
different sides of the human behaviour, but externally, academic research and theories
my interest and curiosity about the are of great interest to the marketing industry.
psychological process behind consumer Harvard professor Gerald Zaltman says that
behaviour have always been a focus. And I actually 95% of Purchasing Decisions Are
am actually fascinated by how, over the years, Subconscious: “Emotion is what really drives
emotional contents have reached higher than the purchasing behaviours, and also, decision
rational ones in marketing products or making in general.”
services: “Advertising is geared towards both Well, in recent years, examples of emotion-
thinking and feeling. However, feeling seems based campaigns are everywhere, we can
to rank higher.”
Based on advertising campaign performance, nd them across all elds, whether it is a
31% of ads with emotional pull succeeded primary good, a technology product or a
versus the 16% success of ads that focused service, whether it is expensive or cheap. Just
on rational content. Emotional response to an think about Nike’s "Just Do It" campaigns that
advertisement, rather than the ad’s actual often feature elite athletes that have suffered
content, produces great in uence on the hardship or made sacri ces to get to the top.
intent of a consumer to buy a product. (D. and Apple may be the perfect example of a
D. Dornsife, University of Southern California, company that utilises emotions to create a
2018)


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best: furnished, decluttered and able to
evoke a desirable lifestyle, the right one for its
own target buyer.

connection with consumers and brand loyalty With the exception of developers who invest
over time: their strategy uses simplicity, clean in Show Homes, however even those are but
design and most importantly, a desire to a small part of the market, when we visit
become part of a lifestyle movement. Rightmove or Zoopla we see, even today, too
Airbnb’s campaigns are another example of many badly made beds, exercise bikes in the
wise use of storytelling to create an emotional middle of the living rooms, dog’s bowls in the
connection with potential customers. kitchens and personal toiletries in
Car companies, have always toiled to foreground. Even occasionally washing up
establish their individual brand images and still left in the sink.
build up their personalities in the minds of And all of this is not appropriate for a market
consumers evoking, in their campaigns, that in 2020, year of the pandemic, generated
emotions and desires of their targeted over 68.1 billion British pounds in turnover.
consumers. Now, you might be thinking that houses are
selling anyway, and it is true, but why not sell
them faster and for more? Increasing at the
same time the Real Estate Agencies credibility
and differentiating them from competitors?
Because, that exactly is where marketing
property should go, should not it? If that is, it
followed the psychology of marketing for
other products.

Cars marketers’ effort in discovering how to
elicit these emotions and meet these desires
from a psychological perspective is clearly
worth it, not surprisingly in the industry that
represents one of the main expenses for the
vast majority of us.

But actually, a car is not the main asset in a The Home Staging Report UK & Ireland 2021
person’s life, is it? As property market players,
we know it is not. So, after examining the Why is such an important industry still largely
importance, nowadays con rmed and utilised overlooking the importance of emotional
in every industry, after decades of academic, connection of their customers with a product
scienti c and practical studies, of emotional (houses) that is, by de nition, so deeply
connection with potential buyers in their connected with emotions? Our home is
purchasing decision, how do we rate the where we live with our loved ones or where
property marketing? Are selling houses, on we nurture our passions, where we celebrate
the market in the UK for 250K, 400K or even important events with family and friends, a
over million pounds, properly presented and place where we nd shelter and peace after a
marketed in order to evoke emotion and instil hard work day.
the desire in a person looking for a new
HOME?
I would say, de nitely, no. If you’re asking
what is meant by emotional advertising in
property market, just think about a house
prepared, presented and photographed at its

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Why supermarkets have understood, and for Images courtesy of EmotiHOME
years, the importance of “ rst impression”
and that is why in a supermarket you nd the before staging and then found a new owner
toilet tissue in one of the latest aisles, while in a couple of months after my professional
fresh fruit and owers are near the front? Why preparation.
supermarkets do that but, in many houses, we I helped Danny and his family in transforming
bump, right at the entrance, into the owners’ their cluttered cottage in Telford into an
shoes (and their smell)? attractive and marketable property that sold
very quickly.

Research says (at this point you will have I also worked with Fiona, that after losing her
realised how I love research-based facts!) that mum, was struggling with her beloved home
only 10% of buyers are actually able to and needed someone to support her in
visualise the house’s potential, when it is decluttering and reorganising the space of a
empty. So, what about the remaining 90% stunning bungalow that sold over asking
who are looking for a new home? Of course, price in less than 2 weeks.
if they need a new place to move in, they will One of my favourite parts in my job is just
make an offer, but most likely, it will be lower being able to facilitate my customers in
than asking price, they will take more time starting the new chapter of their life, whatever
before taking the decision and they will it is, and, even if I never meet the new buyers,
probably face one of the most important I love the idea that my job helps them to fall
purchase in their life without being in love with their new home. Because, as I
completely happy with that. learned from Francesca Greco, Director of
For personal and professional reasons, I have Home Philosophy Academy in Milan (Italy)
been, on many occasions, looking for a new where I started my training, “Home Staging
house and I still remember the big effort in cares about people, Houses are just a pretext
going over the occupiers’ clutter and their to do it” (cit Barb Schwarz, the creator of
own personal items to see myself in there, or Home Staging).
even to imagine how to put my furniture in an
empty house. So, when I rst heard about MICHELA CARAVATI
Home Staging, as psychologist and property
market passionate as well as user, I EmotiHOME, Shropshire.
completely felt in love with this powerful www.emotihome.com
marketing tool which was yet to be
completely understood in European
countries.
In recent years, since starting my Home
Staging business, I supported Richard, an
estate agent in Shrewsbury, in marketing a
lovely but “dif cult to sell” empty apartment
which stayed on the market over a year







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Established in 2004, MILC has grown Our talented and experienced design HOME STAGING EXPERTS
to become one of the most prolific team incorporate unique and beautiful AVAILABLE IN LONDON,
interior design studios in London design solutions into every project and HONG KONG & DUBAI
and Manchester, winning awards for ensure that MILC clients receive the
projects all over the world. We are very best service possible. Experience www.milcstyle.co.uk
highly design focused and understand has taught us that compromise is not
that both developers and private an option in the UK property market,
clients need a tailored, personal which is why we are seen as market
approach to their projects. leaders in interior design.

The BUSINESS
of HOME STAGING

So, you’re a creative? Well, buck up your ideas — the power away from external, potentially
you’re in the cold, hard business world now! unreliable components of the business world
Such is the wall many pro-home stagers waltz and hand it over to you.
into during their career. Creativity is a fantastic First things rst. Have you ever heard yourself
starting point for any businessperson, in any asking one of these questions?
industry. After all, who’d turn their nose up to - How do I price my services to ensure myself a
someone who can intuit a room’s multifarious pro t?
staging needs, implement them, and exceed - Where on earth do I nd new clients?
expectations? - Furniture: I’ve got too much (or too little).
The problem is latent in a edgling Home When’s the right time to stop buying?
Stager. It’s sad to say, but: there’s only so far that If you feel like there’s an echo somewhere in the
full-throttle creativity can take you. house, then a business course is right for you.
Where would Dalí be without a canvas to paint
upon? To what dirty gutter might Brontë have WHY the HOME STAGING
slunk without her publisher’s printing press? In BUSINESS COURSE?
what rotten hovel might Kubric have strained his
days without the 9.8mm lens on which he Well, the syllabus has been developed by a
captured A Clockwork Orange? team of experienced stagers and business
In a roundabout way I’m trying to say that owners. This includes the expertise of quali ed
creatives have to collaborate to thrive. business coach Elaine Penhaul (Lemon and Lime
As a sensational stager your secondary resource Interiors).
— the rst being that tremendous air for With over 30 years experience advising senior
interiors you possess — is your business know- leaders in a diverse range of sectors (from
how. police forces to the Royal Yachting Association,
Indeed, the Home Staging Association UK & Elaine’s full of surprises), HSA Business Course
Ireland have had an incredible volume of students are in good hands.
requests for a course that might develop that Alongside Elaine’s database of professional
secondary resource. pro ciency stands the HSA UK & Ireland’s
During these tremulous times, too, Home Founder and Director Paloma Harrington.
Stagers are nding that streamlining their Paloma - alongside running her own businesses
business is of incredible value. In a sense, what and tending to the HSA UK & Ireland - has
the HSA’s Business Course seeks to do is take contributed continuously to the IAHSP and

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IAHSP Europe, and co-founded the Brazilian Between classes, they are both available for questions
Home Staging School Núcleo de Home Staging. or if you need help by phone- invaluable course I
think if you are starting off on a home staging
WHAT'S SO SPECIAL business journey."
about the HSA COURSE? — MAURA MACKEY of MAURA MACKEY
If I had to pick four things that differentiate the DESIGN
Home Staging Business Course from any other
run of the mill course, it’d be these: WHAT TO DO NEXT
• Modernity. The staging market is changing Here’s how you can take steps to ensure a place
quickly, day by day, and many stagers feel on the next round of Home Staging Business
their lack of business acumen is dragging Course sessions.
them down. One - read more about the course (you’ll be
• Customisability. The course leaders’ focus is delighted to nd a plethora of additional
making your business run your way. information).
• Ef ciency. The training sessions do away with Two - register your interest with an email
uff - each of the three classes clocks in at one address: this will notify you when the course is
hour thirty minutes long. re-available.
• Open-endedness. The HSA’s Business Course Three - dust off your Excel spreadsheets and
doesn’t slam the door on your way out. Course business-savvy, because this course does not
staff seek to provide continuous coaching and mess around.
learning opportunities. Four - enjoy the bounty the HSA’s Business
Don’t take my word for it! Here is a stunning Course packs in!
testimonial from a happy graduate: Visit courses.homestaging.org.uk for more
"I was delighted I started the online staging course information.
with Paloma & Elaine, it’s a very informal course
which I love, they make you feel so comfortable & WILL TURNER — HSA
encourage you every step of the way to make the most
of your business or start-up business opportunity!
Every stage of the course is discussed in detail.
No question is frowned upon which is so important
when starting off. I feel like I’m having a coffee with
friends while learning new skills so that’s a plus.

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INTRODUCING:

sort style and stage

FIVE BED FAMILY HOME —
REPAIRS & STAGING ADDED

£176k to PROPERTY VALUE
and it SOLD in THREE DAYS!

We love helping our clients achieve their
goals, this is one of the reasons why we
are the Home Staging Company of the
year 2022 for London and the South East.
Take a peek at one of recent successes!
Our client wanted to maximise their
chances of selling and achieve the highest
price. Although the property had plenty of
space, it felt unlived in. It also needed
some repairs – primarily painting. We set
out what needed to be done and our
client gave us the go ahead.
Once the repairs were complete, the
property was ready for staging. As this was
a lived-in family home, we were sensitive
to their needs and developed a design
plan which accentuated the property as
much as possible. We knew the likely
buyer would have a family, including small
children and so we wanted to draw in
those buyers. One way we achieved that,
was the creation of a young child’s
bedroom – it was fun and full of
imagination! We also created a family
friendly ex space with dining and relaxing
zones. As we always look at our client’s
property holistically, we also added
several improvements externally. For
example, we turned their storeroom into a
home gym.

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The end result is a welcoming and relaxing
family home with clearly de ned spaces
where buyers can imagine themselves
living there. The property was valued at
£1.5m and 28 viewings were booked over
2 days. 27 potential buyers visited the
property and their feedback was
incredible. So much so, that there were 9
full ask offers and on day 3 there was a
second viewing followed by an agreed
sale at £1.76m, an incredible £176k
added.
Our client is delighted:
"It was an absolute pleasure working with
Ceri to help stage our family home. We
found her company on bark and from the
very get go Ceri was professional and
incredible knowledgeable!! She prepared
an extremely detailed report on our home
after the rst consultation which detailed
how she could improve our home. We loved
Ceri straight from the get go!
Then came the home staging which blew us
away, the small details, amazing furniture
and Ceri's amazing team breathed life into
our rather bland home! We still cannot
believe how amazing our home looks! Ceri
with her incredible and friendly team did a
fantastic job!
Ceri really is a dream to work with, if you
are reading this please do not hesitate to
contact her. We will de nitely be working
with Ceri in the near future and have
already recommended her to family and
friends!"
— A KUMAR

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