By Brian Balduf, VHT Studios
Appealing to home buyers is all about making that emotional connection. Smart marketers know emotions trump other factors, especially when you hear buyers say the listing “just feels right.” They may be searching for a new house, but they’re envisioning their next home.
Buyers’ emotional experience while home shopping is heightened even more by stunning real estate photography that is the attention-grabber in the age of Facebook, Instagram, Pinterest, YouTube and Houzz.
Breathtaking photographs and video stir buyers’ emotions and imaginations and prompt dreams about how they’ll live in that home.
New virtual staging tools go even one step further. Virtual staging makes a listing stand out and allows buyers to visualize their dreams – not only in their minds – but on their monitors or mobile devices.
When marketing to those buyers, virtual staging allows real estate professionals to present the rooms of a listing in many styles and functions, enabling agents to reach the widest audience possible by appealing to myriad tastes and lifestyle needs.
Virtual Staging blows up the current one-size-fits-all listing model and gives real estate pros far greater flexibility in customizing a listing to the desires and expectations of their perceived audiences.
It starts with high quality photographs, the standard for showing how a home is currently furnished and decorated today for its current owner. Virtual staging tools inserted into or enhancing those photographs amp up the features of a listing and showcase why each room is a great space and how it can be used, whether the prospective owner is a workout enthusiast, a craft hobbyist, or a new parent.
Also, virtual staging eliminates the expense of renting furnishings or hiring traditional stagers, while allowing buyers to mentally prepare how they can live in their prospective home.
Virtual staging helps buyers look beyond the stark, off-putting appearance of a vacant room. It also presents decorating options that enhance, for instance, a living room containing worn carpeting and outdated furniture that could leave a bad impression.
Virtual staging presents a property’s potential and can attract and interest different audiences with a variety of lifestyles.
See for yourself how virtual staging was used successfully by Robert Pribyl and Bernadette Ray, with Berkshire Hathaway HomeServices KoenigRubloff Realty Group in Chicago. Robert says they took advantage of virtual staging’s flexibility for a vacant and fully remodeled 130-year old house in the trendy Logan Square neighborhood.
“This neighborhood is very hot. It’s become a magnet for millennials and high-net worth investors, so we needed to showcase how single professionals or families with different needs might live in the home,” Pribyl says. “I like the modern furniture that buyers see in the living room – it fits the style of the buyers I’m trying to attract. The home looks more appealing to buyers when they can see select rooms that are furnished.
They used virtual staging to showcase how a bedroom might appeal, for instance, to a young couple with a newborn. They also transformed that same vacant bedroom into an office and an exercise room for a young entrepreneur or a workout enthusiast.
In the finished basement, virtual staging allowed the duo to show the space’s potential as a child’s playroom and man-cave for TV sports fans and game lovers.
In just four weeks after installing virtual photographs, they received multiple offers on the listing, and as of this writing, they were in negotiations with potential buyers.
Virtual staging opens many real estate marketing options which up until now have been impossible to deploy. There are now unlimited ways to present a room’s functions or decor through virtual tools.
Real estate professionals are also applying flexibility to how they use virtually staged photographs. In addition to websites, advertising and brochures, agents are using enlarged virtually staged photographs that depict multiple room functions and placing them on easels in each room of their listings. This allows buyers to instantly recall the virtually staged home they viewed online, as well as to envision the many possibilities.
Also, consider these other virtual tools that can solve common headaches that real estate professionals have had to work through over the years:
- Virtual paint is helpful when walls need a fresh coat of paint or when dated wallpaper needs a makeover.
- Virtual declutter removes mementos and personal effects that may be cherished by the owner but are distractions to buyers.
- And virtual twilight wows buyers and with warm, romantic, and welcoming exterior views that appeared to be photographed at dusk.
Here’s another example of a virtually staged living space at a listing in Rosemont, Ill. See how the space has been configured to appeal to different style preferences.
Don’t Try This at Home!
Some digital photography pros may be tempted to hire a Photoshop hobbyist to digitally alter photos with virtual enhancements. Having great Photoshop skills doesn’t guarantee beautiful virtual staging.
Installing a virtual couch into a photograph and hitting “Sharpen My Image” may do more harm than good to a vacant room. Often the end result looks like the old Colorforms stickers we played with as kids.
Experienced virtual stagers are studio and image specialists who have composition skills in real estate photography and know how to blend multiple exposures in which lighting, window views, and details are merged to create the final composite photography.
They also understand perspective, shadows, and size in relation to room dimensions.
We advocate trusting your visual marketing to a pro, just as real estate brokers advocate to their clients.
The newest visual marketing tools are proof that real estate marketing is no longer a one-size-fits-all proposition. Smart professionals are adopting these tools to reach a much wider audience, to make a greater first impression on potential buyers, and sell homes faster and at the best price.
ABOUT THE AUTHOR: Brian Balduf, CEO, chairman and co-founder of VHT Studios, has built the Rosemont, Ill.-based firm into the nation’s largest real estate photography and image management services company. Since he co-founded the company in 1998, VHT Studios has helped more than 200,000 real estate professionals sell more than $200 billion in properties through its nationwide network of hundreds of photographers and image specialists. Delivering to real estate professionals their most powerful selling tools – high quality photography and video – Balduf has worked to ensure their properties get seen more, sell faster and at the highest price. For more information, visit VHT.com, The VHT Studios Blog or find us on Facebook, LinkedIn, Twitter and Instagram.