June 27, 2023, 1:09 pm | Read time: 6 minutes
Home staging is a trend in the real estate market that is becoming increasingly popular in Germany. It involves combining appealing interior design with a savvy sales strategy. This gives potential buyers a better impression of how the property could look when furnished. How much additional profit can be made?
Whether private individuals, real estate agents, or project managers–many are already embracing the trend of home staging. The practice began in the 1970s in the U.S. and then spread to Germany via the UK and Scandinavia. The Netflix series “Selling Sunset” further popularized this form of real estate styling here. But what exactly is behind it? Does it really make selling easier? And is the sale price truly higher? myHOMEBOOK spoke with an expert on the topic in a video interview. Birgit Brauer-Ziem is a professional home stager from Berlin. She explains how she got into it, who benefits from it, and whether it’s as glamorous as it seems.
What is Home Staging?
“Home staging is the professional preparation of a property for sale,” says Birgit Brauer-Ziem. “You can think of it like a used car. It’s cleaned and the scratches are fixed beforehand to get the best price.” The target audience for the apartment or house also plays an important role. “Then the apartment is prepared–with furniture, accessories, lamps, and pictures. As if the prospective buyer could move in directly,” the expert explains. In the video, she goes into detail about her work:
Essentially, properties are “depersonalized” and set up to be appealing and inviting for the targeted audience. However, it can sometimes be a challenge for home stagers, especially if the sellers still live in the property.
What Happens When the Property Is Still Occupied and Needs to Be Sold?
In some cases, the owner still lives in the property to be sold. This is less of a problem for home stagers than for the resident, says Brauer-Ziem. “For the owner, it always requires discipline. That means the fluffy towels I bring can’t be used; they’re just for showings. The kitchen is always super tidy, there are bedspreads with matching pillows, and so on.”
In many cases, however, residents don’t have to live in this state for long. Usually, the property sells quite quickly once it’s staged.
Who Benefits from Home Staging?
Home staging is not only suitable for private individuals. Primarily, the measure is also aimed at real estate agents and project managers who want to sell quickly. Those who choose this type of property styling must always be prepared to put in some effort. Who is it worth the effort for? Brauer-Ziem answers this question in the following video:
What About Value Appreciation?
Home staging costs money–and it should be worth it. Home stagers themselves receive one to three percent of the sale proceeds. However, this must cover the cost of furniture, as well as other expenses like moving and photography–the remaining surplus goes to the seller. But how much value appreciation can one actually expect? Brauer-Ziem explains in the video how much value increase is really possible:
In essence, home staging can influence the appeal and presentation of a property, making it more attractive to potential buyers. This, of course, can’t be achieved with outdated furniture. Home stagers must always know what’s currently trending in interior design.
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In recent years, home staging has also become established here in Germany. So far, it is mainly used by real estate agents or project developers, but also by private individuals who want to sell quickly. With rising interest rates, this trend is becoming more popular.
“Especially with rising interest rates, selling isn’t as quick anymore,” says Brauer-Ziem. “That’s when you need more help selling and have to appeal to people on an emotional level, and that’s where home staging comes into play.”
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What Happens to the Old Furniture?
When properties are viewed, it can sometimes happen that the furniture is of great interest to potential buyers. However, the furniture is not included in the price, as Brauer-Ziem explains in this video:
Which Interior Design Trends Are Popular Right Now?
For example, a few years ago, copper was very popular, but now the material is no longer as favored, according to Brauer-Ziem. “I’ve had my eye on teddy fleece, which is now coming into style–armchairs, for example. I find it quite beautiful,” the interior expert enthuses. “Additionally, the topic of home offices is in demand,” explains the expert. “How can I create a space at home where I can also work?” But eventually, every trend goes out of style.
Related: Cohousing – What’s Behind the Housing Trend?
What Actually Happens to the Old Furniture?
When properties are viewed, it can sometimes happen that the furniture is of great interest to potential buyers. However, the furniture is not included in the price, as Brauer-Ziem explains in this video:
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Which Way Is the Trend Going?
Over the past few years, home staging has also become established here in Germany. So far, it is primarily used by real estate agents or project developers, but also by private individuals who want to sell quickly. With rising interest rates, this trend is becoming more popular.
“Especially with rising interest rates, it’s selling more slowly,” says Brauer-Ziem. “That’s when you need more selling points and have to engage people emotionally.” And that’s where home staging comes into play.
Related: Cohousing – What’s Behind the Housing Trend?
Not as Glamorous as It Seems
Home staging sounds like a career with a future, but potential candidates should know it’s not an easy job. It can be hard and labor-intensive. “The most exhausting and time-consuming part is actually packing and unpacking in the warehouse and setting up and taking down everything in the properties,” reports Brauer-Ziem. Home stagers have a considerable inventory and storage space. And they also set up and take down in the properties. And that can sometimes be in an attic apartment.
Watch the full video interview with Birgit Brauer-Ziem on our YouTube channel.