How many times have you come across a property that a client has just enlisted you to sell, only to find that the yard is cluttered with children’s toys, old bicycles, and gardening materials, scattered all around? Then, when you walked into the home you are greeted with sights of topsy-turvy, repugnant odors, and decorating styles reminiscent of early yard sale specials. While this example may seem extreme, the reality is that properties that look rough command sales value that are 10-15 percent lower than comparable properties that have had some cosmetic overhaul to make them more appealing choices in the Sarasota housing market.

The quandary for the Sarasota real estate agent who is listing the unkempt property is how to address to the client that they require putting some effort into the property if they hope to attain the highest asking price possible. In spite of expectations, the clients probably do not see the chaos of their own property and in fact probably see what others may suppose as a dump as being a gold mine.

Because an agent in the Sarasota housing market depends heavily on referrals, and could quite possibly hold these clients for much longer than the average client, offending the homeowner at such an early stage might not be the most practical approach. Nevertheless, there is a specific profession that deals with making the home look appealing to buyers—they are known as home staging professionals. In the past, these professionals tend to limit their services to affluent clients. However, today’s average citizen is savvy to the Sarasota housing market and has higher goals to make money from the deal. Unfortunately, most individuals lack the art sense in decorating a home. These people know what appeals to them, but do not know how to go about achieving that look. This is where a home staging professional becomes essential.

Home staging is a psychological art. A good stager will be savvy to the psychological desires of humans, will understand the cultural preferences of the likely buyer, and can transform an undesirable piece of real-estate into one that is more desirable. What I mean by psychological desires for example, is that most humans have innate desires for open spaces, lot’s of light, and not too much stimulus in a home. But, some of these psychological norms are influenced by culture.

For example, many Asian cultures prize concrete with very little greenery in the form of trees or grass. To many Asians with strong cultural beliefs, concrete is considered cleaner. Thus, a good home stager will not only look to the interior of a home, but will also analyze the neighborhood to identify any cultural norms, review the exterior since this is what a prospective buyer will see first, and will assess the interior for modifications. As an active participant in the transformation, a good stager will work with the owners and may be even sub contractors to ensure the best outcome.

It is more than likely that a client will not want to enlist the services of one who stages homes. The most likely reason will be because of the initial sticker shock of the service. At an average cost of $1,000.00 for the service and another $500.00 for supplies, the thought of a stranger coming in and transforming a home that one may have prided oneself on assembling can be belittling and possibly offensive.

For some sellers, the concept of paying a professional for these services seems out of the picture and unnecessary. After all, they have never enlisted the services of home staging before, and they have been able to sell their homes in Sarasota without any trouble. This may be true in a seller’s market, but the Sarasota housing market is increasingly becoming a buyer’s market these days.