Educate

The Psychology Of Staging Rental Properties

BY MICHELLE GAMBLE

Staging keeps your properties competitive, but if you really want to leverage your staging activities, you will find adding some psychological tricks will give you the best results. Think about it like grocery sales. Depending on where and how a product is placed on a shelf will increase sales, as marketers have studied consumer buying habits. Same idea applies to staging and buying. A property staged in a certain way can either attract or repel prospective renters. So, property owners will want to apply psychological staging techniques to make the best impression on renters. These tricks should create a positive vibe about the entire property.

Staging rental properties has begun trending more and more. According to Ron Wysocarski, a real estate broker, “More than 83 percent of homebuyers prefer a staged home before deciding to buy it. This is more common in urban areas like New York, San Francisco or Los Angeles, where the rental market is highly competitive.”

The first step is to consider the front yard and exterior. What can you do to ensure that from the moment a prospective renters arrives at the property, he or she is immediately drawn into it? Start with something as basic as outdoor lighting.

“To implement this solid and effective staging idea, you need to state the time of staging from sunset time (evening/night). Lighting up your front yard with some trending fixtures at low cost is very much effective to make the property more appealing and attractive,” said Wysocarski. “Neon lighting is trending in the housing market right now. Ten to $15 is enough to get some RGB neon lighting and the total cost of outdoor lighting could be around $100 to $150, which might increase your home’s worth by three to five percent; 90 percent of homebuyers state that this strategy is effective and appealing, and homes with outdoor lighting have the potential to get sold 19 percent more compared to the ones without.”

Next, take a look at the property’s exterior. “When it comes to making the exterior of a rental property more attractive, there are also several tricks that can be applied,” explained Alex Capozzolo, co-founder of SD House Guys. “One way is to add some curb appeal by planting flowers, shrubs and trees around the front of the property. Maintaining a well-manicured lawn and adding outdoor furniture or decor items can help create an inviting atmosphere. Additionally, updating the exterior with a fresh coat of paint or replacing any windows and doors that may appear outdated or worn can also help to draw attention to the property.” One more detail, don’t forget to wash the windows on the outside and inside. Dirty, dingy windows don’t give off a positive message.

Here’s a fun one: add a garden to the property. Many people in our sustainable-minded culture will love the idea of having a sweet, little garden. “Who doesn’t love a pretty garden outside their home, it gets even better when they give fruits, vegetables and special flowers,” said Fant Camak, real estate expert with Coldwell Banker-Caine. “A garden section with suitable plants creates an instant effect on a buyer’s mind as they look pretty, and also how beneficial it can be for them. A vegetable garden of their own could give them amazing treats around the year, even if it’s a small chili, anyone would love it. Flowers, on the other hand, are un- deniable, the ornaments of a backyard. So, the more plants you have outside, increases the curb appeal for buyers.”

Now moving to the interior of the home. Two trains of thought exist. One, some experts feel that the inside should be as depersonalized as much as possible while others believe in making it as appealing as possible, but not too specific. The experts who feel it should be depersonalized want the space to be empty with neutral colors so the prospective renters can envision their own furnishings, artwork, etc., in the space. Others think each room should be maximized by the way it’s decorated and lit.

Since trends show more interest in spaces being staged, the second school of thought makes more sense to appeal to current thinking. “The most important aspect of the house-staging process is deep cleaning,” said Matt Bigach, real estate expert and founder of We Buy Houses for Cash. “This gives the impression of a brand-new home and makes it look more organized. It is also important to declutter the indoor space, as this can make it look more spacious.” In fact, most experts asked mentioned decluttering as a common trick for instant results.

Decluttering also adds to this next recommendation. “One of the most important tricks to making a space more appealing is to use psychology to manipulate the buyer or renter’s perception,” said Calvin Widmore, at CFO IBR, a real estate investing company. “For example, you can make a space feel larger by using light and bright colors or adding mirrors. You can also make a space feel more private or intimate by using softer colors and adding more personal touches.”

The psychological tricks revolve around creating the magic around the space. “One of the most effective tricks to make a rental property more appealing is to create an illusion of space,” said Capozzolo. “This can be done by using furniture that isn’t too big or bulky and strategically placing mirrors, artwork and other decor items to help draw the eye away from any areas that may appear cramped. Additionally, adding touches such as fresh flowers, plants and scented candles can help create a pleasant atmosphere that will make the space feel inviting. Finally, decluttering surfaces and ensuring all areas of the property are clean and organized can also help create an appealing overall look.”

“My go-to tricks to enhance any room include playing with light, creating open spaces, and utilizing mirrors,” said Joy Aumann, a licensed realtor (CIPS), founder of Luxury SoCal Realty. “Light is one of the most critical elements when it comes to staging a space. Natural light from windows can create a bright, inviting atmosphere, and strategic placement of lighting fixtures can be extremely effective. Taking advantage of indirect lighting from lamps and overhead lighting can create a warm, cozy atmosphere that’s perfect for relaxing.”

Here is also an important, often overlooked detail – smell. Some people are sensitive to smell. When someone walks into a space, it should not smell musty, moldy or just off. If someone had pets in the place, use pet odor remover that contains enzymes to eat up that urine or feces smell. An off-smelling place can immediately inundate the renter’s senses and turn him or her off.

“Smell can count for a lot here,” said Leonard Ang, CEO of iProperty Management and Leasing. “Taking the time to air out a stale apartment and supplementing that with scented candles, flowers, or fresh-baked cookies is a great way to make a space smell inviting.”

Finally, color plays a critical role in perception. “Adding pops of color to a home is my favorite because it instantly brightens and lifts the mood of the home,” said Eric Bramlett, realtor and the owner of Bramlett Residential. “It helps make the home feel vibrant and inviting while also creating visual interest, which makes potential buyers picture themselves living in the home. Color can be used to draw attention to certain areas or features in the home, like a brightly-colored accent wall that adds a unique touch to a room. Color can also be used to downplay areas, such as dull kitchen areas, by adding some vibrant kitchen accessories and textiles.”

It all boils down to renters being able to see themselves in your space. If they’re not instantly drawn to it and find elements of the property troubling, they’re not going to be inclined to choose that place to live. Home is for many people the most important place, so it’s critical that your space shouts, “Live here. You’ll be happy.”