Boston Globe Article on Home Staging - Real vs Virtual Staging featuring IAHSP®

Recently, a reporter from the Boston Globe reached out to IAHSP® Chairwoman, Jennie Norris, for insights on Home Staging. They had specific questions about Virtual Staging. Check out the article here.

The Importance of Real Staging

Jennie provided valuable information regarding virtual staging when asked about the percentage of homes that are virtually staged versus those that are staged in reality. The article included some of the insights she shared. It’s always intriguing to see which content a reporter chooses to highlight during an interview. While Jennie advocated for real staging, emphasizing the drawbacks of virtual staging, the article leaned toward virtual staging as a way to attract potential buyers.

However, Jennie pointed out a critical issue: buyers should see what the house looks like online when they walk in the front door. Virtual staging can be misleading. When buyers arrive and find an empty house that doesn’t match their online expectations, disappointment sets in. This often leads them to scrutinize the property, noticing all the condition issues and flaws.

Real Results from Real Staging

Consider a property recently staged in the Denver region. It sat on the market for 140 days without any offers. Just one week after undergoing REAL STAGING, the house was under contract and closed within 30 days! REAL STAGING WORKS! It creates the emotional appeal that compels buyers to make an offer. Virtual Staging does not provide the results sellers want.

The Reality of Virtual Staging

To see the full information shared with the reporter, please read on.

Thank you for reaching out. Our statistics do not show the effectiveness of virtual staging compared to real staging.

I can tell you that virtual staging doesn’t work well. I often stage homes with my personal staging company here in the Denver region. Many of these homes were virtually staged but failed to sell. If I’m staging these virtually staged properties that don’t sell, I know other stagers are facing the same issue across the country.

The industry lacks clarity on how many houses are virtually staged versus those that are staged for real. Agents are supposed to indicate in an MLS description and even watermark photos if they used virtual staging, but not all do that.

Virtual staging is a cheap alternative to real staging. As a marketing tool, it only makes photos look appealing. This might help attract buyers online, but that’s where the benefits end.

I often say that if selling a property were solely about photos, real estate agents and stagers wouldn’t be necessary. It would just be about the photographer. A small percentage of home buyers might rely only on photos, but those are typically investors or second-home buyers. Most buyers are looking for their primary residence, which is a deeply personal decision and a significant investment. They don’t leave such a decision up to photos alone; they need to see the property in person.

The reality is that when people walk through the door, they should see what they viewed online. When they don’t, they feel deceived. It’s akin to false advertising.

Moreover, buying a house is an emotional decision. When there’s nothing in the house to engage a buyer emotionally, they tend to move on. Real staging captures their attention, creating a warm and inviting atmosphere. It triggers emotions in ways that photographs cannot. It provides something to focus on in a property that may not be in perfect condition, unlike a vacant house where flaws become more noticeable.

I’m happy to provide additional information for your article if you’d like.

All the best,

Jennie Norris

Chairwoman, IAHSP, International Association of Home Staging Professionals