What is home staging? The latest method to increase property value

1. Home Staging Basics

Home staging is the spatial presentation of a home or rental property that is up for sale to make it look more attractive to potential buyers or tenants. By arranging furniture, lighting, and accessories to create a showroom-like atmosphere, the aim is to create the feeling that "I want to live here."

Rather than simply "decorating a room," it is positioned as a marketing method that maximizes the value of real estate .

2. History of Home Staging

This idea began in the United States in the 1970s.

At the time, real estate agents were having trouble selling vacant properties, but when they started adding furniture and decorations to create a "homey image," deals started going more smoothly.

It subsequently spread rapidly in Europe and the United States, and it is said that home staging is now used in approximately 70 to 80% of used home sales in the United States, Canada, the United Kingdom, and other countries.

In Japan, however, home staging has only just begun since the 2010s, and its adoption rate is still only a few percent. However, in recent years, interest in home staging has been rapidly increasing along with the promotion of the distribution of used homes and the expansion of the renovation market.

3. The profession of home stager

The professionals who actually do the home staging are called "home stagers."

They are slightly different from interior coordinators and designers, and specialize in "maximizing the appeal of real estate from the perspective of residents . "

In Europe and the United States, the profession of "home stager" has been established, and they are active as professionals who use their knowledge of interior design to increase the value of real estate. Recognition of this profession is gradually spreading in Japan as well, and it is attracting attention as a new career path in the interior design industry.

The role of a home stager

• Analyze the target audience for the property (young couples, families with children, seniors, etc.)

• Select furniture and accessories to create a balance between a sense of life and sophistication

• Collaborate with real estate companies and sellers to contribute to sales strategies

In Japan, the Japan Home Staging Association has established a qualification system and is training people to work as professionals.

4. The benefits of home staging

• Improving sales speed

According to research in Europe and the United States, staged properties are sold 30 to 50% faster on average . A similar trend is seen in Japan, where staged properties make it easier for potential buyers to imagine living in the property, facilitating a smoother purchase decision.

• Increased closing price

According to a survey by the National Association of Realtors (NAR), homes that have been staged are often sold for 6-10% higher . In Japan, there is also a tendency for "less negotiation on price," which ultimately leads to a favorable transaction for the owner.

• Differentiation from competing properties

In recent years, property searches in Japan have become centered on comparing photos online. Tastefully arranged photos are far more eye-catching than vacant or cluttered interiors. Home staging is a powerful differentiation strategy that helps you get chosen within the first few seconds.

• Improving occupancy rates for rental and private lodging properties

Home staging is effective not only for selling, but also for rental and private lodging properties. By creating a well-designed interior, you can create a photogenic home, which can increase booking and occupancy rates. This is especially beneficial for owners in private lodging markets such as Airbnb, as it directly affects reviews and booking numbers .

5. Possibilities in Japan

With the declining birthrate and aging population, utilizing vacant and used homes will become increasingly important in the future. Home staging will play a major role in this regard as a way to restore old homes to their original appeal.

This is an area that could offer new business opportunities not only for real estate owners and sellers, but also for those involved in the interior design and construction industries.