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We've noticed a recurring trend in the industry. House builders often request us to stage their largest and most attractive properties as show homes, leaving smaller houses in the development overlooked. While this approach may seem logical at first glance, it raises important questions about marketing strategy and potential missed opportunities.
The Allure of the Flagship Property
It's understandable why developers gravitate towards showcasing their most impressive homes. These properties, with their spacious interiors and eye-catching features, naturally draw attention and create a strong first impression. They serve as a powerful marketing tool, demonstrating the highest quality and potential of the development. It is a proven technique that Developers have been using for a while. However, they are seeing the same problem each time... the flagship show homes sell quickly, leaving the smaller or less conventional properties on the market, dropping in price.
The Case for Staging Smaller Properties
There are compelling reasons to consider staging a range of property sizes within a development:
Broader appeal: By showcasing various property types, developers can attract a wider range of potential buyers, from first-time homeowners to downsizers.
Highlighting versatility: Staging smaller homes demonstrates how clever design and furnishing can maximise space and functionality, potentially increasing their appeal.
Realistic representation: Providing staged examples of different property sizes gives buyers a more accurate picture of what they can expect, potentially leading to higher satisfaction and fewer surprises.
Striking a Balance
The key to an effective show home strategy lies in finding the right balance. In an ideal world one of each house type would be staged. However, this isn't always possible, so whilst it's important to have a flagship property that showcases the development's best features, there are ways to approach the forgotten properties:
1. Rotate staged properties: The most savvy house builders ask us to periodically change which homes are staged, ensuring that different property types get their moment in the spotlight.
2. Staged vignettes: Instead of fully staging every property, create beautifully styled areas within smaller homes to spark buyers' imaginations.
4. Diverse styling: When staging multiple properties, use different design styles to appeal to the appropriate target audience to demonstrate each home's unique potential.
By adopting a more inclusive approach to show home staging, developers can ensure they're showcasing the full range of their offerings, potentially attracting a broader customer base and maximising sales across all property types.
Remember, every home in your development has the potential to be someone's dream home. Let's make sure you’re not left with properties that are difficult to get rid of!
Contact us to discuss how we can ensure you are not losing money on your projects.
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