Emotions Sell -3 simple, steps to setting the scene and getting the sale!
emotion, emotion, emotion
Capturing the interest of buyers can be as simple as creating visual ‘cues’ or scenes both inside and outside the property that will trigger a positive response to what they are seeing.
The key to success is to make certain that the setting presented is relevant to the majority of buyers and will both capture and maintain their interest.
So where do you start?
It’s as simple as 1-2-3…PLAN-POSITION-PROMOTE.
#1 Plan: Educate Sellers Upfront
Providing ‘full service’ means offering professional advice, suggestions and remedies when needed, to sellers….including issues relating to cleanliness, clutter or style. Your expertise in preparing homes for sale and consulting with sellers is invaluable and timely with regard to sellers staying ahead of the competition.
Stay True to the Function of the Space
Buyers get confused when rooms are not used for their intended purpose. If it’s a dining room, make certain there is dining room furniture in the room…and not office, game or toy related items taking over the space. Master bedrooms need to look like master bedrooms and secondary bedrooms should not take on the function of a storage room.
Net It Out!
Sellers tend to lose their objectivity after living in a home a long time. They become oblivious to what surrounds them. If buyers are to envision themselves living in the property, it is imperative that the seller’s ‘imprint’ —themes, memorabilia, collections, ‘me museums’ be removed.
In order to eliminate sensory and visible overload, everything that is not used on a daily basis, is obsolete, redundant (multiple tables, chairs, etc.) dirty, worn or dated should be removed from all rooms—and don’t forget the outside of the property. Remember… first impressions are lasting!
#2 Positioning: Top Selling Props
Ambiance is the goal. Freshly painted walls, sparkling windows and light fixtures, carpets that are cleaned, uncluttered surfaces and fresh scents all contribute to creating a positive first impression.
However, going one step further and creating a ‘call to action’ by adding some well thought-out props will help buyers feel connected to the property and to envision themselves living there.
Top props for setting inviting scenes:
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Fresh flowers near entry, on dining room table or on bedside table
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Battery operated candles
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One or two books on a chair or ottoman, bedside table or on a chaise lounge overlooking a pleasant view
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Teacup and saucer w/napkin on a chair side table or on a tray that can be placed on an ottoman or bed
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Bath salts and candles on a tub surround
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Afghan draped across a chair near a fireplace
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Bowl of fresh fruit on kitchen counter or table
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Bottle of wine and glasses on a tray by a fireplace
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Full place settings (placemats, napkins, dinnerware) on dining tables—inside and outside.
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Soft background music
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Game board set up on table in family room
Vignettes tell a story
A vignette is a ‘mini scene’ or themed arrangement and is used frequently to create a specific mood. They are quite useful when it comes to helping buyers see the potential of a property. A vignette can be as simple as a music stand with sheet music opened and a violin propped up against it—and don’t forget to have soft, classical music playing in the background. More frequently vignettes are comprised of one or two chairs, a small table in between with a lamp, a couple of books and some greenery. For an added burst of color and texture, an area rug can be added to the arrangement. If there is a view to highlight, position one or two chairs, ottoman, floor lamp and greenery along with two wine glasses and bottle of wine to visually help the buyers imagine relaxing and enjoying the view. Bottom line, determine the best features of the property and set the stage to highlight them.
#3 Promote:
Photos and virtual tours. Emotions can also be triggered with eye-catching visuals in your marketing materials. Include the scenes you’ve set in various areas inside and outside the property.
Open houses (both broker and public). Have a fire burning in the fireplace in the fall and winter; open windows and patio doors to let the outdoors in whenever possible. The sound of water coming from indoor and outdoor fountains elicit a comfortable and inviting feeling to visitors.
Computer program or cue cards: If the property is challenged with a confusing floor plan or has rooms that can be used in a variety of ways, S-P-E-L-L is out for the buyers! Use ‘cue’ cards in those areas to suggest the multiple uses for a room and post the cards where they are easily visible in the room. A more dramatic and highly effective tool would be to use a computer program to draw one or two possible remodeling floor plans and attach to the door of the problem room.
Buyers can’t make changes mentally and tend to think remedies might be impossible until they see potential layouts visually laid out for them.
‘Seeing is believing’ and ‘what you see is what you get’ both address the fact that our visual intake has a direct effect on our emotional assessment of things, which in turn, determines the actions we take. The National Association of Realtors statistics show that the longer a home is on the market, the less it sells for…which should send a strong message to sellers. Take action upfront and do everything possible to help buyers not only see the best features of the property, but to emotionally see themselves living there.
Remember…emotion sells!
Written by Sandy Dixon, http://www.InteriorArrangements.com 2008
