You are on page 1of 33

2019 Profile of

Home Staging
March 2019

National Association of REALTORS® Research Group


Table of Contents

Section 1: Home Staging: Buyer’s Agent Perspective Page 5


Section II: Home Staging: Seller’s Agent Perspective Page 10
Section III: Buyer Expectations Page 17
Executive Summary
Home Staging: Buyers’ Agent Perspective:
• Forty percent of buyers’ agents cited that home staging had an effect on
most buyers’ view of the home.
• Eighty-three percent of buyers’ agents said staging a home made it easier
for a buyer to visualize the property as a future home.
• Staging the living room was found to be most important for buyers
(47 percent), followed by staging the master bedroom (42 percent), and
staging the kitchen (35 percent).
• One-quarter of buyer’s agents said that staging a home increased the dollar
value offered between one and five percent, compared to other similar
homes on the market that are not staged.

Home Staging: Sellers’ Agent Perspective:


• Twenty-eight percent of sellers’ agents said they staged all sellers’ homes
prior to listing them for sale. Thirteen percent noted that they only staged
homes that are difficult to sell.
• The most common rooms that were staged included the living room (93
percent), kitchen (84 percent), master bedroom (78 percent), and the dining
room (72 percent).
• It was common that sellers’ agents personally offered to stage the home
(26 percent).
• The median dollar value spent on home staging was $400.
• When staging a home, 22 percent of sellers’ agents reported an increase of
one to five percent of the dollar value offered by buyers, in comparison to
similar homes. Seventeen percent of respondents stated that staging a home
increased the dollar value of the home between six and 10 percent.
• Twenty-eight percent of sellers’ agents stated that there were slight
decreases in the time on the market when the home is staged.
• The most common home improvement items agents recommended to
sellers were decluttering the home (95 percent), entire home cleaning (89
percent), removing pets during showings (83 percent), and carpet cleaning
(78 percent).

2019 Profile of Home Staging


Executive Summary
Buyer Expectations:
• Eighty-two percent of respondents said that buyers had ideas about where
they wanted to live, and what they wanted in an ideal home (74 percent)
before starting the buying process.
• Forty-two percent of respondents stated that buyers typically thought the
home buying process would be neither easy nor difficult.
• Thirty-nine percent of respondents stated that buyers found the home
buying process to be harder compared to their expectations.
• A median of 10 percent of respondents cited that buyers felt homes should
look the way they were staged on TV shows.
• A median of 25 percent of respondents cited that buyers brought family
members with them to view homes.
• A median of 40 percent of respondents cited that buyers consulted with
family members during the buying process.
• Thirty-eight percent of respondents said that TV shows which displayed the
buying process impacted their business.
• In the last five years, 56 percent of respondents cited they have seen an
increase in the share of buyers who planned to remodel a home.
• Fifty-eight percent of respondents stated that they were not influenced to
stage homes as they saw them on TV.
• Thirty-two percent of respondents stated that buyers did have an
expectation of the number of homes they saw. Among those who did have
an expectation, buyers expected to view a median of 10 homes.
• Fifty-four percent of respondents stated that buyers’ expectation of the
number of homes they saw before buying matched the market.

2019 Profile of Home Staging


Section 1:
Home Staging: Buyer’s
Agent Perspective
Home Staging Effect on
Buyer’s View of Home
• Forty percent of buyers’ agents cited that home staging had an effect
on most buyers’ view of the home.
• Only six percent of respondents said that home staging had no
effect on the buyer’s view of the home.

Effect on Buyer’s View of Home

Has an effect on most buyers 40%

Has an effect on some buyers, but not


always
52%

Has no impact on buyers 6%

0% 20% 40% 60%


2019 Profile of Home Staging
Impact of Buyer Viewing
a Staged Home
• Eighty-three percent of buyers’ agents said staging a home made it
easier for a buyer to visualize the property as a future home.
• Buyers were more willing to walk through a home they saw online
(38 percent), and buyers’ agents identified that staging would
positively impact the home value if the home was decorated to a
buyer’s taste (37 percent).

Impact of Buyers Viewing a Staged Home


100%

80%

60%

40% 83%

20% 38% 37%


23%
7% 3%
0%
Easier to More willing Will positively Overlook Will Are more
visualize to walk impact home other negatively suspect of
property as through home value if home property impact home home features
future home they saw decorated to faults value if home
online buyer's taste decorated
against buyer's
taste
2019 Profile of Home Staging
Importance of Staged
Rooms
• Staging the living room was found to be most important for buyers
(47 percent), followed by staging the master bedroom (42 percent),
and staging the kitchen (35 percent).
• Buyers’ agents cited staging the guest bedroom as the least
important room, with just eight percent saying that it was very
important to stage.

Importance of Rooms Staged for Buyers

Living room 47% 39% 10% 3% 2%

Master bedroom 42% 41% 12% 3% 2%

Kitchen 35% 27% 24% 10% 4%

Dining room 24% 45% 22% 6% 3%

Yard/outside space 21% 36% 26% 11% 7%

Bathroom 19% 27% 32% 14% 8%

Children's bedroom 11% 35% 35% 13% 6%

Guest bedroom 8% 32% 38% 15% 7%

0% 20% 40% 60% 80% 100%


Very important Somewhat important
Neutral Not very important
Not at all important
2019 Profile of Home Staging
Percentage Change in
Dollar Value When Home
Was Staged
• One-quarter of buyers’ agents said that staging a home increased the
dollar value offered between one and five percent, compared to other
similar homes on the market that were not staged.
• Twenty-nine percent of buyers’ agents indicated that staging a home
had no impact on the dollar value that was offered.

Percent Change in Dollar Value Offer of Staged


Home
30%

20%

29% 28%
25%
10%

12%

1% 4% 1%
2%
0%
Staged No impact Staged Staged Staged Staged Staged Not sure
home has on dollar home has home has home has home has home has
a negative value increase of increase of increase of increase of increase of
impact 1% to 5% 6% to 10% 11% to 16% to more than
15% 20% 20%
2019 Profile of Home Staging
Section II:
Home Staging: Seller’s
Agent Perspective
Staging Homes Before
Listing for Sale
• Twenty-eight percent of sellers’ agents said they staged all sellers’
homes prior to listing them for sale.
• Thirteen percent noted that they only staged homes that were
difficult to sell.
• Forty-five percent of sellers’ agents stated that they did not stage
homes before listing them for sale, but suggested that the seller
declutter or fix property faults.

Stage Sellers' Homes Before Listing

Stage all homes 28%

Stage only difficult homes to sell 13%

Stage only high price bracket homes 7%

Do not stage, but suggest seller declutter/fix


45%
property faults

Do not stage homes 12%

0% 50%

2019 Profile of Home Staging


Rooms Typically
Staged When Selling
• The most common rooms that were staged included the living room
(93 percent), kitchen (84 percent), master bedroom (78 percent),
and the dining room (72 percent).
• The least common room to stage was a guest bedroom, at 28
percent.

Rooms Staged When Selling


100%

50%
93%
84%
78%
72%
64%

38%
29% 28%

0%

2019 Profile of Home Staging


Paying for
Home Staging
• It was common that sellers’ agents personally offered to stage the
home (26 percent).
• The costs of staging a home were also paid by the seller before the
home was listed (18 percent), or sellers’ agents offered a home staging
service to sellers (17 percent).
• The median dollar value spent on home staging was $400.

Who Pays for Home Staging

Seller pays before listing home 18%

REALTOR® personally offers to stage home 26%

REALTOR® offers home staging service to


17%
sellers

REALTOR® hires a professional home


15%
staging service

Seller pays after home is sold 5%

REALTORS® firm pays for home staging


2%
service

Other arrangement 18%

0% 15% 30%
2019 Profile of Home Staging
Percentage Change in
Dollar Value
Sellers Receive
• When staging a home, 22 percent of sellers’ agents reported an
increase of one percent to five percent of the dollar value offered by
buyers, in comparison to similar homes.
• Seventeen percent of respondents stated that staging a home increased
the dollar value of the home between six and 10 percent.
• None of the respondents reported that staging a home had a negative
impact on the home’s dollar value.

Percent Change in Dollar Value Offered of Staged


40%
Home

20%

33%

22%
19%
17%

0% 5%
2%
0%
Staged No impact Staged Staged Staged Staged Not sure
home had a on dollar home has home has home has home has
negative value increase of increase of increase of increase of
impact 1% to 5% 6% to 10% 11% to 15% 16% to 20%
2019 Profile of Home Staging
Impact of Time on
Market
• Twenty-eight percent of sellers’ agents stated that there were slight
decreases in the time on market when the home was staged.
• Twenty-five percent reported that staging a home greatly decreased
the amount of time the home was on the market, while 12 percent
stated that staging a home did not affect the time on market.
• Only nine percent of respondents reported that staging a home
greatly increased the time a home was on the market.

Time the Home Was on the Market

Greatly
increase, 9%
Don't know,
18% Slightly
increase, 9%

Does not
impact time on
market, 12%
Greatly
decrease, 25%

Slightly
decrease, 28%

2019 Profile of Home Staging


Home Improvement
• The most common home improvement items agents recommended
to sellers were decluttering the home (95 percent), entire home
cleaning (89 percent), removing pets during showings (83 percent),
and carpet cleaning (78 percent).

Home Improvement Items Recommended


Declutter home 95%

Entire home cleaning 89%

Remove pets during showings 83%

Carpet cleaning 78%

Minor repairs 77%

Depersonalize home 70%

Landscape outdoor area 67%

Painting walls 66%

Paint touch ups 63%

Professional photos 63%

Decorating and staging 44%

Grouting 36%

Other 11%

0% 50% 100%
2019 Profile of Home Staging
Section III:
Buyer Expectations
Buyer Had Ideas Before
the Home Buying Process
• Eight-two percent of respondents said that buyers had ideas about
where they wanted to live, and what they wanted in an ideal home
(74 percent) before starting the buying process.
• Respondents stated that buyers typically were less sure about how
the home buying process should work (38 percent), and how
financing worked prior to starting the home buying process (36
percent).

Buyer Has Ideas Before the Buying Process

Where they want to live 82%

What they want from the ideal home 74%

How the home buying process should work 38%

How financing works 36%

0% 50% 100%

2019 Profile of Home Staging


How Easy or Difficult
Buyers Thought the Home
Buying Process Would Be
• Forty-two percent of respondents stated that buyers typically
thought the home buying process would be neither easy nor
difficult.
• Thirty-five percent said that buyers thought that the home buying
process would be difficult.

How Easy or Difficult Buyers Thought the Home


Buying Process Would Be
50%

42%
35%

18%

2% 2%
0%
Very easy Easy Neither easy nor Difficult Very difficult
difficult

2019 Profile of Home Staging


How the Home Buying
Process Compared to
Expectations
• Thirty-nine percent of respondents stated that buyers found the
home buying process to be harder compared to their expectations.
• Twenty-eight percent said that buyers found the home buying
process to be easier compared to their expectations.

How the Home Buying Process Compared to


Expectations
40%

20% 39%

28%
26%

4% 3%
0%
Much easier Easier Neither easier Harder Much harder
nor harder

2019 Profile of Home Staging


Buyers Who Cited Homes
Should Look Like They Were
Staged on TV Shows
• A median of 10 percent of respondents cited that buyers believe
that homes should look like they were staged on TV shows.
• Thirty-five percent of respondents said that buyers did not cite that
homes should look like they were staged on TV shows.
• Twenty-four percent of respondents said that between one to 10
percent of buyers cited that homes should look like they were
staged on TV shows.

Percentage of Buyers That Cited Homes Should


Look Like They Were Staged on TV Shows
40%

20%
35%

24%

7% 7% 8% 7%
3% 4%
2% 1% 2%
0%
0% 1% to 11% to 21% to 31% to 41% to 51% to 61% to 71% to 81% to 91% to
10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
2019 Profile of Home Staging
Buyers Who Were Disappointed
By How Homes Looked
Compared to On TV Shows
• A median of 20 percent of respondents stated that buyers were
disappointed by how homes looked compared to homes they saw on TV
shows.
• Twenty-nine percent of respondents said that buyers were not
disappointed by how homes looked compared to homes they saw on TV
shows.
• Nineteen percent of respondents said that between one to 10 percent of
buyers were disappointed by how homes looked compared to homes
they saw on TV shows.

Percentage of Buyers Who Were Disappointed By


How Homes Looked Compared to On TV Shows
30%

29%

19%

13%
8% 9%
6%
3% 3% 3% 3% 2%
0%
0% 1% to 11% to 21% to 31% to 41% to 51% to 61% to 71% to 81% to 91% to
10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

2019 Profile of Home Staging


Buyers Who Brought
Family Members With
Them to View Homes
• A median of 25 percent of respondents said that buyers brought family
members, who were not purchasing the home, with them to view homes.
• Thirty percent of respondents said that between one to 10 percent of
buyers brought family members, who were not purchasing the home, with
them to view homes.
• Only three percent of respondents said that no buyers brought family
members with them to view homes.

Buyers Who Brought Family Members With


Them to View Homes
30%

30%

17%
15% 15%

6% 6%
3% 3% 2% 2%
0% 1%
0% 1% to 11% to 21% to 31% to 41% to 51% to 61% to 71% to 81% to 91% to
10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

2019 Profile of Home Staging


Buyers Who Consulted
Family Members During
The Buying Process
• A median of 40 percent of respondents said that buyers consulted
with family members during the buying process, though they would
not live in the home.
• Most often, respondents said that between one to 10 percent and
41 to 50 percent of buyers consulted with family members during
the buying process, though they would not live in the home.
• Only two percent of respondents said that no buyers consulted
with family members.

Buyers Who Consulted With Family Members In


The Buying Process
20%

20% 20%

15%
12%
10%
7%
2% 5% 2%
4% 3%
0%
0% 1% to 11% to 21% to 31% to 41% to 51% to 61% to 71% to 81% to 91% to
10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

2019 Profile of Home Staging


TV Shows Displaying the
Buying Process’ Impact
On Business
• Thirty-eight percent of respondents said that TV shows which
display the buying process impacted their business.
• Thirty-two percent of respondents said that TV shows which display
the buying process did not impact their business.

TV Shows Displaying the Buying Process’ Impact


On Business

Don't know, Impacted


31% business, 38%

Did not
impact
business, 32%
2019 Profile of Home Staging
Change in Share of
Buyers Who Planned to
Flip a Home
• In the last five years, 43 percent of respondents cited they have seen
no change in the share of buyers who planned to flip a home.
• Forty-one percent of respondents cited they have seen an increase
in the share of buyers who planned to flip a home.

Change in Share of Buyers Who Planned to


Flip a Home in the Last Five Years

Increase 41%

No change 43%

Decrease 15%

0% 50%
2019 Profile of Home Staging
Change in Share of
Buyers Who Planned to
Remodel Home
• In the last five years, 56 percent of respondents cited they have seen
an increase in the share of buyers who planned to remodel a home.
• Thirty-six percent of respondents cited they have seen no change in
the share of buyers who planned to remodel a home.

Change in Share of Buyers Who Planned to


Remodel a Home in the Last Five Years

Increase 56%

No change 36%

Decrease 8%

0% 20% 40% 60%


2019 Profile of Home Staging
Influenced to Stage
Homes As Were Shown
on TV
• Fifty-eight percent of respondents stated that they were not
influenced to stage homes as they would see them on TV.
• Thirty-four percent of respondents stated that they were influenced
to stage homes as they would see them on TV.

Influenced to Stage Homes As They


Were Shown on TV

Don't know,
8%

Influenced to
stage homes,
34%

Not influenced to
stage homes, 58%

2019 Profile of Home Staging


Buyer Expectation of the
Number of Homes Buyer
Would See Before Buying
• Fifty-two percent of respondents stated that buyers typically did not
have an expectation of the number of homes they would see before
buying.
• Thirty-two percent of respondents stated that buyers did have an
expectation of the number of homes they would see.
• Among those who did have an expectation, buyers expected to view
a median of 10 homes.
• Forty-six percent of respondents cited that buyers expected to view
between six to 10 homes.
Buyer Expectation of the Number of Homes They
Would See Before Buying

Don't know,
16%
Buyer has
expectations,
32%
Buyer does
not have
expectations,
52%

Number of Homes Buyers Expected to See

34% 46% 11% 6% 3%

0% 50% 100%
0 6 to 10 11 to 15 16 to 20 21 or more
2019 NAR Aspiring Home Buyers Profile
Expectation of the Number
of Homes Matched Market
• Fifty-four percent of respondents stated that buyers’ expectation of
the number of homes they would see before buying matched the
market.
• Twenty-four percent of respondents stated that buyers’ expectation
of the number of homes they would see before buying was too high
based on the market.
• Only two percent of respondents stated that the expected number
of homes was much too low based on the market.

Impact of Buyers Viewing a Staged Home


60%

40%

54%

20%

24%

12%
9%
0% 2%
Expected Expected Expected Expected Expected
number is much number is too number matches number is too number is much
too high based high based on the market low based on too low based on
on market market market market

2019 Profile of Home Staging


NAR Survey Respondents
 Respondents most often worked with buyers as clients, at 57 percent. Forty
percent of respondents worked with sellers as clients.
 Of the real estate agents surveyed, the median age was 55 years—47 percent
falling into the age bracket between 50 to 64 years, 20 percent aged 65 years or
over, and 12 percent between 45 to 49 years.
 Seventy-one percent of respondents were female, and 31 percent were male.
 Seventy-three percent of respondents were married.
 The primary function of survey respondents was a sales agent at 65 percent,
followed by an associate broker at 17 percent.
 Respondents have typically been active as a real estate professional for a median
of 12 years.
 Fifty-six percent of survey respondents worked in suburban/subdivision areas,
followed by 33 percent in urban and central city areas, and 28 percent in small
towns.

2019 Profile of Home Staging


Methodology
In February 2019, NAR invited a random sample of 48,728 active
REALTORS® to fill out an online survey. A total of 2,076 useable responses
were received for an overall response rate of 4.2 percent. At the 95
percent confidence level, the margin of error is plus-or-minus 2.15 percent.

The primary measure of central tendency used throughout this report is


the median – the middle point in the distribution of responses to a
particular question or, equivalently, the point at which half of the responses
are above and below a particular value.

©2019 National Association of REALTORS®


All Rights Reserved.
May not be reprinted in whole or in part without permission of the National
Association of REALTORS®.
For reprint information, contact data@realtors.org.

2019 Profile of Home Staging


NATIONAL ASSOCIATION OF REALTORS®
The National Association of REALTORS® is America’s largest trade association,
representing more than 1.3 million members, including NAR’s institutes,
societies and councils, involved in all aspects of the real estate industry. NAR
membership includes brokers, salespeople, property managers, appraisers,
counselors and others engaged in both residential and commercial real estate.
The term REALTOR® is a registered collective membership mark that identifies
a real estate professional who is a member of the National Association of
REALTORS® and subscribes to its strict Code of Ethics.
Working for America’s property owners, the National Association provides a
facility for professional development, research and exchange of information
among its members and to the public and government for the purpose of
preserving the free enterprise system and the right to own real property.

RESEARCH GROUP
The Mission of the NATIONAL ASSOCIATION OF REALTORS® Research
Group is to produce timely, data-driven market analysis and authoritative
business intelligence to serve members, and inform consumers, policymakers,
and the media in a professional and accessible manner. To find out about other
products from NAR’s Research Group, visit www.REALTOR.org/research-and-
statistics.

NATIONAL ASSOCIATION OF REALTORS®


Research Group
500 New Jersey Avenue, NW
Washington, DC 20001
202-383-1000
data@realtors.org

2019 Profile of Home Staging