2019 Profile of Home Staging

Transcription

1 2019 Profile of Home Staging March 2019 National Association of REALTORS Research Group

2 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

3 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).

4 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.

5 Section 1: Home Staging: Buyer s Agent Perspective

6 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%

7 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). 100% Impact of Buyers Viewing a Staged Home 80% 60% 40% 83% 20% 38% 37% 23% 0% Easier to visualize property as future home More willing to walk through home they saw online Will positively impact home value if home decorated to buyer's taste Overlook other property faults 7% 3% Will Are more negatively suspect of impact home home features value if home decorated against buyer's taste

8 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

9 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. 30% Percent Change in Dollar Value Offer of Staged Home 20% 29% 25% 28% 10% 12% 0% 1% Staged home has a negative impact No impact on dollar value Staged home has increase of 1% to 5% Staged home has increase of 6% to 10% 4% Staged home has increase of 11% to 15% 2% Staged home has increase of 16% to 20% 1% Staged home has increase of more than 20% Not sure

10 Section II: Home Staging: Seller s Agent Perspective

11 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 property faults 45% Do not stage homes 12% 0% 50%

12 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. 100% Rooms Staged When Selling 50% 93% 84% 78% 72% 64% 38% 29% 28% 0%

13 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 sellers 17% REALTOR hires a professional home staging service 15% Seller pays after home is sold 5% REALTORS firm pays for home staging service 2% Other arrangement 18% 0% 15% 30%

14 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. 40% Percent Change in Dollar Value Offered of Staged Home 20% 33% 19% 22% 17% 0% 0% Staged No impact home had a on dollar negative value impact Staged home has increase of 1% to 5% Staged home has increase of 6% to 10% 5% Staged home has increase of 11% to 15% 2% Staged home has increase of 16% to 20% Not sure

15 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 Don't know, 18% Greatly increase, 9% Slightly increase, 9% Greatly decrease, 25% Does not impact time on market, 12% Slightly decrease, 28%

16 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 Entire home cleaning Remove pets during showings Carpet cleaning Minor repairs Depersonalize home Landscape outdoor area Painting walls Paint touch ups Professional photos 95% 89% 83% 78% 77% 70% 67% 66% 63% 63% Decorating and staging Grouting 44% 36% Other 11% 0% 50% 100%

17 Section III: Buyer Expectations

18 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%

19 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. 50% How Easy or Difficult Buyers Thought the Home Buying Process Would Be 42% 35% 18% 0% 2% Very easy Easy Neither easy nor difficult Difficult 2% Very difficult

20 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. 40% How the Home Buying Process Compared to Expectations 20% 39% 28% 26% 0% 4% Much easier Easier Neither easier nor harder Harder 3% Much harder

21 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. 40% Percentage of Buyers That Cited Homes Should Look Like They Were Staged on TV Shows 20% 35% 24% 0% 0% 1% to 10% 7% 7% 11% to 20% 21% to 30% 2% 31% to 40% 8% 41% to 50% 3% 51% to 60% 1% 61% to 70% 7% 71% to 80% 4% 81% to 90% 2% 91% to 100%

22 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. 30% Percentage of Buyers Who Were Disappointed By How Homes Looked Compared to On TV Shows 29% 19% 0% 0% 1% to 10% 8% 9% 11% to 20% 21% to 30% 3% 31% to 40% 13% 41% to 50% 3% 3% 51% to 60% 61% to 70% 6% 71% to 80% 3% 2% 81% to 90% 91% to 100%

23 30% 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% 15% 17% 15% 0% 3% 0% 1% to 10% 11% to 20% 21% to 30% 6% 31% to 40% 41% to 50% 3% 2% 51% to 60% 61% to 70% 6% 71% to 80% 2% 1% 81% to 90% 91% to 100%

24 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% 0% 2% 0% 1% to 10% 10% 11% to 20% 15% 21% to 30% 7% 31% to 40% 41% to 50% 4% 51% to 60% 3% 61% to 70% 12% 71% to 80% 5% 2% 81% to 90% 91% to 100%

25 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, 31% Impacted business, 38% Did not impact business, 32%

26 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%

27 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%

28 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%

29 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 does not have expectations, 52% Buyer has expectations, 32% Number of Homes Buyers Expected to See 34% 46% 11% 6% 3% 0% 50% 100% 0 6 to to to or more 2019 NAR Aspiring Home Buyers Profile

30 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. 60% Impact of Buyers Viewing a Staged Home 40% 54% 20% 24% 0% 12% Expected number is much too high based on market Expected number is too high based on market Expected number matches the market 9% Expected number is too low based on market 2% Expected number is much too low based on market

31 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.

32 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 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.

33 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 NATIONAL ASSOCIATION OF REALTORS Research Group 500 New Jersey Avenue, NW Washington, DC data@realtors.org