Value Creation Through Home Staging in Real Estate Market

Abstract

Objectives The main objective of this study was to explore home staging as a marketing tool in real estate market in Finland. This study aims to explore and evaluate the effects of home staging.

Summary This study explores home staging as marketing tool. The marketing tool was studied using qualitative unstructured expert interviews. Two realtors and a stylist were interviewed. The effects of home staging were evaluated using in- depth consumer interviews. The consumer interviews were formed based on themes that were coded from the expert interviews. Ten consumers were interviewed.

Conclusions Using home staging as a marketing tool is considered competitive advantage in real estate market. Home staging can be seen in high-quality photography and in social media marketing. This study suggests that home staging impact positively on consumer perception. In addition, consumers are willing to visit staged properties