Staging million-dollar homes: Strategies used to attract elite buyers

How can sellers master the art of staging multimillion-dollar homes? We go over some key strategies to make luxury home staging a success.

Editorial team
9 Min Read
Photo credit: Pascal Riedel / Dreamstime

Showing off luxury homes that cost millions of dollars to build is quite the process. Every detail has to be on point, ensuring that the quality materials and high-end finishes are beautifully complemented by just the right decor choices, for maximum impact.

The goal is pretty clear — to showcase the property in the best possible light, and to make it easier for the would-be buyers to imagine themselves living there. And, of course, to make them more amenable to parting with hefty sums of money to make the house their own.

But how can sellers master the art of staging multimillion-dollar homes? In this article, we’ll go over some key strategies to make luxury home staging a success.

Understanding the target buyer and their preferences

To understand the target audience, we will need to first get into how the luxury home market works and what attracts buyers in this price range.

And no, we’re most certainly not suggesting you stalk potential buyers online to find out what their hobbies are and stage the home accordingly — much like Modern Family’s Phil Dunphy once did, in a hilarious episode of the long-lived sitcom.

If you know the price range of the property, the very first thing you should do is your homework: pull up as many similarly priced listings as you can, and start studying each and every one.

What are some of the most common design elements employed throughout? What types of design styles look best? Which types of light fixtures, artwork, and statement decor make the biggest impact? Write down everything that catches your eye and you already have a great starting point.

Photo credit: Pascal Riedel / Dreamstime

Refine your buyer persona

Your next step should be to look into the demographics of potential buyers for your specific property. Who would be most interested in buying the house?

Focus on their age, cultural background, profession etc. Marketing becomes a lot easier when you actually know your customers. Now, divide them into specific categories (e.g., young tech entrepreneurs, international investors, retirees looking for a second home) to understand their preferences.

And from there, it’s a no-brainer. Techbros may prefer homes with cutting-edge technology, international investors might look for strong ROI and a positive legal plus tax environment, while retirees may seek exclusive amenities like a private pool. Find that right fit and things will flow smoothly from there.

Meet them where they’re at

Remember that luxury buyers often make decisions based on emotional appeal or status. Understand what triggers these emotional responses — such as a grand entrance, unique features, or high-end finishes, and try to tap into that.

Costs and investments to keep in mind

Typical McMansions rent over-the-top furniture, art, lighting, and thousands of other types of accessories to appeal to their customers. To move these extremely expensive items, you’ll need professional movers. And if your schedule is tight, you’ll need to cough up some extra bucks. Also, watch out for an additional storage fee if the items can’t be delivered in time. 

Working with real estate agents adds another layer of expense. Some stagers work on a commission basis, taking a percentage of the final sale price. There are also costs for joint marketing efforts like professional photography, virtual tours, and brochures to put the home on display.

Overall, the money that goes into staging includes renting luxury furnishings and decor. Which, depending on the property’s size and needs, can range from a few thousand to tens of thousands of dollars. A home value calculator can be a great tool to get a clearer picture of what the price should be — so that you can factor in all of the above costs, and bake them into the listing price.

The science of layout and flow

To make a home functional as well as aesthetically pleasing, you need a clear understanding of how people see and move through space. The next step is to make strategic choices that account for this aspect. Choices that will highlight the home’s best features all the while maintaining a sense of harmony.

Entryway

Photo credit: Witriyani Nurhasanah / Dreamstime

Firstly, the entryway sets the tone for the entire home. Keep it open, uncluttered, and welcoming. Opt for neutral or pastel colors on the walls.

You may also play around with textures without creating visual clutter— like a woven mat or a smooth bench. However, if you would like to incorporate vibrant colors, just make sure your designers know the difference between tacky and tasteful.

Focal points

Photo credit: Andrei Dzemidzenka / Dreamstime

Think about focal points and pathways — every room should have a clear eye-catching focal point. It could be anything like a large window with a view, a piece of art, or a furnace.

The layout for pathways should feel easy to move through. You want to maintain a natural flow, an unobstructed path. So it’s best to not have any large furniture that takes away from the charm.

Lighting

Photo credit: Yulia Ryabokon / Dreamstime

Now, let’s talk about the power of lighting and reflective surfaces. Install pendant lights or scones for warm, inviting lighting. Consider adding a small table lamp or LED strip on the entryway.

Reflective surfaces are amazing at creating a particular mood or ambiance. Mirrors help reduce harsh shadows and distribute light more evenly throughout a room. For example, glass tables, metallic accents, or mirrored furniture are a great way to make an area look polished.

Virtual and augmented reality staging

If investing in quality staging and upscale furniture just isn’t in the budget — especially after a pricey building process — VR and AR can serve as great alternatives to showcase a property for potential buyers (particularly if you’re targeting out-of-state or foreign buyers). Here’s how:

  • Detailed views: Use VR or AR to create detailed, 360-degree views of standout features like custom-built kitchens, luxury bathrooms, or unique architectural details.
  • Immersive walkthroughs: Create VR tours that let potential buyers walk through the property as if they were physically there. Keep the focus on spacious living rooms or scenic views, with detailed commentary or annotations.
  • Virtual open houses: Host virtual open houses using VR to allow foreign investors to explore the property in real-time.
  • Real-time customization: Include features that allow buyers to make real-time modifications like changing wall colors or flooring options. For instance, light-colored wood floors generally make a room look bigger. Marble can also make a space feel larger, especially if it’s light in color with minimal veining. Both options can work in this context so it is best to have an option to try out both of them.

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