How to Stage to Sell: The Importance of Knowing Your Buyer Demographic

The housing market has been a bit of a crazy ride the past few years. According to the experts, 2023 stands to see a shift. Mortgage rates will increase, but prices will likely head back down. The past couple of years have demanded that buyers fight over the few options and pay higher prices due to high competition. This year, buyers will go back to being a bit more particular about what they want. Overall, buyers will definitely have more leverage this year.

All this points to the importance of well-strategized home staging. Knowing the community, the home, and the price point will help you stage to sell to a very particular demographic. As a result, you’ll be able to see higher offers and a faster sale. This article explains the importance of knowing your buyer demographic.


Understand Your Target Audience

When staging a home, it is important to understand who your target audience is and what they are looking for in a home. Consider the demographics of the area, such as age, income level, and family size. If it’s a studio condo in downtown overlooking the South Waterfront, you’re likely looking at a retired person who is downsizing or a professional who wants to be close to OHSU. (We staged a project like this here.)


Staged to sell on the south waterfront


In a neighborhood with a great school and shops that are close, you’d want to stage for a family like we did in this Modern Farmhouse. There was a children’s area built in, but we gave it special attention with low-profile furniture, a rocking chair, and a bedroom each for a boy and a girl.


The Modern Farhouse Resort Bedroom 3


Make It Inviting

The goal of strategic staging is to make the home inviting and attractive to potential buyers. This means creating an atmosphere that feels warm and welcoming, but also one that helps them visualize their own life in the home. Reflect on the lifestyle of the potential buyer. What aesthetics appeal to their age group and interests?

Use warm, neutral colors and furnishings that are not too personal or distracting. Items should be scaled well to fit the room. (We used scale in this Castle on the Hill staging so we wouldn’t hinder any part of the view.) This allows a potential buyer to walk through the door and feel calm and at ease in the space. Adding in natural elements further enhances this ambience. (Here are 5 keys to achieving a calm, uncluttered staging.)


Showcase Your Home’s Best Features

In order to stage to sell, it is important to highlight the home’s best features. This could include showcasing large windows with natural light or highlighting unique architectural details like crown molding or built-in shelving units. The Pacific Northwest has specific details that are important to a home. In order to get you a top dollar sale in Portland, your stager should be well-versed in Portland culture and real estate. Big windows to let in lots of light on dark days, ample rain management, and native landscaping are just a few things a stager knows how to highlight to sell a home.



Declutter and Depersonalize

One of the most important aspects of staging a home is de-cluttering and depersonalizing the space. Remove any excess furniture or knickknacks that may distract from the overall look of the room and remove any personal items, such as family photos or artwork, that could be off-putting to potential buyers. Remember, this staged home is about them and how they will live in the home. You can read more details about decluttering and why it’s important here.)


If you follow these 4 principals to stage to sell, you’ll be well on your way to a home that targets just the right person in just the right way.



Award Winning

Houzz Best Of Design 2018
Houzz Best Of Service 2018
Houzz Best Of Design 2017
Street of Dreams - People's Choice Award 2012
Affordable Home Show - Best of Show Award 2010, 2011, & 2012