With most South Africans beginning their property search online, the first showing of a home no longer takes place at the front door. It happens on a laptop or smartphone, often in a matter of seconds. That means the way a property is presented before professional photographs are taken can have a direct impact on buyer interest, competition and ultimately the price a seller achieves.
According to Antonie Goosen, Principal and Founder of Meridian Realty, many homeowners unknowingly undermine their own negotiating position before a single prospective buyer has even arranged a viewing.
"The biggest mistake I see is that sellers prepare their homes for visitors instead of preparing them for photographs. Today's buyers make incredibly quick decisions online. If those photographs fail to create an emotional connection, many buyers simply move on to the next listing without ever setting foot inside the property," he says.
Goosen says homeowners often underestimate just how influential those first photographs have become. "Professional photography is one of the highest return investments a seller can make, but even the best photographer cannot compensate for clutter, poor lighting or deferred maintenance. Photography should showcase the home itself, not everything that's inside it."
One of the most common mistakes is failing to depersonalise the property before photography takes place. "Family photographs, children's artwork, oversized furniture, crowded kitchen counters and personal collections all distract buyers from seeing the home's true potential. Home staging isn't about making a house look expensive. It's about creating an environment where buyers can picture themselves living," says Goosen.
That emotional connection is often what separates a property that attracts multiple viewings from one that struggles to generate interest. "When rooms appear bright, spacious and uncluttered, buyers naturally associate those qualities with value. On the other hand, dark rooms, clutter and neglected spaces can subconsciously create the impression that the property hasn't been well maintained, even when that isn't the case," he says.
He believes sellers also tend to overlook the impact of relatively minor maintenance issues. "A dripping tap, peeling paint, cracked tiles or broken cupboard handles may seem insignificant because the owner has lived with them for years. Buyers see something completely different. They begin asking themselves what other maintenance issues might exist that they can't immediately see."
READ: Show day ready: Photography and staging tips
Lighting is another area that deserves far more attention than it typically receives. "Natural light makes rooms feel larger, warmer and more inviting. Simple steps such as opening curtains, cleaning windows, replacing blown light bulbs and scheduling photography at the right time of day can make an enormous difference to the final presentation," says Goosen.
The same principle applies outside the home. Goosen says: "The garden, driveway and front entrance create the very first impression. A neatly cut lawn, clean pathways and a welcoming entrance immediately communicate that the property has been cared for. Buyers begin forming opinions before they've even walked through the front door."
Goosen says effective home staging should never be about creating unrealistic expectations. "The objective isn't to disguise flaws or make the property something it isn't. It's simply to present the home at its absolute best. Buyers are comparing dozens of listings online, and every photograph should encourage them to take the next step by arranging a viewing."
Ultimately, he believes successful home staging is about creating competition. "The more buyers who decide to view a property, the stronger the seller's negotiating position becomes. Good presentation doesn't artificially increase the value of a home, but it does increase buyer interest, and that often translates into stronger offers and a better final selling price," says Goosen.
READ: Avoid doing these 5 things at a show house
According to Claude McKirby, Co-Principle for Lew Geffen Sotheby’s International Realty in Cape Town’s Southern Suburbs and False Bay, home staging is not just about making a house look pretty; it's about creating an environment in which potential buyers can envision themselves living.
“The goal is to highlight the home's strengths, downplay its weaknesses, and appeal to the broadest possible audience and, with research showing that staged homes generally sell faster and for more money than non-staged homes, it’s well worth the effort.”
According to McKirby, there are key psychological reasons as to why staging is so effective:
- First Impressions: Buyers often make up their minds about a property within the first few minutes of seeing it and a well-staged home creates a positive first impression, setting the tone for the rest of the viewing.
- Emotional Connection: Home buying is as much an emotional decision as it is a financial one so staging helps buyers form an emotional connection with the property, imagining themselves living there, which can drive them to make an offer.
- Perceived Value: Staged homes are perceived as well-maintained and move-in ready. This perception can justify a higher asking price and reduce the likelihood of low-ball offers.
- Visualisation: Not all buyers can envision the potential of an empty or cluttered space and staging provides a visual reference, helping buyers to see how different spaces can be used and enhancing their ability to visualise living in the home.
Want all the latest property news and curated hot property listings sent directly to your inbox? Register for Property24’s Hot Properties, Lifestyle and Weekly Property Trends newsletters or follow us on Twitter, Instagram or Facebook.
