Real Estate

Ken Calhoon: No frills marketing replaces remodeling staging

By November 8, 2010

Prior to 2006 most real estate agents weren’t discussing house staging with their clients. Why hire a professional interior decorator for $1,500 to $2,000 and rent furniture and accessories at $250 to $400 a month when the typical El Dorado County home was selling in 30 days or less. Time was when buyers and their agents were frantically tracking new listings to be first in line with full priced offers. In some neighborhoods offers would appear on newly listed homes before the “For Sale” sign was installed.During 2006 that changed. Buyers became more selective about their home purchases. By the end of that year the nicest properties in El Dorado County were taking 60 days to sell and the less-than-average homes longer. Builders were the first to recognize a shift in buyers’ attitudes. Rather than lowering their prices, they began offering incentives and upgrades to lock in a deal on a new home. In order to compete with all the newly finished construction that seemed to be simultaneously on the market, along with an increasing number of re-sales, sellers began making costly upgrades to their homes before listing them for sale. Tile counter tops were replaced with granite; good carpets were replaced with wood flooring and serviceable plumbing fixtures replaced with designer new ones. Remodelers were busy with home improvements designed to attract buyers.

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Ken Calhoon

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