How property staging companies can win more instructions through search

A guide for home staging and property presentation specialists

Property staging has become an established discipline in the UK market as estate agents and vendors have recognised the significant impact that presentation has on sale prices and speed of sale. Properties that are professionally staged consistently sell faster and for more money than those that are not, and the market for staging services has grown accordingly.

For property staging companies and home presentation specialists, search visibility ensures they are found by the estate agents, developers and private vendors who are beginning to understand the value of what they offer.

Who searches for property staging

Property staging searches come from several distinct audiences. Private vendors who have had a property on the market unsuccessfully are often highly motivated. Developers who want to maximise their return on new builds or refurbishments search for reliable staging partners. Estate agents looking to add value for their clients search for staging companies they can recommend with confidence.

Before and after: the most compelling content

Property staging is perhaps the most visual of all home services. Before-and-after photographs showing an empty or poorly presented property transformed into a warm, aspirational home are the single most persuasive piece of content a staging company can produce. These images should be central to the website and portfolio.

Property staging companies that want to grow beyond estate agent referrals and developer relationships benefit from affordable SEO that connects them with private vendors and developers who are actively searching for staging services online.

Virtual staging as a distinct offering

Virtual staging, digitally furnishing property photographs, has grown rapidly as a more affordable alternative to physical staging. Searches for virtual staging services represent a distinct and growing market that staging companies with this capability should address with specific content.

Data on returns

The most persuasive content a staging company can share is data. Statistics on average sale price uplift, reduction in days on market and return on staging investment make a compelling business case that resonates with the commercially-minded vendors and developers who are the most valuable clients.

Geographic focus and estate agent relationships

Property staging is geographically bounded by the practicalities of transporting and installing furniture and accessories. Building strong local search visibility that serves the geographic area you can realistically serve, combined with relationship-building with local estate agents, creates a mutually reinforcing pipeline of instructions.