Staging has never been more important when it comes to marketing luxury properties. Gone are the days when you could sell a million-plus vacant home, needing updates, with every room painted a different color. Buyers today simply walk away.
Remember, any buyer at this level can just as easily build a custom home if what they are being shown is less than flawless. Their expectations, especially in this past year, have exceeded anything we’ve ever experienced. Live-in ready is the new norm.
I sat down with Dallas’ premier luxury stager and one of our favorite advertisers, George Bass, to break down luxury staging and why it’s essential. Bass and his team staged 298 houses last year. Those included 5031 Deloache, listed at $9.95 million, and 3601 Lexington listed at $7.95 million. They kicked off 2021 with George Grubs Southlake luxury estate at 702 South White Chapel Boulevard, listed by Barbara Pantuso and Victorya Rogers at $7.999 million.
Daltxrealestate.com: George, some of these multi-million dollar homes are in excellent condition and gorgeous, so why do they need staging?
George Bass: The buyers’ perception is all that matters. It’s their dollar talking. We may get paid by the seller, but we cater to the buyer. Whether a house is half a million or ten million, the rules are the same. You present a home to fulfill the buyer’s perception. We create a luxury lifestyle that a buyer expects.
CD: How do you know what luxury buyers expect to see?
GB: Every day, every week, every month, we are looking, researching, and sourcing. Like any business were are always looking at how we can improve. We have an international buyer base in Dallas now, so we have to follow the world stage regarding trends, colors, and materials. The Dallas luxury market definitely has a classic look, and we are known for it. However, we are also skilled at introducing the new trends gently and are careful about how and where we drop in those small nuances that make a substantial impact.
CD: That seems like a high bar. Where do you find furniture and accessories suitable for multi-million dollar homes?
GB: One of the keys to success is having the custom mixed in with the pedestrian. Who can ever forget about Sharon Stone at the Academy Awards in the iconic mix of her husband’s white cotton Gap shirt and a Vera Wang lavender satin ball skirt? It’s the same with a luxury home. We’re adept at mixing in the everyday elements with the elegant. We have an extensive inventory and excellent sources that understand our requirements.
CD: Many luxury properties are enormous. How fast can George Bass Stage & Design prepare a vast estate for the market?
GB: With proper notification and compensation, within 24 hours. We have excellent and experienced teams in place that are ready to go at the drop of a hat. Our 50,000-square-foot warehouse is filled with luxury furniture, accessories, custom art, and florals. We have the resources to fill an order almost immediately. We understand timing, and we are in business to stay in business. We do that by understanding the market, having the inventory, the talent, and the capabilities to ensure a luxury home will appeal to the target buyer.
CD: What are the biggest misconceptions sellers have about luxury staging?
GB: That it’s not necessary, that it’s easy to do, and that it’s not going to be expensive! There are also always budget constraints. We understand those but are in business to make a profit, just like any other business. We always give as much as we can without sacrificing profits, so we can remain in business.
CD: What are the biggest misconceptions Realtors have about luxury staging?
GB: A lot of luxury Realtors understand the mechanisms of a large staging installation, especially if they’ve visited the showroom and seen our operation. Then there are those that think I just wave a magic wand and everything appears. When they come here they realize that each order is expedited differently. There is an editorial process and every project requires a custom touch. It’s like putting together an editorial magazine spread for Architectural Digest but in a fraction of the time. I think controlled frenzy is an appropriate description of a day in the life at GBSD! It doesn’t matter how large the home is, the same amount of thought and planning goes into every home. We are detail oriented.
CD: What should sellers and Realtors understand about the staging process?
GB: Timing is always critical for scheduling. Many luxury high-rise buildings have strict reservation systems for moves. Some gated communities have restrictions on times and dates that trucks can be on the properties, so the sooner we know about an installation or a pick-up, the smoother the process will flow. In order for us to expedite our contract we need clear and timely communication. Please don’t call us the day before a closing and expect we can drop all of our other clients to pick up your listing. We are in demand and we have a schedule every day and every week. We understand there can be postponements and we are prepared for surprises that you cannot control, but in general communication is the key to success.
CD: How many stages do you typically install in a week?
GB: Generally five a week plus pick-ups.
CD: What constitutes a successful staging?
GB: The ingredients to a successful stage are price and presentation. We know how to present a house. It’s not easy. It requires experience and reliable luxury resources. We are setting the stage for a successful sale by creating a lifestyle for the buyer. We’re showing a buyer the dream.
CD: Is luxury staging expensive?
GB: It’s relative. Without a buyer, there’s no deal. Staging brings the buyer.
