DALLAS, TX — The National Association of REALTORS® (NAR) Research Group just released a new report based on their 2025 survey. It looks at how home staging is affecting real estate deals from both the buyer’s and seller’s point of view. The study also digs into how TV shows are shaping what buyers expect, along with other trends in the home buying process. The findings come from 1,266 REALTORS® who responded out of nearly 50,000 surveyed, giving a response rate of just 2.5% and a margin of error of ±2.75%.
For years, home staging has been touted as a secret weapon for sellers. Now, hard numbers back up its reputation. According to NAR’s findings, a striking 60% of buyers’ agents said staging affects most buyers’ perceptions of a home “most of the time,” while an additional 26% said it sways buyers, albeit not always. Only a small minority 12% believed staging had no impact at all.
“Staging isn’t just about pretty pillows and fresh flowers,” explained Dr. Jessica Lautz, NAR’s Deputy Chief Economist. “It’s about helping people see themselves living in that space. Our research shows 83% of buyers’ agents agree—it makes it easier for buyers to visualize a property as their future home.”
When it comes to which rooms matter most, the hierarchy is clear. The living room tops the list, with 37% of agents calling it the most important space to stage, followed by the primary bedroom (34%) and the kitchen (23%). Guest bedrooms and children’s rooms, by contrast, barely register.
The impact is financial too. 17% of buyers’ agents reported that staging nudged offers up by 1–5% compared to similar unstaged homes. While 41% saw no effect on price, the potential upside is enough to keep sellers investing.
On the seller’s side, the commitment to staging varies. Just 21% of sellers’ agents said they stage every listing, while 10% reserve staging for hard-to-sell homes. A majority—51%—prefer to recommend decluttering or minor repairs rather than full-scale staging. For those who do stage, the median spend is $1,500 with a professional service, but drops to $500 when agents roll up their own sleeves.
“Quality of design and price are the top factors when picking a staging company,” noted Brandi Snowden, NAR’s Director of Member and Consumer Survey Research. “It’s a business decision, not just an aesthetic one.”
Staging can even help homes sell faster. Thirty percent of sellers’ agents noted a slight decrease in days on market for staged homes, and 19% reported a significant drop. Only a handful (4%) saw staging actually slow down a sale.
TV Shows and Family: The New Influencers
But it’s not just fresh paint and throw blankets shaping buyer behavior. The media—especially home-buying TV shows—now wields outsized influence. Nearly half (48%) of agents said their clients expected homes to look “like they were staged on TV,” and 58% reported buyers were disappointed when reality fell short.
“TV has set a standard that’s often unattainable,” admitted one survey respondent. “Buyers come in with expectations that just don’t match the real world.” In fact, 73% of agents said TV shows had impacted their business by setting unrealistic or heightened expectations.
Yet, despite the media’s sway, 77% of agents say they aren’t influenced to stage homes exactly as seen on TV. “We have to balance what sells with what’s feasible,” said another agent. “Not every home can—or should—look like a set.”
Family dynamics also play a growing role. A median of 23% of buyers brought non-purchasing family members to viewings, and 40% consulted family during the process, even if relatives wouldn’t live in the home. “It’s a multigenerational decision for many,” Lautz observed.
Buyers are also coming to the table with clear ideas—79% know where they want to live, and 76% have an ideal home in mind before starting their search. But the process itself remains daunting: 42% expect it to be difficult, and 38% find it even harder than they imagined.
Other Noteworthy Findings:
- 27% of agents report that more buyers are planning to flip homes, and 42% say there’s an increase in those looking to remodel.
- 61% of buyers don’t have a set number of homes in mind, but for those who do, the median is eight in-person showings and 20 virtual tours.
- 55% of agents say buyers’ expectations around how many homes they’ll see before buying are aligned with market realities.
Staging remains a powerful tool—especially for the living room, bedroom, and kitchen—but today’s buyers are also guided by television, family, and a growing desire for customization. For REALTORS®, the challenge is clear: bridge the gap between fantasy and reality, one open house at a time.
