Let me start by saying I am NOT a professional photographer. But I know the power of really great photostyling. I recently had the opportunity to do a little speed staging for one of my favorite local Realtors, who just happens to be married to my former office manager, Allison! While Allison now stages most of her husband’s listings, they wanted to bring me in to do the last 10% for this property in one of the hottest districts of downtown Nashville.

These high-rise condos, often referred to as urban lofts, need to be in turn-key condition in order to get top dollar. They sell for well over a million dollars, so the interior decor must rise to the occasion. While this unit had already been decorated throughout, the photos taken by the Realtor were a bit lackluster and didn’t reflect the upscale effect you’d hope to see in such an expensive property:

before

Staging to sell is not decorating, it’s strategic marketing. In my Expert Psychological Stager™ course, I teach how to use existing decor and furnishings to create a high-end effect that will capture the imagination of buyers – and that starts with the listing photographs. Photos that look like a magazine spread help create a longing in the hearts of buyers, draw them in to view the property in person, and ultimately result in the best offers. Good staging is all about photostyling.

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Subtle highlighting of every architectural advantage of the property, like the fabulous view off this little balcony, helps create what I call Memory Points™ that are consistently recalled well beyond initial viewing.

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Photostyling is what a professional stylist and/or photographer does for a magazine photoshoot. In Psychological Staging, we apply the art and science of photostyling when staging a property to sell. Appropriately placed props are used to draw the eyes to the elements you want the buyers to notice. Some of the photos should highlight sight lines from one room into the next, creating a sense of curiosity about what lies ahead in the adjoining space.

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Here’s the shot of the living room that the Realtor sent me prior to the speed staging. This cell phone shot gave me a general idea of what I could expect to work with: a mix of neutrals without the variation in texture that makes a space feel more expensive. The room was washed with cream and beige, and the touches of gray seemed disparate.

before

I knew I needed to separate the gray chairs from the cream sofa and add textured throws and pillows to unify the warm and cool neutrals. The lamps/lampshades needed redistribution in the room, too. Then I took the photograph a bit closer in so that the kitchen island didn’t make the space seem tight upon entry. Hopefully, you can see the difference those changes made:

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Wider angle photos (NOT fish-eye, mind you) expand the space a bit, and you can see that when comparing the Realtor’s photographs to the “after” shots.

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Sometimes a tighter, lower shot helps the buyer step into the space. I often squat or sit on a small stool to get the perspective of someone sitting in the space, which is a more intimate view of the room. By drawing a chair to the console table at the window, we created a home office space with a view that is to die for. The inviting pillowscape and even the tilt of the desk chair placement is part of the photostyling for this room.

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Alternate views of important rooms can be important. This shot reveals the open floor plan of the kitchen and living room, which is so coveted by lonely chefs:

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This bedroom was definitely cute, but that was the problem. This place is too expensive for a “cute” bedroom. It needs to look luxurious and high-end. This is the “before” of both sides of the room:

before

While the changes aren’t huge, they made the impact I wanted. The bedding was flipped to remove the yellow stripes, and few of the pillows were changed out. The art that seemed out-of-place and barely seen before was turned 90 degrees and hung on the wall you actually notice upon entry.

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The Realtor’s “before” shot didn’t express the downtown glamour this condo needed to convey:

before

But the “after” photography does!

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It’s not just about nice furnishings and decor. Although rarely mentioned, photostyling is the pivotal last 10% of home staging that makes all the difference. Never underestimate its power!

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