Home staging is intended to present a property in the best possible light so that it sells faster and at a higher price – but professional staging can quickly cost several thousand euros, depending on the property. Whether this investment pays off depends on the condition of the property, the market situation and the type of staging. We explain what home staging is, what it costs and how it affects the selling price and time on the market – so that you can make an informed decision.
What Is Home Staging?
Home staging (from the English “to stage” = to present) refers to the targeted preparation of a property for sale. The aim is to make rooms appear bright, spacious and homely so that as many prospective buyers as possible feel immediately drawn in. This typically includes decluttering and neutralizing the rooms, discreet furnishing, coordinated colors and textiles, a well-thought-out lighting concept and minor cosmetic repairs.
There are two variants:
- Classic (physical) home staging: The rooms are furnished with rented furniture and decorations. Viewings take place in the staged property.
- Virtual home staging: Empty or outdated rooms are furnished exclusively digitally in photographs. The images look inviting, but the viewing takes place in the empty property.
Important: Home staging is not a concealment of defects. As the seller, you remain obligated to disclose known damage – even if a photo has been digitally enhanced. You should also identify digitally added furniture as such in order to avoid creating false expectations.
Advantages and Disadvantages of Home Staging
Whether staging is worthwhile is a matter of weighing the pros and cons. These points speak for and against it:
- Advantage – better first impression: A large part of the purchase decision is made within the first few seconds. Well-staged photos increase the click-through rate of the listing and the number of viewing inquiries.
- Advantage – shorter marketing period: Tidy, homely rooms help prospective buyers imagine living there and, based on experience, shorten the time until the sale is completed.
- Advantage – stronger negotiating position: Those who make an emotional impression are less often required to reduce the price.
- Disadvantage – upfront costs: You bear the staging costs before the sale is completed. For a property that is already in high demand, this canthis effort may be unnecessary.
- Disadvantage – limited effect when renovation is overdue: Appearance cannot replace sound building fabric. A damp basement or an outdated heating system cannot be styled away.
- Disadvantage – effort and organization: Physical staging involves appointments, logistics and – in occupied properties – restrictions on everyday life.
How much does home staging cost?
As a rule of thumb: Professional home staging usually costs less than three percent of the sale price. The actual costs depend on the property size, rental period and scope:
- Consultation or DIY support: from around 300 euros for a professional assessment with an implementation plan for properties of up to around 100 square meters.
- Virtual staging: depending on the provider, from around 20 to 100 euros per photo – the cheapest option, ideal for online listings.
- Classic staging of an apartment (60–80 m²): usually between 2,000 and 5,000 euros.
- Classic staging of a house (120–200 m²): depending on the furnishings, around 5,000 to 15,000 euros, usually for a period of two to three months.
These amounts are guide values; you will only receive a binding quote after an inspection of the property. In the end, what matters is not the price alone, but the relationship between costs and the expected additional proceeds.
How does home staging affect the price and selling time?
The key question is: Do you get more out than you invest? The German Society for Home Staging and Redesign (DGHR), the industry association since 2010, cites significant effects in its analyses:
- Higher sale price: up to 15 percent more than unstaged properties.
- Faster sale: according to the DGHR, staged properties change hands around one-third faster on average; a large proportion sells within just a few weeks.
- Higher closing rate: a large proportion of staged properties are sold at or above the asking price.
These figures come from the industry association itself and should therefore be read as best-case values – they have only been independently verified to a limited extent. Nevertheless, the effect is plausible: A tidy, bright-looking home reduces the prospective buyer’s “burden of imagination” and weakens the arguments of bargain hunters. Let us calculate an example: If staging costs 4,000 euros and increases the sale price of a 400,000-euro property by just two percent, the additional proceeds of 8,000 euros are set against the costs – the investment would have doubled.
The downside: In a tight seller’s market with limited supply, an empty apartment will also sell. Staging contributes less to the outcome there.
Who benefits from Home Staging – and who does not?
Home staging has the greatest impact when appearance determines the price. It is particularly useful for:
- vacant properties, in which rooms appear small and impersonal without furniture;
- outdated or very individually furnished properties, whose furnishings deter many prospective buyers;
- properties with difficult layouts, where only the furnishings make the possible use understandable;
- properties in regions with a large supply, where you need to stand out from the competition.
Staging is less worthwhile if your property is already in high demand, if it is being sold as a renovation project or demolition site, or if it is already well-maintained and tastefully furnished. In such cases, professional photos and a compelling exposé are often enough for your listing to stand out on portals and metasearch engines.
Are Home Staging costs tax-deductible?
In certain cases, yes. If you sell a property within the ten-year speculation period and the profit is taxable, marketing costs – including Home Staging costs – reduce the taxable profit as disposal or income-related expenses. According to § 23 EStG, the profit is the difference between the sale price on the one hand and the acquisition or production costs and income-related expenses on the other. If, on the other hand, you lived in the property yourself, the sale is generally tax-free anyway – in that case, the deduction also does not apply. Clarify your specific case with your tax advisor.
FAQ about Home Staging
Is Home Staging worthwhile for an inexpensive property too?
Usually yes, provided the costs are proportionate. Instead of elaborate physical staging, smaller properties often only need a combination of decluttering, minor repairs, and virtual staging of the listing photos.
What is the difference between virtual and classic Home Staging?
With virtual staging, furniture is inserted into the photo digitally only – inexpensive, but the apartment remains empty during the viewing. With classic staging, the property is furnished in reality, so the on-site appointment is also convincing. Virtual images should always be identified as edited.
Do I have to disclose defects despite home staging?
Yes. The staging does not change your duty to provide information. Known defects such as dampness or damage must be disclosed – regardless of how the property is presented. Otherwise, you may face claims for damages.
How long does home staging take?
The preparation itself takes anywhere from a few days to around two weeks, depending on the scope. With classic staging, the rental furniture usually remains for the duration of the marketing period, typically two to three months.
Can I do home staging myself?
You can carry out basic steps such as decluttering, cleaning and creating a neutral design yourself. However, professional advice is often worthwhile for a harmonious overall impression and the right choice of furniture.
Conclusion: When staging pays off
Home staging is particularly worthwhile when appearance is decisive: for empty, outdated or properties requiring explanation, and in markets with a great deal of competition. The key calculation is simple – the expected additional proceeds must exceed the costs, and even a price increase of a few percent usually offsets professional staging. In a sought-after market or with well-maintained properties, good photos and a convincing sales exposé are often sufficient. Therefore, objectively assess what contribution staging can make in your situation – and compare the costs with the realistic added value.