In today's competitive real estate market, the speed at which properties sell can vary dramatically—some homes find buyers within weeks, while others remain unsold for months. This discrepancy has prompted experts to explore the factors that influence this difference, particularly focusing on how the presentation of a property affects its appeal. According to specialists, one crucial factor is the process known as "staging," which involves preparing a home for sale in a way that highlights its best features and makes it more attractive to potential buyers.
Staging is not about transforming a space into something entirely new but rather emphasizing its existing strengths and creating an environment where future owners can easily envision themselves living there. As explained by Ivona Brnelić from Remington Real Estate Croatia, an exclusive partner of Christie’s International Real Estate for Croatia, the goal of staging is to present the property in its most favorable light without altering its fundamental character. The first impression made by a property often determines whether a buyer will show interest or continue their search elsewhere.
The importance of staging becomes especially evident when dealing with high-end or luxury properties, where buyers expect a high level of quality and finishing. In such cases, Brnelić notes that it is not always necessary to fill the space with expensive furnishings, but rather to use carefully selected details to create a harmonious and warm atmosphere. Elements such as freshly painted walls, decorative cushions, plants, artworks, quality lighting, or thoughtfully chosen bedding can significantly change the perception of a space without requiring substantial investment.
One notable project Brnelić worked on was a modern villa near Pula, whose concrete walls gave the space a strong character but also a sense of coldness. The challenge was to introduce warmth without compromising the contemporary architecture. Through the use of art, textures, decorations, cushions, and carefully chosen bedding, the space gained emotion and softness while retaining its identity. This balance between modern design and the warmth of detail completely transformed the experience of the house.
Brnelić emphasizes that staging is not about personalizing the space according to the owner's taste but rather preparing the home for the future buyer. Therefore, the interior should be neutral, tidy, and open so that as many people as possible can imagine themselves living there. She explains that the first impression often decides whether a property remains just another listing or if a potential buyer recognizes it as their future home.
According to Brnelić, staging is not a cost but one of the best investments before putting a property on the market. With relatively small investments, it can increase the perceived value of the property, accelerate the sale, and achieve a better selling price. The focus is on creating an emotional connection with the space, making it feel inviting and livable, which can make all the difference in attracting the right buyer.
In recent years, the role of staging has become increasingly significant in the world of real estate. While some still view it merely as decorating the space before photography, its purpose goes much deeper. Staging is about highlighting what the property already possesses, using carefully considered details to give the space warmth, character, and emotion, allowing the future owner to recognize its full potential upon first encounter.
Brnelić points out that she does not follow trends in interior design, as they come and go, but instead focuses on timeless designs that are not burdened by the ego of the designer or the need to be “currently modern.” A good interior does not have to prove itself—it simply needs to have a measure and a feeling that everything is where it should be. Above all, it must naturally belong to the space in which it resides.
Today, the feeling a space provides is increasingly valued. A home is no longer just an address but a place of rest, security, and personal identity. Brnelić believes that people today feel this more clearly than ever before. At Remington Real Estate, staging is part of the service offered to property owners within the framework of exclusive representation. The aim is not just to photograph the property and offer it to the market but to present it in its best version. She emphasizes that the way a property is prepared and presented can significantly affect the first impression, the speed of sale, and the perception of its value.
For premium and luxury properties, this is particularly important. Buyers in this segment are well-informed, have high expectations, and want to feel that the property justifies its worth. Staging is not just an aesthetic detail but an essential part of the sales strategy that helps the buyer experience the space and recognize its full potential. Good staging helps the space showcase its best qualities without changing its essence.
Sometimes, relatively little is needed to transform a space. Freshly painted walls, adding textures, plants, pictures, vases, sculptures, cushions, and new bedding can change the experience of the space entirely. These elements do not alter the architecture but completely change the perception of the room, introducing warmth, character, and emotion that help the buyer imagine life in that home.
Brnelić recalls working on a unique, high-value modern villa near Pula. She was involved in the final phase of interior design and staging before the property went on the market. The architecture was very specific and required the interior to have its own character. One of the biggest challenges was the concrete walls, which gave the space a strong identity but also a certain amount of coldness. Her greatest challenge was to introduce warmth while remaining true to the architecture of the house. The surroundings were beautiful, with olive trees, Mediterranean vegetation, and the sea, so it was important to transfer that feeling into the interior. Through art, textures, decorations, cushions, and carefully chosen bedding, the space gained softness and emotion without disrupting its contemporary architecture. It was precisely this balance between modern design and the warmth of detail that completely changed the experience of the house.
Croatia
