Sheron Cardin's Input...: The Impulse Buying Factor - I Spent $52,750 on 8 Rolls of Wallpaper!

I have been an interior designer for over 27 years and I have always taught my clients the principles I used while decorating their home so they may enjoy decorating too. The home staging trend in residential real estate is a great way to reach more people every day and what I enjoy the most is they are learning the basics of good design through staging. It is my dream for every person to know the joy and pride of living in a decorated home.

The Impulse Buying Factor - I Spent $52,750 on 8 Rolls of Wallpaper!

After reading this post you are going to wonder how I ever became an Interior Designer but I did. They say that people become what they need in this life and I am no exception! 

  birds

  • It didn't matter to me that there wasn't a back door leading to the back yard.
  • It didn't matter that the carpet was orange.
  • It didn't matter to me that there were 40 windows I had to put window coverings on. The cost of those window treatments never entered my mind.
  • It didn't matter that the house didn't have air conditioning. I was told it wasn't needed except for maybe 10 days a year.
  • It didn't bother me that the master bedroom was on the top floor right off the kitchen and living room.
  • It was irrelevant that the guest bath was also the master bath.
  • So what if there was nothing but dirt in the front and back yards, nor a sprinkler system. No problem! I didn't care because that can be added later.
  • I could care less that the kitchen was actually the size of a small apartment. It was made of beautiful dark rich wood and butcher block counter tops and I didn't need a huge kitchen.
  • I didn't even notice the lack of lighting in every room because it was a brand new vacant home and I never went there at night
  • So what if I had to stand in one place out of 3200 square feet to see my view of downtown Denver, it had a view of the mountains.
  • So what if it was the highest priced home in the neighborhood.
  • Who cares if the house is at the top of a hill in snow country...there were other people living up there and they could do it...they managed to drive up the hill in the snow!
  • So what if I couldn't afford that house, the bank said I could.

Nothing mattered to me except how I felt when I opened the front door. Inside that front door was this absolutely drop dead fabulous oriental wallpaper that made me feel rich, rich, rich! And then there were the 5 steps going up, 5 steps going down and the landing floor had 2 bedrooms and a bath for the kids. I couldn't let go of the way I felt when I walked in that front door and it was a feeling I could buy, own, and enjoy every day. My dreams could go from fantasy to reality and I had to make that happen...and I did, against all odds. I was 23 and didn't know any different.

People will buy houses for the strangest reasons. Who better to study the buying habits of people than using our own barometer, by looking into our own buying habits, right?

Another home I bought was in very close proximity to my favorite hang out (bar/restaurant) and the price was right. Location as a single person was another factor. Seems whatever makes my heart beat faster than normal is all I need to KNOW that this is it! This is what I need and this is what I want. The rest will work itself out.

     jy       gazebo  papershades

Busy working couples need a space to unwind. Is it going to be a spa tub that makes the bells go off in their head or is it the gazebo in the backyard for entertaining their boss and friends. Could it be a 4 car garage to accommodate the boat that has been sitting out in the elements for 2 years? Could it be a private sunroom where your spirits get lifted from life's burdens while looking out into the garden? One never really knows for sure what is going to trigger the adrenaline in a person(s) until it happens.

How disappointing it must be for buyer's to have to try to find what they are looking for through tall weeds, laundry baskets, ugly appliances or dirty carpets, dark rooms and smelly closets. Where's the dream? Buyers ability to act on their impulses should be the goal of every home seller.

Knowing your market and staging a desired lifestyle = opens the door for impulse buying.

If you haven't presented a visible and desirable lifestyle = no chance for impulse buying.

What is the percentage impulse buying contributes to real estate sales? I don't know, I am not a real estate agent, but in my own life it has been about 75%! The remaining 25% is timing and cash flow which motivates me to look. I would never have bought that 4 story home in Denver if the foyer was painted. The rest of the house was not practical but so what! I am an impulse buyer. Someone had the foresight to suggest a desirable lifestyle with a pattern in a wallpaper. (Wallpaper is coming back by the way)

The moral of the story? "Point of Sale Merchandising sets the stage for the impulse buyer to buy on impulse". I think you know where I am going with this.

Stage It Forward! 

 

Namaste

Comment balloon 31 commentsSheron Cardin • February 21 2007 02:15PM

Comments

Sheron, you are so right!  People fall in love with a home and often times don't see the problems. 

Sounds kind of like how people fall in love with other people, doesn't it?

Posted by Sarah Cooper (Real Estate Shows) over 12 years ago
OMG Sarah! You are so right...and little puppies to...who cares if they grow up ugly! Love makes the world go round.
Posted by Sheron Cardin, ARTIST - A Home Stager/Sellers Best Friend! (California Moods Inc) over 12 years ago
It shows once again that people buy due to emotion and then use logic to validate the emotion!
Posted by Kip & Tamara Barnard, Broker Assoc., Realtor ASP (Coldwell Banker) over 12 years ago
Sheron- Homes appeal to our basic emotions and feelings.. many people make  their buying decision before they ever step foot out of the car.. It's why a new home with all the bells and whistles will sit for months and the old place next door will have multiple offers in days.. If you loved Grandma's house and a home gives you that feeling you will buy it in a heartbeat... warts and all.  Great post..
Posted by Kaye Thomas, e-PRO, Manhattan Beach CA (Real Estate West) over 12 years ago
Impulse was my first reason to have....... ah, nevermind :^)
Posted by Rob Robinson- Lehigh Valley PA (Bertrum Settlements (Title & Abstract)) over 12 years ago

Sheron,

 

I am a Realtor ASP and love that you called it Point of Sale Merchandising. I am so going to use that!

Posted by Vicki Hibbert, GRI ASP (Keller Williams ) over 12 years ago

Hi Sheron,

Very interesting...Your heart will usually direct you aright.  When I show homes as a Realtor, I ask my clients to "live" in the space, we walk through the rooms with the expectation that as we listen to the heart and visualize ourselves in the space, it will become clear if the home is the "right fit".  I've had many satisfied clients call me a year or two later to say how much they love their home.

Posted by Lola Audu, Audu Real Estate~Grand Rapids, MI ~Welcome Home! (Lola Audu~Audu Real Estate~Grand Rapids, MI Real Estate) over 12 years ago

Hey - I'm asleep at the wheel. Thanks everyone for stopping by. It looks like we can all relate to the part feelings play in real estate. If we had to wait unitl we could afford to buy a house and have children we would still be back in the stone age!!!

Vicki - that is exactly what it is. 

Posted by Sheron Cardin, ARTIST - A Home Stager/Sellers Best Friend! (California Moods Inc) over 12 years ago

The problem with letting your buyer buy a home because of the wall paper is that some day they are going to have to sell it.  I would hate to get a listing call from someone who I sold a home to and have to burst their bubble.  They'll then ask you why you let them make such a stupid mistake.

I want to make sure my buyers fall in love with a home that will also be easy to market in the future.  It's sometimes a fine line to walk.

Posted by Tim Maitski, Truth, Excellence and a Good Deal (Atlanta Communities Real Estate Brokerage) over 12 years ago

I tried to convice a buyer that the home designed in 1959 with a flat roof and poor  skylights was a problem.  But I love the area.  I know, but this house is junk.  But I love the area.  But the HVAC is shot.  But I love the area.  The foundation is cracked.  But I love the area.  You have no liquid assets to renovate.  Oh you mean the seller won't fix it?

 

I LOVE BUYERS Emotion

 

Go Sell Something

 

CH

Posted by Christopher & Bernadette Hurley (Go Hurley Group) over 12 years ago

Tim - where were you when I needed you!

Christopher - your buyer must have been a relative of mine! And your "Go Sell Something" just cracks me up! 

Posted by Sheron Cardin, ARTIST - A Home Stager/Sellers Best Friend! (California Moods Inc) over 12 years ago

It's always interesting to watch the reactions of buyers when they walk into the home they decide to buy after falling in love, vs. their reactions to other homes they saw. You can usually tell right away. And once they start talking about where their loved possessions will go, or sit down and start looking around as if they were already owners, you know. Not 100% but most of the time. I hate when that happens and the dream falls apart due to negotiations. And worse, when they decide to think about it for a few days, and poof the house is gone.

Thanks for your post Sheron. I enjoyed it! I have bought in the past (a few times) somewhat impulsively, but never regrettably.

Jeff

Posted by Jeff Dowler, CRS, The Southern California Relocation Dude (Solutions Real Estate ) over 12 years ago

this a fabulous well written post Sheron... Point of Sale, huh... yeah!

I got all emotional over your post, so what does that say about me?

Think I'll go buy a house or something...

Love it... 

Posted by Paul Silver, Rhode Island full service real estate firm over 12 years ago
You guys are very sweet. I bet you are both great Realtors! Thank you for stopping by.
Posted by Sheron Cardin, ARTIST - A Home Stager/Sellers Best Friend! (California Moods Inc) over 12 years ago
I think I missed something? Did you really spend $52k on wallpaper?
Posted by Danny Smith (DISCOVER TEXAS HOMES) over 12 years ago

Yes Danny, I spent $52,750.00 on 8 rolls of wallpaper and the house was thrown in as a bonus. See the house was uncomfortable, hot in the summer (40 windows) up and down stairs since the were only a couple of rooms on each floor, never had enough money left over for landscaping or furniture per say...just the basics! But I got my wallpaper by golly!

Stage it forward! 

Posted by Sheron Cardin, ARTIST - A Home Stager/Sellers Best Friend! (California Moods Inc) over 12 years ago

Impulse buying.

I like it.  Stagers should use that phrase to describe what they do. They increase the impulse buying.    

Frank Borges LL0SA- Virginia Broker/ Owner FranklyRealty.com

Blog.FranklyRealty.com Featured in BusinessWeek, CNBC, WSJ etc.

                      

 

Posted by FRANK LL0SA Esq.- Northern Virginia Broker .:. FranklyRealty.com (Northern Virginia Homes - FRANKLY REAL ESTATE Inc) over 12 years ago
Glad that resonated with you Frank. It makes perfect sense to me. I will haggle over a pair of sunglasses in Mexico but I will buy a car or house as fast and as hard as I can to make sure I get it!
Posted by Sheron Cardin, ARTIST - A Home Stager/Sellers Best Friend! (California Moods Inc) over 12 years ago
Sheron, you are a genius
Posted by Diane Rice, SFR, SRES, CNC ( Rice Prprty Mgmnt & Rlty, LLC, South Holland, IL) over 12 years ago
Diane - why on earth would you call me a genius?  For buying a house because I loved the wallpaper when I could have gone down to the local decorating studio and purchased it for $240, bought a one level home on flat land for about half the price and installed the paper myself? Thank you...keep spreadin' the luv!
Posted by Sheron Cardin, ARTIST - A Home Stager/Sellers Best Friend! (California Moods Inc) over 12 years ago

Sheron - Can't tell you how much I have enjoyed reading several of your blog entries . . . especially this one!  Have to admit though it is a little scary as it's like you have been reading my mail!!!  I too am a designer who has been around 20 plus years . . .  residential, commercial and models ... lots and lots of them.  God I'm feeling old just reading this comment . . . I think you were describing my first house (1976) in Cincinnati.  Pictures look awfully familiar!  Rust colored shag, grasscloth everywhere, peal and stick wanna be parquet wood floor, and mirrored tiles to make the dining room look bigger.  Scary - I don't know how I had any clients!  And yes, I definitely bought on impulse then .... and still do.  Will labor over what movie to see, but will buy a car or house based on a  " drive by decision" . . . will justify it later!  Something about the way it made me feel.......................!

Jeannene Edwards

Home Staging by Interiors Defined, Inc.

Posted by Jeannene Edwards (Home Staging by Interiors Defined, Inc.) over 12 years ago
Oh that is scarry. We have so much NOT to talk about, at least not out loud!!! Any pictures?
Posted by Sheron Cardin, ARTIST - A Home Stager/Sellers Best Friend! (California Moods Inc) over 12 years ago
Sheron....now YOU KNOW that's NOT why you are a genius.  You are a genius because of HOW you do what you do....l
Posted by Diane Rice, SFR, SRES, CNC ( Rice Prprty Mgmnt & Rlty, LLC, South Holland, IL) over 12 years ago
Diane - you are very sweet. Thank you.
Posted by Sheron Cardin, ARTIST - A Home Stager/Sellers Best Friend! (California Moods Inc) over 12 years ago
Hi Maureen - thanks for stopping by. Wallpaper is making a comeback and not in older homes where it may still be left over from times past. Grasscloth and textures are very hot right now as well as stipes and geometrics. None of which works in older homes. Keep your eyes open and you will see it is very zen.
Posted by Sheron Cardin, ARTIST - A Home Stager/Sellers Best Friend! (California Moods Inc) over 12 years ago

Sheron - Although I am not a big fan of wallpaper, the ones you describe sound very interesting.  I will try to keep an open mind!

Maureen Graziano

Posted by Maureen Graziano (Third Eye Home Staging) over 12 years ago
Good Maureen, and when I run some that I really like, I will post about them. (must be stripable)
Posted by Sheron Cardin, ARTIST - A Home Stager/Sellers Best Friend! (California Moods Inc) over 12 years ago

you are too funny, love the wallpaper! Really!! You are soooo right, buyers need to feel like they are home. When I stage I always try to get that one room that would draw in a woman or man. For instance I just staged a home and redid their sunporch with paint, wicker furniture, plants, etc. I wanted a woman to go out there and envision herself relaxing with a cup of tea. It worked, the house had 5 offers at the open house and sold for $36K over asking.

Phyllis Pafumi

Posted by Phyllis Pafumi, ReStyled to Sell Staging Homes NJ (ReStyled to Sell Home Staging New Jersey) over 12 years ago

RIGHT ON PHYLLIS! I am going back and reading Craigs early posts and there you are!!! I guess you knew that. Where are all your photo's? I know you are a pro and everyone would love to see your work.

Your listing with the sunporch...perfect and outstanding in today's market. Home Staging needs to take the next step from average to lifestyle. That is what you do! Good job. 

Posted by Sheron Cardin, ARTIST - A Home Stager/Sellers Best Friend! (California Moods Inc) over 12 years ago

"Point of Sale Merchandising sets the stage for the impulse buyer to buy on impulse".

Yes!! How often have I done that?

I keep digging thru these gems of posts and find gold. 

Posted by Kathleen Lordbock, Keller Williams Realty Professionals (Keller Williams Realty Professionals) over 12 years ago
Kathleen - you certainly are digging...my hat is all over the place. I think I am going to have to add another minute to my 15 minutes of fame thanks to you. So thank you again for your support and I look forward to supporting you.
Posted by Sheron Cardin, ARTIST - A Home Stager/Sellers Best Friend! (California Moods Inc) over 12 years ago

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