HOMESTYLING + MÄKLARE = SANT? - En kvalitativ studie om hur homestyling påverkar fastighetsmäklarens tjänsteerbjudande
Sammanfattning: The purpose of this qualitative study is to describe how real estate agents use home staging as a marketing tool and whether it is in line with the seller's decision-making process in a condominium sale. The phenomenon is considered interesting to study since a housing transaction is a major financial decision for most households. A total of 32 interviews were conducted with brokers, home stagers and sellers in the inner city of Stockholm as well as in the nearby areas Bromma, Liljeholmen and Solna. Theories on service offering, decision-making process in a high-involvement purchase and when choosing a broker, as well as visual marketing have been used for an inductive understanding of the phenomenon. The study shows that sellers hire brokers and believe that home staging has a positive effect on the condominium sale. Furthermore, brokers use home staging as part of their service offering, but in different ways. Sellers aim for the highest possible selling price and since sellers, home stagers and brokers believe that home staging has this effect, brokers benefit from integrating home staging into their service. The study contributes to a deeper understanding of the value of home staging for the broker's service offering as well as the importance of home staging in the brokerage service from the seller's point of view.
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