7 Steps to Virtually Stage a Multifunctional Space

With a multifunctional space to rent or sell, the last thing an owner wants is for viable prospects to turn away from a property just because the function shown doesn't match the tenant's need. Success lies in suggesting that a vacant warehouse could make both a great retail showroom or a hip office space by not leaving the visual to the imagination. With virtual staging, searchers can see several usage possibilities for a space on the market.

“The sky's the limit," says Lindsay Dillon, vice president of strategic partnerships and marketing at roOomy, which offers virtual staging, 3D modeling, and rendering services to the commercial and residential real estate market. “We are seeing a lot of companies that need to take a big raw space and make it look like a very welcoming environment."

While virtual staging is commonplace practice for residential properties, more awareness is needed about staging in the commercial realm, Dillon says, adding that roOomy has worked with quite a few commercial teams. “We've replaced a more cumbersome Photoshop effort an interior designer would need to take," she explains.

Former commercial agent Peter Schravemade calls virtual staging, particularly with multiple looks, “a really smart, sensible tool." Not being able to show the possibilities becomes a barrier to selling, adds Schravemade, now the strategic relationship manager and business development manager for BoxBrownie.com, which offers virtual staging, photo editing, floor plan redraws, and renderings for residential and commercial space.

Yet owners and agents may fall into the trap of staging from their own point of view. “The overall intended outcome has to be with the purchaser or tenant in mind," says Schravemade. “You don't stage it to look beautiful. The goal is to present it in a certain way to a certain purchaser."

Here are seven steps to effective virtual staging.

1. Know Zoning Regulations and Target Audience

Don't show a cozy restaurant visual for a space that wouldn't get through a dining establishment zoning request. Before getting started, understand zoning rules and regulations and related space limitations, says Schravemade.

Then determine—through a comparative market analysis—one to four potential uses based on similar properties. Your virtual staging images can show each of the uses so you can actively market to each type of tenant or buyer.

“Everything needs to be packaged up in a bow," says Schravemade. “Don't advertise the property and then see who comes in. Find out who's likely to lease it first."

2. Take Professional Photos

“The better the photographs, the better the virtual staging," says Dillon. For a space with lots of natural light, avoid sun glare, and for artificially lit space, make sure the lighting isn't too harsh.

Additional virtual options may require another step here. BoxBrownie.com, for example, needs a basic floor plan drawing to create a 2D or 3D floor plan visualization. Clients of roOomy may want to have a Matterport 3D tour, which can be used to design a furnished walkthrough.

3. Choose a Virtual Staging Service

Options, price, speed, and quality drive staging provider decision-making. Most services offer a la carte pricing structures starting around $50 and then increase per photo, and usually have a turnaround of up to a few days.

RoOomy services include staging with products and furniture that can actually be purchased and 3D tour modeling, says Dillon. BoxBrownie.com, which Schravemade claims is the only provider sanctioned by the National Association of Realtors, specializes in 360-degree staging; designers edit images manually.

Additional companies that do virtual staging for commercial real estate include Stuccco, VHT Studios, and Spotless Agency, to name a few.

Schravemade advises checking for ethical marketing and photography on a service's website. Signs of false staging might include electrical outlets being added and inaccurate shadows. Photo details should be crisp.

4. Decide on a Look

Virtual staging sites will often guide clients through choosing a style, but to avoid being overwhelmed when completing the transaction request, determine what your potential tenants or buyers will be attracted to up front.

Office space design trends, for example, lean toward the “start-up" look, says Dillon. “As residential features start to encroach into the workplace, there's a more 'homey vibe' in offices now." Popular style preferences include Scandinavian and mid-Century modern, she adds. RoOomy clients can also pick a color scheme and even specific desks and other furniture, says Dillon.

5. Make the Request

Most sites have an intake form with details about what you like (or don't) and a spot to attach photography. BoxBrownie clients can upload photos of other spaces to be used as style references, too.

“The process is just a few minutes, and then we'll develop staging around that guide file," says Schravemade.

6. Provide Feedback

Reputable services offer clients the opportunity to see proofs and request changes. RoOomy, for example, sends a proof within a day.

“It's pre-render, so not of photo-realistic quality yet," says Dillon. “The proofing phase is when we hammer out the kinks, and maybe decide that the ottoman in the lounge is a little too pink or the space is a little too hip."

7. Be Honest about the Virtual Staging in Marketing

You should ensure the staged photos have a staging company watermark symbol and/or disclose which photos are staged in the listing.

“If you're in any doubt that you're acting deceptively to a buyer, you should disclose it," says Schravemande.

A few options:

• Note the virtual staging as the first line in the description, as with this professional office building in Tavares, Florida.

• Reveal that photos of two specific buildings are virtually renovated and staged, as with this three-building flexible-use property in Edinburg, Texas.

When it comes to closing a deal quickly, virtual staging can go a long way. “Get excited by the fact that you can show different styles and configurations in a cost-effective way," says Dillon. “Don't be afraid to show more options."