Home staging: The new standard for successful property sales

Today’s premium property buyers no longer make purchasing decisions based solely on location, square footage, or technical specifications. More often than not, the decisive factor is how a property makes them feel.

According to Ivona Brnelić, Creative Director at Remington Real Estate and interior designer, home staging has become one of the most effective strategies for presenting residential properties. Rather than altering the architecture, staging enhances the qualities a home already possesses, allowing prospective buyers to establish an emotional connection from the very first viewing.

In a recent interview for Dom & Dizajn, the lifestyle and architecture supplement of Jutarnji list, Brnelić explains why thoughtful presentation has become an essential component of modern real estate marketing and how it can influence perceived value, reduce time on the market, and contribute to achieving a stronger final sale price.

Home staging is not decoration – it shapes the way buyers experience a home

The way buyers experience a property has never been more important, which is why home staging has taken on an increasingly significant role in today's real estate market. While many still view it as little more than decorating a property before a photo shoot, its purpose goes far beyond aesthetics. Home staging does not create an illusion; it reveals a property's greatest strengths. Through carefully considered details, it introduces warmth, character, and emotion, helping future owners imagine themselves living there from the moment they walk through the door.

When it comes to interior design, Brnelić has never believed in following trends for their own sake. Trends come and go, while timeless design endures. She draws inspiration from interiors that are not defined by fleeting fashions or the need to feel contemporary. A well-designed interior, she believes, does not need to prove itself. It relies on balance, proportion, and the feeling that every element belongs exactly where it should. Above all, it should feel authentic to the architecture and surroundings, a quality that today's buyers increasingly recognise and appreciate.

First impressions influence both selling time and value

At Remington Real Estate, home staging forms an integral part of the company's exclusive representation service. The objective extends well beyond professional photography or marketing exposure, it is about presenting each property at its absolute best. The way a home is prepared and introduced to the market can have a meaningful impact on first impressions, marketability, and the perception of its value.

This is particularly important within the premium and luxury segments, where buyers are highly informed, have elevated expectations, and expect every aspect of a property to justify its price. In this context, home staging is far more than an aesthetic enhancement – it is a strategic sales tool that enables buyers to fully experience a property's potential.

As Brnelić explains, effective staging never attempts to transform a home into something it is not. Quite the opposite, it simply allows the property to express its best qualities. Sometimes only subtle refinements are needed: freshly painted walls, carefully selected textures, plants, artwork, sculptural accessories, decorative cushions, or high-quality bedding. None of these elements alters the architecture itself, yet together they transform the atmosphere, introducing warmth and character while helping buyers picture their own lives within the space.

When small details transform the entire experience

Among the projects Brnelić highlights is a contemporary high-value villa near Pula, where she became involved during the final phase of the interior design and home staging process before the property was launched to the market. The architecture itself was striking and required an interior of equal presence. The greatest challenge lay in the exposed concrete walls, which gave the home a powerful identity but also introduced a certain visual coolness.

The goal was to soften the atmosphere without compromising the integrity of the architecture. Surrounded by olive groves, Mediterranean greenery, and sea views, the property naturally inspired an interior that reflected its setting. Through carefully selected artwork, tactile materials, decorative accessories, cushions, and refined bedding, the home gained warmth and emotion while preserving its contemporary architectural expression. This delicate balance between modern design and inviting details fundamentally transformed the way the property was experienced.

Brnelić's signature approach begins with a calm, neutral foundation complemented by a small number of carefully chosen, high-quality statement pieces – designer lighting, distinctive artwork, or a single exceptional furniture piece. These carefully curated elements elevate the entire interior and create an immediate sense of refinement. A home does not need to be filled with expensive furnishings, often, just a few thoughtfully selected details create the strongest impression. Buyers may not always be able to explain why one property feels more compelling than another, but it is precisely these subtle touches that create an atmosphere of understated luxury.

The best home staging is almost invisible

One of the fundamental principles of home staging, Brnelić emphasises, is that a property should never be prepared for its current owner, but for its future one. Personal taste gives way to a neutral, light-filled, uncluttered, and thoughtfully composed environment. Buyers should never feel as though they are entering someone else's home; they should immediately be able to imagine making it their own.

This is especially important in the luxury market, where first impressions carry exceptional weight. Buyers in this segment expect harmony, order, quality, and a sense that every detail has been carefully considered. When every element serves a purpose and the space feels balanced, the property leaves an entirely different impression.

Brnelić notes that she increasingly collaborates with homeowners and developers who recognise the value of these details. For that reason, she does not regard home staging as an expense, but as one of the most effective investments before bringing a property to market. A relatively modest investment can significantly enhance perceived value, shorten the sales process, and contribute to achieving a stronger final selling price.

Ultimately, buyers rarely remember the exact square footage, floor plan, or technical specifications of a property. What stays with them is how the space made them feel the moment they first stepped inside. More often than not, that emotional response determines whether a property becomes simply another attractive listing or the place they eventually choose to call home.

To read the full interview, visit Jutarnji list – Dom & Dizajn.