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Technology, including the ease of the Internet, is the second major influence on the recent changes in buying habits; it has created higher service expectations and set the stage for relationship marketing, which provides the “experience” the customer is looking for.

For example, going to the salon to get a haircut used to involve sitting in a chair and having your hair sprayed with water to prepare it for cutting. Then it evolved into having your hair washed and conditioned to prepare it to be cut, dried, and styled. Take a trip to a hair salon today, and you will most likely be greeted with an offer to hang up your coat and an invitation to enjoy a free beverage while you wait. You will spend time in the chair discussing your expectations with the hairdresser, then you will be led to the hair washing station where you will receive a head massage as the hair conditioner sets. You will experience your cut, dry, and style in a relaxed environment, as opposed to the hurried one you once knew. When leaving the salon you will make your next appointment and hope that you won’t forget it, but not to worry, the salon will call you two days beforehand to remind you. Altogether, the salon will provide you with a much better experience than it used to, and try to ensure that you will return to them, the people that made you feel good and established your trust. This is relationship marketing.

In brief, relationship marketing is establishing long-term, trusting relationships with customers in order to satisfy them so that they return, rather than shop around for their next purchase. As a result of this increased level of customer service, it is only natural for buyers to anticipate “an experience” with their purchases.

How is this relevant to home staging? It is important to realize that although you only have one product to sell, it is the potential buyer’s expectation of “an experience” that will ultimately influence his or her decision whether or not to purchase your house. Similarly, home staging will create an atmosphere that allows potential buyers to experience or imagine living in the house at its best. Home staging strategies have been developed from an understanding of both relationship and target-marketing practices and ensure that you sell your house quickly and for more money.