Virtually staged images, and the before/after reveal they create, are among the most press-friendly assets an estate agent can produce. A stark, empty room transformed into a warm, furnished home is a visual story in a single glance. That contrast is exactly what property editors, lifestyle journalists, and local news desks look for when they need something visually arresting to run alongside copy. Used deliberately, virtual staging can do more than sell a listing: it can generate free media coverage, strengthen your agency's brand profile, and give you a steady stream of shareable content that competitors simply do not have.
Why press and editors respond to staged visuals
Property journalism runs on strong imagery. A journalist pitching a feature to their editor needs something to show them before a word is commissioned. Empty rooms, however accurately photographed, give editors very little to work with. A furnished, atmospheric room image paired with the unfurnished original gives editors two images for the price of one, a built-in narrative arc, and a reason to run the story. That is a genuine competitive advantage for the agent who provides it.
The NAR 2025 Profile of Home Staging found that 83% of buyers' agents say staging helps buyers visualise a property as their future home. That same psychological effect applies to readers browsing a magazine spread or a property supplement online. Editors know their audience responds to aspirational interiors, and a virtually staged image delivers that without the cost or delay of physical staging.
Six ways to use virtual staging in your PR strategy
- Pitch the before/after as the story itself. Local and regional property editors regularly run features on transformation, renovation, or simply 'property of the week' slots. A side-by-side or reveal widget showing an empty probate property or vacant new-build becoming a fully furnished home is a ready-made visual hook. Write a short, factual pitch: what the property is, why it was empty, how virtual staging helped market it, and attach both images clearly labelled 'virtually staged'. Keep the pitch to three short paragraphs.
- Supply property supplements with portal-ready images. Newspapers including regional titles, city magazines, and lifestyle outlets regularly pull listing images directly from Rightmove and Zoopla for their property pages. If your listing has a strong staged hero image, it is far more likely to be selected than a bare-walled alternative. The image doing the work in the portal is the same image doing the work in print or online editorial.
- Use the reveal widget in digital PR pitches. When pitching to online property titles, blogs, or local news websites, link to a listing page that features an embeddable before/after reveal widget. It gives the journalist an interactive asset to embed, which increases dwell time on their page. That is a practical incentive for an editor to cover your listing or your agency.
- Position your agency as a staging innovator in trade press. Titles such as Estate Agent Today, The Negotiator, and Estates Gazette regularly cover how agencies are adopting new marketing approaches. A short case study showing how you use same-day virtual staging to launch a listing faster, alongside clear disclosure labelling, is a credible and newsworthy angle. It puts your agency name in front of other agents, which helps with recruitment and referrals, and in front of vendors who research agents before instructing.
- Create a recurring content asset for social and press. A 'before we staged it, after we staged it' series across Instagram, LinkedIn, or your agency blog becomes a reusable PR format. After a few months, that series itself becomes a pitch: 'We have staged over X listings this year, and here is what the data tells us about click rates and time on market.' That kind of pattern story is precisely what property journalists look for in a slow news week.
- Leverage staging for award entries and case studies. UK property industry awards, from the EA Masters to the ESTAS, frequently include categories for marketing excellence. A documented approach to virtual staging, complete with before/after imagery and disclosure practice, makes for a tightly evidenced award entry. Winning or being shortlisted generates press coverage in its own right.
Tip
Always attach both the unstaged and staged image when pitching to press. Editors want the contrast, not just the finished result. Every staged image should be clearly labelled 'virtually staged' in any press pack you send, keeping you compliant with portal and ASA guidance on image disclosure.
How to build a press pack around a virtually staged listing
A well-structured press pack removes the friction for a busy journalist and makes it easier for them to say yes. For a property feature pitch, keep it simple and include the following elements.
- A one-page summary: property address (or area if you prefer not to disclose), asking price, key features, and why it is interesting.
- Two high-resolution images: the empty room and the virtually staged version, both clearly captioned and labelled 'virtually staged'.
- A short quote from the agent or valuer about why staging was used and what it achieved for the vendor.
- A link to the live listing or to your agency's reveal widget if the property has one.
- Your contact details and a response deadline.
Send it as a PDF or a clean email, not a shared drive link that requires login. Journalists are time-poor. The fewer clicks between your pitch and a usable asset, the better your chances of a response.
Which press outlets are worth targeting in the UK
| Outlet type | Best pitch angle | Frequency |
|---|---|---|
| Regional newspapers and their property supplements | Local listing transformation, community-focused story | Weekly |
| Online property titles (e.g. Homes & Property, This is Money property) | Staging trend, buyer advice, visual impact | Ongoing / evergreen |
| Trade press (e.g. Estate Agent Today, The Negotiator) | Agency innovation, compliance approach, time-on-market results | Monthly features |
| Lifestyle and interiors magazines (print and digital) | Interior transformation, aspirational home, design story | Monthly / seasonal |
| Local news websites | Unusual or eye-catching property, human-interest angle | Ad hoc / reactive |
Compliance and transparency: what to include in press materials
The ASA and the major UK portals expect edited or virtually staged images to be clearly disclosed. This is not just a rule to follow: it is a selling point when pitching to press. Journalists and editors are increasingly cautious about property imagery that misleads buyers. Stating clearly in your pitch that all staged images are labelled 'virtually staged', and that no structural features or defects have been altered, positions your agency as trustworthy and gives the journalist confidence they can use the images without risk.
Virtual staging adds furniture to an empty room. It does not remove walls, change windows, or hide anything about the property. That distinction is worth making explicit in any press communication, because it protects you, the journalist, and the reader.
Making the most of coverage once it runs
Press coverage is only as valuable as how you use it afterwards. When a feature runs, share it across your agency's social channels, add the coverage to your vendor pitch deck, and display it on your website. A single piece of regional press coverage, shared well, can reach more potential vendors than the original print run ever did. If you have been quoted in trade press about your staging approach, that credibility transfers directly to the valuation conversation.
Info
If you want a visual asset to build your first press pitch around, request a free staged sample from 24staged and see the before/after for yourself before committing to a full order.
Do journalists need permission to use virtually staged images?
You own the rights to the images you commission, so you can supply them to press. Make sure every image you share is clearly labelled 'virtually staged' and includes a caption noting the alteration. Most editors will include that caption when they publish, which protects you and them under ASA guidance on property image disclosure.
How do I approach a local newspaper about covering a virtually staged property?
Find the property or homes editor by name on the newspaper's website or LinkedIn. Send a short, direct email pitch of no more than three paragraphs: what the property is, why the story is interesting locally, and attach both the empty and staged images as high-resolution JPEGs. Do not send a large PDF without asking first. Follow up once after five working days if you have not heard back.
Is virtual staging a newsworthy topic for trade press in 2026?
Yes. Trade titles covering the UK estate agency sector regularly feature pieces on how agencies are adapting their marketing. A documented, compliant approach to virtual staging, especially one that includes same-day turnaround and clear disclosure labelling, is a credible innovation story. Frame it around results for vendors rather than the technology itself.
Can before/after staged images be used on social media for PR purposes?
They can, and they tend to perform well because the visual contrast is striking and encourages engagement. On platforms such as Instagram and LinkedIn, before/after content consistently generates comments and shares among both buyers and other agents. If you embed a before/after reveal widget on your website, you can link to that from social posts to drive traffic back to your own platform.
Does using virtual staging images in press count as advertising, and does the ASA apply?
If the images appear in editorial coverage rather than paid advertising, ASA advertising rules do not apply directly, but the ASA's broader guidance on misleading imagery and the CMA's consumer protection principles still set the standard for what is honest. Clearly labelling images as 'virtually staged' in all press materials is best practice and protects the agency's reputation regardless of the publication context.