Reflecting on 2008 and hopes for 2009

We only have 2 days left of 2008. When I look back on the year I evaluate the growth and success of business by certain standards - profitability, volume of projects, and monetary revenue. But this past year, I think a new standard needs to be applied for businesses that were/are tied to the real estate market: Still Standing.

Those business owners that have managed to weather the storm and are still standing after the turmoil and terrible financial mess - should be very proud. The market took a toll - we lost a lot of very creative and talented Home Stagers who were not able to sustain enough income to remain viable. Other industries suffered the loss of talented people as well - many are still reeling from the impact of losing so much in such a short period of time.

Home Stagers sold off their inventory, shut their doors, and went back to what? A JOB - a way to earn money that they may sort of enjoy but does not really fuel their passion. My hope is that when the market rebounds - and it will - those people will find their passion again, and get back to the roots of what makes them truly happy - creating something out of nothing, and helping all parties realize their goals of selling a house in a shorter time and at the best price.

It has been a learning experience as well - for those that have never run a business - weathering storms economically is a normal process - maybe not to the degree we all experienced collectively, but no business is on a growth upswing its entire time. Learning to plan carefully and tuck funds away for the hard times - is a good idea - and one that with 20-20 vision looking back- we would have done more.

For me - I hope that 2009 brings prosperity back to the homeowner, the seller, the realtor - the investor, and the builder - as those are our clients. Without them out there moving, selling, buying and building, we have no business.

Posers - All Talk but Little Walk

I was watching this media segment on some celebrity nonsense, and they kept referring to people as "Posers." In fact, one urban dictionary definition of "Poser" is:

A poser is someone who tries to fit into a profile they aren't. People who try to give off the impression that they are one thing when they are really another.

Also, a poser can be one who says they can do something that they can't.

I know we all have Staging Posers in our markets. I ran across one that was hired to do a Staging project, and turns out he was a Realtor "Posing" as a Stager - who picked out rental furniture that was a total mish-mash, but was cheaper than a real Stager. End result - the house did not sell when it should - and the client ended up spending way more money to have it done right the second time around!

These Posers are people that claim they know how to Stage but really don't. This person could be anyone from the homeowner who thinks because they watch HGTV they can successfully Stage their house, to a person that reads a book or a "how-to" pamphlet created and all of a sudden is an "expert" on what to do, to someone that actually starts up a Staging business, but really has no idea what Staging is all about. Although some of the media shows and publications help, the GIFT of Staging is not something you can just wake up one day and claim to have. To me it is a God-given gift was have from birth - the abiltiy to see things in a new way, to picture and envision rooms, yards, houses transformed. Not everyone has it - so not everyone can be a Stager.

According to one website: Calling someone a poser is the same thing as accusing them of being fake or inauthentic. They may talk the talk, but they don't walk the walk

How do we overcome the Posers in our own industry?

First, I hate to say it here on a blog site, but just because someone is writing about it - does not mean they are actually doing it. The public has to be savvy about not just picking someone because they have a bunch of points. Sadly, some are impressed by that, but as I blogged in the past, http://activerain.com/blogsview/371376/If-You-Are-In-Here-You-Are-Not-Out-There if a person is always in "here" blogging, and on numerous other sites posting things, they could not possibly be out "there" as much as a they claim, unless they literally never sleep. That, to me, is a Poser.

Writing about it and DOING it are two totally different things! Now I know Blogging can be like a full-time job - and it IS for some that actually get paid to comment on life, websites, etc., or for those that want to parlay their blog sites into publiciations. . . However, when our full time job we "blog about" is Staging - how can we be wearing both hats and be legit in our business? I know there are some that make it work, but a non-Poser will have a balance - not spending all their time on a blog site, and have real examples of productive work - which brings me to the next point.

Hopefully the public is savvy enough to actually look at the portfolios of the potential Stager - and makes sure that the photos included are of their work. And a Stager that is really out there running a business will have RECENT examples of successful Staging work, and statistics they track. Or at least they should. If they are promoting the same old photo from a year ago, chances are they have not really been "out there" Staging and are "posing" with those that have been out there working.

I know the tough market has meant business slow down for many markets - mine included - and yet because we are in this long term, we have recent examples and success stories we could share. A Poser will not have those.

Next - ASK for Credentials. A Poser won't have any. That is a pretty simple solution there. A Home Staging Poser will most likely talk about how much they love decorating, or perhaps they even came from a different parallel field, but they really won't be able to talk too much about how they have self-educated themselves in this field, or reference classes they may have taken.

How about ASKING for Insurance: A Poser probably will not have made the investment to insure a business that does not really exist. They want to be considered a Home Stager, but they don't really want to make the investment in a business. Not only does it leave their clients at risk, but they are putting their own family at risk by not insuring their business.

How about this important distinction: A Poser will not have success. Because they really don't know what they are doing, their houses don't sell and they cannot toot their horn over fabulous Staging transformations that result in record sales, or other stats that help sustain the Staging market.

Finally I think this question really weeds out the Posers from the Home Stagers that really plan on doing this as long as their minds will allow . . . Ask the Poser "How long do you see yourself doing this and why?" The Poser usually looks at Staging as a quick buck, and gets out as fast as they got in when the going gets tough. Or the Poser does not understand truly how Staging can work to sell a house - and will just dump in basic decor or a ton of greenery and call the house "Staged."

Posers are all talk and very little walk. They want to be like those that are successful in this fun, exciting, roller coaster ride of a business we call Staging - but it's time to identify the Posers so that the public does not get led down a primrose path of false expectations.

Jennie

Make an on-line slide show at www.OneTrueMedia.com

We Stage Sacramento Statistics Support Home Staging in Down Market

We Stage Sacramento has just released statistics for the 3rd quarter showing a strong support for Staging with We Stage Sacramento experts. Whether the houses they Staged were Vacant or Occupied, the results were significant when compared to the overall market.

Business was slower in the first part of the year but picked up significantly in the 2nd and 3rd quarters, with nearly all houses that were Staged selling in fewer days than the regional averages.

An estimated 95% of the We Stage Sacramento ASP Staged properties received offers from Buyers within 60 days. Of those houses, 60% of them received offers in 30 days or less. One house that had been languishing vacant and undesirable for a year in Sun City Roseville, received an offer about 60 days after being Staged.

That is a typical success story for a Staged property. Even Investors entering the market are wising up to the need to Stage properties before reintroducing them to the market. Houses that are Staged are more appealing in both photos and online tours, as well as show better in person than the un-Staged competition.

Statistics traditionally shared Realtors state that the average price reduction is approximately 5-10% of the list price. In June 2008, NAR came out with a revised statistic for the housing market that suggested a houses may drop as much as 10-20% on average to respond to the current market. The average price reduction occurs every thirty days.

When the success of Staging a house is applied to a house priced at $500K, instead of dropping $25-$50K or $50-$100K in price, a house can be ASP Staged for far less. The average investment to Stage a house is $500 for an Occupied house and an average of $2,500 for a Vacant house. Monthly rental fees may apply for inventory that is placed in the house but the overall investment to successfully Stage a house is far less than a price reduction.

When a house is priced right and Staged, it attracts a Buyer and sells. When Presentation is not considered, Price becomes the only tool for leverage to get a Buyer to purchase the house, costing a seller thousands of dollars. When compared to the proof that Staging works, even in a down market, having a property Staged could very well save a seller thousands of dollars and weeks or months of time on the market.

Average days on market for houses under $500K are hovering between 90-124 days for Placer, Sacramento and El Dorado Counties, and are at between 124-137 days for houses over $500K according to MLS data. We Stage Sacramento is the industry leader in Home Staging Services for the greater Sacramento region.

Since 2002 We Stage Sacramento has been professionally Staging houses and to date their team of ASP Stagers has Staged over 2,500 properties. All members of the We Stage Sacramento team are Accredited Staging Professionals (ASP) Stagers, and are members of the International Association of Home Staging Professionals (IAHSP).

What Do Home Stagers and Major League Baseball Players Have in Common?

Well it certainly is not our annual multi-million dollar contracts . . . or the papparazzi that follow us around! LOL

But seriously . . . I was out to dinner with my husband and friends on Sunday, and the Tampa Bay-Boston final series game was on television. We were seated at the bar waiting for our table, and people were shouting and yelling for their preferred team.

I said hello to the man seated next to me - he looked to be in his mid-50's - and as he watched the game he sort of whimsically said, "You know - those guys really have it great. They get to do something they have loved since childhood and make money at it."

Hmmm.

So I turned to him and said, "Well I may not make the multi-million dollar annual contracts of the baseball players, but I get to do something I love and have been passionate about since I was young."

He was intrigued - I told him about Home Staging, and found out he was an engineer (boring - to me anyway) and from the environmental business arena (where I used to work) . . .

Think about it - it's true. As Home Stagers, we get to use our creativity that we've had since we were very young, and make money and have a life because of it.

Most people (including me) were taught to get educated, get a good job, pay bills, and pursue something that helped make enough money to support the lifestyle we want.

When I found Home Staging as a viable business, it opened my eyes and my life to the possibilities of doing something I really enjoy. I hope to teach my kids that their passions are worth pursuing - and there are ways to make income doing something they love not just doing something for money.

There is a difference, as most of us know. Any of us that have ever worked for someone else doing something we really did not enjoy can attest to this truth.

I think there are many people that are following their passions and doing things they truly enjoy. The true test is to ask ourselves, "Do I see myself doing this for the rest of my life and if so, will I be happy?"

The best part of all is that we CAN earn good money as a Home Stager - it totally depends on how we build our business. We can be successful, we can even have "fans."

Home Run for Home Staging!

- Jennie

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To work with Home Stagers that are passionate about what they do to help you Stage your house or listing, call We Stage Sacramento - 1-888-WE-STAGE. Serving Placer, El Dorado and Sacramento Counties since 2002.

Do we need a 12-Step Program for Stagers?

I blogged back in July about Home Stagers having A.D.D. http://activerain.com/blogsview/585638/Do-Stagers-have-A
– and although I know most of us do not actually have that condition – I did think that Stagers enjoy staging because of the short term gratification element.

Along those same lines - I also believe that those of that have found our life passion with Staging are ADDicted to Staging.

What is an addict? Websters defines it as: A person who cannot resist a habit, especially the use of drugs or alcohol, for physiological or psychological reasons.

OK – let’s just remove the drugs and alcohol part – and put in “A person who cannot resist a habit, especially the use of Staging and creativity, for physiological and psychological reasons.” – and there you have it!

We that love Home Staging are Staging Addicts!

Does this mean we need our own 12-Step program for support? Having grown up in a 12-step household (so this is not in any way meant to demean the helpful groups that saved my family’s life), I can just hear the statements now at the weekly support groups – “SA – Stagers Anonymous.”

“Hello, my name is Jennie, and I am a Staging Addict.” Group: “Hello, Jennie.”

The 12 Steps would be launched with the statement:

1. I am powerless over Staging - and help declutter other houses so their lives will not be unmanageable.

2. Came to believe that a power greater than myself – Staging - could restore me and my clients’ houses to sanity.

Etcetera.

The truth is, like an addict, I CAN feel myself going through withdrawals when I have not had my hands in someone else’s house. My husband and kids notice it too – as I begin to “re-Stage” our own house – rearranging things, straightening, and fussing in the house – in order to make something “old new again.” It bothers them – they want to be able to leave a blanket on the ground or not put the centerpiece back where it belongs after playing our Wii. To me – I often don’t feel complete until my own house is back “in order” and yet I do have clutter – the kind that most families with children would have. Books, papers, collections, displayed school projects, and laundry – lots of laundry. And yet I recognize when I am crossing over to the addiction fix - I become sort of like a whirling dervish - spinning through my house cleaning, straightening, and re-doing displays. Time for a Staging project - FAST!


I do believe we that love Staging are ADDICTED to it - as one of my mentors proudly shared, "It gets in our blood stream - it's addictive." And yet I also know it is one of those "healthy" addictions. We are not harming anyone in the process of Staging (unless we drop a box on our toe), and we do help others to achieve their goals.


Now as I am writing this - I realize that as Home Stagers, we are addicted to Staging spaces and making houses more visually appealing, which is true. But what about the other role we play in this 12-Step world?


Think about it. Are we also codependent as Stagers? Do we do for others what they should do for themselves - but are not able? Yes we do. The decluttering, the proper presentation for the overwhelmed home seller - are all things the seller (or Realtor) are not able to do - and we come in and "save the day" with our plans, our creativity, our inventory, our knowledge.


Hmmm. I had not thought of that before now - but there is a grain of truth. We do help rescue the sale time and time again, offering up our solutions, telling our sellers not to be concerned - we'll take care of it - and allowing them to step aside and pass the responsibility for presentation of the house to us.


I guess we play both roles – we are the proverbial Addict and the Enabler. But the good news is that we are not hurting anyone in the process – we are helping. We are helping feed our own addiction and helping the Client achieve their goal of selling, even if it means we have to do the work ourselves.

Afterall - life should not be all boring - we have to have some FUN to feed our spirit - even if it is an addiction that can drive some of our family and friends crazy! And that is a whole other 12-step program.


SA unite!

Home Staging is Not For Sissies

Bette Davis once famously said, “Old Age is no place for Sissies.”

Well I think we can rephrase that statement to say,
“Home Staging is no place for Sissies.”

Definition of Sissy: A person defined as timid, weak or cowardly.

Professional home stagers know that in order to be successful you have to really work hard, and work smart. Being timid, weak or cowardly is a sure recipe for failure as a Home Stager.

We have to be bold, strong, and brave – especially in a market that is changing.

This does not mean we don’t have fear about rejection or discomfort in approaching people about our business. Fear is a natural part of any human – fear is normal, however we have to get past our fear and overcome it in order to have the success we want. We cannot let our fear paralyze us to the point of inaction.

We have to bold to get our message out to our audience. We have to, as the title of one of my favorite books says, “Feel the Fear and Do It Anyway.”

We have to be bold in our Staging as well – and make sure that our Staging really is Staging, not decorating or design, and not something done to appease a pushy client. We have to be bold and educate our clients about what home staging is – and what it is not, and begin to counter the things we see on television that are really harming us as Stagers. I have yet to see one show that truly depicts what we do as Stagers, that has not crossed the line into decorating, design, remodeling, and criticism.

Being bold in Staging also means reinventing our look from time to time so that our Staging does not get stale or predictable. It means having fun with what we do and use our creativity in situations where others would give up – and go shopping. I love that part of being a home stager – that I was taught to use creativity first, and then the dollar, to help clients. It is a challenge we rise to time and time again, to the delight of our clients and Realtors who never thought the house could look so great, and never thought of using items in the way we used them in the staging process.

We have to be strong – physically and mentally.

Physical strength is needed. I did not realize how much physical activity it would take to be successful in Staging. I am a strong woman – I always have been. I was a dancer in my younger years and played all sorts of sports and have an arm that would rival good quarterbacks. With a team partner I have moved whole houses of furniture in to vacant staging projects, and have loaded and unloaded trucks, and warehouses. It is a prerequisite of our job to be strong physically, and the good news is for those that do not have the physical strength, we can hire help!

I got smarter as I grew my business, and we do hire labor for moving things – heck, I only have one back, and I don’t want to tweak it out because of Staging (and I have J). I have suffered sore back, tennis elbow, broken toes, scrapes, bruises, and the near loss of an eye from a flying bungee (hit my lip instead and split it open). Once those things happen, you tend to reassess the wisdom of “doing it all alone” to save money, and begin to stage smarter.

Hiring help actually helped us stage faster, smarter and kept us from getting overly tired and injured. So we actually are able to accomplish more in one day than in the past. I have always said, as long as have our minds and can envision the plan for Staging, we can stage.

Mental strength to me is more important than physical strength. With so many people jumping in to the Staging market, it is now about mental sharpness, and being able to deliver a message of WHY a person needs to work with my company or me as a Stager, versus someone else. Positioning.

It requires staying on top of the real estate market and trends, and responding in kind to keep business flowing. It also requires a constant positive attitude adjustment so that I don’t end up locking myself up in fear, or analysis paralysis – both also the kiss of death for Stagers. I don’t bury my head in the sand and ignore what is obviously happening with our economy, I ask, “How will this affect our business, and what can I do to help stimulate production?”

It always boils down to marketing – and so I find ways to entice clients to use our services and remind them of the benefits of Staging versus sitting on the market.

And we have to be brave – of course, our Staging does not take the bravery of our armed forces, but we do have to have a sense or courage and bravery when we go out to promote our business. We have to have courage in the face of economic times where financial disaster seems to be looming around every corner. We have to be brave and delve in to new market niches – and be willing to reinvent ourselves to respond to the market and the needs of customers. We have to have the courage to keep a positive attitude when everything and everyone around us might be telling us doom and gloom information.

The natural tendency for most humans is to hunker down and wait it out – but waiting in our business, means not doing face time, and not getting out there to go after business, and this is too risky for us as Stagers. In tough times, we have to be out there even MORE than in the past- because our business is built on relationships, and when we are out of sight, we are out of mind. That then leaves potential opportunities for Staging up for grabs for the person that is out there, a presence in person, and actively asking for business.

So sissy stagers will fall away in these tough times, and the strong will survive. This is the way it with all species – it’s called, Survival of the Fittest.

When this economy turns around (and it will), we will find ourselves with even more ways to serve our clients, the ability to earn even more than we ever thought possible, and the strength to keep Staging day by day.

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We Stage Sacramento is a full-service Home Staging company serving the Greater Sacramento market. For over six years we have been helping sellers, builders and Realtors prepare houses for sale, successfully staging over 2,500 properties. Our Services also include services for redesign, holiday staging, and workplace staging. We are members of the International Association of Home Staging Professionals (IAHSP) and Accredited as ASP Home Stagers. Call us at 888-WE-STAGE or www.WeStageSacramento.com

Home Staging Convention - IAHSP & ASPs Lead the Home Staging Industry

I just attended the annual IAHSP Convention in Seattle and it was so great! I am so excited to share all the new services and tools with my clients - as no one else in the industry has the resources - than Accredited Staging Professionals. Stagedhomes.com has put together state-of-the-art and cutting edge products and services that will make our role as ASP Stagers serving sellers and Realtors even easier!

I met so many wonderful ASP Stagers from all over the United States and Canada that are working to grow successful Home Staging businesses. The open sharing of what is working in all markets was so helpful, and the high level of education we received invaluable. The convention featured speakers that shared on key marketing strategies, internet marketing, working with clients, integrating multi-media approaches to our presentations, and business management, inventory mamagmenet, and business planning. We heard about key new market niches we can approach to grow our revenue and continue to thrive in Staging even with some areas where the foreclosures have outnumbered traditional listings.

Overall it was fabulous and Barb Schwarz, President & CEO of Stagedhomes.com, was the visionary behind our Convention and inspiration that fed our spirits and hearts throughout the event.

I am excited to depart from Seattle in a few short hours and get back home to Roseville, CA where I will be implementing many new services for our key clients.

Home Staging works - and I am so proud to be associated wth Stagedomes.com and the ASP Masters and ASPs around the country that uphold integrity as the number one trait for business.

HGTV Supports Home Staging as the TOP Action Item for Sellers!

I found it very validating when HGTV devoted a show to the Top 25 Mistakes Sellers Make - and at the top of the list was not Staging. This tells me that after 36 years of building the industry, we are finally at the place where the media "gets it."

Interestingly, the 25th mistake Sellers make was putting too much stuff in their house - and overdecorating. That goes right along with what I have been taught by my mentor, Barb Schwarz, the Creator of Home Staging. She wast the first to point out that Staging is depersonalizing and Decorating is personalizing. The goals of each service are totally different.

When I am helping decorate a house, I am considering the likes and tastes of the home owner. I will use things they like, whether or not I personally think they are tasteful or along current trends.

When I am Staging for Sale - I consider the BUYER only. My job is to help sell the house - and so I have to consider what a buyer would want and expect to see in a house - and since we don't know anything about a buyer's background (race, religion, age, kids or not, etc.) the house has to appeal to a very broad spectrum of people. This means it has to be broadly appealing, with colors that are neutral and along current trends, and depersonalized of any of the sellers' items that would make a buyer possibly feel uncomfortable.

So - I say "Great Job!" to HGTV! Finally - what I do for a living for the past 6 years is getting the recognition and understanding that it deserves. What I know is that a Staged House is a Sold House - in any market! It's the one the buyers connect with emotionally - and it is the one that is prepared for the buyer to move right in.

For more information on how you can properly have your house Staged for sale, contact the experts at We Stage Sacramento and let us come up with a detailed Staging Plan for you!

Can We Achieve The Focus of A Dog?

What is it about a Dog and his ball ?

Our dog, Copper, showed me something last night that made me really think about the word FOCUS.

At about 9 PM last night, my children began to panic as Copper was no where to be found. "When was the last time you saw him?" I asked - as I had been dutifully working upstairs. "I saw him run out in the backyard," my son Steven told me, "and he never came back."

I called his name out in the darkness - no response. Normally he will come running or at least let me know where he is. Nothing. No sounds. No response. My mind immediately went to the "dark side" of fear thinking, "Oh my gosh - he has been eaten by a wild animal." Yes - a wild animal that could scale our iron fence and make off with my 22 pound cockapoo. A wild anumal that lives in the midst of suburbia (although we do back to an open space with a creek, trees, and well - it could happen).

Well - anyway, the mind was leading me astray and I got a flashlight and headed to the back corner. I was sure I would find his little body - either passed out or injured, too weak to get up or respond to my calls.

No - a totally unexpected sight greeted me. There was my dog at the edge of our pool. He was frozen in one position. He was focused. He was not moving. He was not barking. He would not even turn his head. What was he looking at? His tennis ball that had somehow fallen in the water.

The ball had somehow ended up in the water and he would not leave without it (nevermind that he had 5 others inside - he wanted THIS one). I noticed then that the area around the pool was wet with his paw prints - and I deduced that he had actually been trying for some time to get his ball OUT of the water. But lacking long limbs and a tool to scoop the ball up - he was not successful. But he had tried - he had made the effort, and when that did not work, he did the only thing he could think of - stay focused and get someone to help him.

It made me pause. It made me laugh. It made me think. He remained fixated on his ball until I got my husband to get the pool scooper thing (don't ask me what the technical name is) and get the ball. Copper finally came to the house - wet paws and all - and happy because he got what he wanted. He stayed until he achieved his goal with the help of another - but the goal was achieved.

What if we had that type of single-minded focus of a dog in our work? That we would stick to it until we achieved what we wanted - worked for - and expected? I think too many times we get distracted or disbelief creeps in and we give up.

When we can channel our focus to a goal - and stick to it - that is when we succeed. Whether we eventually have to enlist the support of other people or other tools - staying focused until the goal is achieved is the key.

What is your tennis ball? Focus on it - and wait to achieve it.

What Hat Are You Wearing?

With all the shows and media coverage on Staging, it is natural for people to believe that "anyone" can stage. The fact is, that is not true. Anyone can learn to copy basic tips and maybe some ideas, but for true Staging to happen, a trained Stager needs to be involved.

When less than 10% of the population has the ability to picture a room in a different way, it is not possible for "every" homeowner or realtor (or friend) to manifest that ability. Staging is not just about putting table cloths out (which actually is a no-no) and adding some greenery. It is about strategic placement that occurs after a house has been depersonalized.

I want to make sure that anyone that is looking to prepare a house for sale actually uses someone that is trained to know what that means. We have had friends, neighbors, even appraisers poke their noses into what we do best and what we've been trained to do - and I am amazed at some of the "advice" our clients hear.

Case in point - a family I know just put their house on the market using a Realtor that is not an area specialist. House is not "professionally" Staged - and I can tell because they have a narrow front window by their door where jumbles of jackets hang, greeting a buyer with a messy display of home familiarity - familiarity that should be removed, packed or put away. The photos of the house show cleaned surfaces and pleasant arrangements, so someone put on their "Stager hat" to get rooms ready for buyers, but I still see too many personal items, and odd arrangements of furniture.

When I teach classes I have Realtors and Stagers in the classroom. I make sure the Realtors that like to "dabble" in Staging know that their job is really to sell a house - and if they really enjoy the Staging side, they need to ask themselves if taking all that time to Stage a house is really what pays them money, or is it getting a new buyer or listing? The analogy I gave is that their "staging" would be like me getting my real estate license and listing houses at .5% because it's "fun." How would that honor my relationships with my Realtors, nor allow me to actually serve my "clients" - because my true joy is in Staging.

So - what hat are you wearing?

• If you are a seller, let an expert give you objective advice on the sale of your house.


• If you are a Realtor, your income comes from listing and selling houses, not Staging.
  
• As a Stager, bring me in to help you both achieve your goals.

Home Staging WORKS even in a "down market"

Another Staging SUCCESS Story to share with our readers - Staging is working to help houses SELL even in our "down" market. We just Staged a $1.495 Million house and it SOLD the first week!

We have all heard about the terrible foreclosure market - and how that is having a huge impact on normal sellers. They are trying to compete with houses that are flooding the market - some in decent shape, with others have been trashed.

How does a Seller compete in these times? PRESENTATION MATTERS now more than ever! Buying a house is still an EMOTIONAL decision. Buyers will either connect with a house or not. Making the investment to prepare a house for sale can be the difference between sitting and selling.

The average investment to Stage an occupied house using what the homeowner has in new, creative ways - is about $500.00. The process starts with a Staging Plan telling the seller what to do to get their house ready - they can pack up their personal things and clutter according to the Plan - and then have some help on the back end to add the "Wow" factor with their things or with some limited inventory rental.

The result - a house that is ready for a BUYER to BUY!

For vacant houses - we provide a FREE preview of the house and a Pricing Proposal that includes pricing for time and inventory to best present the house for sale. Once we all agree to pricing and terms, the house is Staged right away. The difference between a vacant and Staged house is amazing - putting furnishings in key areas of the house allows a buyer to emotionally connect.

Our last two vacant high-end properties SOLD in less than a week - in our "down" market! That is virtually unheard of for "normal" listings - but when they are Staged and priced right - the buyers will buy.

Staging also costs less than most people think - for a vacant house - Staging starts at about $1,200 and can be as much as $5,000 for a higher end house. The fee includes installation and first 30 days of rental, and then there would be ongoing rental investment until the house sold.

Even with ongoing rental, the Investment in Staging is always less than a price reduction! When the house is priced right and Staged - it should sell - and this means it will not have to experienced a price-reduction.

When you want Staging done right - contact the experts at We Stage Sacramento - the region's first and premier Home Staging Company. We stage it all - from big to small! Give us a call at 888-WE-STAGE or go to http://www.westagesacramento.com/ to view our background, testimonials, and examples of our work.

Color Speaks - What Does Your House Say?

Color. It is part of our everyday life. We have color all around us and every color elicits an emotional and physical response. We are usually not even conscious of our body or mind going through the physiological process, but it happens. For example, in the world of color physiology, red is associated with blood and energy (or heat) and emotions that stir the blood such as anger or excitement.

There are entire industries devoted to the use of color and how to apply it to elicit desired responses or behaviors from consumers.

Consider this: Do you remember the old style Denny’s restaurants? Why were the booth colors orange and pink? Those colors were specifically selected so customers would not linger because orange and pink are stimulating colors that keep us unsettled. Their reasoning worked. Think about other restaurants where you have been that want you to stay a while – their color scheme was most likely soft, neutral, with calming colors of blue, green, greys, and soft purples, and dim lighting. Black and white are considered at the opposite ends of the color spectrum – with some schools of thought stating that they are not even colors. Black weighs down a space and white lifts it up – so together they help create an emotional anchor and should be used with accessories or art – a little splash here and there – to balance a room.

The art of “reading colors” has been a part of beauty and fashion for years – with certain colors making us look and feel younger and energetic and wrong colors literally making our complexion look sallow and eyes dull. When we wear certain colors, we actually feel happier and more uplifted, and the opposite is true when we wear other colors. When we paint our houses, we are dressing them up for show as well. How can we tell what colors work best? This article should help give you guidance whether you are selling it or living in it.

Here is a list of topics covered in this article:

▪Colors in our lives and our houses
▪Physiology of Color
▪Accent Walls – friend or foe?
▪Best Colors solutions for Selling
▪Embrace versus Replace
▪Contrast Colors to the Rescue
▪Where to get Help
▪Color Trends for 2008


Color is an integral part of our homes.

Just like we dress ourselves, we dress our house with colors used in accessories, artwork, and on walls. You may recall the avocado greens and gold colors found in houses in the 1950’s. Or how about tie-dye, and houses with olive green, orange, or dark brown shag carpets common in the 1960’s -70’s. The 1980’s seemed to be all about pastels and southwest color schemes. The 1990’s saw some shifting towards the use of color, but there was also an “all-white” movement afoot in homes. We did not see the full impact of using color in homes until the new millennium. It was almost as if with the turn of the century, homeowners left their fear box of white and enter the euphoric world of colored walls. Some of these people have really embraced the interior color world, while others remained more conservative – placing color on accent walls for punch and impact, while keeping the main walls a neutral.

We know the psychological impact of color can be found in nature.

Think about how you feel when you look at the water or sky, or sit under a tree. Blue and Green are relaxing. Cooler tones tend to be more relaxing, and Warmer tones tend to be more stimulating. So are some shades of purple such as lavender and periwinkle. If you want to relax in your bedroom, it’s probably a good idea not to paint it Red. On the other hand, if you have a room where you want constant activity, feel free to paint it Orange, Red, or Yellow – but just be sure you really like those colors because when they go on a wall they can really dominate!

Accent Walls – Friend or Foe?

If you are not quite ready to commit to an entire room re-do, consider an accent wall. Accent walls in red and burgundy are very common in dining rooms and kitchens. We are less likely to see this color in a bedroom or bathroom, but accent walls with a deeper tone of a soothing color behind a bed where a headboard is placed or a large piece of art makes a nice frame for the focal point of the bedroom. Experts share that we should never paint an outer wall as an accent wall.

What colors are best for the interior of a house?

Painting each room in a house a different color chops up the flow and actually is a detraction emotionally and visually. It’s better to use one color or tones of the same color family to flow through each room as a common thread, and then punch up color in various rooms with accent walls, or accessories and art. Dark colors close a room in and make it feel smaller – literally eliminating visual square footage because of the emotional response. It is never a good idea to paint a ceiling a dark color unless it is vaulted or higher than the standard 8-9 feet. Children’s rooms may have creative murals, fun colors and themes. Just keep in mind colors impact children more than adults – so keep the bright, stimulating colors off the walls unless you want Johnny and Susie up all night. If you want to have some fun, use accessories, props, and artwork to add the color but keep the background in a calming color or warm neutral.

These photos illustrate the difference strong colors versus warm neutral with accent colors in the accessories can do for presenting a room in a house that is for sale.

Warm Neutrals should be used as a background for the rooms in the house. White is called “the color of fear” with paint – meaning it is the sign of someone that does not know what to do – so does nothing. It seems clean and fresh, but really it’s boring. Houses exist with all white walls but they are usually ones with black and white decorating schemes, which is not practical for the everyday homeowner. White is great when used as an accent for moulding, trims, and cabinetry. On walls, even if you are not brave of heart to paint a wall orange, go for a nice tan color – or a soft gold or taupe. The walls come alive!

What if you are selling a house and you have bright colors on your walls? Colors speak to buyers. They say “Buy Me” or “When you buy me, before you move in you will have a lot of work to do.” If a buyer likes the color painted on a wall, great but to take that chance and eliminate an entire pool of buyers over a too-bright or odd color on the wall, does not make sense. In a market where there are a lot of houses for sale, making sure that a house is move-in ready is essential. Some sellers will argue that a buyer will usually paint the walls anyway, but painting a neutral wall is easy. Having to prime (possibly with multiple coats of paint) and then paint is a lot more work.

The best solution for selling is to paint out all the walls with a warm neutral. (Note: Sherwin Williams has a great line of colors and ASP Stagers can get a 40-60% discount on materials for clients.) We recommend sellers paint walls a warm tan, soft gold, or taupe color. Keep in mind that the undertone of the paint needs to blend nicely with cabinetry, carpet and flooring. Picking a color with a grey cast and painting it in a house with yellow or red oak cabinets will result in a mis-match and will not enhance the house. If you are not able to decide which color should be painted, seek the advice of a professional ASP Home Stager. Most ASP Stagers have color wheels and fan decks from professional paint supply stores and can easily help select a color that will be a good background to the features of the house.

“Embrace, not Replace.”

When a client states they will not invest in the painting, what do you do? First, we need to know how motivated this client is to get the results they want. There is a reason they don’t want to paint and it is usually about one of two factors: Cost or Attachment. Painting a whole house can cost a fair amount, but the return on investment more than makes up for it in the sale. There are discounts they can receive when they work with a Stager, and the fresh paint job can actually be marketed as a feature when selling the house. An attachment issue says the seller is not sure they want to move and because they like the color, if they don’t sell they don’t want to have to repaint the walls. They clearly lack the commitment to make necessary changes. The goal is to always work with the Seller to help educate them about why they need to make changes and give them solutions that make sense for them to achieve their sale.

What if the client just refuses to paint the bright walls?

How can you tone it down so that it is not such a shocker for a buyer? The solution is to counter-balance the color by adding accessories that are in the contrasting color. This takes experience to know exactly what to do, but it works! Again, an ASP Stager will know what colors to introduce in the room, and where to place them to help neutralize the impact of a too-bright or outdated color. As an example, a house that has too much blue – flooring or counters – would have gold, soft yellow, and perhaps even orange introduced with accessories, art and furnishings in order to play down the blue, and help a buyer focus on the house and not the blue paint or counters or carpet. The detracting color is still there, but with Staging the house is presented in a way that is appealing and helps a buyer to know how they might be able to deal with the color too.

Lastly, if you are planning a move and have not updated your house in a couple of decades, it’s time to bring your house into the current trends. Painting is a proven investment in a house that brings the highest rate of return.

Colors do speak to us. When we are Staging and selling a house, we want to make sure they are saying, “Come and linger here” and not “Run away!”

Whether you are selling or staying put – the We Stage Sacramento Staging Specialists can help advise you on what colors to select so that your house has the right combination of peace and pizzazz.

Want to know what the decorating color trends are for 2008?

Want to freshen up your house for 2008? Experts say earthtones are on the decline but still provide a great backdrop for most houses. Homeowners that are trend setters for style and decorating will add paint and decorative accessories and furnishings in the tones of soft grey blues, silvery green-blues, earthy greens, silvers and plums, and orchid. Expect to see more green used – as a following of being more earth and eco-friendly, plus green is the color of nature and life. Use of metallics and silver accents are a great touch to an already delightful palette.

We are an approved Sherwin-Williams vendor and receive 40-60% off on materials and supplies! Ask us how we can help YOU save on your painting needs!

Will Your House for Sale Attract Prince Charming?

Fairy tales are fun. They often have a fair maiden that overcomes challenges to become a glamorous princess. There is usually a villain or wicked stepmother, and there are the helpers that encourage the main character along the journey. And to find Prince Charming, all it takes is some hope, belief, and a fairy Godmother. Applying this fairy tale to real estate and Staging, are houses for sale in need of better presentation that much different?

In real estate, the fair maiden is the house in need of some care and cleaning, and a new dress to put on to go to the ball – or in this case – to be Staged and showcased with all the other good-looking houses on the market. And the Fairy Godmother is a trained ASP Stager equipped not with a magic wand, but with talent and creativity to transform ugly spaces into beautiful rooms. Stagers transform the plain into something special. The villain is the market competition, and disbelief that any effort will make a difference. The pumpkin becomes the trucks that transport any inventory needed to add the “wow” factor. The white mice become fellow Stagers that assist us in our work. The stable horses become the muscles – movers that might be used. And there you have “Stagerella” - the story of getting a house ready to meet its Prince.

Search the internet for listings and you’ll also be appalled by what is there in photos. The eye of the camera does not lie. When an estimated 90% of buyers look online FIRST to research which houses might be prospects to buy, why is it that sellers and Realtors still don’t get the importance of putting good looking photos of Staged houses online? It would be like Cinderella going to the ball in her rags and expecting Prince Charming to give her a second glance. It would not happen. Why then do sellers and Realtors expect a buyer to give a house a second glance when the house is wearing rags?

Some sellers may not believe their house is worthy of a transformation, settling instead for being an Ugly Stepsister – destined to be overlooked and undersold. And yet, every house can have a Cinderella story. It begins with a plan and working with someone that can see past the rags and reveal the potential princess lurking in the shadows. In a declining market, the impact of Staging is even more important. Every house deserves to go to the ball in a pretty dress. Statistics still show that Staging is a key marketing tool – presentation matters, and buyers want to feel good about their purchase.

So put on the ball gown, fix up the hair, and get ready to meet the Prince. A house needs to be clean, de-cluttered, and shown at its best in order to sell.

Instead of sitting longer than needed and dropping more in price than is necessary, a Staged house will attract a Prince of a buyer – and they will live happily ever after.

Staging Statistics Prove Staging Works!

Happy New Year!

We have some great new Staging Statistics to help us validate that Staging continues to work all over the country! As an Accredited Staging Professional Master (ASPM) it is my privilege to be associated with a company, Stagedhomes.com, that helps track national statistics for Staging.

In November 2007, they released the results of a 6 months survey of over 400 houses that were Staged for sale. The results showed that the ASP Staged houses sold 80% faster than the competition.

The other statistic was from Home Gain that updated a 2003 study of 2,000 Realtors. In 2008 this study shows that Staging is even MORE valuable as an investment in getting a house ready for sale!

As a Home Stager and Trainer - these statistics are vital to the continued growth of our industry.

In the Sacramento region that has been hit very hard by the market slow down, Staging continues to be a defining service for selling a house versus having it sit and wait for a buyer.

Our company statistics that I track at We Stage Sacramento show that houses that we Staged last year sold an average of 33% faster than the market averages, and some 90% faster.

Happy Staging!

- Jennie Norris, ASPM, IAHSP

Owner, We Stage Sacramento

Vice President, International Association of Home Staging Professionals

President, Greater Sacramento IAHSP Chapter

Official ASP Course Trainer, Stagedhomes.com