"Your Job Sounds So Fun!" - The Reality of a Home Staging Career

If I have heard that once, I have heard it 100 times. "Your job sounds so fun!" and to be fair, I suppose from the outside looking in, it DOES seem like a "fun job." Most recently as I was boarding a plane the flight attendant spied my carry on that promotes my Staging business and exclaimed how fun my job must be . . .

What the public sees is the transformation of a house - room by room - where we use creativity and skill to enhance what the public sees when buying a house. What they don't see is all the work and planning that went in to that successful transformation.

Seems that most people believe that Home Staging is a "fun" job . . . probably ranking up there with Genie, magician, dolphin trainer, or some other "job" where a person appears to get to do something others perceive is lots of fun but don't really understand all the work behind the result. I haven't asked, but I think they believe that we just move a bunch of decor around and diddle with fabric or bedding, and tossing pillows is the most labor intensive thing we do.

To most, they probably figure we have an army of "workers" at our disposal, like those people on TV - that work for free, and make magic happen with their saws, lumber, and materials they just pull out of their magic trucks or vans. If there are Stagers that do this, it is a very, very small percentage. Most of us are the ones doing the work, moving the stuff, and lifting the furniture.

What they don't realize is that although Home Staging is "fun" it is also a lot of work. Home Staging itself is very physical too, or it can be. Home Stagers sweat. Home Stagers strain. Home Stagers can even stress out.

The reality of Staging is that it is not glamorous and the "fun" is not about the ease of what we do, but about the reward of a job well done. Most professional Home Stagers I know that actually work a business, and don't just preach about it, are in the trenches getting sweaty and schlepping stuff from point A to house B.

The days when I Stage, I show up in my "uniform" which is comfortable shorts and a tank top, sandals or tennis shoes, and my hair up in a clip. To be brutally honest, on days when I wake up and know I am Staging a vacant house, I don't bother with makeup, except maybe some lipstick, and - shocker here - don't even bother to style or comb my hair. Why bother - I am going to sweat - and I am not going to see a client so vanity goes out the window. I just stick my hair up in a scrunchy or hair clip - and off I go to "work." Where I live, the temps can reach over 110 degrees in the summer, and just loading up for a Staging project brings a workout. We don't "perspire." We sweat.

In the winter, we bundle up and deal with the cold temps and freezing weather - and hope that our projects "beat the rain" or other bad weather, but we've Staged during near hurricane winds, and with fog so thick we can hardly see to drive. God bless those Stagers that deal with hurricanes, tornadoes, blizzards, sleet, and any other weather related challenges. Like the mailman, come rain, wind, snow or shine, the show must go on!

I have been physically injured numerous times from Staging. I have broken toes, injured my foot, pulled muscles, gotten bruises, cut myself, gotten tennis-elbow from lifting furniture, and had a bungee cord snap back in my face, splitting my lip open. In that case, the show went on, and we Staged a house because we needed to get it done, with my lip bleeding for 9 hours. Good news is it was my lip - a few inches higher and it would have taken out my eye. I have had sore back, legs, arms and neck from Staging - and over the years have gotten smarter about how much physical labor I personally do, opting to hire movers and manual labor help whenever the budget allows. There are "tools" we can use to help minimize some of the physical strain - furniture lifters, movers, and such, but the bottom line is that we cannot escape the physical nature of Staging. Even if we are just pulling inventory and loading our truck, that is physical.

Home Staging is fun because we are helping others, we do get to see the transformation of a space happen relatively quickly, and we get the reward of accomplishment when the house sells faster than expected - compared to the marketed un-staged competition. But it's not "fun" in the sense that it's easy to do.

Working with clients and providing Staging reports is not physical, but it is mental. We may not sweat while preparing the Staging report (unless the homeowner does not have their air conditioning on), but the mental side of coming up with a plan of action on the spot, and then having the ability to convey that plan with compassion and kindness to a Seller that may or may not be ready to hear the suggestions, or be excited about moving, can be a challenge and be somewhat stressful. The emotional aspect is something we have to be prepared for each time we work with a client. We never know what response they are going to have to our plan, and much of the time we act in the role of compassionate counselor, encouraging them to make changes that will ultimately benefit them the most in the sale of their property.

The longer we engage in business, the more confidence we get, and the better prepared we feel going in to work with a client, but I don't believe we ever fully get over that feeling of pressure to perform Staging magic, using what a Seller has or bringing in some "WOW" factor, with the hopes that everything will turn out great. We have a vision, we work to carry that out to the best of our ability, factoring in what the seller has to work with, any limitations we may have, the necessary timeframe, and budget.

My last Staging report was done late one afternoon, and the next day we showed up to do hands-on Staging to finish it off, with the clock ticking from a Realtor that wanted to get the house on the MLS - ASAP! Of course, the Realtor was thrilled and the seller got a real kick out of seeing how we used her things, combined with some basic inventory - to get her house show ready. She even said, "You were not like those people on TV - you treated me very kindly and I appreciate that." Working with pressure is not something every person can handle, and yet professional Stagers do it every day.

My greatest satisfaction comes not just from seeing a room come together with my ideas that transfer from mind to reality, but from the reaction of a client that cannot believe how nice their house looks, and from a Realtor who is thrilled at a tranformation of their listing. And it comes from a part of me that feels great joy at using my talent and creativity in a way that helps someone else.

Ultimately, when I finish a Staging project, there is a part of me that just wants to high-five someone, or do a celebration dance. As I have shared with colleagues - having a "theme song" is important and keeping the actual Staging fun - by sharing it with other professional ASP Stagers is what make it fun for me as well. As I learned from my mentor, Barb Schwarz, "having a party with myself" is half the fun of Staging - and that happens when I do something unexpected with Staging, when my creativity comes out and we use something in a new way, or make something out of "nothing" in order to achieve a goal. I love that feeling.

However, the "work" behind Staging never ends. Any successful Stager will tell you that getting the business is always on our minds. We are managers, marketers, and workers. Besides the physical labor that leaves us sweaty and tired, there is the constant marketing that has to occur. We can never just sit back and "wait" for business but must constantly find ways to reach our target audience with our message of how we can help them achieve their goals of selling faster and at the best price.

As a markets change, we have to change our strategy for getting business, so we are also adjusting to economic trends that impact our business. Any successful Home Stager will attest to the reality behind reinvention, and carving out market niches to stay viable.

Yes, our "job is fun" but it is also a lot of work - mentally and physically. We have to have endurance to make it through the tougher times, we have to have optimism to keep our hope alive when the going gets tough, and we have to rejuvenate our creative spirit by continuing to find new ways to test our skills and transform houses and spaces that truly need our Staging touch.

So those of you out there looking from the outside at Home Staging - and believe it is one of those "fun" jobs - what it is really is a passion that we have turned into a career. Despite the physical, mental and even emotional work it takes, we love it because it feeds a part of our soul or spirit that nothing else meets.

THAT is the real "fun" behind Home Staging.

Our ASP Staged Houses are SELLING in RECORD TIME! - By Jennie Norris, ASPM, IAHSP

We are so excited! In our tough market where average days on market can be 100 - we have seen nearly all our ASP Staged properties SELL within 30 days or LESS!

Our We Stage Sacramento success stories are part of the national statistics that are tracked by Stagedhomes.com and of course as a savvy business owner, I also prepare my own company stats to share with clients locally. Our graphic representation of our success (below) speaks volumes.

Not only are the ASP Staged houses we have Staged selling, but they are getting multiple offers, selling for MORE than list, or selling AT LIST price, and in one case at 92% of list. Getting multiple offers in this market is something we have not heard about for over 2 years - and it is happening with the ASP Staged properties!

It is exciting to be able to help Sellers and Realtors achieve their goals of selling in the shortest time and at the best price!

- Jennie Norris, ASPM, IAHSP - Owner, We Stage Sacramento
http://www.westagesacramento.com/

We Stage Sacramento - STAGING SUCCESS STATISTICS!

Staging versus Design - More on the TRUTH about Legislation

As I write this, I am wearing the hat of the President for 2009-2010 of the International Association of Home Staging Professionals (IAHSP) that for over 10 years has been serving the Home Staging industry with integrity. We have members in every state in the country as well as in Canada and Europe. I have been a proud member of IAHSP since 2003. We were the first association to provide educational forums, conventions, and local chapters to support our members. Our "model" of success has been emulated by other groups that have popped up recently. They say "imitation is the greatest form of flattery." IAHSP should be really flattered.

That said, I am amazed at the continuing misinformation being spewed by associations intent on recruiting membership. Two in particular have coupled up on the "supposed" legislation that they say will harm Home Stagers. They have stated in writing that our IAHSP association has put its head in the sand because we do not agree with their fear mongering and claims that legislation that targets interior designers will harm Home Stagers. They scoff at the notion that we actually went and asked the ASID organization about the legislation. And because the information we found does not agree with their fear-based claims, now everyone is a "liar" - except them.

When will this posturing end?

If you are reading this - the only thing you need to know is that there is always a motivation behind people asking for "support" for an issue. In this case, they want your dollars. They want to legitimize their reason for existence and they do this by deliberately striking fear in to the minds of business owners everywhere. Imagine how excited this interior design advocate group must have been when they realized there was a whole new profit center they could tap into with Home Stagers? And they gained access to this group through an association that is supposed to be serving Home Stagers. How is dragging Home Stagers into this issue serving them?

I am sure these groups provide value to their members in other ways, but wtih regard to the issue of legislation and how it will harm Home Stagers, they are way off base. The facts speak for themselves.

We are not disputing that this is a real issue of concern for interior designers everywhere.

The issue is of great concern for INTERIOR DESIGNERS. They do have reason for concern as if they do not want to fall under the auspices of what constitutes an interior designer as defined by this legislation, it could cause them to lose their business. By all means - fight the good fight. We wish you luck and we support you in your endeavors. But dragging Home Stagers along into the trenches will not help your cause at all. It only muddies it up.

Anyone with a semblance of intelligence can read the legislation and see that it does not target anyone in the Home Staging industry.

Our position paper on this issue tells the reader to investigate for themselves. Do NOT rely on aritcles written by those with a clear bias, or those that take the issue to the extreme. Unless you are not solely a Home Stager. If you are someone that does Home Staging AND Decorating AND Interior Design - the legislation could apply to you only in your Interior Designer capacity. But we shared all that in our thoughtful position paper we send out and posted recently.

The bottom line for IAHSP is that Home Staging is NOT decorating or interior design.

This person actually admits that in her blog post. They are NOT the same - and yet she and another association are trying diligently to meld all forms of decorating-design-Staging into one amorphous blob. WHY? They are all stand-alone business entities. Their goals are not the same. Therefore, any legislation targeting one group - i.e., interior designers, does not automatically target the other two. However, in their world, all 3 are at risk. How can this be? On one hand they acknowledge that they are all different and then in the next breath are telling readers that legislation applies to all? Huh?

I took the time to contact the President of this design advocacy group, and did not receive a reply back. She completely ignored my attempts to reach out and better understand why she felt that Home Stagers should be part of this "battle." Never heard back. I have emails to prove I did reach out and my intent was to cooperatively understand the issue and how it pertained to Home Stagers. The interior design advocacy group is right to be concerned about this issue for their Interior Designer members. But jumping into bed with a fledgling Home Staging association and then directing the fear towards Home Stagers, to me, is not a responsible action.

I also do not appreicate the repeated attempts discredit IAHSP - the top Home Staging association that has set the standard for excellence for over a decade. IAHSP is the only association that is based in EDUCATION first, as well as Ethics and Excellence. We actually have standards for membership - starting with being educated by a reputable company in Home Staging.

People that have hands in both interior design and Home Staging - it is hard to find an association that truly serves your interests. My advice is to belong to a Home Staging association, and then belong to an Interior Design association. Two separate memberships to serve two separate business facets. That way when and if you do have issues with legislation, you will have proper represenatation with a group that truly has your interests at heart.

What is important to know for all our wonderful IAHSP Members is that we will continue to print the truth - and we do not have a hidden agenda. Our sharing the facts responsibly with our members and the Home Staging community at large is not about increasing membership or having people give money to "fight" an issue that is not really about us at all.

This is NOT about "us versus them" - it is NOT about which Home Staging association is better, etc. It IS about not putting Home Stagers into a place of fear over an issue that is not about Staging. It IS about ensuring that we keep the lines of our industries clearly defined. IAHSP understands this. We hope that others see the light as well.


The members of our IAHSP International Board are ALL VOLUNTARY! No one is paid to serve. In that way, we are not tempted to latch on to an issue that could bring profit to our association. The "rebuttal" from this advocacy group insinuated incorrectly that IAHSP was for profit. That is not true. And as we shared in our position paper - think carefully about who you want to associate with - when deciding membership in an association that is there to truly serve you as a Home Stager.

Ask the Presidents of these other "associations" if they get paid to do what they do - I bet the answer will confirm what I and many others believe. It takes money to pay for salaries - that money comes from memberships. IAHSP dues pay for websites that give our members added exposure, as well as for our IAHSP Chapters and the coordination it takes to help support over 100 chapters in North America. That is it. No salaries are paid to IAHSP Board members or chapter leaders.

I serve IAHSP because I value my association and believe in what we stand for and how we serve our members.

I hope that these other groups can agree to disagree - and show some mutual respect for what we each strive for in serving our members. Only time will tell the truth. Until then, Home Stagers should not live in fear of being "shut down" by legislation that is clearly not about what we do in our Home Staging businesses nor be told by associations that are supposedly serving Home Stagers that they should be concerned. To me that is irresponsible.

For more information please go to http://www.iahsp.com and link to the following information: "Myths and Facts about Proposed Legislation"

http://www.stagedhomes.com/training/A%20Official%20Answer%20from%20American%20Society%20of%20Interior%20Designers%20%20%20July%202009.pdf

Sellers - Are you READY for your Close-Up? by Jennie Norris, ASPM, IAHSP

“All right, Mr. DeMille, I'm ready for my close-up" - Gloria Swanson, Sunset Boulevard, circa 1940.

Those famous words helped immortalize the great Cecil B. DeMille. And it got me thinking. How many times have you had photos taken of yourself where you really were not prepared for that “close-up?” Or worse, been on television with a camera inches from your face showing every pore? It reminds me that there is nothing like preparation – lighting, makeup, positioning – that allows us to take that great photo or be on television without fear of looking “bad.”

When applied to Home Staging we have to ask . . .

How many Sellers are ready for their Close Up?

My experience as a professional Home Stager tells me – not many. Even with the glut of television shows on Home Staging that should help educate the public to do SOMETHING to their houses before putting them up for sale, the fact remains, most Sellers are NOT prepared for their close-up.

However, when Buyers come in to a house, they notice EVERYTHING – and they do get Close-up. They notice not only the floor-plan, but how well cared for the house is. They notice smells. They look at grout, window tracks, windows, sinks, toilets, carpet stains, caulking in the tubs or showers – and if there is mildew, dirt, or debris, the assumption is that the house is not well-maintained. This causes a Buyer to be hesitant about purchasing a house – because they assume that they may have deeper issues to deal with should they purchase a house that is not “Show Ready.”

Why aren’t Sellers ready for their Close-up?

In most cases, it’s because Sellers believe that their house is “fine the way they have lived in it” – and don’t fully understand the WHY behind prepping it for the Buyer.

In other cases, the Seller allows emotions to cloud the need for prepping their house – feeling slighted or insulted when suggestions regarding cleanliness or de-cluttering are made.

And in some cases, it’s because the people involved in helping sell the house lacked the courage to tell the Seller the truth about their house.

Telling the Truth can be Tough

It can be tough to tell someone the truth – but are we truly helping a Seller when we refrain from letting them know about key issues or concerns we KNOW will impact the Sale?

NO. We have an obligation to help Sellers – and the key is to use proper timing and couch it in kindness. This is where someone that is trained to handle Sellers – stands out from those that use criticism and sarcasm (like on television) to tell the “truth.”

How do we get a Seller ready for their Close-Up?

Sellers need an HONEST assessment of their house – and independent third party that is able to be subjective in the house and come up with a plan of action for the Seller.

Sellers need to be willing to implement the independent suggestions – in order to make their house appealing to ALL Buyers.

Where do Sellers get an Honest Assessment?

Sellers can hire a professional Home Stager who will come in and prepare a detailed Home Staging Plan – that addresses how to prep the house room by room, inside and outside. The Home Stager can also help implement the Staging Plan based on how much time and effort the Seller has.

The best place to locate an individual who can provide accurate recommendations is through the www.Stagedhomes.com directory of professionally trained Home Stagers.

Clean is a Relative Term

We need to help Sellers put aside their feelings and realize that Clean is a relative term. But when it comes to Selling, there must be a high standard of CLEAN applied to the house, and a Seller that truly wants to sell will be willing to put added effort into the preparation of their house so that the house stands up to the highest level of Cleanliness.

How much does it Cost?

Typically, a Home Staging Plan ranges from $150-$450 nationwide for an average size house (2,000-2,500 square feet), and is based on the size of the house and the time it takes to prepare the Plan.

Hands-on Staging could be an additional $200-$2,000 or more – again, depending on what is needed. What you want to stay away from is the “Stager” that tells you to remove everything from your house and replace it with trendy, costly decorations and furnishings – a tactic employed by those intent on Selling their “stuff” and not your house. Around the country, these “Stagers” charge in the tens-of-thousands of dollars to Stage a house – which is a disservice to Sellers.

Vacant houses do require a higher investment than when a Seller has things to work with in the house – furniture and décor. However, the statistics show that even having to rent furnishings and décor to Sell a house in most markets costs less than a price reduction.

Ask for Credentials and Insurance Policy

As a Seller – you can ask to see a Home Stager’s credentials – and ask them what they mean. An Accreditation is the highest form of training for the Home Staging industry. Only one reputable company offers this form of training, and is linked to the National Association of Realtors (NAR) to provide education on Home Staging. The Accredited Staging Professional® (ASP®) Course has been around for over 10 years and has nearly 40 years of experience behind it.

Also - be wary of Stagers on blog sites that have a lot of “points” – this does not make them an expert Stager – just someone that blogs a lot online. Think about it - if they are online blogging all the time they could not be “out there” actually Staging. Ask for references and referrals. A quality and qualified Stager will be able to produce both.

Lastly, make sure the Home Stager is INSURED. Without a valid insurance policy, YOU are at risk when you invite this person in to you house. If something is damaged or broken, and the Stager has no insurance policy, the repair costs will be on you.

Home Staging - Why LESS Means MORE by Jennie Norris, ASPM, IAHSP

De-cluttering. Editing. Room refreshing. Purging. No matter how you slice it (or say it) it still amounts to “Home Staging.”

Home Staging is all about LESS is MORE.

LESS is MORE for Buyers - as it allows them to see MORE of the house when there is LESS to distract them.

LESS is MORE for Sellers. When Sellers listen to the sage advice of a professional ASP Home Stager, and put away things as directed by the Staging Plan, the Seller will get MORE for their house than their un-Staged competition.
The reverse is true too.

MORE means LESS for Sellers - when their houses are too cluttered and selling features are obscured or hidden behind objects or drowing in decor and clutter, a Buyer cannot appreciate all the selling features of the house and an overwhelmed mind says, “no.”

This can be confusing to a public that is watching television shows where the house is remodeled, decorated and called “Staged” for sale. It is truly misleading. There are many ways to Stage a house where the Seller is unable to make improvements or upgrades based on budget and timeframe. The house would be marketed appropriately, but it can still be showcased to show its best when it is ASP Staged.

When you have LESS can you afford MORE? The answer is YES. The truth is - many Sellers simply do not have the amount of money being touted on television as necessary to Stage a house. Shows tell us to spend $2,000 and remodel our houses. The truth is the average investment to Stage your house using the ideas of a professional Home Stager who provides a detailed plan to the Seller is about $300 - that seems much more reasonable and something most homeowners can afford. Depending on the Seller’s timeframe and budget, the ASP Stager can come and help finish off the Staging for an additioanl fee, and even bring in “WOW” Factor to help add visual appeal.

Is MORE Better than LESS? No. Some Stagers are being taught to “Decorate to sell” a house. This is a cardinal sin in the world of Home Staging. Staging is a real estate tool to help market a property. Although we do consider things like placement, color, and items used in the Staging process, ASP Home Staging is NOT about the stuff. It’s always about the SPACE.

With many other entities jumping on the Home Staging bandwagon and “training” people to “be Stagers” it’s important to ask about the qualifications and credentials of anyone you consider working with to Stage your house or listing. Make sure your Stager is insured, up to date in their designation, and a member of the first and highly respected International Association of Home Staging Professionals (IAHSP).

In the world of Home Staging, only the Accredited Staging Professional (ASP) Designation has been around for over 10 years, and has nearly 40 years of history and experience behind it based on the success and career of Barb Schwarz, the Inventor and Creator of the Home Staging Concept.

Is MORE ever too MUCH? Yes. In the world of training and designations, beware of the “education junkie” - who has taken oodles of classes and has many initials after their name. To me, that is a confused Home Stager that really does not understand his or her role with the Seller and his or her role within the real estate industry. Getting too many viewpoints begins to dilute the purity and message of Home Staging. What I have seen is that those that are into taking many classes inevitably end up in the “Staging is Decorating” category and lose the pure essence of what Home Staging is. Home Staging is a marketing and presentation tool to help a piece of real estate sell. Pure and simple.

LESS is MORE is our motto for Staging and Selling a house. If you wonder how much you need to remove or what to do - it’s a wise investment to pay for a detailed Staging Report - that tells you what to do in each room of your house. Or you can hire a team of professionals to just get it done for you - where you leave for the day and your house is transformed while you are gone - and you come back to a whole new house - that is STAGED and ready for sale!

Get MORE instead of LESS for your house or listing. Realtors earn MORE commission not LESS when a house is Staged and sells rather than dropping in price.
________________________________________________________________________________

If you have a house or listing in the Sacramento area - and want it professioanlly Staged, we invite you to contact the ASP Home Staging experts at We Stage Sacramento. We are Accredited, Insured and adhere to a professional code of ethics. Call us at 888-WE-STAGE to let us help you achieve your goal of Staging and Selling. We work with Sellers, Realtors, Builders and Investors throughout Placer, El Dorado and Sacramento counties.

Why Standing Out in the Crowd with Home Staging is a GOOD thing!

Why Standing Out in the Crowd is a GOOD Thing!
By: Jennie Norris, ASPM®, IAHSP®
Owner, We Stage Sacramento
www.WeStageSacramento.com

Blend in. Fit in. Don’t bring attention to your self.
Sure, with relationships or life – some people use that philosophy, but when it comes to selling a house, turns out Standing out in the crowd and being different from the rest is a GOOD thing.

Home Staging. Those two words have become more well known in the last five years. The actual service has been around for 37 years, and sellers have been given tips about prepping their house for the market for decades.

Home Staging is being featured on television, magazines, newspapers, and news media features. There are statistics that prove a Staged house will sell faster than one that is not Staged in any market. (the best resource for statisticsand articles featuring Home Staging is www.Stagedhomes.com). One would think with all the exposure it would be a no-brainer to have every house Staged. And yet the majority of houses for sale are in sore need of Home Staging help. In fact, in some markets less than 1% of the houses are being professionally Staged, and in others it’s approaching 40-50%.

To some Home Staging is a Fad or Trend. To others it’s a well known Marketing Tool that gets a house sold. Now is NOT the time to “Blend In.”


So what is the big deal about Home Staging anyway?

Can’t buyers just look past all the “stuff” in a person’s house? Don’t they know that they are going to live in the house in a different way?

Believe it or not – the answer to that question is a resounding, “NO!” Home Staging is about three things: Talent and Time and Money.

TALENT: Less than 10% of the population has a “gift” or eye for seeing things in a different way, and we don’t just mean a different color pillow or a few minor changes. We mean that most people cannot picture a room or a house in a different way once they have an image of it in their heads. When a Buyer looks at a room full of “stuff” they have a very hard time picturing the room any other way, and they certainly cannot envision it cleared out, refreshed, repainted, recarpeted and rearranged. That is beyond 90% of the Buyers out there. Staging truly is a talent or gift.

TIME and MONEY: Does Home Staging really matter in today’s market where house values are continuing to go down? Of course! Even in a slow market or a declining market, a house can still SELL at its BEST VALUE. What is that best value? It is the price a Buyer is willing to pay for the property – and so first and best impressions matter. Staging in today’s market will save time on the market – and this means the house is less likely to drop in price. That is an estimated 5-20% of the list price!

Some recent Success stories and statistics from

We Stage Sacramento:

• An occupied house in Roseville that was put on the market in the low $600’s – SOLD in 3 days at FULL PRICE after it was Staged.
• A house in Folsom priced in the $500K range languished vacant on the market for nearly 5 months - was Staged and SOLD right away – and closed escrow within 35 days!
  
  That is in TODAY’s market – where “nothing is selling.”
  
  So Being Different IS Better in Selling a House:
  1. It gets the Buyer to make an offer on a well-priced and well presented house.
  2. Home Staging sells the House and sells the Buyer on the purchase because it looks and feels different than other houses.
  3. Home Staging is all about positioning a product on the market in a way that makes it appealing to all buyers.
  4. Home Staging is a key marketing tool for Realtors to differentiate a house from other products on the market and differentiate themselves as a Realtor.
  5. Buyers like to view the house online first – so photos and/or virtual tours of the property should be of “Staged” rooms and a Staged house.
  
  The question you need to ask yourself is: Do YOU want your house or listing to get the positive attention – where buyers make a BIG DEAL made about your house and bring a good deal to the table? Or do you want your house or listing to sit and languish on the market with all the other poorly presented properties?

In this case, it’s GOOD to stand out in the crowd!

What is Happening in We Stage Sacramento and the World of Home Staging?

My last post was a while ago - and I have to be honest, I sort of lost my spark of wanting to write posts based on what our family was dealing with in December. The loss of a family member is always hard, and especially tough when it is someone that is taken long before they should - in their prime.

My brother in law passed away in February due to complications from an "accident" he suffered while joggin August 30th, 2008. It was not really an accident but I don't know what else to call it. . . he became severely dehydrated, his heart stopped as a result, he died on the trail, and then was revived. But his brain that went without oxygen for too long never did recover, and he was basically disabled to the point that he was a vegatable mentally. This was a severe blow to my sister and their son, and our whole family. He had just turned 50 and had so much to live for - but that was not to be his path. We miss him.

So I really have not felt the spark to write since then. But I felt it was time to share some good news and success . . .

I am happy to share that Staging is picking up momentum here in the Sacramento region, to the point that we have consistent calls coming in for occupied and vacant houses.

We are also hearing good results from our efforts. The last house we Staged was an occupied house, and it SOLD in only 3 days at FULL PRICE! We brought in basic decor and mostly helped the Seller with a Staging Plan that he implemented. It is always gratifying to hear such great news, especially when the doom and gloom of the market continues all over the US.

We have several vacant houses Staged and are awaiting the success on those properties. Of course, price is still a key factor - and must be partnered with Home Staging as a presentation and key marketing tool. We are also getting calls for Staging to Live, and New Homeowner Move In. Our specialty of Green or Eco-Friendly Home Staging is also a draw for those interested in that market niche.

We are looking forward to a successful second quarter - and hope that business continues to be steady throughout the year.

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 - Stage it Right with We Stage Sacramento

When you want to Stage your house, contact the professionals at We Stage Sacramento. With the most years of experience in our region, and the most expertise of any company in the area, we are the right choice for your Staging needs.

Some stagers want to force you to rent expensive inventory to help "showcase" your house, but the truth is, unless your furniture has been totally chewed up by the dog, or is missing a leg or two, it is probably just fine. This is because Staging is not about Decorating. We are not selling your things, we are selling your house. We do want your house to present well - and so the experts at We Stage Sacramento have a few tricks up our sleeves to help present any house in its best form including slip covers, artwork, area rugs for color, and creativity to know to best use your things, and combine our decor only when needed.

There are other Stagers that dabble in Staging because "it's fun!" - and they are hobbyists. They are probably not insured to protect you, your house and their things eitehr because as a hobbyist they don't want to invest the hundreds of dollars annually to provide proper insurance. This means "Buyer Beware." In fact, you need to ASK to see the valid insurance policy before hiring any home stager. When a lit candle "prop" that is not blown out can burn your house to the ground, don't you want to make sure there is someone responsible financially behind the Staging? We Stage Sacramento is fully insured to protect our clients.

There are other Stagers that woke up one day and decided to "be" a Stager. Maybe they watched a bunch of episodes of HGTV, and then "voila!" they found their calling. They printed off business cards at home, and set up shop. No training, no code of ethics, no accoutability. So when they mishandle your project or client, there is no recourse for you - because they don't answer to anyone else. This is risky for you.

Make sure that the Stager you choose has training - and the best training out there is through Stagedhomes.com and the Accredited Staging Professional (ASP) Course. Developed by Barb Schwarz, the Creator of Home Staging, the ASP Course is the most thorough and professional course for home stagers. Others out there have either copied (poorly, I might add) her format, content and ideas, or come up with their own by deviating away from the roots of Home Staging and focusing instead on things like feng shui, decorating, and design. All We Stage Sacramento team members are ASP Graduates and we attend our annual Home Staging convention for the latest ideas and services for Staging.

There are Stagers out there that also don't believe in professional associations for ongoing learning and networking. This is also a sign of someone that does not want to be accountable, nor grow in their skills. Our team are members of the International Association of Home Staging Professionals (IAHSP), the first and only professional association serving the Home Staging industry internationally. Requirements to join include educational and professional standards of excellence. There are other groups out there, but they let anyone in - with no professional standards needed. Again, this is risky. Stick with those that are part of a proven group that has standards and sets the quality level for the industry.

Staging it right means Staging with We Stage Sacramento - as we fit all the criteria listed above. Check out other stagers. They are either part-timers, Realtors that dabble in Staging, or hobbyists. There are very few full-time Stagers in our market. I am proud to blog about our team - we are dedicated to Staging, and are still standing proud in our Staging shoes even with the toughest market we have faced in the six years we've been serving the Sacramento region.

Home Staging Standards are Important

The Olympics are nearly over - and my familly and I have enjoyed watching all the competitors. We have cheered for winners and felt badly for those that had unfortunate episodes where they were defeated. Whether they win or don't place in the top 3, the athletes all have one thing in common - they had to qualify to be considered in the top for their country.

For Home Staging - we have to have standards as well. There are those that don't believe this in practice even though in theory they may spout the need for standards. The International Association of Home Staging Professionals (IAHSP) is a professional association open to all Stagers. However, to join IAHSP a Stager must meet standards of education and quality. They must first gain education and earn a professional designation and then agree to the code of ethics.

The designation IAHSP chose as the one Stagers needed to have in order to join is the Accredited Staging Professional (ASP) Designation. It is the longest standing designation with the most history and credibility behind it. It boasts over 14,000 graduates from classes that have been taught since 2,000 and was developed by the Creator of Home Staging, Barb Schwarz.

Just like the National Association of Realtors (NAR) requires members to first be licensed real e state agents, and then get additional education, and join at the national, state, and local levels in order to be a member, IAHSP does the same. In fact most associations for a professional group require some sort of education and standards in order to join. The American Medical Association is only open to MD's, and the National Speakers Association is only open to professional speakers that have to meet certain criteria.

In the world of home staging, there are groups that allow ANYONE to join - regardless of their background - education or not. Is this helping to serve the Staging industry? No. By allowing just anyone to join, it waters down the quality of service and membership of the group that becomes only as strong as the weakest members.

Opening up a "professional association" to anyone that calls themselves a Stager means I could wake up one day after watching a bunch of HGTV shows and proclaim myself a Stager and join this group. I would be in the same category in the eyes of the public that does not know better - even though I have professional education, a designation, and adhere to a code of ethics that is enforceable. I am not interested in belonging to a group that waters down the importance of professionalism in Home Staging by allowing hobbyists and un-educated people to join.

When looking at selecting a home stager, it is important to find out what association they belong to - and make sure that the association itself is one that serves the industry with a higher expectation of performance - not only in how a Stager interacts with their clients, but also in their overall quality of work.

As an ASP Master Stager, I do belong to IAHSP - and am a proud member of the first and best association serving our industry.

- Jennie

Home Staging for Investors

Home Staging - the tool that helps Buyers imagine themselves living in a house that has been presented for them - is not just a marketing tool for traditional sellers. Home Staging is also a key tool for marketing Investor properties.

A professional Home Stager can offer valuable assistance to an investor that is picking up properties sight unseen at auction. The Stager can help with everything from remodeling the property - coordinating local service providers, handymen, contractors, as well as help select options for improving the property for Buyers. Instead of selling a "blob of oatmeal" - real estate jargon for a house that has beige wall, beige carpeting, and bland appliances - a Home Stager will know what colors and materials to use based on the market and type of house, helping the Investor place their funds in the most important areas and priority items for the house.

Home Staging once the house has been repaired or remodeled will help it show better to Buyers on the internet, in photos, and in person. This is important as the Investor property is now competing with normal resale homes as well as the foreclosures that are still on the market. Investors that are able to place a small investment in the Staging of their property up front, will recoup that money in the sales price and time on market.

On average, Staging of a vacant house can be as little as $750.00 to about $2,000 depending on the size, style and price of the property. Some Staging companies can offer Investor Staging packages for their clients - addressing key areas of the house with furniture and decor that will help highlight key rooms. Even with with ongoing rental of about 50% of the upfront Staging investment, the overall fee for Staging the house is less than a price reduction. When an average price reduction is 5-10% of the list price of the house, the Staging will then help the Seller - the Investor - keep that much more in their pockets.

Some Home Stagers can help with additional marketing of the property once it is Staged - and offer to place it on various websites and share the property informaion with their sphere of influence, helping give key exposure to the property.

Investors that are savvy enough to purchase properties and take advantage of a sluggish real estate market need to keep in mind that Home Staging is a savvy marketing tool for that property when it is reintroduced to the market. When the Investor changes hats and becomes the Seller, it is important to put the best face forward for the house they are now selling - and make it appeal to all Buyers, and Home Staging is the key to open that door to Selling Success.

For information on Investor Home Staging, please call We Stage Sacramento at 888-WE-STAGE, www.WeStageSacramento.com. We Stage Sacramento has Staged over 2,500 houses for sale since 2002, and is the largest and most versatile home staging company in the greater Sacramento area. Contact Jennie Norris, ASP Master, IAHSP, for more information.

Home Staging - It's All About Packaging That Product to Sell

Home Staging is all about Presentation and Marketing.

Sellers that understand this are going to be able to benefit from the process of preparing their house for sale.

First, when Selling, it is important to understand that the Home you have been living in is now a House that is coming on the market - and it going to be marketed like a Product - and this Product will be competing against other Products on the market. Much like you go to a grocery store to purchase items, you would not likely grab the crushed box of cereal or the one with a torn edge or label. You would select the one that looks the best. Product Packaging.

We live in our Home, we Sell our House, and we Market the Product.

I first learned this concept under the mentorship of Barb Schwarz, the Creator of Home Staging, who incorporated Staging long before it was the "hot trend."

That mental transition has to take place in order for us to truly be able to move out of our home - and present the house for a new Buyer.

The process of Staging involves neutralizing the house - but this does not mean making everything plain and of one color like oatmeal. It DOES mean we need to remove things that are too personal, potentially offensive, or distracting for Buyers. It also means we need to think like a BUYER and ask ourselves, "Would I want to see this in a house I was touring as a Buyer?"

What I have found in my years as a professional ASP Home Stager is that when a Seller resists Staging their house - even in a small part - it is because they either do not understand WHY they need to follow the process, or they are not motivated to sell. My job as their Stager is to help them understand the reasons why we do what we do in Staging - and to help them along the way.

When a House is Staged properly, it can be Marketed right, and Buyers will be able to make an emotional connection to the house - and feel like it could be their HOME. So we go full circle.

Buyers are looking at Products on the internet and screening them out. They tour Houses to see which one is right for them. And they make an offer on a HOME they want.

When that happens, we know the Staging has worked, the Seller is happy, and the Buyer is Home.

Home Staging Roots are Long and Deep - the Truth about "Where Staging Came From"

Barb Schwarz, ASPM, IAHSP, Certified Speaking Professional, has been recognized for many things in her career - Successful Realtor, Broker, Mentor, Motivational Speaker, and Creator of Home Staging. In this last role, she once again demonstrates why she is at the forefront of the real estate industry as a visionary and expert.

I felt the need to post this blog because I have seen the industry change in the past 6 years as a professional home stager, and certain areas like training have been flooded by many that want to profit off the need for education. That's fine. But I keep my ear to the ground and hear the craziest things about "how" someone supposedly came up with the idea for their course or association - and this post is about giving credit where credit is due - and about being honest about origins and education.

Having had the privilege of being in Barb's company many times as a student, mentoree, and friend (more like family) I have seen how dedicated she is to furthering the education of the public through press, seminars and one-on-one conversations about the benefits of Home Staging and how it can change lives, one at a time. She literally sleeps, eat, and breathes staging, and no one that I know is as devoted (or as she says, "possessed") with this responsibility of properly educating the world about Staging.

The roots of Home Staging are long and deep and like an oak tree have stood the test of time. The character of an oak tree is about strength, courage, endurance, and truth - and this is a great parallel for our Staging industry and Barb Schwarz, President & CEO of Stagedhomes.com and President of the International Association of Home Staging Professionals. Barb is not "perfect" but if she has made any "mistakes" in her journey, they are few, and her successes are many.

Over the past 36 years the service of Staging has been shared with over a million Realtors and helped launch the careers of independent business owners that started a home staging business. For over 15 years in the 1980s and 1990's, Barb toured the country, sharing the benefits of Staging as a key marketing tool for Realtors - reaching mass audiences and nearly 1 million Realtors with her message and success principles. Since that time, she continues to educate mass audiences, with her Accredited Staging Professional (ASP) Course - the first course, designation and Accreditation developed for Realtors and Stagers.

When she created the first professional designation for Home Staging in the 90's, she opened up a door for many others that would come years later that saw an opportunity in the educational arena. She clearly remembers the moment she had the vision to create the first professional designation - and it was a vision for the future. Ask others about their "moment of inspiration" - I know it was not the same as Barb's - where hers came from a spiritual place of a calling that was bigger than herself and was not about ego.

It's like that movie "Working Girl" when at the pivotal part in the movie, Sigourney Weaver's character is asked how she came up with the idea for the project, and she bumbles and stumbles - because she did not originate the idea, and she instantly loses credibiltiy and respect for lying to her colleagues and trying to claim someone else's work as her own. Wouldn't life be great if it were so easy to expose "imposters?" (or at least those that are not truly honest about their own education origins?)

In a place where Barb nearly lost her life, and did lose her ability to walk and talk for a period of time, the vision for a designation and industry that would parallel the National Association of Realtors and National Speakers Association are clear benchmarks in the development of the educational process that has now reached thousands of Stagers and over a million Realtors. Most of the others have come from a place of competition, of trying to benefit from what they saw as a profitable industry, and were not born from innovation or inspiration, or heart.

We have had posts on the origins of home staging where others have claimed to have been the first, and I have even heard first-hand at trade shows those that were associated with Barb's claim THEY trained Her - which is laughable.

Some of these people's claims are just fraudulant - they never were in the real estate industry and so would not have been able to come up with the concepts, phrases and processes Barb developed as a succesful Realtor and innovator. And yet they are teaching programs that are eerily similar to the ASP program developed by Barb and based in HER years of success in real estate. She even has a book that was published in the early 1980's where much of the content of her program is published - so the idea for the ASP designation and course was based largely on her stories and success principles chronicled and documented in this best seller. No one else can demonstrate that clear connection or history in the industry.

She was recognized as one of the Most Influential People in Real Estate - as voted on by her peers in the real estate industry. Other awards that I have seen are given by relatives or friends of those that are nominated and in my opinion do not have the same merit and prestige as the nominated field was not all inclusive, not voted on by peers throughout the industry, and for some was rather incestuous.

My research on the various companies out there that offer any sort of Staging education - from very basic information with little or no credibility to a handful of companies that actually offer a respected designation - is that they ALL can trace their roots to Barb in some manner. If they were not a student or former trainer of hers, they saw her on the road or read her books on Staging, or perhaps saw her videos from years past. There are those that have come at this whole staging industry from a different origin - decorating or design industry - and so their roots are not in, to me, the purest form of Staging - which is real estate and marketing. Still, they have used the model Barb set forth in her company to build their own training organizations. There may be one or 2 exceptions - but I believe I am pretty accurate based on my research.

Some may dispute my statement above, but go ahead and do your homework, like I have. No one else can boast 36 years of history in this industry - and no one else remembers the day they said the word "Stage your house" for the first time - and created an entire vocabulary related to what we do - stage, stager, staging, destage, etc. - and so I know that the others that came after Barb, like myself, would have found information online or in a book store, or from word of mouth that winds its way - even if in a small thread - back to Barb. All you have to do is ASK - and listen to their answers and find out for yourself where the truth is. Fortunately, the truth is documented and published in books - so it's pretty hard these days to claim something as truth that can easily be disputed by the facts found in many places.

There are those that have blatently (and illegally) taken her copyrighted materials to form a framework and basis for their own "training" companies. There are those that have studied with her, or served with her company - and have started competing groups without even giving credit for where their knowledge came. Some of these people were like family - invited into Barb's home and life, loved by her, and the way in which things unravled were painful and incredibly mean spirited towards Barb by some. Still Barb marches on - because she has to - because she is driven by more than just her emotions that I am sure made her ask herself "is this all worth it?"

These people amaze me - It's as if they want us all to believe they woke up one day in the past few years or less, and had all this knowledge on their own. It sometimes makes my stomach turn to see people that have used Barb to further their careers turn against that which made them successful. No matter the circumstances for departure from "Barb's world," the fact remains that there have been many that have built their next move on her shoulders. I, for one, would like to see that acknowledged but to do that it takes courage, grace, honesty, and integrity. I could not sleep at night if I knew my entire existence as a company or entity was based on anything but truth and honesty.

The media exposure opportunities shared by Barb willingly with her family of ASPs has created a basis for "expertise" in Stagers that today refuse to even acknowledge or honor the source of their so-called "fame," and yet continue to hang their hat on their participation in segments originated with Barb - that she did not have to share - in order to perpetuate their status as an expert Stager or Realtor.

I have not yet seen any other supposed "expert" involve their fellow colleagues or graduates in as many segments, articles, and events as Barb has. Well - part of that is because they don't get the same volume of media opportunities. Others hog the spotlight for themselves - and Barb shares - as it is one of her foundations and commitment to those she serves.

I don't have a problem with other companies taking advantage of a training industry, or others that want to help Stagers launch businesses. That is not the point of this blog post. I acknowledge there are some good courses out there headed by wonderful people. And there are those that I would not give a second glance. My issue is with those who conduct their company with such little integrity - not giving credit to the origins of THEIR own education (formal or informal) and instead want us all to believe they came up with all the ideas for their program on their own.

Each time someone else comes out with a course, program, group, or association (and I know we have not seen the last of "new training companies or designations"), I smile inside because I know for the most part that there are no originators - just immitators. Some have said to her, "You changed my life,"or "I did not know Staging even existed as a career and business for me," and then go off without regard to their origins or remembrance of who got them started. Others may toss in items about decorating, feng shui, etc. - and may call things different words or use slightly altered phrases, or even different methods to educate their students, but in the end, they are emulating the one that started it all - started us all on this wonderful journey in Home Staging - and that is Barb Schwarz. Just give credit where credit is due.

As Barb frequently shares, life is too short to be in the darkness - and instead of using her time and energy to pursue or dispute those that have not honored the origins of their education - she moves forward, using her ideas and vision to move ahead at light speed, paving the way for the future of home staging, always rooted in the truth, with courage, strength and endurance - just like the oak tree.

For me - that is the type of person I want to be around - and I do hang my success - not on the shoulders of Barb Schwarz - but in the heart of what she shares with each person she meets - and touches their lives for the better.

- Jennie

Foreclosure Home Staging

The foreclosures that are flooding many regions of our country are of great concern to many in the real estate and financial industries, and of course, to homeowners that live in these areas. As more of these vacant homes are put on the market for sale, the only consideration seems to be Price as a strategy for getting these properties sold.

The fact is, a Foreclosure property needs to be treated lke any other house for sale. The difference, of course, is that instead of an individual homeowner selling the house, the bank or financial institution is selling the house. However, Buyers are the same. Even when Investors are purchasing the house, it should be presented in a way that helps it stand out from the other houses on the market.

Enter Home Staging. Home Staging is the only tool that has been proven to help a house sell in a shorter period of time which helps the seller (bank or individual) retain more of the house's value. Just because the bank is losing money on a foreclosure property, they can still invest in a reasonable amount of Home Staging to present the property for prospective buyers.

When the carrying costs on a foreclosure property are in the tens of thousands of dollars, Staging is a minimal investment that will help get the house sold. Price is not the only strategy that helps sell a house. Buyers respond to a Staged home because it feels better than the other empty houses and is easier to imagine living in - and the buyer is then more likely to purchase the one that shows well in photos and in person that the one that has not had any preparation or marketing done to attract a buyer.

When a foreclosure property does not sell, it eventually ends up in auction - where the bank loses an incredible amount of money and potential profit versus selling it with a traditional real estate process.

I would love to see bank managers, asset managers, other real estate owned managers of these financial institutions take an honest look at how their properties are NOT being marketed for buyers and make a small investment up front to Stage the house - and price it for the market - but not just blow out the price as their only sales strategy. The other homeowners that live with the foreclosures in their neighborhoods that are driving house values down, down, down would support and effort by the banks and lending institutions to help the houses sell sooner than later.

This is especially true because the demise of the market is tied to the selling of loans to unqualified homeowners - and this whole mess was created by the banks that are now stuck trying to offload properties. In my opinion, the lenders created this, and the least they can do is do MORE to help these properties sell and help protect the value of the houses and homeowners that are hanging on to their properties.