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.

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!

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 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.

Home Staging is Not Decorating

If Home Staging is not Decorating or Design Why are So Many Trying to Make it Fit the Decorating Mold?

It struck me today as I was writing an article that there seems to be an evolution of sorts in the Home Staging realm. Unfortunately, the evolution is not one of progress, but one of conformity - conformity to a standard that is the antithesis of the true essence of Home Staging. We need to be aware of this and remember what Staging is really about.

By one definition Staging is the process of preparing a house for sale so that it sells in the fastest time and at the best price. Staging is the opposite of decorating – which is all about personalizing a space. When was the last time you picked up a decorating magazine and found it full of ways to clear out the space and make it universally appealing to everyone? I don’t see articles like that in decorating or home interior magazines. What I see are ideas on personalizing colors, fabric choices, and furniture styles – all with the intent of making a space personal to the owner and pitching the latest trends in the decorating industry.

Let’s face it – there are a lot of Stagers in business, and I do believe we do the industry proud as a group. But, I am concerned about what I see as a push towards elements of decorating that really have no place in Staging. This is not a criticism of decorators or designers, and yet many from those fields promote themselves as Stagers, and have blended the lines, so to speak, between what Staging is and what it is not. And we are letting it happen.

As an example, when the windows of a house have a hard line at the top, Home Stagers often swag a simple drape of fabric over the top to soften the lines, and possibly to frame the window. It is cleverly done, a quick step in the Staging process and it works. Stagers that are focused on the decorating or design side of things would say “Tsk, Tsk! The fabric is not at the right length or no hardware was used.” I say, “Who cares if the fabric does not go all the way to the floor? Do you really think a buyer is going to notice much less care?” To me, the fact that the window is framed is enough – and it is just for an effect, it is not for “living” and certainly is not there to win a style award. And yet it IS tasteful and does the trick. And how about mixing woods? I can hear the collective groan from decorators and designers all over America dismayed by the use of more than one wood color or grain in a house – and yet is the buyer purchasing the furniture? No – they are purchasing the HOUSE! So – mix away, Stagers. By the way, the eclectic look is IN so free yourselves from the “matchy-matchy” mental attitude.

I know there are cross over elements in Staging that are common with Decorating and Design, but what I see more and more are “Stagers” that are putting these “D” hats – trying to compete with that “look,” which in true form misses the boat of Staging completely. Yes we have to follow current color trends and styles with Staging, but not to the point where we over-do a Staging job, or get so wrapped up into the need for a particular style or look for our Staging, that we blow a budget, take too much time on a job, or forget that the average buyer is going to be in the house for a short period of time. Our job is to highlight the best features of the house, minimize the distractions, and give a buyer a reason to purchase the house, not our stuff.

Now I can already hear some of you shaking your heads at my commentary – but take a look at some of the Staging that is out there and you tell me you don’t think it has crossed into decorating. It might look very nice – I am not saying it doesn’t – but is it overdone? And ask yourselves, “Is this what we want?” Do we want the public thinking Staging is like decorating – and therefore you need to pour more than is needed into a house for sale or not bother because they feel their stuff does not measure up?

The television shows that are supposedly “about home staging” are really about remodeling, redesigning and decorating a house for sale. Tell me I am wrong. I watch them just like you do. These shows deliver the wrong message to the public and I yearn for a show on Real Staging – where purging, packing, and creativity are the focus. Not one of these supposed shows on Staging is really about Staging. That is a tragedy in my book. When will we wake up and begin to demand that the reflection of what we do is accurate? We were so happy to have “some” coverage that we never stopped to consider “who is delivering the message?” For me, I don’t want the designer on the “Designed to Sell” (you see – even the NAME is wrong!) representing what I do as a Home Stager. How about you? Are you proud of how we are represented on these shows as the caustic critics or devoted designers?

What I am concerned about is Stagers forgetting the true roots of Staging – and stepping into Decorating or Design shoes and walking a path away from the true goal of Staging. Paths that end up making the staging more costly and time consuming than it needs to be. I also wonder why some Staging classes feel the need to include information on feng shui, color analysis, spatial planning and the like? Is this because there is the fear that if we don’t “know it all” we cannot serve our client or are they too conforming to the misguided perception of what Staging is really about? If a Stager wants to delve into redesign, that’s great, and I think it’s wise to carve out multiple niches for business, but if I want information on those things, I can read a book. When I was trained, it was to learn to be successful as a Stager, I already knew how to decorate.

My advice is to stick to the true roots of Staging and remember what the goal is – get the house sold – not make it look pretty. In the process of Staging, a house does end up looking wonderful, but the original goal of selling the space and the house cannot be forgotten because of baubles and bling. Trying to apply the “rules” of decorating and design to Staging is like trying to fit a square block in a round hole. It doesn’t work and the focus becomes on the fit and not the finished product – the house. Break free from the design or decorating mold, and express yourself freely with “simply Staging.”

Clutter - do we HAVE to live with it? It's our Destiny.

As a professional Home Stager, my job is to help de-clutter spaces and help sellers part with personal things for selling their house. It's rewarding to see houses de-stressed by my plans and efforts and it's easy when it's "someone else's stuff."

But what about my own house? And yours? Could you put your house on the market "as is" or would you have to have a major "come to Jesus" meeting with your spouse or significant other, the kids, and yourself? I would.

I just get so frustrated sometimes - I think "Am I the only person in my household of 6 that puts anything away, or throws anything away?" I find the potato chip bag rolled up with a rubber band - and inside are the crumbs no one wants! Throw it away! Do you really think someone wants chip crumbs? I purge out the refrigerator because no one else does - and I find all sorts of science experiments in the works - leftovers no one ate while I was gone, and expired food. Ick. Throw it away!

I find collections of the oddest things in my kid's rooms - rocks, bottle caps, dirt clods (we have 3 boys and 1 girl). And lately the boys have been venturing to the fields where they are finding shot gun shells and bullet casings. First of all, I don't live in the country so WHY is someone shooting off a shotgun or gun in this field near our house?

They proudly show me their treasures, and all I praise them - but inside am thinking, "Great, more stuff to have to store." I know it's a right of passage for kids - they need their treasures and things. Can I just admit to you here how HARD it is for me to leave their stuff alone? I will "arrange" things better so that they have SOME space on their desk in their room that was put there for them to do homework or draw - but is so laden down with trading cards, rocks, metal things, and who knows what else, that they end up doing homework in the kitchen!

One of my sons is already prepared for Fourth of July (and has been ready since about January) and has rigged up one of his plastic trucks with little firecrackers (from my husband) - and it sits, all taped together waiting for that one special day of the year when blowing things up is OK.

My daughter - she is a little better, but a collector none-the-less. She has at LEAST 45 stuffed animals and dolls lining shelves, cubbies and her bed. Her dolls are carefully put to "bed" with blankets or a piece of her clothing on them (she is almost 14 now) - and yet she loves her things. She has little mementos stored all over her room on the surfaces. At least she makes her bed in the morning. Most days.

The other day, I was actually doing the bed making rounds for the house and found an entire box full of food in her room! It was like she was camping out or ready for a "situation" with all the goodies she had stashed up in her room! When I asked her about it - she said, "Oh yeah! I brought that up when (her friend) came over to spend the night and we were studying. We wanted snack food." OK.

Anyway, I sit in my office and seem to move one pile to another - taking stuff off one surface and putting it on another, figuring out what I can throw away and what still needs my attention. I have "future projects" that I willl get to when I have more time. My office is also our bonus room - with books and videos galore because I gave up my "office" for one of our sons so he could have his own room like the rest of the kids.

Don't even get me started about my husband's "office" out front in our free standing Casita. There is so much paperwork and stuff out there - he now is at the dining room table. He says it's so he can "monitor" the kids while working. Um - the kids are in school all day - nice try. :-) I love him, but he does not know where to begin to clean up his office, and if I do it, I'll kill him before it's done. If I had free reign in the place, fine, but I can't take the reasons WHY he wants to hang on to stuff, and we end up arguing rather than sorting, purging, and organizing.

The other day, he was griping to me about his "lost" drill charger. I said, "The one that is in the garage in your work bench" He said it was not there. After a day of hearing him complain that, "You must have moved it and now it's lost." I got up. I walked to our garage. I opened up the top drawer of his workbench area where his tools are stored - and what do you know! There it was! Amazing! They can't put anything away, and they also can't find anything that is in the logical place!

Outside of the sentimental factor, I have come to the conclusion that some of this "need for stuff" or inability to organize is definitely genetic. And I "blame" my husband! (smile). I am the purger and he is the collector or "don't throw it away yet - I might need it." His Mom is a collector extraodinaire. (Although My Dad could give his Mom a run for her money!) She is the hardest breed of all because the stuff she finds and collects is actually worth something! Antiques, and fabulous semi-precious stones, and cool artifacts, and salvaged architectural pieces from old Chicago houses, etc. She has the other stuff too - a collection of heart shaped rocks - they are pretty neat, but after 50 years of "finding" them you can imagine they are all over the house.

And I am not totally innocent either. I have boxes of my children's school papers. Why am I saving them? I have some of their more significant things from the years in school, but I am thinking that years from now they will have the "best time going through all their old papers!" I want them to see writing samples of what their handwriting was at 7 or 8 years old, and be able to look back on old school projects.

Am I INSANE!? I have 4 children and already have stuffed one large file cabinet of their work, plus 2 bankers boxes in the rafters. At this rate (our kids are 8-13 years old and we have 10 more years of school to go - these memories will crowd us out of the garage! Do I put them in storage or will my kids really care? I don't have anything from my childhood - except a few class photos, some certificates, and awards. All our "treasures" were boxed up and stored in my grandparent's cottage by the ocean - in a shed - that was not airtight. Rain, mold and time ate up whatever was in the boxes.

So I think I have "over-compensation syndrome." I did not have much to look back on (and I am not "scarred" by it - I just think it would have been cool to show our kids some of my work) so I am ensuring my children will - but how much is too much? In addition to their schoolwork - they have scrapbooks from their early years, photo albums and journals I have kept about their lives. Yes, I stopped being as diligent about writing about 2 years ago - but I do hit them once in a while and update who they are and some of their milestone accomplishments. I can see the need to scale back, or this will get out of control.

So - why bother having cupboards and storage areas - when it all ends up out on the floor or on the counters anyway? Why don't we all just live with everything in reach and in view? It is the constant battle between de-stressing our house (and our lives) by putting thing away or getting rid of things, and the "practical" side of life.

I do think organization is a learned skill - so my job is to help teach my kids to organize and purge - within reason because I have Staged enough houses to know that when a space is decluttered, the people living there can feel and sense the difference and are less stressed themselves.

I get stressed out with too much stuff around and see the value in professional organizers because just like it's hard to Stage your own house objectively, getting a 3rd party in to help purge is a great service! I can organize too - but I have to deal with the "I can't believe you threw away my prized hacky-sack" and a husband that goes dumpster diving to see what else I got rid of. Sigh.

I do have a solution for that one - load up your car with the hefty bags of items no longer needed (according to you - the expert :))- and drive to a remote dumpster far, far away! Yes - I HAVE done that. You know what? No one asked where the items were. That is the TRUE test of clutter. If you don't miss it once it's gone - it wasn't needed in the first place!

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.

Home Exteriors - Curb Appeal & Landscaping

LANDSCAPING AND CURB APPEAL

“The art of enhancing the exterior of a house or dwelling

so it is pleasing to the viewer and homeowner.”

LANDSCAPING and CURB APPEAL – are critical elements needed for the sale of a house - because if we can’t get a buyer in the front door – they will never see all the great features about a house. The 3 second rule applies to the outside of the house – in just 3 seconds, a person looking at the house will form an opinion, and if they don’t like what they see or feel about the house, they will keep on driving.

Landscaping and Curb Appeal are not the same thing - a house can be professionally landscaped and still lack curb appeal. They are also not just about selling – and hopefully you and your clients that are not moving can use some of the tips and ideas in this month’s issue for your own houses too!

This process does not have to be expensive either – and a lot of attention on HGTV shows has been paid to remodeling the exterior of a house for the pleasure of the homeowner or the attraction of a buyer. The exterior of a house is important as it is the first impression a person has of the house – but the good news is even if you don’t have a lot of money to do major renovations on the outside, there is hope! There is a lot that can be done with good old-fashioned common sense and some sweat equity.

EXTERIOR APPEAL: It all starts with CURB APPEAL and curb appeal is about color, texture, foliage and how it all blends to feature the house.

Ask yourself this question and be willing to answer it honestly: How appealing is YOUR home’s exterior? How much color should you have for selling or living? What about exterior painting? If you house needs a “face lift” what colors should you paint? We will answer that question coming up.

How about your Landscaping? Did the winter storms wreak havoc with your landscaping? Has the warmer weather that has brought out our blooms (and allergies) en force also caused you to wonder just where all the weeds came from that now dot or cluster your landscaping?

Let’s Get Started!

First – in order to truly assess a home’s curb appeal – we need to get a proper perspective. When was the last time you stood across the street or cul-de-sac and actually looked back at your house? This is a common practice when we Stage for our clients – but we often forget to do this with our own houses.

So – walk across the street and look back. What do you see?

Do your trees need trimming? Are your windows dirty? Is there debris on your room – or even forgotten toys? What condition are your gutters in and are they working properly? Do you like the colors on the exterior of you house – does the paint look faded? Is it chipping or peeling off?

You have begun your exterior improvement “to do list.” Paint is the lowest investment with the highest rate of return. Depending on the requirements where you live (Home Owners Association or not) – you may be able to change the paint color of your house and get it more in line with today’s trends, or at least refresh the current color with a fresh coat of paint. If painting the whole house is not in the budget, then consider painting your trim and freshening any painted shutters and your front door.

STAGING RECOMMENDATION: Barb Schwarz, the Creator of Home Staging™ says that no more than 3 colors on the outside of the house are needed. This means that between the body, trim, door, and shutters – we should only use 3 colors. This helps the house not to look too hodgepodge and chopped up. We have seen some real painting nightmares out there – and it looks like the owner or builder could not make up his or her mind!

Next – take a look at your plants. Are they neatly trimmed or have they a little out of control? Are the trees in good shape or are they too bushy? If you have a tree in the front yard, does it hide the house, preventing a buyer from easily viewing the house from the street as they drive up or by the house?

If there are lots of weeds, get rid of them by spraying weed killer that does not harm the plants or make quicker impacts by pulling the weeds from the roots. Then re-bark the flower and planting beds with a fresh layer of small sized bark.

We Stage Sacramento Staging TIP: LIMB & TRIM!
Limb trees up from the ground – if their branches have grown too low – cut them back or off and this allows the tree to grow taller and healthier without all that extra baggage to support. Trim shrubs down – shape them according to what looks best and keep them manageable. The BEST time to Limb & Trim is in the dormant season – or winter. But, if you are selling your house – and need to create some visual curb appeal, go ahead and Limb and Trim. A mature tree will not be impacted greatly by having a few limbs removed or cleaned up. Make sure to remove any “suckers” too – those are the little shoots that sprout up from the ground by the tree’s base – and are actually really bad for a tree.

Adding COLOR: For landscaping, the ideal yard has trees, shrubs and flowers blooming year round. Many gardens though seem to focus on the spring – and have a riot of color, only to be replaced with a sea of green for the rest of the year. There are many perennial trees, shrubs and groundcovers that bloom throughout the summer and into the fall. Even in the winter, we have some plants that will survive in the cold temperatures and give us some color to enjoy.

We Stage Sacramento Staging TIP: For selling – add color splashes – and cluster annuals or perennials together in like color categories. In other words, if you need some color on the outside, it’s better to purchase a flat of mums in all the same color and plant them together to get a big impact splash, than it is to spread them all out, or buy a flat of mixed colors.

With ONE color to focus on, the eye of the buyer will have an easier time focusing on the focal point of color, versus seeing it all scattered about and in small little increments. White and yellow in particular are good colors for landscape Staging as they are bold and bright – and show up day or night. Stay away from planting flowers that attract bees, and find ones that are nicely fragrant.

Add some additional interest with YARD ACCENTS:

We are not talking about pink flamingos or pin wheels or a lot of small collections of things in the yard or on fences. Those are fine for someone living in the house that really likes those items, but for selling, items that are too cutesy or distractions for the buyers need to go. What CAN stay are things like accent pots, urns, and wrought iron grilles. Place an accent pot in a flower bed, hang a wrought iron grille on the wall, and place urns by patios or doors to “frame” the entrance. You don’t have to plant anything inside them – many times they can act as a “stand alone” accent piece. Remember that our policy of “less is more” still applies and so just a few accent pieces to add appeal is what we want – not a lot of visual clutter on the walls and in the yard.

If you have un-used pots that housed annuals, get rid of them if you know you will not have time to plant anything new or maintain annuals while your house is for sale. Half-dead plants send a message to a buyer that the homeowner does not care about their plants – and therefore may not have cared for the inside either. So store unused pots in the garage or toss them out if they will not be used in the new house.

If you DO have time to plant some nice colorful annuals – add a splash of color by the front door, and in the patio on the table or by the door.

Yard Debris:
If you have old pieces of lumber, pipes, or other cast aside items that were once part of some home improvement project, get rid of them now.

Call up 800-GOT-JUNK and for a fee, they will come and haul away large piles of just about anything. If you have the time and energy to do this yourself, make sure it happens BEFORE anyone comes to see the house. A Buyer does not want to have to navigate around fencing, lumber, old pots, frames, or any other item in the yard as they walk along the side yards or in the backyard – plus those items could pose a potential hazard. Many homeowners casually toss things in their yards with the goal of “some day” taking it to the dump. Someday is TODAY. Make it happen. Even if you are not moving – remove these unused items from your yard – you will be amazed at how much bigger the yard seems and how much you appreciate being able to access previously blocked areas. This same rule applies to the garage – if you have not used it or thought about it in over a year, get rid of it! Free up your storage, rafters, and shelving in your garage. Donate items that can be used by others, have a garage sale, or just purge!

When you use We Stage Sacramento Staging Team – we can pass along our discount with 800-GOT-JUNK to you!

OUTDOOR FURNITURE:

Nice groupings of yard furniture can help create an “outdoor room” that is so popular these days. Many local stores have great collections of inexpensive yet sturdy furniture that is perfect for “setting the stage” outside. We recommend a table with 4 chairs and a clean, colorful umbrella in your back patio. Small bistro sets that look like wrought iron but are actually made of plastic are also a good trick. Lightweight and weatherproof, they make a nice addition to a smaller patio, front patio or garden niche. If you have a larger yard, consider getting a settee or a set of all-weather wicker chairs and create a “destination grouping” for the buyer. Put some colorful cushions and pillows on the chairs – and voila! Instant appeal! You can “stage” your tables with a colorful pitcher and acrylic glasses, or a pot of flowers. If you have an existing outdoor bar or barbeque, add some light décor to help “stage” the surfaces.

Don’t forget the pool area – if you have a pool make sure to add lounges by your pool area – just a couple will do – and this helps buyers to envision themselves enjoying the pool area on a warm afternoon. Keep pool toys put away, and make sure anyone looking at your house for sale is pool-safe or under strict supervision.

If you are living in the house and not selling – treat yourself to some new furniture and get rid of pieces that are falling apart. With the inexpensive collections offered by places like Target and Walmart, homeowners can easily furnish the outside and not be as concerned about weather wear-and-tear because the pieces did not cost a fortune – for between $300-$400 you can get an entire set of 5 pieces! You can even sometimes find some good bargains at Big Lots, Longs, and other smaller outfits. If you want to make an investment in furniture that will last longer, go to Pottery World or Outdoor Furniture in Roseville, Costco & Sam’s Club – or local stores near you - or shop online. The pieces are costly, but will have a longer lifespan.

Lastly – CLEAN UP!

There are many nice houses with appealing yards that are dirty on the outside! One of Barb Schwarz’s 7 C’s of Staging is “Clean” – and this applies not just to the inside of a house. Some houses could benefit from a nice power washing, and the windows that are the “eyes of the house” are often so smeary or dirty, it detracts from the view. Screens get dusty and dirty and then don’t allow a buyer to see clearly from the inside of the house – and we don’t want to detract from a potential sale.

Window Cleaners are very reasonably priced for the work they do – which is essentially climbing up on skinny ladders and retrieving our screens, washing windows so they sparkle, and then having to reinstall now clean screens. As an example, a 4,000 square foot 2-story house would be about $200 to clean. To me THAT is a bargain! Even without selling it is a good idea to have your windows and screens cleaned twice a year.

Walkways and driveways can also benefit from being washed down to eliminate dust, pollen and other droppings from birds or trees.

We Stage Sacramento Staging TIP: When photographing your house for brochures or online images, consider wetting down your driveway and walkways before taking the picture. This is a common “trick” professionals use and it works as it reflects the light and adds extra dimension and appeal to the photos.

Consider taking photos at night – of the house all lit up – and use those photos to promote the house in marketing materials.

We hope you have found the information shared here of value to you and your clients. Feel free to share our newsletter with others in your office or with your clients in order to give them an “expert opinion” on what works for presenting a house – for market or for living!