Speaking Up about Home Staging

Everyone seems to ask for proof that staging sells.... I've been watching a property for a while now (and trying to convince the seller - who is a corporation - that they NEED to stage!)

Both of these properties are on the same street, they are the exact same floorplan, built at the same time.  The cabinetry, flooring & countertops are all the same.  Neither home has made improvements since it was constructed in 2005.  They are virtually identical.....

House #1:  2328 Daniel Island Drive, Charleston

originally listed on 12/14/2006.  original list price $349,000

expired & relisted on 03/16/2007 $345,000

House #2: 2338 Daniel Island Drive, Charleston

originally listed on 03/01/2007, original list price $345,000

on 03/16/2007 both homes were vacant, on the market at the exact same time at the exact same price...

We staged House #1 on 08/08/2007

House #1 CLOSED on 09/27/2007 for final sale price $320,000

House #2 is STILL ON THE MARKET with now current list price of $314,800.

I charged $1800 for the staging job on House #1..... so far they have saved 2 months of carrying costs and the home sold for $5200 MORE than the same exact house is now listed for.....

If you still don't think staging is worth it - you really need a paradigm shift!

I wanted to remind everyone within driving distance that the SC Round Table Conference is quickly approaching!  Here is who I have so far - if your name doesn't appear here, I don't have you on the list!

Melissa Marro - First Impressions Home Staging & Interior ReDesign

Marci Toliver - Fresh Eye Designs

Tanya Veneble - Fresh Eye Designs

Bevin Googer - First Impressions Home Staging & Interior ReDesign

Susan Hardin - First Impressions Home Staging & Interior ReDesign

David Moon - affiliate member - First Impressions Home Staging & Interior ReDesign

Teresa Ramsey - Essential Elements + assistant

Kathy Halpin - Coastal Carolina Staging

Jane Miller - Stage My Charleston Home

Sharon Moran - Superior Home Staging + assistant

Lynn Gilleland - Tweeked Homes

Suzy Stalker - Tweeked Homes

Pat Eardley - Pure Style Home Staging

This makes a grand total of 15, but I was really hoping for more..... come on ladies & gentlemen... let's show the other round tables how it's done!

Marci Toliver called me tonight asking me in a frantic voice, "What's going on?".... I told her I was still working tonight, yadda yadda, what's going on with you?

She said she got an email tonight that I was GONE... my profile deleted, ALL MY BLOGS GONE!  "What?!?"

I'm not sure what happened but all I can say is it is good to see you guys & good to be seen on here.... thank God I'm still here!

A couple of weeks before Charleston's Tour of Homes I received a phone call from an agent with a builder client.  They had 4 homes on the tour of homes that he thought could benefit from staging.  We worked a really long week, staging 5 homes that week (some of you may remember those blogs).  A week ago I blogged about moving the furniture for one of them that was under contract & today I found out a second one went under contract on October 25th... We staged them on October 13th! 

Here are the past blogs on these homes... House #3/5... Cute Home in Moncks Corner  &

House #2/5... They're all done now, I'll roll them out one by one....

Something to think about: 

• House #3 went on the market, 04/25/07, was staged on 10/13/07 and under contract on 10/30/07
• House #2 went on the market, 04/25/07, was staged on 10/13/07 and under contract on 10/25/07

We all talk about gathering statistical data to prove to agents that staging DOES work.... What does this say to the builder?  the agent?  do you think these agents talk to other agents?  This is one way we educated consumers on the NEED for staging in the current market...

Terry Haas, real estate expert for HGTV's Designed to Sell has moved into my market in Charleston, SC.  I found out actually because she called me asking me to help her with a vacant staging project.  We've met, talked a few times (I had to turn down the job) and have a pretty good relationship so far. 

Today the following article, HGTV Star Sets Stage in Holy City,  appeared in our local newspaper, The Post & Courier... The article really was about her and what she does (staging), and what staging entails.  I would like to give a big shout out and thank her for sheading light on this industry again ... (and for having my company named in the paper, both my local website and my national website were also listed also!!)

Thanks Terry!

Marci Toliver of Fresh Eye Design and myself have more information on the SC roundtable....

Click on above for downloadable PDF document...

All are welcome to attend.  ** Updated information **  The meeting will be held at 133 Ellianna Drive, Unit D, Summerville, SC 29483.  This is my office/warehouse.  We can hold about 30 Stagers in our classroom and we already have 15 RSVPs.  If you plan on attending, please let me know.

We are requesting a $10 donation to help cover costs of food, etc. since we do not have corporate sponsorship for this event. 

Please let me know if you have any questions, need hotel information or directions.  We are hoping for a good turn out and may actually have a celebrity guest speaker.  I'll post this as soon as I have confirmation but so far it is looking very good.

Ok, by now all of you should know I'm not a run in fear kind of girl so it is going to be the latter of the two choices.  I would like to give you a heads up on something that is going on in my area.  I think we'll start seeing more of this across the nation and I want to encourage those of you who are not a current stronghold in your community to keep up your efforts... don't look at this as a dark time.  If it seems at all dark remember the old addage that it is always darkest before the dawn....

I was informed a couple of weeks ago that the largest real estate company in our area - Prudential Carolina Real Estate - has instituted a new staging program.  For $49 they have an ASP meet the agent and provide a walkthrough and written consultation.  This can even be paid for out of the agents accounts receivable (meaning it doesn't have to be paid for until there is a closing). 

I happened to be training a new class the next week, one of my students heard this and has been very nervous if she picked the right time to be entering the market - my market, on my team.  We've been gaining little pieces of information along the way when a collegue of mine sent me the following from the PCRE intranet...

$49.00 - MySellersAdvantage
An ASP Certified Home Staging Consultant will meet you at your listing for a walk through where they will make observations and take notes. Then you will receive an Email and Printed report. This report will include an evaluation of the listing as well as advice on how to improve the "First Impression" of the home.

This actually is the verbage for the sign up page.  What we found particularly interesting is that they chose to capitalize and put in quotes the term "First Impression" given the fact that it is the name of my company.  The ASP is NOT affiliated with my company.  Several agents who work with me and my team members (who all received forwarded copies of this email) have commented that they actually seem to be trying to ride our success in this area perhaps even by leading their agents to believe that this is one of our Design Specialists. 

What I would like to point out is that we have learned this ASP ONLY DOES CONSULTATIONS and does not provide any actual staging services owner occupied or vacant.  They also don't make referrals as to anyone to do the work once the consultation is provided.  This kind of leaves the agents & clients hanging in the wind, doesn't it? 

As true to my never faultering belief that we provide the best service at reasonable rates we will keep educating our clients & agents - continue on with business as usual.  I will say that part of me really wants to thank PCRE for reminding their agents that they need a stager and subliminally reminding them who the best in the area is.  I only wish I thought it was on purpose.

When/If you find out that a large company in your area is providing these services - remember that this only means they are now endorsing and educating their agents to the value that we already provide.  As long as you provide quality your business will be fine & probably better than ever! 

Lately I've had to restage 2 builders units where the properties went under short sale (one 3 days after contract - the other less than 2 weeks) and the builder opted to move the furniture themselves rather than pay for our movers.  I was called in to hang art, etc.... they already had 'set up' everything. 

When we arrived, we realized they really hadn't.... they need to stop this!  I didn't have the forsight to take my camera to the first home.  The second one I had to take a photo of the upstairs bedroom they staged.

When we used these chairs in the home next door they were used to add color and function to an akward space in the home.... In the new home they decided stage one of the bedrooms upstairs. 

Why doesn't this work?  When they added the furniture to this space, particularly centering it in the MIDDLE of the room it makes the room appear ridiculously small.  I mean does this look like it would hold a bed, dresser & nightstand?  Could your children be happy sleeping & playing here? 

We immediately removed these items from the space & repurposed them in the dining and living rooms.  Sadly there was no home for the Scrabble game in this house....

So everyone seems to think a stagers life is exciting and glamourous.  I'm always told this.  I've been teaching all week.  We staged 4 homes (2 vacant, 2 owner occupied) and now frankly I'm pooped!  I've spent my Saturday off in my pjs (nope, I haven't gotten dressed yet & my hair is in a scrunchy) cleaning my home and watching TLC & HGTV.  In a moment I"ll get up to make some dinner and then kick back with a movie & a hot cocoa with tons of whipped cream. 

How do you relax or unwind when the workday is done? 

This isn't from today, but it is me & my honey after a LONG day (my son's high school graduation).

What would you do if you had a $1.8M home in beautiful James Island and it had already taken over ONE MILLION DOLLARS IN PRICE REDUCTIONS?  This agent called in my team.  I was preparing for a staging & redesign class and thought this would be an excellent final project....

A little background.... This home is located on deepwater in beautiful James Island, near Folly Beach.  Most of the local properties are considered beach or vacation homes.  Does this home look like it fits the targeted demographic?

We were given a $500 budget for accessories & rugs.  With that said, THE REVEAL.....  Do you think it fits the targeted demographic now?