Speaking Up about Home Staging

I often write about vacant staging in my monthly newsletters.  Adding before and after slideshows brings tons of interest and usually a few jobs.  Below is the vacant staging that I did this week for a new construction project.  We all know the saying that a picture is worth a thousand words.  Now tell me - if you were a buyer looking at photos of homes on MLS, which home would you want to go see?  Yes, that's right... I'm not even asking about once you are in the home, just looking at MLS..... this is the first step to selling the property and why staging takes half the time to sell.....

Ok, so now you can see WHY this works!  Agents and homeowners need to learn the value of staging.  It is not only the creation of warmth once the potential buyer comes to the property, it's making the buyer WANT to come and visit the property.  Getting them in the door is the first step....

If you would like to see more photos of this project, please click here...

 ~ Melissa Marro, www.StagingAndRedesign.com - become a member of First Impressions today!

This has been an interesting week for me.  I am teaching staging and redesign this week which means that my schedule is tight.  Of course that means that my phone won't stop ringing.  (This is NOT a complaint!)  In trying to return and schedule these appointments in a timely manner I've learned a few things.  The first of which is that I am n fact starting to win the battle on education.  Let me give you a brief synopsis of some of the events that have transpired.....

*  I received a phone call from an out of town agent about staging his vacant investment property.  Three different staging companies were called.... we stage the unit on Monday.... (vacant, $288K)

*  A seller who 'flips' homes was recommended by her agent that the current flip be staged in order for her to receive maximum benefit.  We stage that unit on Tuesday. (vacant, $1.6 M)

* I received a phone call from an agent about an hour and a half north of here wanting to have one of his listings staged.  He felt that the property just isn't living up to it's potential without any furniture.  I was recommended by his client - who was given my name by a friend of hers - a local agent that I just staged a vacant home for.  (The home I just staged was $550K and the one needing staged is $1.6M, both are vacant)

* I recieved another phone call from an agent who is trying to land a $2M listing.  She wants to offer this service to the sellers as a way to set her apart from the competition. (vacant)

As of Tuesday I will have 10 vacant homes currently staged & on the market.  I have 4 other quotes out with a strong reality of getting at least 2 of them.  I have also contacted our local ERA office to help their agents service their new Gold plan clients.  Every agent has been sent a letter, a copy of THEIR new policy, a brochure and business cards. 

When I started Staging no one in Charleston even seemed to know what it was.  Now my phone rings off the hook and on average I stage 2 vacant homes a week + consultations and owner occupied properties.  I have a strong sense of the feeling that I am winning the battle on education... and it feels GREAT!

Melissa Marro, www.StagingAndRedesign.com - become a First Impressions member today!

For those of you looking for a little extra support for your business, website rankings, or simply additional ways for clients to find you on the internet, First Impressions Home Staging & Interior ReDesign now offers an associate membership. 

As a new member you will receive:

• Associate Membership card - for discounts at decor related stores such as Pier 1 & Kirklands.
   
• Website listing - Your contact information and personal website address will be added to our 'find a designer' page. This will help you increase your presence on the internet. Adding our link on your webpage may help you gain ranking in search engines as well.
   
• Gain access to our bulletin boards - Be part of a community of other designers in the staging and redesign field. Share ideas, insights and look for answers to designing dilemas.
   
• Membership fee discounts & transfer - If you decide to become a certified member or Design Specialist, you will receive a discount on the selected course & membership fees will automatically transfer. (In order to receive this discount you must show previous education or certification through a recognized study/certification program.)

IN addition to these programs, starting April 1 we will also be adding in additional benefits for those interested in using monthly newsletters.  First Impressions will be providing the newsletter templates for you to send to your clients including timely market driven articles, statistics and other media related information to catch and keep your client's attention. 

Annual cost of membership is $175

For more information on this program or website, please visit, www.StagingAndRedesign.com or contact Melissa Marro, melissa@stagingandredesign.com or 843-822-2622

Before I was a home stager, I was the manager for a real estate office.  I often did training for agents.  Within the first few days of training it became obvious who would make it and who would slowly (or quickly) disappear.  I seem to see the first things when looking at and talking to stagers. 

When we work for ourselves it is easy to forget to work your business.  Sure, you hand out an occassional business card.  You shuffle papers around in the office.  You may even be as pro-active as to mail flyers, post cards or brochures.  This, believe it or not is NOT working your business.  If you are not as busy as you would like yourself to be, answer the following questions:

*  Do you research agents in the area and send them handwritten cards when they achieve various awards or regonition?

*  Do you send out monthly newsletters? Are they sporadic or timely?  Do you check on the results of your newsletters?

* Do you follow up on quotes and business phone calls/transactions in a timely manner?

* Do you keep informed regarding local real estate activity, trends and statistics?

* When was the last time you called an agent on a home that was over 90 days on market?

* Do you attend open houses?

If you are not as busy as you want to be then these are SOME of the activities you should be doing.  This is working.  If you were in any other sales position, you would be expected to call upon your clients, even if they haven't called you first.  You would be expected to know the statistical and trending information on your area of sales.  You would be expected to attend certain trade related outings.  Don't treat your staging business like a hobby then expect a 5 or 6 figure income.  Certainly these numbers are in your grasp, but only if you actually treat your business like a business...

Melissa Marro, First Impressions Home Staging & Interior ReDesign, www.StagingAndRedesign.com

So I know we all get staging jobs in a variety of fashions.  The one I was hired for yesterday (ok, the contract came in yesterday, we don't actually stage it until April 2) came about in a very strange fashion.  On Thursday I was at the mall shopping for a model home I stage on Tuesday.  A gentleman from the DC area had been referred to me by the furniture rental company.  YEAH! This is the first time that's happened... whew... this isn't the strange part however.  I went out to the property for an evaluation and price quote and faxed it off to him on Friday.  Yesterday he called me to discuss the numbers, what my vision was, etc.  He asked me a lot of questions about staging.  Then he told me something which I almost felt sick about.... (yes this is the strange part).  He asked the agent about staging the home BEFORE it was listed and the agent told him.... let's just wait and see how it goes..... Now several months have gone by, the property hasn't sold and the owner is looking for a new agent and a staging company.  Now mind you he lives in DC and I live in SC. 

The part that really bothers me is multi-layered.  1)  I actually have done an owner occupied consult with this agent.  Which by the way, the agent didn't feel any of my changes were necessary, the property never sold and the owners, after over 8 months of marketing, were forced to rent their $900K property when they moved in order to make ends meet. -- The cost of changes I proposed, $1500.  2)  I recently gave a presentation to the office that this agent works in.  While I will admit this was not one of my better presentations.  I had been getting over a sickness & in trying to counter balance my meds had taken WAY too much caffeinne, making me a little shakey.  I still felt that I had shown the benefits of staging.  3) This agent not only receives, but actually OPENS and CLICKS THROUGH my monthly newsletters on a fairly regular basis. 

Needless to say, I will be pleased as punch to not only stage this property but make sure that it gets sold as quickly as possible by recommending some of the top agents I work with.  I'm also hoping to use this particular home in my next monthly newsletter..... maybe she'll open and click through to see her missed opportunities....

My best friend - who happens to be a lesbian - always uses this phrase.  Often I tease her about it because she uses it in funny places.... I'm giving driving directions and say, "go straight"... she'll remind me that she "always goes forward, never straight."  Now, I'm not trying to bring in a political discussion regarding sexual orientation, I'm just telling you where the saying came from.  This morning for some reason as I was trying to go back to sleep - it's one of the rare mornings when I get to sleep in - this saying popped into my head.... and I started thinking more about it.  I wasn't thinking about the way she used the words but rather the words themselves.

Out loud say the following phrases:  "Go straight ahead," or "Continue forward."  Which sounds better?  Which is more true to life.  I don't know about you but for my life forward is always the direction I chose to be in.  My life is not like a steamboat going straight ahead.  It has little dips now and again - ebbs and flows.  Still I'm always looking and moving foward no matter what life brings my way. 

I think it occured to me in my little falling asleep mind that there may really be more to this saying than meets the eye...

I would love to tell you all the reasons why I love my job.... Meeting and working with clients, Changing the face of real estate (at least here in Charleston), creating beauty where there once was chaos.  Let me tell you my favorite part though - today anyway.  SHOPPING!

This morning I met with a client, was handed a check for $8500 and have spent the rest of the day shopping.... Havertys, Kirklands, Pier 1, & Target... just to name a few.  I spent an hour or more at Kirkland piling lamps, throws, pillows, and art sky high.  I was loading the car and thinking that I just can't believe people actually pay me to do this!!!!  Someone pinch me....

I recently blogged about the power of positive thinking.... I'm sure somewhere in my life I said I really need a job where someone pays me to shop and voila... here we are.  What is really great is that I get to find the best stuff for my own home because I'm out all the time too.  Life is just grand, isn't it?

Tell me, why do you stage?

I've been a big fan of many 'self help' gurus in my life.  My all time favorites are Anthony (Tony) Robbins, Deepak Chopra and Wayne Dyer.  I came from a background where I was told to never wish or want anything because then you won't be disappointed when you don't get it.  That really wasn't working for me.  In my very young life I was faced with possible divorce, extremely low self esteem, I wasn't much of a wife, mother or human being frankly.  I guess you call that rock bottom.  Something had to change.  I, of course, as many depressed indivuduals do watched TV nearly 24/7 and in the middle of the night something caught my attention.  It was a crazy energetic guy with a very large smile telling me everything I wanted to hear.  Well, I was a Navy wife and didn't have the money to buy what they were selling, but I did go to the bookstore the next day and buy one of his many books.  It changed my life.... now your story probably doesn't sound like this, but here is what I've learned....

The secret to my success in everything I've ever done is to beleive that I CAN DO IT!  If I want it, it's mine to be had.  What I think about I can possess.  Have you found that to be true?  If you are succssful, I bet you have.  If you find that you are struggling, ask yourself do you believe what I just said?  Are you looking for instances where this isn't true? 

I'm 37 years old, I have a HAPPY marriage of almost 19 years.  (Yep, we turned it around and the best is now and in the future!)  I have 3 GREAT kids, the oldest of which turns 18 this year, graduates high school and starts culinary school (all in the same 2 month time window... can someone please get me a box of kleenex?).  My business has grown beyond anything I even dreamed in a fairly short window.  I've been featured in 3 magazines and was recently interviewed by MONEY Magazine as well.  I have the blessing of working with, teaching and mentoring women from all over the country in my training facility and continue to watch the outstanding work & blessings that this business has brought about. 

So, In all the blogs that I read where there are people struggling, I ask now... What is your belief system?  Not what you tell the world, but what you tell yourself..... In your heart learn that you can have anything you want out of life AND that you deserve it... then GO FOR IT! 

I've had several people request that I blog on this for more information.  I've offered this advice to many who have asked the questions, "How do I get business?", "How do I get agents to understand what I'm offering?", and "How do I get testimonials?"  My answer for all of these is the same.... EMAIL Monthly Newsletters. (If you want to see copies of my newsletters, go to www.RedesigningCharleston.com and visit News, Articles & Links or click the photo below)

Constant Contact is my primary email newsletter source.  I'll first explain why I use them and then I'll explain how to write a really good newsletter - one that AGENTS will read!  Constant Contact generates a database after your newsletter has been sent that tells you WHO has OPENED the newsletter and WHO has CLICKED THROUGH. It gives you their email addresses, when they opened it and what pages they looked at.  To me this is really valuable information.  I can track what is actually interesting to them.  I know who to later target additional marketing through, etc.  After my first newsletter I send (snailmail) a handwritten thank you card with my business card to every single agent who clicked through (around 500).  - I've discussed handwritten cards in another blog. 

Ok, now you know who to use to help you - how do you write one?  I have a simple formula that works.  In the opening section I advise something seasonal or local - this month is was spring is here, azaleas are blooming, etc and reminded them that it was time to plant seeds, to assess their gardens (business) - what's working what isn't.  Hey, have you thought about STAGING?  They are always basically the same questions, phrased around what is timely....

Next paragraph - You want business?  You want testimonials?  Let other agents do this for you.  When I do a good job on a home (which should be everytime, right?) I ask for the quote and mention my newsletter - they may or may not receive and/or open it.  I advise that I'm always looking for quotes from agents who are happy with my work.  When I use their quote I add photos and the MLS information so the other 1300 agents on my list can take a look at the property.  What agent would NOT give you a quote then?  Didn't you just tell them you were going to advertise their property FOR FREE? I have no issues getting testimonials.  They are lining up to be the quote of the month.  Boy can you get some fabulous quotes then!  I always add links to before and afters in this section.  (I use Kodak Gallery )  This is the highest click through area of your newsletters.  AGENTS WANT TO SEE THE BEFORE AND AFTER PHOTOS!

The next two sections are interchangable but they should always include the following:  How staging is an excellent marketing tool & What's new in the industry (yours or RE in general) - this month I featured Active Rain. These are both about making THEIR businesses better.  Yours will be better if you can make theirs better.  Be careful on the self gratification on your newsletters - as with any marketing you do.  I always make it a point to remember that I am not desperate for business (which I'm not - that helps) and that karma is always a good thing - in the end it will take care of you. 

The very last section is the closing.  I always thank everyone for their support and advise that I'm looking forward to talking to more agents & clients.  Short & Sweet.... we're done. 

Now you want to know what the results are, right?  In my first month of newsletter writing (I had what I call snow blindness on my datebook - all the pages were covered in white) I had 10 appts within 20 minutes of the first newsletter being sent.  YES, you read that correctly!  Now, after 8 months of mailing them I still receive an average of 3-5 jobs off of each one.  Other stagers in my area write newsletters too.  I don't hear good things about them.  I usually get copies from the agents - "hey look what your 'competition' is doing - no compitition for you at all" 

Why are mine more successful?  I would of course like to think it's me... but I'm sure it's not.  Here's what I belive it truely is.  My newsletters are consitent.  I send them out on the Tuesday or Wednesday of roughly the 15th of every month.  NEVER on Mondays - agents are too busy catching up to deal with your silly newsletter. NEVER on Fridays, They have checked out of the office and are working on the upcoming weekend.  Thursday might work, but in all honesty I find that statistically speaking my numbers are best on Tuesdays and Wednesdays. 

I also add points of interest - visually appealing photographs - slideshows - links they want to click on.  I keep my newsletter clean.  I don't use bold, italics or underlining excessively.  Honestly I'm probably over the top in this blog, but I'm trying to link and I don't have a beautiful format to use to create boundries and focal points.  I also make the newsletter about them, not me... of couse I'm plugging my business, but I"m showing them how I can make them better, not how they can make me better. 

Ok, so there is one more question, right?  Where do I get the 1300 email addresses?  Well, I'll be completely honest here.  I am a licensed RE agent (I only use my license for MLS & lock box keys).  This makes my job really easy.  Why aren't you a RE agent?  It only costs about $300 in most areas and you are given the keys to the kindgom so to speak.  It's the kiss of death to list homes or actively work at RE and be a full time professional stager, but why don't you work on your true knowledge of the industry?  Consider it continuing education.  Besides, the lockbox card is worth it's weight in gold.  I never have to have anyone let me into a vacant home.  I come and go as I please.  I don't go pick up keys, etc. 

Ok, now that that rant is over - you can take forever gleaning the information off of the internet.  You can take all of the business cards you've gathered from realtor presentations, open houses, etc and create a database for them, etc.  If you aren't super busy with work, then you should be doing these things anyway.  When you get super busy you won't have time anymore. 

If you are interested in getting a $30 credit with Constant Contact, send me an email and I will refer you.  When you sign up you will receive a free trial and $30 credit!

I hope I addressed everyone's questions... If you have more, you know where to find me..... I am going to take this moment and insert a shameless plug for my business since one of the services I offer is a monthly newsletter..... If you don't want to read my shameless plug - please just ignore it, don't send nasty grams, I'm warning you about the shameless plug in advance.

Melissa Marro, First Impressions Home Staging & Interior ReDesign, www.StagingAndRedesign.com

Shameless plug inserted here:  In the coming weeks, First Impressions (http://www.stagingandredesign.com/ ) will be adding a new membership level to our website allowing stagers and redesigners not certified under the FI banner to be represented on the website.  Members will be added to the "Find a design specialist" page with links to their website, contact info etc.  They will also be eligible to use our newly designed message boards to interact with those in the industry.  Monthly newsletter designed specifically to help enhance and expand business and industry education will be provided to all members who are interested.  This is designed for those (clients/agents) looking for stagers and redesigners in their parts of the country.  New members will be given logo to use for marketing and link back to FI.  Cost of membership is $175/yr.  If interested, please contact Melissa Marro @ Melissa@StagingAndRedesign.com

Ok everyone.  I know we all do crazy things in order to find new business.  I've been reading about a lot of them over the past couple of days.  I thought I would share mine.  It's a crazy concept, but IT WORKS!  I write handwritten note cards to agents & clients all the time.  If there is a reason to send a card (with business card enclosed of course) I send one.  I probably send about 10-20 out a week.  As a result of this and a once a month newsletter, I have NEVER had to cold call. 

I will get calls months after sending one to an agent and hear, how they loved the card and kept my business card until they needed it.  I've even gone into offices and found the cards on top of the shelves in their cubicles.  In the days of emails, mass mailing, etc the personal service I offer shows through when their first meeting of me is directed specifically towards them. 

When to send note cards:

• You see their name on a sign outside the office naming them as top producer, etc
• You see their name in the newspaper for any award
• They called or emailed you for the first time
• You met with them for a consultation or walk through for the first time
• They referred a client or agent to you (EVERY TIME!)
• Birthdays, anniversarys, etc

Another advantage of the note card is a reason to give them additional business cards.  On average each of my clients receives 3 business cards from me one at a time.  (Upon meeting, note card, client comment card)  This means they always have one to give away when they talk to another agent about my awesome service!