Speaking Up about Home Staging

I find that some of my favorite staging photos these days are the more artistic shots that I use in my portfolio.  While we take the prerequisite full room shots, we probably take just as many close ups from low angles.  Today we spent our Easter-Eve out at a cabin off of Lake Marion.  We walked along the beach, had a bon fire, roasted marshmallows, made smores and decorated easter eggs.... I thought about taking what I know from my staging job and turning up my home photos just a notch....

Of course I have photos of my kids coloring eggs but this is the moment.... all the hands in the glasses with the eggs and dye.  The white eggs waiting for their color....

We've been experiencing a drought this year.  The water has receeded and where normally there is water, plants are flourishing.  Of course the snails were not so lucky. 

Shells left on the sand from the receeding water levels....

My youngest daughter by the fire.... can you see her outlined just in the light of the fire?

I had a lot of fun with my new thought process.  I guess it's not just for staging anymore!

Since I blog about my newsletters so often I'm often asked about content, agent lists, etc.  I happily provide this information and even offer to read a stager's first newsletter and make suggestions.  (Just make sure if you ask you really want the answer - I will give it!)  One thing I see less than I would like, both in newsletters and on other marketing materials (websites, brochures, flyers, etc) is really good testimonials. 

Testimonials are important because nothing we ever say about ourselves will speak as loudly or truely as what another client - particularly a peer client - will say about you!  When we use testimonials in our marketing we get to brag about ourselves and our work without sounding ridiculous.  As an added bonus, it carries more weight! 

How many of us read things like, "I'm honest and I do a great job!  I'll work incredibly hard for you to get the job done." 

When it sounds much better from Joe Agent, "Sally did a great job!  She worked incredibly hard to get the job done.  It was done as promised - on time and under budget!" 

Why would you want the first when you could have the latter? 

When a job is well done it is important to ASK for the testimonial if they don't offer.  We've successfully run every single newsletter for 2 years with at least one great testimonial in every single one!  This is one of the reasons our newsletter is so successful!  Testimonials are effectively referrals from peers.  It shows other agents that you are trustworthy and do what you say you will do.  It lets them know that others think you do a great job. 

So, what makes up a good testimonial?  A good testimonial should include passion and answers about how your work improved the property.  Here is a great example - this quote was in this month's newsletter about a home my partner, Bevin, staged in the Isle of Palms (over $3M)

"I have been very successfully selling luxury new homes at the beach for almost 20 years without ever staging a home. However, as the market has slowed recently, one my Seller approached me about staging his home, I told him I felt it was an unnecessary expense and that I didn't think he should spend the added money. However, against my "better" judgement my Seller decided to proceed with staging.

I was amazed at what a difference a properly executed staging could do. Bedrooms that I had thought were smaller became huge, the open living areas that I had envisioned layed out one way suddenly flowed so much better as Bevin used her skills and imagination. Within a few days I held an open house which was attended by some 40 local top producing agents. All of them were impressed by the staging and several thought the house appeared much bigger than it actually is. I am sold. I have asked a few other clients to consider staging their homes."

--
Charlie Aikman, Agent, Prudential Carolina Real Estate

Can you see why this is a great testimonial?  The first part of the quote outlined a sentiment very familiar with other REAs.  He was reluctant to stage - How many other REAs in this market feel this way?  TONS!  He just connected with all of those.  The second part showed passion - "I was amazed" and "I am sold".  He also gave facts that would be of interest to other REAs - the home flowed better, it appeared bigger and it helped get 40 top producing agents into the home who were IMPRESSED!

This passion and fact based testimonial helps make other agents aware that while he felt the same way as them, he changed his mind based on the improvements Bevin made.    Let's see another example:

"I just want to take a moment and compliment your staging services. As a Realtor with nearly a decade of experience in the business and hundreds of satisfied past clients who refer business to me, I know something about providing exemplary service. Your service definitely lives up to that standard. Your staging flair, responsiveness, and attention to detail has turned a last minute pre-Tour of New Homes distress call into one of the best service experiences I have had in this business. I look forward to developing a long-term working relationship with you."

Dave Sansom, Agent, Prudential Carolina Real Estate

In this testimonial the agent relates to other REAs - "Realtor with nearly a decade of experience and hundreds of satisfied past clients who refer business to me".  He is showing that he's not just the new guy on the block.  He has experience and expertise.  Newer agents will want to hear what he has to say.  Other experienced agents will pay attention because he's like them.

Next he relates passion in how our service was 'exemplary" and that there was a 'distress call' that we turned into "one of the best service experiences he has had in this business'. 

Testimonials like the ones above show potential clients that you are a person of your word.  They show that your work and service are top notch and this creates passion in others as well.  Why would someone choose another competitor?  They know what they are getting when they choose you.  

Oh, one more thing about testimonials - when an agent commits to you publically and it is viewed by their peers, they are even more likely to commit to you privately or provide referrals to you.  They want to be a person of their word as well.  If they liked you enough to give you the testimonial, they are unlikely to work with a competitor later.... it helps define and create loyalty.  (Of course, you probably already had that to begin with!) 

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Sorry this was so long - I guess I got a little passionate myself. 

Here in Charleston we've noticed a trend that is becoming more and more apparent.  Thankfully we are poised to keep up without missing a beat!

When I quit my full time job as a real estate administrative manager to work in this profession, I expected that I would do primarily owner occupied consultations and maybe I would be lucky enough to get a few of those staging jobs.  It didn't take long for me to realize that I had completely misguessed the market.  I sent out my very first newsletter in June of 2006 and within minutes (literally) had 10 appointments - 8 of them were vacant homes (I owned $0.00 in inventory at the time!).  My husband and I decided to invest in this clearly defined trend and have been staging primarily vacants ever since.  When I added 2 other local team members in January 2007 the trend was the same and we now have close to $500,000 in inventory with over 30 vacant homes currently staged. 

Over the past few weeks we've been noticing that we are getting more and more calls for owner occupied properties.  (We haven't cut back on any of the vacants thankfully and our warehouse is looking a bit like we've been robbed lately.... it hasn't been this empty since we moved in!)  I personally do very few owner occupieds, they aren't my favorites, so I prefer to refer them to other team members.  Both Bevin and I have been taking 2-3 owner occupied calls a week for the past few weeks.  We do the ones for our best clients (though we've had so many we still have to refer some of those) and any new clients go to other team members (Susan Hardin, David Moon & Bonnie Mizzell). 

Because we believe in tracking business and trends, we've been discovering that most of these calls are coming from primarily one source - A few weeks back (February 19th to be exact) we did an educational break out at the Charleston Trident Association of Realtors' Trade Show.  We still get several calls a week and many of them are regarding owner occupied homes.  Apparently we managed to get the message across! 

The best part of this story is that the agents are not only providing their clients with the consultations, but a good percentage of these homeowners are actually having us do the work and their homes are selling!  Virtually every agent has responded back to us after changing the photos in MLS about the increase in showings!  This is a trend we hope will continue..... while we love the vacants and continue doing at least 2-3 a week, it is so important for homeowners of occupied properties to set their homes apart as well. 

Hold on right there.... You are in a business and hope to be successful, if you aren't already, there is more to think about than just the headlined statement.  The average new small business should spend no more than 15% of their expected income on advertising or marketing.  As your company grows you should be able to cut that back to around 5-10%.  How does that apply to my opening question?  Let's look at an example:

Placing an add in a newspaper = $40/wk. 

Is this worth it for only one client?  Maybe.... how much income does that one client produce?  With the number given above, you would need to have approximately $300 in sales if you are a new company or $400 - $800 in sales if your company is established. 

Joining a directory = $250/yr

You would need to earn approximately $1650 in sales for this investment to be worth your marketing dollar if you are new.  You would need to earn $2500 or more a year if you are seasoned. 

I cringe a little when I see the statement, "All I need is one job to pay for xy advertising," particularly when the fee is high.  Take a moment to really do the math.  Is it likely you will get that money back for that expenditure - not just what you put in, but enough to actually MAKE money.  Far too often we forget this is business.  We don't pay attention to targeted marketing techiniques. 

For more information, here are some resources you may want to check out:

NFIB - The Voice of Small Business

Small Town Marketing

BNET Business Network

David Moon has been an AR 'lurker' for some time.  He worked on his own for about a year in the staging profession before taking my course in January and joining my team of Design Specialists.  Last week he completed his first vacant home staging with us and I had hoped that he would blog and share it, but since he hasn't, I'm going to....

Please give David a warm hello!

To see more of my team's work, please visit our local website, www.RedesigningCharleston.com and take a look at our Active Staged Properties

If you aren't aware of the organization IRIS yet, then you soon will.  IRIS has been around since 1999 and has been setting standards and making strides in the industry of redesign and now staging as an International Association of Professional Redesigners and Stagers.  The leaders of IRIS are on a mission this year to raise the bar and become a real powerhouse for growing business in the Staging & Redesign Industry.  I have seen so many great changes that I feel inspired to help get the word out! 

Recently IRIS has redesigned its website to make it more userfriendly and content rich.  I think you should take a look when you get a moment.  You may find yourself there for some time!

IRIS holds an annual conference with educational breakouts and celebrity speakers!  You will learn industry trends, business building skills and get to meet your peers in this exciting and motivating seminar!  The costs are extremely reasonable and the benefits of attending are priceless! 

Ideas to share --from the Director's Chair: Two Tip Tuesday

On Tuesdays the Director of IRIS (Sandy Dixon) shares two tips that will help grow our business!  Who doesn't want to be reminded weekly of the power we have and the great things we have to share?  Better yet, who doesn't want someone to give you great and powerful ideas on how to share them and be heard?!

IRIS Inspiration -

Every month the IRIS Inspiration, a public educational newsletter, is emailed to hundreds of potential clients showing the the creative force behind our stagers and redesigners.  The newsletter offers tips, and ideas written by our own members and also shows before and after photos of work done well!

IRISource -

This is the monthly members only newsletter (with moi as the Editor) that spotlights the goings on with IRIS including spotlighting Chapter meetings, member and educational events, things you need to know about the industry and the organization as well as feedback from other members on various programs. 

Monthly Teleconferences -

Every month IRIS arranges a teleconference with an expert in some part of the field to show you how to grow your business.  Best of all, if you miss the teleconference or want to recap something you missed, you can log in to the website and download the MP3 version. 

Coming Soon -

Member Mentoring Program, Website Blog and October has been designated as IRIS® Get Redesigned Month

These aren't the only benefits, but they are some of my favorite.  Other benefits include discounts with various companies including Williams Sonoma, Sherwin Williams, Belacor, and on and on goes the list..... The cost for membership is very reasonable - $175/yr.  In order to become a member you will also need to take an educational class from an approved instructor.  (Instructors are added periodically, so check back if you don't find one in your area - we are adding one to the Southeast for Staging very soon - namely ME!  I've been approved, but now waiting for my manual to be reviewed)

If you are looking for an organization that is in touch with the industry that has active educational programs in place, consider investing in yourself and your education by involving yourself with this group.  You won't be sorry!

We've been a busy little company lately.  Our homes have been turning over quickly and we've been adding new ones to the list.  The problem that we've kind of had lately is that we've had no time to unpack and organize.  Finally taking a deep breath and scheduling time for this - let's face it, it was the only way it was going to happen - we decided to buy some more shelving units and get organized. 

Prior to yesterday and today we had about 8 or so storage racks.  We just spent another $500 on racks and wow was it worth the money!

Ok, now that all of our knick knacks, silk flowers, linens, towels, etc are organized we still have another problem.  (maybe the first solution to this one is to stop shopping!  In the last week we've bought 2 dining room tables, 2 sofas, 5 large chairs and who knows how many accessories - none of them have specified homes - we just liked them and got a good price!  We know we'll need them before we blink again.)

Here is next week's project.... .well, if we have time.  Bevin & I are both on vacation this weekend and have jobs next week..... at least we'll be taking a lot of the inventory out of here making it easier to organize!

We are buying more large shelves (7 ft high, 2 ft deep, 6 ft long) for coffee tables, dining chairs, end tables, ottomans, etc....

Goodness how we've grown!

Bathrooms and kitchens are both my favorite and least favorite rooms to stage.  They can be the most dramatic of shifts because of such simple changes.  At the same time I don't like to add too much because the job is about accentuating the home itself.  So, in a little game of show and tell, let's see what you add to your bathrooms....

Here are a few of my recent ones....

Ok, now let's see what you do.... I am anxiously awaiting!

Bedroom makeovers are some of my favorite makeovers... The rooms always appear smaller when empty and when they are staged they have so much life and texture.  Here are a few of my recent bedroom makeovers...

It always amazes me how much larger the rooms look after staging, particularly bedrooms.  Buyers tend to think their furniture is bigger than it is and the rooms are smaller than they are.  Staging adds warmth, life and SCALE to the equation.

This was the plight of the home I recently staged.... OK, it really wasn't a plight, if anything it was an attraction, a bonus if you will. The curious part was what to do with it.  The agent told me when everything was signed that she was anxious to see how I handled the awkwardness of it. 

So, what were the focal points?

The first focal point is a great fireplace.  The second is the view of wetlands - the entire back wall is windows overlooking the view.  Ok I don't have a before photo of the third focal point - but it is a built in bookcase with TV nook.  It is directly opposite the fireplace.  

If you faced the fireplace, you couldn't watch TV.  If you faced the TV you would completely ignore the fireplace.  So, what do you do?

As you can see, the sofa faces the view outside but can clearly view either the TV or fireplace.  The chairs each face the TV or the fireplace. 

We could have used two sofas, but that would have blocked the view.   We also could have broken the room up into two different spaces, having the sofa face the TV and the two chairs face the fireplace.  This would have been crowded and less conversational. 

In the end the biggest asset of this home is actually the location on the wetlands and it's stunning views.  A large (3x5) mirror is hung above the sofa reflecting the view back into the room for those sitting in the chairs.