Speaking Up about Home Staging

I get asked a lot of questions about my newsletters.... How I do certain things, etc.  I thought I would share some of what I do with you, starting with my last newsletter, which I posted recently.

First, you will need to select the type of wizard that you want to use...

I always choose 'use the new email wizard'

Next you'll need to choose what kind of email you are sending....

Typically I click on newsletters.... my newsletter is done using the format People II.  This last newsletter blast was done using 'promotions....

Clearly I changed the photo to a shot of a room of the home that we had staged.  The sale price was changed to the MLS number, etc...

now, adding in the links.... This is done much the same way that we add links here in AR.  When you are editing the blocks, you will notice on the toolbar to the left a box that says Insert.  Underneath are 'image' and 'link'

This gives you the ability to add links and photos anywhere you like! 

I hope this answers all your questions!  If not, let me know and I'll do my best to help out.....

If you are ready to try constant contact & want a free trial plus $30 credit when you join, email me and I'll send you a referral ....

On Wednesday one of the agents we work with on all of their listings had an agent open house.  There were over 50 other agents in attendance.  With so many open houses for agents to attend, how did this one manage to get such a great turn out?

1)  They teamed up with a stager and advertised it!  We already stage nearly all of their listings.  The furniture was already in place and the home looked fabulous.  For the open house we co-hosted it and both advertised that the stager (our company) would be there... it was a MEET THE STAGER event!

2)  They teamed up with other agents with properties to sell. This made the time of the agents in attendance more valuable.  There were 5 homes, 5 agents with 5 different listing companies all participating!

3)  They created a theme and prize drawing. In this particular case it was a progressive luncheon.  Each home had a different food course.  The drawing was a $250 gas card.  You had to attend all 5 homes in order to be entered into the drawing. 

4)  They advertised it heavily.  All of us advertised our parts as well as all of the other homes.  We provided a real estate show to advertise our staging and let everyone know we would be there to meet them.  The agents created flyers to blast to all of the agents, also advertising that we would be in attendance. 

So.... What does all this mean?  For us it meant that we got a ton of great leads for work.  We've already gotten several calls from agents in attendance.  The agent who held the open house was thrilled & loved the fact that the feedback was incredibly positive from the showings.  Many agents told our agent that they came to see what we do.  One of the agents who came to see the open house made a showing appointment the next day... do I feel a sale coming on? 

When doing an open house, think outside the box.... Why do agents want to come to the home?  How do you make your open house stand out?  Knowing the answers to these questions is the key!

I confess, I'm an ex-Mary Kay sales rep.  I still use the products, I still love the company.... sometimes I really miss those crazy meetings.  (It's a sickness, I know).  Seriously though, I learned A LOT as a MK sales rep.  These are some of my favorite lessons....

1)  Shoot for the Moon & even if you miss, you'll still land among the stars! - You see, I came from a home where I was taught never to wish for anything.  If I did, and didn't get it, then I would be disappointed.  If I didn't want anything then I wouldn't be upset that I didn't have it.... um yeah.... like that really works!  I loved the MK philosophy and have enjoyed my time in the stars!!!

2)  The room is brighter when we light other's candles - Basically speaking this means that we share our info & knowledge.  Our candle is not brighter because you blow someone else's candle out.  Together we can light the world, but only if we share our light with others!

3)  Don't take yourself too seriously! - Have you ever been to a Mary Kay Monday Meeting?  OMG they are hysterical.  The meeting typically began with us dancing and ended up with someone in big glasses, fluffy boas, a tiara and holding piles of fake cash.  If you didn't have fun then you are simply too stiff..... (this coming from me, is really saying something, if you know me, you know I'm a very serious person!)

4)  Everyone has skin! - Well, what this really referred to was the fact that we should never rule anyone out because of perceptions we have about them.  Everyone has skin, they need to wash it - rich or poor, black or white, pretty or well... not.  Don't presume anything about a potential client.  We all live somewhere.... this maybe is more appropriate for the real estate industry.

5)  I may not know about _______ but I can be taught! - When I started selling MK, I had never worn eye shadow.  How on earth was I supposed to be able to sell it.  My director simply told me that if I was willing to learn, I could be taught.  The same still applies.  I may not know everything about my business, but I keep learning... I learn something new every day thanks to wonderful AR members just like YOU!

6)  It's all a numbers game - Pass out 5 business cards a day, mail 5 handwritten cards a day, call 5 people every day.  Do this without fail and YOU WILL NOT FAIL!  When I quit MK, I was in car qualifications.  (My husband still is upset about this!)  I was done, I had done it & succeeded and was ready to move on...

7)  If you don't 100% believe in the product, you cannot sell it - Have you ever seen a Mary Kay salesperson use Clinique makeup?  I have - they didn't last long.  When I sold Mary Kay (and was successful) I used nearly all of their products.  My husband used their men's line & my kids did too.  (My girls & I still use it - my son occassionally uses the men's line)  I've worked with people in sales who can't seem to close the deal, or lose to a competitor too frequently.  When I ask why I've heard things like, "Hey, they've got a better product at a better price" .... it really was that first part as to why they lost the deal.... not that the competitor actually had a better product, but that you agreed with them.  If you don't 100% believe in your heart of hearts that you are offering something better than anyone else can then you can't be successful. 

8)  People will do unbelievable things for gifts they wouldn't spend $1 for.  Seriously... I've seen women make 30 phone calls in 10 minutes scheduling appointments for a gaudy jeweltone calculator given to the winner.  Sure, they got their datebook full and sold a bunch of stuff in the process (woo hoo!) but they did it for the goal of winning the calculator... If you had just told them to make the calls for the money they would never have picked up the phone. 

9)  Most people won't work for the money - but they will work for a goal. - See above.  Don't decide that you need to work for a given paycheck for some silly reason like paying the bills.  Instead set a goal that has some other value.  Create a competition for yourself or with someone else.  Do it for a new pair of shoes, a new handbag, a new hockey jersey... whatever you won't normally do for yourself.

10)  Create goals, view them often and be accountable for them - Create a goal chart and put it where you can see it every day.  Almost everyone I know who made it in MK had goal posters everywhere.  Everyone they knew, knew what their goals were.  (Hey, part of your motivation in #9 may be showing the naysayers they were wrong about you!)  If you don't know what your goal is, how can you ever achieve it?   

It is kind of funny, but very true.... I am successful in my staging business because of what I learned from Mary Kay, my fellow skin care consultants and my directors (Thank you Caroline & Mitch!) 

Snow blindness - the overwhelming glow of white on white.  In your datebook this is not a good thing!  It means that you aren't making any money.  For most of us, that is simply unacceptable.  I don't know about you, but I like to eat and frankly that means that I have to work.  So, how do you get rid of snow blindness?  How do you fill up that datebook?  Regardless of whether you are an agent or a stager, the answer is the same... spend the time that you could be on an appointment, getting the appointment set. 

1)  Create a Sphere of Influence list.  This should include pretty much everyone you know & everyone you have ever known.  You should know their phone number, address and email address (if possible).  You will immediately begin a marketing campaign using these strategic alliances. 

2)  Write a newsletter.  This was the first things (after my influence list) that I did to jump start my business.  Within 20 minutes of it going out I had 10 appointments!  I've never looked back - they go out every single month without question - no matter what!  The important thing about your newsletter MUST be that it is intended to help your client & provide valuable information to them.  In other words, it's about THEM, NOT YOU!  This might be the biggest mistake most newsletter writers make.  For more info on my newsletters, go here

3)  Write & mail handwritten notes.  Ok, I know, postage is expensive & you have carpel tunnel, right?  Do you want a full date book or do you not?  I have had many clients tell me that they chose me because of the attention they received when they talked to me... They appreciated my notes thanking them for their time and business.  Who do you send them to?  EVERYONE!  Stagers - if you drive by a RE sign that says, 'Agent of the Month, Sally Mae' then guess what?  Sally Mae is getting a card that says, "Congratulations on being agent of the month!"  Agents - Did you work with another agent recently?  (think referrals) Did you have a great conversation with the lady behind the dry cleaner desk? (she might be getting ready to move, or know someone who is)  There are so many choices!  Send a minimum of 5 a day!  Seriously, it's not that much work!

4)  Prepare a workshop to educate your potential clients on what you can do for them!  Notice that last part, 'for them'.  Everyone wants to know why they should pick you.  Let's face it, there is almost always someone doing what you do - they have a choice to make.  Why should they pick you?  (You do know the answer to this, right?  If not, better make figuring that out #1)  Stagers - let agents know how staging can generate more leads, faster sales and bigger paychecks.  Agents - do a buyer or seller workshop and show them the ropes.  Maybe they've never done it before (new buyers/sellers) or maybe it's been a while.  Partner with a stager and double their benefits!

These are just a few options you have to fill up your date book.  They really do work.  If you've got white pages in your datebook, then you've got time to do one or all of these!  None of these should be out of your comfort zone because none of these have involved cold calling or the prospect of rejection.  (ok, someone could unsubscribe to your newsletter, but come on you can handle that!) 

Now, no more excuses... go fill up that datebook and save the snow for the winter!

After quite the thorough interviewing process and manual review process my training has been approved for the 5-day IRIS Certification course!!  As of today I am the only Staging Instructor on the East coast or in the South.  As a matter of fact there are only 3 other IRIS staging instructors nationally! (Anna Jacoby - Fremont, CA, Sandy Dixon - Denver, CO and Ruthanne Hatfield - Napa CA)

So, why is this certification so great?  Of course I am biased as this was my training & now I am an instructor, BUT with all that said, this certification is great because it is so difficult to acheive.  You know when you attend an IRIS staging course that it has been thoroughly reviewed by the education committee (which consists of other stagers and instructors in the industry).  The manual was set to a specific outline, but written by the instructor themselves - so they actually have to know their stuff!  The instructor had to pass a long list of credentials including a pretty amazing series of 'what do you do when' questionaire.  (my interview submission package ended up being about 35 pages I think - this was not including the manual itself which is around 200 pages.)  Best of all, with this training you get to become a member of IRIS (Interior Redesign Industry Specialists)!

I know.  You are thinking, so what, just another organization to join.  Right?  WRONG!  If you want to be active in the industry, this is a great place to be!  Here are some of the great things that IRIS currently provides it's members:

• Local Chapters to get to know your fellow stager/redesigner
• National annual convention - this provides fellowship, education sessions and of course a fabulous time!
• Monthly public newsletter - to keep your clients & potential clients in the know!
• Monthly member newsletters - to keep YOU in the know (did I mention that I'm the editor?)
• Two Tip Tuesday (written by our very own Sandy Dixon) to keep your business momentum!
• Press release templates
• Advertise your local events on a national level through the IRIS website (www.weredesign.com)
• An opportunity to grow in your business, your resume and the industry through various volunteer positions
• Discount options for various trade related businesses (ex: Sherman Williams, Williams Sonoma, Kirklands, Pier 1, Restoration Hardware, etc) -These discounts alone can pay for your annual membership!
• Monthly teleconferences that provide you with tips to help grow your business or knowledge.  (Also available online if you miss it.)
• More, More, More - there are just so many things, I cannot think of it all!

You know I am passionate about the things I am involved in, so of course this is no different.  If you are interested in taking my course, please visit my website - below are this years current dates.  As of right now there are seats available in each date... but with a class size limited to only 6, space is in fact limited!

Here are the available 2008 class dates (you can register online):

• July 14-18
• Sept 22-28
• Nov 3-7

This article just appeared on Bankrate.com and can be located at http://www.bankrate.com/brm/news/pf/20080617_career_swaps_a3.asp.  I was asked to post this on AR by the Board...

Home staging and redesign

Creative types, take note: The recent bursting of the housing bubble is fast opening opportunities in an easy-to-launch career known as home staging.

In home staging, professionals revamp properties so they look bigger, brighter and better in hopes they will sell faster and for more money.

"Because of television shows like 'Flip this House' and 'Sell This House,' the concept of home staging has really caught on," says Colorado-based home stager Sandy Dixon. "People understand why it works."

Unlike interior designers -- who work with clients to acquire new furniture and accessories -- home stagers primarily use existing furnishings their clients already own.

Some stagers charge for their time and make anywhere from $75 to $125 per hour. Others are paid per project, with rates ranging from $150 up to $350 to revamp a single room or several rooms.

Dixon, 58, switched to her new career after working 16 years in the mortgage business and as a part-time Realtor.

"The beauty of this job is that it can be done full time, part time or added to an existing career."

"I wanted something new, so I started looking around the Internet when I found out about staging," she says. "I had been setting the scene for potential buyers before, not knowing there was a word for it."

In addition to staging homes, Dixon founded Interior Arrangements, a staging training school that teaches students tricks of the staging trade and ways to grow their businesses. It resembles other programs with intensive workshops that last three to five days and generally cost about $3,000.

Ruthanne Hatfield is a Napa Valley, Calif.-based home stager who has redesigned rooms for HGTV's show "Decorating Cents." Her training program, Art of Interior Placement, attracts individuals who want to take weeklong workshops as well as those interested in her $30 two-hour seminars.

"We get a lot of people from corporate America, banking, nursing -- it runs the gamut," Hatfield says.

Once they finish training, students may qualify for membership to Interior Redesign Industry Specialists, a home-staging association based in Chicago that lists members online and hosts training workshops nationwide.

In addition to training costs, home stagers usually invest a couple thousand dollars in basic household items like lamps, rugs and artwork that are available to lease to clients while their property is being staged.

"There's a system to this and almost anyone can learn," Dixon adds. "And the beauty of this job is that it can be done full time, part time or added to an existing career."

To view additional 'fast, cheap career changes' (their term) please be sure to go here.

So often we (myself included) get frustrated with agents who don't understand the value of staging.  We try to tell them using our language, but can you speak theirs? I ask this because Tori Lynn Ross just posted the blog E-Key Access For Home Stagers and I commented that I have a sentrilock card (electronic key card) and how useful it is.  I then added that I think all stagers could benefit from taking the real estate course associated with getting the license that you need to have in order to get the key card. 

Why would you - a professional stager - want to take the real estate licensing course, not to mention the post licensing course (required within one year to get an actual salesman license)?  The costs range but probably average to around $1000 for both courses (then about $800/yr to maintain your license).  Learning the actual language and processes that realtors learn can immeasurably help you speak their language.  I actually think this is a significant part of the success of my company.  The most successful stagers on my team all have real estate licenses (that they use exclusively for MLS access and a lockbox key). 

We know what agents want and need to know.  We know how to communicate in a way that will click in their brain.  We know what they will be telling their clients, how listing appointments work, how contracts, contingencies, escrow, etc work.  We know the language and the process!  

Are you having a hard time closing the deals?  Are you having a hard time getting in front of the agents or do they give you kind of blank stares (or too many objections) when you are in front of them?  Maybe it's time to learn their language.....

This may be one of my most frustrating comments to hear.  I was thinking on this because of a home that we recently staged that went under contract.  I did an email blast to all of the agents that also have listings in that community.  I did this once before a few months ago in the same neighborhod after another successful sale.  Some of the feedback that I received was (from the previous listing agent) that it wasn't the staging but rather the lower listing price that the new listing agent endorsed.

This really frustrates me because I can't tell you how many times I see homes take markdowns all the time and they don't sell.  They get staged and BOOM, suddenly an offer (frequently more than one)!  Personally I feel this is a touch of sour grapes on the previous listing agent's price.

I fully and completely agree that the listing price is fundamental in this strategy, but it is not the only factor!  Perhaps the prior agent should have realized & suggested a price reduction - perhaps if that was the selling factor then they would have had the sale!  It is clear the seller was open to it - they did relist at that price with another agent.

My point is not to create any negativity toward the previous listing agent, I'm sure they were just doing their job the best way they know how.  I am just commenting that when you see the overwhelming stats that good staging can provide, just accept the truth!  Was the home ever marked down before?  Most of the time the answer is yes.  What was the magic bullet?  It was a combination of price & condition all working together!

I know I just did a similar blog, but what can I say?  STAGING WORKS!  We just found out today that one of the homes we staged for Nationally renowned luxury home builder, Simonini Homes, went under contract on June 9th!  We staged it on May 15th.... that's a tiny little 26 days, which is particularly in contrast to the fact that it had been listed for 15 months prior to staging!

Here is our original blog when we showed off the photos to you:  Breaking 40 Actively Staged Vacant Properties .  In case you don't want to go back, here are a few highlights....

(by the way the new owners want to buy most of the furnishings!)

Are you still questioning whether staging works?  Sigh..... Doesn't this continue to prove it?  Call your local staging professional today!