Speaking Up about Home Staging

Over a year ago I worked with a national magazine on an article on Home Staging.  The homeowner was one of those rare and great finds who would do anything we said and allow us to do anything we felt necessary.  When we entered the home for the first time - only 12 hrs before we were expected to stage the entire unit (3 bdrms, living room, dining room, kitchen), on less than a $300 budget (materials & outside labor) and in less than 8 hrs (including work time), the magazine staff was very anxious.  To them the home looked good as is and they felt they wouldn't be able to capture the changes on camera without cut lines to inform viewers of the changes.  I assured them that would not be the case.  We would make more than simple, subtle changes.

What was the most interesting part for me, was watching the photographer.  I would set furniture in place and then he would move it slightly to get the best shot (angles for the camera).  When he was done I would reposition it for the actual showings.   In the kitchen, I swear there were 4 different cuts of lemon on the counter and they spent over an hour photographing them.

About a week after the shoot I received these proofs.  I think you can see the changes were obvious.  What was interesting about them was the changes they noticed in the after photos.  Would we have taken the time to try the pillows in different ways just to appease our camera?  (btw, they chose #1)

I think we can actually learn quite a bit from thinking about what professional photographers do.  Sometimes it is about tweaking reality to conform to the shot, then fixing it for real life.  Below is one of the shots I recently took with this in mind.

Notice the TV in this shot.  Clearly this TV would normally be faced the other direction - towards the person in bed.  The fact of the matter is that the back of the TV was not a great shot.  I didn't want to completely remove it from the shot, but I also didn't want to take a photo of the black box with wires and cables.  Turning it toward the camera makes for a better photo. 

Just in case you were interested in the lemons from the story above... here are the final proofs.

I know, we all need the portfolio shots.  We covet them to some degree.  These, as much as price, will often help show off our work and decide if we get the job, if competition gets it, or if anyone gets hired at all!  So I wonder, as a professional stager, how are you showing off your work?

Do you use the tyical before & after series?

These are great for showing how staging can bring a room to life.  They help with size, scale and purpose of the room.  They can help show off features of rooms to be better than they are even...

Have you thought about using close ups?

Strictly from a portfolio standpoint, which of these is more interesting to look at?  Which of these actually shows your work (Ok, in this case my work)?  When your clients are looking to see what you use in a home, what kind of furniture, art, accessories, etc which will give them more info? 

Both sets have a purpose.  I like to use the last shot as features on my website - we don't use any stock photography anymore.  Routinely we change up the photos that our sites feature.  We keep the looks fresh. 

Lastly there is one other portfolio tool you should be using...

We use this on our website to show off the homes we have currently staged.  This way when clients really want to know what we do in their pricepoint and with their style of home we can show what we are doing right now!  This is another point of reference for our clients.  Providing all three of these portfolio projects and looks helps them to know exactly what we offer - it takes the guess work out of it!

So... what's in your portfolio?

Um... is it just me or did the graphic field suddenly disappear?  I've commented on 3 blogs now and it seems to be missing!  I was a bit worried at first that my computer was acting crazy, now I'm pretty sure things have changed...

My how I'll miss the crazy little words we had to type.... NOT!!!

What was your favorite graphic?  Mine were rowanberry and bigay.  My nickname online was always rowan (after an Anne Rice novel), so I always thought that was funny & the other one I could never figure out if it was bi-gay or big-ay.  Maybe it was too much food for thought....

--- sidebar note... the posting features down below are apparently different now too!!!  Wild!

Ok, I just posted another blog about the HGTV show 'The Stagers' and my frustration over some negative comments.  This created a conversation in my family room (as I sit here with my laptop) and gives me pause for the thought on the question.... Why does it seem so unrealistic for us to charge 1% of list price for our staging services?

Agents and their companies associated in the sale of a property receive approximately 5% - 6% (both buyers agents and sellers agents combined).  If we help to contribute to the ultimate end sale why do we not earn 1%?  Why is our time, energy and ultimate tools not as valuable?  We typically actually spend more on each and make significantly less hourly rate.  Is it because we don't wait to 'get paid until the home sells'?  I think it far more likely it is because we don't perceive ourselves as worth the money.

I know in my market we cannot outright charge 1% up front.  We would lose far too many jobs to other staging companies who also charge less.  This leaves us stuck with lower rates.  We have plans that are a bit more creative in the works that allow us to charge what we think we are worth while putting our money where our mouth is. 

If we can show that our work is every bit as valuable, isn't it time we earned what our agent couterparts earn?

Perhaps it is time that we, as PROFESSIONALS, rethink the concept of getting paid what we are worth, not what we THINK the market will bare.  It will bare whatever we show it is worth, not the other way around!

Ok, this is going to be a slight (hopefully only slight) rant!  I've been gone to Orlando with my family, but it started before I left.  There have been more than a few blogs about the new HGTV show 'The Stagers'.  Here are a few of them (Thank you David Moon for compiling them in such a tight little list for me):

http://activerain.com/blogsview/602279/Who-Caught-The-Premiere

http://activerain.com/blogsview/605145/THE-STAGERS-Redeemed-in

http://activerain.com/blogsview/601960/-The-Stagers-on

http://activerain.com/blogsview/574664/The-Stagers-Weighing-In

http://activerain.com/blogsview/584671/The-Stagers-Episode-2

http://activerain.com/blogsview/595384/The-Stagers-Episode-3

http://activerain.com/blogsview/602917/HGTV-s-The-Stagers

http://activerain.com/blogsview/598657/An-Interview-With-Matthew

http://activerain.com/blogsview/609388/HGTV-s-newest-The

Now I have to say many of you seem to understand the real deal of this show but so many of you are just not getting what a great show this really is for our industry.  Let's think about it why don't we....

1.)  First we complain about Designed-to-Sell and how cheap the jobs are compared to reality.  We talk about what sellers and agents think when we show up and the costs are more than double that.

2.)  We complain about the fact that no one knows what staging is.  When they do know they think about #1.  They are unrealistic with their expectations.

3.)  We complain that we aren't making any money.  Because of #1 & #2 we have to sell ourselves really cheap, right?  We can't actually charge what we are worth because no one will pay it.  I think on Ginger's blog about how new staging is and she has to haul furniture and bins of accessories across dangerous pathways all because sellers won't pay what she's worth.

Now we finally have a show that shows a bit more reality as to what staging is - that it is a stressful job and not at all glamourous.  It shows how much we put into the job.  It shows amazing before and after photos of rooms that look fabulous but not too overdone.  The rooms have to be painted and cleaned before we come in.  We have to think about the buyer and what they are thinking.  We have to deal with sellers and their concerns - too small dining tables (their opinion), divorces, etc.  We also have to deal with things that we have no budget for like changing out ugly dated light fixtures.  (I know we don't like the way Matthew presented that to the client.  Part of that is TV drama and part of it is his way - deal with it.)

So now this new show also shows a realistic staging budget (so far the staging costs have been less than 1%).  I know, It is rare to have a $20K budget.  I've only had one like that once and it required blowing through brick walls (literally).  It doesn't mean it isn't happening.  We have plans in our company, First Impressions, that will lead us there shortly actually.  Isn't it better to be showing a realistic version where we can make money for our efforts?  This way when we show up and give a budget of half that and still be making money, sellers will be pleasantly surprised - so will your bottom line!

Stagers, WAKE UP!  Do none of you understand what this show can really do for our industry?  (Ok, I know a few of you do get it... yay team!)  Be ready to ride the wave of success that this show can send our way.  I for one would like to thank the design team of Dekora and particuarly Matthew Finlason for making such a great and (real) life like show. 

IRIS Members are you ready to give us your best shot?  Adding to the excitement of the 2008 Riding the Wave Conference in San Diego this October is the photo challenge.  I remember last years and how exciting it was to see & vote on all of the entries.  I can't wait to see what you've got up your sleeve this year!

Why?

The distinction of becoming an award winning redesigner/stager will 1)enhance your reputation, 2)generate media attention, 3) set you apart from your competition AND 4)heighten your visibility when you add the title to your marketing materials, web site and email signature line!

What?

Category 1:  Redesigned Living/Family Room

•·         Before and After

Category 2:  Staged Living/Family Room

•·         Before and After

•·         No vacant entries allowed in this category.

Category 3:  Bedroom

•·         Before and After

•·         Staged or Redesigned

Category 4:  Staged Vacant Room

•·         Before and After

Category 5:  Accessorizing

•·         After photo only

•·         Accessorized Bookcase, Mantel or Coffee Table

Category 6:  Dining Room Table Setting

•·         After photo only

•·         Entire table setting, not one place setting

How?

Photo Challenge Guidelines:

•·         Only IRIS members attending conference may submit photos.

•·         Members may submit one entry for each category.

•·         Only submit 5 x 7, color copies, on glossy photo paper.

•·         "Before" and "After" pictures should be from the same view/location.

•·         The back of each photo should be clearly labeled with the following printed information:

•1)    First and Last Name

•2)    Business Name

•3)    Phone Number

•4)    Email Address

•5)    Submission Category / Before & Submission Category /After

•6)    Description (25 words or less) of what was accomplished in the photo. 

•·         Mail to:         Interior Arrangements, Inc.

                   Attn: Denver/Mtn. IRIS Chapter

                   PO Box 2347

                   Evergreen, CO  80437

•·         Note:  Receipt of photos will be confirmed via email.

•·         No email submissions accepted.

•·         Submissions must be received by September 8, 2008.

•·         Photos will not be returned.

•·         Voting will take place on October 8 & 9 and awards presented October 10.

How cool is this?  Watching tonight's episode of Design Star I saw a preview of this new show & I am excited!!!

HGTV Designers will challenge other HGTV Designers and go head to head....

Meet the Teams and Create Your Dream Team

For more information visit HGTV's Summer Showdown webpage ....  If you are like me you'll really enjoy the mini commercial done wrestling style. 

You've got a great listing, fully renovated.  The home is clean.  It is in a great neighborhood.  It's not overpriced.  There is a good sized breakfast room.  Still you keep hearing the same thing.... Sorry, I really wanted a home with a dining room.  What do you do? 

We provided a living room in a space that actually made sense in this home.  Emptying the bookcases helped to lessen the feelings of a library.  Removing the heavy books also makes the room feel brighter, lighter and bigger. 

Now in this particular case, because of the whimisical and colorful tones of the home, we decided not to go with a formal look though the space is clearly defined for potential buyers now. 

No, really..... they do!!  I was teaching my IRIS 5-day Staging Certification class this week and my students learned a valuable lesson.  People don't always have the 'common sense' we think they do.  When we discussed the homes that we may walk into the students were certain that sellers know better.  On Thursday when we worked our final project, they realized they were wrong. 

This home we were working on had been on the market for several months.  The agents didn't want to add any interior photos & were excited that we were working on this as a class project (which means I do it at no charge).  The homeowner was a single guy with a young boy and simply was overwhelmed with the process. 

The owner did have the carpets cleaned just a couple of days before we came.  We recommended and the agent made it happen.  We didn't close these curtains, this is how the home was shown every day.  There was clutter, dust and dirt everywhere.... When we were done the home showed light, bright and large!

Not every staging job is huge or requires a lot of time, energy or even amazing skills.  Sometimes taking the basic approach makes the biggest change.... In this case, we just put things away, made the bed and hung some photos!  What a difference it makes though.  What would potential buyers think about the before photo?

In addition to having the carpets cleaned, they had the room painted for us.  Don't think for a moment that we staged the room this way.  All they did was move the furniture to the center of the room - they didn't make a mess out of it.  This was actually an improvement to when I first saw the home!

When we were done, it felt like a master suite.  The room was large, light, fresh and airy.  We also reversed the tall dresser (not seen in photos) with the dressing table so that when you came in you didn't feel like you were walking into a furniture wall.  This had a double effect of opening up the room & hiding the unattractive TV in the corner (again, not shown). 

There were less than $150 in props used in this home.  They consisted of a king bed-in-a-bag, 2 throw pillows for the living room and a clearanced off white throw.  Staging doesn't have to be expensive to really showcase the home & bring buyers in. 

Do you think the agents will be showing photos of the interior now?  You bet!  Will this increase the likelihood of selling the home?  You bet!!

So, I've told you before, I'm short... it still surpises everyone!  Did you know that Juliet Johnson is practically a giant in comparison?  Still when she came to town it just didn't matter.... big packages, small packages - who cares?

This is us (Sue, Juliet, Bevin & Me) standing out by the pool on the rooftop of a local Charleston hotel...

So does it matter which of us is really the bigger stager?  Nah.... we are just out having fun!!!

Ok, now you didn't really I was THAT short, did you? - Darn that Bevin for being so cute though... ugh... lol!! 

Thanks Juliet for taking the time to meet & socialize on your vacation!!  We had a GREAT time!!!