Speaking Up about Home Staging

Well, OK, really guess who CAME to dinner??  I have had the amazing opportunity in the last 6 months to meet and socialize with some of our most noted AR friends and here are a few more that i got to have dinner with last night!!!

This was after a long day of CSP class (which I was teaching)... our neighbor to the North happened to be in town on vacation... from left to right... Dane Caldwell, Me, Gary Barnett, Linda Barnett and Bevin Googer

What a fantastic dinner we had at the Mustard Seed and it was so much fun to finally meet Dane in person!!  Now, whose next??

The Real Estate Industry has continued to evolve over time.  With its evolution have come many new and exciting fields of technology and subsidiary business.  Just 10 -15 years ago agents were an essential commodity in the business of buying and selling homes because there was almost no way of finding out what was available in a given community without one.  Before online MLS capabilities were available, agents were provided weekly copies of new listings, which were inserted into large three ring binders.  Often there were multiple listings per page with, if you were lucky, a single exterior photograph of the home.  With so little information to go on, buyers typically were more concerned with finding a home in the right neighborhood, at the right price with their major needs and wants met.  The question wasn't always whether they were ‘in love' with the house, but could they make it their own?  Could they live here?  If they could and it met their needs then an offer was made....

     Today, most buyers have the entire MLS at their fingertips through broker reciprocity websites.  Most buyers, as many as 91% per NAR, will shop online before ever calling a real estate agent.    Many, when shopping locally, will drive by the home first - checking it out first to decide if they want to ‘deal with an agent'.  What sellers and agent often don't realize is that if their listings don't make the cut, they may never even have known that anyone was looking.  Being a Real Estate Professional in today's technology driven market has gotten much more difficult. 

      It is this changing market that has brought to life so many emerging industries.  Professional Real Estate Staging is one of those industries.  Its emergence was as a direct result of the changes and increased technology.  When buyers became able to see more of homes before going to visit them, the results were that they were able to eliminate more homes without visiting them, increasing the ability to find a home they ‘liked' better.  As technology has increased, the need for Professional Real Estate Staging, often called Home Staging, has increased.  

BEFORE                                                           AFTER

     Today, in this buyers' market, what the internet depicts will provide a direct correlation on the speed of sale and end sale price.  Statistics show that the more photos of the home provided in MLS, the quicker the home sells.  In addition, the quality of the photos must also be taken into account.  This is where Real Estate Staging begins to become important.  Quality staging helps bring to life the best parts of the home, it helps connect potential buyers with a lifestyle feeling and the desire to see more of the home.  Homes that are left unstaged, often lack the emotional appeal and highlights to bring buyers to the door.  Recently, we received a testimonial from a client who highlighted this effect quiet well.  "We first dropped the price to 200K and showings picked up (7 in one month). Then a month later we staged it and showings really began to take off (39 in one month). Staging costs, but it pays in the long run." Chris Facello, Agent, Carolina One Real Estate. 

     While many agents have been taught that every home will sell at the right price, and to some degree this is true, what many don't realize is that price is not the only factor.  In today's market price is just one of many factors.  One of the single biggest for buyers is whether the property is ‘move-in ready'.  With our on-the-go lifestyles, no longer do buyers want to make a home ‘theirs'.  Instead, they want to close on Friday, unpack on Saturday and throw a barbeque on Sunday.  They want to move in and begin living.  Savvy agents began to capitalize on this understanding of buyer behavior and hired professionals who could assess the needs of the individual home, demographic of buyer and create a comprehensive evaluation and plan.  Rather than reducing price, homes are staged to present the home's best foot forward - to capture the buyer upon first impression.   The results are higher sales prices and days on market reduced by more than half in most markets.  Best of all costs are typically minimal in comparison the results.  HomeGain.com recently reported that staging earned an average return on investment of 349%. 

BEFORE                                                             AFTER   

     For Real Estate Professionals these remarkable results typically mean higher commissions that are earned more quickly, reduced marketing expenses and more listings.  Additionally, for buyer's agents, their time is maximized when they bring their clients to staged homes because the homes show better creating the likelihood of a pending sale. 

     With the evolution of the real estate market, exercising fiduciary responsibility has become a more involved process.  Today, Real Estate Staging is one of the best returns of time and money for both home sellers and Real Estate Professionals. 

For more information on staging and how you can become a CSP Elite Agent visit www.CSPElite.com. 

So you think the market is a little stagnant in Charleston?  That definately isn't what we are seeing with our staging services.  Take a look at these properties that were staged and went under contract in 60 days or less!

MLS# 2908696 - Listed: 12/18/08 Staged: 5/19/09 Under Contract: 6/26/09 - 39 days

MLS# 2914749 - Listed: 5/29/09 Staged 5/29:09  Under Contract: 7/8/09 - 40 days

MLS# 2910652 - Listed: 4/25/09 Staged: 4/24/09 Under Contract: 6/6/09 - 42 days

MLS# 2915421 - Listed: 8/13/08 Staged: 6/3/09 Under Contract: 7/16/09 - 43 days

MLS# 2903262 - Listed: 5/18/08 Staged: 4/8/09 Under Contract: 5/26/09 - 48 days


MLS# 2833343 - Listed: 11/13/08 Staged 11/12/08 Under Contract: 1/7/09 - 56 days

MLS# 2826750 - Listed: 9/2/08 Staged: 5/27/09 Under Contract: 7/22/09 - 56 days

MLS# 2909698 - Listed: 4/7/09 Staged: 4/6/09 Under Contract: 6/2/09 - 56 days with
multiple offers!

MLS# 2813593 - Listed: 5/4/07 Staged: 1/15/09 Under Contract: 3/16/09 - 60 days,
after being on the market for almost 2 years!

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First Impressions Home Staging & Interior ReDesign is a nationally award winning company owned and operated in Summerville, SC a suburb of Charleston, SC.  We provide high quality staging for both occupied and vacant homes in the greater surrounding areas and beyond!  For more information please visit, www.WeStageSC.com.  If you are interested in learning about making Home Staging your profession, please visit, www.StagingAndRedesign.com for more information.

So you think the market is a little stagnant in Charleston?  That definately isn't what we are seeing with our staging services.  Take a look at these properties that were staged and went under contract in 30 days or less!

MLS# 2904781 - Listed: 2/17/09 Owner Occupied Consultation provided prior to listing
Under Contract: 2/22/09 - 5 days

MLS# 2823882 - Listed: 8/3/08 Staged: 3/11/09 Under Contract: 3/20/09 - 9 days

MLS# 2911681 - Listed: 4/28/09 Owner Occupied Consultation provided prior to listing
Under Contract: 5/6/09 - 9 days

MLS# 2912367 - Listed: 5/5/09 Staged: 5/6/09 Under Contract: 5/16/09 - 10 days

MLS# 2906646 - Listed: 12/7/08 Staged: 3/25/09 Under Contract: 4/13/09 - 19 days

MLS# 2905414 - Listed: 2/23/09 Staged: 2/22/09 Under Contract: 3/17/09 - 23 days

MLS# 2832943 - Listed: 9/26/08 Staged: 3/27/09  Under Contract: 4/23/09 - 27 days

MLS# 2901714 - Listed: 1/19/09 Staged: 4/3/09 Under Contract: 5/2/09 - 29 days

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First Impressions Home Staging & Interior ReDesign is a nationally award winning company owned and operated in Summerville, SC a suburb of Charleston, SC.  We provide high quality staging for both occupied and vacant homes in the greater surrounding areas and beyond!  For more information please visit, www.WeStageSC.com.  If you are interested in learning about making Home Staging your profession, please visit, www.StagingAndRedesign.com for more information.

The home I staged today had some amazing pieces of furniture in it.  Doing the consultation last week with the client he was a bit taken back when I advised that we should remove some furntiure from the upstairs landing... after all, it was handmade, imported from China, inlaid with mother of pearl and ivory.... Of course this style isn't exactly what we are used to seeing in Charleston, SC.

We did stop short of taking down the art pieces, primarily because there was nothing to replace them with and to remove the anchors would leave major patch work.  The homeowner lives out of state and this is their vacation home....

It is important when selling a home to realize that sometimes, just because something was expensive, or is valuable to you, does not mean it will appeal tot he target market - you know, those people who are interested in purchasing your home.  Unfortunately, often, when the buyers would appreciate the pieces this only means that they will spend more time looking at the fine pieces of art and forget all about the home itself....

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If you would like to be taught by CSP's Executive Director, Melissa Marro, see her class dates below and call 1-888-STAGING to reserve your seat. To learn more about becoming a Certified Staging Professional, visit www.csptraining.com. 

• July 28-30 CSP Certification Course - Charleston, SC
• August 4-6 CSP Certification Course - Jacksonville, FL
• August 11  CSP Elite Agent Training - Charleston, SC
• August 13 CSP Elite Agent Training - Columbia, SC
• August 25 - 27 CSP Certification Course - Nashville, TN
• September 10-12 CSP Certification Course - Atlanta, GA
• September 22-24 CSP Certification Course - Denver, CO
• October 6-8 CSP Certification Course - Charlotte, NC
• October 20-22 CSP Certification Course - Baton Rouge, LA
• November 10-12 CSP Certification Course - Tampa, FL
• December 1-3 CSP Certification Course - Jackson, MS

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First Impressions Home Staging & Interior ReDesign is a nationally award winning company owned and operated in Summerville, SC a suburb of Charleston, SC.  We provide high quality staging for both occupied and vacant homes in the greater surrounding areas and beyond!  For more information please visit, www.WeStageSC.com.  If you are interested in learning about making Home Staging your profession, please visit, www.StagingAndRedesign.com for more information.

This was a stunning home in John's Island, SC.  I'm not sure that the home ever was a primary residence but it was fully furnished and no one was living in it at the time.  The owner, during our consultation, advised that the furniture in the home was pretty much there 'as storage'.  It wasn't the furniture they were currently using in their home, but were hoping we could do something with it in order to stage the home.  Thankfully their agent was savvy enough to recommend staging PRIOR to the property going on the market....

Here are some of our before and after photos....

Unfortunately it was late when we finished and we were unable to meet with the owner or the agent at the end of the job.  I'm hoping they'll be thrilled with what we accomplished and the sale will come quickly!

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If you would like to be taught by CSP's Executive Director, Melissa Marro, see her class dates below and call 1-888-STAGING to reserve your seat. To learn more about becoming a Certified Staging Professional, visit www.csptraining.com. 

• July 28-30 CSP Certification Course - Charleston, SC
• August 4-6 CSP Certification Course - Jacksonville, FL
• August 11  CSP Elite Agent Training - Charleston, SC
• August 13 CSP Elite Agent Training - Columbia, SC
• August 25 - 27 CSP Certification Course - Nashville, TN
• September 10-12 CSP Certification Course - Atlanta, GA
• September 22-24 CSP Certification Course - Denver, CO
• October 6-8 CSP Certification Course - Charlotte, NC
• October 20-22 CSP Certification Course - Baton Rouge, LA
• November 10-12 CSP Certification Course - Tampa, FL
• December 1-3 CSP Certification Course - Jackson, MS

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First Impressions Home Staging & Interior ReDesign is a nationally award winning company owned and operated in Summerville, SC a suburb of Charleston, SC.  We provide high quality staging for both occupied and vacant homes in the greater surrounding areas and beyond!  For more information please visit, www.WeStageSC.com.  If you are interested in learning about making Home Staging your profession, please visit, www.StagingAndRedesign.com for more information.

This was a great property we had the pleasure of staging for Bill Erickson (berickson@carolinaone.com) with Carolina One Real Estate today.  The views were breathtaking from the moment you walk through the door.  I'm confident this home will not last long....

For more information on this fantastic property, contact Bill Erickson directly.

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If you would like to be taught by CSP's Executive Director, Melissa Marro, see her class dates below and call 1-888-STAGING to reserve your seat. To learn more about becoming a Certified Staging Professional, visit www.csptraining.com. 

• July 28-30 CSP Certification Course - Charleston, SC
• August 4-6 CSP Certification Course - Jacksonville, FL
• August 11  CSP Elite Agent Training - Charleston, SC
• August 13 CSP Elite Agent Training - Columbia, SC
• August 25 - 27 CSP Certification Course - Nashville, TN
• September 10-12 CSP Certification Course - Atlanta, GA
• September 22-24 CSP Certification Course - Denver, CO
• October 6-8 CSP Certification Course - Charlotte, NC
• October 20-22 CSP Certification Course - Baton Rouge, LA
• November 10-12 CSP Certification Course - Tampa, FL
• December 1-3 CSP Certification Course - Jackson, MS

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First Impressions Home Staging & Interior ReDesign is a nationally award winning company owned and operated in Summerville, SC a suburb of Charleston, SC.  We provide high quality staging for both occupied and vacant homes in the greater surrounding areas and beyond!  For more information please visit, www.WeStageSC.com.  If you are interested in learning about making Home Staging your profession, please visit, www.StagingAndRedesign.com for more information.

MLS photos are perhaps one of the most important parts of the marketing process for home sales.  The right photos bring in excited interest.  The wrong photos completely lose both agent and buyer.  Let's take a look at some common problems.... (these are all actual MLS photos)

1) Odd photos that show... well, we aren't really sure what they show!  What does this photo tell you about the home?  As an agent or potential buyer, does this photo show you anything of interest that makes you want to view the home in person?

2) Empty homes.  While this agent actually had utilized all 26 of the photo slots all of the photos looked pretty similar to this.  This does not inspire most home buyers to want to see more... it's just an empty place -  not HOME.

3)  Lacking curb appeal - someone tell me how you get into this home?  Look where the front door is located (behind the big bushes)....

4) No interior photos - Far too often we see a home like the one above and there are no interior shots listed.  What does this tell a potential buyer?  Typically it says that there is nothing here worth showing... (the MLS listing above did have additional photos)

One of the big problems we have is that far too often agents are so anxious to get a listing that they forget what they are hired to do.  Selling a home is not just about putting the information in MLS, getting a sign in the yard, a lockbox on the door and perhaps posting to some social network groups.  A real estate agent in today's market should be able to advise the client what they need to do to sell their home, be in contact with professionals who can help them, and then do everything in their power to help get the home sold.  Now, I'm not saying that any of the agents who had photos above are BAD agents.... they just maybe aren't doing the maximum effort for their clients. 

If the answer is that the clients won't do anything - they advised to clean up, trim the bushes, paint or have the home staged - then my next question is, why did you take the listing?  What does it say about your business that you are willing to take a listing wherein the homeowner cares less about the home than you do?  You are going to spend your marketing money to try and sell a home that is being sold by an unmotivated seller?  Oh, wait, that's why you aren't putting your strongest foot forward?  I see.... is that really how you want to be perceived by other potential listing clients?

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If you would like to be taught by CSP's Executive Director, Melissa Marro, see her class dates below and call 1-888-STAGING to reserve your seat. To learn more about becoming a Certified Staging Professional, visit www.csptraining.com. 

• July 28-30 CSP Certification Course - Charleston, SC
• August 4-6 CSP Certification Course - Jacksonville, FL
• August 11  CSP Elite Agent Training - Charleston, SC
• August 13 CSP Elite Agent Training - Columbia, SC
• August 25 - 27 CSP Certification Course - Nashville, TN
• September 10-12 CSP Certification Course - Atlanta, GA
• September 22-24 CSP Certification Course - Denver, CO
• October 6-8 CSP Certification Course - Charlotte, NC
• October 20-22 CSP Certification Course - Baton Rouge, LA
• November 10-12 CSP Certification Course - Tampa, FL
• December 1-3 CSP Certification Course - Jackson, MS

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First Impressions Home Staging & Interior ReDesign is a nationally award winning company owned and operated in Summerville, SC a suburb of Charleston, SC.  We provide high quality staging for both occupied and vacant homes in the greater surrounding areas and beyond!  For more information please visit, www.WeStageSC.com.  If you are interested in learning about making Home Staging your profession, please visit, www.StagingAndRedesign.com for more information.

I know, that sounds funny, right?  Well, you may remember this blog Would you like to have more showings for your listings?  I had an odd situation where the buyer for one of my staged listings has a home to sell but didn't believe in the power of staging.  This despite the fact that a man had just purchased a periwinkle and blue home.  (The homeowner had just painted and refused to repaint... sigh).  The home had been for sale for over a year and after staging went under contract in about 60 days.  This is what the agent had to say to the buyer regarding the staging....

"We first dropped the price to 200K and showings picked up (7 in one month).  Then a month later we staged it and showings really began to take off (39 in two months).  Staging cost, but it pays in the long run."   

Chris Facello, Agent, Carolina One Real Estate, Charleston Central Office

Well after several weeks the buyer (who is also a seller) decided that staging might just be worth it... (listen closely to the music from the heavens here...) 

Hopefully we'll have the same results for this seller as they provided for the seller of the home this seller just purchased..... did that even make sense?? lol....

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If you would like to be taught by CSP's Executive Director, Melissa Marro, see her class dates below and call 1-888-STAGING to reserve your seat. To learn more about becoming a Certified Staging Professional, visit www.csptraining.com.

• July 28-30 CSP Certification Course - Charleston, SC
• August 4-6 CSP Certification Course - Jacksonville, FL
• August 11  CSP Elite Agent Training - Charleston, SC
• August 13 CSP Elite Agent Training - Columbia, SC
• August 25 - 27 CSP Certification Course - Nashville, TN
• September 10-12 CSP Certification Course - Atlanta, GA
• September 22-24 CSP Certification Course - Denver, CO
• October 6-8 CSP Certification Course - Charlotte, NC
• October 20-22 CSP Certification Course - Baton Rouge, LA
• November 10-12 CSP Certification Course - Tampa, FL
• December 1-3 CSP Certification Course - Jackson, MS

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First Impressions Home Staging & Interior ReDesign is a nationally award winning company owned and operated in Summerville, SC a suburb of Charleston, SC.  We provide high quality staging for both occupied and vacant homes in the greater surrounding areas and beyond!  For more information please visit, www.WeStageSC.com.  If you are interested in learning about making Home Staging your profession, please visit, www.StagingAndRedesign.com for more information.

A few weeks ago I blogged about a new CSP Program for new and experienced stagers who felt that they could still use a little more education. 

Already taken training from another staging company but not working yet?  I wanted to make sure you know that time is running out!!  CSP has now issued the deadline for this opportunity is October 1, 2009.  This is an opportunity that will likely not be repeated, so make sure to make you reservations for class now!!

Below is the original blog:

It can be difficult to make a decision when you are researching companies.  If you are not happy with your return on investment for the training you received, or if you simply aren't feeling confident in what you learned, or you simply are not making the income you want...consider upgrading to a CSP^TM certification!

Certified Staging Professionals^TM is a highly respected global staging training organization.  With our new ‘Second Chances' opportunity CSP^TM will automatically upgrade you to our Fast Track Program (a $650 value) when you register for the 30hr 3-day Certification Real Estate Staging Course!

Simply call the sales office at 1-888-STAGING and let them know you want the ‘Second Chances' opportunity.  You will need to provide proof of previous training (paid invoice, certificate of completion, etc) upon registration.

Fast Track Program includes the following:

This is an Advanced 3-day (30hr) Training Course which teaches the CSP^TM exclusive step-by step home staging business system, giving you the ‘how to' knowledge necessary for operating a successful staging business. Within these three days you learn:

• How to target market
• How to develop a business model specialized to your needs and goals
• The practical ‘nuts and bolts' information
• Administrative, contract and management policies
• The unique CSP^TM 7-6-5 approach to great room design
• Color mapping and its application to outside and inside
• Multiple pricing modules for a profit strong business
• Business planning, Inventory Management and Control
• PLUS much more AND you will have hands on experience staging a property that is either on the market or going on the market for sale
• AND don't forget the list of all the support tools previously mentioned that you will have access to as well

When you decide to register and participate in the CSP^TM program you will receive an EXCLUSIVE BONUS: The Innovative "Success of Marketing Action Manual".

Our goal is to provide you an easy, step-by-step system which you can use immediately, and provide as much support as possible along the way.

5 exclusive CSP^TM Room Ready Handbooks for comprehensive consultations with clients, 1pkg of 5 (CSP^TM Evaluation Reports) and presentation folders for your agents and homeowners, 1 CSP^TM black tote bag to carry everything in, plus these unique additional staging tools...

• A CD of forms to use in your business
• 5 CSP^TM Seller's Edge^TM CD - tells homeowners about the staging process
• 5 CSP^TM Agent's Edge^TM CD - tells agents about the service
• 200 CSP^TM Network Postcards for direct mail
• 5 CSP^TM note pads to let everyone know you are in business
• 5 Music CD's - thank you gifts the client can use on "open house" day
• Survival Kit Bags - a great marketing tool for interacting with real estate agents
• 2 Large Gold CSP^TM stickers, 200 small gold stickers & 200 CSP^TM B&W stickers to use in your marketing promotions

PLUS these much needed staging tools...

• Hang & Level tool
• Lifter & Slider combo
• Wall Respecters
• CSP^TM blue tote tool bag carrier
• Heavy Duty Wall Hangers

AND 3 ADDITIONAL FREE BONUSES including your CSP^TM Press Kit to help you secure media coverage, your CSP^TM Marketing Organizer to build your marketing plan, and a CSP^TM Portfolio to showcase your work when giving presentations.

* Prices and Fast Track content is subject to change due to quantities and discretion of the training provider.

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If you would like to be taught by CSP's Executive Director, Melissa Marro, see her class dates below and call 1-888-STAGING to reserve your seat. To learn more about becoming a Certified Staging Professional, visit www.csptraining.com.

• July 28-30 CSP Certification Course - Charleston, SC
• August 4-6 CSP Certification Course - Jacksonville, FL
• August 11  CSP Elite Agent Training - Charleston, SC
• August 13 CSP Elite Agent Training - Columbia, SC
• August 25 - 27 CSP Certification Course - Nashville, TN
• September 10-12 CSP Certification Course - Atlanta, GA
• September 22-24 CSP Certification Course - Denver, CO
• October 6-8 CSP Certification Course - Charlotte, NC
• October 20-22 CSP Certification Course - Baton Rouge, LA
• November 10-12 CSP Certification Course - Tampa, FL
• December 1-3 CSP Certification Course - Jackson, MS

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First Impressions Home Staging & Interior ReDesign is a nationally award winning company owned and operated in Summerville, SC a suburb of Charleston, SC.  We provide high quality staging for both occupied and vacant homes in the greater surrounding areas and beyond!  For more information please visit, www.WeStageSC.com.  If you are interested in learning about making Home Staging your profession, please visit, www.StagingAndRedesign.com for more information.