Real Estate Staging / Home Staging Blog

In today's age, where it seems like it is all about hard core marketing, sometimes what is forgotten is that marketing is ultimately about building authentic relationships.

A simple thank you card can so easily begin or solidify a relationship... IF one writes and formats the note's message correctly.   

Here are some simple tips that I follow...

1. Write from the heart... don't try to sell ANYTHING
2. Make it personal... refer to something ONLY you and that person know and share
3. Write something that you think will make the person smile or chuckle
4. The card is to THANK and ONLY SINCERLY thank... it is not a camouflaged sales pitch
5. Hand write it
6. Just sign your name... no need to tuck you business card in it.  If you were sincere, the person will remember you for a lot longer than the period of time it takes them to throw your card away.
7. Use a real stamp (I also recommend commemorative stamps) not a postal meter mark
8. Hand write the envelope out too, don't put your name on the envelope just a return address.  It adds a bit of mystery and intrigue.
9. Expect NOTHING in return. If you can be generous without having any ulterior motives... then you really are being thankful.

Craig

Realtors need to know that just because a person or business call themelves "stagers" does not mean that they can actually do a professional job. EVEN if they are "Accrediated". 

Here is an actual job we recently re-staged. The builder has paid an unbelievable $9,000 in fees to this furniture rental company! This type of "staging" is what I call... "plop and drop". 

This "accredited" company gave NO thought or effort as to HOW the few pieces of furniture they supplied should be placed in the home.

To make the home look waaaay more appealing. We came in and reset the space using the rental companies own furniture and then added an addtional 128 props from our own Prop Library... including a few additonal pieces of furniture.

My point is... if you are going to use a stager, get a GOOD stager. Afterall, in a slow saturated market which would and/or could you sell faster? If you would like to see more Before & After photos from this project... just let me know.

I always welcome ideas and suggestions... CRAIG

BEFORE "staged" by Company X. (Photos: left) & AFTER restaged by REAL ESTAGING (Photos: right)

Before & After photos copy written by REAL ESTAGING. 2006 ALL Rights Reserved

When staging a property... scale, proportion, color and style matter greatly. 

That is why we have developed  our own extensive Staging Prop Library that allows our Property Stylists to select just the right pieces that subtly blend in, yet enhance the properties overall appeal. 

Comprised of neary 2000 items and valued at nearly $70,000 (as of July 2006) we have the "right stuff" to make a listing look FANTASTIC, including: Furniture, Framed Art, Accessories Plants & Trees, Lamps, Baskets, Rugs, Draperies, Bath Linens, Books, Electronics, Bed Linens and more.

Investing in a Prop Library makes good business sense for 2 primary reasons...

1. It demonstrates our long term commitment to staging
2. It removes the seller's burden to shop and buy stuff just to sell their house.

OK... it is late on a friday. So, I welcome any other ideas anyone has that would add value to the realtor and the seller.

Well that's enough for now... CRAIG

In the short time I have been a part of ActiveRain, I am amazed (and delighted) at out how many of you have either commented to my BLOGS directly or sent me an email about what I share.

I just thought I was an average guy with some thoughts and opinions and a love for what I do, and finally had a place to vent.  But never the less... thank you all for your feedback!!!

Sooooo, today I was working on researching and understanding how staging relates to IRS publication 523... which is the IRS's missive on all the tax rules pertaining to a home seller selling their main house. 

For those of you that use stagers... did you know that staging can be considered an advertising expense for the home seller, thus it can ultimatly reduce your seller's capitol gain? (if they have gain)

Yup... it's true, so that is another benefit of staging you can share with sellers that need a good staging.

I am "hell bent" on demonstrating that staging is not just on arranging a nic-nac or clearing some clutter off a counter.

Staging is an art... but it has good business ramifactions too.

Well that's enough for now... CRAIG

I feel compelled to yap a bit more on my blog from yesterday.  First, keep in mind that what I have to say is just my opinion based on my observations.  But after yesterday's insightful comments from Kristal Kraft, and Geri Sonkin I was inspired to do some more sleuthing to back up my comments.

First... yes, there are organizations that accredit, certify or wave some sort of magic wand and turn people into "staging professionals" with some alphabetic mambo jumbo acronym they can put on a business card. Acronyms such as:

• IRIS: interior redesign industry specialists
• ASP: accredited staging professional
• CSP: certified staging professionals
• RESPD: real estate staging professional designation
• PHS: professional home stager
• HSE: home staging expert
• CRS: certified redesign consultant
• CPHSD: certified professional home stager designation (gold, silver or bronze)

Typically all the "student" needs to do is pay a fee ($200 to $3,000) and sit in a hotel conference room anywhere from 3 days to a week and listen to an "pro".  Sometimes there is trainings in the field... but again it is a very short exposure to the realities of getting a home ready for its sale.

This is not to say that some very talented people have completed these trainings... and are very capable and do a GREAT JOB at staging.  My concern is that the "schools" attract many in, only to release these people as "professional graduates" out into the real estate industry with the false belief that they really are prepared to do what it takes to truely help a realtor and their seller best prepare a property for sale.

That is why I said a professional looking website; a sharp portfolio of work they have completed and testimonials from satisfied clients is a good litmus test for ability. Alphabet soup after their name means nothing at this point because there really are no industry standards or boards to accredit the teachers or the schools.  There is an old expression... "Those who can, do. Those who can't, teach."  It may piss some people off that I write that, but I believe there is a little bit of truth to that old expression. Just be informed and be aware.

Well that's enought for now... CRAIG  SCHILLER C.F.S.

PS: As for the designation "CFS" following my name... well, those are my initials. 

Too many unqualified and untalented people are entering the field of staging... seeing it as a way to make a quick buck.  It is easy to separate the amateurs from the professionals. Since they are in the business of "good first impressions" then their websites (heck, their business card) should give you just that.  If the site and the portfolio of their work leaves you with a good impression... then I would bet they will be good for you and you seller.  But if their own site to looks poor... then my advice is to move on.   Staging is not rocket science... but it is creative talent. 

Well that's enough for now... CRAIG 

April 9, 2007 UPDATE: Please note this was my 2nd post EVER!... first posted  LAST JULY 2006!

Sorry for the confusion on this one of my rather old post... it was from LAST summer. As soon as someone comments on it... it  kind of resurrects it in the group. (I don't want to delete because it is part of my personal blog history, development and growth.)

MUCH has changed in the industry since writing this... and Active Rain has been quite instrumental in moving our industry along. So keeping my words up is a great way to document the growth, giving a reference point.

The sharing of ideas helps all stagers provide better service and market themselves better. The EXPOSURE to staging via this forum has helped MANY stagers get jobs. AND created awareness in areas where staging was never even heard of. Don't get me wrong... we have a long way to go... but this site has REALLY helped.

As for those who graduate from foundation training courses... there will always be those that rise to the top... no doubt.

I have learned to make sure students are educated in their knowledge as to what to expect from the realities of owning a staging business. AND if they choose to take it on...  there is an AMAZING resource right here in Active Rain / Stage It Forward to help our peers.

HOWEVER... I think that prior to Active Rain there were not places for people interested in Staging to learn the realities (good and bad) of owning a Staging Business.

Anyway... there will ALWAYS be those that graduate and rise up and create amazing staging companies.

Again I am sorry if my OLD words created doubt on just what is possible. Since that post (my second ever) I have learned much and seen much happen.

For those willing to take on the job and work of creating staging successful companies, I sincerely wish you the best in building yours...

Me (Again)

Because real estate staging is still relatively new in the Midwest we still get a lot of questions from Realtors about our services. 

Many Realtors say they  already "do their own staging"... which I think is great.  But in this world were time is money, my question back to Realtors often is: "Is staging the BEST use of your time?"  Is chasing a dust bunny, scheleping a coffee table, or arraging nic-nacs really what you want to do? Just something to think about...

Anyway to help Realtors understand and work with our staff better, we actually have a brochure directed right to the Realtor so that they can WORK IT RIGHT.

Staging has become a leading-edge marketing tool for real estate professionals to present sellers for their consideration. Knowledgeable, resourceful, and savvy Realtors are suggesting real estate staging to home sellers to more effectively market and sell their homes.

It is important that the Realtor keeps in mind that real estate staging is NOT just renting furniture… it is much more.  And the stager’s fee is typically the seller’s expense, not the Realtors!   

When should a seller stage? To get the most out of staging, its best to stage a property BEFORE it is listed.  In the right market, staging can move the listing price to the top end of the property’s possible price range. But if the property is already listed, INSTEAD of a price reduction, consider staging.  Real Estaging can be less costly and have more of an impact.

We have also found that Realtors are at times reluctant to suggest staging out of the fear that they think the seller will feel that the Realtor is adding ANOTHER FEE on top of what they are already paying. To lessen the fear, let us discuss our services and fees directly with the home seller.  This keeps the home seller from feeling as if additional fees are being tacked on by you... but still makes YOU, the Realtor, look cutting edge.

Well that's enough for now...

Craig