Real Estate Staging / Home Staging Blog


SELL the TOUR to Sell the House!

 Whether it is in our work life or in our personal life, each day we are all hit with a ton of advertising messages.  Because this is so, the trick for those of us in sales is to find new ways to cut through the all the noise and get our message out to our respective markets... which is not always easy.

However, I have found, in this age of constant "screaming" advertising messages, I have a knack for creating ways that help others to cut through the noise. Typically I do this by taking some approach/medium people are familiar with and change it up a bit. This does not always work but I have to say I know I am on to something when people say, "I would have never thought of that. How simple! What a great idea!" So consider this simple new spin on using video tours... that is working for us here at Real Estaging.

MOST Realtors create (or have created for them) video tours to showcase a home to attract a buyer's eyes.  But did you ever consider that the Realtor that is bringing in the buyer is pre-shopping the market, so they are part of your "buying" audience too? 

Using a video tour directed to the Realtor community in your market and used to entice them to tour your listing puts a new spin on a familiar tool.  New spins on that which is familiar helps cut through advertising noise.

Shown above is an image of an email that was sent out this past Saturday to advertise a house that was to be in a brokers tour today in Park Ridge Illinios.You will note that the email is VERY SIMPLE... really all it is is a big button that invites the recipient to "CLICK" on it. By doing so the email recipient is launched directly into a tour that we custom created that invites them and tells them why they should tour this particular property. Keep in mind that there often is not enough time to tour all the properties on tour, so to help entice the realtor more, a simple "story" about the property was also a part of the video invite.

Anyway, this particular show, used to promote a home on today's tour, helped to make it a whopping tour ssuccess. I know we had just under 100 hits on the video show and from that we had nearly 35 agents RE-TOUR a property that had been on tour in the past.  THAT ain't bad!

The "story" we told in the tour was the fact that by re-staging the home PROPERLY, we corrected some architectural issues that had branded this home as odd and quirky amongst the real estate community.  The story was another hook that made Realtors want to come tour the home again, and if a Realtor had never toured the home in the past... the images of a great looking staged property helped entice them to come.

I hope this new spin on an old idea works for you!

Market It (and Stage It) Forward...



PS:  I use Real Estate Shows to create these individualized marketing tours.  Even if your broker contracts with a video tour company... for only $125 a year, this SUPER inexpensive and easy to use a tool that puts the power right in your hands. 

PSS: Here is a link to another property in Winnetka we created a similar broker's open show and story for. This home will be on tour tomorrow.

Comment balloon 24 commentsCraig Schiller • September 10 2007 07:55PM


Craig: Great idea! Are you making the tours and supplying them to the listing agent for distribution or do you somehow have access to an email list?  If I am understanding correctly the purpose is to advertise the house not your staging services, is that correct?
Posted by Diana Corcoran, Rhinebeck Real Estate (Berkshire Hathaway Home Services Hudson Valley Properties) about 13 years ago
WoW! What an awesome idea. I use RealEstateShows, too and they are awesome. What a great way to use what you already have to market your properties even BETTER! Thanks for the idea. :)
Posted by Derek and Mariana Wagner, The Artisan Group - Colorado Springs REALTORS® (The Artisan Group- Keller Williams Premier Realty ) about 13 years ago
Craig, this is brilliant!  I love your thoughts in regards to "telling a story" with a real estate tour.  And just a little twist on perspective in thinking about real estate agents "pre-shopping" the market puts a whole new spin on things.  I will always value the insights you shared in "re-shaping' my thinking of what it means to blog well and tell a story.  Thanks again & best wishes with your tours!
Posted by Lola Audu, Audu Real Estate~Grand Rapids, MI ~Welcome Home! (Lola Audu~Audu Real Estate~Grand Rapids, MI Real Estate) about 13 years ago


EXACTLY.. the first part of the tour message was the story of the house on tour. Only in the last screen and in the "details" section do they learn who was behind the story and this show.

We really just prestened ourselves as SPONSORS of the Open House.


Posted by Craig Schiller about 13 years ago
Very nice Craig. I like how told the story and targeted the REALTORS.
Posted by Monika McGillicuddy, Southern NH & the Seacoast Area (Berkshire Hathaway HomeServices Verani Realty) about 13 years ago
Craig, this is an incredible service for the Realtor. It's so hard to get agents back in after a disappointing  1st look. It would also be a great tool for those who do it right and get their listings staged before they put them on the market. What a great kick-off for a new listing!
Posted by Susan Peters, The Better it Looks the Better it Sells (Dove Realty Inc.) about 13 years ago
Craig, as usual your blog is a wealth of information for the stagers on Active Rain.  I think what surprises me so much about AR is that people are not cut-throat.  They are all willing to share what works for them and thus may work for others too.  Thanks for the great idea.  Betty
Posted by Betty Haney (Haney Consulting) about 13 years ago
Craig - Love it...Love it...Love it!  Another great marketing idea.  How long does the average RES take you to produce?
Posted by Janice Sutton, Home Stager - Temecula Murrieta (1st Stage Property Transformations ) about 13 years ago
Craig, how did you add the shows to your email ? Not the link, because many Realtors won't click them on, but right where the show comes up. I use RES too.
Posted by Missy Caulk, Savvy Realtor - Ann Arbor Real Estate (Missy Caulk TEAM) about 13 years ago

Fabulous, Craig.  You've sculpted a tree that we can really see in this forest of Real Estate.  I'd love to know how you developed such efficient (and sometimes reverse) thinking.  It shows in your writing, your marketing of Real Estaging, and in your work.  Congratulations on so many levels!

!!DOH!!, and Cheers! from DC....


Posted by Jaynee Acevedo, Capital Style Home Staging (Capital Style Home Staging) about 13 years ago

Great idea, Craig. Or I should say, Another great idea, Craig. Thank you for raising the bar and making us all a little better at marketing.

Just curious: Do you have a special deal with Brook? I noticed that you mentioned them at the end of the RE Show.

Posted by Michelle Minch, Home Staging Los Angeles and Pasadena, CA (Moving Mountains Design Home Staging, Pasadena, CA) about 13 years ago
Thanks! Great idea.
Posted by Sam White, Integrated Marketing - Bryan College Station, about 13 years ago


Great idea, staging and beautiful video of the home, you are so good!  They should put this footage in the listing as they have the old footage on the MLS.  Do you offer this video to the Realtor of the home to update the web shots of the home?  They still have the old show on the site and yours show the home expertly. 

I see alot of Brooks furniture in your photos of the homes you stage, are you using them exclusively, or are you integrating your own furniture? 

Love your stuff!


Posted by Sherry Woolever * Seller's Edge (Seller's Edge) about 13 years ago

Very nice direction Craig!  Taking this to a new level is another educating tool to expose the many more realtors who are still figuring out that STAGING a listing will only increase business...and beginning with the video-show!! Thanks!! Regards-Kathleen

 Tangelo--low dip while tango dancing

Posted by Kathleen Garvey, Denver's Neighborhood Expert - Listings & Sales (HomeSmart Cherry Creek - Denver) about 13 years ago
Craig - once again, thank you so much for sharing your great ideas!  I knew there had to be another way to utilize the Real Estate Shows!  How did you link it through the email?  I would like to send this out next week for a home that is going back on tour...THANKS
Posted by Carol Burns (Nuances Home Staging) about 13 years ago


Good stuff and right on the mark.


Take care!


Posted by Robert Huntsinger, Empire Realty Upland, CA - Full Service at a Discount (Empire Realty) about 13 years ago
I use these on almost all of my monthly newsletters instead of before & after shows now.  It seems to be  a big hit based on the click through rates.
Posted by Melissa Marro, Jacksonville Real Estate and Home Staging (Keller Williams First Coast Realty - The Marro Team) about 13 years ago

Excellent infor Craig! 

ABSOLUTELY LOVE it!  thanks once again for sharing this tid bit with us all :)

All the best,


Posted by Minnesota Home Staging Firm, Minnesota (Minnesota Home Staging Network~ MN's Top Home Staging Firm) about 13 years ago

The shows were absolutely awesome!!    Staged to perfection, friend.    Perfect.

Posted by Connie King about 13 years ago

This is fantastic and I love the furniture. I have heard that Brooke is excellent. We don't have one in our area. I am presently working with AFR and love them as well.

Phyllis Pafumi

Posted by Phyllis Pafumi, ReStyled to Sell Staging Homes NJ (ReStyled to Sell Home Staging New Jersey) about 13 years ago
As always another great idea. I am curious if you have had problems with landing in the Realtor's junk-mail box due to having this graphic link in the body of the e-mail? 
Posted by James Frazier (James Frazier Personal Development Coach) about 13 years ago
thanks again......for a great idea....      A beautiful way to market - for a very affordable fee.  The more we can offer...the more we set ourselves apart.
Posted by Nancy Morrish, Stage Tucson! (Stage Tucson! Professional Home Staging) about 13 years ago
Hi Craig - Again - you are at the top of our game -we have 3 clients:  buyers, agents, and appraisers. 
Posted by Margaret Ann Innis, Real Estate Staging - MA & NH (Decorate To Sell - Merrimack Valley Real Estate Staging ) about 13 years ago

Craig, you are on the cutting edge of technology, video staging. Great job.

Posted by Gary Woltal, Assoc. Broker Realtor SFR Dallas Ft. Worth (Keller Williams Realty) about 13 years ago