Real Estate Staging / Home Staging Blog


REALTORS... Will Staging Stats Crack Your Nuts?

 You have all read the stories and/or watched the HGTV shows triumphantly boasting... "SOLD in one day after home staging!" "Multiple offerings after home staging!" "SOLD at first open house after staging!" But even after all these great staging experiences have been reported in various medias, there still seems to be some apprehension by the Realtor community to present home staging solutions to sellers who COULD benefit from more comprehensive levels of staging.

Now don't get me wrong, there are those of you who have been "early adaptors" of the home staging concept. But in general when talking to Realtors, Stagers still experience quite a bit of reservation... we have learned that the nut of your concern has to do with statistics that back up our claims.

While some individual stagers keep their own personal statistics, there are NO comprehensive and consistently tracked and released national figures to back staging up. So in the hopes to give a Realtor what they want... we resort to telling the tales of all the wonderful experience our own clients have had and individual results they got from our services...  which never seems to be enough.

One of the reason we have had no NATIONAL statistics is due to the fact that within the home staging industry there has been no autonomous body independent of the competitive foundation training organizations. But this is all going to change... thanks in part to a group of stagers who met first here on ActiveRain.

Stagers in the AR group Stage It Forward are going to begin to regularly track the facts about home staging. We will then to give you the data you need so you are equipped to present staging as an effective marketing strategy for your clients. The new Quarterly Qwik Staging Stats (download pdf file by clicking above image) will soon give Realtors and stagers quarterly statistics on the effects of home staging on both the national and state levels.

Besides statistics, there is another benefit to tracking this data. Most Realtors do not realize that just as there are different types of automobiles (sub compacts, economy, intermediate etc...) there are 5 different types of home staging. Being able to track statistics about each staging type will further help Realtors and stagers explain the "how" and the "why" of home staging.

Additional benefits from standardizing industry data include:

  • The creation of a common language for home staging services.
  • Allows for timely and ongoing gathering of data and reporting of statistics, as the market fluctuates.
  • Creates an audit trial if verification is needed.
  • Allows data to be compiled on a State and National level.
  • Is self explanatory as well as qwik and easy to complete.
  • Will track and allow for the reporting on staging effectiveness in multiple "crunched" ways.
  • Will report back standard fee ranges for standardized service types and levels.

For now,  2 most IMPORTANT benefits of gathering this data is that it is VERIFIABLE and it is on-ongoing in regular intervals. We realize there is MORE we could have included; but, we figured this was a good start... believing it is best that we CRAWL before we walk. So we are excited to share this news that the Quarterly Qwik Staging Stats will be our industries first use of standardized data of this kind available to all stagers (even if they are NOT a member of Active Rain and Stage It Forward). Finally, we welcome insight and ideas from the Realtor Community to help us further crack open the statistic nut.

Staging It Forward...


PS: Actual data collection will begin soon. Please watch for the annoucment.


Comment balloon 34 commentsCraig Schiller • November 06 2007 10:17AM


This is great news.  In fact, it's what I've been waiting for.  Especially if one of the stagers who's reporting is in/near Grand Rapids, MI.

It hasn't really caught on here.  IMHO that's because of the lack of stats that prove it works.  I know that's a chicken/egg situation.

Posted by Karen Webster...Grand Rapids, MI Realtor (5 Star Real Estate, Grand Rapids MI) almost 13 years ago
QWIK!  I'm clicking - and will try to keep up with stats!  Thanks, Craig!  Julie
Posted by Julia Maher, Connecticut Home Stager (Nestings: Connecticut Home Staging and Model Homes) almost 13 years ago
I just downloaded the forms and will be faxing them all to ya real soon.  This is great! How in the world do you find time to do all this Craig?
Posted by Lori Kim Polk, Home Stager - Roseville, Sacramento ( Premiere Home Staging : Home Staging Services) almost 13 years ago
Great post!  I have agents in my area tell me I'm crazy to go to so much trouble for my principals.  I love staging!
Maya Thomas
Posted by Maya Thomas, Broker, Please see my client recommendations. almost 13 years ago
thx so much Craig -- This is a bigeee!  I'm ready to start crawling, looking forwarded to walking, can't wait for a good RUN!
Posted by Karen Dembsky, Atlanta Home Staging (Peachtree Home Staging LLC, Home Staging in Atlanta, GA) almost 13 years ago
As a AHS (Accredited Home-Staging Specialist) I have never seen a home fly off the market just because it was staged.  The funniest I have encountered is a seller that was not so sure they wanted to sell after the home had been staged.  I find that houses that are staged at the beginning are selling at about 50% the DOM of other homes in the same price range.
Posted by Allen C. Wright, NS, AHS, REPS (RealtyU) almost 13 years ago
Interesting post. Thanks for sharing.
Posted by Bob & Carolin Benjamin, East Phoenix Arizona Homes (Benjamin Realty LLC) almost 13 years ago

I am so excited that we AR stagers are uniting, & meeting, and putting out material to help the staging industry.

RESA is also tracking stats for their members  but now we can pick up even more stats.

Perhaps the numbers will be more convincing.

Posted by Kathleen Lordbock, Keller Williams Realty Professionals (Keller Williams Realty Professionals) almost 13 years ago
Craig~ That will be an amazing tool, and how innovative too. Kudos to you and all the stagers that have some together to put a united front on staging! Stage it forward....;)
Posted by Laura Monroe, Dir. of Industry Engagement & Social Media (Inman News ) almost 13 years ago

Fantastic news, Craig...thank you for all your dedication and hard work for the industry....much appreciated!


Posted by Julia Fedak (Royal LePage State Realty) almost 13 years ago
Craig, I know I haven't been following you in your Stage it Forward campaign, but this is  FANTASTIC to hear! I am heartened to know that staging has taken leaps and bounds from its presence here on AR.

Keep the ball rolling.

Posted by Lydia Heaton (ActiveRain Corp.) almost 13 years ago

Staging has not caught on in my market at least in resale.  Some builders are staging their new construction.  Would love to see some numbers on it.

Posted by Jason Smith (DreamDirt Auction) almost 13 years ago
This sounds great!  I'll definitely stay tuned!
Posted by Vickie Arcuri, South Florida Luxury Real Estate (ONE Sotheby's International Realty) almost 13 years ago

Your form looks like it's going to produce some really interesting stats. The challenge for me, being an analytical type, is that there are so many factors that go into how quickly a home sells -- price, condition, accessibility for showings, marketing exposure, competing inventory, etc. -- that it's hard to isolate how much staging contributes to the overall mix.

All things being equal, I definitely agree that staging gives a home a clear marketing edge, and I'm sure that your stats will support this. As agents, we're still learning about the uses and benefits of staging, and the efforts of everyone with SIF are a big reason why. 

Posted by John Novak, Henderson, Las Vegas and Summerlin Real Estate (Keller Williams Realty The Marketplace) almost 13 years ago

Great idea and I applaud your efforts in bringing some discipline to this completely unregulated industry.

I'll be curious what kind of submission rate you get. I know when I get busy with multiple projects I often don't even go back to find the results for myself (despite my best intentions!).

I have some questions about the submission form itself:

"Staging Fee Range" - Since you've included everything from a simple consultation to furnishing a vacant home, would the "fee" include rentals for as long as the home is on the market? Not all stagers have elected to invest in their own inventory the way you have so by setting the criteria as "the actual amount you invoiced", you would not get a clear picture of what was really spent by the client.

Does "Staging Stopped Date" mean the date the staged home either received an accepted offer or was taken off the market?

Lastly, since the idea is to have objective statistics, who will be verifying the accuracy of these submissions and will there be any comparisons with non-staged homes in the same market over the same period? I know that you say a Stage it Forward representative "may" call to verify, but aren't you still just taking the stager's word for it? 

Debra Gould, The Staging Diva



Posted by Debra Gould, The Staging Diva (Staging Diva / Six Elements Inc.) almost 13 years ago
We are so lucky to have you involved in this industry. Thank you for leading the way!
Posted by Anthea Click, Nashville Home Stager - Selling Nashville, TN homes quickly! (Fresh Perspectives - almost 13 years ago
I'm a convert to staging, and will be recommending it to all of my sellers going forward.  This will be a great tool for me to have for listing presentations. 
Posted by Lane Bailey, Realtor & Car Guy (Century 21 Results Realty) almost 13 years ago

Amazing inspiration you are to all of us!  Thank you for all your hard work!!  I look forward to contributing to the stats and using the quarterly reports for marketing to Realtors.  Thanks again!

Lisa Sherman ~ Interior Aura

Posted by Lisa Sherman, Home Stager, Interior, Redesign & Decorating - Salem Oregon (Interior Aura) almost 13 years ago

Is good to know that Staging along with a very good selling price will work. Finally, but probably, will sell faster than properties not staged.

There is a certain amount of money involved in a staging process, and not all Sellers are willing to do it. If you are a Staging Pro, you can give them tips and help them with some staging as well. Not all realtors have the time to do it. It takes at least one or two days only to de-clutter a house. Not to mention when you start to move and re-arrange furniture.

So far, Stats look very good, hope to use them.




Posted by Maria Borci, P.A., TRC, REO - Doral Pinecrest FL Real Esta (Colfax Realty Group) almost 13 years ago

As a Realtor and a stager, I think that any stats that can be substantiated are the best idea since staging itself!

Posted by Paula Hathaway, REALTOR, LBA, ...A Local Expert in all The Hamptons (Douglas Elliman Real Estate) almost 13 years ago
I'm a believer in staging, but it will be great to have statistics - that's what all the sellers are asking for.
Posted by Sharon Simms, St. Petersburg FL - CRS CIPS CLHMS RSPS (Coastal Properties Group International - Christie's International) almost 13 years ago
I know the value, but would love to see the statistics, especially for the Seller's so they could see how it pays off.
Posted by Christina Bennani-Persechini, Realtor - The House For You (Keller Williams Realty Boston North West) almost 13 years ago

Stat's are were it's at!  I am soooo excited (and it brought tears to my eyes) about having a standardized statics format for our industry that I will be able to share with my clients. 

I now feel like I am part of a unified industry that strives to educate and help homeseller's and REA's understand the importance of Home Staging. :)


Posted by Janice Sutton, Home Stager - Temecula Murrieta (1st Stage Property Transformations ) almost 13 years ago
Craig - we recommend staging to all our clients, but as you said, not every seller is convinced of the benefits. At some point I saw statistics presented at a conference about the effect of staging. I am not sure what data it was based on. Being an analytical type, I think you may need a lot of data, to come up with something meaningful and controlling the results for all the variables. This is a great project and important information for agents to have.
Posted by Faina Sechzer, Real Estate Expert - Princeton, Montgomery ,Hopewell, NJ (Henderson-Sotheby's International Realty) almost 13 years ago


I'm a very analytical person, and stats really help me with any listing presentation.  One of the problems, and I know this is just the first step,is that people are apt to submit results when its successful, more so than when its not, and unfortunately  the results might be skewed a little. 

Also, is there a way that you can just email a form back instead of printing, and faxing it back.  The less steps people have to do the better. 

Just my two cents from a newbie.

p.s do you ever sleep?

Posted by Judy Greenberg, Coldwell Banker - Buffalo Grove - Long Grove Homes (Coldwell Banker Long Grove) almost 13 years ago

To all of you who have replied... thank you for such positive feed back. And no Judy (See comment above this one) lately I have not slept much. But I love this industry.

But I digress...

Anyway I know this is NOT a perfect... but as I said CRAWL before we walk.

Part of gathering stats is teaching (training) us all to submit data on a regular basis (self included). Therefore the FIRST was to make the form VERY basic. We can ADD more (including) auto-submission AFTER we know what we have here.

Also extremely important is to have the stats be verifiable. It can not just be open for ANYONE to come and click a button without letting us know WHO they are.  PLUS if you physically have to take the time to fill out a form AND fax it over... it shows commitment.  

TO some degree you have to just TRUST people. But due to the anticipated # of stats to come in SPOT verification gives us some control as people will know there is a chance of getting "caught". If they are caught they will be expelled from EVER submitting data again which means BANNED from the stats. PERIOD.

But Again THANK YOU so much for such POSTIVE feedback... we know we are the right path.


Posted by Craig Schiller almost 13 years ago

Yesterday, I had THE conversation yesterday with a new client who was wondering about the ACTUAL statistics from Staging a home.  The numbers from 2003-2004 are not relevant in todays real estate market so I do not bother with using them. Apples to apples and real time numbers will be fantastic to offer the real estate world!  Thanks Craig!  Regards-Kathleen G

Posted by Kathleen Garvey, Denver's Neighborhood Expert - Listings & Sales (HomeSmart Cherry Creek - Denver) almost 13 years ago

Good article... I look forward to more



Posted by Tucson Real Estate Experts Anne McKechnie, Previews Property Specialist (Coldwell Banker Residential Brokerage) almost 13 years ago

This looks very promising, I look forward to participating.

To ensure that the stats better reflect the effect that staging can have in selling a property, I think that there should also be a section where details about th elist price can be accounted for. An overpriced listing, staged or not will remain on the market and this will shew the statistcs.  Some details may include;

  • Was the list price set correctly when first staged? Yes, +1%, +5%, +10%, 10%+
  • Was the eventual selling price better than the local average?

Yes, +1%, +5%, +10%, 10%+

No, -1%, -5%, -10%, 10%-

  • What was the Days On Market before Staging? and Days on Market after Staging?

Home staging cannot compensate for a very overpriced listing - and this should be reflected somehow in the statistics report.







Posted by Closed Xlosed (Closed) almost 13 years ago


WE considered this suggestion. But what is the right LIST PRICE is a very subjective opinion... especially for a stager to call. As they say all real estate is local.

I know I can go into a home and get a gut feel if it is priced correctly... but that is all.

HOWEVER... that being said in the future we CAN ask a quesions such as:

  • Do you feel the property is priced correctly?
  • Did the realtor say the property was priced correctly?

THEN do a ton of crunching.... but again we wanted to crawl then WALK. There was only so much we could sqeeze on one page. And if you take a close look... sqeeze we did.

But thank you for reinforcing a point we know should be added as soon as we can. AND your apporach actually takes it to a place we had not considered. So thank you.



Posted by Craig Schiller almost 13 years ago

Craig, This is a very good idea. Staging is nonexistent in my market. Unfortunately most of the sellers in my market can barely make mortgage payments much less pay for staging BUT if I as a REALTOR(R) could be comfortable withe results it would bring I would certainly be open to fronting the cost and getting reimbursed at closing. I already do that now with assorted repairs, cleanings, lawn maintenance, utilities etc.

If there were provable results that showed a quicker selling time AND at a slightly higher price it may very well be something I would consider. It would have to cost effective especially if I were the one paying. 

Posted by Bryant Tutas, Selling Florida one home at a time (Tutas Towne Realty, Inc and Garden Views Realty, LLC) almost 13 years ago

Broker Bryant... THANK YOU for thaking the time to read this and share your thoughts.

I sooooo respect your wisdom, insight and humor (but that is a whole differnet subject.)

Anyway thanks I am going to keep all posted as this unfolds. 


Posted by Craig Schiller almost 13 years ago


I am just parking to see how all of this unfolds :)


Posted by "The Lovely Wife" (Broker Bryantnulls Wife) The One And Only TLW. (President-Tutas Towne Realty, Inc.) almost 13 years ago
Craig - woohoo!  I've been asking here on AR how to do our statistics and now you have created this wonderful form.  Thank you, thank you, thank you.  Will be sending in stats as soon as I figure them out.  Betty
Posted by Betty Haney (Haney Consulting) almost 13 years ago