Because the end result of a staged home can be a great visual impression, home staging is seen as an image industry. Image companies in the fields of advertising, interior design, and landscaping have for long known that to sell and grow their own businesses; they must present a good visual image of themselves. As image businesses they know and rely on their logos, business cards and websites to communicating their knowledge and creative skill to apply basic design principals in their respective fields.
If home stagers are going to sell to home owners the need and importance of investing money to beautify their homes, which is the product they are selling, then the stager needs to invest money in to do the same for what they sell... which is their staging services To be competitive, a home stager needs to invest in their business image. A stager's image, communicated through a business card, brochure, website and portfolio, must demonstrate knowledge of and skill to apply basic design principals. Doing anything less is hypocritical.
Home stagers also need to practice what the preach to Realtors. If stagers are going profess and advise the importance of using good photography to capture and present a home for sale on-line, then again, a stager needs to do the same for photography they show of the their work on-line. A stager's on-line portfolio is a key, yet often overlooked, tool communicate quality, skill and ability.
Stagers can maximize their on-line credibility is by addressing the following 3 points with their portfolio.
- Show Versatility & Proficiency - Every market is different and a stager's work should represent the types of homes being sold in the markets they serve. However the more depth and diversity a stager can show the better. The most compelling portfolios will show staging work that was done in both big and small homes, vacant and occupied homes, low to high end homes, and the ability in to work with a variety of design styles.
- Use the Same View Point - Proof of a stager's skill and ability is often shown in Before & After photographs. But quite often the Before photo is taken from a totally different position in a room, from the After photo. The best sales testament and visually dramatic impact Before & After photography will have is when the Before & After photo is taken from the EXACT same angle.
- Take Quality Photos - While it may not be possible to take perfect and compelling Befores, the After image needs to be well photographed. Over flashed, under flashed, and blurry photos will hurt even the best staged After transformation. Stagers that invest the time and money to take quality photos visually communicate their commitment to their profession.
Like it or not.... just as a home that is for sale is being judged by how it looks, stagers are being judge by the business image they show. The best home stagers will picture what they preach.
Stage It Forward...
Me
41 comments • Craig Schiller • June 24 2008 07:36PM
Craig: WOW! Your photo slide show just says it all. I certainly understand why you are:
REAL ESTAGING, a nationally recognized leader in Staging.
With all your success and busy schedule, I want to thank you for taking the time to share this information with agents and other stagers on AR. I feel like I've been to "school" just looking at your Before and After photos.
So true, and I think how we present ourselves is also very important to our credibility. We need to portray a professional, polished image to gain the acceptance of potential clients. You know how important that first impression is when presenting a home for sale. That first impression goes for us as well. If we are not presented well, will clients wonder how we will be able to present their home in its best light? I think so. Great advice Craig!
Craig - You are so right about the photos. I recently staged a high-end home and took over 200 photos and was only happy with about twenty. I either see a class in photography in my future or using a professional to take all the photos.
By the way, your before and after photos are just gorgeous. I love looking at your work - I think it makes us all better stagers to learn from you.
What a Great example of staging and how it can help you market a home. I am going to send this to some of my clients, so they can see how this really helps.
Craig, You hit the nail right on the head. So often you hear so many descriptive words when a stager is talking about them-self and their expertise and it can sound very impressive. But when you go to their portfolio on the web site it is very disappointing. All the words in the world will not sell you, you have to show the proof. Great post!
Those are amazing - the bedroom is really a transformation! Always very important to "measure" success and in you business this seems like the best way! Outstanding to show future clients!
Those are lovely photos. I'd be so happy if our MLS members could do half as good as this with photos.
There are a number of audiences...we just staged two homes that rehabbers bought...and they thought they had done everything they needed to do...oh not...the window treatments and other decorative touches got us over asking the first day !
Here in WA, curtains go with the house. How would you propose stagers should deal with that issue?
What a versital art piece the magnolia. I love that it can be used both directions and still make a great impact.
Hi Craig, Great photos! I also like how for a majority of them you use the same or similar angle for the before and after shots.
It's one of my pet peeves when stagers don't use the same angles to show before and after shots of their work so it's nice to see you doing it right.
Alan
That is crazy amazing... That is a night and day difference!
I have to agree with your point about the before and after pictures - they lose credibility when they are taken from different angles.
Craig - I loved the slideshow - your work is beautiful. I especially liked seeing some of the smaller occupied homes that you did using the clients existing furnishings. You are the man!
This is a great point if the Stager does the work from consultation through pick up of props.
But some of us have found a great niche in consultations. We don't see the out come of the thrifty homeowners work. We do between 3-6 consultationsa day now and are growing.(that's why the absents from AR lately:) and for those who want to do the work off our DIY blue print we proved them to save money we don't see the end product to take pictures, only a thank you call from the Realtors we work with or the homeowners.
I believe Staging has many levels or at least the Stager has, depending on what is working well for them.
BB
Craig,
Thanks for the post. Nothing like having someone on board, who delivers every time!
Hi Craig! Love the slideshow...and excellent blog as always.
There are many, many stagers out there that I want to call up and say, can I help you with your website. You'd make so much more money if you had a website that reflected the beauty of your work. Ugh!
All the best,
Beth
I agree, I have spent a lot of money marketing my company "image" from the business cards, website, marketing materials, rack cards and the info on my car. It all tells a story and looks professional and from the comments I receive from clients and realtors, it has worked.
Kathy,
When ever I post you are MORE then welcome to clean up my act.
Me
Great post, really enjoyed the layout of your slide show. :)
Your slide show is awesome.. and I love the home color scheme! You really have a great sense of design and I enjoy reading your blog.
Gosh... I'm blown away. Wow! How did you do the slide show? Can you A/R contact e-mail me because I might forget to come back here and check for your response later in the week. Exceptional writing. Strong points. Thank you.
Great design - but it's the great photography that shows if off so well.
Scanning through your blog, reading a little here and a little there...
Love this post.
What a wonderful way to show your talent.
Great photos.
Craig ~ You couldn't be more correct. Pictures express a 1000 words. If a home stager and/or Realtor can take a picture - hire a professional. Your pictures are top notch.
Thanks for continually raising the bar for our work, Craig.