Talk About Overlooking the Obvious!

By
Home Stager with Happily Better After Room Redesign & Home Staging

A little while ago, I received an alert about a seller question from one of the real estate advice sites that I monitor. The question was from a local home seller who hadn’t gotten much interest in their home. After a recent price reduction, she felt it was now priced competitively, and was considering hosting a brokers’ open to help drive traffic, and was asking if it was a good idea.

Several real estate agents, both local and far-flung, offered all kinds of advice. One suggested having a twilight wine & cheese reception, since the seller’s home has a view of a nearby lake. Another suggested sending flyers to all of the local real estate offices to get a good turnout. Someone also suggested lowering the list price even more. Someone else was more concerned about who would pay for the event—the realtor or the seller. But my favorite advice came from the realtor who suggested offering a home warranty, paying for closing costs, creating a kick-ass video, or giving away an iPad as an enticement to get more showings.

Not one realtor advised consulting with a home stager.

Confusion

I have to admit, I was kind of shocked.  Advising the seller to make sure that her home looks its absolute best online, in print, and in person should have been a no-brainer. All of the suggestions the real estate agents made would have cost more than a one-hour consultation with a professional stager, and none of them addressed what may well be the root of the problem—the house does not look fresh, bright, uncluttered, and updated inside and out.  None of those other suggestions will work if the house doesn’t look move-in ready.

What this experience made painfully obvious is that the concept of professional staging has not yet penetrated the consciousness of the average real estate agent, and we stagers have a lot of educating to do before it becomes ingrained in agents’ minds as an integral part of preparing a home for sale. So keep doing your office presentations, webinars, demonstrations, and whatever you need to do to drive the message home; we’ve got a long way to go.

Copyright 2011 Happily Better After Room Redesign & Home Staging

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  1. Amy Bly 06/01/2011 07:55 PM
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Rainer
88,657
Mark R. Hardy
Short Sale Specialist Realtor - Mesa AZ
Short Sales, REO, New Builds, First Time Buyer

Excellent post and you bring up some great points on why home-staging is so important. Thank you!

May 31, 2011 01:42 PM
Rainmaker
321,415
Laura Sargent
Carolina One Real Estate

We have a great stager that does amazing work on our homes.  Our sellers all want to buy their homes after she works her magic.

May 31, 2011 02:41 PM
Ambassador
291,959
Linda K. Mayer
Realtor, SRES, SoCAL, A REALTOR YOU CAN TRUST
License # 01767321

You do bring up some great points, Jill.  I actually just sold a home because the house was staged and the buyer could see how they would put their own furniture in this home.  However, the seller was not a person who would sweat paying for the staging.  And in this economy with people barely getting out by the skin of their teeth or short-saling, it's a tough sell to stage!

May 31, 2011 03:01 PM
Rainmaker
139,969
Michele Rose
Moorestown Home Staging & Redesign
Rose-Colored Staging

With consultations beginning at around $125, is it REALLY out of reach for the homeowner to pay?  Or even the agent at that price?  I've seen homeowners really take to heart what we tell them during the consultation and their home ends up looking great.  Granted-- not everyone can follow direction that easily and some homes need hands-on staging, but ANYTHING they do to improve the look of their home will help.  It should have at least been considered! 

May 31, 2011 05:20 PM
Rainer
38,530
Jill Banks,
South Jersey Home Stager
Happily Better After Room Redesign & Home Staging

Mark:  Thanks for the support!

Laura: That's terrific--it really does make a difference!

Linda: I'm glad staging worked for your recent sale! While full-service staging can be a hurdle for financially stressed sellers, there are a host of other effective staging options that are affordable. Like Michele says, a consult is usually less than $200, and if the seller follows the advice, it can make a significant difference.

Michele: Thanks for mentioning that staging doesn't have to be all-or-nothing. We stagers are flexible and willing to work with whatever budget we have!

May 31, 2011 06:06 PM
Rainer
14,739
Pamela Smith
Ventura County Home Staging

Jill - Yep yep yep. It's pretty sad that a realtor would suggest the iPad giveaway before suggesting a staging consultation. I would say a staging consult would bring more return on the investment towards selling the house than an iPad! But I believe that we will someday - as you so aptly put it - penetrate the consciousness of the average agent. There are so many of us out there doing exactly what you suggest: webinars, office presentations, etc. Great post!!

May 31, 2011 07:29 PM
Rainmaker
358,092
Ginger Foust
Home Stager Oakhurst CA, Dream Interior Redesign & Staging
Certified Staging Professional

Jill, welcome to my world, up here in Hicksville.  It does often feel like an uphill battle and SO-O obvious but that's clearly not the case.  We just have to keep putting it out there as I know you do. 

May 31, 2011 10:06 PM
Rainer
237,553
Janet Jones
Home Staging, Interior Redesign Kihei, Maui, Hawaii
Just Your Style Interiors, LLC

Jill--great post and it doesn't surprise me.  It's a conversation I still hear a lot and we still need to educate and inform.  One day I do hope staging will be mainstream and just a part of the normal process.  Until then we have a lot of work to do.

June 01, 2011 06:34 AM
Rainmaker
324,180
Julia Maher
Connecticut Home Stager
Nestings: Connecticut Home Staging and Model Homes

It is amazing how many REAs still have blinders on!  It doesn't have to cost a lot to Stage - and can certainly cost a lot less than a price reduction!  Julie

June 01, 2011 07:14 AM
Rainer
38,530
Jill Banks,
South Jersey Home Stager
Happily Better After Room Redesign & Home Staging

Pamela: Thanks!

Ginger: And I thought it was more of an issue here in southern NJ, where folks are more conservative!

Janet: Hopefully the recent coverage on shows like Today and CBS Sunday Morning will help; but based on the figures they quote, we need to educate them too!

Julie: I think a lot of RE agents still think staging is only for high-end properties and don't realize that it can actually make the most dramatic difference on your average owner-occupied property. One day . . .

June 01, 2011 10:03 AM
Rainmaker
162,738
Reba Haas
Team Reba, CDPE
Team Reba of RE/MAX Metro Eastside www.TeamReba.com

it is not reasonable to consider that the real estate agent pay for the consultation unless there is ample potential for them to reimbursed for that cost. With many more homes not selling in today's environment then sellers should be taking on more of that risk for themselves and showing their commitment to the sale.

June 01, 2011 04:57 PM
Rainer
66,311
Amy Bly
Styling Homes for Selling and Staying
Great Impressions Home Staging/Interiors

Jill, that is pretty shocking, I agree! Reba, I have two agents who use me routinely for $150 consults, and I have to say it is a small investment for a) getting the house in shape to sell much more quickly; or b) a great way to get sellers to reduce their price rather than do all the work I sometimes end up having to suggest (like re-doing kitchens or baths)! Although I actually agree that since sellers primarily reap the benefits, they should be the ones to pay. 

June 01, 2011 07:46 PM
Rainer
38,530
Jill Banks,
South Jersey Home Stager
Happily Better After Room Redesign & Home Staging

Reba: Although most real estate agents who pay for the staging consultation do so as part of their overall marketing plan for the home, the sellers pay for any actual staging. However, many real estate agents don't even suggest staging to their clients, even though it can markedly improve a home's appeal to buyers and reduce time on the market.

Amy: Thanks for your input!

June 01, 2011 08:42 PM
Rainer
134,375
Birgit Anich
Connecticut Home Stager - Fairfield County, Westchester
Birgit Anich Staging & Interiors, 203.807.4040

Jill, great blog - it goes along with a post that I posted today along the same lines. Real Estate Agents often do not realize that they actually hurt their business more by not recommending a staging consultation. I had several home sellers call me directly saying how frustrated they are with their agent that they had not even been made aware of staging as an additional marketing tool. They only came across this out of desperation and wathing HGTV. I had even a couple of my clients change the agent because of this. Ouch!! I bet they should have suggested a consultation to this one client of mine, who sold the house 2 weeks after staging at over $1 million - missed out on a comission of $30,000 versus a $150 consultation - hmmm, I am just wondering....

June 01, 2011 10:06 PM
Rainmaker
299,310
Karen Otto
Plano Home Staging, Dallas Home Staging, www.homes
Home Star Staging

We need to continually stageUcate, stageUcate, stageUcate! - A home staging consultation needs to be on the front end of a home sale that a home inspection is on the back end... Good post Jill!

June 02, 2011 08:40 AM
Rainer
38,530
Jill Banks,
South Jersey Home Stager
Happily Better After Room Redesign & Home Staging

Birgit: Great point about how the reluctance to recommend a staging consultant can actually work against real estate agents. I've spoken to many an agent at open houses where the homes weren't staged, and it wasn't even on their radar. Now that sellers are getting a bit more savvy about staging, I think they'll be asking their agents about it if they don't bring it up.

Karen: I couldn't agree more! Thanks for your comment!

June 05, 2011 12:41 PM
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Rainer
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Jill Banks,

South Jersey Home Stager
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