Category Archives for "Home Selling for Top Dollar!"

All about home selling.

3 Ugly Truths About Home Staging

I wrote an article recently in the National Association of Realtors, Styled, Staged and Sold blog that got a lot of interesting and conflicting comments from agents and stagers. In the article, that you can read here,…I talked about the importance of being of honest with sellers in the 2015 real estate market and to tell the ugly truths about staging and selling.

The comments came fast and furious. One of the commenters didn’t like the “angle of the before photos” because it wasn’t EXACT, so she did not think she would use a stager…huh?!! This kind of nonsensical thinking is still out there when it comes to understanding what staging does and does not do for a home. I’ve said it before and I’ll say it again:

Home staging is not rocket science, it’s pure economics…when you use an expert to improve the look of a product, the demand thus price goes up.

The article was a follow-up on my 3 Ways to Start a Bidding War Through Staging article that has been shared a TON by stagers and agents, so thanks so much! I’m reminded that I need to educate sellers and agents like never before about home staging! Together, we can do so much!

This season’s real estate market promises to be an exciting one, so buckle your seat belt folks…

3 Ways to Start a Bidding War Through Home Staging

2014 was a good year for the real estate and home staging industry! On average, homes that were professionally staged by an HSR Certified Professional Home Stager made over 10% more than homes that were not staged*. As we get ready to gear up for an even hotter Spring 2015 home selling market, I wrote down 3 ways to get a bidding war on a home for sale. Within my tips for getting a bidding war, I feature an amazing home transformation that you will not believe! This article is featured in the National Association of Realtors, Styled, Staged and Sold Blog which you can view by clicking on the link below:

Read my 3 Ways to Start a Bidding War Through Home Staging Article!

2014 Home Staging Statistics

We just completed the largest home staging statistics survey ever taken of over 3500 homes sold in 2014. The home staging statistics show that on average, professional home staging by an HSR Certified Home Stager increases the value of the home over 10% of unstaged comparables! Spending around 1% on the “professional” staging of a home resulted in HUGE returns for the 2014 home seller. In fact, we saw direct correlation between staging dollars spent and increase in sales price.

Speed of Sale vs. Getting a Better Price

It’s not just about “speed of sale” in today’s housing market but about making the most money out of your most valuable commodity. While staged homes are selling quicker according to the RESA stats, I wanted to survey whether they were selling for more than the unstaged, neighbor’s home and boy did we get great results! I’ll be sharing more about these results in the coming weeks. Here is a quote that is good to keep in mind and pass along for the next selling season if things continue on their current trajectory:

Interestingly, our International HSR grads posted fantastic gains upwards of 15% which was not surprising since they are pioneering staging in their markets. The midwest housing market had a bit less in return than the rest of the country which was also indicative of those markets being a bit behind the California, Texas, New York rates.

Overall these numbers don’t come as a big surprise since the popularity of HGTV and sites like Houzz, create an expectation for buyers when they are searching for the right home…they want the model home look and professional staging is the best way to achieve that.

Home Staging Zillow Statistic

Latest Home Staging Zillow Statistic

As the market heats up, we are seeing more real estate agents and sellers recognizing the huge benefits that come with hiring a professional home stager! Here is the latest in home staging statistics according to a new Zillow Digs survey of Real Estate Agents and Interior Designers:

Hiring a professional home stager was listed as one of the top two critical improvements a seller should invest in when selling their home in 2014.

“In a market where home prices are rising, it becomes even more essential to get every dollar you can from the sale of your most expensive asset…professional home staging does this for sellers.” – Audra Slinkey

I’m seeing bidding wars all over the place for the right home that is staged beautifully in this 2014 spring housing market. The savvy agent who wants to have the reputation for getting sellers “top dollar” understand the necessity of staged and merchandised rooms, as well as professional photos to post online.

Curb Appeal was listed as the number one home improvement item while using a professional home stager was listed as number two according to the survey.

A home stager can skillfully identify ways to highlight your home’s best features and compensate for its shortcomings. The goal is to make “your home appeal to the broadest audience and number of buyers possible,” says Zillow Digs Board of Designers member Mara Miller of Carrier and Company in New York City.

Warning…not all home stagers are the same! It takes extreme design expertise, a strong knowledge of the real estate market and buyer demographic, as well as special training in phraseology, staging psychology and vendor partnerships (flooring, window coverings, furnishings, etc..) to really maximize the value of the transformation.

Ready to Become a Successful Home Stager and Redesigner?

XOXO – Happy Staging!

Audra Slinkey

Hope to hear from you!

1-888-563-9271

audra@homestagingresource.com

What Agents Really Want

3 Tips on What Agents Want from Home Stagers and a Staging Story

What a lot of home stagers don’t realize is that agents want different things in different real estate markets. For instance, in a “buyers market” which was 2007-2011 agents just want the property to sell and not sit on the market like their competitions. In today’s seller’s market, the savvy agent wants to get the best price (and sell quickly) but price is king. Why? Because the smart agent knows that if they can be the “high price” leader in their market, then people will give them their listing (instead of their competition).

I love this story told by Lori Murphy who was recently awarded a 2013 Best of Houzz award and nominated for the RESA Rising Star of the Year even though she essentially just completed her HSR training and started her business last year! At the end of the story, I give my three tips on what agents want right now…

Hi Audra,

Last Friday, I met with a broker who pays for a staging consultation for ALL of his listings. I met him through an agent in his office that I have worked with. The broker’s name (to make it easier) is John.

So, John explains to me how they had a stager who became ill and quit the business and how they have been searching for one since. They’ve used one here and there and he said, they probably “staged” OK . . . but they needed more.

He continued to tell me how he wants someone who will give the seller the “bad news” so that he doesn’t have to, because he wants to keep his relationship with the seller.

The stagers they’ve been using seemed to just want the seller to like them. He said, “I need someone who will explain to sellers “why” and help them understand it is important in preparing the house to sell. I’d rather postpone putting it on the market by 4 weeks, if when it is listed it’s ready . . . every thing’s done.”

As I sat there listening to him, (he went on for an hour . . . I’ll try not to), I realized something.

At first I shook my head agreeing with him and thinking to myself, “well, of course, that’s what we do” . . . and then it hit me . . . I was trained that way. But it became suddenly clear that because not every stager in Columbus, Ohio received their certification from the Home Staging Resource . . . . well, let’s just say the advantage I have became crystal clear.

I don’t know how or what material the other courses train but I do know that I received the most comprehensive training from HSR. It wasn’t just – “here’s a certificate, now go and tell people you can decorate”. I learned so much more than how to help prepare a home to sell. I have learned (and continue to) so much about being in business as a whole. And I remember when I decided to get my certificate, looking at all the courses that are offered. I remember being on the HSR page for the first time and thought “oh, my, there’s a lot of stuff here”. But for whatever reason – I chose to sign up. And I remember thinking that it was so much to take in; but read your words about how it would all come together and make sense.

Eventually it did make a little sense, and then a little more, and then came the first staging job . . . .and then it really came together! lol

My time with John ended with him giving me the name of a seller, and 2 more later that week. I am hoping this is the beginning of a great partnership. I am anxious to see what he thinks of the consultation report I sent him and the client; something tells me he will be impressed. =] (yes, it’s from the HSR staging forms, tweaked a little).

In the meantime, I mentioned John to another agent I have worked with and the next thing you know, she sent me an email saying, “hey, I thought maybe we could do some marketing together”. She now wants to reimburse sellers for the consultation if they stage first with me.

Audra, I’m so glad I made the choice to sign up with HSR! And YOU . . . over the last year and a half, I have never felt that I was in this alone.

Thanks Lori for the story and photos. Here are three tips for what I think real estate agents want and need right now:

Agents want to be listened to and understood – This may seem obvious but too many times the stager is trying to fit the agents needs into their business model rather than coordinating their pricing/services around what the agent needs.
Agents need “staging honesty” for them and their clients, so that the house will get “top dollar” – I see a lot of stagers do a “half staging” job which looks worse than vacant sometimes because the scale is completely wrong. As stagers, we need to be clear and honest about what the home needs to get the best price. The agent does not want to be the “low priced” agent, so we need to be ruthless with the seller on what kind of return they can see in a seller’s market if they stage it well.
Agents need tools and resources that look great in order to resell our services to their clients – This is where so many home stagers go unnecessarily wrong! Agents need beautiful looking sales materials to convince their clients that staging is the right thing to do.

Image is everything and that is why I just added a a 6-video and two-hour series about “Blinging Your Brand” in our HSR Member’s area because we have to make agents look good for their clients!

Cheers to all the talented home stager’s out there! Any more tips you would like to add to this post?

XOXO – Happy Staging!

Audra Slinkey

Hope to hear from you!

1-888-563-9271

audra@homestagingresource.com

Seriously Flawed Study

This is not true staging by any means…

There was a study published by the Wall Street Journal* claiming that “staging” has no effect on the home’s sale price based on the photo above…seriously?! The study had a group of people view virtually staged before-and-after photos and asked them whether they would pay more for the beige room (above) over the purple room (below). Each of the respondents said they would not pay more money for the beige virtually staged room over the purple room.

How can anyone take this study even remotely serious is a minor miracle. Here are the huge problems with this study:

The rooms were “virtually staged” (not real, in person staging which is what “staging” is truly is)
They were “virtually staged” by a someone who doesn’t appear to know much about staging from the looks of the “after” photos
The “before” photos of a purple room (see below) and colorful furniture look so cartoon like, it’s almost laughable!
Ironically, the respondents believed that “other” buyers would pay 3.7% to 4.0% less than value of the home if it’s not painted and fixed up.
Virtual stagers are insulted by these photos since they don’t come close to the quality work that a true, virtual stager can do.

This isn’t even good virtual work…is this Mickey Mouse’s home?

I wasn’t going to even respond to this study since I didn’t want to bring attention to something so absurd but since there has been some chatter about it, let’s put this matter to rest once and for all.

Anyone with half a brain would look at that “after” photo and never in a million years call this a “staged” room!

In case you were one of those silly people who actually wanted to give this study credence and thought that room was “staged”…here is what “staged” really looks like of a home that sold for $100,000 over asking price in October, 2013 within 8 days of staging:

(This home was staged by Donna Dazzo of Designed to Appeal in New York City)

Living Room Before

Living Room After

Living Room Before

Living Room After

Master Bedroom Before

Master Bedroom After

Boy’s Room Before

Boy’s Room After

Girl’s Room Before

Girl’s Room After

Terrace Before

Terrace After

I guess it’s a good thing this home seller didn’t listen to “other” agents who think staging doesn’t work and cite this study…

By the way, I could have produced tons of other similar success stories and photos by the many amazingly talented home stagers across the country who have been maligned by this study. It doesn’t take a rocket scientist to know that when you improve upon a product, you get a better price.

XOXO – Happy Staging!

Audra Slinkey

Hope to hear from you!
1-888-563-9271

audra@homestagingresource.com

*By the way, the study was called: “The Impact of Staging Conditions on Residential Real Estate Demand” and the Wall Street Journal article was called: “Home Staging Effect? Not Much.“

7 Staging Tips for Difficult Spaces

One of the critical reasons to stage a vacant home is to give perspective to buyers. Empty rooms are lifeless question marks in buyer’s eyes, so merchandising the space becomes essential! Here are seven staging tips I think you will find extremely helpful in your next staging project…

Donna Dazzo of Designed to Appeal, a New York City based staging company was given one of the toughest vacant staging assignments I’ve ever seen, so I just had to share it. This 3-bedroom, 4,000 square foot loft in Tribeca was on the market three months without an acceptable offer.

The loft sold at FULL asking price 22 days after Donna staged it!

Check it out…

This was the loft space as you walked in the home and as you can see the large columns are distracting and overwhelming. The space appears dark, lifeless, cold and definitely not easily able to arrange furniture around!

Entryway/Living Room Before

Staging Tip #1 – Create Groupings

Strategically using area rugs, Donna separated the large space into groupings. A central living and seating area between the columns draws the eye to the seating area and away from the columns.

Entryway/Living Room After

Staging Tip #2 –Use Reflective Surfaces

The large and well placed mirror brings the eye further into the room immediately while extending the more narrow space. Using a light palette, reflective surfaces and mirrors, the space appears more open, light and inviting.

Here is a view from another angle where you can see how open the space was and how difficult it would be to fit all the represented living spaces in this one great room.

Not only did she fit a living grouping but a dining area off the kitchen as well.

Staging Tip #3 –Use Furniture to Separate the Space

What do you do with a small, seemingly un-useful space off the living area when you’ve already established plenty of seating arrangements?

Separating the space with a bookcase, it becomes an office with a view!

Staging Tip #4 –Proper Scale Needs to Always be Considered

Filled with large, empty space this loft needs properly scaled furnishings to first “fit” between the beams in the living/entry area and now larger pieces to match this large space below.

The cabinets are artfully arranged to add color and symmetry.

Staging Tip #5 –Know Your Buyer Demographic

Staging for Families

Since the buyer demographic for this space was a family, Donna incorporated that lifestyle in her merchandising by turning this cold Den space into a bright, kids play area.

Notice how the brick wall in the vacant space appears to be a detraction while once it’s staged becomes an asset.

“Artful staging can turn even negative architectural elements into positive assets!”

Staging Tip #6 –Use Great Art to Elevate the Space

At this point you’ve probably noticed the amazing artwork that serves to elevate the space and give personality right? Well Donna cleverly partnered with an art gallery to complete her staging vision.

This bedroom is tricky because all you notice is the long, unsightly heater under the windows.

Second Bedroom Before

Using a highly textured area rug, soft textiles and amazing artwork the space becomes a girls dream bedroom!

Second Bedroom After – Girl

Third Bedroom Before

Third Bedroom After – Boy or Guest Room

Staging Tip #7 –Never Leave Anything Up to the Buyer’s Imagination

Frankly, any kitchen unstaged with cleared countertops will look cold, sterile and bring the eye to the worst architectural feature (in this case the overhanging light on the island). The “cleared counter top” look is NOT a staged kitchen!

Color was essential to move away from the hospital feel and the contemporary barstools draw the eye away from our light fixture while providing the sleek, cool feel associated with this space.

Empty bedrooms add nothing to a buyers decision. They become quick “walk-on-bys”

Add the color, textiles and life…now the buyer lingers.

Another view of the master bedroom and incredible artwork!

Thank you Donna for sharing your talent! Staging is essential for buyers to really “see” the value in a home…otherwise the seller is leaving cash on the table.

Not all professional stagers are equal! Our HSR Certification training was the first and one of the only staging and redesign training programs that has been third-party, accredited by the Real Estate Staging Association, so invest in the best!

Ready to Become a Successful Home Stager and Redesigner?

Home Staging Austin

Sarah Swindell of Up Staged in Austin, TX started the course in May of this year and already has a gorgeous before-and-after show I wanted to showcase. She had this to say about her experience:

“THANK YOU!!! Your course is just amazing and you really made the whole process so enjoyable and easy even when I thought I could never do something like this! I was always afraid to start my own business and thought it would be way too complicated, but you made it all possible! I love your sense of humor too:) Your videos were so enjoyable to listen to. As a single mom now, being a realtor was way too hard scheduling wise and I really only loved making the homes I had listed beautiful! All the contracts and legal stuff I could do with out! This is just perfect for me 🙂 Thank you so much for providing such a wonderful forum for women (and men!) to have a fun and fulfilling career!”

Find more photos like this on Stagers Connect