Archive for the ‘hiring a home stager’ Category

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You want me to do what?

Friday, August 20th, 2010

Recently, we were referred to a really nice architect in the Boston area who was completing a rehab project.  He wanted to stage the units before they began marketing them so they would really shine.  We went through our usual process of getting a quote, visting the site, discussing the demographics of the likely buyer, and narrowing down the budget and installation dates.  We then began the process of selecting furniture and accessories to create a final quote and really get the process started.

What we did not know was that our client was secretly shopping us against a “budget” rental company we no longer shop with because of their less than scrupulous methods, typically damaged furniture, and eternal product selection process that takes about nine times as long as our preferred vendor.

What he kept stressing to me as I tried to get him to a final figure he could wrap his arms around was that he really liked MY work and wanted to work with me.  He said the other stager’s work did not compare to ours.  In the end, I simply could not get him to a figure that competed with our budget competition.  I knew if I rented from the other company I could easily match the other stager’s quote. 

But here’s the problem. 

I have worked too hard establishing myself as a professional, challenging myself to keep up with trends and to deliver beautiful, compelling spaces to compromise myself.  As much as I really liked this client and totally sympathized with the fact that he was constrained by a budget I just couldn’t allow myself to use product I do not believe in and put my company’s name on it.

It was a tough call especially where the client was a referral.  But I did what I really felt I had to.  I explained to the client that I simply could not match his quote.  I explained why I choose not to use the other company and told him I really wanted to earn his business.  I have not heard from him since.  Certainly, I am sad to have lost a client but happy that I stayed true to myself and the vision that I have for my company and our reputation as a leader.

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Is it rouge and lipstick?

Wednesday, August 11th, 2010

A good friend of mine just sent me a lengthy email asking me if I think it is price or beauty that really drives sales.  As I started to debate that it is price I began to wonder if it is really the attractiveness of a home that wins out in the end.  And thus the debate began in my own head.  Of course, in the end, price and beauty are tied together.  Sort of.  And that is when it really hit me……I know what I have been accomplishing with my staging all along however I guess I have never really put the right words to it.

It is emotion.  Plain and simple.  Emotion. 

Of course, I find this almost ironic.  A house from a financial standpoint is likely a couple’s (or an individual’s) largest source of debt and biggest asset.  And yet, I cannot think of a single conversation I have overheard from buyers that reflected this in the decision making process.  I always here things like “I looooooovvvvveeee the jacuzzi in the master suite” or “this is a fantastic great room - we could have great parties in here” or “the back yard is amazing - lots of barbeques here in the summer”.  I cannot think of a single time a buyer has asked about the home from an investment perspective.  Questions like “will the pool help us or hurt us when we try to sell in a few years” or “does our proximity to that major highway make this space undesireable to most buyers?” and on and on. 

Essentially, what I am getting at here is that home buying, above all else, is emotional.  Staging plays on that emotion.  Well, good staging does.  I know what is important to buyers at different life stages and at different income levels.  This is key.  Bad staging is worse (in my mind) than no staging at all.  Actually, I guess you could say they are about the same thing. 

And I am sure there are a handful of buyers out there that are unaffected by the emotion of it all.  You know, the buyers that are just buying that apartment in the city so they have somewhere to stay on the weekends when they are in town shopping.  Or flippers or other investors.  But I would venture that the majority of buyers, across the board are considering the quality of their lifestyle in the home before taking the plunge.

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If I Build it Better, They will Come

Monday, July 19th, 2010

I cannot remember if it was the end of last year or the beginning of this year that I came face to face with photos of one of my competitor’s staging projects.  Up until that moment, I was totally confident in all the work I produced.  After all, my clients were always thrilled and the homes always sold quickly.  But in that moment, when I saw that my competitor had taken some risks and made some bold choices, I decided that I could do better.

So when it came to establishing some goals for myself for the new year, I opted to only make one.  In years past that would have been something like grow revenue xx% or build my database by xx people or complete xx more projects than last year.  Not 2010 though.  This year my single goal was to challenge myself more: take risks and stop making “safe” choices.

I will say this; it has not been easy.  There have been times I have been in a complete cold sweat watching the furniture get delivered to a model unit.  I have had difficult conversations with Realtors about my choices and why, if they just trust me, they will be thrilled.

What this has been though, is a ton of fun and a very eye-opening experience.  I have seen rooms come together in ways that I never thought possible.  I have also reached a new level of collaboration with the designers on my staff.  It is like we have a new “well, let’s try it” policy.  No idea is too stupid to try and nobody’s ego is bigger than anyone else.  We are all creative professionals truly just trying to make this project more spectacular than our last.

And so, you may wonder what the result has been.  Amazingly, our business is growing and growing.  I have had multiple projects where a buyers agent has called the listing agent on one of my projects and asked for my contact information.  I became a preferred vendor to the Ritz Residences in Boston after staging a unit there.  But, most importantly, I am more proud than ever of the quality of work my team is producing.

I am surprised that what seemed like such a personal goal has had such incredible results for the business.  We are working on improving in other ways too.  But, I will save that for another day.

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Sloppy Pictures are one of my Biggest Pet Peeves

Thursday, July 15th, 2010


Nothing frustrates me more than agents that don’t understand the importance of quality photos for their listings.  I almost find it entertaining that these agents will demand staging but then when I see the listing online all of the drama is then missing.  So here is my best attempt at converting all of you sloppy picture takers into either budding photographers or agents that hire aprofessional photographer.

First and foremost it is the pictures that drives your showings.  Statistics show that more than 80% of buyers find their new home online.  If they are not drawn to your listing through the pictures, they are not scheduling an appointment for a viewing.  Staging is great but its biggest benefit is making your listing look compelling in the photos.

VS

So what qualifies as a good or compelling photo? It really is not that difficult to take great pictures.  It may however require a smidge more of your time than the snap and go approach.

  1. Try to capture as much of the room as possible. Buyers are always looking for rooms that get lots of light, have a lot of windows, great architectural details, nice floors etc.  I know that when a home is nicely staged you are compelled to simply showcase the beautiful bed in the pictures but that is not going to sell the house or drive showings.  If you do not already have one, a camera with a wide angle lens can make a dramatic difference in your pictures.
  2. Make sure your photos have the right light balance. Dark, underexposed or overexposed pictures are not going to help you get buyers to your listing.  The good news is that you can adjust and correct the lighting with photo editing software like Photoshop.  It is simple and just takes a few extra minutes.
  3. Feel free to remove unattractive elements to take the picture and put them back later.  I have had clients that refused to remove their kitty condos, kids toys, etc.  But that did not stop me from sliding them out of the room to take pictures for the listing and then putting them back.
  4. Take pictures on a sunny day if possible and turn on lamps in the rooms that you are photographing.  Once you do this you will be amazed at the improvement in your pictures.  Lamps especially cast a really inviting, warm light.
  5. Make sure the outdoor photos are the right season. If it is the middle of the summer, buyers will be suspicious about snow-covered outdoor shots.  What are they hiding, they will wonder.
  6. Try taking the photos from many different angles in a room. I often find that photos taken of the room where the furniture is eye-level rather than being looked down on turn out great.  Get creative, don’t just shoot the room from the doorway.  Step into a closet or a corner, take photos looking down from stairways.
  7. Take a lot more photos than you think you need. I typically shoot 100+ photos of a home when I take pictures for a client.  I never know what angle will look the best or which shot will be easy to edit with software later.  It is easier to delete excess photos than it is to make another trip to reshoot the home.

Hopefully, this not only inspires you to take better pictures but gives you some empowering tips to make it happen.

VS

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Suggesting Staging to your Listing Clients

Tuesday, June 1st, 2010

253marlborough019Almost every Realtor I talk to “really believes that staging makes a huge difference”.  So why is it that so many of you do not recommend staging to your clients??

Here is what I am finding from conversations I am having with my Realtor friends:

1.  You don’t know how to bring up the subject of Staging.

Here is the thing, it is not like you are suggesting something from outerspace.  Ask almost anyone in America today with a television and it is likely they are tuned into HGTV at some point during the week.  They know staging exists and they see first hand the transformations that take place.

So once you have gotten over feeling like you are suggesting something strange to your client it is all about the delivery.  I find Realtors that say something simple and straighforward to their clients like “I work with a Home Stager who helps me style my listings for sale.  Certainly, you are under no obligation to hire her but I find that my listing clients who hire her sell their homes much faster and typically for more money than those who do not.  Because staging is more than decorating, her expertise is really valuable.”

Or, if that even seems like too much some Realtors simply say something like “I work with a Home Stager who helps my clients prepare their homes for sale.  I will have her give you a call to explain her services and the process.”  This, can really be the easiest way to tackle it.white chair

2. You do not understand the process

The process is simple.  The Stager usually speaks with the homeowner over the phone to set the initial appointment.  At the Home Evaluation appointment (aka first appointment) the Stager speaks with the home owner about the budget set aside to invest in improvements, an overview of what staging is and isn’t, and the timeframe for listing.  We also talk to the homeowner about the value in “shopping their competition” so they truly understand what is for sale in their price point in their town or neighborhood.  After the Home Evaluation, we work with our clients to determine who is implementing what on the list and provide them with a quote for restyling of the space.

3.  Who pays?

My experience is that homeowners who pay for the services are more likely to implement the ideas and stick with them than homeowners that get the staging for free.  However, with that being said the best of both worlds is Realtors that introduce their listing clients to staging and offer to reimburse a certain percentage or dollar amount at closing.  It shows their clients they value the benefits of staging but want their clients to take ownership in the process as well.

bedroom

I really think once you can overcome these obstacles and make staging a regular part of your listings you will be happy you did.  I am finding that once Realtors start using staging they are simply not willing to list a home without it.

So try these suggestions and let me know if you have other obstacles that prevent you from staging your listings.

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Boston Model Units

Sunday, January 31st, 2010

Guest BedroomModel UnitI spent a lot of time this week working on a model unit in the South End in Boston.  Model units are usually my favorite projects.  I learn a bit about the type of people the builders are expecting to be their buyers.  I then research the styles, colors, etc that appeal to that group and get to work. 

This last project was especially fun because it was a young, very diverse group I was designing for.  Students and young doctors - male and female- in their residencies. 

I chose a lot of really current colors and patterns.  Plums, soft purples and bright apple green in the living room.  Modern art hung above the sofa and cute armless chairs in a gorgeous chocolate across from the sofa. 

The guest bedroom was a platform bed with a simple duvet folded down with an amazing lamp.  So simple and yet so pretty when it was finished.

The master bedroom was my favorite of the three rooms.  It was this beautiful bright yellowish green bedding with a white bird pattern and the duvet was trimmed in black as were the shams.  It is stunning.  I paired it with black grommet top draperies and glass lamps with black satin shades.  To quote one admirer “Julie, this looks so boutique hotel!”   What a great compliment.

The real trick with model units is making the space look homey and appealing which can be tough if you do not really know what is appealing to the buyer.

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Broker Open House

Tuesday, July 14th, 2009

This morning was the Broker Open House in Bedford, New Hampshire I co-sponsored with Jeff Meade from Keller Williams and Brian Makris from Residential Mortgage Services.  I have a love/hate relationship with these things.  I love to hear the good feedback but hate feeling nervous and wondering if the feedback will be good.  Even now, with all my staging successes I am still surprised when people tell me they think I have done a good job.

I went early to make sure everything was in place and to chat with Jeff.  The house looked fantastic!  I really like these homeowners.  I honestly cannot figure out why this house was not picked up the day it hit the market.

I brought chocolates and Jeff picked up Panera sandwiches that Brian ordered.  I am way to nervous to eat anything but I pretend to eat a roast beef sandwich.  While we are waiting for people to show up, I am entertaining Jeff by telling him how the rearview mirror fell off in the Audi wagon my husband brought home the other day.  I am driving it for the week and actually really enjoying it.  What I like the most about this now unattached mirror is that it is great for putting on makeup (seriously, who puts on makeup at home anymore?  Right?).  At stop lights I am refreshing my lipgloss while looking in it.  I will totally admit that this is mostly for show because the looks  I am getting from other drivers are hilarious.  Anywho…the first realtors finally show up - people I know….Yay!  They are saying how great the house looks and what a good job I did with the staging…whew!  Huge relief.  I leave before anyone else shows up.

I now need to check the furniture quote that came in, get it on my letterhead, and out to my client along with my pricing for accessory rental and staging.  At this point, I have accessories at so many jobs I am not sure I will have enough left but I guess that is what HomeGoods is for, right?  I am also fielding more calls from people signing up for my class.  Yay!

All of this is great but I am starting to wonder if I am ever going to catch up!  I have to create some kind of roster for the class, still need a location for the class (yikes!), I also need my poor doggie to feel better and ideally stop throwing up (yuck!), I am in dire need of something interesting to post on Twitter, and I know there are about 300 other things on my “to-do” list but since I cannot seem to find the list right now I am not sure what they are.  Oh, and did I mention its 11pm?

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It’s 4pm???

Monday, July 13th, 2009

joesroom

Okay so I just realized it is 4pm and I have not even taken a shower yet.  This is why all office days need to occur at either Panera (hello pastries) or the Library.  It is very rare this happens but I had so much to do I hopped right on my computer this morning.  Okay, okay I also took Steve down to Massachusetts so he could leave for the week but whatever. Of course, I really want to be next to the pool with a Pina Colada in my hand but I will save that for another day.

This day has been crazy, I have been on the phone all day signing up very excited people for my class.  It is so cool hearing how enthusiastic people are to take this class.  I am so flattered!!  The good news is that I have been teaching it for three years so I know people get a lot out of it and that it is a lot of fun.  So I guess I can skip the nervous feelings.

I have also been busy shopping online for furniture for this Jamaica Plain job I need to get a quote out for.  The living space near the kitchen is small but overall super cute so I need something that is just right.  I really cannot wait to see this unit when it is finished!!!

So what else is left to do?  Oh, just email the Hippo paper to see if they can include the class in their weekly announcements, follow up with those developers I met last Friday, call back a client that requested information via the website, follow up with a girl from my networking group about a project in Bow she is having me help her with, finalize an appointment for this week for a reshuffle of a 3600sq ft home in Bedford, and find something interesting to post on Twitter.  So far I have only posted this song I am listening to and a blurb about my blog.  Not really a value for the people following me.  Sorry!

Tomorrow is the Broker Open house for that cute house on Back River Road I staged.  It is 11:30am -1pm at 94 Back River Road in Bedford NH.  Lunch from Panera (shocker right?  But really, that was not my idea).  Stop by if you are in the area, this house is great for the price point and for little money gets you into Bedford.

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Friday, July 3rd

Wednesday, July 8th, 2009

southstreetPeople are constantly telling me I have a really cool job.  Yes, I do have very cool and fun job but there are times almost daily that I think to myself “people have no idea this is what I do”.  So I have decided to change my blog format to more of a diary so people can see what I really do everyday.

Friday, I had my first delivery with a new furniture rental source.  I was not sure what to expect but have done a ton of furniture rental deals in the past so I knew I could handle it.

The delivery is in the leather district of Boston which is a very cool, up and coming area with a ton of incredible loft spaces.

I show up ten minutes before my two hour delivery “window” (don’t you just love delivery windows, ugh!).  Luckily the delivery truck showed up about two minutes after me.  Now we just need to wait for the realtor to let us in.  No big deal.

In the meantime, the conceirge comes down and realizes we are doing a furniture delivery.  Unfortunately, he is steaming mad and is speaking with the heaviest Indian accent I have ever heard.  Oh Wow!  I literally have no idea what this man is saying and I feel horrible because he is clearly very unhappy.  I am trying so hard to understand him but I cannot make out a single word.  The poor guy finishes his rant and I have to tell him I have no idea what he said.  He grunts and throws his arms in the air and stomps off.  Nice.  Two minutes on-site and I am not making any friends.  Yikes.  I find out a little while later he is mad because he has to pad the elevator.  Oh, okay that works.

My rep is there to make sure the delivery goes well.  She actually carries my accessories upstairs for me…yay!!!  I am so happy.  Especially because it is 9am and I have parked in front of a huge puddle of swill and want to throw up every time I go back to my truck because it smells so nasty.  Everything is going well except there is no rug.  No problem, she calls the office and is having one sent out.  The only dilemma is we have to wait around for an hour for it to show up.  I get most of the job done and the rug arrives.  All is well in the world.

The only bummer is that I totally underestimated the amount of accessories I was going to need.  I need to bring down more soon to finish the job.  That is doable though.

So now I am leaving Boston without any parking tickets and with a mostly complete job that looks super cute.  Yay!  I am heading north on 93 when all of the sudden a brown baseball-type ball comes from the southbound lane and smashes into the windshield of my truck!!!  What the heck?  Luckily, I saw it coming so I took my hands off the wheel and ducked.  I have nowhere to pull over and I am covered in glass.  Ugh!  The rest of my day is not spent working, but instead spent waiting on the side of 93 for a tow truck, driving to the shop, getting a ride home from my mother-in-law and shampooing glass out of my hair.  Awesome, another productive day here at NESG.

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Eco-Friendly Decorating Choices

Wednesday, June 24th, 2009

pbgreenbedding
Somehow I almost missed the fact that several large retailers including Crate and Barrel and Pottery Barn are now offering Eco-Friendly choices. In fact, I was shocked to see just how much is out there. Here are a few items that I found.

At Pottery Barn, their are a ton of beautiful organic towels in brilliant colors, seemingly endless bedding options in organic fabrics in solids and beautiful patterns. They also have a gorgeous Pieced Pine Oval mirror, soy candles and furniture. Check out www.potterybarn.com to see more. I simply searched using “eco-friendly” to see their offerings.

At Crate & Barrel they have a few new furniture options that are made of bamboo and constructed using traditional Chinese joinery techniques which use no nails or glue. Check out the Del Re Bed, the Bento Four Drawer Chest, and the Archer Bed (this bed is STUNNING!). Find them online as well at www.crateandbarrel.com.

Next, I found an organic mattress. I had no idea such a thing existed!! Naturpedic makes an “ultra organic” mattress which is waterproof and filled with an organic cotton filling. This filling is unbleached, undyed, and grown without pesticides, herbicides, or chemical fertilizers. Check them out at www.naturepedic.com

Lastly, Alsons has created a water amplifying shower head that makes you feel like you are taking a normal shower but using 20% -40% less water. Love that!! The shower head comes in adjustable and non-adjustable models. Available at www.alsons.com

There are a ton of other green decorating products out there and we are going to be bringing you more of these going forward!

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