Posts Tagged ‘home staging’

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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.

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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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What a Week!

Friday, January 15th, 2010

Hampton Project Before

Hampton Project After

 

I thought this week was going to be relatively quiet. Boy was I wrong.

The week started out at a Staging of a 2800sq ft bachelor pad in Hampton New Hampshire. The house itself is gorgeous but just needed a few tweaks to appeal to a family. I brought 15 drapery rods, 4 window shades, and 20 window panels along with a truckload of accessories, bedding, pillows, etc. Unfortunately, I was a little off in my estimating of how long it would take to transform this space - gee just about five hours off. In the end the difference was amazing. If you want to see the before and after pics check out this link: http://www.facebook.com/home.php?#/album.php?aid=178470&id=66273677111&ref=mf

What I love about that staging job is that I used a lot of accessories, colors, etc that I have not used before and they turned out beautifully! Hint: red drapes are amazing! They really brighten up a dull room, especially when complimented with red pillows and other splashes of red.

Tuesday I met with Jessica Grant of Jess Foto to swap new head shots for some design help in her new studio in Winchester. What a great day! We had a blast. She is off buying gorgeous drapes and working on paint colors as I type this. I cannot wait to see the final product.

I just signed another model unit in Boston - an apartment complex in the South End. I am very excited about this project. The buyer is a young 20-something single person so I think we can have some fun with this. I am thinking West Elm and CB2 for inspiration.

I am still working on that Staging Class schedule for this year. I HOPE to have that to you soon!

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Curb Appalled by Natalie Moore

Saturday, July 18th, 2009

Let’s be honest. Is your curb appeal turning into curb-appall? In these tough economic times, it can be difficult to keep the exterior of your home looking well-kept and inviting. Since curb appeal is a key element to selling a home, here are a few tips on how to quickly give your home a curb-appeal face lift.

Paint-

I cannot stress enough the value of a fresh coat of paint. Just because the house has been painted barn-red since 1984, that doesn’t mean it has to (or should) stay that way! A key element to choosing the right paint color is the style of your home. Is it Victorian? Colonial? Contemporary? Bungalow? Doing some research on this can give you inspiration for the perfect color choice!

For a very detailed gallery of house styles, check out: http://www.thisoldhouse.com/toh/photos/0,,1228909,00.html

Entrance-

Put some thought and personality into your entrance. How do you approach your door from the driveway or sidewalk? Consider using materials that fit with your houses character to make a walkway- stepping stones, brick, pebbles, crushed seashells, wood slats…etc. Solar-powered lamps are a nice way to line your walkway and draw attention to your house at night while other houses on the market in your area will get lost in the dark. Remember, perspective buyers drive by day and night.

A front door and its hardware can bring lots of character to a home if chosen carefully. Choose an eye-catching color for your door that still works with your overall color scheme. A doorknocker, light fixture and updated doorknob and hinges can spruce up an entrance as well.

Have a front porch? Clear the clutter! Nobody wants to see the kid’s soccer cleats, swim toys, bikes…etc. collecting here. This is the perfect opportunity for a seating area such as rocking chairs or a porch swing. Buyers want to see how they can use the space they’re purchasing- make it believable.

Landscaping-

Landscaping can do everything from simply bring color to your yard to create valuable extra living space. Designate sections of your yard for different uses in order to maximize the amount you’ll actually use it.

Choosing the right grasses, plants and trees for your yard can be a daunting task, but alas research is the key yet again. Choosing native plants is always the best way to go. Not only are you guaranteed that the plants will be able to survive, but it will also be easier to maintain your yard with little to no watering!

Some beautiful options:

Wild Indigo, Columbine, Lily of the Valley, Starflower, Canada Lily, Black-eyed Susan, Violets, Sweet Grass and Tickle Grass.

For more ideas, check out the Massachusetts Plant and Resource List: http://www.fhwa.dot.gov/environment/rdsduse/ma.htm

Don’t limit your landscaping just to plants. Try creating a patio or living area in your favorite part of the yard using recycled bricks or stones such as slate from a demolished building. Recycled products can be found at many deconstruction/recycling companies that salvage building products before they are destroyed during demolition. This will also add to your good karma because post-consumer recycling is as green as it gets!

So now you know, even though your pockets may not be as deep these days, curb appeal is in your reach. Take note of simple things that attract you to other homes and implement it in yours…it’s ok to cheat sometimes! But don’t be afraid to be creative-that’s the fun part. Enjoy!

Natalie Moore can be contacted via email  at mooren@wit.edu

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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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A High Price to Pay

Monday, June 22nd, 2009

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There are two major things home owners need to keep in mind when attempting to sell their homes. The first one is to not be so eager to get your house off the market that you over price it entirely, causing it to not only spend more time out there, but in essence, create more appeal for your competition. Home buyers may pass it by completely for something more affordable. Pricing too high will pigeon hole your listing into a category that excludes potential buyers, especially for online searches, where home buyers select specifics for a home, including the price range. Why would a buyer consider your home over a similar one in the same area that is listed fifty thousand dollars less?

Two major disadvantages face the seller by doing this. First, buyers will not want to pay the asking price, so their offers will come in low. Second, by initially pricing your home high may eventually cause you to have to drastically reduce it later. This causes the seller to lose their initial advantage and create more time that their house has been on the market.

The other major element to consider is, of course, staging. More than ever it is difficult to determine what will sell and what will sit. It is imperative to know what will sell. Home owners can take the first steps to preparing their homes by completing unfinished projects and fixing broken or old things in the home, but other than that they should take the time to consult with a professional home stager for the rest. Home stagers help the sale on so many levels. They help to depersonalize the home, remove access clutter, help individual rooms complement each other, prioritize accessories, and utilize a confusing or odd layout. Most importantly, they enhance the listing photos.

Homes that sit on the market are primarily due to home sellers who do not implement all the right marketing strategies in the beginning. Strategies that will produce appeal right away, rather than decreasing the asking price and advantage in the end.

 

 

 

 

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Going Green!

Monday, June 15th, 2009

More and more companies understand the need to enforce more eco-friendly products into their line of work. The building industry is one of the most important forums to implement these changes. Builders all over are producing their homes with energy saving and recycled materials. Our company, as well, is working towards offering our clients the option of using and applying “Green” products and practices in their homes. Whether you are educated about what green products you want to use or need help choosing the right ones, we can help with whatever design needs you are searching for. We are striving towards implementing design elements, such as paints, light bulbs, carpets, etc. into more of our design and staging practices. We can even help people choose energy and water saving appliances in their homes that will not only help the environment, but also save home owners money! There is no better time to start moving in the eco- friendly direction. With ever house that either is created from green materials or incorporates green elements, is a house that can begin healing what we have all helped to destroy.

New England Staging Group has been working with green builders and other professionals to create a network of green vendors to offer our customers. We have been educating ourselves with the proper materials and products to offer homeowners and we are dedicated to helping our clients make their houses more environmentally friendly homes.

 

 

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Real Talk

Wednesday, June 10th, 2009

Being a Realtor in this market can be challenging. Knowing what strategies to use to get houses sold is a key factor and can give you a jump on your competition.  Aside from knowing how to price a house properly in this market, I have learned that it is extremely important to make that house stand out from the rest. Buyers have so much inventory to choose from right now and you need them to be drawn to your house. I have found that professionally staging a home will not only help to get buyers into the home, but can also help to get the home sold quicker. I have even noticed that it can help sell the house for asking price, even in this market.

A company that I use, that I find has a tremendous track record and has helped me stay ahead of the game in this market, is New England Staging Group. Their expertise, professionalism and knowledge of what buyers look for has helped me get my listings sold quickly. Not only does the staging look phenomenal, but they are experts at taking professional listing photos. They know just the right angles and shots to take to make the home look appealing. After all, the pictures are what make a buyer decide if they want to actually go view the house. I have listed houses in this market, both staged and unstaged and I will tell you that the staged houses sell in almost half the time. I want to thank Julie and the New England Staging Group for all of their help and I look forward to growing our relationship in the future.

 

Bill Burke is a realtor with Keller Williams Metropolitan Realty in Bedford, NH. To contact Bill, call the office at (603) 232-8282 or (c) (603) 548-5315. He can also be reached by email at billburke@kw.com. Visit http://www.billburkehomes.com/ for more details.

 

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