Today, REALTORS® are tasked with so much more than showing properties and
negotiating contracts. We are responsible for every detail in order to
ultimately close on a property. From awareness of market conditions to our
ability to help our sellers face reality about market values, a REALTORS®’ job
is seldom done!
More than ever we are responsible for insuring that all the pieces of the
real estate puzzle fit together perfectly. And for some, natural talents in
decorating, color choices, furniture placement, discarding of items, etc., are
part of their value package.
What we do know is today, more than ever, buyers rely on the Internet to view
our listings prior to making an appointment to physically see the home. Insuring
that a property stands out is critical. These buyers use the Internet to narrow
their choices, so creativity combined with a few accessories, a little
reorganization, and ruthless paring can make a property stand out in today’s
slower markets. The subject of staging comes to mind.
Even in a fast-paced market, staging can pay off. A number of surveys have
proven that staging can increase a sales price by several thousand dollars.
Cleaning and decluttering can add several thousand dollars to the final price as
well. Like the offering of a home warranty, staged homes sell for more than
non-staged homes. And the good news is that staging does not have to cost a
fortune. The comparably low cost of staging can net big rewards.
So what is “staging” anyway? Staging is increasing the perceived value of a
home by “showcasing” the space to allow potential homebuyers to mentally move
in. Staging is a subtle art that involves creativity and some muscle. The point
of focus is to emphasize the property and not the owner’s personal items.
When a property is “staged” all clutter is removed. In order for a property
to sell quickly and for top dollar, an environment of neutrality should be the
focus. De-personalizing is the key here. And creating a space that is harmonious
and spacious is the objective. The buyers must be able to picture themselves
living in the home, and that is difficult to do when family photos, grand art
collections, and other personal effects capture their attention.
Think of staging like detailing a car. A smart auto seller would pay to have
the car immaculately cleaned and polished prior to selling it. This adds value
to the car and that is exactly what staging does for a property. In fact, the
investment in staging can prove to be substantially less than the first price
reduction.
We’ve all heard that first impressions are lasting impressions, so it is our
responsibility to insure that our listings are the ones remembered. Perhaps a
fresh coat of paint is needed on a weather-beaten front door. Go ahead and
remove all those old nails that have been used to hang the holiday wreaths.
The driveway and sidewalks should be pressure washed to remove grime, stains
and debris. Insure that trees are pruned, fresh mulch/straw is placed in
flowerbeds and that the home is inviting. Odors from pets, cooking, strong
scented candles, etc., should also be eliminated.
On the inside, one of the most important things you can do is to start
removing all items that are not absolutely necessary for daily life while the
home is for sale. What I like to share with my sellers is that “since you are
planning on moving anyway, you might as well start boxing things up.” If needed,
I may recommend that my sellers go ahead and rent a storage unit and take these
excessive items off site. Creating spacious living areas is our goal.
For vacant homes, simple furnishings and accessories create a homier
environment. Sometimes it is difficult for buyers to imagine their furniture in
vacant spaces. Hence, the reason builders today use fully furnished models to
sell their products. Be careful here if you are considering renting furniture as
monthly rental fees can be expensive. Perhaps purchasing and then reselling
might be a good alternative. Yard sales, or even donating and receiving a
charitable tax deduction are options.
As top-notch REALTORS®, we should have our sellers fix any visible problems
that might be a red flag for potential buyers. Suggest that our sellers consider
re-painting public rooms that garner a lot of a buyer’s attention (kitchen,
dining room and living room). When showing the homes, we must turn on every
light in the house and tune all radios in the home to the same classical music
station. A helpful hint is to ask the owner to refrain from smoking inside the
home and from doing any cooking that would leave a smell.
So how does one go about choosing a stager? Like our business, a solid
referral is your best choice. Find someone who has recently worked with a stager
and question them about their experience. Then interview the stager yourself.
Ask lots of questions to determine how he or she works and what the cost is.
Just as we have a listing presentation, top-notch stagers will have a formal
presentation to share.
The Internet is also a good resource for doing homework prior to making a
selection. Explore www.stagedhomes.com,
which is the Web site for Accredited Staging Professionals (ASP), where a
regional list is available for consulting. There is also an International
Association of Home Staging Professionals (IAHSP.com),
which also provides stagers by region. Like REALTORS®, ASPs maintain a code of
ethics and should have sound business practices and proper insurance. A
continuing education program also offers ASPs the opportunity to increase their
knowledge by earning different levels of accreditation, such as an ASP Master.
The stager should pass your interview, just as our buyers and sellers
interview us for our jobs. Steer clear of part-timers or those practicing
staging as a hobby. Find out if the stager works alone or has a team. Ask for
references so that you can do a thorough background check. Find out if the
stager has his or her own inventory or will be renting furniture. Stagers who
own their own stock of furniture and accessories should offer you a tighter
quote.
Don’t overlook personalities. You will be working with these stagers during
various parts of the transaction, so a good working relationship benefits both
parties. Don’t just make a decision based on money because stagers have
different styles, work ethics and temperaments.
Lastly, since we function today in a global environment, we must keep in mind
that staging can also involve feng shui. Feng shui is the ancient Chinese
practice of placement and arrangement of space to achieve harmony with the
environment. Feng shui literally translates as “wind-water.”
The practice of this art involves a number of things, including the placement
of furniture. Feng shui is also defined as the belief in prosperity, harmony and
peace. The way a bed is placed in a room, the arrangement and use of mirrors,
the direction a property faces, the numerical street address – all could all be
either welcoming or not … could be consider lucky or unlucky … could be
desirable or undesirable. Many buyers today consult a feng shui expert when
buying a home, so keeping this in mind can add value to the staging process for
your listing.
With all this in mind when staging your next listing we say … break a leg!
Marcus A. Wally, MBA, GRI, CIPS, AHWD, RSPS, TRC, is an active Florida
REALTOR® in St. Augustine, Florida – “OUR NATION’S OLDEST CITY.” Marcus is the
founder and broker of NEW WORLD REALTY, which manages coaching and facilitation
of education classes around the world. He has an MBA from the University of
North Florida in Jacksonville. Marcus entered the real estate profession in
1991. He is a NAR faculty member for the Certified International Property
Specialist (CIPS) program, and is a member of the AT HOME WITH DIVERSITY
faculty. Marcus can be reached at 904-669-1081 or by e-mail at
mwally@cbwwcorp.com.
Published: 7/27/2007
