Jackie 's Blog

YOU’VE GOT TO BE KIDDING!

2008-06-23T12:33:47Z

Calculated Risk recently posted an entry to their blog entitled When Banker’s Decorate…

Let’s hope there is a significant amount of information that Travis Burton, a vice president for Perini Corp. is not conveying – such as interior designers or decorators accompanying the bankers while they make their visits and “consider changing the color palettes and finishes”.

What’s next…bankers offering staging advice to Realtors® or them possibly making recommendations to investors regarding multi-families? I wouldn't so easily discount the suggestion, remember, it all flows downhill.

It must be noon somewhere. I need Paul Harvey…and “The Rest of the Story."

Jackie

ON RECPIPROCITY, COMPENSATION AND INDUSTRY RESPECT

2008-05-05T14:26:38Z

This morning I had a most delightful conversation with a veteran Home Stager and consummate business woman. Unfortunately, the call was cut too short for my taste due to her needing to tend to a property and I, after all, really did need to get back to that proposal that has been my nemesis for the last week.

It happened that this fellow business woman, from an area outside of Massachusetts, had emailed me a few days ago with a referral for a potential local client – a home owner requesting to have their property staged. I responded, thanking her for considering me and my business and suggested another, more suitable stager for the lead, because they were closer geographically than I am and might better meet the needs of HER contact.

I have a few thoughts on this before I go further. First, that she, this highly recognized Professional Home Stager is receiving leads for the Greater Boston Area; from out of the State of Massachusetts is a testament to her Professional Staging and outstanding marketing skills. Additionally, knowing as I do how busy she is, that she has taken the time to consider other Professional Home Stagers, their skills, their businesses and the way they present themselves publicly; that she hand selects those she chooses to refer HER business to, candidly, is somewhat flattering. Finally, quite surprisingly, in that contact email there was not a mention of a referral fee.

And so, we chatted. We bantered back and forth a bit about our respective geographic area’s and the market; what we notice about the staging industry and how we are being impacted by the economy, how we are being perceived and what our experiences are with home owners, where our business is coming from, how our business has shifted, the impact our business has on our families… and then we talked about this business of referrals.

I will tell you as I told her, that in my case I have referred out to other local stagers on several occasions and not asked for a referral fee one time. However, I have always done that believing what goes around comes around. I had my reasons for those referrals - it was fortuitous (though surely, also due to hard work and other marketing endeavors) that the business came my way at that particular time and it cost me nothing to forward them on when either I was already busy or chose to honor other obligations and so I’ll call it “Karma” for lack of a better word.

However, had I accepted the referral she contacted me about I would have offered to negotiate a referral fee with her, because I recognized immediately that this was not the same, nor could I in any way rationalize it away as the same. This referral clearly came on the back of a well executed and well spent marketing dollar. She in turn responded that she was not expecting a referral fee, but that it has been in issue with some, when after sending multiple (out of area) referrals she did ask for a referral fee and as I understand it (and perhaps misunderstand it) was not paid one. Of course being the consummate business woman she is, she never did mention names or areas and I don’t care to know.

Enough already with platitudes and casual ataboys. We cannot expect a few individuals to carry the marketing expenses of an entire industry allowing a free for all (including business referrals) without reciprocity and compensation. Where is there industry respect to be found in this?

Jackie

FIVE HUNDRED THOUSAND....and Counting....

2008-03-14T00:41:46Z

DID YOU KNOW:

As of the most current reporting period of September 2006, the U.S. Department of Health and Human Services tells us there are over 500,000 children in foster care in this country.

The Mean and Median is approximately 10 years of age.

Over 40% of children in foster care are with non-family members.

Almost 90% of these children receive an agency subsidy, which is equivalent to welfare.

I grew up having friends that were in the foster care system. Their lives had a significant impact on me as a person. In every case, their foster parents provided a safe haven, but they went without many things I took for granted and they were still wounded from previous battle scars.

Somehow, throughout my life I've become friends with others that have become foster parents themselves. A few have even gone on to adopt many of those they've fostered. I've often wondered and asked them how they do it. One thing is certain, huge sacrifices are asked of and made on everyone's side - sometimes gratefully and other times not so.

I remember being a teen. I remember raising a teen. It wasn't easy in either case. And while I've never been in foster care, I have heard from both sides of the fence about what it's like being a teen or raising one in foster care and I hate to be so blunt, but I'd much rather have walked in my own shoes.

Thankfully, there's a national network; a 501 (c ) 3 non-profit organization known as FosterClub meeting the needs of these youth. They provide a voice, an ear, and personal growth outlets for those in foster care.

FosterClub says that child abuse is the number one social concern among teens in the United States. We're worried about the economy, teens are worried about safety. It's enough to make you cry, isn't it?

I'm grateful FosterClub exists. I'm grateful youth have an avenue to make a difference in their lives. I'm grateful I have an avenue to make a difference in the lives of the youth in this country that are in foster care through no fault of their own and I'm hoping you will be too. Foster parenting is not for everyone. There are many other ways to offer support. You can find additional information about supporting FosterClub and youth in foster care here.

Jackie

DIGITAL CAMERA and…..VINEGAR???????

2008-03-13T15:18:29Z

One of my favorite tools for helping home owners to "see" what a buyer experiences when their property is being viewed is the screen on my digital camera. It never lies. Somehow that camera is able to pick up not only what the room looks like and what's in it, but what's not and often times how it feels. Most times my clients are surprised when they "see" through the eyes of that lens and believe it or not, it empowers them, because they're not guessing anymore. I love that A-HA moment. The real team work frequently begins at that point.

Get out your digital camera and snap a few photos from different angles. Upload them on to your computer so you can experience the difference you've made in your own property when all is said and done. Remember, you have power, you are observing and discerning, using discrimination.

You knew this was coming, right?

If you've not already started, today would be as good a day as any to begin cleaning and de-cluttering that space you evaluated.

You'll want to start separating those items you'll be discarding, donating, storing and placing aside. I usually place larger (larger meaning, larger than a soup bowl) décor items in a box to be used judiciously throughout the home after this process is complete. Clean everything including upper door jams and especially those décor items you might be using later to merchandise your space. Did you know that dust produces odors? It's true!

I don't house clean for my clients, but have four consistent recommendations for cleaning and I've been making them for years.

If you will be cleaning yourself, try diluted vinegar. Buy it in a jug, because it will save you money. I learned this growing up and even remember Heloise writing about it (am I aging myself?). Here's a link from the City of Richland, Washington for those Naysayer's.

Magic Eraser®. This little gem is a true money saver. Test in an inconspicuous area if you'll be using it on painted walls first.

Hire a cleaning company if you are not committed to cleaning top to bottom inside and out. The one time expense of hiring a company to come in with a crew and clean your home for 6-8 hours may very well be worth the expense. Be very clear that you are selling your home and you want everything cleaned, including inside window frames - most house cleaners I speak with will not clean windows. **De-cluttering must be done before they arrive for best benefit!!

One of the most important recommendations I make - hire a window washing company or wash your windows inside and out. There is just no room for negotiation on this one. We know buyers respond to clean and bright windows.

Of course after all that is done you'll need to keep up with the cleaning and we might as well have fun with it, right?

We fill squirt bottles with water in my home....and hide them to surprise our unsuspecting victims. What will you do to have fun in the cleaning and de-cluttering process?

Jackie

YOU WANT ME TO DO WHAT???

2008-03-04T13:23:17Z

Class....CLAAAAAASSSS!!!! Listen up! We have work to do!

Jeez, do you remember one of your teachers starting the day that way? I'm not sure what brought that image to mind - it must have been when I saw these definitions actually written out:

Observe - (verb)

to inspect, to watch carefully especially with attention to details or behavior for the purpose of arriving at a judgment
to come to realize or know especially through consideration of noted facts
to take notice

Discern - (verb)

a: to detect with the eyes; b: to detect with senses other than vision
to recognize or identify as separate and distinct (discriminate)

Definitions provided by Merriam-Webster Online

Have you noticed a trend here? I began this series with Power; the context I used it in was a verb. The two words listed above are also verbs. Verbs express action or modes of being. Believe it or not, this is going to be particularly important, because when you prepare your home for sale there are basics that really have to be addressed - this ain't no spectator sport. Your Realtor® can do what they do best to help you sell your home and you can get active on what you can do to help.

Of all the tools I have available to me as a professional home stager, I consider the two listed above to be the most valuable and important. Everything else I do flows out of observing and discerning. I don't want to write another top 10 list for home sellers - I want to share. So, here goes...

Homework:

Watch this video with music by Phil Collins, Take a Look Through My Eyes

As you're watching it, be aware of your surroundings.

Observe everything you can about the immediate space you're in. If it's too big for you, or it puts you in sensory overload, head for a smaller space like a closet or a cabinet; that's OK, because many of those closets and cabinets need attention too. Go ahead and notice the smallest of details and peek under things. Look up, down and around.

Discern with your senses and discriminate (it's really not always a bad word, I promise) and take written notes of what you find, the good (especially the good), the bad and the ugly.

Do you have an idea why I chose that particular video representation for this Blog post?

Have fun and remember............. You've Got Power!

Jackie

If You Knew No Fear, What Would You Do To Help Sell Your Home?

2008-02-28T15:25:03Z

It could be the circles I'm networking with or just the luck of the draw.

I'm seeing home owners that have to sell.

Some contact me as a last ditch effort, hoping for a miracle.

I've seen a few houses that could be on the market for a long, long time. Truth is, as soon as I approach the property I get a sense of why that is. Some of these owners are so afraid they're as frozen as a glacier in the Tundra. And it's obvious by the way the home is presented.

You may not have the "eye" or the financial means to stage your property as best as can be done, but there are a few low cost measures you can take so that your home is infinitely more attractive to potential buyers. The secret is in the details.

Crank up the sound and start moving those feet - Many of you do have the power to make a difference in your house and frequently you can address these issues on your own.

For the next several posts

We'll be breaking down one of my basic staging consultations into bite size pieces.

There won't be actual merchandising suggestions at this point. We're at the very beginning, but most important phase of preparing your home for sale.

Before you can think about arranging furniture and accessories there are basics that have to be addressed.

Stay tuned.

Jackie

HAPPY BIRTHDAY TO YOU, YOU!

2008-02-15T22:31:12Z

Happy Birthday, Presh. February 16, 2008

"For my birthday, I want something that will last forever"

Are you sure you don't want to go to the movies?

How about money to go shopping?

A really big birthday party?

A pony?

Alright, I give. You never did make it easy.

The TRUTH is...
There is only ONE (anything) I know of that is "forever" ... and that would be Father God. He is without beginning or end.

Let's talk about this more over a game of Monopoly^R. Trust me on this...you DO want to play Monopoly^R with Dad and I for your birthday; and you'll want to buy the first railroadyou land on. There will be no more clues...well, unless you can reach Warren Buffett.

That gift and the words from this Blog are supposed to be around for a very long time; some say, "forever", but I doubt it. Stick with Him, Presh.

Listen for Luxembourg in the You Tube Video...you must have known, I'd "never" forget.

I love you.

Mom.

The Times They Are A - Changin'

2008-02-08T20:42:04Z

"The unanswered questions aren't nearly as dangerous as the unquestioned answers." Dena

Has anyone else received the most recent Ballard Designs catalog in the mail? Mine actually came several days ago, but I just had time to check it out today.

I get a real kick out of reading the little blurbs they attach to some of their merchandise. On page 77 of the catalog they are highlighting the new Kingston Bedroom collection. There is a handwritten tag describing the process as to how Ballard Designs came to find inspiration for this collection in the original antique piece they found in Brussels. The title caught my eye because I might expect to see it here, on Active Rain, in Stage It Forward.

"Sometimes, all it takes is a little paint"

And so, I read further. Funny how that happens, isn't it? Something captures your attention and you read on or listen more intently to gather more information.

The third sentence began, "To be honest...." They further say, "it was not love at first sight."

This really caught my attention, because I recently read something that was written cautioning against speaking or writing with this language. Funny again, don't you think, that a major marketing campaign is out and about using those same words?

My first point ... there are very few absolutes. If you state one, chances are you'll have to defend it at some point. Why? There are plenty of folks that consider unquestioned answers dangerous and thank goodness too or we might not grow individually or collectively and I can't help but wonder how difficult it might be to stage a cave, mid-winter, in New England.

My second point ... evaluating and presenting something in a different perspective can be beneficial. In that little handwritten history, Ballard Designs describes how only one person of their crew saw possibilities where all others saw none. Professional Home Stagers are proving this many times over in the real estate industry by assisting home owners in preparing their homes for sale.

Finally ... Any one person can repeat and do what everyone else says and does if they want the same results. It takes a certain amount of courage and fortitude to know when you're right and be willing to be different. I'm thinking there are now thousands of Realtors® and home owners that have recognized the difference stagers bring to the home selling process that can attest to this.

Jackie

To order the Ballard Designs catalogue or read additional information about the Kingston Design Collection I referenced go to www.ballarddesigns.com

Special thanks to Dena for always signing her emails with that quote, it has been life altering

“BEFORE” Photos and Home Staging

2008-02-02T15:54:27Z

Many of you know my company has adopted a "will not disclose" policy regarding all before photos that are taken of occupied staged homes. Unless my clients have made a specific request, in writing, Perceptions AdverStaging^TM will not use them in our marketing endeavors. For those that have asked, you also know my first concern is always to highlight your property in its very best light, all while protecting the integrity and privacy of your entire family.

Today I read a blog post written by another Home Stager; he had recently staged a home while the sellers were still living there. Specifically he shared staging photos of a teenage girl's room. Before and after. Truly, he perfectly executed neutrality. From the photos you would never know the same teenager lived in that room. A buyer could now look at the space and imagine it as ... well, anyone's. He'd done an excellent job and the photos told a great story. Hence, the reason so many stagers use before and after photos.

So what's the big deal...

It was my initial concern for teenagers and how they identify with their space that led me to implement the policy I have.

In this particular case the parents hadn't spoken with their daughter about a home stager coming to stage her room and she wasn't home while her room was being worked on. Remember, she's a teenager - she has lots of stuff. When she returned she found her room... well, anyone's. She was not happy. Can you blame her? Having raised a teenage daughter, I can only imagine the battle that ensued between parents and teen. Because I'm a home stager and what I can see in the photos, I know there is little left in that room of her.

How would you feel in that situation? Imagine...you've not had an opportunity to sort, pack, or clean - to prepare yourself even more so than your space.

Add to that, the person that has helped you, has now posted photos of your space online. Imagine you are a teenager and ask yourself again. How would you feel?

If you have children, especially teens, please let them know that you have hired a Home Stager and they will be coming to your home. Allow them just a little time to prepare themselves, just as you've had time to prepare yourself for the changes in your space.

Please consider asking your children, especially your teen, how they feel about having their before space (photos) used for marketing purposes - especially online. If necessary ask your Home Stager for marketing exclusions of before photos for your child's room.

Stagers - please consider that space is highly personal for most. Exercise care and caution in utilizing before photos.

Jackie

What do YOU see?

2008-01-05T02:41:15Z

A new year brings excitement for me; it's much like I remember shopping for school during the hot, lazy days of August when I was a kid. Anticipation begins building for the upcoming year sometime around Thanksgiving; something about that first big holiday gets me in gear and I start mentally reviewing where I've been and where I'd like to go - if I'm lucky I get to bring along a few for the ride.

My biggest personal commitment for 2008 is to spend more quality time with family and friends. It's important to me that our time together be fun, warm, bright, cheerful, sometimes bold and always authentic. I would like to stay away from the dull, dry and sterile routines of yesterday, but certainly our history together is important so I'm sure we'll be including a few traditions, just as long as they're easy and low maintenance and fairly simple. I've found we have more fun when we just enjoy each others company, rather than get caught up in the to-do.

Bringing my goal into focus was a whole lot easier this year than previous years, because the design trends for 2008 happen to have perfectly lined up with what I wanted to identify with. The whole process was interesting really. Because I'm so visual I see my goal, or what I want, in my minds eye in color. It was fun to expand that visual goal based on the experts color predictions. The same with authenticity, it turns out green design could be the biggest design trend of 2008, as long as it's done right and not to fit a trend, according to Claire McGovern of McGovern Design House. It appears savvy buyers are also looking for authenticity. I'll include a few predicted design trends for 2008 and you can let me know if you see my goal embedded in that list.

•· Bye-bye to the minimalist! Colors, textures and layers are in! And that includes the backyard - we want to enjoy every inch of our living space. Word has it, according to Architectural Digest that our outdoor living space is becoming increasingly important to us and we want it decorated.

•· Mixing it up. Blue pairs with camel and tan, pale green and yellow. Look for warm red tones, such as watermelon and carrot orange. Black and white combinations will stay for 2008, but will be combined with yellow, lime orange and fresh green. Lime yellow, kiwi and tangerine are expected to be popular in the kitchen. This all according to Janice Simonsen, design team spokeswoman at IKEA.

•· An old dog learns new tricks. Furniture designers have put new looks on old favorites. Keep your eyes open for restyled wicker chairs and bentwood rockers and expect to see them in modern settings.

So, what do you think? Do you see my goal? Can you see any of your own goals in any of those trends? Actually....now that I think about it, maybe I'll make a few changes around the house too. How about you?

Jackie

I am Humbled and Honored

2008-01-02T23:56:20Z

Recently, I got some amazing news. I found myself sincerely speechless when I was nominated for the RESA Staging Innovator of the Year for 2007. To say that I am deeply humbled and honored to have been recognized by my peers for this incredible award is the understatement of the century and I am especially grateful.

It makes me even more humble to see who my fellow nominees are, namely Melissa Marro, Christine Rae, and Craig Schiller. Their influence and contributions in the staging industry are tremendous and I personally THANK each of them for making the in-roads they have, because they help to create an environment that makes my business that much more successful.

Each of us has been nominated because at least one other person thought us worthy based on the following definition:

RESA Staging Innovator of the Year: The Staging Innovator is a professional who is taking proactive actions to further the industry and bring legitimacy to the profession.

I would also like to personally THANK Shell Brodnax, President of RESA for her dedication and commitment to the professional staging industry and for creating RESA - a first-of-its-kind organization for which any professional stager could join, regardless of one's training or designation. Shell, you are a true innovator!

For more details regarding the Staging Innovator of the Year 2007 please click here. You'll be able to view more details about each of the individuals mentioned above (and me, too!).

If you are interested in the additional RESA nominations they are; Rookie Stager of the Year 2007, Staging Realtor of the Year 2007, and Professional Stager of the Year 2007.

I encourage you to check out the links and VOTING is open to everyone.

Jackie

Terrylynn Fisher Meme’d Me!

2007-12-16T20:02:00Z

Sheesh...the meme bug is relentless this time of year. Terrylynn Fisher recently Meme'd me - you can find her MeMe here. Since this is my 2^nd MeMe and the first can be found here, let me share 5 things I KNOW you can not know about me.

I like to imagine being able to invite anyone at all over to enjoy a meal with my family and me. We would discuss all manner of things and hopefully they too would find us entertaining and interesting. If I were given an opportunity to ask anyone at all to come to my home for dinner, living or not, it would be Leonardo Da Vinci. I imagine a conversation with such a broad spectrum genius would be awesome in every sense of the word - not to mention incredibly inspiring and enlightening.

My favorite read book of 2007 was THE SHACK. I won't even bother with a review because I'd ruin the storyline and best surprises of the book. Suffice it to say, I will never look at God the same way again. I have given more copies of this book as gifts than any other gift, ever.

If I had a theme song for my life it would probably be Tom Petty's I Won't Back Down. Since I haven't figured out how to include the You Tube Video, go ahead and click the link. http://www.youtube.com/watch?v=yHJMp5bz9u8 I have friends that laugh to themselves and think of me every time they hear this song; they say it fits me perfectly.

My favorite food is Sushi! Love it, love it, love it!

My favorite color is sage green.

My 3 picks this time around in no particular order:

Melissa Marro

Terry Haugen

Julianna Hind

Staged Summertime Deck - And a Few Staging Mistakes

2007-12-15T14:57:53Z

This obviously is not a recent photo, but I thought I'd put it up here because it seems to me it's a great example of what might obviously be a NO GO, but still work regionally. This deck really needed to be softened up and brought to life a little, it was dull, dull, dull!

I later learned from studying great staging photos, reading blogs and really, really paying attention to all those interior design magazines and books I'd been collecting and reading all these years, I'd made some staging mistakes on this one. I was in a time crunch to get it done, so aside from some obvious table setting issues that I saw once I looked at the photos, I've learned there are a few other staging MISTAKES here.

I'm putting it up because as I've learned from reading, looking at photos, studying and asking questions - I've also learned by other folks being brave enough to point out not so glaring mistakes.

Anyone want to give it a try? Just remember, Melissa did set some ground rules.

I'll start: Though the deck did need to be softened up, I'm not so sure I'd use all those flowery pillows anymore. I think I might still throw one in there, but not all of them.

Aside from the staging critique, what do you think, any flowers on the pillows or do you throw in any little surprises?

Jackie

As Steel Sharpens Steel...

2007-12-15T13:29:56Z

I've posted another view of this morning room here. I've been very pleased with the results of this project, but in seeing some of the other "pro's" work, I keep going back and rethinking...should I have done more? For example, how about art work or a mirror over that fireplace? And because of the height and angle of the ceiling, what about dimensions and scale if I were to have placed something there - and then I'd have had to worry about busy-ness, etc...

I think it might be helpful to actually see both photos of the room, so be sure to follow that link!

I'm looking forward to the feedback! Thanks in advance!!

Jackie

Home Sellers in the Open Marketplace

2007-12-10T22:52:21Z

1. Make the Break - Start thinking of your house as a commodity on the open marketplace and let go of the home that has helped to create your memories. Buyers are not purchasing your emotional attachments; they're in search of their own. Acknowledge that every other house at your price point in your neighborhood, town, and maybe even neighboring town is your competition. The sooner you can do this the sooner you can begin disassociating from your "home" and recognize it for the valuable commodity it is. You'll make your Realtors® job a whole lot easier and quite possibly your own life less stressful.

2. Start Thinking Strategically - If you're hoping to make a silk purse out of a sow's ear that probably won't happen in today's real estate market. Be prepared to take an honest look at your commodity, its positives and negatives and know that you absolutely can capitalize on them. Start by taking inventory of necessary repairs and improvements and you'll be steps ahead of your competition in many cases.

3. Start Packing Now - Most of us shop for furniture and accessories before we think of weeding out what we already have, creating a cluttered, ill-defined space. Buyers aren't interested in knowing how much furniture can fit in 1200 square feet, seeing china collections, or how well we organize our children's toys. Buyers are there to evaluate the space and make an emotional connection. Give them what they came for.

4. Sterility Doesn't Sell a House - If you're thinking of storing everything and showing your house empty you ought to know it's been said only 10% of buyers can visualize how a space should be used. Maintain some warmth and fun in the environment; just be sure to keep it neutral. Need some ideas? Look to your mailbox! We're bombarded with examples of effective staging techniques called vignettes, from the Pottery Barn® catalogues to the magazine subscriptions many of us subscribe to. Still need more help? Call in a home stager. They'll evaluate and assist with staging the entire property from curb appeal to the smallest of details; it's a minor investment that can bring in great returns.

5. Bring In the Experts - While it's true there are some home owners naturally talented and able to measure and understand the changing marketplace and area trends, it's unusual. Buy yourself the extra insurance of working with an expert team consisting of a Realtor® and a home stager; their knowledge and expertise can help you make the most of your commodity in the open marketplace. Realtors® know real estate, stagers know how to best present your commodity to the broadest buying audience. Both have the same goal you do, to help you sell your home in the least amount of time for the most amount of money.

Jackie Peraza is the Principal and Owner of Perceptions AdverStaging^TM, LLC, a Staging, Redesign and Dewey Color Consulting firm located in Framingham, Ma.

Thank You Gifts and Business Discounts

2007-12-08T13:37:04Z

Between getting ready for the holidays in my own home, considering those that have directly impacted my business most directly and profoundly this year and possible extra special gifts for them and my recent post Little Blue Boxes, I was reminded of the business discount I have with Tiffany's and other fine retailers.

Did you know that Tiffany's offers a business discount of 15% for many items in their product line? The selection is generous and there are multiple price point options to choose from. They also offer free shipping. Their application process is simple and takes about 5 days for approval. You can apply onine here. They outline the rules for using the account on the site.

I won't be purchasing those little blue boxes for everyone, but there are a few that have contributed significantly to the growth of my business endorsing and referring me frequently. I'm looking forward to seeing their faces as they open this particular gift.

Can you think of anyone in your Circle of Influence that has contributed significantly to your business and would love to receive a little blue box?

Do you purchase extra special gifts for those that contribute significantly to the growth or development of your business? I'd love to know what they are.

Jackie

Little Blue Boxes

2007-12-08T01:31:06Z

image courtesy of luxist.com

What flashes through your mind when you see Tiffany's robin egg blue box?

Do you think that happened by accident?

What does Tiffany's little blue box have to do with real estate?

And staging?

It's all in the packaging.

And branding.

Jackie.

It’s a White Christmas ~ Afterall…

2007-11-30T22:38:32Z

This year for Christmas I asked Santa to bring me a pure white cat. To make it a little more complicated, I wanted this cat to be a rescue. It had been several years since we'd had a cat in our family and I was finally ready to admit a new one into the fold. Inspired by Patricia Kennedy's It Was a Two-Cat Night and the adorable image of those white fur balls, that's exactly what I wanted.

I don't normally make a big deal of requests for myself for Christmas, I really love to give gifts and well, if I want something I go get it myself, asking someone else to get me anything has just never been my bag. But this time I wanted it to be a gift. I showed my family the photo on Patricia's post; I wanted to make sure there were no misunderstandings.

Apparently, finding a white cat at Christmas is no easy feat. Finding a pure white cat at an animal shelter is even more difficult, it seems. At dinner, one night, my family asked me how I would feel about getting a white cat with gray ears. Shocked, I reminded them that if I received a white cat with gray ears, I would in fact not be getting what I asked for. I thought their mouths were going to hit the table - I really am not usually so difficult to please. They tried again, "well, what if we found a pure white cat with a little bit of black on the tip of the tail?" Again, I reminded them that I had requested a pure white cat - white meant white, not gray or black or any other color they might try to get by me and if they were unable to find me what I had requested, just to let me know, I'd be more than happy to find the cat myself. I guess I should mention that at this point I seriously doubted their ability to listen well.

About 3 weeks went by and finally my husband told me that short of spending almost $1,000.00, my dreams of receiving this gift was just not a reality. Undeterred, I took out my laptop, grabbed the phone and started making phone calls. Within about 2 hours I had identified a shelter, located within 20 minutes of us that had two pure white cats, sisters that had to be adopted together, if either were to be adopted at all. If anything, I'm tenacious.

Bear with me here; there is a message in all this. There are plenty of buyers (clients) that are asked what they want and then offered something other than what they communicate; and sometimes these same buyers communicate in more subtle ways, they're not quite as direct as someone like me. But I wonder how many of these buyers are inclined to do exactly as I did and take matters into their own hands, finding other ways to have their wants and needs met when they realize those they entrusted with their dreams tried to give them something other than what they really wanted.

Jackie

Staging – MY PARADIGM Shift

2007-11-25T14:30:08Z

I make no mistake about the importance of alliances with Realtors and agents in the staging industry and how they impact my business. I highly value the relationships I have and am building with those in the real estate industry locally and nationally. Having said that, I also recognize that I am in business - I own Perceptions AdverStaging and I take great pride in the fact that I opened this business with a purpose and a mission. I fully plan on staying in business regardless of who continues to sell real estate and who goes. My business is multi-dimensional and is extremely client focused. Having said that, I thought I'd share my perspective and a bit of my marketing plan for those that are having a difficult time or for those just starting out in their own staging business.

FACT: The person that pays my invoice is my CLIENT

FACT: The person or company that refers me to my client has formed an alliance with my business and I interview them as well as they interview me - they do after all represent me and my business in the marketplace.

Given these FACTS I offer an alternative view and marketing perspective for the staging industry:

Real estate agents are not my sales force as I saw an agent respond on another stager's blog post.

My company provides a service that assists Realtors and agents in selling their clients listings, much the same way that photographs and virtual tours assist those same Realtors and agents.

I realize this is a very different paradigm than many in the staging and real estate industry are used to, but it's true. Should those same Realtors and agents choose to not offer photographs and staging services to sell their listings they are not only hurting themselves financially, but I believe they are doing a dis-service to their clients. It is well known that those homes that are not marketed to the best of the industry standards do not sell at the highest market sales price. Note: I did not say agents had to pay for staging, but rather offer the service to their clients.

Homeowners can and will hire me with or without the assistance of their Realtor or agent. Many Realtors and agents are educated in regard to staging and elect to not educate their clients. I will - it's part and parcel of my company mission. There are a multitude of eduational opportunities for us to enter into and they have been blogged about on SIF, though many more exist.

Many if not most of the listings that are for sale in my area are listed with addresses. If I choose, I can contact the home owners directly advertising my services. It is said that each of us has a circle of influence of 207 people. Why would I eliminate 1 home owner that has a COI of 207 people because a timid or reluctant agent decided to limit the home owners selling potential? My company offers a service that is proven and beneficial to home sellers - they should have the opportunity themselves to decide whether or not to enhance their listings.

Ultimately I am my own sales force. It is up to me to educate the local real estate offices of my business as well as local home owners. Additionally, I can have a sales force, or circle of influence that may value my services and have no fear in suggesting a referral or recommendation to a home owner and I do utilize that sales force.

My Circle of Influence: I have a circle of influence that consists of a hairdresser, a CPA, a mortgage broker, a local banker, a vet, lawn maintenance company (very large I might add!), an electrician, a plumber, a painter, a dentist, a doctor (several as there are more than me in the family and they too have personnel in my COI) and the list continues aside from neighbors and friends.

Here's an example of an alliance outside of a real estate agent I've formed with a lender: I interviewed him. He interviewed me. We decided whether or not our values were aligned and whether or not our clients would be best served in cross referrals. We follow - up with our clients to make sure they're getting the same service they would from us individually and we let them know we want them, our clients to be happy. Guess what happens in exchange? Our clients recognize they are important people and they refer important people - otherwise known as friends and associates. That's just one example.

Interested in more? Let me know.

Let’s Go Shopping!

2007-11-19T02:25:49Z

If you're anything like me, you like a bargain. Of course you still want quality, but you'll not want to pay top dollar and if there's a way to make the whole shopping experience fun, all the better.

In the spirit of Black Friday Shopping, I thought I'd share some of my favorite online shopping haunts. Be forewarned that with some of them you may need to actively pursue what it is you're after - much like a flea market. Ready? Let's get started.

Fishing For Deals- I've known about this site for several years and have recommended it to many friends and business owners. Without registering to use the site you will only have access to two board features, Catch of the Day and Black Friday Deals. They may be all you want or need to start or complete your online holiday shopping. I highly recommend bookmarking this site to keep an eye on the Catch of the Day - it is hit or miss after March, but always worth checking in on.

Woot - Anything you could want or need hi-tech related. Here's the catch .... They only sell ONE item a day until it sells out. Last year on Black Friday I purchased head phones for iPods for my family for $7.95, they normally retailed for over $80.00 - they sold out within 1 hour.

Gottadeal.com- All Online and Offline Black Friday deals listed here and kept updated. You will not want to miss this one.

GasBuddy.com - Because I spend quite a bit of time in the car, it's important to me that I find a value in gasoline prices. Want to know average gasoline prices where you live and be able to get the lowest price? Head on over to this site. Prices are listed for USA and Canada and are updated at least daily sometimes more.

Shopgoodwill.com - I already know what you're thinking, but think again. This is one of the "flea-market" sites I was telling you about initially. I have purchased several décor and home staging props at this site. Examples of what I have purchased have been dinnerware, crystal vases, candle holders, very large vases, etc. I won't give away all of my secrets, but I will tell you that I've purchased items that are brand new with tags and have come from Tiffany®, Horchow, etc. I can also tell you that there are many, many items that do have certified appraisals. I have paid to have the appraisals verified and they have been accurate. Many eBay sellers have identified this site and it's become popular over the years. This site as is any like it will be hit and miss, you'll need to come back frequently. Pay particular attention to shipping costs.

I do have one more favorite, but they don't list their sale prices until about a week or two before Christmas. If they have the sale again this year, I'll post it. They have offered free expedited shipping for the last 4 years. You'll not believe the name and the prices when I list it. It is one of my all time favorite retail shopping places because of the quality and vibrancy of colors for bed linens and bath towels and accessories. The silk arrangements are stunning and frequently furniture pieces can be had for a relative bargain. The prices will still be higher than Home Goods, but for me, the depth and vibrancy of colors and overall quality providing for greater longevity is above comparison.

That should get you started! I hope you have as much fun on some of these sites as I have had over the years.

Jackie

A Photo Is Worth A Thousand Words – Long Term

2007-11-07T12:40:55Z

It's important to me that my clients know I will always try to have their best interests at heart. I develop relationships for the long haul, to benefit everyone; believing that what I give out, I usually receive back. Believing this and in fact recognizing it as a core value of mine has helped to shape the way in which I conduct business. This is important information, because it has helped to frame a policy my company has regarding a practice most home stagers are involved with and one in which I not only differ, but do not offer to prospective clients.

The practice I refer to is the use of before being staged photographs of occupied properties. My reasoning is this: If my entire goal is to draw attention to and highlight a property, why on earth would I ever take the risk that a potential home buyer would ever see that same property in anything less than the optimal condition the home is or has been in?

Additionally, there are people that live in that home; people with feelings and not all of them are adult; some of them do not want their not so proverbial dirty laundry aired. Take a good look at your own home on its very worst day and ask yourself and your family if you would like that image of you, your family and your home displayed for anyone.

It seems amazing to me that I can click on a button and gather information on a home that will tell me all public data that is available on a specific property. I can click another button and zoom in on a swing set in theback yard. Is it that far of a stretch to imagine, some day, the possibility of someone collecting all the images ever posted on a particular property and compiling them into the same database? Mmmmm....not that hard for me to imagine. And, it's not in the best interest of my clients for me to participate in this practice.

I am able to display before and after photos - I just do it a bit differently. I use my digital camera. Yes, I said digital camera. You see, when I provide a no cost bid I'm able to convey my care for my clients, explain my company's policy and the reasoning behind it and then I take just a short amount of time to "stage" a small room, say a bathroom, or set up vignettes in the kitchen or stage the breakfast area. I take the before image and then the after image. I display, via the camera screen and in person, the before and after's. Thus far, it hasn't hurt me a bit.

Should I encounter a potential client that is insistent on those before and after photo's that most other stagers use, I'll be happy to refer them on - I do after all have to protect the best interests of my current clients.

*** NOTE: After reading and agreeing with important principles in Carole's blog Post found here, I've amended my wording on the "always" found in this post. I also believe that Jackson West brings a great amount of validity to his perspective that is found in the comments below and they tie in well with Carole's post. Thank you to both of you for expanding my own "never land"!

Jackie Peraza is the Principal of Perceptions AdverStaging^TM, LLC - A Home Staging, Redesign and Dewey Color Consulting Firm located in Framingham, MA.

Won’t You Be My Neighbor

2007-11-06T01:22:02Z

I remember watching the smiling face of Mr. Fred Rogers as he sang Won't You Be My Neighbor, while putting on one of his famous sweaters.

I particularly liked the way he somehow made me feel welcome, even though I sat on one side of a screen and he on the other.

It somehow never occurred to me that we were worlds apart. Mr. Rogers was able to convey his sincere invite into his own special neighborhood and found a way to maintain that mystique through the entire program with various characters and lines of communication.

I loved the concept of the Neighborhood Mr. Rogers created and never forgot it.

It doesn't surprise me a bit that here I am today, participating in a neighborhood that reminds me greatly of Mr. Rogers Neighborhood.

From the moment I found Active Rain's Home Page, I was invited to enter into the neighborhood and become a vital part of a thriving real estate community. Immediately, I was invited to put on my own sweater by filling out the Profile and get more comfortable, a little at a time. Emails came quickly, welcoming me, encouraging me and sometimes even leading by the hand - some of us need more direction than others.

I've found several cul-de-sacs in the neighborhood I like to hang out at; and I have a few favorites that you're sure to find me at. There's Active Rain Newbies, where I met my first Active Rain friend, recently wed, Judi Morgan. I've learned much in this group and when everyone else is sound asleep at 3:00 am, I know I can find someone walking around, keeping patrol in the neighborhood over there, always at the ready to answer a question or provide direction.

There's Stage It Forward; I wouldn't even know of the Active Rain Neighborhood or the high real estate value it provided, were it not for Craig Schiller and Stage It Forward. The camaraderie, learning potential, and growth opportunities available to the staging industry and groups within Active Rain have blossomed thanks to Stage It Forward. I am especially grateful for those cul-de-sac neighbors and friendships that are forming.

You never know who is paying attention to your conversation here in the neighborhood and what might transpire when one of your neighbors overhears that conversation.

Active Rain's neighborhood has led me to another cul-de-sac, one I might not ever have heard of or considered had I not settled in the neighborhood and that is Buffini and Company, Coaching the Good Life! Though no stranger to professional and business coaching, this coaching has proven invaluable and the friendships I am developing even more treasured. A few months ago, I read something Fran Rokicki had written about Buffini and Company and decided to follow it up with a call to her. Being the professional she is, she took my call and the rest is history. I expect I'll be found in this cul-de-sac for a long time to come.

I know we all have our favorite cul-de-sacs in the Active Rain neighborhood; but at least one thing remains the same - We're all neighbors.

I particularly like the way you somehow make me feel welcome, even though I sit on one side of a screen and you on the other.

Won't you be my Active Rain Neighbor?

The Wind Beneath My Wings

2007-11-02T17:55:53Z

Have you ever met anyone that made you wonder if you were walking around experiencing life half asleep? You might know if you've met someone like this because they're like the bright light that moths are attracted to, they don't really do anything to get your attention, they just are; and what ever they are or whatever it is they seem to have in their core, some of us want a piece of.

I know a woman we call Sissy just like that. She lives life as though she might not wake up tomorrow; enjoying the beauty of the moment. She's not reckless by any means, though her approach to many things does sometimes seem unorthodox. She forms deep relationships with most she comes in contact with and most folks just plain like to be around her. Sissy challenges every ‘because that's the way it's supposed to be done' rule that has ever been laid before her; and she always has.

Image of Sissy Flying Kite Night After Camping At Haleakala Crater, HI

Occasionally while speaking with Sissy we'll discuss our respective jobs. Almost without fail when we have these conversations she'll ask me what I'm afraid of or what's stopping me from___ and she'll fill in the blank. Most of us that know and love Sissy really enjoy this about her. As a matter of fact, I can't think of anyone that doesn't. Don't get me wrong, we squirm - bunches! But in the process we're able to eliminate those things that aren't needed, shift things a bit and move other things around until they better fit and make more sense in the space we're in. It's not unlike staging an occupied property at all.

Bette Midler recorded the song The Wind Beneath My Wings for the movie Beaches when when Sissy was in elementary school. I used to say it was the song that defined our relationship - it was how I saw her. I still do.

Once in awhile Sissy will call early, before she leaves for work, or late, after working on a project she wanted to get perfect and say "Mom, I'm having a hard time with______, do you have any suggestions?" It's then that I get to think to myself: Well...wind I may not be; but maybe at least an open window that allows a breath of fresh air.

Raffia as a Teaching Tool

2007-10-28T01:19:40Z

Alright, so I was only joking when I commented on Jackson's blog about using raffia in the future. Truly, it had never occurred to me before to stage any of my props with the stuff. It just seemed so unkempt to me - what with stringy ends and all.

Recently, and only since there were several posts around the same time concerning the use of raffia, the idea snuck into my awareness somehow; and there has been a something about raffia that has intrigued me, something raw and refreshing. I suppose it could be I hate to think of myself as a know it all. I hate to think I claim to be part of an inner circle that is so rigid that there is little room left for the art of design and the surprise of playfulness that's found there. I've been in no hurry to rush out and purchase said raffia, but rather have left the entire idea to simmer, believing that it probably helped to address larger and broader issues as they pertained to my business and how I perceive my role in the staging industry. I just left the whole pot to cook, so to speak and moved on for awhile.

‘Lo and behold, today, as I was perusing one of my favorite online shopping haunts, I came across an article about a designer that uses raffia. In part, here is what the bio had to say about her: "Since 1997, her beaded and embroidered designs have helped redefine beauty in home decor." Kim Seybert is the designer. She uses raffia, amongst other items in the most ingenious, delightful and artistic ways. There is, for example a white table runner with raffia accents that I find stunning; the cost a mere $395.00. I can't help but wonder how many have told her it's just not done in high end home décor to use such a lowly device. I think had I been given the opportunity, I would have; and I think she may very well have told me to go pound salt, had she been given the opportunity to respond. Thankfully, none of that ever transpired.

The picture I've included is of a napkin ring with beaded fruit and ...yes, you guessed it, raffia.

I've learned several valuable lessons in all this. Probably more than can or should be blogged about; but most importantly I've learned that I want to remain creative and attentive to possibilities. I've learned I want to become much more respectful and appreciative of other stagers and their methods, even if I do not agree with them, especially if their methods work and they produce results for their clients. And finally, as a very wise 6 year old once told me, I've learned that it is definitely "OK to color outside the lines."

Put Me in Coach

2007-10-24T13:17:09Z

It doesn't take much for me to find a "win" in my day ordinarily and I'm grateful, because I know many folks have a difficult time noticing the insignificant small positive outcomes that occur daily when everything else around seems to be telling them the opposite.

Today is one of those days with such a win. It's not seemingly a big deal, and yet I know it will ultimately be a very big deal. I've been a Club Net Member since 9/7/07 and had not yet signed up with a small group. Silly, I know. I still don't know what I was afraid of. With a push from my coach and another from Fran, I finally got up off the bench and into the game. Today I spoke with Lorna Rush, the small group leader here in Framingham. Lorna is delightful; I thoroughly enjoyed speaking with her and now can't wait until the next small group meeting.

There's another win though - I had an opportunity to share Active Rain with Lorna. She sounded pretty enthusiastic about Active Rain and learning that there was a Buffini Group here. I'm hoping she joins and we'll be hearing from her soon. I'm hoping the entire small group will be here soon! We'll be making news in no time with localism posts, I'm hoping.

Thanks Fran, for taking my initial phone call back in September and thanks for the encouraging to get me off the bench and into the game regarding joining a small group.

So, now I'm wondering, how do you measure your "wins"?

Jackie Peraza is the Principal of Perceptions AdverStaging^TM, LLC, a Home Staging and Interior Redesign Firm located in Framingham, MA. She is never too busy for you and your referrals.