Interiority Complex - The Blog

Have you used Service Magic and had success?

Ashley Whittenberger (Interiority Complex & The Interiority Complex University ) — Wed, 28 Oct 2009 14:11:12 -0500

I'm just wondering if stagers/designers on AR have used Service Magic and if so, have you felt you received a good return on your investment?

I get asked about this all the time and we've not chosen to use this service as we feel there are far more effective marketing strategies to implement before this one, but I was wondering if anyone else had tried it.

Looking forward to hearing feedback!

RESA Conference Look which HGTV star is coming

Ashley Whittenberger (Interiority Complex & The Interiority Complex University ) — Tue, 27 Oct 2009 16:32:13 -0500

Texas Stagers: Are you coming?

Via Shell Brodnax- President/CEO- RESA (Real Estate Staging Association):

RESA is gearing up for the very first International Home Staging Conference that includes ALL Stagers. The Convention is January 24-25th 2010 in Las Vegas Nevada.

We are very proud to announce that HGTV's Designed to SELL Real Estate Expert Bethany Souza will be joining us. Bethany will share how her experience with representing Las Vegas Boulevard hotel owners, land developers and coastal estate buyers in multimillion-dollar transactions helped her build a thriving business. Sign up today and come on out to meet Bethany.

Have you been a victim of copyright fraud? Do you have trademark questions?

Erik Pelton

Trademark and Copyright Law-
How it Affects Your Staging Business

Erik Pelton will speak and take questions on the value and importance of trademark and copyright protection for members, focusing specifically on brand names, logos, copyright protections for advertising materials, websites and photos; and intellectual property clauses in contracts with independent contractors.

Come learn and network with home stagers from all over North America. The conference is being held at the Treasure Island Hotel. We have an amazing menu planned and fabulous speakers. The conference kicks off with our networking mixer Sunday night January 24th.

The RESA Staging Industry Awards will be announced and handed out at the Awards Dinner on January 25th.

Early Bird- Good until Nov 15^th

RESA members -$299.00

Non-RESA members $375.00

After Nov 15^th

RESA members -$375.00

Non-RESA members $400.00

After Dec 15^th

RESA members -$400.00

Non-RESA members $450.00

Note: Registration fee includes admission to conference, (2) Continental Breakfasts, (1) Lunch, and the Awards Dinner. Hotel, gratuity, transportation and additional meals are your responsibility.

visit www.RESAConference.com to see all the speakers

FREE PR Seminar for Realtors, brought to you by your local Real Estate Staging Association members!

Ashley Whittenberger (Interiority Complex & The Interiority Complex University ) — Fri, 23 Oct 2009 13:10:15 -0500

FOR IMMEDIATE RELEASE

October 23, 2009 -- Austin, TX - The Austin Chapter of the Real Estate Staging Association (RESA) is hosting its November monthly meeting on Thursday, November 5, 2009, 11:30 A.M., at Fidelity National Title, 3708 Spicewood Springs Road. Lunch provided by Bank of America Home Loans.

Momentum Public Relations principals Anne Lasseigne Tiedt and Laura Bond Williams have been invited to discuss Building a Comprehensive Communications Effort that Delivers Results.

The interactive session that will address the communication-related questions real estate professionals and their colleagues have about communicating their businesses. What is the right mix of advertising, marketing and public relations needed for a business? Where does one start? What do professionals need to know right now to create their communications platform that delivers results?

Momentum Public Relations will help show the group how to set communications goals and figure out which tools are needed in a company's PR toolkit. The experts will reveal what advertising and marketing avenues can complement your public relations efforts. Finally, they'll discuss how to get the media's attention and why your business might be newsworthy right now.

RSVP is Required

Due to limited seating, please RSVP today to reserve your seat.

RSVP to Brenda Spencer

President, Central Texas Chapter Real Estate Staging Association

brenda@SpencerStaging.com 299-1203

About Real Estate Staging Association

www.realestatestagingassociation.com
RESA is the portal to the staging industry and is the source of education and business tools focused on the needs of real estate stagers and support to the real estate community. Each month RESA provides valuable training and guest speakers in support of home stagers and real estate professionals.

About Momentum Public Relations

www.momentum-pr.com
Anne Lasseigne Tiedt and Laura Bond Williams formed Momentum Public Relations in October 2008, after nearly three years of working together as independent PR consultants. Together they apply their nearly 30 years of experience as strategists, spokespeople and hands-on PR specialists to design and execute PR programs that create momentum for client businesses and new projects.

Their client experience includes Moreland Properties, Austin Real Estate Partners, Duncan Commercial, RVi Land Planning + Landscape Architecture and Design, McDonald's Central Texas, Seton Family of Hospitals, Grande Communications, AT&T (formerly SBC Communications) and many others.

~~~~~~~~~~~~~

I hope to see some new faces at the event! Seating is very limited, so you'd better RSVP quickly!

Ashley Whittenberger
President, Interiority Complex
Texas State Chapter President, RESA

AUSTIN STAGERS COME TOGETHER TO EDUCATE REAL ESTATE PROFESSIONALS

Ashley Whittenberger (Interiority Complex & The Interiority Complex University ) — Thu, 08 Oct 2009 16:29:44 -0500

PRESS RELEASE

With over 9,000 listings in the Austin MLS, the Central Texas Chapter of the Real Estate Staging Association (RESA) is working hard to help Realtors and home sellers by educating them on the benefits of staging.

Austin, October 8, 2009 - Think of selling a home, and staging is likely to come to mind for a growing number of Realtors and sellers. There's a reason for this: home staging is one of the fastest-growing trends in real estate, thanks to a multitude of staging programs on HGTV, Realtors becoming more educated on the process, and the growing presence of the industry's trade association, RESA. Now, Austin-area stagers, Realtors and related businesses are becoming more connected and educated on staging than ever before with the help of the Central Texas Chapter of RESA.

On October 7, 2009, the Central Texas Chapter of the RESA sponsored a booth at the Austin Board of Realtors' annual Realty Round Up (https://www.abor.com/roundup). Proving to be a valuable resource for the local real estate community, staging members spent the day networking and educating local Realtors and real estate industry professionals about the association, the many benefits of staging and the benefits of working with RESA members.

"Our booth was filled with Realtors excited to participate in our monthly programs and other businesses anxious to partner with us as affiliate members," said local chapter president Brenda Spencer.

According to THE CONSUMER'S GUIDE TO REAL ESTATE STAGING published by the Real Estate Staging Association, "Staging is the act of preparing and showcasing residential and commercial property (house, apartment, condo, model home, commercial use) for sale. It is a systematic and coordinated methodology in which knowledge of real estate, home renovations and creative design principles are applied to attract a buyer. The benefits of staging are numerous. Perhaps the most impressive benefit is that studies show that staged homes can sell more quickly than un-staged homes."

In a 2008 study of homes for sale conducted by RESA, staged properties were shown to spend an average of 87% less time on the market.

Deciding to work with a Professional Stager is one of the smartest things Realtors and sellers can do when selling a property. "Giving your clients every opportunity to get more attention for their property and have a less stressful selling process is the best gift a Realtor can give a client!" says Shell Brodnax, President and Founder of the Real Estate Staging Association.

"I'm proud to be a member of RESA, which represents a very professional and united group of business owners," said professional stager, Ellen Boetcher, after spending the day with her fellow stagers.

Another local stager, Alicia Autrey added, "I have truly enjoyed being a RESA member. The life of a stager can be lonely occupation, but being a part of RESA allows me the opportunity to network with other staging professionals. It motivates me to get to meet with like minded professionals to discuss the industry and be a part of creating standards for it. I know that by being a RESA member, I will be able to continually educate myself to be able to serve my clients needs more effectively, and that even though this is my business, I do not have to work alone."

It's important for stagers, realtors and affiliated businesses to join RESA as our association creates avenues to accomplish marketing and networking that you don't usually have on your own," added Ashley Whittenberger, Texas State Chapter President of the RESA. "We invite anyone interested in learning more about staging or how to become an active participant in our industry to come check out one of our local monthly meetings."

Members of the Real Estate Staging Association include not only stagers, but also Realtors and businesses affiliated with the real estate or staging industries. To learn more about becoming active in a chapter near you, visit www.realestatestagingasssociation.com .

For more information on staging or the Texas Chapters of RESA contact:

Ashley Whittenberger/ RESA Texas State President: ashley@theinterioritycomplex.com or 512-906-2567

Brenda Spencer/ RESA Central Texas Chapter President: brenda@spencerstaging.com or 512-299-1203

In photo above (from left to right) Central Texas Chapter of RESA Members in front of their beautifully "staged" booth at Realty Round Up (which, by the way, won an Honorable Mention from the team of judges): Alicia Autrey, Ashley Whittenberger, Brenda Spencer, Sandy Boeser, Merrill Jones, Ellen Boetcher, Connie Sugden.

Ask the Expert Call this Monday; Staging Contracts: What You Need to Know

Ashley Whittenberger (Interiority Complex & The Interiority Complex University ) — Sat, 12 Sep 2009 09:23:42 -0500

I just wanted to let you all know that we're hosting our monthly Ask the Expert Call this Monday, September 14 at 7pm CST. The topic is Staging Contracts -- a topic we are frequently asked to talk about.

Ask the Expert Call This Monday

Date: September 14. 2009

Time: 8pm EST/7pm CST/5pm PST

Guest Expert: Ann O' Connell, Attorney

Topic: Avoiding Mistakes in Your Staging Contracts

To Sign Up for the Call: FOLLOW THIS LINK.

If you can't attend the call but have a question you'd like answered, please send them to us before Monday afternoon at university@theinterioritycomplex.com .

The results are in!

Ashley Whittenberger (Interiority Complex & The Interiority Complex University ) — Wed, 02 Sep 2009 14:01:36 -0500

We had so many wonderful, talented and outstanding stagers and designers apply for our scholarship program this year. It was a very tough decision but our judges felt that these two ladies stood out as ideal recipients for The Interiority Complex University Pay It Forward Scholarship. Drum roll...

The full scholarship winners are:

Wendy Timmons of The Real Estate Stagers - Wendy has not only shown that she is serious about growing her business, she is also extremely active in our industry and always striving to learn more in order to better herself and her business. Her enthusiasm and positive attitude are contagious. Perhaps what most impressed our judges was her "pay it forward" attitude which truly embodies what this scholarship is about. Wendy is active in her local PTA, and her company has just become involved with the Habitat for Humanity Helping Hands Project. We have no doubt Wendy will do great things, and will help many more in our industry when they need support.

Jane Ann Conner of CentsAble Decor LLC - Jane Ann has a BFA in Theater Design and Technology from Illinois Wesleyan University. Though she once specialized in costume and set design, she now spends her time growing her staging & design business, while wearing all of the hats small business owners often wear. In between running her business and being a mother to two young children, she somehow manages to volunteer (a lot!) and share her talents with the community. She donated a custom room make-over plan to a local community outreach program so they could have a more inviting place to hold educational seminars and provide counseling to clients. She is also a Big Sister with Big Brothers/Big Sisters and is a Sunday school teacher at her church, in addition to singing in the choir and running a women's group.

Both of our full scholarship recipients demonstrated that they have a clear vision and action plan for their success, and we have no doubt, they will be able to achieve their goals!

Honorable mentions who will receive a free course of their choice are:

Jenny Kipp of CHARM Home Staging

Margie Wildason of Stage One Decorators

Tamara White of Altered Spaces

Ruth Whitten

Again, these applicants impressed us with their stories, needs and determination and we felt they should be honored and recognized for their accomplishments and for what they WILL surely accomplish!

Congratulations ladies. We were honored to have you apply for our program and we are so looking forwards to watching you skyrocket to success.

Men are from Mars and more...Interesting gender statistics from Coldwell Banker study

Ashley Whittenberger (Interiority Complex & The Interiority Complex University ) — Fri, 21 Aug 2009 16:05:43 -0500

In a recent survey of 1,000 individuals conducted for Coldwell Banker Real Estate LLC by International Communications Research, we see some clear data regarding how much men and women differ in the homebuying process.

Some highlights from the press release:

When asked how long it took before they knew their home was "right" for them, almost 70 percent of women had made up their mind the day they walked into the house, versus 62 percent of men.
Fifty-five percent of women find it more important to be closer to their extended family than to their job, compared with only 37 percent of men.
Sixty-four percent of women said that if they found the home of their dreams but had concerns about its security, they would no longer be interested. More than half of men agreed (51 percent).
When respondents were asked how they would use a spare 12x12 room, the uses that proved most popular with both men and women were bedroom, office/study and family room.
Of the 8 percent who indicated they would turn that spare room into an entertainment center, it was a preponderance of men leading the charge. In fact, four times as many men as women said they would use the extra space for recreation and entertainment.

(If you're a member of Staging and Design Pro's there's a discussion started on this topic on the Staging & Design Pro website, too.)

The Secrets of Staging to Sell MCE Course for Realtors - Aug. 19 in Steiner Ranch

Ashley Whittenberger (Interiority Complex & The Interiority Complex University ) — Wed, 12 Aug 2009 13:43:42 -0500

The Secrets of Staging to Sell 3 Hours MCE Course #03-00-060-7051 Provider # 0596

About the course:

Do you know how to effectively communicate homestaging strategies and statistics to your sellers? It's one thing to know how to get a listing, it's another to be able to position yourself as an industry leader, community expert and respected professional.

This 3-hour course is like no other staging course. It is written just for Realtors and Home Builders by real estate packaging, marketing and staging expert, Ashley Whittenberger.

Realtors walk away with:

The confidence to give educated advice to your sellers on effective staging strategies.
The knowledge of how to integrate staging into your business and marketing plan at little to no cost.
A strategy for separating yourself from the other agents in your market during your listing presentation.
The tools you will need to brand your listings and earn a reputation for always listing "model" homes.
Materials and information you can use in your listing packet.

Builders and New Home Industry Professionals walk away with:

Knowledge on how to work with a stager as an affordable alternative to decorating your models and spec homes to sell.
How to partner with area real estate stagers in event marketing in order to draw traffic to your communities, models and listings.
What to look for when hiring or choosing to work with a staging company or how to effectively utilize your in-house designers to package and prepare your vacant specs.

Course outline:

The true Definition and Objectives for real estate staging.
Statistics and real estate data relating to buyer psychology
Industry trends you need to know that will help you market your real estate
The Science & Psychology of Staging.
Understanding the "why" so Realtors can effectively communicate with your clients to ensure their cooperation.
Areas improvement with the highest return on investment.
Top 10 Most Common Mistakes Sellers Make.
5 Staging Mistakes Realtors Make
10 Things Sellers Can do Today to Sell Their Home Faster and For More Money.
Hints, pictures and tips on some of the most important areas of the home.
Before and After Photos.
Q&A Session

About the Instructor:

Ashley Whittenberger has personally sold, staged and decorated hundreds of homes. Whittenberger is also Owner and President of the Texas-based interior decorating firm, Interiority Complex, which she founded in 2002. Interiority Complex specializes in creative and affordable design assistance for clients in the Central Texas area. Prior to starting Interiority Complex in 2002, Ashley was an award winning top-producer with two national homebuilders, as well as a licensed Realtor. After many years of experience in working with home buyers, she knows exactly what compels them to bring an offer to the table, and what sends them running. She personally trains each consultant that works for Interiority Complex so they learn that staging a home is much more than "designing to sell" or "re-decorating". It is strategic marketing. Ashley is currently serving as President of the Texas State Chapter of the Real Estate Staging Association.

Seating Is Limited.

Follow this link to register online.

I need your opinion! Paint color dilemma!

Ashley Whittenberger (Interiority Complex & The Interiority Complex University ) — Fri, 07 Aug 2009 13:24:38 -0500

We are having a paint color dilemma with a property we're staging. Client has no budget to paint. Do you think they could get away with leaving this dining room color? It's an attractive dining room, though, there's no doubt this color may not appeal to the masses. On the otherhand, the neighborhood and comps are mostly bland and "vanilla" tract homes.

I'm having a dilemma considering the client has no $$ to paint and perhaps the unique color (only in the dining) could help the property stand out from the sea of the builder beige's?

(The dining room color is Benjamin Moore - Copper Clay)

Also, the Realtor thinks the wall color is too green and dark? (It's Benjamin Moore, Texas Leather). The ceilings are 24ft so I personally think the darker colors helps cozy up the space.

Thank you for your feedback!! Can't wait to hear what everyone has to say!

Virtual staging... is it right for your listing?

Ashley Whittenberger (Interiority Complex & The Interiority Complex University ) — Thu, 30 Jul 2009 14:32:15 -0500

Interesting read today in Realtor Magazine online... http://www.realtor.org/RMODaily.nsf/pages/News2009073002?OpenDocument

I personally think virtual staging can be very effective marketing tool. In fact, I wish I had it as a tool when I sold new homes many years ago. I used to use good old fashioned furniture templates and blueprints -- not nearly the wow factor of a virtual staging, but it helped. Most buyers I worked with truly couldn't visual the potential of a home (which is why the model home plans always sold out first and why new home sales people dread selling out of a trailer in a start up community.)

I agree with the author of this article that Realtors and Stagers must be careful when using virtual staging as a marketing tool so as not to look like your trying to deceive potential buyers. Here are some things that we always suggest if you use virtual staging...

1) Use before AND afters in your marketing efforts.
2) Use text on the virtually staged photo indicating it is virtually staged (eg "Imagine the possibilties..." or "Designer's rendering".)
3) Don't make structural changes or landscaping changes (or anything that would otherwise convey with the property if it were really there.)
4) Display the virtual staging photos on foam core poster board on an easel in the actual listing so that prospects can imagine the possibilities.
When we have used virtual staging, it has worked VERY well! I just think more Realtors and sellers need to understand it is a very effective marketing strategy, and an affordable alternative when the budget doesn't allow a full blown staging.

Need a listing virtually staged? E-mail or call us today! info@theinterioritycomplex.com 512-289-7177

(P.S. HOME STAGERS ONLY: If you are a home stager and you want more information on how you can add virtual staging services to your business, send us an e-mail.)

Diplomacy is key...

Ashley Whittenberger (Interiority Complex & The Interiority Complex University ) — Wed, 29 Jul 2009 10:12:16 -0500

I just happened across the website of a designer/stager today and saw something that I found a bit surprising. In her gallery of photos, she highlighted a photo of a kitchen redesign she completed for a home that was having trouble selling. In her verbiage, she said "The client was told by her real estate agent that she would need to install granite countertops and tile floor in order to sell quickly. We disagreed and made the above changes and the house sold within 3 weeks of the first Open House!"

I was shocked to see that this stager was openly advertising that she disagreed with her clients' Realtor. I'm not shocked that it happened, as on occassion a Realtor and stager might have a differing opinion on a staging strategy -- but to advertise that does no good for our industry, or her staging business.

Just for the record, if you're a Realtor reading this, a good stager's talent should go far beyond their design expertise and their real estate knowledge. Diplomacy and people skills are key. A key part of a real estate stagers job (or any vendor a Realtor recommends) is to help Realtors grow and strengthen their business. That doesn't always happen through the act of staging. It also happens through the facilitation of relationship and trust building between the seller, the Realtor and the stager. A happy seller/client = strong businesses, more referrals and a rewarding experience for all involved. I know that I hold each and every vendor we hire to the same standards as I would an employee we hire. We have mutual trust, respect and a common goal. The same holds ture for the Realtor/Stager relationship.

I'd love to hear about some experiences from Realtors or Stagers who have had a situation in which they had a difference of opinion and how the situation was handled!

I.C.U. Pays it Forward...

Ashley Whittenberger (Interiority Complex & The Interiority Complex University ) — Mon, 20 Jul 2009 12:26:19 -0500

Hi Active Rainers -- I just wanted to let you all know that we've created a scholarship program for The Interiority Complex University and we are now taking applications. Though we strive to keep our courses extremely affordable, we realize for many who are struggling to keep their doors open or start their businesses, even our low cost options are not affordable. We want to help as many designers, stagers and window covering retailers as possible in launching and growing a successful business, so we're now offering the I.C.U. Scholarship Program.

If you know of a new stager, or a stager who has hit a road block and needs support, please pass this along. More information and the online application can be found here: http://www.theinterioritycomplexuniversity.com/ScholarshipApplication.html

If you would like to participate as a scholarship sponsor so that we can open this up to more stagers who are new to our industry or those who are struggling to keep their doors open, please e-mail me directly ashley@theinterioritycomplex.com .

We are also offering free online classrooms with great content which will provide useful and relevant information for all involved in our industry. If you'd like to have access to our free classrooms, e-mail you request to: university@theinterioritycomplex.com and we'll pass the info. along to you. (Again, if you are interested in sponsoring a free classroom, e-mail us about that as well! Support our industry -- we'll support you right back!) :-)

Hand painted Vahallan Paper Project...

Ashley Whittenberger (Interiority Complex & The Interiority Complex University ) — Wed, 08 Jul 2009 00:43:32 -0500

Just some pics from a decorating to dwell project we recently did. I don't know what was more fun... spec-ing out Vahallan Papers for this client, or making a collage of the before and afters...

Of course, wouldn't recommend investing in wallcoverings for staging to sell, but to dwell, heck yes! These are lots of fun.

P.S. How about that Longhorn? Yeeeha! Only in Texas! (Funny thing is, this client is originally from the Midwest.)

Fun and smelly facts...

Ashley Whittenberger (Interiority Complex & The Interiority Complex University ) — Fri, 26 Jun 2009 18:02:34 -0500

Did you know?

Consumers today are using scent to decorate, adding an individual touch that represents their personality and tastes. Companies are branding scent to create an emotional connection with the brand, evoking a mood or memory, so why shouldn't homesellers do the same?

Here are a few interesting scent-related facts...

The decorative fragrance market has surged in recent years, and will grow to an estimated $7.2 billion by 2010, according to Euromonitor.
According to Scent Technologies, LTD, the sense of smell is the most powerful human sense as it has a direct trigger to the brain invoking instant reaction.
According to the Sense of Smell Institute, a recent study indicated that pleasant odours do in fact increase lingering time in stores and museums, so of course, we would expect the same to hold true in a home!

According to our research at The Interiority Complex University, the most popular home scents among consumers are consistently:

Vanilla
Fresh Linen
Gingered Pumpkin/Pumpkin Spice
Lavender
Cinnamon/Apple Cinnamon

Please share these facts with your sellers the next time you're talking about the importance of "smell-appeal"!

If you want more stats, facts, favorite paint colors and decorating tips, visit the Staging Stats and Design Tips section of our website!

P.S. Attention Texas Stagers...

2nd Annual StagersLIST Expo in Dublin, California July 15, 2009

Ashley Whittenberger (Interiority Complex & The Interiority Complex University ) — Fri, 26 Jun 2009 16:48:04 -0500

I have been on the go, go, go since returning from Houston and sadly, have not even had a chance to blog about the fun event in Houston, or the upcoming event in July, but since Chris did the work for me, I thought I would re-blog!

So...don't forget about Stager's List Dublin/SF East Bay Area on July 15! Click here for more info!

Via Chris Fisher of StagersLISTWebsites.com (StagersLIST.com):

We have some really great speakers, workshops and topics this year! Check out the agenda here.

Some Reviews of our Houston Expo this month:

"I just returned from Houston where I attended the StagersList Expo. If you haven't attended one of their expos, you need to SIGN UP for the next one! The money and time spent were well worth it. The sessions were interesting, informative, and relative to your staging business. You will definitely walk away with several "ah ha" moments that you can immediately apply to growing your business. I don't want to spoil it for you, so I won't say anything specific, but you should go!" - Nancy Robertson (an AR member)

Some other Active Rain Bloggers you may recognize in this photograph are Ashley Whittenberger, Cindy Bryant, Terrylynn Fisher and Karen Otto.

"Everyone took away something, it was jammed packed with information, and the turnout was great. I got to meet so many new people in our industry. Everyone enjoyed it, and I'm looking forward to the next one." - Cindy Bryant

This year in Dublin our speakers include:
Alyx Flannery of SmartAlyx.com

Ever heard someone talk about the Internet and technology and not have a clue what they said? Alyx is not like that. He will explain his subject without making it confusing, and without making US feel like we don't know what we're doing! We believe he's a huge asset to the StagersLIST Expo series. In Dublin he will be teaching us how to us social networking, improve our SEO, and more!

Alexis Summerfield, MA, Local Feng Shui Consultant (who has been featured on HGTV's Sleep On It!)

Alexis will teach us about using the Laws of Attraction for our home staging clients, homes and work. This FREE lunch workshop is included for all attendees (Lunch is included too!).

Ashley Whittenberger, founder of The Interiority Complex

Ashley will be teaching us the importance of having multiple revenue streams for our businesses. She will help students learn how to navigate their way through the confusing and overwhelming world of custom window treatments and she'll explain how to perfectly and smoothly marry your staging and redesign services with custom window covering sales.

Christine Rae, Staging Trainer, Green Build Science Trainer, and author of Home Staging for Dummies

This year Christine will be teaching us how to us Communication Styles to overcome client objections. This presentation has been very helpful to our Expo attendees this year so far and is valuable information for any business owner.

And of course, there is more! Click here to register or read the agenda.

Some of our sponsors:

The Mirror Gallery
RESA (Real Estate Staging Association)
Bekins
The Plant Atrium
The Interiority Complex
CSP (Certified Staging Professionals)

And of course the biggest draw: Me! Haha, just kidding. Couldn't be all business, could I? (I will be there this year, though).

- offering website design, redesign, maintenance, hosting and virtual assistance
Visit www.StagersLISTWebsites.com or email me if you need any assistance

The Importance of Networking Volunteerism: An Interview with Shell Brodnax

Ashley Whittenberger (Interiority Complex & The Interiority Complex University ) — Sat, 13 Jun 2009 10:21:26 -0500

I thought I would share an interview I recently conducted with Shell Brodnax, President and Founder of the Real Estate Staging Association.

Shell coined the term "Networking Volunteerism" and lends some great networking tips in this one-hour interview. My big take away from the interview was when Shell said, "Show up, and be amazing!" I've adopted that as my new mantra recently -- not only with volunteer work, but also in life!

I hope this interview inspires you, as it did me. I joined two local civic projects since conducting this interview, and have met some AMAZING people and am having a wonderful time while helping those in need in our community. My 7-year old son is even involved in one project and it's been a rewarding and bonding experience for us both. I've also accepted a position as the Texas State Chapter President and am busy helping to launch the Central Texas Chapter of RESA. I am having lots of fun meeting with and getting to know all the stagers in the Lone Star State! With that said, I encourage you to "Show up, and be amazing!"

Click here to listen to the interview.

By the way, you could always start by joining RESA...

If you are a Texas area stager or Industry Professional, by all means! Cowgirl/Cowboy Up and get involved with our Texas Chapter! E-mail me if you need more information: ashley@theinterioritycomplex.com.

The Secrets of Staging to Sell is Coming to Corpus Christi on June 19!

Ashley Whittenberger (Interiority Complex & The Interiority Complex University ) — Thu, 11 Jun 2009 15:42:08 -0500

MCE EVENT ANNOUNCEMENT:

Join Ashley Whittenberger, Staging Expert, Trainer and President of the Texas State Chapter of the Real Estate Staging Association for an informative TREC-Approved MCE course (3-credit hours) that will change the way you do business, for the better. Don't miss the opportunity to learn how you can integrate staging into your real estate business, without affecting your bottom line. "The Secrets of Staging to Sell: Strategic Marketing through Home Staging"

a TREC-approved MCE Course #03-00-060-7051
Provider #0173
DATE: Friday June 19, 2009

TIME: 9:30am - 12:30pm

LOCATION:
To Be Announced
COURSE FEE FOR LICENSED REALTORS AND BROKERS: $30 if you register before June 17, $40 at the door.
GENERAL PUBLIC: $175 before June 17, $200 at the door. * Minimum attendance requirements must be met in order for us to bring this course to your marketplace. If minimum attendance requirements are not met, the event will be cancelled and you will be notified prior to the course. In order to ensure a successful turnout, forward this invitation to your colleagues! Is your company interested in becoming a sponsor or providing space for this event? E-mail shannon@theinterioritycomplex.com for more information.

In this course, you will learn how to use home staging as an effective marketing strategy to package & sell your listings AND get more clients and gain...

The confidence to give educated advice to your sellers on effective staging strategies.
The knowledge of how to integrate staging into your business and marketing plan at little to no cost.
A strategy for separating yourself from the other agents in your market during your listing presentation.
The tools you will need to brand your listings and earn a reputation for always listing "model" homes.
Materials and information you can use in your listing packet.
To learn more about the course content, click here.

What others are saying about this course... "Ashley... You were AWESOME!!! I learned so much.... informative, and a wealth of informational facts the I did not realize that STAGING holds for all clients that want to sell their home!!! Thanks so much for a GREAT CLASS!!!" -Christine Rayburn, Broker, AHLS,ABR,SRES,PMN - Rayburn and Associates

"Hi, Wow! I will certainly recommend you to other brokers looking for a shot in the arm for their agents. What a great job. One agent said her goal for the day was to create her 'elevator' speech. Thanks to you, too." - Sami Dinhoble, Broker, EXIT Realty.

"Ashley, my agent and I really enjoyed your home staging class yesterday and found it very interesting. Thank you for teaching the class!" - Van Davison, Broker

"Ashley, Your staging course was incredibly informative and extremely helpful. I now know how to effectively integrate staging into my business and marketing plan. This will help my business and my listings!" - Mark Tanner

"After being a real estate agent for 35 years, I thought I knew it all. You've proven me wrong. Thank you for your fresh perspective and enlightened point of view on effectively 'packaging' our listings!" - Debbie Kelsey, ReMax

"Ashley is the best home stager in the business. She stays at the forefront of the industry attending seminars, reading relavent articles. She understands and effectively communicates with sellers on effective home merchandising strategies! Whether a home is already beautiful or needs some love, she will bring it to its full market potential. I highly recommend Ashley!" Matt Menard, Realtor, Home Resource

_________________________________________________________________________

To reserve your seat e-mail: shannon@theinterioritycomplex.com or call 512-289-7177.

Click here to view the online event flyer.

The Secrets of Staging to Sell is Coming to San Antonio!

Ashley Whittenberger (Interiority Complex & The Interiority Complex University ) — Thu, 11 Jun 2009 15:00:31 -0500

This course is open to LICENSED REALTORS AND BROKERS. If you are a stager or if you are interested in staging training, please e-mail university@theinterioritycomplex.com for more information on how you can participate.

Referrals for Houston area stagers...

Ashley Whittenberger (Interiority Complex & The Interiority Complex University ) — Fri, 05 Jun 2009 14:07:26 -0500

I've just returned from a busy week in Houston for Stager's List Expo and conducting Realtor training classes. I can't wait to blog about the Expo, but I've got a more pressing issue which I need help with right away...

After teaching an MCE class for Realtors in the Houston market on Wednesday, several agents in the class asked if I could help them stage their listings. So, needless to say, I'm looking for Houston area stagers who are interested in receiving some referrals. If you're not too busy, and if you're interested, please send me your information, portfolio, training, experience, insurance coverage etc.

One Realtor/Broker who attended the class needs immediate help with her own home in the Bellaire area so prompt replies would be greatly appreciated.

If I don't get any replies, I guess I'll be heading back to Houston not only to help out some Realtors, but also hire and train some stagers in that market! :-)

E-mail the requested info. to: shannon@theinterioritycomplex.com .

PLEASE REPOST THIS IF YOU CAN! I need this info. yesterday!

Thanks!

- Ashley

Sold in 6 Days! See below for the Recipe for Success...

Ashley Whittenberger (Interiority Complex & The Interiority Complex University ) — Thu, 28 May 2009 15:33:59 -0500

We just received this raving testimonial from Barbara Hilliard regarding an Occupied Staging by our talented and lovely Tara Wilt! This success story is a great example of what it takes to sell a home quickly in this market:

The Secret Recipe for this Successful Home Sale:

1 Part Educated and Biz Savvy Realtor (Barbara Hilliard)

1 Part Talented and Experienced Stager (Tara Wilt, Interiority Complex's Lead Designer & Stager)

1 Part Cooperative and Hardworking Homeowner (Happy Seller's of 12805 Poquoson Drive)

~~~~~~~~~~~~~~

From the desk of Barbara Hilliard...

The Poquoson home sold in 6 days thanks to you. The sellers did nearly everything on your list and the home looks incredible. One agent told the sellers that it was hard to believe that anyone lived there. That is the highest compliment for an occupied resale.

The sellers love the way the house looks and feels to them as well. The house seems bigger than its 1300+ s.f. because the furniture and decorations flow. We decided that working 30 days to stage a home in advance is much better than being on the market 30 to 90 days. It is also easier to get asking price. Chalk this up as another success for home staging. Thanks, Barbara Hilliard Barbara Hilliard REALTORS, Inc. Council of Residential Specialists, Seniors Real Estate Specialists, ECOBROKER E-PRO, Green Builder OFF: 512-255-0027 FAX: 512-684-1324

CELL:512-633-0288

Growing Your Business Through Volunteerism

Ashley Whittenberger (Interiority Complex & The Interiority Complex University ) — Tue, 26 May 2009 12:07:29 -0500

Guest Expert Speaker Reminder for Wednesday, May 27 at 2pm EST (that's tomorrow!)

ANNOUNCEMENT May 26, 2009

From the mailroom of: The Interiority Complex University

Join us for an enlightening interview with real estate staging industry leader...

Shell Brodnax

Topic: Growing Your Business Through Volunteerism

Join us tomorrow, May 27, 2009/ 2pm EST, 1pm CST, 11am PST- Volunteering helps you find your place in any community, whether online or in person, especially if you are the "new kid on the block". Volunteering is not only a great way to "pay it forward", it's also a wonderful way to build confidence and leadership skills. Join us on Wednesday, May 27th at 2pm Eastern/1pm Central (do the math for YOUR time zone) as we welcome our Guest Expert, Shell Brodnax, President of the Real Estate Staging Association. In this talk, Shell will share with us how you can implement "Networking Volunteerism" into your business in order to help others, and help your business grow.

About Shell Brodnax The Real Estate Staging Association (RESA) is a member governed trade association and was formed in order to support all professional real estate stagers in North America. RESA is a portal to the staging industry and is a source of education and business tools focusing on the needs of stagers. Members have access to up to date information relative to the staging industry, marketing support services and access to continuing education providers. Shell has been in business management for over 20 years and has coached and mentored hundreds throughout her career. Shell's unparalleled service and overall value are why her loyal customers won't go anywhere else. Prior to launching the Real Estate Staging Association, she helped grow Staged Homes into a multi million dollar organization. During her tenure she was able to help others build their home staging businesses by assisting them in marketing strategies and developing effective policies and procedures. Shell also developed the Staging Career Center and the Real Estate Staging Association. Helping Professional Stagers build their brand and businesses and developing a legitimate trade organization for the professional stager. Both organizations have proven to be a success.

Call capacity is limited, to reserve your seat for tomorrow's call, follow the link below to register... RESERVE YOUR SEAT NOW We will send the call information to you via e-mail a few hours prior to the call.

About The Interiority Complex University (I.C.U.) I.C.U. is a premier source of support, resources and education for individuals who operate businesses in the field of interior design, interior decorating or real estate staging.

Our mission: A Prescription for Your Success Our mission is to help entrepreneurs in the field of interior design, real estate staging, interior decorating to learn, grow, expand their vision and achieve economic independence while enjoying profitable businesses and a high quality of life.

What We Offer We offer workshops, training programs, resources and tools for interior designers, real estate stagers, interior decorators and window covering retailers. Our main area of focus is to help those in our industry to grow their businesses and revenues by implementing simple and easy to use systems and processes for operating profitable businesses. Whether you are looking to implement more successful business practices or create additional revenue streams, we can help. We support interior designers, professional real estate stagers and decorators who wish to revive, resuscitate or reinvent their businesses.

For more information, please visit www.theinterioritycomplexuniversity.com .

An Eco-Deco Challenge...

Ashley Whittenberger (Interiority Complex & The Interiority Complex University ) — Wed, 20 May 2009 10:23:26 -0500

You don't have to spend a fortune to design a creative space, nook or cranny. Recently, I was invited to be featured on a few segments of Fox 7's Good Day Austin. For one of the segments, I decided to do an experiment to help show people that there are literally hundreds of thrift store and flea market finds ready and waiting to be made over. You just have to look for them. So, I grabbed some "spare change", and went to Goodwill. After spending about $150 on a bunch of gently used items, I returned home and set all of my new finds out on a table so I could assess my loot and begin this "Eco-deco" challenge. I must admit, the display table looked more like a garage sale than the makings for a TV segment. (Honestly, it resembled some form of a "Where's Waldo" game except instead of finding Waldo, the challenge was to pick out the junk with makeover potential.)

After a bit of brainstorming, I became inspired, and let the makeovers begin.You can see some of the pieces that ended up "making the cut" for the Fox segment by clicking on the photo below...

{By the way -- the producer and show host kept referring to these tips as staging related when the segment was in fact, supposed to be on DESIGNING on a budget - not staging! (Like I'd really put tennis rackets on with earrings on them for a staging?? Or whacked out lamp shade covers? HA!) Oh well, any of you who have done local media shows will understand what a challenge it can be in pulling off one of these programs.}

And, a side a note on the sea shell lamp... on a recent beach trip I was perusing through one of my favorite resort furnishing and interior design shops on the island. I came across a lamp almost identical to the one I had made over. The look I created cost $5 for the lamp and $20 for the Frockz lamp shade cover. The seashells were free (my son has collected hundreds after many, many beach trips.) On the contrary, the lamp I saw at this high-end design shop was $365!

I hope after seeing the segment you're inspired to help your clients take on an Eco-Deco Challenge. Re-using, re-purposing and recycling items will make less of an impact on the environment and your wallet! Plus, purchasing items from a nonprofit like Goodwill Industries helps hundreds of people. Goodwill is North America's leading nonprofit provider of education, training, and career services for people with disadvantages, such as welfare dependency, homelessness, and lack of education or work experience, as well as those with physical, mental and emotional disabilities. Last year, local Goodwills collectively provided employment and training services to more than 1.1 million individuals.

Goodwill believes that work has the power to transform lives by building self-confidence, independence, creativity, trust and friendships. Everyone deserves a chance to have these.
Now that's pretty cool!

For more from a Decorator's Notebook and to check out this month's color favorites in "Hue Gotta Love It!", click here.

Big Rocks and BHAG's...

Ashley Whittenberger (Interiority Complex & The Interiority Complex University ) — Tue, 19 May 2009 16:22:07 -0500

My fellow busier-than-bee's-can-be stagers, designers and entrepreneurs... I thought I would share this note that I sent out to our team today, as there are lots of great links for resources and success tools for time management. I wrote this for our team members, but I hope you can relate and get something from this!

~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~

Dear IC Team,

I know that we are all extremely busy right now and our time management skills are being challenged. Each of us are balancing work, children, parents, relationships and healthy lifestyles on a daily basis. By the way, I must say, you all do an amazing job already, so you should pat yourself on the back for that. I'm inspired by the way you balance work with giving so much time and love to your kids, your family, your workouts (Shannon, getting up at 5am to P-90x it!! You GO girl!) Anyway, I read this great blog today that I thought I would share. The blog is written by Darren Hardy, publisher of Success and the topic is "The Greatest Secret of the Rich" - http://blog.success.com/experts/darren-hardy/wastep7 . Basically, Hardy says one place where the playing field is even between us and the Donald Trumps & Bill Gates, etc., is in relation to TIME. We all have 24 hours a day and 7 days in a week. Those who leverage their abilities, talents and resources best are the most successful.

A great time management refresher is to remember to put first things first... we should all make sure we're in QII. Here's a quick link to the famous time matrix from First Things First by Covey: http://www.orgcoach.net/timematrix.html. Our target is that "sweet spot" found in Quadrant II. Also, from the same site, lots of resources...http://www.orgcoach.net/coaching.html . And last but not least, I love lists, this one has a new twist... what NOT to do! Love that! http://darrenhardy.success.com/2009/01/wa-stopdoinglist/

We have an opportunity to make HUGE strides in our income, our careers and our business this year. We've proven to the "market" that we can separate ourselves and that we provide products and services which are uncommon, and valued. We've got a successful business model which provides a solid foundation for us. Now, our key to achieving our BHAG's (Big Hairy Audacious Goals) and outrageous success will be leveraging ourselves so that we can do even MORE. I don't mean more work, I mean touch and help as many other people as possible with the knowledge and talent we have. We are at a critical point where we can just earn enough to make a decent living while enjoying what we do, or we can get paid what we're worth and earn the income of our dreams while passionately loving and believing in what we do. I know it feels like we are all working hard, and we are, but now is the time to step back and start thinking about the next phase. We have the ability to earn a great living, while making the most of our talents in ways we haven't even thought of yet!!

I just wanted to plant this seed with you so you can "chew on it" over the next few days and weeks. A good, simple exercise for us all: Identify our 3 BIG ROCKSthis week. These are our TOP 3 Priorities. They can be anything you want, but I encourage you to think big. Picture 3 Big Rocks in a jar... those are your big ticket items. Then, picture dumping sand and smaller rocks into the jar to fill the space. Those are less important items, but items that will support your 3 Big Rocks. If they don't support the 3 Big Rocks, then ask yourself if they have a place in your jar. Can they be put in someone else's jar? Or should they be completely tossed out the window? Or perhaps set on another table for later?

While working on your three big rocks, keep in mind our company mission, vision and values...

Our mission:

We provide creative, affordable and eco-friendly interior design products, services & training programs while cultivating a spirit of life balance. <=== I underlined this as it is EXTREMELY important to me. It took me a long time to write our mission statement and that last part is not only hugely significant, it also has many meanings. There are many ways we can cultivate a spirit of life balance. I hate to tell you, but you have the responsibility to do that, not because it's part of our mission statement, but because you're all very good at it - it's a gift. You have the responsibility to help and share that gift with others!

Our Vision:

Interiority Complex transforms millions of rooms and lives through our principle-driven decorating services, products & training programs.

Our Values:

Equally important is your own personal mission, vision and values (which are most likely in line with the above since it's by no mistake that we all work together!) With all of that said, have some fun with this over the next week, take some time to identify your 3 BIG ROCKS. I'll work on mine too. Then, we can all have a 3 BIG ROCK session next week!

Thanks for being such an awesome team. I'm constantly amazed by your talents, dedication and professionalism. You inspire me, fuel me and make me smile! (I know our clients appreciate each of you so much, too, as seen by the kind words they take time to send us almost every week!)

Ok, I'm off to focus on ROCKs and BHAG'S!

Texas:Governor Signs Amendment To Interior Design Title Act

Ashley Whittenberger (Interiority Complex & The Interiority Complex University ) — Thu, 14 May 2009 15:54:54 -0500

Yeeeeeeee ha!

Texas:Governor Signs Amendment To Interior Design Title Act

Dear Member:

On May 12th, Governor Rick Perry signed HB 1484 into law. This bill amends the current title act which previously restricted the use of the title "interior designer" to delete the restriction on that term.

Effective immediately, all interior designers in the State of Texas are free to use the terms "interior designer" and "interior design" without being registered under the Texas interior design registration law.

This amendment was in direct response to the lawsuit filed by the Institute for Justice challenging the law as a violation of the First Amendment, and followed right on the heels of the ruling of the Fifth U.S. Circuit Court of Appeals ordering the Texas Board of Architectural Examiners to stop enforcing a state law that prohibited people who lawfully perform interior design services from referring to themselves as "interior designers."

Congratulation to the Institute for Justice and to all of our members who became active in the legislative process and let their elected representatives know how such restrictive and unnecessary regulations harm the industry and their businesses.

Stand and Deliver!

Ashley Whittenberger (Interiority Complex & The Interiority Complex University ) — Mon, 11 May 2009 17:46:01 -0500

As many of you know, speeches and presentations are a key component of a successful and effective marketing plan. I know, I know, some of you might be saying "I got into this because I'm creative and I love to create beautiful spaces, not because I love to give presentations!" Unfortunately, as a business owner, you must wear many hats if you wish to grow your business. THEN you can hire other people to wear the hats you don't want to wear. If you're not regularly conducting informative presentations and educational events, you're missing out on one of the greatest marketing tools you will ever know. (Especially in the staging industry, when so few truly understand our industry and the benefits of staging.)

So, how can you ensure you deliver a winning presentation each and every time? Here are 5 easy steps you can implement the next time you're ready to Stand and Deliver!

1. Know your material. Familiarity with your topic is key. Remember, the purpose of a presentation is to educate. Knowing your stuff will give your confidence, and the room will sense that!

2. Know your audience. A presentation you might deliver to a realty office on staging, and one you might deliver to a group of homeowners would be quite different. Know your audience and know what information will be of interest to them and what "angles" will pique their interest. Be sure you have an awareness of the demographic, experience, age groups, interests, etc. before you show up to present.

3. Be prepared. Don't rush to pull this together 10 minutes before the event. Plan ahead. Practice. Practice in front of the mirror, or better yet a friend, co-worker or spouse or partner. I've subjected my husband to many of my presentations and courses I teach, but he always has great insight, feedback and sometimes even last minute changes (and of course, the loving encouragement isn't too shabby either.)

4. Be engaging. Capture the audience's attention by including them in the discussion. Prepare questions, in advance, which might help facilitate their participation. Also encourage lots of questions. This will give participants (and you) the opportunity to learn from each other. Try to remember the last time you heard a brilliant, entertaining and engaging presenter. What made them so? Or try to recall a time a speaker or instructor seemed to talk down to the class, or not include class participation. How did that make you feel?

In a "former life" before real estate and staging, I was a literary agent and worked with one of the largest independent literary agencies in the country. We worked with some of the best-selling self-help gurus of our time: Stephen Covey, Tony Robbins, Jim Rohn, etc. I was fortunate to be able to see these masters up close and in action for many years and the one common trait: they are ALL engaging, each in their own, unique way. Tony Robbins makes you want to jump out of your seat and AWAKEN THE GIANT WITHIN, while Jim Rohn makes you feel as if you're sitting down and having a cup of coffee with your own personal mentor. Each has their own style, yet they're equally effective. My point is, engage, but engage in a way that works for you, and in a way that is true to YOUR personality and style.

5. Use visual aids. Power point presentations, props, and anything that will help the participant's comprehension and interest will help you deliver a winning presentation. I've even brought a 12-pack of beer into a Tuesday morning realty office meeting! (Any of you who have taken my Secrets of Staging to Sell course will probably know why.) :-) Needless to say, the Realtors in that office didn't forget our company, or the message I set out to deliver.

Now, if the thought of giving a presentation makes you want to crawl into your navel, or if you'd rather have a root canal than stand in front of a room full of skeptical Realtors, there are other options. One on one meetings work. Or perhaps you could also partner together with a "toastmaster-type" stager who likes that sort of thing. There are lots of options, so don't fret if you're not the public speaking type, but one word of advice, don't knock it 'til you try it. If you are a staging expert you are not helping the real estate community and sellers in the world by keeping your knowledge to yourself! So get out there and share it, when you can.

I'd love to hear more from others... your successes, wins and challenges in delivering Realty office presentations and Lunch & Learns. (And... if someone really wants to know, I'll tell you why I brought a 12-pack of beer into a 9am Realty office meeting.)

Need more help? Be sure to check out our live course this Friday, May 15 at 1pm Central on our new ready made "Polished Presentation in a Box for Stagers". This tool is perfect for conducting Lunch and Learns and Realty Office Presentations which will help position you as the expert in your community, build your database and your bottom line!

Click here for more information.