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It’s my Prerogative – A Philosophy on HOME STAGING

I did not want to hijack Cynthia's great blog on staging vs. decorating http://activerain.com/blogsview/1079414/decorating-staging-decorating-staging, but since the subject came up... Here's my thought...

If you want to stay in the game - Evolve.

A home stager in business in 2009 HAS TO EVOLVE AND BECOME A HYBRID - You need to seamlessly combine both staging, decorating and design skills to service your client properly.

The longer I am in this industry, and now that staging is becoming a norm in the selling process of a home, and the longer that HGTV and other shows educate the homeowner, the more I validate my Home Staging Philosophy.

Why?

-Because today's consumer demands it. In the old days you could just follow the basic rules of home staging and the potential buyer was WOWED - Not anymore. Every buyer is so much more decorative savvy than 10 years ago... And because she is, you need to be way ahead of the curve.

-Because we have a surplus of product. In today's market, you better package that product to the maximum. Indeed use some of your staging skills in doing so, but honey, you better do your research, and know exactly who the target market is for that home, and execute the staging for their tastes and desires.

•- Which means you pull out your decorating and design hats and jam them on your head too. Paint that room another color than beige, add more than a painting to dress the mantle, and have the buyer invest in custom window treatments if the price point and target market buyer of the home demands it.

Since 1999, Interior Stylist Julea Joseph has owned Chicago area based design and staging business - Reinventing Space. She specializes in giving homeowners expert insight on how to refresh, style and celebrate their space -Whether prepping their home to go on the market, just settling in, or just in need of a change. The founding member of the Interior Stylist Network, she offers networking, mentoring and educational services to those in the industry.

Watch Staging Tips from recent TV airing -

Posted by Julea Joseph on 05/18/2009 08:28 AM

Comments (16)

home staging, home decorating, interior redesign, home staging business ideas, home staging training chicago

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16 Comments on It’s my Prerogative – A Philosophy on HOME STAGING

MAY

Brave post, Julea. I'm in total agreement. Even if you don't offer interior design services (I came to staging by way of interior design) and you are strictly a stager, the same rules for making something look good apply. Color, balance, lighting, texture, placement are all just as important in staging as in interior design. Yes, they may be applied slightly differently for each application, but you have to know the rules in order to bend them.

I am constantly reading interior design and shelter magazines to keep up with the latest design trends. I want to know what home buyers will expect to see when they walk through the door. After all, they're probably buying the same magazines and dreaming about how their new home will look. I apply what I learn to both home staging and interior design.

Julea -- very well stated! It is so true that the staging industry constantly evolves based on what the marketplace demands. We have to stay up to date on current trends and as your post mentioned, stage for the target buyer of that particular house. Savvy home buyers are watching HGTV and know a lot more than they used to!

Michelle, Thanks, and you know we think the same.

Maureen, Indeed, that are doing the same thing as us, so we have to be a step ahead!

YES, agreed but then there is that fine line where staging becomes decorating and no longer serves the staging process...Having said that color is more in than ever, used of course with knowledge of what it will do to the impact of a room, etc. It's just that soo many designers mistake designing for staging...the temptation for "just one more thing" in a room...sometimes that pushes it over the top.

nice post.

Terrylynn,

I rarely see over the top when it comes to actual staging, not be confused with having to stage a professionally decorated space - Different subject.

But what I DO see here is the wacky stufff - Empty rooms staged w/a rug/trunk/candlesticks vignette to mimic I don't know what.. wicker, outdoor furniture and cheap window treatments in a costly formal living room, and rooms devoid of all personality from over-packing and lots of off-white paint.

Love your blog article Julea-As stagers it matters!!

I second your comment to TerryLynn. Add dirty or old carpet- Bravo!

Great discussion and a well thought out post. I can honestly say I am in agreement . . . until I got to adding window treatments; blinds -- sometimes; but fabric? Well, I just can't see doing that here in the Atlanta area in an effort to stage a home at this point and time.

Guess I'll be on the look out . . .

Karen,

If the price point of the home justifies it ... Make it turn-key!

True, I'm seeing where more people are wanting to do bolder accent walls, vs. all the same color. Things are changing!

MAY

I completely agree- we are marketing a product and if your client (the home seller) wants that product (the house) to have a premium price then it has to look like a premium product- not someone's grandmother's left over furniture.

Sometimes staging is not about adding furniture and accents at all- I would rather have the home seller invest their money in new carpet and paint than invest in cheap staging if the new paint and carpet will make the home look younger, fresher and more on trend. Giving your client professional and honest advice and recommending updates over furniture and accessories is still staging- you are still helping to market the home to the most potential buyers.

Sometimes this means custom paint colors that have a more designer or "on trend" look than plain vanilla and sometimes that means window treatments. Some homes I recommend 2 inch faux wood blinds to look like plantation shutters (much better at $79.00 a window than $360 for shutters) and in higher end homes silk panels. These do not have to be expensive- Ikea has linen panels for $19.99- look for longer lengths so they do not look like "short pants hung on a window" and look for solid, neutral colors like coffee, cream, pale gold and robin's egg blue. These are easy to install and the home seller can leave them at the home or take them with them to use in their new home.

I guess you are right when you say we have to be creative to stay in this game but shouldn't we have been following these principles all along? It is our responsibility to give our clients the right advice for their individual home and market conditions- not to push to rent our inventory. Sometimes I scratch my head and wonder what some stagers are in the business of doing-renting their items or giving the correct advice!

Nice post!

Thanks Kate,

You said it! It's out job to come up w/the best solutions and advice to make their home perfectly package for sale.

ie. We just did custom window treamtents in a master bedroom of a client of mine who's home is now on the market - At her price point, she needs to stand out from the rest. Although we used off-the-rack hardware & fabric to save a bit, the panels were custom made. She gets the look, at a more reasonable price - That's the sound advice and service I get paid for...

You bet! Great, bottom line post straight from one of the best! Knowing the rules is what the differentiation is...

Hi Julia! I totally agree as well. You know I also offer multiple services and that keeps us busy year round. Just think of every seller as a buyer too...that's a lot of opportunities.

Staging and decorating are completely different...different set of rules, but the design principles are the same. We still need to put together well thought out spaces. Staging has more "air space" and might be considered unfinished, but our inspiration still comes from decorating and the latest trends. I also use window treatments all the time. The reasons are plenty..draw your eye to the window and out to a beautiful view, they finish a space using a lot less accessories, great way to add color to otherwise to neutral walls, they can make the ceiling feel taller, the windows seem larger, the list goes on and on. It doesn't need to be expensive.

Call it what you will staging or decorating our job is to put together spaces people want to live in. Highlight features and help buyers' see possibilities.

MAY

Margaret - Ditto -

Educate yourself, learn new rules, offer many options for clients, and guess what? You stay in Business!

Julea,, What your blog says to me is.. GET CREATIVE !,, I know we all probably tend to get a case of the blahs now and then,, So many empty rooms with off white walls and beige carpet.. We need a little kick in the kiester sometimes .. So, thanks for the little kick !

MAY

Anne, Yes and you have to really know the target market and the mind of the buyer, and get that house wrapped up to meet their needs.

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