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When Non Stagers "stage" -

When owners and realtors believe they can save a seller money by not using a stager but deploying staging principles, here is the result. My guess is that the "principles" were read about online, not from a seasoned staging practitioner.

The pictures, and what you see in them, tell you a lot about the home don't they?

Unstaged home in Short Hills DR not staged in SH

FR in SH staged badly staging in Short Hills

(I don't know whose listing this is - it was sent to me this morning. I just know it's in Short Hills, listed at $729,000 and has been on the market for 50 days)

What are the tactics, what is the overriding message about staging/merchandising a home to go to market has our realtor/homeowner heard and obviously deployed?

DECLUTTER ?

ANGLE FURNITURE ?

LESS IS MORE ?

CLEAR SHINY SURFACES REFLECT LIGHT AND DRAW THE EYE........?

What can you presume?

ESTATE SALE?

EVERYTHING NEEDS TO BE UPDATED?

BASEMENT's GONNA SMELL?

Here's what I'm thinking - $729K is on the upper end for that neighborhood and that repairs, new kitchen, new baths, you know the basement is going to need work, are easily upwards of $150K. If you move in 3 years you're hoping the market has appreciated how much? You're going to need $942K just to break even!!! (including commission, closing costs, lawyers, etc.) For a 3 BR, that's a crazy number!

Obviously this approach isn't working - it's been on the market for 50 days and just had another price reduction.

Simple steps that could have been taken...what do you think?

1. Remove shag from FR floor?

2. Update all upholstery with slipcovers, fabric, throws, fun pillows?

3. Fill in empty spaces with warm, colorful items to draw the eye to focal points, flow, space?

4. "sumptuize" master bedroom with luxurious bedding, decorative "lifestyle" accessories - books, magazines, jewelry boxes, crystal, perfumes, candles ----- yeah, junk to the unknowing, but "touchstones" to those trying to imagine living in the place?

5. And so much more

I dunno, it seems we STILL have to so far to go, in terms of educating and proving our worth as stagers? why do people think they can do it themselves? They leave money on the table. And to Barb Scwartz's point - isn't that a realtor's fiduciary responsibility - to make the seller the most amount of money they can (in a legal, ethical way)? <my addendum>

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For over 5 years, Juliet Johnson Staging has provided home staging services in NJ, mostly in the luxury real estate markets of Essex, Union and Morris Counties. The preferred provider for Burgdorff-ERA of Short Hills, JJS as won recognition for creative, luxurious simplicity congruent to a variety of architectural styles, from Dutch Colonial to Jefersonian Classicism, from Steamboat Gothic to Hollywood Whimsy, from Split Level to Postmodernism.

A house sells when someone wants to call it home.

Juliet Johnson Staging provides SC Luxury Real Estate in Myrtle Beach, and all along the Grand Strand, with onsite staging and property styling combined with online promotion services.

Posted by Juliet Johnson - Home Staging Myrtle Beach on 09/09/2007 07:55 AM

Comments (38)

home staging nj, short hills

Post is included in group: Stage It Forward...
Post is included in group: Real World Home Staging for Newbies

38 Comments on When Non Stagers "stage" -

SEP

2007

I'm thinking a 5 year listing and it will be back in style again.

We all know how it works, you finally throw away some old clothes and low and behold they are back in style. (of course we know that they don't fit)

Juliet,

I think they watch too much television. Yes, they tried. They probably used the furniture they had in the house which is just as outdated as some of the features of the house. This gives the house the "estate" feeling and I'm sure is inviting quite a few lowball offers, which I'm also sure is not the intended affect. I think they should scrap all of the furniture altogether and start over...or call in a professional, which is, I'm sure, your point here. It'll be interesting to see where it ends up selling.

Thanks for the post.

Juliet, your points are well taken. However, in the much lower economic strata homes that I often deal with, I'd be thrilled to have more listings that showed this well!

Thank you for the post. I can tell I have a lot to learn about the staging process, and realize that I need some professional training.

That said, Michael and Carol Brady are looking for something to host large family gatherings. They have over 24 grand kids (Jan never married) and with the current furnishings, and a couple of architectural touches by Mike, it appears to be a perfect match for the Brady bunch.

Sorry, I'm feeling a bit silly today. Have a great Sunday!

Hi Juliet, Yes, I can relate. I had scheduled to stage a home being put on the market for tomorrow, but it was cancelled because they wanted to see if they could sell it the way it is and maybe "save" some money? Same kind of retro....

Thanks for the post! Diane Concialdi - DC Redesign

Juliet- first impression? Cold and uninviting, almost as unappealing as a vacant. There is definitely a lot of potential here. You say that the listing was sent to you? Likely as plea for help!

Juliet - When I look at these pictures, I envision a beautiful little couple sitting in their chairs - him reading the newspaper, while she's watching Martha. They've been in the house for as long as they've been married and now they're looking to downsize. I'm thinking their daughter probably flew in for the weekend to help out. It was a lovely gesture and probably a great "excuse" for checking in on Mom & Dad. Good effort - now call the agent and offer your services as a pofessional stager. - Calie

For me, this house reads estate sale, and the heirs have asked the lawyer or the realtor to get in someone from house clearance to remove anything but the most basic stuff.

Rob, I know what you mean - "everything old is new again" --- why DOESN'T that work for kitchens and baths? Beastly unfair!!

Andrew - I'm not sure it's even being shown! Around here if one of the 3 is "off" (location, conditon, price), they place not only does NOT get offers, it don't get shown! Terrible!

Juliet! I loved this post (not the decor, so much) You have really made a great point here that should be taken to heart!

great addendum, BTW

Thanks for posting to the new group!

Hi Juliet...I agree with your thoughts. Today I had a cancelled appointment with someone who decided they were capable of doing it on their own...despite the condo being on the market for 2 years. Ah....OK. Thanks for the notice. When it comes down to it, too many people are pennywise, pound foolish. We will have to work harder at educating the public I think.

Until sellers realize the VALUE of spending at a least few thousand dollars (or more depending on price point) to present their space in an updated fashion, they will have to learn the hard way. More time on the market and less return on their money in the end. Things will change...but not before the market gets slammed with wannabes. Many people just do not want to pay for diddley anymore....and that is the darn shame of it all. So short-sighted.......(she sighs) Regards-Kathleen

Juliet - I want to act surprise but......I am not. I have seen this scenario time and time again. Marketing this property with these photos is not helping the home seller. The only offers this property will get will be from savvy investors that will try to "steal" this property for a rock bottom price! Thanks for continuing to educate home sellers and realtors.

OMG...the orange rug has got to go..I have to admit that I had a house like this about a year ago. The couple was older (in their 80's) and refused to spend a dime. The realtor only had $300.00, and asked what I can do. I simply just rearranged and decluttered. It looked a heck of alot better, but not as it should have.

This home has some nice features like the large window, fireplace and what seems like some nice size rooms. Kill the rugs, valances and blue and orange furniture along with the yellow print chair in MBR. Like I blogged...Home Staging, It ain't just about rearranging furniture!

Phyllis Pafumi

"Orange" chu glad you aren't the realtor with this listing???

Thanks for the wonderful post. Up until recently, we did not have a stager in our area. We did have one come in to a sales meeting last month and leave her business card. I have an appointment with her this week to talk about her services and how she can help my sellers. What are the questions I should ask? This is a first for our area. Thanks

Staging isn't going to help this house unless you take everything out and get rid of the orange and blue carpets, window treatment, etc. While I think most agents would love to have a professional stager come in, the fact is, is not always financially feasible.

Agents do their best. This agent did not do a great job staging, but also did not go a great job with photos.

I have a new listing that I want to stage, and the owner is insisting that I not move his recliner (yep it needs to be moved). People still live in these homes and sometimes you just have to compromise and do the best you can.

It certainly doesn't look like a professional stager's styling, but we don't know the situations behind the scenario. Maybe sellers are strapped for cash that they used what they've got and they don't want people to know that they don't have the cash to stage. Therefore, they didn't update any parts of the home, which can be expensive. But you can also see that they certainly are trying. As a stager you can write them or their realtor a nice note and offer to assist them if they decide to go for staging.

Juliet,

This is a classic case of you can't see the forest for the trees. When you've lived in a house for years you become immune to the decor and in some cases color blind.

1. The first place to start would be to pull up the carpets and see if you have hardwood floors. That could raise the value of the property by at least 5000k. No hardwoods? Re-carpet with something neutral.

2. Get rid of those hospital white walls with an nice warm neutral wall color. Maybe Latte.

3. Replace dated window treatments with chocolate brown panels. That could also work in the dining room with the blue chairs. (I know blue and brown are a little passe but not as passe as orange and baby blue.)

4. Bigger, bolder artwork to tie everything together.

5. Re-arrange that sofa so it doesn't look like a fort,and add a bunch of silk pillows, and wait, wait, wait...I'm sorry. This isn't even the question of your blog. What makes people think they can stage? Beats me.

cas=tailess cats

SEP

2007

All good and valid points.

Working backwards - Susan, it's as much our fault as HGTV. People think they can stage because all of us compete to show how smart we are by telling people - not just in blogs, but in books, on tv, and dvds, magazine articles, the works! And you can, too! Your ideas are spot on!

Cindy - my point was/is that it's TOO BARE! The person responsible for presenting this home went too far because they thought they knew the principles of staging. You are absolutely right - it now looks like there is a DESPERATE situation in the home... and while it tugs at your heart strings, it will yield low, low, LOW offers and leave money on the table. This, I think, is a missed opportunity, bordering on irresponsible, on the part of the realtor.

Melina and Cindy make great points that we all should remember before critiquing other peoples work, whether it was done by a professional stager or a Realtor... we have no idea what the condition of the property was to begin with (who knows, this might be a huge improvement from that), the financial constraints, or just plain unwillingness of homeowners to do what should be done. It would be ideal if we had approval to do everything that should be done to present the house at it's best...unfortunately, it usually doesn't happen with occupied homes. - Just posted this after you Juliet... yes! They should have left some decor!!!

Melina - yes, one often has to do the best you can. Quite so. And when it comes to leaving out the doll collections, I find it uncomfortable in the extreme!!

Deb - there's a great blog on what to ask a stager... not sure who wrote it. Will look later. Crazy day.

I got a very visceral reaction from just looking at the photos and a chill went down my spine. Brrrrrrrr! It is worth noting, again, that if the money ad effort are not spent upfront to make the property desirable it will attract only low ball offers and that is a shame. This house needs an update and a stager could really make it pop in a great way instead of-ahem- giving the impression it does now.

09/10/2007 by Carol R. Ellis-Luxury-Domain to Home Stage

You make a very good point, Carol, in that it's the upfront effort that counts. Once the listing's old, there's a lot more pressure on price.

Phyllis, I knew you'd hate all the rugs!! It's such a shame... and I'll bet the knick-knacks weren't all awful. I bet there were some lovely things mixed in. <sigh> Haven't had time to drive by, but will tomorrow. Poor REA's going to get an earfull!!! As I get busier, I find it less easy to be gentle and charming with people I really think should know better!

SEP

2007

What - you mean you don't like the orange? Ha!

All the best,

Beth

Juliet, my first thoughts were ESTATE SALE as well. By looking at it I think, wow, the house would have that 'old person smell'...I can't figure out what it is, but my parents have had it in their house the last few years. Too warm and no windows open?!

My thoughts are also that the basement would likely have a musty smell and have old dark paneling for walls and another shag rug.

I'd be offering a low-ball, not because I thought I could get a great deal, but because as you said, the amount you'd have to invest!

It distresses myself as well when I see the money being left on the table, most especially for seniors...they generally are not computer savvy and therefore don't have a way to educate themselves.

Like you I say the Realtors have a responsibility to their clients to at the very least educate them on the options available to them to maximize the potential, that is what they are being paid for; not to just list and get it sold, but for the best price possible.

I one point I would like to add however...there are stagers who haven't a clue (well, no decorating sense and no market comprehension)...so the house could have had a 'stager'. Which would be even worse...imagine what the sellers would think about staging now! Unfortunately in Durham Region I see this all to often. Generally it is a family member or friend of the Realtor.

Great post, Juliet.

Good example of pic's that are poorly representing "staging".

It IS frustrating to come across pictures as these. In that price range, one must evaluate VERY diligently and honestly what needs to be done.

What people need to understand is that for a few thousand in, coupled with some effort, they will get SEVERAL thousand out. In addition, get PROFESSIONAL assistance.

Julia

and that is the salient point here -

a few thousand in, coupled with some effort, you ill get SEVERAL thousand out.

Thanks, Julia for phrasing it so well.

Oh my heavens, Dane, I was going to say you're talking nightmare until I realized it could indeed be someone who says, "Oh, I know how to do that. I watch that show all the time. Let me help you for free."

But I agree, surely we must look after our seniors? After all, we'll be seniors one day... don't we need to put some karma in the bank?

SEP

2007

Well said! Leave selling real estate to professional realtors and staging to professional designers!

SEP

2007

Deb Wilson - Do a Kate Hart blog search for the one I think Juliet is referring to. Good for you that you are going to add a stager to your team, make sure they are a good one.

Juliet,

Empty, out dated and yes sad.

OCT

2007

Yeah, we see alot of pictures in the MLS where it looks like someone started staging part of the house and then got to a room where they didn't know what to do and left it. I'm hoping it wasn't a stager that did this. We have run into home owner's that say well we partially staged it. And sometimes that is worse than not staging it at all. Education is a big part of getting across the need for a professional stager. So we just have to keep at it!

Yes, I agree it is not the best up-to-date staged decor but we don't know the situation. What we see now could be a huge improvement from what it was. I commend them for at least trying to present it well. If only some of the houses for sale in my area looked this good. I know it is all relative and depends on standards for the specific area but they did try! As professionals we see the home's possibility - we don't see the family hardships behind the scenes.

Tanya - you're so right about partial staging. It's like vignettes which I'm starting to think don't work either.

Julie - noble sentiments - one does indeed never know.

this market will generate more and more properties in need of staging to be sold.

OCT

2007

I didn't read the comments, did you get this house & what did you do with it if you did? It certainly needs some work!

Nah, this was a listing that was sent to me by someone who thinks my husband is still in the Fix and Flip game. I did nothing... I had intended to drive by and offer to help, but was mercifully too busy this last month!

Juliet - Your email box is full - Says AR - I send you one but there was no room in the inn - time to declutter, girl.

OCT

2007

Julie - The home has been prepared for sale - not Staged. In the capable hands of a Professional Stager this home would shine! It is the last step in marketing the home - and because it has not been addressed the homeowner will leave money on the table at closing. Again, it is all relative - we don't understand everything we see.

plantain - homes w/fake bananas

Kathleen, yes, apparently. You should see my office!! I spend so much time working in other people's houses my own is a tip!

Margaret Ann, this is the most beautifully expressed point I have read in ages. I shall quote you every opportunity I can, starting with this month's newsletter. Thank you very much to taking the time to write and post it here.

Juliet - You are so sweet! However, I have to give credit where credit is due and that is to my mentor and trainer: Barb Schwarz.

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