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The CRAPPY part of a staging business is JUMBO sized CHALLENGES!

By Craig Schiller

Industry Observer

November 18, 2006 10:29 AM

So you are or want to be a real estate stager? Well, it is a fun and rewarding business... but I would be lying if I said it was not with out it JUMBO challenges.

Since I have been blogging about staging I have "connected" with stagers from all over the United States AND Canada! I have spoken with amazing, fun, talented, creative people who love and are committed to their professions.

These conversations have been INSIPIRING and SAD. SAD? Yup... SAD! WHY SAD?

Because, while these folks are good at providing the on-property staging services... and now, after being out in the real world and applying what the learned, they find they are deeper into their profession in ways they NEVER thought about. They have gained a new appreciation and respect for staging and feel a bit lost when it comes to the day-to-day reality of BUSINESS OWNERSHIP... especially the staging business.

I understand their their dilemma... 2 years ago, when I presented the initial draft of our company's contract for staging services to our attorneys for their legal review, they were dumb-founded! Their replay was... "Craig, you have a VERY complex business model."

I see stagers attracted to the fun and "glamour" to the creativity necessary to prep a home for the purpose of helping it sell. But then reality sets in... in order to maintain and grow a successful company one does not think of ALL THE WORK in the other areas that MUST be given attention to and MASTERED.

These "jumbo challenge' areas include:

Sales
Advertising / Marketing
Services Delivery
Inventory: Growth & Management
Systems & Software
Human Resources
Strategic Partners
Office Space & Storage
Accounts Payable/Receivable
Outreach

If you are serious about owning and growing your own staging business.... Each of these areas must be looked at, defined and developed. WHY? Because if you don't actively understand and NURTURE these areas within your own staging company... your competition will and you will ultimately loose out to them.

Please feel free to share with me those jumbo-sized challenges facing you in your own staging business... and know that I am working on a solution to make those challenges less crappy.

stage it forward...

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Craig Schiller

Trempealeau, WI

Angela:

NOPE! NOTHING! ZILCH! ZIP! Today all one needs to do is just hang out a sign and call themself "stager" ... that is where problems arise.

THIS is why one of my battle cries is... we need INDUSTRY standards. ALL stagers regardless of where or how they learned to stage would then be tested against national standards.

Consumers are duped. Realtors are discouraged. And those of us that take this serious have to clean up the mess.

Nov 19, 2006 04:50 AM

Carole Cohen

Howard Hanna Cleveland City Office - Cleveland, OH

Realtor, ePRO

You guys are killin me here!!!!!

Nov 19, 2006 06:44 AM

Maureen Maureen

Orangeburg, NY

Craig - I hope you won't kick me out of the club but sometimes I think I like the business end of it better than the actual staging. I love the marketing, networking, press releases, public speaking engagements, graphic design for stationary and print ads,BLOGGING, SEO. I even love Quick Books pro.

OK I love the staging end of it too, but if you are going to be successful I totally agree with you - you better get a good business plan and stick to it.

Nov 19, 2006 06:54 AM

"The Lovely Wife" The One And Only TLW.

President-Tutas Towne Realty, Inc. - Kissimmee, FL

MDF...I was going to bring in the toilet, but "Dumbo" (the elephant) up there already has his own...Speaking of crap...Never mind this is a public post...:0)...TLW...ROAR!

Nov 19, 2006 06:56 AM

"The Lovely Wife" The One And Only TLW.

President-Tutas Towne Realty, Inc. - Kissimmee, FL

"Craig The Reala Stager"...May I give you one crappy for every email I get that starts with "The Crappy"?...Don't say yes to that! I wouldn't...TLW...ROAR!

Nov 19, 2006 07:03 AM

Rich Kruse

Gryphon USA, Ltd. - Columbus, OH

Ok, some engineer designed that thing. Can you imagine what the foreman was thinking when he saw the plans?

What are the specs on the TP holder and plunger?

Nov 19, 2006 07:13 AM

Bryant Tutas

Tutas Towne Realty, Inc and Garden Views Realty, LLC - Winter Garden, FL

Selling Florida one home at a time

Craig, man that picture is great. Your post is absolutely correct. There are many people that get into biz that don't have a clue how to run a biz. Staging just like anything else requires a lot more than just being good at what you do. It makes a lot of sense to hire people to run things if it is not your talent. You can be the best stager in the world but if you can't do the other things you will fail.

Nov 19, 2006 07:26 AM

Carole Cohen

Howard Hanna Cleveland City Office - Cleveland, OH

Realtor, ePRO

ROFL @ Rich My Favorite Craig (and that says something because I was obsessed with a Craig in junior and senior high)OK, maybe it's the Cleveland in me (ahem) but it took me until you guys started commenting to see that was a toilet...yes I know, but MDF TLW says, we are supposed to be truthful!

The best part of that photo to me is the sewer drain coming out the back! OMG

Nov 19, 2006 07:27 AM

"The Lovely Wife" The One And Only TLW.

President-Tutas Towne Realty, Inc. - Kissimmee, FL

Hey...I want to see those specs too!...:0)...Geez, I bet we are seriously off topic here....:0)...I'll have to write a post about whether or not off topic should include the great photos on these posts! :0). But of course now that I have said that I can sit back and see who snags that idea, even though they heard it here first.:0)...TLW...ROAR!

Nov 19, 2006 07:32 AM

"The Lovely Wife" The One And Only TLW.

President-Tutas Towne Realty, Inc. - Kissimmee, FL

ROFL...OMG...I didn't even notice the sewer drain! Are we sure the crap will go through that thing?...:0)...TLW...ROAR!

Nov 19, 2006 07:34 AM

Carole Cohen

Howard Hanna Cleveland City Office - Cleveland, OH

Realtor, ePRO

LOL well it won't be me. I'm commenting now for the rest of the day; no martinis like Rick, but coffee and a tootsie roll pop! lolol But hey, Craig is all about staging so why should we be so surprised that he found an elephant on the crap o meter!

On a more serious note (Ha) when you think of how new staging is, officially anyway, compared to real estate which has been around forever, to be successful at staging is harder, no? Ok I'm done sucking up - but I do believe it!

Nov 19, 2006 07:35 AM

Carole Cohen

Howard Hanna Cleveland City Office - Cleveland, OH

Realtor, ePRO

LOL thats what I thought you were talking about when you said specs ROFLMAO

Nov 19, 2006 07:39 AM

Craig Schiller

Trempealeau, WI

Cleveland Carol Cohen & Misty: (From this point forward I dub thee ThreeCee) and TLW (Dubed Misty long ago)... YOU two are having way to much fun with this picture.

You both are like deers cought in the headlights of my blog light! LOL

Nov 19, 2006 08:49 AM

Carole Cohen

Howard Hanna Cleveland City Office - Cleveland, OH

Realtor, ePRO

My Favorite Craig: (TY I like my new name) You have to admit the sewer line is fascinating!!!! Now we can work up a sweat over that deer too!

I think he has seen a bat or vampire!!!!

Nov 19, 2006 08:55 AM

Dawn Shaffer Life is good!

Battle Ground, WA

Hey Craig,

Your photos RULE. You always take them from the same angle, the walls are vertical, the lighting is perfect.. I've seen some stagers' websites whose photos could do more harm to their business than good. Do a blog on that when you have time.

Over coffee the other day a realtor told me she was going to go to online staging school so she "could say she had the credentials." I just solemnly shook my head and told her she had to read your stuff. It was right after you mentioned about 4 or 5 books on staging. I told her to feel free to READ UP and learn what she can, but when she faces a challenge (jumbo or not!) to call a professional in.

I do what I can by sending tips out to homeowners because the vast majority of homes have not been staged, and precious few realtors understand that huge vases in front of million-dollar views, or bazillions of throw rugs, or a Hallmark-store full of seasonal decorations is not seen as homey, but as NOISE which is difficult to see past. We're in a buyer's market here and homeowners need all the help they can get. I wish you were here.. we could use you, but not EVERY city can have you, now can we??

Anyway my friend, stage it forward (I am envisioning the elephant doing a little dance under a big top!). You're a genius. People listen to you and trust your judgment. Don't ever change.

Dawn Shaffer

Nov 19, 2006 11:27 AM

Phyllis Pafumi

ReStyled to Sell Home Staging New Jersey - Old Bridge, NJ

ReStyled to Sell Staging Homes NJ

Craig that photo is hysterical and OHHH so true. THe business end of staging is so crappy. I have been up to 3 am at times just going over my marketing plans. When I did a business plan I felt like I was on overload and back in school. I am definitely learning as I go and seeing what has or has not worked and tweaking from there

Thanks for the fun blog

Phyllis

Nov 19, 2006 12:22 PM

"The Lovely Wife" The One And Only TLW.

President-Tutas Towne Realty, Inc. - Kissimmee, FL

Not my fault man! You posted a picture of an Dumbo on a Jumbo! What the hell am I supposed to do with that? Pretend it's not there...Yah, right!...LOL...TLW...ROAR!

Nov 19, 2006 12:29 PM

Judy Kincaid

Tampa, FL

Craig--awesome photo---great blog!!! I am going to send this link to people who contact me wanting to know how to get started in the staging business. I think it is a wonderful business but has to be approached with eyes wide open and the realization that there are many other things that need to be done before getting a chance to do any actual staging....and even longer still before making a profit.

Nov 19, 2006 01:38 PM

Cindy Lin

Staged4more School of Home Staging - South San Francisco, CA

Host, The Home Staging Show podcast

hey Craig

Thanks for this post, this has been burning the back of my brain. My main challenge right now is to get prepared for expansion, which is quite a scary step in itself. I am definitely in the process of expanding inventory, which is very scary financially because all these little things add up. I am also looking to get a truck, revamping logo & website, organizing inventory, etc. It's just like snowballing! Craziness!

cheers,

cindy

i stage & redeisgn to sell, live and work in san francisco bay area!
cindy@staged4more.com
www.staged4more.com
http://stagingtipsandmore.blog.com/

Nov 27, 2006 05:09 AM

Marci Toliver

438-4642 - Mauldin, SC

Anderson SC, Spartanburg,Greenville SC, Home Staging

Have I really been on this site that long???? I remember when Craig wrote this blog! This needed to be revived also.

Mar 19, 2008 07:50 AM