Home Stagers Take Note: Are other professions trying to steal our thunder?!

Home : Blogs : Kate Hart : Home Staging Pennsylvania- Hart & Associates

Home Stagers Take Note: Are other professions trying to steal our thunder?!

Imagine my surprise this morning when I received this phone call from a local moving professional that I refer business to on a regular basis:

Kate: Hello?

Mover: Hi Kate, do you have a second?

Kate: Sure, but I am getting the kids out the door to school.

Mover: As you know I am offering on-line classes to train people to become move managers.

Kate: Sure that is wonderful.

Mover: Well I am going to add home staging to that site and I wanted to ask you which classes you thought were best.

Kate: Excuse me?

Mover: I want to add a 2 hour class so our movers can be certified in staging.

Kate: I am not sure that is something I can help you with. You see this is part of the problem with the staging industry. Everyone thinks they can take a class in become an instant stager. 2 hours will give them nothing.

Mover: Well when we go to homes our clients are asking if we stage.

Kate: Our clients ask if we pack and we say no and refer them to you.

Mover: Well, we wouldn't compete with you on a local level....

Kate: That is not what I am concerned about. I am worried that people will not get the quality of service they deserve because they will not be working with a skilled stager.

Mover: Well we would just offering general decluttering advice.

Kate: Well then you would not be a stager!

As you can imagine I was quite shocked by this! Suddenly it seems like any professional service that helps people move is trying to become home stagers:

We have Realtors becoming stagers, retail furniture stores becoming stagers, furniture rental companies becoming stagers, moving companies becoming stagers. What is next?

So this brings me back to a discussion that I feel needs more attention:

What do we do as staging professionals - naked, certified, accredited etc to give our industry the respect that it deserves?

What kind of standards should we, or can we create to protect our industry?

Should it be the responsibility of staging businesses or staging training organizations to work together on this?

How can we create an organization that is independent and is not all about one group or one class?

Do we even want to do this?

Well, if everyone jumps on the staging bandwagon at least I have other career options- there is a 2 hour class I can take on home inspections and move management somewhere I am sure.

Posted by Kate Hart on 10/30/2007 09:51 AM

Comments (46)

home staging classes, home staging certification, move management, home inspection

Generate short URL

Post is included in group: Stage It Forward...

46 Comments on Home Stagers Take Note: Are other professions trying to steal our thunder?!

OCT

2007

Kate: Amazing! The world continues to surprise me everyday. I have worked with many movers and can't imagine any of those guys staging although they can figure out how to get any couch throuh any door. My biggest concern is that bad staging and advice will negatively impact the progress our indutry is making. We end up reducaing people who have these negative experiences. AS much as I dislike regulation, I think we really need some uniform standards.

Kate - RESA is working very hard at being the reference point and place for staging standards you are asking about. We ask for everyone's input and there are no restrictions on a stagers training or background...all are welcome. Standards are being set as we speak.

Everyone keeps asking your question: How can we create an organization that is independent and is not all about one group or one class? RESA IS THAT.

I hope everyone who is not a member will visit the site and check it out...and get involved

This is a synchronicity for me because I have been writing a post that ask similar questions. In an industry where the entry threshold level is low, what can we do to provide education that will convey the message that taking a two hour class does not one make a stager?

I can't tell you how many Realtors, home sellers and others in my area seem to have the idea that watching a few episodes of HGTV is all it takes. I have looked at so many "staged" properties that look terrible that I almost want to quit just so I am not associated with any type of "staging".

Unfortunately, I do not hold the opinion that regulation would make a difference. It is not like medicine or the practice of law. I mean anyone can prepare a home for sale and this will always be the case whether on not staging is regulated. I believe that education is the only route as slow as that might be.

Meanwhile, I am looking for a correspondence course in lobotomy. Anyone know of a good one?

Kate -- outstanding issues to bring to the forefront. Any thing I can do; I am right there with you. Last week I was talking to a client of mine who told me she just met a home organizer. And yes, she said, she was adding home staging on to her services.

It amazes me that we try and fine tune our particular nitch in the world of home staging; be is Vacant, or consults; or re-design. But other industries just think they can do it all.

I agree wholeheartedly with Cheri in that we really do need some uniform standards and requirements.

Kate - This is not good for our industry. I believe the longer we stick our heads in the sand, the more difficult it will become for us to disengage ourselves as professionals from those that are in positions to cause serious damage to the industry in general. What many fail to realize is that those other businesses ultimately do have other businesses to fall back on, whether it be moving company, furniture retailer, used rug wholesaler, or whatever.

To answer your questions: What do we do? - It is my opinion that we absolutely have to move forward with your initial suggestion regarding establishing standards. Stagers can choose to use them or not, but the consumer at least willhave an idea as to minimum acceptable practices for the industry and can question a stager regarding their own staging/business practices. I believe it should be the staging businesses that establish these standards and once they are established we should convey them to the training organizations. I realize this is a bit backward, but at this point the training organizations are not cohesive; and so we need to be their example and then communicate our expectations (and thus the publics expectations) to them.

Creating an organization: I could be wrong, but I thought RESA already accomplished this? Additionally, RESA has recently put in place another feature that specifically addresses complaints any member of the public may have in dealing with a stager that is also a RESA member. It is very much like the BBB, but is specific to the staging/redesign industry. Consumers have already contacted RESA concerning stagers and their dis-satisfaction as I understand it and that is why this particular feature of RESA has been implemented. A RESA board member will be better able to speak to this.

Thank you for bringing this to light.

Jackie

As always Kate, love your posts. I agree with Sheron to use RESA and form the chapters we need throughout the US. Being Chapter President for the So. CA area, I could use some members. Yes, we do need to get the word out about staging and set standards.

Diane

Kate,

I am not surprised to read this our industry is devolving into... unfortunetly.

I have been "complaining" about this for over a year now.

I have been putting a lot of thought into this... and I have some ideas which I am working on and will be sharing shortly.

TIME TO RISE UP and do what I spoke of last November.

Thank you all for your comments. I love that we have a forum like SIF to talk openly about issues facing professional home stagers.

This discussion brings up some interesting points such as:

Should there be standards or will those that have the knack always rise to the top?

If an organization is formed first does that organization have the right to set standards that will effect the rest of the industry? What about the top tier stagers that are not part of that group? What about stagers that are part of the group and do not meet the standards? Is it pay to play?

Should standards be formed from those in the trenches ie: staging business owners or training companies working together?

What is the ultimate goal for training companies? Teaching more people (even if they are in competing professions such as movers becoming stagers) or growing and strengthening the industry?

Discussion will keep us learning and growing. Please continue to share.

JAMES... I just saw a company online that you can download a lobotomy certificate for $19.99!

Hello Kate, unfortunately we have experienced this very situation. A few months ago we provided a quote on a $650+K property and later found that the project was given to another company. Not a big deal, it happens in a city the size on Indianapolis, but imagine our surprise when we found that the project was given to a LANDSCAPING company, who just decided that they would do staging in their off season. Obviously I would like to see some oversight being applied, however having said that, sometimes the oversight itself can become more of a problem than none at all. I tend to believe that the largest part of the answer lies in educating the public about what question need to be asked and answered when hiring a Property Presentation Specialist (that's what we like to call our selves). Just some simple things like "What are your personal statistics?", "Are the photo's I see on your web site, your work?", "Can you please provide me with references?", I won't bore you further, you get my drift.. Customers have to be able to make a sound judgement based on the facts, not just the bottom line. Of course a $3,000 sofa is more expensive to rent than a $200 Futon, but I don't believe the home owner knew to ask which one he was getting when he was considering the quotes. As far as looking to any one organization to deal with this issue, I just don't know. Organizations tend to have a singular purpose and I'm not sure that educating the public in this way is any of their goals. I would like to think that we can stick together as a much larger community (Naked if you will) of Property Presentation Specialists and figure out ways to accomplish this.

Kate,

This is amazing. I think Shell is on the right track with RESA and I know she is working hard to create standards for us all. I'd love to see her comments on this.

Hi Gary,
Thanks for sharing. As the original naked stager, I can only imagine how frustrated you must have been to have a landscaping company get the deal! Unfortunately consumers look at the bottom line to make decisions.

I am not sure either if standards are the answer but I think discussing this on SIF can help us figure things out. I do agree that educating consumers should be a focus. But who is responsible for that? The organizations? The training companies? Who will control the message? How can stagers as an industry share one voice? thanks for sharing and keep staging it forward... naked! KH

Needless to say this is ridiculous. We can always hope the cream rises to the top, unfortunately that is not always the case, short term anyway. Time will prove this to be true.

Do individual stagers/training companies have the responsibility to grow their business or the industry? I think the answer is both. The more homes are staged WELL the more homes will need staging. This creates the demand for more QUALITY stagers.

Kate please send link to that home lobotomy certificate...I think I may need it soon.

Kate, I was astonished when I read your post. A moving company offering staging...what's next? And then I went on to read the comments and discovered that Landscaping companies are also offering staging! I am a member of RESA courtesy of CSP for one year. I guess I better get over there and see what they are all about. I've done my profile, but little else. It is time to take action. Rating a 5 - another great post. Betty

Thanks Betty,

Yes I was astonished too- especially since this move manager is a friend, business acquaintance and advocate of small businesses. I think she is doing her clients and students a great disservice by almost instantly qualifying them as stagers. Organizations like RESA are a great way for us as staging professionals to continue to educate the public. KH

A disservice indeed.

RESA is a great organization and a great place to begin with setting the standards.

I think it's important for all of us to keep educating the consumer, agents, builder, investors, etc... with the importance of doing their homework as it relates to finding a qualified stager. In our unregulated industry it's far too easy for anyone to call themself a stager.

Kathy

Kate, I'd love to see some of the movers who have moved me, try to stage, hell they couldn't even pack the truck correctly, not to mention they all seemed to be missing a few teeth! Let em have at it! It won't last long.

Kate, consumer education is a tough row to hoe. Unfortunately it is a whole lot easier for impostors to give the industry a black eye than it is to show that you're the diamond in the rough. This is way we should value referrals so greatly. They are relevant, trust worthy endorsements that communicate the value you bring to the table that a mover or furniture store cannot come close too. Good luck!

Kate, Your post has a one---two punch to it. The first part of the blog having to do with others wanting to get into the staging business is quite interesting but not unexpected. We as home stagers have worked hard to get the message out about the benefits of home staging. Those with whom we are most often associated will have probably heard the message and interpreted it to mean they too could make money doing the same. That probably wouldn't be a problem if every single home on the market was being staged. (If that were the case then the cream would indeed rise to the top.)

The problem is we haven't as yet achieved the happy status of every for sale home being staged as a matter of course. In fact it could be that some of the other players entering the field of home staging could push the industry to the point wherein the unstaged home would be unheard of.

Now for the second part of your post.

What do we do as staging professionals - naked, certified, accredited etc to give our industry the respect that it deserves? Because it is hard to imagine many of the regulated industries in our world in an unregulated state I think I will use a different example. Anyone who has attended a juried craft show as opposed to those which aren't juried will know there is a huge difference in the quality of the crafts displayed. To carry this example even further; juried shows are created by those who want to be associated only with excellence. No government agency is involved. Self regulation brings about distinction.

What kind of standards should we, or can we create to protect our industry? A common language would be an excellent start. One of your other recommendations of levels of staging would also be helpful. (I compare this to the fuel industry -- no-lead, plus, premium, diesel are all common terms. Yet prices are set by the individual sellers of the fuels.) I'm sure there are many more ways we can achieve standards; these are just a couple of examples.

Should it be the responsibility of staging businesses or staging training organizations to work together on this? No, I don't think so. That would be similar to asking Yale, Harvard, The University of Arizona, Baylor and BJU to determine the practices of doctors when in reality it is the doctors who set standards for the schools. Once home staging practices are set then the schools will be forced to teach to the standards -- or go out of business.

How can we create an organization that is independent and is not all about one group or one class? You have already been a part of the answer -- ask home stagers what will work. Allow home stagers to "own" the organization by allowing them to be in on the designing of the organization. Encourage home stagers to get together and talk about what is important to them concerning the setting of standards for example. Encourage home stagers to think about what is best for the industry as a whole without being concerned about peripherals at first and allow the "extras" to be added once the industry has gained a firm footing on solid ground.

Do we even want to do this? One cord has much less strength than three cords wrapped together. Why wouldn't we want to do this?

Thanks for the very thought provoking post Kate. I'm anxious to see the ideas Craig has and the other ideas other folks have because of your questions.

Hi all. I am new to Active Rain and do not know of RESA! I have been staging for three years and have begun to get questions about how i got into the business. People think it is easy. I know it to be an ART!

thank you

OCT

2007

Kate,

This sure is a hot topic! There are more questions than answers to all of this at this point. I am going to look into RESA more and keep up with posts like this here on A/R. It doesn't seem like there will be any clear cut solution any time soon, however I believe over time, standards will come. Let the debate continue!

Penny W

Did you all know there is a group called RESA? We haven't used it much in the past but it is time. Please join the group and we will be posting all the updates there. It is also a really good place to ask your questions and post your problems so we can all focus on the industry as a whole.

wow Shell- that is a lot of info. thanks for sharing. I am certain that as an industry staging businesses and organizations like RESA can move staging forward. I will have to check out the group on AR. Happy Halloween KH

Hello Kate and all; I found your blog this evening and was very interested in what the commentary was going to be in large part to the fact that I will be interviewing Shell Brodnax of RESA this Friday on the radio/podcast. So as I read further down and found that Shell did respond to this posting, I thought the timing couldn't be any more perfect. The concerns raised here in this post are some of the very things I am looking forward to discussing with Shell during our interview time together. I encourage you to join us this Friday, Nov. 2 at 1 p.m. eastern time. You can listen live at www.radiosandysprings.com . If you can not listen to the live broadcast, the archived version will be available by Tuesday the following week. Visit the web site, click on show schedules and then click Friday. Scroll down and find the Diva in the House listing...click on the title page and you will be directed to the data base of archived shows. This week's show will provide information on the who, what and why of the RESA organization. I hope that you will tune in. I believe this will be a very informative interview and am really looking forward to it.

NOV

2007

Hi Gina,

thanks for commenting. I would love to hear the interview and if I cannot catch it live then I will visit the site.

I think Shell and RESA have accomplished a lot in a short time. I hope you do not think this blog was to say that they have not. The purpose of this blog was to call attention to the people flooding the staging market that do not have proper training.

Organizations like RESA are important because they want to grow and protect this industry. The larger question that this blog became is just because an organization was formed does that mean that it gets to make the rules?

RESA wants to set the standards but how are they going about this? Who will be determining them etc? What if the rest of the industry does not agree?

I guess what I am saying is that in order for something to be a standard and for a group to be the voice of an industry it must have the industry behind it and I am not sure this is the case or maybe I have to wait to see the standards?? KH

Kate,

I think you bring up some wonderful, valid points. No organization can ever be an exact right fit for every body, but I think that if there is at least a forum for great discussion and education, then it's a good start. I agree that a start up organization alone can not set the rules without input from various members within the profession, ( or they can and people can choose to not join as members). I do think however that there can be an agreement as to what professional's deem to be professional standards and if I understand the mission correctly of the RESA organization they are open to the input, suggestions, ideas and feedback from all of us working in this field. Of course it is painful to see that there are some out there who just decide to call themselves " stagers " and undercut the rest of us with their pricing while employing horrible staging practices that do nothing to elevate the staging industry. There are " bad apples " in every organization unfortunately and no group will ever be with out them. What RESA is attempting to do is no small endeavour for sure. I am just hopeful and excited to see that there are leaders in our industry that are attempting to bring about a national organization that will help to raise awareness of our industry, will attempt to keep standards to a certain level and allow us additional benefits that come from being members of a larger organization that we would not be able to generate on our own. I am looking forward to the interview to give everyone the ability to listen in and encourage extended dialogue about what needs to be done. Shell is right about one very important point...voices are heard when they are spoken together.

Gina,

I agree with you completely and also think that Shell has done a great job and is making great progress. This was a blog written to talk about the low barrier of entry into this industry and was not meant to target or be taken as an attack on RESA. Somehow I feel people think that it was and suddenly my blog was high-jacked into a support RESA post. I do support RESA just like I support others that are working together to give more credibility to staging.

Voices are heard when they are spoken together- it is finding the right voice and the right time to speak that will make our message the most effective. KH

On October 10 & 11 the Boston Chapter for IAHSP had a booth at the trade show for the Massachusetts Assn of Realtors Convention (aka MAR). A moving company had a booth - and they were very proud to discuss how important Staging is and how they are "staging" for their homeowners.

However, we are bringing them around to the professional realization they will do a better job for their clients when they outsource their Staging and stick to moving!

How do we do that? Networking, 1/1s (aka one-on-ones) and building a bridge of communication with them. It is hard, but it is something that we can do - and we all have done much harder things before! Love to hear your voice! Margaret

Shell,

As I said above- this blog was not written to be an attack on RESA. I have supported your accomplishments. It was written to call attention to the low barrier of entry in the biz. I actually thought it was a bit comical that a moving company wants to train people to be stagers in a 2 hour class.

I am sure that if people have concerns about RESA they will contact you, There is no need to be on the defensive here. As I mentioned above, my blog is not the space to promote RESA. I think your own blog would be a better place to get your issues noted in a public forum. KH

Hey Margret- what a coincidence! I was just on your site trying to find your email address- I only have the old SHC one, can you please send me it to kate@hartstaging.com

I agree networking is one way to educate those in supporting industries- I think there are many people jumping on the band wagon because they think staging is easy! KH

Hi Kate - when you ask AR a question, you need to be prepared for the answers however they come.

These were your questions so how did you want them answered?

You asked: What do we do as staging professionals - naked, certified, accredited etc to give our industry the respect that it deserves?

What kind of standards should we, or can we create to protect our industry?

Should it be the responsibility of staging businesses or staging training organizations to work together on this?

How can we create an organization that is independent and is not all about one group or one class?

Do we even want to do this?

Kate,

Please accept my appologies. I was not being defensive simply just answering what I felt was a great question. My intent was never to hi-jack your blog. I value you and appreciate your support. If anyone would like to conintue to comment on RESA please see the RESA group. Again, I am very sorry. Shell, WOW the graphic to post is paco! LOL if anyone knows me you know what that means.

Sheron,

I know what I asked and I understand that when I post a blog and ask questions that people will respond. I was not targeting RESA however so I did not think that you and Shell needed to go on the defensive about what you are doing.

Go back and read my comments. I support what you are doing. This post was written to get some discussion going period and you and Shell turned it into something else.

I am not sure what the tone of your comment was supposed to mean- seemed a little condescending to me. Since this is email I will read nothing else into then.

Hey Shell, No worries! The purpose of this site is to share and I think your ideas are valid. I just do not want people reading this blog and getting the impression that I am attacking RESA. I have already polarized enough groups here. KH

Hey Kate - my frustration must have bled through so I apologize for that...not my intention. It was a puzzle to me to see your questions and it appeared you did not want to hear answers. For me, it was like being Ben and Jerry and reading someone's quest for something creamy, cold, and refreshing on a hot day.

I think Margaret's approach to educating the moving industry and partnering services to the same market is very smart.

The world's a stage as the phrase goes, and now everyone is a stager. Seen the shows on TV, and have the can-do approach. Problem is that staging is NOT interior design, and non stagers always confuse the issue.

I think that the market will be a little confused in the short term, but thise that can stage will eventually seperated themselves from the pack, as the part timers find the next buzz profession with a 2 hour course.

I actually was hoping that I could invent the next buzz profession- then I could sit back and collect the royalties from my 2 hour online class! Who knows- maybe I will offer staging for people! kh

I totally did not think you were attacking RESA at all. Please if anyone thinks that DONT I have known Kate for 4 years, not her style. My exntended posts were innapropriate on your blog. I just get excited when I talk about RESA and what we can all do together. I believe in education but not fly by night classes. Again, my appologies.

NOV

2007

Hi Kate,

I just recently became aware of an Appraisal company offering home staging services in my area. They have even went so far as to get the Master designation to boot! Seems to me that if they wanted to offer the service, they needed to partner up with a real staging company. I hear you loud and clear about everyone riding the wave of staging.....great points...as always! :)

NOV

2007

I'm a real estate agent and I have to admit that I still don't know what the ROI is for staging. The public needs to be educated and Realtors need to be educated on the value of staging. Is there a website that offers statistics on the value of staging a home? Thanks.

Gail - The problem with a pure ROI on staging is that staging isn't the only variable in the sale of a home. My very first house has a good story: a pre-staged offer of $2.1 million and MULTIPLE post-staged offers of $2.3! This was 5 years ago, and a different market. The house was in a very desirable neighborhood, owned by well-known, popular, good-looking rich folks (that many aspired to be like) and had just been redone (somewhat oddly, but all new) the cost of staging was $1,200. Spending $1,200 earned them an extra $200,000 +.

I'm not sure those stats are meaningful today. Location, condition and price are the most important factors in a sale. Staging speaks to condition. But it also adds to allure, with feelings, color, texture, etc. But you can't invent a "chic" couple everyone wants to emulate as your home owner very often.

NOV

2007

Hey Kate ;)

Been away on AR for a little bit, I drove down to southern california for ASPM training and meeting local stagers there. Well, I think accreditation is important to show that we invest time into honing our crafts, but MORE IMPORTANTLY, CONSISTENCY across the board of these training programs. I would LOVE to see all these trainers get together and discuss the industry, because they have greater power to move the industry than us. After all, they are the ones that our churning out new stagers everyday. I was just talking to a stager friend of mine and she said that she gets calls all the time from new stagers who had taken really cheap classes that don't teach them anything. So they call other stagers to find out how to do pricing, etc. TERRIBLE!!!

More importantly, (this may be a little bit taboo to say, but heck, I am gonna say it) I think people need to stop bringing their personal agenda into these efforts, i.e. stop bashing one another and focus the important issues at hand. Also stop standing on the sideline and watch. It's lame. :)

Cheers,

Cindy

ps. Saw your new business endeavor. That looks great!

Kate... Excellent post!

I can't tell you how much I loved this (I'm still smiling):

Mover: Well when we go to homes our clients are asking if we stage.

Kate: Our clients ask if we pack and we say no and refer them to you.

Hello,

thanks for the comments and feedback,

Cindy- congrats on getting your masters. I agree that it is important to invest in your education. I too think some responsibility lies with the training companies. Did you see my update post on the power washing company that now offers home staging?

Lisa- When I write memoirs of a Stager I will have to change the ending as you rewrote it!

Juliette- well said!

Gail- I wanted to wait until today to comment. I agree with you that we need to show home owners some facts and stats on whether or not staging works. I personally have tracked them in my local area but until now there has not been an industry wide method to collect them. Those that had the stats before could not verify them, those that had them did not share them. The new Staging Stats program that we launched today will provide stagers with the proof they need to share with home sellers. This will only work if people are willing to share and contribute. To take this industry to the next level we need to act together and not in competition. I am excited to see what the next year will bring both for staging and the real estate market as well.

Hey I agree. I did see your update. It's just annoying. People will jump on anything to make a quick buck. You should have them do a consult, I would be interested to see how they would stage your house!

Kate - I look forward to seeing the statistics that support the ROI in staging. It's hard for me to convince clients that it's worthwhile to do the staging, even though they see the impact of staging on shows like Designed to Sell. If we could say to clients, if you you spend $2,000 you will get $10,000 back in a higher sales price and sell your home two months faster, I could sell staging in, but there are no guarantees or even averages. It comes down to trying to get clients to understand the concept of staging and buying into it.

This blog does not allow anonymous comments

Kate Hart

Radnor, PA

More about me…

Hart & Associates Staging and Design

Office Phone: (610) 293-6814

Cell Phone: (610) 564-6760

Email Me

Featuring home staging testimonials and before and after photos for Pennsylvania including Philadelphia, Chester, Delaware, Montgomery and Bucks Counties.

Click below to preview our work.

follow hartstaging at http://twitter.com

Links

Archives

Find PA real estate agents and Radnor real estate on ActiveRain.

Disclaimer: ActiveRain Corp. does not necessarily endorse the real estate agents, loan officers and brokers listed on this site. These real estate profiles, blogs and blog entries are provided here as a courtesy to our visitors to help them make an informed decision when buying or selling a house. ActiveRain Corp. takes no responsibility for the content in these profiles, that are written by the members of this community.