If you have been keeping up with Step by Step: The Staging Process for Realtors, then you already know how to Find a Stager.  Now what, you ask?  Well now you must introduce staging to your clients and for most of you, this is probably where you hit a wall.  If you have never used a stager, what do you say and when do you say it? 

This is what I suggest:

 The Best time to mention it:  During your initial phone conversation. At this point, you have not been inside the house and they cannot be thinking that there is something specific you are speaking of.  You can simply explain to them that the consultation is something you offer to all of your clients (you have not singled them out) and therefore it relieves you from having to address these things in the future - at least not without the written consultation to refer to. This makes you the good guy!

If you are pressed to explain to them what staging is, read Staging vs. Price Reduction by Carol Rumak, The Most Effective Use of Your Marketing Budget by myself and Home Staging, Internet use, and Real estate Marketing by James Frazier.  You can also offer to bring the stager along with you to the listing appointment so that they can answer all of the questions and keep you out of the hot seat.(ask your stager if this is an option.)

If you just listed, but didn't offer it at the time and really think they need it.  Be honest with them that this is a new service that you did not offer at the time of the listing.  Be enthusiastic about it and ask them if they are willing to "Try this out" with you.  Do not - I repeat - DO NOT indicate that you think they are in dire need of a stager. You are just going to offend them and damage your relationship.  Even if they ask you directly, don't go there!  Make them your "partner" in this new venture and ask them to 'help you out' by trying this new stager.  Ask for a lot of feedback from them as if they are your spy.  Then encourage them to see what happens and do what the stager says.  Using a "we're in this together" approach tends to work with most people and keep your relationship in tact.  The best part being that this is not a lie (please do not be dishonest), because you are in this together and they see you as an active and involved agent - not just someone who stuck a sign in the yard and left. 

If you are about to expire and want to retrieve the listing.  Just like the last example, be honest and let them know that this is a new service that was not available when they originally listed with you.  Ask them if they would be willing to talk to a stager and find out what they have to say. Explain to them that a stager can offer a neutral third party oinion as to what has impeded the sale and then assist them in adressing these issues to increase the potential to sell.  If you have viewed you as a good agent and you can honestly say you have done everything available to you to sell their house, chances are they will relist with you and take advantage of this new service.

Agents, let's face it.  Most of your clients are aware of the need to prepare their homes to sell.  Most of them may have done a few things, but most homeowners lack the ability to emotionally disconnect from their home and their stuff to effectively prepare it for the market.  A stager is a neutral third party and for some reason, sellers are more likely to listen to a stager than a Realtor when it comes to making changes to their home.  They may even be hinting that they want one. If at any point, your seller asks you if they shoud "do anything" or "Do you see anything that might be a red flag", etc., do not hesitate to offer a staging consultation - because that is what they are asking for.  Even if you think they don't need it, you may be surprised what can be done to turn a good house into a great house.

The key is to approach it casually, yet enthusiastically and have a good attitude about it.  Keep your eyes and ears open for the right opportunity and go for it. If you are serious about adding staging to your list of services and have a stager, add that to your marketing materials and your website.  It may make a difference when a potential client is deciding whether to give you a call.

When they have indicated that they are open to staging, set up an appointment ASAP.  We will talk about that next!