Real Estate Blog - De-clutter, De-personalize, and Neutralize---Are these terms sabotaging our efforts?

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De-clutter, De-personalize, and Neutralize---Are these terms sabotaging our efforts?

Staging websites, staging brochures and even staging TV shows chant the mantra "De-clutter, de-clutter, and de-clutter some more....oh, and don't forget to de-personalize and neutralize, too!"

Could the overuse of these common terms actually be helping homeowners come to the conclusion that they really do not need staging after all?

De-clutter: This staging term is often used to denote "too much" of anything. "Clutter" is usually synonymous with messy or disheveled so someone who has too much furniture in a room or too many items neatly lined up on the mantel may be thinking: "My house is not cluttered. There are no toys or dirty clothes on the floor. I don't need home staging."
De-personalize: This is a term used by stagers to refer to anything that reveals the owner's personal tastes. Someone who has proudly displayed a doll collection or children's artwork may be thinking: "I don't need someone to help me de-personalize my house. I already took down all the family photos. Home staging won't be necessary."
Neutralize: This is a staging term for anything that needs to be "toned down". Someone whose house is decorated with animal prints and bold florals may think: "I don't need to neutralize---all my walls are beige. My house IS staged!"

Are we inadvertently insulting our clients with marketing messages that imply they have done something wrong?

Not many of us would be inclined to hire a housecleaning service whose marketing message is: Let us help you de-filth, de-germ, and deodorize your house so you won't be ashamed to invite people over. The cleaning companies don't say that they can make our homes look better than we can. Their marketing messages imply that our homes are clean and that they want to help us keep them clean so we will have more time to enjoy other things. This message comes across as helpful; not demeaning.

We need to describe what we do in terms that don't insinuate neglect or wrongdoing on the part of the homeowner. Our focus shouldn't be on the things that are faulty with the house but rather on implementing methods to assure that buyers notice and fully appreciate everything that is RIGHT with it.

Negative message: We will help you de-clutter, de-personalize, and neutralize this space so buyers can envision themselves living here. This implies the homeowner has done something wrong.
Positive message: We will eliminate eye-catching distractions and increase visual enhancements so that potential buyers can fully appreciate the home's special features and the lifestyle it offers. This implies that you are going to make the home even better than it already is.

So, let's stop "insulting" our clients or "helping them talk themselves out of the need for our services" and start using some compelling phrases that will entice them to hire us even if it is just because we piqued their interest and they want to see just how we plan to "remove beautiful distractions, eliminate interesting detractors, eliminate eye-catching distractions, and increase visual enhancements."

Posted by Judy Kincaid, Tampa Home Stager on 01/08/2007 09:22 PM

Comments (32)

staging, home staging, declutter, depersonalize, neutralize, marketing, distractions, visual detractors

32 Comments on De-clutter, De-personalize, and Neutralize---Are these terms sabotaging our efforts?

JAN

2007

Hey Judy, I double that! Excellent...attention to details even in the spoken word. I like to elude to the magic that takes place when an outsider comes in and detaches the emotions that could keep the home from selling and then the pre-packing aspect helps back that up. Then there is the 'protect your valuables'! Keep em coming.

Here! Here! We as an industry have to avoid talking down to our clientel. Who thinks highly of a person who thinks they are better than you and tells you with words like de-clutter. Ugly!

Erik

I've hired a stager and will be meeting her at the client's home tomorrow. I may even use some of your wording. Thank you so much. The last thing I want to do is insult a client.

Judy, well said! Your examples make a great point as does the house cleaning analogy.

JAN

2007

Judy, This was some great advice. You made some great points. By Putting myself in seller's shoes I am able to understand why STAGING may seem like an insult. Now I have to re think my marketing points. Thanks Judy! ;-)

Enjoyed reading this post... a perfect reminder that positive words and phrases will garner positive results. (Works well with kids and husbands too, not just clients!)

Judy-

Excellent! Great points! I am always amazed that when others state their perspective, it makes us all think about what we do. You are absolutely correct and I am going to review my marketing materials and take that out. Keep on sharing, everybody and pretty soon, we may have our unified message yet!

Hi Judy,

We definately have our jobs cut out for us when it comes to avoiding hurting a client's feelings! At the beginning of any consultation I let the homeowner know that even if I was to put my home on the market I would have to "stage", because I have kids and my home is a home and ready for family life.

I find this approach quashes any negetaive thoughts the client may have and help them realize that home stagers are people too!

Excellent!! Reminds me of a time when I was listing the home of a dear friend, and my difficulty in trying to gently tell her that her stairway carpet was horribly dirty. Do you have any hints on how to handle a situation like that?

Joan

As some have already said...M O N E Y! Those dirty stairs will cost her thousands of dollars.

Stage It Forward!

I love your analogy on house cleaning. Great post!

Point taken, Judy!

I'm going to go examine my materials right now.

Veronica

Judy - I read in someone's post - forgot who - that a homeowner actually got rid of their kitchen table and chairs. Now that is taking de-cluttering to an extreme. When I discuss staging I always talk about "Emotional Connection Points" It is one of Audra Slinkey's terms. When I speak to Realtors I show them photos of decluttered rooms that look stark and cold. Then the room with just a few well positioned accessories placed there to make an emotional connection. Usually works.

Thanks for the great post. I think if we change our rhetoric - it will help grow our industry. I also love one of Craig's posts about being called a Property Merchandising Specialist.

OK here is one of my other pet peeves - Not that anyone asked but I'm in the mood to rant - the use of the word "Tricks". I've read a lot of stagers websites and they use the phrase Staging Tricks, Tricks of the trade etc. I think the word trick, or trickery has a negative connotation.

Websters defines TRICK as a crafty procedure or practice meant to deceive or defraud

I read all the time that stagers will not put a potted plant over a stain, or hang a picture over a hole in the wall so we are not in the business of Tricking people. I think everyone should refrain from using this word with regards to staging. I would take Jeff Turner's advice and put TRICK on the list of Strong Words .

PS Judy Congrats on the Gold Star!!! You've made the AR dashboard.

Judy Judy Judy...

OH how you got my brain cooking! I think I am going to be make a HUGE shift on how I say things. YOU ARE DEAD ON I am affraid.

WOW... WOW... WOW! Even as I type this, I think more and more about what you say is soooooo right,

Watch how your words impact what I say in future blogs.

Stage it forward...

Judy Judy Judy...

OH how you got my brain cooking! I think I am going to be make a HUGE shift on how I say things. YOU ARE DEAD ON I am affraid.

WOW... WOW... WOW! Even as I type this, I think more and more about what you say is soooooo right,

Watch how your words impact what I say in future blogs.

Stage it forward...

Judy, me too...am going to go in and rework my entire website and my Do-it-yourself Home Staging Instruction program...we all bow to your sensitivities. This business is changing fast!

Hey Judy

People don't realize how their homes appear to others. The term decluttering can be taken sooo many ways. It might mean to some that items are off the floor, but the counters, closets and cabinets are stuffed to the max. We do need to watch our words because it is offensive if we come off like we are insulting their home.

I agree with Sheron that this business is changing fast..

Phyllis Pafumi

I absolutely loved this blog. I agree with you completely. Sometimes saying something isn't enough. It needs to be explained and expanded upon. I agree with Judy, it definitely needs to be put delicately. It's funny what you don't see in your own home but can see in others.

Judy, can I ask a question? You know you are my staging HEROINE. Where was this ingenuity when I got the infamous email? LOl - I keep rereading this blog! Everytime I reread it it gets better and better!

JAN

2007

Sheron---Thanks for the kudos and the good advice!

Erik--You make a very valid point....even using the word "de-clutter" in its proper context is demeaning when coming from a hired professional.

Kevin & Sherry---I hope your appointment with the stager and the client went well.

Gina, Judy, Kimberly, Jim & Maria---One of the reasons I even thought about writing this blog is because it suddenly hit me that I couldn't think of any other industries that point out customer's flaws as blatantly as this one does.

Lucie---And here I thought I was the only one who revealed my innermost secret to clients. But, yes, you are absolutely right---it does put them at ease when I say "If I were to put my house on the market tomorrow, I would have to stay up ALL night staging it!"

Phylena---Thanks for the kind words.

Joan---In the case of the dirty carpet---I tell all my clients that, if the carpets haven't been cleaned within the last 6 months, they need to have it done now. It would also fall under my new definition: "eliminate eye-catching distractions". Just explain that buyers will be focusing their attention on the carpet and not on the best features of the home.

Veronica & Sheron---I hope you will share your "new and improved" marketing messages with us.

Maureen---Thanks for your kinds words. "Emotional Connection Points"---I am definitely going to add this one to my list. I also appreciate your sharing how you use that phrase.

It is so funny that you mentioned your pet peeve of the use of the word "trick". When I was composing my previous blog, I actually typed that phrase and as soon as I saw it in print, I knew that was the wrong thing to say....it just didn't seem to be the right way to describe what stagers do. So I reworked the sentence structure and used "staging skills" instead. Thanks for "ranting"...I am sure others feels the same way we do about that term.

Craig---This message started forming in my head the day I read your blog. As soon as I saw your use of the phrase "remove beautiful distractions", I knew that is the way we need to talk to all of our clients...all of the time! THANK YOU for the inspiration!

Phyllis---You are absolutely right. We are in this business because we want to help people not offend them with our choice of words.

Christy---What a nice thing to say. You are right...we can't take the easy way out by spouting out terms that we automatically assume will be fully understood. As you stated, we do need to explain exactly what we want people to do, why we want them to do it, and the benefit they will gain from doing it.

Marci---Thanks to you, I may need to install a skylight in my car to accommodate my big head! You handled that situation with style and grace but, you know if this stuff had been in my brain when you needed it, it would have been yours for the taking!

Judy, You are Right on Spot with your analogy od House Keeping Services. My wife is a LARGE commentator on a new lisiting needing to have this removed, that added, this oriented another way.... Geez. I clearly understand the need to show a home in the best light as possible. Which includes, maybe spending money to change out carpet, touchup paint and or do some other enviromental augmentation but as you suggest there are more subtle mechanisms to accomplish this than implying that you know more and your client knows less. Afterall, no matter what your intention if you come down negatively and your client preceives you as such you've damaged no one but your self.

Hi Judy,

Food for thought for us. I like to use the quote from Lisa Laporta on Designed To Sell. I tell our Seller that thier home should be Designed to Sell - not Designed to Live! It works everytime! I make it a point not to insult them by saying "of course you have to live in your home but while you're trying to market it, we have to make the space look as big as possible by removing everything you can live without". These tactics have worked for us although we still have to continue to coach Sellers during the term of the Listing.

Lisa

these are great words of wisdoms! thanks for reminding us to take care of our clients. it's subtle but it shows taht we care.

cheers,

cindy

i love staging and all things staging!

i stage to sell, live & work in san francisco bay area.

JAN

2007

Michael---Thank you for re-inforcing my message. You bring up some very valid points. We are in this business to help people so all of our actions, including our words, need to demonstrate that.

Lisa---I must have missed the show when Lisa used those pearls of wisdom but thank you for sharing them. I also like what you added to the mix. I can imagine that you do get great results when you explain it in such a thoughtful manner.

Cindy---You brought up a good point. If we take care of our clients, they will take care of us...by singing our praises to family and friends.

Fabulous re-wording, I changed mine from de-cluttering to simplifying because I personally don't like to see my stuff as clutter; I can't imagine from a client's point of view. I really like your phrasing. I too am going to re-examine how everything is phrased, spin it positive; a positive experience.

JAN

2007

Wow, Judy! You certainly earned that Gold Star on this one and look at how many comments your post has generated!

You have such a positive outlook and always find a kind word or complimentary comment when you post a response here on AR, so I am not surprised in the least that you devised a way to put a positive 'spin' on showing sellers how Staging can be beneficial to the sale of their house!

Great job!

FEB

2007

Judy, I believe you are correct our staging terminology needs to be less negative. De-personalizing has always sounded so cold and uninviting to me and it does sound 'demeaning' to the client as well, like they are fault because they live there (in the home).

and decluttering kept bringing up the red underline each time i typed it asking for spell check even. Were we not thinking? Super job, Judy So that's the sortof post that gets a gold star. I get it.

Hey Jude,

It's not easy for home sellers to open their door to a stranger (even WITH references), allow us to tour their sacred surroundings, take pictures of "the awful clutter" and critique it as though it were a product on a shelf. It IS personal, so personal! It's easy to lose sight of how our comments sound. After my husband died at 46, the house was like a shrine to me; I was such a witch to the Realtor who tried to get me to change the surroundings. I had had enough changes!

Wise blog here, Jude.

Sue Argue

FEB

2007

Tina -- Simplifying is a good term to use....because it is, like you said....positive!

Val -- You just made my day with your kind words....yet again!

Jodi -- Good point. We walk into their homes as strangers and "criticize" the way their house looks...and then want to be paid for doing it! No wonder the welcome wagon isn't in the driveway when we pull up!

Pat -- Thanks for the kudos.

Sue -- I am sorry to hear about the loss of your husband. I bet you can really empathize with clients and have found a kind and considerate way of getting your message across. Thank you for sharing your personal experience with us.

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