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How Home Staging is Like Viagra

I was watching television the other night when a commercial from a drug company came on, then another and another. All of these medicines were by prescription only. I thought to myself why do the drug companies waste money on advertising? It's not like I can go to the drug store and buy it myself - I need a prescription. I have to ask my doctor for it.

Can you hear the sound of the brick falling on my head?

They are creating a want and a demand for their product to the consumer so they will go to the doctor and ask for that product. The same can be said for Home Staging. Reach out to the consumer and the real estate agent should follow. Create a want for Staging from the consumer and the agent should be able to prescribe Staging. Create a demand for Staging and the agent will have to give this service to their client. Educate the consumer on how to respond when the agent states that they don't need Staging. Educate the agent on why they should suggest, recommend or provide staging for their clients. I am hoping and working toward the day where all agents include the service for their clients. Hopefully if there is enough of a demand the agents will not have a choice.

Some one posed the question to me- Do you think we, as a group, are educating the consumer? I have to say yes and no. I think for some Stagers when they are new, they try to get the word out about Staging so they can get some business. After they have some regular clients, they stop. We can't stop!

I think groups like RESA and the SIF Roundtables are great vehicles to use to help get the buzz going. Starting RESA Chapters in each state is a great first step. Having the Roundtables around North America is a great first step. But what else can we do? Did anyone who held a roundtable distribute a press release about the event? Did anyone advertise the event? I ask because while the general public wasn't invited, it is a great way to reach out to consumers that Home Staging exists, we are a strong industry and we are in your neighborhood! What about including the event in your newsletter? Have all the attendees who put out a newsletter mention it.

I read blogs like "I'm not a home stager anymore" and it bothers me. Only because we have worked too hard at educating the consumer what Home Staging means, I don't want to back track and start over with "property enhancer" or "home stylist".(Sorry Kimberly, I just don't agree)

We are fortunate that Home Staging does not cause flatulence and fatigue like the drug companies add to their commercials. We are fortunate that Home Staging does not include a high risk of death and impaired driving. Home Staging is like a happy pill - it's all good!

What ideas do you have that as an industry we can create a buzz about staging?

Attention Home sellers! Call your agent and ask them to prescribe you some Home Staging - better yet demand it!

Posted by Cari Pilon, RE:STYLE Home Staging on 01/15/2008 09:42 AM

Comments (21)

home staging, real estate agents, consumers, resa, sif roundtables, demand staging, staging industry

Post is included in group: Real World Home Staging for Newbies

21 Comments on How Home Staging is Like Viagra

JAN

2008

Great point, Cari! I often feel like there has to be a better way. Poor Joe Homeowner is sitting there waiting for his home to sell, and all our marketing is directed at the agents, who are bombarded by lenders, title companies, inspection companies, and now stagers. Wouldn't it be great if, instead of us making that call to an agent with a listing that isn't selling, the seller called the agent, and suggested staging? Ah, in a perfect world....

You ARE a SMART Stager!

I think staging can be a great tool but will the seller pay for it especially on smaller homes.

Hi Cari,

You have a good idea here - if the consumers demand it the agents will have to supply it. The issue is how to create that consumer demand. To create a demand for something one has to show the value of it. One has to be able to answer the consumer question "How will this benefit me?"

That should be a fairly straightforward task. Compare the sale price and days on market of homes that have received the benefit of a Home Stager to the rest of the market. There should be a difference and it should be in your favor. Broadcast, announce, advertise, trumpet this difference.

Good post!

I think you make a very good point Cari. It would aid me tremendously if stagers began marketing more directly to homeowners. I have a tough time selling staging to clients, even in this market and I'm unwilling to pay for it myself.

Cari ~ First - Congratulations on your feature!

I was wondering where you were going with this with the title, and you make some excellent points. Especially in getting, and keeping, the idea of home staging out there. Homeowners will realize that they will be paying for it if they don't utilize staging to bring out the best in their homes; to make it appealing to a wide range of buyers, as the sale price of the home will ultimately be affected.

Great post Cari. I agree that we have to keep on educating the public. I guess the key is reaching as large an audience at one time as we can, without it costing a fortune to do so. In a perfect world, it would be nice if RESA were able to take out large ads in national newspapers and trade magazines explaining the benefits of staging etc. but that just isn't feasible. I suppose the only way, is to keep chipping away at the local level with presentations (to the public), trade shows, etc. Thought provoking post Cari. I look forward to hearing everyone's ideas. P.S. Thank goodness that home staging doesn't have any of the side effects that you hear about on the prescription drug commercials!

Cari,

I have now seen the value in staging...and I will be an advocate for it on all my listings. Networking achieves much for any business.....you have to be in front of people to create the buzz.

Right Elaine, It would be nice if they called their agent and said "I just heard about a great service called staging, who do you reccommend?"Someday our vision will become reality. (and thanks, I am proud to be a SMART Stager!)

Hi Richard, Will the seller pay for it? I think so. Most Home Stagers will work within the seller's budget. Most Home Stagers are also Professional Shoppers and can find some serious deals! Staging smaller homes is great! You get to take a house and make it cute and cozy vs. small and cramped.

You got it Joe! What is in it for me? The question on every one's lips. Home Stagers at lease have the numbers on our side! Now we have to figure out how to shout it from the rooftops!

Thanks Colleen, Elaine made a good point that Agents do have a lot of businesses coming at them asking them to reccommend them. It would be frustrating after a while. You say that you have a hard time selling staging to your clients. Why do you think that is? Do you feel comfortable explaining it or are your clients just opposed to it? You say you are unwilling to pay for it - you don't have to explain why but if you are unwilling to pay for it, doesn't that 'tell' your clients that they shouldn't pay for it either? I'm not trying to put you on the spot, but to me it doesn't make sense why agents and their sellers wouldn't want to give the house a chance to appeal to as many people as it could. Thank you for your comments!

Thanks Kathy! I hadn't noticed the star so thank you! I agree with you - the question is how? We probably all get the word out in our neck of the woods but beyond that there are people who just don't know that we can help them. It is like having a birthday present with no one to give it to!

Hi Charlene, That is a great idea! It could be like a public service announcement - don't drink and drive, wear a condom and stage your home! Seriously though, maybe pose the question at your next chapter meeting and see what everyone comes up with.

You rock Dan! Three cheers for Dan everyone!! (I am actually serious!) Can you tell us what made you cross into the light? LOL We love to hear another success story.

Networking is key, you are right. Just look at the Presidential Candidates, would they get any votes if they were back at their office? Or out in the publics eye shaking hands and kissing babies (do they still do that?)

We all need to put in our goals for 2008 - develop a way that I can educate the consumer on the value and benefits of Home Staging.

I know that I have become aware of and learned about staging on this site. You are a new and upcoming profession and education of the public takes time. Having home-stager awards is smart.

Active Rain is a godsend isn't it? and I have learned a lot more about real estate and other industries than I ever would have. Active Rain has given Staging a platform on which to stand.

The Real Estate Staging Associations Awards were great! All excellent nominations and well deserved winners! I hope that the RESA awards will bring more awareness to RESA and to Staging.

Thanks for commenting Wayne!

Hey Cari -- We have put out a press release for our round table at IKEA here in Atlanta. I had the idea a few weeks ago and Craig Schiller and I collectively wrote it. I will post it here soon so others can use as well (with tweaking to their venue, of course)

Great blog by the way! Our "side effects" is all positive! NObody will go blind or have dry mouth!

That is great Karen! We all start talking and people will listen!

I'm glad that Karen pointed this out because I think I missed it the first go... really great stuff!

This is why despite my busy schedule I make it a point to put a newsletter out every single month at the same time every single month. I also send press releases, talk to media personnel and write newspaper articles (small local ones). They may not appear as regularly as I may like, but they do show up & I get tons of hits & calls afterwards. Even if they don't ultimately end up in a job they are educating people out there....

This is a nice posting Cari. My best advice is to 'borrow ideas' from marketers in other industries. " You can pay me now, or you can pay me later," was a great line from a mechanic about using 'genuine' parts from his company. A few hundred dollars spent on a Professional Home Stager could result in the house selling for a few thousand dollars more.

Hey Melissa, I totally thought of you when I wrote the word newsletter, because I know how strongly you believe in it. I applaud you for your diligence! But truth is, it is effective!

Thanks Dan! And thanks for the plug on Staging - now spread the word!!!!! But it was funny, here I am getting irritated at the constant drug commercial with "Bob at the pool" and it was like a message being sent directly to me (just not the Viagra part haha)

JAN

2008

lol.... I love smilin' Bob.... lol... those commercials crack me up! Very good corrolation! I know I've heard stagers say that staging just won't work in their area because no one knows what it is. I keep thinking (and saying) then they have a gold mine at their feet. They just need to harvest it!

It's definitely hard to do. I think most agents want it, but it's homeowners that don't.

Educating is key in this business but it can get difficult when clients are sooooo fixed on a small budget and their home needs a ton of attention. We need to learn everyday how to help sellers get the most bang for their buck which is not always easy.

As the market grows tougher, home staging should be a standard in the selling of a home. It will happen. I just met someone from California and he said NO ONE sells a home in CA without staging it. It's a given...so keep on staging it forward

Phyllis Pafumi

JAN

2008

Really Christy? See, I feel that is sort of the other way around - but I think more homeowners would want it if they knew it existed. We stagers have been counting on the Real Estate Professional to pass the word for so long. You can read through most of the stager's posts on AR and feel their frustration with the agents. So many stories of "the Realtor said no" "the Realtor said it wasn't needed", "the Realtor never updated the pictures with the staging completed". We are frustrated because we KNOW our service will benefit the agent in the long run. It is frustrating to know that the agent (some) didn't do their part yet will reap the reward when the commission check comes in.

So if we can educate this consumer to ask for staging, Realtors will realize that the smart thing to do would be to provide at least a consultation for their clients. How great would that be! Your client wouldn't even have to ask. They sign with you and they get a gift!

Phyllis, budget are sticky. I thinkthat is part of what makes the home stager so special - we can work wonders. Again reading through the posts on AR, people can see how savvy the stager is in creating furniture, creating focal points, folding towels, bargin hunting, scoring with neighbor's furniture :)

So what is up with California? Is it true that NO One sells a home with out staging it? I've heard that for 5 years now. What is the secret?

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