Real Estate Blog - Targeting your demographics & being flexible....

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Targeting your demographics & being flexible....

A few months ago a client called me for a consultation. She had seen an article in our newspaper about staging. (We were one of 3 whose company name and websites were listed.) She and her husband were in no hurry to sell. They were retired and felt that the neighborhood they lived in didn't fit their lifestyle. (The demographics for their neighborhood is more first time buyer or young family.) They do watch a lot of HGTV, Ms Seller said. They wanted to be ready when they found 'the right house'.

We sat and discussed whether they had an agent, what they were looking for, etc. I referred 3 of my best agent clients to her and went on to do my consultation. As I walked from room to room she told me what she knew I would say. She was right a lot of the time. Wow! A client who really knew what the deal was. How refreshing!

I delivered the written report within 2 days & they had already done half of what I recommended based on what we talked about in the walkthrough. Wow! Not only did they understand but they were on the ball too!

About 2 weeks later I received a call from my agent client (one of the ones I referred to them). They had found a home, and now had a ratified contract - short sale. They close in 2 weeks. (What happened to no rush?) Could I provide a quote for a vacant staging job? They want to move in and then stage instead. Sure, no problem. The clients bought their new home, moved in, had it cleaned & detailed - we staged the home this week.

(note: their home was NOT for sale during the before photos - this was a 'pre-sale walkthrough')

The list price of this home is only in the low $200s. The demographics are first time home buyers and/or young families. The home needs to stand out, but be simple & understated. Simple, clean lines and minimal accessories reflect the likely buyer while still showing size, scale and providing warmth to the otherwise empty home.

Thanks to team members David Moon & Bonnie Mizzell for help with this transformation!

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First Impressions Home Staging & Interior ReDesign is a nationally award winning company owned and operated in Summerville, SC a suburb of Charleston, SC. We provide high quality staging for both occupied and vacant homes in the greater surrounding areas and beyond! For more information please visit, www.WeStageSC.com. If you are interested in learning about making Home Staging your profession, please visit, www.StagingAndRedesign.com for more information.

Posted by Melissa Marro www.StagingAndRedesign.com www.RedesigningCharleston.com on 01/27/2008 09:30 AM

Comments (21)

Originally posted at: Staging And Redesign - My View of the Industry: Targeting your demographics & being flexible....

21 Comments on Targeting your demographics & being flexible....

JAN

2008

Melissa, Great pictures and story. You always amaze me with your home staging. Beautiful job!

Diane Concialdi - DC Redesign

This is great Melissa! I think that you hit the nail on the head by saying... Know your demographics and be flexible. I love how you still used the red through the house, instead of telling the homeowner to paint. So many sellers are cash poor right now. It seems that you have a great relationship with your REAs... this is so important. We must continue to keep up with what is going on in our areas. Flexibility, knowledge of demographics, changing trends, and continual monitoring of the market are keys to our staging success. Great post Melissa.

Melissa, I always ask what the demographics of the area are. I certainly wouldn't want to do a childrens room if the community is retired people. If they are empty nest boomers, I'll incorporate a little something to let them know the property would be perfect for visting grandchildren, if its a singles area, I try to funk it up. Its very important to know who potential buyers will be, otherwise our staging could make the property a turn off. Nice pics BTW, good job!

Great job, Melissa! I love to hear stories about a client who "gets it", since they are more rare than I would like!

You did some great updates when it was vacant. The artwork in the dining room instead of the china hutch, etc. What color would you use to describe the reddish wall paint, Melissa? Maybe it's the photo, but it looks more mulberry than red to me, and I am always in a quandry about red walls and whether to keep them.

Kathy

Diane - Thank you for your kind words!

Lori - I couldn't agree with you more! I do have great relationships with my REA's. I know that we have a partnership to sell this home. We all make more money when the home sells quickly. Both the REA and I have happier clients and get more referrals.... win-win-win!

Terry - The change definately speaks more to the first time home buyer, mid 20s crowd. It feels like a cross between Pottery Barn and Pier 1...

Elaine -I've spent a lot of time educating agents and the consumers here in Charleston. I'm always busy, so clearly they are 'getting it' more and more often.

Kathy - The red is really a true warm red... not in the least pink or mulberry. (not barn red either... definately RED)

Diane - Thank you for your kind words!

Terry - The change definately speaks more to the first time home buyer, mid 20s crowd. It feels like a cross between Pottery Barn and Pier 1...

Elaine -I've spent a lot of time educating agents and the consumers here in Charleston. I'm always busy, so clearly they are 'getting it' more and more often.

Kathy - The red is really a true warm red... not in the least pink or mulberry. (not barn red either... definately RED)

Melissa, Talk about targeting demographics and being flexible...I have a golden opportunity to capitalize on something right here in my neighborhood.

Country Living magazine's 2008 Home of the Year was built in a neighborhood called The Islands of Beaufort in Beaufort, South Carolina. The article about this home is in the February 2008 issue and has already hit the news stands and the Country Living website. I have ten listings in this same neighborhood and I'm looking forward to working with those inquiring about the home.

Jon - thanks for sending the links. I haven't seen the Feb issue yet, but that is my favorite magazine of the dozen or so I subscribe to. The home looks really great! Is this a home the public can view, or is it individually owned (and lived in)? What a great opportunity to market yourself! Congratulations!

Demographics is definetely something you have know. In the last two days I've gone from empty-nester in an older development, a young family home to a wowza multimillion $ waterfront home. All of them have entirely different buyers. And all of the homes have entirely different looks.

You guys did an amazing job. Wow ,very impressive work!

JAN

2008

This is a good example of tired spaces. Looks like nothing had moved for years. Now they are very fresh and lively. Good job Melissa!

excellent post and example on the importance of demographics and targeting the appropriate audience! I preach that constantly!

Cindy - isn't it fun to do all the different styles? I think it is one of my favorite things about this job!

Fernando - thank you so much!

Sheron - it is funny because the owners had lived in their home less than 2 years. Their lifestyle didn't fit the neighborhood demographics - so they decided to find a home that did.

Karen - I know you do! It is one of the most important things a stager should bring to the table. If you don't target the right audience, then you won't get the home sold.

UPDATE: I received a call from the agent today. They've already had 2 showings and the sellers love it. One is considering it even though it is a little above their price range. The showing agents have also contacted the listing agent asking for my contact info. They love the staging job so much they want to hire us to stage their listings! It sounds like we'll be getting this inventory back to the warehouse very soon... which is good because we are near empty!

JAN

2008

Great job Melissa and way to go with the other agents! I always love looking at your work.

Melissa- I always tell people that "WE have to consider the target market for the house." It's almost like a mini-marketing campaign. The job looks just fantastic...it's amazing what a little spiffying and movin' will do.

AMBER

JAN

2008

NNIIICCCEEEE

FEB

2008

Dane - Thanks! This actually ended up being one of my favorite homes I think...

Amber - Yes, if you don't understand the demographics then you are just playing hit or miss! Targeting the right demographic is one of the key factors that helps move the home quickly!

Terrylynn - Thanks!

Melissa,

What a great story and the pictures look really good. I agree with you when it comes to demographics, that is always one of the first questions I ask.

I love compliant clients, plus they were knowledgeable and still respected you as the expert.

FEB

2008

Ann - if you don't know who you are selling to, then how you can you put the best foot forward? It's like showing up for an interview in a power suit only to find out it was for a landscaping job.... wouldn't make sense would it? Glad to see you also think it is important!

Kathleen - I know, how crazy is that? Everytime I said something that is usually harsh they would just say, "I figured you were going to say that." I just loved them!

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