I was talking with Yvonne Root from Arizona yesterday about marketing staging services to agents.  She said a concern agents put forward was that they could not accurately predict the cost to stage a listing.  She described a scenario by which someone calls an agent and says "I want to buy a house, how much does it cost?"  Of course that would be tough to answer with no other information. 

The same is true of staging, every project is unique.  What we can probably give them so they are credible to the vendors asking the cost question, is the range of what consultations cost.  In my area the range is from two hundred to eight hundred for a minimum two hour consultation in which some staging hands-on work may or may not be done.

Hopefully they will put forward that this range exists for the same reason a Picasso does not cost the same as a Monet, even if both are the same size and framed similarly.  The price varies and the experience, talent and offerings vary from stager to stager.  

Amie I understood your point was that although the first question you are asked is the cost of staging; you believe the client should be asking whether they can afford NOT to stage.  Like a benefit/risk assessment.  Is that what you meant?

I think the client's concern about the cost is valid and going to remain the first question we hear until the service is demystified in terms of what it costs.  People who have never used staging or interior design services for instance, are often intimidated by their perception that these are luxury services for the affluent, and make the assumption that these services are beyond their means.  

The last thing this family needs to hear is how they are going to be further disadvantaged because they are afraid they can't afford staging.  I think they need the reassurance that it can be as accessible to them as a consultation fee that will give them a clear plan that they can implement themselves if possible  It helps to have an LA who will consider sharing the cost of that initial consultation.  Once they know more about the cost/benefits they can proceed to invest further with a better idea of what's in it for them. 

We need to widen public awareness that staging is an effective marketing tool from an investment and profit making point of view, and not some costly and elitist way to make the property look like something it is not.  

To get there I think we need comfort in discussing prices and cost/benefits with homeowners and realtors, and be ready to talk about how services impact sales profitability.  After a few years of this there will be a general public awareness of the cost benefits of staging as there is now in the industry of renovation.  People have better and better advance understanding of the ballpark cost of their project before they call a contractor for instance. 

Smart consumers always compare value to cost.  As frustrating for us as it is to always feel as if we are forced to compete on cost, it is one of the standards on which the one who is paying for our services will base the decision whether or not to hire us, and therefore promote our entire industry. 

I do agree that the homeowner needs a better understanding of how not staging can create a negative impression in the mind of the buyer.  I just think the cost question is valid too.