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Downtown Toronto Real Estate Home Stager/Decorator - How To Spot a Hobbyist

By Toronto's 2 Hounds Design: Decorating + Staging

Home Stager with 2 Hounds Design + Home Staging

February 06, 2008 02:07 AM

My most recent clients have had their property on the market in downtown Toronto for almost a year. Properties like theirs just don't last long in downtown Toronto when priced right.

Well this property was listed at market value, way blow market value and until just recently, just below market value. So what is going on you ask.

Well, the property was updated for the client's very eclectic and colourful taste. The updates where made using a professional designer but they really pushed the envelope.

My clients however are very savvy and figured they would have to invest at least $20,000 to make the property more marketable. They hired one of the best Realtor teams in the city.

Unbelievably these Realtors told my clients they did not need to change anything. They then listed the property below property value...but $20,000 higher than they wanted...because the owners insisted. Well, the property got a grand total of 8 viewings during the whole time it was listed.

I did not see the listing so I don't know what the Realtors were doing to market the property...my guess is not much! Within 2 weeks of listing they insisted the owners drop the price by $20,000. They did...and nothing. I swear the Realtors must have been hiding the property. 'Fire sales' go quick in downtown Toronto...and this property had no fire...just some poor selections in design which were easily changed.

The property has had 4 subsequent listings...I saw the last two...you are all familiar with the terrible descriptions and incomplete details...well this one had that in spades. The owner even insisted photos be updated and they never were...but I'm not talking about the Realtors in this post (that will be the next one!); I'm going to tell you about the 'home stagers' these LA's brought in.

2 different LA's brought in 2 different home stagers. The owners were eager to make changes (as I mentioned above...they were ready to invest $20,000 to prepare the property).

So what did the stagers suggest? Paint. That's it pretty much. Oh, they put an ill-fitting dark gray table cloth on the dining room table with a few place settings. HUH?!

These stagers are very obviously just Hobbyists. I didn't ask if the stagers suggested the paint color (yes, just one paint colour)...but it is an eggnog yellow (baby poo to my painter) and it is everywhere! The baseboards, trim, doors all look like eggnog.

I guess the owners painted the main floor 'eggnog' as advised by the first 'stager' ...then another 'stager' came in for the *next* LA and said to paint the other 2 floors the same.

This terrible experience for my clients is an excellent example of why a person who has just taken a 3 day staging course is NOT a professional but a hobbyist.

If you take a 3 day course and love it...then get yourself in to an interior design course at your local community college or some other accredited training facility and learn the theory, get some practical experience and build a reliable network of trade only sources...then put up your website and call yourself a professional!

Too many people have no talent for this work and they are screwing around with homeowners investments.

If you were thinking about getting in to the stock market...would you take a 3 day course and then start investing people's money? Of course not...so why would you think it is any different with home staging?

Well, now the property is in my hands and work will be started next week to properly prepare the property.

It won't be for a couple of months before I can post before and afters...all work must be completed then the property staged and sold...but you will not believe the 'professionaly staged before' photos I have to share with you! They are by far the worst examples of 'staging' I've ever seen. Whomever these hobbyists are...they should be ashamed of wasting so much money that was not theirs to waste! Don't even get me started about the LA's!

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Isabel Gomes

Gomes Design - London, ON

Interior Decorator, Stager - London, Ont

Carl, I have to agree with you having a strong Canadian market makes it difficult to convince sellers and Realtors for that reason. I have a neighbour who is a Realtor, he will use my services, but he says anyone can sell in a hot market. The Challenge is when it's not. I do believe if you include staging as part of your marketing it will only add to your good reputation as a Realtor.

There are stagers that have had Interior Design and Decorating training that have the staging course as part of their training. This being said, There are still the good and the bad.

Feb 16, 2008 09:50 PM

Michele Kurelich

Triangle Home Staging & Design/Lasting Impressions - Raleigh, NC

Raleigh Home Staging and Design

Dane,

I am not sure that the 3 Day course is the problem that is creating hobbyist stagers. There are many people who don't have the experience or education, don't take anycourse and open a staging business and call themselves stagers. Some of those will make it, some won't. I don't believe taking a course will determine if you make it or not, but it does show that at least you are willing to make an investment. My success has not come from a course, but what I have accomplished before I took it and after.

I have seen some great staging and some really bad staging. Some from experienced individuals and some were not. One of my clients just repainted her kitchen, because the Designer she hired recommended painting the wall color the same color as the cabinets. It looked horrible and it was not until I suggested painting over it that the home owner said she thought it was a bad color choice, but since she was Designer, she must have been right.

I agree with Carl, Like most trades and professionals, there are the good and the not so good. I don't think that the course a person takes or does not take determines what makes them good or not.

This is where it is important for homeowners to check references and see what kind of work the people they are hiring are capable of and what talent they do have. I think it is unfortunate that these sellers had a bad experience with staging, it makes it harder for experienced talented stagers such as yourself.

Feb 16, 2008 11:20 PM

Toronto's 2 Hounds Design: Decorating + Staging

2 Hounds Design + Home Staging - Toronto, ON

Virginia, I hadn't thought of it that way...I'll have to send a little note to the old listing agents when the work is done to invite them to see it. That would give me a great opportunity to educate them.

Feb 17, 2008 01:38 AM

Toronto's 2 Hounds Design: Decorating + Staging

2 Hounds Design + Home Staging - Toronto, ON

Katherine, it shows in your work, you are incredible!

Feb 17, 2008 01:42 AM

Toronto's 2 Hounds Design: Decorating + Staging

2 Hounds Design + Home Staging - Toronto, ON

Alexandra, You are too funny!

Feb 17, 2008 01:44 AM

Toronto's 2 Hounds Design: Decorating + Staging

2 Hounds Design + Home Staging - Toronto, ON

Virginia, I will definitely show them but it won't be for a couple of months. Not until the property is sold. Once it is listed I'll attach a link with the MLS photos of the after but not the befores until after it is sold.

Feb 17, 2008 01:46 AM

Toronto's 2 Hounds Design: Decorating + Staging

2 Hounds Design + Home Staging - Toronto, ON

Isabel, I know...I don't like the furniture on angles either! Or beds below windows, especially master bedrooms!

Feb 17, 2008 01:48 AM

Toronto's 2 Hounds Design: Decorating + Staging

2 Hounds Design + Home Staging - Toronto, ON

Kimberly, the difference between you and the people I'm talking about is that they have no interior decorating or design backgrounds. You have.

No doubt, as a team lead for them you've seen many people who've take the CSP training that should not be trying to get into this business.

The majority of people who take these courses on how to Stage should not be doing it on anyone's property but their own.

Yes, there are people who take the course who have a natural ability but that would be the manority I would guess.

Really, if anyone can learn to stage as CSP, ASP claim...why shouldn't the homeowner take the 3 day training and do it themselves?

Face it, the schools are not schools, they are privately owned business's that need to sell seats. There is no qualifying criteria...or they'd go out of business.

As Kimberly stated, had she known about AR, she may not have taken the course on 'how to stage'.

This is a great example of why I took Debra Gould's training. It was purely how to run a business, market it...etc. Debra states very clearly, staging is not something that can be taught in 3 days.

On top of that, Debra is a stager who built a very successful staging business. The others well, they built very successful training business'.

Feb 17, 2008 02:05 AM

Toronto's 2 Hounds Design: Decorating + Staging

2 Hounds Design + Home Staging - Toronto, ON

Melissa, and that is why I'd take your training, if I was anywhere near you, and have recommended you! You may some day see an email from me asking your advice.

Feb 17, 2008 02:08 AM

Toronto's 2 Hounds Design: Decorating + Staging

2 Hounds Design + Home Staging - Toronto, ON

Hi Carl!

I have come to the realization that it is not the Realtors job to sell my services, nor do I want them to. I am the expert so I will 'sell' the clients on the service and my business. I've had so many Realtors call me saying a place needed help and asked for my costs...then say 'OK, well I'll talk to the owner and see what they think'. Of course, I never hear back.

If the Realtor contacts me because they feel the property needs my help...they could offer to pay for the consult and that would put me in front of the homeowners to show them the value of doing more if required...or at the very least they will get a couple of hours of my time to actually stage a couple of rooms.

Myself, I don't see the strong dollar having any impact on our Real Estate market or staging. Even with the fairly strong market in Toronto there are properties that don't sell even when priced under market value. There are so many now who don't want,, can't do, can't see, or don't have the time to update properties. So they sit and don't sell.

No matter the market there is always a benefit to prepare the property. I feel terrible for the homeowners in the US who have to sell their house for some reason and are not getting the proper value because of the Sub-prime fiasco flooding the market with fore-closures, that so many had nothing to do with.

Feb 17, 2008 02:27 AM

Toronto's 2 Hounds Design: Decorating + Staging

2 Hounds Design + Home Staging - Toronto, ON

Michele, you're are right, there are those who don't take any training but throw out a website and market themselves. There are some who are great, some good, some who are terrible...just like some decorators and designers.

But the whole thing with the training companies like ASP and CSP is that they claim they can train anyone in 3 days. That is where the market gets flooded every month after a class with wanna be's and hobbyists.

My gripe is that the hobbyists and Realtors who recommend them are messing with homeowners investments. Hundreds of thousands or millions of dollars of invested equity and the money they lose like my clients with taxes, maintenance fees, utilities, 'hobbyist' suggestions to paint, flights back and forth from out of province, two mortgages.

With the current market in the US and the law suits popping up against Realtor's and their brokerages...it's only a matter of time till one of these hobbyists gets sued and if they were recommended or brought in by a Realtor...

It's unfortunate that so many have to learn from a tough lesson rather than think about the possible outcomes before hand and make appropriate decisions.

Feb 17, 2008 02:39 AM

Karen Hubert

Center Stage Design-real estate staging, Ancaster/Hamilton - Ancaster, ON

Home Stager

Hi Dane, I'm not so sure bashing a three day course is the answer here. Many people who have taken the three day course come with interior design or decorator back grounds just as do others who take other courses. All the things listed here, ie. focal point, balance, colour etc. are all covered in the three day course. No matter what course is available, a person still has to be able to apply what they learned practically. I have been an x-ray technologist for 26 years and I have trained students in my workplace who I have had many concerns about practically but they managed to be very book smart and so they pass. No course produces exact outcomes in anyone. There will always be good and not so good in every profession. Perhaps our focus at the round table should be coming up with a plan to educate the public on better ways to find a good stager. Maybe as a group we can come up with a checklist to add to our homeowners package which will answer some valid questions for the homeowner. About what they should expect from a good stager. Something to think about.

Feb 17, 2008 02:48 AM

Kathleen Garvey

HomeSmart Cherry Creek - Denver - Denver, CO

Denver's Neighborhood Expert - Listings & Sales

Hi Dane....I agree with your post. For professionals like many of us, the hobbyists are frustrating and can weaken the industry if their work is not professional. In my area, there are not too many stagers...though many hobbyists...and they pretty much give away their time and do tremendously poor work. I see this sometimes here on AR. Free consultations (even an hour drive away!), All-day staging for $200.....just simply ridiculous and undercuts those of us with the talent and proper experience to do a professional job for the clients.

I have to figure this one out a bit better. Homeowners will pay their realtor 5-6% on a 500k home ($25k-$30k commission) but do not want to spend a fraction of that to help their home be more marketable. The realtors are struggling and are afraid to suggest to homeowners that they pay for proper staging. There are so many people here in the US who are in trouble financially....and need our services to help their home stand out amongst the over-crowded real estate market.

More people are wakening to the value of home staging...however, the value is more than just hiring a cheapie-priced staging hobbyist who has little idea of how to show a 'home' in its best dress. We are talking about people's primary investment and their money.....that is not something a hobbyist should be playing around with whatsoever. Regards-Kathleen G

PS-I have had a week of people calling for free staging stuff and I feel frustrated myself...Ugh.

Feb 17, 2008 02:54 AM

Toronto's 2 Hounds Design: Decorating + Staging

2 Hounds Design + Home Staging - Toronto, ON

Great suggestions Karen!

Thanks for thinking about solutions to the problem...I am very good about pointing out problems...but get to emotionally involved to step back and think about solving it sometimes!

Feb 17, 2008 02:55 AM

Toronto's 2 Hounds Design: Decorating + Staging

2 Hounds Design + Home Staging - Toronto, ON

I knew you'd get it Kathleen!

Feb 17, 2008 02:59 AM

Michelle Minch

Moving Mountains Design Home Staging, Pasadena, CA - Los Angeles, CA

Home Staging Los Angeles and Orange County, CA

Dane: One of the most important things a home seller (and presumably the person paying for the staging) can do, is ask to see the stager's portfolio before they hire them. And once they have the portfolio in hand, they should ask the stager if the photos are of their work solely, photos of class assignments, photos of group projects, or stock photos. If the portfolio contains anything but photos of the stager's own work, the homeowner should not hire them as the stager is probably too inexperienced to have done enough jobs to fill their portfolio with their own good work.

I feel sorry that you clients had bad experiences with those stagers and REAs, but they are lucky to have found you. I look forward to seeing the befores & afters.

Feb 17, 2008 03:07 AM

Carl Minicucci

Humber Valley Realty - Vaughan, ON

Broker

"I have come to the realization that it is not the Realtors job to sell my services, nor do I want them to. I am the expert so I will 'sell' the clients on the service and my business."

Dane, that is exactly the thing I'm looking for in a stager, besides the obvious quality of work. I want to be able to suggest the service but not push it to the point that I become the one who is ultimately responsible. It the staging work is a failure then I want to limit my exposure in the eyes of a client. If it succeeds, kudos and thanks to the stager

As Realtors, we play the role of the general practioner family doctor. We're not the experts in all things. So when it comes to something like staging, our job should be limited to referring. It is the stager's job to sell the service. Believe you me, I would like nothing better than for that to happen since it only improves the chances of a sale, if done well.

Dane, I took a look at your website. Very chic. If I might make a small suggestion, I would embellish the "services" page and the section on Agents to convey this very message. I think it would help with referrals. I might even go so far as to suggest a completely separate page devoted to Agents which explains your entire philosophy of "being the one responsible to sell your services" etc.

Just a thought

Feb 17, 2008 03:21 AM

Toronto's 2 Hounds Design: Decorating + Staging

2 Hounds Design + Home Staging - Toronto, ON

Hi Michelle!

Absolutely. Unfortunately homeowners don't know how we get our skills, and every hobbyist out there screams at the top of their lungs 'staging is not decorating'. My next post, aimed at educating homeowners and Realtors, will be about debunking the real 'myths' surrounding staging.

LOL, I can hear the groans across N.A. right now! Dane's on her soap box again.

Well, yes, but it is for the home owners. I love what I do. Part of what I love about it, from the staging aspect, is that I make my clients money...so I'm going to do my part to reach as many homeowners, Realtors and journalists as I can to spread the word about hobbyists, car crashes etc.

All the elements of design goes in to a stage. When a Realtor brings a stager in the home owners just assume they are getting a professional.

Many are getting another Realtor from the LA's Brokerage (with their Professional Stager Accreditation or Certification emblazoned under their name in their marketing)...seems like a conflict of interest to me! If they want to offer their 'expertise' to their own listings...fine, but to be presented as a professional stager by a fellow LA from the Brokerage...I bet there are laws governing Realtors about this. If not...there should be.

Feb 17, 2008 03:41 AM

Toronto's 2 Hounds Design: Decorating + Staging

2 Hounds Design + Home Staging - Toronto, ON

Carl, I've sent you an email...about a decorator in your area.

Thanks for the tips on the website. I've not done a page for Agents because I thought, eh, they don't read them. I guess it only takes one and I shouldn't pass up the opportunity. I will get on it!

Feb 17, 2008 03:44 AM

Susan Peters

Dove Realty Inc. - Seattle, WA

The Better it Looks the Better it Sells

Hi Dane,

The sad thing is; the more a seller needs to stage their home the less likely it is that they have the ability to discern the difference between a talented professional and a hobbyist.

Oct 18, 2008 10:50 AM