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It's Almost Unbelievable - How can they not believe?

A friend approached me 10 months ago and mentioned that she was helping her mom put her house on the market. She then asked if I had any thoughts about staging it. I said, "of course you need to stage it." She then explained that her Realtor is a non-believer. My friend was a little worried though as her mom's medical bed was in the middle of the family room. The Realtor assured her that it did not need to be moved and when the house was being shown they would simply throw a blanket over it. - OH MY GOSH!

I told her I would be happy to come over and take a look, but she decided to give it a go without staging for a few months - just to see. I gave her some more information, but let it be as her mind was made up.

I saw her here and there every once in a while as we both attend the same meeting for a local charity group each month. She didn't mention her mom's house and I soon forgot about it. A few weeks back (10 months after our initial conversation) she mentioned that it was still on the market (big surprise). She asked what it would cost for me to come and do a consultation. And...we'll you probably can guess the rest.

Two weeks later we have new carpet, less wallpaper (not all gone though darn), a couple of new light fixtures, 1/2 the furnishings are gone along with that Realtor who didn't believe. We didn't get everything on the list that we wanted, but we made huge leaps from where it was...you be the judge. We used their furniture and the Realtor's accessories including a few chairs and blow up beds. We had no budget for anything grand, but its amazing what grand results you can get when the dollies go away.

On the market 10 months like this Relaunching this week like this!

Would it be completely tacky of me to send the previous Realtor a before and after flier with a note that says - next time you tell a client you don't believe in staging remember this one?

Posted by Kym Hough, Home Staging Professional CSP, RESA, Danville, CA on 02/13/2008 10:11 PM

Comments (69)

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69 Comments on It's Almost Unbelievable - How can they not believe?

FEB

2008

Kim ~ It shows very nicely now; glad you were able to get rid of some of those colors. I like the touches of red in the living room too. As for the flyer to the previous realtor, what if you see how long it takes to sell first, then you could send her a flyer, e-mail, etc., with the pictures, numbers involved, with a heading that says "Believe".

Kym: Love the way you"softened" the wall mirror in the bathroom - I'm going to remember that! Kathy has a good suggestions re: the REA. Happy Staging! Julie

Love it. I will call it the "Believe" campaign. The Realtor is one of the best so I have no doubt it will do great things. She is also a staging Realtor (it was such fun working with her on this project), so she is a true believer. The contrast will be a great story.

Kym - I had a similar situation. My approach was when the home sold (45 days after staging - had been on the market 6 mos when the agent was fired) I sent an email blast and made sure to include the previous listing agent (and photos). It did strike up a correspondence & she referred me to other agents in her office whom I've much success with. She still does not stage her homes..... amazing, isn't it?

btw - the house looks great!

Kym,The staging is beautiful. Thank you for sharing.

Just think of the amount of needless stress, financial burden and sleepless nights experienced in 10 months! But now onto sunnier days!

Great work Kym. It's amazing how some agents don't do what's best for their client.

Wow, Kym. It looks like a totally different house! I'll bet you had a lot of fun doing this one. We love doing these types of homes because you really get a chance to do some creative "problem solving". I'm sure your friend is thrilled with the results!

Kym, if nothing else she has to be attracting more attention just from having the photo's of your work on line. Everything looks crisp and clean, every rooms looks much more open with traffic patterns that are easily recognizable. As far as the old Realtor. If the old Realtor doen't get it by looking at the photo comparisons then what else could you possibly do to get the point across. Even though most homes can be more marketable if staged, not all houses require staging to be competitive. It's just a matter of what degree they are competitive. But in the end, if a Realtor cannot see the possibilities of improving the marketability of a home by having it staged, well then they just don't get it. The good news is that I believe more Realtors every day understand that if there are 200 homes in a buyers search area and there are only 20 buyers, you better improve the marketability to compete among those top 20 homes. Number 21 and beyond just won't get it. What to do with the old Realtor. Nothing. We only have time to seek out and spend time with those that get it or have the capacity to get it.

Just my take.

Hi Gary,

Your take is always a good one. I think this one is my personal as I can see first hand what stress this is putting on the family. It's a common sense thing that dollies, macrame hangers, plate stands on the floor, floral wallpaper and lace ducks do not sell a home. To tell a client that Staging is a waste of money without investigating what it would cost is an injustice to the homeowner. I won't even go into the $100,000 at least they have lost along the way in property value over the past 10 months. I am still going to send the flier to the Realtor when its all said and done. Chipping away at the non-believers is just my way of hopefully saving some other family the heartache in the future.

Diana - I love these ones too. What a difference a little sweat and my Realtor's lovely inventory can do!

Amazing difference! I am always impressed with what a can or 2 of paint can do.

Gary has great advice as usual. I think there will always be some agents that just don't get it, or care to try and get it. You are better off not working with them anyway!

I think that you should come to CT and stage my house, lol. (But I am not in the market to sell, you just do a really good job) I would love my house to be redecorated and look like that.

Kym- What a great example of what staging can do! And I love the simplicity of the term "believe"! Here's hoping for a quick sale, so all the non-believers can't help but notice!

Kym ~ This will sell soon !!! beautiful job!

Kym, This home now shows so much better -- fresher, brighter, better furniture arrangements. Great job!

I think the BELIEVE idea is great and I trust you will update us when the home sells. Let's hope it's a quick sale so the stats can knock that first realtor's socks off!

Beautiful job on this one. I know you & Terrylynn worked hard. What a difference! As soon as Terrylynn writes the flyer text, this will be online at www.BurnhamCourt.com.

Kym - Great job on the staging and it looks sooooo much better. I vote for the suggestion that once it sells to send an e-mail blast and including the first Realtor. This way she won't take offense to being singled out for her non-believing but she will just be included in the overall mailing to everyone.

Thanks everyone it was fun to do and made such a difference. I highly recommend everyone find an agent to work with like Terrylynn. It was all her stuff and she is so creative that we worked hard, but had a great time!

Bevin - nope, I don't want to work with the previous agent - who needs the grief, but I don't want her dismissing staging either - it just hurts her clients - they are the ones that miss out.

Valerie I love CT - send me a ticket :)

I will definitely do an email blast love that idea.

I didn't even show the photo of the two vinyl padded areas of the dining room in floral print! My wonderful painter came by and put a primer on it and Terrlynn's amazing husband painted it. Here it is...

Kym,

You did a fabulous job for your friends mom. Posts like this make me proud to be in the Staging business.

Wish you all the best,

Regards

Kym,

Another "wow"! You even made those dusty wingback chairs look fresh...phenomenal.

All the best,

Audrey

Hi Kym,

I am a believer of staging, especially when I sold my condo in San Jose a year ago. Now that I am in New York, I noticed that staging is still not common here. I don't understand why.

I believe in staging - you might want to wait to see if it sells before you send anything to the other Realtor, though...

OMG ... that is unbelievable ... and the part about the hospital bed .... all can say is oh my. Good job.

FEB

2008

Kim, that is a huge difference! Thanks for showing us that staging makes a huge difference!

Kym - What a difference! You know, if it were just a matter of educating Realtors(r) in regards to staging, it would be one thing; but there were obvious issues that should have been dealt with in that property and the Realtor(r) did absolutely nothing to remedy them (as far as we know). I really do hope this property sells SUPER fast, so that your friend and her family can move on with their lives and you can get those post card out!

Jackie

Kym - as always your work and expertise are sooo appreciated. It was a pleasure to work with you on this one. Terrylynn

OH congratulations on the FEATURE!!!

I love it! I've ran into this many times.

Kym- the difference is night and day... Great work on this project! The bathroom looks soooo much better. I would love to know the approximate cost of the project, and HAS IT SOLD???

I believe!!!

I have a client who is listing with me very soon..their relative feels they need to stage...they need to replace carpeting and possibly paint...the rest of the homes is from the mid 80's with no upgrades...they are not interested in spending the extra money to have a stager come in and then have to spend money replacing the carpet...I told them that I have no problem with a stager coming in but how can they hide the worn out carpet by staging over it when it will have to be disclosed later...they need to decide if staging really is for them and would doing a half fast job be better.

Very nice Kym. It shows, just through your photos that you effectively evaluated "what was critical" in making the home "showcase" ready.

I believe that is one of our most important roles. Make a critical list and implement as much as budget will allow...that's what makes us a crucial part of a Realtors team...when they believe!

Enjoyed your post--the photos sure tell the story. And yes, I can't imagine why an agent wouldn't approve of staging a home.

Fantastic. I'm a believer and if all of the great pictures and success stories on AR don't win over other agents then I don't know what will.

I am not a believer, I dont practice any religion, but I could be converted given certain facts.

I understand the need for a home to stand out among the competition. And I understand that a buyer needs to be able to see themselves living in the home rather than see themselves as intruding into someone elses home (ie one should de clutter) But in this case with only the pictures to go on, I dont see the difference between the before and after. ...except that the before looks warm and inviting and the after looks cold and impersonal. like a hotel.

My biggest objection is that an appraiser wont "see" the decorating in the valuation of the property.

As I said, I could be converted. even if the appraisal cant factor in the "pretty" ....A potential buyer may, if they like your taste in decorating more than the decorating in other homes they have seen, put it on their short list. And I do see value there.

How large is this home and what was your proposed budget? and what did the client actually pay for your services? I think if I was concerned that my home wouldnt stand out, I would visit the competition and then uggrade or redecorate just enough to be a little better or a little different....Do stagers do this (survey the competition) before making a proposal?

By the way, what did you do with mom and her hospital bed? are they in storage with the rest of the excess furniture? And what do you guys have against wall paper?

It looks great, I had to take a second look at the bedroom where you put a smaller bed. I will bookmark this to show others that staging does work.

Can these sellers say, "under contract"? What a fabulous transformation.

I have and always will be a believer! Some Realtors are just good with numbers and not the "touchy, feeling" side of real estate, which includes making a house look like a nice home, so they don't believe. I think to be a good Realtor, you have to be good at both, or at least hire someone to do the part you can't.

Great before and after photos...what a difference.

Kim -- Amazing transformation. . .keep us posted as to how long it stays on the market now. . .

I can't believe you painted over the green wallpaper! Just kidding, it looks great, and will probably sell a lot faster. Time equals money.

Great job. The home looks absolutely wonderful after the makeover. Thanks for being compassionate about your client.

Wow, I woke up this morning to lots of comments. it's great to be featured on the front page because you get such a broader group of responses.

Just a few answers:

1. My services were paid by the Realtor (Terrlynn Fisher, Diablo Realty) and we used only her items. It was a total of one and half days of work as we packed the truck on Sunday evening and worked all day Monday. We went back for tweaking on Tuesday morning and were finished just as the photographer was walking up the path! My services were $850.00. I don't have an estimate of how much the inventory was as it was not mine, but we only brought in minimal furniture - chairs, a headboard and small tables. The rest were accessories so the investment was minimal. And Terrylynn and her husband Bob worked with me. Usually, it's my inventory, my crew, truck etc. In that case it would have been $1,850.00.

2. It goes back on the market today - I will update the blog when it sells - hoping quick as this family needs to move on.

3. Yes, the wingback chairs were not in the original plan, but budget is everything and we wanted to use as much of the homeowner's things as possible and still make it shine.

4. Non-believer Ron - Ron thanks so much for taking the time to write your comments. I love the opportunity to respond - I hope you see this response:

I truly believe you can not take a non-believer and make them a believer. It's not really about the Realtor in this blog or in my daily business. It's about doing what is best for the client. That is what we are here for and I know that is what you are here for too. I am from the corporate marketing world where I designed packaging for consumer products such as wine, Matel products, and home accessories. The reason I did well in this field is because I was passionate about packaging. I knew that if I could not get the buyer to pick up the product off the shelf with the packaging I was not going to sell a thing! My sales guys loved me as I worked very hard to give them new, interesting and innovative packaging so that their customers and the consumers would buy it!

When I got into this business five years ago I translated that passion to the biggest, most expensive consumer product there is...a house. It is not about making the house pretty or decorating it. It's about presenting the best product possible within budget and in a timely fashion. We can not spend a huge amount to do this which is where creativity comes in. I addressed the budget issue above.

Basically, Ron, it's about common sense. It is only human nature to want the product, person or thing that is warm, lovely and inviting. We can't help it. It's part of our DNA. As marketeers, no matter what the product is, we use that fact to excite the consumer/buyer and trigger something in their brain that makes them want to BUY! Sometimes they don't even know why, but whatever it is they simply must have it! Marketing makes the world go round and staging is the best marketing tool in real estate today (in my humble opinion). When buyers and Realtors are scanning the Internet you better have great looking photos of a great looking product or they won't even bother checking it out. Can you really afford not to stage?

Wow, those are great after pictures. You did a wonderful job. Hopefully her home will sell and fast!

I do believe that staging can make a difference. But I also agree in part with what Ron had to say. Let me begin by stating that I am an ASP REALTOR. I took the Barb Schwartz ASP class back in August. I totally agree that a home should present clean, tidy and in it's best light. However, that being said, there are many techniques taught within that course that are, in fact, decades-old decorating trends and to say it kindly, tacky. An example would be draping plastic greenery over anything or tying raffia around pillows or towels. Tacky decor will not help sell a home. The best staging results are coming from people who have an innate flair for decorating already, IMO. You can't learn that in a 2 day or 3 day course.

While there are many examples of positive staging results - if staging is done improperly it will not be as beneficial, if beneficial at all. The house that was staged during my staging class looked better before than after staging, IMO. I was actually embarassed by the results...and this was a group of about 20-30 individuals with the guidance of a Barb Schwartz-approved instructor using Barb Schwartz principles. Needless to say, that house was on the market in August, is still on the market, and it's been on the market a total of 251 days. Was staging beneficial to that homeowner? The jury is still out on that one.

The bottom line is that staging does work, if done properly. But it is only one tool in the toolbox. Proper pricing, good photographs, cleaning, proper marketing, etc...all must work together for the desired outcome.

Oops, sorry Ron, one more thing - the hospital bed was already gone. Wallpaper...hmmm. i think the photos tell you what we have against wall paper. Nothing, just not when we are trying to appeal to the widest demographics possible! As you can see from the comments above the widest demographics is all for getting rid of the wallpaper!

Kelly - AMEN! I agree 100% with your comments. There is bad staging going on out there too. The best thing a Realtor or homeowner can do is to check out the Stager prior to hiring. Just like they check out the Realtor. Get references, check out their website, ask to see before and after photos. It is not about hiring just anyone to do the job, it's about hiring the right Stager for the job! Thanks for your feedback.

Great transformation. This definitely has more appeal! I think the realtor will become a believer!

Well, it probably would be tacky to send her an email. But, you know I am a big believer in stagging. Even if they buyers don't feel it is the right house for them, by showings all have positive feedback on how the house showed and that is all we can ask for. Good job, let us know when it sells.

Kym, I hate to butt in, but.... Ron, I have two thoughts I would like for you to consider.

First, The appraiser will asses a purchase amount on the home but ultimately it is the buyer who compares homes and chooses the one that holds the greatest value for them personally. A home that is priced right, in good condition and professionally staged will always compete aggressively among the top homes in any given price range, location, etc. With enough price reductions a home may eventually move into a range that may attract a buyer, but ultimately regardless of the apprased price those homes become fire sales. In the Indianapolis Market, currently 50% of the homes listed on the market never compete at all and the listings eventually expire, having never been considered of any value to buyers. I'm sure they appraised for some amount, but why don't they have any value to someone? It's because they do not compete at all.

Second, a professional Home Stager does not decorate in a traditional sense. Things like the 10,000 styles of wallpaper that are available or Dollies (and the list goes on and on) are very design/taste specific. What we attempt to do as professionals is to decorate to a life style. If in fact we are professionals, we will be presenting a home that appeals to the largest group of people's life style that will be looking at that home. As far as the cost of staging. It's all kind of relative to what you can sell your home for in it's current standing (Buyers perceived value) vs the appraised value. You have to do the math on an individual basis. Which is cheaper, drop the price to compete, stage to compete?

Kelly, Your point is very, very valid. There are many of us that are very concerned with how people view our industry because of poorly executed staging's. Many of us are aggressively publicizing in any way we can, that the buyers of Home Staging Services have questions that need to be asked and answered to make an informed decision. You cannot purchase services on price alone. In fact, there is probably a darn good reason that a quote for staging services from one would be half the price of others quotes. As far as Raffia and all other thing tacky. To each their own taste. Look at photos of a persons work, that will tell you if the style is appropriate to the home.

Thanks Ron and Kelly, hope that gives you a bit of insight on what a Professional Indianapolis Stager brings to the Real Estate Table.

Kim,

The after looks terrific. The best thing is you worked with what the house already had.

Ron: you said "my biggest objection is that an appraiser wont "see" the decorating in the valuation of the property." I am not sure what you mean but you asked if stagers look at the competition in the same area before they set a plan or price...

Kim obviously does and if a stager doesn't it leads to the bad staging everyone here agrees is out there. Buyers should be able to focus on the home's best features that are worth something like structure, flowing spaces, counters etc., not frilly window treatments; thats what staging is supposed to highlight. Pricing should also enter this discussion as so many Realtors allow clients to be unrealistically overpriced, we can ask your same good questions of a REA that does this. All the staging in the world can not overcome that.

Kelly, I hear you! When I saw the "pep rally" (the hoards of yelling stagers moving furniture) on a recent news feature I cringed with embarrassment. There is not a set "formula" to stage a house. The house and surrounding area should dictate all.

Kym, sorry I misspelled your name again!

Wow! Kym is my stager and would not list a house without her. She's very accomodating to clients who are not completely sold - and will give Plan A, Plan B. Plan A is her recommendation for the staging and it comes with pictures and descriptions. Plan "B" is more of a consultation - but it's better than doing nothing!!! Even Plan B homes are better than not staging at all. I've a believer. In this market you have to stage.

Gina - welcome to the rain. We are so glad you joined us. Thanks for the comments. You and John are two of my favorite clients and I am the lucky one to work with you! Kym

Gary - your comments are always welcomed. Butt away :)

Ana thanks for the comments. You are correct, Professional Stagers know their area and stage to accommodate the home, the area and the demographics that are buying in that area. i.e. a condo in San Francisco, south of market, two bedroom, single buyer for sure. Beautiful contemporary furnishings, office in smaller of the two bedrooms, clean, simple lines, no frill. We wouldn't even think of putting a child's room in that condo. Family home - in a family neighborhood, a completely different story. Girl twin bed, small round table with two tiny chairs, tea set - you bet!

We are not decorators when we are staging to sell. We are not fluff. We are part of a team (Realtor and Stager) who are providing a service to get the property SOLD. A good stager (and there are many) is an invaluable part of any Realtor's team. If you are a Realtor - find one you love. Join forces. Your business will benefit ten folds. If you need more convincing I have names - just send me an email or better yet, contact Gina Cefalu above.

Great case for staging! Stagers also make a good case for being paid for expertise.

FEB

2008

Kym,

Beautiful work! You are doing your friend a big favor by helping get this house sold. It truly amazes me how people just don't get it even when the evidence is in their face. Be proud, you made a silk purse out of a sow's ear.

Kym ~ Absolutely phenomenal transformation! If that original realtor is not a Believer, she is doing her clients a huge disservice! You and Terrylynn are a Dynamic Duo and I'm looking forward to meeting you both next week!

Maureen, us too... Terrylynn and Kym

See you Sunday :)

FEB

2008

Our market has been so busy there would be no time for staging. We have slowed alittle now only because of more inventory.I have a house that the owners need to get out from under but they are in competition with new homes and theirs is outdated. What do you do on staging if the client has no money to put toward the service? Even the carpet has seen its better days!

Wow -- those are some great before and after pictures that show certainly shows the benefits of home staging. Has it worked in getting it sold?

Great work Kym! I love what you did. Keep us posted with the results!

~Abby

FEB

2008

Carol, in our area we have carpet places that will do 90 days same as cash financing options, etc...DO IT. It is so worth it and will shorten market time. They always have a budget if they want to do something, you'll see discretionary income signs...so just don't be concerned with what they tell you the budget is and give the full presenation and before and afters and most often they'll surprize you and come up with the money when they think it is worth it.

Paul, this home went on the market on Thursday, 2-14-08...we had an open house today with about 30 through...so we are hopeful. Our market time in this area is generally 60 - 90 days or more...California is a bit slow right now, so we'll keep you posted.

Hi Kym,

I probably wouldn't phrase the letter to the Realtor quite like that, but I do think you should send him/her a copy of the befores and afters along with your card. It could open the door to a new, financially prosperous relationship with that Realtor...

What a difference. Kim your before and afters are great

Love the way you"softened" the wall mirror in the bathroomo

I am with Julia on that one - great idea to break up the expanse.

Lots of interesting and insightful comments on this blog.

I've got the same situation right now. The townhouse was on the market for 10 months with 3 different realtors. The homeowners were ready to invest thousands to update the property to appeal to a wider market. The agents all said the same thing...it shows well, the buy will change the carpet, etc.

Well, 10 months later and now it's off the market until the work is completed. About 6 weeks. Then I'll stage it. Believe me, when the Realtor open house is scheduled...they will get an invitation to attend!

You were very patient with your friend and came threw for her...now she no doubt sees you as the professional and not the old agent!

Kym

Nice before and after photos, you do great work

FEB

2008

Well done! Looks so much better!! I would send the email....believe.....especially if it sells really quickly....then add the stats too...and maybe a free consult for her!

Have a great day!

Awesome!! Great job!

FEB

2008

The homeowner is very happy with the results. We are hoping the buyers are too :)

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