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How Long Must We Educate Our Realtor Brother and Sisters AND Our Staging Peers?

By
Home Stager with 2 Hounds Design + Home Staging

I had an encounter the other day in my garage. My husband, father-in-law and myself were standing in the garage enjoying a cold MGD (Miller Genuine Draft) when a woman sauntered up our drive-way.

Turns out she is a newish local Realtor going around passing out a quarterly 'newsletter' and a large yearly calander magnet (I do love those; they hold lots of junk on the fridge!). She introduced herself and mentioned she lived in our area. She was friendly and had a quick smile.

Well, upon hearing she was a Realtor I immediately told her I had a business card for her and ran off to get one. The father-in-law, always happy to chat with a pretty young woman kept her entertained while I ran around looking for a business card(!). 

When I handed her my card I introduced myself and my services.

Her only question? Actually, her only response:

  • 'Well how much do you charge?'

After I stopped laughing (yes) I said 'Let me ask you':

  • 'How much do you charge?'

(I could see the clouds role in behind her eyes). 'It depends on the services.'

Big Grin from Moi! 'Exactly'.

It's funny (strange), people what to know what others make ($) but are insulted or angered when asked the same question in return.

The young woman proceeded to tell me she'd listed a property over the winter that she used a stager for. She paid $185 for a 2 hour consult for her seller. Now, I know the local market here and $185 for a consult is undercutting. I didn't tell the Realtor as it was clear she was only interested in cost to herself. I knew I would never hear from her again so I just told her to take a look at my website.

Comments (23)

Toronto's 2 Hounds Design: Decorating + Staging
2 Hounds Design + Home Staging - Toronto, ON

LOL, Jennie thanks for the laugh, nice to see you around the Rain again!

May 30, 2008 06:53 AM
Jennie Norris
Sensational Home Staging - Littleton, CO
Denver Regions Premier Home Staging Resource,

Thanks, Dane. I was incredibly busy the past couple of months between Staging, training, and family - and just didn't have the time to devote to blogging. . . I miss it and reading what everyone is up to.  Good to see your posts too! - Hugs, Jennie

May 30, 2008 01:02 PM
Melissa Marro
Keller Williams First Coast Realty - The Marro Team - Orange Park, FL
Jacksonville Real Estate and Home Staging

When cost is the only (or first) question there is definately a problem.  Time to move on... I never regret losing those clients.  Pretty much because I probably wouldn't have enjoyed working with them to begin with!

May 30, 2008 01:32 PM
Kimberley Hawley
Hawley Interiors & Staging - Caledon, ON
Hawley Interiors & Staging

Dane, Cost is almost always the first question. Does this mean they don't care about experience or what homes we have staged in the past? Who wants to see a portfolio when they can get a consult for $185. A lot of thought and effort must have gone into that consultation. You usually get what you pay for!

May 30, 2008 01:38 PM
No Longer Active in Staging. No Longer Staging
Hickory, NC

Dane, PERFECT answer !! Love it, will rehearse it !! sounds kind of like an email I answered recently - a repeat customer wanted to rent our vacation home for 1/2 price.. I emailed him back and asked if he would offer his high profile marketing and advertising for 1/2 price.. He emailed back  Ha, Ha... I didn't think it was funny either...

May 30, 2008 01:55 PM
Terrylynn Fisher
Dudum Real Estate Group - BuyStageSell.com - Walnut Creek, CA
HAFA Certified, EcoBroker, CRS, CSP Realtor, Etc.

How long?  Until they "get it".  And some of them never will and will wonder why they are the 80% left behind.  Oh well.  job security.

May 30, 2008 04:57 PM
Tori Lynn Wallitsch
Prudential Ambassador / Ross Designs, LLC - Omaha, NE

I will remember that response when I am in a similar situation!

May 31, 2008 06:10 PM
Toronto's 2 Hounds Design: Decorating + Staging
2 Hounds Design + Home Staging - Toronto, ON

Melissa, right you are. I have had people offer to help to reduce cost as well as ask if my 'assistant' can do the sourcing. The answer is:

 'No, but I'm sure you can find someone who is in your price range. Best of Luck!'

Jun 01, 2008 06:17 AM
Toronto's 2 Hounds Design: Decorating + Staging
2 Hounds Design + Home Staging - Toronto, ON

Kimberly, you would think the first question would be something along the lines of 'experience'...but for everyone. My husband, though frugal (read cheap) won't cheap out when quality of work is involved.

Jun 01, 2008 06:21 AM
Toronto's 2 Hounds Design: Decorating + Staging
2 Hounds Design + Home Staging - Toronto, ON

Cheryl, that is hysterical, thanks for the laugh!

Jun 01, 2008 06:22 AM
Toronto's 2 Hounds Design: Decorating + Staging
2 Hounds Design + Home Staging - Toronto, ON

Terrylynn, I hadn't looked at it that way. I guess it would be good job security for you!

Jun 01, 2008 06:24 AM
Toronto's 2 Hounds Design: Decorating + Staging
2 Hounds Design + Home Staging - Toronto, ON

Tori Lynn, LOL, you'll have to get used to saying it.

Jun 01, 2008 06:25 AM
Renee Pratta
Renewed Rooms - North Myrtle Beach, SC
Renewed Rooms - SC

Dane...like you, I usually ask a question when the first thing out of someones mouth is price. 

I agree with Jennie too...unfortunately some of the TV shows have negative impact...but do we really want  a client  who is gullable enough to believe that for $1,000 you can have a carpenter to style custom furniture, a painter and an electrician to install the most unique lighting...

For me I want my target market to be the Realtors and clients that "get it" and use staging as part of their marketing plan....AHHH...but I'm in an area where ...I still have to educate, enlighten and sometimes hold their hand...WHATEVER IT TAKES to empower STAGING as a marketing solution instead of an after thought.

P.S.  I like Pinot Noir...so I would have been in my garage with my wine glass as my husband and father-in-law drank their beer.

Jun 01, 2008 12:59 PM
Elle Larsen, Sold On Sight Staging, Littleton, CO
Sold On Sight Staging - Littleton, CO

Hi Dane - I love your answer to the realtor - PERFECT!  I was at a business show a few weeks ago and a woman from the booth next to mine came over to chat.  She was selling a financial product and kept pushing and pushing for my info.  Well, I was trying to focus on MY business, so I told her that my husband handled all of our financial stuff.  Her answer - "Ohh, does he ever tell you to get a real job?  Ha, Ha!"  All I said to her was "No, does yours?"  I think it made her realize what she had just said and she walked away.  At least she wasn't in our industry, but I will never understand why people don't think before they speak! 

Jun 01, 2008 01:31 PM
Kathy Clulow
Uxbridge, ON
Trusted For Experience - Respected For Results

Dane - as long as there is someone new to talk to you have someone new to educate. Eduction for those in real estate never stops sometimes you are the educator and sometimes you are the the one being educated. I learned some time ago that a sharp tongue is not good for my business.

Jun 01, 2008 03:05 PM
Barbara Cluck-Miksits
BCM Home Staging LLC - Ridgewood, NJ
Home Staging - New Jersey

Hello Dane, It is me, how are you?  First of all: you have magnets holding junk on your refridge!!!!! HA HA HA, only kidding.

I love it when a Realtor asks me how much I charge, I turn around and say how much would you sell my house for? They look at me and say, well I would have to see it in order to give you a price. I say exactly! That's how I price my staging jobs, by look at the home.

Jun 01, 2008 04:44 PM
Susan Peters
Dove Realty Inc. - Seattle, WA
The Better it Looks the Better it Sells

Dane,

I think you can cut her a little slack. She's new and there's still hope for her. Now the agents who have been doing this forever, that's a different thing.

Jun 01, 2008 05:14 PM
Kimberly Uksik
Independent - Pickering, ON
Home Stager - Durham, Toronto, On.

Oh Dane,

Wish I could have been a fly on the wall in your garage.  I love the way you turned this around on her.  This is usually the first question we get.  Hopefully someday people will see the VALUE our services provide and not be so concerned with our fees and try to find the "cheapest" out there.

Jun 01, 2008 10:38 PM
Virginia Tatseos
Stage-Show-Sell - Bloomfield Township, MI

She's a newbie     Give her an introductory offer that she can't refuse.  You may have her convinced to use you all the time.

At least she's not been doing this for 10 years and convinced that your services are not needed.

Jun 02, 2008 03:00 PM
Kym Hough
www.Staged-to-Sell - Danville, CA
Staged to Sell East Bay - Danville, CA

I love that Dane I am going to use that time and time again.  I never thought of saying the same thing to the Realtor. It's true they charge a different amount for each property so why would they be surprised that we do to. Great idea! Kym

Jun 02, 2008 03:09 PM