Because the end result of a staged home can be a great visual impression, home staging is seen as an image industry. Image companies in the fields of advertising, interior design, and landscaping have for long known that to sell and grow their own businesses; they must present a good visual image of themselves. As image businesses they know and rely on their logos, business cards and websites to communicating their knowledge and creative skill to apply basic design principals in their respective fields.

If home stagers are going to sell to home owners the need and importance of investing money to beautify their homes, which is the product they are selling, then the stager needs to invest money in to do the same for what they sell... which is their staging services To be competitive, a home stager needs to invest in their business image. A stager's image, communicated through a business card, brochure, website and portfolio, must demonstrate knowledge of and skill to apply basic design principals. Doing anything less is hypocritical.



Home stagers also need to practice what the preach to Realtors. If stagers are going profess and advise the importance of using good photography to capture and present a home for sale on-line, then again, a stager needs to do the same for photography they show of the their work on-line. A stager's on-line portfolio is a key, yet often overlooked, tool communicate quality, skill and ability.

Stagers can maximize their on-line credibility is by addressing the following 3 points with their portfolio.

  • Show Versatility & Proficiency - Every market is different and a stager's work should represent the types of homes being sold in the markets they serve. However the more depth and diversity a stager can show the better. The most compelling portfolios will show staging work that was done in both big and small homes, vacant and occupied homes, low to high end homes, and the ability in to work with a variety of design styles.
  • Use the Same View Point - Proof of a stager's skill and ability is often shown in Before & After photographs. But quite often the Before photo is taken from a totally different position in a room, from the After photo. The best sales testament and visually dramatic impact Before & After photography will have is when the Before & After photo is taken from the EXACT same angle.
  • Take Quality Photos - While it may not be possible to take perfect and compelling Befores, the After image needs to be well photographed. Over flashed, under flashed, and blurry photos will hurt even the best staged After transformation. Stagers that invest the time and money to take quality photos visually communicate their commitment to their profession.

Like it or not.... just as a home that is for sale is being judged by how it looks, stagers are being judge by the business image they show. The best home stagers will picture what they preach.

Stage It Forward...

Me
 
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41 Comments on Picture What You Preach

20 Most Recent Comments Displayed Show All

JUN
25
2008
208,478 Points 1 Featured Post Outside Blog
Craig, Great post. The differences in the pictures is incredible. A couple of them, I had to go back and see the before, the change was so drastic. Great work.
9:32am • #22

That is crazy amazing... That is a night and day difference!
9:46am • #23
Craig, this is some good information and terrific before and after pictures.
10:06am • #24
117,907 Points

I have to agree with your point about the before and after pictures - they lose credibility when they are taken from different angles.
10:11am • #25
142,077 Points 15 Featured Posts Outside Blog

Craig - I loved the slideshow - your work is beautiful.  I especially liked seeing some of the smaller occupied homes that you did using the clients existing furnishings. You are the man!
10:54am • #26
1 Featured Post
Craig - good reminder to some of us who may start to "slack off" a little in the image department after getting established and busy. Did I say some of us? I guess I should only speak for myself!
4:26pm • #27
JUL
01
2008

This is a great point if the Stager does the work from consultation through pick up of props.

But some of us have found a great niche in consultations. We don't see the out come of the thrifty homeowners work. We do between 3-6 consultationsa day now and are growing.(that's why the absents from AR lately:) and for those who want to do the work off our DIY blue print we proved them to save money we don't see the end product to take pictures, only a thank you call from the Realtors we work with or the homeowners.

I believe Staging has many levels or at least the Stager has, depending on what is working well for them.

BB
12:13pm • #29
JUL
07
2008
190,810 Points 7 Featured Posts Outside Blog

Craig,

Thanks for the post. Nothing like having someone on board, who delivers every time!
10:54pm • #30
JUL
15
2008
2 Featured Posts

Hi Craig! Love the slideshow...and excellent blog as always.

There are many, many stagers out there that I want to call up and say, can I help you with your website. You'd make so much more money if you had a website that reflected the beauty of your work. Ugh!

All the best,

Beth
5:18pm • #31

I agree, I have spent a lot of money marketing my company "image" from the business cards, website, marketing materials, rack cards and the info on my car.  It all tells a story and looks professional and from the comments I receive from clients and realtors, it has worked.
7:33pm • #32
JUL
17
2008
 Hi, Craig: Another great post to move staging forward! THANK YOU FOR all the hard work you put it for this industry and for the great content/cannon fodder you provide to those of us in the fight! I must beg you, though, and hope that you are open to hearing this since it is in line with your thesis about the importance of image, PLEASE let me help you proofread and edit your posts for grammar, punctuation and readability! Humbly, Kathy
11:55am • #33
JUL
22
2008
224,885 Points 69 Featured Posts Outside Blog

Kathy,

When ever I post you are MORE then welcome to clean up my act.

Me
5:25pm • #34
OCT
17
2008
483,720 Points 5 Featured Posts Localism Sponsor Called Shot Master
Love the slides, it really shows how simple changes can make such a difference.
2:52pm • #35
144,080 Points 5 Featured Posts Outside Blog

Great post, really enjoyed the layout of your slide show. :)

 
5:37pm • #36
NOV
24
2008
192,284 Points 8 Featured Posts Outside Blog

Your slide show is awesome.. and I love the home color scheme! You really have a great sense of design and I enjoy reading your blog.
8:47pm • #37
MAR
20
2009
169,299 Points 1 Featured Post

Gosh... I'm blown away.  Wow!  How did you do the slide show?  Can you A/R contact e-mail me because I might forget to come back here and check for your response later in the week.  Exceptional writing.  Strong points.  Thank you.
9:06am • #38
JUL
11
2009

Great design - but it's the great photography that shows if off so well.
2:26pm • #39
OCT
16
2009
1,651,981 Points 134 Featured Posts Outside Blog Attended Rain Camp Called Shot Master

Scanning through your blog, reading a little here and a little there...

Love this post.

What a wonderful way to show your talent.

Great photos.
6:34am • #40
NOV
07
2009
288,359 Points 1 Featured Post Localism Sponsor Attended Rain Camp

Craig ~ You couldn't be more correct. Pictures express a 1000 words. If a home stager and/or Realtor can take a picture - hire a professional. Your pictures are top notch.
7:00pm • #41
JUL
18
2010
128,098 Points Attended Rain Camp

Thanks for continually raising the bar for our work, Craig.
7:39pm • #42

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Craig Schiller

Chicago, IL

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REAL ESTAGING, a nationally recognized leader in Staging.

Address: PO BOX 5267, Aurora , IL, 60507

Office Phone: (847) 384-9369

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These are the creative writings of Craig Schiller, a home staging professional, passionate real estate marketing professional and founder of the Real Estaging, one of the nation's leading home staging companies.


















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