Real Estate Blog - "The Stagers" on HGTV

Home : Blogs : Karen Otto, Home Stager, Plano, TX 469)964-0516 www.homestarstaging.com : North Texas Home Staging - Not Your PlanO Staging Blog!

"The Stagers" on HGTV - My quick review

Just finished watching "The Stagers" on HGTV and wanted to give a quick review on what I must say was a pretty fair representation of what we do and go through as professional home stagers although for many of us, on a much smaller scale. I don't know how many of you work on properties in the price point of the home featured in tonight's premiere episode - almost $5 million!

Before watching I was apprehensive about how staging would be represented.

Was this show going to be another show leaving our clients asking us why we couldn't do that for "under $1,000?"
Was it going to be more about the "stuff" over the house?
Were the stagers going to be drama queens/kings?

A little, but understandably in the home featured, it was worth a small fortune and the furnishings and decor needed to reflect that.

What I especially liked about it was the portrayal of the "stagers" as truly focused on what would work in the space- they didn't over do it and they well could have in this situation. Every room was tastefully done with a collaboration by two professional stagers (& an understanding, calm patient assistant) who had not met prior (although how do you work for the same company and not know each other was one question I had - is the company that huge? - it may be considering the warehouse and free reign in spending on art work showcased in the space). Also the uncertainty at times of what would actually work in the space once they got it all there was spot on so true. That was great! Showing them bouncing ideas off one another, setting the scene at the warehouse, talking, strategizing, feeling great when it all comes together - that is so staging!

Staging is fluid, not stagnant it goes with the flow and the "synergy" of the team working on the job. Things and plans can change.

I LOVED when the home owners came by (not that I like it when I'm working because I so understand how that's the WORST time to have them there!) It's hard to be questioned when we ourselves question our own work until we feel it's right - having a client second guess while in the middle of a job is often mind blowing. While not as drastic it's kind of like interrupting a surgeon in the middle of open heart surgery saying there's too much blood there, how can you see what you're doing?

In the end, as the transformation was revealed room by room and the final budget was shown, I was impressed that a true dollar figure was shown. For an almost $5 million dollar property the staging budget was just under 1% of the list price of the house. The house did not sell for the asking price (less)and the days on market were not mentioned.

As the home owner put it, the staging was to be the "icing on his cake" and Matthew and Jay whipped up a mighty sweet ending .

I'm looking forward to more episodes. My hope is that they'll also feature homes in all price points as well. While multi million dollar homes are great, there are so many other houses in all price points that deserve the same amount of attention.

Please feel free to share your take on it!

Posted by Karen Otto, Home Stager, Plano, TX 469)964-0516 www.homestarstaging.com on 07/20/2008 10:09 PM

Comments (37)

stagers, home, stager, homestaging, hgtv, sellers

Post is included in group: Stage It Forward...
Post is included in group: Collin County, TX Real Estate Professionals

37 Comments on "The Stagers" on HGTV - My quick review

JUL

2008

I really liked it as well. I am glad they showed the cost of staging and what we go through. I have had owners and Realtors stop by and I just say It is not finished yet. I do hope they use different homes and different stagers. I am looking forward to more episodes.

Me too Maria, I hope they will represent houses in all price points because it would be a shame if the general public watching thinks staging is only for the wealthy.

JUL

2008

We all watched it together. I liked it, it showed THE WORK. Mom didn't like it... the price point was too high for a first show, she felt. Sue is in the middle.

So, we are gonna wait for a couple of more episodes before we get a verdict on our team.

~Michelle

Karen ~ I too liked that it was a lot like how most of us stage a vacant home, quite realistically portrayed. In my market we'd NEVER get away with charging 1% of a $4 million+ home, though! Future episodes have some realistic price points and different stagers ... so I'm going to stay tuned!

I just caught part of the re-run, I couldn't believe they had an art gallery that rented high-end art. The one large piece was $7000 alone!

Future episodes feature properties of different price points that include condos, lofts, bungalows, character homes, and million dollar contemporary spaces. Everything from 800 sq feet to 8000 sq feet. The show was shot in Vancouver where property values a very high. A 4 mil property in Vancouver's market may only be 2.5 mil in yours. The numbers are relative. With Dekora, original Art is rented at a percentage of its cost from affiliated galleries for even the lower-end jobs to achieve a higher-end appeal - this is factored into the staging budget.

Others stagers will be featured in the show, with individual staging and co-staging depending on the size of the job. All the Stagers work for Dekora, a home-staging company that outsources home-staging jobs to a roster of 10-15 designers who are employed regularly - Dekora is a team. The designers at Dekora include: Interior Designers, Decorators, Production Designers, Film Set Decorators - all different types all home staging. Dekora stages everything from bachelors to 10 million dollar properties. Jay was the new guy.

The show was created and produced by Paperny Films a local Vancouver production company who sold the show to HGTV. The drama, conflict and properties featured haven't been manufactured by the network, but rather were the next 13 properties to pop up at Dekora who would allow their investment to be filmed. The properties featured on the show are representative of the reality in the Vancouver Staging Market and may not be entirely relate to other stager processes. Feel free to throw questions into the mix regarding our staging process before making assumptions - the reality is that a staging job requires over 60 hours of work of which only 23 minutes make an episode. So there will be holes that peers will point out naturally. There is, however, an episode for everyone.

I'm glad you all enjoyed the show - it gets better. The first few episodes were shot from the hip. The producers, with each episode took every care to do better in defining the craft, making it more informative, and staying true to what Staging is - or rather our interpretation of how we stage in our market with its uniques demands. At the end of the day, each episode was created by the responsibilities of the stager. Production didn't schedule the stager - the stager informed production where he/she were going to be or shop working towards a real deadline with a real client. If production didn't keep up with us well that was their problem - there was a job to do and a client to make happy first and foremost. Its also makes the show unique and why it the show "looks" great and has incredible pace, because no scene has been "staged" unlike most other design shows, and the stakes are true, the drama in the process. The Stagers is pure lifestyle reality programming - notice that there is no-voice over - the entire story is told iwith the stager's process and drama as they sprint over obstacles to their finish lines. Its the real deal and in no way manufactured by HGTV. HGTV knew a good show when they saw it realized that people were turning on to this new art form that was birthed in real estate. Home-staging is the art of professionally preparing a home for sale and not everyone has the skin to do it. The show aims to reveal the character types that can handle this craft and the sometimes unbelievable timelines and obstacles thrown at us. True creativity in staging can be seen when we have to make our 3rd and 4th choices look incredible - and we always do - one way or another.

Keep watching and thanks for the support. Feedback, both positive and negative can only make the show better for future episodes. Afterall, this is a limelight for every stager and their business. Don't get too caught up on how we do it and focus on promoting how you do it in your markets. Home staging has never been a bigger deal and calling yourself a stager... well...I know I've never been more proud to be one. Peace.

Matthew Finlason / Featured Designer on THE STAGERS

I waited with anticipation to see if "The Stagers" would be another inadequate portrayal of home staging, or if it would be "real." I was pleasantly surprised! I think the show did a great job in showing the audience just what staging REALLY is, and how chaotic it can be.

I am anxious to see a lower price point because that is one of the battles here in my area. There is a misconception that only the wealthy can afford to hire a professional home stager. We all know that isn't the case, and am hopeful that this new show will help to educate people.

I look forward to watching next week!

Teresa

Hi Karen: Loved watching the show last night! I'm looking forward to more episodes and I'm glad to read Matt's comments that there will be a variety of price points/square footage to come. Although in our Cincinnati market...I couldn't relate that anyone would spend 40K staging a 8000 sq.ft. house...I'm glad you pointed out that it was under 1% of the list price which in many markets is right on.

And I like Matt's advice: "Don't get too caught up on how we do it and focus on promoting how you do it in your markets. Home staging has never been a bigger deal and calling yourself a stager... well...I know I've never been more proud to be one."

This is a GREAT opportunity to market our businesses....I know I am excited in what the show will be doing for staging as an industry! Awesome.

Well said Matthew. I used to be a production assistant for a reality based television show out here in Toronto and I know how involved the process is. The amount of footage taken compared to the 23:40 of actual content that goes to air is astronomical. With that being said I think the show is excellent. Your highlighting the best in the time you have and I think your getting all the right stuff. I'm looking forward to future episodes.

I watched the show with tremendous anticipation, wondering how different "Canadian" high end would be from what we do in the Mid-lantic US. How jealous I was of your buget, Matthew! I too will rent out $30,000 paintings when the occasion calls for it, but could never expect to get a 10th of the value!! How do you get homeowners to spend as much as $40,000 on staging?!! We have to achieve the same effect as you with $10 - 15K for a 3 month period.

I was surprised at how overtly competitive Matthew was with Jay and wondered if that wasn't a "put up job" for the cameras? Strangely vindictive, almost, for 2 boys who have to work together, unless that's your vernacular and its acceptable between you. For me, it was shocking.

I totally understood the stake created with the cow pouf, and wasn't sure that you'd found a suitably dramatic wow place for it in the 4-season/pool-room/enclosed lanai/conservatory thing. Would it not have worked in the library, to offset and complement the stark white in the 3 art panels? They were startlingly out of place, yet looked sensational!! And great fun! It's that kind of shock value that makes a buyer think a "real" designer has been in - which of course you all are at Dekora - all of which speaks to lifestyle.

Overall the show is full of the kind of extremes that makes it the richer for the viewer, and hugely fun for those of us in the trenches!! My colleague and I chewed over every choice with you. A splendidly typical owner, too, not understanding about literal demonstration vs. illustration of potential.

Fun for viewers, along the vein of 'Lifestyles of the Rich and Famous' and Continuing Ed for stagers and realtors alike.

If that was Matthew, what do we get with the mother-daughter combo? Or are they kept apart, an episode each?

I agree with another poster (I believe on another blog) who felt this was more "decorating" than staging. I loved the interaction with the two stagers. I've often had homeowners who insist on staying in the house while we're staging and it's really nerve-wracking. But $40,000 for staging? I'm in a really high end area and getting a homeowner to pay over a couple of thousand for staging is like pulling teeth. I can't imagine getting the 1% of the list price that many stagers quote.

Just my two cents. . .

Great post Karen! You are quick on your feet. I too thought it was a great show! I think what sets it apart from the others is not only the budget but the "reality show" aspect. It is very similar in feel to "Flipping Out" and other real estate and design co. shows profiled on Bravo and Fine Living. Being in the moment with the stager and their high end choices was great. Also, thank you Matthew for giving more of the background to the show. I think it is quite evident that this was a "production" and the stagers were very experienced with scale, light and interior design in general. I don't see how they could have pulled it off as easily without the art and warehouse.

There was a definite sense of ACTUALITY vs. "reality" - the fact that your original plan may well change - so be ready for it! (I feel a blog coming on...) Julie

Karen you recapped the show very well. I enjoyed it very much too! How wonderful Matthew commented. I adored him and his assistant by the time the show was over. I could so relate to him when he had visitors before he was finished!! :) Loved his deep passion, focus for the project, humor and how he showed that in all our well made plans we sometimes don't know what we are doing in a room until we are actually in the moment! That's the beauty of staging!!

I agree with you. I was pleasantly surprised! I thought when Matthew was grilled about the eat-in table his answers were 'spot on'! I do envy their art collection more than just a little bit, but I guess I'm just not there yet.... lol!

I loved it! I loved how they showed the COST of staging and all that is entailed in a job from picking out glasses to the furniture.

Karen, Great post and review.. I taped the show and probably will watch it tonight.. Matthew - it was great to hear your perspective, thanks to you and Karen.. God bless,

Hello Karen, hope your well. I guess all in all the show was much, much better than most Staging related shows in that it showed some of the REAL behind the scenes details that go on in a stagers life. I agree with Juliet in that there seemed to be a bit too much whining related to the competitiveness of the main characters. Interesting that the first show was about a $40,000 staging job. Hopefully future shows will relate more to the real world of Staging.

It sounds like you enjoyed the show Karen. Episode 4 airs in Canada tomorrow night. I can't wait to see it!

This show was a waste of 30 minutes of my life I'm never getting back!

It's just like the other 10 shows on HGTV but if you actually did the math when they broke the cost down you will find they LOST money!

This show should stay in the british isle area if they intend to scare off potential US clients with outrageous homes they presented. (not to say the US don't have multi million dollar homes like they showed but for the average stager this show made me cringe)

Sorry but the "Stagers" your off my DVR! Not realistic... even if you had to add drama for T.V effect.

Thank you all Michelle, Maureen, Cindy,Teresa, Teresa, Marina, Juliet, Lynn, Lisa, Julie, Kathy, Melissa, Marci,Cheryl, Gary, Charlene and Brian for sharing your thoughts on the show with me.

I want to say a special "thank you" to Matthew Finlason for his very thoughtful commentary and behind the scenes insight as to what goes on while filming, it gave me a better understanding of how this was realized.

As he wrote "Feedback, both positive and negative can only make the show better for future episodes. Afterall, this is a limelight for every stager and their business. Don't get too caught up on how we do it and focus on promoting how you do it in your markets"

That speaks to us all.

We each have to define our market for ourselves and what this show and others do (whether you like it or not) is bring staging to the attention of a rapt public. I can tell you this, after many emails I've sent to HGTV regarding showing the labor and true costs of their jobs, to see the realistic (although astronomical to some) costs involved with a staging of that proportion was refreshing and eye opening.

Keep the feedback coming - apparently they are listening.

I have not heard about it until you mention it on this blog. I will watch for it from here on out. Thanks for mentioning.

Hi Karen!

Funny I should find your post right on top - I just googled Home Stager in Texas and you were number one on the page!!! :)

My comment on The Stagers was it could have been an hour and I think it would have been more interesting - as it was it just skimmed over the process. As always its a fine balance between personalities and the actual work of staging or flipping or whatever. I'm sure this will get better as it goes on and it was refreshing to see staging handled a little more realistically.

I too was stunned by the budget. Wouldn't that be fun to work with!

Tessa

I thoroughly enjoyed the first episode of "The Stagers" and appreciate that HGTV finally has a staging show based on the work of a real staging company (Dekora), where the cost of staging is based on the square footage, price point and location of the property being staged - unlike "Designed to Sell," which uses an arbitrary $2000 materials-only budget for every house and places no dollar value on the labor - not to mention that because the "Designed to Sell" teams include on-screen carpenters/contractors interacting with the homeowners, there's far more airtime given to home improvement projects than to actual staging.

It's terrific that stager extraordinaire Matthew Finlason has given us his insider's view of "The Stagers" - above and in response to Charlene's post about Episode 2 (which was actually the first episode broadcast in the U.S.): http://activerain.com/blogsview/584671/The-Stagers-Episode-2.

While Sunday night's episode might not reflect a "typical" staging assignment for many of us, it does reflect the reality of high-end staging by a large, well-established company with extensive resources. Rather than dismiss this as "unrealistic" - a reaction I've seen in several blogs about the show - I prefer to admire Dekora as an example of just how successful a staging company can become. And I know from my affiliation with First Impressions that there's a demand for staging in my area that runs the gamut from $150,000 condos to multi-million dollar resort homes. If I was offered $40,000 to stage a $4 million home, I'd first say "YES!" to the client and then call Melissa Marro to say "HELP!" And then we'd roll up our sleeves and get to work.

That said, Matthew's comments and the episode descriptions on the HGTV website make it clear that future episodes will also feature smaller houses at lower price points, and even owner-occupied staging.

Another point to keep in mind is that HGTV isn't airing "The Stagers" as a public service announcement for the staging industry. If it increases our visibility, that's great. But it's intended as entertainment for the general public, so when the show's producers edit many hours of footage into a half-hour episode, they're inevitably going to focus on moments of drama, conflict and humor.

It's worth a look Loreena!

Hi Tessa, nice to see you! I agree I'd like an hour long show too.

Hi David, thanks for your great comments as you said in the end it's intended for entertainment - what I like to call "info-tainment" there are things to be learned here as well, but anything that can increase visibility for the industry I'm all for.

i missed the show, so like others, I am torn by the comments and perspectives of thought.

but, we (you and I) have often proven here on AR, Karen's thing a like~ Best wishes, . .

Hey Karen D.!

I'm not saying this was the perfect show here for showcasing the industry but what they captured in a slotted 30 minutes was good TV - and drama sells! I think the producers would find me quite boring actually - no egos or frantic trips to the art gallery for me and what I do but I am fascinated at the well oiled machine that is Dekora apparently.

Take a looksee for yourself, let me know whatcha think!

My favorite part was when Matthew and his assistant showed Jay how they did the "song and dance" for the client! Too funny- That's definitely part of the job, though!

Very entertaining show - we have had some stagings here in South Florida that mirrored the first episode. Every staging is different, and always remember that this is TV.

-Akanke

Don't miss the next episode on HGTV (which aired as the first episode on Canadian television) Tuesday night at 9:30 p.m. Here's the blurb from HGTV.com: "A Whole New World - A house full of '70s furniture is in serious need of an update, and maverick stager Matthew is certain he has the perfect solution. But will he break ranks with a senior stager in order to achieve his plan?"

Karen,

You said a mouthful, great job! I agree I think that they nailed what it is we do and how we do it. I found myself laughing and calling my husband in to tell him "that's what I do"! I can't believe they got so much information and entertainment in such a short amount of time. Especially considering how long it takes to do a job! I really enjoyed watching it and have the DVR set for all episodes to come.

Alicia Autrey

JUL

2008

Agree pretty much with your summary Karen. Did hear in the beginning that the two stagers were NOT from the same company...oh my. They did pretty well though on the project working together, etc. The assistant was terrific. And, realism? Not too sure, but homey result certainly.

OH is that your little girl in the blog? Take care, T

Yes the song and dance was priceless gretchen!

I can believe it Akanke! and you're right - it's TV

That one should be interesting David. Are there going to be more days a week that it's aired? Sunday and Tuesday?

While on a much grander staging scale you're right Alicia. And I was impressed that there were only 2 stagers (and not all day each time) and one assistant.

Hi Terrylynn, Matthew cleared that up in his comments above , Jay was the "new guy" in the company but all stagers featured are employees of Dekora. And not that's not my little girl, just a "sweet ending" with frosting on top ;-)

Episode 2 was the one that aired this past Sunday night on HGTV in the U.S.

Episode 1 airs tonight (Tuesday, July 22) at 9:30pm. Episode 3 airs next Sunday, July 27 at 10pm, then Episode 4 airs Tuesday, July 29 at 9:30pm. After that it's on every Tuesday at 9:30pm for nine more episodes.

I stage in the New York City and Hamptons markets so $4 million is not unusual. Also, when I prepare a staging proposal for someone (homeowner, developer) I ALWAYS include the percent of the listing price, and often it's around 1% or a little less, so that's not unusual either. I think it's important for the seller to focus on the percentage and not the absolute cost of staging.

I agree with the comments that the show could have been an hour and that it was more like decorating than staging - I don't know about you but I go to Home Goods to buy my wine glasses not antique stores! If you've got an eye, you can find great accessories at low prices.

And I thank Matthew for his enlightening response and am glad to hear the shows only get better and cover the gamut of homes for sale.

Karen- I'm a little on the fence about the show. Parts of it were so real (I literally cringed when the sellers showed up to critique the staging), but $40,000 seemed a high fee for what appeared to be a pretty average staging (sans the mucho expensive art!) Matthew was great the way he stood his ground about the table and chairs, and I could totally relate to his wanting to use that ottoman! The two designers thing was a little confusing, though Jay turned out to be fairly agreeable and extremely talented. I'm not sure this show will have that much appeal to anyone but stagers, though. Anyway, I will catch the next episode, too.

Thanks for the updates David

Yes as others have said, focus on how we do it ourselves in our own markets - there's more than one way to buy a goblet! Thanks Donna!

Hi Elaine one of my questions to Charlene's blog (a Q & A for Matthew) was how they broke out the cost and was the purchase of some of the art and inventory by the client part of the $40 K. The show will need that "drama"to catch viewer's attention for sure but also there is a lot of interest in the field of staging for those wanting to get the most out of their houses as well as those interested in starting in the field. It may change some perceptions - hopefully in a positive manner.

This blog does not allow anonymous comments