Val,

I wish I had an answer for your area. In my area, stagers are in the 75-110 (or more) per hour range. Most agents are having so few homes sell out of the spring/summer months that they can't afford print advertising let alone staging.

HI Val,  I think they try to sell it anyway, the way it is.  Aren't most of the calls you've been getting for homes that have been on the market for some time?  That's when they have their "AHA" moment!  Funny thing, too, because they realize vacants are on the market much longer.  They're getting it, slowly....

Val,

Thanks for the post. I believe for most agents it is still a new concept. One they don 't fully understand and therefore cannot sell to their clients. The process of agents using the services for stagers will evolve. However, not before you do a lot more hand holding in the process. Call some of the new agents and very  seasoned agents periodically to see if you could be of assistance with the vacant listing.  Work on partnering with a few select agents.

Gary,  the Staging expenses are the responsibility of the homeowner, not the realtor.  Sometimes the realtor will 'gift' the Consultation (complete 'blueprint' of everything that needs to be done for the homeowner to 'stage' the house themself) which, in my case, is discounted to the realtor and well under $200.  Thanks for your input, though, because that might well be the general consensus!

Carole,  you're right on the money!  I get calls for houses that have been sitting on the market, and unfortunately have had several price reductions already, or the vacants which just sit there due to the fact that they are basically like an empty shell - nothing inside to engage the prospective buyer!

William,  Thank you for bringing up that very profound point of view - that's what I need to hear - what all stagers need to know!  Great suggestion - thanks!

Many people believe "I can do this myself" not pausing to ask themselves if they own enough furniture and decor items to miraculously match any given presentation. They think "Oh, I'll just call a rental company and rent the things I need." If you want to really give brokers ideas try this, create an official form to be used as a part of the Listing Package which outlines the services to be used for staging along with the price and an explanation that the staging is either paid by the seller or by the broker (broker's determination) and have a check box saying "I understand vacant homes are on the market longer than furnished homes as a general rule and have been explained the benefits of staging yet I Decline This Service" above the signature line. It's not tricky, it just makes sure the listing agent has explained the benefits of your services to the seller.

William-

Not to step on Val's toes, but I want to thank you for that answer.  It has been my suspicion all along that the kink in the process is the realtor not being able to sell it to the client.  That is what I am working on!

Val -

Great post - you finally got some legitimate responses from agents!  YEAH!

Val, just a thought.  It's not done often but it has happened that an agent will pay for a room to be staged...to attract a listing.  I know they have done it on occasion with consults, offering it as a free service to get a listing. 

Hi Val,

Your area and mine, I am sure are vastly different.

I have to agree with Gary.  Many agents are struggling just to advertise their listings.  If the sellers are willing to hire a stager and follow their directions that's great.  Yes, a majority of the time vacants are on the market longer; sometimes the owners will leave a few pieces of furniture but a chair with nothing around it or a bed with no bedding is worse than an empty room. 

A staged home will draw more attention with the listing, will show well, a usually sell faster.  But when the majority of the market is homes priced at $140,000 or lower (most lower) the cost is prohibitive.

Hi Val,

A thought on followup with Realtors in your area...if you collect biz cards from all of them at the sales meeting to do a drawing for a giveaway (maybe just a starbucks gift card or possibly a discount on your services?) you have all their email addresses in hand. Then you can plug them in for some drip marketing or to receive an e-newsletter? Then you stay fresh in their minds. I confess, most of the stuff I receive at meetings gets tossed in a drawer, and I only go looking when I need it. Folks that follow up with me through email are going to be who I think of first...

Just my two cents!

Heather

In my area, from what I've heard from other agents, it's hard to get clients to even grasp the idea that they have to DO something to get their home sold.  Many are unwilling to do even ultra cheap solutions like sweep the leaves from the porch or touch up the trim or door color, let alone "stage" the inside.  I started to write a blog on this - "When Sellers Refuse To Stage" but didn't get very far.  LOL

I do notice a persisting attitude among agents and homeowners in the area - one of "it's good enough".  I am an eager beaver for a lot of things and I get so excited when I see "potential" in my mind's eye that others are not willing to explore...

Lots of good commentary here - but must add my 2 cents.. yes cost seems to be a huge factor - but change that word to investment and educate the seller and realtors on the return on that investment & how it will pay for itself.

We are working with a few agents, repeat business - the agent pays for nothing - the houses are selling quicker than ever at a higher price - everyone is happy - word is spreading at a pace we can live with.  Having a home listed that is "good enough" in a hot market may work however, how many areas of the country are experiencing this any more? 

When they start to talk COST and EXPENSE remind them that the time languishing on the market for months and months is going to cost more than any staging job or consultation - mortgage payments, utilities, landscape, maintenance fees the list goes on.  The first 2 weeks are crucial - afte wards the reduction in price will almost again certainly be more than had they made the INVESTMENT in staging first.

I feel you!  That's my ongoing frustration.  I even have an agent that says he 'gets it' - puts my info in all of his buyers and seller packages.  Puts my info out at his open house, and yet has vacants that he hasn't called me about, and just reduced the price on a listing, without calling me first.

I then had an open house experience this past sunday - agent seemed to get it, but said she was having a hard time convincing the owners.  House had been on the market for 102 days.  Was priced right for the house and neighbourhood, looked great and they even "tried" to stage it - but there were such huge things wrong with it!! - I left my info, but no call yet... sigh....

Val -   I've read that people need to see the information something like six times before they are ready to act on it.  I just try to stop by each office every few months.  Sometimes I drop off cookies, some other small something and make sure they have enough of my business materials lying around.   I'm in it for the long hall.  It will take time. 

Hi Val,

Great post, I had the same question so I asked the Realtor I work for. Pays me $400 to stage 2 main rooms, it is a special deal I give to her (I wanted the connection & exposure) She said most Realtors won't pony up the money themselves (like she does) because they pay for alot listing items already and it's not a sure thing. They don't talk to the seller about it because they are afraid to offend them by suggesting it. She said most are not staging savvy so they are unable to talk about it confidently and with conviction, so they just don't say anything. While others just don't have the buy in!  Hope this helps.

Val --- This is another great post.  You bring up some valid points.  We need to continue the ongoing education process by telling success stories of homes that we staged. 

They do probably love you & they don't get it.

Val,

Last spring I was called by a homeowner to help with their house because they wanted a fast sale--they were already listed with an agent who had told them the house looked fine--it was clean, smelled good and relatively up to date.  I took before photos of the house the agent said was fine then the owners and I staged the house--very inexpensively--mostly furniture rearranging and simplifying the interior (decluttering) and  took after photos.  The house sold 12 days after we staged it. 

Now When I talk to agents I end with that set of photos.  I pass around the "before" photos and ask them to think about what they might tell the homeowner or what they think of the house--then I send around the after photos and explain that even if they think a house looks great a stager sees things differently and that difference means more sales and happier sellers. The good enough house would not have sold in 12 days. 

Now you would think the agent for that house would have me on her speed dial right?  I just heard from her for the first time two weeks ago--she wants me to help a homeowner with a vacant house that's been on the market for 10 months. It's hard to change attitudes--it takes time, patience. education and repetition. Share your success and find an agent to champion them as well.

Deb 

Hi Val - I too, have had the same experience as you.  I have had quite a few realtors rave about my staging ideas, however, there is no follow up.  I spoke at a few offices and had 2 of them add my info to their listing packages, etc.  I, like you, also wonder about that "circular file".  Oh well, that is the wonderful world of business! 

Although the response is slow in coming, I think persistence is key.  Also, I am trying now to take the focus off realtors and trying to get the word out directly to homesellers.  The best time to stage is BEFORE listing with the realtor anyway.  If the home looks outstanding, the seller can list it for a better price, etc.

Good luck in getting the word out there!

The problem is the up-front expense to the home owner. I am a Realtor and a Staging professional. Its hard to ask the home owner to spend up front money on a property they are selling.

What I have been doing is getting a larger commission agreement for a longer period of time so the home owner does not have to come up with a out of pocket expense. Also the agents you speak with need the proper tools to present the home owner to show them the benefits of Staging. Such as a power-point presentation with before and after photos, marketing material or even a video. Post cards are great to send out to the agents but what the agent really need are the tools to pith it properly.

PS val send me a email we should talk

http://www.longislanddesigntosell.com

Val,

Loved Karen's comment and I know WE all know it, but some Realtors are still having a hard time remembering Staging is an INVESTMENT and NOT a COST.  I wish I could make all Stagers promise they will not discount their services to Realtors simply because they want the job. We are all very valuable, it's just that our value has not been fully udnerstood yet since in some markets it's relatively new. Once they do realize it, you would be faced with explaing why you have a big price increase - and could loose some of your prior Realtors who now think you are too big for your briches.

Stick with your gut for pricing and don't discount yourself. You ARE worth it...and the value of your services WILL be noticed.     

I am most interested in Mr. Robert Laino's comment because it is an attitude frequently encountered in my neck of the woods. Since home staging has not enjoyed any thing approaching a universal understanding here, many people both home sellers as well as Realtors view it as an expense despite the statistics which prove otherwise. Until people get it that they are not just spending money that will not be returned in the form of higher offers and quicker sales they will continue to view it this way.

So it is education and the demonstration of the principles at work that ultimately will encourage some to do the extra step of staging to better market their homes. Remember the days when the idea of the seller paying for the home inspection or a home warranty were unheard of...well I think we are at a similar place , at least where I live, and hopefully, this will change. Properly marketing you home is no more of a waste  of money than detailing a car you are planning to sell. It is part of the marketing cost but unlike all the other marketing cost, this one usually, pays for itself.

People simply have not connected the dots...if you have reduce your price by 3-5% (average price to sell ratio here in my city) in order to sell you home and you sit on it for six months to do so, then staging usually makes economic sense. And in many areas a staged home will not only sell faster but may even bring offers exceeding the asking price. On even a modest home, I estimate that the average staging job can be done for less that 1-1.5 % of the asking price (I said average-there are exceptions to this) and most Realtors would allow that a professionally staged home will sell for at least 2% more than the same home unstaged, and in many cases higher, so not only would you make your investment back, you will actually make money. Few other marketing expenses can make that claim.

Hey Val!

Keep at it is all I can tell you.  Staging is new in my neck of the woods and I am new to staging (as you know).  But I have several realtors who pay for my services directly and its growing by the week.  I still do not advertise, and my business is primarily referrals and repeat clients.

Keep at it....don't be discouraged.  You may not win them all over, and not every agent will turn to staging at the same time.  However, I genuinely beleive that they WILL need us at some point here soon.

I have heard that cost is a major factor for some realtors and they need to know that staging will work.  Its a risk and you can't blame them for being cautious.

Paitence, determination, perseverance.....

Denise 

Val,

With my sales hat on I'll tell you what they need to move forward. One thing to consider is that Staging is relatively new to a good fraction of realtors. If they have heard about it, they need to know what is in it for them! That is the key to sales and getting someone to listen, buy into what you have to say and believe in what you are telling them.

I'm not sure what your presentations are like, but in our own conversations I know you are very bright and always have great suggestions for us. Here are mine in this situation:

1. Show them the money! Really hit home the fact that staging is a win-win-win all the way around. It is a win for the client because they sell their home for more money and when they do the Realtor gets paid quicker and receive a higher commission. This also saves them wasted time! They'll have to show far more people through that house if it doesn't sell right away, maybe several more months worth of showings! Time is money, so those are 2 key things. It is also a win for you, because you get a new client and the Realtor will see the success and use you again.

People love money and examples. So, use a real life example and a commission percentage to show them example house was listed for $300,000 and due to staging sold in only 2 weeks for $320,000, with commission rate of "x" the Realtor made "$x". This will show them the difference of what they will get just by introducing you as the Stager.

2. Who does the work?? Remind them that while you are staging their home, they can busily put together a marketing plan in those few days and be prepared to get the house sold. They really can't lose with staging because the client pays for it and the stager does the physical work! How could they be impacted negatively?!

3. Great Photos- Show off great photos and highlight that the changes were highly transformative but were minimal in cost and were accomplished in a short time. Play up the whole "Which house would you rather buy?!" People are generally visual and will get it that it is a series of smaller changes that make up for such a drastic difference.

Hopefully this is helpful. If they aren't intersted after your presentation and follow-up, then they just may not be the type of people that are enough of a go-getter to see the dollar signs in front of them and the ability to best help their clients. Furthermore, these are the Realtors that will have to learn the hard way-all the price reductions and lengthly listed homes will take their toll until they clue in!

Val, well written post with many well written responses. This post is a fantastic example of how members of active rain can help each other succeed.

Val,

You are loved and they will get it....I remember my first 18 months as a stager went by without a single client!!! Yet I kept marketing, networking dawn to dusk, seminars, presentations, thank you notes, back bends, triple gainers, headstands, on and on. I kept repeating to myself the words of some famous sales guru (Zig Ziglar maybe) 'It takes a whole lotta "NOs" to get to one "YES!" Boy did I read a lot of motivational literature in those days! Eventually, someone I had met two years prior introduced me to his wife, and she now stages every listing with me. Actually many realtors have finally called after two or more years passing since we met and had that "mind meld" coffee meeting over the importance of staging. I also know now that many attending the office presentations are fairly new realtors (the experienced listing agents are normally are not in the meetings!) and the day they got their first listing they called me!!!  In an early adopters marketplace, it does take time to establish the industry itself, let alone the individual. So after two years in business I had my schedule HALF FULL. Yet today after six years I can say I have staged over 700 homes !!! Plus there is an income stream from the clients I already have for color consulting, furniture purchases and other decorating in their new homes. Keep plodding along Val, remember hiring a stager is a business decision and play up every success. You will succeed!

Val

I really don't think that realtors understand the scope of work that we as stagers do. I asked a realtor point blank just last week, why??? She said realtors have been "staging" and I say that loosely for years. Well they kind of move a couple of pieces of furniture around and declutter. THAT IS NOT STAGING....HELLO, they will get it.

Don't give up, they all think it is a great idea but when one hires you and you stage and the listing sells at Open House, BINGO GOT IT!!

Phyllis Pafumi

It's a great question and really makes you wonder.  I, a loan officer, have gone through many of the same motions.  I have called, bought coffee, bought lunch, gone to open houses, presented at office meetings, handed out a prize to the drawing winner, and send out a monthly flyer.  I have to tell you it gets very discouraging when you go through all those steps and efforts and the targeted group doesn't even give you one lead!  I read plenty of the comments say call or email often, but I'm afraid at some point the realtors wiill consider it harassment.

Val, I think that Realtors are skittish about introducing the NEED for staging- offering the consult as part of the fee to sellers is the best way around it.  Working on Sean for your NJ meeting-

Paula had a sad tale to tell and yet strangely encouraging - it will take time & hard work & for those that persist eventually, success.  It is the eventually part that is hard.

 I too do backbends and stretches and don't quite know at what point they are not getting it  - time to exercise more marketing skills and education. 

Wow - I can't believe that this old post has somehow been resurrected!

Kevin, I have found that an occasional mailing to realtors (e.g. postcard) helps to keep your name out there.  The best thing is to have something to offer that is helpful to the realtors.  Have you given any seminars with realtors?  I do that a few times a year with a few agents and find that it is a great networking opportunity.  Best of luck to you!

Laurie, You are absolutely right about how the need for staging could be considered an insult to the seller, however I DO think that in today's market, when it takes so much more to sell a house, the seller should be advised of what steps they CAN take to help ensure a quick and profitable sale.  Just about EVERY house on the market can use some 'professional advice' on presentation.  I recently gave a consultation for a $7million listing that belongs to a well-known sports figure.  The house was gorgeous and had every amenity that you can think of, but even that house needed some direction (too many "beautiful distractions")...when Realtors TEAM WITH Home Stagers, they can relieve some of the discomfort of having to address certain issues with their client (the seller) and the seller will accept the recommendations made by the Professional Stager.  Keep working on Sean!  If he can't make it, maybe you will just come with me? I would really like to have you in on this Round Table Meetup!

Kathleen,  All that we can do is keep trying!  I DO believe that since this blog was written, more realtors ARE getting it!

Great post! Staging seems like a natural to me but like they say:  "It's hard to teach an old dog new tricks."  Sometimes it just takes awhile for new ideas to take.

Marla

Design by Marla, Burbank, CA. 

Loved reading the comments.  Great post and question!