They Love Me, They Love Me Not..They Get It, They Really Don't Get It!

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. 

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!

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

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.

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. 

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

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