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FSBO, real estate agents, homeowners - who do stagers target?

By
Real Estate Agent with EXP Realty Canada Inc. NSREC# 9421

I am a believer in working with an agent to achieve one goal, get the house sold.  I believe to do this takes promoting the staged house and the agent who recommended/hired me.  I know this is more than a stager should take on but the staging industry is still young and I don't know any other way to help develop it.

I've been trying to market homeowners directly also but it is a huge endeavor as you can imagine and will take a lot of advertising dollars for ineffective mass marketing.  So I've been exploring other options to generate more business.

Here's where I need advice: undecided

Although my faith in agents is not lost, I am frustrated with some of those resistant to approaching clients on staging (might insult them).  I decided to put together packages designed for the needs of FSBOs and will market them specifically but will still be an advocate for hiring an agent and will give them names of some very good ones in my area.

Would I be wrong to think that stagers can potentially bridge the gap between agents and FSBOs. 

Is there any reason why we stagers shouldn't target FSBOs? 

Generally speaking, is this a market open to staging?

Will it jeopardize our existing relationships with agents?

Comments (17)

J Perrin Cornell
Coldwell Banker Cascade Real Estate - Wenatchee, WA
Broker, ABR, VAMRES

Why work with FSBOs.... they think your service is BS and they think they know more than you... there are better ways to make a dime!

Perrin Cornell, Realtor, Windermere/ NCW, Wenatchee WA

May 06, 2007 02:55 PM
Yvonne Root
rooms b.y. root - Prescott, AZ
Home Stager - Northern Arizona

Tina, These are good questions.  Marketing to FSBO could indeed be a hard sell but so is marketing to realtors in some cases. I hasten to add that many realtors have "gotten it" because so many stagers have been "knocking on their doors" so to speak. How do you plan to market to the FSBO market? Door to door? I know many realtors do go after the FSBO listings themselves so I don't know how it could hurt our relationship with them. As a matter of fact it could help if, as you say, you promote the use of an agent with the know-how to sell.

Perrin, "They" is an all inclusive word which may be a bit overly strong. While many FSBO may indeed be resitant to our work I'm not sure all would consider what we do BS. I'm not sure why most FSBO make the determination to sell their own property. I wonder if Home Stagers may be able to help form the bridge (between sellers and realtors) if only because the FSBO might be more willing to explain their reasons for not enlisting the realtors expertise to us and we may help to overcome their objections.

May 07, 2007 12:15 AM
Carol Ellis
Luxury-Domain to Home Stage - Charlottesville, VA
I have chosen to market to REAL ESTATE FIRMS,rather than individual realtors, by teaching classes and doing brief presentations. I have spent a lot of money in marketing materials and I hand them out freely.  I send my power point to managing brokers and am, ahem, relentless until I get a hearing from somebodyIf FSBOs want to try to sell themselves, I doubt they would think someone else could stage better than they themselves.  Anyway, how many 'regular joe homeowners 'even know what a stager is?  I can't tell you how many people ask me what staging is and I tell them, they respond, "Oh you are an interior decorator!"   Or, sometimes they say, "Yeah, I watched HGTV and tried some of their tricks and it worked!"  Ugh.  If FSBOs work for you and you can work for them , go for it and all the best.
May 07, 2007 09:17 AM
Bruce & Justine Bright
Sycamore Group Associates - Carmel, IN

Tina,

We are agents who offer the services of a stager to every listing.  We use the stager's services as a way to differentiate ourselves.  We pay for the initial consultation with the seller.  If the stager does a complete staging the cost are between the seller and the stager.

But let me tell you how she has been able to differentiate herself. With every complete staging the stager has figured into her cost the expense of a broker's open house.  The stager does all the planning (food, supplies, clean-up, etc.) and staffs the open house.  We provide the PR to get the agents to the BOH and jointly market both the OH and the Stager. 

During the BOH the stager certainly helps us to show the home to the other agents, but she is also able to show her work and offer her services to those agent at the same time.  At the last Open House she was able to book 3 appointments!

Its been a win-win-win as far as we are concerned.  The house looks great and sells quicker, the sellers are happy, and the stager gets more business!

 

 

May 07, 2007 09:59 AM
Lexa R. Montierth
NextHome Complete Realty - Tucson, AZ
Real Estate Sales Agent and Marketer

FSBO's are usually there for the simple reason they have been burned by a Realtor, or they know too many stories of being burned by a Realtor.  It is our job to explain to them the reasons behind using a Realtor.  At this same point, I talk to my clients about staging in this sense.  You are selling a product, not your home.  When it is your home, you have your personality abound and make it comfortable for yourself.  When you are selling a product, you make it appealing to the masses.  I have not used a stager for a few reasons, most important being the fact that I live in a very rural area with no professional stagers around.  But I have "used their tricks" as Carol says when I am setting up for photos.  When I explain to anyone the reason you stage is to sell a product they get it.  I think FSBO's could benefit as well as Realtors.

 

Lexa

May 07, 2007 10:20 AM
Toronto's 2 Hounds Design: Decorating + Staging
2 Hounds Design + Home Staging - Toronto, ON
I would not rule out FSBOs any more than I would Realtors.
May 07, 2007 10:47 AM
Sheron Cardin
California Moods Inc - Selma, CA
ARTIST - A Home Stager/Sellers Best Friend!
Tina - FSBO's are do-it-yourself type people and would be a great market for consultations and to-do lists they can implement. Fliers are cheaper than fuel. You never know where your business will turn up and who knows who else. Don't twiddle your thumbs when people are selling their homes...let them know that you are there to help everyone.
May 07, 2007 12:08 PM
Laura Cerrano
Feng Shui Manhattan Long Island - Locust Valley, NY
Certified Feng Shui Expert, Speaker & Researcher
I agree, Tina, why limit yourself on who you market to?  It's not going to create any issues and everyone will learn something about what you do and why you do it.  Go for it!
May 07, 2007 12:25 PM
Kathleen Lordbock
Keller Williams Realty Professionals - Baxter, MN
Keller Williams Realty Professionals

I have had more projects with FSBO that I have had thru Realtors - don't leave them out - they need help!!

In the end many see the wisdom of additional help & list - after the staging.

Go Brights - thank you for getting it!!! 

May 07, 2007 12:29 PM
Lee Pedrazas- REALTOR Austin/ Round Rock, TX
Sellstate Classic Realty - Round Rock, TX

Tina,  I'd go for FSBOs.  With something like staging, I would imagine that marketing could be as easy as sending a packet full of before and after photos. 

 Here is what I would do:

1)Create a packet with before and after photos along with past client testimonials

2) Address the packets by hand (in 9 x 12 in envelopes)

3) Include something that they can feel in the packet like a magnet or pen or something else that could be considered an item of value.

When they receive a hand written package with something inside of it, they are very likely to open it and see what it is. 

 Just an idea...

 

Also, keep trying Realtors as well. 

May 07, 2007 03:59 PM
Tina Parker
EXP Realty Canada Inc. - Halifax, NS
Managing Associate Broker
Thanks for all the valuable feedback.  Lee, fantastic idea, I'm going to start working on it right away.  Thanks.
May 09, 2007 12:10 AM
Karen Otto
Home Star Staging - Plano, TX
Plano Home Staging, Dallas Home Staging, www.homes

Kathleen Lordbock - I'd love to know how you're getting the FSBO's! Do tell if you feel like sharing!

Tina - this is a very viable market - I've been wracking my brain on how to effectively approach these sellers.  I have to say it's a very sensitive clientele - they are sensitive to price and wanting to save money and make it at the same time - they are also the one's hosting the Open Houses and showing their home which of course is a very personal and emotional process even when a Real Estate professional is handling it.  I think a common thread for all of us is to know how and what works when approaching these kinds of sellers. 

Of course, I'd prefer to go through the Realtor route (part of their team) - but until more agents consistently use and feel comfortable with a stager - it's still a hit and miss working relationship now -

FSBO's of course aren't using a Realtor - YET - (in lots of cases they do end up going that route sooo..) as stagers, we have another advantage with working with FSBO's for REALTORS we know and trust that we could recommend to the FSBO seller.  I know that some Realtors target these listings and I'm wondering if some of the same things that work for them, would work for us ?- or even - as part of the marketing strategy for a Realtor - why not ADD the service of a stager to your listing package? A walk thru or consultation would be very cost effective for both Realtor and seller and it would give the Realtor - who may be cold calling - and edge. /Tina, did you post this to the realtor groups?  I'd love to hear their comments.

GREAT POST and TARGET AWAY!

May 09, 2007 06:13 AM
Abby Roselli
ALR Home Staging and Showcasing, LLC - Staten Island, NY
Staten Island Home Stager

Hi Tina,

I target the FSBO, as well, for exactly the reason previously pointed out:  they are typically do-it-yourself'ers and my goal is to offer that type of service---a professional action plan for them to stage their home.  I don't expect to be able to get them to hire me to stage for them, although I would include that option in a proposal.  You never know! 

I've ordered a ton of Free postcards from Vista Print from the Free offers they send once you sign up (for free!) with them.  OK, you have to pay for the shipping, but you get decent quality, glossy postcards for fairly little.  Once I placed an order with them, I got email offers for Free deals almost everyday.  Your biggest expense is the postage and don't forget postage goes up next week! I've worded the cards specifically for the FSBO seller.  You can use their stock images or upload your own (for a fee)---tailor it as you see fit.  I just sent out my first batch of FSBO targets on Monday, so I don't have any success to report, but it's just another way to target your business. 

I like Lee's idea, as well! :)  Perhaps something else for me to consider too!

Abby

May 09, 2007 06:20 AM
Anthea Click
Fresh Perspectives - www.InsideNashvilleHomes.com - Franklin, TN
Nashville Home Stager - Selling Nashville, TN homes quickly!

Tina,

I think FSBOs are great to market to. Bridging the gap between agents and potential clients can be a huge help to the agents you work with. Not all FSBOs hate agents. Some are just uneducated.

May 09, 2007 06:55 AM
Kathleen Lordbock
Keller Williams Realty Professionals - Baxter, MN
Keller Williams Realty Professionals
Karen - Thus far it has been friends, neighbors, & relatives - and then world of mouth.  No big secrets to share, just talk talk talk - let everyone know what you do.
May 09, 2007 08:01 AM
Dianne Abrams
Dianne's Dynamic Designs - Fredericton, NB

Tina, I have been working on a strategy to go to FSBO homes myself. I am too frustrated with Realtors here in my town. I support you in every aspect of this.

Dianne of dy.nam.ic de.signs

May 11, 2007 04:02 AM
Lynette Lawson
Starlight Design - Yucaipa, CA
Inland Empire, CA Home Staging

I think most FSBO's are just trying to save (make more) money. Maybe if we work with that in mind and show them how they can make more $$ it might work.

Abby, please keep us informed.

Thanks,

Lynette

May 11, 2007 05:01 AM