Home Staging A Seller' Secret Weapon - CBS Sunday Morning

By
Home Stager with Moving Mountains Design Home Staging, Pasadena, CA

Home Staging - A Seller's Secret Weapon - CBS Sunday Morning

Watching CBS Sunday Morning is a part of my Sunday ritual...every Sunday. Today there was a segement on home staging as a seller's secret weapon.

 



While I don't agree with everything that was said, I do agree with the large majority of it. Home staging is a home seller's not-so-secret-weapon for getting their home sold faster and for a higher price. And if its on CBS Sunday Morning, well, it must be true!

There were some statements made during the piece that didn't ring true for me, like "home staging costs about 3% of the listing price" . I've never even come close to charging 3% for a staging job and I think neither have 99% of the professional home stagers out there. I'm guessing that they were including every and all expenses associated with getting a home ready for the market, including painting the interior and exterior, repairs to the structure (not normally the purview of home stagers) and infrastructure (upgrading electrical and plumbing - also not normally considered part of home staging).

Very generally speaking, I think most home staging projects cost .5% to 1% of the listing price of the home, although I don't know any home stagers that bid their job based upon a percentage of the listing price. Of course, where the home is located, whether it is a vacant home staging or an occupied home staging, home condition and how many rooms are to be staged all play into the cost of real estate staging.

They interviewed a Chicago real estate agent, Ian Schwartz, who said "You have 2 choices, either stage it or not. And if the answer's "not", I'm not working with you". Schwartz goes on to say that he cannot waste time on ugly houses and doesn't want to have to apologize for any of his listings. I say "Bravo" Ian Schwartz! Ian is one of the top real estate agents in the Chicago area, and now I know why.

So thank you, CBS Sunday Morning for informing home sellers of the importance and benefits of having your home professionally staged. Yes, hiring a professional home stager (and hiring the right real estate agent) are definitely a home seller's not-so-secret weapons when selling a home!

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_________________________________________________________________________________________________________________

Los Angeles Real Estate Staging

2015 RESA Professional Stager of the Year

2014 RESA Top 10 Professional Home Stager2010 RESA Professional Stager of the Year

Michelle has staged hundreds of Los Angeles homes, many of which have sold with multiple offers, above listing price.

She works with home sellers, listing agent, builders, flippers and asset managers to prepare homes for sale throughout Los Angeles and North Orange County.

Moving Mountains Design provides vacant home staging, color consultations, corporate and executive relocations,  and interior design. We also stage model homes, REOs, foreclosures and auction properties for real estate investors and asset managers. Builders hire us to stage their models or to help move inventory when sales slow down.

For more information about our Los Angeles home staging services, contact Michelle at (626)385-8852 or by email.

Click here to see our Los Angeles home staging portfolio

Click here to go to our Los Angeles home staging blog

Click here for more information about home staging in Los Angeles and how we can help sell your home faster and for the best price

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Re-Blogged 3 times:

Re-Blogged By Re-Blogged At
  1. Carol Schulenberg 05/22/2011 02:48 PM
  2. Ginger Foust 05/23/2011 04:38 AM
  3. Curt Hess 10/21/2012 11:12 PM
Topic:
Home Selling
Tags:
home staging
real estate staging
home stager
home stagers
home staging in the news
cost of home staging

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Rainmaker
324,347
Michelle Minch
Moving Mountains Design Home Staging, Pasadena, CA - Los Angeles, CA
Home Staging Los Angeles and Pasadena, CA

Thanks, Tina, Jo and Russel!

Aug 03, 2011 10:38 AM #31
Rainmaker
129,368
Joanne O'Donnell
Chic Home Interiors - Oakland, CA

Michelle, they just replayed the segment this morning, I googled "mona chicago home staging" and found your blog and her website - couldn't open her website (didn't have the right plugin)...  They were including all the upgrades and repairs in the 3% - and while it isn't part of what the stager charges, it is part of what we recommend - the paint, carpet, etc.  So, from the homeowners point of view it is their "cost of staging".  What we actually get paid is naturally a fraction of that 3% - and even that 3% often is 1% or less depending on how much deferred maintenance is needed. thanks for satisfying my need to get more out of watching TV by googling everything I am interested in... :-)

Aug 07, 2011 03:13 AM #32
Rainer
98,496
Tori Toth
Tori Toth, International - Howard Beach, NY
888.667.6643 NYC & Beyond, HSR, SAR, RESA, LIBOR

Hi Michelle, based on a recent formula and the past statistics, I started trying to break down the actual percentage and came no where close to 3% unless that involved all the home repairs, rental furniture and so on.

Jan 09, 2012 06:05 AM #33
Rainmaker
324,347
Michelle Minch
Moving Mountains Design Home Staging, Pasadena, CA - Los Angeles, CA
Home Staging Los Angeles and Pasadena, CA

Joanne & Tori: I can't speak for all stagers, but based on my experience, actual staging is almost always less than 1% of the list price of the home. I don't offer painting, floor refinishing etc. as part of my service, so I don't consider that staging. I do have a contact list with vendors that provide those services and I'm happy to make recommendations. Painting, carpentry, floor refinishing, etc. are the cost of selling the home, not the cost of staging.

Jan 09, 2012 07:05 AM #34
Rainmaker
828,932
Bob Miller
Keller Williams Cornerstone Realty - Ocala, FL
The Ocala Dream Team

Hi Michelle we agree, except that just because it is on ABC it must be true. lol

Oct 20, 2012 11:28 PM #35
Rainer
468,560
Kimo Jarrett
WikiWiki Realty - Huntington Beach, CA
Pro Lifestyle Solutions

I agree with your perspective about staging, however, your comment about hiring the right real estate agent and not including hiring the right stagger is a bit condescending, perhaps, don't you think? It takes a team to sell a property, so having the right players with tremendous skills usually assures a winning outcome, doesn't it? 

Oct 20, 2012 11:35 PM #36
Rainmaker
226,078
Michelle Finnamore
Toronto GTA, Alliston, Newmarket - Vaughan, ON
Preparing your property for sale

HI Michelle, thank you for posting this video. The comparison between the two homes was graphic in terms in what a staged, ready for the market home should look like to appeal to the widest audience of buyers.

Staging in our area is usually .5% of the list price. The results we achieve are always remarkable. The agents are  pleased with the results and of course their sellers are happy that they selected an agent that brought in their "marketing team"  (our staging company) to market their homes for sale.

Oct 20, 2012 11:46 PM #37
Rainmaker
1,056,166
Sharon Parisi
United Real Estate Dallas - Dallas, TX
Dallas Homes

Michelle, thanks for clarifying the cost of staging.  There is a wide range of pricing in the Dallas area.  Your post was educational.  Congrats on the feature!

Oct 21, 2012 12:06 AM #38
Ambassador
1,549,697
Karen Fiddler, Broker/Owner
Karen Parsons-Fiddler, Broker 949-510-2395 - Mission Viejo, CA
Orange County & Lake Arrowhead, CA (949)510-2395

Most people would see this and the costs discussed and assume staging is only for the high end homes, I'm not sure it conveyed it's message to the "average" seller.

Oct 21, 2012 01:34 AM #39
Rainmaker
324,347
Michelle Minch
Moving Mountains Design Home Staging, Pasadena, CA - Los Angeles, CA
Home Staging Los Angeles and Pasadena, CA

Thanks, Bob!

Kimo: Not sure why you were offended that I said hiring the right real estate agent is one of a home seller's not-so-secret weapons when selling a home. Not all home stagers and not all real estate agents are created equal. Finding the right one is very important.

So true, Michelle.

Sharon: Prices vary widely across the country, even across states, from city to city, and even neighborhood to neighborhood. There are some excellent, well respected and cost effective stagers in Dallas. Send me an email if you'd like some referrals.

Karen: That's why I wrote this article and shared the video. I wrote: "There were some statements made during the piece that didn't ring true for me, like "home staging costs about 3% of the listing price" . I've never even come close to charging 3% for a staging job and I think neither have 99% of the professional home stagers out there." Maybe I should have emphasized that more!

Oct 21, 2012 02:07 AM #40
Rainmaker
264,386
Pat & Steve Pribisko
Keller Williams Greater Cleveland West - Westlake, OH

Michelle, this is a spot on blog.  I enjoyed the CBS video.  I believe in staging.  That is why I became an ASP (Accredited Staging Professional).

Oct 21, 2012 02:30 AM #41
Rainer
486,298
Dörte Engel
RE/MAX Leading Edge - Bowie, MD
ABC - Annapolis, Bowie, Crofton & rest of Maryland

Dear Michelle,

The comment about the 3% was a little far-fetched in my mind as well. Most stagers can do a lot more with a lot less. If someone does not want to use a stager, that is not a problem, because they can always use price to get offers. Some people want the perfect home and do not mind paying for it, while others prefer to use their own creativity on a bargain.

Oct 21, 2012 02:38 AM #42
Rainmaker
324,347
Michelle Minch
Moving Mountains Design Home Staging, Pasadena, CA - Los Angeles, CA
Home Staging Los Angeles and Pasadena, CA

Thank you, Pat and Steve!

Dorte: I have been hired multiple times to stage tear-down properties that were being sold for land value only. The thinking is, if the house looks appealing, even if it will be torn down, the whole package will have a higher perceived value. The cost of staging is usually much less than reducing the price or the amount you will lower the price to start out with to compensate for bad condition or less appeal.

Oct 21, 2012 06:11 AM #43
Rainmaker
368,638
Travis "the SOLD man" Parker; Associate Broker
Team Linda Simmons, Enterprise, AL 36330 - Enterprise, AL
email: Travis@theSOLDman.me / cell: 334-494-7846

Good article. I can see trying to get local owners to put up to 1% into Staging, but the clip said 3%, which may be a bit much outside of a major make-over!

Oct 21, 2012 09:11 AM #44
Rainer
51,239
M. Lynn Delatte
Developers Realty - Broadview Heights, OH
The cost of home staging is often money very well spent.
Oct 21, 2012 09:19 AM #45
Rainmaker
324,347
Michelle Minch
Moving Mountains Design Home Staging, Pasadena, CA - Los Angeles, CA
Home Staging Los Angeles and Pasadena, CA

I agree, Travis! Nice hat!!

You are so right, M. Lynn!

Oct 21, 2012 10:05 AM #46
Rainmaker
809,839
Evelyn Kennedy
Alain Pinel Realtors - Alameda, CA
Alameda, Real Estate, Alameda, CA

Michelle:

I can't say I won't take a listing if the seller does not agree to stage their home, but I do tell them that they may not get as much as they want from the sale.

Oct 24, 2012 11:56 AM #47
Rainmaker
324,347
Michelle Minch
Moving Mountains Design Home Staging, Pasadena, CA - Los Angeles, CA
Home Staging Los Angeles and Pasadena, CA

Evelyn: Listing agents have to do what is best for the client and their business model. I agree that a home that needs to be staged probably won't get as much as a home that is well staged. Some home owners "get it" and their homes will probably sell faster and for a higher price.

Oct 24, 2012 12:10 PM #48
Rainer
84,237
Brad Baylor
ERA Coup Agency - Milton, PA

Michelle - I think home staging is very important, but trying to get a seller to actually do it is tough, especially in these economic times.  I keep trying to convince them...

Oct 26, 2012 01:37 AM #49
Rainmaker
324,347
Michelle Minch
Moving Mountains Design Home Staging, Pasadena, CA - Los Angeles, CA
Home Staging Los Angeles and Pasadena, CA

Brad: Try teaming up with a good professional home stager. They can assist you in convincing your clients of the importance of staging. Let your stager do the "heavy lifting" of educating your client how staging can help sell their home faster and for more money :o)

 

Oct 26, 2012 01:00 PM #50
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