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What This St Augustine Home Stager Learned on Agent Caravan

By
Real Estate Agent with Keller Williams First Coast Realty - The Marro Team

What This St Augustine Home Stager Learned on Agent Caravan

 
Some of you may know that in addition to being a St Augustine home stager, I've recently earned my Florida Real Estate license. I joined the St Johns Watson Realty office and went on my first agent caravan (as an agent) on Tuesday. Let's just say that it was an educational experience, for both the other new agents who happened to carpool with me and for myself. 
 
The first home we visited was a beautiful home in a nice neighborhood. It was listed for more than $700,000, over $100,000 off of its original purchase price. Being new, and not having done comps, I could not say if it was well priced. It was very interesting to hear the feedback from the other agents as they toured the home and contrasting that to some of my home stager views. Conversation with the listing agent revealed that buyers had repeatedly had negative feedback that despite the large, open floor plan, spacious office, and five bedrooms (including a mother-in-law suite) that there was only a living room and family room, but no additional bonus spaces. This, apparently, was the biggest problem the sale was facing. 
 
Riding to the next home on tour, I made the comment to the other agents that I was going to need to work on taking off my "stager's hat" for caravan. It is difficult to not view properties as a home stager, since I've been one since 2005. The three other women in the car quickly asked how I viewed the property. They were surprised to learn that I wasn't gushing with awe over the hand-scraped hardwood floors, detailed moldings, or tray ceilings. Instead I focused on details that are probably derailing a sale for the owners. Things like:
 
  • A desk set up in the master bedroom, probably for the partner who does not work in the large home office.
  • A very large screen TV sitting atop two very small decorative tables rather than mounted to the wall (also in the master bedroom).
  • His and her walk-in closets, complete with California Closets, stuffed with clothes and dry cleaning wire hangers. 
  • The formal living room, and only room with a fireplace, with only two formal chairs, a round table between then, and a lamp with dangling cord, with no possible plug in site. 
 
Each of the other agents had noticed at least one of these issues also but gave them absolutely no consequence and asked why they were important.
 
  • The biggest problem with the home, according to the agent, is that it had no additional bonus spaces. Do you think the fact that the owner of this luxury property feels the need to set up a desk in the master bedroom is a problem? This is practically waving a flag saying - "You are right, we don't have enough living/bonus space!"
  • The big screen TV precariously sitting on the small tables, looks sloppy (and slightly dangerous). It's not luxurious. It's ugly to look at with cords and wires draped all over the floor and it looks awkward. You can't help but notice it, instead of the view of the pool, nature preserve or lake just outside the window right next to it.
  • Each of the women in my car had noticed the closets and thought that they were simply small. It didn't occur to one of them that if they had been pared down with wooden hangers nicely spaced that it would have looked like a dream closet. As a matter of fact, when we viewed the next house, that was vacant and only $250,000 with wire shelving, they thought it was bigger and were shocked that it wasn't. 
  • The lamp with dangling cord screamed, "No, there is no floor plug here. We couldn't figure out how to plug a lamp in here without an extension cord being draped across the room either." (Always the right message to give to luxury buyers, right?) Not to mention the fact that this room was the first room you saw when you walked into the home with the only fireplace and it didn't even have a sofa or entertaining space. Without an ottoman, you couldn't even sit with a glass of wine and read a good book.
 
With a clear understanding of what was at stake with each of these problems, the new agents had a much clearer picture of what a home stager does. 
 
  • We overcome objections before they happen.
  • We minimize the problems the homeowners are currently having so they aren't perceived problems for the potential buyer.
  • We view the property from a purely independent but critical viewpoint. We are versed in what buyer's at all price points expect and try to ensure that the home shows its strengths, not weaknesses.
 
I hope that each of the agents who went with me on the caravan understood that even though a property seems to "show great" it can be improved upon. Many objections that buyers will have about a property can be minimized with proper staging techniques.
 
So, what about the St Augustine home stager? What did I learn? I learned that I need to rethink how I educate agents. Showing photos of homes with dishes in the sink, bad wallpaper, and a kajillion personal photos are not the before and after photos agents need to see. Instead, they need to learn about the little things we do and the difference they make in closing a sale.
 
Be sure to stay tuned later as I tell about the next set of houses - builder's models, ex-builder's models and inventory properties.   
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 Author Bio: Melissa Marro, Home Staging Industry leader, Realtor, and entrepreneur offers a unique perspective on New Home Construction, Resale Residential Real Estate, and Home Staging

For more information on buying or selling in the Fleming Island, Orange Park, or Jacksonville, area, visit StageListSellNEFL.com or call Melissa Marro (marro.melissa at gmail.com), Keller Williams First Coast Realty, for more information (904-466-2093).

 

Comments (26)

marti garaughty
garaughty.com - Montreal, QC
a highly caffeinated creative type...

garaughty, abstract art, graphic design, WordPress consultant

Jul 18, 2012 12:00 PM
Amy Bly
Great Impressions Home Staging/Interiors - Montville, NJ
Styling Homes for Selling and Staying

You're so right, Melissa, that a lot of agents probably notice these things but don't think about how to fix them, or maybe don't think they're even that much of a problem to buyers because they're thinking about price, repairs, mortgage qualifications, and other issues. But the "little things" can add up to a much bigger thing that equals lost interest from buyers. All of the problems you mentioned are easy to fix, and I hope you're able to open up your fellow agents eyes about doing just that! Good luck in your new job!

Jul 18, 2012 12:50 PM
Janet Jones
Just Your Style Interiors, LLC - Kihei, HI
Home Staging, Interior Redesign Kihei, Maui, Hawaii

Hi Melissa--what a great post.  I used to go on a lot of Caravans as a stager and was always amazed at what the agents "gushed" about while missing the details.  I was never surprised when the property took a long time to sell, but they usually thought it was just the price!

Jul 18, 2012 12:55 PM
Melissa Marro
Keller Williams First Coast Realty - The Marro Team - Orange Park, FL
Jacksonville Real Estate and Home Staging
Marti - Thank you for the cookie (and the feature)!
Jul 18, 2012 12:59 PM
Melissa Marro
Keller Williams First Coast Realty - The Marro Team - Orange Park, FL
Jacksonville Real Estate and Home Staging
Amy - it was a great education just realizing the way the new agents thought. It gave me a new perspective.
Jul 18, 2012 01:01 PM
Melissa Marro
Keller Williams First Coast Realty - The Marro Team - Orange Park, FL
Jacksonville Real Estate and Home Staging
Janet - Its important that agents put themselves in the shoes of buyers and not themselves too. What does a buyer for that house expect to see? Thanks for backing that up!
Jul 18, 2012 01:05 PM
Karen Otto
Home Star Staging - Plano, TX
Plano Home Staging, Dallas Home Staging, www.homes

Love this Melissa! We need to understand each other as stager/Realtor partners and what a great opportunity for you! I had a very interesting evening myself tonight at an Active Rain meetup and 1 agent thought it was a great idea for a stager to get their real estate license.  You're always ahead of the pack...

Jul 18, 2012 01:24 PM
Kathy Nielsen
http://atlantahomestaging.net - Marietta, GA
Atlanta Georgia Home Stager

What a great post! As a professional stager, you understood exactly what to look for and what matters most. And, as you point out, it goes far beyond "removing clutter, and changing out wallpaper." It's so important for agents to understand exactly what we do as stagers. This post does an excellent job!

Kathy

Jul 18, 2012 09:35 PM
Jill Banks,
Happily Better After Room Redesign & Home Staging - Mt Laurel, NJ
South Jersey Home Stager

Love this post, Melissa, because it demonstrates how differently stagers and agents view properties. As much as we stagers think the value of staging should be obvious to real estate agents, it isn't, and we still have a lot of educating to do.

Jul 18, 2012 11:52 PM
Melissa Marro
Keller Williams First Coast Realty - The Marro Team - Orange Park, FL
Jacksonville Real Estate and Home Staging

Thank you Karen! I had a license in SC too (since 2006) and it is a HUGE benefit for stagers in multiple ways. I think all of us should do it.

Kathy - Thank you! It is interesting for me to learn the nuances of differences and how they think when we are in a situation where we can discuss a specific scenario or property.

Jill - So very true! Our minds just operate differently. It's funny because in one of my post education RE classes this week the broker wanted to make the point clear that we are in the business of finding solutions. I wanted to yell... ME TOO!!

Jul 19, 2012 12:24 AM
Maureen Bray Portland OR Home Stager ~ Room Solutions Staging
Room Solutions Staging, Portland OR - Portland, OR
"Staging Consultations that Sell Portland Homes"

Yes there is a huge need for continued education about the value of home staging, especially for agents (because sellers seem to get it).   Years ago I had a RE license and while back then I knew about staging's benefits, not one Realtor I met had any idea of what I was talking about -- so we have come a long way.  However there is still so much for stagers to do to educate the public ... and especially agents.

Jul 19, 2012 03:44 AM
Marie Fox
Foxy Interiors Inc. Lake Mary Florida - Lake Mary, FL
Lake Mary, Florida, Home Stager & RE Photographer
Melissa I thoroughly enjoyed reading your blog. Yes I know in the Florida area there is much education to take place. You cited so many great examples of what people truly see when they walk into a space and whether it has a purpose or not. Looking forward to hearing about your next adventure in real estate.
Jul 19, 2012 05:53 AM
Melissa Marro
Keller Williams First Coast Realty - The Marro Team - Orange Park, FL
Jacksonville Real Estate and Home Staging
Maureen - I built my Charleston staging company on educating agents. It seems I will be doing that again :-)
Jul 19, 2012 07:43 AM
Melissa Marro
Keller Williams First Coast Realty - The Marro Team - Orange Park, FL
Jacksonville Real Estate and Home Staging
Marie - when we moved her we realized there are a lot of local Stagers, but apparently they don't work the same way my company does. That means we will be pushing education left & right. It helps the sellers, agent & stager have a better experience.
Jul 19, 2012 07:45 AM
Julia Maher
Nestings: Connecticut Home Staging and Model Homes - Fairfield, CT
Connecticut Home Stager

I believe we Stagers share a set of intuitive skills.  Pattern recognition is one, allowing us to see past the eye candy to the real issues - just as you've described.

Congratutlations on your licence!

Jul 19, 2012 10:32 PM
Melissa Marro
Keller Williams First Coast Realty - The Marro Team - Orange Park, FL
Jacksonville Real Estate and Home Staging
Thank you Julia! I agree that we seem to be wired to think differently.
Jul 20, 2012 05:15 AM
Linda Thompson
Selling By Design-Staging - Fresno, CA

Wow Melissa, loved this post. It is so informative an relevant. I reblogged it to my area. We need this info here!

Jul 20, 2012 05:46 AM
Sharon Tara
Sharon Tara Transformations - Portsmouth, NH
Retired New Hampshire Home Stager

What a great experience to be seeing the homes through the agents' eyes as you did.  I love the insight that our traditional "before & after" shots don't really show the very important, less obvious, transformations that we make.  If anyone can educate the realtors in St. Augustine, it's you Melissa!

Jul 20, 2012 06:15 AM
Melissa Marro
Keller Williams First Coast Realty - The Marro Team - Orange Park, FL
Jacksonville Real Estate and Home Staging
Linda - Thank you for the reblog!
Jul 20, 2012 11:18 AM
Melissa Marro
Keller Williams First Coast Realty - The Marro Team - Orange Park, FL
Jacksonville Real Estate and Home Staging
Sharon - I appreciate the confidence!
Jul 20, 2012 11:18 AM