Investor Flip - Sensational Home Staging - Denver's Premier Home Staging Resource

This nearly 100 year old house had a remodel-investor flip and the Staging is the icing on the cake to really help create the vision for buyers. When houses have tight spaces and compact floor plans, it is important to help buyers see how they can position their furniture and what will fit in each room.

Denver Home Staging - Highlands area - Sensational Home Staging

One of our latest Staging projects - vacant house in the Highlands area of Denver.

Staging Before & After Transformation of Investor Property - Boulder, CO

I love how this property turned out after Staging.  The colors and styles I selected were in line with the type of property, price point and target demographic. My clinet loved what I did and our team knocked it out of the park with the Staging that will help this property sell at the top of the price range.

Downtown Condo near DTC - 11th Floor with Western Facing Views - Staged and now ready to Show & Sell

One of our latest Staging projects showcases a Denver condo near DTC in the prestigious Penterra Plaza - on the 11th Floor.  With Western facing views this condo has a great compact floor plan and has been updated with tasteful amenities.

The 5 Senses of Staging a House – a Sensible and Sensational Idea!

The 5 Senses of Staging a House –

a Sensible and Sensational Idea!

By Jennie Norris, APS Master®, Owner, Sensational Home Staging

Denver Region's Premier Home Staging Resource

 

 

I read something recently that caught my attention as it talked about how our 5 senses – SIGHT, SMELL, TOUCH, HEARING, TASTE – engage as we look at houses, or rather how they don’t engage if the seller has not deliberately put things out to make that happen or has not bothered to prepare their house for sale.

I thought about this – and as a professional Home Stager – I realized this is what I do every time I work with a Seller and on a house to Stage it for sale.    But there is an imbalance with some Staging out there – where the focus is really on ONE sense – SIGHT and the others are sort of forgotten. 

Let’s take a look at what a complete sensory Staging would be like. . .

Before we take a look at what happens with Staging, let’s consider the flip side - when a Seller does NOT prepare their house for sale and what a Buyer might experience within their 5 senses.

 

SIGHT:  Cluttered and dirty houses are a turnoff to Buyers.  If the house is not picked up it says, “I don’t care about my house.”  If a Buyer sees too many personal things, they feel like they are invading someone’s space and they are uncomfortable and will leave.  If they see all the Seller’s things it not only distracts them from just being able to take in each room as a whole, it also could turn them away if the items are too personal, tacky, or just plain odd. 

SMELL:  Do I really have to mention that ANY unpleasant odor, aroma, or smell in a house is not a good thing for Selling?  If a Seller is unsure whether their house has a smell that is unpleasant, tell them to ASK any number of people that do not live there.  The most common culprits are cooking odors, pet odors, cigarette smoke odors, old house, and mildew smells but it could even be too much fragrance or plug-ins that cloister the senses.  However, most people are afraid to tell them the truth, and that is where the Home Stager can help.

TOUCH:  This can go a couple of ways, but let’s first start with the touch that ends up with sticky residue on your hands – that is a house that needs cleaning!  Buyers are going to open doors, cupboards, and touch things as they go through the house.  Buyers will also consider the furniture in the house, and if touching it gets a reaction like “EWW” – that is not a good thing.  Threadbare, torn or tattered is not a good look for any Seller hoping to attract a Buyer and give them the belief that, “Hey I took great care of this house – just look at how well I cared for my furniture!” 

HEARING:  We cannot always control the noise outside of our houses – traffic, dogs, construction, but we can control the noise inside.  A faucet that sounds like a Mack truck engine when you turn it one says, “There is something gravely wrong with the plumbing in this house.”  Squeaky hinges, doors that drag on the floor, and in general any noise that advertises the age of the house is not a good thing for Selling.

TASTE:  This one really does not pertain to pre-Selling so we’ll just skip this one for now and go right into the recommendations for when the house is Staged.

 

It’s easy to incorporate all 5 Senses in a positive way when Staging and Selling a House.  This can be done with Occupied or Vacant houses for sale and is a key process that ensures a Buyer has a complete experience in the house. . .

 

SIGHT:  Make sure the house is light and bright.  Open up windows where there is a view to show off, and minimize any unattractive views with blinds or strategically placed objects.  Make sure the house is very CLEAN and also DEPERSONALIZED as far as collections, personal items (bills, medicine), photos, and anything that could be a potential distraction for a Buyer.  Any brightly painted walls should be painted a warm neutral color.  Walls that are too dark actually make the room feel smaller as it closes the room in . . . And when a Seller does not paint, they are eliminating a large portion of the Buyer pool who don’t like that color, it does not go with their stuff, and they don’t to have to paint when they move in!  They’ll just go buy something else that is ready for them and does go with their things, a.k.a. NEUTRAL.

However, we need and want COLOR and NATURE for visual appeal in Staging.  Accent décor and greenery, artwork that draws a person closer, and other fun whimsical displays are good for Staging and Selling.

Do not make your house so stark and plain that all the pizzazz is gone.  This is taking the “de-cluttering” too far – and now your house is cleared out but it’s Boring. 

TIP:  Your Home Stager will know what to do in each room to make it visually stimulating and appealing to draw the buyer in and want to see more!  They can use your things or enhance what you have with décor, but the plan should be to keep or add pizzazz but allow the Buyer to take each room in its entirety and not be distracted by décor or too much.  There is a fine balance your Home Stager can help you achieve.

SMELL:  We want houses on the market to smell good – fresh and inviting.  For showing houses Realtors often use the baked cookies or bread trick or the cinnamon simmering on the stove trick . . . but Buyers can detect if there are other underlying aromas.  This is where a house must be CLEAN – and there is no concession here – we don’t want smells –urine, dirty clothes, smoke smell, cooking odors, mold or mildew smells in the house.   Once the smells are eliminated, the house should smell fresh and clean – and be kept that way while the house is on the market.  There are products that eliminate odors for good as long as they are not reintroduced. 

When others may be afraid to tell the truth about odors in a house that is coming on the market, a professional Home Stager owes it to the Seller to tell them the truth.  Those that are trained understand how to couch their message in kindness so they don’t offend – and yet if we don’t tell the truth and the house does not sell because of this issue, we did not do our job.

TIP:  Ask your Home Stager what they recommend as a permanent solution for challenging aromas. There are inexpensive yet effective products that are odor eliminators, as well as machines that can be used.

 

TOUCH:  The house should look “plush” and inviting.  There should be soft surfaces along with the hard – and this relates to the furniture.  A bed can have a comforter, but why not add some accent pillows and a throw as well to create layers of softness?  If a Seller has a collection of Adirondack furniture throughout the house, they need to possibly minimize the collection, and for sure bring in accent pillows or cushions, and silk trees or plants to help soften all that wood.  Not that a Buyer is going to sit in a Seller’s couch, but we want them to feel like each room is inviting them in to experience more. By the same token if the Seller has a bunch of overstuffed couches, bean bags, or large floor pillows, we want to bring in some structured furniture to help add strength and solidness to the room, otherwise we feel like we are sinking.  Throughout the house there should be a balance of hard and soft, plush and streamlined. 

 TIP:  An experienced Home Stager will know what to do in each room, how to make the most of what a Seller already has, and bring in any needed décor to complete the look.

HEARING:  Showing houses agents will often play music – and I think that is a good thing to create an atmosphere that is pleasant and inviting.  There are other audible enhancements that are appealing to buyers as well.  A water feature is enticing and relaxing – consider putting one in the Master bath or a larger one in the courtyard or back patio.  Sellers need to fix all the squeaks and groans in the house they can before it comes on the market.  You cannot “Stage away” traffic or construction noise, but you can minimize it by having another sound distract from it.  This helps a buyer to know, “Even though there is some exterior noise, I could still live here if I had this water feature.”  Help them to know how to override what may be a potential detraction to buying the house. 

TIP:  Your Home Stager can provide a creative solution or idea to help override a potentially negative sound.  They cannot “Stage away” the issues, but they can help come up with a plan that will minimize or eliminate the issue.

TASTE:  Of the 5 senses this one is probably the least utilized when Staging as most of the time we are not using real food as props that are supposed to be eaten. However, when Showing a house, it’s fun to have cookies or fruit and refreshing drinks for Buyers.  Stagers can use faux prop food for a look – such as parfaits or small cakes, faux fruit or even faux champagne in glasses, but these are props.  Some Stagers can use real fruit as a prop – but with most it’s not to be eaten.  To get this 5^th sense involved with Buyers the Seller or Realtor will have to provide the delicious snack that gets that last sense engaged, or a team partner Stager can bring cookies and lemonade for the open house – and get that last sense checked off!

 

Let’s face it – the market is competitive and to get the Sale you want within the timeframe you need, you owe it to yourself and your house to engage all 5 senses for the Buyer.

The Results?  A SENSATIONAL Sale . . . When Buyers make a 5 senses connection to a house it is more likely to become their HOME and the Seller will achieve their goals as well of selling versus sitting on the market.

 

Jennie Norris featured on national blog for Two Men And A Truck

Recently I was asked to write a blog post on Staging for Two Men And A Truck and their national blog.  Here is the link to the blog post featured nationally.  "Home Staging and the Laws of Buyer Attraction"

http://blog.twomenandatruck.com/2014/05/28/home-staging-and-the-laws-of-buyer-attraction/

Sensational Denver Custom - Staged and ready to Show!

Out latest Staging success - beautiful custom home vacant to Staged and ready to show and sell! Sensational Home Staging Success!

Littleton Vacant gone Sensational with Sensational Home Staging

This house lacked visual appeal - and after replacing the carpeting the Realtor wisely encouraged the Sellers to Stage - to help give Buyers the best first impression. The end result is color and room definition that is in line with the price of the house and the sellers' budget.

6 UPLIFTING TIPS to Get Your House Staged & Sold

6 UPLIFTING TIPS to Get Your House

STAGED and SOLD

By Jennie Norris, ASP Master®, IAHSP-Premier®, ASP-REO®, ASP-SRS®

Owner, Sensational Home Staging – serving the Greater Denver region

 

1. If it’s cluttered – PACK IT UP

     Clutter is a natural part of life and most of us do our best to stay on top of it. Things on surfaces, floors, walls, and in our yards – are all items we enjoy or have “plans for” – and that is life. However, when selling a house – the clutter that is part of daily lives actually cuts into our equity. As Barb Schwarz, the Creator of Home Staging®, says, “Clutter eats equity” and the more of it that is around, the harder it is for a buyer to look past and see the possibilities of the house and of living there as their home. When Selling – PACK IT UP – pack up the clutter and this actually gives the Seller a head start on moving – as when the Seller gets an offer they will already have packed up a lot of their smaller things and personal items – which will lessen the stress of having to move.

2. If it’s dated – SPRUCE IT UP

     Not all houses are new. Not all buyers want new houses, and yet most all buyers want houses that are in move-in condition. This means that if your house or listing is dated, it might be worth the investment to paint or upgrade elements of the house so it stands up to the competition. Spruce it up – put in warm neutral paint colors on walls and paint over any custom colors that are too bright, too dark, or too dingy. Don’t be stubborn about painting – you are moving. You can paint your new house the colors you want but for Buyers – make the effort to help them mentally move in to the house you are selling by giving them a warm neutral palette.

Take down wall paper or paint over it – wall paper is too customized and individualized - make your house Buyer neutral. Replace worn carpeting if possible, and remove odd objects, funky art that is possibly distracting, and pack up controversial items. Replace dated fixtures – for about $25.00-$75.00 you can replace a faucet, ceiling fan or lighting fixture. That means for an entire house when you invest about $500 you can update a lot of elements that will help your house compete with newer houses for sale.

3. If it’s dirty, CLEAN IT UP!

     Dirty houses are a turn off to Buyers. It sends the message, “I did not care for my house and you will probably find maintenance issues here.” It may also send the wrong message to the buyer that you are desperate or in some sort of sticky situation if you are not maintaining your house. That is the wrong message to send when selling. Dig in and do whatever you can to make your house really shine. If you are not able to do it yourself get help. Call in favors or get volunteers that can help you do what you need but do not put a dirty house on the market. If there are pets, get rid of the hair – and that means you need to vacuum UNDER the furniture too – and suck up those dust balls.

     Get an objective opinion from someone that has high cleanliness standards – and LISTEN to their advice about your house and don’t take it personally. The things we do for buyers may be beyond what we do for ourselves, but remember this is all about the EQUITY in your house – and your desire to get the BEST offer in the SHORTEST time. Be willing to clean your windows and bathrooms until they sparkle. Buyers can tell how well you’ve cared for your house by looking at the small things – window tracks, bathroom or tile grout, fixtures. If you cannot afford to replace worn carpet, at least CLEAN it! It is an inexpensive investment to ensure your house looks the very best based on your timeframe and budget.

4. If it’s broken – FIX IT UP

Houses that are for sale need to be in good condition as well as show well. It would be worth it to have a home inspector go through your house for sale and find all the things that need repair or replacement so that when the house comes on the market it is ready to sell. A buyer does not like going through a house that has “issues” that need addressing – and anything that can be done up front will help the sale. If you cannot afford a home inspection, go through your house with "Buyer's Eyes" and see how your house stands up to the scrutiny you know it will go through with showings. Make sure things are in working order, any cosmetic scuffs or knicks are repaired, and your house is ready for the public to come through.

5. If it’s overgrown – TRIM IT UP

     The outside of the house makes the first impression and we have about 3-10 seconds to capture the attention . Curb appeal is extremely important and yet many Sellers fail to address that when their house comes on the market. Trees get bigger and overgrown, and shrubs grow wider and taller – and sometimes the house – that is the product – is hidden. Take the time to trim trees and shrubs so that they don't make the house feel crowded. Add color to help with curb appeal - with annuals or perennials that highlight the yard and house and show up well in photos. And don't forget the side yards and back yard. If there is a view - show it off. If there is an eyesore - minimize it with strategically placed trees or lattice. If there are unused pots or other yard items, box them up or get rid of them. Minimize "yard art" as well - remember we want the focus on the house, not pink flamingos or a collection of cute bunnies.

6. If it’s not selling – LISTEN UP

     Ultimately, Staging is a marketing tool and a financial tool to help the Seller and Staging will help a house sell faster and at the best price in any market. It is well worth it to invest in an objective opinion about your house by hiring a professional Stager to come and create a Staging plan for your house. Listen up to your Stager and do your best not to take things personally when you may be advised to pack, paint or perk up your house.

     Staging works – however it is not a “magic wand” that allows a seller to price their house outside of where it will sell. It will help a house sell faster than the un-Staged competition. Statistics prove that fact – and yet Sellers - Listen UP to your Realtor and if your house is not selling and it is Staged properly for sale, then it is the price that is keeping a buyer from buying. This does not mean that the Staging did not work – it means that the house needs to meet the market conditions and other factors that could be impacting the sale – and it WILL sell before the competition that has NOT taken into account presentation and Staging as a marketing, listing and financial tool.

     Follow this UPLIFTING advice and you should be receiving an offer on your house that will lift you up and make you glad that you invested the time and dollars in Staging. Whether you implement the suggestions provided to you by a professional Home Stager or you hire them to help you do the work, Staging is a proven way to get top dollar for your house in any market. And in today’s market and economy, we need every tool available to help put our best foot – or your case – house – forward and attract the positive attention that will get your house SOLD!

If you are in the Denver region and want a professional Home Stager’s evaluation of your house or listing, contact Jennie Norris, ASP Master®, Chairwoman of the International Association of Home Staging Professionals (IAHSP), and Owner of Sensational Home Staging (www.SensationalHome.com)

Are You In Control of Your Business & Clients?

Are You in Control of Your Business & Clients?

 

By Jennie Norris, ASPM®, IAHSP-Premier®, ASP-SRS®, ASP-REO®, Owner, Sensational Home Staging

 

Someone once wisely taught me that we are in a people business and since we deal with people we cannot control what they do, think, or say.  Thanks, Barb Schwarz, for that valuable life and business lesson I learned back in 2002.  That principle has served me well over the years as I have grown a Home Staging business serving sellers, Realtors, builders and investors.  Even though we cannot control other people we can control our process, practices, and how we educate our clients, ultimately remaining in professional control of our business.

 

Have you ever had a seller of a vacant house tell you they don’t like your Staging or the items you used to prepare their house for sale?  I call this client “The Controller.”  Have you ever had a seller of an occupied house tell you they are not going to do what you recommend?  This client is “The Resistor.”   Any Stager that has been in business has definitely encountered both of these types of sellers.  They don’t like change.  They also are not thinking about the selling process in the right framework.  A house has to appeal to the BUYER – not the seller.

 

I met a couple selling their vacant house and as I toured the house to take photos, the wife wanted to know what type of furniture I was going to use, the colors, placement, and style (The Controller).  When I shared that I don’t work that way, I don’t solidify the plan until I am hired and make selections based on what I know works for their house based on their budget and be Staged for the target buyer, I am not sure she “got it.”  A seller that fancies themselves to be a “designer or decorator” and who wants control of the “look” is going to find themselves either paying much more than necessary for “staging” or be disappointed at the “look” because the Staging is not to their decorating taste.  I am reluctant to work with The Controller who does not relinquish the control because they never totally back off and will find something that “has to change” so they feel they are in control.  Personally, I don’t have the time or desire to work with that client.

 

I had an older couple decide they were not willing to do much of the Staging Consultation recommendations.  It surprises me when I hear this because when I left their house they were on board and had already started making piles of things that were going to be packed.  For them it is about change being hard and the physical aspect of having to pack and remove things.  This type of seller (The Resistor) can be brought around by letting them know they have help whether you as the Stager do the hands-on or their family members and friends are engaged to help.  Physical limitations are much easier to overcome than mental or emotional ones.

 

When we encounter these Sellers it might be hard to identify them up front and they don’t reveal themselves until after the Staging is completed.  So the goal then becomes bring up the concern BEFORE they do – by educating them how you work and reminding them of the goal of the Staging.   It all boils down to education.  When we fail to do this, and engage with these clients, we end up frustrated and spend time fixing what is broken when all we had to do was handle concerns and educate them up front – and decide if we want to engage them as our client.  We do have choices. 

 

The fact is, for both The Controller and The Resistor, they do not have to like what is done in their house.  Since they are not the buyer, the Staging is not being done for THEM – it is being done for the unknown buyer who we have not met.  We do not know anything about the buyer except they have money to invest in a property and are looking in that neighborhood.  We know nothing about their background, age, race, faith, family status, work status, or education.  A seller has to understand that even though they might be paying for the Staging it does not mean they have input on what is done and it does mean they have to trust us as the 3^rd Party expert.  It’s all about trust and establishing our professional leadership at the onset of the relationship.

 

By engaging in educational dialogue up front, it will help identify The Controller and The Resistor and allow us to make choices.   For me, if The Controller does not allow me to be in charge of my process, then I am walking away.  I  am not going to be relegated to criticism, requests to swap things out or make changes when I know the house is properly and appropriately Staged for the target buyer.  Not getting the business is the best thing that can happen in that situation because I know it will save me time and frustration.  My peace of mind and happiness for what I do for my clients is priceless to me.  If The Resistor fights me on every recommended change, then I have to ask myself, “Do I really want a client that will not listen to what I know is best for their property?”  When The Resistor shows up I am not going to put them in a head-lock and force them to implement recommendations.  They still have free will and a choice.  When I have done my part in educating them about WHY implementing the recommendations is important that is all I can ask of myself.

 

Engaging with people is always a learning experience.  When things don’t go as planned the key is not to beat ourselves up over what went “wrong.”  Instead, praise yourself for what went well, identify what did not go so well, and then make a change in a business practice, policy or dialogue with future clients so that we get the results we want and have a smooth process.  

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For help getting your house Staged to sell in the greater Denver region, call Sensational Home Staging – Jennie Norris at 303-717-7918 or 888-93-STAGE.  Over 2,700 houses Staged since 2002.  www.SensationalHome.com

New Construction Staging - Denver CO - Sensational Home Staging

This new construction property needed color and appeal to help it sell. Sensational Home Staging to the rescue. Now rooms use and size are defined and color and appeal is added. Key was fitting the builder's budget and timeframe. From initial preview to Staging installation - 48 hours.

Cute bungalow near DU - Sensationally Staged for sale - Sensational Home Staging Success!

This cute, remodeled house near DU in Denver is sure to go fast! Remodeled nicely and Staging puts the finishing touches on the product for sale. Letting buyers know how large a room is by installing furniture groupings is key.

Cloverleaf Way - Staged and Ready to Sell! Boulder Beauty totally remodeled.

One of our latest Staging successes - this beautiful house is ready to sell. Totally remodeled inside out this house is near downtown Boulder and has all the updated and modern amenities a buyer wants.

Boulder CO - Remodeled, Sensationally Staged and Under Contract in 1 Day!!

Tranformation of Denver Property - sometimes taking out what is there and bringing in an updated look is needed! Sensational Home Staging!

Are You a Tweaker?

Are You a Tweaker?

by Jennie Norris, ASPM, IAHSP-Premier, SRS, REO

Owner, Sensational Home Staging

Helping Sellers and Realtors Achieve their Goals since 2002

No. I am not asking if you are a Meth-head.  I am referring to Staging. 

Are you a Tweaker when it comes to your hands-on Staging projects?  Whether occupied or vacant home Staging projects, I have encountered Staging Tweakers – and the fact is Tweakers lose profit and drive themselves insane because they just don’t know when to stop!

I have witnessed Tweakers in action during the many Staging projects I have supervised both as a Trainer and as a Company owner.  These are the people that adjust an item over and over – moving it slightly here, slightly there.  Taking it away. Bringing it back.  Agonizing over whether the items they are using are “right.”  Making changes to the finished product repeatedly.  Even driving back to the house once the Staging is done to adjust things one more time.

When I have my Staging Crew – I make it clear up front that we need to execute the plan in each room and move on.  If I find I have brought a tweaker with me I have to do an intervention.  I need to step in and let them know what they’ve done looks great – and let’s move on to the next area.  As compelled as they are to go back and adjust, they are not allowed to do that.

I say we need to lovingly help Tweakers to help them get away from tweaking.  The reason I feel strongly about this is I want my colleagues to earn the MOST from the Staging creativity and expertise.  When we start tweaking beyond what is truly needed, time does not stop and we may end up taking much longer in a room or house because of our need to make it “perfect” versus sticking to the plan.

Here are the steps you need to take to get out of Tweaker mindset and in to a Stager business mind set.

1. Understand that Time is Money.  If you need more explanation on that just read my blog post on that principle and it will become clear. 

 

http://sensationalstagedhomeblog.blogspot.com/2013/03/the-longer-we-take-less-we-make.html

2.  You have to make a plan and stick to that plan.  It’s not that things cannot change once you get into the Staging and another great idea pops into your head – the key is to settle on the final product and be happy – and move on.  When the Staging is done, it’s done.  Think about if you finish earlier than planned? That is a good thing – you have extra time for yourself and made more than you planned!

3.  You need to ask yourself, “Will my adjusting this item from where it is right now really make a difference in the Staging?”  If the honest answer is yes – then by all means do it.  If the answer is no and you are just over-analyzing the room and Staging - STEP AWAY FROM THE ROOM.  And Move on to the next area to be Staged.

4.  I think we all need to “tweak” our Staging just not to extremes – the final product to assess how it looks from the doorway – are tags showing on pillows, is the comforter straight, are the chairs placed in the right spot?  But taking it to extremes reveals a compulsion in some of us that we need to stop.  Because it is costing you money.  It is costing you sanity.

The fact is whether the plant is 3 inches to the right or left really is not going to make a difference in the Staging.  Whether a picture is hung 3 inches to high or low or too far to the right or left WILL make a difference – so fix it.

5.  Be Confident in Your Staging.  Staging styles differ with some Stagers bringing in a lot of décor and others bringing in more minimal – and the key is whatever you decide to put in a room, on a surface, on the wall – you need the CONFIDENCE to know it looks great and give yourself permission to move on.  Just who do you think is coming in the room?  I will tell you who isn't - the Staging Police – who will slap the letter “L” on your forehead because you did something “wrong” in your Staging! 

If your challenge is about confidence in your work, then I recommend shadowing with an experienced Stager and study the before/after photos of Staging projects to really understand what it takes to be successful.

6.  Final Stamp of Approval.  At some point in all our Stagings we need to give the stamp of approval for the room and move on.  Never drive back to a house because you saw some small “flaw” (to you) in the photos.  Remember that Staging makes an overall impression on the Buyer and very few are really scrutinizing what was done close up – unless they want to go into the biz.  Some Stagers bring an iron to all their projects and take out all the wrinkles in fabric as they make the bed.  I say, get bedding that does not wrinkle!  I have a steamer and will use it as needed but when our budget it tight and we need to stick to the clock I am not whipping out an iron to get rid of wrinkles when I can avoid them from the start by bringing products that make me most efficient.

In summary, Staging is subjective and we have guidelines for what we know works for both process and presentation.  Simply follow those guidelines and have confidence in YOU and your creative talent.  That is the cure for tweaking.

 

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If you are a Realtor or Seller in the greater Denver area and want to get your house or listing Staged for sale, give Jennie a call.  She is efficient and experienced to get your house Staged in the quickest amount of time (which minimized the amount you need to pay) so that it looks great before coming on the market.  (303)717-7918 or 888-93-STAGE.  http://www.SensationalHome.com

The Longer We Take the Less We Make

The Longer We Take the Less We Make

By Jennie Norris, ASP Master, IAHSP-Premier

Owner, Sensational Home Staging

Helping Sellers and Realtors Achieve Their Goals since 2002!

Time is Money.

We have all heard that before and yet have we really taken that to heart in our Staging businesses? I want to encourage anyone reading this blog that is in the business of Staging we have to find ways to make our time most productive so that we maximize our profit. We are paid for our Creativity and our ability to implement a plan of action effectively.

I did not get into Staging to earn a little bit of money. Staging is a lucrative business when it is treated like a business. When I understood the big picture of the income potential of this business, I got very excited. It is an industry that compared to a traditional job pays a full-time income in part-time hours.

As a Stager, we give a lump sum for our projects – not an hourly rate. In order to do this you must estimate how long you believe a Staging will take and then hit that goal. What it really boils down to is good Project Management.

Here are some key tips to help you make the MOST from the Staging projects you conduct and maximize your profit.

1. Make a Plan,
2. Be the Project Manager
3. Communicate Expectations Clearly
4. Manage the Clock
5. Manage the Budget

1. Make a Plan – I know we have a proposal for the Staging project that gets accepted by the client, but that is not the Staging Plan. The Plan starts with you figuring out what you need to do in each room, what you are bringing with you, who is doing what. If you are doing a Vacant house, make a list of all the things you need to bring with you – write it down. You will NOT remember everything the day of the Staging as you are loading up – and the kiss of death for profit as a Stager is us forgetting some key element of our Staging like a set of towels or the bed skirt for the bed – and having to drive back to our warehouse or storage, or worse, having to go shopping – because we did not plan and write it down.

Until I learned and embraced this concept of simply writing things down, I would be going to sleep the night before a Staging and suddenly remember something I really needed to bring – and as I was drifting off would be repeating it to myself 10 times so that when I woke up the next morning, it would be fresh on my mind. What I found to be true is that I would have a fitful sleep, I would be going over the Staging in my head all night long and once I just WROTE IT DOWN – I slept great!

When you are doing a Hands-on Staging for an occupied – you will have already seen the house so it’s a matter of executing the plan you come up with. You have only allotted a certain amount of time for the overall project, so you have to be the one to keep people on track. That brings me to my second tip.

2. Be the Project Manager – Your role whether you are Staging solo or with your Stage Crew is that you are the PM – the Project Manager. It’s up to YOU to plan the time appropriately and make sure things run on schedule. Stagers that make the most profit are ones that stick to the timetable and keep their crew hustling. We can still have fun – play music and encourage each other but you are not there as a friend – you are the PM and you have expectations for your team and the Staging project.

3. Communicate Expectations Clearly with Your Team – People cannot read our minds. We can never assume they know what the overall plan in, what their roles are, what we expect from them and the project that day. It’s a good idea to take 5-10 minutes to share with your team what the goals are for that project.

How much time do you want to be in the house? What is the overall plan? What will they be doing today? What are the priorities? What are you bringing with you? Where do you need their focus?

The last thing you want is for people to be standing around because they don’t have a clear mandate from you. That kills your profit.

It all starts with you – since you bid on the Staging you hopefully allotted money for the crew you bring with you – and you will have labor and creative helping you depending on the Staging. When you fail to communicate expectations you can expect people to move more slowly and be asking you every five minutes what they have to do next. You need to keep people on track. As an example, a bathroom should take at most 15 minutes to Stage – so you need to set the expectation for the team member Staging that space, and then make sure they stick to it.

4. Manage the Clock - I watch the clock and call out the time and what our goals are 1-2 times during the Staging. If someone is taking too long, you have every right to get them on track because you are paying them. We don’t have to be mean – but we do have to be in charge because this is YOUR project. And Time is Money.

When I have labor with me (movers either delivering furniture or helping move things around in a house) I am very clear on the expectations. When I can, I also never pay anyone hourly – they are always paid Lump Sum – and what I have found is they will work a lot faster when they get a set amount for the project versus an hourly rate. When hired labor gets paid hourly we really have to be on top of these people because they are motivated to work slower in order to earn more. I tell them how long they have and then push them (nicely) if they are going too slowly. If I have a large hands-on Staging I often have the labor come first – we get the big things moved out or around where they need to go and then I cut them loose. The creative happens next and I can have my team members meet me at the house to start their part. That way they are not standing around. If there is creative to do while the moving is happening, you can have that taking place – the key is everyone on the project is productive at all times.

We don’t stop for food breaks, we don’t take phone calls. When they are on my clock, they are working for me and this project takes priority. We want productive partners at all times.

If we are unloading a vehicle, the team members helping better load up their arms with things – not take one little thing in at a time – again we want to maximize profit by minimizing the time we take. Same for a de-stage – we are there to get in and get our things out.

We don’t want to be careless – so we always take the time we need to move things properly using our Staging tools – but the key is not to take excess time to do something as Time is Money.  When you are able to take less time than planned, you have just increased your profit and hourly amount you pay yourself! 

5. Manage the Budget – You have bid on the Staging project and must stick to the financial parameters. When you plan your Staging, write the plan down and execute the plan, you will maximize your profit. If the Staging runs over schedule, the people with you don’t earn less because you have told them what they will get for the project. You earn less because you are the only variable you can adjust. If movers take longer and are paid hourly, then there is less for you. Instead of making $150 an hour for the Staging for yourself, you will earn, $100 then $75 then $50 if a project really goes haywire.

In the end, the key is in planning the project and clearly communicating expectations to your team. Keep everyone productive while still enjoying the process. Have fun while you are Staging – play music and get into the groove of Staging all the while keeping that clock and the budget in your head. Then you will be pleased to see how much you actually net out of a project and will be smiling all the way to the bank!

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If you are a Realtor or Seller in the greater Denver area and want to get your house or listing Staged for sale, give Jennie a call.  She is efficient and experienced to get your house Staged in the quickest amount of time (which minimized the amount you need to pay) so that it looks great before coming on the market.  (303)717-7918 or 888-93-STAGE.  http://www.SensationalHome.com

Staging With Your Family - How to Make it Work

Staging with Your Family - How to Make it Work

By Jennie Norris, ASPM, IAHSP-Premier, ASP-SRS, ASP-SRS

Owner, Sensational Home Staging

Denver Region's Premier Home Staging Resource

Building a Home Staging business is not easy. It takes perseverance and hard work, dedication and long hours. Toss the added challenge of having a family – and you have the question of “How do I make this all work?” How do you roll your roles as spouse, parent and business owner together without losing it?

When I started Staging 10 years ago, my 4 children (3 boys and a girl – the oldest) were 3 to 8 years old. I was also homeschooling them (did that for 5 years). No I am not nuts but love my children and that was the path we chose at that time. When it became necessary for me to once again contribute to our family income, I was determined to not go back into the corporate world where I would leave my children in child care and deliberately found a profession that not only used my creative talents, but was flexible as well. It was not easy to start a business with a 3, 4 ½, 6 ½ and 8 year old!

So I compromised and made it work. In the early years of my business, I did not go to client appointments in the day time. I had to get consultations done in the evening, and would Stage nights and weekends as needed. When I started getting more and more demands for daytime appointments, I added a team member whose kids were older so she was available in the daytime – and she handled those appointments. Stagers on my team will remember midnight completions of vacant Stagings, and zooming to a Starbucks that was about to close with warnings from us on the phone to stop cleaning their machines because we were going to make it in time! I did what it took to make it work. I was able to build a business around my family, I did sacrifice some time with them, and thankfully I have a husband who was supportive from the beginning, and would do child-duty at night when I had an appointment. And I am grateful Staging is flexible and being able to build a team of Stagers helped offload projects that I could not personally handle.

In the beginning my children could not help out much in the business because they were too young. They could help with administrative things like marketing pieces, organizing papers, and stuffing envelopes. You want to find ways to involve your children in your business so that they gain an appreciation for what you do, and eventually can grow into a business partner. You see there are ways to involve your family that are advantageous for you and them – because you can pay a family member any wage you determine for them to help you in your business. A child can earn over $5,000 tax free as your employee and the benefit is this money can then be used by them to purchase things they need such as clothes, school supplies, entertainment – things you would be paying for anyway – but now they are a legitimate tax write off for you. So I found ways to involve my family.

Our daughter (18) helps with the creative side of things in a Staging acting as an assistant on projects where I need help. She has also helped with marketing campaigns on occasion. My boys have grown up to become my labor. Our oldest son is now nearly 6 feet tall, weighs 190 pounds, and at 17 years old is proving himself to be strong, reliable, and did I mention strong? I will sometimes include some of his football buddies when I have a Staging that has bulky items to move around. These boys are polite, hard working, and happy to work for $20 and a pizza. Our two younger boys (13 ½ and almost 15) provide a labor resource for getting items from the vehicles into a house, helping to pack, load, and organize. I remember when our 2nd son proudly exclaimed, “Look Mom! I can carry this area rug all by myself!” The rug was longer than he was tall but he was carrying it and doing a great job! Our youngest son is a whiz at packing a truck, maximizing the space potential in ways that would challenge any Tetrix enthusiast!

My husband has always been available as needed – he has helped schlep inventory, he has driven vehicles, he has helped de-Stage when I was flying solo and my crew were not available. Most of all he has helped open doors for relationships because he is such as great networker and spokesperson for my company. He says the things I am too embarrassed to say because it sounds like I am bragging. He has a full-time demanding job in the high-tech industry, and yet loves the real estate industry and truly understands how I fit within the industry to help serve Realtors and sellers. I know if I did not have his support, and that of my children I would not still be Staging because it would be too challenging to have to prove my value repeatedly to my family and demonstrate that I have a legitimate business.

When I started both my Staging companies, I built from the ground up from scratch. We did not know any Realtors or have any sort of network for referrals in both the cities where we lived. That is the hardest way to build a business – cold – and yet that is how I have had to do it both times. Having the encouragement of family has been key.

Not all of my extended family “got” what I did in the beginning and therefore were not the most supportive. I believe they thought it was a hobby, fad or trend that I would move past and not a legitimate business. Staging was not that well known where they lived so my starting a Home Staging business was probably odd to them. When I started bringing in big dollars that is when my parents’ eyes opened. I have had family members sell and not contact me for help – and that’s OK. They may never totally appreciate what I have done in the past 10 years as a business owner, mentor, trainer, author, and entrepreneur, but my family and I know and that’s all that matters.

And my sisters and brothers in the trenches in the industry know because they are right there with me each day working to increase their business, to be successful, to represent our industry, and to help others achieve their goals along the way. I cannot think of a better role model for my children than a person that uses their God-given talents to develop a business that helps others. The fact that it is a great industry and lucrative is a double bonus. My Staging family that extends all over the world has become a huge avenue of support, encouragement and friendship and I would not be able to do this without them!

"Marketing Made Simple - The Key To Success" - Book Released! Co-authored by Jennie Norris & Barb Schwarz

The latest book released by Barb Schwarz, The Creator of Home Staging, President & CEO of Stagedhomes.com and Founder & Chairwoman of The International Association of Home Staging Professionals (IAHSP) is co-authored with Jennie Norris, ASPM, IAHSP-Premier, ASP-SRS, ASP-REO, Owner, Sensational Home Staging, and Certified ASP Course Trainer with Stagedhomes.com. 

With nearly 70 years of combined marketing and business experience, this book is full of great information and ideas to help any ASP and ASPM Home Staging business owner - new or seasoned - get the exposure and market share they want.

Order your copy by going to the http://www.stagingshoppingcenter.com .  The book is on sale for $29 plus shipping and handling - regular price $39.  It's a must have for anyone serious about succeeding in the Home Staging industry.

I can say I am very excited to finally see this book in print.  It has been a labor of love for several years - one that I put away and revisited time after time - adding to the content and focus of the book.  I am honored to share the publication of this book with Barb - my mentor and someone I love.  As a business coach and business owner, I know the biggest hurdle any business professional faces is how to market their business to get the market share and success they want.  So many are afraid to market, don't know what it really means, and don't have a plan of action or marketing strategy in place. 

To me marketing is fun - but it takes work and needs to be consistent to achieve results year after years. My hope is that many will order the book and put into practical use the tips and ideas in the book - and realize that we can never rest on our laurels and must always be "out there" sharing what we do to the market place where we work.  We need to change with the times - and keep our approach fresh.  That is the only way to have sustained success.

- Jennie

Sensational Denver Bungalow Transformation

Check out the before and afters of this cute Denver bungalow - Staged and SOLD in less than 10 days!  Notice how the inclusion of furniture and decor not only adds needed color - it makes the rooms look larger than when they are empty.  Remember - people looking at photos online have no idea how large or small a room is - and so it's imperative that furniture is brought in to help define the room and size.  In person - a buyer also needs to emotionally connect with the house - and the furniture and decor does the job!!