My House SOLD for TOO MUCH MONEY

My House SOLD for TOO MUCH MONEY

 

Jennie Norris, ASP, ASPM, IAHSP- Premiere, BTS, REO, SRS

Owner, Sensational Home Staging - Denver Region's Premier Home Staging Resource

 

 

Have you ever heard those words come from a Seller? Neither have I. And yet there are Realtors and Sellers that believe they don’t have to Stage – the market is HOT and the houses will sell anyway. . . so why bother?

Think about it.
 
Staging helps houses sell at the very BEST price and that means in a HOT market the house can sell for well above list price.
 
Is that a bad thing? Why do some Realtors decide to not encourage Sellers to Stage their houses and just put it on the market knowing it WILL sell . . . and leave money on the table for their client?

Is it up to the agent to LIMIT how much the house will sell for and not allow the seller to get the MOST from the sale?
 
What about the Fiduciary Responsibility part of the Realtor code of ethics?

I had an agent tell me recently that he did not need to Stage properties in a certain price range because they sell fast and get multiple offers – and (here is the kicker) by NOT Staging these in-demand properties, he was helping control the real estate market from going out of control. 
 
Huh?

To that Realtor I would say, “You are not doing your job.” A Realtor’s role is to get the MOST for the sale of the house. It is not up to the Realtor to decide FOR their seller that they don’t have to prepare the house for sale and limit the potential sale price. To me that is a lazy Realtor that does not want to put the time and effort into properly presenting a house for sale because it does take time and effort to Stage. They advise Sellers they don’t have to do a thing because the house will sell – and it does. But not at the best price. Just because a house “will sell anyway” does not mean it does not need Staging. 
 
And to top it off – these types of Realtors are limiting their OWN INCOME! Since they are paid commission on the final sale price of the house, an agent that does not include Staging to help their seller net the MOST from the sale, is also limiting the amount of commission earned from the sale.
 
Is any of this smart business? NO.

Staging helps houses sell for more in any market – Hot, Slow, Appreciating, Depreciating. It is a proven fact. It makes me scratch my head when I still hear agents with limited thinking and beliefs about Staging.

In this day and age where many buyers are cash buyers, appraisals and loans are not needed so when a house is bid up it is not subject to appraisal value discrepancies or loan approvals. If a buyer does get an appraisal and the house does not appraise at the higher price, the buyers come to the table with cash. It is happening all over with low inventory and high demand for houses. Eventually the market will normalize and bidding wars will not be happening. Agents that are used to incorporating Staging as a standard listing tool will be poised to capture even more business.

Thankfully there are plenty of Realtors that understand the marketing strategy of Staging a house to ensure it does get the very best offer. I just had a house we Staged sell at over 10% MORE than list price – and the list price was at the top to start off. Should that Realtor have kept the added $45K from her sellers and not make the added $1,200 in commission? Smart Agent. Happy Sellers.

The bottom line is Stage it before you List it – and get the very BEST price for the sale.  

Sensational Home Staging took this property from plain to pizzazz with Staging!

Staged and Under Contract in 1 day - over list price offer! Sensational Home Staging Success!

This property was Staged and listed - and went under contract in 1 day - at above list price!! Staging works! Stage it before you list it!

Best Foot Forward - Don't Let Your Listing Sell The Competition

Best Foot Forward

by Jennie Norris, ASP Master, IAHSP-Premier,

ASP-SRS, ASP-REO, ASP-BTS

Owner, Sensational Home Staging

Helping Sellers & Realtors in the Denver Region

The truth is in life we do only have one chance to make the best FIRST impression so we want to have, as they say, our BEST foot forward! 

When a house is listed for sale and a buyer looks at it online or in person - the house either sells itself or sells the competition. They either want to see more and make an offer or they walk on to the next option.

Buyers compare houses online and in person. When one looks great and the other is not prepared for sale - dirty, dated, cluttered, too dark, smelly, etc. - a Buyer will naturally compare that house to the one that is ready to show and buy. So your choice as a Seller or as a Listing Agent is simple. You either Stage up front to get the positive attention and offers or you don't and you just SOLD your competition.

As a Listing Agent you have to ask yourself, "Why would I want to market an ugly foot?" 

You invest a lot of your time, energy and dollars to get a house sold. The house reflects on YOUR reputation. When it does NOT sell you are often held responsible and blamed by the Seller - and word gets around the neighborhood. Aren't you in this business to get referrals from happy clients? Of course. So YOUR best foot forward is to make it a requirement that all your listings are Staged BEFORE they are listed for sale. Or else you just help sell YOUR competition because the neighborhood is watching who gets the pending sign out first and at what price the house sold.

Yes I know Sellers can resist change and it can be hard to tell them their house has warts or corns. Yet you are not doing them (or yourself) any favors by marketing their house "as is." I know there are special circumstances that can exist, but for the most part, a Seller wants ALL the money from the sale of their house. Not just some. 

Putting an ugly foot on the market guarantees they will not net the most from their house and it guarantees their house will be USED to sell the houses that put their BEST foot forward. 

Yes - even in a hot market, a Buyer does not want the hairy foot with warts and icky toenails when they have the option of buying the beautifully manicured foot with pretty color and jewelry. Those two houses will NOT sell at the same price and the ugly foot will be used to sell the pretty one. 

The changes a Seller needs to make to get their foot from ugly to pretty are usually simple and very effective. In most markets a Staging Consultation where the Seller is given a detailed summary of what to do room by room is an average of $250. That small investment can yield thousands of dollars in return. Anything a Seller can do UP FRONT to help their house show better should be recouped in the sale and help their house sell at the best price.

Best Foot Forward. Get the house Staged by a professional Stager to ensure the house truly has the best opportunity to get the best price. Then when the house closes at the BEST price, treat yourself to a manicure! After all the running around we do for our clients we deserve it!
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For help putting your best foot forward in the greater Denver area, give Jennie a call 303-717-7918. www.SensationalHome.com

Home Staging Services FREE - How Sellers can get a win-win when Staging Their House for Sale

Who doesn't like a great deal? Right now deals are coming from all places promoting Black Friday and holiday specials.  As Americans we are geared to perk up when we hear about a good deal.  Well get ready to perk up about your house!

When it comes to Staging did you know that as a Seller you can actually get it for FREE or at a great discount?  HOW?  By partnering with a Stager that works with Realtors that provide this service as part of their listing package.

I work with Realtors that do this.  They believe so much in Home Staging that they ensure ALL their listings are Staged prior to coming on the market and one of the ways they make that happen is by paying for the Staging services on behalf of the seller.  This helps YOU and shows they are committed to the successful sale, not just taking a listing.

Smart Strategy.

Now as a Seller you will be expected to cooperate with the Staging recommendations and you might even have to pay all or a portion of the Staging services up front and get reimbursed by the listing agent at the successful close.  That is only fair - they are putting out the money to make sure YOU get the fastest sale at the best price.  It is a team effort and we are all doing our part to help you achieve the success you want in selling your house.

So if you live in the Denver area and are thinking about selling and want to partner with a REALTOR that will support you getting the very BEST price for your property - let me know and I will be happy to connect you.

By the way, all the REALTORS I refer to are excellent marketing strategists, work for top companies here in the area, they do more than the average Realtor as far as getting your property sold, and are great people to work with - I enjoy working with them and know you will too!

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To get your house Staged and SOLD in the Denver area call Jennie Norris - Sensational Home Staging - 303-717-7918 or 888-93-STAGE  www.SensationalHome.com  Over 3,000 properties Staged since 2002!

Sellers Move Out and Staging Moves In! End Result is a Visually Appealing Property that A Buyer Will Love! Sensational Home Staging Successories

Sometimes the best option is to have sellers move their things out especially when they are dated or not in a style that would appeal to the target buyer. Once the seller moved out of this property, new carpeting was installed and fresh paint applied where needed. When the Sensational Home Staging crew arrived to add the icing on the cake to create the visual appeal needed to attract a buyer, we made quick work of getting things in place prior to photos being taken. The final result is a house that shows well for the target buyer and should sell fast!

Denver New Construction - Staged to appeal to the Target Buyer

This house is a new construction property in an up and coming area of Denver - and needed to appeal to the target buyer. The photos show the before (Staged but not to the right target audience) the emptied and then the Sensational Home Staging version of what needs to be done to Stage this property.

Denver Remodeled House - Sensational Home Staging Succees

This updated house needed Staging to help it get the very best price for sale. Sensational Home Staging added furniture and décor to help bring the rooms to life!

Custom home in Boulder - Erie - Staged and ready to show!

This custom home in the Boulder-Erie border needed to be Staged to help it show best to buyers. We call this a "mixed-media" Staging - because we combined some of what the Seller had in the house with inventory brought in by Sensational Home Staging. The end result is a look that helps highlight the main rooms, adds color and updated appeal for buyers.

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/

Denver Custom - Staged and under contract in days with 8 offers! Now that is a Sensational Home Staging success!

This property was fully Staged - all areas done after the Seller moved out - and the Seller was beyond thrilled with how it turned out. The excitement continued as they received 8 offers on their property and sold for more than expected! In a hot market - Staged houses sell for EVEN MORE - and sell quickly!

Should You Stage or Let it Go? by Jennie Norris - Sensational Home Staging

Should You Stage or Let it Go?

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

Owner, Sensational Home Staging

Denver Region’s Premier Home Staging Resource

Seller you got to let me know

Should I Stage or Let You go?

If you say that you are fine

Your house will sit a longer time

So you got to let me know

Should I Stage or Let you Go?

It's always please oh geez

A buyer knows just what they see

Your want your house to sell like that

And you want it off your back

Well come on an' let me know

Should You Stage or let it go?

Should I Stage or let you go now?

Should I Stage or let you go now?

If I go you will be sad

An' if I Stage you will be glad

So come on and just be bold

Get it Staged and get it sold!

This classic 80’s tune by The Clash was on the radio recently and lyrics started changing in my head as I thought about the power of Staging. Nationwide, the real estate market is not as swift as it was this time last year because there is more inventory available and more people are able to enter the market because of gains from last year. Coupled with rising interest rates and last year’s Sellers market is been replaced by a more traditional market. As much as we know about how Staging helps a house sell – it is still befuddling to me that Realtors will put a house on the market when it is really not ready to show.

Staging is an up-front investment to maximize the rate of return on the sale. It’s a marketing and financial tool to ensure a seller gets the MOST for the sale of their house.

FACT: When a Seller does not invest the time and dollars to Stage their house for sale, they don’t keep the money they did not spend. They LOSE it on the backend with either a lower starting list price, or a lower offer, or price reductions! And the loss they take is usually 10-20 TIMES the Staging investment! A typical Staging consultation ranges from $125-$450 in most markets. When this detailed summary can help a Seller net 5-20% MORE from the sale of their house, don’t you think it is a smart investment? Staging Vacant houses is also an investment up front that helps the house sell sooner than later. 

The investment in Staging is always less than a price reduction - or lower starting list price!

Realtors: Your Stager makes you more productive, makes you look more professional and takes the time you don’t have to work with your Seller. And your Stager can be a source of referrals for you too – this past year I gave out 8 referrals for listings or buyers to partner Realtors as a way to say, “Thank you” for their business. I don’t expect anything in return except to continue to work together.

Sellers: Your Stager helps you know exactly what it will take to make your house appeal to the MOST buyers – and therefore get the best offer. Don’t be afraid to have someone come in and help you. There is nothing “wrong” with how you live in your home – but you are selling your HOUSE – not your home – and that requires being able to step back and consider your property through a buyer’s eyes.

So don’t sit on the market longer than you need to with a house that does not show as well as it could. Stage it – and get it SOLD for the best price!

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For help getting properties in the Denver region Staged and SOLD give Jennie a call - 303-717-7918 or 888-93-STAGE.  www.SensationalHome.com

How to Keep Your Commission Value Strong with Staging by Jennie Norris, ASPM, IAHSP - Sensational Home Staging

How to Keep Your Commission Value Strong with Staging

by Jennie Norris, ASPM, IAHSP - Owner, Sensational Home Staging

As the Market Gets Hotter Does this Mean Realtors Should Earn Less? The public has a general perception that Realtors don’t work very hard for their money. Right or wrong it is just a fact. They believe that all Realtors do is stick a sign in a yard, the house sells, and the Realtor gets paid a lot of money. Of course those that work IN real estate as an agent or an affiliate know this is a fallacy, but getting sellers to understand the VALUE of working with a quality, full-service Realtor can be tough – especially as the market continues to heat up and get stronger nationwide.

When times were tough and it was hard to sell a house because of the economic conditions, sellers were more apt to realize that selling their home would take work and effort. They were more willing to pay a qualified Realtor to help them get the results they wanted. 

When a market heats up and turns into a “seller’s market” like we experienced at the start of 2013, the belief is that Sellers don’t need to do much to sell their house. Why should they pay a Realtor full commission to do something that is going to happen anyway? Not only that, but when an industry is seen as lucrative and "easy" more people jump into it creating more competition for business.  Real estate licenses are being issued at record rates nationwide as a result of the up-turn in the real estate market.

In a seller’s market, the For Sale By Owner (FSBO) market also increases because the belief is that it is not hard to sell a house when demand is high and inventory is low. Again, those that work IN the industry know the value of working with a Realtor who has knowledge, resources and credibility. 

It is the misconception where the seller wants the most for the sale of their house but does not necessarily want to pay to ensure that happens. In real estate the old adage, “You get what you pay for,” is very true when it comes to selecting someone to help you sell your house however not all sellers seem to understand this.

Realtors that want to keep their value and income strong need to figure out other ways they bring value to the sale to get listings over their competition. Staging is one of the best ways to do that. Statistically a Staged house sells faster and/or at a better price than the un-staged competition. This happens whether the market is hot or slow, whether a seller’s market or buyer’s market. Statistics that have been gathered for years prove this is true. This means that even in a hot market, a Staged house will sell for MORE than the un-staged competition – and this is money in the seller’s pocket that they would not otherwise have. 

It is all about the Staged List Price versus the List Price and the difference between the two categories could be $5,000 to $100,000 depending on your market and type of house. When a seller realizes that you bring a tool to the table that can help them net MORE from the sale of their house, they want that. A seller does not sell to get “some” of the money out of their house – they want ALL the money possible.

Realtors - instead of thinking you have to discount your commission fees in order to get listings, think about the resources you have that bring increased VALUE to the sale process. When you bring in your team member – your Stager – to work with the Seller, you are adding value to the process. When the house is Staged professionally, the house looks better than the competition or competes equally with the competition and this benefits the seller. Statistically Staged houses help a seller keep or make 5-20% more on the sale of their house. When the seller is asking you, the Realtor, to reduce your commission by 0.5% -1.5% to “earn their business” you can share that you don’t do that because you have a tool at your disposal that will help them keep or make MORE than they are asking you to discount.

When Realtors discount commissions they must work that much harder to get more listings to keep their income where it needs to be. This means their time and attention per seller is reduced as they scramble to get more listings. Rather than be that discount agent, be the agent that brings value, time and attention to the seller. Incorporate Staging as a key listing tool – and even be willing to PAY for the consultation for your seller as a benefit of listing with you. Around the country that ranges from $100-$500 for an average size house depending on where you live. It’s an investment that will not only help you get the listing over your competition, but also helps you keep your commission strong.

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If you sell real estate in the greater Denver region and want help getting your listings Staged to maximize success for you and your Seller, give Jennie a call (303)717-7918 or 888-93-STAGE.  After successfully helping over 2,700 homeowners since 2002 prepare their houses for sale, you can trust Jennie's expertise. www.SensationalHome.com

Sensational Home Staging - Golden - Mountain Property - Gorgeous setting and views!

Check out the latest Staging project from Sensational Home Staging! This house went from Southwest to Sensational with our hands-on Staging and vision. House is being listed for sale this week by Justin Thornton, KW Highlands Ranch.

Denver Duplex - coming on the market next week! Sensational Home Staging project!

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 a Goldilocks Focus - by Jennie Norris, ASP Master, IAHSP - Sensational Home Staging

Staging with a Goldilocks Focus

A childhood favorite, Goldilocks and the Three Bears, is a fairy tale known by most everyone. Goldilocks is the girl that enters the house that belongs to the Three Bears and proceeds to take a test drive on everything from food, chairs to beds. She would not settle on what she liked until it was, Just right.

Think about it – this fairy tale is a great analogy for Selling a house – and for Staging. Goldilocks is our Buyer, the Three Bears are the Seller and each one has a different Stager that worked for them.  We have to make sure our Staging is Just Right.  Not too much and not to little. We need to have a Goldilocks focus on our Staging to do just what is necessary to sell the house.

This means as a Stager we have to know when to stop adding things to the Staging – because if we bring out too much and put it in the house, even though it may look nice our Staging has crossed over to decorating. We have to ask ourselves constantly, Is this item really necessary to the sale of the house?

We can’t bring out too little because then the Staging is too stark and will not bring out the warmth of the house and make it feel homey to a Buyer.

Staging is subjective and we each develop our own style where one Stager may like to put more accessories in and another may be more streamlined, and yet we cannot lose sight of the goal.

In my ten years as a professional Home Stager I have seen both done – the stark Staging where someone plops a few pieces of furniture in some rooms and hangs a picture or two and calls it a day, to the Staging where there is so much in the house the Staging itself distracts from the Buyer being able to focus on the product – the house and floor-plan. The overdone houses can sell – and yet I wonder what the Stager is selling when they put so much in the house. In my opinion they have gone from working for the Seller to working for their ego – thinking that every house they Stage must look like a page out of House Beautiful magazine.

The THREE BEARS of Staging:

Papa Bear - This Staging has too much

Mama Bear - This Staging is too little

Baby Bear - This Staging is just right

We need to be objective about our own work – and stand back and ask ourselves, “Where does my eye go?” If it goes to all the fabulous stuff in the room or to a particular object – then guess what? You probably need to take some of the things out so that a Buyer can take it all in as a whole – the room. Staging is a tool used to help set off the product – the house – and should not be THE focus of the room. I don’t profess to be a judge and jury – we need to be able to assess our own work honestly – and not over or under Stage.

Who do we work for? The Seller, Realtor and Buyer.

What is our goal? To sell the house.

Don’t get me wrong. Our reputations are important. Every house we Stage we are putting our stamp of approval on it and we want it to look good. However, I have said this many times – my goal as the Stager is to help the house sell in the fastest time and at the best price. The goal is to sell the house – not make the house look pretty. Does that make sense? I feel that some in today’s Staging world have that flipped. Their goal is to make the house look pretty – and have lost the focus on selling the house – and instead get wrapped up in a decorating or design mentality instead of keeping their Staging hat on.

As an example, I was called to do a preview on a vacant property that had been on the market for a year, then off the market and rented, and then put back on the market for some time before the sellers finally agreed to Stage the house. They interviewed five Home Stagers, including me. When I met with the Seller at the house, I asked some key questions about their goals relative to the Staging. I could tell the key selling point of this house were the amazing views out the back of the house. I was selected to do the Staging because I met the budget, and the Sellers liked me. The Realtor that had the listing said to me, You did not put as much stuff in the house as this other Stager would have. And I replied, I did not have to. The house got an offer in 10 days after I completed the Staging. I did my job – the house sold. This other Stager wanted a 90 day minimum rental, and very high fees that did not meet the Seller’s budget because she had to create a certain look in the house. She was all about her inventory and her ego versus what was really needed to sell the house, and what was needed to meet her client’s needs.

Could I have put more in? Of course – there is always more I could put in a house – the key to Staging is knowing when to stop. I focused on the product – the house and floor plan – and Staged accordingly so that when Buyers came in they saw color and groupings of furniture, but also were able to focus on that view!

Next time you are Staging – ask yourself, Is this _____ really important to the look of this room or to the Staging or is it excess and could I use it in my next Staging?  Be honest. This may save you from having to purchase or rent something for the next house.

We don’t want our porridge too hot or too cold. We don’t want the chairs too big or too small. We don’t want our beds too hard to too soft. We don’t want our Staging to be overdone or too minimal.

We want things Just Right.

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For help selling your house or listing in the greater Denver area, give Jennie a call.  (303)717-7918.  She knows what to do to sell the house - and not over or under do the presentation with Staging.  www.SensationalHome.com

Highlands Ranch - Sensational Home Staging success!

Staging helps this house that was stuffed with things - sellers had definitely outgrown the house - to show its best for buyers.  In this situation, the Sellers opted to move out - leaving the house vacant - and then The Sensational Home Staging TEAM stepped in and got the house Staged for sale. 

Another Amazing ASP Transformation - Wash DC - Herndon - Jan 2012

Check out how fabulous this house turned out - using ideas and creativity and not making a seller go and purchase a bunch of unnecessary items . . . most homeowners have things to work with. It takes talent, creativity, and patience to figure out how to best make it work.  Next step for this seller would be to paint out some of the dark rooms but otherwise, this house is Staged and ready to show!

Staging Statistics: Where do they come from and can they be Trusted?

I read a fellow Blogger's post about Staging statistics being unsupported and wanted to address this concern in my own blog post. I believe the post was about where statistics come from and should that be the only success criteria measured when selling a house.


Staging Statistics are tossed around freely - and I can understand a concern where the origin of the statistics comes into question. Just where is this data gathered and who is compiling it and can it be trusted?

As a professional ASP Master Home Stager and business owner, I have ALWAYS tracked my own statistics for my own personal business. It is imperative that I am able to demonstrate that my work is successful and I am making a difference. Any Stager that does NOT do this as a standard business practice not only is missing a huge opportunity to promote their success and quantify it for clients, but perhaps is not operating their business at the same level of professionalism as others that DO track their statistics. Just as not all Realtors and real estate agents are created equal, the same can be said for Stagers.

I am not unique in this activity. Most professional Home Stagers (those that have set up a business, have training, accountability, etc.) can tell you how many houses they Stage, how quickly they sell compared to the overall regional market, and can quantify in some manner how successful their involvement in the listing and selling process is. We also share our numbers with each other and when a group of professional Home Stagers is able to share numbers in a region, we can capture a snapshot of what IS happening relative to Staging in a particular market. We can also segment out vacant versus occupied houses, high end versus modest.

Realtors: Before you throw out the baby with the bath water and discredit ALL Stagers or the Staging process by doubting statistics, it's important to remember that since the Staging industry is NOT regulated and anyone can call themselves a "stager" - for statistics and data on the market that you can trust, find a Stager that has training and credibility - and I bet that Stager will be able to offer you credible, reliable data you can share with Sellers.


Recent example: I Staged a house that had been listed for A YEAR with no offers. Then it was rented for a year. The owners decided to try their hand at Selling again - and this time decided to Stage. After Staging was complete the house SOLD in 10 days. Here's the other KEY PART: it was also PRICED RIGHT FOR THE MARKET.

Do Stagers believe that THEY are "the schizz" and the only reason a house sells is because they get their magic hands on the house and transform it? I hope not.

Selling a house is a PARTNERSHIP with the REALTOR. It takes both presentation and price to sell a house. Anyone that believes otherwise is living in their EGO and needs to remember that pricing the house for the market is the most important part of selling. A house that is Staged and overpriced won't sell.

Back to Statistics: Where do they come from anyway?
One of the best resources is the www.Stagedhomes.com site. For YEARS they have been tracking the success of ASP graduates who input statistics into a survey portal and then generate graphs and data based on the information. The houses are not just all the "good ones" either. A stat is a stat. When it sells - that data is put into the system. There are THOUSANDS of houses in the survey and it is a national snapshot of what is happening with Staged properties. For this reason, it is a great resource for the media, and often referred to by reporters writing articles on Staging or on television segments such as The Today Show that recently used the data on their segment on Home Staging with Barbara Corcoran.

Home Gain has been another good resource for Staging Stats. They track the Return on Investment for putting forth some money and time into making modifications to the house prior to listing. It's quantified. And they have been doing this study since 2003 - putting out new results of their survey of 2,000 agents every 2 years.

With ANY statistic - whether real estate, staging, diets, health, etc - the key is to ASK WHERE THE DATA came from for the survey? If the person cannot answer you - chances are they are regurgitating something they "heard" and it should not be trusted. If they can point to a reputable article (because reporters do their homework!) or other media segment - I would trust the data. If they can point to an actual survey that is being done and is ongoing - like the Stagedhomes.com site or the Home Gain survey - I would trust it. If they have their own data from their own work - trust it.

Statistics are only as good as those that submit the data. It boils down to trusting that the people in the industry have integrity and are reporting what the truth is relative to Staging and selling.

So - when a house SELLS after it is STAGED - and the rest of the marketed competition sits and the days on market for the Staged house are clearly far less than the average and the price is better than if it sat and dropped in price - should that house be counted in a statistic? Yes. Should the agent use that data to get future listings? Absolutely. Should the Stager credit him or herself with helping the sale? Of course.

Don't be skeptical of reputable statistics. Instead use them to help you get your Sellers on board with Staging - and then put that key partnership in place that helps everyone WIN.

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Jennie Norris, ASP Master, IAHSP, Owner & Principal Stager, Sensational Home Staging serving the Greater Denver region

•International Staging Expert, Blogger, and Media Personality
•Member of International Assoc of Home Staging Professionals since 2003
•Why Trust Your House or Listing to Anyone Else?
•Over 2,700 Houses Staged and Thousands of Satisfied Realtor and Seller Clients
•303-717-7918 or 888-93-STAGE