Advanced Staging for RE Agents

Stage Coach Services LLC 2014

Advanced Staging for RE Agents Beyond RESE


YOUR INSTRUCTOR

“The Stage Coach”

Stage Coach Services LLC

Victoria Guillot, CSS/CRS

Beyond RESELet’s recap what you learned in RESE certification:


Staging has 6-13% impact on price

Staging reduces days on market by up to 40%

I’m going to give you access to more tools to help you in your listing presentation so you can secure more listings.

How to sell more listings

How to take more listings

How to use staging to prospect differently and get in front of more clients

Which improvements yield greatest return, where to put $ Lighten, brighten, clean, declutter, landscape, furniture, plumbing, electrical, kitchen & bath

Much improvement can be achieved for free or very little investment


What We’ll Cover TodayBeyond the checklist. What comes next?

How NOT to sell a house

How to work as a team with your stager. Focus on your strengths. Benefits of bringing in a pro and timing.

Have we cleaned and decluttered the life out of the house? What next?Basic furniture recommendationsOnline photosPsychology of sellingPaintPriority areasKnow your buyerKnow the competition. How does your listing compare?How much is “enough”?Merchandising assetsEliminate excuses not to buy or low offersHow to broaden the buyer poolWhen to refer to a specialist


Our basic goal is to make the house appeal to the broadest buyer pool possible to create demand.

Staging involves preparing and presenting a property for sale. Your certification covered preparing very well. Today we will focus on basic presentation topics for real estate agents.

Broadening the Buyer Pool

We create harmony and tranquility and a sense of “home”.

We emphasize assets.We eliminate turnoffs.

We do that by eliminating excuses to not buy or to make a lower offer.


Priority Areas

• Curb appeal. They won’t get out of the car to tour the inside if they don’t like what they see.

• First view from entry. You have 5-15 seconds to form a first impression. The rest of the tour will turn into confirmation of that impression.

• Kitchen • Master bedroom• Bathrooms• Final view exiting home leaves last impression

Identify Turnoffs

~Dark

Drab, colorless exterior

WallpaperStrong wall colorDated brass and glass light fixturesCramped feelingWorn and stained reclinersFlorals everywhere or taste-specific patternsDated kitchens and bathsDated carpet

Dingy window treatments or overly elaborate

Reptiles (Relocate them. Enough said.)


Addressing TurnoffsFirst Step: Powerwash. Paint front door or trim a fresh color. Next step: Landscaping! Add life and color with blooming plants.


Addressing Turnoffs (continued)

Dingy or dated window treatments: Try removing them to brighten and update.


Addressing Turnoffs (Continued)

Raise blinds, expose maximum window pane


Addressing Turnoffs (Continued)Simple drape panels, no swags or tie-backs.



Increase wattage in lights to maximum



Remove excess furniture








Addressing Turnoffs (Continued)Tone Down Dated or Taste-Specific Patterns


Addressing TurnoffsPaint cabinets, replace hardware, update ceiling fixtures.



Update bathroom light fixtures and faucets. Paint walls a soothing, rich color.


Addressing Turnoffs (Continued)Replace outdated ceiling lights. Upgrade entry.


Addressing Turnoffs (Continued)Appliance or counter skins to upgrade kitchen (Photos taken from manufacture’s website.)


Paint Color Fixes


Paint TipI caution against recommending white paint throughout. Seller usually ends up with a cold, sterile effect that negatively impacts appeal.

A safer color choice in most homes is Benjamin Moore Revere Pewter HC-172 with White Dove trim color. Nice neutral, rich effect. Not too warm, not too cool. Works with all art, furniture and flooring colors. Reflects light well. Broad appeal. Home looks more expensive.

Subtle contrast highlights architectural moldings.


Addressing Turnoffs (Continued)Bye bye wallpaper.

Either remove or paint over it.


Identify Assets

• Light and space sells homes• Hardwood floors• Architectural moldings• Bay windows• Views• Privacy• Outdoor living areas• Fireplaces• Spa showers• Stainless steel appliances


Highlighting Assets

~Remove unnecessary area rugs

~Focus furniture on fireplace~Furnish outdoor areas~Expose window panes

~Window treatments highlight bay windows

~Furniture arrangement~Paint can highlight moldings


How Much is Enough?

Make seller understand they are entering a competition.

How do you decide where to draw the line? • Study comps for sale• Know your buyer demographics• What assets does competition offer?• What is overall impression of comps?• How does your listing stack up?• Does it appeal to your target buyer?• Does it allow the buyer to picture dream lifestyle?

Psychology in Selling

You’re selling the dream lifestyle• Lovely, carefree entertaining• Easy to maintain• Plenty of room and storage• Moving up from current home• More luxury, more space• Or downsizing for easy care


Subliminal Selling Cupboards no more than 75% full


Personal hygiene products hidden for showings.

Fluffy spa towels used just for show.

No garbage cans showing.

Cleaning products not visible. Box and remove for showings. The house cleans itself.

Cans and boxes in pantry face label forward, upright.

Closets 75% rule, clean and organized

Listing Photos90% of buyers rule out properties by looking online first.


Keep photos updated

Post to capture biggest wave of interest

Only post favorable shots. You must get buyers in the door or they won’t buy.

Photograph assets. Will the listing make the online cut?

No coats on sofa, briefcases, vacuum cleaners, pots and pans or trash in photo

Drapes open, lights on

Make sure styled and ready for close-up

“HGTV effect” The bar has been raised.

Online photos = critical component


Basic Furniture Arrangement TipsDon’t block fireplace

Know when to seek advice from a proConsider removing china cabinet for more space

Reduce chairs at dining table and remove leaf

Ideal is often placing bed on the wall you see from doorway

Lose small cluttery furniture and accessories

Conceal cables and wires, tape to furniture legs, tubes, or place decorative accessory to cover.

Don’t have view behind wood furniture or TVs

Should the recliner go?

Float in conversational groupings, don’t line up like soldiers along walls. No screaming distance.

How many dressers do you really need?

Don’t block entryways or windows or traffic routes


Have you Cleaned and Decluttered the Life out of the Home?

What comes next?


Working as a Team with a StagerIf you suspect you will need a stager, bring them in as early as possible. They may have a better paint suggestion, prefer different furniture be stored, have better use of funds, etc. Before too late.

You will get maximum impact from staging when you work with a good professional stager.

Stagers are trained and have resources

Best use of your time and skills

Reinforcement of what you already told client

Good cop/Bad cop. Protect your relationship.


A Study of Properties that Linger

Let’s review a quick online search of listings in my town with price reductions and analyze why they aren’t selling.

What would you advise these sellers?

How much equity might these sellers have saved with a small investment in staging?

Remember, all the following are published listing photos. Do they sell the dream lifestyle of comfortable, effortless

entertaining, upgrading from current home, harmony and tranquility and luxury?

There must be a kitchen in there somewhere…

•Yes, the bottom photo is the kitchen. •This property is priced at top of

range•The listing has expired once.

The second listing will expire soon.•There are 7 photos of the top

room from every angle. •What issues that we have

discussed can you identify here?•Take a deep breath. There are a

lot.


Little Soldiers and Screaming Distance

This room has the potential to make a lovely impression. It can be improved easily-- for free.

• Backdrop has nice paint, moldings, floor.

• The furniture is lined up like soldiers around the perimeter of the room. This does not create a comfortable conversational grouping. Buyer won’t feel comfortable and won’t be able to identify why.

• The person in the armchair has to turn and scream to the person on the sofa.

• The fireplace is not highlighted sufficiently. Weakest art, clutter.

• Too many small pictures and accessories, not in right proportion to wall spaces.

• Area rug in wrong place & covering too much wood.


The Dresser Lineup Room Balance

How many dressers and wood pieces do you really need in a bedroom?

Watch for furniture crammed off to one side.

Remember about bed on wall you face from doorway.

Two wood pieces side by side can be awkward.



Blocked Passage

Sofa blocking access to kitchen

Room arrangement feels very awkward Child’s play corner distracting eye from fireplace


Whew!Very personal taste!

Wild wall color is not going to appeal to most buyers. Many buyers are afraid or unwilling to paint. Why reduce potential buyer pool?

Different color in every room.

This property has been on the market for just shy of a year.

Paint neutral tones to cast a wider net.


Is This Room Staged or Not?This room is the first thing you see when you walk in the front door. Priority area. First impression.

They have cleaned and decluttered. They have nice furnishings and pretty hardwood floors. Why hasn’t it sold?

Front window is blocked by TV.Entry to dining room is blocked by sofa.Long wall available for long sofa feels blank.There is an awkward and cramped feeling created, and there was plenty of room to arrange the furniture properly.

Even if you don’t know how to arrange the furniture, you can identify blocked passages & windows and know that you have an issue to address. Consult a pro if necessary to resolve the impediment to sale.


Protect Seller EquityWe need to do our best to help seller protect equity.

The best agents are good at shifting responsibility to the seller, and I’ll show you some tools to do that.

My consultations are not pricy.

Many agents are intimidated by staging because they think it’s expensive. You have learned that it doesn’t have to be. Much cheaper than price reduction.

Staging is a tool to do that.


Photo Consultations

• Email or upload photos + phone conversation

• One problem, one room or whole house

• Only pay for what you need• Wholesale rate for RE agents• Bill in 15-minute increments• $50 minimum


Real Estate Agent Tool KitListing presentation aids and seller responsibility

Order at: www.stagecoachservices.com

Sample customizable gift certificate with marketing suggestions

Photo examplesMy tips on how to maximize staging benefitsStatistics sheet on staging impact on sales price.Statistics sheet on staging impact on DOMRecipe for a saleWhy you should sell a staged home

PODs discount offer

http://www.stagecoachservices.com/


The Stage Coach Book of Staging Tips for Home Sellers

Why you should sell a staged home

www.stagecoachservices.comBulk order discounts for real estate agents

Study of listings that linger

Open house checklist

Seller tips for best showings

Detailed checklist with staging tips for all sellers

Photo examples

70-page guidebook contains 258 tips

Statistics sheets on staging impact on DOM and sales price

Recipe for a sale

Identifying common buyer turnoffs and how to address them



Coaching Services

• One-on-one private coaching services

• Monthly group sessions so affordable for all agents

• No contract time limits. As needed.

[email protected]

267-221-1569


mailto:[email protected]


Training Classes at Your Brokerage

Contact me at:

[email protected]

267-221-1569


mailto:[email protected]

Documents

Advanced Staging for RE Agents