Welcome to Reliberation Sign in | Help
in
Latest Most Popular Active Watch List Amigos  
Roberta Williams

What are the magic words to get sellers to invest in staging?

By: Roberta Williams
Monday, October 08, 2007 9:15 AM

Hi Everyone,

I am a Realtor who also stages, in Chicago. I would love to hear what your stories are.

 I am frustrated that most Realtors agree that staging works, and sellers even agree, in principal, so why the hesitation? As a Realtor-I explain that staging costs less than your first price reduction; I understand that out-of-pocket money to pay for staging is more tangible than money lost in a price reduction (similar to cash out of your wallet vs using credit), do you think that is it? Also, I think a lot of sellers are resisting market prices now-so it is a tall order to ask to lower their price expectations and to invest in staging, maybe that is it.

Yet I know that if they want to sell and get the best price in the shortest amount of time, staging almost invariably works. I staged a vacant property last month and a contract was written from the very first showing. The seller had invested $2000 in rental furniture for 3 month contract-everyone was delighted, initially, then the seller wanted a refund due to the fact that a contract came so quickly(!). Overall, though, this was a success. This seller was relocating and needed to sell in 1 month. It was the lowest priced, best looking condo in the building. 

My experience has been, after staging, the seller is happier with a faster sale, you are happy with a faster, and possibly higher commission, and the buyer is happy to really see the property potential and their new home. Please share your experiences. There must be a way to make a light bulb turn on, so there is more ease in the decision to stage. I have heard that certain areas Realtors automatically include staging in marketing plans. To quote Dr. Phil, "how's that working for you?"

Mentally-preparing-homes-for-sale-always,

Bobbi

 

<< Read More at Reliberation.com

Comments

Belinda Walker
Member Since '06

Belinda Walker said:

Personally, I think staging is important, but not necessary to go all out.  Avoid having the empty cave feeling by warming place up with cook books, bottles of wine, glasses, place settings, hand and bath towels.  These are things an agent can keep and use at minimal cost.

I have had sellers ask about staging, but they don't want to pay out of pocket for full out staging in any form.  I get "I thought that was your job."  That's why it's so important to spell out exactly what you are willing to do for your commission in the listing presentation.

October 8, 2007 9:10 AM
Dan  Grammatica, e-PRO
Member Since '05

Dan Grammatica, e-PRO said:

If we could just get them to get rid of those people pictures (family photos, etc) and get rid of the clutter and half the furniture, that would be a good start.

http://RealtyByDan.com

October 8, 2007 9:36 AM
Larry Bertok
Member Since '06

Larry Bertok said:

I will take my sellers through a listing of mine that has been staged and then I will take them through a home that is not staged. Then I ask the question, now do you see the value in staging? That works 9 times out of 10.

October 8, 2007 9:43 AM
Roberta  Williams
Member Since '06

Roberta Williams said:

Thanks,Larry, - great strategy!

Belinda & Dan, Agreed. The little things make a big difference.

October 8, 2007 9:54 AM
Candice A Donofrio
Member Since '07

Candice A Donofrio said:

Space clearing also 'energizes' the house. Definitely a big thing.

It can also be cool to photograph a house you know is going to be staged or cleared 'before/after' to show a new seller the contrast.

When I briefly worked for a new home builder, they did 'vignettes' like Bee described. Very minimal, yet maximum effect.

October 8, 2007 10:41 AM
Barb  Van Stensel
Member Since '06

Barb Van Stensel said:

Roberta, you posted on this a while back - are you looking for staging work?  

While I feel that staging is important - if you were the lowest best priced condo in the building - that unit would fly fast - given a good location.   The seller might not have seen the full advantage of staging and maybe, just maybe, the furniture budget might have been too high for a low priced sale.

If it's the property on Marine Drive, it had a nice floor location and congrats on 87 DOM!  

Unit 310 sold close to list.

Unit 1511 sold over list.

both of those properties took a long time to sell.  

The question to ask ourselves:  Is it worth it to stage given the low price and the location?  Can this be justified in the final sales price?  If those questions are qualified then it is a good thing.  Remember, it's not our money.

But staging does help when layout needs to be enhanced, guided, etc.

October 8, 2007 11:26 AM
Roberta  Williams
Member Since '06

Roberta Williams said:

Hi Barb,

Thanks for the feedback (and the research! not sure about 87 DOM tho). On Marine Dr: Unit 310 was owned by me, unit 1511 sold over list due to a split special assessment, neither were staged; unit 2626 was weakly staged with left-over furniture-there was no budget -had a contract within a month but it fell through.

My post was prompted by frustration I have had with recent staging leads and I wanted to get a handle on what others are seeing.

I usually work with buyers and will help listing agents with staging with a full-time accredited stager. The property that sold quickly is photographed on the willbenhomestage.com website; the McClurg court studio. You are astute -it was a a lower priced property (200's) with a $2,000 staging budget-if the owner sold within a month he was would recoup $30K from the company relocating him. And to answer your question, I would always welcome staging work!-but it is not the reason for the post.

October 8, 2007 1:44 PM
Michael Klijanowicz
Member Since '07

Michael Klijanowicz said:

I agree that staging is important, but sellers just don't want to spend the money doing it!  Well most of them anyway!

October 8, 2007 2:41 PM
Roberta  Williams
Member Since '06

Roberta Williams said:

Not to digress-yes (to Barb)there were 87 days on the market for 2626, but it would have been faster if the first contract had not fallen through (my post about attorney woes). 1511 was with another realtor for a long time-I sold it in 39 days.

Michael, that is the problem at hand.

October 8, 2007 3:32 PM
Tim and Susan Fennell
Member Since '06

Tim and Susan Fennell said:

Staging? Ha! We're delighted if we can get them to clean and tidy up sometimes. LOL

Seriously though, staging just hasn't become a part of our local real estate market yet.  We've 'heard' of a few homes that have been staged but haven't actually seen any of them... except builder models of course.  We spoke with a person who is trying to get her 'staging' business off the ground but the expense involved was way beyond what any of our sellers are willing to spend without hard evidence that it would bring a faster sale and/or higher sales price... personally, I'm unconvinced myself so I don't think I could sell them on the idea and expense.

October 8, 2007 3:32 PM
Barb  Van Stensel
Member Since '06

Barb Van Stensel said:

Roberta, hey, I'm up for it.  

On the staging - the condominium developers and builders need serious help.  Reach out to me and I'll let you on some insight..

Staging works but certain elements have to be in place like location, price, etc.  I am not opposed to it at all, that's why I asked you the question on staging.

Best,

Barb

October 8, 2007 5:27 PM
Steven Burnett
Member Since '06

Steven Burnett said:

There is a DVD that I ask my customers to watch prior to listing (actually there are two!

#1 - A home staging DVD from http://www.peggyscorner.com/index.html

#2: "Pricing Your Home To Sell"  by David Knox.

BOTH very good DVD's!

October 8, 2007 5:56 PM
Gregory Bain
Member Since '03

Gregory Bain said:

I don't give much credit to chiropractors or stagers. Interior Designers and Physical Therapist when you need them. Otherwise, Steven's DVD is all you need.

that and LOVE!

October 8, 2007 6:54 PM
Belinda Walker
Member Since '06

Belinda Walker said:

We're always giving you lots of love, Gregory :)

October 8, 2007 7:52 PM
Gregory Bain
Member Since '03

Gregory Bain said:

That's the magic word. It keeps me coming back here to see ya.

October 8, 2007 8:18 PM
Mipeco Realty, Inc -  Michaela Krestenic, Broker-Owner
Member Since '03

Mipeco Realty, Inc - Michaela Krestenic, Broker-Owner said:

I actually do believe that staging will be more and more important with the market times we are seeing (Chicago's northern suburbs in my case). While I can't see the sellers spending thousands of dollars on staging (renting furniture, etc.), I think they'll be more willing to spend couple hundred dollars on the stagers advice as to how to de-clutter and reorganize what they already have at the house.

October 8, 2007 10:46 PM
Roberta  Williams
Member Since '06

Roberta Williams said:

Would love to hear your insight Barb-I will contact you!

Steven, I have the Pricing your Home to Sell DVD it is great. I am not familiar with the staging DVD, I will look for it. Gregory, sounds like you have been deprived of good help!! Michaela-I agree about the market, my partner likes to de-clutter (and really agrees with you)-I am more of the vacant/rental furniture ilk, so that is the challenge-spending the thousands to get several more thousands of sale price faster-is my frustration.

October 9, 2007 6:15 AM
Mary DeWitt
Member Since '05

Mary DeWitt said:

I offer a staging booklet.  And www.peggyscorner.com is offering staging your home on line.  Not sure what the price is but you download pictures to the web site.

This survice is available in Nov 07

www.peggyscorner.com  

My staging booklet I can mail or email it to the client is about the basics

including the importants of cleaning the house. How the agent can't market the house well if it's not clean....won't list if it's not clean

etc.  I thought about a staging class but only when I get everything else I want first.  That really is last on my list.

October 9, 2007 5:50 PM
Roberta  Williams
Member Since '06

Roberta Williams said:

Hi Mary,

Thank you for the info on peggyscorner.com. I did take a look.

I really do recommend taking a class from a good source. I trained as an ASP Realtor and an ASP to do the business. What I like about stagedhomes.com is the founder is a realtor and she teaches staging in a way that is compatible with realtors. Once trained, you will see that not everyone can stage well; it is partly a god-given gift and part having the knowledge and resources to enhance the best features of a room so there is a positive emotional reaction to the most number of buyers. It is not as simple as one might think, and worth any realtor's time to hang onto a good stager once they find one.

October 10, 2007 9:02 AM
Cathy  Clark
Member Since '06

Cathy Clark said:

Roberta, I've found that higher end property owners are more willing to invest in staging.  Most of the people I'm dealing with are younger families or elders and they just don't have that kind of cash.  Younger families also have a difficult time "living" in a staged home.  

Also, and I think this was mentioned earlier, many sellers are all in favor of staging until they realize it's not included in the commission.  They consider it "advertising".  There's no way I can afford to pay for staging for a client.

HGTV has a great page on staging that my sellers have found helpful.  I tell them I'm no staging pro but here are the things I recommend.  Sometimes, like Tim says, it's hard enough getting them to sweep the floors and do the dishes (even with a dishwasher).

October 10, 2007 11:25 AM
Roberta  Williams
Member Since '06

Roberta Williams said:

Thank you for the feedback, Cathy, I agree with you.

October 10, 2007 3:35 PM

Add a comment

To post a comment you can sign in using a Point2 ID. Sign in.
Don't have a Point2 ID? Join Point2 NLS or post as a guest.

My Blog

Roberta Williams
Keller Williams Realty Gold Coast

Roberta  Williams
Member Since '06

recent comments
"staging your home"
Roberta Williams
"staging power"
Roberta Williams
"the three l business model"
Roberta Williams
"the secret to your success"
Roberta Williams
"how not to make a good firs..."
Roberta Williams
"the secret to your success"
Roberta Williams
"tax liens and foreclosures..."
Roberta Williams
"investing the bavaro punta..."
Roberta Williams
"real estate the hardest part"
Roberta Williams
"we have nothing to fear but..."
Roberta Williams