Home Staging Challenges

Written By Audra Slinkey of Home Staging Resource with editing by Paige Earles

Challenge #1: How to Educate the Seller on the Benefits of Using a Professional Home Stager

Many home sellers have never used a professional home stager before, and the idea of someone coming in to their home to “critique” their personal space isn’t something they’re typically going to be comfortable with. On the other hand, though, you’ll have sellers who are excited about the idea of preparing their home to sell, and who look forward to professional guidance on properly staging their home. Regardless of the Seller’s experience with, or knowledge about, the home staging process, Pearle Staging & Design provides our Realtor partners with valuable tools and steps, which allows the Realtor to educate the Seller and easily incorporate Professional Home Staging into their selling process and Listing Presentation.

The first step in transforming a room is transforming the seller’s view of their home. Transformations necessary to maximize Buyer Appeal can only occur when a seller views their home objectively.

Agent Partnership Process:

  • Step One – Incorporating Professional Home Staging into your sales process and Listing Presentation
  • Step Two – Videos, website page and hand-outs that serve to educate sellers
  • Step Three– Staging Consultation, which involves the seller; allowing them to view the home objectively.
  • Step Four– Professional Staging the home to sell

Challenge #2: Incorporating a partnership with a Professional Home Stager into your business

In today’s buyer’s market it becomes even more critical for homes to stand out. A home that looks great on the inside, as well as the outside, will appeal to a much larger group of buyers and therefore maximize the home’s potential sales price.

Benefits of a partnership with a Professional Home Stager:

  1. Gives You More Control – That’s right. Here’s a common scenario for you: the seller may desire a certain dollar amount for the home, but you know that unless some changes are made the seller won’t get it. By incorporating the first step in the home staging process, a Staging Consultation, you are controlling more of the outcome of the sale.
  2. Gives You Credibility and Differentiation – When you bring in “experts” who do this for a living it adds to your own credibility. Would you seem credible if you also appraised and inspected the homes that you sold? No, it waters down your expertise because people know you can’t be an expert in everything! When you’re focused on your own field of interest and outsource to professionals it gives you added credibility in what you’re good at – selling homes!
  3. Protects Your Relationship and Listing – You have to have a strong client relationship that gets you through the entire escrow process. Home staging is a form of constructive criticism that sometimes addresses sensitive, personal issues like smell and cleanliness. Your clients EXPECT a professional stager to instruct them on these issues.
  4. Gives Your Home Seller “Buy-In” – In the NAR 2007 Profile of Sellers, over half of home sellers undertook a home improvement or remodeling project before selling the home. According to a Maritz Research Poll, 79% of home sellers are willing to spend up to $5,000 to get their house ready to sell. During the staging process with Pearle Staging & Design they will understand the difference staging can make in their home, have a list of necessary purchases to make to complete each room, and have a list of important cosmetic improvements (paint, electrical, etc.) they will want to quickly do in order to maximize their return on investment if they so choose.
  5. Value Far Outweighs the Cost! – We have Realtor Partner Packages ranging from a simple Staging Consultation to a complete Home Staging project, which result in a more desirable home and a greater return on the seller’s investment and a faster sale. We are trained to engage the home seller in the staging process and educate them on disassociating themselves and viewing their home objectively. Your sellers will be incredibly motivated and willing to do what’s necessary to outshine the competition and prepare their home to sell.
  6. Greatly Improves Your Outside Marketing Campaign – The money you spend on marketing the home will be much more effective when you have photos of beautifully staged rooms (with updated accessories) versus photos of un-Staged, poorly decorated, unappealing rooms. With over 84% (according to NAR) of home buyers searching the Internet FIRST, it’s critical for your home marketing photos to be outstanding and therefore have a much greater positive impact and influence on home buyers.
  7. Gives You Industry Status – According to NAR, Realtors are more likely to take their clients to homes that have been Professionally Staged versus homes that haven’t been Professionally Staged. When you have a reputation for listing “move-in ready” homes marketed specifically to buyers, you’ll establish a reputation for having quality listings, and consequently agents will naturally want to show properties in your listing inventory.
  8. Your Listings Sell Faster – Buyers have MANY home choices in today’s market, so what home do you think they will make an offer on, a staged or un-staged home in the same price range? Home Staging specifically transforms each room to maximize its appeal to buyers, which results in offers. Statistically, Professionally Staged homes sell 50% faster than homes that have not been Professionally Staged. Buyers want a home that is “turnkey” ready and Home Staging provides that for them.
  9. You Make More Money – Home staging is not rocket science but pure economics. When you improve upon a product, you increase the demand and thus raise the price. Several statistics consistently show that staging has an impact on price and demand. In a poll by Maritz Research, over 1/3 of buyers were willing to pay more money for a home that was move-in ready. In another Royal LePage House Staging Poll (conducted by Maritz Research) revealed that 36% of potential buyers said that they would be willing to pay a premium for a home with updated décor. A higher sales price should result in higher commissions.
  10. Satisfied Clients – In a NAR 2008 Profile of Sellers it was reported that more than 25% of Sellers listed their MOST IMPORTANT EXPECTATION of their real estate agent was selling the home WITHIN a specific time frame. In today’s market, that’s not an easy task among the many homes available UNLESS your listings stand out with staging. A faster sale for the best price will have clients singing your praises! In a referral-based industry, satisfied clients mean more listings and the reward of a job well done. The cost of staging is MUCH less than the first price reduction; so don’t disappoint your clients with that sad alternative.
  11. Increased Listing Inventory – Satisfied clients talk and considering that 41% of sellers find their agents through referrals, you can expect more listings when partnering with a Professional Home Stager. Partnering with Pearle Staging & Design gives you a HUGE competitive advantage over the competition! Buyers recognize a home that has been beautifully prepared to sell and will want the same for their own home!

Contact us today to learn more about our Staging Partnership Plan for Real Estate Agents