exterior staging: the business opportunity...exterior staging the business opportunity what has...
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Exterior Staging: the Business Opportunity
Defining Your One Shot Wonder Service
Assessment and/or Execution
Assessment Checklist
Design Considerations
Flawless Execution
Promoting Your Specific Service
Finding OSW Opportunities
One Shot Wonders
Exterior Staging The Business Opportunity
What has changed?
Not enough to clean up the yard and make certain the house is clean and tidy to sell your house
Dramatic Change to the art of selling houses over the past five years
House must be Staged; inside and out
Selling Factor for Staged Houses
One Shot Wonders Define the type of service you want to
provide
Targeting other than your regular clients…one shot wonders!
As for any of your services, accurately define the expected client outcome
One Shot Wonders
Expected client outcome
…a service that gives home sellers an edge in fierce competition
…increased curb appeal for a more profitable, quicker sale
Goal is to sell the house quickly at the highest possible price
One Shot Wonders Help current Homeowners assess with a critical eye
Improve the aesthetics and selling factors of their curb appeal
What is this elusive Curb Appeal?
One Shot Wonders Curb Appeal is the Property’s “Sex Appeal”
The goal of your Exterior Staging service is to help create a scene
The “scene” allows potential homeowners to imagine themselves living there
One Shot Wonders Do not underestimate the importance of
Exterior Staging
You must postively grab the buyer’s attention almost immediately
Data Shows Potential Clients Usually Drive By First
First impression is made within 10 to 17 seconds
One Shot Wonders Then the first positive impression must be
confirmed during the rest of the tour
Consequently, the exterior is critical
And the Front Garden is key!
One Shot Wonders How involved will you get to create this
ideal scene?
How far do you take this Exterior Staging business opportunity?
Will you take on All exterior aspects of the Home???
One Shot Wonders What to Include in Your Version of the One Shot Wonder Service?
The expected…
Weeding, Pruning, Edges and Mulch
Lawn Reno
Hardscape & Walkways
Containers and….
One Shot Wonders Cleaning, Sweeping, Hosing Down
Clutterbusting: Decluttering, Divesting & Organizing
Repairing and Sprucing Up Outdoor Décor
Addressing Safety Concerns?
Feng Shui?
One Shot Wonders Trim, Shutters, Fresh Coat of Paint?
Powerwashed Siding and Decks?
Mail Box Makeover?
Distinct House Numbers in Good Repair?
Areas that need Camouflage? Views to be eliminated or obscured?
One Shot Wonders Repair and Painting of Gates and Fences?
Transitions to Private Areas of the Garden?
New Welcome Mat? Welcoming Wreath?
Greeting Seating at the Front Door?
Holiday Decorating? Holiday Lighting?
One Shot Wonders Exterior Lighting: Walkway, Porch, Garage,
Spot
Removing Old Trash Cans or any Jarring Notes
Washed Windows and Clean Eavestroughs
The extent of the taking advantage of the business opportunity is yours?
One Shot Wonders Stick to the knitting?
Stick to your niche?
Or meet the needs of your time strapped client by offering a wider service personally or through referral, sub-contract or project management
Assessment & Execution Naïve about One Shot Wonders? Don’t give it away for free
Your Reselling Challenge is that the Client us … Usually Compressed Time for Delivery
Has High Expectations for Dramatic Change
Has Concerns about Cost to Recoup
Assessment & Execution Clients try to balance the improvement
dollars on how much they can recoup
They are juggling needed kitchen, bathroom facelifts with the exterior needs
Extent of willingness to spend often depends on the selling season
Assessment & Execution Assess the opportunity from a Budget & Timing
perspective
Charge a Premium for Time Compression, Evening or Extended Weekend Work
Know your Local Real Estate Time Deadlines:
Photos for MLS Listing
Local Real Estate Caravan Week Day
Usual First Open House or First Showing Day
Assessment & Execution
Avoid the “Free Estimate” Trap
Charge an Assessment or Consultation Fee to avoid the Idea Stealling DIYers
You are selling a sought-after-service to time-strapped clients based on your expertise and experience
If necessary, put the Assessment Fee towards cost of Execution
Assessment Checklist Skirting Pruning – Six Inches
Mature Plants still in Scale?
Overgrown Foundation Shrubs?
Prune for Needs of the Shrubs and Trees
Avoid the Big Chop
Prune to increase light into the house
Prune away from the House – Twelve Inches – Especially Important for Home Inspection
Assessment Checklist Less is More with Containers
One or Two Colour Planting Scheme
Style of Containers that Suit the Style of the House
Assessment Checklist Greeting Seating, Greeting Urn & Wreath
Wreath…the international symbol of welcome…and a welcome mat
Outdoor Seating should echo the interior style
Assessment Checklist Clean Edges? Definition of a Well- Maintained House
Mulch…especially important during the selling process to keep weeds at bay
Mask Unwanted Traffic Patterns?
Assessment Checklist Remove all personalization – create a neutral atmosphere to allow the buy to picture themselves
Removing Any Jarring Notes
Remove Visible Trash Cans. Replace Old Trash Cans.
Design Considerations Keep it Simple
In this era of simplification, gardens that read “High Maintenance” can often scare potential clients away
Easy Care Plantings in Order: Evergreen to Deciduous Trees, Evergreen Shrubs to Flowering Shrubs, Perennials, Annuals, Containers
Design Considerations Beds and Borders with Sweeping Curves with
a Scale in Proportion to the Size of the House
Simplified, easy care planting scheme with pleasing shapes on the mature size…go big enough…
Design Considerations Bigger question: Does the style of both the
soft and hardscape match the Architectural Style of the Home?
Victorian needs evergreens
Federal style needs symmetry
Cape Cod needs cottage style
Design Considerations Simplified Colour Palette: Transition from Outside to In
Decorated Exterior “Walls”?
To what Extent do you Decorate the “Walls”?
Flawless Execution Premium for compressed timeframe?
Assessment Fee
You and your team only
Sub it Out…but review the work
Project Management and Charge a Fee
Promoting Your Specific Service Find the Operative Words to sell the Expected
Outcome
Finding the selling adjectives…
Curb Appeal vs. “Overasking” Curb Appeal
Finding OSW Opportunities Targeting the Specific OSW Offerings
Select, Trusted Real Estate Agents
Desired Exclusivity
Finding OSW Opportunities Targeting Clutterbusters, Stagers and
Professional Organizers
Usual Marketing & Advertising Channels: Print, Website, Constant Contact, Word of Mouth
Conclusion Good addition to your service offerings
Quick additions to Cash Flow
Improves the Bottom Line
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