home staging principles and practices #54995...4/28/2016 1 home staging principles and practices liz...

2016

Georgia REALTORS® partners with the Local Boards and

REALTOR® Firms to provide quality, affordable continuing education courses.

Home Staging Principles and Practices

#54995

Sponsored by:

Georgia Association of REALTORS®, GREC School #271

Partners in Education Program

Visit the Georgia REALTORS® website to learn about

membership benefits, continuing education opportunities,

networking events, and more!

(www.garealtor.com)

NOTICE: The following material is copyrighted and is provided to you for one-time use only in this GAR-sponsored course.

You may not reproduce or redistribute any portion of this packet without the express written permission from the GAR Professional Development Department.

http://www.garealtor.com/

STUDENT NOTICE

The Georgia Association of REALTORS®, Inc. is approved by the Georgia Real Estate Commission (GREC) to offer continuing education, sales postlicense, and broker prelicense courses. The GREC school code number is 271 with a renewal date of December 31, 2019. The Georgia Real Estate Commission has approved this course for three (3) hours of continuing education credit. GAR school policy defines an instructional hour as 50 minutes. To receive continuing education (CE) credit for this in-classroom course, the student must:

be on time

sign in with the course facilitator before the course begins

be present in the course during all instruction periods

return a completed evaluation to facilitator at the end of course

not have taken this course for continuing education credit within the past 366 days. There is no make-up session for this course. Cell phones and other electronic devices can be distracting. Use of communication methods such as text messaging, E-mailing, web surfing, etc. is prohibited while class is in session if it poses a distraction to other attendees and shall be grounds for dismissal. Taking pictures of PowerPoint slides requires the permission of the instructor. Entrance qualifications and standards of completion will not be based on race, color, sex, religion, national origin, familial status, handicap, sexual orientation, or gender identity. No recruiting for employment opportunities for any real estate brokerage firm is allowed during this course or on the premises while this course is in session. Any effort to recruit by anyone should be promptly reported to the Director of Professional Development; Georgia Association of REALTORS®; 770-451-1831; 6065 Barfield Road; Sandy Springs, GA 30328; or to the Georgia Real Estate Commission; 404-656-3916; International Tower; 229 Peachtree Street, NW; Suite 1000; Atlanta, GA 30303-1605. 1-20-16

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Home StagingPrinciples and Practices

Liz Bennett, Instructor

678.362.8099

Course Outline

� I. What is staging?

� II. How does staging fit in the listing process?

� III. How stagers work and how much they do

� IV. The benefits of staging

� V. Convincing sellers that they need to stage

� VI. Steps in the staging ladder

� VII. How to find and qualify a good stager

� VIII. Questions to ask your stager

� IX. Review Quiz and Q & A

I. What is staging?

� The visual and tangible art of making a home more appealing to most potential buyers. Successful staging allows buyers to connect emotionally with the house while sellers learn to emotionally detach from the house.

� What will a buyer remember about this room?

I. What is staging?

� Visual relief to draw attention to home’s assets and tangible relief—the work is done!

� What will a buyer remember about this room now? Buyers label houses to help remember them. Staging redirects the labels from home eccentricities to home assets.

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I. What is staging?

� The concept of staging has been around for over 20 years and thanks to TV is now translating into practical use for home sellers around the country.�Designed to Sell

�Secrets That Sell

�Flip or Flop

�Love it or List It

�My First Place

I. What is Staging?

� De-cluttering, organizing & neutralizing are important to a point…

� Allows buyers to see size of home

� Prevents buyers from being distracted by unimportant paraphernalia

� Says this house is well cared for

� Staging takes de-cluttering to the next level and makes the house stand out, rather than being lost in sterility

� Staging focuses a buyers attention on the areas you want them to see

� Staging enhances the warmth of a home and creates an emotional connection for the buyers

De-Cluttering Vs. Staging

Staging with a decorator’s eye……but not a decorator’s budget!

Staging with a decorator’s eye

� Staging uses the concept of less is more

� Staging neutralizes the home by removing the owner’s taste

� What features in this room stand out to you as a potential buyer?

� What can you do to improve these features?

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Staging with a decorator’s eye

� What suggestions do you have to simplify this room and draw attention to the home’s selling points?

� Do you see any features now that you could not see before?

II. Where does staging fit in my listing process?

� At the start, before it goes on the market.

� Don’t run backwards!

II. Where does staging fit in my listing process?

� First Impressions count! Buyers form an opinion about a home in the first 15 seconds they see it. Staging draws buyers in and keeps their attention!

Your ROI for your marketing dollars will be higher if you stage first!

� Open Houses

� Marketing Flyers

� Caravans

� Internet exposure

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III. How do stagers work and how much do they do?

� The work begins with a consultation or diagnosis…�Fee

�Scoring System

�Assessment

�Meeting with client


� Provide resources and management of general repairs and maintenance


�Staging occupied properties

�De-cluttering

�Cleaning

�Staging with a decorative eye

�Strategies for living in a staged home


� Staging vacant properties

o Rental companieso Who pays?

o Term of contract

o Delivery and Removal fees

o Personal Inventoryo Who pays?

o Term of contract

o Delivery and Removal fees

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III. How stagers work and how much do they do?

� Signing a contract

� Determining who pays for the staging service

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Who Pays and When?

� 2015 National Association of Realtors Profile of Home Staging Report found that:

� 62% of Seller’s agents offer staging services to their sellers as a part of their listing package.

� 39% of the time the Seller pays for staging services before listing the home.

� 10% of the time the Seller pays for staging services after the home is sold.

� 3% of the time the Selling Agent’s firm pays for the home staging services.

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IV. The benefits of staging

�Statistics support financial benefits

�Staged homes are more competitive regardless of the market conditions

�Shows sellers that you have their best interest in mind

�Builds a name for yourself and your listings

�Supports and protects your relationship with the seller


� Statistics support the financial benefits of staging. The 2015 Profile of Home Staging from the National Association of Realtors found that:

� 52% of Buyers were willing to pay 1 to 20% more for staged properties while

� 71% of Sellers say they received 1-20% more for their property once it was staged.

� Over 95% of “Buyers Agents” said home staging has at least some effect on the buyer’s view of home.

� Over 81% of buyers find it “easier to visualize the property as their future home” when it is staged.

� Almost 1/3 (28%) of buyers are more willing to overlook a property’s faults when the home is staged.

� 46% of buyers are more willing to go and see a staged property they find

online.

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� Staged homes are more competitive under all market conditions


� Staging shows sellers that you have their best interest in mind

**Source: www.homestagingresource.com Home Gain Reports


� Build a name for yourself and your

office


� A professionally certified Stager can make the tough suggestions (“bad cop” to your “good cop”)

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V. Convincing sellers to stage their home

�Set the staging seed in your

listing packages

** photo taken from HGTV Secrets that Sell


�Sellers cannot see their homes

objectively


�Show them the numbers

�Photos say 1000 words

VI. Steps in the staging ladder

�Address deferred maintenance NOW!

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�Establish curb appeal

VI. Steps in the staging ladderEstablishing Curb Appeal


�Hide it, store it, or get rid of it!

�Dealing with everyday clutter


� Find each room’s appeal and focal point

�Emphasize assets

�Create what is missing

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VI. Steps in the staging ladder� What are the assets in this room?

VI. Steps in the staging ladderWhat are the assets in this room? Can you create what is missing?


� Using Color

�Too much or too little?

�Keeping on trend

�Keeping consistency and flow in the home

VI. Steps in the staging ladderWhat mood does the color set?

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VI. Steps in the staging ladderWhat are the color trends?

� 2015-2016 Color experts say individuality is king

� Warm deep tones are back

� Patterns are big and bold

� What does this mean for staging?


Think Balance. Mix light with dark and large scale with small scale to create a room of ease and comfort. Bold colors and patterns should be evenly distributed throughout a space, not clumped together in one area.


� Our “Think-Green” Era means neutrals are here to stay

VI. Steps in the staging ladderMake the traffic flow work for the room

� What is this traffic pattern saying to buyers?

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VI. Steps in the staging ladderUse decorative elements to showcase best home features


� The Use of Furniture

�Used to show the size of a room

�Used to show a floor plan when one is not obvious

�Best styles of furniture for staging

�Does every room need furniture?


� Furniture placement can transform the look and feel of a room


� Accessories

�Reading a room—creating the “wave”

�Less is more

�Odd vs. Even

�Create groups

�Size, shape and color

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VI. Steps in the staging ladderAccessorizing

VI. Steps in the staging ladderAccessorizing


� Lighting

�Sources of light

�Placement of light

�Brighten things up

�Staging candles!


� Using art

�Create focal points

�Add color

�Groups vs. individuals

�Unexpected value

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VI. Steps in the staging ladderUsing art in unexpected places


� Table decorating and bathroom secrets

VI. Steps in the staging ladderPutting it all together

VII. How to find a good stager

� Professional Associations�Barb Schwartz

Founded, 1985

�Accredited Staging Professionals (ASP)

�RESA, CSP

�Length of time in industry

� Referrals and References

� Other real estate offices

� Storage facilities

� Decorative stores

� Local movers

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VIII. Questions to Ask your Stager

�How do you charge?

�Are you insured?

�Do you have inventory?

�What do you need from me?

�Are you interested in co-hosting caravans or open houses?

�Are you open to sharing resources and referrals?

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Hard Facts about Staging

� Sellers must get rid of clutter and deferred maintenance to sell home quickly and for more money. Clutter tells buyers that the house does not have enough space and deferred maintenance says the home has been neglected and suggests a lot of $ may be needed and certainly a lot of work will be needed. Buyers will run from all of these feelings!

� Staging IS an inconvenience for sellers. Their daily routine is changed and their life is rearranged to suit others. The upside is that they will get 2 things in return: 1. More $$$$ for the sale of the home and 2. The home will be on the market for a shorter amount of time.

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Thank you for your input. (Revised 52017)

home staging principles and practices #54995...4/28/2016 1 home staging principles and practices liz...

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