|
 
August 2008
Index of all
past
Affiliate Corner columns
Staging: More than meets the eye
By Lisa Sachleben
Design Refined
Staging a home requires much more than an eye for design and knowledge of current market conditions, competing properties, target audience, and return on investment for various upgrades.
Of equal importance is the ability to communicate clearly, effectively and graciously. Because just as critical as a quick sale and the best possible sale price is a positive experience for your homeowner. Understanding these principles as you incorporate staging into your marketing plan will go a long way towards moving your clients from satisfied customers to raving fans.
Less overeager, more realistic
I know of several cases in which REALTORS® were so excited at the prospect of getting their listings staged to perfection that they ultimately compromised their relationship with the client. One REALTOR® told me that by the time she had finished going through a couple’s home and giving them all her great ideas, the wife was raring to go but the husband had decided he no longer wanted to list the house (at least not with her!).
When accessing homes and making recommendations for change, it is imperative to listen to your clients, find out what their objectives are and work together with them to come up with a realistic plan. By asking questions and discerning their needs and desires, you will avoid overwhelming them with recommendations that may exceed their physical, financial or time limitations and that may be incongruent with their goals.
Know your seller
While some sellers are highly motivated and will do everything possible to make their house shine, don’t assume that getting top dollar is every seller’s number one priority. Some people move simply because they want to defer work and expenses associated with the property. Some sellers have serious attachment issues and would actually rather lower the price than make compromises on how they live in the home while it’s on the market.
As a REALTOR®, it behooves you to educate, motivate and show the home owner the value and benefits of staging – but it is ultimately their decision as to what level of staging, if any, they want to implement. If a seller is unwilling to make necessary changes or lower the price to reflect the current condition of the home, it may be wise to move on to brighter opportunities.
If you are unsure of how to approach this critical aspect of marketing your listings, find a professional stager to be part of your team! There are several reasons to bring a stager onboard:
People are more inclined to listen to and follow the advice of an “expert,” and you don’t have to be the bad guy.
A neutral third party removes you from the awkward and sometimes precarious position of having to critique your client’s décor.
A good stager will have a referral list of trusted contractors (i.e. painters, cleaners, landscapers, etc.) to streamline the process and reduce seller stress.
If you choose to include a stager as part of your team, select a professional who will not only provide your client with expert advice and effective staging but who will also treat your client with sensitivity and help make the staging process an enjoyable experience. That way, you will be confident that both your listings and your own reputation will outshine the competition!
|
