Home Staging Blog by Jennie Norris

At our IAHSP Convention - I had several ASPs come up and ask me if I really only took 5 hours to Stage a large house, and my answer, was, "Yes."  They were sort of in awe - and I don't want to be thought of as an anomaly - but rather be seen as a guide for other ASPs that want to maximize their efficiency and make more money on Staging projects.  

Of course I am not by myself on these projects, I have one other teammate with me - and we use movers to help us load and unload at the house, which helps things go faster.  But once the movers are done - we normally cut them loose and continue Staging.  So there are always 2 ASPs, and usually 1-2 movers that know how to load and pack a truck.

So I am on a mission to help Stagers become very efficient with their Staging projects so that we are able to get the houses Staged, and keep our maximum profit possible - and not find ourselves taking too many hours to the point where we begin to lose money or work for free.  It all begins with Project Management and having a Staging Plan.  

We learn about having a written plan for our sellers in occupied houses, but I think some Stagers are not translating that skill to their own projects for vacant home staging.  Even for vacant houses, we have to have a Plan - what is going in each room, and then pack up for the project according to what we have planned, and not bring our entire storage units or warehouses on the truck.  Bringing some extra goodies to use in surprise ways allows for creativity, and yet we need to understand that first and foremost, what we have is a business, and our goal is to make a profit on our projects.  This means we need to plan according to the timeframe and budget we have allotted, and really know what we need for the house - so that we don't forget something key, and risk having to make multiple trips to the strorage unit, back to the house, or to a store to purchase a forgotten item.

Believe me, I have been there, done that - and am not perfect with the process, but each time we Stage we look for ways to help things run more efficiently.  Probably the biggest help we began implementing a couple of years ago was the use of a written list of what was going into each room for the Staging.  The List is very specific - right down to the plates, glasses, fabric, etc. that we plan on using in a room for the Staging.  We have the vision in our heads and write down what we need - so that the packing up and loading for the project runs very smoothly.  We do not over pack, and this saves time on the back-end when we head to the warehouse at the end of a project, and all we usually have are empty boxes to put back, not a bunch of un-used decor or furniture.

Here is an example of efficient Staging:

My last Staging project was one where we were rolling the inventory from a fully Staged vacant house to another Vacant property.  So it was a De-Stage followed by a Vacant Stage using full-size furniture that we own.  We started the day at 10:30 AM with loading up boxes and packing up supplies from our warehouse (15 minutes), and then drove about 45 minutes to our first project- - which was to de-stage a house that we had Staged that had sold.  This house had a LOT of furniture and decor inside where we had Staged 5 rooms with full pieces 3 full bathrooms, laundry room, foyer, outside bbq area, and an office.  

We landed at the house about 11:30 AM - and began de-staging the house.  Our 2 movers packed the truck to the gills - and got all the Staging items and furniture inside . . . that took about an hour and fifteen minutes. We departed the house, stopped to get cold water and got on the freeway about 1 PM.   Then we drove to our install that was about 45 minutes away and unloaded the truck, and Staged another vacant property.  We started at about 2 PM with the unloading - and we had our movers drive with us to unload the extras that we were not using for the current Staging project, and even with all the extra trip to our unit (that was close by), we were finished by 4 PM.

Overall time from start to finish - 5.5 hours.
Drive time:  1.5 hours
Loading time:  1.5 hours
Unloading time:  45 minutes
Staging time:  2 hours

HOW do we do it?   It begins with the PLAN and a vision for what is happening in each room.  We do not waste time wondering what piece will go where - we know what furniture is being placed in each room when we first enter the house.  When needed we will make adjustments - such as reducing too many pieces or eliminating unneeded artwork.  This is done quickly and efficiently and items we know we will not use, go back outside to be put back in the truck.

We do begin Staging with accessories that are boxed while the movers are unloading the larger pieces.  We place our art where it is to be hung in each room, and Stage the bathrooms and kitchen counters while the furniture is being unloaded and placed in the rooms.  We are not slow and not running, but we are moving at a fast clip because we have a goal to finish the project by a certain timeframe.  We can inflate the air beds (when we use them) and get the bed Staged, and get the Master bedroom just about completed without the larger pieces even being totally in the house.  We place our trees where we want them to go - and so by the time the furniture is all off the truck, the house is 75% Staged - and we just need to adjust furniture placement, hang the art, and do final touches.

So I want to hopefully help other Stagers understand how to be a Project Manager with their installs - and have a written plan to help act as the project guide. This is very helpful when bringing out other newer Stagers on projects - because they will have direction and can be told what to load up based on what is on the list, etc.

When we get to a house we are Staging, the team knows the target time of completion - and we work towards that goal.  We will share with our movers and any ASP that is part of the team for the project, how much time we are allotting for the project - and that keeps them on track.  When the proposal amount is set, we want to work towards the goal of maximizing profit on the project - and that means we stick to the plan and keep our eyes on the clock.

Our Staging is not stark, or cookie-cutter.  We have new things that we will do in various Staging projects to put a new fresh twist on our Staging, and still relish in the transformation that takes place in a house.  The houses receive rave reviews from our clients who appreciate our attention to detail in the Staging process.

There is not a "magic secret" to being able to accomplish a lot in a shorter period of time - the secret is all about having a Plan, following the Plan, and holding others accountable to the timeframe we have to complete the Staging.  Understanding that you are the Project Manager - and responsible for keeping things on track - will empower you to really take charge with your Staging and help you actually be more profitable.

Work towards that goal if you want to be able to Stage more efficiently, make the most money from your projects, and be able to accomplish more in a day.  When you make some key changes in your business process, you will then be available to do even more Staging projects, or have free time to do what you want and enjoy the fruits of your labor.

- Jennie

Home Staging - the tool that helps Buyers imagine themselves living in a house that has been presented for them - is not just a marketing tool for traditional sellers. Home Staging is also a key tool for marketing Investor properties.

A professional Home Stager can offer valuable assistance to an investor that is picking up properties sight unseen at auction. The Stager can help with everything from remodeling the property - coordinating local service providers, handymen, contractors, as well as help select options for improving the property for Buyers. Instead of selling a "blob of oatmeal" - real estate jargon for a house that has beige wall, beige carpeting, and bland appliances - a Home Stager will know what colors and materials to use based on the market and type of house, helping the Investor place their funds in the most important areas and priority items for the house.

Home Staging once the house has been repaired or remodeled will help it show better to Buyers on the internet, in photos, and in person. This is important as the Investor property is now competing with normal resale homes as well as the foreclosures that are still on the market. Investors that are able to place a small investment in the Staging of their property up front, will recoup that money in the sales price and time on market.

On average, Staging of a vacant house can be as little as $750.00 to about $2,000 depending on the size, style and price of the property. Some Staging companies can offer Investor Staging packages for their clients - addressing key areas of the house with furniture and decor that will help highlight key rooms. Even with with ongoing rental of about 50% of the upfront Staging investment, the overall fee for Staging the house is less than a price reduction. When an average price reduction is 5-10% of the list price of the house, the Staging will then help the Seller - the Investor - keep that much more in their pockets.

Some Home Stagers can help with additional marketing of the property once it is Staged - and offer to place it on various websites and share the property informaion with their sphere of influence, helping give key exposure to the property.

Investors that are savvy enough to purchase properties and take advantage of a sluggish real estate market need to keep in mind that Home Staging is a savvy marketing tool for that property when it is reintroduced to the market. When the Investor changes hats and becomes the Seller, it is important to put the best face forward for the house they are now selling - and make it appeal to all Buyers, and Home Staging is the key to open that door to Selling Success.

For information on Investor Home Staging, please call We Stage Sacramento at 888-WE-STAGE, www.WeStageSacramento.com. We Stage Sacramento has Staged over 2,500 homes for sale since 2002, and is the largest and most versatile home staging company in the greater Sacramento area. Contact Jennie Norris, ASP Master, IAHSP, for more information.

Home Staging is all about Presentation and Marketing.

Sellers that understand this are going to be able to benefit from the process of preparing their house for sale.

First, when Selling, it is important to understand that the Home you have been living in is now a House that is coming on the market - and it going to be marketed like a Product - and this Product will be competing against other Products on the market. Much like you go to a grocery store to purchase items, you would not likely grab the crushed box of cereal or the one with a torn edge or label. You would select the one that looks the best. Product Packaging.

We live in our Home, we Sell our House, and we Market the Product.

I first learned this concept under the mentorship of Barb Schwarz, the Creator of Home Staging, who incorporated Staging long before it was the "hot trend" and understood this concept to help her listings sell faster and for more than the competition.

That mental transition has to take place in order for us to truly be able to move out of our home - and present the house for a new Buyer.

The process of Staging involves neutralizing the house - but this does not mean making everything plain and of one color like oatmeal. It DOES mean we need to remove things that are too personal, potentially offensive, or distracting for Buyers. It also means we need to think like a BUYER and ask ourselves, "Would I want to see this in a house I was touring as a Buyer?"

What I have found in my years as a professional ASP Home Stager is that when a Seller resists Staging their house - even in a small part - it is because they either do not understand WHY they need to follow the process, or they are not motivated to sell. My job as their Stager is to help them understand the reasons why we do what we do in Staging - and to help them along the way.

When a House is Staged properly, it can be Marketed right, and Buyers will be able to make an emotional connection to the house - and feel like it could be their HOME. So we go full circle.

Buyers are looking at Products on the internet and screening them out. They tour Houses to see which one is right for them. And they make an offer on a HOME they want.

When that happens, we know the Staging has worked, the Seller is happy, and the Buyer is Home.

Barb Schwarz, ASPM, IAHSP, Certified Speaking Professional, has been recognized for many things in her career - Successful Realtor, Broker, Mentor, Motivational Speaker, and Creator of Home Staging.  In this last role, she once again demonstrates why she is at the forefront of the real estate industry as a visionary and expert.

I felt the need to post this blog because I have seen the industry change in the past 6 years as a professional home stager, and certain areas like training have been flooded by many that want to profit off the need for education.  That's fine.  But I keep my ear to the ground and hear the craziest things about "how" someone supposedly came up with the idea for their course or association - and this post is about giving credit where credit is due - and about being honest about origins and education.

Having had the privilege of being in Barb's company many times as a student, mentoree, and friend (more like family) I have seen how dedicated she is to furthering the education of the public through press, seminars and one-on-one conversations about the benefits of Home Staging and how it can change lives, one at a time.  She literally sleeps, eat, and breathes staging, and no one that I know is as devoted (or as she says, "possessed") with this responsibility of properly educating the world about Staging.

The roots of Home Staging are long and deep and like an oak tree have stood the test of time.  The character of an oak tree is about strength, courage, endurance, and truth - and this is a great parallel for our Staging industry and Barb Schwarz, President & CEO of Stagedhomes.com and President of the International Association of Home Staging Professionals.  Barb is not "perfect" but if she has made any "mistakes" in her journey, they are few, and her successes are many.

Over the past 36 years the service of Staging has been shared with over a million Realtors and helped launch the careers of independent business owners that started a home staging business.  For over 15 years in the 1980s and 1990's, Barb toured the country, sharing the benefits of Staging as a key marketing tool for Realtors - reaching mass audiences and nearly 1 million Realtors with her message and success principles.  Since that time, she continues to educate mass audiences, with her Accredited Staging Professional (ASP) Course - the first course, designation and Accreditation developed for Realtors and Stagers.

When she created the first professional designation for Home Staging in the 90's, she opened up a door for many others that would come years later that saw an opportunity in the educational arena.  She clearly remembers the moment she had the vision to create the first professional designation - and it was a vision for the future.  Ask others about their "moment of inspiration" - I know it was not the same as Barb's - where hers came from a spiritual place of a calling that was bigger than herself. 

It's like that movie "Working Girl" when at the pivotal part in the movie, Sigourney Weaver's character is asked how she came up with the idea for the project, and she bumbles and stumbles - because she did not originate the idea, and she instantly loses credibiltiy and respect for misleading her colleagues and trying to claim someone else's work as her own.  Wouldn't life be great if it were so easy to expose "imposters?" (or at least those that are not truly honest about their own education origins?)

In a place where Barb nearly lost her life, and did lose her ability to walk and talk for a period of time, the vision for a designation and industry that would parallel the National Association of Realtors and National Speakers Association are clear benchmarks in the development of the educational process that has now reached thousands of Stagers and over a million Realtors.  Most of the others have come from a place of competition, of trying to benefit from what they saw as a profitable industry, and were not born from innovation or inspiration, or heart.

We have had posts on the origins of home staging where others have claimed to have been the first, and I have even heard first-hand at trade shows those that were associated with Barb's claim THEY trained Her.  Some of these people's claims are just fraudulant - they never were in the real estate industry and so would not have been able to come up with the concepts, phrases and processes Barb developed as a succesful Realtor and innovator.  And yet they are teaching programs that are eerily similar to the ASP program developed by Barb and based in HER years of success in real estate.  She even has a book that was published in the early 1980's where much of the content of her program is published - so the idea for the ASP designation and course was based largely on her stories and success principles chronicled and documented in this best seller.  No one else can demonstrate that clear connection or history in the industry.

She was recognized (2 years ago) as one of the Most Influential People in Real Estate - as voted on by her peers in the real estate industry, as well as receiving Educator of the Year.  And the accolades just keep coming in . . . because of all she has done for the industry.

My research on the various companies out there that offer any sort of Staging education - from very basic information with little or no credibility (to me) to a handful of companies that actually offer a respected designation - is that they ALL can trace their roots to Barb in some manner.  If they were not a student or former trainer of hers, they saw her on the road or read her books on Staging, or perhaps saw her videos from years past.  There are those that have come at this whole staging industry from a different origin - decorating or design industry - and so their roots are not in, to me, the purest form of Staging - which is real estate and marketing.  Still, most have used the model Barb set forth in her company to build their own training organizations.  There may be one or 2 exceptions - but I believe I am pretty accurate based on my research.

Some may dispute my statement above, but go ahead and do your homework, like I have.  No one else has 36 years of history in this industry - and no one else remembers the day they said the word "Stage your house" for the first time - and created an entire vocabulary related to what we do - stage, stager, staging, destage, etc. - and so I know that the others that came after Barb, like myself, would have found information online or in a book store, or from word of mouth that winds its way - even if in a small thread - back to Barb.  All you have to do is ASK - and listen to their answers and find out for yourself where the truth is.  Fortunately, the truth is documented and published in books - so it's pretty hard these days to claim something as truth that can easily be disputed by the facts found in many places.

Just as in life, people come and go in relationships and business.  The same has been true with Barb and with those she has mentored, befriended and invested time.  No matter the circumstances for departure from "Barb's world," the fact remains that there have been many that have built their next move on her shoulders.  I, for one, would like to see that acknowledged but to do that it takes courage, grace, honesty, and integrity.

The media exposure opportunities shared by Barb willingly with her family of ASPs has created a basis for "expertise" in Stagers that today don't acknowledge or honor the source of their "fame," and yet continue to hang their hat on their participation in segments originated with Barb - that she did not have to share.

I have not yet seen any others involve their fellow colleagues or graduates in as many segments, articles, and events as Barb has.  Part of that is because they don't get the media opportunities she does because the media also do their homework.  Barb shares - as it is one of her foundations and commitment to those she serves.

I don't have a problem with other companies taking advantage of a training industry, or others that want to help Stagers launch businesses.  That is not the point of this blog post.  I acknowledge there are some good courses out there headed by wonderful people.  And there are those that I would not give a second glance.  My issue is with those who conduct their company  - not giving credit to the origins of THEIR own education (formal or informal) and instead want us all to believe they came up with all the ideas for their program on their own.

Each time someone else comes out with a course, program, group, or association (and I know we have not seen the last of "new training companies or designations" or even associations), I smile inside because I know for the most part that there are no originators - just immitators.  Some have said to her, "You changed my life,"or "I did not know Staging even existed as a career and business for me," and then go off it seems without regard to their origins or remembrance of who got them started.  Others may toss in items about decorating, feng shui, etc. - and may call things different words or use slightly altered phrases, or even different methods to educate their students, but in the end, they are emulating the one that started it all - started us all on this wonderful journey in Home Staging - and that is Barb Schwarz.  Just give credit where credit is due. 

As Barb frequently shares, life is too short to be in the darkness - and instead of using her time and energy to pursue or dispute those that have not honored the origins of their education - she moves forward, using her ideas and vision to move ahead at light speed, paving the way for the future of home staging, always rooted in the truth, with courage, strength and endurance - just like the oak tree.

For me - that is the type of person I want to be around - and I do hang my success - not on the shoulders of Barb Schwarz - but in the heart of what she shares with each person she meets - and touches their lives for the better.

- Jennie

The foreclosures that are flooding many regions of our country are of great concern to many in the real estate and financial industries, and of course, to homeowners that live in these areas. As more of these vacant homes are put on the market for sale, the only consideration seems to be Price as a strategy for getting these properties sold.

The fact is, a Foreclosure property needs to be treated lke any other house for sale. The difference, of course, is that instead of an individual homeowner selling the house, the bank or financial institution is selling the house. However, Buyers are the same. Even when Investors are purchasing the house, it should be presented in a way that helps it stand out from the other houses on the market in order for it to sell in the fastest time and at the best price.

Enter Home Staging. Home Staging is the only tool that has been proven to help a house sell in a shorter period of time which helps the seller (bank or individual) retain more of the house's value. Just because the bank is losing money on a foreclosure property, they can still invest in a reasonable amount of Home Staging to present the property for prospective buyers.

When the carrying costs on a foreclosure property are in the tens of thousands of dollars, Staging is a minimal investment that will help get the house sold. Price is not the only strategy that helps sell a house.  The fact is, Buyers respond to a Staged home because it feels better than the other empty houses and is easier to imagine living in - and the buyer is then more likely to purchase the one that shows well in photos and in person that the one that has not had any preparation or marketing done to attract a buyer.

When a foreclosure property does not sell, it eventually ends up in auction - where the bank loses an incredible amount of money and potential profit versus selling it with a traditional real estate process.  Again, Staging can help avoid this situation with a small investment up front (compared to the loss on the back end) that will help this property sell.

Bank managers, asset managers, other real estate owned managers of these financial institutions and even investors need to take an honest look at how their properties are NOT being marketed for buyers and make a small investment up front to Stage the house - and price it for the market - but not just blow out the price as their only sales strategy.

The other homeowners that live with the foreclosures in their neighborhoods that are driving house values down, down, down would support and effort by the banks and lending institutions to help the houses sell sooner than later.

This is especially important because the demise of the market is tied to the selling of loans to unqualified homeowners - and this whole mess was created by the banks that are now stuck trying to offload properties. In my opinion, the lenders created this, and the least they can do is do MORE to help these properties sell and help protect the value of the houses and homeowners that are hanging on to their properties.  Staging is the answer - and it works no matter what the market is doing.

- Jennie

The 6th Annual IAHSP Convention held this week in Bellevue, WA was a HUGE success!  We had so many Stagers join us representing over 27 states and 4 Canadian provinces - and we had the best time!  The International Association of Home Staging Professionals (IAHSP) provides this annual event and is the only association that has this history of providing continuing education and excellence for its membership.

Of course the learning was TOP NOTCH - and we heard from ASP & ASPM Stagers that are earning big dollars in their busineses.  I posted a blog-log on the ASP Forum for ASPs to read and will just give a synopsis of the event here.

We kicked of the week of fun (not just one day!) with a leadership luncheon where those that have contributed to the Convention and to our IAHSP Chapters as leaders were honored by Barb Schwarz, The Creator of Home Staging.

The next day, we had our official registration for the Convention where from 10 AM - 6 PM we had a steady stream of attendees come to get their goodies, and sign up for their Meet the Pro tables.  Wednesday was also our excellent VENDOR EXPO - and we have some AMAZING new services and products that we will be able to provide to our clients.  We are thrilled to be partnering up with even more national companies that realize the power of numbers we provide in our network of Stagers.  Wednesday evening, Barb hosted all the ASP Masters that were in attendance and had a private reception in her suite.  The sharing of just "one good thing" that has happened this year for each of us - resulted in brand new ideas and great marketing tips!  And the convention had not even officially started yet!

Thursday - the Official Kick-off for the 2008 IAHSP Convention began with a wonderful session with Barb Schwarz.  As the pioneer for this industry she again demonstrated her integrity and knowledge as she shared why only 20% of the Stagers get 80% of the business.  Thursday at lunch we heard from a guest speaker who shared about one of our brand new services that ASPs have been asking for 2 years to provide. We finally have it and are the only ones that offer this for our members!

Thursday afternoon we had an Expert ASPM Panel - sharing business tips and wisdom as we were interviewed by Barb Schwarz.  Some of the names you will recognize from this site included:  Cindy Lin, ASPM, Jennie Norris, ASPM, Mary DeBella, ASPM, Sandy Donogh, ASPM, Jan Whitlow, ASPM, Melanie Warren, ASPM, Victoria Hunter, ASPM, Dana Pederson, ASPM, and Trish Kim, ASPM,  Just with this Expert Panel of Stagers that have earned the highest designation in the staging industry, we had California, Washington, Oregon, Washington, DC, Florida covered!

That evening was our social networking time - and many of the ASPs stayed up each night into the wee hours getting to know each other better and bonding - which is one of the best parts of an event like this - the "meeting after the meeting." That cannot be accomplished in only a one-day forum, and that is why the IAHSP Convention is so unique and beneficial!

The amount of learning just kept coming as Friday all day was our Meet the Pros session where 22 Pros from the Staging world presented individual topics to our attendees - who rotated every 30 minutes throughout the day to a different Pro's table.  Each attendee was able to hear from 10 pros - and all said the session was fabulous and such a great part of what we do at our Convention. Of course, Barb patterned this after the National Speaker's Association of which she is one of only about 400 Certified Speaking Professionals in the World.

Saturday - we had meaty break-out sessions presented to our attendees from successful Stagers that earn a six-figure income (or seven in some cases!) from their Staging busiensses.  Jennie Norris, ASPM, IAHSP from the Sacramento area kicked off the morning with a session on "How to Thrive in a Changing Market" and addressed how we can strategically thrive (not survive) the changing economy, real estate market, media issues, and other stagers that are in the market.  She identified 5 new market niches for Stagers that we can specialize in with clients.  The audience rose to their feet when she was done in excitement and appreciation for what had been shared.

Next up was Cindy Lin, ASPM, IAHSP from the SF Bay Area - who shared her detailed info on how to use the interent to market a business at little or no expense.  It was a very interesting session that left many attendees excited to get home and do more to expose their businesses online, and they showed their appreciation for her session with an ovation after she was done too.

Next up was Jason Maxwell, ASP, IAHSP - from Dallas, who has one of the largest Staging businesses in the US.  Using a model he received from a fellow ASP (as we do believe in sharing with each other) he adapted it for his own business plan, and has a current volume of business that is about $1.5 Million annually - with plans for huge growth.  He shared about business management and the roles we have to play as business owners to allow us to grow.  His session was both informative and entertaining.

Next was our lunch and we learned about the plans for our annual Worldwide Staging Service Week (WWSSW) where we give back to our communities as ASPs and help a charity or non-profit organization with a staging need.  We watched a video of last year's projects and were touched by the segment featuring the various cities and communities our dedicated members helped with their time and talent.

Saturday afternoon, Dan Skoglund from Chicago - spoke on Marketing Your Business and provided key scripts and tips on catering all marketing materials towards the features and benefits of the target audience, and also discussed how to work with new market niches that have opened up due to the economy.  Saturday afternoon Barb spoke again - and wrapped up the Convention as only she can -with wisdom, inspiration, and motivation that is based in her 36 years of serving this industry. 

Saturday night we had a Masquerade Ball with great costumes worn by most - and the special awards for the Convention were given out.  The 2008 IAHSP Spirit Award was given to Melanie Warren, ASPM, IAHSP, from Seattle, WA for her dedication to our association and her spirit of giving.  Next the 2008 ASP Rising Star Award was given to Michelle Morris, ASPM, IAHSP - from Washington, DC - who has built a huge business in less than a year in a market where others are struggling.  We are so proud of her! 

The 2008 IAHSP Chapter Excellence Award was actually given to 7 of our 100 chapters that were nominated for their excellent work in continuing to build the reputation and quality of Staging in their various markets.  Finally, the 8th Annual Barb Schwarz Staging Excellence Award - the first of its kind - was presented to Trish Kim, ASPM, IAHSP from Washington, DC - who was very deserving and has not only set the pace with her excellent Staging quality, but also is a valued leader in her region, a mentor for other Stagers, and a wonderful person.

We are so proud of all the award winners and congratulate them for their achievements!

The IAHSP Convention is the only one of its kind - and for six years now, Barb Schwarz has invested her time and company dollars to provide a forum for continuing education and excellence for Stagers across North America.  It takes a huge amount of planning and dedication to coordinate and we are fortunate to be part of a group that believes in investing time and dollars to ensure we stay on top of the market trends, services and techniques that continue to lead the industry.

What I loved about the convention was being able to get around all the business owners from around the country and hearing first-hand what is working, and being able to answer questions that would help those that were in need.  Being able to ask someone that is actually a practicing Stager about what works is reallly important for our success - and knowing what trends are happening around the country requires first-hand knowledge of a particular region - which we are able to achieve with our wide attendance and membership.  Not all markets are soft and struggling, and so we were able to hear from those in a strong market, and also encourage those in the softer areas and give them specific ideas and strategies for success.

Being together for several days was so great - as it allowed us to really get in depth with success topics and learn what we need to do to build strong Staging businesses.  We had many creative topics shared - including color predctions for 2009, window treatment ideas, and Staging techniques in addition to all the marketing and business management information.

I am excited to put many of the marketing ideas to work in my personal business, as well as incoporate the new vendor partners that we have access to - with my clients!  I know they are going to be thrilled with what we can now offer them - that will help set them apart from their competition even more!

Photos of this event will be loaded up here shortly - you have to see some of the costumes from Saturday night . . . plus just witness the camarderie and friendships that were forged at this wonderful event!

Those of you that were unable to attend - set a goal to come next year!  You can't afford to miss it - as it is a unique forum - and specifically focused on helping YOU grow!  The investment in attending is paid back many times over with the information that is received - and those that attend can attest to this fact!  We will find out in a couple of months where next year's IAHSP Convention will be held!  I look forward to seeing you all there in 2009!!!

- Jennie

"Microwave Thinking" was a phrase that was coined when many devices and food items were invented to make our lives easier.  Everything from instant breakfast to instant soup, instant dinners we could zap in our microwaves.  With the internet - now we have instant access to everything.  We have become a society where waiting for results is the exception - and one we don't enjoy. Who likes waiting weeks for doctor's test results or for plants to grow?  We want what we want when we want it!

How about our Home Staging businesses?  I find many Stagers apply the same microwave thinking to their business and expect to have results in a matter of weeks or months, and have not really thought long-term.  Most Stagers can get results immediately when they have a ready network of users, and others have to take some time to plant seeds for growth.

Some Stagers have an immediate surge of business only to be followed by erratic workload based on their marketing or lack of it.  There are those that are out there networking and not having success - and are disgruntled and ready to toss in the towel.  But they have only given this business 6 months.  Quitting after only a handful of months is not long-term thinking.

Let's face it.  When compared to other businesses we have it pretty easy. We don't have to make a huge investment in our business to get started.  For most of us, it is a few thousand dollars or less to get going, depending on whether we take a training class or not, and whether we have some skills on our own for marketing or have to hire it out.  We need basic quality marketing materials and we are off.  We are not like a franchise owner that spends tens-of-thousands of dollars on a store that may or may not make it.  Even Realtors invest more than we do initially to get started - 5-10x what we do as Stagers.

Over time, our business investments to support and run our growing Staging company can get into the tens-of-thousands of dollars (or more!) range - but not at the start.  So in terms of what is required by most businesses to get going, we have it pretty easy.  Maybe that is the problem.  We have it too easy so we give up easily too.

What I find more and more is that a long-term plan and a vision for the future don't exist and when the market shifts or things slow down Stagers are unprepared for the natural business cycle that all business owners experience when they are in business long term.  Ask any Realtor that has been in business for more than 15 years and they'll share some survival stories with you - those that made it through tough markets in the past, and then were able to benefit from the strong markets.

Success takes Staying Power.  Not just push the power button power.

We have to have more than a 1 year at a time plan.  I heard from one Stager that spent (and I use that word on purpose) $50-$100K getting their business started - buying all sorts of inventory, truck, furniture, media ads, etc. - and they had no jobs yet to support expenditures of this size and type.  Then after less than a year, they threw in the towel!  That , to me, is a tragedy.

There are others that got in and rode the wave of a hot market - and now that the market is tough where they are, they are at a loss as to how to get business.  It is not just falling into their lap - and they don't really know how to market or have a desire to do that, so they give up.

There was not a five year plan in place to support and account for market changes.  And although we cannot predict the market - we can respond and put measures in place to stay viable as a business owner.

Looking to the future, if we plan on staying in Staging, we have to have a long-term mentality, and not expect quick results just because we want them.  Being consistent in marketing efforts and riding out a wave of a slowdown is natural - because every downturn is followed by an upswing.  Proper business planning accounts for highs and lows in a business, and suggests saving income for a rainy day (or slow year) so that we can stay viable in business.

Get out of the microwave and apply long-term planning for success in Staging.  That is the only way we will have long term and life-long success.

- Jennie

I staged a house yesterday that was mostly vacant and had some basic decor put in place to "stage" it by the previous listing agent.  You know - too many veggie and vinegar deco jars, the greenery, and towels that are put in a house to "stage" that really don't do the trick.  On top of that, there was a mirror placed above the fireplace leaning in a niche and I had to ask myself - "Why is that there?  It's too high and it is not reflecting anything of interest."

It always makes me scratch my head when I see a mirror hung in an odd place where it is not reflecting anything but another wall or is hung so high that the viewer cannot see into the mirror anyway.  There are guides for using mirrors in living - and in Staging.

The most important one is to consider what the mirror is reflecting back in the mirror as it is hung.  If we want more light, it can reflect a window. If we want to feature a view, the mirror can reflect that.  To me, the mirror should not just reflect back a chunk of wall if it is hung as art.  There should be something interesting framed in the reflection.

When we are hoping to capture the Buyer's reflection (as psychologically it helps for them to "see" themselves "in" the house - and a mirror does the trick) - the mirror needs to be hung at the appropriate height (average woman is 5 foot 4 inches so imagine her looking in the mirror and hang it so the middle is at her eye level).  I like seeing a small mirror in the entry area - but not reflecting the door as it opens - that is "bad feng shui" and also is a little glaring to immediately be looking at ourselves when the door opens. A better technique is to hang the mirror on the side wall in or near the entry.

We often use mirrors in a dining room - they reflect the image of the buyer, and usually the light fixture which highlights it and adds a bit more light to the room.  We only do this if there is another wall where we can hang something with color - art or painting.

Why is it that so many people get the mirror hanging thing wrong?  I have seen photos where a mirror with an interesting frame was used over a fireplace that is up about 10 feet off the ground. The mirror is not reflecting anything - and it looks silly.  A piece of artwork or a wrought iron grille would be much better served in that place,and the mirrror used where it can actualyl reflect something of merit.

So when using mirrors, it's not so much about using something that fits a space or has a neat frame, we have to ask ourselves, what are we reflecting back to the buyer.  If it is not something that we want to highlght or is wasted because of the height, pick anohther item to hang and use the mirror next time.

- Jennie

I am writing from my hotel room in beautiful Bellevue, WA - outside of Seattle - the location for the annual ASP-IAHSP Convention that kicks off in 2 days! I am so excited to see those of you that are coming for this wonderful event - and am missing those of you that were unable to come.  Whatever the reasons, please set a goal to make it next year as you don't want to miss out on key teaching, motivation and inspiration that will keep your business growing each year.

The skies are sunny and warm - and we are anticipating the crowd that will gather to hear expert speakers, and benefit from picking the brains of our pros at our roundtable sessions.  We will have many "meetings after the meetings" where Stagers will be able to get up close and personal with others that are where they are or where they want to be.  That is such a plus at an event like this.

The friendships that will be forged this week will definitely help us grow our businesses - and I am excited to see familiar and new faces as we meet and talk, and learn.

Check out the blog on the ASP Blog http://community.livejournal.com/aspblog/14756.html

- I will post a daily rundown of the happenings at our convention.

And for those of you traveling to our convention - hurry up and get here!  I want to give you a hug!

- Jennie

Photos of our work as Stagers are a key part of our marketing - and we all usually take our before and after photos to demonstrate our skills as a Home Stager. We may even share our photos with our Realtor clients for their use in marketing the property.

But do you realize that photos serve completely different purposes too?  Not only do they help us keep track of inventory, they help us keep track of where things were placed when we completed our Staging project. And they are visual proof of our inventory used in a client's house - which is needed if we have to make an insurance claim.

For liability, what happens is a house cleaner or rug cleaner moves our stuff and then does not put it back right - perhaps in the process of moving things does damage to the house?  I have found that individuals that work in the house are not aware of putting things back just as they found it.  So it is very easy to show things have been moved by examining our after photos and comparing to the way things look in a house when moved around.

We had one seller that tried to hold us accountable for a large 18 inch gouge-scratch in his wood floors that happened as a result of the large sofa in the room being dragged into a diagonal position.  When he said he wanted us to take care of the damage "we had done" I simply said, "We were not the ones that moved this sofa.  When we left, the sofa was squared off against the wall where we placed it.  Someone else came in and moved this sofa, and scratched your floor."  It was his daughter-in-law who put on her "Stager hat" that day and adjusted our Staging work.  Not only did it not look good, but she damaged the floor.  Our photos clearly showed where we had placed the sofa - and he admitted it was not our fault.

Then we had a client that had us Stage their partially vacant house - and we brought in a dining room set for the Staging.  The seller had the carpets cleaned after the Staging was complete.  When the furniture was put back in the room, the carpet cleaner did not use plastic protectors for the wood feet of the table - and since the carpet was damp, the wood table transferred stain on the carpet.  We got the call and the "blame" from the Realtor for stains in the carpet.  I know that those stains cannot happen unless the carpet gets wet.  So I asked, "Have the carpets been cleaned in this house since we Staged it?"  The Realtor said yes, and I shared that the carpet cleaners were most likely resonsible.  Our photos proved that point as I was able to show that the table had been moved and put back in a spot other than where we placed it originally.

So - photos are useful for not only our Marketing - but also as a protective measure against possible claims of damage against the house.  With many people in the house - buyers, sellers, Realtors, workers - even with provisions in our Agreement to not touch or move our things, it can still happen.  My photos are proof of where and how we placed things.  And they have proven valuable when confronted with a claim of damage that we did not cause.  We keep track our inventory with our photos.  And our photos would provide proof to an insurance company if we had to make a claim of loss or damage.

The moral of the story is ALWAYS take photos of your work - to demonstrate that your inventory is in a house or that you have Staged the house a certain way - it could prove to be a very valuable step in your business process, and help protect you against false or inaccurate claims.

- Jennie