Home Staging Blog by Jennie Norris

55 years ago my mother lived in a small house in the area of Sacramento known as Land Park - near the old Tower Theatre.  After my grandparents moved away to another house, the small house changed hands several times and the neighborhood went downhill, and then was revived during an influx of people taking an interest in older historic homes near our state Capitol.  Over the years my Mom has stopped in to the neighborhood to see her childhood home but has not been inside since she was a young girl.

Flash forward to the present and I get a call from a homeowner that is not moving but wants help pulling their house together.  They are a new homeowner - been in this house about a year.  I asked the wife to tell me about the house and she described the old craftman style bungalow house that is very common in parts of Sacramento.  When I asked her what street it was one - she told the name - and I thought, "That name sounds really familiar."  It triggered in my head that my Mom grew up on that street because I remembered stories she told me of when she was young.

So I called my Mom and asked her, "What was your address?"  When she told me - I heard the old Twilight Zone music in my head. It is the very SAME house!

What are the odds that would happen?  What are the odds that I would be in a business that would help people pull their houses together (as well as Stage for sale) and that out of all the many business owners that Stage in our region this homeowner would call ME to stage her house - and it turns out to be my Mom's childhood home?  I think it is one for the record books or put in the category of the stars being aligned or something like that.

I have not seen the house yet - but will be helping these clients on Monday and I am so excited!  I told my Mom that she has to come when it's all done - and of course I will take lots of pictures.

- Jennie

The team approach to Staging is something that creates a buzz any time it is shared.  What a great way to develop and maintain business growth.  To my knowledge, I was probably the one of the first if not the first professional Stager to set up a team model - over six years ago.  Over that period of time, I have learned a lot of what works and what does not work - and the various ways in which you can work with others as you grow your business.  I have shared my knowledge with many fellow Stagers - many of whom are active on this site - and watched how they have adapted the information and made it their own, or patterned their business model and success after what has worked so well for my business.

Before you move in that direction or add yourself to someone else's team, there are some key points to consider:

WHY?

Why are you thinking about developing a team? Is it because you have too much work coming in or is it because you are limited in the hours you can work Staging, or a combination of both?

Let's look at the TIME Factor:

There is a limit to how much one person can do with Staging.  Burning the candle at both ends with the creative and marketing side will eventually lead to burnout.  When a business first starts growing, planting the seeds for relationships takes time, and then when the jobs start flowing in, finding a way to manage the balance between effective marketing and actual Staging needs to take place.

When you get to the place where you are maxed out on the time you have to put towards your business, that is the point where you will either just maintain what you have, or make a decision to grow past it.  If you want to grow past where you are, you need to work with others.  If you are limited in your time to do jobs due to other commitments, that is also a reason to consider expansion in order to handle demand.

Also -what if you get sick or want to take a vacation or have an emergency situation that demands your full attention?  What do you tell your clients that continue to have needs?  "Sorry, I am not available right now?"  Or do you do what I did early on - not take trips, and work when you are sick.  That is not a good plan for life or business long term.  You need to have a reliable resource as a back-up for you so that you DO have the ability to take time off if needed and not have your business fall away.

We have two choices when we get a call for a job - and are unable to handle it because we have no time available.  We either put off the client or pass off the client. 

Putting off a client might work for a few days, but when someone wants a house Staged they usually want it done right away - I have found that unavailability is the kiss of death for Stagers.  When there are plenty to choose from, that is basically telling the client, "Go find someone else."  And they do.

Passing off the client to a colleague works - but the tendency of that client is to go back to the last person they successfully worked with - and so you risk losing a client to another Stager that develops a relationship.  Even if you spell it out up front, it still happens.  So the idea for expansion happens naturally. 

There are those that are born marketers and those that just want to Stage.

They need to meet and partner-team up for success.

You can just work with another Stager - as needed - and use each other as a resource for larger jobs.  This works but the disadvantage is that in the eyes of the public, you are competitors, and it can be confusing when trying to market your services together.  Promoting two different company names and two websites, and two different looking sets of materials dilutes the goal of getting more business and increasing market share.

Setting up a partnership is great - my recommendation is to do this BEFORE the other person has picked a name, designed a logo, etc. so that they do not look at your partnership as a potential loss of money and identity for them.  There is the legal part of this as well - having to set up an official Partnership where both parties share equally in the risk and rewards of the business.

Or you can look at expanding your Staging company by adding Stagers to your team.  There are two ways to do this.  One - set up independent contractors as part of your team, or two - hire employees.  I chose to do the first option, so that is what I will share about.

Team Building - I used a geographic motivation to develop a team.  There are plenty of Stagers I can call to come and help on a job - so getting bodies is not a challenge.  I was looking for something MORE than that.  I wanted those that would develop an "owner mentality" in areas where it became too challenging for me to service.

Empowering Business Owners - Independent Contractors

In my business model, I wanted to empower others to have a business owner mentality.  I was not interested in being a "boss" or having employees.  In order to make this happen, anyone that worked with me had to show income sources outside of the jobs they might assist me with. This meant they had to get their own clients.  This meant they had to actually market - with my help - for clients and jobs.

RULE: If you plan on having independent contractors, ensure they are working for other clients - not just yours.  In most cases and states, they must show income outside of what you are paying them or else in the eyes of the IRS in most states, they will be considered a waged employee, and you could be responsible for worker's comp, and other taxes.  This is a big delineation factor and one the IRS can crack down on with business owners.

Put Agreements in Place

Everyone on my team has signed an Independent Contractor Agreement (ICA) - and I have shared this with many Stagers out there - that was used as a basis for developing their teams.  What my ICA shares is what I expect from anyone on the team, and what they can expect from me.  It goes over professional guidelines as well as issues such as payment, what they are responsible for and how I expect them to help expand our market share.

Business Licenses & Company Names: 

Each team member had to get a business license and they file it annually.  The name they chose for their business license could be anything - and it is NEVER marketed as part of our team.  We market ONE company name, and promote that one name in all our literature.  So the end result is that collectively, we have 7x the market share under one umbrella name.  When we have multiple vehicles with signage driving around, multiple people handing out business cards with that name, multiple people promoting the one name, the word spreads much faster, the company gains more market share, and everyone benefits because we are "known" in the market.

Joint Marketing Fund

All members of our team contribute to a general Marketing Fund - by paying back 25% of their time on jobs.  This allows us to purchase marketing materials, participate in promotional events and helps pay for website and marketing material development.  The team members never have to orchestrate any of this for their Staging - it is done for them by me as part of the ICA - and they reap the benefits of having top notch marketing materials and cutting edge services we can offer as a team.  It is not a referral fee - it is a marketing fee - and the amount they put towards the marketing fund is less than they would be spending annually on their own if they were not part of the team. 

1099 at the end of the year

Since we are not employees of one company, and are independent contractors, we do 1099 each other at the end of the year for jobs where we have teamed up.  Whoever the lead is on the job pays the other team members according to their time or other arrangement.

What about Inventory?

I made a decision to allow my team members to carry their own inventory and earn income from it on jobs.  When it's my job and I am the lead, I put my things in a house.  When they are the lead, they put their things in a house.  I have heard other teams require the use of only the company owner's things - and that is an individual business decision.  I did not want to control the inventory and management and warehousing of the inventory - so passed that to the team members who are all able to derive a nice income stream from inventory.

The team members have also signed a Non-Compete/Non-Disclosure Agreement (NC/ND)- which is a more legalistic binding agreement basically protecting you and your company should the relationship not work out.  Let's face it - not everyone you think will work out does.

It may take finding some not-so-good eggs to get a great one:  It took me 10 people to find 6 good ones.  The other Stagers were nice, but their goals for how they wanted to work were not in line with what I wanted.  Some thought I was a job-broker and just sat back waiting for the phone to ring, complaining when they were not "busy enough."  Others just did not gel with the other team members, and others did not like being accountable for their work.  The NC/ND also stipulates that your clients are yours, theirs are theirs, and your client base cannot be "raided" by anyone that leaves your company for a period of time set by you.  I was able to create this document using an online legal resource.

Give them Something they cannot Do on their Own

All the team members that have been part of We Stage Sacramento lack marketing skills.  They were not computer savvy and did not want to go through the rigors of putting marketing pieces together, developing a website, and continuing to develop marketing pieces to attract business.

What they DID have was Staging talent.  They had desire to earn income from Home Staging.  So, we partnered together with me providing the marketing for the team and them being able to plug directly into a ready-made company right after they received their training.  They received and continue to receive:

• Marketing Support
• Mentoring & Training
• Immediate jobs and income
• Partnering for success
• Leads from the Company

Make them Earn it:

One of the KEY stipulations I have in our ICA is that a team member does not rise to the top of the income ladder until he/she has brought in at least one client on their own.  Until then, they are in "learning" mode and not "business owner" mentality.  A team member also does not earn the right to be "lead" on a job until he/she can handle the entire process from start to finish.  The team members we have had to demonstrate their ability to do this - and if I had to step in to manage any part of the process, then they were not ready.

Marketing must Continue for Success - Just because we may have clients that are loyal and repeat does not mean we stop marketing.  The final key ingredient to a successful team is that all members are willing to do "face time" for marketing.  We participate in many events annually from vendor fairs, expos, to presentations in offices.  The goal in all is to do "face time" - educate our prospective clients and get our name out in the region.

If you are at the point in your business where you need to make a decision to partner, expand or refer business to a trusted colleague, I hope this post has helped give you some fuel for thought.  Our team is a great group of Stagers who are not only there for each other professionally, but truly care about each other personally.  I did not know this would be a serendipity of the team, but I am really happy with how it has grown and evolved.  You will be too.

Points. Blogs. Features. Websites. Rankings.

The power of the internet and all the tools we have to promote ourselves is increasing.  I stopped and asked myself a question today after reading a blog post on points and ranking, "Are we becoming more obsessed and focused on blogging and earning points than we are on doing our job?"

I am amazed and I have to admit it - impressed - at the breadth of some of the blogs some people have - not only here on AR but in other blog sites.  I know how much work and effort it takes to maintain a site and post things consistently.  It's like another job.  To be at the top of any search engine and be found on the net takes specific strategy and marketing focus.  I know I have just scratched the surface of what I could be doing online, but I already feel slightly overwhelmed just trying to manage two blogs, an e-magazine account, and e-marketing campaigns. 

When there are only so many hours in the day - I have to choose my focus, and so will disappear for days or weeks while handling other (to me) more important things - and then come back to see what I have missed.  And there are those of you that never seem to miss a day or night of blogging.  It IS like another job but do you have a time set aside each day or is it more like "Sorry - I cannot make dinner - I have blogging to do" or do you just have more hours than I do in my day?  I am an effective plate spinner and I would go up against the best of you - but I concede in this category to those more super-human bloggers that manage to post and post and post.

It is E-Mazing.

I know marketing is part of my job as well - and I know all about how the internet tools are used as a key marketing tool for any business owner.  But I think the scales could tip or are tipping to the point where time spent on a site or building up points outweighs the actual work being done - and for me that is a concerning thought. 

Am I the only one that has ever had this thought?

Are we moving to a place where just because we share how fabulous we are online, that makes us "better" than someone who does not blog about it or blog as much about it?  To me that is both fascinating and frightening at the same time.  Seriously.

If I am in here all the time - and let's face it - this site has the ability to suck us in and time ceases to exist - "Wait a second - it was only 10:30 a minute ago - why is it 2 AM now?" If I am "in here" - then I am not "out there."  When I am "out there" working and actually doing Staging projects, marketing. training, and doing face time, then I don't have time to be "in here."

On one hand I have to give kudos to those that manage to do both effectively - and yet I know BUSY is a relative term.  For me - my goals of the quantity of jobs I want weekly may be someone else's monthly goal.  I also have a family with 4 children (8-13 yrs. old now), and I know others may have "been there/done that" or not there yet, or don't want to go there.  So I know that those that are "in here" all the time AND out there working have more discretionary time to put towards blogging - or maybe you manage to compartmentalize your time more efficiently.  It is a wonder to me.  I burn the midnight-1 AM-2 AM oil- plenty of times.  I just cannot do it day after day or else I turn into "Zombie Mom" or "Wild Hair with Dark Circles Stager."

So - please don't take this as a judgment against anyone or a group - it's is just an observation.  And my concern is that we write about what we do - but are we actually DOING it?  At what point do we (or someone else) just become experts at blogging about something we knew about - versus actually doing the work to remain on the cutting edge?

The internet has become such a powerful screening tool - I know there are wonderfully talented people that have failed to harvest the power of presentation online, and those that are not so talented that may be technologically advanced and more savvy.  And with the internet becoming more of a first line of reference, are we headed to a place that talent is passed over by technology?

And prospective clients "out there" become impressed by a person's ranking, points, feature, site, etc. - but are they really getting the best Stager or are they getting the best blogger, best internet user?  How can you tell - and is it going to be "buyer beware?" or will we have to come up with yet another way to separate those that are actually qualified and quality, versus those that just write about it. 

With the wealth of information on this site and other blog sites, online magazines, and more - it would be easy to "become" a Stager and not ever stage a house!  I could read all these posts and become an "expert" just from what I read.   Does that concern anyone else?

Yes - we put up photos and testimonials of our work to demonstrate our skills - and we trust that what someone puts on a site is actually their work and their client's words.  With Realtors, their success is online for all to see - their sales can be looked up and verified at any time.  Stagers don't have that measure - and so can claim just about anything.  Again, I am not questioning anyone specifically - but a person could conceivably create a whole company, with photos and testimonials and have little or no experience.  A person could write about Staging and build groups around something they have never even done personally, get a following, and it would be like the Pied Piper - in the lead but without a path based on truth leading others astray.

I am not saying we have arrived there - yet - but there needs to more to the measure of success than how many points we have, our ranking, our features, and our blog posts.  Hopefully talent, skill, success and personal interaction will still outweigh the words posted online.  And I know it is still the personal touch that gets the work - relationship and skills matter. But I also know that many opportunities are found because of being found online.  And I feel for those that have not harvested the power of online presence effectively because they are missing out - and the public is missing out on some great Stagers. 

And yet I do feel that in order to be good "in here" we have to be "out there" too - so keep the balance and do tell if you have a way of spinning all your plates AND blogging about it too without turning into a Zombie.

And now with this post - I am going "out there" to Stage.  I have cut my time so close, my hair is not combed so I hope I don't see anyone I care about.  Darn this website and blog that sucks my time away "in here!"

- Jennie

I attended our local Realtor Board weekly marketing meeting yesterday, and in the "tech-minute" the person speaking shared two websites that I found both intriguing and a little scary. Some of you may have already found these as an interesting resource for information on our Mortgage and Building Industry - but if you have not - check them out. 

http://www.ml-implode.com/

Basically, this website is tracking all the companies that have "imploded" in this roller-coaster market - and those that are at risk, and then it shares those that are strong.  It's actually full of some great information - and the word "implode" does not mean the company is gone for good - they could be in restructure mode or filed for protection.

The sister site:  http://builder-implode.com/

This is a website for builders - where it lists those that have "imploded."  It is a little sad to see some bigger names on the list of the Builders, and they give a caution for those that are at risk now - with some big names on there!

For both these websites I was amazed at how many companies have been impacted by the boom and bust (and that means jobs lost as well) and yet we did have a huge glut of companies taking advantage of the market boom that evidently could not sustain their situation.  I know the REO market in our area is at 39% in some regions - and in other parts of the country it is not as much. 

As a Stager I know my services are more in need than ever to get houses sold, and the new challenge seems to be helping Sellers that may already be at their minimum or close to it as far as equity to pay for this service that will help them sell faster and at the best price - whatever that is.  To me - not Staging is putting so much more $$ at risk - versus investing a few hundred to a thousand dollars to present a house for buyers.  Just because there is a ton of inventory out there does not mean it should not be presented well - to stand out from the crowd.

- Jennie

Pictures don't lie. The eye of the camera is a truth tool.

Photos online need to be of Staged houses in order to get a second glance.

I am still amazed in this day and age of digital photography with all the enhanced devices and services available to see poor photos (or no photos) online to promote and market a house for sale.

Photos need to be Staged too. Presentation matters.
Over 90% of buyers in most markets are searching online FIRST before even deciding which houses are candidates for purchase. Gone are the days where all houses are previewed via open houses or showings with an agent. Virtual Showings are the new buzz phrase - and in a virtual showing, the photos are king.

Staged houses show better in photos and in virtual tours online.

It's not just about clicking the camera and posting any photo to promote a house. Today, the savvy seller better make sure that the photos of their house - their product - are good ones that really showcase the space and selling features of their house.

Consider this photo - of a framed painting found in the dining room of a very high-end $2M house. Do you think Buyers would find a naked woman lounging on the bed appealing? Is this something they would expect to find in a dining room? No. And the buyers touring this house online or in person would remember this house as "The Naked Lady House."

Or how about his photo of a $550K house - this is supposed to be a Formal Living Room. Not only is it cluttered with ugly exercise equipment and random pieces of furniture lining the walls, but the "focal point" of the photo is the bare wall with an unattractive picture on the ground. What are these people thinking? The agent marketing this house needs to take a hard look at the photos and ask, "Is this photo going to help or hinder the sale?"

Or lastly, how about this photo - of the exterior of this over $500K house - can you even see what you are supposed to be buying? And worse than that, this is the ONLY photo for this house - there are no interior photos posted online. A buyer is going to pass right over this washed out photo with trees that block the house.

The amazing thing is that when searching online I looked at 400 houses that fell within the criteria of $500,000 or higher for this particular city search. These houses for sale listed on Realtor.com had more than half of them featured with no photos other than the exterior photo posted. Of the ones that had additional photos, 75% of them had photos that were poor quality or did not showcase the house. Even a short-sale or REO needs to have a best-foot forward in order to attract an audience of buyers.

Here are some Tips for getting the most out of what is shown online - Staging Works and is a key marketing and presentation tool for Houses. 

RULE:  Stage your Houses BEFORE they come on the market - and take photos of Staged rooms to promote the house to the public!

1. Get a good digital camera that can capture the entire room in a photo. If you have to, pay to have a professional take the photos as this is the first image a potential buyer will see online.

2. Make sure the lighting in the photo is an enhancement to the picture. If the lighting is too harsh, it will wash out part of the photo (like in the exterior house photo above) and the viewer cannot get a good perspective of what they are looking at in the picture. If the lighting coming from a window is too bright, it will wash out the photo and become the undesirable focal point. You are better off waiting for better lighting - either in the morning or later in the afternoon.

3. Take some photos at night. Exterior photos of a house lit up at night can be a fabulous way to showcase a house. Pools or other water features can reflect the light at night and create and artsy and attractive image.

4. LOOK at the pictures as you take them. The eye of the camera shows everything - the dog bowl, the cat toy, the shoe by the stairs, the random umbrella leaning against the house, the trash can, the old car, the weeds by the door, the person sitting in a chair, etc. These things we "filter out" with our minds, show up with evident clarity in photos. Remove the eye-sore and re-take the pictures!

Remember: You only have ONE CHANCE to make a FIRST IMPRESSION - make it a good one!

Whether Occupied Home or Vacant Home Staging - statistics prove that:

"The investment in Staging is always less than a Price Reduction." - Barb Schwarz

Going Green.  Eco Friendly.  Ozone Layer.  Hybrid Cars.  The world is crying out for ecologically smarter tecchnology and conservation efforts in order to preserve our planet.  How can Stagers also follow suit?  It seems that our company is blessed to be leading the way in yet another market segment - the ecologically friendly Staging job. 

Recently, one of our team members, Michelle Beste, got a call from a builder in her area who had a special project.  This eco-friendly builder had a modular home they were putting together as a model home - and wanted the Staging to reflect the major uniqueness of the house - it was eco-friendly.

What exactly does that mean?  Smarter technology to operate the house such as solar energy, use of recycled materials in construction, and use of natural materials in presentation of the home - Staging, to name a few.

It's interesting the think about this from our normal Staging perspective - when we look at our inventory - how much of it would qualify as "eco-friendly"?  In Staging the house, no faux plants were used - and instead either real greenery, real trees, or natural items such as bambook sticks or twisted willow were artfully arranged in vases.  Instead of synthetic fibres for pillows, bedding and fabric, 100% cotton items were used. These are in ready supply at most stores - and come in a variety of colors.  Faux fruit was replaced with real lemons and limes.  Natural soaps used in the showers were nestled next to real plants for a fresh green appeal.  Even the artwork had a "green" appeal with either natural frames or frameless canvases replacing the faux molded plastic frames often used in artwork.

It was not hard to locate these items - it just required a different mind-set in the Staging process to ensure that the "look" was achieved along with the goal of being "green."

Even the area rugs used in the project were of a natural variety - jute or bamboo.  They are not as colorful as a patterned rug, but they achieve the goal of anchoring furniture in a room.  The furniture was of wood and fabric, and when possible, instead of overstuffed synthetic accent chairs, those with frames of bamboo or sturdy woven wicker were used.

When the actual Staging took place, two of our talented We Stage Sacramento team members, Michelle Beste and Jenn Shvestsky, completed the job to the delight of the builder and public.  The house was featured on Good Morning Sacramento local news program with the idea of not only the construction but the presentation of the house framed in with an eco-friendly focus. This is a unique combination and we expect other eco-friendly builders to follow. 

To view more information on this house, you can tour our real estate show at Eco-FriendlyHomeStaging.

We Stage Sacramento:  Our TEAM of We Stage Sacramento has Staged over 2,100 houses over the past 6 years.  Our business model of how to build a team has been copied and used throughout the US by Stagers - which is a great testament to working together and understanding the benefits of teamwork.  I have shared how we built our team with many of those on this site - and after 6 years of continuing to build, it's great to have a trustworthy team in place that also clicks with each other.

For more information on We Stage Sacramento services and team building success, go to http://www.westagesacramento.com/

- Jennie Norris, ASPM, IAHSP

Hi All,

Last week my family and I headed to San Francisco to a time honored tradition of seeing "The Nutrcracker" ballet.  I went as a child and still remember the thrill of watching the Christmas tree get bigger and bigger, and the fight between the Nutcracker and The Mouse King.

Flash forward to my being a Mom, and my parents treat the grandkids that are in California (7 out of 10) to the ballet.  It is fun for all every year.  So, last Saturday, we headed in to the City, all dressed up.  Our normal routine is to stop for a quick bite at a McDonald's up the street from the War Memorial Theatre and then head to the show.  I parked my Expedition in the parking lot, broad daylight, with people around. We were inside for maybe 20 minutes.

When we came out - I was shocked!  I looked at where my car had been parked and what I saw was my car with windows smashed out.  It took me a minute to realize it was my car - and I just said, "Oh my God!" - and then asked my Dad, "What do I do?"  I know better than to leave precious things in a car - I don't really know what I was thinking except we were in a well populated area . . . anyway, when they busted in they grabbed

My cell phone (that was charging) - $700 (with special engraved cover), my digital camera ($300) - I cannot replace it as they no longer carry that model, my Zune ($300) that my daughter had brought with her, my Garmin GPS device ($250), two pairs of binnoculars (to watch the ballet), two DS-Lite Nintendo Systems (the kids play in the car) and even took the See's Candy that was for my parents. 

All in all they made off with about $2,000 in "stuff."

We found one DS in the bushes - and my business tote was dumped down an alley nearby with nothing missing.  We sent the kids off to the ballet with my sisters and father, and my Mom and I went about cleaning the glass out of the car, and put cardboard up on one of the smashed windows.  The other one had to be left open so I could see to drive.

We made it to the Nutcracker right at intermission and enjoyed the rest of the show.  Then came the adventure of driving home at night with the 40 degree weather, wind blowing in the car.  I had a shawl/wrap I wrapped around my head twice, and my coat and gloves.  My parents happened to have a sleeping bag in their car so gave that to the kids to bundle up with - and off we went. 

It could have been worse.  It could have been raining.  It could have been my front windshield that was smashed.  And all the "stuff" is replaceable more or less.  The are things of convenience - nothing more.  I did cry when it happened, mostly because a happy day was made sad by the robbers, and my kids stood there in sadness and were frightened by what happened.

I doubt we'll recover anything - although the police were helpful and hopeful that my descriptions of the items would help.  Anything learned from this is always take anything valuable inside with me.  I don't have a trunk in that car - so even though the windows are dark and I could put things in the very back, it still would not prevent a smash in robbery.  Also, keep descriptions of things of worth handy in a file.  My insurance company actually did not even ask me to produce receipts - just took my word for it that I had been robbed of all that stuff (it was the truth). 

It put a damper on the Christmas spirit for a short while - but the end result is that I am happy that my family was safe, car is fine, things are replaceable, and that I am blessed to be able to have those things in the first place as I know there are many people in this world that do not have material possessions of that caliber.

Have an awesome weekend! - Jennie

Many of you had great things to share on the blog post entitled "Rental Companies - Friend or Foe?"

http://activerain.com/blogsview/271591/RENTAL-COMPANIES-FRIEND-OR

and I wanted to share what has happened since then with calls, emails and meetings with the rental companies I do business with - to help you also get an idea of what you can ask for when you might meet with companies in your area.  The three companies I worked with are Brook, Cort, and Welcome Home.

My goals were to make it advantageous for a person off the street to work with a Stager versus having them work directly with the Rental Company.  I went in as a representative of the network of Stagers I know and teach - and so it was not just "about me" - it was about making things fair for all Stagers.  I encourage any of you  that want to do this to set up a meeting with your rental companies - and do it for Staging in general - not just for what you can personally derive as a benefit for your own company.

I asked for discounts for Stagers:

Brook Furniture has been doing this with a 15-20% discount or a $200 referral fee paid to Stagers when they have a contract.  This may offer in different regions.

Cort was unwilling to give a discount straight across the board, but in the Phoenix market the DM agreed to give a 20% promotional discount for first-time users, and would evaluate the usage and determine what other discounts he was willing to give.

Cort in Sacramento was not willing to give a discount.

Welcome Home has promotional programs that are done by the quarter based on business and volume.

I asked for Delivery Fees to be lowered:

Cort complied in both Phoenix and Sacramento - lowering our delivery rate to the same rate they were already charging to the public.   Welcome Home Furniture in Roseville did not lower their delivery fees but were not charging the public higher fees than what we were paying.

NOTE:  I would like to see all companies operate with the same delivery fees - with a range of $150.00-$175.00 for delivery.  As a Stager, I do not feel I should have to pay for the waged labor to get pieces to a house - it is a loss leader that is offset by the volume of furniture rented.

TIP:  You need to ASK specifically what your rental company charges the public and what they charge YOU as the Stager.  Some companies jack the rate up on Stagers thinking that we take more time for the delivery.  Whether or not that is true, it is not fair to raise the rate on us who are potentially giving multiple jobs to the company versus the one time seller/public.  IF a Stager needs more time, they can ask for it and pay extra (like Brook does).

I asked for Referral Fees or Thank You's:  Show me the money - please make it CASH

Brook already has this in place with a $200.00 referral fee (or 15-20% discount) - but you can't get both discounts AND referral fees from them.

Cort in Sacramento has come up with a $75.00 thank you for Stagers at the end of the contract term.

Welcome Home gives coupons or specific dollar amounts towards future rentals.  I would prefer cash - not a coupon but this is better than nothing.

I asked for rates to be lowered if the contract term is extended:

Cort in Sacramento agreed to lower the rate of rental if a house does not sell within the specified rental period - they will look at scaling it back as a way to help the client.  Brook and Welcome Home were not presented with this request but I will follow up.

I asked that referrals be given to area Stagers:

All the companies share that they want to rent furniture and not "Stage" the houses.  I know this is lip service in some ways, because taking jobs direct continues to happen.

Referrals should be given to those that are working to rent and use their furniture. 

I cautioned the companies in giving ALL referrals to just one company - there are many worthy Stagers that deserve a little gift from the rental company.  There are many that are working to win a bid with the rental company prices - so they are trying to partner even if they may not win.  No one Stager deserves all the leads - they should be shared.  That is my opinion anyway.

I asked for them not to compete with Stagers:

All of them said they do not want to compete with Stagers and their goal is to rent furniture. I have had to show marketing pieces and promotional ads to the DM or Regional VP or Owner to illustrate how the messages they have put out there are confusing and do cross the line of a partnership.  If you have things in your area you can point to - share them with the DM or VP.  If they are true to their word, they will work with us/you/me and implement programs that enhance the partnership.

What can we do to be PROACTIVE with our Rental Companies?

1. Call them when I have a job where I am using their pricing to bid out the furniture. This helps so that IF the end-user client does walk into the showroom, they will not undercut me - and will share that they are in progress with me as the Stager.  You can do the same.

2. Help them to share what Staging really is to the public that comes in.  Show them examples of what a house looks like - with "no frosting" (as I shared in the original blog post) - and one that has all the accessories and finishing touches (the "frosting").  We can easily take photos of a vacant house, with furniture only, and with all the Staging items that truly make it "Staged."  Have these in the showroom.  Craig and I talked about this - and I had already been on that same path with HOW we can visually share what we do and the value behind Staging (versus just plopping rental furniture in a house). 

I challenge you to ask your local showrooms to do this - and share what they say.  I cannot imagine they would be unwilling to do this unless they have a hidden agenda.

3. Help them understand the value of Staging - I shared statistics and support for complete Staging with these reps.  They would rather not take their time to sit for 90 minutes with a seller helping pick out furniture- so we save them time when we do that for them. 

4. Help them know our "lingo" - the terms we use.  They need to know the definition of Staging - it's not decorating a house, it's not just putting in furniture - at it's core - it is a marketing tool that will help that seller get the best price in the shortest time, and is necessary to get a buyer to make an offer.  It is an investment in selling a house - and when compared with paying months of mortgage on an empty house, it is a great deal.

5. Help them overcome the objections they hear when a person does come in directly to the showroom.  Most of the time it revolves around PRICE - and yet we all know Furniture is not enough, and these companies make money on their rental, not when a house sells.  CORT made a list of questions that I sat and went through with the reps in my local showroom.  My hope is that some of it will stick - and they will refer jobs to Stagers.

After you have met with your reps - share what you have found here - so we can all benefit

Lastly, if you have a company that thumbs their nose at making a partnership mutually beneficial, say "Sayonara" to them - and find another resource - and then publicize the fact that this resource is not really a partner. . . as a Stager I would appreciate knowing who I should stay away from.  We have a collective Power in Numbers - and we need to use it to give or not give our business to a company.  There is no reason for any of us to be held captive to higher than fair rates and terms when we do have options.

- Jennie

They say the human touch has the power to heal.  Premature babies that are touched and fingers clasped by their parents and the nurturing hospital staff are able to overcome huge health obstacles.  Comatose patients whose hands are held and are spoken to by loved one miraculously awaken.  The warmth of a hug and the touch of a hand can melt the coldest recesses of a heart and put a relationship back on track.

I was reminded how important the Human Touch is this past week.  I had the privilege of meeting Craig last Friday while he was in Roseville for the Northern Calif roundtable meeting.  Words are great (although typed words can often be misread in translation) - and ultimately nothing replaces the actual ability to look into someone's eyes and hear their voice.

I did not find out he was actually coming to our "happening" city of Roseville until Thursday - and so we set a time to meet to talk.  After finding me in the restaurant where we met for an early dinner, he greeted me by saying, "I am a hugger," which is a good thing because I am too.  After our hugs, we sat down to talk and eat and talk (my husband even stopped by to say hello).  During our conversations that ran the gamut of education, family, travel, and of course, Staging, I learned more about his background and "who" he is.  I hope he came away from our time together with a better perspective on who I am as well - and this I know will translate into a deeper relationship and respect for what we are each hoping to accomplish in life.

  Jennie & Craig at PF Chang's

The human touch might be someone picking up the phone - as Craig, Dane, Marci and Jackie did for me recently.  I appreciated their gestures and having a voice behind the name that was caring and kind - did wonders for putting a human connection behind the blog site.  Letting others know you care - that is the first step. 

The human touch might be getting together with other Stagers - in a round table or just for coffee or a meal.  I think that as we work past all the competitive pettiness that was in the past but seems to have gone away for the most part (knock on wood), what I am sensing is that the human connection and the need for finding others that are like ourselves - with the same goals and the same needs - is important for longevity.

I wanted the human touch when I was getting started as a Stager and that is one of the key reasons I chose the classes I did and continue to be part of the group I am associated with and would not change it for the world.  I know there are other options out there for getting information and training on Staging, but for me - the human element - the human touch was so important.  As Craig and I discussed the influx of offerings for Staging education or training that he has written about, I shared that for me - the delineation factor was and is the ability to get a human being in person that cares, and has the ability to follow-up with interaction that is meaningful and sustaining.

The gathering together of fellow Stagers is something I've been doing for years - as it IS important to network, to ask questions, to be a sounding board for a colleague, or be a resource.  I am glad to see others are embracing this concept of sharing in a positive way.  And whether or not people participate in the roundtable - due to geographic or scheduling issues - I know there is support for them and the positive sharing can only help to strengthen us an industry.

As we continue to grow as an industry I hope that we do not lose our ability to reach out and connect in a human way because the alternative - isolate ourselves to the point of exclusion - is a lonely road.  I want to walk with friends and fellow Stagers as I continue my journey.

Yeah - yeah - got your attention . . . but really where was YOUR mind going?  I was talking about AIR BEDS - of course.  Ever had one deflate on you after you left?  (One key reason why we need to check on our Staging to make sure things still look good!). 

What an embarrassing call THAT is. . .  "Um, Hello - Jennie?" "Yes" - "This is ____ - and well, the bedroom bed looks sort of funny - and limp."  Uh oh!  A leak, a hole, or an improperly screwed on sealer - and you have "Flaccid Bed Syndrome!"

We just had to take care of this yesterday with one of our houses where we are using an air mattress (hey - Steinmart uses them in their stores - so they are a great and inexpensive alternative to having to rent a bed!).

The air mattress was actually a really nice one - extra high and thick.  Not sure why it was not holding air, but we removed it and put in another one - and will have to "test" the reject to find out if it leaks, or just was having a hard time holding in the air because of a faulty nozzle.  Either way - it's good to check on these things - and make sure they still look right.  Weather can also cause them to expand or shrink - so that is also a concern for areas of the country where temperatures fluctuate.

Anyone else ever caught in the bedroom with a flaccid object?  Get rid of Flaccid Bed Syndrome - by using these simple tips.

1.  Blow the mattress up first when you get to the house so that you can check on it while there and make sure it is still firm when you leave.

2. When deflating a bed for de-staging, be careful not to crimp the mattress to hard to where it might create a hole.

3.  Store air beds in boxes when not in use so that in storage they are not susceptible to being poked or damaged by other items in your storage or warehouse.

4.  If you are unsure about the condition of a mattress, bring a back-up.  Remember - "I am not going back" is the motto.

5.  Put a note on the bed if you feel that the public might sit on the beds or damage them.   Personally I don't put notes on the bed telling people to keep off or that it's just a prop, but it's not a bad idea.

Have fun with Staging - flaccid beds and all!

- Jennie