Home Staging Blog by Jennie Norris

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

As a follow up to my rant on the red light district Stagers - http://activerain.com/blogsview/287074/Get-off-your-back  I thought it would be good to put this one up so that anyone reading this who wants to know what to charge - it's easy. . . just ASK.

I cannot imagine a Stager established in business that would not share with a new(er) Stager what they are charging when they work the same market.  I know there is the whole idea of "competition" but really, why wouldn't I tell someone what I can get for jobs - and what I charge for various services - because if I don't then they are left to (as one new Stager shared) be the "whore" that goes after jobs - and all because they did not know better.  Our prices vary depending on the type of job - but there are parameters we can share and definitely an hourly going rate that we use to guide our fees.

I know this is one of the topics for discussion in the RT forums, but to me whether a person is on this site or part of that discussion or attends a RT or not, we need to be willing to share what our market will bear in pricing with others - and so it's not just an AR or SIF thing.  I don't think this is happening.

I do think part of the challenge is Stagers that do not understand how to properly bid and therefore undercut the market.  But another part of the challenge is that they are "guessing" at what the market will allow them to charge instead of giving an informed estimate.

As someone who when teaching others specifically spells out how much to charge, what the going rate is for the city I am in based on asking established and successful Stagers how much they charge, I know it is easy to find answers if people just ASK.

So if you get an email or call from a new person - or find out someone new has entered your market - consider taking time to share with them.  I have done that many times in my own home - with people that are now my "competition" - and I did it because I wanted them to understand the potential for earning, and for building a true business (not just a hobby) income.

Just ask - and the answers are there for us all.

I was reflecting back on my participation on Active Rain and the SIF Group - nine months have gone by since I posted my first blog and began to read what others were sharing. I know we don't always agree, but I was thinking about where I am today versus back then.  What I realized is I really feel like there is this barrier I can't get past or won't be allowed past? I am not sure which - but it is frustrating, and to be truthful, a little hurtful.  It is a glass ceiling in that you are led to believe we can all exist at the same "level" and together, only to find that you are pushed out of groups or invisible to those that you are hoping to connect with.

I read blogs from others where there is joking and kidding - and have joined in the fun banter - and am totally ignored.  I am not even sure if the people doing this are aware they are doing it and it happens to others because I read their comments and see no acknowledgement either.  It's like the kid who wants to join in a game of soccer and stands there ready to play, but never gets passed the ball.  He is a great player, but is just never given the opportunity.  How many people are being overlooked and passed over because of a lack of awareness or, and I hate to use the word, but "Groupiness" (is that even a word?).

I am not sure what it takes to break into one of these "groups" or to be acknowledged - but I try - as some of you might - and there is not even an acknowledgment of what I posted.  It's like I am on the outside looking in - and I can participate to the extent that I want to contribute - but there is a clear barrier of, I don't know, you tell me.  Distrust? Disdain? Disappear, please?  It was to the point of when I created my "MEME" post I did not even bother to post it on the Stage It Forward group because I did not think anyone would care - and I did not want to sit "out there" with no one commenting on what made me "unique."

In one of my earlier blogs I suggested we start tracking stats on the AR site.  I even put up a bunch of my own.  Not one person wrote on the blog so I deleted it.  No one wanted to contribute - and I was blown away.  I shared about team building with some response - and yet what I found curious is others that have taken my business model and used it to build their own teams have posted info about team building and it's like they are the cat's meow and are praised for their ingenuity and spirit of sharing.  When I shared - it was "Eh."  I wrote a blog on ugly houses to add some levity to the blogs and none of you posted a house to play the game.

I don't want you to think that I am a lonely whiner - quite the contrary.  My life is full and my involvement with Active Rain is something that waxes and wanes depending on my schedule.  It's a small indulgence for me - to engage in when I have spare time.  I know for some of you - it is a daily ritual and I don't have that luxury so you'll see me here in bursts of time. I am actually supposed to be packing suitcases for my children for our trip we leave on tomorrow - and instead I am writing this . . . But, it's nice to feel validated, and it makes me wonder if anyone else is finding it hard to break through the glass ceiling to be truly accepted and integrated into the blog site.

I know that I was not welcomed by some when I joined and some probably thought I was here as a mole and I have made myself visible and verbal when certain subjects crossed the line for me.  Do I deserve some cold shoulders?  Probably.  But - others have crossed the line with their passion and commentary and I see them embraced and supported for their views while others are just "tolerated" (or ignored). 

I have actually had some of you reach out to me privately and on my blogs too - which I very much appreciate - as it makes me feel like in some small way the gap is bridged for that moment, and then I am reminded again that I am under the glass in a clear way when I see how others interact on this site that is so vastly different than what I experience.  Maybe you say it will take time - perhaps that is true.  After all it's only been 9 months - and Rome was not built in a day.

Fortunately I get my kudos and props elsewhere - and am not relying solely on friendships forged on a blog site for my connection to Stagers in life - but it is a fun escape and a way to reach out to others that I enjoy.  I think that it's important to think about this because if I am experiencing it, others may be as well.  With thousands of people on the site - I know it may not be realistic to engage personally with everyone, but I feel that if someone takes the time to share a point on blog or to get to "know" you - the hand of courtesy should be extended back.  Those of you reading this please be open to extending that friendship to others and exercise the art of inclusion - so that they too don't feel pushed away by a glass ceiling that belies a friendship that is not reality.

In a private email exchange last night, another AR Stager/blogger was sharing she asked:  Are we moving away from the principles of arranging and using what a seller has in their house in the Staging process and towards becoming "rental" businesses? Is our focus on vacant homes overtaking our other possible (and needed) services?

When I responded to her - she shared that I had a "blog" post - so here it is.  I know that much of the market around the US is vacant.  In my own market an estimated 40% of the homes for sale are vacant - your market may be the same or different.  That is a huge opportunity for us as Stagers to capitalize on that as there is a lot of money in vacant staging - and perhaps why we are seeing the furniture rental places getting more aggressive about going after "staging jobs."  But that statistic shows that 60% are not vacant.

There is still money to be had for Stagers that want to work on occupied homes - using what the sellers have and advising them on what to do to prepare their homes for sale.  I wonder how many of you out there bring in inventory to Stage a house - every time.  We will use what the seller has, and budget permitting, will add things to create that "WOW" factor.  But if they do not have the budget, how many use your ideas and talent instead?

With my team, we have worked to develop a 50-50 mix of business - so that not all our eggs are in one basket.  I know some Stagers prefer to do just vacants and there are others that do not like to handle inventory management.  If the trend this other Stager shared is happening, the concern is that we will forget where our roots started - and that was with helping people Stage their houses - using what they have - because we are not selling "stuff" - we are selling the house, the floorplan.

And the income potential for Stagers is possible with both occupied and vacant houses.  It takes more occupieds to earn what one vacant can produce - but it is very real to expect to earn a nice 5-6 figure income working with sellers, using what they have, telling them what to do, and perhaps assisting them in a small way on the back-end to finish of the Staging.  I do the math every 2 weeks when I teach a course - and it is always an eye-opener for students who did not realize there was a nice income out there.  Of course marketing consisently is the key to this success.

Don't forget about telling people your specialities - and to carve out a niche market for yourselves.  What I teach in our classes is "people don't know what we don't tell them."  So spread the word - don't forget about the basics of Staging and using your talent to transform someone's home using their stuff.  That is - to me - much more challenging than staging an empty house where I get to start with an empty pallette, and is a test of my Staging creativity - and just as rewarding with the final outcome - and the sale that follows.

- Jennie

New Stagers frequently email or call me asking to "shadow" me for jobs.  I get calls from interior design students as well that would like to complete hours towards their education and internship - and ask to tag along.  My policy is that I use only Stagers (not decorators or designers) - because it's too much for me to have to explain the principles behind what I do - staging is not decorating, yada yada.  But I have brought new people out many times - and it's a way for them to watch and learn and gain confidence.

Question I have is if you are one of the people that wants to shadow, how long do you do this and when is it the right time to ask to get paid?

There are people that will take advantage of "new" or "newer" stagers - and I hear about it and really get sort of upset for these new people that are being taken advantage of by an experienced Stager that is capitalizing on the abilty to get "free labor."

The goal behind shadowing is to LEARN - and watch what the more experienced Stager does, how they run a job, what they pack, how they handle the project, etc.  And after a few times out - you have learned enough to warrant earning some $$ for your time.  Do you deserve the top rate of whatever your market will pay?  No - but there is a point where you don't need to be free labor anymore.

I can't tell you the number of times I have heard from Stagers that are letting themselves be "used" by - and excuse me if I am stepping on toes here - but cheap, experienced Stagers.  If we are in this to make money, and are bidding jobs correctly, then there should be funds in the budget to pay people what they are worth.  A new person - their experience is their pay.  When they have some experience, pay them.

So - new Stagers - my advice if you do have the opportunity to shadow someone - make sure to ask these questions or consider these points:

1.  How many times do you have to go out with this experienced Stager before you get compensation? My recommendation is about 3 times.

2.  What sliding scale do they use in order to pay you?  It should start off with about 25% of what the market will pay and go up from there.

3.  At the point where you feel you are being "used" - you probably are.  It's time to ask for compensation.

4.  If the Stager balks at paying you - they are probably not looking at it past their ego - of the "privilege of having you shadow them" (which I have heard) - and you are better off working to build your own clientele or finding someone else to shadow.  No one is so great that they get free labor all the time.  That person is just cheap.

And Stagers out there that are willing to bring a new person alongside to mentor or help them gain some confidence - I applaud that effort.  You are helping to train on the job - and it can take extra time to explain the "how to" of a real job.  Just be willing to honor that new Stager with up front communication that clearly lets them know what you expect, what they can expect, and give them something to work towards besides "experience" - because I know that money is usually in the budget to pay these people once they have some experience and don't need 100% direction.

And if you are bringing out newbies on a job - at least treat them to lunch!  Make sure they have a good experience - even if things don't run perfectly. . . because you never know where the relationship will go.  That "new" person won't be new forever and will have their own sphere of clients that maybe they will share with you on jobs where you partner.  THAT is the goal too - finding those we can work with - and have fun in the process.

- Jennie

OK - so it's Friday before a HOLIDAY WEEK!  Yay!  Thought I'd have some fun with us all with that enticing topic title. . . and even more fun sharing the reality of the title - and the disbelief I STILL get when I go into a house and they have this type of art or sculpture or item in their house - and it's for sale!  This was a HIGH end house in our area - over $2 Million - and the house sold and the sellers moved out and let the buyers in BEFORE the escrow closed - and then it never closed. After 6 months they finally got the "buyers" out and put it back on the market.  Enter me - the staging expert to help use what they had to get it to sell.  As I went into the Dining Room - voila! There she was . . . in her nude glory for all to see!

The seller did what we suggested and took her out of the Dining Room - Phew!  BUT - she ended up over the Master Bedroom Bed where we told the seller she needed some color and a picture or something.  That room is better than the Dining Room - but La-Naked Lady needs to leave altogther!  I told the Realtor - he was going to revisit it with his client and I said I could come back for the final push if needed.  Sellers - do not use NAKED people, pictures, artwork, sculptures, or any other naked depiction to sell your house!  Pack 'em up!

I am SURE some of you have had similar situations - and maybe even pictures of your naked Ladies!  Do tell!

- Jennie

When it seems so commmon sense to us - those that work in this field - isn't amazing when you come across people that STILL do not know what Home Staging is?  If you ask some Stagers they might tell you or me that "the market is saturated" - and the opportunity for expansion and more business is shrinking. 

I am sitting in an airport ready to fly home to my family, and have to share that the last 10 people I have interacted with on the way to the airport, in line in security, sitting at a Starbucks, etc. - have all wondered what my "Staging tote" bag means and what do I do?

"What is Staging?" asks my shuttle van driver.  Intrigued when I tell her - she says,"I did not know there was an actual business for that." 

"Does she actually do that?" I hear whispered behind me by a little girl in the security line looking at my bag with before/after photos on it.  "I just love HGTV shows!" exclaims the mother.  "Selling Secrets though - I don't like," she says.  And who would - with that critical mother-daughter team!  Please - they are NOT doing a good service for our industry.  I turn to another person in line, "So you are a Home Stager? I think my sister had that done on her house."  Chances to educate abound - no matter where you or I go!

Even last night as I was eating - 3 men from Ohio and Virginia - had no idea what Staging was - sort of kept that clueless look on their faces as I explained what I did and how it helps houses sell.  One guy (after a few drinks) was all excited about how we was going to get banks to Stage repo houses. "More powwer to you," I said - because I have not been able to crack that nut yet!

With so much exposure and so many people in business, it never ceases to amaze me that there are still those we have not reached with our message.  The public is still very much out-of-the-know when it comes to Staging.  The HGTV shows do little to really tell the whole story - but it's a bit better than what we had before which was no national exposure for what we can do in a house.  Still the best exposure is our own personal interactions with people - one by one we help them see the light.

Anyway, I expect that the person seated next to me will also not have any idea what I do - and so it goes.  Keep spreading the message about what we do for sellers - especially in the tough markets most of us are in these days!  These people need to hear our message of how we can help them or someone they know.

- Jennie

Chalk it up to experience . . . I should know better considering how long I have doing this. . . but even I jump at the chance to bid on jobs with the trust that my information will be considered with the same care and consideration that I have put into the proposal.

I was asked to bid on a $1.2 million property - that was supposed to be marketed for a quick sale.  Located in an exclusive neighborhood about an hour from my house, I drove to meet the Realtor, and toured the house, took my pictures, asked all the right questions.  She said the house would sell fast and wanted a 30-day price for the Staging and rental.  She said she wanted a "classy and elegant" look to the house.  She shared her "vision" and we were careful not to share ours - we were not hired yet.  See we've learned along the way!

After a few hours of pulling the information together - getting pricing from rental companies, and providing specifics of what we would do to transform the empty former design center for a builder to a lovely home for sale. . . I put more effort than normal in the proposal - including dressing it up to "impress" the client and builder.  Feeling confident we sent off our proposal and planned to discuss the information the next morning with the client. 

To my surprise, a brief email arrived in the morning telling me "They had gone a different route with the Staging."  I KNOW they did not even look at the overall content - probably  just glanced at the price.  So, as is usual practice, I called to follow-up and ask what they had decided.  I was informed that my price was too high - and so I asked if it was an apples-to-apples comparison.  It was not - the "winning" bid did not have all the pieces we proposed, or the look we suggested.  It was also not based on 30-day rental. So it was NOT a fair comparison.  I dug deeper.

Disappointed I probed more and asked WHO won the job, sharing that I know most of the Stagers in the region (even an hour away).  I got a name - no one I recognized who works regularly as a Professional Stager.  Google came in handy as I typed in the name and - WOW - the "Stager" was a Realtor who worked in the same office as the listing agent.  A "ringer" - an inside man!  He may "stage" on the side, but I was peeved that I had been "used" - to get the 3 proposals for Staging required - probably by the builder-client.

Totally burning the bridge I wrote to the Realtor and let her know that it was sure a long-shot for me to win considering her inside man had the inside track, and I could not help but feel my proposal and time invested was an exercise in futility (exact words!).  Not only that, but it was not the same job being compared - our "product" was what she asked for classy and elegant, and 30 days. I came to find out his was not even close.

So, miffed at that whole exchange, I went to a local rental company to speak to the DM about "issues" regarding how they were undercutting Stagers (read my last blog post), and GUESS WHO was in the showroom picking out his furntiure?  You got it - the INSIDE MAN!  I could not believe it!  We asked him, "So, what are you doing?" And he said he was a "stager" - and of course we were nosy and found out what he picked.  Totally did not even go together - and was a 90 day minimum contract!  I did not know whether to laugh or shout - but what are the odds that would happen!?!

Classic example of being used - now I will ask MORE questions up front before taking an hour of my time - actually 2 hours to drive ($200) and 3 hours to pull a killer proposal together ($300)- only to realize I never stood a chance.  So $500 down the drain in effort - and a peeved attitude for a time - I let it go and looked for the "good" in all this.

Good news - I have a FABULOUS proposal template to use - as we are always improving on how our proposals look in content and quality.

Live and learn - and do not get used!

- Jennie

I know there have been other posts on this topic, but recently I have had to do battle with some rental companies in my region and elsewhere to help dispel the myth that renting furniture is "Staging."  I have had "discussions" with large national companies on behalf of Stagers, sticking my neck out to straighten out what I feel is a blatant misperception being fed to the public. The misperception is that "rental companies can Stage a house."  Is furniture the only thing needed in a vacant house? Some sellers believe that is true - and this damages what we do as Stagers.

Anyone else out there also fighting this battle?  What I have done is set the record straight with the District Managers and VPs that will listen.  The showroom reps of rental companies have a goal of renting furniture.  They could care less about a house selling - and I shared this with the people I spoke with.  They agreed.  The DM's and VP's have quotas to meet - they want to rent furniture.  Some stores even have some light decor they carry - but it's still not enough.  They are not hiding the fact that ultimately their goal is to rent furniture - and they will do it for the longest contract duration they can pass on to the client.

As a Stager, my goal is to SELL the house - just like the Realtor's.  My part in introducing any rental at all is so that it will help the house to sell - not have a long term rental contract.  When waged labor is used to place furniture in a house, it undercuts a Stager's time - that we bill for - and in essence undercuts our ability to compete for a job.  It became personal to me - taking money from my business and from my family- and I was not a happy Stager.  I thought to myself, if these rental companies do not get on board with partnering with Stagers, then we would consider them competition and direct our business elsewhere.  Do not let rental companies hold you hostage with higher than necessary fees and terms that do not fit the market you are in - WE are their customers and we bring multiple client to them.  The loyalty needs to go both ways.

What I found in one situation was the rental company was charging Stagers DOUBLE the delivery fees of the man off the street because they said us stagers kept their delivery guys out longer than the regular seller.  That was not true - and was shocking for me to find out.  They were also giving the same pricing as I get to the consumer instead of giving me a discount that acts as an incentive for the consumer to connect directly with me.  I had two proposals come to a screeching halt when the customer connected with the rental company who took the business direct, undercut my pricing, and installed what I thought was an awful combination of pieces that did not look right.  Not only that, they had the nerve to tell the seller they were helping to "stage" the house.

Ever seen a cake with no frosting? That is what I told the rental companies they were offering to sellers who come direct to them - thinking that just furniture is enough.  "Here buy this cake with no frosting - it's just as nice as the one down the street that has all the frosting and finishing touches."  Furniture is important in a vacant house, but the job is still not complete - and would be like having a cake with no frosting.  We are the icing on the cake - the look that pulls it all together and has that "WOW" appeal.  A house with just furniture is stark and unappealing.  A Staged house needs the final touches - to pull it together - and create enough buyer appeal to bring an offer.

So, I went to the DM and asked for better pricing, asked for lower delivery fees, asked for discounts that we get that the man off the street does NOT get, and asked for referral fees.  So far - so good as far as positive response - but I have yet to see anything actually in writing.  The rental companies say they do not want to be Stagers but their reps will call themselves that - and even try to take business from professional Stagers.  I always say to the DM's and VP's - "Unless I am missing something and your reps are actually being given some sort of incentive to take Staging jobs, there should never be a conflict or confusion.  Jobs should be referred to Stagers that work with the rental company as a reward for bringing them business."  The rental company still gets the business, and they are honoring their relationships with Stagers by helping share opportunities. 

They want our help in educating them and their reps so that when a person comes in and says, "I don't want a Stager, can't you just help me?" they can tell them the pros of working with a trained professional, and one that can offer them MORE than if they just go direct. That is the goal anyway.

So I wonder, what is your experience in your region?  I have a finger on the pulse of the Western region - but am interested to know what you have found on your end?  What I know is that one bad reivew on this site and via email to colleagues nationwide could greatly impact the success of particular companies that serve our regions - and I am not interested in supporting companies that are intent on competing with me and taking business and income.  Take a stand in your areas if this is happening to you as well - I imagine that it must be and the good news is there IS something you and we can do about it.

-Jennie

Do you know how to GROUP NEGOTIATE or do you keep any great deal to yourself - hoping your "competition" will not figure out what you found?  Do you understand there is power in numbers?

When you go to stores or to wholesalers - do you ask about discounts for yourself? Most places will give Stagers a standard 10-15% discount, and maybe more if we flash our re-sale licenses.  But how many of you realize that when you are in front of a store owner, you have the "power" of negotiation on your side?  You see - it's not about only you or me.

When it's just ONE - you or me - we get a obligatory discount, but when we band together and share that we represent an industry - a group - the vendors we do business with sit up and take notice!  I learned long ago that this industry is about helping others - we help sellers, we help Realtors, and we can help each other.  As an ASP I am fortunate to be part of a larger network that negotiates partnerships with national vendors that I could not do on my own.  In my own local region, I can be the "negotiator" on a local level that helps to benefit fellow Stagers by asking for what I want in exchange for promotion of that vendor.

The key to getting group discounts is to ASK.  Tell these store owners and vendors what you want - in return for helping to give them exposure and send business their way.  It's all about mutual benefit - and we are in touch with numerous potential clients that may never hear of these vendors - and we are like a walking sales army for them - sending them business and income.  In return, show us the discounts! 

For example, in our region, our local wholesale rug dealer at our flea market sells good quality rugs of all sizes and prices.  We were able to negotiate deep discounts based on volume, and continue to send them clients - both homewoners and other Stagers - who buy from them instead of their competitor located a few stalls down.  A rug that retails for $75 costs us only $19.  A rug that retails for $150 costs us only $25, etc.  The key in negotiating was letting them know who we were and who we represent.  It was not just about my personal purchases - but who I could lead them to with my business network.  We have done this with wholesale art, greenery, furniture, and more.  It's about asking, "What is the best discount you can offer me knowing I am going to be sending others like me your way?"

So when you go out in to the shopping world - remember, you are not a power of one - unless you want to be.  Negotiate for more - there are great rewards to be had - and happy shopping!

- Jennie