Home Staging Blog by Jennie Norris

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.