Industry VP Connected the Dot... Now I'm Gonna Paint the Picture

Recently I read an interesting post by Jennie Norris, a Vice President at stagedhomes.com. In her blog Jennie “connected” with what I see as one of the important yet troublesome industry "dots" that other stagers in others markets have experienced.

Jennie wrote an expose' on what she felt were wrongful pricing strategies taking place. Her (members only) post on Stage It Forward, entitled, “Get off your back and on your feet - and walk out of the red-light district!” describes her frustrations with the low ball fees other stagers are charging for their services. Jennie writes "When are we going to stop giving it away - and realize the VALUE of what we bring to the table? And if you are out there undercharging because you think it's the only way you can get business - for shame! Take another look at what your market will bear - and don't leave money on the table!"

While low ball pricing may be a new issue for Jennie in Sacramento, it is NOT new to other stagers in other markets across the country... including me. AND you might be surprised to know that I believe that while lowball pricing is occurring, it is NOT the biggest issue facing us. WHY lowball pricing is occurring is a bigger issue that I want to address here in this post.

So the BIGGER picture and facts as I see them are…

• FACT: It is very EASY and FAST for someone to become a home stager. NO formal training is required. (I happen to be this type of stager.)
• FACT: Because foundation training programs have made it SO easy and fast (from 1 day to 1 month) to become a trained certified/accredited stager, there is NOW and continues to be a glut of graduates empowered as a "professional" stagers entering the market place. In some markets there are more then it can bare. Of course the larger the market the greater the probability a stager WILL compete with a fellow graduate from the same foundation course they took, as well as a graduate some other training courses.
• FACT: The home seller/consumer has NO idea what good staging is or is NOT. Our industry has created NO way do differentiate/compare common types of service or FEES for those services we provide. (Even the auto industry has common TYPES of cars: Compact, Economy, Midsize, SUV etc...)
• FACT: When starting a new staging business there are those who are hungry for business and WILL undercut the "going" rates in order to get some work under their belts. A new stager's "pay" could be the opportunity to capture amazing after photos for their portfolio. (Heck, I did this when I started.)
• FACT: The home seller/consumer market has NO idea what staging costs. What a home seller believes staging costs is often based on a unrealistic understanding... that comes directly from TV shows like Designed to Sell. Shows like this NEVER take into account the LABOR fees to pay the host, Lisa LaPorte. or her team of staging laborers.
• FACT: The real estate market is extremely slow... and in some markets totally stalled. Because it is so slow, sellers are VERY cautious about spending their hard earned money on staging as for MANY, staging is an unproven risky venture. So for them the cheaper the better.

So, where this industry is at is the result of MANY players and circumstances working in tandem and unfolding over time. Companies, organizations and individuals must step up and work together and do their parts to create solutions… instead of trying to undo and undermine any attempt at building this industry. BUT, while some are not doing all they can, we still are making progress… one fine example of a company working to improve the home staging industry is Brook Furniture Rental. Brook's sponsorship of 2 of 27 national Stage It Forward RoundTables and their formation of a Home Staging Advisory Panel is a HUGE step and huge commitment to all in this industry.

Getting back to what can be done... First, all members of the home staging industry must realize this industry is no longer made up of 1,2 or 3 players... it is made up of 1000's... stagers, vendors, and trainers. The Stage It Forward (SIF) Group on AR and now SIF RoundTables are a START in the breaking down of the barriers between those individuals and companies that for whatever reason try/wanted to operate in a protectionist bubble.

RESA has been trying, (with limited success) to get foundation training programs to work together. The public needs a way to KNOW what a TRAINED STAGER is and how the consumer can differentiate a formally trained stager from a "yesterday I aren’t one today I is one" stager.

The 27 Stage It Forward RoundTables taking place across North America are tackling bigger issues that touch all stagers regardless of where they were trained, what market they are in, who there competition is, or how big/little old/new their staging company is. Those that try to ban, thwart or scare people away from the possibilities the meetings hold only help to keeps us all stuck.

The SIF Quartley Qwick Staging Stats (QSTAT's) WILL help to begin to address some of the issues above. Stagers who get jobs will know what average rate for staging is for a DEFINED type of staging in that market. Currently, how a stager ultimately chooses to PRICE their services is totally up to them. BUT with QSTAT's bench mark price ranges could be communicated. The competing stager's who presented THEIR solutions would have NATIONAL, STATE and LOCAL data that can be presented to the consumer to EDUCATE them to make an informed decision. You might say the staging playing field would be level.

There is so much more I can write about that will help begin to paint the masterpiece of a industry so many of us see and believe in. But for now... this seems to be enough.

Sorry this was so lengthy...
Me

ROCK & ROLL: "Where It's At" for the Home Staging Industry

During a cold winter's drive over this past holiday weekend I had a chance to reflect on all that I see going on (or NOT going on) in the home staging industry. As I look at WHO we are and WHERE we are... the more I am sure the real estate staging industry is not quite YET ready to handle the BIGGER vision of unity so many in this industry say they want. Don’t get me wrong, this is not a BAD thing; this is just an "IS" thing.

I recently commented in another stager's blog that I thought home stagers could learn from the Realtor community who benefit from working together and learning together as a unified group in the association known as the National Association of Realtors.

Having as an END GOAL within industry to have own NAR like organization/association is an AWESOME goal... which I embrace 100%. But, with the “results” and lack of response we are getting to the idea so far, I wonder if maybe we are trying to hard to make this end goal happen. If this IS the case, what can we do? Well, without loosing site of the END GOAL, maybe what is more important is that we define smaller goals and take smaller steps that start moving us to that big "associated" END GOAL.

Right now there are many thoughts, ideas, concepts and strategies being discussed by a VERY vocal minority. But are the stagers that comprise the industry actions REALLY equal to what the vocal minority are shouting for as the BIG picture? I am not sure sure it is. But, if you think it is, then why does it feel like we are still stuck?

Why isn't there this vast tidal force of stagers joining together as a unified association?

Well, I believe part of the reason we are a bit “stuck” is the fact that our industry is riddled with misunderstanding, distrust, conflicting philosophies, and big egos. Plus, it doesn't help that real estate market is the worst it has been in decades. But even though we are obviously not experiencing ideal conditions, this should NOT stop those of us who are committed to creating something more for ALL in this industry.

So as a "loose" industry what can we do to get ourselves tightened up and unstuck? Well, maybe, without realizing it we are getting ourselves out of this rut by starting with a rock and roll motion... kind of like what one does to get a car unstuck out of a snow bank. I have come to notice an interesting phenomena that happens when someone tries to “rock” this industry forward with an idea or concept. Immediately following a rock forward there tends to be a counter “roll” back by someone else.

Case in point... the group of stagers organized under the banner called Stage It Forward (SIF) currently have scheduled over 25 industry RoundTable discussion meetings planned for all over the USA and Canada. Even though SIF has "rocked" forward there are some who feels it is necessary to roll with their own independent roundtable gatherings. This is the rock & roll I am talking about that takes place daily in this industry. So while different interpretations of a similar thing will happen, what is more important is who we are as individuals and how we respond to these differences... respectful professionalism is essential!
For those on the outside looking in the "rock" a with a "roll" response can seem a little negative. But like the motion necessary to get a car unstuck out of a snowbank, I am beginning to see how this forward and back (counter) motion is necessary to create the momentum that will get us unstuck so that we can trust in and fully embrace bigger united goals... like creating an NAR for home staging.

So while I have hoped we would already be traveling along in unity... I’ve come to see that the rock & and roll motion is not all that bad. What is most important is that the home staging industry is in motion and soon to be more unstuck.

Just my thoughts as I rock and roll...
Me

Will Home Stager's Statistics Bust Your NUTS?

By now you have all read the glowing stories and/or watched the captivating HGTV shows that triumphantly boast: "SOLD in one day after home staging!" "Multiple offerings after home staging!" "SOLD at first open house right after staging!" Yet even after all these great staging experiences have been reported in mainstream media, there still is apprehension by Home Sellers and the Realtor community to tap in to and use staging solutions that help sell homes… especially in this slower market.

Now don't get me wrong, there are those of you who have been "early adaptors" of home staging services. But in general, Stagers still experience quite a bit of resistance and reluctance by both Realtors and Sellers alike. Stagers have learned that their nut of concern, which needs be busted into, is the fact that there are no national, independent and verifiable statistics that back up claims of staging effectiveness.

While some individual stagers do keep their own personal statistic, there are NO comprehensive and consistently tracked national data to back stagers up. So, unfortunately. all we end up having too offer, are the tales of all the wonderful experience our clients have had… but this never seems to be enough. Our clients are asking for and need more data.

Up until now, the primary reason there are no NATIONAL real estate staging statistics is due to the fact that within the home staging industry there has been no autonomous body independent of the competitive foundation training organizations to capture statistical data . But this is all going to change... thanks in part to a group of stagers of Stage It Forward and their new Quarterly Qwik Staging Stats program.

Stage It Forward (SIF), an independent group of over 1200 stagers, are now going to regularly track staging stats. Once gathered and tabulated, the home staging industry will finally and continually collect the data needed to convince home sellers and Realtors that staging is an effective marketing strategy on both the national and state levels.

Besides finally having statistics, there is another benefit to SIF stagers joining together… that benefit is it starts industry standardization! Just as there are different types of automobiles (sub-compact, economy, intermediate etc...), most Realtors and Home Sellers do not realize that there are actually 5 different “types” of home staging. Being able to track statistical effectiveness about each staging type will help Realtors and sellers understand and choose from the best staging solution.

Additional benefits from standardizing staging industry data include:

• Real estate market fluctuations as they relate to staging will be captured and reported.
• State and national statistics will be compiled.
• Standard fee ranges for standardized service types will be reported.
• SIF’s Data gathering process will create an audit trail.

SIF realize there is MORE that needs to be done, but this definitely is a good start. SIF has stated over and over that it is best that our industry CRAWLS before it walks applying slow and steady pressure will surly help the industry bust open the statistic nut.

Staging It Forward...
Me