Staging to Sell-What You Need to Know

Agenda

What Staging Is Not, What Staging Is

• The Difference Between Decorating, Staging, Showcasing Collections, Interior Design, Interior Decorating and Personal Style
• Staging Should Never Hide Disclosure Issues
• What Types of Activities Are Included in Staging Such as Cleaning, Decluttering, Updating, Repairs, Arranging Furniture, Accessories, Art and Light and Color and Paint
• Viewing a Home as a "Product" and Merchandising
• Examples of Generic Products vs. Brand Name and How It Relates to Staging
• Facts Regarding When Staging Should Be Done
• Understanding How Staging Affects a Buyer's Market vs. a Seller's Market

What Does Staging Entail?

• Repairs, What Needs to Be Addressed, Fixed or Repaired, Reducing or Eliminating Disclosure Issues
• Cleaning- Who Should Clean and What Does It Involve?
• Curb Appeal Tips
• Professional Photography - Why It's Important and How It's Used on the Internet
• Understanding the Internet and Its Effects to the Real Estate Industry and How Buyers Buy
• How to Take Great MLS Photos
• How Bad MLS Photos Are Perceived by Buyers and Agents

It's All About the Buyer

• Facts and Demographics
• Understanding Their Wants and Needs
• How They Benefit From Buying a Move-In-Ready Home

Statistics and Facts?

• Staging Statistics Compiled by the Real Estate Staging Association
• Understanding Carrying Costs Associated With Leaving a Home Unstaged
• Survey Results of Professional Stagers and How Clients React to Their Advice vs. From an Agent
• Why Sellers Follow the Advice of Professional Stagers

Do You Want to Stage Your Own Listings? Pros and Cons

• The Basic Resources That Are Needed in Order to Properly Stage a Listing
• Owning vs. Renting Inventory, the Facts and Pros and Cons and What Type of Inventory Systems and Warehousing Is Required
• Increasing Staff to Cover All of the Positions Required to Stage a Property
• Insurance Requirements Required in Order to Stage a Property and Be Fully Covered
• Logistics and Prep Time in Order to Complete a Staging From Beginning to End
• The Importance of Contracts and What Is Included: Insurance, General Liability

Facts About Working With a Professional Stager

• Hobbyist Stagers vs. Professional Stagers
• How to Screen 2-3 Stagers and Compare
• How to Determine the Professionalism of a Stager Based on Their Portfolio
• Staging Expenses vs. Investments
• How to Avoid Litigation From Uninsured or Underinsured Stagers
• Standard Staging Contracts
• Staging Service Options and Fees
• Collaboration vs. Hiring and Why Agents Are Better Served by Viewing Professional Stagers as Collaborators as Opposed to Someone They Simply Hire

Security Tips

• Security Tips

Introducing Staging to Your Clients

• Don't Discuss Staging With Your Clients Until...
• How to Avoid Breach of Duty Claims
• Adding Staging to Your Listing Presentation With Some Role Playing With Students
• Using Your Own Home Staging Statistics, How to Track and Compare Your Success Rate and Share This With Your Clients

Credits

Faculty

Shell Brodnax

Real Estate Staging Association

• Chief Executive Officer of the Real Estate Staging Association®, (RESA®). RESA is a 501 (c) (6) tax-exempt nonprofit trade association for professional real estate stagers. This network of professional real estate stagers includes more than 2,000 members, 50 chapters, and 300 leaders
• Through her work at RESA she has created, an internationally recognized accreditation system for CORE business training providers
• Has established a national MCE program “Staging to Sell—What Every Agent Should Know”, for real estate agents in America
• In 2008 she implemented international staging industry events and awards; the RESA-CON annual convention began in 2010, and RESA-EDGE events launched in 2017
• Co-wrote the best-selling book, Home Staging: The Power That Sells Real Estate; this guide to getting the best price for your property, covers the entire selling process with expert advice from professional home stagers
• She also wrote a great go-to business book called, Becoming Cowgirl. Becoming Cowgirl is realistic, easy to understand and implementing strategy to improve your life or business; also co-wrote the new book, Marketing for the Staging & Design Industry
• The go-to resource for major media outlets including The Wall Street Journal, The New York Times, and CBS News; she is the host of Stager Talk and a regular contributor to Staging Standard magazine; she has also completed coaching training at Robbins-Madanes Training under teachers Tony Robbins, Cloe Madanes, Mark Peysha, and Magali Peysha
• As a global visionary, author, and business strategist, she is one of the real estate industry's most influential people