The circle:
Everything comes full circle.
What goes around comes around.
The wedding ring - symbol of commitment.
I was talking to a real estate professional recently who was astounded to learn how much I knew about the industry as well as how much research I do. She knew I am in the staging industry so assumed, as many agents do, that I am a decorator. It is so very important for real estate professionals to understand that the staging process is not about decorating. A staging consultant has the same goal - to get the house sold.
The success of the staging phenomena is based largely on talented people providing a service to homeowners who want to secure the most equity from the sale of property in the shortest time. The process, which historically has been performed on new builder models, can now be applied to occupied homes - regardless of furniture style, colour or décor. Well trained staging consultants understand the real estate industry as well as décor.
The concept of staging (as it pertains to selling a house) started a long time ago - and it came from the real estate industry. Recently one of our students told us of her mother's introduction to staging. It was in the 1950's in Hollywood (honestly); the mother was looking at homes to buy - she went into a Master bedroom which had a beautiful gown draped on the bed - with a diamante purse casually beside it. There and then her mother fell in love with the lifestyle it portrayed. "I want to buy this house so I can have that life!" Now fifty years later her daughter has graduated from the CSP™ program and started her own staging business. Well trained staging consultants marry the crucial elements of décor with the lifestyle selling techniques which will appeal to the buyer most likely to purchase the property.
One of the things which amazed my friend was how much I understood her anguish to build a successful real estate business. "At any given time", she said," one third of agents are leaving the industry. The onslaught of the private sale and FSBO associations, the myriad of real estate companies and discounting of commissions are all reasons to "give up" when things get tough. The market is soft right now and people are wondering if they should take part time work to sustain themselves until the "next big boom "comes along". Floyd Wickman (www.CallFloyd.com) says One hundred percent of agents who enter the business have great intentions and high expectations. The problem though is that not every agent is good at it. Here is a sobering thought. Roughly seventy percent of all real estate agents quit during their first year in business". Quitting doesn't solve anything I told her - if you want to be successful, if your commission levels are not paying for the lifestyle you aspire to then you have to find out what makes others successful and emulate it. Get more into the business not out of it.
Most everything I've done I've copied from someone else. -Sam Walton
The people who most succeed in staging, as in real estate, are the people who know how to sell and what to say; communication and sales skills are keys to success. In both business arena's you need to overcome seller's objections, hesitations, and stall tactics. The skills you need are those that lower your potential seller's resistance to giving you the listing. Offering staging in your market plan will help. Staging belongs here - in your listing presentation as part of a strategic market plan for the house. The next thing you need is inventory - for an agent it is listings for a staging consultant it's an agent with listings - lots of listings.
Agents tell us "We don't have time to have the house staged" ---we all have the same amount of time in a day - so how come everyone isn't top of their game? We know from research CSP conducted at TREB last year that 98% of agents understand the value of staging. HomeGain conducted a survey with 2000 agents and they state staging provides 169% ROI. Staging provides another circle opportunity: The homeowner gains - big time; the agent gains - reputation, money, savings of market dollars and time, the staging consultant gains by building portfolio, business and earning a living. Staging and real estate a complete circle.
Let's not forget - "what goes around comes around - working with a Certified Staging Professional™ provides a great opportunity for agents to build their business. Everyone knows 250 people - stagers refer clients to agents all the time. My agent friend received over 10 listings opportunities from me in the last 18 months -most over $500,000.
We know our industry is growing; many agents call us now and say their seller has asked for more information about staging or they lost the listing because they didn't know enough about staging, or they didn't offer staging in their marketing. Property owners are calling staging consultants even before they call an agent. The trend is turning...
Another circle opportunity
The National Association of Realtors released statistics that demonstrate seven of every ten FSBO owners end up using a professional real estate agent. Increase your odds that they choose you by working with someone on your team who will help facilitate this.
With the right preparation you will generate more listings, make more money, and save valuable time.
Floyd says in his column this month: Worse than no listing at all is a listing that won't sell.
If the listing doesn't sell, what good is it? (sic) Energy spent on a listing that's doomed to expire is very time consuming, and thus costly to the agent, because time IS money. It's frustrating to the seller and it hurts the real estate industry in general. No matter why the house didn't sell, the agent is going to be the villain. Enough unsalable listings will ruin a reputation for that very reason. When asked why his/her house didn't sell, a seller won't volunteer their price was too high - they will put the blame on you, their agent.
The seller has responsibilities in partnership with you, their agent. He/she is responsible to price the home right, to stage it for showings, and to allow access to the home. These are the big three and it falls to the agent to be sure the seller knows this.
Take this viewpoint as your own. "I don't work miracles. The seller has to do his or her share. I can only do my part." What if the seller says no? Double digit million dollar producers don't take these listings; they let the seller find another agent which lets the competition get stuck with unsalable listings. Why waste your time, money and energy marketing something that you know up front won't sell? There are three prices for a house: Sellers price, market price and the buyers price. Staging helps all three level off and become the same. Start the Spring market with your own circle: For more information about staging and how to integrate it into your listing presentation call a Certified Staging Professional™ or visit www.findastager.ca
