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Advanced Staging for RE Agents. Beyond RESE. “The Stage Coach” Stage Coach Services LLC. Your Instructor. Victoria Guillot , CSS/CRS. Beyond RESE. Let’s recap what you learned in RESE certification:. Staging has 6-13% impact on price. Staging reduces days on market by up to 40%.

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advanced staging for re agents

Advanced Staging for RE Agents

Beyond RESE

Stage Coach Services LLC 2014

your instructor
“The Stage Coach”

Stage Coach Services LLC

Your Instructor

Victoria Guillot, CSS/CRS

Stage Coach Services LLC 2014

beyond rese
Beyond RESE

Let’s recap what you learned in RESE certification:

Staging has 6-13% impact on price

Staging reduces days on market by up to 40%

Much improvement can be achieved for free or very little investment

  • Which improvements yield greatest return, where to put $
    • Lighten, brighten, clean, declutter, landscape, furniture, plumbing, electrical, kitchen & bath

How to use staging to prospect differently and get in front of more clients

How to take more listings

  • How to sell more listings

I’m going to give you access to more tools to help you in your listing presentation so you can secure more listings.

Stage Coach Services LLC 2014

what we ll cover today
What We’ll Cover Today

Beyond the checklist. What comes next?

When to refer to a specialist

How to broaden the buyer pool

Eliminate excuses not to buy or low offers

Merchandising assets

How much is “enough”?

Know the competition. How does your listing compare?

Know your buyer

Priority areas

Paint

Psychology of selling

Online photos

Basic furniture recommendations

Have we cleaned and decluttered the life out of the house? What next?

How to work as a team with your stager. Focus on your strengths. Benefits of bringing in a pro and timing.

How NOT to sell a house

Stage Coach Services LLC 2014

broadening the buyer pool
Staging involves preparing and presenting a property for sale. Your certification covered preparing very well. Today we will focus on basic presentation topics for real estate agents.Broadening the Buyer Pool

We do that by eliminating excuses to not buy or to make a lower offer.

We eliminate turnoffs.

We emphasize assets.

We create harmony and tranquility and a sense of “home”.

Our basic goal is to make the house appeal to the broadest buyer pool possible to create demand.

Stage Coach Services LLC 2014

priority areas
Priority Areas
  • Curb appeal. They won’t get out of the car to tour the inside if they don’t like what they see.
  • First view from entry. You have 5-15 seconds to form a first impression. The rest of the tour will turn into confirmation of that impression.
  • Kitchen
  • Master bedroom
  • Bathrooms
  • Final view exiting home leaves last impression

Stage Coach Services LLC 2014

identify turnoffs
Identify Turnoffs

Dingy window treatments or overly elaborate

Dated carpet

Dated kitchens and baths

Florals everywhere or taste-specific patterns

Worn and stained recliners

Cramped feeling

Dated brass and glass light fixtures

Strong wall color

Wallpaper

Reptiles (Relocate them. Enough said.)

Drab, colorless exterior

~Dark

addressing turnoffs
Addressing Turnoffs

First Step: Powerwash. Paint front door or trim a fresh color.

Next step: Landscaping! Add life and color with blooming plants.

Stage Coach Services LLC 2014

addressing turnoffs continued
Addressing Turnoffs (continued)

Dingy or dated window treatments: Try removing them to brighten and update.

Stage Coach Services LLC 2014

addressing turnoffs continued1
Addressing Turnoffs (Continued)

Raise blinds, expose maximum window pane

Stage Coach Services LLC 2014

addressing turnoffs continued2
Addressing Turnoffs (Continued)

Simple drape panels, no swags or tie-backs.

Stage Coach Services LLC 2014

addressing turnoffs continued3
Addressing Turnoffs (Continued)

Increase wattage in lights to maximum

Stage Coach Services LLC 2014

addressing turnoffs continued4
Addressing Turnoffs (Continued)

Remove excess furniture

Stage Coach Services LLC 2014

addressing turnoffs continued5
Addressing Turnoffs (Continued)

Remove excess furniture

Stage Coach Services LLC 2014

addressing turnoffs continued6
Addressing Turnoffs (Continued)

Remove excess furniture

Stage Coach Services LLC 2014

addressing turnoffs continued7

Addressing Turnoffs (Continued)

Tone Down Dated or Taste-Specific Patterns

Stage Coach Services LLC 2014

addressing turnoffs1
Addressing Turnoffs

Paint cabinets, replace hardware, update ceiling fixtures.

Stage Coach Services LLC 2014

addressing turnoffs continued8
Addressing Turnoffs (Continued)

Update bathroom light fixtures and faucets. Paint walls a soothing, rich color.

Stage Coach Services LLC 2014

addressing turnoffs continued9
Addressing Turnoffs (Continued)

Replace outdated ceiling lights. Upgrade entry.

Stage Coach Services LLC 2014

addressing turnoffs continued10
Addressing Turnoffs (Continued)

Appliance or counter skins to upgrade kitchen

(Photos taken from manufacture’s website.)

Stage Coach Services LLC 2014

paint color fixes
Paint Color Fixes

Stage Coach Services LLC 2014

paint tip
Paint Tip

I caution against recommending white paint throughout. Seller usually ends up with a cold, sterile effect that negatively impacts appeal.

Subtle contrast highlights architectural moldings.

A safer color choice in most homes is Benjamin Moore Revere Pewter HC-172 with White Dove trim color. Nice neutral, rich effect. Not too warm, not too cool. Works with all art, furniture and flooring colors. Reflects light well. Broad appeal. Home looks more expensive.

Stage Coach Services LLC 2014

addressing turnoffs continued11
Addressing Turnoffs (Continued)

Bye bye wallpaper.

Either remove or paint over it.

Stage Coach Services LLC 2014

identify assets
Identify Assets
  • Light and space sells homes
  • Hardwood floors
  • Architectural moldings
  • Bay windows
  • Views
  • Privacy
  • Outdoor living areas
  • Fireplaces
  • Spa showers
  • Stainless steel appliances

Stage Coach Services LLC 2014

highlighting assets
Highlighting Assets

~Remove unnecessary area rugs

~Paint can highlight moldings

~Furniture arrangement

~Window treatments highlight bay windows

~Expose window panes

~Furnish outdoor areas

~Focus furniture on fireplace

Stage Coach Services LLC 2014

how much is enough
How Much is Enough?

Make seller understand they are entering a competition.

How do you decide where to draw the line?

Study comps for sale

Know your buyer demographics

What assets does competition offer?

What is overall impression of comps?

How does your listing stack up?

Does it appeal to your target buyer?

Does it allow the buyer to picture dream lifestyle?

Stage Coach Services LLC 2014

psychology in selling
Psychology in Selling

You’re selling the dream lifestyle

  • Lovely, carefree entertaining
  • Easy to maintain
  • Plenty of room and storage
  • Moving up from current home
  • More luxury, more space
  • Or downsizing for easy care

Stage Coach Services LLC 2014

subliminal selling
Subliminal Selling

Cupboards no more than 75% full

Closets 75% rule, clean and organized

Cans and boxes in pantry face label forward, upright.

Cleaning products not visible. Box and remove for showings. The house cleans itself.

No garbage cans showing.

Fluffy spa towels used just for show.

Personal hygiene products hidden for showings.

Stage Coach Services LLC 2014

listing photos

Listing Photos

90% of buyers rule out properties by looking online first.

Online photos = critical component

“HGTV effect” The bar has been raised.

Make sure styled and ready for close-up

Drapes open, lights on

No coats on sofa, briefcases, vacuum cleaners, pots and pans or trash in photo

Photograph assets. Will the listing make the online cut?

Only post favorable shots. You must get buyers in the door or they won’t buy.

Post to capture biggest wave of interest

Keep photos updated

Stage Coach Services LLC 2014

basic furniture arrangement tips
Basic Furniture Arrangement Tips

Don’t block entryways or windows or traffic routes

How many dressers do you really need?

Float in conversational groupings, don’t line up like soldiers along walls. No screaming distance.

Should the recliner go?

Don’t have view behind wood furniture or TVs

Conceal cables and wires, tape to furniture legs, tubes, or place decorative accessory to cover.

Lose small cluttery furniture and accessories

Ideal is often placing bed on the wall you see from doorway

Reduce chairs at dining table and remove leaf

Consider removing china cabinet for more space

Know when to seek advice from a pro

Don’t block fireplace

Stage Coach Services LLC 2014

have you cleaned and decluttered the life out of the home
Have you Cleaned and Decluttered the Life out of the Home?

What comes next?

Stage Coach Services LLC 2014

working as a team with a stager
Working as a Team with a Stager

If you suspect you will need a stager, bring them in as early as possible. They may have a better paint suggestion, prefer different furniture be stored, have better use of funds, etc. Before too late.

Good cop/Bad cop. Protect your relationship.

Reinforcement of what you already told client

Best use of your time and skills

Stagers are trained and have resources

You will get maximum impact from staging when you work with a good professional stager.

Stage Coach Services LLC 2014

a study of properties that linger
A Study of Properties that Linger

Let’s review a quick online search of listings in my town with price reductions and analyze why they aren’t selling.

What would you advise these sellers?

How much equity might these sellers have saved with a small investment in staging?

Remember, all the following are published listing photos.

Do they sell the dream lifestyle of comfortable, effortless entertaining, upgrading from current home, harmony and tranquility and luxury?

Stage Coach Services LLC 2014

there must be a kitchen in there somewhere
There must be a kitchen in there somewhere…

Yes, the bottom photo is the kitchen.

This property is priced at top of range

The listing has expired once. The second listing will expire soon.

There are 7 photos of the top room from every angle.

What issues that we have discussed can you identify here?

Take a deep breath. There are a lot.

Stage Coach Services LLC 2014

little soldiers and screaming distance
Little Soldiers and Screaming Distance

This room has the potential to make a lovely impression. It can be improved easily-- for free.

Backdrop has nice paint, moldings, floor.

The furniture is lined up like soldiers around the perimeter of the room. This does not create a comfortable conversational grouping. Buyer won’t feel comfortable and won’t be able to identify why.

The person in the armchair has to turn and scream to the person on the sofa.

The fireplace is not highlighted sufficiently. Weakest art, clutter.

Too many small pictures and accessories, not in right proportion to wall spaces.

Area rug in wrong place & covering too much wood.

Stage Coach Services LLC 2014

the dresser lineup room balance
The Dresser Lineup Room Balance

How many dressers and wood pieces do you really need in a bedroom?

Watch for furniture crammed off to one side.

Remember about bed on wall you face from doorway.

Two wood pieces side by side can be awkward.

Stage Coach Services LLC 2014

blocked passage
Blocked Passage

Sofa blocking access to kitchen

Room arrangement feels very awkward

Child’s play corner distracting eye from fireplace

Stage Coach Services LLC 2014

whew very personal taste
Whew!Very personal taste!

Wild wall color is not going to appeal to most buyers. Many buyers are afraid or unwilling to paint. Why reduce potential buyer pool?

Different color in every room.

This property has been on the market for just shy of a year.

Paint neutral tones to cast a wider net.

Stage Coach Services LLC 2014

is this room staged or not
Is This Room Staged or Not?

This room is the first thing you see when you walk in the front door. Priority area. First impression.

They have cleaned and decluttered. They have nice furnishings and pretty hardwood floors. Why hasn’t it sold?

Front window is blocked by TV.

Entry to dining room is blocked by sofa.

Long wall available for long sofa feels blank.

There is an awkward and cramped feeling created, and there was plenty of room to arrange the furniture properly.

Even if you don’t know how to arrange the furniture, you can identify blocked passages & windows and know that you have an issue to address. Consult a pro if necessary to resolve the impediment to sale.

Stage Coach Services LLC 2014

protect seller equity
Protect Seller Equity

We need to do our best to help seller protect equity.

Staging is a tool to do that.

Many agents are intimidated by staging because they think it’s expensive. You have learned that it doesn’t have to be. Much cheaper than price reduction.

My consultations are not pricy.

The best agents are good at shifting responsibility to the seller, and I’ll show you some tools to do that.

Stage Coach Services LLC 2014

photo consultations
Photo Consultations
  • Email or upload photos+ phone conversation
  • One problem, one room or whole house
  • Only pay for what you need
  • Wholesale rate for RE agents
  • Bill in 15-minute increments
  • $50 minimum

Stage Coach Services LLC 2014

real estate agent tool kit
Real Estate Agent Tool Kit

Listing presentation aids and seller responsibility

Why you should sell a staged home

Recipe for a sale

Statistics sheet on staging impact on DOM

Statistics sheet on staging impact on sales price.

My tips on how to maximize staging benefits

Photo examples

PODs discount offer

Sample customizable gift certificate with marketing suggestions

Order at: www.stagecoachservices.com

Stage Coach Services LLC 2014

the stage coach book of staging tips for home sellers
The Stage Coach Book of Staging Tips for Home Sellers

Why you should sell a staged home

70-page guidebook contains 258 tips

Recipe for a sale

Statistics sheets on staging impact on DOM and sales price

Photo examples

Detailed checklist with staging tips for all sellers

Seller tips for best showings

Open house checklist

Identifying common buyer turnoffs and how to address them

Study of listings that linger

Bulk order discounts for real estate agents

www.stagecoachservices.com

Stage Coach Services LLC 2014

coaching services
Coaching Services
  • One-on-one private coaching services
  • Monthly group sessions so affordable for all agents
  • No contract time limits. As needed.

www.StageCoachServices.com

victoria@StageCoachServices.com

267-221-1569

Stage Coach Services LLC 2014

training classes at your brokerage
Training Classes at Your Brokerage

Contact me at:

www.StageCoachServices.com

victoria@StageCoachServices.com

267-221-1569

Stage Coach Services LLC 2014