The greatly anticipated Stagers of Color Issue is here!
This IAHSP Magazine issue is released publicly (versus our other issues that are for members only) as we want those who are thinking about getting into home staging, and those looking to hire pro-Stagers to see the amazing men and women of color who are part of our growing industry.
IAHSP is proud to share this inspiring issue with our global community and hope it helps increase the success of all stagers as they read the inspiring stories of staging journeys each person included. Thank you to all those who submitted to be included in the issue. If you did not submit and want to be included for our next issue, please let us know!
Register NOW for the all-new, updated Buyer Trends Specialist (BTS) Designation Course. This will be taught LIVE on May 12th – and recorded for those who cannot attend live. All grads receive NEW BTS Logo, Style Sheets, Course handouts, and more! Position yourself as an EXPERT with your clients and gain CONFIDENCE in discussing updating and trends.
This course will take 4 hours to teach as we cover:
Learn the 7 Demographic Groups
Identify Who is Buying What and Why
Learn How to Identify Home Styles
Understand Industry Design Terms
Current Color Trends to use for paint recommendations
Staging trends to appeal to target buyers
Trending Furniture Styles
Trending Furniture Colors
Interior Material Trends (flooring, fixtures, hardware, counters, carpeting)
The IAHSP® EU proudly brings to you the 3rd European Conference and the 2nd European Awards.
This year, the conference will be held in Lisbon’s Pestana Palace Hotel on the 28th and 29th of May 2022. IAHSP® EU has lined up 7 top industry professionals to share their valuable insights over the course of the weekend. Attendees will have access to inspiring talks on success, time management, design principles and even warehouse logistics, just to name a few! This year’s speakers will be as follows:
Birgit Anich (Warehouse and Logistics: Tips and Tricks to Maximise Operational Efficacies)
Mariah Wayhudi (How to Save Time, Increase Sales and Generate Leads Using LinkedIn)
The full schedule (subject to change), which will include lunches and coffee breaks, can be found here. Everything you need to know about what is best for your staging business will be at your fingertips, and you’ll also be surrounded by like-minded individuals with a passion for Home Staging – the perfect opportunity to network and build connections.
There will be opportunities to meet our sponsors and discuss their products and services throughout the conference. We’re proud to announce this year’s main sponsor as quality furniture brand Kave Home. Our Gold Sponsors are StagedHomes & 221, and our Bronze Sponsor is data insight company Stageflow, whose support is hugely appreciated.
We are also honored to have Stagedhomes.com, Home Philosophy and Staged4More, who share the same vision with us in giving importance to home staging education, as our Educational Supporters.
On the evening of the 28th, the 2nd European Home Staging Awards will take place. This is a wonderful occasion for everybody to come together and celebrate our successes as Home Stagers from all over Europe.
We are looking forward to seeing you all there and are confident it will be a fun, fulfilling weekend. You can find more information about the conference, including this year’s speakers, and buy your tickets here.
The IAHSP®’s European Home Staging Conference and Expo is just around the corner, and we are here to fill you in on those all-important details! You really won’t want to miss out on what is set to be a brilliant weekend for the Home Staging industry.
This year, the conference will be held in Lisbon’s Pestana Palace Hotel on the 28th and 29th of May 2022.
The IAHSP® Europe has lined up 7 top industry professionals to share their insights over the course of the weekend. Attendees will have access to inspiring talks on success, time management, design principles and even warehouse logistics, just to name a few! On the second day, there will be a specialist course on Senior Staging, reviewing Home Staging solutions for more mature adults.
The full schedule (subject to change), which will include lunches and coffee breaks, can be found here. Everything you need to know about what is best for your staging business will be at your fingertips, and you’ll also be surrounded by like minded individuals with a passion for Home Staging – the perfect opportunity to network and build connections. There will be opportunities to meet our sponsors and discuss their products and services throughout the conference.
On the evening of the 28th, the 2nd annual European Home Staging Awards will take place. This is a wonderful occasion for everybody to come together and celebrate our successes as Home Stagers from all over Europe. It is a black-tie event with a Gala Dinner, not to mention the afterparty where we can all let our hair down!
We are looking forward to seeing you all there and are confident it will be a fun, fulfilling weekend. You can find more information on our guest speakers and buy your tickets for the conference here.
Our members are excited about our February IAHSP Magazine issue! This is an exclusive benefit of being an IAHSP Member and our digital magazines are great to re-read and use as a resource for the topics covered. This month, we discuss Shabby Chic and Boho Styles, remind ourselves why we LOVE what we do, and much more!
Not a member yet? You can join by going to www.IAHSP.com – and join now to start receiving all the benefits of membership!
Our first issue for 2022 is OUT and ready for you to enjoy! The IAHSP Magazine is emailed to all current IAHSP members and is one of the many benefits of membership in the world’s largest Staging association.
by Jennie Norris, President & CEO, Stagedhomes.com, CEO, Sensational Home Staging – We Stage Colorado, Chairwoman, IAHSP
We need to talk about it in order to understand it for our industry, and yet so many stagers are afraid to talk openly about pricing and what their market supports. As such we have an industry under valuing their time, product and service. You don’t want to be the Low Ball Leader.
In general, staging pricing is tied to the price of homes in a region. If an area has higher priced properties, stagers can charge more, and if the pricing is more modest, they charge less. Our industry is hard to explain as it is not based on hourly or salary or even experience per se. If the region has grown and staging is established, there is a benchmark of pricing that is accepted by the clients, and stagers need to be taught what that is.
Some established stagers believe that a newbie should not/can not price their services at the same rate as an experienced stager.What this has done is as new stagers enter the market and are told they cannot charge as much as an experienced stager, the market is devalued and undercutting happens. I have always taught the opposite. New people entering are benefitting from a seasoned stager who established the market. The seasoned stagers should not want a new person to charge less and drive the market down. The public honestly does not always care about experience or even education when it comes to staging – it is pricing and results. We all strive to add value and use our credentials to get business.
FACTORS IMPACTING PRICING:Pricing is a factor of many things – and ultimately, turning a profit of 25% or more is the goal. We have costs and overhead to run our business, not just a project. A stager who has more overhead, has to charge more to cover their costs for their overall company, versus one who does not have a larger operation. The larger operation must do more volume to cover costs and find ways to be very efficient with their staging. However, all stagers need to analyze their operating costs and factor that information in when pricing their projects. It is never just about that one project – it is always about the overall bigger picture of what the revenue is covering.
EFFICIENCY IS A FACTOR: A new stager usually takes way too long to stage – and they do not always factor all those hours into their time, nor should they be paid for all their time because they are slow and learning. However, a stager who is charging less could still be more profitable than a seasoned pro – it all depends on the type of operation they run.
WERE YOU TAUGHT HOW TO PRICE FOR YOUR MARKET? I wish I had one “right” answer but the price vs cost vs value discussion is one we all have and it irks me when I see stagers who have not been taught how to price their services, think, “I got paid $2000 to stage! I made all that money.” Yes – but that is NOT all profit! They rarely take a look at the costs to secure the business let alone the costs to run the project. Did they actually make a profit?
I once had a student in our ASP Masters course and as we broke down business models and talked about pricing, she shared she was getting $4500 per staging project. We were all very impressed. She had a little warehouse that cost her $1700 per month. She owned all her own things. So I was thinking, “Wow – she is doing pretty well.” UNTIL I asked, “How many stagings do you do per month?” Drum roll please. . . . she told me, “I stage about 6 houses – PER YEAR!” Yes – per YEAR! I mean – WHAT? As I looked at THAT fact, it was clear, she was losing money and not making any profit. I shared, if she could add in just 6 more per year – she would at least make some money. She was sort of in shock when we analyzed the reality of her biz – but it was a good eye opener.
Personally, I would not survive on 6 stagings per year. We do that in one week in our staging biz that serves Denver. Now her pricing per staging was good – she did every room (not necessarily needed) and only had one client. In my opinion, she should never have invested in a warehouse at that amount when she did not have the business to support it. We didn’t even get to cover all the other expenses she had: marketing, events, education, insurance, maintenance of her things, etc. She ended up selling her items and moving to a different state to live with her daughter (that was already sort of in the works anyway) and wanted to focus on consultations were there is much lower overhead and good potential for profit.
IAHSP actually has a pricing course that has 7 different webinars, handouts, planning forms, etc. For those struggling with where to price their services, it is worth looking into it – one of the handouts is the hourly price range each major city in the US supports for staging. There are 4-5 ways to price a project and help with coming up with guidelines for your country/region and deciding which model works the best for a staging company is subjective.
Stagers who want to crank out proposals and use a more predictable framework will opt for % of list, $ per sq foot or $ per room. Using actual costs is the 4th method – figuring out what rooms need staging, pricing out what goes in each area – is one half of the equation. The labor is the other part. If the % of list, price per sq ftg or price per room do not cover the labor and create a profit or price the stager out of their market, the actual pricing model has to be used. We use a hybrid method of pricing – a combo between #3 and #4 to price our vacant staging projects.
KNOW YOUR BOTTOM LINE: I believe every stager needs to take a look at their actual costs – and then for expediency can use one of the other models for pricing as long as they know they are turning a profit. We can all framework our own set of pricing that works for us – and it is hard not to compare to others. We do not own their companies so we have no way of knowing if they are making money or not. We do know if something is greatly undervalued such as $500 for staging a 3 room condo for 90 days. Because entities like NAR put out pricing averages for Staging that are not based in reality, the buying public believes our pricing should be that low and it is up to US to educate them.
TEACHING THE VALUE OF STAGING – what the hourly rate should be to calculate the lump sum pricing for the client – SHOULD be shared with ALL stagers so they don’t have to guess. If stagers are using a consistent number, the decisions to use one or another won’t be about price and who is cheaper – but be about quality, availability, relatability, responsiveness, etc. Price will always be a factor as people do not want to overpay, but stagers should be within acceptable range of one another in a market where they understand their value when it is an apples-to-apples comparison.
TIME IS MONEY: I know we run a tight ship and can get staging done quickly and efficiently. This means I am more profitable than a stager who takes all day to stage a property when we can get it done in 1-2 hours. Time is the great equalizer. And if I can make MORE than another stager because we are faster, that is a good thing. If I can get it done in 2 hours and can charge as much as someone who takes 8 hours, and win, I just made 6 hours of profit that was not needed. It also provides me with a buffer to negotiate if a client comes back to me and asks for an adjustment. I want to win the business, not at any cost, however I am willing to negotiate within reason. Sometimes that might be doing a little less, taking out a room, or making a little less profit. I NEVER go in knowing I am going to lose money. I know what my walk away price is: The price where I am essentially paying the client for the privilege of Staging their property. I refuse to start off at a loss. There are times things go awry on a staging, and we do end up costing ourselves more than planned, however that cannot be the norm.
Stagers need to be focused on making as much as possible, not just enough to cover their expenses. There are clients where I know I can pad the proposal, and then times where I know I have to be tighter. If you are reading this and are not sure what your rates should be, ask a colleague. If they are not forthcoming, take a look at sister industries and other affiliates who are part of the overall process of buying and selling a property. A stager can take a look at the hourly rate for interior designers in their region, and then fall in below that number as designers are usually seen as expensive. They can also take a look at what other pros involved in the sales/buying process for a property charge: what does an appraiser charge, and what a real estate photographer charge, etc. In other words, look at the others involved in the sale of a property and make sure for the service we are providing in the real estate industry, we are on par.
PRICING PSYCHOLOGY:The psychological factor of pricing is also important. $1950 sounds and looks a lot less than $2010 and they are only $60 apart. If I am adding up our pricing and we bump up just over $2000 or $3000 – I will see if I can get it down to just under the next thousand level. I stay away from round numbers – never add up to something with “00” as psychologically it sounds too perfect, like you didn’t really add up anything for their property quote. Look at $1987 versus $2000. If you got a quote and saw one or the other, which one seems like a better price? Visually 1987 looks a lot less because it has a “19” in the front. Once you bump up over that next threshold, the client’s see it as a lot more.
THE ETHICS OF PRICING: Having open discussions about pricing and agreeing from an ethics standpoint that a stager will not knowingly come in and undercut a market is key. Having recourse for stagers who deliberately do this is key. There are stagers in every market – who stage “for fun,” who don’t actually care about making money – and they will charge less, drive a market down, and do not care they are leaving LOTS of money on the table. A Stager who is NOT money motivated will ruin it for the pros that are out there. The good news is eventually, running at a loss year over year, will become a problem for that stager as the IRS does not like seeing a loss for more than 3-5 years.
Additionally, the adage, “You get what you pay for,” rings true and their quality will suffer, they will be forced to take a look at their poor business strategy and whoever is bankrolling their operation and allowing them to just do whatever they want and lose money, will wise up – after all that person does not want to lose thousands year after year. If that cheap stager exists in your market, go after the higher-end listings as the cheapo cannot stage them to the standard of expectation of a client – and so they will not go after that biz. The investors or agents who don’t care about quality, will hire the cheapo, and when the clients start seeing the lack of results and find themselves having to supplement stagings with their own things or not getting the results they expected, they will start to seek out a true pro.
Edify the industry.
Encourage others to price according to their value and their market.
Focus on how you can be most efficient to reduce overhead.
And be strategic with who you target for business.
When real estate prices are climbing and everyone involved in the sale is making more (Realtors, Lenders, Title companies, photographers, appraisers, etc.) why shouldn’t Stagers? If we truly are tied to the value we bring to the process of listing and selling a property, we should be making MORE as the markets grow stronger. Not less.
If you are an interior designer, decorator, professional organizer or feng shui practitioner looking to add Staging to your business, watch this 1 hour complimentary webinarthat shares what it takes to add Staging to your business. Having an “eye” is not enough. The business goals are totally different, process is different and factors such as front-loading furnishings is a necessity not found in these sister industries.
In ONE WEEK Pro-Stagers and Realtors will descend on Denver to SOAR! You still have time to register! Flights are inexpensive, our special priced hotel block has been extended and we are ready to host this amazing conference to educate, motivate, and inspire you to new heights of success! Don’t miss out! You know you need the boost and we want you here!
American Businessman James Cash Penney, founder of JC Penney, used to say: “growth is never by chance; it is the result of forces working together”. Quotes like this inspire many successful businesses worldwide, including the IAHSP® – International Association of Home Staging Professionals®.
As an institution, the IAHSP® have implemented the semantics of this quote as the driving force for continuously raising its standards, pushing the Home Staging industry forward worldwide.
Being the largest and longest running Home Staging Industry Trade Association with thousands of members worldwide since 1999, the IAHSP® believes that excellence in education and high professional standards are paramount for the success of Home Staging as an activity, and it has spared no efforts to promote exactly that.
The Association is now ready for its next important step which will benefit the industry as a whole in all corners of the world.
With a global expansion in mind, which allows the IAHSP® to promote the activity and to support stagers around the world, Paloma Harrington-Griffin, the VP of IAHSP®Europe, is joining IAHSP®’s international team as the Global Operations Director.
Paloma will share her expertise and assist with the Association’s global network, making sure all opportunities to strengthen our activity are seized in all territories, building momentum and allowing the representation of Home Staging to expand and grow.
About Paloma Harrington-Griffin and the role
Paloma Harrington- Griffin is an award-winning ASP® Accredited Home Staging Professional, Expert Interior Stylist and Luxury Staging Specialist.
With knowledge and experience within Home Staging, Paloma is the Vice President of the IAHSP®Europe, the Founder of the Home Staging Association UK & Ireland, and Co-Founder of the first Brazilian Home Staging Hub and School, Núcleo de Home Staging.
An entrepreneur at heart, she believes in empowering people through knowledge, education and support. This means that seamlessly, fulfilling the role of assisting with worldwide associations and members, the IAHSP® plan is also fulfilled.
IAHSP®’s new venture focuses on reaching out to new members globally, keeping up the high standards regarding educational and professional opportunities on an international level, and guiding Home Staging institutions into success.
The role entails expanding, networking and supporting in unity to build a united global foundation to increase engagement levels, making the Home Staging Industry the best we have seen yet.
Please help us by donating to the IAHSP Foundation that funds Worldwide Staging Service Week. The IAHSP Foundation is a 501(c)(3), your donation is 100% tax deductible. Any amount is appreciated.
In the past, we have done fundraising at our conference, and this year we are getting a jump start so projects that are taking place in September (prior to our conference) will have needed funds. WWSSW – Worldwide Staging Service Week – is all about giving back to the communities in which we work and helping those less fortunate or in need.
Since 2005, WWSSW projects have helped many entities and families in need. From Ronald McDonald Houses to Salvation Army Homeless Shelters to battered women’s shelters to foster care facilities, individuals in need, pet shelters, senior centers, VA centers, fire stations, immigrant families, and more – our talented association members around the world give of their time, creativity and passion to help others.
Please click on the link below to donate and SHARE with others. Thank you in advance for your support!