Are Real Estate Agents Allowed to Own a Home Staging Business?

by Jennie Norris, Chairwoman for The International Association of Home Staging Professionals® (IAHSP®)

The Home Staging Industry is growing and is the perfect partner with the Real Estate Industry!  In fact, Home Staging is a REAL ESTATE TOOL – not decorating or design.  Yes, there are crossover elements with our sister industries:  Interior Design, Home Decorating, Professional Organizing and even Feng Shui.  However, at its core, Home Staging is a Real Estate Service – because the goal of Staging is to help a property SELL at the best price and in the fastest time!  Our sister industries have different goals – none of them focus on SELLING a HOUSE as the primary goal of their business.

Now – Real Estate Agents – can you own and operate a Home Staging Business?  The answer is YES! 

The industry is a free market industry.  There are no rules from the REALTOR® side that say you cannot have a business in Home Staging, and don’t let anyone tell you differently.  A Home Stager serves the real estate industry, so if you did decide to ADD Staging as a business option for your overall income, you would have two businesses – one where you work with Buyers and Sellers of properties, and the other where you help make those properties look great for photos, showings to help them sell faster and for the best price!   

In FACT, the Home Staging industry was STARTED by a REALTOR® – who saw the need to help houses look better for Buyers.  In 1972, the phrase, “Staging” was coined by Barb Schwarz, The Creator of Home Staging®.  As a REALTOR® she knew houses would sell faster if Sellers were willing to do some basic things to prepare their houses for sale.  The industry has evolved greatly since then, but its birth was rooted in Real Estate!

Your first step is to set up a professional Home Staging Business and to do that you need to understand HOW to make that happen.

First, get some education.  Earn an approved Industry Accreditation or Designation.  Go to www.iahsp.com to see the list of approved courses and make your determination about which one is best for you.  Courses are comparably priced, and there are options for live, in person courses, live webinar courses, and self-paced courses.   IAHSP®, the International Association of Home Staging Professionals®, has approved courses listed on their site.  Our membership is comprised of industry professionals that have education in the industry, which sets us apart from other associations that do not have the same membership standards.  INVEST in your education from the start so you do not struggle and guess at how to be successful.

A quality course will teach you the ins-and-outs of owning a business from marketing, pricing, strategic growth and what to do for various industry services from consultations, hands-on Staging, and vacant property staging.  Staging is not just adding a few plants and towels to a property.  It is a process and when done properly and professionally can be lucrative for a business owner who understands the potential from the start.

RESOURCES:

There are resources available to Home Staging Industry Professionals including rental resources, discounts on purchases from retailers and the ability to establish wholesale accounts.  The Training Company you choose and the Home Staging Association you belong to should provide industry resources and discounts to you.  Not all Home Stagers have huge warehouses and invest in inventory.  There are many very successful Home Stagers that run businesses utilizing 3^rd party industry resources for the furniture and décor needed to Stage properties.  You can also focus on consultations and hands-on Stagings where you use the Seller’s things only – that is a large market segment and one that does not require acquisition of any inventory.  Again, how you grow your business and the services you decide to provide are up to you.

HOW DO YOU MINIMIZE CONCERNS?

You would essentially be working with your colleagues/competitors.  This can present a sticky situation if you are in an area where competition and possible distrust exists.

You bring up the concerns your potential clients will have about you being BOTH an active Real Estate Agent or REALTOR® and a Professional Home Stager – before they do.

Top Concerns:

• Will you steal my client? The trust factor with this relationship is key.  Let your prospective colleague clients know that their clients will never know you are a REALTOR® when you are working with them in Stager mode.
• What if my client finds out you are a REALTOR®? You need to let your colleague client know that if their Seller figures out you are a REALTOR® and asks you to take on the listing, you will decline.  That shows integrity.
• What about Leads? If a lead comes to you from the Staging work you did in the house, and the potential client does not have a listing agent selected, you will pass that lead on to the colleague client that brought you in as the Stager (or refer the lead at an agreed %).  See, if you had not Staged that house for the listing agent colleague client, that person that needs a REALTOR® to sell their house would never have found you.  That shows ultimate integrity.

 

Is it WISE to DIVERSIFY in Business?  YES.

Depending on your market and your financial goals, having more than one income stream is wise.  There are many agents that focus solely on Real Estate. Taught to put all their eggs in one basket, it is sink or swim for their success.  There are also many that diversify and are licensed appraisers, lenders, title reps, business coaches, trainers – they have other sources of income outside the industry.  It is your life and your financial goals are yours – and doing what is necessary to reach those goals is your decision.  Home Staging provides you with another option for income.  You do need to have an “eye” for placement, understand spatial arrangement, color, industry trends, so getting education is key.

 

BOTTOM LINE:  If you want to have a Home Staging Business and you’re a REALTOR® you CAN do both.  Depending on where your passion lies, you will most likely end up gravitating towards one as your primary business.   As the saying goes, “Do what you love and you will never WORK a day in your life!”

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Virtual Staging – Selling a House is not the Time to Air Brush for Perfection

Virtual Staging – Selling a House is not the Time to Air Brush for Perfection

by Jennie Norris, ASP Master®, IAHSP-Premier, Chairwoman, International Association of Home Staging Professionals® (IAHSP®)

In the world of fashion, models, Hollywood, and the media – much of what we see is not real. Lighting, clever stylists, and make-up can drastically alter the appearance of the model or subject. Then add in the common practice used in print media of air-brushing out flaws, and the person that is featured in the photo spread often does not resemble that at all in real life. In recent years, we have all read or seen actresses criticizing magazines for doing everything from altering their size, elongating their legs, deleting scars or cellulite, and adding things like abs and muscles.

All this is done with the magic of the computer, software and clever person with the mouse.

We know when we look at a person in a magazine that 99% of the time they don’t really look like that in person. We love to see the tabloids actually catch these models or actors in real life with their messy hair, real bodies and flaws. It reminds us that there are many clever things that can be done with a computer and software specifically designed to alter photographic images.  With the advent of virtual reality goggles, people can now experience whole new worlds, outer space, and have experiences without having to leave their homes.

Although we accept this action in the world of fashion, Hollywood and techno gadgets, we should not accept this as an acceptable trend for Real Estate and Home Staging. 

The International Association of Home Staging Professionals® is formally against this service as it misrepresents the industry goals and diminishes the buyer experience, ultimately hurting the seller that will not have the same success as using a professional Home Stager to properly Stage their property.

 

Virtual Staging. This is where vacant rooms are “Staged” using images of furnishings and décor that are not real. The rooms are not truly Staged – as they are done by a person at a computer, not by a trained expert in the house. For some they may feel this is an alternative to having to invest in real Home Staging. However, the savings they get may actually end up costing them far more in legal fees or reputation than if they Staged it properly in the first place.
The REALITY is, buyers still go IN PERSON to view properties they are going to purchase.  It is an unchanging fact about buying real estate that people go in person to visit the properties they are going to invest a lot of dollars into purchasing.  This is where the use of virtual technology to “sell a house” is missing the point.  If properties were just sold using photos, then they would have a case.  But that is not the reality of buying a home. Buyers DO go IN PERSON and what they see when they walk in the door should match what they see online.  Otherwise they feel misled, duped, and cheated. 

 

Photos do help sell a house, but how do we know that the images and dimensions in a “virtually Staged room” are accurate? How can we be sure that certain flaws have not been removed? Since Buyers are not imaginative, can we trust that they can translate what is in a little photo to a large empty room? Most importantly, editing out flaws or altering the appearance of rooms in houses for the sole purpose of selling the house is bordering on deception. In the opinion of professional Stagers everywhere, the photos of the house should be of the real house – not a virtual representation of the house.

No Emotional Connection.  Another challenge is that Buyers will eventually go and see the house in person, and imagine their disappointment when the photo they saw online is not the representation of what they see in person.  Even if it is disclosed that the images online are “virtual” they are not taking into account the buyer experience when they walk through the door and realize they were a victim of false advertising.  Their energy will drop, and they will not be able to translate the excitement of nice furnishings found in a virtual photo to a droll, empty room that echoes. Buyers need to experience a real Staged house with real furnishings and décor to not only know if their own furnishings will fit, but they need it in order to have a real emotional connection. That connection is what sells the house and makes it a home.

 

Proper Staging and Demographics.  A professional Home Stager knows that Staging is not just about putting “any” furniture into a property.  The furnishings and décor need to be targeted to the buyer and appropriate for the list price of the property.  Virtual Staging companies have a limited array of furniture scanned into their database, so the same sofa is going to appear in every house, no matter if it requires a contemporary, transitional, modern or mix of styles. They are not dealing with the reality of the property or market to understand WHO the buyer is and what they need to do to target that person and lifestyle. Most virtual staging is done with very plain pieces and the layers of color and depths of textures evident in real Staging, is completely missing.

 

A photo is worth 1000 words.

Let’s take a look at a few “virtually staged” properties.  In the first photo, the barstools are floating on the cabinet like a pair of ghost chairs.  This is because the person working the mouse did not know how to place the images of the fake furniture “behind” the real counters.  The entire room looks flat and “off” because of the odd placement of the fake appliances and other digital elements.  It looks and feels “strange” because it is.

This second picture is one of the best examples of why a seller does NOT want to engage this type of service.  This photo brings up so many questions:  Who would hang a giant chandelier in the middle of a living room?  The chandelier looks like it is larger than the sofa  Why is there a nail salon cart by the sliding glass window?  Why is there an office desk next to the TV stand? From the artwork to the placement of this “fake furniture” there is nothing good about this attempt at staging. In REALITY this room could actually properly fit a sofa, loveseat grouping and perhaps a couple of accent chairs – not 4 sofas, a loveseat and chair, table and ottoman, TV credenza, desk, tree, and nail salon cart.

Lastly, agents that promote this mouse-trap staging are ultimately harming their own reputations.  Virtual staging is akin to For Sale By Owner (FSBO) sellers who don’t believe they need to hire a professional, and the results are statistically FSBO sellers get 18% less than sellers that hire a professional REALTOR®.  When professional Stagers around the world can show statistic after statistic about how their Staged properties sold for thousands of dollars more or were listed at a better price than the un-staged competition and SOLD, the success of REAL Staging is quantifiable.  How much is a virtual staging client leaving on the table? Virtual staging tells a buyer that the Seller is not really interested in putting their best foot forward, and ultimately the strategy reflects poorly on agents and their reputation.  As the old saying goes, “Cheap is never a good marketing strategy.”
The National Association of Realtors® (NAR®) Magazine has printed articles admonishing agents and Sellers to not give credence to the idea of virtual Staging. It is a risky proposition that could find itself being worked out in a court of law with disgruntled Buyers who felt deceived by a clever computer tech with some slick software.

The link below contains the full article and there is an excerpt below.http://www.realtor.org/RMODaily.nsf/pages/News2009073002?OpenDocument

“However, there are some potential pitfalls to virtual staging, including liability issues. There is the chance, for example, that a buyer will challenge whether the digitally altered photos provided an accurate rendering of the space. After moving in, the new owner could make a case for misrepresentation of the property against the real estate practitioner.

Another problem is the lack of control that sellers and practitioners experience in terms of color schemes and accessories. Virtually staged properties tend toward neutral tones and commonplace art and window treatments that could turn off some prospective buyers.”

(Virtual Staging: Brilliant but Maybe Dangerous? Daily Real Estate News)
http://realtormag.realtor.org/law-and-ethics/ethics/article/2010/06/virtual-staging-stay-true-disclosing

“Q: I’ve heard about using “virtual staging” to market unfurnished homes or rooms. There are a number of software tools that allow you upload a photograph of an empty room and then add computerized images of furnishings, fixtures, and even paint colors. But is this kind of marketing allowed under the Code of Ethics?

A: It all comes down to truth in advertising. Article 12 of the Code requires that REALTORS® “be honest and truthful in their real estate communications and . . . present a true picture in their advertising, marketing, and other representations.”

In my mind, either way you’d be presenting a false picture of the home.  I think about virtual staging in much the same way. It could be done in a way that’s misleading, so you have to be careful.”

(Virtual Staging: Stay True by Disclosing – REALTOR® Magazine)
The moral of the story is virtually clear. With Home Staging, ensure an honest and accurate representation by entrusting your house or listing to a trained professional Home Stager, and not the clever skills of a computer jockey equipped with a mouse. That mousetrap could prove fatal to the purchase, the Seller, and even a Realtor’s career.

Join the IAHSP – Home Staging Industry Association and ensure your longevity and success!

Going it alone in the Home Staging industry can be tough. Fortunately, IAHSP is a great industry Association and has Regional Chapters established to HELP YOU SUCCEED and provide resources for Education, Networking, and Business Resources! Go to http://www.iahsp.com now to sign up and join your Regional Chapter!  IAHSP – Guiding the Staging industry since 1999.

 

 

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International Association of Home Staging Professionals (IAHSP) launching NEW Regional Chapters nationwide and in Europe!

NEW IAHSP CHAPTERS LAUNCHING all over the US!  IAHSP was the first professional association to offer local chapters for its members and is proud to pioneer this concept where Home Staging industry professionals can gather together for ongoing education and support.  The importance of having these resources is met with our IAHSP Regional Chapters and members.  Members openly share about market trends, tips on what is working for Staging, and business building information.

We are excited to be launching IAHSP Regional Chapters in the following regions:

• Columbus, OH
• Indianapolis, IN
• Nashville, TN
• Orlando, FL
• Phoenix, AZ
• Sarasota/Tampa, FL
• Seattle, WA
• Europe

If you are in one of these areas and would like to join the Regional IAHSP Chapter for ongoing support, professional networking, monthly events, ongoing education, and access to national and regional discounts, please let us know!

If you do not have a chapter in your area, you can join any of our existing chapters that accept REMOTE MEMBERS.  You can conference in to chapter meetings and participate from your home.  No member needs to be without valuable camaraderie and support as they grow their business!

Want to start a chapter where you live?  Please let us know and we will help you!

Email Kathy@iahsp.com or Kevin@iahsp.com – Our dedicated IAHSP Membership Directors.

IAHSP is dedicated to to advancing the education of the professional Home Stager and Realtor^® as they prepare homes for sale. IAHSP^® members strive to serve the public to the best of their ability built upon the principles, practices, and education of approved Home Staging courses and designations.

www.iahsp.com

 

Bootcamps! Marketing & Business

You completed your Basic Training in Home Staging – and now you may need some added education on specific topics to help you grow or get back on track for success!

Business & Marketing Bootcamps are quick Power-Hour online sessions focused on a key topic that will be offered twice a week so that you have the opportunity to attend them all!  We have more in the works and our goal is to provide ongoing education opportunities for our IAHSP Association Members.

For more information on the Bootcamp topics and what is covered in each one, and to register to go to http://iahsp.com/bootcamp/

Welcome Added Sponsors for our 2017 IAHSP Conference & EXPO

Our Conference Sponsor List is growing!!

Please welcome and show appreciation for the following Vendor Sponsors that are being added to our line-up of companies coming to support our event in February.

CORT Furniture Rental

CORT Furniture – www.cort.com

 

KMRD Partners and TruSentry Safety

www.kmrdpartners.com  www.trusentry.com

 

Churchill Furniture  – http://www.furniturerent.com

 

Attendees will meet representatives at our event and learn more about the companies and how they can support you in your business.

To register for the 2017 IAHSP Conference & EXPO go to www.iahspconexpo.com

 

The Getaway with a Takeaway! IAHSP 2017 Conference & EXPO!

Join Home Staging industry professionals and leaders for the 2017 IAHSP Conference & EXPO February 10-12 in Fort Lauderdale!  We are very excited to be bringing this high level event to our industry! Watch the video and then register by going to www.iahspconexpo.com

You will learn, be inspired, grow, and meet so many wonderful colleagues from all over the world!

SURYA is a PREMIER PLATINUM SPONSOR for the 2017 IAHSP® Conference & EXPO!

JUST ANNOUNCED!  SURYA – purveyors of all things decor, rugs, accessories, and more for the home and garden for Home Staging and Design is a PREMIER PLATINUM Sponsor for the 2017 IAHSP® Conference & EXPO!

“At Surya, our goals are simple: to be the go-to resource for coordinating home accessories across a diverse range of lifestyles and budgets and to simplify the shopping process for designers, retailers and end consumers.  Go to www.surya.com to learn more.”

We are very excited about partnering with this quality company for our 2017 IAHSP® Conference & EXPO!  IAHSP® Members will receive special promotions, and Surya will be prominently featured on our site, our IAHSP® Chapters, and our future members will learn about them during their trainings!

Join us in WELCOMING SURYA as our Premier Platinum Sponsor!!  Go to their site to find out how you can purchase from Surya and save $$ on inventory!

Earn your IAHSP-CB – Color Basics Designation! Come to IAHSP-ConEXPO 2017! The Getaway with a Takeaway!

Earn your IAHSP®-Color Basics Designation by coming to the 2017 IAHSP® Conference & EXPO – Feb 10-12!! Not only will you be learning from industry experts on many different topics, but we will be issuing a NEW Designation to all attendees!   It is your GETAWAY with a major TAKEAWAY – more EDUCATION and more INITIALS you can promote with your business!

Color experts, Kristie Barnett and JoAnne Lenart-Weary will be sharing on color including:

• How to select best colors for selling
• How to work with existing colors in a property
• How colors impact us (and buyers) emotionally
• Best neutrals and how to incorporate in a property for selling or living
• And much more!

 

Go to www.iahspconexpo.com to register now!  We still have openings for the Meet N Greet and Photo Session with KEYNOTE Speaker, Jeff Lewis!!

See YOU in Fort Lauderdale in February!!

 

IAHSP Conference & EXPO Featured Speakers – check out who we have so far!

We are very excited about the line up of speakers we are bringing to the 2017 IAHSP Conference & EXPO!  Our KEYNOTE Speaker is Jeff Lewis and we expect his session to be inspiring, informative and humorous.

Joining Jeff on the platform over the 2 days of educational sessions are industry leaders and experts in various topics from Business, Marketing, Creative and Applications.  You can find out all about the backgrounds of our speakers by going to www.iahspconexpo.com and clicking on the “SPEAKERDETAILS” link under each photo.

Stay tuned for MORE speakers as we confirm their participation and topics!  If you or someone you know if interested in speaking at this event, please have them contact Jennie@iahsp.com

Jeff Lewis, Star of Bravo TV’s Flipping Out, Designer and Real Estate Expert

JEFF LEWIS is widely regarded as America’s most well-known house flipper through his role in Bravo’s docu-series Flipping Out.

After renovating his own properties for 20+ years, Jeff launched a design firm in 2009. By 2010, Jeff was asked to design the House Beautiful Magazine Kitchen of the Year, displayed in Rockefeller Center.

In addition to client design work, Jeff launched a line of paint with handcrafted colors in 2013, a line of rugs in 2015, and will launch collections of tile and barn doors while expanding Jeff Lewis Paint to 52-colors in Zero VOC in the Fall of 2016. All products are available exclusively at The Home Depot. The 9th Season of Flipping Out airs from July to September of 2016.

Yvette Michelle Booth

Mere Image ProductionsTopic: Using Photography to Market & Brand Your Business

With Staging, the visual is critical to get the Buyer’s attention. The same is true of our marketing brand. Our image precedes us in all we do and understanding the power of creating a strong brand with photography is key to our longevity.

Yvette Michele is the owner of Mere Image Productions and has developed over 55 creative campaigns since its inception. Her company portfolio boasts over 60% entertainment industry creative and 40% traditional business. Yvette Michele specializes in Brand Campaign, Design, identity systems, logo design, print ads and Internet presence.

 

Blair Hamaty

Setting the SpaceTopic: Staging Business Growth – Adding Services That Add Mega Dollars

Did you know your business has the potential to earn MEGA dollars? By adding services you add revenue to your bottom line and diversification is a smart business strategy. In this session you will learn from one of the industry’s TOP Staging experts and highly profitable business owner.

Setting the Space is known as New England’s Premier staging and design company. Founded in 2006, CEO, Blair Hamaty has built the multi-million dollar design empire with his team of top talent designers by his side. President, Will Hayward, heads up the creative team working directly with Lead Designer, Sue Shockley. Setting the Space prides itself on its ability to bring fresh, unique and bold designs to their clientele around the world.

 

Kevin Htain

Identity Home StagingTopic: Design Trends For 2017 and Beyond

 This session will be highly informative as Kevin Htain is known for his in-depth research on topics he is presenting. We need to be on top of Design Trends to properly advise our clients for resale or remodel. Learn from industry expert and HGTV fan favorite what we can expect moving into the future.

Recognized amongst Staging and Design aficionados for creating lavishly imaginative spaces that sell… Kevin Htain, ASPM®, is a Home Stager who is rabid for Staging!  Graduating with an Interior Design Degree, top of his class in 1999- Kevin quickly gained opportunities to work with Design companies that created solutions for model homes, clubhouses and leasing centers. Seeking a stronger more direct connection with Clientele that the home building industry seemed to lack, Kevin formulated his own company, Identity Design Group in 2003. The ASP® Certified Staging component was quickly added and the Design component was quickly dropped. Kevin’s company name eventually changed into Identity Home Staging.

 

Sandra Holmes

Home Staging Concepts, IAHSP.com, StagedHomes.comTopic: Purchasing Wholesale and Partnering with Artists for Profit

When you want to add inventory to your business, being able to purchase wholesale provides a fiscally smart strategy for business growth. Sandra is an expert in resourcing inventory, buying locally and nationally and will share her knowledge on how to best navigate the often complex world of purchasing. Sandra has also partnered with artists throughout the country that ship original artwork that is used and often sold in her high-end Staging projects, which in turn brings in added revenue for her business.

Sandra Holmes is Accredited Staging Professional Master® (ASPM®) and the President of Home Staging Concepts, the Premiere Home Staging Company in South Florida.  Sandra and her team have staged over $1 Billion dollars in real estate since she created her business in 2005. She continues her education in real estate and in the staging industry to keep current with the trends of today’s market.

 

Jennie Norris

IAHSP, StagedHomes.com, Sensational Home StagingTopic: Raise The Bar In Your Business

We all need to be working to increase our productivity and success and stretch ourselves to be the best business owner and person we can be. This session will inspire and motivate you to Raise the Bar in all areas of your life, and provide you with inspiration and ideas to take back with you to help create added success in the future.

Jennie Norris is the Chairwoman of the International Association of Home Staging Professionals® (IAHSP® ), helping to guide the Home Staging industry and provide leadership worldwide. She is President of the Denver IAHSP® Chapter. Jennie is also President & CEO of Stagedhomes.com and for the past 11 years has been a Certified Course Trainer, presenting the Accredited Staging Professional® (ASP®) & ASPM® Course throughout North America.  She is also a professional ASP® Master Home Stager and has been included in Staging features on ABC’s 20/20, NBC’s Today Show and HGTV television and online segments, national and local publications, and radio. She is the only 2-Time Winner of the Staging Award of Excellence and the IAHSP® Spirit Award, voted on by peers in the Home Staging industry.

Jennie is also the owner of Sensational Home Staging serving the Denver area, and oversees a team of Accredited Staging Professional® Stagers that provide the creative set up for all projects. Since 2002, Jennie and her team have Staged nearly 4,000 properties and over $2 Billion in real estate helping both sellers and Realtors® achieve their goals of a fast and profitable sale.

 

David Peterson

Synergy StagingTopic: Home Staging Contracts: How To Protect and Represent Your Company

Whether you’re brand new to the industry, or have a well-established staging empire, ensuring that you have a proper and up to date Home Staging Contract is vital to your business and every single project. Learn what you should include in your contract and why. Learn how to ensure that you get paid, your furnishings are protected, the property is stage ready, and much more. You’ll walk away not only with important tips for your contract, but numerous ideas about how to run your business more effectively and profitably.

David Peterson is the co-owner of Synergy Staging, an award winning boutique staging company based in Portland, Oregon. Founded in 2007 with his partner Nik Murrow, Synergy Staging was named the Top Staging Team in North America at the 2014 RESA Convention. As one of the premier staging companies in the Northwest, they specialize in vacant home staging and have merchandized hundreds of properties with their unique design aesthetic working with Realtors, investors, builders, and homeowners.

 

Mary Scalli

North Houston Blinds, Simple EleganceTopic: Inventory Management Application and Using Quickbooks To Your Fullest To Run Your Business

This session will share the importance of having the right resources and systems to run your business that can make or break you as your business grows. Since we all have the same amount of time in a day, putting processes in place to help track and manage inventory, and systems to track business growth and revenue will streamline your time and create efficiency, and ultimately make you a more successful business owner.

Mary Scalli is the President & Owner of North Houston Blinds, LLC dba Simple Elegance which specializes in window treatments, shutters, blinds, interior decorating services and home staging to sell and to live. She is an Accredited Staging Professional Master® and was personally trained by Barb Schwarz, the Creator of Home Staging. Mary is dedicated to excellent customer service and making a positive difference in each of her clients’ and team member’s lives.

 

Theresa Thomas

Stage Right! Home Staging LLCTopic: Correctly Pricing Projects: How Fear Keeps Us From Charging What We’re Worth & How To Create Value in Your Business and Yourself

This session will help us to know how to price our services and get paid what we are worth. Pricing is an art and science and many Stagers are fearful of losing an opportunity that they price lower than they should or don’t realize they could have charged more for Staging. Just as we advise sellers not to leave money on the table by not Staging, we need to not leave money on the table as a professional Home Stager. Pricing strategically helps create value in your business and ultimately yourself.

Theresa Vallier-Thomas is the CEO, Founder & Principal Stager of Stage Right! Home Staging, LLC, which is headquartered in Wilmington, DE.  A published author, Theresa’s core education, experience & trained eye are the keys to her ability to transform any home into a showcase which prospective home buyers routinely fall in love. Since 2007, she has grown her staging company from a few accessories in her basement to a expansive warehouse with enough furniture and accessories to stage dozens of homes at a time.

Stage Right’s client list includes hundreds of Realtors, dozens of home builders and real estate investors and thousands of individual home sellers.