Style with Comfort: November 2012

Wednesday, November 28, 2012

STAGING RESOURCES: BOOKS AND WEBSITES

For those of you who are ready to stage your own home, here are some resources that might help you out. I’ve also written about some of my favorite staging tools in Home Staging Tools

Books

Here are a few great books on staging. If you visit my wish list on Amazon, I have hundreds of books on staging, real estate, and decorating. They are in the categories of Decorating and Design, as well as Real Estate and Home Staging. In the future I hope to separate them out, but for now, you can browse both those lists as well. (Kristen DiNobile is the name it’s under and it is public.) I have read some but not all of these books. New ones are coming out every day as well.

The Everything Home Storage Solutions Book: Make the Most of Your Space With Hundreds of Creative Organizing Ideas by Iyna Bort Caruso
The Complete Idiot's Guide to Staging Your Home to Sell by Julie Dana and Marcia Layton Turner
Home Staging That Works: Sell Your Home in Less Time for More Money by Starr C. Osborne
Staged to Sell (or Keep): Easy Ways to Improve the Value of Your Home (Interior Design) by Jean Nayar.
Notice this title mentions "or keep". Many people stage their homes for living, as opposed to selling.
301 Simple Things You Can Do to Sell Your Home Now and For More Money Than You Thought: How to Inexpensively Reorganize, Stage, and Prepare Your Home for Sale by Teri B. Clark
Home Staging For Dummies by Christine Rae and Jan Saunders Maresh
Staging Portfolio Secrets: Learn How to Create a Powerful Home Staging Portfolio to Showcase Your Talents and Get Clients to Hire You OR Secrets to Getting Prospects to Instantly Trust You by Barbara Jennings
Home Staging 101 (actually a DVD) by Lise Desormeaux.
NOTE: I have not watched or previewed this yet, but it has gotten great reviews from Amazon customers.
How to Sell a House Fast in a Slow Real Estate Market: A 30-Day Plan for Motivated Sellers by William Bronchick and Ray Cooper
Home Staging in Tough Times OR How Home Stagers Can Profit from a Real Estate Staging Business in a Down Economy or Any Economy, Even Without Cash by Barbara Jennings
Do's and Don'ts in Home Staging and Redesign: 101 Actual Case Studies for Stagers and Redesigners OR How to Learn the Secrets of Arranging Furniture and Accessories From Before and After Pictures By Barbara Jennings

There are tons of books on home staging and selling.

Websites

QC Design School, Home Staging Course
This is an option if you really want to learn about home staging. I’ve taken this course and others offered by the school. I highly recommend them. They are knowledgeable, professional, well-respected, and reasonably priced.
QC Design School
About.com
This site has great resources for real estate, buying, selling, and home staging.
My About.com's home staging site: homestaging.about.com,
About.com's Home Buying & Selling site: homebuying.about.com.
Of course there are also other great About sites to help, such as interior decorating, home repairs and improvements, gardening, and budget decorating, just to name a few.
Wiki Home Staging
There is lots of information about selling and staging here.
Wiki Home Staging
Style with Comfort
First, I need to make a full disclosure. This is my home staging and decorating business website. I do offer services, both online and in-person, but I also have lots of information, resources, and a newsletter (along with this blog).
Style with Comfort
HomeGain
This site has info on staging statistics and can help you find an agent as well.
Homegain.com
National Association of Realtors (NAR)
They have numerous articles, tips, and statistics on staging.
NAR
HGTV
The website has tons and tons of info, including articles, pictures, tips, tricks, before and after shots, and of course, TV shows. Most recently, they started publishing a magazine through Hearst. They also have companion sites, such as HGTV's Front Door, dedicated to real estate.
HGTV
HGTV's Front Door.
Better Homes & Gardens
While best known for their magazine, they also have lots of information, articles, tips, tricks, and pictures on their website, with sections about staging and real estate -- anything related to the home and garden.
Better Homes & Gardens
Home Staging Online
This site has lots of resources and information, as well as Brooks Furniture Rental Services.
Home Staging Online
Real Estate Staging Association (RESA)
This professional association has everything you need to know about home staging and real estate.
RESA
Furniture Rental Companies
There are way too many to list and most are local, so it’s difficult to give an overall list that will benefit everyone across the country. Just do a search on your favorite search engine and make sure you research the companies and get references from former clients. You can also ask your agent or home stager.
Renting furniture can be really helpful when you just don't have the proper furniture for staging one or more rooms. Many people don't have their kitchens (especially eat-in kitchens) or dining rooms staged for their typical uses and furniture can really help show buyers how to use the space.

Browse the above sites or search for others to find lots of additional information.

As home staging continues to increase in popularity, more and more information and resources are appearing. This list should be enough to get you started if you wish to learn more about home staging.

STAGING PICTURES: WHAT TO TAKE AND WHAT TO AVOID

It’s important to remember that over 90% of buyers see your home for the first time on the Internet. Here, pictures really are worth a thousand words.

Here are some of my pet peeves with pictures I’ve seen:

Dark pictures.
Take the time and do it right or don’t do it at all.
Pictures that aren’t really showing anything.
Okay, it’s a corner of the room? What’s there? Why do I want to see it?
Bathroom pictures without a focus (or the wrong focus).
Please keep the toilet seat down. Why would you take a picture with the seat up? And why would you take a picture specifically of the toilet? Now obviously, you are going to see the toilet in pictures, but make sure the seat is down and take a picture of the whole bathroom -- or as much of it as you can.
Pictures that aren’t genuine or truly representative of the home.
Don’t post pictures of what your house used to look like when it was newer or in better condition. This only aggravates and frustrates buyers when they get there.
No pictures.
When you don’t post pictures, people wonder what’s wrong with the home. Are you afraid to show pictures? Their other thought is that the agent or sellers just don't care.
Pictures that show dirty or cluttered rooms.
First, that shows owners don't take care of their home. It could also give the impression that they don't care about the home or the selling process. Take the time to clean the home properly before taking pictures.

This picture does nothing to draw buyers to see this home.

Okay, now here’s what you should do.

Focus on the home’s positive features.
If you have a gorgeous fireplace, make sure to include it -– both a close-up detail and a broad picture of how it looks in the space.
Avoid negative features or fix them before taking pictures.
If you’re bedroom is cluttered, the bed is unmade, and there are clothes all over the floor -– which shouldn’t be the case if you staged your home –- wait until it’s clean to take the pictures. The same goes for a kitchen with a sink full of dirty dishes. What about your home's color palette? Is is too strong or personal, or is it a good staging palette -- meaning it appeals to a wide range of buyers?
Accentuate the positive.
If you have amazing views, take pictures of them.
Don’t be afraid to include pictures of bathrooms.
Sometimes when people don’t see pictures of bathrooms or kitchens, they assume the spaces must be outdated or just plain ugly.
Take close-ups shots of special features.
If you have gorgeous glass tiles on your backsplash or original hardwood floors, take pictures of them. People love details like this. Do you have amazing architectural features, like cathedral ceilings or crown moldings? Details can tug at emotional strings -– just what you want.
Include pictures of both the inside and the outside.
People like to see what a home looks like, especially the curb appeal shot. And they always like to see what the backyard looks like. Don’t forget these pictures.

If you saw this picture on the Internet, would you want to visit this home?

Every picture you post on your home’s listing page should be one you’d be proud to show others. If you are embarrassed by them or look at them and think, “I wouldn’t go see this house based on these pictures,” then it’s time to retake them. It’s okay to ask your agent to redo the pictures. Or, if you or someone you know is a great photographer, ask them either for tips or to take the pictures for you. You can also do a virtual tour. Ask you agent about this. There are several options for doing this.

If you are selling a very expensive home, it pays to have a professional photographer come in and do not only photos, but also a virtual tour.

An expensive home like this requires impeccable pictures and possibly a virtual tour.

In general, ask yourself what pictures you would like to see when looking at a home? What would you not like to see? If your pictures are already up, ask friends or family members to give their honest opinions. Have you noticed by looking at online pictures that you can tell whether the sellers have taken the time to stage their home? Pictures clearly show the difference between homes that are staged and those that have not been staged.
Pictures are usually the first view buyers get of your home, so make sure you take the time to make them impressive. Pictures should make buyers want to see more.

STAGING ENTICEMENTS: WHAT YOU CAN OFFER BUYERS TO MAKE YOUR HOME STAND OUT

Many people ask me if there is anything they can do to make their home more attractive to buyers, to entice buyers to come and see the home. Here are a few ideas that many agents and clients have tried over the years. There are no statistics about whether or not they work, but it can’t hurt to try one or more of them.

Offer to pre-pay certain bills.
For example, you can pay a certain number of months, or a full year, of one of the household bills. Some condo owners offer to pay for 6 months or a year of HOA fees. You can make it contingent on a full price offer. Think about it. It probably costs less to pay for those fees than to take a lower priced offer. Other options include paying for a year of gardening services, a year of cable bills, or even a few months of property or school taxes. People like to get things for “free” and it ultimately doesn’t cost you any money because you’ll either get that full price offer (as opposed to a lower one) or you’ll sell the home quicker.

If you have really nice landscaping, consider including the cost of 6 months or a year of landscaping services for the new owners.

Perform a pre-inspection on the home.
Now, buyers will still usually do their own inspection but it might help them feel secure about making an offer. It benefits you because it calls attention to any potential problems that might pop up later and potentially derail the sale.
Include a home warranty with the sale of the home.
Usually it’s a 1-year warranty. Various companies offer them and they cover certain major features or systems of the home. If something happens, the new owners just pay a deductible, just like you do with car and home insurance, and the repair is covered. Just do your research and make sure you understand what is and is not covered. The good part is you don’t have to pay for it until closing. And, as an added benefit, it helps avoid problems resulting from that last minute repair that always seems to pop up the day before closing. With the warranty, it’s covered. Problem averted! Some sellers are hesitant to pay the extra cost but if it helps you sell quicker, it might save you money in the long run and might bring in more buyers and better offers because people feel a little bit more secure that if something goes wrong, they won’t be out lots of money.
Offer to pay some of the closing costs.
Just make sure to put a cap on the amount. Closing costs add up quickly.
Include certain items or give gifts.
For example, you can include furniture items. Just make sure they are in good condition. Otherwise, you're better off selling them at a garage sale or donating them. You can even offer gift cards to retail stores that sell home products (like Target or JC Penney) or home improvement stores. Some sellers just buy products like a flat screen TV and include them in the sale. If you compare the cost of these gifts (a hundred or a couple hundred dollars) with the amount of a lower price offer (thousands of dollars), you can see it is well worth it. People will usually feel guilty offering a much lower asking price if you include these items. It also draws traffic into your home. More buyers viewing the home means a better chance of an offer.

Some sellers offer gift cards to potential buyers.

These are just a few ideas, but get creative and think of your own. Think about your state, area or region. Also, consider the price of your home. A $100 gift card is not going to entice buyers of a multi-million dollar home, but would be much appreciated by buyers of homes in the average price range, say around $200,000. Lastly, know your target buyers. What would they would want or enjoy?

STAGING REPAIRS: WHEN TO CALL IN THE PROS

Unless you are a licensed contractor, electrician, or other professional, some projects are not best for homeowners to do on their own. First of all, there's the possibility of serious injury. Second, there's a chance the work won't be done properly or to code. And finally, if you perform work and there is later a problem that causes damage to your home as a result of the work, your insurance may refuse to cover the cost of repairing your repair! Here are just a few projects that the average DIYer should leave to a professional.

Electrical Work
If you are an experienced DIYer, you may be able to tackle hanging a light fixture if it’s a simple replacement. Other than that, call in a professional. Why? Many people don’t realize that if a fire starts and it’s determined to be a result of your work, your insurance company will most likely refuse to cover the damage. You could lose your entire home. You could also severely injure yourself.

Always call in a professional electrician anytime you need electrical work done in your home.

Major Plumbing Work
This can just be too complicated for the average homeowner.
Septic
Do you really want to dig up your lawn to find the problem? Also, major projects may require special equipment that you don't have.
Sheetrock and Drywall Work
While these aren't dangerous jobs, they are very difficult to do properly. Professionals can do it much quicker and with much better results. Getting straight lines without any bumps or cracks is very difficult for the average person. Corners can also be hard to do properly. Even some general contractors will call in drywall experts to do this part of the work.
Roofing
Roofing work can be complicated and if not done properly can lead to leaks and other problems. Plus, climbing up on a ladder and walking on a roof are dangerous for those that are not experienced.

Roofing is another job that should always be left to professionals.

Overall, whether they are potentially dangerous or just require a specific skill set, these jobs are best left to professionals who do this work on a daily basis. You're get quicker and more professional results if you use their services.

QUESTIONS TO ASK PROFESSIONALS BEFORE HIRING THEM

When you need to hire a professional, you should have a detailed list of questions to ask them. Some of these are general and can be applied to any professionals you may hire, but many are geared at contractors and home inspectors, who may be an important part of your staging team.

General Questions

What are your qualifications?
How long have you been in this profession?
How long has this company been in business?
Can I have your complete contact information, including phone, fax, email, and website?
Would you be willing to give me a list of referrals that I can call?
Do you have pictures of your work or testimonials?
What training have you had? Do you participate in continuing education?
Are you a member of any professional associations?
Have you ever had any problems or difficulties with any clients in the past? What were they? Were they resolved, and if so, how?
Will you be giving me an itemized estimate of the costs?
Can you give me a detailed list of the products you will be using (name and product numbers)?
What is your fee schedule? Do you require a down payment? When is the balance due?
Are you licensed and insured? Do you have errors and omissions insurance?
What is your warranty on your work?
How will you get rid of the garbage and debris? Is that included in the estimate?
What is your policy for cleaning up each day?
What is the estimated time for completion?
What potential delays do you forsee? How will you handle these?
Who is responsible for getting permits or COs for the job?
Will you be employing any subcontractors? Who are they and what are their qualifications?

Some Final Tips

Interview at least 3 professionals.
Always check references.
Do research for complaints and check the Better Business Bureau. Another site is RipOff Report.
If the person is a member of a professional association for their trade, verify this with the association. Also, verify that they are in fact licensed and insured. Do the same thing for any subcontractors.
If it’s a contractor or someone who’s work is visible, it’s okay to ask if you can see some of their prior work in person.
Take all factors into account. Don’t always go with the highest or lowest price. The lowest price may include materials of lesser quality. The highest price could just be inflated and they still may be using lower quality products and pocketing the extra money as more profit. This is not always the case. I have come across some good, honest contractors that I would highly recommend and use again.
Make sure you get a detailed estimate so you can compare apples to apples.
Don’t discount the importance of personality. You are going to be working closely with this person and if you don’t get along, it’s not going to be a very pleasant process. Many people think they should just be looking at the quality of the work. While that is important, so is personality. Trust me on this one. The quality work won’t mean anything if you don’t get along and the project never gets finished.
Warning: Don’t ever, ever, ever pay a contractor or any professional in full before the work or job is completed.

Always get everything in writing when dealing with any professionals -- individuals or companies.

These are general questions and are mostly geared towards professionals like contractors, specialty contractors, and home inspectors. Many of them are general enough to be used for hiring any professional. Many people are starting to use home staging as a way to live in their homes, with no intention to sell, so they may need these professionals to make repairs or updates.

There are specific questions I recommend asking professionals such as real estate agents and home stagers, which I'll discuss in a future blog post. But use these questions as a guide to get your started. Above all, trust your gut and your instincts.

WHY IS MY HOUSE NOT SELLING?

There are generally two main categories to look at when a home is not selling.

You are not getting any showings.
You are getting lots of showings but no offers –- or very low offers.

Determine which of these two conditions applies to your situation. Usually it’s one or the other, but at times it can be both.

No Showings

The price is too high.

People are avoiding it because it’s so high that they feel an offer they make for what they feel is an appropriate price wouldn’t even be considered.
The price is too high. It’s not appearing in search results done by potential buyers in your target market. When most buyers and their agents search for homes, they will enter search parameters, with price being the top one. For example, they might enter $200,000 - $300,000. If you have your home priced at $315,000, you are going to miss those buyers.

Another point worth mentioning here too is that if you ultimately think your home is worth $300,000, list it at $299,000 so that it makes it into that search parameter I mentioned above.

Your home or listing is not showing or presenting itself well.

Your home might not be showing well in photos on the Internet. Over 90% of people find homes by searching online. Make sure your pictures are crisp and clear and highlight the positive features of your home. Don’t skip this important step.
Your listing is incomplete and/or inaccurate. You want buyers to have the information they need. If something important is missing, such as the school district, instead of calling and asking, they might skip it because they can’t be bothered calling or emailing someone to find out. People want instant results these days.
Your home does not have good curb appeal. Most people will drive past homes they are considering touring to save time. If they don’t like what they see on the outside, they will not have their agents schedule an appointment to view the home.

Not many buyers would be impressed if they walked into a home and saw this.

Homeowners might be turned off by the bright colors and decor of this home.

Showings But No Offers

Buyers feel the price doesn’t match the value of the home.
After seeing the home, the buyers may feel the price is not realistic or comparable to similar homes in the area. Buyers will make these comparisons and do that research.
When buyers do visit, the home is not showing well in person.
Usually this happens when a home is not staged. The home just doesn’t appeal to them. Your home might need too much work for what the buyers feel they are capable of doing or for the price that is being asked for the home. The house may be dirty or have distinct smells or odors. The style or flow may not work with the buyers’ needs. This is something that is really hard to see in pictures.
The online pictures were deceptive and made the home look better than it actually was.
You might be saying, “Wait, you told me I need to show my home to its best potential?” Yes, but the pictures have to be truthful and accurate. You don’t want to show gorgeous mountain views if the only way to see them is to drive up to the top of your road -- unless you make sure buyers fully understand this. Maybe you had pictures from years ago when your home was in better condition than it is now. Either way, buyers are more upset and disappointed than if you had just showed the actual, genuine pictures in the first place -– or not included them at all. If they come there expecting to see an average looking room, they are more accepting of it than if they are expecting an immaculate space, only to find out that it isn’t.
Another problem is deceptive listings.
This really, really aggravates me -– and most buyers. I just experienced it recently. Common deceptive information that appears on listings can include just about anything, but here are some common examples.

Square footage
Be accurate about what is finished and unfinished square footage.
Bedrooms
If a room doesn’t have a closet, it is not considered a bedroom. Also, be honest if 2 bedrooms are connected so that you can only get to the second by walking through the first.
Basements
If you have a separate room in the basement that you want to advertise as a bedroom, make sure it has an exit route. Otherwise, this cannot be considered living space. The exit could be a door or egress window (not those typical tiny basement windows). If the room is off a family room with sliders out to the backyard, this does not count. The window or door must be in the actual room.
Garage
When someone sees a description for a 2-car garage, they assume it’s a garage where 2 cars can pull in side-by-side. If it’s a tandem-style garage, you should state this on the listing. If I’m looking for a home with a 2-car garage and I see one that’s tandem and it wasn’t noted, I’m going to be annoyed.
Unfinished spaces
It’s perfectly okay to say that the home has the potential to have 2 more bedrooms if the upstairs is finished. However, do not include that as a definite in the listing, "This home has 4 bedrooms." Put in the description, "This home has 2 bedrooms with the potential for 2 more if the unfinished space upstairs is finished and converted to bedrooms.”

Deceptive or questionable pictures or information just leaves a bad taste in buyers’ mouths and they question whether they really want to do business with sellers (or an agent) that is dishonest.
Take a look at the above reasons and see if one of them maybe explains why you’re home is not selling. This may not be easy and you may have to take an honest, objective look at your home. But all the effort will be worth it when you end up with a successful, profitable sale.

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