Most Realtors have some understanding of staging and agree that staging helps sell homes, so at some level, they implement “staging” into their seller’s marketing plan. Many Realtors believe that they have the information and understanding they need to properly advise their sellers on how to prepare their homes for marketing. Declutter, pre-pack, clear the surfaces, paint the walls neutral, make the beds and hang fresh towels. Done?
If that is all that sellers need to know, why do stagers like me exist? Why do the most successful Realtors utilize professional staging as part of their seller marketing plan?
As an Occupied Consultation Specialist, I primarily advise sellers who will live in their homes while it is marketed. The industry calls that “Occupied Staging” and many Realtors are handling that portion of the marketing themselves. Staging a vacant home with furniture is a different beast and for many Realtors, that is the only time they call a professional stager.
There are several the reasons why I believe Realtors should not give staging advice to their seller clients. Before I mention them, let’s clear up what staging actually is!
What is Home Staging?
Staging is a systematic methodology in which knowledge of real estate, home renovations and design principles are applied to attract a buyer. The key here is that staging is a system and in order to best present a home for sale through MLS photographs and showings, sellers should do more than a mother-in-law tidy.
If the seller pre-packs and tidies the home, they have achieved a tidy home that is partially packed, but they have not implemented a strategic staging plan. Key elements are always missed.
What is a Realtor’s fiduciary duty?
That said, some Realtors do a good job advising their seller clients and successfully sell homes without investing in staging. I have to ask…
· What if those sellers could have had a better presentation? If so,
· Did the realtor leave money on the table for their client? If so,
· Has the Realtor done their fiduciary duty?
I should note here that I am a licensed Realtor. When I began my career in real estate, I worked for a seasoned agent with very effective systems in place. I learned a ton! She sold about 70 homes per year without a team. As her full time assistant, I helped in almost every area of her business except two; lead generation and contract negotiations.
A Realtor’s Expertise
Realtors handle many details in each transaction and no two are the same, but no transaction exists unless the Realtor gets the client and eventually gets to the closing table. When working with seller clients, getting from start to finish hinges on successfully marketing homes.
A Stager’s Expertise
The question here is, should Realtors stage their own listings? Here’s why not:
1. A Realtor’s two primary responsibilities are getting new clients and negotiating contracts. Any time spent doing any of the other hundred things that Realtors do is time spent away from those responsibilities.
2. Realtors refer professionals all the time: attorneys, inspectors, appraisers, engineers, accountants and trades such as painters, electricians, plumbers and repair contractors. Those people are experts in their fields, just like stagers. And photographers. Realtors should not take their own MLS photos either!
3. Realtors work with their clients over an extended period, requiring good repour and trust. Telling a seller that their dog is stinky or the paint colors they chose are too personal can strain the relationship.
4. Sellers need to be told negative feedback about their homes PRIOR TO LISTING in a constructive and empowering way so they are moved to make the changes that are in their own best interest. A professional stager not only has the vocabulary but also the authority to deliver the information.
5. An effective staging plan created with an understanding of the principles of design and marketing photographs helps buyers see the value of the fixed elements of the home.
I mentioned that I am also a licensed Realtor. I am experienced, professional and do an excellent job for the real estate clients I work with, but I am an expert, full time stager. My passion lies in my area of expertise. When I sell real estate, it’s usually to represent myself in an investment opportunity or help a family member. I do not work at lead generation and generally refer folks to one of the excellent, full-service Realtors I work with. Depending on needs, personality and location, I can recommend some fantastic agents – ask me if you have a need!
In this current, low inventory seller’s market, staging is still vitally important in order to maximize equity and sell quickly. Realtors with a passion for their craft value professional staging as part of an effective marketing strategy for their clients!
