Home Staging Trends in North America Report – Ready for Download!

“Home Staging Trends in North America
and Industry Outlook for 2010″

Certified Staging Professionals Release:

Home Staging Trend Report
As the professional home staging industry gains respect as an essential and integrated component of the international real estate industry at large, the demand for valid industry performance statistics has also increased.  However, the reality is that home staging statistics for “days on market” and “contract versus listing” prices vary significantly due to differences in regional real estate markets.  In 2009, the Canadian real estate market fared much better than the U.S. market, which suffered an extraordinary decline because of the banking crisis and recession. Furthermore, regional differences can also be significant.  However, the common fact remains that irrespective of location and/or market conditions, professionally staged properties sell faster and for more money than comparable properties, which are not staged.

CSP International™ believes it is important to acknowledge these differences, while still providing an overview of value to the 2009 Home Staging Industry in North America.  In this report we feature several specific key areas of Canada and the U.S., as well as highlight the market differences and local trends in home staging.   We have consulted with home staging experts and real estate professionals to share their valuable perspective on 2009 and their outlook for 2010.

Sneak Peak….Industry Outlook for 2010

Charleston, South Carolina
“The Charleston, South Carolina market, while not hard hit by economic downturns, seems to be rebounding in 2010, at least in the average or below average price ranges.  Higher home values are still languishing on the market, particularly in the secondary/seasonal home communities.”

New York City, NY
“While we are seeing a trend of buyers returning to the market, these buyers are demanding and getting best value.  Realistic pricing is still paramount but never before have presentation and condition been so important.”

Toronto, ON
“…This method of marketing has created multiple offers on properties and has resulted in selling prices as much as 115% over asking.   An example of this is thirteen offers on one property I staged at the end of January 2010, which was listed at $645,000 and sold for $755,000.”

Directory of Stagers with Local Statistics

Some CSPs are already compiling their staging success statistics.  For their contact information, please refer to the Directory at the end of this report.  This resource tool and statistical data from CSPs will also enable CSP International Academy to analyze regional, national and international statistics for future reports.

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“2009 Home Staging Trends in North America
with Industry Outlook for 2010″ REPORT Today!

Home Staging: Seller’s Advantage in a Buyer’s Market

The predominant media buzz about the current “buyer’s market” is everywhere today, making it appear that sellers have lost any advantage in this highly-competitive real estate market. Yes, there is a huge inventory of homes competing for a smaller and choosier pool of potential buyers. This is enough to make even the most seasoned home seller fear that their property will only sell at a giveaway price or after a long time on the market—or worse; that it may not sell at all. Yet, the homes of some sellers are selling more quickly and profitably. How can it be?

This leads me to another media buzz (music to the ears of every home stager) which says that even in the current market, staging remains one of the very best investments a seller can make to protect their home’s equity and increase its resale value. According to HomeGain’s 2009 national survey of realtors, home staging yields a whopping 586% Return on Investment (ROI) and can help “get your home sold quicker and for more money.” The survey ranks home staging as the second best ROI (after cleaning and decluttering) and yielding the third highest price increase to a home’s resale value.

Also buzzing in the media is word that home staging is changing the landscape of the real estate industry and having a positive effect on the overall economy. In August of 2009, CNN.com and CareerBuilder.com listed home staging as one of seven “cutting edge careers… making a mark and poised for growth in the coming years.” This research validates the significant results of home staging—even in this buyer’s market and this economy.

That’s why it’s critical for us, as members of the professional home staging industry, to provide a more balanced perspective on the often-gloomy media buzz. We can do this by reassuring home sellers that they still have tremendous power to significantly improve the value of their homes and ensure a faster, more profitable sale; and that we are here to support them every step of the way. We need to constantly remind home sellers and realtors that, at a time when fewer homes are selling, we help ensure that our clients’ homes are the ones that sell. In today’s buyer’s market, home staging gives sellers a distinct advantage.

Home Staging is a great marketing tool to successfully connection with your targeted audience. It can work for you!

The Power of Rapport In Building Your Home Staging Business

Remember the old saying that how you say something is often as important as what you say? Well, that’s certainly true when it comes to the best and brightest home stagers. It’s not enough to have excellent design skills; you also need strong “people” skills to build the rapport that lets realtors know you can get the job done for their clients and allows you to guide home sellers through the often-delicate process of turning a household back into a house for sale.

The rapport you build with realtors allows them to trust you to care for their clients-whether you’re conducting a pre-staging consultation or a full-service staging-even in the stickiest situation. And we all know that realtor referrals are one of the best and fastest ways to build your staging business.

The rapport you build with home sellers not only allows them to be open to your guidance, but helps them begin to see their home as a marketable product. Before you ask home sellers to pack away their favorite collections, take down their personal photos and remove all traces of their beloved pets, they need to trust that you are an ally who has their best interest at heart. Strong interpersonal skills allow you to reach out to home sellers by discussing their needs and goals, educating them about the whys of home staging as well as the hows, and responding to their questions and concerns in kind, caring manner.

Top stagers never forget that depersonalizing a home is a highly personal matter. Every seller has a story that got them to the point of putting their home on the market. It may involve death, divorce, financial difficulties or a work transfer that has temporarily separated their family. Whatever the circumstance, mixing in a little warmth and understanding with your professional staging guidance can encourage home sellers to let go and move forward with their lives. No, we’re not psychotherapists, but our work does touch people’s lives in a very intimate way.

So, it’s important to remember that just as you can’t build a sturdy house without a solid foundation, you can’t build a successful home staging business without strong interpersonal skills.

Indianapolis Home Staging Company Owner and RESA State President Linda Barnett Awarded 2009 F.C. Tucker Best In Class Home-Links Service Award

Last week the F.C. Tucker Real Estate Companies annual Indiana service awards celebration was held in Indianapolis. Indiana. With 47 offices, over 1,500 agents statewide and over $2.1 billion in sales, The F.C. Tucker Company is the largest independent real estate firm in Indiana, and is ranked among the largest independent real estate firms in the nation.

At this function, Best in class service awards were presented to service providers of F.C. Tucker who offer services in 29 different categories to their agents and Home Sellers. This honor is given to service providers based on feedback from agents and clients utilizing the services of these companies.

Drum roll please……Our company, Home Matters was awarded best in Class in the Home Staging & Design category for the second straight year. This is such a special honor for us because it comes from feedback of those many agents and home owners that have used our services. As I said last year when accepting this award, any honor, award or special recognition that myself or my design specialists have received over the years is always special to me; but the ones that come directly from those that have used and depended on our services are always the most meaningful for me.

Our goal from the very beginning of our company still remains in force today. We simply provide the most meaningful and valuable experience we can for our clients so that they can sell their homes and move on with their lives. By doing so it shows that by staying focused on our clients and their needs; honors, awards and recognition will follow.

Thank you so very much to all of the agents and home owners here in Indiana who have voiced their satisfaction for the services we have provided. We thank you and we are always happy to offer our experience and expertise.

RESA Home Staging Industry Awards Finalists Announced

To further support the growth of the home staging industry, RESA would like to congratulate leaders within the staging industry for their outstanding contributions and personal accomplishments.
RESA is recognizing professionals in the following categories:
 
RESA Professional Stager of the Year: The RESA Professional Stager of the Year is a professional home stager that has been in business more than two years and is demonstrating professionalism and excellence in staging.

RESA Rookie Stager of the Year: The RESA Rookie Stager of the Year is a professional home stager that has been in business less than two years and is demonstrating professionalism and excellence in staging.

RESA Staging Innovator of the Year: The Staging Innovator is a service provider who is providing innovative solutions to home stagers and/or the home staging industry

RESA Staging REALTOR® of the Year: The Staging REALTOR® of the Year will be a REALTOR® that collaborates with professional stagers and fully endorses the staging profession.  

RESA Product of the Year: The Product of the Year is a product that professional stagers use in their day-to-day business. 

Voting to determine the winners in each category is currently taking place. Winners will be announced and presented with their awards during the RESA International Conference January 24^th-25^th 2010 in Las Vegas. Tickets are still available however this event will sell out. www.RESAConference.com

Congratulations to all the nominees and the finalists!

To view the final submissions of each finalist click here.

Kristy Morrison BBB Torch Award Winner

RESA Member Kristy Morrison was honored by receiving the Ottawa Ontario Canada’s Better Business Bureau’s Torch Award. Kristy’s company Capital Home Staging & Design is the ONLY home staging company to have won the award.

“I am very proud to have been nominated and now the actual award!” Said Morrison.

Natasha, Kristy, Roy

Capitol Home Staging and Design Team(Natasha on left, Krisy in the center, and our behind the scenes guy for accounting, web, marketing & more Roy)

Indiana Homeowner Seeks Out Local Newspaper to Tell Staging Story

Marsha Moss of Anderson Indiana, homeowner in a small town northeast of Indianapolis tells her staging story to local newspaper.  It is amazing how the power of staging changes people’s lives and in this particular case, it was enough to compel this homeowner to find someone in her local town to tell her story. WoW, that’s a big change, isn’t it?  Normally, the staging company or the realtor would be the one trying to find ways to showcase their work and inform the world of their services.

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Not this time. Could this just be a sign that homeowners are truly exploring their options and they understand that their home is a product and they need a property presentation specialist on board as well as a real estate agent to maximize their selling potential?  I would like to think so; so much that I would like to believe that real estate sales are evolving and all parties involved in the real estate transaction participate in their specific role, for in this joint collaboration the anatomy of a successful sale is realized.

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My favorite quote from this story was this, “While none of these changes are major and the furniture will return to the warehouse once the condo is sold, the effect they are having on visitors is measurable.”
 What is your favorite line or quote?

Click Here to Read Article

Moral of Story:  Plan Today for a Successful Tomorrow!

HM Before

HM After

Home Matters Home Staging, Training and Rental, a professional home staging company “Servicing the needs of our Real Estate community here in Metro Indianapolis and all of central Indiana” We help real estate professionals, home sellers, builders and investors with their home staging needs as well as helping real estate professionals and stagers to develop their home staging and re-design skills through Coaching and expert CSP training.  For more information regarding our services, please contact us at 317-209-9801 or visit us on the web. http://www.homemattersllc.com/

RESA Staging Industry Awards 2010

• RESA Professional Stager of the Year
• RESA Rookie Stager of the Year
• RESA Staging Innovator of the Year
• RESA Staging REALTOR® of the Year
• RESA Product of the Year

• Both RESA members and non-members may nominate up to 5 home stagers for this category
• Only RESA members may be nominated.  If you’re unclear as to whether or not the professional stager is a member of RESA, please use the following set of directions at the bottom of this document or ask the nominee
• Last year’s winners are eligible to be nominated in the same category
• Last year’s nominees are eligible   
• Self nominations are not allowed 

• Nominees who have had ethics disciplinary actions pending or taken in the last 2 years will be disqualified.
• Nominees must be a RESA member in good standing
• The top 5 nominees with the highest number of nominations will be the top 5 finalists.
• Finalists will submit a summary (using the criteria listed below) that highlights why they should be voted RESA Professional Stager of the Year. Submissions can be up to 5 pages and submitted as a PDF.

• Self nominations are allowed. However, if self nominating, you may only nominate yourself once
• Both RESA members and non-members may nominate up to 5 home stagers for this category
• Only RESA members may be nominated for this category. If you’re unclear as to whether or not the professional stager is a member of RESA, please use the following set of directions at the bottom of this document or ask the nominee
• The top 5 nominees with the highest number of nominations will be the top 5 finalists
• Must be in business less than 2 years as of January 2010

• Nominees who have had ethics disciplinary actions pending or taken in the last 2 years will be disqualified
• Nominees must be a RESA member in good standing
• The top 5 nominees with the highest number of nominations will be the top 5 finalists
• Finalists will submit a summary (using the criteria listed below) that highlights why they should be voted RESA Rookie Stager of the Year. Submissions can be up to 5 pages and submitted as a PDF 

Finalist will be judged on the following:

• Must be a service provider to the home staging industry. Examples are: Furniture Rental Company, Home Staging Training Providers, Social Networking Sites, Marketing Tools and Resources for Stagers, etc.
• Self nominations are not allowed
• Nominees that are RESA members who have had ethics disciplinary actions pending or taken in the last 2 years will be disqualified
• Both RESA members and non-members may nominate up to 3 choices for this category
• Nominations must include a link to the company website
• Last year’s winners are eligible to be nominated in the same category
• Last year’s nominees are eligible   

Finalists:

• The top 3 nominees with the highest number of nominations will be the top 3 finalists
• Finalists will be asked to submit a summary (using the criteria listed below) that highlights why they should be voted RESA Innovator of the Year. Submissions can be up to 2 pages and submitted as a PDF

• How the provider delivers excellent service to the home staging industry/home stagers
• How they are contributing to the growth of the home staging industry

• Both RESA members and non-members may be nominated
• Both RESA members and non-members may nominate up to 3 REALTORS® for this category
• Last year’s winners are eligible to be nominated in the same category
• Last year’s nominees are eligible   
• Nominee must be a REALTOR®

• The top 4 nominees will be determined by RESA leadership
• The top 4 nominees will be the finalists
• Nominees that are RESA members who have had ethics disciplinary actions pending or taken in the last 2 years will be disqualified
• Finalist will submit a summary (using the criteria listed below) that highlights why they should be voted RESA Staging REALTOR® of the Year.  Submissions can be up to 2 pages and submitted as a PDF

Finalist will be judged on the following:

• How they think staging has increased their overall business
• How staging has improved their listing presentation
• How they work with professional stagers
• Why they think staging is important when selling real estate

• RESA members and non-members may nominate up to 3 products for this category
• Self nominations are allowed. However, if self nominating, you may only nominate your product once
• Last year’s winners are eligible to be nominated in the same category
• Last year’s nominees are eligible   

Finalists:

• The top 3 nominees with the highest number of nominations will be the top 3 finalists
• Nominees that are RESA members who have had ethics disciplinary actions pending or taken in the last 2 years will be disqualified
• Finalist will submit a summary (using the criteria listed below) that highlights why they should be voted RESA Product of the Year.  Submissions can be up to 2 pages and submitted as a PDF

Finalist will be judged on the following:

• How well their product relates to a home stagers business
• How easy the product is to use
• Overall customer service of product provider

Nomination Guidelines:

RESA Elections

October is here and it is time to get prepared for RESA Elections, which will be held the last week in October. 
 
On behalf of the entire RESA Board and President/CEO, Shell Brodnax, I want to first thank you for your dedication and service to RESA. In order for RESA to work we need all of our membership and leadership to participate. Without you we could not have accomplished all we have, so thank you.
 
As for the RESA elections: NOTE:  All members in good standing are eligible to run for a leadership position. Full descriptions of positions are available in the National Leadership Guide in MORA located on our RESA website.

Local chapter elections are handled at the local level. The Local Chapter Presidents have received instructions to hold their elections no later than Nov 1.  If you are involved with a local chapter and wish to run for a board position please contact your local chapter president. If there is no chapter in your area and you would like to start a chapter please contact your State President, RVP, Michelle King or Shell Brodnax. 

For those who currently hold a leadership position in either the State, RVP or National levels and would like to serve another term in your current RESA Leadership Position or you would like to run for another position, please email a letter of interest describing why you want the position and why membership should vote for you, a bio, and a JPG Photo to Shell@RESA-HQ.org . This will be given to the membership so they can choose who to vote for.

For those who do not currently hold a leadership position but are interested in running for a State, RVP or a position on the national board, please email a letter of interest describing why you want the position and why membership should vote for you, a bio, and a JPG Photo to Shell@RESA-HQ.org .  This will be given to the membership so they can choose who to vote for.  

We will have formal elections the last week of October.  Positions with only one candidate will be formally elected.

Elections will run as follows:
 
Local Chapter:  Held at the Local Level, no need to send in information. 
 
State Presidents: Will be voted on by members in their state ONLY
 
Regional Vice Presidents: Will be voted on by members in their region ONLY 

National Board: Will be voted on by the entire membership. Please send in your information no later than October 15th.   

Late submissions will not be considered, no exceptions. 
If you have any questions please feel free to ask. Thank you and we are looking forward to another amazing new year. 
 

Michelle King National Vice President of Membership
 

Shell Brodnax President/CEO

888-201-8687 

PS. Don’t forget to register for the RESA Conference. Stay tuned to see who will join us from HGTV.

Prices go up Nov 15th www.RESAConference.com

Kristy Morrison Meets Suzanne Somers Through Staging

Early May I received a call from a local event planner asking me if I can stage a room for an event for Nutrichem and Susanne Somers was going to be the speaker. Now when I heard that I jumped on the opportunity, not ever staging an event before but how hard could 1 room be compared to a vacant home?. Meeting with the event planner in the desired room to be decorated was an exciting point. Once I saw the room my heart dropped. Flamingo pink faux finished walls & matching carpet, “can we paint” I asked? The event planner replied “No, I’ve already asked!”…..how was I going to get over this obstacle?? Not showing my minor amount of fear I proceeded to ask the necessary questions. Once I got home I got to work developing room plan after room plan on my computer. Then VOILA one I fell in love with. (more…)