Home Staging Blog

How long does it take to stage your Jacksonville, FL home?

September 24, 2018 by melissamarro

The question of “How long does it take to stage our home in Jacksonville?” is pretty common. Regardless of whether the house is vacant (empty) or occupied (using your stuff), the answer is generally about the same. Rave Home Staging will have your Jacksonville home staged in one day. Here’s what you can typically expect from us.

The staging process. What it really takes to stage your home in Jacksonville.

Let’s start with the occupied home, since it often has more questions than the vacant home.

Step 1: The consultation.

Occupied homes are completely unique from each other. Even if two sellers lived on the same street, in the same exact floor plan, the needs inside their occupied homes would likely be very different, as each family usually owns different items, has different tastes, and a different level of “stuff” and lifestyle. The consultation is the only real way to start assessing the situation.

After you have contacted our team, we will schedule you for a consultation. This usually takes about an hour, though may be shorter or longer based on a variety of factors. Our Occupied Sales Representative will create a report, specific to your property, giving you room by room recommendations to make your home as “market ready” as possible.

You’ll be given enough information, in the report, to do all of the work by yourself, without any further assistance from our team. If, however, you would like to keep us engaged in the process with you, we’ll provide quotes for that as well. If you need additional items, to enhance the overall finished product, we’ll also quote you for those.

The cost:

Staging Consultations start at $225 and go up based on sqft

Half day staging fees are $495, full day $995

Enhancement services vary depending on needs.

Step 2: Staging Day.

On staging day, if you have elected to hire us for the enhancement services, we’ll have one, or more, stagers arrive at your house, with any necessary additions, that were already agreed upon from the quote. The stager, and possibly an assistant, or movers, will begin diligently working on getting the home photo-ready, and market ready. Our team will do everything possible within the agreed upon timing.

The time between consultation and staging day varies based on many factors, including, but not limited to scope of work needing to be done, market timing, calendar availability, etc. What is always consistent is that the work will be completed on the day of staging.

And, NO, you get to keep your stuff. Rarely do we ask homeowners to remove all, or most of their belongings. If we do, rest assured, it’s because we understand the market will pay more for your house with different stuff, more updated stuff, in it.

What about Vacant homes? That seems like a lot more “stuff”.

Yes. Even fully vacant homes, usually regardless of square-footage, can be done in one day. We may need to increase how many stagers, movers, and assistants are working on the house that day, but our goal is always to complete each project in a single day.

Step 1: The Contract.

Once we have a signed contract, we will add your project to our staging schedule. Typically, we can stage each property within one week.

Step 2: The Preview.

A day, or so, before the property is staged, one of our stagers will come to the house to preview the property, take measurements, and begin the plan for the stage. They will work within our proprietary system to ensure that each house meets the needs and desires for the most likely buyer to purchase the house.

Step 3: The Stage.

Rave Home Staging typically manages four projects per day, per moving truck. This means that we have morning houses and afternoon houses. Regardless of whether the project is a morning or afternoon project, it should be completed by the end of the working day, of the stager. Occasionally, something doesn’t work out exactly perfect, or we need to purchase something specific for the house, in which case we may need to come back the next day. This should not happen often, and will always be completed prior to the photography session.

Step 4: Professional Photos.

The next working day after the staging is scheduled, Rave’s professional photographer will arrive at the property and take a wide array of photos. We use an HDR Merge technology, that allows for stunning photography, in virtually all lighting. You can learn more about our photography here.

Because we outsource the post processing part overseas, photos arrive the following business day. These will be provided in both high resolution and web size images.

The cost:

The cost of vacant staging is simple. We charge 1% of the list price of the house, with a $2250 minimum*. Our service agreement covers 90 days. It includes all interior spaces and professional photography. Last year (2017) our average days on market from list to close was only 59 days, so 90 days, is generally 30 days more than we anticipate is necessary.

If you have any questions about any of our processes, what we use, or how we help you market your property, please contact us at 904.379.5523.

3.5 months on the market: NOTHING 18 days staged: MULTIPLE OFFERS

September 4, 2018 by melissamarro

This is the tale of how we got a Realtor (and the homeowner) to change their mind about pricing, stage, and reap the rewards. The results? 3.5 months on the market: NOTHING 18 days staged: MULTIPLE OFFERS

When I got the call from a friend who I knew from Coldwell Banker, that he ex-husband’s house was sitting, unsold, on the market for over three months, I couldn’t help but wonder:

Why hadn’t she called me sooner?
Why hadn’t he called me sooner? (He also knew me from another source.)
What was wrong with this house, in today’s market, that it has sat so long?
How overpriced could this house possibly be, to be sitting so long?

Within a few days, I met my friend, and her current husband (also the Realtor for the listing) at the house. I took a look around the house, which gave me a clear indication on why it hadn’t sold yet, then started discussing their pricing strategy.

After 90+ days on market, with only one low ball offer, and almost no showings anymore, it was time to get real with this listing to get it sold.

Taking a look at the MLS photos. Is this what buyers are really looking for?

When I initially saw the house, I noticed that it was very mustard yellow – everywhere. It felt dated. This was the old Tuscany look that was popular when the house was built, back in 1999. Believe it or not, that’s almost 20 years ago! I recommended painting, but unfortunately, the seller had already spent money repainting, the same color! Still, I know that staging can be effective, even in less than ideal conditions.

“I had a property that had been on the market for just over 90 days that was priced correctly but not showing well. The owner was giving consideration to making large price reduction to renew buyer interest in the property. After a consultation with Rave, the seller realized that staging was a better solution to change buyer perception rather than taking a price reduction. The marketing advice given by Rave allowed the Seller to position the home, with a small price increase, to be seen by the target buyers at the appropriate price point creating new interest in the property. Two weeks after the staging and change in pricing strategy, the property was in a multiple offer situation. Thank you to Rave for both the excellent staging, but more importantly, the marketing insight that helped this seller realize an optimal return.” Scott Bresnahan, Coldwell Banker Vanguard

Rethinking pricing, to get a better return.

When I say return, I’m not actually referring to better offers. In this case, I’m talking about a better return on the investment. Since this house was originally listed at $420K, and when viewing comps, seemed to be in the right price range, a price reduction wasn’t necessarily in order. This was, however, the recommendation of the broker. Instead, I pitched a strategy that I first learned in Charleston, SC, by a very good client of mine. Instead of dropping the price, our goal was to get as many NEW people into this home as possible. We wanted people who hadn’t seen it before to pay attention. Since we know most buyers, and their agents, search in ranges between $25K increments, a $5K or $10K price reduction, from $420K wouldn’t necessarily give us more buyers. Buyers who were shopping from $400K – $425K had already viewed the house.

Our strategy was to RAISE the price to $425K. This would keep the house in the $400K – $425K price range, but also include any buyers that were looking from $425K – $450K, where the house would be at the very low end of their search, potentially creating more value.

The result from new staging, new photos, and this new pricing strategy was swift. Within 18 days, the seller had multiple offers, and believe it or not, the end buyer was the couple who initially made the low ball offer! The pricing strategy brought several new showings, and a new offer from a new set of buyers. The Realtor, being savvy, contacted the initial offering party, and let them know about the new offer. They submitted a new offer, with an escalatory clause, driving up their initial offer within an acceptable range.

This story ends, as almost all of our staging stories end. When sellers listen to our advice, no matter how contrary it may seem to the mainstream process, our customers win! The most successful Realtor in Jacksonville rarely works with more than 200 properties a year. Rave Home Staging typically works with more than double that amount. We have a clear understanding of the market, and ways to overcome nearly any obstacle.

Bright colored walls. Wall paper borders. It’s all in a day’s work.

April 24, 2018 by melissamarro

In a normal home staging consultation, we would advise that sellers remove anything too taste specific. This includes common selections like painting over bold or bright colored walls, removing wall paper borders, and removing murals from bedrooms (or really anywhere in the house). Unfortunately, what we also find is that seller’s don’t always listen to us. Dealing with situations like these are all in a day’s work for Rave Home Staging.

When you can’t ignore it, just go with it.

Not everyone finds eggplant an appealing color for the dining room. Bright pink and pastel pink stripped walls, don’t hit every demographic, and let’s not even discuss wall paper borders. The 1990’s called and want them back. Now what if I said that ALL OF THESE CHOICES were in the same house?

All of that said, when we are hired to stage, we show up to overcome the odds. By leaning in and working with what’s there, we can still achieve remarkable results. This home, located on Jacksonville’s north side, received multiple offers within 24 hours of listing, and ended up selling at full price. The total time on the market, from list to close, this home spent only 32 days on market.

Another stunning example of overcoming personal design choices.

As professionals who work in the real estate industry, we know that wallpaper can often be the kiss of death for a listing. Buyers today want move in ready, not someone else’s design choices. Knowing that the average home buyer is typically about 10 years younger than the seller for that home, imagine whether you would want to live with the design choices of someone 10 years older than you are today.

Still, when push comes to shove and seller’s won’t do the work of removing wallpaper and custom wall color choices, it’s our job to step in and make the home livable enough for home buyers to imagine themselves in the space.

While working with bold choices may not be our favorite stages, at the end of the day, our job is to make the house sell, no matter the circumstances. This home, sold in only 26 days on market. The seller and the agent were so pleased with the results that they actually sent us a beautiful basket of deliciousness to thank us.

Home Staging is an investment in equity.

Whether the home is in move-in ready condition, or in need of some light cosmetic work, staging is usually the most cost effective transformation. When the goal is to sell for maximum value, home staging is always the answer.

Conversation with Real Estate Investor Obi Dorsey, Freedom Home Buyers

April 24, 2018 by melissamarro

Breaking back in to the world of Facebook Live, I spent a few minutes today with Real Estate Investor, Obi Dorsey. Obi is the owner of JAX Freedom Home Buyers. Obi has been a loyal customer of Rave Home Staging for the past four years, staging his first ever flip with us. In this conversation we’ll discuss how Obi decided to pull the trigger on making the investment in home staging, how home staging has helped him earn more money in each deal, and what the ROI really is.

How staging helps real estate investors in today’s seller’s market.

At Rave Home Staging we typically tell our customers that they should expect a return of 3-5 times what they spend. Find out how Obi feels about that number, what he expects to get as a return on staging, and how that compares to other renovation factors.

Today, behind the scenes, and off camera, Obi shared with me that their latest project, that closed today, earned over $65K. Jax Freedom Home Buyers owned this property for less than 1 day! This video will wet your whistle on some of his business practices, the importance of having a mentor, and some of his local events where you can learn from him (at no cost). Stay tuned for a future episode when we launch our new podcast, Rave About Real Estate, next month. Subscribe to our blog, and follow our Facebook page for more information.

Selling with bright colored walls. 120 days on market unsold. 10 days SOLD after staging.

December 26, 2017 by melissamarro

As professional home stagers, we are often asked the question on whether or not that bold room color choices should be painted over with something more neutral. The answer is nearly always a resounding “YES!”. There are times when the seller either doesn’t have the time or the funds to paint, and times when they simply refuse to do it. Whether it is because they simply don’t believe that it will make a difference, or they don’t want to do the work, there are times when they tell us, the home stager, “no.” When that happens, but they are still willing to stage, it becomes our job to find a way to minimize the impact. Let’s take a look at 1739 Nettington Ct, in Jacksonville, FL.

1739 Nettington Ct, Jacksonville, FL 32246

This charming home, located in Sutton Lakes, is in a sought after part of town. Since we are living in a seller’s market, it seems unlikely that a well priced 4 bedroom, 2 bath home would sit on the market for over 100 days. Still, that’s what was happening here. After sitting, with no offers, the seller contacted Rave Home Staging and we created a plan to get the home sold. Unfortunately, as I mentioned in the intro, the seller was very clear that despite the best option being to paint the boldly colored walls, he wasn’t going to do it. He didn’t want to spend the time, energy, or money, painting. This home had been a rental property. He wasn’t emotionally invested, and just wanted it sold.

The photos in the slide show below are the actual photos used in MLS.

Let’s be realistic. With most home buyers looking online prior to viewing a home in person, how enticing is this property? On a scale of 1-10, how likely would buyers feel like this home is move-in-ready? How likely are they to pay list price, or close to list price?

Let’s take a look at what this home looked like after staging.

Our staging team did nothing but bring in new furniture, art, and accessories. With all of that, however, we managed to style the property so that potential buyers could look past the bold colors and imagine a life in the home. Perhaps they will still paint when they move in, but now they are able to see the space as a living room, dining room, and bedroom, instead of just a series of bold choices that they would need to correct, costing them time, energy, and money.

The results were nothing less than spectacular. Within 10 days the seller accepted an offer. The property is now moving through the escrow process and will close in January. After what amounts to 4 months of time on market, it’s long past time for this home to welcome new owners. It’s also long past time for the seller to rid the stress of a mortgage payment and maintenance costs for a house sitting empty.

Why I hire only “A” players in my home staging business.

December 7, 2017 by melissamarro

I’ve built not one, but two successful home staging companies over the past 15 years. There is one thing that I’ve learned the hard way – hiring well isn’t easy and hiring poorly is expensive! A strong company, of any kind, is built on the culture of success and that requires “A” players.

What do I mean by “A” players? For me, an “A” player is someone who plays, or in this case works, full out. They step up and do whatever needs to be done to get the job done. When something arises that is perhaps out of their typical wheelhouse, they either actively get the right person to step in, or they create a positive solution themselves. They aren’t sitting around waiting for someone else to do the next thing or taking the stand that “it’s not their job”.

As some of you know, I just returned from a 10 day cruise where I had no access to phone calls, and the internet was incredibly slow. While I was gone, I knew that I could relax and enjoy myself without worry because everyone on my team is an “A” player. I knew that if anything came up, that my team could handle themselves. They are resourceful. Each and every one of them would step up to solve any problem. While I made the promise to check in, via email, twice daily, what I found was no surprise. Any issues were quickly resolved without anything needed from me.

The dangers of hiring “B” players (or below)

“B” players are the people that come in and do their job – just their job. Nothing more. Nothing less. We’ve all heard the expression that rising tides raise all boats. This is the mentality of an “A” Player. A common expression from a “B” Player (or worse) is “No good deed goes unpunished.” They are typically the ones watching the clock. They clock in and clock out, exactly on time. “B” players are often good at what they do, and hard to let go because they do just enough to warrant keeping their job. Unfortunately, just like rising tides raising all boats, the mentality of a “B” player is catchy. “It’s not my job.” is a contagion that can undermine the best organization.

What to do if you realize you have too many “B” players?

This is when it’s tough. If you have cause, it might be time to let them go. Yes. It’s painful to go through the hiring process again. You’ll have to create a short term solution to cover the work they were doing. Don’t let the idea of “being easier to keep them, even though they aren’t measuring up” rise up into your mind. Excellence is the thing that will eventually allow you to actually have freedom in your business.

If you don’t have the ability to terminate them, then it’s time to have a team meeting, then an individual meeting with each player. Let everyone know that you need them to step up. Create the atmosphere you want, and start documenting when it’s not working. Changing the culture in any organization is tough and will require you to do a lot more work in the beginning. If you continually require excellence from all of your people, the ones who aren’t “A” players will eventually quit. The key is holding out and holding strong. Don’t let friendship or personal relationships interfere. Nothing undermines the success of an “A” team like playing favoritism or overlooking a “B” player because of an existing relationship with them.

Are you working Instagram, or just posting photos?

November 12, 2017 by melissamarro

Instagram has become one of my favorite past times. The enjoyment of this photos-only social media channel snuck up on me. At some point I realized that I was spending more and more time each day simply scrolling through photos. That’s when that light bulb formed over my head. If me, as a middle aged woman, was spending more time on here, it’s likely that a lot of others are finding it more appealing too!

Is Instagram an important business tool for home stagers and real estate professionals?

This is an absolutely resounding YES! Most people know, by now, that Facebook acquired Instagram for a whopping $1 BILLION dollars in 2013. That was not exactly petty cash. I’m sure it goes a long way to the fact that 4 years later, Instagram now has 500 million daily active users!

People of all ages are now more likely than ever to open their phones (since this is really a mobile, not MAC or PC platform) and scroll through multiple times a day. The question then becomes, what are they seeing when they look at your page?

Perfect format for Home Stagers and Real Estate related fields.

Instagram really is the perfect format for those of us in real estate related industries. It’s such a visual medium. We can create an instant impact, leading to referral business. I know we’ve started seeing a high uptick in website views since we started taking our Instagram page seriously. {Fact: I just peeked to see exactly what that looks like and it turns out that our last blog had 20% of referrals from Instagram!}

Because of this, we’ve started pulling information, data, and strategies to build your instagram (and other social media) followers. We are pulling it all together in a new series that we are calling Red Curtain Mastermind. This class will be held once a month, both live, here in Jacksonville, and online.

Please be sure to follow us on Instagram and Facebook, to watch for more information on these events!

How body language affects the home buying process.

November 12, 2017 by melissamarro

When I teach the Realtor Continuing Education class, I frequently point out how body language can affect the sale of a house. Messages that the buyer’s body sends to the buyer’s brain, can determine whether or not they will purchase that particular property. Sounds crazy, right? But it is completely true!

What message is the body giving to the brain?

When a buyer feels completely comfortable in a given space, you can see that their body is open and welcoming. Their arms swing loosely. When a buyer’s body language shows that their arms are tucked up against their body, worse yet, arms crossed against their chest, shoulders pulled inward, you can tell that a buyer feels that the house is small and unwelcoming. Even when a home is large and spacious, a buyer’s body language can show that they don’t think so.

When this happens, it is commonly because there is something in the space, that is imposing on the personal buffer. Something, perhaps like the back of a piece of furniture.

Stock Image. Used, with permission, from Gettys Images.

Furniture, art, and accessories, can frequently create invisible boundaries. Our eye stops where they begin. When they jut out into our walk ways and person space, as art may in a hallway, our body, unknowingly pulls in, protecting its space.

Stock Image. Used, with permission, from Gettys Images.

Conversely, when furniture is open, and our eyes can move to the end of a room, our bodies are not impeded by invisible walls, barriers, or objects that insert themselves to our personal space, our body will then open up again.

Momentarily look at the first photo, notice how your eyes, body, and mind take in the space. Does the space feel crowded or welcoming? Where did your eye first land, and where did it go from there. Compare this to the second photo. Sure, the second photo shows more of the room, but also notice the placement of the chairs. Notice how your eye is drawn much further into the window, vs stopping at the chairs or table.

How did this relate to buying decisions?

Skilled professionals in the staging industry, like the ones at Rave Home Staging, have honed their minds and bodies to not only pay attention to making a space beautiful, but also how to get it to make buyer’s feel comfortable, from a body and mind standpoint.

We ensure that rooms feel open, from the points when you walk in and walk out. We ensure that nothing makes the body pull itself in, telling the mind that the space is smaller than it appears. On the contrary, our job is to make spaces feel much larger than they already are by careful placement of furniture, art, and accessories. We carefully use angles to open up a room, and keep arms swinging, without leaving buyers wondering why the heck the furniture is on a “weird angle”.

how body language affects the purchase of a home

Professional photography by Rave Home Staging

Interested in learning more about home staging? Have you found your previous home staging training inadequate to have conversations like these with your customers? Take one of our new home staging courses and take your business to the next level!

Top Mistakes Real Estate Fix and Flip Investors Make.

November 8, 2017 by melissamarro

If you follow Rave Home Staging, then you know that a large percentage of our business is working with Real Estate Investors, particularly Fix and Flippers. Recently, we were contacted by Asset Based Lending, LLC to share an infographic they created that outline the most common mistakes for these investors. I had to admit, I agree with their assessment, so I thought I would be happy to share!

Top Mistakes Real Estate Fix and Flip Investors Make.

Don’t think that hiring a home stager is really THAT important, or that it’s only good for SOME homes? Think again! The National Association of Realtors says that the average return on investment for home staging is 6-10% higher offers! In Jacksonville, most of our flipper customers will tell you that staging has a higher ROI than any other part of the deal!

Please stop assuming I’m not a “Real Business”.

November 8, 2017 by melissamarro

Let me explain what I mean when I say, “stop assuming I’m not a ‘Real Business'” Please imagine that you have a desire to become, let’s say a fashion merchandiser, a marketing expert, or frankly, any job anywhere, would you ever plan on calling and leaving voicemail for the owner of the biggest company in your area, and saying something like, “I’m retiring and I’ve always had a passion for what you do. I would really like you to hire me, teach me everything you do, and then, when I think I’m ready, I’m going to start my own business, in your area, and compete against you.” My husband used to work for Corporate America. I imagine what would have happened if he used this approach.

What it takes to get hired in the home staging industry

There are few home staging companies that hire non-1099 staff, particularly stagers. These are coveted positions, inside only the sturdiest of companies. Paid stager employees, whether hourly or salary, have to interview for the position, like anyone else would, for any other job that exists.

Can you imagine walking into an interview saying, “I have no experience, but this seems like fun. You should hire me, pay me, and then when I think I’ve learned everything I can from you, I’m going to start my own company to compete against you.”

Why on EARTH would I ever call you back?

In order to get hired by a company like Rave Home Staging, or any other staging company around the country, you must show how you are an asset to our company, not how we can assist you in your life.

If you don’t have experience, then offer to do intern work – for free – but don’t start off the conversation with the idea that you plan on taking everything we teach you and using it to compete against us. As an intern, you also should understand that it is very unlikely the staging company will provide you any information on building or managing a company. We are likely to have you do activities like steam beds, clean glass, and other basic “grunt” work.

When calling to discuss a career in home staging, ask if we are, in fact, hiring. (Most of us aren’t and even if we are, see the above commentary. If you are telling us you are unskilled and uneducated in our profession, why would we hire you?)

Please stop assuming that we are the next latest and greatest party plan trend.

One of the key reasons that Professional Home Staging isn’t given the respect it is due is because so many people, including new pop-up home staging companies, or want-to-be stagers, treat our industry like we are the next Mary Kay. Just pay your $180 for your kit and boom, you are in business.

I’m sorry. We are working with the biggest asset for the vast majority of families. We need to be well trained professionals, not party plan minded. If you aren’t prepared to treat other company owners like respected corporations, then again, why do you even want to be in this business? Go become a decorator or redesigner. Be someone who deals with making homes pretty, not someone expected to manage someone’s top assets.