How to make the most money after staging your previously listed home

May 9, 2017 by melissamarro Leave a Comment

So, you’ve finally decided to stage your home? The bad news is that you’ve already missed the buyer pool who would have paid you the most money. The good news is that you are in better shape to get top dollar than you were before you staged. In order for home staging to be effective, there are some things that you need to do NOW, however.

The best buyers for your home are always those who are anxiously awaiting new listings to hit the market. They’ve already been looking and haven’t found what they want yet. They are willing to pay much more than buyers who are just entering the market. Frustration and disappointment increase their emotional desire when viewing a properly staged home that works for their family’s needs. These buyers only exist in the first couple of weeks of your home hitting the market. After that point, you begin contributing to their frustration, not solve it.

Let’s face it, if your house has been on the market already, they’ve seen it. Sure, you may not have known about them, but that’s because they didn’t care about your home enough to make a showing appointment. If they did, and your house didn’t meet the cut, then you are definitely working against the curve.

When listing your house for sale, time is money…

How to make the most money after staging your previously listed home:

Update the listing with high quality photographs showcasing the staging. This can’t be over stated. Potential buyers are first shopping online and they really only care about the photos. If the real estate photos aren’t enticing, they won’t get excited. Quality photos of a great staging job, can create high levels of increased perceived value. This may create a bidding war, if you haven’t waited too long on the market.

Change the price. This is one tactic that seems tricky, but understand that in most Multiple Listing Services (MLS), buyers only see what’s on the “hot sheet”. Hot sheet homes are ones that are either new on market (and you already missed that golden opportunity), have a change in status (like falling out of contract), or have a price change. Notice that I said a price change, not necessarily a price reduction. After getting the photographs back, have your Realtor reassess the pricing of the home with the current competition. Even if you only adjust the home by a small variance, say $100 in either direction, it is usually enough to land on the “hot sheet” and get buyers taking another look at your new digs.

Host a broker open house. A broker open house is different than a standard open house as the goal is to get Realtors, not buyers through the front door. Your Realtor will need to do this part. They should also have some kind of food and giveaway to entice other agents to show up. Since your home has likely been seen by many of the local real estate professionals, they will need to see that what they have to sell has changed. By seeing the home in a new light, they may realize they have customers who were waiting just for a house like yours (who may even have seen the previous before photos in MLS).

Invite the agents who previously showed the house back to see it. Yes. You are having a broker open, so this may seem redundant, but the agents who previously showed the house DID have a buyer who wanted a house like yours, but didn’t select yours. This is a great time to invite them back out to the house and get their feedback on changes. Find out if their customer has moved on, or if they are still looking. If they’ve moved on, get a commitment from them that they’ll show it again, if they have a buyer that is a match for them. They will. If you hadn’t showed them the change, they might not have, however. They instead would remember what their customers said about the house when they showed it before.

How to make the most money selling your home:

Now that we’ve gone through how to make the most money after staging your previously listed home, let me give a quick piece of advice. If you really want to make the most money possible selling your home, STAGE IT BEFORE YOU LIST IT. As I said, at the beginning of this article, the best buyers – the ones who will pay the most money for a home – are there BEFORE you list it. Don’t try to save a couple of thousand dollars by waiting to see “if it doesn’t sell”. Even if it does sell, it can be guaranteed, that if you sold it without staging that you left money on the table. Period.

Buying a home is an emotional choice. People don’t buy four walls, floors, and windows. They buy a life. If your home gave them anything less, you were paid too little for it. End of story.

You may also enjoy reading: The Curse of the Vanilla Box. Selling an Empty House.

The curse of the vanilla box. Selling an empty house.

May 3, 2017 by melissamarro Leave a Comment

This is as real as any horror flick out there. Imagine shopping for a new home. As all the Zillow.com ads say, “you’re not just looking for a house. You’re looking for a place for your life to happen.” But what you find are either lived-in messes, where you will need gallons of paint, primer, and possibly a vat of Krud Kutter, commerical grade cleaning products, or on the opposite spectrum bland vanilla boxes.

Let’s take this fine specimen of a house. It is lovely in every fashion. Unfortunately, it is about as boring a vanilla box as it comes. Carpet: check! Freshly painted walls: check! Windows: check!

Are you excited about moving onto the next photo, holding in anticipation of what it will bring? Does this home make you feel like this Zillow commerical does?

Do you feel the next phase in your life starting here? Do you think that image on Dad’s phone where he says, “If you have a bad dream, you can come to our room. Your mamma snores.” would have been so powerful an image if it had been a picture of an empty vanilla box? Would it have created the same imagination of the “dream life” Dad was trying to portray to his little son?

Let’s check out what this SAME EXACT HOME looks like staged and see if it fits a little better into the Zillow commerical “dream life”.

Yes. These are the same rooms, from the same direction, taken with the same camera & lens, by the same photographer. Do they FEEL different to you? Yes. Of course they do. People buy homes on emotion. Once they get through all of the rough data, which home to pick is all a matter of connecting to it emotionally. I’ll let Elizabeth Banks showcase this point for me in her Realtor.com ad.

Just like those mini quiches, staging skews buyer’s perspectives. Unlike the quiches though, this isn’t a bad thing. Home staging showcases the possibilities of the life that could be lived in the home. Think of it more like It’s a Wonderful Life looped up with a little A Christmas Carol. Sometimes seeing how things could be can really make you appreciate what’s here and now!

What do I do with that? Helping buyers understand your home.

April 21, 2017 by melissamarro Leave a Comment

I love my home staging career. Every home is unique, so every day is different. I get to adapt and determine how to best showcase features and benefits, while minimizing negatives. What happens when you can’t decide if an architectural element is a feature or a flaw though?

When buyers wonder what the heck you should do with that space…

It is hard to make a real estate sale when buyers just can’t determine what do to with major focal points of a home.

When viewing this San Marco home online, prior to our actual planning visit, I got really excited. I knew that I would have to really think outside of the box and come up with a plan that would not only make sense to a potential buyer, but also take a potentially negative aspect and turn it into a great feature.

I’m pretty sure this four bedroom, two bath home started off life as a two bedroom, one bath bungalow. The photo in this first shot (above) is when you immediately walk into the home. This long corridor is a major point of the layout and architecture. Because it was formerly the exterior of the home, nearly all of the walls are either brick or cinder block. The primary living spaces, including the family room, dining room, and master suite are at the end of this walk.

THIS. This is the main entertaining and living space of the home. For most people, in the current form, this area is awkward and hard to look beyond. I mean, what do you do with it?

The home doesn’t feel easily understood. Thus far buyers haven’t had that instant, “Gotta have it!” instinct.

When buyers don’t know how it works, they don’t buy it.

Home staging is at its most fun in these moments, at least for me. This is not a generic beige box. This is not a luxury home that is already beautiful where we are just creating lifestyle and flow. This is actually turning an off-putting quirk into a fun retro vibe. Since this home is located in an artistic part of town, I expect it to pay off big-time.

The first step, to making sense of this massively reconstructed home, had to be turning this long corridor into something more interesting than simply a hallway. By adding an entry table, large furniture storage, bench seating, a bar, and more, we created opportunities to break up the walkway into smaller, more typical, functional spaces.

Each area was carefully crafted to become casual, modern options for every day living. The stage was down-played while completely up-styled. Warmth was brought into the contemporary room, making it feel more like a living room and less like an over sized sunroom.

Rooms that previously may have left potential home buyers scratching their heads wondering how they would live in the home, now can imagine an entertaining or family-oriented lifestyle. Crazy additions of seemingly unusable connecting spaces are now perfect for injecting a sense of personality and artistic style.

Want to see more of this home? Visit our Facebook business page.

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Home Staging Increases Perceived Value

April 13, 2017 by melissamarro Leave a Comment

If you’ve ever talked with a professional home stager, you’ve heard the phrase, “Home Staging sells homes faster, and for more money.”, or something similar. It’s become such a cliche, that it’s as if no one ever thinks about how this is true. Sadly, most home stagers don’t take the time to educate potential customers on exactly what we do, leaving many with the impression that we simply “make houses look pretty”. Making a house look good, is more of a by-product of our work.

What we really do is market to potential buyers in a way that increases the perceived value of a property.

Let’s take a look at a home Rave Home Staging worked on earlier this week. We tend to stage a lot in the Riverside / Avondale area. The bungalow style homes are adorable and the area is highly desirable. Many of these homes are dated, although it’s a big area for flippers who are changing the interior landscape, house by house.

2897 Forbes St, located in New Riverside Area

This home had been on the market for close to 30 days prior to our staging this week. There had been many showings, but the right buyer just hadn’t come along yet. (or had they, but they just didn’t have the vision) The seller, Anne Rain, with Coldwell Banker Vanguard Realty, knew that this was the perfect home for staging. The home was reasonably priced for the market and there had been a lot of showings, so clearly potential buyers just weren’t seeing the untapped beauty of the home, and connecting to it.

With no additional work required, we scheduled the showing and set to work. Here are the before photos I took, on my initial tour of the property.

The before photos were taken with my iphone, not a professional grade HDR Camera. The angles are not as wide as the professionals and the angles are not necessarily the same. I still think you’ll be able to get the point, however.

What this cute New Riverside Bungalow looks like after home staging

For the simple cost of 1% of list price, this adorable bungalow got a whole new look (and probably a whole new buyer pool).

Home staging creates the feel of lifestyle in an otherwise bland home. All of the miscellaneous oddities, suddenly fall away. Buyers can see themselves living in the home.

So the real question is whether you would pay more for house in the “after” photos than for the house in the “before” photos. Most people would. How much more? On a home, like this one, listed at $225,000, the answer is typically $10,000 or more. This is a 400% return on investment for the seller.

UPDATE: SOLD!

On 6/1/17, this house closed on MLS. The final purchase price was full list, at $225,000 with no listed concessions.

Did staging work? A question to ask is whether the house would likely have received a full price offer, with no buyer concessions, after already being on the market for 30 days, without staging?

Fleming Island Gets The Edge With Home Staging

April 6, 2017 by melissamarro Leave a Comment

Not all home sellers believe in staging at first. Sometimes it takes a great Realtor, with tenacious belief that all homes can do just a little bit better when professionals are allowed to manage things in the proper way. In this case, Jaime Tejera and Valerie Kelley, with The Edge Group at Keller Williams, were the tenacious Realtors.

Typically homeowners call the shots during the listing period, but that doesn’t mean that they shouldn’t be led in the right direction. The Edge Group stages all of their listings because they understand the value that staging provides.

The Edge Group uses Professional Staging to SELL Fleming Island

The homeowner of 1516 Brookstone in Fleming Island chose not to stage from Day 1, as recommended. Instead, they believed that their vacant home would sell on its own. After nearly 70 days, their house unsold, they were finally ready to do what should have been done before hitting the market. They staged.

Nick Johnson Photography

The photography is great. The room, lackluster. This is not the best way to get a great offer or an excited buyer.

Photo by Sue Wilson, Rave Home Staging

This room is more appealing online (and in person). This room tells home buyers exactly how they will be able to live in the space. They understand where the TV will go, how many, and how large, furniture will be placed. More over, the home feels more luxurious.

Nick Johnson Photography

This is the master bedroom. Doesn’t it feel “masterful”? No? I’m actually feeling a bit blue about it.

Photo by Sue Wilson, Rave Home Staging

How does this room feel? Any different? Which home is likely to have more potential buyers, looking online, make showing appointments?

Nick Johnson Photography

While neutral palettes are always recommended when selling your Fleming Island home, it often makes more sense to stage the property rather than paint. Professional staging is less than professional painting most of the time. Empty rooms are still empty rooms.

Photo by Sue Wilson, Rave Home Staging

Consider the two rooms as two different homes, not the same one, and decide which one you would pay more for. Is it the same amount, or is one mentally worth more than the other? Why?

The end of the story. A happy outcome.

I’m sure, by this time, the value of staging in this Fleming Island home is apparent. The proof, of a job well done, is not in the photos, it is in the numbers, however. Well. In this case, I’m going to show it in one last photo.

Screen shot of information provided by NEFAR MLS

Let me break this down for you. This home was originally listed on 11/04/2016. It was staged on 1/16/2017. On 1/21/2017, the home went under contract. That is 5 days after staging!

The seller took a $10,000 price reduction after 30 days on market, over a month before they were wiling to consider the $2000 staging service. Imagine what the sale price would have been if they had staged from Day 1, as recommended by their experienced Realtor.

Sold by Design: Which Coffee Table is Right for My Home?

April 5, 2017 by melissamarro Leave a Comment

Whether you are selling your home and working with a professional stager, buying a new home, or simply redecorating, design choices can be overwhelming. The “right” piece is often more than dimension and style. Often homeowners know when something ‘doesn’t look right’ but they don’t know why. This also means that they don’t know how to fix it. Exasperation, along with multiple trips to furniture stores, makes something that should be fun into an daunting experience.

Understanding the Visual Weight of Materials

There are so many options for materials in today’s home stores. For the purpose of this post, I’ll break it down into three primary elements.

Wooden Coffee Tables: Stains may range from blonde to ebony, but generally speaking have high visual weight. The darker the stain, the more visual weight the table will have.

Glass Coffee Tables: Because glass is generally clear, it contains virtually no visual weight. If the glass is smoked or frosted, then visual weight increases with the darkness of color.

Fabric Ottomans: Technically ottomans aren’t coffee tables, but today they are frequently used in lieu of tables, so I am including them. Just as with wood and glass, the darker the color, the more visual weight they will score.

So, what exactly does it mean to have ‘more visual weight’? When looking at the space available for furnishings and traffic flow, scale becomes very important. Not only does the designer need to consider how much floor spaces is available, but they must determine how much ‘visual space’ is available before the room looks cluttered or over loaded with furniture.

The larger the visual weight number, the more prominent that piece will appear in a room. For example, a dark stained wooden coffee table will appear much larger than the same size glass coffee table.

For this reason, wooden coffee tables are frequently used in spaces that are larger, or have more open area. The heavy visual weight helps to bridge furniture pieces that are far apart, or may help balance large pieces placed away from each other.

On the flip side, glass is frequently used in smaller spaces, where floor space either appears minimal, or actually is minimal. Glass has the effect of being non-existent in a room. You have all of the convenience and function of a table without visually taking up the room in your design. This can make a small space seem much larger.

Fabric ottomans typically work about the same way as wooden coffee tables, but they have the advantage of being able to be broken apart into multiple pieces, and of being left alone, without accessorizing.

Once you have selected the right material for your coffee table, next, you’ll want to determine the correct shape. We’ll discuss that in Part 2 of Which Coffee Table is Right for My Home?

Sold by Design: The importance of Rug Size in Home Staging.

April 4, 2017 by melissamarro Leave a Comment

Using the proper rug size in home staging is not just about good design, it is about making a room feel large, comfortable, and ultimately controlling the buyer’s eye. Many years ago we defined home staging, to our customers, as a marketing project, not interior design. That doesn’t mean that interior design principles aren’t still important.

5′ x 7′ Rugs are the Top Selling Rug Size

Sadly, this is a true statement, but one that makes me cringe every time I think about it. Even worse is to surf social media and see my counter-part home stagers using them in main living spaces. The cost of 5′ x 7′ rugs are often the least expensive, and it is what you’ll typically find in some of your less expensive stores. Surf sites like Houzz, Better Homes & Gardens, or any other quality design source, and, if you pay attention, you’ll see that these are not the size in photos.

In general, the smallest rug that should be used in almost any living space is 6′ x 9′. The most common size that Rave Home Staging uses is 8′ x 10′.

Rugs not only add color and texture, but they also anchor the room. More importantly, they anchor furniture pieces together. In the room above, the chairs and small table are at least three feet away from the sofa. Without a rug, they would just sort of float in the space next to the living room.

By using a rug in this long, narrow room, the visual space in this room increased significantly. When selling a home, larger rooms that are carefully planned out for potential buyers tend to sell faster and for more money.

Rugs define a room. The placement of the sofa would make no sense with a smaller rug. Actually, the rug probably should have been a little wider, so that it would have completely fit under the sofa. This would have created the need for a custom rug, however. Since we are staging for selling and not designing for living, custom is not an option.

A smaller rug would not have breached the space between the sofa and the TV console, and it would have left the gray chair and table, to the right, hanging out in space, apart from the rest of the seating area. Once again, a larger rug creates a space that makes sense for potential buyers, allowing them to see possibilities in a room that may have felt small and awkward previously.

This room was also defined by an 8′ x 10′ area rug. This situation was slightly different, however. We used a smaller rug, in a large room, to open up a completely different area behind the primary entertaining area. This allowed the long living room to be used for two different functions.

Creating additional zones in a home offer opportunities for potential home buyers.

Where are 5′ x 7′ rugs acceptable in home staging?

Small spaces like bathrooms, entry rooms, or kitchens, are the ideal place for 5′ x 7′ rugs. The photo above shows a 5′ x 7′ rug in a small sunroom. The rug still does the job of anchoring and defining the space. A larger rug would have overwhelmed the room.

Despite what women have said for hundreds of years, size does matter. For more information on using rugs, check out 11 Area Rug Rules and How to Break Them.

Does home staging in Jacksonville really work?

March 30, 2017 by melissamarro Leave a Comment

The question regularly comes about, whether directly asked, or in a round about way, of whether home staging, here in Jacksonville, actually works. Can you PROVE that home staging saves time on market or gets the seller better offers?

As the owner of Rave Home Staging, one of my favorite things is to watch how quickly our homes go under contract. The argument could be whether that is because they are simply priced better than the competition, or whether the staging helped. This is when a good old nitty-gritty look at market comps helps prove the point.

A look at a $650,000 home in Queens Harbor Country Club

The owner of this home is one of our regular investor clients. This was his personal home. When deciding to live in the home or sell it vacant, he decided his family was better off moving out. Because he is very familiar with the value that home staging provides for his Jacksonville flip homes, he called us out to make a difference in this very personal sale.

One of the reasons that this real estate investor decided to stage his personal home, despite the fact that this would be a pretty heavy price tag, the cost of vacant home staging is 1% of list price, is because he knows that in the end, he will receive a return on investment greater than the cost of staging.

Now that his home has gone “under contract”, looking at the numbers, he’s absolutely right! Take a look at the photo below. In it you will see that 13440 Troon Trace Lane, Jacksonville, FL 32225 was only on the market 43 days as compared to similar homes, with lower costs per sqft, that took approximately 100 days on market.

The average price per square foot in this neighborhood example is $178.21. The subject house is 3,255 sqft. The average list to sale price ratio is 97%.If our investor’s house closes using the average ratio, they will sell for $630,000 ($193.54/sqft). This means that they will sell at $15.33 more per sqft, = $49,899.15.

The “high” cost of staging this $650,000 was $6500, and should, statistically create a return on investment of more than $50,000 to this seller. That is a 764% ROI!

So, let me ask you, would you write a check for $6500 to receive a check for approximately $50,000 at closing, approximately 90 days later? This is why professional real estate investors and home builders use our service. Isn’t it time “average homeowners” did?

What are you looking at? Home staging at first glance.

February 24, 2017 by melissamarro Leave a Comment

At first glance, home staging may seem like a fun business full of decorating ideas. When I tell someone what I do for a living, they usually say something like, “Oh how fun! It must be exciting getting to decorate everyday.” This is a common misconception of what our job actually entails.

What home stagers actually do for a living.

Because I’m frustrated when people think that home stagers primarily “decorate” or “make rooms look pretty”, I would like to clearly indicate while both of those are technically true, pretty rooms are a by-product of our work, and while decorating is in fact a tremendous part of the job, it’s not in the same way that a home owner, designer, or even redesigner, typically does the job.

A professional home stager carefully places items, such as furniture, rugs, art, and accessories, in ways that control the buyer’s eye so that they notice the features and benefits of the home, while being distracted from the negatives.

I will always attribute this definition to Jackson West, a Vancouver home stager that I used to know well. He has since gotten out of the industry, but he was quite insightful with this commentary.

home staging portfolio jacksonville fl

Whether a home is occupied or vacant, staging is there to assist potential home buyers in removing objections, determining the perceived value of the property, ascertaining the optimal layouts for their belongings, and creating an atmosphere that allows them to feel ‘at home’.

Rather than being distracted by scuff marks on floor boards, homeowner clutter, and missing light bulbs, we allow them to focus on the things that they’ll love when they live there.

Buying a home is an emotional experience. Buyers buy when they fall in love with a house. Home staging connects the dots, allowing them to clearly see all of the potential of the property immediately.

Home Staging Click Bait…. You won’t believe what we’ve found

February 24, 2017 by melissamarro Leave a Comment

We’ve all seen the click bait titles, much like the one on this Jacksonville Home Staging post. What is your opinion on them? Are you someone who can’t help but click, or do you avoid them like the plague? If you have a business, do you use them yourself?

Do home stagers regularly engage in click bait advertisements?

Sometimes statistics or successes posted by professional home stagers can feel like click bait:

SOLD! 15 offers, $70,000 over list price!
39 offers in 5 days! $150,000 over list price!
This $9.99 ficus SOLD this $1M home!

Ok. That last one was me venting a little. I have a problem with the belief that vignette staging actually creates value, especially when it’s a lonely tree in a room with no other furniture to speak of…. or maybe a piece of art and a chair with a throw. Someone please help me…. Ok. let me get back to the topic at hand.

Posting information in a way that doesn’t sound like FAKE-NEWS

Of course we want to post our statistics, particularly when they are phenomenal. It’s not at all impossible for the first two examples on my above list to be real numbers, especially if the stagers are from Canada where they prefer setting low prices and getting multiple offers above list price.

It is always important that numbers are verifiable. When advertising how many days the home was on the market, it should be what’s actually reported in MLS, Realtor.com, or Redfin. The facts are typically impressive enough, so there is no need to over-inflate the truth.

While click-bait titles do frequently increase actual click-through rates, if the information is inaccurate or misleading, people may begin to mistrust the numbers and your services as a result.