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Advanced Staging for RE Agents Beyond RESE Stage Coach Services LLC 2014

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YOUR INSTRUCTOR The Stage Coach Stage Coach Services LLC Stage Coach Services LLC 2014 Victoria Guillot, CSS/CRS

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Beyond RESE Lets recap what you learned in RESE certification: Stage Coach Services LLC 2014 Staging has 6-13% impact on price Staging reduces days on market by up to 40% Im going to give you access to more tools to help you in your listing presentation so you can secure more listings. How to sell more listings How to take more listings How to use staging to prospect differently and get in front of more clients Which improvements yield greatest return, where to put $ Lighten, brighten, clean, declutter, landscape, furniture, plumbing, electrical, kitchen & bath Much improvement can be achieved for free or very little investment

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What Well Cover Today Beyond the checklist. What comes next? Stage Coach Services LLC 2014 How NOT to sell a house How to work as a team with your stager. Focus on your strengths. Benefits of bringing in a pro and timing. Have we cleaned and decluttered the life out of the house? What next? Basic furniture recommendations Online photos Psychology of selling Paint Priority areas Know your buyer Know the competition. How does your listing compare? How much is enough? Merchandising assets Eliminate excuses not to buy or low offers How to broaden the buyer pool When to refer to a specialist

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Stage Coach Services LLC 2014 Our basic goal is to make the house appeal to the broadest buyer pool possible to create demand. Staging involves preparing and presenting a property for sale. Your certification covered preparing very well. Today we will focus on basic presentation topics for real estate agents. Broadening the Buyer Pool We create harmony and tranquility and a sense of home. We emphasize assets. We eliminate turnoffs. We do that by eliminating excuses to not buy or to make a lower offer.

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Priority Areas Curb appeal. They wont get out of the car to tour the inside if they dont like what they see. First view from entry. You have 5-15 seconds to form a first impression. The rest of the tour will turn into confirmation of that impression. Kitchen Master bedroom Bathrooms Final view exiting home leaves last impression Stage Coach Services LLC 2014

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Identify Turnoffs ~Dark Drab, colorless exterior Wallpaper Strong wall color Dated brass and glass light fixtures Cramped feeling Worn and stained recliners Florals everywhere or taste-specific patterns Dated kitchens and baths Dated carpet Dingy window treatments or overly elaborate Reptiles (Relocate them. Enough said.)

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Addressing Turnoffs First Step: Powerwash. Paint front door or trim a fresh color. Next step: Landscaping! Add life and color with blooming plants. Stage Coach Services LLC 2014

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Addressing Turnoffs (continued) Dingy or dated window treatments: Try removing them to brighten and update. Stage Coach Services LLC 2014

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Addressing Turnoffs (Continued) Raise blinds, expose maximum window pane Stage Coach Services LLC 2014

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Addressing Turnoffs (Continued) Stage Coach Services LLC 2014 Simple drape panels, no swags or tie-backs.

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Addressing Turnoffs (Continued) Increase wattage in lights to maximum Stage Coach Services LLC 2014

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Addressing Turnoffs (Continued) Remove excess furniture Stage Coach Services LLC 2014

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Addressing Turnoffs (Continued) Remove excess furniture Stage Coach Services LLC 2014

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Addressing Turnoffs (Continued) Remove excess furniture Stage Coach Services LLC 2014

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Addressing Turnoffs (Continued) Stage Coach Services LLC 2014 Tone Down Dated or Taste-Specific Patterns

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Addressing Turnoffs Paint cabinets, replace hardware, update ceiling fixtures. Stage Coach Services LLC 2014

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Addressing Turnoffs (Continued) Update bathroom light fixtures and faucets. Paint walls a soothing, rich color. Stage Coach Services LLC 2014

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Addressing Turnoffs (Continued) Replace outdated ceiling lights. Upgrade entry. Stage Coach Services LLC 2014

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Addressing Turnoffs (Continued) Appliance or counter skins to upgrade kitchen (Photos taken from manufactures website.)

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Paint Color Fixes Stage Coach Services LLC 2014

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Paint Tip I caution against recommending white paint throughout. Seller usually ends up with a cold, sterile effect that negatively impacts appeal. Stage Coach Services LLC 2014 A safer color choice in most homes is Benjamin Moore Revere Pewter HC-172 with White Dove trim color. Nice neutral, rich effect. Not too warm, not too cool. Works with all art, furniture and flooring colors. Reflects light well. Broad appeal. Home looks more expensive. Subtle contrast highlights architectural moldings.

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Addressing Turnoffs (Continued) Bye bye wallpaper. Either remove or paint over it. Stage Coach Services LLC 2014

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Identify Assets Light and space sells homes Hardwood floors Architectural moldings Bay windows Views Privacy Outdoor living areas Fireplaces Spa showers Stainless steel appliances Stage Coach Services LLC 2014

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Highlighting Assets ~Remove unnecessary area rugs Stage Coach Services LLC 2014 ~Focus furniture on fireplace ~Furnish outdoor areas ~Expose window panes ~Window treatments highlight bay windows ~Furniture arrangement ~Paint can highlight moldings

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Stage Coach Services LLC 2014 How Much is Enough? Make seller understand they are entering a competition. How do you decide where to draw the line? Study comps for sale Know your buyer demographics What assets does competition offer? What is overall impression of comps? How does your listing stack up? Does it appeal to your target buyer? Does it allow the buyer to picture dream lifestyle?

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Psychology in Selling Youre selling the dream lifestyle Lovely, carefree entertaining Easy to maintain Plenty of room and storage Moving up from current home More luxury, more space Or downsizing for easy care Stage Coach Services LLC 2014

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Subliminal Selling Cupboards no more than 75% full Stage Coach Services LLC 2014 Personal hygiene products hidden for showings. Fluffy spa towels used just for show. No garbage cans showing. Cleaning products not visible. Box and remove for showings. The house cleans itself. Cans and boxes in pantry face label forward, upright. Closets 75% rule, clean and organized

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Listing Photos 90% of buyers rule out properties by looking online first. Stage Coach Services LLC 2014 Keep photos updated Post to capture biggest wave of interest Only post favorable shots. You must get buyers in the door or they wont buy. Photograph assets. Will the listing make the online cut? No coats on sofa, briefcases, vacuum cleaners, pots and pans or trash in photo Drapes open, lights on Make sure styled and ready for close-up HGTV effect The bar has been raised. Online photos = critical component

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Stage Coach Services LLC 2014 Basic Furniture Arrangement Tips Dont block fireplace Know when to seek advice from a pro Consider removing china cabinet for more space Reduce chairs at dining table and remove leaf Ideal is often placing bed on the wall you see from doorway Lose small cluttery furniture and accessories Conceal cables and wires, tape to furniture legs, tubes, or place decorative accessory to cover. Dont have view behind wood furniture or TVs Should the recliner go? Float in conversational groupings, dont line up like soldiers along walls. No screaming distance. How many dressers do you really need? Dont block entryways or windows or traffic routes

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Have you Cleaned and Decluttered the Life out of the Home? What comes next? Stage Coach Services LLC 2014

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Working as a Team with a Stager If you suspect you will need a stager, bring them in as early as possible. They may have a better paint suggestion, prefer different furniture be stored, have better use of funds, etc. Before too late. Stage Coach Services LLC 2014 You will get maximum impact from staging when you work with a good professional stager. Stagers are trained and have resources Best use of your time and skills Reinforcement of what you already told client Good cop/Bad cop. Protect your relationship.

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A Study of Properties that Linger Lets review a quick online search of listings in my town with price reductions and analyze why they arent selling. What would you advise these sellers? How much equity might these sellers have saved with a small investment in staging? Remember, all the following are published listing photos. Do they sell the dream lifestyle of comfortable, effortless entertaining, upgrading from current home, harmony and tranquility and luxury? Stage Coach Services LLC 2014

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There must be a kitchen in there somewhere Yes, the bottom photo is the kitchen. This property is priced at top of range The listing has expired once. The second listing will expire soon. There are 7 photos of the top room from every angle. What issues that we have discussed can you identify here? Take a deep breath. There are a lot. Stage Coach Services LLC 2014

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Little Soldiers and Screaming Distance This room has the potential to make a lovely impression. It can be improved easily-- for free. Backdrop has nice paint, moldings, floor. The furniture is lined up like soldiers around the perimeter of the room. This does not create a comfortable conversational grouping. Buyer wont feel comfortable and wont be able to identify why. The person in the armchair has to turn and scream to the person on the sofa. The fireplace is not highlighted sufficiently. Weakest art, clutter. Too many small pictures and accessories, not in right proportion to wall spaces. Area rug in wrong place & covering too much wood. Stage Coach Services LLC 2014

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The Dresser Lineup Room Balance How many dressers and wood pieces do you really need in a bedroom? Watch for furniture crammed off to one side. Remember about bed on wall you face from doorway. Two wood pieces side by side can be awkward. Stage Coach Services LLC 2014

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Blocked Passage Sofa blocking access to kitchen Room arrangement feels very awkward Childs play corner distracting eye from fireplace Stage Coach Services LLC 2014

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Whew! Very personal taste! Wild wall color is not going to appeal to most buyers. Many buyers are afraid or unwilling to paint. Why reduce potential buyer pool? Different color in every room. This property has been on the market for just shy of a year. Paint neutral tones to cast a wider net. Stage Coach Services LLC 2014

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Is This Room Staged or Not? This room is the first thing you see when you walk in the front door. Priority area. First impression. They have cleaned and decluttered. They have nice furnishings and pretty hardwood floors. Why hasnt it sold? Front window is blocked by TV. Entry to dining room is blocked by sofa. Long wall available for long sofa feels blank. There is an awkward and cramped feeling created, and there was plenty of room to arrange the furniture properly. Even if you dont know how to arrange the furniture, you can identify blocked passages & windows and know that you have an issue to address. Consult a pro if necessary to resolve the impediment to sale. Stage Coach Services LLC 2014

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Protect Seller Equity We need to do our best to help seller protect equity. Stage Coach Services LLC 2014 The best agents are good at shifting responsibility to the seller, and Ill show you some tools to do that. My consultations are not pricy. Many agents are intimidated by staging because they think its expensive. You have learned that it doesnt have to be. Much cheaper than price reduction. Staging is a tool to do that.

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Photo Consultations Email or upload photos + phone conversation One problem, one room or whole house Only pay for what you need Wholesale rate for RE agents Bill in 15-minute increments $50 minimum Stage Coach Services LLC 2014

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Real Estate Agent Tool Kit Listing presentation aids and seller responsibility Stage Coach Services LLC 2014 Order at: www.stagecoachservices.comwww.stagecoachservices.com Sample customizable gift certificate with marketing suggestions Photo examples My tips on how to maximize staging benefits Statistics sheet on staging impact on sales price. Statistics sheet on staging impact on DOM Recipe for a sale Why you should sell a staged home PODs discount offer

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The Stage Coach Book of Staging Tips for Home Sellers Why you should sell a staged home Stage Coach Services LLC 2014 www.stagecoachservices.com Bulk order discounts for real estate agents Study of listings that linger Open house checklist Seller tips for best showings Detailed checklist with staging tips for all sellers Photo examples 70-page guidebook contains 258 tips Statistics sheets on staging impact on DOM and sales price Recipe for a sale Identifying common buyer turnoffs and how to address them

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Coaching Services One-on-one private coaching services Monthly group sessions so affordable for all agents No contract time limits. As needed. www.StageCoachServices.com victoria@StageCoachServices.com 267-221-1569 Stage Coach Services LLC 2014

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Training Classes at Your Brokerage Contact me at: www.StageCoachServices.com victoria@StageCoachServices.com 267-221-1569 Stage Coach Services LLC 2014