Littleton, CO

The other night my husband and I enjoyed a wonderful dinner with a new friend, and real estate professional and manager of an office, and her husband. We had a great time. However, as is common, the conversation got around to what we both enjoy doing, and when we talked about my Staging business this friend shared something I thought was very insightful - and about which I agreed 1000%.

She said (I am paraphrasing) that she was encouraging agents in her office to add a Stager to their team so the agent did not have to tell clients things that could hurt their feelings or as I call it, "Be Guido."

"Being Guido" means you are the one that tells the client all the things they have to change in their house before putting it on the market. It's like you are the "bad guy" - hence the name I give it - "Guido."

Agents - Do you REALLY want to go there with your client? I know many of you have ideas and knowledge on how to prep a house for sale - and yet do you REALLY want to be the one that tells them their house is outdated, paint colors are wrong, they have too much stuff, their collection of Hummels, Lladros, thimbles, teapots, trolls, beer steins, hats, mugs, golf balls, sports pariphenalia, etc.- has to be packed. . . or their big moose head on the wall that they love so much - has to go?!!

Staging is an investment in getting the house sold - and the average Staging report is about $200-$300. That is a worthwhile investment to get the client to make changes - without the Realtor risking something that is worth far more than $200-$300: The RELATIONSHIP.

No matter how you couch it - that Seller will always remember that you told them things about their house and taste - and decor, furnishings, and things they love - that may hurt their feelings. Even when the seller says, "Oh go ahead and tell me - it won't hurt my feelings." That is not true.

I have heard them say that hundreds of times - and yet they almost always cross their arms at some point when I am working with them - which is a LOUD body signal that "I don't like what I am hearing." Now - because I have training in how to work with clients I don't just "press on" with my opnions. I stop and assure the client, I compliment them, and help them get past whatever emotional issue is happening to cause them to shut down - and I will compromise if needed so that I do NOT risk the client's feelings. That takes TRAINING and EXPERIENCE.

Can I caution you agents out there that are contemplating working with a Home Stager? Don't just pick someone because you like their website or photos. A lot of Stagers work with vacant houses - and don't have to interact with a client, their things, and the emotions. If you list houses that have stuff in them - including a family - you need to work with a Stager that KNOWS how to handle this combination - a possible stressful situation with the seller and why they are moving, family members that may not be 100% on board, and the "stuff" they love in their house that they need to move, pack, or change.

I think getting a trusted Home Stager to be part of your Real Estate Team is genius - of course I would think that - but from your perspective - it will help protect your relationship with your client, and not put you in that sticky situation at all. Leave that part up to those that can get the client on board, not risk your relatiionship (because I am there to make YOU look good too!) and get the Staging done.

Because that is the goal after all - to get the house Staged so YOU can SELL IT for the Seller in the shortest time and at the best price!

We can make a WINNING TEAM! "Bada bing! Trust me" - oh wait, that sorta sounds like "Guido."

What does it take to be successful? I have found one key formula for success that is critical - and includes our attitude and action. BELIEF + ACTION = RESULTS. Remember the acronym "BAR" and you will keep it at the forefront of your daily growth.

The 80-20 rule that says that 80% of the business will be done by 20% of the people - and 80% of the income will be earned by 20% - is true. And 80% will divide up 20% of the income which is not much for all of them but is based on activity. It is a fact actually found in most industries. There is always the "cream that rises to the top" of any field - and in our businesses it's those that really put out the consistent effort, day after day, week after week, month after month, and year after year. Do you see yourself in the 80% or the 20% of those producing results and earning income?

You can have all sorts of great BELIEF about your ability to achieve results, with lots of confidence - but if you never take action, you will not see success. And you can have a lot of activity, but a low self-esteem and no BELIEF, and you will not have results either. If we don't believe we are worthy of being hired for a job, that comes across. The TWO must be combined for RESULTS to happen. We have to have confidence and BELIEF that we will succeed, and then put out ACTION every day that leads to a RESULT.

ACTION - needs to be productive and not just busy. There are lots of "busy" people that never earn a dime or earn a little bit - but never see the big results because they are too busy getting their ducks in a row, or working behind the scenes on stuff that is important, but does not lead to PRODUCING income. The root word of Productive - is "PRODUCE" - so we need to do something every day that takes us towards income - and that means picking up the phone, making a contact, and asking for business. The other work is important - but should not so occupy our time that we never really get to the part about working with a client and earning money.

When someone writes to me and says, "I could not make a go of it" or "It just was not for me" I just feel sad inside that they gave up on their dream and on themselves - and the only thing standing in the way of their success are two six letter words: BELIEF & ACTION. . . and BELIEF plus ACTION equals RESULTS. Save athat equation and use it in business!

One of the first topics I blogged about when I got started was having a family and being a professional Stager - and how to find the BALANCE.

That word - BALANCE - is very important for any individual establishing or running a business. With all we have to do to market and maintain a successful business, we can lose sight of keeping a balance in our lives with our families, children, and other interests. And this could risk our relationships and our health - which would be counterproductive to what we want in having a business.

I wanted to share from my experience as I know there are many Mom's (and Dad's) that may want to venture into Staging - and you wonder "Can I do this - and how?"

When I got started as a Stager, I was a full-time Mom of 4 children, ages 2 1/2 to 7 years old. Our oldest is a girl and then we have 3 boys! Yeah! Prior to entering Staging, I worked full-time in the environmental consulting field as a marketing and business development manager before coming home after having our daughter. My goal was to stay at home, and when my husband was faced with losing 1/3 of his income in high-tech, I had a decision. I could either go back to corporate (not!) or find something productive I could do from home.

So my search began, and I had always toyed around with the creative side of my talents - knowing that if I could frame a business around what I was good atnd enjoyed, I could make it work. Enter Staging. When I moved to a town near Sacramento called Roseville, and my husband's job situation happened, I thought, "Staging! No one is doing it here." We looked at 80 houses for sale and I knew no one was Staging. So a lightbulb went on, I did my research and got trained as an ASP. The rest, as they say, is history.

But part of my journey is my life with children and running a successful Staging company while also being a Mom and Wife. In the beginning, I was homeschooling my 4 children. Two were in primary and 2 were in preschool. I had to teach during the morning up until about 1 PM and had homeschooling networking groups where I taught Spanish, and other subjects. So, in the beginning, I only Staged during evenings and weekends. It was tough but I did it. If your time is limited - you CAN still make it work -but it requires being organized and being willing to give up a few nights at home or weekend days.

After 2 years of this, we decided to put our kids into school - they had a strong foundation in what we had taught them at home but in order for us to have the lifestyle we wanted, I had to contribute income. The key turning point was when my husband got into Real Estate full time. I do all his marketing too - all his pieces, website, etc. and so we realized that my time was being squeezed and in fairness to our kids, we needed to put them in school because I could no longer manage their schooling, my growing business that had tripled in size, and now my husband's Real Estate business.

Now our children help me on Staging projects from time to time - and really enjoy it. They are now 10-15 years old. . .I have my 11 year old Austin that can carry a rolled up area rug all by himself and is very helpful, and responsible. My youngest one Logan (10) is "Mr. Clean" and loves organizing my tools - and he is actually really good at packing the truck spatially. My daughter Lauren, (15) is a Stager in Training - loves the creative side, and Steven, my 14 year old is just willing to help load, or do whatever I need - he is now taller than I am and I am definitely seeing my "future moving crew" growing up before my eyes. He has Staging ideas too - and when he joined me for a class I taught in Boston a year ago, he helped the Living Room team solve a dilemma with what to do with a particular area - and he gave them ideas! I was so proud.

I am excited to have them grow up in this business - and hope that they decide to do something entrepreneurial for a career - whether it's joining my husband in his business as a Realtor, me as a Stager, or helping us run our businesses. Our boys have this knack for math (I did get an A+ in Calculus at UCLA) - that analytical mind that would make them great at organizing or assembling or ??? Of course they will pick their own paths, but as they need summer jobs, etc., they can help in Mom & Dad's businesses! And there are some GREAT tax benefits to paying kids to help in a family business.

As my business grew and I had demands from clients, I added people to my team. I knew I could not get out during the afternoon - the first 2 years I was in business I could not do this, so I needed team members that were available. So I added them - and they would go out on the jobs I could not, plus had their own jobs to do. It worked out great - I never had to turn away business, I never had to tell a client I could not get to them, and so it grew.

If you are in a similar situation where you are not able to meet client's timeframes, you will need a trusted colleague that you can refer to and work together with - so that the client's needs are met and you don't have to turn the business away. There are lots of ways to do this - and that is the subject of another blog post I have written on team building.

So if you are a parent of preschoolers - or smaller elementary age children - and you want to Stage - you will have to set appointments in the evenings or in that prize time when your children are in school.

It's important to keep in mind that your children are only little once, so make sure you take the time to be with them. I know of Stagers who are really burning the candle at both ends - to the detriment of their health and family - and I found myself there as well - when I was really working to grow the business.

I want to say uniequivocally - being an entrepreneur is NOT worth losing sight of your priorities! Whether you are a Realtor or Stager - take time out to enjoy life. Work should be fun - and we all are passionate about what we do . . . but there is more to life than just working and making good money.

Make time for vacations - your clients can wait - and if they can't you can find someone who can handle your client for you so you can get away. You NEED that time - to just BE with your family or get away.

• Don't risk your health - nothing is that pressing. Early on when I was not in balance with my Staging business, I found myself doing emails at 3 AM. I was nuts! I was sleep deprived and cranky to my family - which was not fair to them. I ended up getting pneumonia because I let myself get run down. There is just nothing that important that you HAVE to answer it - GO TO BED. Rest. Sleep. Your emails will wait.
• Manage your time - Use your productive days wisely and take days off from Staging. I have a professional policy that I won't work on Sundays - it is Family Day. I honor my family with this - and I also will set aside special activities and events for school, birthdays, and other important family days so that I am not absent.
• Involve your Family so they can share in your success. But keep them the priority.
• Use your resources - realize you CAN work with a fellow Stager to meet client demands and it's not all up to you alone.
• Make time for YOU - take a vacation, get a massage, relax, go for a walk . . . don't be so driven that you drive your family or friends away because you are not available or your whole world becomes Staging to the point that nothing else defines you.

I have said to myself, I don't want my kids to reflect on their youth and say, "My Mom was this great Stager and our house looked really nice, but she was not around." That would be so sad. So, I have to stop sometimes and put aside the marketing or jobs I want to do and go on field trips, help with school projects, and just watch a movie with them. Making memories is important. I had someone tell me that they wished my kids would hurry up and grow up - and I don't want that. Time is fleeting - so find a balance - I guess that's the best advice I could give to anyone in a similar situation.

Balance - it's not always easy. But we have to do it - or it could risk the thing you are doing this for - your family and possibly your marriage. Make sure to protect your health too! I ended up getting pneumonia last year because I let myself get run down - which is yet another good reason to have a colleague to work with so you can rest up if needed!

I look foward to involving my children even more as they get older and I think it's great that they can see their parents working their own business, and they understand the value of money as we share with them how hard we work - and they see it first hand. But they also see that we really enjoy what we are doing.

So find your balance, and enjoy your family. Find a colleague to help with jobs as needed. If things happen in the family that pull your attention away for a time, know that you can put the Staging aside for a time to handle more important needs. . .it can always be picked up again when life is back on track.

Please share - it's a valuable topic and I know a lot of Stagers are Moms first . . . or are Dad's first . . . or will be someday . . . and your children may be children or your pets or you may have some other person you care for - and so the key question is how do you find your balance?

- Jennie

Mortage Rate Indicators for Denver

Week of February 1, 2010

Market Comment - Week of February 1st, 2010 Mortgage bond prices fell last week pushing mortgage interest rates slightly higher. Most of the data early in the week was bond-friendly. Unfortunately the Fed's reminder that their purchases of mortgage bonds would cease after the first quarter sent bond prices tumbling Wednesday afternoon. This was followed by stronger than expected gross domestic product, employment cost index, and PCE price data Friday morning. Bonds were helped Friday afternoon as stocks remained jittery. Interest rates rose by about 1/8 of a discount point for the week. The employment report Friday will be the most important event this week. Income, outlays, ISM Index, productivity, and factory orders data may also move the market. The ADP payrolls data will be carefully watched even though the release does not always reflect the results of the employment report. It still provides another view of the employment situation. Economic Factors Economic Indicator Release Date Time Consensus Estimate Analysis Personal Income and Outlays Monday, Feb. 1, 2010 Income up 0.3%, Outlays up 0.2% Important. A measure of consumers' ability to spend. Weakness may lead to lower mortgage rates. Construction Spending Monday, Feb. 1, 2010 Down 0.3% Low importance. An indication of economic strength. A significant decrease may lead to lower rates. ISM Index Monday, Feb. 1, 2010 56.7 Important. A measure of manufacturer sentiment. A larger decline may lead to lower mortgage rates. ADP Employment Wednesday, Feb. 3, 2010 -90k Important. A measure of employment. A large decrease in payrolls may bring lower rates. Preliminary Q4 Productivity Thursday, Feb. 4, 2010 Up 5.9% Important. A measure of output per hour. Improvement may lead to lower mortgage rates. Factory Orders Thursday, Feb. 4, 2010 Up 1.5% Important. A measure of manufacturing sector strength. A larger decrease may lead to lower rates. Employment Friday, Feb. 5, 2010 Unemp. @ 10%, Payrolls +20k Very important. An increase in unemployment or a large decrease in payrolls may bring lower rates. Consumer Credit Friday, Feb. 5, 2010 Down $9.2 billion Low importance. A significantly large increase may lead to lower mortgage interest rates. ISM The Institute for Supply Management (ISM), formerly the National Association of Purchasing Management (NAPM), releases the "Report on Business" on the first working day of each month. Part of this report is the "diffusion index," which tracks the economy's ups and downs fairly well. In conducting this survey, the ISM questions purchasing executives from over 250 industrial companies compiling data on production, orders, commodity prices, inventories, vendor performance, and employment. Each of the respondents is asked to rank the categories as "up" or "down." Various weights are applied to the individual components to form the composite index. A composite index reading of 50 can be thought of as a "swing point." A reading above 50 implies an increase in economic activity, while a reading below 50 indicates a decline. As a general rule of thumb, when the index approaches 60, investors begin to worry about an overheated economy. A slide below 40 suggests that recession is at hand. The ISM report is difficult for economists to forecast because there is little data upon which to base an educated guess. The report has a large "surprise factor" and can often prompt a significant market reaction. Be cautious going into the data.

WR Starkey Mortgage - A different kind of company...where people come first!

Ruth Vogt Business Development Manager (LMB100023827) 6025 South Quebec, Suite 110 Englewood, CO 80111  Work: 720-489-0712 Fax: 720-489-0273 Other: http://www.dora.state.co.us/real-estate/index.htm  rvogt@wrstarkey.com  www.MyLenderOfChoice.com

WHO is a HOME STAGER?

WHO is a Home Stager? We have many versions out there, and based on the thousands that have entered the market over the last decade, and the hundreds if not thousands I have met, I find out in class, at conventions, at meetings, and online - what people's backgrounds are and how they got into Staging. The results of my informal but experienced survey may surprise you!

I offer up my profile of the "typical Home Stager." And by typical - I don't mean "average."

She is a woman (although thre are plenty of male Stagers), usually married, typically in her 40's-50's (although we do have more and more younger people entering the field inthe past 3 years and we also have many older women who do a great job!). She is creative. She has had several careers or at least multiple roles within one company over the years. She has been a business owner, lawyer, nurse, teacher, corporate executive, admin, sales person, marketing guru, or even stay at home mom. She is not in physically perfect shape, and she sweats when she Stages. She works hard, likes people, and Stages for the satisfaction of helping others and because she can make good money. She is a mom, grandma, wife, comforter, business entrepreneur and even a child referee.

Let's compare that to the television version of a Stager: There are typcially two types of Stagers shown on TV.

The first typical TV Stager is a man - usually gay - that has no kids but may have pets. He is probably a decorator or designer that has forayed into Staging. He is in his 20's-30's - he Stages houses and is shown with a fabulous inventory to use for his projects. He is funny and fun to watch. He is successful and savvy and has a passion for what he does.

Does that sound like YOU? I know, me neither.

The other television version of a Stager is a younger woman who is attractive, in nearly perfect shape, and is usually a designer who has not really run a typical Staging business. She has been successful in design and has a great eye for décor, placement. She is smart, sexy and looks good on camera. She has been seen in fashionable attire, high heels, and in some shows, actually wears "work clothes" - slacks, tennis shoes, etc.

Does that sound like YOU? Getting closer, except for the part about being in perfect shape and Staging in heels (LOL).

One other common element of the TV Home Stager is that they can be portrayed as caustic and rude to the client, which is unfortunate. This is probably for "entertainment" value but ends up giving the wrong impression to the public. Not all shows on TV with Stagers are like this, but there are enough that are that makes it a concern.

Does that sound like YOU? Definitely NOT me!

If you are reading this and like me feel like you cannot relate to who you see on TV as far as them looking like you or Staging like you, know that you are not alone.

In reality, 95% of Home Stagers are primarily women that are creative and looking for a way to have a business and/or add extra income to their family household. We are moms, wives, comforters, and business owners - and we not only run successful businesses, we run a successful household, daycare, love nest, marriage, and more! We spin many plates and manage to be productive despite all the distractions and outside responsibilities we have. We know that most of the TV versions of who we are could not last a week in our shoes.

Now, the MEN that are reading this - I know YOU may watch and feel that you need representation on TV too - for the ways YOU run your businesses and for your background.

The other issue with TV Stagers and shows is that TV has the public believing that all Stagers must have a HUGE inventory of expensive things to be successful. Or they have access to a crew that can build things with ease, and whip up a bookshelf, refinish tables, and remodel the house - all in a day's work! When I was interviewed by a television station for a show, one of their first questions was "how large is your warehouse?" and they wanted pictures. They didn't ask about my success rate as a professional Home Stager or ask to see a portfolio of photos. It's almost as if they are saying, "You cannot be successful if you don't have expensive inventory warehoused in a big place." They were thinking "visual" for the show - not what really happens in a Staging business.

I've "been there -done that" and invested a LOT of dollars into inventory that I used with my clients. However, I know we as Stagers serving the general public day in and day out - without TV crews following us around - can be successful without sinking profits into "stuff." I want to Stage, not run a furniture rental business. I do have inventory, but after having to manage and maintain a large volume of inventory, I'd rather take that time (and money) to find more clients and leave that part up to the rental experts or colleagues that partner with me.

I also don't really hear if the houses on TV sell. Did the Staging do the job? I hear plenty about how great they made the houses look but do these shows actually track statistics that prove their Staging works? If they do - I'd be interested to see them - I don't doubt the houses Sell, but so much emphasis is on how the house "looks" and the "stuff" and not the Sale and the Seller. Outside if it looking "gorgeous" because of all the wonderful stuff brought in, what else can you tell me about the process AFTER the Staging was done?

And what happens when the Seller says they cannot afford to rent or buy things? Do you just walk away because after all it's not entertainment value to have to use old or dated stuff? Or does the TV budget provided cover that aspect? I know there are shows where it just films the Home Stager and the money for the project is negotiated and collected by the Stager, and no other budget is provided by the TV show producer, but for most companies and individuals on the shows, they are getting compensated either up front or on the back end or in some other way for participating in the show.

You might say, "Jennie, What fun is it to Stage with all the old stuff in a house?" The FUN is that it challenges your and my creativity! It's not as creatively challenging to go out and rent or buy things to bring into a house and set them up to look like a magazine. It takes more time and labor to do it that way. The challenge with having to use what a seller has is having to "get out of the box" and tap into creative resources in our minds that we did not know existed! Making a house look wonderful and inviting is the magic of Staging! Making a new use for an item is great! Why is that not shown on TV?

Not everyone can do this - it takes practice and a lots of creativity. I can plan out the interior décor of a house with the best of them. I have set up multi-million dollar vacant houses down to modest small vacant bungalows. Occupied and Vacant houses. Being project manager and selecting the look, style, and placement of all the furnishings is easier from the standpoint that I am in charge and get to pick the colors, style, and placement. Running the project takes skill - and keeping things on track, setting the budget, negotiating with the client and managing the financials is a key part of business ownership.

Having to use what a Seller has in an occupied house is much tougher mentally - but easier on their pocketbook. And let's face it - in today's economy not every Seller is willing to or can afford $5,000+ to Stage their house.

Stagers can specialize and just Stage vacants or just Stage houses where they use inventory, etc. In my opinion, I think that part of the whole package is missing when we only do half of what we could do in the industry. It boils down to personal preference and there is not one "right way" to run a business or Stage. But so far, I am not seeing the other side of Staging that does not involve expensive rental furniture and a designer approach, versus working with what a Seller has with creativity and a reasonable budget.

So Who is a Home Stager?

Really, it's anyone that has a creative passion and the ability to visualize a space in a different way. It's a person that has excellent interpersonal skills, enjoys people, likes networking, knows marketing, and likes calling their own shots. It's a person that likes real estate and Realtors, and is not afraid to dig in and WORK (sweat!). It's a person that knows how to handle and hand-hold Sellers. It's someone that has a flair and individualized taste, but who also knows what the public expects to see when they walk through the door of a house. It's someone that is a good time manager, project manager, and people manager. It's a person that likes the challenge of going after business and reaps the rewards of taking that risk. It can be a man or woman, young or old, any race, any religion, sexual preference, and any educational background.

Does that sound like your resume? If so - you are in the right business!

Staging also does not discriminate. If you have the desire and fire to do something different with your life, and are ready to take on the challenge of building a business - then hang on! You are in for a great ride as you get on or stay on the Home Staging train! Get ready to go places and see things you probably thought you'd never see - big houses, small houses, cluttered houses, empty houses, and a slew of "amazing" things people have in their homes that they just don't understand why they need to pack! Get ready to meet some incredible people and experience the euphoria of a Staging project well done and done well!

I know that has been my story - and I know over time the profile I provided of a "typical" stager WILL change as the business continues to attract all sorts of people to it! How Wonderful! I am excited to be part of the next evolution of the Home Stager!

- Jennie