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Ashley Whittenberger

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5 Questions Every Realtor Should Ask...

09-25-08
Ashley Whittenberger

Though the concept of preparing and/or packaging real estate to sell has been around for years, the terms Home Staging and Real Estate Merchandising are fairly new. All indicators show that this new industry, obsession and profession is here to stay. Recently, Gary Keller dedicated an entire chapter on the subject in his latest book "Shift". In addition, according to the 2007 HomeGain study, 91% of realtors recommended professional home staging vs. only 41% in 2004.

We all know that the two critical keys to selling a property in this market are: effective pricing strategies and perfect presentation. We'll leave the pricing up to you, but we can definitely help you with the presentation.

As you may or may not know, the home staging industry is not regulated. Virtually anyone can hang up their shingle, call themselves a "home stager" and get to work. There are no government or industry regulations in regards to becoming a certified home stager, so it's up to you to perform your "due diligence" when referring or hiring a professional to help you prepare your listings to sell. The following tips will help you know what questions to ask and what to look for when you are interviewing for this vital role in your business:

1. Ask to see proof of liability insurance.

It is important that your home stager have proper liability coverage. Ask for proof of coverage.

2. Ask to see their portfolio.

A picture is truly worth 1,000 words. By asking to see a stager's portfolio, you can get a sense of their experience, the type of work they do, and the extent of the work they've done.

3. Ask for references.

Don't just ASK for the references... after you get the contact information, actually call and find out what others have to say about your candidate. When interviewing a home stager, the process should be taken as seriously as if you are hiring a new team member or employee.

4. Ask about their real estate experience.

An ideal home stager has not only design expertise, but also real estate experience. Look for a stager who has had personal and professional experience with the home buying, selling and moving process. An experienced stager has the ability to share their vast knowledge, and also be compassionate by relating to the seller.

5. Ask about their process and staff.

It's important to find out how the whole process is going to look to your clients. You want to maintain your professional image and reputation, and referring your clients to partners who have sub-standard customer service practices will not help you do this.

Questions and topics of discussion relating to this might be: Describe your process from the time a client has first contact with you until the end of the staging.

How long does a typical consultation last? How do you deliver your recommendations? How do you follow up with us (the realtor) after the appointment? Do you have business systems in place that assure a consistent process and high quality service? What if you are sick or out of town -- who covers for you?

FYI: Researching comps should also be a part of their staging system or process!

10 BONUS QUESTIONS

10 More Interview Questions for Your Home Staging Candidate:

1. Tell me about a time when you had an issue or problem with a client and describe how you handled it.

2. How do you help sellers understand the importance of home staging?

3. What are your fees and what services do you provide for those fees?

4. What is your company's mission statement?

5. How do you keep from offending sellers when making suggestions?

6. How much lead time do you need before we request a staging consultation?

7. What type of training relating to home staging have you had?

8. Do you have a specialty? (i.e. vacant stagings, occupied stagings, luxury properties, etc.)

9. How long have you been staging? How many properties have you staged?

10. Do you have resources (i.e. wholesale accounts and vendors) which might be beneficial to my clients?

One of the best ways to get a feel for your potential home stager of choice is to actually attend a consultation or two with them. This way, you can not only learn more about their processes and skills, you can also see, first hand, how they are able to relate and communicate with your client.

Remember, an experienced home stager shouldn't cost you a thing, in the end. Their services should pay for themselves in increased sales prices and faster selling times. In addition, a good home stager can actually help you obtain more listings, as their services are of tremendous value to your clients at no additional charge. More value? No more $? What's not to love about that?

Good luck, and feel free to call or e-mail me (ashley@theinterioritycomplex.com) to learn more about effective home staging strategies.

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