Ingenuity & Pizzazz

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2010-04-28T10:48:00.001-04:00

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Home Staging Is Key to Marketing Success for Award-Winning NYC Broker, Carol Halt

2010-02-09T15:44:00.000-05:00

Congratulations to Carol Halt, Senior Vice President & Associate Broker at Barak Realty in New York, who was recently honored with top awards at her firm:

WINNER BARAK 2009 BEST IN CUSTOMER SERVICE
WINNER BARAK 2009 DEAL OF THE YEAR
WINNER BARAK 2009 #2 TOP PRODUCER

Carol has built her reputation for client trust and satisfaction through proven results, integrity, loyalty, market knowledge and unparalleled personalized service. She utilizes great communication and follow-up skills, sharp negotiating know-how, analytical ability and strict attention to detail to achieve the client’s wishes. Because of her desire to satisfy, Carol eases the process without sacrificing toughness or determination.

Carol truly understands the importance of professional home staging in the marketing of real estate in today’s competitive marketplace and has integrated home staging in her comprehensive marketing plan for each seller. She says,

“You only get one chance to make a first impression” and “a picture speaks a thousand words”, both seem like just corny phrases but are critical to selling property in this type of market. The property needs to be prepared by a PROFESSIONAL STAGER to optimize and enhance the property’s appearance, making it appeal to the widest audience of buyers. Since most buyers begin their search on the web, the photographs need to show the property at its very best. I always include professional staging as part of my marketing plan when pitching for a listing; it’s critical and gives the property an edge over the competition. It results in a quicker sale at the very best price.”

It is always such a pleasure to collaborate with savvy agents like Carol. At Ingenuity & Pizzazz, Inc., we always share the seller’s and agent’s goals of selling quickly for top dollar. Certified Staging Professionals are experts at handling staging challenges, always working with tight deadlines and limited budgets. Once we are on the team, the agent can focus their full attention on their areas of expertise – marketing and selling. It’s a win-win situation for everyone.

We transformed an Upper Westside property for Carol last year. As Carol says, “the examples shown are of before and after staging by Ingenuity & Pizzazz, Inc. . It would have been virtually impossible to sell this property in the original state. Buyers would focus on the all the clutter and personal items, a total distraction plus the space appears very small. After staging, it showed how large the space really is and the staged furnishings were neutral and not distracting.”

Carol Halt is an outstanding broker who always focuses on what is best for her clients. To learn more about Carol and her services, visit her website or contact her at carol@barakny.com

To learn more about Ingenuity & Pizzazz, Inc. and my services, please visit www.ingenuitypizzazz.com.. I am also very proud to a trainer for Certified Staging Professionals, the leading staging training company in North America. If you are interested in a career in professional home staging, we have CSP training classes scheduled across North America.

If you are a real estate agent who is interested in increasing your sales and commissions by incorporating home staging in your marketing plan, Certified Staging Professionals offers the one day CSP Elite Program for agents.

My upcoming 3-day, hands-on, Certified Staging Professionals classes are:

Ottawa – February 15-17
Philadelphia – March 8 – 10
New York – April 10 -12
Teaneck – May 3-5

Nairn Friemann, MBA
Certified Staging Professional & Trainer
Ingenuity & Pizzazz, Inc.
www.ingenuitypizzazz.com
nairn@ingenuitypizzazz.com

Home Staging in New York City Spells Success

2010-02-01T15:05:00.000-05:00

After a challenging year in New York, buyers are returning to the marketplace in search of the best values. Price, location and terms are still key factors in any sale, but never before have condition and presentation been so important.

Savvy real estate agents are collaborating with professional stagers to ensure their marketing efforts reap top financial rewards for their clients, their real estate companies and themselves. It is a fact that professionally staged properties sell faster and for more money than comps that are not staged. So the big question is, why aren’t all properties being professionally staged?

Too many agents and sellers are unwisely stuck in the mindset of staging as a cost or an expense, instead of truly understanding the amazing short-term investment opportunities of professional staging. For most sellers, their home is their most valuable asset and they should be determined to maximize the financial return on the sale of their property. As staging experts, we can help sellers and agents achieve their goals of selling for top dollar as quickly as possible.

Here are a few testimonials from some of my recent success stories:

“The Upper Westside property went on the market Sunday, January 10th for $1,595,000. On Tuesday January 19th an offer of $1,575,000 was accepted. Without your staging, we would probably have received closer to $1,400,000.”
                                                                                                                     D. Anderson, BHS

Thanks to Nairn Friemann we received a higher than expected offer for an estate-condition apartment at Imperial House. I recommend her for three reasons: a) she gave my customers very viable staging options
at several different price points; b) she delivered a terrific finished product in quick time; and c) her prices were as reasonable as she was flexible and cooperative.
                                                                                                                    J. Charnas, Fox Residential

Staging works for rentals too!

"Thanks so much Nairn. You are the best! The apartment rented in two weeks with a lot of interest.”
                                                                                                                   D. Dickinison, Fox Residential

For more information about my company Ingenuity & Pizzazz, Inc. and my services, please visit www.ingenuitypizzazz.com or contact me at nairn@ingenuitypizzazz.com

If you are interested in a career in home staging, I have also have upcoming Certified Staging Professionals training classes scheduled as follows:

Feb. 15-17 Ottawa
March 8 – 10 Philadelphia
April 10 – 12 New York

For more information about the training, visit www.csptraining.com or contact me at nairn@ingenuitypizzazz.com.

Nairn Friemann, MBA
Certified Staging Professional and Trainer
Ingenuity & Pizzazz, Inc.
www.ingenuitypizzazz.com
nairn@ingenuitypizzazz.com

I'm Honored to Be a Nominee for RESA's 2010 Industry Award for Professional Stager of the Year

2009-11-21T16:25:00.001-05:00

It is such an honor to have been nominated for RESA’s 2010 Industry Award for Professional Stager of the Year. As president of Ingenuity & Pizzazz, Inc. I have been a home stager for over six years, and it has been quite a journey for all of us who got started in “the beginning.” It has been exciting to witness the growth of the home staging industry and the continuing elevation of professional standards.

Christine Rae, president of Certified Staging Professionals, deserves much of the credit for continually raising the bar in the training of new stagers and in establishing a Code of Conduct for all CSPs – the gold standard of the highest professional ethics. The leading staging training company in North America, Certified Staging Professionals offers the best value hands-on training experience and incomparable curriculum, resources and after-training support. Our CSPs are truly staging professionals.

As a trainer for Certified Staging Professionals, I am able to share my diverse experience and expertise with all my trainees. I’m looking forward to my upcoming 2010 classes:

January 9 -11 : New York, NY
January 18-20 : Montreal, QC
February 1-3 : Teaneck, NJ
February 6-8 : Pittsburgh, PA
February 15-17 : Ottawa, ON
For more information, please visit: www.ingenuitypizzazz.com, and http://www.csptraining.com/

Ingenuity & Pizzazz, Inc. is a full service staging company, specializing in staging to sell, staging to live and staging training. We have collaborated with agents and sellers on the staging and marketing of over $500 million in real estate and pride ourselves on the high quality of our showcasing expertise and our incomparable customer service. Our clients call us magicians and miracle workers. The magic and miracles happen because of our talent, professional training, extensive experience and high standards.

Contact:
Nairn Friemann, MBA
Certified Staging Professional & Trainer
www.ingenuitypizzazz.com
nairn@ingenuitypizzazz.com
917-952-4669

Home Stagers Master the Art of Difficult Conversations with Sellers

2009-11-19T17:25:00.002-05:00

As president of Ingenuity & Pizzazz, Inc. I have met hundreds of real estate agents and collaborate with some of New York City's top brokers. With all the media attention home staging has captured over the past few years, I would think that all real estate agents would be advocates for home staging. But in fact, many of them don't discuss home staging recommendations at all with their clients because of a very basic communication problem.

Ann Mehl, is a certified coach through the Life Purpose Institute and Martha Beck's NorthStar program. Her recent blog, Mastering the Art of Fierce Conversations, and interview with author, Susan Scott, provides timely and valuable information for home sellers, real estate agents and home stagers. It describes how people generally avoid uncomfortable conversations, even when the cost of not having them is high.

This is especially true of some real estate agents, who are fearful of upsetting home sellers and perhaps even losing a listing, if they tell them honestly what needs to be done to prepare their homes for sale. As a consequence, many properties are listed without adequate staging and end up lingering on the market, leading to significant price reductions and increased carrying charges.

Economic Theory 101
If a new product is launched into a highly competitive market place in unattractive packaging and/or damaged condition, the only way it will sell is at a DISCOUNT! In real estate, the discount represents significant financial loss for the sellers.

Fear of having a difficult or awkward conversation with a home seller, is not a good excuse for reduced selling prices and extended time on the market. The solution is very simple. A real estate agent needs to have a Certified Staging Professional on their marketing team! CSPs are experts at handling the tough issues. They are trained in the art of comprehensive staging consultations, where all issues - good and bad - are addressed in a professional and tactful manner. They not only know what needs to be said, they know how to say it.

When necessary, a CSP can even play the "bad cop" while the agent remains the "good cop." This is especially helpful when sensitive issues, such as odor problems, need to be addressed. The agent need not fear having that difficult conversation with the seller because they are confident that their CSP will handle the entire situation diplomatically and offer solutions that will resolve the problem.

All properties benefit from some degree of home staging in any market. However, when supply exceeds demand, not only is there more competition, there is more "staged" competition. Agents who don't address the topic of home staging are not serving their clients' best interests. In fact they are giving the competition the advantage!

Some agents are afraid of suggesting staging because they think it will cost "too much money." Home staging is an investment, not an expense. In fact, professional home staging is the best short-term investment a home seller can make! Just consider the financial return of a 12-month CD at today's interest rates. An investment in their most valuable asset is the wiser financial decision for any home seller.

Statistics show that staged properties sell faster and for more money than comps that are not staged. Owners do not save money by not staging. They lose money by not getting the highest price for their asset and by incurring additional carrying costs for the extra time on the market. The investment in staging is always less than the first price reduction - so agents who don't recommend staging are not saving their clients money - they are costing them significantly.

If the financial aspect of the conversation is intimidating to an agent, again, the solution is simple. A CSP is skilled at communicating the value of staging to sellers and making recommendations that will have the greatest return on equity.

Although it is understandable that many agents are fearful of having these sometimes difficult, but always critical, conversations with clients, not having the conversations is not acceptable. The consequences are much too costly to the home sellers. The best way for agents to handle these conversations is to hire a home staging expert to deal with all the sensitive issues in a thoroughly skilled and professional way. Certified Staging Professionals are trained in mastering the art of difficult conversations.

As a trainer for Certified Staging Professionals, I share my diverse experience with all my trainees. For more information on my upcoming CSP classes in the U.S. and Canada, please visit: www.ingenuitypizzazz.com or www.csptraining.com or contact me at nairn@ingenuitypizzazz.com

The following is an excerpt from Ann Mehl's blog, Mastering the Art of Fierce Conversations. You can read the entire blog on her website, www.annmehl.com.

"There are certain conversations we all dread: the ones in which we have to deliver bad news, discuss a sensitive or "political" subject, or talk about a project that's gone wrong. Have you ever recognized too late that a client was frustrated because you failed to resolve an issue? Or perhaps spent time cleaning up in the aftermath of a discussion that didn't go according to plan?

In a polite society, we are generally hardwired to avoid confrontation.Nobody wants to play the bad guy or have a situation blow up in their face. But often the cost of NOT having these conversations can be far costlier than the temporary discomfort you may feel. You want to take charge and talk about it – candidly and effectively. But how??

One of the best business books I've read on this subject is Fierce Conversations by Susan Scott (SS). In this book, she provides the tools we all need to master the art of "difficult" conversations.

AM: How do you personally define "fierce conversations"?

SS:The word "fierce" wakes me up. Synonyms include robust, unbridled, uncurbed, untamed. A bit unnerving, and exhilarating. The simplest definition of a fierce conversation is one in which we come out from behind ourselves, into the conversation, and make it real. Such conversations are rare, because most people are deeply uncomfortable with real. Having worked with people all over the world, at all levels within organizations, it seems to me that withholding what we really think and feel is a global pandemic, resulting in costly, painful outcomes for all of us. The economic meltdown occurred gradually then suddenly, one failed, one missing conversation at a time. Based on results, it is the unreal conversations that should concern us. They are incredibly expensive for individuals, couples, teams, organizations, for countries, for our planet.

Deanna Kory, Top Real Estate Broker, The Importance of Staging

2009-10-28T16:24:00.000-04:00

Deanna Kory is not only one of New york City's top real estate brokers, she is also one of the top brokers in the entire U.S. She has always been a strong proponent of staging. Listen to her speak about the importance of staging, especially in this competitive and challenging market.

www.deannakory.com

Staging in the Current Market.
Segment 11.

So many agents today are afraid of raising the subject of staging with their sellers because they don't want their sellers to have to "spend" any money. Deanna understands that staging is an investment and the best short-term investment a home seller can make.

Staged homes sell faster and higher than comps that are not staged. Never before have presentation and condition been so important. Buyers are demanding and getting best value. Non competitive properties will have extended selling periods and reduced selling prices. Agents who do not recommend staging to their sellers are not saving their clients money - they are costing them big time in reduced selling prices and increased carrying costs.

All properties benefit from some degree of staging in any market. But in highly competitive markets like this one, staging is absolutely essential. The investment in staging is always less than the first price reduction and in most cases in NYC, the investment in staging is less than one month's carrying costs. So the question should not be, "how much will the staging cost?", but, ' how much will it cost if the property isn't staged!"

Ingenuity & Pizzazz, Inc.,is a full service staging company. We pride ourselves in the high quality of our showcasing expertise and our incomparable customer service. We have collaborated with agents and sellers on the staging and marketing of over $500 million in real estate in the Tr-state area. Our clients call us magicians and miracle workers. We know our transformations are the result of talent, professional training, extensive experience, hard work and high standards.

For more information visit: www.ingenuitypizzazz.com or contact nairn at 917-959-4669 or nairn@ingenuitypizzazz.com

Home Staging Success for NYC CSP Trainees!

2009-10-28T15:52:00.003-04:00

I am so proud of my new NYC CSPs! We had a fantastic staging training last weekend in my Chelsea loft office space. The class staged a $1.350 million Pre-War, 2 bedroom, 2 bathroom co-op on the Upper West Side on Monday, Oct. 19th. The owner is a recent widower, looking forward to selling his apartment and moving to his home in Israel, but of course with so many fond memories present, the process can be emotional and overwhelming.

It was truly such a pleasure to be able help him prepare his apartment for showings. In amazing synchronicity, one of the NYC trainees, Aya Barak, had traveled all the way from Israel to take this CSP training and was able to converse with the seller in Hebrew -an incredible coincidence.The home is in very good condition and very clean, it just needed some “reducing, re-arranging and refreshing” and the CSP special touch.

The class worked enthusiastically and energetically and created an amazing transformation! The first open house was this past Sunday. By Monday they had a very good offer and appointments from four couples to return for second visits. In this very “challenged” NYC market, this is exceptional!

This was such a positive experience for everyone. The class had an excellent hands-on learning experience and felt really happy that they were able to help this seller so much. All in keeping with Christine Rae’s “pay it forward” philosophy for CSP.

Marie-Elena Waldrip summed it up so well. “The class and our working together ended all too soon- I never had so much fun working so hard!”

The CSP NYC classes are unique because they are run work-shop style with a maximum of 6 trainees. This allows excellent opportunity for lots of one-on-one attention and a high energy class dynamic. As president of Ingenuity & Pizzazz, Inc. have collaborated with home sellers and agents on the staging and marketing of over $500 million in real estate and I share my diverse experience with my trainees.
My next New York class is scheduled for January 9th – 11th, 2010. For more information, contact nairn@ingenuity.com and please visit www.ingenuitypizzazz.com and www.csptraining.com.

Small Is the New Big for Home Staging Professionals

2009-10-12T11:19:00.001-04:00

I have just read an inspiring business book, Small Giants – Companies That Choose to Be Great Instead of Big, by Bo Burlington. A finalist for the Financial Times/Goldman Sachs Business Book of the Year Award, this book rejects the mantra of growth for growth’s sake in favor of a passionate dedication to becoming the absolute best and demonstrates that big does not equal great and great does not equal big.

As home staging entrepreneurs, we are not corporate giants – but we can be great! Common attributes of these small giants were: close connections to their communities and demonstrated and meaningful social responsibility; outstanding customer service, close ties to employees, suppliers and clients; and leaders who were passionate and had deep emotional commitments to their businesses.

What are you doing in your business that makes you great? As president of Ingenuity & Pizzazz, Inc., I have developed close relationships with my community of real estate agents and vendors. I am committed to delivering excellent staging work and incomparable customer service to every client – regardless of the price of the job. I am absolutely passionate about the value of staging and the work I do, including training new home stagers for Certified Staging Professionals. I support Habitat for Humanity and local NYC non-profit organizations. I am also dedicated to my professional communities and am always supportive of my CSP alumni. Of course we all want to increase our success and profitability, but it is critical to stay focused on being the best we can be.

With this, small is the new big, thought on my mind, I made another connection while reading the Sunday newspaper, Parade Magazine (Oct. 11/09, p.6). “American Houses Are Getting Smaller”. In a reversal of a decades long trend, houses are getting smaller and downsizing continues. The McMansion era has come to an end.

“Demand has shifted from people looking to trade up to larger homes to first-time buyers, who are typically younger, with less income, looking for a place that is more modest. Smaller houses are also attractive to empty-nesters looking for places that are more energy efficient and less expensive to maintain.”

This presents several opportunities for home stagers:

STAGING SMALL SPACES: A few years ago, some agents didn’t bother staging small spaces. Of course that was a mistake, because all properties benefit from staging, and all sellers deserve to achieve the maximum ROI on the sale of their homes. But now, agents are paying attention to the marketing of these smaller properties because they are in demand. And while more buyers are now interested in smaller properties, they still desire the best value. Properties that are staged to look bright, spacious and appealing to the targeted buyer will have the competitive edge. I have recently staged two studios and a one-bedroom apartment, that may not have been staged just a couple of years ago.

DOWNSIZING SERVICES: Another opportunity for home stagers is to help home sellers transition into smaller spaces with space planning, color choices and downsizing strategies, as part of their staging for living services.

ECO-STAGING: And with revved up interest in energy efficiencies and cost savings, there will be increased interest in Eco-Staging and Green businesses.

I suggest we embrace the “small is the new big” in our business practices. Enrich your staging skills and become a Certified Staging Professional and pursue continuing-ed classes in staging for living and Green Build Science. Add these services to your business to capture niche opportunities. And as always, focus on being great.

Nairn Friemann, MBA, is a Certified Staging Professional & Trainer. As president of Ingenuity & Pizzazz, Inc., she has collaborated with sellers and agents on the staging and marketing of over $500 million in real estate. Her next CSP staging training class will be held in NYC, October 17-19.

For more information visit www.ingenuitypizzazz.com and contact Nairn at 917-952-4669 or nairn@ingenuitypizzazz.com

Why Accepting the Lowest Bid for Home Staging Can Prove Extremely Costly for Sellers

2009-09-15T17:42:00.000-04:00

As a very experienced stager and president of Ingenuity & Pizzazz, Inc., (I have collaborated with home sellers and real estate agents in the staging and marketing of over $500 million in real estate in the Tri-state area), I feel the need to comment on the issue of hiring a home stager, based on the lowest bid. Some home staging companies are now marketing themselves by their willingness to accept sellers’ lowest budgets. It is well known that in any business, you cannot achieve all three of the following at the same time: high quality, low price, and fastest delivery. Generally speaking, you get what you pay for.

For most sellers, their home is their number one financial asset. The return on the sale of this asset will be key to their future financial well-being. Statistics prove that professionally staged homes sell faster and for more money than comparables that are not staged. Furthermore, with a surplus of inventory, the competition for any home seller today is greater than it has been in years. With more than 90% of buyers shopping first on the internet, the website marketing is the key to attracting traffic to a listing. Viewing the property, buyers need to fall in love within minutes – the first impression is that powerful to buyer decision making. Professional home staging is not decorating – it is marketing, pure and simple.

Would any business launch a product into a competitive market in an unattractive package or damaged condition? Of course not. Because the only way that type of product will sell is at a significant discount! Staging is not an expense – it is an INVESTMENT- in fact, the best short-term investment a home seller will ever make. Just compare the financial return from a profitable and quicker sale (which also reduces monthly carrying costs), with the interest the banks are offering for 6-month CDs.

The choice of a professional home stager, is a critical decision that should only be made in consideration of many criteria – and certainly not just on price! In many cases, the savvy real estate agent already has a professional stager working on their marketing team. If the agent can’t recommend a stager, then the home seller needs to base their decision on the stager’s expertise, experience, track-record, professionalism and portfolio. Of course everyone has budgets and professional stagers will do their best to get the biggest impact for the client’s investment. However, it is wise to listen to the professional stager’s comprehensive consultation and recommendations before making any final decisions on what should be invested in the staging project. Home sellers today have too much at stake to be “penny wise and pound foolish.”

Certified Staging Professionals understand the importance of explaining to sellers what needs to be done to get their homes market ready. As consultants, we accept that it is our responsibility, not only to showcase the strengths of a property, but also to address the weaknesses – even when some of these issues might be sensitive in nature. The bottom line is that this is a marketing collaboration between the seller, the home stager and the agent to achieve the highest possible return on the sale of the property in the shortest amount of time.
The Certified Staging Professionals training does not only teach staging techniques and tips but also sets the highest standards of ethics and professional responsibility. It is the most comprehensive home staging training program available. Unlike the on-line training companies, CSP provides trainees with hands-on staging experience and incomparable after-training support. I am confident that the CSP home staging training program is the best investment budding home stagers can make in themselves and their businesses. I am extremely proud of being a trainer for this exemplary organization and am pleased to share my diverse experience and expertise with all my trainees.

I am looking forward to my upcoming home staging training classes in New York City (Oct. 17-19) and Ottawa (Nov. 2-4).

For more information, please visit www.csptraining.com and www.ingenuitypizzazz.com or contact Nairn Friemann at nairn@ingenuitypizzazz.com.

There Has Never Been a Better Time to Add the CSP Designation to Your Credentials

2009-08-04T15:03:00.018-04:00

Train with the industry leaders and add professional staging services to your business. Certified Staging Professionals offers the most comprehensive, hands-on staging training program available and unparalleled after-training support. Founded in 2005, by internationally acclaimed staging expert, Christine Rae, CSP delivers the best value in staging training in the industry.

As president of Ingenuity & Pizzazz, Inc., one of New York City's top staging companies, I have collaborated with agents and home sellers on the staging and marketing of over $500 million in real estate in the Tri-State area. As a trainer for CSP, I share my diverse experience and expertise with all my trainees.

And here are three very special offers from Certified Staging Professionals:

Don't see your city on our list of scheduled classes? We will come to you for a minimum of 6 trainees. You name your date and location. We'll do the traveling!
Register 30 days in advance and receive a DVD package from Ann Maurice, TV's House Doctor and international staging expert. A special value of $200.
Last but not least, is our extraordinary Second Chance Offer for the remainder of our 2009 classes. For anyone who has invested in another staging training program but who would like to upgrade to the CSP training and designation, we will include the CSP exclusive Fast Track Package with the basic investment level. To qualify, proof of former training will be required and registration must be made by the end of October 2009.

For more information, contact Nairn Friemann at 917-952-4669 or nairn@ingenuitypizzazz.com

Here’s what professionals are saying about the CSP three-day staging training program:

"When I originally entered the staging field, I took a staging course from a staging training company. My teacher at that school was Christine Rae. Subsequently, she started her own training company, Certified Staging Professionals, and I decided to add further credentials to my name - the CSP designation. Even though I have been staging for four years since the original indoctrination, there was so much more that I got out of the CSP course. I highly recommend anyone, who is entering the staging profession, to obtain credentials from this outstanding program."

Barbara Brock, CSP, President, A Proper Place President, RESA NYC, Former President, NAPO NYC

"The CSP training is one of the best investments I have made in my business. The course really gave me everything I needed to hit the ground running in the field of Real Estate Staging. It has also been a terrific advantage to be more diversified in these hard economic times. Real Estate Staging is now about 20% of my overall business and has been the perfect supplement to my organizing business."

Ron Shuma, CSP, President, A+ Organizing

"After much research and thought I decided on training with CSP. The decision did not come easy, as the initial cost seemed quite steep for my small business budget. CSP has been extremely supportive from the beginning. I am the type of person who asks many, many questions before, during and after a course such as this. In every case, the CSP representatives would respond within a 24-hour period, always happy to reply and help. The actual course went beyond my expectations. The instructor, Nairn Friemann, was excellent. She shared the multitude of information in a manner that kept us focused and attentive in the busy 10-hour days. The hands on experience of actually Staging a home was invaluable. There is just so much more to Home Staging than I possibly imagined. CSP representatives are there and willing to share their knowledge, experiences and expertise to help me be successful. I am so happy I invested in this program and look forward to being part of this organization."

Gloria Volz, CSP, President, Adirondack Organized Solutions

"I had the pleasure of being a student in Nairn Friemann's Certified Staging Professionals training classes, for an intensive 3-day seminar. Being an interior designer for 37 years, it is usually me who plays "teacher" rather than student. I must confess that I have more often than not been bored and disappointed in such events. But Nairn's class was a very different experience. She was a serious, committed, engaging teacher, who clearly is at the top of her game in the staging industry. She exhibited interest in each of her students, and gave individual guidance. I took prolific notes, and soon realized how much I could learn from her. She has my full respect, appreciation, and admiration."

Alice Silverman, CSP, President, Decorate in a Day

The Importance of Floral Design to Real Estate Staging

2009-04-17T11:03:00.016-04:00

What is the one common feature in rooms showcased in decorating magazines, regardless of design style? Floral Accents!

Everyone would agree that flowers and plants are beautiful decorative accents to these stylish rooms. But please consider that flowers are so much more than decorative room jewelry. With more than 80% of home buyers shopping on the internet, shouldn’t we all be paying attention to what the decorating magazines already know? In the same way that I say that, "staging isn't decorating, staging is marketing,"

Attractive floral design isn’t optional – it should be a key component of staging. I believe flowers and plants help sell real estate!

Recent Research:

Did you know?

Scientific research conducted by Rutgers University, The Emotional Impact of Flowers Study, has proven that flowers improve emotional health, having a profound effect on mood and well-being.
At Texas A & M, research showed that a change as simple as adding flowers and plants can be important in the most meaningful way to businesses. Workers’ idea generation, creative performance and problem solving skill improve in workplace environments that include flowers and plants.
Research by The Color Institute showed that people start forming impressions in the first 90 seconds and that up to 60% of that impression can be based on color alone.

For more information on this groundbreaking research visit www.aboutflowers.com

Given the powerful impact of color and emotion, flowers in different color combinations can enhance or adjust feelings. When we stage a house to sell, our goal is to transform the home to a living space that will appeal to a broad base of potential buyers. As we set the stage in various rooms, we aim to create positive emotional responses from potential buyers. Flowers can help us accomplish our goals in a subtle yet highly effective way.

From the first, all-important, impact of curb appeal, a beautiful garden will tell buyers that this is a well-maintained, well-loved home. And when the front door is opened, flowers will instantly welcome visitors. Think of the grand hotels. What do they all have in their lobbies? Fabulous floral arrangements! Think of fine restaurants and special events – flower arrangements! These businesses invest in floral design as a key component of their marketing budget, because of the positive response from their clients. If they weren’t achieving a significant return, they wouldn’t waste their money.

Given that up to 60% of the first impression is based on color alone, pleasing color palettes are key in the first 90 seconds. A pretty flower arrangement on a foyer table will become an attractive focal point and have enormous impact on the potential buyer’s emotional response.

Throughout the rest of the rooms of a home, floral accents, plants and trees should be integrated to draw the buyer’s eye to key strengths and away from weaknesses. They also add instant vitality and color to any space. Color theory teaches us about the impact of color on emotions. Floral accents can enhance the desired color palette of any room and help evoke the desired emotional response from potential buyers. While white orchids can add a sense of calm and a spa-like feel to a bathroom, vibrant tropical flowers will instantly energize a loft space.

However, poor floral design can have a hugely negative impact on potential buyers, Dusty dried flower arrangements and wreaths should be removed. High quality silk floral accents look remarkably authentic and photograph extremely well, but cheap "fake" flowers will draw the buyer’s attention like a magnet. Also critical is attention to style, scale and mechanics.

I believe professional floral design should be a key component of real estate staging. Before becoming a real estate stager, I achieved my certification in floral design from the prestigious New York Botanical Garden. I interned and then freelanced with a top New York floral designer and gained invaluable experience in event staging. I bring this specialty and experience to all my staging projects and staging training.

Certified Staging Professionals - Helping Hands in Tough Economic Times

2009-04-16T12:10:00.010-04:00

As a Certified Staging Professionals trainer, I am always truly impressed with the amazing transformations our trainees create on Day Three of our staging training program. Although we all pride ourselves in the incomparable learning experience CSP offers our trainees during our three-day, intensive staging training "boot camp", we are also equally proud of the talent, creativity and work ethic of our class teams. After two days of classroom teaching, everyone feels tired and some are a little overwhelmed. But on Day Three when the class receives their staging challenge, the adrenaline and creative juices kick in, and within a few hours, with very limited resources, miracles occur.

Experiencing these staging transformations is always so gratifying for all of us. When the homeowners and agents return to assess our staging work, there is always apprehension. Will they like what we have done? Will they object to any changes we have made? Of course, we hope that everyone will be happy with what we have created. Stagers thrive on enthusiastic positive reinforcement. However, in some cases, the rewards are far more meaningful.

Recently, one of my classes staged a home for a family in unfortunate circumstances. The husband had been badly injured in a car accident and had been hospitalized for months. In spite of regular physiotherapy, he was still unable to resume work in his own small business. Sadly, this had caused financial hardship for the family and had led to the need for them to sell their home. After two months on the extremely tough real estate market, the house had not received any offers.

My class of five incredible CSP trainees rolled up their sleeves and got to work. Room by room, they edited excess items and carried them to the basement, re-arranged existing furnishings, searched closets and cabinets for optional linens and staging items, and then showcased each room. The result was transformational. After four and a half hours, the home felt more welcoming and spacious, and focal points and key strengths were highlighted.

The husband came home first and was extremely happy and complimented us all on our hard work. He called his wife to tell her about the changes and she came home to see for herself. They were truly overwhelmed. The wife said her home had never looked so beautiful. They were such a lovely couple and our class was truly touched by them and their situation. As we left, the husband took my hand and said, “God bless you.”

The market is extremely competitive these days and we cannot guarantee that this newly staged home will now sell quickly. Although we left them a list of additional recommendations, it is doubtful that they will be able to follow through on these due to their financial circumstances. Undoubtedly, the house is far more marketable than it was before we created our CSP staging magic. But what we do know for certain is that in a brief moment in time, CSP touched the lives of these wonderful people and brought them pure joy in the beauty of their home. It is so gratifying to me that not only are we providing the best staging training in the industry for our CSPs, but we are also helping so many deserving home sellers in the process.

In this tough real estate market, home sellers and real estate agents must integrate professional staging services in their marketing plan. Some agents are saying, if you don’t stage, you’re helping to sell the competition. In this buyers’ market, the key success factors are: realistic pricing, optimal presentation and savvy marketing. Certified Staging Professionals collaborate with home sellers and real estate agents to ensure that their properties can be marketed to full potential. Our goals are to maximize the return on the sale of our clients’ most valuable assets and to minimize time on the market. Our professional services are now more important than ever.

I feel so fortunate to have this opportunity to work in a profession that has such an important role to play. As the president of Ingenuity & Pizzazz, Inc., I have collaborated with home sellers and real estate agents on the staging and marketing of over $500 million in real estate, and as a CSP trainer, I can share this diverse experience and expertise. And I am very proud to be a member of the Certified Staging Professionals team because I sincerely believe that this is the best staging training program in the industry, with unparalleled after-training support. Christine Rae, CSP’s visionary founder, continues to set the bar higher for the entire professional staging community as her exemplary organization expands in North America and now Australia

For more information on our upcoming Certified Staging Professional classes, please visit www.stagingtraining.com.

Staging to Sell

2009-04-12T19:57:00.005-04:00

Pricing your home correctly is still key to selling quickly, but there are many steps that owners should follow before putting theirhomes on the market to ensure that they will get the best price possible in a short period of time. Once the decision has been made to sell, owners must be ready to shift from how they are used to living in their home to how they should market the house or apartment to a broad base of potential buyers. This requires an objective assessment and a willingness to edit, repair, paint, clean-up and "stage."

Edit: You're selling space. Your home is not a furniture showroom. If you plan on giving away some furnishings before you move, do it now. And if the pieces are important to you, consider moving the excess to mini-storage. Rooms that feel spacious with good flow have high appeal. Pack away all but a few personal photographs and reduce the number of accessories and knickknacks on display. Worn bedspreads, shams, mats, towels and shower curtains need to be replaced.

Repair: You will need to call the plumber and have the toilet that's been leaking for six months fixed. And all those other "minor repair" jobs you've been putting off need attention. A lot of small nuisance items can add up to an impression of a house that needs a lot of work. If you have cracks in your walls or buckling floors, potential buyers will assume major renovation is required.

Paint: Nothing lifts the energy of a home as instantly as a fresh paint job. There may be no better short-term investment you can make than to paint your home in a light color that will appeal to a majority of buyers before you put it on the market.

Clean up: Get rid of the clutter! Books can be donated to libraries and charitable thrift shops are pleased to take items of value. Throw the rest out. Mini-storage is another solution if you can't bear to part with your clutter immediately. Now make sure the entire home is clean, and that includes carpets, draperies, blinds and windows. Bathrooms should have a spa feeling and kitchens should be immaculate. Mustiness, smoke, dampness, strong food and pet odors are instant turn-offs to potential buyers, but there are cleaning and air filtering products on the market that solve these problems.

Stage: Now you're ready to showcase your home. If you don't have enough lighting, purchase additional uplights and lamps. You've edited your furnishings and accessories, so you will probably have to do some rearranging and rehang some pictures. Don't overcrowd the walls. Remember you're selling the room not art. Add color to your rooms with fresh or good quality silk flowers, green plants or trees, throw pillows and bowls of fruit.

Checklist: Go through your home as a potential buyer. Take note of what you are seeing in the first 90 seconds - because potential buyers are already forming impressions during this initial viewing. Are the best features of your home showcased? Is everything in good working order? Do the rooms feel light and fresh and welcoming? Your home may look so fabulous you won't want to move!