Home Staging Trends in North America and Outlook for 2010

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“Home Staging Trends in North America
and Industry Outlook for 2010″

Certified Staging Professionals Release:

Home Staging Trends ReportHome Staging Report
the professional home staging industry gains respect as an essential
and integrated component of the international real estate industry at
large, the demand for valid industry performance statistics has also
increased.  However, the reality is that home staging statistics for
“days on market” and “contract versus listing” prices vary
significantly due to differences in regional real estate markets.  In
2009, the Canadian real estate market fared much better than the U.S.
market, which suffered an extraordinary decline because of the banking
crisis and recession. Furthermore, regional differences can also be
significant.  However, the common fact remains that irrespective of
location and/or market conditions, professionally staged properties
sell faster and for more money than comparable properties, which are
not staged.

CSP International™ believes it is important to
acknowledge these differences, while still providing an overview of
value to the 2009 Home Staging Industry in North America.  In this
report we feature several specific key areas of Canada and the U.S., as
well as highlight the market differences and local trends in home
staging.   We have consulted with home staging experts and real estate
professionals to share their valuable perspective on 2009 and their
outlook for 2010.

Sneak Peak….Industry Outlook for 2010

Charleston, South Carolina

New York Home Staging Trends“The Charleston,
South Carolina market, while not
hard hit by economic downturns, seems to be rebounding in 2010, at least in the
average or below average price ranges.  Higher home values are still
languishing on the market, particularly in the secondary/seasonal home

New York City, NY While we are seeing a trend of buyers returning
to the market, these buyers are demanding and getting best value.  Realistic pricing is still paramount but
never before have presentation and condition been so important.

Toronto, ON …This method of marketing has created multiple
offers on properties and has resulted in selling prices as much as 115% over
asking.   An example of this is thirteen offers on one property I staged
at the end of January 2010, which was listed at $645,000 and sold for $755,000.

Directory of StagersStaging Success Statistics

Some CSPs are already compiling their staging success statistics.  For
their contact information, please refer to the Directory at the end of
this report.  This resource tool and statistical data from CSPs will
also enable CSP International Academy to analyze regional, national and
international statistics for future reports.


“2009 Home Staging Trends in North America
with Industry Outlook for 2010″

Attention Media Sources

For recommended staging experts
or any other requests, please contact Angela Brooks at 1-888-782-4464 or by email (angela@stagingtraining.com)

Use of this Data

International Academy gives permission to republish this document in
part or whole, however, it must be accompanied by the following: 2009
Home Staging Trends in North America with Industry Outlook for 2010,
originally published by CSP International Academy, at www.cspiacademy.com and www.stagingpress.com.  Please visit the websites for updated industry reports.”

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

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:

  1. 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!
  2. 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.
  3. 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

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

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.