Certified Staging Professionals Home Staging Training Provides Mentoring and Networking Opportunities for Alumni

When considering a new career in home staging, a comparison of numerous professional training options can seem overwhelming. To make the choice far simpler, I highly recommend comparing value vs price. No other home staging training in the industry provides the quality of trainers, classroom experience, resources, continuing ed learning and after training support as Certified Staging Professionals.

Just one reason to invest in a program with classroom and hands-on staging training is the benefit of meeting and learning from and with other people vs studying alone at home. The learning experience is heightened and so is the enjoyment. In our CSP classes, trainees become instant colleagues and camaraderie abounds. Many become friends and collaborate on staging projects. CSP is renowned for its staging mentorship program and many of our CSPs receive invaluable experience working and staying connected with other CSP stagers.

I recently hosted a mentoring day in New York City for alumni from my Brookdale College, Purchase College and NYC classes. We spent time at Churchill Furniture Rental, meeting the reps, reviewing the inventory and discussing vacant staging issues. Then we did a tour of the NYC flower market and I introduced them to my wholesalers. We finished up with a late lunch and lots of Q + A about staging.

As president of Ingenuity & Pizzazz, Inc.,I have collaborated with agents and homeowners on the staging and sale of over $600 million in real estate. This year I am honored to be a finalist for the Real Estate Staging Association’s 2012 Pro Stager of the Year Award. I am so pleased to share my diverse experience with all my trainees. In addition to the valuable learning experience, the CSPs all told me how much they enjoyed meeting these other stagers from Connecticut, New Jersey and NYC and how they planned to stay connected.


CSP Alumni Enjoy Mentoring Day and NYC Flower Market


“Yesterday was fabulous. The information and the camaraderie were flowing like a spring. Thank you for your generosity and good will. You continue to be an inspiration to me and others. I loved being with other stagers. They were inspiring and fun people. Thank you again. I loved every moment of the day.”

Dolores Curley


“I wanted to again thank you for hosting and coordinating your mentoring day last week. It is a sign of a true professional when you take the time out of your busy day to mentor folks just starting in the business. I appreciate the local insights you provided as well as the chance to make new acquaintances and network.”

Lori Ann Cerullo

“Thank you for setting up the wonderful Staging and networking day! Very fulfilling- In addition, great to meet so many talented people.”

Marie-Elena Waldrip

For more information on Nairn Friemann’s upcoming CSP training classes visit www.stagingtraining.com and IngenuityPizzazz.com

January 7-9: New York, NY

Feb. 20-22: Montreal, QC

March 12-15: Brookdale College, Lincroft, NJ

March 24-26: New York, NY

April 18-20: Purchase College, Purchase, NY

April 28-30: Hartford, CT

Five Common Costly Mistakes Made by Untrained Home Staging Consultants

Selling a home is never easy.However, the challenges today seem overwhelming to most sellers.The main criteria for selling real estate have always been location, size, and price but never before have presentation and condition been as important as they are today. 95% of buyers are shopping first on the Internet and “driving-by” properties in a “click.” Without a doubt, appealing website photos are the key to attracting buyer traffic. Visiting the property, buyers form first and lasting impressions within seconds. 90% of the population cannot visualize and base their judgments solely on what they see and how they feel, and research is proving that emotions play a much larger part of the decision making process than previously assumed.

In this tough market, buyers are also demanding and getting best value, so properties that are in good condition sell faster and for money. According to Barbara Corcoran, for every $1 a home seller does not invest in condition work, a buyer will deduct at least $3. Most buyers today are putting their full investment into the purchase price of the home and don’t have extra money for any major work. In addition, the majority of buyers do not have the time or the desire for renovation.

As professional home stagers, we cannot influence location, size and price factors. Our role is to collaborate with agents and home sellers to prepare properties for the marketplace to sell for top dollar as quickly as possible. This is impossible without thorough attention to condition issues and enhanced presentation. A successful staging process begins with a professional analytical consultation that includes specific recommendations for the homeowner. It is our responsibility not only to tell the seller what they need to do but also to make sure they understand the importance of staging and to motivate them to follow through with the recommendations. Otherwise, they will not achieve their objectives of selling quickly and for top dollar. In fact they may not be able to sell at all.

With so much at stake for home sellers, the staging consultation is critical to the preparation and marketing of the property. The expert advice trained staging consultants provide has significant financial importance. That is why real estate agents and home sellers should invest in trained professional home staging consultants. Unfortunately, many “stagers” are not trained and make serious mistakes that can be extremely costly to the home sellers. When the staging process is ineffective this can lead to longer time on the market, increased carrying costs for the seller, reduced selling price and increased stress. These are all extremely costly consequences for a home seller.

Here are five common costly mistakes made by untrained staging consultants:


1) They give away free consultations:

My view of this is “you get what you pay for.” Trained professional stagers understand the critical importance of the consultation as the first step in the staging process. They provide comprehensive room-by-room assessments and thorough, prioritized recommendations. They counsel, explain and motivate homeowners to invest in what needs to be done. The consultation should be value-rich.

Free consultations are generally “meet and greet” with some general information about the benefits of staging. They are superficial and fail to capitalize on this opportunity to address all the important staging issues of the property. In many cases the lack of attention to detail and other omissions can lead to ineffective staging, longer time on the market and reduced selling prices.

2) They provide decorating advice versus marketing strategy:

Trained professional stagers know that staging is not decorating – it’s marketing. A room can be beautifully decorated, but fail from a staging perspective. Our focus is on showcasing the best features of the property, making rooms look as bright and spacious as possible and creating buyer appeal and wow impact. Our work is strategic, always considering the buyers’ preferences and the camera’s eye. Even if someone is a talented decorator, they may not be qualified to give you professional staging advice.

3) They perform check-list style assessments but don’t analyze and prioritize recommendations.

This really demonstrates the level of expertise of your consultant. The room- by-room assessment is just the beginning – it is simply information gathering. Identifying the key strengths of the property, and analyzing and prioritizing recommendations in respect to market trends, buyers’ wish lists, and budget issues provides the homeowner with a clear understanding of not only what has to be done but why these actions are so important. This expert consulting advice helps sellers make the best financial decisions.

4) They don’t know how to handle sensitive issues so avoid them.

Mastering the art of difficult conversations with home sellers is a key skill for professional home stagers. We are trained to address sensitive issues with home sellers and understand that it is imperative for us to do so. One strong negative impression can override a list of positive factors and prevent a sale. These sensitive issues can include odors, cleanliness problems, unattractive and dated décor, clutter, an abundance of religious items, provocative art, etc. A lack of understanding and or skill in handling these issues is not an excuse and avoiding them can be a very costly mistake.

5) They fail to motivate the client with an action plan.
Professional home stagers know that it is not enough just to tell home sellers what they need to do. The true test of an effective consultation is that the consultant has been able to motivate the sellers to follow through with the recommendations. Trained staging consultants understand that the staging recommendations may seem overwhelming to their clients, but by outlining a feasible action plan, they will inspire confidence and demonstrate their ability to help with some or all of the process. Trained professional home stagers are serious business owners who are experts at consulting, design planning, problem solving, project management and showcasing. A home seller is far more likely to get the best advice, follow through with the necessary staging process and succeed at selling faster for top dollar if they invest in a consultation with a trained staging professional.

Nairn Friemann, MBA, is a Certified Staging Professional and Instructor. As president of Ingenuity & Pizzazz, Inc., one of New York City’s leading home staging companies, she has collaborated with agents and home sellers on the staging and marketing of over $600 million in real estate. A nominee for the Real Estate Staging Association’s 2010 Pro Stager of the Year Award, Nairn has received exceptional media attention including the CBS Early Show, CNN, Dow Jones Market Watch, Business Week, the New York Times, New York Living, Staging for Dummies and others. As an instructor for Certified Staging Professionals, Nairn draws on her extensive staging and award-winning teaching experience. Nairn teaches the 3-Day CSP program in the U.S. and Canada and shares her signature, 10 step program for “Mastering the Art of Difficult Conversations with Home Sellers” in her popular webinar.

“Another outstanding webinar from Nairn. I’m happy to have had another opportunity to learn from her breadth of knowledge and experience. I had to look back at my receipt to see if I really only pay $49 dollars for this webinar because what I got in return was a steal. Every single slide was packed with invaluable advice, and I came away with a whole new perspective and awareness of how I should conduct my consultations going forward. I might sign up for it again in a few months to make sure I’m on track.”
Susi Pereira, Well Dressed Home

“I thoroughly enjoyed your Webinar. It was motivating and very easy to follow. I was able to take down excellent notes. These are wonderful guidelines which I will review frequently. You are an excellent speaker and know why you were an award winning professor at Concordia. Signing up for your Webinar was well worth my INVESTMENT……Many thanks.”
Jane Chisholm, JC Creations.

For more information on Certified Staging Professionals training http://http://www.stagingtraining.com/request_information.php

Real Estate Guru Barbara Corcoran Recommends Home Staging to ALL Sellers in 2011

AOL Real Estate’s What Works NOW called upon real estate guru, Barbara Corcoran for her take on the 2011 market. She recommends JUST TWO critical strategies:

1. PRICING: Price “exactly to the bones” and what
the property is worth. She says that on average it is taking 7 bids to
get to an acceptable offer and if the price is too high, sellers won’t
the bids.

2. HOME STAGING: Barbara Corcoran makes it clear
and simple. This is a tough buyers’ market. Sellers are competing with
their neighbors. To sell successfully in 2011, homes will have to look
much better than the competing neighbors’ properties. She recommends
making repairs and inexpensive upgrades and even renting furniture.

I would further recommend than when so much is at stake for home sellers, that they invest in hiring a Certified Staging Professional.
For most sellers their homes are their most valuable financial asset.
Research has proven that staged properties sell faster and for more
money than comps that are not staged. Reduced selling prices and
extended time on the market represent significant financial loss for
sellers. In comparison, short-term investment in professional home
staging will bring long-term financial gain. And when you consider the
interest rates the banks are offering, there is probably no better
short-term investment for sellers than professional home staging.

As president of Ingenuity & Pizzazz, Inc.,
I have staged well over $500 million of real estate. I know from years
of experience, that never before have condition and presentation been
as important to the sale of real estate as they are today.

And as a trainer for Certified Staging Professionals,
I also know that our CSPs are stand-outs in the professional home
staging industry. In such a tough market and with so much financial
risk at stake, sellers need to bring in the home staging experts!

For more information about my services and CSP classes, visit IngenuityPizzazz.com and contact nairn@IngenuityPizzazz.com. For more information about Certified Staging Professionals, visit www.stagingtraining.com or contact 1-888-STAGING.

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