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

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.

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: or contact nairn at 917-959-4669 or

Small Is the New Big for Home Staging Professionals

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.

: 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 and contact Nairn at 917-952-4669 or

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

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