What I've Learned About Staging This Year (#1)

Now entering my 10th year of staging provides me with some unique insight … the ability to look back over time to analyze many things staging-related - who embraces the process and why, who doesn’t and why, etc.

One very glaring observation has been the lack of pre-listing consults happening:

  • in any market condition

  • with all local Realtors (Grey County, Southern Georgian Bay and the Bruce Peninsula)

  • with even my go-to Realtors (eek)

I’m not going to lie … when I peruse Realtor.ca and observe the (really not good) state of many listings, I’m stunned. I always ask myself ‘how on Earth did that happen?’ - meaning, what events led up to the seller being okay with presenting their home that way? the Realtor being okay with presenting the home that way? And, I’m not talking about lower-end listings … it happens at ALL price points.

Presentation is everything in real estate.

So, why are pre-listing consultations NOT happening to make sure EVERY listing is consistently professional and polished?

Without surveying Realtors and sellers (which I would love to do!), one of the conclusions I’ve come to is that there’s a misconception that consults are just a nuisance - they take time and money, they delay the listing, they create an obligation to stage, they put more pressure on the seller at an already difficult time and create conversations Realtors just don’t want to have. The general concensus still seems to be ‘list now and we’ll figure things out later”. Here’s the truth:

“Pre-listing consults are, hands-down, the best investment any Realtor or Seller could make (and with very minimal cost). They provide genuine, expert help in the form of a comprehensive game plan which outlines what needs to be done to prep the home before listing. Completely pressure-free. No upsell. Just honest, neutral, professional guidance aimed at providing the best chance of selling.

There are no downsides for either the Seller or Realtor. Bottom line, a pre-listing consult should occur:

  • on EVERY LISTING

  • at ANY PRICE POINT

  • EVERY TIME

Let’s talk!

Julie Brown, CSP
email: julie.b@flairstyleco.com
519 270 482

Realtors: Let’s Talk About Staging (and who pays for it)

I hear it all the time: “I’d love to stage my listings, but I don’t want to pay for it.”

Here’s the good news — you’re not supposed to.

Staging isn’t a Realtor expense. It’s an investment the seller makes to get the home prepped and market-ready … no different than painting, cleaning, or landscaping.

Statistics indicate that it’s reasonable for sellers to invest between 1-3% of the listing pricing to ready the home. For a $1M property, investing $10,000 to prep it may include the cost for interior work (carpet cleaning, misc fixits, window cleaning), exterior work (cleaning the eaves, fascia, windows, paint touch-ups), exterior landscaping (mulch, weeding).

Staging is also considered part of this 1-3% prep investment.

🏡 Staging is Marketing

To market and sell a home, you need to create a story that buyers can connect with. Staging helps tell that story. It highlights the home’s best features, makes rooms look bigger and brighter and, most importantly, helps buyers connect emotionally (which is what translates to SOLD).

💸 So Who Pays for It?

Typically, the seller covers staging.

BUT, if the budget is tight or there are other factors at play, here are some options to make it work:

  • Split the total cost - Realtor splits the full cost with sellers

  • Realtor pays up front - Realtor pays the up-front cost and recoups the staging cost from the seller once the home has sold

  • Seller pays up front - Seller pays the up-front cost and the Realtor reimburses the staging cost once the home has sold

  • Realtor pays a fixed amount only OR pays to stage key rooms only - Realtor pays up to a certain amount towards the staging fee with the seller paying the remainder (ie. pays up to $500 towards staging). Another option is for the Realtor to cover the cost to stage only the most important areas (living room, kitchen, primary bedroom, dining room).

🤝 Why It’s a Win for You

Keep in mind that, regardless of who pays, what really matters is the home’s presentation. Staged homes attract more buyers, show better in photos, and often sell faster (and for more money!) — which benefits both you and your clients.

Staging doesn’t just help the home sell — it helps you stand out and builds your reputation as a Realtor who goes the extra mile to present beautiful listings.

Need more information?
I’d be happy to help you and your sellers!

julie.b@flairstyleco.com or 519 270 4482

Home Staging in the Bruce Peninsula

 
 

Flair has expanded its service area to help support Realtors in the Bruce Peninsula region !! This includes all key centres north and west of Owen Sound …

  • Georgian Bluffs, Kemble

  • Wiarton

  • Sauble, Oliphant, Red Bay

  • Lion’s Head, Miller Lake

  • Tobermory

We are a full-service home staging company able to assist with all pre-listing assistance:

  1. Onsite Consultations

  2. Occupied Staging

  3. Vacant Staging

  4. Model Homes

Contact us today to learn more about how we can help you SELL !!

Showcasing a Model Home

In September of 2023, we had the pleasure of being hired by Northridge Homes to showcase one of their newly-built designs in their Annex Georgian Bay development (just north of Owen Sound, ON).

The builder opted to purchase the inventory for this project with the intention of using it in future model homes. For us, this meant sourcing, purchasing and placing all items for this home including furniture, accessories, artwork, lighting and all soft goods (pillows, bedding, etc).

It was a labour of love spread out over a period of 5-6 weeks which gave us the time needed to bring all of the pieces together. Article furniture was sourced and delivered by Melanie and her team at Monarkey Furniture Rentals.

Special thanks to Dave & Calvin Rai at Northridge.
Realtor: Matthew Lidbetter @ Sotheby’s.
Photographer: Alan Shisko @ First Showing

Since 2016, Flair Style Co. has been providing home styling services for Realtors, sellers and builders in the Southern Georgian Bay, Grey County and Bruce Peninsula areas of Ontario. For more information on how our services can assist you with a quick and profitable property sale, contact us - we look forward to hearing from you!

8 Reasons Why You Should (Always) Stage a Vacant Home

I have to admit that when I browse through online listings and see vacant homes for sale, I cringe. As a stager, it’s one of the first things I remember being taught (and probably one of the most important).

To all sellers and sales reps out there, here are the top 8 reasons why you should (always) stage a vacant home:

# 1 - Empty rooms appear smaller than they are

  • Many people think an empty room will look larger however the reality is they actually feel smaller.

  • Potential buyers may think their furniture won’t fit and cross your property off of their list. When buyers start questioning a home, you’ve lost them and they usually walk away.

  • People are visual. Show them a full living room set can fit in the living room and a full queen or king bedroom set can fit in the master bedroom.

#2 - 90% of people can’t visualize furniture in an empty room

  • Home buying is an emotional process and emotions are evoked through seeing the total package (not by empty rooms which feel cold and uninviting).

  • Buyers will miss out on the true potential of each room without a visual presentation of the space. Don’t narrow down potential buyers to only 10% of the people coming through the door.

#3 - 85% of staged homes on average sell for 6-25% more than un-staged homes

  • When selling your home, the goal is to sell it for as much as possible and as quickly as possible. The longer your home sits on the market, the less money you will make on the sale.

  • When a home has been on the market for some time, it sends a red flag to both buyers and sales reps and they may not even consider it for showings.

  • If a vacant home is not selling, the price continues to be lowered in order to entice buyers, as that is the only marketing tool. The investment to stage your home will always cost less (easily) than your first price reduction. Don’t leave money on the table when selling your largest asset.

#4 - Staging puts money in your pocket

  • According to The National Association of Realtors, staged homes typically see an 8-10% return on a 1-3% investment.

  • Vacant homes send the message that the seller is desperate and willing to deal on price and terms. And, if you do get an offer, it may reflect a price that is below what the property would fetch if it had been staged.

  • Staged homes can usually support a higher list price. Many times after a property is staged, the sales rep will increase the asking price as the features of the home have been highlighted and the overall presentation of the property is better.

  • Studies have shown that buyers are willing to pay more for a home they have fallen in love with. Sometimes this means they will even pay more than the asking price.

#5 - Staged homes produce standout photos

  • Over 97% of today’s buyers start their home search online. Photos of empty spaces do not wow anyone.

  • If a potential buyer is not impressed with the online photos, it is less likely they will want to view it. Don’t lose them before they even come through the door.

#6 - Staging draws attention away from any flaws and puts the focus on the selling features of the home

  • In a vacant home, normal wear and tear will become magnified. Buyers will notice every tiny imperfection and focus on them instead of the impressive features of the home.

  • Home staging redirects the buyer’s focus to the selling features.

  • Buyers are looking for reasons to offer less money for your home (don’t give them any).

#7 - Staging creates a lifestyle that appeals to the home’s target demographic

  • Real Estate has target demographics and markets. In order to secure a sale, you must know your demographic and ensure you market to them effectively (ie. family, retired couple, etc).

  • People don’t buy houses, they buy homes. They shop with logic, but buy homes on emotion. Vacant houses feel cold, making it difficult for buyers to feel an emotional connection. By staging your home to appeal to the target demographic, you will evoke the emotion that will lead to the sale.

  • Buyers take seconds to make a decision about a space. If the property is vacant, there is nothing to keep them interested in staying longer and nothing memorable about it after they leave. Staged homes give buyers something to stay and talk about. The longer you can keep a buyer in the home, the better.

#8 - Staged homes sell faster in slow markets & for more money in hot markets

  • Home Staging has consistently proven to add value to any home.

  • Don’t help sell the house down the street! Ensure your home shows at its very best, target your demographic and outshine your competition.

  • Treat the sale of your largest asset as a real business transaction, because it is one.

 Home staging is a smart investment that is crucial for selling vacant properties. It is a proven marketing tool that brings real results – higher sales in shorter amounts of time.

By not staging your vacant property, you risk having it sit on the market, reducing the asking price, and having it become dated which will ultimately cost you much more than the initial staging investment.

3 of the most common questions asked during a staging consult ...

After walking through hundreds of houses over the past 8 years, there are some common themes that naturally surface. Here are my current top 3 most-asked:

Question #1 - Do we need to paint?

This one is always tricky to answer since there are several factors that come into play:

— does the seller have the expertise to do it themselves? - and, if not, are they willing to hire a pro (which opens up another concern since painters are hard to book these days !!)

— is there enough time before they want to list to undertake the project?

— does it really need to be done? - I am firm on painting only if:

(a) the colours are startling and

(b) the rooms impacted are primary ones (meaning, living room, dining room, master bedroom) or

(c) the existing walls are extremely dirty or extremely damaged

Painting is the least expensive, most impactful change you can make to help grab top dollar. Remember, the goal is to remove all issues that will make the seller want to offer less than the asking price. Ultimately, the seller needs to determine if it’s worth the time and effort to paint since it’s their equity. The risk in not doing so is that the potential buyer (a) won’t remember the features of the home (only the colour of the paint) (b) may not make an offer since the colours prevent it from being ‘move-in ready’ or perceived as too much work or (c) will make an offer for much less than asking. Bottom line, painting is never a bad idea.

Question #2 - Do we need to get rid of everything?

In a perfect world, an occupied home becomes a blank slate for staging; however, the reality is this can be difficult for most sellers to achieve. The goal during the consult is to assess the time, support, resources, desire to prep the home. From there, we create a plan and I can make referrals to any needed services. The home’s key rooms are always a priority (living room, dining room/kitchen, master bedroom) as is exterior curb appeal - then main floor living areas trump upper or lower level spaces, then the garage last.

The conversation for me focuses on two things: first, reminding them that they are moving and eventually need to pack anyway so look at this as a kickoff to the process and second, asking them to think about what they would want to see when looking for a new home (and strive to get their with their listing).

Question #3 - How should we showcase our extra bedroom? As an office or as a guest bedroom?

Ten years ago, home offices were considered a luxury room in most homes. The trend was certainly shifting more and more towards homes having designated office spaces; however, Covid-19 instantly accelerated that. Many individuals and families found themselves in need of a designated work area (and that trend has stayed) which has, in turn, shifted how we present rooms when selling. The direction you choose serves as an important visual aid to buyers and ultimately helps to sell the home. So, here’s my take:

It comes down to two things:

#1 - who is the most likely target buyer - Will it be a growing family looking for more bedrooms or a professional couple working from home? Neighbourhood demographics play a large role in this and it’s usually fairly obvious; however, not always a slam dunk. For instance, high-rise condos in Toronto are more likely selling to young professionals who need office space vs houses in the suburbs with growing families who desire additional bedrooms. Personally, I still think it’s safer for buyers to see more bedrooms. It’s an easy transition in their head that a staged bedroom could act as an office versus the staged office acting as a bedroom. I always confirm with the agent how they plan to market it (which loops back around to the likely target buyer).

#2 - what other options exist to create an office in the home (vs. using existing bedroom space) - I always evaluate the entire home to see what other options are available for creating an office - sellers get accustomed to living in their space a certain way and so other options aren’t always as obvious to them. Do they have other nooks on the main floor where a desk could go? space in the basement? space in a loft? A small, vignette setting using a desk and chair is all that’s needed to give the buyer the visual of an office. In some cases, the spare bedroom is big enough to be staged as both a bedroom and an office so no choice needed!

Thinking of selling? Contact me to book a staging consultation!

5 Things You Shouldn't Do When Selling Your Home

As a stager, I’ve toured through many homes and had discussions with an equal number of real estate professionals about the key factors that make homes sell. One thing I know for sure: it’s not rocket science … it’s common sense.

I often encourage the seller to put themselves in the buyer’s shoes and have them think about what they would want to see when touring a home.

Here’s a list of what I feel are the top 5 things you should avoid doing when selling your home:

 
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Grab 'em at the Curb

If you're thinking of selling your home, it goes without saying that curb appeal is CRITICAL and is always factored into the overall staging plan.  It doesn't need to be complicated ... just stick to the basics and your property will stand out, especially during the upcoming summer months:

  • make sure potential buyers can find your home! ... that means attractive house numbers that are visible from the road OR, for rural properties, ensuring the fire # is easily visible.

  • if your home is not visible from the road (long laneway), make sure there's a display of flowers, planters, decor or lighting at the end of your driveway. Little touches go a long way.

  • invest in a new mailbox (again, rural properties especially !!)

  • add a fresh coat of paint to the front door. Make it complement the house and trim along with a 'wow' colour to stand out. If you are unsure, there are online apps that will help you to visualize the look.

  • invest in a new doormat.

  • make sure door handles, locks, and your doorbell are working properly. If they are standard 'brass' consider painting them.

  • ensure your walkway is clear by trimming tree branches, shrubs, etc.

  • ensure that all yard equipment, trash cans, kids toys and pet 'stuff' is out of sight.

  • depersonalize if necessary - ie. remove family name signs, flags, etc.

  • show off how fun your yard can be by adding in lifestyle items like a hammock, raised fire pit or outdoor games.

  • weed or scale back your gardens, keep the grass cut and add in a few nice floral touches (hanging plants or containers).

  • consider pressure washing your home and decks if needed (very satisfying!)

  • have your outdoor lights on at night with sufficient wattage ... most people will drive by after hours. Consider spotlights to showcase it even more!

  • repair any porch bannisters and railings and add a new coat of paint if needed.

  • don't forget your outdoor living space. Very popular these days to bring the indoors out with fashionable cushions, outdoor rugs, etc.

Remember, these are all great investments that you are making towards ensuring your home sells quickly and for more money ... it will be worth it!

8 Ways to Decorate With Throws & Blankets

Throws and blankets are still very popular purchases for bedrooms, family and living rooms, mostly because they are both functional and decorative. Here are some unique ways that I decorate with them both at home and on my staging projects:

  1. ROLL THEM INTO A WIRE BASKET - Roll throws into bundles and tuck them inside a wire basket. Choose blankets with different textures and colours to make the basket double as a pretty decor piece.

  2. DISPLAY YOUR THROWS ON A STYLISH LADDER - This is another great way to add colour, texture and a unique design element to any room. It’s also great if you need to create height against an empty wall.

  3. FILL A DECORATIVE BASKET - Baskets come in a wide variety of colours, sizes and designs. Have fun filling yours with multi-coloured throws or blankets, (purchased or your own DIY crochet or knitted blankets). Place it next to your fireplace or couch. Depending on the size, they often look nice under your coffee table.

  4. TRY A PLANTER BOX - Think outside of the box and consider alternative storage solutions like a wicker footed planter. I recently saw a trio of footed planters (varying sizes) which would look awesome in the corner of your living room or den.

  5. HANG THEM ON HOOKS - Create a wall of throws and blankets! Easy to grab, use and place back when you need to tidy up!

  6. ROLL THEM IN A WOOD HOLDER - A great off-season idea for your fireplace wood holder. Roll the throws and pile them inside!

  7. USE THEM ON A BED - a very common use to add a layered look to any bed - lots of unique ways to do this - lay across the bed (side to side) if the throw is long enough - it can be gathered or straight - drape casually across the end of the bed or just ‘throw’ it - where and how it lands becomes the design :)

  8. USE THEM ON COUCHES, CHAIRS & OTTOMANS - another very popular ways to use throws and blankets - they can be casually placed on couches and chairs to create ‘flow’ or folded and placed for a more formal, polished look.

Design Principle #2 - Unity

Unity refers to the repetition of particular elements throughout your design to pull the look together (or to create harmony). This repetition can come in the form of colours, shapes or textures.

As humans, our minds are always at work trying to gather information and make sense of our surroundings. In order to sort through the chaos, we often subconsciously lock onto patterns and elements that seem to go together. When we can easily get a sense of the space through unity, we feel calm rather than overwhelmed.

Hence, why it’s so important when decorating.

How do we achieve Unity?

Start with a colour palette

Using colour is one of the easiest ways to unite a space and create harmony among all the different elements. Identify three to five colours you want to use in your space, and repeat them throughout. The key to making it look natural is varying your tones.

Incorporate Textures & Patterns

Once you’ve decided on your colour palette, add in a variety of textures that complement each other. This will do a lot to create dimension in your space. For example, the linen couch fabrics (right) create harmony with other natural materials like stone, wood and wicker (note, none of the images represent my work, just online examples)

When different patterns work well, you get harmony. In the example (right), simple stripes on the ottoman work nicely with the vintage rug and the plain pillows. The plaid pillows pull the brick colour in and you’ll note that no single pattern overwhelms the other. The shared colour palette creates a sense of unity. 

Finally, don’t forget about the importance of shapes. The image to the left is an excellent example of how to incorporate consistent shapes into a room to create a unified look. Notice how circles are the primary shape used in artwork, furniture, the poufs, the lampshade, basket and vase. All taking up their own space so to speak by being nicely positioned through the room.

Up next?
Part 3 of my 7-part series where we will review the design principle of RHYTHM … stay tuned!

To learn more about my staging or design services, contact julie.b@flairstyleco.com