Interior Redesign and Home Staging Blog

Marketing Rx: Is Yours Sailing or Ailing?

It’s the end of the year and time to access the health of your business—-has it grown and flourished or is it dangerously close to flat lining? Has the number of clients and commissions been increasing steadily or have they been erratic and unpredictable?

Looking over your chart of marketing activities and the corresponding revenue generated by them is a critical step in determining the viability of your business in the coming year.  Is a complete overhaul needed or simply some fine-tuning?  Your ‘prescription for success’ can be as simple as asking yourself the following questions and taking the steps to remedy any of your business ailments.

Many agents tend to fall into the blame game—it’s not me, it’s:

→ the overall economy
→ our local market is in a slump
→ unpredictable buyers
→ sellers who want to undercut  commissions
→ competition from other agents
→ the cost of marketing and promotion
→ the ‘doom and gloom’ proliferated in the news
→ because the bubble has finally burst
→ bad luck

Stop moaning and start moving!  Identify the real symptoms by asking yourself the following questions:

→ How am I differentiating myself from the competition?
→ Am I implementing a marketing activity every day (mail out, phone calls, open house, networking/leads group meeting, etc?)
→ Do I ask the right questions?
→ Am I working with the right clients?
→ Have I clearly defined who my ‘choice client is?
→ Am I positioning myself as the ‘ultimate resource’ for existing and potential clients?
→ Do I ask for referrals?
→ Am I letting every one in my sphere of influence know what I do and who my ‘choice client’ is?
→ How am I managing my time—efficiently and effectively?

How many of the above warning signs resonated with you?  The good news is that the road to recovery starts with a clear game plan which identifies goals and timelines. 

List three of your top sales and marketing challenges and start charting your progress on a daily basis.  Research the internet, read books, attend seminars and get active!  Network with people who could be a ‘choice client’ or get you in front of one.

One of the best prescriptions for improving the health of any business is to find a mentor—a colleague, a coach—someone you admire and with whom you feel comfortable and ask for their advice. A mentor is committed to helping you grow and learn by opening sharing their own experiences and successes.  Look around you—who in your life do you look up to?  It may be another agent, a friend or someone in a completely different business.
Ask to have lunch or even a phone conversation with them.  You’ll be surprised at the energy this will bring you—as well as new ideas and renewed focus.

Remember, the health of your business like your personal health happens by choice, not chance.  Get it in shape by paying attention to the marketing activities that do and don’t work and taking responsibility for making the necessary changes that need to be made.  Make your 2008 marketing check up an ‘off the chart’ experience!

Written by Sandy Dixon, Interior Arrangements, Inc.

Emotions Sell -3 simple, steps to setting the scene and getting the sale!

emotion, emotion, emotion

Capturing the interest of buyers can be as simple as creating visual ‘cues’ or scenes both inside and outside the property that will trigger a positive response to what they are seeing. 

The key to success is to make certain that the setting presented is relevant to the majority of buyers and will both capture and maintain their interest. 

So where do you start?

It’s as simple as 1-2-3…PLAN-POSITION-PROMOTE.

#1 Plan: Educate Sellers Upfront  

Providing ‘full service’ means offering professional advice, suggestions and remedies when needed, to sellers….including issues relating to cleanliness, clutter or style. Your expertise in preparing homes for sale and consulting with sellers is invaluable and timely with regard to sellers staying ahead of the competition. 

Stay True to the Function of the Space  

Buyers get confused when rooms are not used for their intended purpose.  If it’s a dining room, make certain there is dining room furniture in the room…and not office, game or toy related items taking over the space.  Master bedrooms need to look like master bedrooms and secondary bedrooms should not take on the function of a storage room. 

Net It Out!   

Sellers tend to lose their objectivity after living in a home a long time. They become oblivious to what surrounds them.  If buyers are to envision themselves living in the property, it is imperative that the seller’s ‘imprint’ —themes, memorabilia, collections, ‘me museums’ be removed. 

In order to eliminate sensory and visible overload, everything that is not used on a daily basis, is obsolete, redundant (multiple tables, chairs, etc.) dirty, worn or dated should be removed from all rooms—and don’t forget the outside of the property.  Remember… first impressions are lasting! 

#2 Positioning: Top Selling Props 

Ambiance is the goal.   Freshly painted walls, sparkling windows and light fixtures, carpets that are cleaned, uncluttered surfaces and fresh scents all contribute to creating a positive first impression.  

However, going one step further and creating a ‘call to action’ by adding some well thought-out props will help buyers feel connected to the property and to envision themselves living there. 

Top props for setting inviting scenes:

• Fresh flowers near entry, on dining room table or on bedside table
• Battery operated candles
• One or two books on a chair or ottoman, bedside table or on a chaise lounge overlooking a pleasant view
• Teacup and saucer w/napkin on a chair side table or on a tray that can be placed on an ottoman or bed
• Bath salts and candles on a tub surround
• Afghan draped across a chair near a fireplace
• Bowl of fresh fruit on kitchen counter or table
• Bottle of wine and glasses on a tray by a fireplace
• Full place settings (placemats, napkins, dinnerware) on dining tables—inside and outside.
• Soft background music
• Game board set up on table in family room

 Vignettes tell a story  

A vignette is a ‘mini scene’ or themed arrangement and is used frequently to create a specific mood.  They are quite useful when it comes to helping buyers see the potential of a property. A vignette can be as simple as a music stand with sheet music opened and a violin propped up against it—and don’t forget to have soft, classical music playing in the background.  More frequently vignettes are comprised of one or two chairs, a small table in between with a lamp, a couple of books and some greenery.  For an added burst of color and texture, an area rug can be added to the arrangement.  If there is a view to highlight, position one or two chairs, ottoman, floor lamp and greenery along with two wine glasses and bottle of wine to visually help the buyers imagine relaxing and enjoying the view. Bottom line, determine the best features of the property and set the stage to highlight them.

#3 Promote:

Photos and virtual tours.  Emotions can also be triggered with eye-catching visuals in your marketing materials. Include the scenes you’ve set in various areas inside and outside the property. 

Open houses (both broker and public). Have a fire burning in the fireplace in the fall and winter; open windows and patio doors to let the outdoors in whenever possible.  The sound of water coming from indoor and outdoor fountains elicit a comfortable and inviting feeling to visitors. 

Computer program or cue cards:  If the property is challenged with a confusing floor plan or has rooms that can be used in a variety of ways, S-P-E-L-L is out for the buyers!  Use ‘cue’ cards in those areas to suggest the multiple uses for a room and post the cards where they are easily visible in the room.  A more dramatic and highly effective tool would be to use a computer program to draw one or two possible remodeling floor plans and attach to the door of the problem room. 

Buyers can’t make changes mentally and tend to think remedies might be impossible until they see potential layouts visually laid out for them. 

‘Seeing is believing’ and ‘what you see is what you get’ both address the fact that our visual intake has a direct effect on our emotional assessment of things, which in turn, determines the actions we take. The National Association of Realtors statistics show that the longer a home is on the market, the less it sells for…which should send a strong message to sellers.  Take action upfront and do everything possible to help buyers not only see the best features of the property, but to emotionally see themselves living there.

Remember…emotion sells!  

Written by Sandy Dixon, http://www.InteriorArrangements.com 2008

Steps to a Home Staging Business Plan

Defining a home staging busines plan should be on the top of your to-do list.

With housing prices falling many home sellers are in need of home staging consultants.

If you love decorating and staging homes now may be the time to start your own home staging business.

As with every other business a staging business starts with a solid business plan.

Creating a business plan will help you stay focused and on track to get your new career started.

Read the Home Staging Success E-Book found at Home-Staging-Business.info that includes these home staging business plan points:

Tags: home staging business plan

How to Sell Vacant Property

Think of a house as a theatrical stage.  When it is not being used and is void of props and scenery, it lacks interest and rarely warrants a second glance.  However, after the set designers have worked their magic, the space comes alive and sets a ‘scene’ for the onlookers.  Whether enticing, energizing or relaxing, the ultimate goal is to elicit an emotional reaction and connection to that particular space. 

The same applies to homes that are on the market. Without furnishings, many houses lack interest and buyers have difficulty imagining how the space would look furnished, not to mention picturing themselves living there. Look at home builders who have known for years how buyers emotionally connect to model homes that have been beautifully furnished and accessorized.

Due to job transfers, divorce, tenants vacating or a distant move, it’s not always feasible (or economical) to keep a home furnished when it goes on the market. Here are some simple ways to improve the marketability of a vacant property and increase the chances of a swift sale:

1. Curb Appeal:  Buyers like to drive by prospective properties and many won’t make an appointment to see the inside if curb appeal is lacking. Sellers need to have a plan for keeping the lawn mowed, shrubbery trimmed, flower beds weeded, and gutters and windows cleaned.  Also, eliminate any items left behind in the yard that are not included with the house or that make the property appear unkempt.

Read more on how you can sell vacant property by clicking here.

Written by by Sandy Dixon, http://www.InteriorArrangements.com  2008

Home Staging - Boston Globe Magazine - Real Estate Issue

Boston’s premier home staging company, DaVinci Designer Gallery, was  recently featured in the Boston Sunday Globe Magazine’s Real Estate  Issue.

Maureen Reddy, owner of DaVinci Designer Gallery, has successfully  taged homes for over a decade. Though she admits “these are  challenging times in the real estate industry,” she adds “staging is a 
secure investment and you will certainly realize a return on that investment.”

The Globe features includes tips for homeowners and before and after shots. To view the article visit.

http://www.boston.com/bostonglobe/magazine/articles/2008/10/26/staged_to_sell/

Choosing a Child’s Bedroom Furniture

Child Bedroom Furniture

Child bedroom furniture comes in a seemingly endless array of styles and designs. Kids grow up so fast that parents really need to consider which products will give them the most for their money. They also need to balance the budgeting aspect with things that appeal to their children. Child bedroom furniture should be pleasing to the kid while offering value and durability as well.

One of the hottest items on the market today is the crib that grows with the child. This is the ideal in child bedroom furniture because it is so versatile. The crib can be taken apart and re-assembled as a daybed when the child becomes a toddler. The bed can then be upgraded to a twin-size with a few turns of a screwdriver and a new mattress.

Of course, you can expect to spend more for this useful child bedroom furniture but it is well worth the extra cash. Consider how much you will save over the years. You will never have to buy a toddler bed. Toddler child bedroom furniture can be expensive and it definitely won’t be suitable within a year or two.

The next piece of child bedroom furniture you will need to purchase as the little one gets bigger and bigger is a bed. Kids’ beds can run a lot of money as well and you are not likely to find one that suits the furniture that is already in your child’s room. This means, that you will need to purchase a whole set for your child and you know how much that will probably run.

Having a crib that grows into a toddler daybed and eventually into a twin is a wonderful thing. However this piece of child bedroom furniture won’t stand on its own. There are other items to consider as well. Kids need dressers and storage. All of this adds up and all of this child bedroom furniture should match.

The good news is that many manufacturers of the growing crib have taken this into consideration. The nursery furniture can grow with the rest of the child bedroom furniture or you can buy relatively inexpensive items to match the crib as it grows with your little one.

There is one thing to consider that might put the brakes on your decision. You might need to think about what your little one would like in his or her room. We know that kids are in tune with style and design even though they may not show it. Parents might find that the growing crib is not right for their needs but it is a great choice for child bedroom furniture for at least five or six years.