Educating Clients

In our industry we need to approach the home as an expert, yet separate the idea of a "staged home" vs. a "lived home". People can live any way they want in their home but now that they have decided to sell, it is not about their home but their most "valuable commodity." Refrain from using the word "home" in your staging process and use the word "house," "space" or "product" instead. This reminds the seller that it's not personal. Consistently use the words "buyer," "compete" and "marketing" in your process to remind the seller that we are decorating and marketing the product to compete with other homes, so that buyers fall in love!

Here are two phrases that are critical to use throughout your staging process. "We need to transform each room for a FASTER, MORE PROFITABLE SALE." Always use "we" because selling the home is about teamwork and it involves the agent, seller and stager. By reminding them of the end-goal, it's easier to get through the tough times. Another phrase you should use is, "A staged home is not a lived home, so ..." continue with your criticism. By opening up a criticism with the staged vs. lived preface, it becomes a lot easier to swallow by the owner and separates them from the decorating offense.

This really is "Constructive Criticism 101" but works wonderfully when it comes to staging! For instance, when decorating a room you are usually always making a change in order to highlight something positive, so focus on the positive and speak about how those changes will greatly highlight it. For example, "Your fireplace is so beautiful, so we don't want the entertainment center to fight with it for attention." Or, "This room (or home) has so much potential, so we want to clear out the pieces that make it appear smaller." Always speak in terms of the positive, engage the owner in the staging reasons "why" and remind them of the future benefits. "You have a lot of beautiful things! So much so, that a buyer may become distracted and not actually see the architectural details of the home."

If you can deliver criticism in a light-hearted manner, it will be received in a much more positive way. Humor doesn't diminish the seriousness of the feedback you are giving, it actually helps the person receiving the direction to open up and take it in. For instance, when speaking about a tough issue like wall paper, it's fun to use the phrase, "Wall paper is like bathing suit shopping, you wouldn't want mine and I wouldn't want yours...it's intensely personal!" People invariable laugh and "get it".

In the mirror practice constructive criticism. What does the tone of your voice reveal? What about your eye contact? Non-verbal cues are just as important as what is said, so make sure you're not appearing impatient or insensitive by remembering that this is their beloved home that they have lovingly decorated (whether they have good taste or not:)

It is critical that you "check-in" with your clients throughout the process and ask permission about doing certain things while explaining WHY they are important. Giving your clients an education in staging and design only enhances your appeal and the perception of your expertise. This is why I am not a fan of the "while you were out approach!" I'm a firm believer that setting a correct expectation eliminates future problems, so don't do anything in the non-vacant home without their knowledge and understanding. If you sense nervousness in your client, take a break and get their temperature, “how are you feeling right now?”...usually there is simple solution or compromise that works.

Always speak in terms of "potential". "The space is good but with a bit more attention will become spectacular!" "Your house has such good bones; it won't take too much to highlight them for buyers."