Ann's Home Staging and Lawyering Blog

Honey, I Need a Little (Storage) Space!

Ann O'Connell (Attorney at Pendleton, Friedberg, Wilson & Hennessey, P.C.) — Tue, 10 Jun 2008 10:07:33 -0500

Congratulations! You've grown your staging business to the point where your inventory, when it's not in use (hopefully not often!), is filling every nook and cranny of your home. It's time to rent a storage space. Whether you're based in a city or a rural area, choices abound for spaces to rent to keep your inventory. Some options to consider are other people's unused garages, sheds, extra rooms, public storage units, and warehouses. With my own staging business, I rented a small self-storage unit at a storage complex a couple blocks from my home. Location, size, and cost were the key considerations for me at first, but I quickly learned that there were other important factors I hadn't thought of at the beginning.

First of all, signing a contract to rent a storage unit is not something to take lightly. It's an extra overhead expense that you probably haven't had to incur until this point. You've got to be sure that you can cover this expense, or that your business is growing at a healthy enough rate to cover it. You're signing a contract which is a legally-enforceable commitment - take it seriously! In my opinion, it's best to find a storage space which you can rent on a month-to-month basis, with a time period in which to give notice of leaving it that is as short as possible.

As for the size of the unit, you probably won't need as much space as you think. If business is good, hopefully the unit will be empty much of the time! But, as we've all experienced, there are ups and downs in this business, and you should anticipate that much of your inventory may be back in your possession at some point - especially around the holidays.

You should feel comfortable in the space you're renting. Get to know the manager by sight. Security is key: Who else has units near yours? During what hours can you access your unit? What type of security is there? When is a manager on duty? Is there adequate lighting in your unit? At one point I had some transients essentially living in the unit across the hall from mine - I always felt a little uncomfortable opening my unit when they were around to reveal all the beautiful new furniture I had!

Make sure that you will have access to the units in the early mornings and evenings. I would always be loading my truck at the crack of dawn, and often returning at dusk. Believe me, it sucks after a long day to realize you can't unload the truck as you'd planned! Also note how you will load and unload - are you near a loading dock or parking area? Climate, water and pest control are other things to inquire about before renting - how awful it would be to have termites destroy your inventory!

Be sure to notify your insurer of this exciting development in your business. If a fire destroyed your unit, it would be devastating to lose everything only to find that your insurance didn't cover items kept off the premises of your home or business address. Many storage rental contracts state explicitly that their insurance will not cover loss of your stored items. Finally, as always, read the fine print in the rental contract before you sign. Remember that you most likely have a lot of options in this area, and you have the ability to negotiate terms you may not like. Happy storing!

No Excuses

Ann O'Connell (Attorney at Pendleton, Friedberg, Wilson & Hennessey, P.C.) — Tue, 08 Apr 2008 12:22:24 -0500

So, just because I'm a lawyer doesn't mean I always have to write about legal stuff, right? The inspiration for this latest post comes from a recent experience that resonated with my "stager side." A few weeks ago, I was in a position to observe a real estate agent explaining to some sellers how the process of selling their home would work. Being clued into the idea of staging, the sellers asked the agent if there were any things they should do to improve the house before it went on the market or if she recommended changing anything.

A little background about the house: the furniture and décor made obvious the age of the person who had lived there. It is a small house, but well-cared for and in a great neighborhood. And, besides the size of the lot the house is on, its best selling point is gorgeous, maple colored hardwood floors. Which, unfortunately, in the living room, happened to be buried under an aqua-green turf-like carpeting.

The agent's response to the sellers' inquiry floored me (no pun intended). She replied that since some homes in the area had been sitting on the market for as long as a year and a half that it was not worth doing anything to improve the house for sale. I could hardly believe what I was hearing. Here she was with sellers willing and able to make some changes and improvements - including tearing up the heinous carpeting (which would take a minimal amount of time) - and she was telling them that a better investment of their time is to do nothing! The agent then proceeded to take photos for the listing of the house as it was at the moment - trash bags, stacks of papers and miscellaneous items lying around.

Stagers and agents, what's going on here? I understand that there are situations where there are sellers who ar e unable or unwilling to do even the basics to make a house look better for selling. But here, where the sellers were open to the idea, it would seem to be basic common sense to do small things which are a zero to small investment of time and money to improve the property. A one-time professional cleaning, perhaps?

Houses staying on the market a long time is no excuse to not stage or put effort into a property. There are still buyers - especially for smaller, entry-level homes like this one . Without a doubt, with a little effort you can improve the marketability of a home, and perhaps capture the perfect buyer who falls in love with the first great impression of the home. Why didn't this agent understand that with no extra effort on her part, there was no reason why this house should sit on the market for a year and a half??

Referral Fees - Great Marketing Tool or Legal Liability?

Ann O'Connell (Attorney at Pendleton, Friedberg, Wilson & Hennessey, P.C.) — Sun, 16 Mar 2008 12:10:29 -0500

You're crazy booked for the next three weeks with numerous staging jobs. A new client calls and says they have a big job, and they need it done pronto. Aargh! You just can't fit it in your schedule, so you refer the new potential client to another stager friend of yours, who happens to have agreed to give you a percentage of any job you send her way.

Was this referral a great way to make a little money off all the hard work you've done marketing yourself, or did you just open up a legal can of worms with the new client? I've been asked this question a number of times, so I thought I'd address it in a blog.

I believe that referral systems are a great marketing tool, which, when used right, can help you make a little extra cash and help develop mutually beneficial relationships. Because the staging industry is largely unregulated at this point, there are no laws which I am aware of (although if anyone knows about any, let me know!) barring stagers from giving or receiving referral fees. The situation may be different if you are a Realtor or agent, but for stagers, I do not see any legislative barriers to this practice.

However, many staging accreditation or licensing programs require their licensees to sign off on a "code of conduct" or something similar, which may bar referral fees. This is a binding agreement, so be sure to look over your applicable code of conduct or contract to see if there is a similar provision.

There are many ways you can set up a referral fee system. You could offer agents you work with a cut of any jobs they send your way. You can set up an agreement with another stager to funnel excess work or jobs out of your area to them for a fee. If you've done a good job with your marketing, you may be receiving more calls than you can handle, and this would be a great way to still receive some benefits from your marketing.

If the idea of referral fees doesn't sit well with you (as I know they do not for some people), you can always cover all your bases and simply disclose the fact that you are receiving a referral fee, or simply just that you have a relationship with the other person involve. You can always explain that you've picked this person to have a referral system with because you're sure that the quality of their work is just as high as yours. That should dispel any hesitation on the part of your client.

Legal disclaimer: This blog is intended to be for general informational purposes only - it does not create any attorney-client relationship, and it's not legal advice. The law may be different where you live, and every situation is different. Contact a lawyer licensed in your state directly to assess your individual situation. Thanks for reading!

Trademarks, Copyrights and Patents, Oh My!

Ann O'Connell (Attorney at Pendleton, Friedberg, Wilson & Hennessey, P.C.) — Sat, 23 Feb 2008 14:52:07 -0600

Many stagers, Realtors, and small business owners often are confused about what they need to do to protect their intellectual property. Intellectual property generally consists of any unique ideas, names, thoughts, or processes you’ve come up with. As we all know, in today’s information society, this type of property can be very valuable, and it’s worth the time to learn more about what you can do to protect your rights.

There are three main types of intellectual property: trademarks, patents and copyrights.

Trademarks: Trademarks were originally a form of advertising, used to identify the merchant selling the goods, and to guarantee the quality of the product. Today, trademarks are still used to associate ideas or products with a particular seller. A trademark today includes any word, symbol, name or device used by a person which they have a bona fide intention to use in commerce, and desire to use to identify or distinguish their goods.
            A subset of trademarks are things called service marks, which serve the same purpose as trade marks, but are used to identify services rather than goods.
            In order to obtain a trademark, you must show that what you’re seeking to trademark is distinctive and that you were the first one using it.
                Trademarks may be useful for stagers, Realtors and other small business owners because you may be able to protect things such as your business name or slogan.

Copyrights: Copyrights serve to protect original works of authorship fixed in a tangible medium and which can be perceived or somehow communicated. Things that can be copyrighted include literary works, musical works, dramatic works, pictoral works, and architectural works, among many other things.
If you obtain a copyright for something you’ve authored, you are the sole holder of rights to that works for your life plus seventy years. In most cases, you are the only person who has the right to reproduce your work, prepare derivatives of it, distribute copies of it, perform it, or display it in public.
Copyrights may be useful for protecting your written advertising material, pictures of your work, or your blogs on Active Rain.

Patents: You can obtain a patent for any new process, machine, invention, composition, or improvement upon an existing process or invention you come up with. You can’t patent an abstract idea or something which would be better served under copyright laws. For instance, most written matter is better served by copyright, unless it is somehow a part of a patentable invention. Your invention must be novel, and it can’t be being used by anyone else.
For example, if you were to come up with an innovative, feather-light table that one stager can move up three flights of stairs all by herself, you’d definitely want to get a patent for it.

Trademark, copyright and patent law are very specific, technical subsets of law. There are many exceptions and qualifications to what I’ve stated above, which are totally dependent on your situation. If you’re looking into any of these for your business, you should consult an attorney who specializes in these issues – especially when it comes to applying for a patent. If you’d like to learn more about these issues, check out the U.S. Patent and Trademark Office’s official website, at www.uspto.gov.

Suggestions for your staging contracts

Ann O'Connell (Attorney at Pendleton, Friedberg, Wilson & Hennessey, P.C.) — Tue, 12 Feb 2008 19:03:59 -0600

It's the burning question: what do I need to consider putting in my staging contract?

Many home staging training companies present their trainees with sample contracts. These are great starting points. However, you need to read through the samples, consider your individual business goals, and tailor them accordingly. Also, don't assume that these sample contracts have been reviewed by an attorney - always take your contract to an attorney licensed in your state for review. Laws differ by state, county, and even town. This is your livelihood - don't take any risks with what is arguably the most important document you'll create for your business!

That being said, I've laid out some important considerations below. Again - the laws applicable to each of these may be different in your area - these are only suggestions. Once you've got a strong draft of your contract done, have an attorney look it over.

Set forth the parties to the contract: your name or your business' name, along with the person or business who is paying you for your service.
Give the exact address of the property to be staged.
Consider drawing up your proposal for staging (stating what rooms you're going to stage, whose furniture you're going to use, your themes/goals for staging, if any) separately from the contract, and making it an exhibit or appendix to your contract. No matter what, if you intend to be bound by a proposal that you've made separate from the contract, be sure to reference it specifically in the contract.
Set a solid date and time for the staging.
Specify the rooms and areas you're going to stage. For example, if you're doing a full staging in some rooms and light staging in others, be sure to specify that. Or, as another example, if you're going to provide only a bistro table or flower pots for outside, specify that.
Fees. This, of course, is an important one.

Do you require a deposit?
Is the deposit refundable?
Up to how many days before staging is it going to be refundable?
When do you need payment in full?
How can the client pay you?
How long of a staging period will these fees cover? What do you charge if they want to renew the staging?
What if they want the staging removed earlier than the term you specified? Do you refund some of their fees? How?

Tied in with fees is also the question of extending the staging period. With homes taking longer to sell in this market, this is an important consideration. You need to balance your need to get your furnishings back with how much money you can make by extending the contract. If you're renting furniture, this can become even more complicated (look for future post on things to consider when entering into a contract for renting furniture . . . )

How many days notice do you need to extend staging?
When do you need payment by to extend the staging?
If, after initial staging period is over, the property sells in a renewal period. Will you return some of their renewal payment?

Termination of staging. This is very important for your sanity. Consider leaving yourself an out, specifying a period of days (for example, 14) notice that you can cancel the contract for any reason. This will make it easier to get your stuff out if they want to keep renewing the contract because the house isn't selling.

How is the client to contact you in the event they want to cancel?

Damage to your property: How do you want to deal with damage or theft of your property while it's at the staged home? Do you ask for a damage deposit?
What are your client's duties regarding care of the staging items? Can they move anything? Are they responsible for cleaning or dusting your stuff? Professional cleaning?

In reverse, if you're using the client's furniture, what can and can't you move?

Specify that the client gives you the right to enter onto the property, and that they are the only person who would need to give you permission to get into the property. You want to make sure everyone who owns the property knows about and agrees to the staging.

Are you going to require a key to the property? If so, you probably want to make this clear in your contract.

Address your liability for damage to the client's property, personal injuries, etc. Are you going to be liable for anything you do while on the property? Make the extent of what you're liable and not liable for clear in your contract. An attorney is an important part of drafting this section.

Alert the client to any damage you know you may do to the property, e.g. holes in walls from pictures. Get them to sign off on this and any other structural changes you may make.

Consider a hold harmless clause. It's best to consult your attorney about the wording you want to use.
Unless you're willing to back it up, don't make any guarantees about getting the house sold. That's not your job - that's the agent's! In fact, you might want to consider putting something in your contract that says you explicitly don't make any guarantees.
Can you photograph, advertise in the property, use it on the web? Consider outlining thoroughly how you may use this staging job in your marketing.
If this contract were to result in litigation, what state's law would apply? Who pays attorneys' fees?
Insurance: if you want the owner to insure against damages, or for them to have any other form of insurance, state this in your contract.
Consider having a clause stating that this is your entire agreement with the client, and any changes need to be made in writing and signed by all parties. Again, this is a section that an attorney can really be a big help with.
State that everyone involved in the contract has had a chance to consult with legal counsel (if that's true!) and that they've read, understand and agree to all the terms of the contract.

Some final considerations: you'll need all parties to sign the contract, and I suggest having them initial each page. The contract should be dated, you should have everyone's contact information on there, and I also suggest numbering all the pages in "page 1 of __" style.

The list above are just some suggestions of what to consider for your contract. Even though this is a super-long blog, this is NOT by ANY means an exhaustive list - getting into everything you need to consider is WAY beyond the scope of a blog. As always, consult with an attorney in your state to get advice on what should go in your contract.

I don't need a contract . . . do I???

Ann O'Connell (Attorney at Pendleton, Friedberg, Wilson & Hennessey, P.C.) — Sun, 03 Feb 2008 18:13:37 -0600

What is the number-one mistake stagers make in their businesses? Not having a staging contract!! This is such a big mistake that it needs to be the subject of my first staging and lawyering post. Stagers, I beg you - invest time, money or whatever it takes to make up a solid staging contract. Not only can a contract solidify your business policies and give you consistency from client to client, but it can also save you from a lot of heartache if something goes wrong.

So, what is a contract? I know, it sounds like a stupid question - as part of modern society we deal with contracts on a daily basis. But so many times we enter into contracts and don't even think about it - we may not even realize we're entering into a relationship that falls into the definition of a "contract"!

A contract essentially is an agreement between two parties to do - or not do - something in exchange for something else. Contrary to popular belief, contracts do not always have to be in writing, nor do they have to be signed (but these are two steps that will be essential in your staging contract!).

There are some essential parts of a contract:

Intent - On the part of the parties to enter into an agreement. In the staging world, this would be the homeowner or real estate agent contacting you about your services, and you saying you'll stage for them.
Offer - Either you or the homeowner/real estate agent may be the one making the offer. You could be offering to stage, or they could be offering to pay you to stage.
Acceptance - Just because someone makes you an offer doesn't mean you have to accept it. In order for there to be a contract, one party needs to accept.

If you want to accept another person's offer on different terms than the ones they've given you, you're creating a new offer. For example, if a real estate agent offers you $100 to stage a room, and you, recognizing that your services are worth far more than $100 for the room, say, no, thanks, but I'll do it for $500, you've now rejected the real estate agent's offer and made your own offer. It's now up to the real estate agent to accept.

Consideration - "Consideration" is just a fancy term for something being exchanged. In most staging contracts, you're going to be exchanging your staging services for money. However, it doesn't have to be money - you could also provide your services for the right to take photos of the property, the right to advertise in the property, or even for the right to use the real estate agent's vacation house for a weekend getaway.

In order to have an enforceable contract, you must have all of these things present, in as definite and as clear terms as possible. Don't worry about legalese - plain English that all parties to the contract can understand works just fine.

Under the law, there are certain types of contracts that always have to be in writing. The requirement of a writing depends on your circumstances. However, for purposes of your business - ALWAYS GET IT IN WRITING, and ALWAYS GET IT SIGNED BY EVERYONE INVOLVED! Yes, I'm yelling! Always keep a copy of the signed contract, and make sure that your homeowner or real estate agent also has a copy.

Don't be afraid to hand a client a long contract. Your contract needs to be as detailed and specific as possible. Often, if there were to be a dispute with a client over your contract, a court will only look to what is written in your contract to solve the dispute. The judge doesn't want to hear, "But your honor, that's what I meant to say . . ." Simply put, if it's not in your contract, more often than not you're going to lose your argument.

Finally, if a client doesn't like what's in your contract, and you don't feel comfortable changing it in the way the client wants you to, walk away. If the client is already asking you to change your policies now, you can be sure they're only going to be trouble further down the line. Get out while you still can!

Next post: OK, I get I need a contract. What, as a stager, should I consider having in my contract?

What do staging and lawyering have in common?

Ann O'Connell (Attorney at Pendleton, Friedberg, Wilson & Hennessey, P.C.) — Tue, 29 Jan 2008 21:48:31 -0600

What do staging and lawyering have in common? For most people, not a whole heck of a lot. But for me, lawyering was inextricably linked with my staging. Before getting into staging, I was a lawyer. For a variety of reasons, things were changing in my life (not the least of which was the planning of a move from California to Colorado!), and I decided to switch gears for a while and try staging. I loved it, as many of you know from my previous posts on AR. Well, things have changed again, and I'm now in Colorado, back to lawyering. But I can't and won't leave behind the staging part of my life.

If you don't know it yet, you will soon: stagers, real estate agents and small business owners encounter legal issues nearly every single working day. Because of my background, while I was staging I was constantly aware of these issues, and I hope to now shift the focus of my blog from the day-to-day nuts and bolts of staging to the day-to-day nuts and bolts of legal issues stagers and other real estate professionals may encounter.

Some of the issues I hope to cover include things like:

Why do I need a staging contract?
What do I need in my staging contract?
What kind of insurance do I need? (I need insurance??!!??)
What are resources out there for starting a new business?
What are some of the things I need to consider in starting a new business?
Worst case scenarios - how do I avoid them?
And many, many more . . .

So, this doesn't mean I won't still rant and rave occasionally about the latest and greatest design trend or sale, but hopefully my blog will help at least one or two of you out there struggling with some of the dilemmas you're encountering with your business.

Great Daly City Condo Opportunity

Ann O'Connell (Attorney at Pendleton, Friedberg, Wilson & Hennessey, P.C.) — Mon, 30 Apr 2007 19:39:07 -0500

You've got to see this condo in Daly City staged by Solstice Staging! It's the perfect location - right off of 280 and just a hop, skip and a jump from vibrant San Francisco. With 2 bedrooms and 2 full bathrooms, it's a perfect starter home for a San Francisco professional or a young family. Priced right at $485,000 and beautifully staged, you won't want to pass this one up.

1551 SOUTHGATE AV #362
Daly City, CA 94015

MLS #714185

Solstice Staging - designing spaces buyers can't wait to move into! If you'd like to stage your property with Solstice Staging, give us a call today at 650-843-0340.

Living in a Staged "Vacant"

Ann O'Connell (Attorney at Pendleton, Friedberg, Wilson & Hennessey, P.C.) — Mon, 23 Apr 2007 19:36:20 -0500

You probably read the title of this blog and thought, "Huh? 'Living in a staged vacant' doesn't make sense! What the heck is she talking about?" I'm talking about the number one, ideal way to stage your house when you have to live in it while it's on the market.

Staging is about presenting an ideal vision of the property - by making the property look its very best, a seller is going to make the most money and sell the fastest. Although I am a huge fan of redesign staging, and think it's a fantastic option for many sellers, it is not the ideal situation. We don't all have nice, perfectly-scaled furniture that optimizes our home's features. Heck, most of us are lucky if our bedside lamps match! Stagers can and do work wonders with the seller's own furniture, but there's only so much they can do. If they are limited to the seller's own furniture and accessories, it's unlikely that the ideal ambiance for the property will be achieved - even with a genius stager.

There is a solution to this problem: living in a staged "vacant". In other words, the sellers move out all of their own stuff before the house even goes on the market, and hire a stager to bring in the furniture and accessories as if it were a vacant property. The only difference is that the sellers remain in the property until it's sold.

I'm not going to sugar coat it - living in a staged "vacant" is no walk in the park, and will require a leap of faith in the powers of staging. You have to pack up all your stuff (except the essentials) before the house is even sold. Since the furnishings aren't your own, you have to be willing to essentially camp in your own home. It's not for everyone, but if you can pull it off, the rewards are worth it. By creating this ideal property free of old and mismatched furniture, you have created the oasis that will hook potential buyers, hopefully creating the dreamed-of multiple-offer situation.

If you are a seller willing to take the leap of living in a staged "vacant," there are many ways of making the process easier on yourself:

Take a couple of days to make a detailed list of the essential items you'll need for an extended time living in the home while it's staged.
Store these items where they will not interrupt your stager's vision for your house - in closets, cabinets, and perhaps your garage.
Move all your stuff into a portable storage container - Door-to-Door Storage and PODS are two great options. That way, all your belongings are all ready to simply be delivered to your next home.
Invest in a good inflatable bed.
Don't get too comfortable with your gorgeous staged surroundings - because of your investment, you're not going to be living there much longer!

Redesign staging works!

Ann O'Connell (Attorney at Pendleton, Friedberg, Wilson & Hennessey, P.C.) — Fri, 23 Mar 2007 12:08:33 -0500

Redesign staging is my favorite! Solstice Staging staged this Santa Clara, California home using the owners' own furniture as well as Solstice Staging's accessories. It's amazing what you can do with sellers' own items - people often don't realize the potential of what they have in their home. There's nothing better than surprising them using their own things.

The home sold in 10 days with multiple offers. Best of luck to the owners in their new home!

Here's a taste of what Solstice Staging did:

Living room before:

Living room after Solstice Staging:

Bedroom before:

Bedroom after Solstice Staging:

The Differences Between Staging a Condo and a House

Ann O'Connell (Attorney at Pendleton, Friedberg, Wilson & Hennessey, P.C.) — Thu, 22 Mar 2007 12:16:44 -0500

I'm here to debunk a common myth about home staging: The perception that if it's a smaller property, it's always going to cost less to stage.

Many homeowners and Realtors assume that stagers base their pricing on size of the property, and that, since many condos are smaller than single-family homes, they will cost less to stage. While size of the property is certainly a consideration in pricing staging services, it is certainly not the only factor. Frequently, stagers must price condos at a higher rate than a comparably-sized single-family home for a number of reasons. Some things that stagers have to take into account in staging a condo include:

Security factors: Does the condo complex have a gate? Do you need a special key, remote, or code to access even the parking lot of the complex? Once you make it into the parking lot, how do you obtain access to the unit? For instance, I recently staged a unit near San Francisco which had a security gate to get into the parking lot (needed a remote to get in), an access door to the building (a separate key), and then another key to get into the unit. Each trip from the parking lot to the unit took my team anywhere from 5-10 minutes!
Parking: Is there a space near the unit where I can park? Where any assistants can park? Are there meters or parking controls which puts the stagers at risk of getting parking tickets?
Access: What is the clearance for a stager's truck or van? How close can the truck or van get to the unit?
Level of unit: What floor is the unit on? Stair-only access makes a stager's job very difficult, and even elevator access is still difficult - consider the amount of time it takes to wait for the elevator each time, and how small the elevator is.
Safety: This is a consideration for staging any home, but often condos tend to be in more high-density, urban areas. Many people come in and out of a condo complex, and a stager always must consider the risk to his or her inventory. If the van or truck cannot be left unattended, extra hands are required to monitor the inventory.

Just as in any other profession, in staging, time equals money. A stager must take into account the length of time it will take to stage a property when pricing the job. Each of the factors outlined above contribute to the overall cost of a job, and can sometimes combine to create the "perfect storm" of contributing factors which would make a small condominium more costly to stage than a single-family home which may be larger. That being said, staging is still a vital investment for selling these properties.

Think about it: if a buyer goes through all this trouble to view the property, you'd better give them something worthwhile to visit once they get there!

You Can't Take It With You

Ann O'Connell (Attorney at Pendleton, Friedberg, Wilson & Hennessey, P.C.) — Tue, 06 Mar 2007 15:54:44 -0600

Last week I attended a panel presentation at the Commonwealth Club in San Francisco titled, “Buy, Sell, or Wait?” The room was packed with people lured by the desire for an answer to this question, and the speakers did their best to not disappoint. However, despite the years of experience of the panelists, there was only one real consensus – no one but you knows whether you should buy, sell, or wait. No economist in Washington or statistician in Silicon Valley can tell you if you’re going to be able to make your mortgage payments a month from now, or whether you’re going to make the most possible money off your property if you wait another two months to sell.

During the presentation I took copious notes on the statistics and facts that were thrown around, hoping to get some good blogging material. But I couldn’t shake the emotion that was in the room. A guy in his mid-20s stood up and explained to the panel that he was gainfully employed, saved money every month – and still felt that his dream of owning a home in the Bay Area was at least decades away. How can you buy a home when your mortgage payments are going to be at least two times the rent you’re already stretching to pay??

The panel’s advice to this young man was worth its weight in gold. Simply stated, they said that you should only buy a home if it’s the right thing for you. If your dream is to own a house, and you want it even though you realize you’re going to be eating Ramen for the next ten years – go for it. But if you’re buying a house because you think you can sell it two years from now and make a ton of money, or because it’s what your parents always told you you should do, you’re making a serious mistake. No home is worth being unhappy, nor is any pipe dream of two-digit appreciation worth holding on for. Life’s too short. Purchasing a home – especially in an area where a starter home is close to three quarters of a million dollars – is a huge, life-changing decision. Hire a Realtor. Evaluate your financial situation. Talk to people who have been thorough the process before. And, finally, if owning home is your key to happiness, then keep working towards your dream. Otherwise, just remember – no matter how wonderful a home it is – you can’t take it with you.

Solstice Staging Success! Sold in 7 days with multiple offers!

Ann O'Connell (Attorney at Pendleton, Friedberg, Wilson & Hennessey, P.C.) — Sat, 03 Mar 2007 10:55:18 -0600

Redwood City, CA vacant property staged by Solstice Staging sold in 7 days with multiple offers! See below for some before and after pictures. To see pictures of other work done by Solstice Staging, or to learn more about our services, please visit www.solsticestaging.com.

Living room before:

Living room after:

Bedroom before:

Bedroom after:

Tricky room to stage: before and after

Ann O'Connell (Attorney at Pendleton, Friedberg, Wilson & Hennessey, P.C.) — Wed, 14 Feb 2007 15:39:09 -0600

Solstice Staging just finished staging a very tricky room today. It was a long, narrow room leading from a kitchen area to a sliding glass door to the backyard. On each side of the sliding glass door was only about 17 inches of wall. One of the side walls had about four windows on it. Because of the light and outdoor feel of this space, we decided to make it into a garden sitting room with a small dining area. Since the property is in Redwood City - about an hour and a half from wine country - we put in some wine-themed accessories.

Here's the before:

And here are some afters:

These "vignettes" were staged on the side of the room; a clear walkway was left for access from the dining area to the sliding door. The owners painted the walls a gorgeous warm yellow and preserved the hardwood stain on the ceiling beams. You can see what a difference some paint will make!

Home staging services in the San Francisco and Monterey Bay areas

Ann O'Connell (Attorney at Pendleton, Friedberg, Wilson & Hennessey, P.C.) — Sun, 11 Feb 2007 20:41:45 -0600

Hi - Just wanted to introduce myself to this group! I'm the owner of Solstice Staging, a home staging business which serves the San Francisco Bay area and the Monterey Bay area. Solstice Staging can do as little or as much staging as your property needs - we do everything from do-it-yourself staging consultations to staging vacant properties. I've outlined our services below. If you have any questions about our staging services, about staging generally, or just want to chat, drop me a line!

Staging Consultation

This is the most inexpensive method of staging your home. A stager will come to the property and prepare a detailed, step-by-step report on what needs to be done to make the house look its best for sale.

Staging Consultation PLUS

Solstice Staging will prepare the detailed report described above. After the homeowner has made the recommended changes, Solstice Staging will do any fine-tuning necessary to make the property perfect for showing. Should the homeowner wish to rent accessories such as bed linens, plants, art, etc., Solstice Staging will be able to provide them with a quote for such rentals based on their specific needs.

Hands-on Redesign Staging

Solstice Staging will do all the work described in the consultation report for the homeowner. We will come to the property at the homeowner's convenience, make the necessary changes, and leave the homeowner with a professionally-staged home ready to be placed on the market.

Vacant Home Staging

Solstice Staging can provide all the furniture and accessories necessary to make the home appealing to a wide range of buyers. Depending on budget, we can do anything from a light staging to full staging. For example, we may stage only the front room and a bedroom of a property - just enough to emphasize the positive parts of a property, or de-emphasize its weaker parts. Or, we can do vignette staging - a little bit of staging in each room - just enough to suggest a use for the room to buyers.

The Vacant Home Staging Proposal

Ann O'Connell (Attorney at Pendleton, Friedberg, Wilson & Hennessey, P.C.) — Sun, 11 Feb 2007 20:19:37 -0600

I am fortunate enough to live in an area where staging has gained wide acceptance, and there are many stagers with whom I can share with, learn from, and get support from. The flip side of that, of course, is that there is a lot more competition for jobs! Frequently in my market, I am contacted directly by home sellers whose Realtors may not have an established relationship with a stager. In my experience, most of these sellers are looking to stage vacant homes, and being pretty savvy, seek to get numerous proposals from stagers before settling on a provider. My belief (although I may be mistaken!) is that most other stagers in the area provide free bids for vacant staging. I know I do.

So what should home sellers expect when they contact a stager to make a proposal? The first step, of course, is to make an appointment for a time when the stager can visit the property. Once they're there, the stager will take a look around (and perhaps take pictures of the property) in order to help them create the proposal. This is not the time for the stager to reveal her entire plan for staging - it's the time for the stager to efficiently gather the information she needs to price the job. Some questions the stager will also likely ask - either while at the property or on the phone - are the following:

Are you working with a Realtor? It's always best to provide the stager with his or her name and contact info. Since Realtors have access to the property, most are happy to help the stager get into the property to complete the staging.
When is the property going on the market?
When are marketing pictures going to be taken?
How will I access the property in order to stage?
What is the listing price?

After seeing the property, the stager will create a written proposal for the seller, which will contain a skeleton plan for staging and a price quote for the staging. Usually the price quote will be a flat fee for a set period of time for staging. There will also be a rate for renewal of the staging if the initial period runs up and the property is still on the market.

If the seller accepts the stager's proposal, the stager will usually present them with a contract to sign. After that, on the day agreed upon, the stager will work their magic!

Networking Book Review

Ann O'Connell (Attorney at Pendleton, Friedberg, Wilson & Hennessey, P.C.) — Tue, 06 Feb 2007 14:43:47 -0600

If you are a real estate professional, you spend a good part of every day trying to build your network of business associates and potential referrals. That's even one of the many reasons for being on Active Rain! Many real estate professionals depend on word-of-mouth referrals for business. Lately I've been trying to learn more about networking and how to use it to build my home staging business, Solstice Staging.

I recently read Truth or Delusion? Busting Networking's Biggest Myths by Ivan Misner, Ph.D., Mike Macedonio, and Mike Garrison. I had the opportunity to see Mr. Macedonio speak about the book today, and wanted to share some of the highlights of the book.

The book poses 49 opinions about networking, and asks if each of these opinions is a "truth" or a "delusion." After answering the question, the authors explain the theories behind the answers, and why many of the commonly-held perceptions about networking are wrong.

For instance, one of the most surprising "delusions" for me was the thought that "Your best source of referrals is your customers." Although clients can be good sources of referrals, the authors posit that your best sources in the long run will be the people you refer business to. It's the ol' you-scratch-my-back-I'll-scratch-yours. By cultivating steady referral sources, you're planting seeds for future business.

One opinion that I was glad to see labeled as a "delusion" was the idea that "If you provide good customer service, people will refer business to you." Too often we are confronted with disgruntled service workers and people who act as if it is a favor that they choose to allow you to be their client. Rather than having a sense of entitlement to business and referrals, Dr. Misner et al. recognize that good customer service should be a standard and is expected of all business people. If you want to gain referrals, you have to earn them by going the extra mile for your clients.

While this book definitely gave me a lot to think about, I would like to see some meat added to its bones. For instance, if customers are not your best source for referrals, how can you capitalize on the goodwill you've generated by doing a fantastic job for them? One thought I had, for instance, was to have them give you written testimonials for use in your marketing material while the work you've performed is still fresh in their mind. However, it seemed as if the authors' primary intent was to set the public's mind straight about the uses of networking - giving advice on how to improve one's networking skills was a secondary goal.

So here's a quiz: are the following statements truths or delusions about networking?

The number-one trait of master networkers is that they give referrals to others
If you join groups and organizations and become active by volunteering, taking on responsibilities, and working side-by-side with other people on a common goal, they will get to know you and refer business to you
The best way to follow up with someone you've just met is with a handwritten note
People who like, care, and respect you will refer business to you

To get the answers, you'll have to read the book - I don't want to spoil all the fun! I do recommend this book to new networkers or people who may not be seeing the results they'd like to see from their networking. If you're a networking pro, you probably know intuitively most of the ideas discussed in the book. Even so, it might serve as a good refresher!

Ethnic-inspired trends in decorating - and staging?

Ann O'Connell (Attorney at Pendleton, Friedberg, Wilson & Hennessey, P.C.) — Mon, 29 Jan 2007 00:57:23 -0600

Ducking past a woman heaving a brown pandanus basket into her shopping cart, and dodging another reaching for a yellow bird print solimene platter, I entered the bazaar. No, I wasn’t vacationing in an exotic location – I had only traveled to the local mall, and found myself unwittingly tossed into the throes of Target’s Global Bazaar, in stores until February 17. Featuring over 1000 items from 23 countries, this temporary bazaar lends a splash of color and texture to the corners of Targets across the country. Whether you’re a fan of Target or not, there seems to be a bit of something for everyone at this feast for the eyes.

Target began its Global Bazaar in 2005, and it seems like it’s getting bigger every year. So what’s all the hype? Is this just Target hoping to fill the post-holiday merchandising gap? I decided to do a little investigating, and found that numerous sources are confirming my hunch: ethnic-inspired décor is hot for 2007.

Since I left Target an hour later with a basket load worthy of a Maharaja, does this mean my staging inventory is now full of batik vases and sari-inspired bedding? Not quite. While I’m definitely not against using a few of these items to add a little spice, they’re like everything else – best in moderation. As stagers, we can’t just jump onto any decorating bandwagon that comes along. Not only would we be wasting money on items which may quickly date themselves, but we would also run the risk of alienating some potential buyers. Staging is the art of making a property appeal to the widest range of buyers possible, and not everyone gets excited at the sight of zebra print ... nor will zebra print emphasize the strong points of most properties!

I guess Target's bazaar will have to do until I get the chance to visit Marrakech and Agra.

To: Realtors. From: A Stager. Re: Why you need to stage!

Ann O'Connell (Attorney at Pendleton, Friedberg, Wilson & Hennessey, P.C.) — Wed, 17 Jan 2007 19:11:43 -0600

We all know that staging a property will make it look its best for presentation on the market. But there are other reasons for Realtors to work with stagers above and beyond simply improving the appearance of a property. Some Realtors (gasp!) even think that it's in their best interest to do the staging themselves. However, professional stagers not only have training and experience in making properties appeal to a wide audience, but they can also make both the Realtor's and the owners' lives easier. For those Realtors who are still thinking twice about hiring a stager to make their properties shine, I offer some conventional and non-conventional reasons for hiring and associating with a professional stager:

Value-Added Services: Many Realtors are beginning to "partner" with stagers and offer discounted or free staging as part of their marketing packages for clients. In more and more areas, sellers are expecting their Realtors to offer these services. You can create value in potential clients' eyes by advertising this partnership.
Boost Stale Properties: Staging can be done at any stage of marketing a property. If you have a stale, unstaged listing, staging it can give it a needed boost, and give you a reason to re-announce the property to other Realtors and the public.
Increase Referrals: More referrals - by providing staging services to your clients, they know you're working hard and willing to go the extra mile. They're bound to tell their friends about you!
Facilitate Difficult Conversations: Your client is passionate about his bobble head collection, but you know it's going to detract from the property at the open houses. You're hesitant to mention this for fear of offending your client. Bring in a professional stager to be the "bad guy" in this situation - we all know how to gracefully handle these sticky situations.
Save Time and Money: As anyone who has ever staged a house, it takes a lot of time, money, and know-how. Many Realtors do indeed have an eye for staging - but time is money. Professional stagers have the process of staging down pat. Furthermore, many stagers have associations with other service providers, such as house cleaners and landscapers, and can facilitate any of this type of work which needs to be done.
Emphasize Property's Strong Points: Stagers know what are the best selling points of a property, and they know how to emphasize them. Stagers also can turn a negative into a positive. Do you have a tricky space in one of your listings? Stagers can take goofy, awkward spaces and turn them into assets.
Make Property Stand Out: Sometimes, especially in a condominium setting, Realtors can be faced with comparable - or even nearly identical - properties for sale close by. All other things equal, the one that is staged will sell first. Staging can even help compensate for a pricing gap or a slightly less favorable location.
Slow Market: Most buyers can't picture how a house is going to look when they've moved in. All they see is what you put out there for them to see. When a lot of houses are on the market, give the buyer something to get excited about by offering a staged property. Also, vacant properties tend to blend together in buyers' minds. If the property is staged, it will stick in the buyer's mind - even after they've seen hundreds of listings.
Great Market: In a great market, with multiple offers over asking, staging will set your property over the top, creating a nice bonus for you and your client.
Wise Investment: Staging is often not so expensive as many people think. If you get a quote from a stager that you think is too high, you can ask for a reduction in the rate, or get a quote from another stager. Once you find a price that seems on target, keep in mind that staging the property is an investment in the property. Regardless of all the marketing you do, the buyer will (almost) always come to see the property in person. If your ads are great but the property is lacking, you're not going to close a deal. But if you make the property live up to your marketing through staging, you're going to be closing a deal sooner rather than later!

Now there are no excuses for not staging your properties!

The people part of this business

Ann O'Connell (Attorney at Pendleton, Friedberg, Wilson & Hennessey, P.C.) — Thu, 11 Jan 2007 11:43:41 -0600

The more I learn about the real estate industry, the more I realize that it's a "people" business. It's not just about the properties and dollars being exchanged. Sure, in the end, the deal is going to depend on the property's location, price, and, of course, appearance (plug here for staging!), but everything up to the end revolves around the personal interactions of the people involved.

I'm convinced that successful realtors and other industry professionals have to be saints. Everything I've ever heard and experienced tells me that selling or buying a home is one of the most stressful events in a person's life. Often times, real estate professionals are dealing with people who are going through other major life changes which are prompting their move - perhaps a new baby, divorce, or a career change. During these stressful times, people can be (how can I put this politely?) not always on their best behavior. Add the financial woes of real estate transactions into the mix, and it's possible you're dealing with a real Oscar the Grouch. As the professionals who are dealing with emotional buyers and sellers, it's imperative for us to keep this in mind - and to realize that we don't always know the whole story of what's going on in this person's life. John Smith selling his home is probably not the same John Smith whom his family knows and loves.

How do you deal with a seller or buyer you're not seeing eye to eye with? I'd love to hear how others deal with these situations. Here are some of my thoughts:

Take a step back. Try to approach the situation from your client's perspective.
Ask him or her about the basis of their opinions.
Share your opinion on the issue. Give them the basis for your beliefs.
Remember that you're the professional, and that they have hired you for a reason. Call on your experience to give your client examples of how things have gone in the past.
Lean how to pick which battles to fight, and which ones to concede.

So, along with furthering my skills as a home stager, I'm trying to add a stash of patience and understanding to my arsenal.

First visit to the world of blogging...

Ann O'Connell (Attorney at Pendleton, Friedberg, Wilson & Hennessey, P.C.) — Mon, 08 Jan 2007 23:23:57 -0600

My husband has been telling me for weeks that I should get into blogging, so here goes nothing...

Lately I've been visiting open houses to see what's going on in the market and in home staging. I've visited a bunch of beautiful properties in Redwood City, Palo Alto and Mountain View, and met just as many wonderful, friendly realtors who were very receptive to the idea of home staging.

I recently sold my own home in Oakland, and considered staging a necessary investment. Therefore, I've been surprised to see how few homes in the area are staged! Of the homes I've visited, only about a quarter were staged. The homes that were staged varied in degrees of staging - one had only the front room staged, while a couple others were completely staged. No matter how little or how much staging had been done, the homes that were staged definitely made a lasting impression on me, while the ones that were vacant all sort of blended together. As for most of the homes where the owners' possessions were still in place, well... let's just say I definitely remember the dirty plates stacked in the kitchen sink.

As all realtors and home stagers know, the first impression of a property is crucial. That's why home staging is so vital. If there's one thing I'd like to tell all realtors and home sellers, it's that home stagers can do as much or as little staging as an owner's budget dictates.

For a minimal drop in the bucket of a home's selling price, a professional stager can present a homeowner with a staging plan they can implement themselves, using all their own stuff. For a little more, the homeowners can have the stager come in and do all the work for them - also using all of the homeowners' possessions. This is a great option for people living in their home while it's on the market - they get to keep all their stuff and have the house look great for showing.

It's understandable that sellers may feel financially stretched when they've placed their vacant property on the market and have already purchased and moved into a new place to live. If the sellers aren't willing to invest in full home staging, their realtor should really encourage staging just the entry rooms or main floor. This way, potential buyers experience the "wow!" moment of walking into a beautiful home for sale, rather than an echoing, empty house. By the time the potential buyers make it to the empty areas of the property, with any luck the sale is already a done deal.