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Home Staging

Home Staging

10 Reasons Why You Should Stage Your Home to Sell

10 Reasons Why You Should Stage Your Home to Sell

1. You Will Make More Money

• According to the National Association of REALTORS® (NAR), the average staging investment is between 1 and 3 percent of the home’s asking price.
• But it generates a rate of return of 8 to 10 percent!

2. Your House Will Sell Faster

• A recent Accredited Home Staging® survey revealed that staged homes sell much faster than non-staged homes.
• 95% of staged homes sell on average in 11 days or less while non-staged homes typically sell in 3 months or more.

3. The Longer Your Home is on the Market, the Lower the Sales Price Will Be

• A recent National Association of REALTORS® survey found that after 4 weeks on the market, homes on average sell for 6% less than the ones that sold within the first 4 weeks!
• Don’t be in a position where you have to lower your asking price – have your home professionally Staged®!

4. Home Staging Provides a High Rate of Return on Your Investment

• In a 2009 Home Gain Survey of over 2000 REALTORS®, it was discovered that home staging typically provides a 586% return on investment!

5. Most Home Sellers Cannot View Their Homes Objectively

• If you can’t see your home objectively, then you can’t package it effectively.
• Have an ASP® Home Staging Professional get your home into its most advantageous position for showings.

6. Only 10% of Home Buyers Can Visualize the Potential of a Home

• That’s why Staging® a home is so crucial. You don’t want all the advantages your home has to offer overlooked and left up to the buyer’s imagination, do you?

7. Your Online Photos Will Stand Out Among the Competition

• According to a recent NAR Profile of Buyers, more than 90% of home buyers are searching for homes for sale online first before deciding to visit.
• Give buyers a reason to drive to your house by having multiple professional high quality photos of beautifully Staged® rooms that will stand out among the competition!

8. The Money You Spend on Home Staging May Be Tax Deductible!

• Take advantage of a possible tax-free capital gain by getting every dollar possible for the sale of your home, while getting a possible tax deduction for spending on Staging® services to improve and sell your home.
• (Note: Be sure to consult with your accountant or legal tax advisor.)

9. Leaving Your Home in an “As Is” Condition Will Only Help Sell the Competition

• Right now, the number of homes on the market is low. However, buyers have very high expectations.
• Successful real estate agents know that the key to competing in today’s market is professional Home Staging® and photography because it creates compelling online presentations, drives buyer traffic to the home, and turns prospects into buyers.

10. You Can Relax

• You will have the satisfaction of knowing you have done absolutely everything possible to effect a quick sale of your most valuable commodity – and for top dollar!

Successful Marketing to Home Buyers

• “The way you live in your home and the way we market and sell your house are two different things.”
• Savvy home sellers and real estate agents understand that in order to get offers and top dollar for their listings in the least amount of time possible, they need to have it professionally Staged® by an Accredited Staging Professional (ASP®).
• By Staging® your home, you will set the scene throughout your house to create immediate buyer interest in your property.
• Here at Decora Photography, our experienced team of highly trained Accredited Staging Professionals will create “emotional connection points” throughout your home so that when a prospective home buyer steps into your house, they will say … “If I buy this house, I can live like this!”
• A single day with Decora Photography’s team of Accredited Staging Professionals will make all the difference in the selling price of your home! And potential buyers will walk in and say: “This is it! This is the one!”

“If your listing is not ready for a photo shoot, then it’s not ready for visitors either.”

Lew Corcoran, ASP®, IAHSP
Accredited Staging Professional
Professional Real Estate Photographer

Decora Photography
Phone: (508) 443-1332
Website: www.DecoraPhotography.com

Serving the Boston South Shore, Southeastern Massachusetts, Cape Cod, and Rhode Island

Decora Photography – Home Staging, Real Estate Photography, Walk-Through Videos, Floor Plans, Virtual Tours, and Single Property Websites

Why Great Photography is Crucial to Selling Property

Why Great Photography is Crucial to Selling Property

“The best time to sell a house is in the first 3 weeks!”

DATA COLLECTION

• Data was collected on all listings activated from January 1 – December 31, 2010, in Long Island and the Boston Metropolitan Area, using MLSLI and MLSPIN, the listing services used by brokers in those areas.
• These MLSs were chosen because they were the only ones that provided photo metadata.
• All short sales and bank-owned listings were excluded, nearly all of which are priced to sell despite usually being photographed haphazardly – if at all.

DSLR PHOTOS …

• Digital Single Lens Reflex (DSLR) photos increase the likelihood of a sale for listings priced above $300,000.
• But for listings across all price bands:
• It drives 61% more online attention;
• Is associated with a 47% higher asking price per square foot; and
• Helps sellers command a selling price significantly closer to their asking price.
• The sale-to-list ratio was higher by an amount between 0.4% to 6.0% of the listing price – worth between $934 and $116,076 in increased equity.

INCREASE THE CHANCE OF SELLING

• Asking Price Above $300k – DSLR Photos Raise the Likelihood of Selling

COMMAND A HIGHER ASKING PRICE $

• Listings Shot with DSLR Cameras Have a 47% Higher Asking $/Square Foot

SELL AT A HIGHER SALE-TO-LIST PRICE 8

• Sale to List Price Asking Price Sale-to-List Prices Significantly Higher Across All Price Ranges

AND SELL IN LESS TIME

• Asking Price At $400K – $1M Price Ranges, DSLR Photos Associated with Faster Sales

AND YET:

• Only 15% of listings were photographed with a DSLR.
• Only 44% of $1M+ listings were photographed with a DSLR.
• Incredibly, 591 listings (0.75%) were photographed with a camera phone.
• Over 2,000 listings (2.6%) had no photos at all!

Type of Camera Used

• Point-n-Shoot – 63,774 (80.89%)
• DSLR – 12,171 (15.44%)
• Cellphone – 591 (0.75%)
• Unknown Camera – 246 (0.31%)
• No Photo – 2,063 (2.62%)

MARKETING YOUR LISTINGS

• Selling real estate is all about marketing and setting yourself – and your listing – apart from the competition.
• It’s also about getting the most amount of money for your clients in the shortest amount of time possible.
• Images are one of the biggest reasons Internet marketing has become so popular. (2007 NAR Profile of Home Buyers and Sellers)
• 80% of Internet shoppers say images are imperative when deciding to buy or use a company’s product or services. (2006 Pew Study)
• People will make a snap – and often unconscious – judgment about a listing based on just the first photo of the property …
• They are judging a book by its cover!
• Think of a property listing in terms of a personal profile on a dating website …
• The pictures should be as flattering as possible without tipping into outright deception.
• You owe it to your client to make a strong first impression by making your listing look the best it can …
• … because you won’t get a second chance to make a great first impression.
• You’re the listing agent who was hired by the home owners to market their property …
• It’s up to you to make the MLS and other online photos of your listings both eye-catching and memorable!

You can’t change the real estate market …
… but you can change how you market real estate!

“If your listing is not ready for a photo shoot, then it’s not ready for visitors either.”

Lew Corcoran, ASP®, IAHSP
Accredited Staging Professional
Professional Real Estate Photographer

Decora Photography
Phone: (508) 443-1332
Website: www.DecoraPhotography.com

Serving the Boston South Shore, Southeastern Massachusetts, Cape Cod, and Rhode Island

Decora Photography – Home Staging, Real Estate Photography, Walk-Through Videos, Floor Plans, and Virtual Tours

Photography for Real Estate Agents

Photography for Real Estate Agents

Photography for Real Estate Agents How to take better pictures of your listings.

“A photograph is shaped more by the person behind the camera – than by what’s in front of it.”

Why Great Photos is So Important
 How a listing appears online has become the 2nd most important element on the road to a successful sale … … the correct listing price is the 1st.
 And listings that are professionally staged and photographed generate an average 139% INCREASE in clicks compared to similar listings that are not professionally staged or photographed.

Why Great Photos is So Important
 Think of a property listing in terms of a personal profile on a dating website
 … the pictures should be as flattering as possible without tipping into outright deception.

Why Great Photos is So Important
 You owe it to your client to make a strong first impression by making your listing look the best it can
 … because you won’t get a second chance to make a great first impression.

The Basics of Visual Psychology – 4 Basic Elements:
 Light and Bright
 Disorienting Interiors
 Composition
 Distractions

Basic Element: Light and Bright
 People are not attracted to dull and dark.
 People are attracted to light and bright.
 Rooms should be painted in a neutral white or light color.
 There should be sufficient sunlight or interior light to help make your photos look brighter.
 If necessary, use a flash.

Basic Element: Disorienting Interiors
 We spend most of our waking hours inside buildings.
 We have a well-developed mental model of how interior spaces should look and work.
 If interiors are too different from this mental model – in terms of color, perspective, verticals and/or horizontals – we feel “weird.”
 “Weird” distracts from the effective presentation of interiors.

Basic Element: Composition
 Most people intuitively recognize when a photo works – and when it doesn’t.
 When presenting interiors visually the way a photo is framed, what’s left in and what’s taken out contributes to it effectiveness.

Basic Element: Distractions
 You want to remove all distractions that don’t aid in presenting the features of the home before you take pictures.
 For the exterior of the property, this includes:
– People
– Dogs, cats, and other furry friends
– Cars, trucks, campers, and boats
– Kid’s toys and yard tools
– Dead plants, shrubs and trees
– Miscellaneous “stuff”

 For the interior of the property, this includes:
– Family photos
– Knick knacks and collectibles
– Any evidence of children and pets
– Clutter and miscellaneous “stuff”
– Clearing off countertops and refrigerators
– Pre-packing personal items Decora Photography

How Photos Work for Real Estate Agents
 For real estate agents, there are 3 compelling reasons for using great photography to present your listings:
1. Your home seller clients will be pleased with how you’re presenting their properties;
2. You will get more showings and potentially multiple offers; and
3. According to a 2010 Redfin study, properties with enticing photos will often sell for $900 to as much as $116,000 MORE than properties without high quality photos.

 In addition, there are 3 reasons why great photos and marketing materials will help you get more listings:
1. Neighbors of the listing property will carefully watch to see how it is being marketed – including how long it takes to sell;
2. If they like what they see, they most likely will ask that agent to list their property when the time comes to sell; and
3. If you are competing for a listing, the commitment to home staging as well as professionally done photography, virtual tours and marketing materials can help you win the listing.

How Photos Work for Home Sellers
 My experience is that home sellers never have trouble understanding the benefits of home staging, great photography, and virtual tours.
 They “get it” right away and will choose a listing agent who provides a great marketing service over the ones who don’t.
 And some will demand it as part of your overall service!
 The first thing home sellers look for when a choosing a real estate agent to list their home is a comprehensive marketing plan.
 According to the National Association of REALTORS® Profile of Home Buyers and Sellers – 2010, 80% of home sellers worked with an agent who could provide a broad range of services.

How Photos Work for Home Buyers
 Today, more than 90% of home buyers use the Internet as an informational resource during their search for homes for sale.
 With popular real estate syndication sites and social media networks, consumers are able to proactively find properties on their own.
 As real estate agents, you should know – more than anyone else! – that most home buyers nowadays search the Internet before they come and visit a property.
 While 83% of home buyers find detailed property information useful …
 85% of home buyers find photographs very useful;
 61% of home buyers find virtual tours extremely useful!
 Researchers have also found that people who search for homes for sale online spend a total of 8 seconds viewing the first photo of the house …
 Not just any photo, but the one that shows the exterior of the home.
 You can say that home buyers are judging books by their covers.
 Without home staging, eye- catching photos and virtual tours, the battle is lost before it begins …
 With a simple click of the mouse, prospective buyers will move on instead of in.

The Purpose of Real Estate Photography
 Home staging, high quality photography, and virtual tours are the central components of marketing a property.
 And the primary function of home staging, high quality photos, and virtual tours is –
 To get prospective buyers to come look at the property!

How Photos Work for Real Estate Agents
 Today, more than 50% of home buyers searching homes for sale on REALTOR.com will pass over the listings that do NOT have a virtual tour.
 You can be certain to say that home staging as well as quality photos and virtual tours (or lack of) will have a major impact on their decision as to whether or not they will tour YOUR listing.
 Your connection with potential home buyers depends largely on your ability to provide them with detailed property information through numerous avenues –
 That includes:
• Detailed property descriptions
• High quality photography; and
• Virtual tours

How Photos Work for Home Buyers
 Overall, when viewing a real-estate listing online, home buyers spend:
• 20% on the property description; and
• 20% on the real-estate agent remarks secton
 But, home buyers spend:
• 60% of their time on the photos

The Purpose of Real Estate Photography
 While the photo of the front of a property with great curb appeal is the primary reason buyers will choose to look at more photos of your listing …
 … home staging, great photos and virtual tours are the reasons they will choose to tour your listing instead of the other homes on the market. D
 Your job as a listing agent is to find a willing, ready, and able buyer for your selling client.
 By enhancing the property’s interior beauty with home staging and professional photography, you can turn the odds of closing the deal – sooner rather than later – and for top dollar – in your favor.
 I get it – not every property is amazing.
 However, to get the deal closed, the strong points of the listing must be exposed and highlighted!
 Home staging, finely crafted professional images and virtual tours can make all the difference in setting your listing apart from all the other homes on the market.

10 Essential Elements of Photography
– Set up the space
– Create great curb appeal
– Use the correct lighting
– Use a wide angle lens
– Choose the right perspective
– Eliminate blurring
– Vertical lines must look perfectly straight
– Horizontal lines must be level
– Don’t let bright windows or color casts distract
– Be versatile and don’t keep buyers in suspense

Online Photos Have an Impact on the Effectiveness of Marketing a Property
 Selling real estate is all about marketing and setting yourself – and your listing – apart from the competition.
 It’s also about getting the most amount of money for your clients in the shortest amount of time possible.
 Home staging and professional photos of the property are your first – and quite often the only – impression your listing has to make to the majority of buyers who are searching for homes online.
 You’re the listing agent who was hired by the home owners to market their property …
 It’s up to you to make the MLS and other online photos of your listings both eye-catching and memorable!

You can’t change the real estate market …
… but you can change how you market real estate!

“If your listing is not ready for a photo shoot, then it’s not ready for visitors either.”

Lew Corcoran, ASP®, IAHSP
Accredited Staging Professional
Professional Real Estate Photographer

Decora Photography Phone:
Phone: (508) 443-1332
Website: www.DecoraPhotography.com

Serving the Boston South Shore, Southeastern Massachusetts, Cape Cod, and Rhode Island

Decora Photography – Home Staging, Real Estate Photography, Walk-Through Videos, Floor Plans, Virtual Tours and Single Property Websites

Home Staging and Real Estate Photography

Home Staging and Real Estate Photography

A Successful Home Sale

As we all know, there are 5 main ingredients to a successful home sale:
– Location
– The Market
– Conditions
– Terms, and
– Price

But I would like to add 1 more:
– Visual Appearance or Staging

What is Home Staging?

The 5 Ps of Home Staging: Home Staging is the art of properly preparing, packaging, presenting, and promoting a house to sell.

Home Staging Research shows that Staged homes often sell for considerably more money and in substantially less time than non-staged homes.

What Home Staging is Not

– Home Staging is not simply placing furniture or accessories in an empty room.
– And Home Staging is not to deceive prospective buyers by covering up any flaws or defects in the home.

What Home Staging Is

– Home Staging techniques focus on improving a property’s appeal by transforming it into a welcoming and attractive product that more buyers might want.

Home Staging

– In the current challenging real estate market, Home Staging and Professional Photography have become an increasingly common way to distinguish a listing from the competition.

Why Home Staging?

– You want to show a prospective home buyer what he or she wants to see.
– You want to show off not what a house is, but what it could be.

What homes would benefit from Home Staging?

– ALL OF THEM!

Home Buyers

– Today, more than 90% of home buyers begin their home search online.
– But prospective home buyers are looking at photos of homes first.
– You have only 1 chance to make a great first impression.
– Having beautiful pictures of a Staged home is critical in order for prospective buyers to click on, not move on.
– People don’t buy houses …
– They buy homes!
– And people buy by comparison
– Staged homes show much better than those that are not Staged

Staging Vacant Homes

– Vacancy rate is at an all-time high
– Without furniture:
• There is no frame of reference
• Buyers focus on the negative details
• Buyers can not envision themselves living there

– In an unfurnished home, a buyer can not tell if it’s the Living Room, the Dining Room, or something else.
– Buyers do not have the vision or the imagination to see how they’d place their furniture in vacant rooms.

– Staging a vacant home helps soften the echoes and adds a cozy feeling to an otherwise empty space.
– Adding furnishings to a vacant home can make rooms look larger – especially if they are small.
– Adding the right furnishings and accessories can help a home with little architectural appeal feel more stylish and updated.
– Make your vacant listing stand out from the all the other empty homes on the market!

– Prospective home buyers will make a decision on your listing within the first few minutes of walking through the front door.
– With all the choices home buyers have today –
• Once you get them in the door, you want them to make sure they feel immediately at home …
• And if they can envision themselves living there, you can expect their offer

– Prospective buyers need to “feel at home” before making an offer.
– Successful staging makes them say: “If I buy this house, I can live like this!”

According to the National Association of REALTORS®, the longer a house sits on the market, the further below list price it drops.

– Homes that sold in 1 to 3 months of going on the market averaged 5% less than list price …
– While homes that sold in over 6 months of going on the market averaged more than 10% less than list price.

– However, Staged homes that sold in the first 4 weeks averaged 1% more than list price.
– In addition, appraisers are more likely to appraise Staged homes at their full asking price!

Surveys show that professionally Staged homes on average sell 50% faster and for 6% to 10% more money than un-staged homes.

Staging Cost vs. Value

Staged to Sell – If these figures are not enough for you, then judge the results for yourself … Seeing is believing … … and believing is buying!

Staged to Sell Before Staging After Staging

Home Staging

– A home for sale is nothing more than a product or commodity.
– Remember, for a product to sell, it has to be properly prepared, packaged, presented and promoted.
– Your Professional Home Stager –
• Sees with a ‘Buyer’s eyes”
• Honors the homeowners and their belongings
• Declutters the space
• Reduces, rearranges, and refreshes
• Creates living spaces out of empty spaces
• Adds color and charm
• Adds a warm and updated feel
• Makes the most of what the sellers have

Selling Real Estate

– Selling real estate is all about marketing and setting yourself – and your listing – apart from the competition. – It’s also about getting the most amount of money for your clients in the shortest amount of time possible.

Why Offer Home Staging?

– Buyers want a home that is ‘move- in ready’
– Brings in other agents to view your listings
– Puts more money in your and your seller’s pockets
– You’ll become known for listing ‘move-in ready’ homes

Stage or Be Upstaged

– You won’t get a second chance to make a great first impression. Home Staging and professional photography seek to produce positive first impressions for prospective Buyers.
– A correct listing price will bring in interest from potential buyers … But, professional Staging and photography will bring in buyer traffic… and offers!
– Savvy real estate agents who consistently use ASP® Professional Home Stagers to Stage their listings are seeing far more SOLD signs than their competition who don’t.
– Professional Home Staging makes the difference. And happy clients will be singing your praises!

“If your listing is not ready for a photo shoot, then it’s not ready for visitors either.”

Lew Corcoran, ASP®, IAHSP
Accredited Staging Professional
Professional Real Estate Photographer

Decora Photography
Phone: (508) 443-1332
Website: www.DecoraPhotography.com

Serving the Boston South Shore, Southeastern Massachusetts, Cape Cod, and Rhode Island

Decora Photography – Home Staging, Real Estate Photography, Walk-Through Videos, Floor Plans, and Virtual Tours

Home Staging – Your Key to Selling Success

Home Staging – Your Key to Selling Success

Your Key for Selling Success: Home Staging

IF … you had just 1 TOOL that could help your listings SELL faster and at the best possible price, would you use it?

IF … you had just 1 TOOL that could help your clients keep MORE of their equity, would you want to share it with them?

IF … you had just 1 TOOL that could help you make MORE money on a sale of a home, would you want to learn more about it?

Then Home Staging … is your key tool for selling success!

It’s All About… The Presentation. Would you go to a listing presentation dressed like this?

It’s All About… The Presentation. Would you go out on a date looking like this?

It’s All About… The Presentation. Would you go out on a date with this person?

It’s All About… The Presentation.
Think About THIS: When a Buyer views a listing online, they are actually ‘interviewing’ that property.
When they see it in person, it’s a date!

It’s All About… The Presentation.
When you list a house, its condition and appearance is a reflection on you!
What do you want your listings to say about you as a real estate agent?

It’s All About… The Presentation
Every listing should be Staged
A Staged listing says that you: “Are QUALITY” “Are ATTENTIVE” “Are SUCCESSFUL” “Are PREPARED” “CARE”

Staging Works!
We Know That
… Home Staging helps sell houses faster!
… Home Staging helps sell houses for more money!
… Home Staging works!

Why Listings Aren’t Staged
• Agent is afraid of not getting the listing
• Agent pre-judges the Seller’s $$$ situation
• Agent is afraid of hurting the home owner’s feelings
• Agent doesn’t know how to get the Sellers on board
• Agent thinks the property looks ‘OK’ now, so why bother?

We Know That …
A home for sale is nothing more than a product or commodity.
For a product to sell, it has to be properly prepared, packaged, presented and promoted.

Time is Valuable We need to be MORE concerned about wasting time, money, and energy on marketing a poor product.

Theory: If Time = Money Then in Real Estate, Less Time on Market = More Money For both you and your client.

Formula for Loss T – P – E = UC

Time on Market minus Price Drop minus Loss in Equity equals Unhappy Client
Unhappy Client = No Referrals or possibly a lost listing

Formula for Success H – T + E = S

Home Staging minus Time on Market plus More Equity equals Success!

Time = Money. Therefore, Home Staging = Success!

To learn more about how professional Home Staging and photography can make you a more successful real estate agent, call:

Lew Corcoran, ASP®, IAHSP
Accredited Staging Professional Professional
Real Estate Photographer

Decora Photography
Phone: (508) 443-1332
Website: www.DecoraPhotography.com

Serving the Boston South Shore, Southeastern Massachusetts, Cape Cod, and Rhode Island

Decora Photography – Home Staging, Real Estate Photography, Walk-Through Videos, Floor Plans, and Virtual Tours