The Home Staging Magazine

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50

Every year, the Home Staging
Association interviews stagers and
property professionals nationwide
to gather information on the
impacts of Home Staging, and
translates it into an annual report.
The Home Staging Report is a tool
which professionals can use to
secure higher, quicker sales, as
well as to showcase the power of
Home Staging.
The 2021 edition of the report is
now available and here is a
preview of its highlights. You can
download the full Home Staging
Report from:
www.homestaging.org.uk

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Does a

STAGED
PROPERTY
SELL FASTER than a
NON-STAGED ONE?

47% of property professionals cited that

a staged property sells up to 3 times faster
than a non-staged one.

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3% 50% 47%

cited that a staged property did not cited that a staged property sells up of property professionals cited that
sell faster than a non-staged property. 1-2 times faster than a non-staged one. a staged property sells up to 3 times
faster than a non-staged one.

At WHAT
POINT do you
RECOMMEND

STAGING
PROPERTIES?

73% of property professionals

recommend staging a property from
the outset of marketing

14% 14% 73%

Other: Subject to the Only if they get From the outset of marketing
property and the client / stuck on the market
53 Only for new builds /
Only for empty properties

What

DIFFERENCE
does HOME
STAGING MAKE?

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28DAYS 102DAYS
as opposed to an average of
On average, staged properties received 102 days prior to being staged.
an offer within 28 days of being dressed,

0.9%

On average, the investment
in staging is 0.9% of the guide price.

Is it WORTH the
INVESTMENT?

57% of property developers have seen 55
return in their investment with staging

56

How we

DECLUTTERED
and ORGANISED our

homes for COVID LIVING

&othne o luorn sgp-atecrem a nefdf ewctesll-being.

It’s been 18 months since the first case of Covid-19 was recorded in the
UK. Since then many of us have needed to make rapid and significant
changes to how we use and organise our homes and we have adapted at
staggering speed. Whilst the speed of change may have been new, our
homes have seen it all before.
The 1918 Spanish flu gave us the vanity room, which started as a hand-
washing basin immediately inside the front door¹; now many of us have a
hand sanitising station in our porch or hallway. Perhaps we have created a
testing zone to store lateral flow test kits.
Everyone’s experience of Covid living has been different. For some, more
time at home has been a temporary inconvenience and we’ve sorted out a
cupboard to house extra loo rolls. For others it may have provided the
motivation to tackle previously neglected areas – like re-purposing a
languishing spare room. For others, it has been a welcome respite, an
opportunity to review the flow and function of an entire home, enabling
more family members to live together with reduced stress and anxiety.
Whatever our experience, most of us will have made adaptations which are
here to stay.

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There are
TWO KEY AREAS

of CHANGE:

1. Physical space
2. Emotional space

1. CHANGES to our PHYSICAL SPACE

As professional organisers we’ve Homes with outside space providing
responded promptly to our clients’ room to breathe, exercise and light were
changing needs. Many APDO members greatly valued. For many people,
have developed Covid-safe practices for furlough provided an opportunity for
in-home working or run remote home decorating, gardening and DIY
organising sessions. projects. Previously forgotten supplies
We’ve responded to increasing demand were used up; bringing in new products
to create multi-functional spaces – prompted the reconfiguring of sheds
dining rooms have evolved into and garages or the installation of new
classrooms, bedrooms into home outdoor storage.
offices. Sometimes the entire purpose of Whether or not you had outside space,
a space has been changed – a linen the new challenge was to find ways and
cupboard turned food store; or we’ve areas to relax inside the home. Taking
devised creative storage solutions – up a new hobby or developing an
sourcing racks to accommodate bikes existing one led to a shortage of jigsaws
acquired for permitted exercise. but greater sharing between neighbours
The entrances to our homes took on a and communities. More time and fewer
key role, providing space to park home food shopping slots prompted some to
delivery items whilst they were rediscover our love of baking, which
quarantined or wiped down. Baskets perhaps required a reshuffle of kitchen
and boxes became useful containers to cupboards to accommodate supplies.
quarantine outdoor shoes and clothing. Letting go of things we no longer
Home working and home schooling wanted in our homes became, and
generated massive shifts which required remains, a challenge as some charity
us to meet new demands for privacy, shops quarantined donations or limited
comfort and functionality. Open-plan intake. When the charity shops first
living didn’t work; homes with separate closed their doors, we got creative -
rooms came out top for privacy. In our establishing neighbourhood groups to
family, we rehung the door to our home give things away and filling our
office to allow meetings to take place driveways with cast-offs. We sought
undisturbed, added a ‘No Entry’ sign to connections as a response to the
keep out un-scheduled zoom crashers changes in our physical space but one
and acquired a pair of easy chairs to add which also impacted our emotional
a quiet seating area to our master space.
bedroom.

¹ World Economic Forum
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AAAAAAAAAAAAAAAAAAAAAAAAAAAAAAA 2. CHANGES to our EMOTIONAL SPACE
A

For some, the pandemic has been a lonely have shown that clutter can cause our bodies to
experience. Being stuck at home, physically release cortisol, the body’s main stress
disconnected from the outside world, hormone which affects mood, motivation, and
highlighted our need for connection. fear. As professional organisers we often work
For others, our homes filled up fast with people with people who are paralysed by overwhelm,
and things but our emotional space reduced. decision fatigue and low mood.
Parents welcomed students back from The connection between clutter and well-being
university, vulnerable relatives moved in, has been highlighted by a new study published
children stayed home from school. We grieved by APDO member Caroline Rogers and Hart. It
the loss of special people from our lives but also indicates that: "Paying attention to our clutter
the loss of our independence, privacy, and learning to create a home that feels more
employment, finances, and more. In many ways, ‘like me’ is a Good Thing." It means something
the world had a shared experience, but we particularly relevant in this current time of
fought individual battles. Concern over the being at home during the pandemic, indicating
nation’s mental health became a new focus. that creating ‘home’ will make us feel better’.

Decluttering and organising is less about things Rogers goes on to explain, "It isn’t uncommon
and more about the person. What life to feel overwhelmed by the possessions in our
experiences are they carrying with them? What home and the way they’re organised. You can
situations are they living through now, or tackle this overwhelm yourself by breaking it
expect to in the future? Living with clutter and down into achievable tasks. Or you could
looking at it every day can cause stress. Studies employ a professional organiser." ²

² Home and the extended-self: exploring associations between WHAT HAVE WE DISCOVERED ABOUT OUR HOMES
clutter and wellbeing: Rogers & Hart, 2021. AND OURSELVES DURING THIS PANDEMIC?

• The way we use and manage our homes has temporarily changed,
but some of these developments might be permanent.

• Our living space needs to be adaptable so that it can reflect our
current emotional and practical needs.

• Our living space needs purpose and multi-function capability.
• Outside space is highly valued.
• Emotional connection with others is important for supporting us

with practical changes in our home environment.
• Clutter can affect our mood, motivation and fear.
• "Creating a home that feels more like me can help me feel better."

Our homes are a reflection of ourselves and the experiences we are
living through. Decluttering and organising can both reduce clutter
in your space and improve your wellbeing. Members of the
Association of Professional Declutterers and Organisers can help
you make the most of your living space so you can enjoy physical
and emotional wellbeing.

Find out more at www.apdo.co.uk Lynda Wylie
APD TOid ym Reomobmesr
www.tidyrooms.co.uk

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HOME STAGING

in SWITZERLAND

Home staging expands over the world and whilst each country Verena Mumford
expresses and develops differently, the beauty of this is that we get
to learn, be inspired and connect with the home staging industry President of HSVS
from different corners of the world. The president of the Home
Staging Association Switzerland, Verena Mumford, has kindly shared (Home Staging
her account of home staging in Switzerland. Verena Mumford shares Association Switzerland)
the journey she has been on with home staging so far; the styles,
trends and the idiosyncrasies home staging holds in Switzerland. www.hsvs.ch
Home Staging is a relatively new profession in Switzerland. The only
aspect which has been in use for quite some time is furnishing show flats
for new builds. Re-sold properties have so far been sold or rented with
either the owner still living in during the sales/rental process, or sold
vacant, with empty rooms and without any character.
For the past 5-ish years, home staging has gradually made its
appearance, taking a cue from either the USA or neighbouring Germany,
where it has gradually made its appearance in the past 10 years.
Switzerland is always a bit reluctant to adopt new trends, and many real
estate agents rely on selling/renting properties as they have done for
the past decades. However, a few more progressive estate agents have
realized that home staging is a perfect marketing tool and are gradually
changing their ways.
The current situation has, due to Covid and its influence on all
businesses, been a slight setback for home staging. Properties sell like
hot cakes, no matter their state or appearance, as Swiss buyers and
tenants search for more space or properties with balconies or gardens.
Swiss home stagers have to continue to educate real estate agents on
the importance of home staging even in a hot market and explain that
staged properties also give an agent a better image and an advantage
over the competition when sourcing new properties for sale or rent.
Concerning styles or trends, Switzerland is a multifaceted country. Home
staging has to adapt to the target group’s needs and wants. Cities and
property hot spots will require trendy and urban furniture and
decoration, whereas the tourist and mountain regions require more
traditional and even rustic furniture. Scandinavian trends are used for
properties aiming at young buyers/tenants and more traditional and
even industrial style furniture for urban properties.
There is much work to be done until home staging is universally
accepted by agents and the Swiss Home Staging Association is doing its
best to continue educating.

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AAAAAAAAAAAAAAAAAAAAAAAA TIPS for
STAGING your
VIDEO CONFERENCE

BACKDROP

As video conferencing and online business meetings via Skype,
Facetime and other applications are important tools for all of us,
here are a few tips to help you create a professional backdrop for

your online meetings with clients and business associates.

WHAT'S BEHIND YOU? when there is no natural light available. You
will get the best results from natural
Do a spot of tidying up as lots of clutter in daylight, but if there is no natural light you
the background is very distracting and it can use soft directional lamps. Play around
doesn’t look professional or set a great with the position of the lamps; often if it is
example; especially if one of the services too harsh, although it sounds counter-
you offer is decluttering! intuitive, bringing the lamps closer can help
If possible find a private space for your call to soften the shadows on your face. If the
to avoid interruptions or background light from the lamps is too harsh then try
distractions. If you can’t then use head- directing the lamps at a wall and bouncing
phones to minimise background noise. the light.

SIDE TABLES WHAT SHOULD YOU WEAR?

If you have a side table in view, stage it Think about what you are going to wear for
with a vase of fresh flowers or a plant. your meeting, just as you would if you were
Good quality faux flowers or plants can going to have a face-to-face meeting. I love
work well too. alliterations so here’s 5 Cs to keep in mind:

BOOKCASES • Comfortable – choose an outfit that
fits well and doesn't need constant re-
If you have a bookcase in view make sure it adjustment.
is tidy, organised and interesting. • Casual – smart and stylish but not
over-dressed.
LIGHTING • Careful – make sure your accessories
are not too distracting.
Check your lighting before the conference • Colour – a pleasing colour that
call. Make sure your face is clear and well doesn’t clash with your backdrop.
lit. The best way to achieve this is to have a • Confidence – something that you
light source slightly to one side – this can feel good wearing.
be either a window in daylight or lamps

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OPTION ONE OPTION THREE

A plain wall A virtual background

A plain wall behind your desk or workspace is If you are using Zoom then you have the
definitely the easiest option. If you can, position option of downloading a virtual background.
For more information on this visit their
your desk so that you have a plain wall behind support centre:
you with an interesting picture or a set of https://support.zoom.us/hc/en-us/articles/
210707503-Virtual-Background.
pictures on the wall. White or light coloured
walls work best.

OPTION TWO OPTION FOUR

A backdrop sheet or partition Blurred background in Skype

If it’s not possible to position your workspace If you don’t have time to tidy up your
so that you have a wall behind you or the wall workspace area then you can set a blurred
behind you doesn’t make for a good backdrop background in Skype. All you need to do is
hover over the “Video” button during a call
then you can always consider investing in a and click on the “Blur my background”
white backdrop sheet. You can add a side table button.
or bookcase to one side. Or attach a poster to
Amanda Caley
the backdrop sheet. Alternatively, have a HSA Member / Property Reviver
browse through the many other backdrops
www.propertyreviver.co.uk
available. You can pick one up online for
under £20.

If you need something to section off your work
area then a partition could be an option as it
will double up as a good backdrop for your
video conference calls. You can pick one up
online for under £100.

63

EHG HOME
goes GREEN:
the IMPORTANCE of
CONNECTING with

NATURE

As humans, the innate feeling of being one with nature is an interconnection that
cannot be put into words. Research shows that connecting with nature reduces stress,
boosts your immune system, increases your energy levels and makes people more
positive in general.
In a world where people are re-thinking their lifestyle choices and looking for ways to
enhance their quality of life, finding alternatives to bring nature into our daily lives is
something that is on many people’s top-priority lists and why EHG is ‘going green’.
The quantifiable benefits that nature has for our wellbeing shouldn’t be ignored, and it is
with that in mind that EHG Home is taking a unique approach to home staging and styling,
by capturing this feeling and expressing it within the home environment and by default
renting furniture also makes environmental sense.
By adopting a biophilic style, EHG Home is focusing on sparking that feeling of being
immersed in nature, allowing the effect of home staging and styling to be even more soul-
stirring.

WHO ARE EHG?

EHG are a boutique home staging and styling agency that works with selected projects,
keeping the connection with nature in mind and well known in the industry for their ‘laid-
back luxury approach’ but offering something different to the traditional show home look.
“Our approach to our home staging and styling is to create feel-good, biophilic spaces to
enhance the rooms, maximise appeal and help a buyer visualise really enjoying living
there,” says Kate Haynes, Founder of EHG Home.
“Being in nature, connecting with nature, looking at nature and interacting with nature
helps us feel good so we try to incorporate lots of natural materials, layering patterns and
textures, giving consideration to colours which effect moods and even a scented diffuser
or two to further enhance the space whilst maintaining our signature laid-back luxury
style.”
As experts in home staging and styling, we carefully curate bespoke furniture purchase
packages and lifestyle accessories bundles to suit every pocket and property requirement,
focusing on this biophilic approach to offer a more considered home furnishing solution
with a focus on wellness styling.

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“It’s important to connect with Chris Wharton Photography
nature to create invigorating,
Chris Wharton Photography
exciting spaces; spaces that you
walk into and go ‘I could really
imagine spending some great

time here’.” - Oliver Heath

WHAT DOES "BIOPHILIA" MEAN?

The term “biophilia” was created by American
biologist Edward O. Wilson in the 1980’s, and
means “love of nature”. Biophilic design focuses on
capturing natural forces and stimuli within a space,
which could be noticed in the slightest of details,
such as the level of natural light, to naturalistic
shapes and forms.
Oliver Heath, an expert in the field of sustainable
architectural and interior design, highlights the
importance of connecting with nature. “It’s
important [to connect with nature] to create
invigorating, exciting spaces; spaces that you walk
into and go ‘I could really imagine spending some
great time here’.”
Being in tune with the seasons by making use of
seasonal home styling and staging is one of the
most popular approaches to creating a biophilic
environment. Bringing in natural materials and
embracing patterns and textures that remind us of
nature will also make room for that direct
connection to the outside.

By adopting this mood boosting interior style in a
property, EHG aims to bring to the surface this
deep-rooted connection with nature, creating a
feeling of purity, wellness, calmness and balance
with the aim to not only transform empty properties
coming to market but to bring partially furnished
properties to life and people’s homes which need
that finishing touch.

EHG Home is a London-based boutique Home Staging
and Styling agency.
Find out more at www.ehghome.co.uk

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INHTOMRE OSTADGINUG LCONIDNONG:

In March this year, Home Staging London staged this
property in SW2, London. It was on the market as a
vacant property for 5 months prior to staging, with
limited viewings and no offers.
The agent, Kinleigh Folkard & Hayward, recommended using
Home Staging London to dress the 4 bedroom property
rather than dropping the asking price. As we all know, the
investment in staging is very often lower than the first price
reduction.
A £5,500 investment to dress the property led to an offer
within the very first week, for the asking price of £999,950 –
a record price reached for a property of that style and size in
that area.
The owners, who live abroad, were thrilled by the outcome,
as the sale completed within the 3-month hire period of the
furniture and accessories provided by the team at Home
Staging London.

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Another successful project in Wimbledon secured the
following testimonial from a happy customer:

BEFORE

1 2 3 4 5 6

AFTER

Trish at Home Staging London did an amazing job!

" "It transformed the look and, as a result, I achieved a record price within the
building for my flat. There is no doubt I got back more than I spent on the
home staging. Trish provided a good-value service, fitting out the flat for a
reasonable price to achieve the desired effect – making it attractive to a
buyer. It looked better than the actual cost of the items, and Trish was happy
to sell the items to a buyer if they wanted to keep anything, dealt with the
disposal of items that needed to be removed and arranged basic touch-ups
with her handyman. Most other designers just don't get home staging, trying
to buy new items for the owner rather than realising this is just about selling
the property, not about living in it. If you're trying to sell your property, I can
100% recommend having your place staged by Trish. You won't regret it
when you see the results.

WANT TO KNOW MORE?

Home Staging London

07785922424
www.homestaginglondon.co.uk
[email protected]

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HOME STAGING

with

ANNIE
DOHERTY

from

HOUSE DOCTOR
™

BACK TO BASICS

International award-winning stager and designer Annie Doherty cannot remember a time when she wasn’t
interested in colour, décor, design and all things property.
Helping solve property problems as well as mentoring entrepreneurs on the path to building their new
businesses brings her great joy. Sharing her knowledge on stage in Canada and the USA as well as appearing at
UK home shows such as Grand Designs and the Ideal Home Show have helped establish Annie as the go-to
expert.
Annie believes that you should never stop learning and knows she will still be adding to her knowledge for many
years to come. She is a trainer for the House Doctor™ (although currently on a much-earned sabbatical) and also
holds the RESA-Pro designation and is a member of IAHSP-EU, an alumni of the DSA and others, plus a Founding
member of the UK’s HSA, where she was honoured to speak at their first UK forum.

68

Have you ever had so much information WHAT DECISIONS DO I NEED TO
that you wanted to share and thought MAKE WHEN SELLING MY HOME?
your head would explode trying to
condense everything you’d learnt into a CHOICE 1
few hundred words? That was me when This is the easy scenario that’s a bit of a
asked to contribute to this, the first gamble.
edition of the HSA magazine. I wanted to Do nothing to enhance your home, put it on
share so much knowledge that I froze. the market and hope for the best. Feel that
Then I had a lightbulb moment! I decided to potential buyers will be able to look past
go back to basics and share a few facts your possessions and see the property's
about home staging and briefly discuss the potential. In faster-moving markets this
first choices you need to make when first might work but wouldn’t it be lovely to be in
deciding to sell your home. a stronger position to accept multiple offers
or achieve above the asking price?
WHAT IS HOME STAGING? SOME PITFALLS OF CHOICE 1
Time and money are wasted. Your house
Home staging is the generic name usually doesn’t sell as fast as you had hoped, and
used for the process of preparing your your agent is suggesting a price reduction.
property to sell so that it looks its best and You have found your dream home but
appeals to the broadest buying audience. cannot move forward as your home hasn’t
For many, your home is the biggest sold.
investment of your life and so, why wouldn’t A price reduction is also usually suggested if
you want to make the most of this asset? the property doesn’t get more than 3
Here in the UK, in a very busy 2021 housing viewings over a month or so, or the click-
market, it takes on average 10 viewings to through rate on the online property portals
receive an offer and if a house lingers on the are disappointingly low. The average days
market it tends to become “stale” and can on market for the UK have shortened due to
easily become overlooked as a potential various factors including a shortage of
new home. available houses in some areas. Scotland,
Staging your home, prior to placing it on the according to Statista.com, is taking just 24
market, can help you emphasise the days on market, compared to London at 57
property's best features, maximise the days and all other regions in between. (June
sense of space and light and create the right 2021)
“feeling”.
Developing that feeling is exactly what we, 69
home staging professionals, are trained to
achieve and I hope that you will benefit from
the information we are sharing.

WHERE DO I START?

CHOICES
We must make so many of them.
Some choices when selling your home are
obvious…

When are you going to sell your home?
What agent are you going to use?
Where will you look for your new home?
Some choices are not so obvious.

CHOICE 2 REMEMBER, if this all seems a
This is the tougher choice but the one with potentially
higher rewards. bit overwhelming, home staging
Prior to even choosing your estate agent, you look at professionals are here to help. From
your home critically, trying to see it through a buyer’s a verbal consultation to a complete
eye. Decide how it can look better to entice potential hands-on (and hand holding) finished
buyers to come through the door. project, helping you get your home
Seeing your home as a buyer would is difficult. One tip sold with as little angst as possible
that we utilise is to take pictures of your rooms and view is our profession's secret sauce.
them on a laptop, tablet, or phone. Look at them as if
they were in a magazine or on a property portal such as
Zoopla, and you will probably notice items that you just
no longer see in real life. I did this and realised I had a
teetering pile of magazines next to my bed! I just didn’t
notice them; it was as if my brain and eyes disregarded
them.
Make a list of any repairs, maintenance, de-cluttering
etc. that need to be completed. If possible, compare
your home to local houses that are also for sale or
recently sold. Does your home show well against these
or could it do better?
Remember that, with an increased number of potential
buyers looking for a new home on portable devices, your
photographs are very important. Think of it as a dating
site for homes. People tend to just look, flick, look, flick.
You want them to stop and click. This means that the
first picture shown for your home is very important in
getting potential buyers to want to see more or to even
want to view.
SOME PITFALLS OF CHOICE 2
Getting your house prepared before you place it on the
market will take time, money and it usually takes longer
than you think!
This will require effort from everyone who resides in the
home. Children need to participate too. Walk around
your home, just as a potential buyer would, and list all
the problem areas or items that need repair or
maintenance; we call these red flags. Remember that a
potential buyer walking around and seeing these items
will start reducing your asking price in their mind.
Deciding to spend money on a house you are selling is
hard to swallow but knowing you are prepared and
ready to hit the market will help you get the best result.
Often, we have clients say after the process is complete:
“Why didn't we do this sooner so that we could enjoy
the house just as it looks now?”

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71

INTJANRE OLEED INUTERCIOIRNS G:

Sussex-based Jane Lee is passionate about the power of home staging to
get people moving. A certified home stager and interior designer, she
specialises in creating dream properties for less. Her consultations –
available in-person or online – can save clients thousands of pounds.
“People often come to me because they’re going round in circles trying to
decide what to do. They’re worried about overspending on somewhere
they’re leaving but at the same time recognise their home is missing that
special something that will make it stand out,” Jane explains.
“I can either visit, or study photos or a video, before reporting back. I explain
where to prioritise, inside and out, to emphasise key selling points and
maximise light and space. It can save a lot of wasted time, effort and money.
Clients feel an enormous sense of relief once they have a clear plan to follow;
sometimes months of confusion lifts.”

72 Photographs © Foresters estate agent

BEFORE CASE STUDY:
East Sussex
AFTER
1 2 3

One success story is this five-bedroom house, priced at £475,000, which received asking price offers from
the first two viewings. The owners booked a home staging consultation after realising their home of 17
years could do with some updating. Daunted by a long list of potential jobs – including installing a brand
new en suite (estimate: £5,000), and replacing the kitchen tiles, worktops, extractor fan and conservatory
blinds – they turned to Jane for advice.
Jane showed them alternative ways they could create the maximum impact with the minimum investment:
their total investment, including accessories, was £700. This included painting over a couple of tired feature
walls, brightening up the existing en suite and splashing out on new plants, flowers and soft furnishings:
things they could take with them to their new home.
“Jane told us exactly what to do and her ideas saved us thousands of pounds,” said the owner. “I knew she
had successfully sold several flats and houses before – often getting the full asking price within a very short
time on the market. I thought this could only happen in big towns, and that houses in the country tended to
sit on the market for a long time.
“We sold some furniture, got rid of an awful lot of clutter and did a thorough deep clean. When the house
sold so quickly I was gob-smacked. It feels wonderful knowing we’re all ready to go.”
After their staging consultation the owners felt confident enough to tackle everything themselves. For those
requiring additional guidance and support, Jane provides hands-on home staging, organising, decluttering
and interior styling.
Their agent, Nicola Bowler of Foresters, Heathfield, said: “The house was extremely well presented, which
made it stand out from a similar property being marketed, and the first two people to view both offered the
asking price.”

WANT TO KNOW MORE? www.janeleeinteriors.co.uk
@janeleeinteriors
Jane Lee Interiors
[email protected]

Jane Lee is a member of the HSA and APDO
and holds a Best of Houzz Service award 2021.

73

TOP 5 SKILLS TO BECOME
THE PERFECT STAGER

You’ve finally decided that you want to be a home stager. You might even feel that this
is your calling because of your passion for everything related to home décor and interior
design but do you know what it actually takes to become a stager?

We’re not talking about the steps necessary to build your career. We know how important education
is and by now we believe that if you’ve come this far, you’ve also been reading up online about the
best courses to take to become a stager. We’re talking about those innate qualities that you
absolutely need if you want to take the leap into this world, before anything else.
It may sound scary and off-putting but that’s not our intent, we promise. You just have to ask
yourself how much you want it and how much you’re willing to step out of your comfort zone to truly
thrive in this business. The reality is that everybody can be a home stager but there are certain skills
that you must possess if you want to really succeed and go from an aspiring stager to someone
people will turn to when needed.

We’re here to guide you through the profile of the perfect home stager by highlighting the five
necessary skills to become one:

1. CREATIVITY and ABILITY

to THINK OUTSIDE the BOX
This is a very fast paced environment and you will
be often tested on your ability to think on the
spot and come up with a solution in no time.
Creativity is a huge part of a home stager’s
personality because it allows a stager to see
things that others don’t and get to the bottom of
the issue faster and brilliantly. You will have a
natural propensity for decorating, matching
pieces of furniture, and design without letting
your own taste take over. Remember, it’s not your
personality that needs to emerge but the house’s
potential.

2. ABILITY to ADAPT

to CHANGE
As this is an ever growing and evolving business
you need to be a very adaptable person who’s
not afraid of change; instead, motivated and
inspired by it. You need to be a curious person,
always looking for the next best thing and ready
to learn as much as possible – and fast. With new
trends coming up all the time you need to be
prepared to do some final touch ups last minute.
You’ll also need to be able to organise things
with short notice.

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Marta Calderara Dalla Cola

for the HSA

3. REAL UNDERSTANDING

of REAL ESTATE
While creativity and a natural flare for
decorating are great skills to have, you can’t
be totally blind when it comes to the business
oriented side of the job. You don’t have to be
a real estate agent but you certainly need to
pay attention to what’s happening so that you
can match your expertise to the current real
estate market.

4. WORKING UNDER PRESSURE

DOESN'T SCARE YOU
You’re a quick thinker. You don’t get
paralysed when things don’t go your way but
are able to push through and come up with a
plan no matter the situation. Sometimes home
stagers are called at the early stages of a
property sale and have a lot of time to plan.
Sometimes you're called by people who didn’t
think they needed a stager until their sale
didn’t go as planned and you’re tasked with
staging a property last minute. This doesn’t
scare you but excites you.

5. YOU'RE a TRUE TEAM PLAYER

Working well with others is a sought after skill
in any industry but it is extremely important
when it comes to staging. You will be
constantly meeting new people with different
demands and expectations and you will need
to remain calm and listen to everybody’s
needs, before starting to plan your project.

Does this sound like you?
Combine your natural talent and passion
with education and you will be unbeatable!
Find out more about becoming a stager:

www.homestaging.org.uk

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AAAAAAAAAAAAAAAAAAAAAAAAAA STAGED4MORE:

What it means to be a

HOME STAGING

BUSINESS OWNER

We recently wrapped our annual free virtual staging while the software automatically sent
conference StagerCon and I noticed some the emails for me. Not to mention, our
consistent themes that kept popping up customer service looks amazing when clients
throughout the entire conference. One of the get emails like these.
most key ones would be becoming the VP of I want to challenge you to think about what are
sales in your own staging company. some things in your staging business that can
Whether you are a one-person shop or running be outsourced to free yourself up to focus on
a team, your primary role as the owner of your the higher level, income-producing activities to
business should always be focusing on sales. grow your thriving and vibrant home staging
Consistent sales generate profits for your business.
staging business, so you can grow sustainably
and achieve the vision you have for your Cindy Lin is a home staging educator, podcaster and a
business. photographer who works internationally. Cindy has
This is why it is important to delegate tasks, so extensive experience in the real estate industry from
that you can be freed up to focus on the higher working as a real estate agent to an award-winning 6-
level stuff, such as developing relationships, figure home stager in the San Francisco Bay Area. She
refining your staging, streamlining business is now a highly sought after home staging educator
operations and generating more sales, etc. whose posts included University of Arts, London.
Expanding your team can sound scary, Combined with her experiences in other creative and
especially if you’ve been alone all this time. It is business sectors, she brings a unique blend of
simpler than you think. Start small by hiring perspective to her teaching. She has been voted one
someone virtual to take the admin tasks off of the Top 75 Most Influential People in Home Staging
your plate. Many virtual assistants offer by the Real Estate Staging Association several years in
packages that can be tailored to your needs. a row. Staged4More has been named #3 of Top 100
You can also leverage technology to manage all Home Staging Blogs and Websites For Home Stagers
of your client paperwork, sending reminders since 2018.
and follow-up emails, etc. A lot of Cindy also hosts The Home Staging Show podcast. It is
administrative tasks can be reduced through the longest-running and the #1 podcast on iTunes
automation, using business management dedicated to home staging.
software like 17hats. This was what we did
when we were running our 6-figure home
staging company in the San Francisco Bay Area.
I was able to save a lot of time on admin while
improving my clients’ experiences by
leveraging automation. For example, in the
software, I set up an action that if after two
days, the staging proposal was not opened or
accepted, the system will automatically send an
email to the potential staging client to see if
they have any questions or objections to the
proposal.
This simple email helped to improve my
booking rate. I could be busy working on a

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77

in association with the

HOME STAGING
ASSOCIATION

Home of HR are an HR consultancy who supports small and medium
sized businesses with all aspects of their HR needs. This can be
anything from setting up and/or reviewing employment and
contractor contracts, branding of employee handbooks, supporting
in disciplinary hearings, advising on how to deal with poor
performance issues and so much more!
To date, we have supported businesses within the Association in
putting employment contracts together, setting up employee
handbooks and getting all the necessary documentation prepared
for when businesses start to take on their first employees.
We have also run some sessions on what you as a business owner
need to do when you’re looking to get employees started within
your business.
So if you’re looking to expand your business and take on some
employees or if you have people working for you already that need
some support in performing to the level required, get in touch and
we can have a chat about how we can help!

Contact via email: [email protected]
Contact via phone: 07870 982593
HomeofhrUK

@home_of_hr
Alice Hosker
Home of HR

78

HOME STAGING for
RENTAL PROPERTIES

with Diane Henaghan,
North East Home Staging

North East Home Staging have had a great success “We have noticed that since we have been using
home staging rental properties, having staged over North East Home Staging’s services to stage our
twenty rental properties in the last four months for properties, not only have the properties let for a
Argyle Square Properties, a letting agent based in
Sunderland. All of which have been successfully let, higher value, they have also been successfully
proving that home staging works for rental let at a faster rate.”
properties as well as properties for sale.
— Jason Living, Director
Argyle Square Properties.

CASE STUDY: Argyle Square Properties had recently refurbished this property and had
commissioned North East Home Staging to stage the property for them. The
Victorian, mid terraced, apartment had been vacant for a few months before the staging took place and
ground floor apartment, was completely empty apart from a bed, which was to stay in the property.
All the other pieces of furniture and soft furnishings had to be installed by
Previous rental: £425 NEHS, all achieved on a very low budget.
Current Rental £495 We wanted to make the space feel fresh and homely, so potential tenants
Let within 2 days after viewing the property could visualise themselves living there.
staging was complete. Argyle Square Properties were inundated with enquiries
when they listed the property

79

the

HOME STAGING
ASSOCIATION

ABOUT
The Home Staging Association was founded to strengthen the industry, being the
link between Home Staging Professionals, and also between the industry and its
partners, suppliers and clients.
As an Association, the Home Staging Association UK & Ireland provides support,
information and training to all professionals in the Home Staging industry, contributing
to the activity growth and recognition. We do that by gathering and promoting
businesses and all professional services related to the area, being the one place to turn
to when looking for a home stager or services alike.
The Home Staging Association UK & Ireland promotes networking opportunities and
provides information on the market in general, as well as tips on home decor, interior
styling and the property market, focusing on contributing to the industry through
professional growth and development.

IAHSP®

The HSA UK & Ireland is an IAHSP® and IAHSP® Europe affiliate – International
Association of Home Staging Professionals. IAHSP® is the largest and longest running
Home Staging Industry Trade Association with thousands of members worldwide. Since
1999, IAHSP® has been dedicated to advancing the education and staging excellence of
home staging industry professionals.

homestagingassociation
@homestagingassociation
homestaging.org.uk

80

MEET the
HSA TEAM

We are a team of creative, passionate people
who are here to support you and help the industry grow.

Paloma Harrington-Griffin Donella Enerio Laura Spence
Graphic Design Assistant
Founding Director Community & & Magazine Designer
Membership Manager

OUR REGIONAL MANAGERS

HSA's persons of contact near you

Hugo Fleming Jan Carter Jo Woodward
Cranberryhome K&K Interiors Sienna Interiors

Milton Keynes Manchester Glasgow &
& Area & Area Area

OUR HSA COMMITTEE

HSA's persons of contact near you

Elaine Penhaul Kirsty Fisher Leigh Davies Natalie Evans Amanda Green
Lemon and Lime Lemon and Lime The Property Little Barn Door The Property
Interiors Interiors
Presenters Member Presenters
Senior Advisor for Content & PR Engagement
Coaching & Professional Partnerships Coordinator Volunteering

Development

81

Dear reader,

You've made it to the end of the Home Staging Association's first magazine.
Many thanks to our wonderful contributors and to you, our reader.

SPECIAL THANKS TO

Laura Spence
Designer

Laura is an illustrator and graphic designer based in Edinburgh.
She can be contacted at [email protected]
Jane Lee
Editor

Jane is the founder of Jane Lee Interiors, a home staging company based in
Sussex. She is a member of the HSA and APDO and holds a Best of Houzz

Service award 2021. Contact her at [email protected]
and of course

Paloma Harrington-Griffin
HSA Founder, Director, and Editor
Without whom we would have no magazine.

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homestaging.org.uk

Image credit: MILC Interiors