the ISSUE 4 | NOV 2023 THE HOME STAGING ASSOCIATION HOME STAGING MAGAZINE JENNIE NORRIS The HOME STAGING REPORT 2023 The PAST, the PRESENT, & the FUTURE of Home Staging LEVERAGING AI TO REVOLUTIONISE THE HOME STAGING BUSINESS: A Prime Market Estate Agent's Journey By Jonathan Handford BEHIND THE SCENES OF HOME STAGING: Not As RosyAs It Looks By Lazer Levy THE COMEDY OF COPYCATS: Embracing Originality For Success By Johnathan Miller A MAESTRO IN INTERIOR STYLING AND HOLIDAY HOME CREATION - Nicky Bright FOR INTERNATIONAL DISTRIBUTION
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IN TARTICLES HOW IMPORTANT IS IT FOR A HOME STAGING BUSINESS TO PARTNER WITH OTHER PROFESSIONAL BODIES AND INSTITUTIONS? By Elaine Penhaul 06 THE POWER OF PARTNERSHIPS: HOW THE HSA DRIVES PROGRESS IN THE HOME STAGING INDUSTRY 10 AN EXPERT STAGER’S PREDICTIONS FOR VIRTUAL STAGING IN 2023 AND BEYOND 24 WHY ARE OFF-PLAN SALES FALLING? By Jeremy Leaf 41 INTRODUCING THE LEMON AND LIME STAGING GROUP 50 OCCUPIED HOME STAGING EMPTY ROOMS IN OCCUPIED HOMES - IT’S A FINE BALANCE By Surfhouse Property Staging 74 STAND OUT. BE DIFFERENT By Different Design 58 EFFECTIVE MARKETING STRATEGIES FOR A HOME STAGING BUSINESS By Chris Hammond 08 FOUNDING MEMBERS FEATURE: CASA E PROGETTI 14 WE ALL LISTEN, BUT DO WE REALLY HEAR? By Siân Pelleschi 28 WEST END STYLING PRESENTS: STAGING SUCCESS OF A 17TH CENTURY CASTLE 52 THE HOME STAGING REPORT 2023 64 THE HOME STAGING INDUSTRY: THEN AND NOW By Sanja Radovanovic 78 STAGING SUCCESS STORY: BRAZILIAN-AMERICAN HOME STAGER BUILDS A LEGACY By Staging Studio 46 PRESENTING: HSA AMBASSADOR SWYFT 84 3
THIS ISSUE FEATURES THE PAST, THE PRESENT, AND THE FUTURE OF HOME STAGING By Jennie Norris 18 UNVEILING THE ARTISTRY OF NICKY BRIGHT: A MAESTRO IN INTERIOR STYLING & HOLIDAY HOME CREATION 44 LEVERAGING AI TO REVOLUTIONISE THE HOME STAGING BUSINESS: A PRIME MARKET ESTATE AGENT'S JOURNEY By Jonathan Handford 36 BEHIND THE SCENES OF HOME STAGING: NOT AS ROSY AS IT LOOKS By Lazer Levy 82 THE COMEDY OF COPYCATS: EMBRACING ORIGINALITY FOR SUCCESS By Johnathan Miller 32 4
2023. A year that came with promises of a volatile property market, keeping homeowners and property professionals on their toes - home stagers included. Whilst house prices have dipped and rates have increased, Home Staging remained a key marketing tool to support sellers during these unusual times. Our work as Home Staging professionals has shown that preparing a property for the market is more than just about speed of sale. It is also about getting the best offer for what is, more often than not, our clients’ highest-value asset: their homes. No matter the market, the economy, or the political situation we might see ourselves in - I am yet to meet someone who will say “No, thanks, I don’t want more money for my house”. Home Staging is gaining more recognition, and as an Association, we are proud to see that more people are becoming aware of its benefits and are actively searching for professionals to assist them in their home-selling journey. With that in mind, the HSA is proud to launch the 4th Edition of the Home Staging Magazine fulfilling our goal of educating people worldwide about our activity and its power as an effective property marketing tool. Through each magazine, we hope to take one step closer to the wider public, ensuring that everyone has access to Home Staging information and the ability to discover its benefits when it comes to marketing a property. Staying true to our mission of educating people, including Home Staging professionals, the HSA is extremely excited to announce the Home Staging Forum & Awards UK & IE 2023. This year, the event will feature special guests from the UK and also from across the pond. 5 WELCOME
We have invited the most renowned professionals in the staging industry worldwide to come and share their expertise with you in November, ensuring that everyone leaves the event with valuable and applicable knowledge that will help them grow their businesses. And if that wasn’t enough, following the event, the Chairwoman of the IAHSP® (and this edition’s cover girl) Jennie Norris will host the very first ASP Masters® to be held outside of the USA, alongside Blair Hamaty and Sandra Holmes. You will have the opportunity to be part of a unique group that will achieve this impressive certification. Read on to learn more about the HSA, our members, property, education, and of course, Home Staging. We look forward to seeing you in the next edition, and hopefully at the HSA Forum & Awards UK & Ireland 2023 Paloma Harrington Founder of the Home Staging Association UK & Ireland Vice President of the EAHSP Global Director of the IAHSP® International 6
Professional bodies and institutions are a great resource for stagers, providing knowledge, education and professional networking. This is particularly important for a new stager, because at an early stage in their career, they would be looking to learn more about the industry. The HSA provides a number of educational courses, covering everything from colour, positioning of furniture, buying inventory and marketing, right through to how to run a staging business. Some are short courses and some offer a more in-depth education about how to run a staging business. HOW IMPORTANT is it for a Home Staging business to partner with other professional bodies and institutions? By Elaine Penhaul 7
As stagers become more experienced, the programme allows them to gain professional accreditation that gives their business more credibility. In addition to the education programmes, the professional bodies have events both online and in person, including conferences, which are great opportunities for networking and bouncing ideas around with other stagers. The stagers’ community under the umbrella of the professional bodies is very supportive, ensuring there is always a place to ask questions and to get answers from members who have more experience. I am Elaine Penhaul, founder of the award-winning Home Staging business Lemon and Lime Interiors who specialises in staging premium properties for sale. I am a professional coach and the bestselling author of Sell High, Sell Fast. I also created the first app in the world to evidence the ROI for staging, Stageflow. About the Author Joining a professional body is a great decision when navigating your staging business. Join to meet lots of like-minded friends in the industry. 8
Effective Marketing Strategies for a Home Staging Business t Beau Property Home Staging we are lucky because we are a multidisciplinary company. Our Home Staging business began as an investment in quality products that were used to stage photos of properties we wanted to sell or rent. We quickly realised that ‘staging’ was a viable business in itself, adding value to properties and shortening their time on the market. Style and staging have become extremely important. We have been able to demonstrate the value it adds time and time again with the sales and rental data from our own property portfolio, before sharing this message via a number of different marketing channels to create more interest. A Firstly, LinkedIn has been essential to our strategy of building reputation and for targeting potential new clients for our Home Staging business. The platform allows you to share case studies and connect with the decision makers directly, thanks to its focus on professional online networking amongst those who share similar sector expertise or requirements. You can share thoughts and insight at the same time and, whilst they might not respond to you immediately, consistently putting out content about Home Staging – whether directly through our work or indirectly through our ideas and insight – keeps Beau Property in mind. It has also helped that the team are now embracing LinkedIn and are having similar successes when posting articles about staging. By Chris Hammond 9
In line with LinkedIn is Instagram, of course, which is perfect for highlighting the before and after images with some simple data and messaging. With Instagram we also try to show the people behind the company. We have amassed a decent following from both businesses and interiors enthusiasts alike that buy into the people and the story behind the company, as much as they do the successes and showcases of the company itself. Hand in hand, these two channels work brilliantly for us, driving people to our website, supporting our search optimisation and creating a positive, reputation-enhancing digital footprint at the same time. Secondly, we believe that holding networking events focused purely on Home Staging works well. We have hosted two events with drinks and canapes to date – one for our launch and one Christmas party. Both of these events brought together 30 to 40 property professionals and facilitated all of the Beau Property team to network and really explain the benefits of staging and how it adds so much value. We have seen a direct correlation between holding the events and the number of signed contracts for jobs. The events also help foster relationships with introducers, such as estate agents, financial advisers and lawyers. Finally, we have found PR and content production to be extremely useful in helping us to tell our story in the third person. One piece of national coverage can garner direct enquiries and, if it displays great photography of our work, these enquiries can be in the dozens. It underpins our targeting and builds great credibility and we have found these three workstreams to be most effective when part of an integrated marketing campaign, whether that’s building our brand or achieving leads and demand for our Home Staging business. Currently we have never been busier and, while this may be in part due to the market turning, we believe these marketing tactics have helped set us apart from others. Chris Hammond is a Director and co-founder of boutique Kent and Sussex based house builder Beau Property and its complementary business divisions Beau Property Home Staging and Beau Property Design & Build. The family business also owns a buy-to-let / PRS portfolio of rental properties in London and the South East which evolved from the family’s love of property and prior experience in flipping homes. The family realised that not all properties needed to be sold, with strong revenue streams possible by holding assets and becoming landlords, then utilising this income to support the creation of a more diverse business beyond the company’s original goals at its inception in 2017. About the Author 10
THE POWER OF PARTNERSHIPS: HOW THE HSA DRIVES PROGRESS IN THE HOME STAGING INDUSTRY 11
Home Staging is a thriving industry that has grown in popularity over the years due to the numerous benefits it provides to property sellers, buyers, and investors. Home Staging can increase the value of a property, accelerate the sale or rental process, and even attract multiple offers. However, despite these benefits, Home Staging is still a relatively unknown concept in some parts of the world, and many people are unaware of the value it can provide. The Home Staging Association (HSA) is an organisation committed to promoting the Home Staging industry and increasing public awareness of its advantages. It accomplishes this in part through partnerships with other professional bodies and institutions within the staging and real estate industries. The HSA is a proud member of FIABCI, the International Real Estate Federation, and also maintains close ties with the IAHSP, the International Association of Home Staging Professionals, and the EAHSP, the European Association of Home Staging Professionals. By building bridges with these organisations, the HSA is paving the way for Home Staging professionals to occupy a more significant position in the market. Partnering with other professional organisations is essential for the HSA to increase its industry visibility and credibility. By aligning with established institutions, the HSA is able to expand its reach and engage a larger audience. In doing so, the HSA gains access to more industry professionals and potential customers. INCREASING INDUSTRY VISIBILITY AND CREDIBILITY THROUGH PARTNERSHIP Because the HSA is aligned with reputable institutions and professional organisations, it increases the perceived value of Home Staging services and builds trust with clients and partners. By collaborating with other industry leaders, the HSA members learn from their expertise and apply best practices to the Home Staging industry, thereby enhancing the quality of client services. ENHANCING REPUTATION AND QUALITY OF SERVICES 12
partnering with other professional bodies and institutions is essential for the HSA and its members to build credibility, increase awareness, and collaborate with others in the industry. By aligning with established organisations, the HSA reaches a larger audience and increases the perceived value of its services. Moreover, these partnerships provide advantageous opportunities for collaboration and networking, thereby driving innovation and development. Ultimately, the Home Staging industry will continue to expand and prosper, offering valuable services to property sellers, buyers, and investors. IN CONCLUSION, Being in partnership with other professional bodies provides opportunities for valuable collaboration and networking. Members can share knowledge and best practices and potentially collaborate on joint projects and initiatives if they work together. This encourages innovation and advancement within the industry, which will ultimately benefit all Home Staging professionals. COLLABORATION AND NETWORKING OPPORTUNITIES The HSA cooperates with other institutions to assist in advocating for the Home Staging industry’s interests, ensuring that the needs of HSA members are represented at a broader industry level. This contributes to the development of industry standards and regulations, ensuring that they are fair and reasonable for all Home Staging professionals. ADVOCATING FOR INDUSTRY INTERESTS 13
02 NOV 23 YOU'RE INVITED THE DESIGN CLUB, CHELSEA HARBOUR DESIGN CENTRE, LONDON 2023 14
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FOUNDING MEMBERS FEATURE: The Home Staging Association is delighted to celebrate the remarkable achievements of our esteemed Founding Members who are raising the bar and shaping the Home Staging industry. Today, we are excited to showcase Casa e Progetti, an award-winning interior design studio known for its exceptional Pre-Build Marketing and Virtual Staging services. 16
As a Founding Member of the HSA, Casa e Progetti takes immense pride in its contributions to the industry. Their commitment to excellence has earned them numerous accolades, including the Best ROI – Virtual Staging in the HSA Home Staging Awards 2022. Through their Virtual Staging services, Casa e Progetti utilises cutting-edge technology to create visually stunning representations of spaces, allowing clients to envision the full potential of their properties. By strategically placing furniture, decor, and accessories, they create immersive virtual environments that showcase the true essence and possibilities of each space. Casa e Progetti’s commitment to delivering exceptional results and meticulous attention to detail have made them a trusted partner in the industry, especially among developers looking to showcase their projects before they are even finished. Casa e Progetti’s innovative approach, combined with their extensive industry knowledge, has resulted in outstanding customer satisfaction and long-lasting client relationships. Some of their latest impressive works include the Naval Club project and an Ibiza Villa. They also notably worked on the transformation of the 5th floor apartment at 47 Grosvenor Square, formerly owned by Countess Raine Spencer, Princess Diana’s stepmother. This exceptional project received widespread recognition from various online and offline publications, further highlighting the studio’s impeccable design prowess. To witness the transformative power of Casa e Progetti’s Virtual Staging and explore their impressive portfolio of work, visit their website at casaeprogetti.com. Join the ranks of satisfied clients who have experienced the unrivaled expertise of Casa e Progetti in enhancing the marketability and visual appeal of their properties. Stay tuned for more success stories from our Founding Members as we continue to shine a spotlight on the remarkable contributions they have made to the Home Staging industry. 17 WWW.CASAEPROGETTI.COM
[email protected] | +44 203 1 379 889 | @casa.e.progetti WWW.CASAEPROGETTI.COM Casa e Progetti is an award-winning interior design studio specialising in Virtual Staging to assist developers, housebuilders, sales agents and property owners with their design and furniture requirements, whether before or after their projects are built. 18
In 2002, I was a new ASP® Home Stager who had no idea if or how my business would grow. I had hope, I had ideas and confidence in my marketing abilities, and faith played a big part of my early endeavors. I certainly could not have predicted how large my business would grow, or the financial impact it would make in my life, helping support our family of 6, paying for college, properties, and more. Back then, the Staging industry was still very new, and in my region, Staging did not exist By Jennie Norris, IAHSP® Chairwoman – agents had never heard of it, and no one was incorporating preparing a property for sale as part of their listing services. I had a tough time getting business at first and felt discouraged at times. I am not a quitter and with each, “No,” I became more determined to prove those who said, “no,” wrong, and succeed despite the resistance I met. As a pioneer in the industry in the US, I forged ahead educating real estate agents and future staging of Home Staging PAST, The PRESENT, The future and The 19
colleagues, and helped grow the industry to where it is today. As more stagers launched businesses around the country, we gained momentum and the more of us that were out speaking to agents, sellers, builders, and investors, the awareness of the need for our services grew – and my philosophy of “more means more,” was born. The more stagers are out there educating end-users, the more the service is needed and the more business there will be for us all. Once a client benefits from Home Staging, they will want it every time they sell, so each client we worked with was part of laying a foundation of growth. Because I have always had a mindset of helping others, I influenced many who came after me, sharing agreements, how to build teams, how to price projects, and more. My philosophy was, “Why have people struggle to figure things out and recreate the wheel when I have already done the groundwork?” Sharing what does or does not work with others helps shorten their success journey, and I never thought of those who entered the industry in my region as competition. They were colleagues, and as long as I nurtured my client relationships, agents who liked and used me would not go use someone else. I chose NOT to let FEAR keep me from forging friendships and helping others. The very first educational conference was held within a year of my starting my business and I made sure I was there. I didn’t know what to expect, but I knew I wanted to get around other like-minded colleagues who were focused on similar goals as mine. I was asked to speak and share my journey, and how I built a business from scratch, cold calling on clients, no warm-referral network existed, and despite meeting with resistance, was persistent and focused on succeeding. I joined IAHSP® right away and was elected as Vice President under then President & Founder, Barb Schwarz. I served in that role for 3 years and then moved into President, Chapter Coordinator, Ethics, Mentorship, and more, as more industry colleagues were stepping up and getting involved. Wherever I was asked to serve, I didn’t hesitate to get involved and since 2003, I have served our industry. I believe those who are successful have a responsibility to give back to the industry as “to whom much is given, much is expected.” I am grateful that our industry did not go towards a path of selfishness and competitiveness where colleagues don’t share, and instead, most experienced industry pros will openly share what works with those who want to succeed. The challenges I experienced were shared by others. However, as time has gone on, business systems and technology advancements have made things easier to accomplish. To give you some perspective, in the late 1980’s when I started working in corporate after graduating with a degree in Psychobiology from UCLA, we had very basic computers, and email didn’t exist. We had no cell phones, and pagers were used to get people to call a client or respond to an urgent need. If I was not at work or home and got a page, I had to go find a pay phone and make a call to the number paging me. When the first cell phones came out, my husband, John and I got one for work – and it was the “brick phone,” with the long antenna and battery pack that was bulky and heavy. 20
In 2002, when I got started in Home Staging, Facebook did not exist. There was no social media, no GPS, the internet was new, and cell phones did not have cameras, and there were no digital cameras either. When the first digital cameras came out, the memory space was very small, and with each advancement in technology-- from cell phones to computers, to social media, to programs that help create content, marketing, websites, and so forth-- I had to learn and adjust or be passed by those more tech savvy. Being adaptable, teachable, and forward focused is mandatory for success in our industry. Early on, I recognised the value of being around positive, excited people who could teach me what I needed to know to achieve my goals, or become “running mates,” that I could use as sounding boards. Building a business alone is lonely. Having colleagues who are headed in the same direction energises us and helps us know we are not alone. There is a quote by a well-known motivational speaker and author, Charlie Tremendous Jones, that I learned years before I started my Home Staging business. “You will be the same person in five years as you are today except for the people you meet, what you listen to, and the books you read.” 21
What that means is for us to be in a different place and move forward towards our goals, we must surround ourselves with positive people who are goal oriented and supportive. What we put in our minds – from what we watch, listen to and read, has a huge impact on our mindset. This is why we need to get around others at conferences, to continue to learn and advance as not one stager has “learned it all,” because the industry continues to evolve. If you are not advancing in your knowledge, you are going backwards and being passed up by those who are staying current. We can all find someone who “quit” this industry and hear their stories of failure where they tend to blame external factors for their inability to succeed, versus looking inward and realising they were the blockade to their success. They didn’t have strong enough belief in their ability to succeed, or knowledge on how to market their business, or strong enough work ethic, or realistic expectations. Their failure is about them and their lack of intent, focus or resources, than the industry itself. When I teach courses, I always ask our students, “Have you ever met anyone who quit real estate or Home Staging? And have you ever met anyone who has been very successful in real estate or Home Staging?” The answer is YES to both questions. We can find people who quit – and we can find people who succeed. If I am going to get business advice on what to do to have the success I want, I am NOT going to go talk to a quitter as I don’t want to learn how to fail. I am going to talk to the people who have succeeded and are successful. You need to do the same. The growth of my company and many others have far surpassed anything we were taught in our initial courses. We are grateful for and honour the foundation of our industry and the past, and we must be future-focused on where the industry is headed, with the new leaders that are emerging. Our industry was rooted in real estate and the simple staging process using what homeowners had available, providing recommendations sellers could implement on their own, and providing hands-on help when needed was where the industry started. 22
This upcoming trip in November will be the longest duration and most involved trip to date from any IAHSP® or other industry leader - where we will support industry conferences in four countries (England, Spain, Italy, and Poland) and meet with other industry leaders and partners over a period of three weeks. We chose to start our educational tour in London – to help support the staging professionals in that part of Europe grow and thrive. Sandra, Blair and I have large staging companies that rank in the top 2% of all staging companies in the world based on volume revenue, and variety of services. We have a combined nearly 60 years of experience we are eager to share with those who want to learn. We are making the financial investment to travel to teach those who want to advance – and we hope those considering attending will make the commitment in your future and Back then, we did not have the resources we do today, and we were not educated on how to have warehouses, procure furnishings, build teams, scale a business, or develop and exit strategy. These are all necessary aspects of owning a business. Whatever your goals are, those who have accomplished them are able to teach you how to do the same. Someone who has not achieved the success you desire, cannot teach you from actual experience, and it is important to invest in education from those who are where you want to be. I am very excited to be able to teach the very first LIVE ASPM®-Scale Course in Europe, to teach others how to grow and expand their business. And it will be the first time we are bringing added industry powerhouses, Sandra Holmes, and Blair Hamaty, who will join me in teaching the ASPM®-Scale Course in London, Nov 3-5th. The three of us and John, will share at the HAS-UK, which is the day prior to the start of the ASPM®-Scale Course. I made this commitment last year when my husband and I traveled to Portugal for the EAHSP Conference. It is important that those of us who are leaders in the industry make the commitment to help colleagues around the world succeed and come in person to educate, mentor, interact with, and support events hosted by other industry leaders. This will be my fourth trip to Europe to support education and growth there, having traveled for industry conference and events in Rome, Vienna, and Portugal. 23
success and be part of what will surely be one of the most significant ASPM - Scale Courses to date. We love our sisters and brothers in the industry and admire industry leaders in Europe who are the pioneers, like I was, over twenty years ago. The difference is, there are many successful industry colleagues who can come alongside you and provide guidance, inspiration, information, and support as you advance to new heights of success! It is a privilege to be in a position of leadership in our industry. It is a responsibility I do not take lightly. My role as IAHSP® Chairwoman is one I was asked to step into, and was groomed to be in for years. Leadership means sacrifice, and putting time into something that is more than just about yourself – it's for the greater good. As I look to the future of our industry, I see a need for younger staging professionals to step into leadership, to look globally to see where we can lend support, and to accept the mantle that will get passed down from those in key roles today to those who will emerge in the future. This is vital for the longevity of Home Staging around the globe and those currently in leadership roles need to be identifying, mentoring, and advising our future leaders who have the longevity and vision to serve, and advance Home Staging around the world. Jennie Norris is the Chairwoman of the International Association of Home Staging Professionals® (IAHSP®), and since 2002 has built two successful staging companies from scratch, established the very first ever staging member chapter, was a featured speaker at the first industry conference ever held, and was awarded the first Staging Excellence and IAHSP® Spirit Awards – both issued in 2003. She is a changemaker and torch bearer, devoting over two decades of her life to help advance the Home Staging industry, educating thousands of stagers and real estate agents around the world. She is a multiaward winning professional, and currently owns a large staging company in Denver, Colorado, staging over 400 properties per year. She is the President & CEO of Stagedhomes.com, the world’s oldest Home Staging training company, and continues to create new course content to stay relevant in an industry that continues to change and evolve. Voted as one of the Top 100 Most Influential People in Real Estate, the Top 100 Most Influential people in Home Staging, featured in numerous national publications, television and radio segments on Home Staging, Jennie is recognised as an industry influencer and visionary. She is a published author of “Marketing Made Simple: The Key to Succeeding in Home Staging,” and “True Confessions of a Stagerpreneur: 25 Revelations, Reflections and Remembrances of a Pro-Home Stager,” both available on Amazon. She lives in Littleton, Colorado with her husband of 36 years, John, and their growing family. They continue to guide and support the six young adults ages 23-29 (their four children and a niece and nephew) that live with them or nearby, and a new granddaughter, to keep their lives and hearts full. About the Author 24
AN EXPERT STAGER’S for Virtual Staging in 2023 and Beyond PREDICTIONS 25
Virtual Staging is a gamechanger in the realm of Home Staging, providing an immersive and cost-effective way to showcase properties. By digitally transforming empty spaces, buyers can now envision fully furnished homes and unlock a property's true potential. This week, Zaid Shuhaiber of Casa e Progetti shares his expert predictions for the future of Virtual Staging in the next 3 to 5 years. 26
AI Integration With the integration of AI, Virtual Staging is set to become even more accessible and efficient. In the next few years, simple projects will benefit from AI tools such as ApplyDesign and InteriorFlow that can automatically place furniture, decor, and even personalised touches in a matter of minutes. These AIpowered solutions will streamline the staging process, allowing stagers to focus on the fine details that require human expertise. Enhanced Realism As technology advances, Virtual Staging will evolve to provide an even more realistic experience for potential buyers. AI algorithms will learn from vast databases of interior design styles, architectural features, and buyer preferences. This wealth of knowledge will empower virtual stagers to create highly accurate and personalised renderings that truly bring spaces to life. Time and Cost Efficiency Virtual Staging, combined with AI integration, will bring unprecedented time and cost efficiency to the staging industry. Stagers will be able to stage multiple properties simultaneously, eliminating the need for physical furniture and reducing logistics and setup time. With AI algorithms automating repetitive tasks, stagers can allocate more time to strategic planning, client communication, and ensuring the saleability of the property. Customisation and Personalisation In the next three to five years, Virtual Staging will empower stagers to customise and personalise spaces with greater ease. AI algorithms will analyse buyers' preferences and automatically generate options tailored to their tastes. Stagers will have the ability to showcase multiple design styles, enabling buyers to visualise their dream home with minimal effort. Stagers as Unparalleled Experts While AI tools and Virtual Staging advancements offer remarkable benefits, they cannot replace the eye of a skilled stager or interior designer. Stagers possess an innate understanding of how to appeal to buyers and keep the sale in mind, leveraging their expertise in interior trends, client needs, local markets, and more. The human touch will continue to be the driving force behind successful staging projects. As we look ahead, Virtual Staging and AI hold tremendous potential in the world of real estate. However, it's crucial to remember that stagers and interior designers bring unparalleled expertise and the human touch that AI cannot replicate. The future of Virtual Staging is bright, empowering stagers to create impactful and immersive experiences that make properties shine. 27
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We all listen, but do we really hear? The art of listening was a big topic that came out on numerous occasions throughout the sessions that took place at our APDO annual conference – Moving Forward To Flourish - back in May earlier this year. We listen every day; to our families, friends, clients, co-workers, the radio, the TV...but do we really hear what’s being said? If you’re like me with a busy lifestyle of work and family life, then you’ll know how hard it can be to often slow those thoughts in your head long enough to be in tune with what you’re doing now, rather than always skipping ahead to what’s next on the list of to-dos. You can be forgiven for feeling the need to race ahead, to be on top of your lists and actions and to feel like you’re moving forward as we live in such a fast-paced world now. However, if that impacts on the quality of what you do and the service you deliver, would you think twice? Would you force yourself to slow down enough to focus on what’s happening right in front of you in that moment? By Siân Pelleschi 29
He was right in that more often than not people listen to provide a reply but that in being curious and wanting to know more you can start to listen and understand better. How do you stop yourself from simply hitting the reply button? How do you change the way you listen and begin to read and understand the person you’re communicating with to better support them? We often rely upon our own experiences to help and guide others with theirs but what happens when you’re confronted with someone who wants something completely different or has had an experience you don’t understand? You need to be able to hear what they’re telling you and be able to respond in a way that makes them feel heard. Something I learnt recently when I attended the course Exquisite Listening and Responding by APDO was that sometimes silence is the perfect way to listen. Allowing that, sometimes, awkward quiet time to let the words sink in. To take a moment to reflect on what’s been said. The want to fill the gaps is something a lot of people feel the need The art of listening isn’t just about listening to the words, it’s about everything else that comes with it – body language, imagery, description, sometimes even the silence can tell us valuable information. It’s also about how we respond. As a professional organiser, it’s my job to listen to my clients, to hear what they’re telling me, either by the words they’re using or looking at their body language and picking up on clues and connecting the dots. Sometimes it’s not as clear cut as it may seem. Whether you’re an organiser like me, a home stager, interior designer or any other service for that matter, it’s imperative that you hear what your clients want and need in order to be able to deliver. But listening isn’t just about working better with your clients. It can impact positively on all areas of your life – the relationship with your partner, your children, your friends. When you stop and take the time to hear what is being said, it can bring you closer to those around you and to understanding better. Roy T Bennett once wrote in The Light In The Heart: Listen with curiosity. Speak with honesty. Act with integrity. The greatest problem with communication is we don’t listen to understand. We listen to reply. When we listen with curiosity, we don’t listen with the intent to reply. We listen for what’s behind the words. " " 30
to do but when given an opportunity to not say something, it can be powerful. It gives thinking time a chance, the opportunity to be more creative, ask better questions and allow better answers to come back to you. Asking better questions can lead to better answers. Allowing those that we’re speaking to the opportunity to speak but then to ask questions in a different way – how do you feel? What makes you feel…? Did I understand this correctly…? …and…? While the questions above may sound simple, a change from the simplest of So to And can be impelling. That offer of a chance to provide more information – and in doing so allowing you to get a better understanding of what the person is trying to tell you. What can you do to listen better to your clients? To listen to your partner or children or friends more? Do you notice when your mind is whirring because you’re desperate to respond, to connect with what the other person has just said? Siân Pelleschi Founder of Sorted! Decluttering and Organising President of APDO July 2023 About the Author Take a moment to study the person you are, to listen to yourself and hear when you respond. Do you need to change how you listen to really hear what’s being said? 31
HSA MEMBER PROMOS AND DISCOUNTS MAIL: [email protected] CALL: 0208 090 4313 WEB: keepitinhouse.com 32
"DON'T BE A CLONE; BE THE ORIGINAL TALENT THAT PEOPLE ARE DRAWN TO." THE COMEDY OF COPYCATS: Embracing Originality for Success By Johnathan Miller In the age of social media, we are often bombarded with seemingly flawless Instagram posts and enviable success stories. It's tempting to think that by replicating the strategies of these winners, we too can achieve the same level of success. However, in the hilarious and insightful journey towards success, it becomes clear that being original and creative is far more fruitful than blindly copying what others do. This article dives into the comedy of copycats, highlighting the pitfalls of analysing social media and the importance of embracing originality for true success. 33
The Instagram Illusion: Instagram, the hub of carefully curated feeds and filtered perfection, can sometimes be deceptive. We scroll through flawless posts, meticulously constructed narratives, and an illusion of success. But let's not forget that Instagram is a highlight reel, capturing only the best moments. Attempting to replicate these moments without injecting our own originality and creativity is like chasing a mirage. It's time to see through the filter and embrace authenticity. The Comedy of Copying: Picture this: a comedy show starring copycats who meticulously mimic the success of others. They study Instagram posts, dissect social media strategies, and attempt to replicate the magic. Yet, as the show unfolds, the copycats stumble and fall, their efforts resulting in comedic failures. Why? Because success cannot be copied; it must be earned through originality and innovation. Finding Your Unique Voice: The key to success lies in finding your unique voice and expressing it authentically. Rather than imitating others, embrace what makes you different and let it shine. Inject humor, personality, and personal experiences into your ventures. People crave authenticity, and when you bring your own flavour to the table, you stand out amidst the sea of copycats. The Copycat Paradox: The irony of copying successful strategies is that they are often already outdated by the time they become widely recognised. What worked for someone else in their specific context may not work for you in yours. The copycat who tries to replicate their success is like a comedian recycling jokes from a different era – it falls flat, lacking the freshness and relevance that originality brings. The Power of Originality and Creativity: Originality and creativity are the secret ingredients that give birth to success. They open doors to innovation, fresh ideas, and unique perspectives. When you tap into your own well of creativity, you create a brand that is truly your own. It's like delivering a punchline no one saw coming – it captivates and leaves a lasting impression. Learning from the Experts: While copying the tips and tricks of the experts rarely leads to success, there is value in learning from them. Rather than duplicating their every move, focus on understanding the underlying principles, mindset, and work ethic that contributed to their achievements. Absorb their wisdom, adapt it to your own journey, and infuse it with your personal flair. 34
The Comedy of Failure: Failure is an inevitable part of the comedy of life. But instead of being discouraged by failure, see it as a punchline in your own journey. Embrace the lessons it offers, refine your approach, and pivot when needed. Failure becomes a humorous anecdote, a stepping stone towards a more refined version of your original self. Eighty percent of your success is determined by your unique approach to solving a problem or VALUE you bring to a job. In the hilarious and insightful pursuit of success, it's crucial to be the protagonist of your own story, not the supporting actor in someone else's. Let go of the impulse to copy and instead embrace your originality and creativity. Be the comedian who crafts their own jokes, eliciting genuine laughter and forging a unique connection with your clients. Remember, success comes when you boldly express your own voice, infuse it with authenticity, and trust in your own comedic timing. Leave the copycats behind and step into the spotlight of originality, where success truly awaits. By embracing originality and creativity, you unleash the potential to create something remarkable and valuable. While it's okay to find inspiration in the success of others, remember that your success depends on what you bring to the table. Don't be a clone; be the original talent that people are drawn to. As you navigate your journey, laugh at the comedy of failures and embrace them as stepping stones toward refining your own unique self. With authenticity, creativity, and originality as your guiding lights, you'll pave your way to success, leaving the copycats behind in your rearview mirror. Johnathan H. Miller, is a distinguished Lifestyle and Design Expert, National Home Staging Expert, and Media Personality based in Virginia. With a versatile skill set that includes being a published Author, Gallery Owner, Speaker, and Industry Innovator, Johnathan's expertise spans various domains. With regular appearances on NBC, CBS, HGTV, and prominent stages across the States, where he shares valuable insights and tips on all things Lifestyle, DESIGN, and STAGING. About the Author 35
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LEVERAGING AI TO REVOLUTIONISE THE HOME STAGING BUSINESS: A Prime Market Estate Agent's Journey By Jonathan Handford, Managing Director of Fine & Country In the dynamic world of real estate, staying ahead of the competition is crucial for success. As a prime market estate agent, I have embraced the power of Artificial Intelligence (AI) to transform and grow my business. In this article, I will outline the areas where AI has become an invaluable tool, including press releases, brochure descriptions, website content, area guides, spell check, and proofing. Furthermore, I will explore the potential future applications of AI in the real estate industry. Press Releases: One of the areas where AI has significantly impacted my business is in crafting compelling press releases. Leveraging AI-powered tools, I can generate professional and engaging press releases in a matter of minutes. These tools utilise natural language processing algorithms to analyse market trends, property data, and client preferences. By automating this process, I can communicate effectively with potential buyers, creating a buzz around our listings and driving interest. Brochure Descriptions: AI has revolutionised the way I create captivating and accurate property descriptions for brochures. By using AI-powered platforms, I can generate detailed descriptions by simply inputting property data and key features. These tools employ advanced algorithms to produce descriptions that resonate with potential buyers, highlighting the unique selling points of each property. The time saved in this process allows me to focus on other essential aspects of my business, such as client interactions and strategic planning. Website Content: Maintaining an engaging and informative website is crucial in the digital age. AI has been a game-changer in this area, enabling me to provide up-to-date and relevant content. AI algorithms can analyse market trends, buyer preferences, and user behaviour to generate personalised content for potential clients visiting my website. By tailoring the content to individual visitors, I can enhance 37
user experience, increase engagement, and ultimately convert more leads into satisfied clients. Area Guides: AI-powered tools have also empowered me to create comprehensive and informative area guides. These guides provide potential buyers with detailed information about the neighbourhoods, amenities, schools, and transportation options in the areas where I operate. By analysing large volumes of data, including crime rates, local events, and demographic information, AI algorithms generate accurate and valuable insights. This enables me to showcase the best aspects of each area, helping potential buyers make informed decisions. Spell Check and Proofing: AI-driven spell check and proofing tools have significantly improved the quality and accuracy of my written communications. These tools automatically detect and correct spelling and grammatical errors, ensuring that all my correspondence, from emails to marketing materials, is professional and error-free. This not only saves time but also enhances the overall perception of my brand and instills confidence in my clients. The Future of AI in Real Estate: While AI has already revolutionised several aspects of my business, its potential applications in the real estate industry are vast and exciting. In the future, AI-powered chatbots could provide personalised support to potential buyers, answering their queries ...AI algorithms could analyse vast amounts of historical and current property data to predict market trends... 38
and offering property recommendations. Virtual reality (VR) and augmented reality (AR) could also be integrated into property showings, enabling clients to virtually tour properties remotely. Additionally, AI algorithms could analyse vast amounts of historical and current property data to predict market trends, allowing me to make data-driven decisions and stay one step ahead of the competition. Jonathan Handford Managing Director E: [email protected] T: +44 (0)1926 455959 | M: (0)7813 787 474 Fine & Country: 11 Dormer Place, Leamington Spa , Warwickshire CV32 5AA fineandcountry.com About the Author CONCLUSION: As an upper quartile estate agent AI has proven to be a valuable asset. Looking ahead, the potential for AI in the real estate industry is vast, and I am excited to explore how it can further revolutionise the way I operate. 39
The association supports professionals and the industry through the promotion of the activity in an environment of collaboration and professionalism. Being part of the association allows you to connect with other professionals, obtaining enriching information that will help you substantially grow your business. I joined the HSA over a year ago and I can honestly say that it was the best thing I've done for myself and my business. I'm an Interior designer and Home Stager. I can honestly say that Paloma has been an invaluable resource. Anything I've ever asked her for help, she's always been there -the HSA as well... They have all been amazing... Thank you so much for your kindness. - Maura Mackey, Maura Mackey Design, Ireland Join Us 40
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Approximately 32 percent of brand new homes in England and Wales are now sold off-plan, the lowest proportion in ten years and the fifth annual fall in the past six years compared with a peak of 46 per cent in 2016, according to a recent report by national estate agents, Hamptons. A rising percentage of those buying are owner occupiers with only 21 percent of properties acquired by investors last year - down from 70 per cent in 2015 - and up to three years before completion so often benefitting from substantial increases in value! However, many investors have been deterred since - not just by higher interest rates and taxes - but the tougher PRS regulatory framework with potentially worse to come WHY ARE OFF-PLAN SALES FALL I N G? after the Renters Reform Bill becomes law. The reduction in buy-to-let landlord numbers since 2016 coincided with the introduction of the three per cent stamp duty surcharge on second homes. Smaller houses - often terraced - are more likely to be sold in advance than flats. Flats dropped from a peak of 71% of all new homes sold off-plan to 53% in 2016 and just 38% last year - exacerbated by the race for space - and especially outside space - during the Pandemic. These flat developments are vital especially as many include much-needed affordable homes, which may not otherwise have been built. By Jeremy Leaf 42
Of course, the weaker sales market overall and softening prices since last September’s mini Budget are contributory factors so more cautious buyers want to see the finished product before committing. The risk of losing deposits and mortgage offers on the same terms as previously issued is much greater now. Not surprisingly, new home building activity has slumped with developers also reeling from higher construction costs and the end of the Help-to-Buy equity support scheme. About the Author Jeremy Leaf was residential chair of the Royal Institution of Chartered Surveyors (RICS) for over five years and its national housing spokesperson for nineteen. Jeremy is also a fellow of the RICS as well as the National Association of Estate Agents (NAEA) and the Association of Residential Letting Agents (ARLA). He is principal of Jeremy Leaf & Co, a North London firm of independent chartered surveyors, new homes’ development consultants, sales and lettings agents which began trading in 1984. Properties specifically aimed at investors in the North have held up relatively well as returns have remained more robust. Firsttime buyers who are often unable or willing to move within 6-12 months of completion are also more active in this market. As a result, 2023 is likely to see fewer new homes built than for many years despite a promising start to the year. Developers need to be confident they can sell what they build before adding to debt. 43
Integrated Inventory, Project, and Customer Management Built Solely for Stagers www.stageforce.com [email protected] 44
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Seven years ago, Carina Contarini had never heard of Home Staging. She moved from Brazil to the United States with her family, and found herself in a new place with no job, no friends – and no English skills. "I remember I had meetings with the Realtor to find the house, and it was funny because I couldn't communicate," Carina said. "She was just showing me the house and I was gesturing." Now, Carina is a licensed real estate agent herself, and is building a thriving Home Staging business. She officially launched Just Right Staging & Design in July 2022, and now owns enough inventory to stage five homes at once. With only a few months under her belt, Carina is already serving clients across Snohomish and Skagit Counties in Washington State. Carina's path to success was not easy. In Brazil, her career in education administration was flourishing. "I gave up on everything that I was pursuing "I took responsibility for my learning," she said. "I always had English as my weakness, because I was never confident enough, I was never believing in myself that I could do it. I was doing things because I had to do it." She began working as a preschool teacher. As her confidence developed, she quickly progressed into leadership roles for Seattle Public Schools, demonstrating the motivational drive that would serve her well in her next big career move – real estate and Home Staging. Newly divorced and building a life for herself in Washington State, Carina finally began to feel comfortable in her new life. As time passed, she bought a house and got remarried. Then, the pandemic hit. For many educators – Carina included – it was time to pivot. She was burnt out. "Even my daughter said, 'Mama, can't you see that it's not working anymore?'" Carina said. "To give up all that knowledge that you DISCOVERING HOME STAGING STAGING SUCCESS STORY: Brazilian-American Home Stager Builds a Legacy Shortly after emigrating, Carina's marriage began to fall apart. Isolated, without a driver's license, and with no money, she knew she had to make a change in order to survive. By Staging Studio 47
built your whole life, it was really tough. I didn't want to let go, but then I finally did." Her friends suggested real estate. Carina earned her license last year, and now considers it a "bridge to find staging." The first time Carina heard of Home Staging was from her own Realtor – the same one she gestured at over Zoom due to the language barrier. At the time, her agent noticed how gorgeous her home was, and told her to consider Home Staging. Carina didn't know what Home Staging was, and didn't think of it again until years later. However, after staging her first real estate listing, Carina revisited the idea of becoming a home stager. "The house turned out great," she said. "Everybody was making compliments and asking for the staging company. That's when I was like, you know what? I like this, I can do this." BUILDING A STRONG FOUNDATION At first, entering real estate and staging brought many of the same challenges she faced when she first started her life in the United States. But, just like she did then, Carina faced her obstacles head-on. "I started studying for real estate, I faced all those words and all those new terms," Carina said. "I was like, oh my gosh, here I go again!" After staging her listings for several months, Carina decided to go all-in and launch her own Home Staging company. Her home was empty for three months as she used her own furniture to stage properties. Through hard 48
work and tenacity, Carina is rapidly growing Just Right Staging & Design – and now has her own furniture back at home. Carina's next big goal for her staging business is to double her inventory so she can stage twice the number of houses at once, and hire some staff to help with her increased workload. She attended the Staging Studio Master Class in November 2022, learning strategies for organising her inventory, increasing her profitability, and managing growth. LEAVING A LEGACY One of the most rewarding parts of Carina's Home Staging entrepreneurship journey is the legacy she's leaving for her daughters. She said her kids understand how hard things were for her when she first came to the United Stages, and recognise the person their mother is now becoming. "Recently, I really heard from them saying 'you're doing great, look how much you've grown,'" Carina said. "You don't realise that just with your actions, you are inspiring people, your daughters." Carina's journey has the power to inspire not only her children, but home stagers across the globe. "One of the main advantages you have today with technology is people can share their story," she said. "When you see people doing what you're doing, you feel like you can do it as well." By sharing her experience, Carina passes along the inspiration she first felt when she became part of the Staging Studio community. "When I learned about the story of Debbie and Julie, I'm like, 'well I can do that, because they did it,'" Carina said. "What Staging Studio provides is that safe space." stagingstudio.com Staging Studio 49
StagingDesign Professional™ Learn colour theory and gain confidence selecting paints. start here Learn the principles of design and the business of home staging. Short-Term RentalStylist™ MasterColourConsultant® Learn how to design profitable and beautiful vacation homes. Join students in 45 countries! + 50