Los Angeles Home Staging Info

head_left_image

Home Staging A Seller' Secret Weapon - CBS Sunday Morning

Home Staging - A Seller's Secret Weapon - CBS Sunday Morning

Watching CBS Sunday Morning is a part of my Sunday ritual...every Sunday. Today there was a segement on home staging as a seller's secret weapon.

 



While I don't agree with everything that was said, I do agree with the large majority of it. Home staging is a home seller's not-so-secret-weapon for getting their home sold faster and for a higher price. And if its on CBS Sunday Morning, well, it must be true!

There were some statements made during the piece that didn't ring true for me, like "home staging costs about 3% of the listing price" . I've never even come close to charging 3% for a staging job and I think neither have 99% of the professional home stagers out there. I'm guessing that they were including every and all expenses associated with getting a home ready for the market, including painting the interior and exterior, repairs to the structure (not normally the purview of home stagers) and infrastructure (upgrading electrical and plumbing - also not normally considered part of home staging).

Very generally speaking, I think most home staging projects cost .5% to 1% of the listing price of the home, although I don't know any home stagers that bid their job based upon a percentage of the listing price. Of course, where the home is located, whether it is a vacant home staging or an occupied home staging, home condition and how many rooms are to be staged all play into the cost of real estate staging.

They interviewed a Chicago real estate agent, Ian Schwartz, who said "You have 2 choices, either stage it or not. And if the answer's "not", I'm not working with you". Schwartz goes on to say that he cannot waste time on ugly houses and doesn't want to have to apologize for any of his listings. I say "Bravo" Ian Schwartz! Ian is one of the top real estate agents in the Chicago area, and now I know why.

So thank you, CBS Sunday Morning for informing home sellers of the importance and benefits of having your home professionally staged. Yes, hiring a professional home stager (and hiring the right real estate agent) are definitely a home seller's not-so-secret weapons when selling a home!

_________________________________________________________________________________________________________________

Los Angeles Real Estate Staging

2015 RESA Professional Stager of the Year

2014 RESA Top 10 Professional Home Stager2010 RESA Professional Stager of the Year

Michelle has staged hundreds of Los Angeles homes, many of which have sold with multiple offers, above listing price.

She works with home sellers, listing agent, builders, flippers and asset managers to prepare homes for sale throughout Los Angeles and North Orange County.

Moving Mountains Design provides vacant home staging, color consultations, corporate and executive relocations,  and interior design. We also stage model homes, REOs, foreclosures and auction properties for real estate investors and asset managers. Builders hire us to stage their models or to help move inventory when sales slow down.

For more information about our Los Angeles home staging services, contact Michelle at (626)385-8852 or by email.

Click here to see our Los Angeles home staging portfolio

Click here to go to our Los Angeles home staging blog

Click here for more information about home staging in Los Angeles and how we can help sell your home faster and for the best price

follow Moving Mountains Design on Facebook

    follow Moving Mountains Design on Twitterfollow Moving Mountains Design on linked in

Comment balloon 50 commentsMichelle Minch • May 22 2011 01:50PM

Comments

I love this show and watch it every Sunday morning without fail.  So glad to see that home staging is getting the exposure that it deserves!

Posted by Maureen Bray Portland OR Home Stager ~ Room Solutions Staging, "Staging that Sells Portland Homes" (Room Solutions Staging, Portland OR) about 7 years ago

I saw this today & thought this is great bringing it out with the spring market here. I don't agree with the price they mentioned as you said. Maybe New York prices? I thought the agent in the piece was just a little too combative but had a valid point.  We do get awfully tired of ugly house with misplaced furniture.

Posted by Lyn Sims, Schaumburg IL Area Real Estate (RE/MAX Suburban) about 7 years ago

"1 in 4 homes is Staged"?  I don't believe that statistice - unless it'sw in California - LOL!  However, I do make sure my quotes are well under 2% of the listing price. 

Posted by Julia Maher, Connecticut Home Stager (Nestings: Connecticut Home Staging and Model Homes) about 7 years ago

Michelle--I was flying this morning so didn't see the show.  Am going to see if they have it on the Internet because it sounds quite compelling.  I have seen those numbers in the past--5% of the sales price--and do wonder where the come from.  Thanks for posting this. 

Posted by Janet Jones, Home Staging, Interior Redesign Kihei, Maui, Hawaii (Just Your Style Interiors, LLC) about 7 years ago

Michelle- missed the show so thank you for the video.  I will watch it when I finish here but I agree, I don't believe that 1 in 4 homes are staged... would be nice but not here!  I don't base my fees on a percentage of the list price but I can tell you that they're no where near 3%.  I've heard that quote before and just had to scratch my head.

Posted by Kathy Streib, Home Stager - Palm Beach County,FL -561-914-6224 (Room Service Home Staging) about 7 years ago

Maureen: Great minds think alike!

Lyn: I'm not sure where they got that pricing from. Here in Los Angeles I charge a lot less than 3%. I'm almost always under 1% unless I am doing more that the typical staging (baby grand pianos and billiards tables jack up the price)

Janet: The video of the segment is included in my post above. You can watch it there.

Kathy: I wish they hadn't said that (3%) as I'm afraid it will scare some homeowners and real estate agents off. Besides the fact that it isn't true for the large majority of home staging jobs. But I'm very happy they emphasized the importance of home staging, and on a well regarded national news program.

Posted by Michelle Minch, Home Staging Los Angeles and Pasadena, CA (Moving Mountains Design Home Staging, Pasadena, CA) about 7 years ago

Thanks for sharing this video, Michelle. Sellers are more than likely going to be beyond pleased when they hear that the fees from most stagers is less than 3%. Perhaps the title of this blog (or another) could read: Home Staging Cost Less than 3% (smile).

Kathy

Posted by Kathy Nielsen, Atlanta Georgia Home Stager (http://atlantahomestaging.net) about 7 years ago

Kathy: Well, you better get cracking on that blog post :o)

Posted by Michelle Minch, Home Staging Los Angeles and Pasadena, CA (Moving Mountains Design Home Staging, Pasadena, CA) about 7 years ago

Michelle, I just got a link to that show from a friend and came here to see if anyone else had posted about it.  Like you, some of the stats didn't ring true to me, but the rest I thought was well done. 

Unfortunately, if local seller's hear 3% of list for staging they will not go further but I still feel that it's a good message to get out there.  Glad you shared it here Michelle. 

Posted by Ginger Foust, Home Stager Oakhurst CA, Dream Interior Redesign & Staging (Certified Staging Professional) about 7 years ago

Michelle...just saw this on a reblog from Ginger.  Great message, but you're right...that pricing wasn't investigated properly.  If it was, I'm moving to Chicago and starting a staging business.  Median price for a single family home in SF is about $750k and the average price is around $1,050,000.  Sign me up!  ;-)  The average full staging of a 1 bedroom apartment around here can cost anywhere between $2,900.00 and $4,200 (for a two month period) depending on the level and look.

Posted by David Ames, San Francisco (Zephyr Real Estate, San Francisco) about 7 years ago

I'm off to Chicago too....cause here at home in the San Francisco East Bay it's less than 1%.  GREAT endorsement for staging but it really overstated the true cost of home staging!

Posted by Kathy Burke, S.F. East Bay Home Staging (Sensational Home Staging~~Danville, CA) about 7 years ago

Ginger: I don't know where they come up with these numbers.

David: SF prices and LA prices are on a par.

Kathy: I'm glad staging is getting national attention. I just wish they got the pricing right.

Posted by Michelle Minch, Home Staging Los Angeles and Pasadena, CA (Moving Mountains Design Home Staging, Pasadena, CA) about 7 years ago

Don't you think she might have been including the painting and carpeting when she quoted the price of staging in the percentage?????? Paint and carpet is part of staging.

Posted by Cathy Lee, ASP, IAHSP, RESA Danville, CA (CL Design Services Home Staging) about 7 years ago

I love that the word is getting out about Professional Home Staging.  However, all of you are right--the price point was waaaay off!  

In my town of Buffalo, NY, smart sellers would do what very few here do:  stage their home before putting it on the market.  The others won't know what hit them (and 1 in 4?  Not around here!)

Thanks for sharing this, Michelle!  I shared it on my Facebook page, as well!

Posted by Kathleen Emhof, Home Staging and Redesign, Experts in Transition (Buffalo, Amherst, Orchard Park and Western New York) about 7 years ago

Cathy Lee: They did not make it clear what was included in that price. They just said "staging". Not all stagers offer carpet or paint, although they may suggest both. It would have been better if they had said "staging can run as little as $150 for a consultation up to 3% of the list price for furniture rental and necessary repairs and upgrades".

Thank you, Kathleen.

Posted by Michelle Minch, Home Staging Los Angeles and Pasadena, CA (Moving Mountains Design Home Staging, Pasadena, CA) about 7 years ago

It always amazes me that they can take all the time and effort  to put this together and so miss the mark on something as important as pricing. I guess they just feel that they have reduce everything to 1 arbitrary number.

Posted by Susan Peters, The Better it Looks the Better it Sells (Dove Realty Inc.) about 7 years ago

Susan: I don't know where they did their research. They didn't ask me! Perhaps that's what the stager they profiled charges or maybe they asked her how much that particular job cost. The good news is, the rest of us will look like a bargain!

Posted by Michelle Minch, Home Staging Los Angeles and Pasadena, CA (Moving Mountains Design Home Staging, Pasadena, CA) about 7 years ago

Thank you so much for posting the video, Love the relator who says stage it or not, I am not wasting my time on ugly houses. we need more relators who understand importance of staging.

Shobha

stagewithme.com (Greenville SC)

Posted by Shobha Vyavahare (stagewithme, Greenville, South Carolina) about 7 years ago

Saw it too, I'm HERE IN CHICAGO and only wish they'd be on board w/3%. It's OK though because the main thought is brought home - I found him, but can't find her anywhere.

Posted by Julea Joseph, Julea Joseph House Stager - Reinventing Space (Reinventing Space) about 7 years ago

I agree, Shobha.

Julea: I bet you do! He would be a great Realtor to have as a client.

Posted by Michelle Minch, Home Staging Los Angeles and Pasadena, CA (Moving Mountains Design Home Staging, Pasadena, CA) about 7 years ago

Wow!  Great find Michelle!  Loved Ian's comment, as well.  The video has a lot of truth to it, however, it might scare some sellers off given the numbers they were throwing out - $30K to stage, etc.  You and I both know that a great stager, like yourself, can work with some of the seller's furniture and make recommendations that are not as costly, but will make an enormous impact.  Great article and video!

Posted by Irina Netchaev, Pasadena CA Real Estate (Pasadena Views Real Estate Team, Inc.) about 7 years ago

Michelle, another stager had posted this on her FB page and I re=posted it on my Great Impressions Home Staging FB page. I assumed the 3% meant including painting, but when I re-watched it, I heard that the 3% was "for staging" and equalled $30k, I was shocked! The only time I can think of coming close to 3% would be on a low-end home in the $100-200k range (we have a very few, mostly condos or co-ops) that are vacant and require furniture rental. I also googled "Mona Winningham or Wenningham" and couldn't even find a website for her! How strange, yet they said she's one of Chicago's "top stagers." I wonder if she has a connection to the reporter or just the agent?! I'd bet on it! But yes, the agent's a keeper! 

Posted by Amy Bly, Styling Homes for Selling and Staying (Great Impressions Home Staging/Interiors) about 7 years ago

Michelle, I totally missed you post and that show. Love the agent, and I agree with others that for vacant house it's less than 1% and for occupied home in many cases owner doesn't have to rent a furniture so it's even less expensive.

Posted by Anna Dovger, Home Staging -The Woodlands, TX (Add Value Home Staging LLC, 281-704-6607) about 7 years ago

I also saw a segment on NBC a few weeks ago.  Like you, I don't agree with EVERYTHING that was said but the overall message that I do agree with is that sellers must consider staging and it most definitely makes a difference in the sale price and the time on the market!

Posted by Jo Potvin, Home Staging Cincinnati - Design To Market (Design To Market LLC) about 7 years ago

Thanks, Irina, Amy, Anna and Jo!

Posted by Michelle Minch, Home Staging Los Angeles and Pasadena, CA (Moving Mountains Design Home Staging, Pasadena, CA) about 7 years ago

Michelle...never been lucky enough to have a seller understand staging. They won't spend the money, but keep making monthly mortgage payments. Go figure!

Posted by Thom Abbott, Midtown Atlanta GA Condos For Sale (MyMidtownMojo.com |770.713.1505 | Intown Atlanta GA Condo Living) about 7 years ago

Thomas: You should contact my good friend (and an exceptional stager) Kathy Nielsen. Kathy lives in Atlanta and she is the National VP for the Real Estate Staging Association. She can help you understand the best way to sell staging to your clients. She stages several homes per week in the Atlanta area, so Atlanta home owners are definitely willing to stage under the right circumstances.

Posted by Michelle Minch, Home Staging Los Angeles and Pasadena, CA (Moving Mountains Design Home Staging, Pasadena, CA) about 7 years ago

Michelle, Thanks for your comments as I too referenced this video ... and now I've linked my article back to the discussion here.

Posted by Tina Gleisner, Home Tips for Women (Home Tips for Women) about 7 years ago

Thanks for including the segment.  It is great to see our profession highlighted by the media!

Posted by Jo Potvin, Home Staging Cincinnati - Design To Market (Design To Market LLC) almost 7 years ago

Happy Wednesday!

Posted by Not a real person almost 7 years ago

Thanks, Tina, Jo and Russel!

Posted by Michelle Minch, Home Staging Los Angeles and Pasadena, CA (Moving Mountains Design Home Staging, Pasadena, CA) almost 7 years ago

Michelle, they just replayed the segment this morning, I googled "mona chicago home staging" and found your blog and her website - couldn't open her website (didn't have the right plugin)...  They were including all the upgrades and repairs in the 3% - and while it isn't part of what the stager charges, it is part of what we recommend - the paint, carpet, etc.  So, from the homeowners point of view it is their "cost of staging".  What we actually get paid is naturally a fraction of that 3% - and even that 3% often is 1% or less depending on how much deferred maintenance is needed. thanks for satisfying my need to get more out of watching TV by googling everything I am interested in... :-)

Posted by Joanne O'Donnell (Chic Home Interiors) almost 7 years ago

Hi Michelle, based on a recent formula and the past statistics, I started trying to break down the actual percentage and came no where close to 3% unless that involved all the home repairs, rental furniture and so on.

Posted by Tori Toth, 888.667.6643 NYC & Beyond, HSR, SAR, RESA, LIBOR (Tori Toth, International) over 6 years ago

Joanne & Tori: I can't speak for all stagers, but based on my experience, actual staging is almost always less than 1% of the list price of the home. I don't offer painting, floor refinishing etc. as part of my service, so I don't consider that staging. I do have a contact list with vendors that provide those services and I'm happy to make recommendations. Painting, carpentry, floor refinishing, etc. are the cost of selling the home, not the cost of staging.

Posted by Michelle Minch, Home Staging Los Angeles and Pasadena, CA (Moving Mountains Design Home Staging, Pasadena, CA) over 6 years ago

Hi Michelle we agree, except that just because it is on ABC it must be true. lol

Posted by Bob Miller, The Ocala Dream Team (Keller Williams Cornerstone Realty) almost 6 years ago

I agree with your perspective about staging, however, your comment about hiring the right real estate agent and not including hiring the right stagger is a bit condescending, perhaps, don't you think? It takes a team to sell a property, so having the right players with tremendous skills usually assures a winning outcome, doesn't it? 

Posted by Kimo Jarrett, Pro Lifestyle Solutions (WikiWiki Realty) almost 6 years ago

HI Michelle, thank you for posting this video. The comparison between the two homes was graphic in terms in what a staged, ready for the market home should look like to appeal to the widest audience of buyers.

Staging in our area is usually .5% of the list price. The results we achieve are always remarkable. The agents are  pleased with the results and of course their sellers are happy that they selected an agent that brought in their "marketing team"  (our staging company) to market their homes for sale.

Posted by Michelle Finnamore, Preparing your property for sale (Toronto GTA, Alliston, Newmarket) almost 6 years ago

Michelle, thanks for clarifying the cost of staging.  There is a wide range of pricing in the Dallas area.  Your post was educational.  Congrats on the feature!

Posted by Sharon Parisi, Dallas Homes (United Real Estate Dallas ) almost 6 years ago

Most people would see this and the costs discussed and assume staging is only for the high end homes, I'm not sure it conveyed it's message to the "average" seller.

Posted by Karen Fiddler, Broker/Owner, Orange County & Lake Arrowhead, CA (949)510-2395 (Karen Parsons-Fiddler, Broker 949-510-2395) almost 6 years ago

Thanks, Bob!

Kimo: Not sure why you were offended that I said hiring the right real estate agent is one of a home seller's not-so-secret weapons when selling a home. Not all home stagers and not all real estate agents are created equal. Finding the right one is very important.

So true, Michelle.

Sharon: Prices vary widely across the country, even across states, from city to city, and even neighborhood to neighborhood. There are some excellent, well respected and cost effective stagers in Dallas. Send me an email if you'd like some referrals.

Karen: That's why I wrote this article and shared the video. I wrote: "There were some statements made during the piece that didn't ring true for me, like "home staging costs about 3% of the listing price" . I've never even come close to charging 3% for a staging job and I think neither have 99% of the professional home stagers out there." Maybe I should have emphasized that more!

Posted by Michelle Minch, Home Staging Los Angeles and Pasadena, CA (Moving Mountains Design Home Staging, Pasadena, CA) almost 6 years ago

Michelle, this is a spot on blog.  I enjoyed the CBS video.  I believe in staging.  That is why I became an ASP (Accredited Staging Professional).

Posted by Pat & Steve Pribisko (Keller Williams Greater Cleveland West) over 5 years ago

Dear Michelle,

The comment about the 3% was a little far-fetched in my mind as well. Most stagers can do a lot more with a lot less. If someone does not want to use a stager, that is not a problem, because they can always use price to get offers. Some people want the perfect home and do not mind paying for it, while others prefer to use their own creativity on a bargain.

Posted by Dörte Engel, ABC - Annapolis, Bowie, Crofton & rest of Maryland (RE/MAX Leading Edge) over 5 years ago

Thank you, Pat and Steve!

Dorte: I have been hired multiple times to stage tear-down properties that were being sold for land value only. The thinking is, if the house looks appealing, even if it will be torn down, the whole package will have a higher perceived value. The cost of staging is usually much less than reducing the price or the amount you will lower the price to start out with to compensate for bad condition or less appeal.

Posted by Michelle Minch, Home Staging Los Angeles and Pasadena, CA (Moving Mountains Design Home Staging, Pasadena, CA) over 5 years ago

Good article. I can see trying to get local owners to put up to 1% into Staging, but the clip said 3%, which may be a bit much outside of a major make-over!

Posted by Travis "the SOLD man" Parker; Associate Broker, email: Travis@theSOLDman.me / cell: 334-494-7846 (Team Linda Simmons, Enterprise, AL 36330) over 5 years ago
The cost of home staging is often money very well spent.
Posted by M. Lynn Delatte (Developers Realty) over 5 years ago

I agree, Travis! Nice hat!!

You are so right, M. Lynn!

Posted by Michelle Minch, Home Staging Los Angeles and Pasadena, CA (Moving Mountains Design Home Staging, Pasadena, CA) over 5 years ago

Michelle:

I can't say I won't take a listing if the seller does not agree to stage their home, but I do tell them that they may not get as much as they want from the sale.

Posted by Evelyn Kennedy, Alameda, Real Estate, Alameda, CA (Alain Pinel Realtors) over 5 years ago

Evelyn: Listing agents have to do what is best for the client and their business model. I agree that a home that needs to be staged probably won't get as much as a home that is well staged. Some home owners "get it" and their homes will probably sell faster and for a higher price.

Posted by Michelle Minch, Home Staging Los Angeles and Pasadena, CA (Moving Mountains Design Home Staging, Pasadena, CA) over 5 years ago

Michelle - I think home staging is very important, but trying to get a seller to actually do it is tough, especially in these economic times.  I keep trying to convince them...

Posted by Brad Baylor (ERA Coup Agency) over 5 years ago

Brad: Try teaming up with a good professional home stager. They can assist you in convincing your clients of the importance of staging. Let your stager do the "heavy lifting" of educating your client how staging can help sell their home faster and for more money :o)

 

Posted by Michelle Minch, Home Staging Los Angeles and Pasadena, CA (Moving Mountains Design Home Staging, Pasadena, CA) over 5 years ago

Participate