Wednesday, October 28, 2009

Deanna Kory, Top Real Estate Broker, The Importance of Staging

Deanna Kory is not only one of New york City's top real estate brokers, she is also one of the top brokers in the entire U.S. She has always been a strong proponent of staging. Listen to her speak about the importance of staging, especially in this competitive and challenging market.


Staging in the Current Market.
Segment 11.

So many agents today are afraid of raising the subject of staging with their sellers because they don't want their sellers to have to "spend" any money. Deanna understands that staging is an investment and the best short-term investment a home seller can make.

Staged homes sell faster and higher than comps that are not staged. Never before have presentation and condition been so important. Buyers are demanding and getting best value. Non competitive properties will have extended selling periods and reduced selling prices. Agents who do not recommend staging to their sellers are not saving their clients money - they are costing them big time in reduced selling prices and increased carrying costs.

All properties benefit from some degree of staging in any market. But in highly competitive markets like this one, staging is absolutely essential. The investment in staging is always less than the first price reduction and in most cases in NYC, the investment in staging is less than one month's carrying costs. So the question should not be, "how much will the staging cost?", but, ' how much will it cost if the property isn't staged!"

Ingenuity & Pizzazz, Inc.,is a full service staging company. We pride ourselves in the high quality of our showcasing expertise and our incomparable customer service. We have collaborated with agents and sellers on the staging and marketing of over $500 million in real estate in the Tr-state area. Our clients call us magicians and miracle workers. We know our transformations are the result of talent, professional training, extensive experience, hard work and high standards.

For more information visit: www.ingenuitypizzazz.com or contact nairn at 917-959-4669 or nairn@ingenuitypizzazz.com

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Home Staging Success for NYC CSP Trainees!

I am so proud of my new NYC CSPs! We had a fantastic staging training last weekend in my Chelsea loft office space. The class staged a $1.350 million Pre-War, 2 bedroom, 2 bathroom co-op on the Upper West Side on Monday, Oct. 19th. The owner is a recent widower, looking forward to selling his apartment and moving to his home in Israel, but of course with so many fond memories present, the process can be emotional and overwhelming.

It was truly such a pleasure to be able help him prepare his apartment for showings. In amazing synchronicity, one of the NYC trainees, Aya Barak, had traveled all the way from Israel to take this CSP training and was able to converse with the seller in Hebrew -an incredible coincidence.The home is in very good condition and very clean, it just needed some “reducing, re-arranging and refreshing” and the CSP special touch.

The class worked enthusiastically and energetically and created an amazing transformation! The first open house was this past Sunday. By Monday they had a very good offer and appointments from four couples to return for second visits. In this very “challenged” NYC market, this is exceptional!

This was such a positive experience for everyone. The class had an excellent hands-on learning experience and felt really happy that they were able to help this seller so much. All in keeping with Christine Rae’s “pay it forward” philosophy for CSP.

Marie-Elena Waldrip summed it up so well. “The class and our working together ended all too soon- I never had so much fun working so hard!”

The CSP NYC classes are unique because they are run work-shop style with a maximum of 6 trainees. This allows excellent opportunity for lots of one-on-one attention and a high energy class dynamic. As president of Ingenuity & Pizzazz, Inc. have collaborated with home sellers and agents on the staging and marketing of over $500 million in real estate and I share my diverse experience with my trainees.
My next New York class is scheduled for January 9th – 11th, 2010. For more information, contact nairn@ingenuity.com and please visit www.ingenuitypizzazz.com and www.csptraining.com.

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Monday, October 12, 2009

Small Is the New Big for Home Staging Professionals

I have just read an inspiring business book, Small Giants – Companies That Choose to Be Great Instead of Big, by Bo Burlington. A finalist for the Financial Times/Goldman Sachs Business Book of the Year Award, this book rejects the mantra of growth for growth’s sake in favor of a passionate dedication to becoming the absolute best and demonstrates that big does not equal great and great does not equal big.

As home staging entrepreneurs, we are not corporate giants – but we can be great! Common attributes of these small giants were: close connections to their communities and demonstrated and meaningful social responsibility; outstanding customer service, close ties to employees, suppliers and clients; and leaders who were passionate and had deep emotional commitments to their businesses.

What are you doing in your business that makes you great? As president of Ingenuity & Pizzazz, Inc., I have developed close relationships with my community of real estate agents and vendors. I am committed to delivering excellent staging work and incomparable customer service to every client – regardless of the price of the job. I am absolutely passionate about the value of staging and the work I do, including training new home stagers for Certified Staging Professionals. I support Habitat for Humanity and local NYC non-profit organizations. I am also dedicated to my professional communities and am always supportive of my CSP alumni. Of course we all want to increase our success and profitability, but it is critical to stay focused on being the best we can be.

With this, small is the new big, thought on my mind, I made another connection while reading the Sunday newspaper, Parade Magazine (Oct. 11/09, p.6). “American Houses Are Getting Smaller”. In a reversal of a decades long trend, houses are getting smaller and downsizing continues. The McMansion era has come to an end.

“Demand has shifted from people looking to trade up to larger homes to first-time buyers, who are typically younger, with less income, looking for a place that is more modest. Smaller houses are also attractive to empty-nesters looking for places that are more energy efficient and less expensive to maintain.”

This presents several opportunities for home stagers:

STAGING SMALL SPACES: A few years ago, some agents didn’t bother staging small spaces. Of course that was a mistake, because all properties benefit from staging, and all sellers deserve to achieve the maximum ROI on the sale of their homes. But now, agents are paying attention to the marketing of these smaller properties because they are in demand. And while more buyers are now interested in smaller properties, they still desire the best value. Properties that are staged to look bright, spacious and appealing to the targeted buyer will have the competitive edge. I have recently staged two studios and a one-bedroom apartment, that may not have been staged just a couple of years ago.

DOWNSIZING SERVICES: Another opportunity for home stagers is to help home sellers transition into smaller spaces with space planning, color choices and downsizing strategies, as part of their staging for living services.

: And with revved up interest in energy efficiencies and cost savings, there will be increased interest in Eco-Staging and Green businesses.

I suggest we embrace the “small is the new big” in our business practices. Enrich your staging skills and become a  Certified Staging Professional and pursue continuing-ed classes in staging for living and Green Build Science. Add these services to your business to capture niche opportunities. And as always, focus on being great.

Nairn Friemann, MBA, is a Certified Staging Professional & Trainer. As president of Ingenuity & Pizzazz, Inc., she has collaborated with sellers and agents on the staging and marketing of over $500 million in real estate. Her next CSP staging training class will be held in NYC, October 17-19.

For more information visit www.ingenuitypizzazz.com and contact Nairn at 917-952-4669 or nairn@ingenuitypizzazz.com

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