Recently I have been asked quite a bit about home staging training and what “Certification” means. At this point in time there is no governing body in the United States, Canada or Australia that gives out or approves a license for Home Staging.

What does this mean to you as a future Home Stager, Real Estate Sales Person/Broker or Homeowner?

Christine Rae, founder and President of Certified Staging Professionals (CSP™) decided to address this issue by creating and providing a 3 Day, 30 hour in class Home Staging Training Course that would not only teach home staging, but also the business practices on how to stay in business and make a living. The course is not just about making a home look good for pictures and viewings, but also how to bring the condition of the property up to today’s standards by using a proven 3 step process.

Graduates must sign and adhere to a strict Code of Conduct and ethics; those that do not follow the conduct & ethics are no longer allowed to be part of the organization. In order to graduate from the program, students must achieve 75% or higher on two written exams and stage a home on the market with their class and the CSP™ Instructor.

The CSP™ program is constantly being updated to meet today’s market requirements, graduates are encouraged to come back to class at anytime for a small nominal fee to refresh and update themselves. Much like what Realtors® have, there are also continuing education classes that are provided through the CSPI Training Academy.

Who Teaches the Program? The CSP™ Certified Staging Training Classes are only taught by instructors who have an active home staging business and know what is happening in the field. Each Trainer must also go through an intensive Instructor Training Program where they are audited by the President and other instructors before they are allowed to teach the program. They are a team who work together with Christine and each other to constantly keep the program current. CSP™ has instructors in the United States, Canada and Australia. You can find out more about each of them and their companies by clicking on their names: Christine Rae, Nairn Friemann, Lynelle Hartman, Joanne O’Donnell, Melissa Marrow, Janne Petrie, Jackson West and myself Duncan Scott.

Certified Staging Professionals™ was the first Staging Training Company to offer an affordable insurance package to their graduates in Canada. Is this important? Would you want any other trade coming into your most expensive investment that did not have insurance?

So back to my earlier question: “What does this mean for you?”

As a Certified Home Staging Professional, you can go out confidently into the market knowing that you have the extensive hands on training on how to provide the best service to your customers and how to succeed in business. With the added support of on going training, you also know that you will always be on top of today’s trends.

As a Real Estate Professional, you know that every CSP™ Home Staging Consultant has been through hands on training on bringing the properties condition up to standard and on merchandising your listings, much like what you had to do to in order to get your license. Knowing that each CSP™ must adhere to a Code of Conduct means that you have the added security of contacting the CSP Head Office should any complaints or issues arise.

As a Homeowner, you have the piece of mind that you have a professionally trained home stager who has been taught how to get you the maximum return on your investment by consulting you on the condition of your home and then showcasing it to get the most buyers through the door.

CSP has made it easy for you to find a Certified Staging Professional near you… you can be rest assured by Clicking on the FIND A STAGER button that you have a trained professional who is in good standing with the organization.

So while there may not currently be a governing body on the Certification of Home Staging Training, don’t you feel better knowing that CSP™ is Raising the Bar on what is expected in Home Staging?

Please don’t hesitate to contact the CSP™ head office at 1-888-STAGING (782-4464), visit the office in person at 36 Hiscott Street, St. Catharine’s ON (9-6pm Mon –Fri), or contact any of our Certified Instructors via their websites.

Certified Home Staging Training

Below is an article I recently wrote and was published in Staging Standard Magazine, ENJOY!

Many people think staging is something new which came out of California. I can tell you from experience it isn’t. It is a process which has been done for decades all over the world. In this decade it has evolved into the fastest growing industry in North America, due to the fact that it is now a recipe for a successful sale – a tailored marketing tool for an individual property for sale.

In the 70’s & 80’s, my father was on his way up on the corporate ladder: this meant moving every couple of years to a new city or even a new country. I was a “corporate brat” and while many think this might be hard on a child, I actually enjoyed meeting new people and seeing new places. I also believe it helped me map my future to join the Real Estate Industry, first as a salesperson in 1988 and now as a Staging business owner and Trainer for Certified Staging Professionals (CSP).

As a child, when I drew a picture of a house, mine would always have a “For Sale” sign on the front yard. I would watched my parents rush around making sure 2 cars would fit in the garage, replacing the wall paper, painting the house and making the basement look like it was always a neat and organized storage area. As kids, my siblings and I new the “special” family meeting was about to be held where we would be told we were moving and the lecture for keeping our rooms tidy was about to follow! These were the early days of staging and no one even knew it.

By age 18 I new I wanted to be a Real Estate Agent. I stared selling in the late 80’s and was shocked to find not everyone did what my parents did to prepare the property for market. When I got my first listing I sat with the homeowners and discussed how to make the house look good from the outside-in. In the days before the Internet, buyers would look at a black and white picture and then drive by the property; it had to look good to get them to an appointment to view the inside. I would personally reconfigure the furniture and maximize the layout on my own listings. When I showed buyers vacant properties I would tell them where the sofa would go and ensure that a queen size bed would fit in the Master Bedroom. Even as little as 20 years ago I had no idea that I was staging, I just thought it was part of my job. In the late 90’s a woman by the name of Ann Maurice came onto the television in the UK, (where I live and managed an “Estate Agency”), with a show called the “House Doctor”. Ann would go into a home that wasn’t selling and transform it into something that a buyer would want to see. The show was a HIT! Staging was moving to the next step, finally someone was out there who could get my listings prepared so I could focus on getting the property sold and getting more listings.

Pamela Fenton, of Homelife Realty One in Toronto, ON agrees;

“I want every property I list to be a show piece, but spending time on staging myself takes me away from showing and marketing to potential buyers. Having my Certified Staging Professional do the work for me and my clients allows me to sell my listings faster and service my customers to the level they expect”

Reflectively, over the last three decades staging has only been what CSP refers to as the second step of a 3 step process. Cleaning up, putting flowers in the front yard and depersonalizing are only the start. A property has to appeal to the more than 63% of buyers who will pay more money for a house that is “Move In Ready”

When you know the average seller is 57 years old and the average buyer is in their early 30’s, you understand these two age groups have different wants and needs, and no none, no matter what age they are wants to feel like they are moving into their parents home. By hiring a qualified a qualified stage the seller can benefit by having a professional come in with furnishings and accessories which will appeal to the target market. The same goes goes for a vacant home, buyers come in and feel themselves in the home and see how it might look when they move in. In most cases if a buyer sees a furnished staged house, they will buy the vision they can actually see over the one they have to imagine.

Taking that principle a step further, my good friend and fellow CSP Staging Trainer, Jackson West, (Reveal Estate, Vancouver, BC) explains the importance of knowing the difference in preparing a Condo and a House in the same price range as not all properties can be staged the same way:

“Today’s buyers have high expectation therefore it is crucial to merchandise a space in a way that will attract the specific buyer demographic. You have to consider the needs and desired lifestyle of potential buyers while incorporating items to complement and enhance the architectural features of the property. Buyers will remember what they are shown, so functionality is paramount. Contemporary furniture and accessories are going to look out of place in a traditional home, however, buyers will expect modern furnishings in a new development or high rise.”

Another consideration is price differential; an executive home or luxury million dollar home will need different accessories and furniture than an entry home or condo. Janet Coates, (The House Stagers, Toronto, ON) a fellow CSP and associate of mine explains:

“Choosing accessories for a multimillion dollar property is similar in some respects to any other property. You have to consider style and scale. However accessories in a luxury property have to be quality pieces. These properties are generally larger in scale and well appointed architecturally. Staging accessories need to enhance the space. Whether your are selling a starter condo or a luxury home, having the right look and feel is important to getting the property sold, having a professional staging consultant who knows the market and has the accessories to complete the job saves you time and money.”

Having the right look is important but is not the only important factor, with the majority of buyers starting their search on the Internet, pictures of the out and inside of the property are key to getting buyers in the door. Jackson provides his expertise for making sure the pictures capture the buyer’s eye:

“A picture is worth a thousand buyers so it is worth having quality Real Estate photos. An appealing front exterior photo will entice people to look at the rest of the images. Showcase any attractive outdoor views the property has and include several interior shots too. A lack of photos may lead buyers to thing the property is not desirable. A wide-angle lens helps capture more detail of a room. Align the vertical lines of the room with the photo and capture more of the floor and less of the ceiling. Ensure rooms are well lit by turning on the lights and the lamps to give photos visual depth. Beware of reflections especially if you are using a flash. This is particularly true for mirrors, windows, glass table tops and shiny objects. Finally and perhaps most importantly think about the photo before you take it. Try moving 2 steps left, 2 steps right, a step back or drop to one knee. Even a slight change in perspective can make all the difference.”

The CSP leading edge staging process includes 3 steps.

Step 1 is a complete, comprehensive, personalized evaluation of the property.

Step 2 is to address those conditions and bring the property’s price range specifications.

Step 3 the final and key step, is to the CSP complete a full showcasing process to best position the property on the market. This step is vital to leave no chance. It features the reasons to buy, attracting buyers from the Internet, getting them into your property and putting offers on the table!

Paul Beauregard and Jennifer Pfuetzner, property sellers, attest to the benefits of using a CSP to stage their property. Last summer they were dealing with a job transfer across the country; just as the market was tumbling they were faced with trying to sell their large Victorian farmhouse in downtown Toronto. The property had not been touched since they moved in 10yrs prior. Many agents told them they were crazy to list in such a bad economy and they would never get their asking price. The agent they eventually selected insisted they would have to have the property professionally staged before marketing could begin. They interviewed several stagers deciding on a particular CSP from Toronto; they gave him the go ahead with the 3 step process of preparing their house for sale:

“(Our Stager) did more than just stage our 12+ room house. Through the entire process he explained to us what was being done and why. He took our house and transformed it into what it should have always been. This was not a cheap “Paint the Walls” staging, but a profound and fundamental rethinking of what the home was suppose to be. What it could be. What it should be… finally – as with so much in life – it boiled down to the bottom line; we were selling in the middle of summer in a collapsed market where agents were telling us not to list.

Many agents told us it would not sell. We were even told we were making a mistake listing the house for too high a price. Thanks to (our stager) our house sold in less than a day for $26,000 over list! (To be precise, it was on the market for 3 hours and we received multiple offers!). To leave no room for uncertainty – this home would have not have sold without (our stager’s) contribution. And we received a generous multiple on the “Investment” we made by hiring (our CSP Stager)”.

Never tell people they wont be able to sell their property, contact your CSP to help get your listings or home on the market, in the best condition and positioned to attract buyers.

The staging industry is evolving quickly; specialty designations to compliment your work challenges are being developed: Eco-Staging, Staging for Divorce, Senior Move Management, E-Stager and Zoomer Staging are some that will def give your property the “Edge” when selling.

In closing, I have been in the Real Estate industry for over 20yrs in three different countries (Canada, USA, UK) and two different continents. the changes I’ve seen in what buyers are looking for in a property are remarkable. In Fall of 2006 I moved back to Canada from New York City and decided not to sell property but to stage it; the thrill of the transformation excites me each time I complete a showcasing… and even more so when the call comes in that the property is sold!

Oh FYI… I still occassionally draw pictures of houses… however now instead of a “For Sale” sign on the front yard, the property always has a “Sold for Over Asking” sign!

Cheers to all for a Fast Sales!

Duncan

Excitement is brewing… in just 4 days there won’t be an airport lounge in North America that won’t have a stager in it, imagine all the new seating arrangements that will be created! Planes from NY, NJ, South Carolina, Texas, California, Minnesota, British Columbia and so many other destinations will be brining in the Diamonds of the Staging Industry to Toronto, Ontario.

These are the same stagers & trainers that you hear about in class… Nairn Frieman, Lynelle Hartman, Joanne O’Donnel, Jackson West, Terrylyn Fisher, Devin Khuu, Janet Coates and so many more!! Ambrose Price from the Decorating Adventures of Ambrose Price will also be in attendence… yes he is a CSP too!

A whole range of professional speakers will be on hand… as well as exciting events throughout the day and night… at some point you’ll even get to see “Yours Truly” on the stage… don’t worry… I won’t be singing!

As attendees you’ll also be the first ones to know about new products, classes and upcoming events.!

I look forward to seeing you all there, hearing about your success stories and helping out in any way that I can. Wait… you haven’t signed up yet??? Hard to believe… but rest assured, mention this Blog… and I’m sure Angela, Liz and/or Linda will be happy to fit you in!!

I’m looking forward to seeing you all in Toronto!! Don’t be shy, make sure you introduce yourself!

On Friday December 12th Duncan Scott will be teaching the First Canadian CSP/Live Green-Live Smart Green Building Science Training Course.

This course is not just for CSP’s but for all Real Estate Staging Professionals, Real Estate Brokers/Sales Representatives, Professional Organizers, and Business Owners… in other words EVERYONE CAN GO GREEN!!

This course is designed to educate corporations, business professionals and individuals on the topics of sustainability, energy savings & green build science.

DID YOU KNOW…
92% Of people surveyed said “Green” features are important when buying property
74% of consumers surveyed buy environmentally friendly products
60% are willing to pay more for such items
55% say they make a special effort to patronize retailers with a green reputation
50% is the forcast rise in energy cost by 2010
40% of new homes are being built with green features

This one day certification will give you the understanding to initiate energy savings which will surpass the investment of this program

In addition you will learn:
- About building certification programs such as LEED and Green terminology
- Green building science best practices
- About the state of the planet
- To access thousands of $$$ in special green tax credits, incentives and rebates
- Marketing techniques to market your business green

Your Client Benefits:
- You will have the knowledge to identify green features of homeowner’s properties and help them further their green efforts with additional informationa and resourses
- You will have the knowledge to help your homeowners install green features which will benefit them with money saving values

As a trained LGLS CP Business Professional you receive:
- A comprehensive green training program
- You will be part of a network of Green Professionals throughout North America
- You have access to free green content for a website, newsletters and email programs
- You have green audit materials for use with your clients
- You receive logos, marketing material and updates

The small investment for this certification is $395.00 which includes course materials, text books and an enjoyable day of Networking with other local professionals.

With a vast knowledge of the housing industry, (20 years of working with People on the Move), and a strong background in training adults and children, Duncan Scott is the instructor of choice to provide you, your family and your employees with the education necessary to “Change the World One Room at a Time”.

Contact 1-888-782-4464 to register, or ask about Duncan conducting a course in your city. (Duncan is available across North America for Training Classes and as a Keynote Speaker.

Duncan Scott, (President), and Laurie Handley, (Project Manager), of the The Scotts Group Inc, a Toronto Based Home Staging company, are please to announce that they have joined the Certified Staging Professionals(TM) “Pay if Forward” Charity of Choice: Habitat for Humanity(R). The Scotts Group will donate a portion of its staging fees for every property staged to Habitat for Humanity(R). Donations collected by all CSP(TM) will be presented to Habitat for Humanity(R) at the CSP(TM) 2009 Convention.

Canadian Staging Professionals, (Certified Staging Professionals in the US), was founded in 2005 by Christine Rae. Christine has personally instructed more than 2,600 entrepreneurs on how how to start and grow a successful home staging business. In 2007 Christine was awarded the Real Estate Staging Associations Staging Innovator of Year Award. Christine is also the coauthor of Home Staging for Dummies published by Wiley Publishing, Inc.

In 2007, at the launch of the companies annual convention, CSP(TM) donated funds to the charity which was enough to pour a foundation for a home. The Scotts Group is joining a growning number of Certified Staging Professionals(TM) currently enrolled in the CSP(TM) Charity of Choice Program. This program is also ECO friendly as CSP’s will recommend that homeowners donate unwanted items to the local Habitat for Humanity(r) Restores.

Habitat for Humanity International is a nonprofit, ecumenical Christian housing ministry. HFHI seeks to eliminate poverty housing and homelessness from the world , and to make decent shelter a matter of conscience and action. Habitat invites people of all races and religions to build houses together in partnership with families in need.

Habitat has built more than 225,000 houses around the world, providing more than 1 million people in more than 3000 communities with safe, decent, affordable shelter. HFHI was founded in 1976 by Millard Fuller and his wife Linda.

Links:
www.habitat.org
www.canadianstagingprofessionals.com
www.thescottsgroup.com

John has just called from the office:

A Home Stager comes to mind so you search the CSPâ„¢ directory.

The Scotts Group Inc, works with homeowners not just when they are selling their homes, but when they need help to get the home where they want it to be. Your home should have flow and feel like a place to show off when you’re living there. Why wait till you sell your home to enjoy it!

We will work on short deadlines!

Duncan Scott, (President and Founder), and his certified team will work with what you already own and love and will help you to shop for new pieces of furniture and accessories to give your home a place you’ll be proud to show off to neighbours, friends, the inlaws and even that annoying aunt!

While having fun is an important part of The Scotts Group Team, we are dedicated and serious to creating and working with you to create the look YOU want within the budget you set! Our Reputation is based on referrals!

We begin the process by walking through the home with you and finding out why you bought the home and what things you want to show off. From there we create a plan specifically tailored for your home.

If you’re not in the Greater Toronto area, The Scotts Group is proud to recommend Reveal Estate in Vancouver, Flair & Function in Ottawa and DK Design Studio in the Niagara Region. If your not in one of these areas, all of the Stagers listed on the CSP™ website have been Certified and Trained to help you achieve the results you are looking for!

Duncan Scott, President, CSPâ„¢
The Scotts Group Inc
Home Staging/Redesign/Project Coordination

Working with “People On the Move” since 1989

Dear Future CSP’s,

Congratulations, it’s the eve before your class and I’m sure your anticipation is high!

I write to inform you of the unexpected emotions that you will encounter as you embark on one the best training courses you will ever take. I salute you on taking the first step to running and owning your own business… it’s a remarkable thing, and you can do it!!

Day One: You walk in, not knowing what to expect, but thinking this should be a breeze, but you’re nervous about the people you’ll be sitting closely with for the next 3 days, “Will I like them, will they like me??”. You’re warmly greeted by Liz, given a name tag and you walk through the doors of the conference room. A part of you is thinking: “This shouldn’t be hard… how difficult can “fluffing” a home be!!”.

You go through the introductions, meeting your fellow classmates, you’re insructor Nairn… (absorb all you can… she’s fantastic!), and Liz… listen to what she has to say, and recommends what to buy, she knows her stuff and everything she recommended I have used many times, even in the short time I’ve been in business!

Class begins, information overload, your thinking “OMG, what did I get myself into”, break comes, don’t be late coming back, (trust me on this one!), grab the coffee, more to come! Aunt “B” behind you goes on about a personal story way to long… you want to scream “Shut UP! I’m trying to learn all about starting a business, marketing and putting things where they are suppose to be!!”, but you hold back, don’t worry, soon she’ll realize that no one cares and will eventually let the class absorb all the information and keep her personal stories to a minimum..WE HOPE!!

Lunch comes…then more information…OMG I feel like Private Benjamin in “Boot Camp”…then the days over and guess what… YOU HAVE HOMEWORK!! WHAT!!! And it’s going to be marked??? Yes future CSP’s, just because you paid to join the class, certification depends on you writing a test… nothing is just given to you, you have to prove that you have what it takes to be a CSP!

By this point, amazingly enough you have formed bonds with fellow stagers that you will have for Life!!

That night, the stress is there, you work like mad, may I suggest at this point to have a Glass of Wine! Then sit down, write the test, have another glass of wine and then get a good night sleep!

Day 2, hate to burst the bubble, but more of the same, and some fun too!! Don’t be late, you’ll miss something, and when you realize that there is another test for the night that’s something you don’t want to do!! So maybe cut the wine down a bit the night before if you’re a light weight!! Now this isn’t to say that many laughs are to be had, I loved the group I took the Certification with and still converse with them regularly even though I live and work in Toronto.

The night of Day 2, glass of wine, write the test…hopefully you’ve taken good notes as Nairn has covered everything you will need to know! Finish the Exam! Glass of wine and then SLEEP!

Day 3, you’re exhausted… but this is the most fun day! You’re going to Stage a Real Home!! More Bonding, and yes some arguements will take place, (I was prone to stealing furniture from other rooms to make my teams room look better!!), but in the end you’ll all bond and be best friends!! So please Aunt “B” don’t take my enthusiasm personally as I steal the chair, lamp or painting from your room!! Trust me though this is the most fun day and you continue to learn so much!!

After the home is complete it’s back to class for a surprise… a pleasant one!! But I won’t let you in on what it is… let’s just say… HARD WORK HAS ITS BENEFITS!!

I’m not writing this to scare you off, this is an amazing program that actually teaches not only how to stage a home but also how to start a business! Something Harvard Business School teaches in it’s first year, and for a whole lot more money!!

For those of you thinking about hiring a Stager… let it be known that CSP puts its future Stagers through a rigorous testing to make sure they do the best job for YOU!

So my fellow and future Ottawa Grads, enjoy the course, take in all you can, and when the going gets tough over the next 3 days, stick with it! IT’S ALL WORTH IT!! Trust me!! Christine Rae has developed THE course for Home Staging!!

I look forward to hearing you’re “Success Stories”!

Feel free to email me at anytime! I’ve had some great CSP’s from across the country that have helped me out!! If you want to Succeed…YOU WILL!!!

Cheers,
Duncan Scott
The Scotts Group Inc.
www.thescottsgroup.com

P.S. Remember to put your profile pic and to create your profile as soon as you have access! I’ve had great success with the CSP web pages!

Well actually 3, but only one CSP in RESA’s Stager Idol… Jackson West from Reveal Estate in Vancouver! It’s time we all stood up to the plate and showed our support for one of our own!

Check out the site by clicking on the link Stager Idol and take a look at Jackson’s remarkable work and project for Phase 3!

Then start showing your support by writing in your blogs and letting everyone know!!

WAY TO GO JACKSON!!! KEEP UP THE GOOD WORK!

In March I had the pleasure of traveling to Ottawa from Toronto, (during a 50cm snow storm), to take the CSP(tm) certification course from Nairn Freimann. I worked hard and enjoyed every minute of my training, the course was everything I expected and way more. Not only did I learn about everything I would need to start a business and how to effectively stage a home, but I met friends that I will have for life! Something you just can’t get from an online course.

I signed up for the Fast Track Program, the materials I received were unbelievable! I have everything that I need to get started from practical items for staging, execelent business tools like a portfolio and press kit, and marketing materials that REALLY WORK!

If you are looking for a course to hand you a job, then this isn’t the program for you… and if you find a program that offers it… I would suggest you read the fine print! No one is going to set up your own business and give business to you! What CSP does is give you the Tools, Support, (CSP staff are always helpful via phone or email), and Training to get started in a professional way and to work with other stagers in the same professional way! Basically, you can be a Diva or an American Company, but can you give a training course that provides you the training, tools and support that works effectively in the Canada, the USA or Overseas??? CSP does!

In 6 weeks I have staged 4 properties, 3 vacants and one showcasing. One sold for 20% over asking in 10 days, another for 60K over asking in 7days, and the two others for almost asking, giving me an average of 104% over of asking in 14 days… check to make sure the other companies can give you these statistics at a moments notice and the web pages that you can update whenever you want!

This weekend I participated in a Trade Show in Toronto, thank the powers that be that I signed up for the Fast Track Program as I had all of the professional marketing tools to make my booth as professional as others who had been in business for many years. I got 2 agent referrals!

In the last few weeks, I have had the pleasure of speaking to the founder of of CSP(TM) Christine Rae, she’s not just a business person, but someone who is always thinking of our future as successful Stagers. I have also spoken to many who have made a great success in the field. Scott Wilson, (president of RESA Toronto), Janet Coates, (luxury home speciailst) and Jackson West, (top 3 in Stager Idol), all of these people are Canadian/Certified Staging Professionals… and they are willing to speak to the newcomers and help us build the industry… do the others help you with mentors like this???

So if your looking for training, look for a company that gives on going support both in Staging and Ongoing support… I know I did lots of research, and I chose CSP!