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November Newsletter

November 6, 2008 by becky.

TWO NEW EVENTS COMING SOON—

*We have a new opportunity for Real Estate professionals and designers only. The main purpose of the this new class is to learn how to professionally stage your client’s homes. It will add a new service to your list of specialties. Most of the “staging” we have seen by agents is more like de-cluttering, cleaning and removing non-essential furniture and accessories. Those are important things, of course, but do not go far enough. We focus more time on learning how to create excitement and add the Wow-factor in a personality-starved home. We also teach you “How to Stage an Empty Home.”

What: No Frills 2-Day Staging Designation Class

When: December 3rd & 4th, Wed. & Thurs. 9:00AM till 4:00PM

Where: Oueens Harbour Yacht and CClub

Details: ASID Designer Teaches Staging Secrets

Manual and Supplies Included

75% off for the first 20 students

E-mail for details

Ask for the Free Report on Empty-Home Staging

Becky@beckyharmon.com

ALSO—

A Staging Camp for Alumni and registered future students is planned for late January. The purpose of the event is primarily to share ideas and brush-up on techniques and learn new skills. It will be Fri. evening, Jan. 31st through lunch Sat. Feb. 1st, 2009. We need to re-energize and support one another.

We will feature new segments on Empty-Home Staging, how to set up a website and marketing success stories. We will have a guest speaker from Toastmasters.

Special rates are available at the Wingate Inn, 904-421-7000. Ask for Lee. Don’t wait to long to make reservations. The camp is $75. and includes three meals. Make your reservations via e-mail. I can’t wait to see you. More details will follow soon.

*********************************************************

Redesigners and HGTV addicts:

You will be inspired by this story which was originally published in the Veranda, a special publication of the Florida Times-Union.

“We shape our dwellings, and afterward, our dwellings shape us.” Winston Churchill

Makeover–to change someone or something; to give them a different appearance or a new use. Cambridge Dictionary

The world today is totally enchanted with the makeover concept. Entire industries have been born to satiate that obsession. The HGTV network covers every conceivable aspect of interior and exterior redesign. Magazines and how-to books continue to pour forth as the never-ending demand for inspiration escalates. What is all the excitement about? Is a make-over really worth it? Let’s ask Marjorie Sutton of St. Augustine as we tour her recently transformed home…It’s the kind of space that makes you feel as if the rest of the world doesn’t exist. Maybe that’s because of the mesmerizing view of the Atlantic Ocean which draws you in as soon as you open the weathered front door. Or perhaps it’s the spa blue color that flows like water around the two story great room. Your eyes travel from a nautical chart framed in drift wood over the rustic fireplace to the sea grass rugs to the glass cylinders filled with starfish. Whatever the reason, there’s an indefinable quality that makes you want to take a deep breath and let all the stress evaporate. But it wasn’t always this way…

Marjorie knew she needed help. In her travels, she had collected all kinds of unrelated things. “I left room in my suitcase for those irresistible baubles,” she explained. “If I liked something, it came home with me.” Problem was, of course, that the house became somewhat of a museum, verging on claustrophobic. Her style was best described as-in her own words-“schizophrenic”…too many colors, no discernable theme.

She was a candidate for a makeover and she was the first to admit it. “Look at my stack of decorating magazines.” she lamented. “I found myself wandering aimlessly through pretty furniture stores.”

Sometimes the dizzying array of choices only makes it more confusing. She was mired in the quicksand of indecision. She finally enlisted the help of a designer who inspired a truly magical place.

The first step in a typical make-over is to determine what level of change is needed:

1) Tweaking-rearranging existing accessories and furniture. This is sometimes called “redesign”.

2) Gently Restyling- includes wall color changes with new art and some new accessories. Most make-overs fall into this category

3) Bulldozing- complete remodel, as in new flooring, countertops, cabinetry, etc.

A color scheme is chosen for walls and accents. A great fabric or a piece of art can be the inspiration. You’ll need a primary color and a complimentary accent color.

Next, the clutter is addressed. Let’s face it! Everyone loves to plant flowers, but no one wants to pull the weeds. Sometimes one must learn to toss with abandon. It can be liberating.

Then the room arrangement is analyzed for balance and symmetry. Traffic patterns are considered. Ease of conversation is always a primary goal.

The homeowners personality should be considered when selecting a theme. Some popular choices: Ralph Lauren/ English library or Ernest Hemingway/ Out of Africa.

Jean Leone of Ponte Vedre chose a Tuscan, wine-country theme for her recent redesign…wrought iron, warm colors, rich rugs on natural stone floors. Her husband’s Italian heritage inspired that direction. A rich pumpkin color accented with sage green was splashed around the living areas. I can almost hear the theme from Godfather in the background.

The costs are varied but still average around $75. to $100. an hour—slightly more if an assistant is needed. Some redesigners may ask for a retainer before starting a major project. A brief complimentary consultation is a non-threatening way to get the facts.

The results can be life transforming. Oprah Winfrey once said of her California residence, “My house sings.” She could barely contain her joy in finding and expressing her unique style.

Your house is not just a house. It is a living, breathing thing. It reflects your soul…your inner sanctum.

So whether you need a little rearranging or an extreme make-over, the experience can enrich your life in mysterious ways. “ I stay home a lot more now,” confessed Marjorie.

“No restaurant, club or theater can compete with my home. It embraces me. It’s a sonnet. It’s a poem. It‘s me.”

Winston Churchill was right. “We shape our dwellings, and afterwards, our dwellings shape us.”

***********************************************************************

This article can be used for republication as long as the author is credited:

Written by Becky Harmon

Transformations Staging and Redesign School

www.transform-us.com

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September/October Newsletter

September 9, 2008 by becky.

*We were delighted in August to get the unique distinction of the “Best of Jacksonville” 2008 Award in the Staging School category for excellence in marketing and service to our community, etc. The award certificate is on the “Class” page at the bottom on the website.http://www.transform-us.com/class.htm
This link tells you what it means. https://www.uslba.net/P8JCPX3C \

*Recent documentation tells us that the selling cost per sq. ft. differences in staged homes vs. non-staged homes is a whopping 10% to 20% more. These are statistics from Transformations classes and students. Amazing!!

*In our August class, we hosted students from as far away as Las Vegas and Bangor, Maine and Melbourne, Florida. Our regular class had to be postponed a week because of Hurricane Faye, so I appreciate the flexibility of these students who had to change travel plans. Thanks to you all including our local students.

*Our October 5-day Class has a date change. 10/13/ - 10/17. It will be our last 5-day class of the year.*
*Be sure to note our addition of a Money-Back Guarantee mentioned on the website “class” page.

—*Our new Frequently Asked Questions page is a hit— http://www.transform-us.com/faq.htm

ALERT to agents everywhere— One very successful agent who took the staging certification class last year, offers a guarantee to her clients. “I’ll sell your house in 35 days or you don’t have to pay me.” How does she do it? She asks her clients to agree to a list of things. Staging is at the top of the list, of course. This agent is reaping the benefits of staging certification training. She has a full-time assistant and an occasional additional part-time helper. We’ll be sharing her roadmap to success in our next One-day Staging Seminar in Queens Harbour on November 12th. The day is jam-packed with the latest staging tips and information. I still have some openings left in that seminar. 9:30am to 3:45pmContinental BreakfastGourmet Lunch w/ Dessert Paint Color Chart

Graph Paper Note Tablet

Speaker Notes

The One-Day Seminar Topics
            1. Furniture Arranging
            2. Before/After Pictures
            3. Choosing and Understanding Color
            4. Accessory Placement
            5. Staging Tips Often Overlooked by Agents
            6. How to Stage an Empty Home
        This $500. class is $250 for the general public. We offer a special price to agents and designers of $125. If you have a group of two or more, e-mail for special pricing. Right now we have a BOGO special. Yes!! Two for the price of one. becky@beckyharmon.com If you are considering the 3-day or 5-day certification class, the one-day seminar is a good way to check it out. The investment will be rebated back to you if you sign up for either of the extended classes. Sign up now online. http://www.transform-us.com/Pay_seminar.html

If you are unable to attend the one-day staging seminar (perhaps you are out-of-town or just busy), the seminar can come to you. We have a professionally produced one hour DVD of the class with all the demos for $125. It includes all the “Before and After” photos and the popular segment called Staging Tips (even your agent doesn’t know about). We include a list with our favorite, frequently-used paint colors. It will be sent out within 2 days. You can order it by e-mailing becky@beckyharmon.com.

Also Available to ship now—
*A 5-minute DVD of an actual Transformations staging/redesign produced by Creation Studios. It can be used by professionals to do presentations. The before and after shots are spectacular. With this DVD, you can illustrate the benefits of this service to your clients. $35. plus Shipping and Handling
http://www.transform-us.com/products.htm
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~I I sincerely hope that all of you in different parts of the country came through all the weather disturbances this year. There were fires out west, floods along the Mississippi and hurricanes in our neck of the woods. As we cleaned the storm debris out of our yard from Faye, I couldn’t help but think of several friends going through storms of their own— various types of difficulties and life changes. Something Forest Gump said in the closing moments of the movie comes to mind. He’s talking to his beloved Jenny as he stands over her gravesite.“Was Mama right or Lt. Dan?” he asked. “Do we each have a destiny or do we just float, like a feather on a breeze? I think it’s both—both things happening at the same time.”

What is destiny, after all? How do we find it? How do we hold on to it? We have our course somewhat set. Then something comes along to interrupt our plans and signal that it’s time to slowdown and maybe take a detour. That “feather on a breeze” suggests that unexpected change will delay or divert our destiny.In the movie, Forrest became a millionaire when a hurricane hit the Gulf Coast and the Bubba Gump was the only shrimp boat that was not destroyed. A storm brought about the fulfillment of his destiny. For my friends, change is painful and disruptive. But sometimes it can slow us down long enough for us to reevaluate our direction. We may then have the courage to correct our course and choose the path that leads to our true destiny.

I’ve had friends who held onto jobs they disliked in companies that were going nowhere. One of them once said of her workplace, “I felt like I was polishing brass on the Titanic.”

A mother eagle teaches her babies to fly by making the nest uncomfortable. Is your nest uncomfortable?? What are you going to do about it?

Well, I’m glad we’ve had this little talk. I get carried away sometimes. I never meant to probe the meaning of life with the gospel according to Forest Gump. But I get excited and I still believe in miracles. I get to see people finally fulfilling their dreams. Yes, even in a bad economy, anything is possible.

And it may be true that, “Life is like a box of chocolates. You never know what you’re gonna get.” Nevertheless, in my opinion, life is still 90% delicious, full of opportunity, wonder and magic. So now, if you will join me in donning some rose colored glasses, click your heels three times and wish with me upon a star—maybe, just maybe you’ll listen to your heart, leap out of that nest and fly.

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July ‘08 Newsletter

July 1, 2008 by becky.

OK OK!! I’ve been asked to consider shortening my newsletter. When your own family, who loves you, fails to read all the way through the last article, you know it’s too long. So, here’s the new Readers Digest version of the latest at Transformations.

~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~

ALERT to agents everywhere—
One very successful agent who took the staging certification class last year, offers a guarantee to her clients.
“I’ll sell your house in 35 days or you don’t have to pay me.”
How does she do it? She asks her clients to agree to a list of things. Staging is at the top of the list, of course. This agent is reaping the benefits of staging certification training. She has a full-time assistant and an occasional additional part-time helper.

We’ll be sharing her identity and her roadmap to success in our next One-day Staging Seminar in Queens Harbour on July 30th. The day is jam-packed with the latest staging tips and information. I still have some openings left in that seminar.

Dining Room Overlooks the Yacht Harbour
9:30am to 3:45pm
Continental Breakfast
Gourmet Lunch w/ Dessert
Paint Color Chart
Graph Paper Note Tablet
Speaker Notes

This $500. class is $250 for the general public. We offer a special price to agents and designers of $125. If you have a group of two or more, e-mail for special pricing.
becky@beckyharmon.com

If you are considering the 3-day or 5-day certification class, the one-day seminar is a good way to check it out. The investment will be rebated back to you if you sign up for either of the extended classes. Sign up now online. www.transform-us.com and go to the “Class” page and click on “Class Payment Options”.

If you’d like to come but have scheduling conflicts or you are in another city—check out our new One-Day Staging Seminar on DVD. See details below the testimonial.

“I had a great time and I learned several key things that will help me personally and professionally. You are a great teacher who obviously enjoys her job. Your enthusiasm is contagious!”
Best Regards,
Patti Namey, Watson Realty, Broker Associate

~The One-Day Staging Class DVD is available NOW.

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Money-Back Guarantee

My agent friend who offers the quarantee has inspired me to offer a money-back guarantee on all my future classes. If you don’t feel that the content and presentation meets your expectations, your money will be refunded (minus my expenses).

Details will be on the website within the next week.

After rereading the evaluations from 2 years worth of staging and redesign class members from all over the country, I am confident we are consistently exceeding expectations. So, the quarantee will alleviate any concerns new attendees may have about the quality and value of the program.

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Who Moved My Cheese?

A few months ago, I attended a “Who Moved My Cheese” Conference in Orlando. If you remember, the book was an allegory about dealing with change. I was there mainly for moral support for my two sisters who, I thought, really needed this message. Surprise, Surprise!! I needed to hear the message as much as they did.

I am in a field—real estate—that is rapidly changing as we go through this market slowdown. We must all be willing to change or adjust our strategy as needed or get runover by those who ARE willing to learn new things. Remember the definition of insanity: You keep doing the same things over and over and expect a different outcome.

I commend my students who have invested their time and resources to learn about home staging. They are doing well. I am proud of them all.

The staging industry has exploded on the scene everywhere across the country—especially in larger cities. We just saw a $700,000. house that was staged by Transformations, sell and close in 6 weeks. This past April/May the selling price per sq. ft. averaged 20% more on homes staged by our graduates.

We are so pleased that home staging is making it’s mark in America. The HGTV channel now features all real estate/staging shows in their primetime slots during the week. We are working hard to let the homeselling public know about the benefits of this emerging industry. Thanks for taking a few minutes out of your day read this newsletter to learn more.

Yes, things have changed. We are all at various levels of acceptance. I believe most of us are in the process of finding our “cheese.” Happy Hunting!!

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May Newsletter ‘08

April 30, 2008 by becky.

Staging is truely amazing. Homes that get professional staging continue to get sold quickly. One recent sale was an empty home that was staged with just accessories. After sitting on the market 7 months without one offer, the homeowner hired another agent who believes in staging. Accessories, art and greenery went in and agents everywhere were happy to show such a charming house to their clients. The increased activity brought an acceptable offer to homeowners who were competing with the neighborhood builder’s discounted new homes. The first offer came within days and the second offer, the one that was accepted, came not long after that. Several of the other sold houses are described in the article that was started in the March blog…WEBSITE PHOTOS. You will find it compelling.

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~The May certification class is filled. There are a few openings still in the June 5-day class. June 16th - 20th. You can now pay your deposit online. The “Payment Options” link is on the “class” page. www.transform-us.com.

~Our next One-day Staging Seminar will be Wednesday, May 21st at the Queens Harbour Yacht and Country Club. The time is 9:30am to 3:30pm. The seminar will include a continental breakfast and a fabulous lunch. We cover some of the topics from the certification class.
1. Furniture Arranging
2. Before/After Pictures
3. Choosing and Understanding Color
4. Accessory Placement
5. Staging Tips Often Overlooked by Agents
6. How to Stage an Empty Home

Also included: Speaker’s notes, a Benjamin Moore chart of the most popular colors and a graph paper note and sketch pad.

This $500. class is $250 for the general public. We offer a special price to agents and designers of $125. If you have a group of two or more, e-mail for special pricing.
becky@beckyharmon.com

If you are considering the certification class, the one-day seminar is a good way to check it out. The investment will be rebated back to you if you sign up for the extended class. Sign up now online. www.transform-us.com and go to the “Class” page and click on “Class Payment Options”.

~If you’d like to come but have scheduling conflicts or you are in another city—check out our new One-Day Staging Seminar on DVD. See details below the testimonials…

Here are some reviews from the most recent seminar attendees—

“We’re always told that if we attend a training seminar of any kind and learn just one thing, it was well worth it. However, in your class, I learned a whole new wealth of information that I will be able to incorporate into my daily real estate business and my personal life as well.
The day went by so fast. I enjoyed everything in and about the staging class. Obviously IT WORKS!
Thanks Again !”
Pat Conrad,
Watson Realty Corp.

~The One-Day Staging Class DVD is available NOW.

Also Available to ship now—
*A DVD of an actual Transformations staging/redesign produced by Creation Studios. It can be used by professionals to do presentations. The before and after shots are spectacular. With this DVD, you can illustrate the benefits of this service to your clients. $35. plus Shipping and Handling Go to the website www.transform-us.com then go to the “Class” page and click on “Online Class/DVD”.

WEBSITE PHOTOS (This article will appear soon in the Florida Times-Union)

WEB PRESENCE + HOME STAGING = A LIGHTNING FAST SALE

Announcement to Homesellers:If you are unhappy with the number of times your home is getting shown, I have good news and bad news—

*The good news - More than 80% of the home-buying public looks at listings online before making an appointment to actually see a house.

*The bad news - More than 80% of the home-buying public looks at listings online before making an appointment to actually see a house.

It is good news if you have great photos and bad news if you don’t. If your home is not model-ready, you are not going to get great photos.

Home staging, a growing trend in real estate, will ensure that your home looks like a professionally designed model home. Listen to these stories—

*Transformations Staging and Redesign staged a $900,000. house in a popular gated neighborhood - before the scheduled virtual tour was filmed and the Web site photos were taken. A tall palm pointed to the cedar-lined ceiling and the marine-blue color scheme was repeated throughout the house. A coastal theme seemed appropriate for this Ponte Vedra home. Becky Harmon of Transformations describes the result, “The homeowner had three offers within FIVE days of putting pictures and the virtual tour online - two for full price. One man drove all night from another state to see it. A fourth offer was in the works.” *Sandy Miller of Watson Realty tells another Web photo success story: “I put the house in the MLS on Monday. They received an offer Tuesday after just one showing and on the market less than 24 hours! The house looked so cute and I honestly believe that it would not have gotten the offer if it had not been staged! The fact that the sellers got the showing (from the pics online) and an offer within hours of the viewing is AMAZING.”

Make sure your photos are totally fabulous before showing them to world. Why not stage your photo session or virtual tour?

Video tours, a popular real estate marketing trend, are giving home sellers an alternative to the traditional virtual tour. A video tour is more like actually being there according to Tami Keener of Queens Harbour Real Estate. “Video tours give buyers a more realistic picture of the house. You don’t get the feeling that you are looking through thick eyeglasses.”

The reasons for adding video tours to your marketing plans are compelling. Agents and home sellers everywhere take notice: According to video streaming firm Real Network— people stay at Web sites that use video 78 percent longer. A professional Web presence is critical today. It will compliment traditional methods of property marketing.

Alan Kelley of First Beach Productions says, “We help clients with every stage of the video production process: shooting, editing, script writing, graphics and narration. That includes distribution on DVD, the internet or TV. We offer agents a variety of options. Our least expensive tour is $165. which has no narration. The type of tour we do for Queen’s Harbour Real Estate runs $350. which includes narration, a DVD and an online compatible version.

Grant and Lori Tarbox in Queens Harbour closed recently on their nearly 3,400. sq.ft. home after 7 weeks on the market. The average time for homes in this price range to be on the market is more like 7 months. That is about 75% faster.

“I am a big proponent of staging and Web site presence,” remarked Tarbox. “In this highly-competitive market, you need every advantage.”

Queens Harbour Real Estate hired Transformations to stage the Tarbox house before the photos and video tour. A caramel wall color was chosen for most of the house. Lots of art and accessories were removed and the remaining ones were repositioned. All accents except the ones that supported the color scheme came out and plants went in. To see the video tour of this house, go to http://www.firstbeachproductions.com/1525hpd.html. You can also e-mail becky@beckyharmon.com and it will be sent to you.

It’s time for home sellers and agents everywhere to realize what an indispensable value professional staging and a good Web site presence can be to the selling process. What potential buyers might be surfing the Web right at this moment, hoping a picture or video tour is going to whisper to them: “Here I am. Buy me?”
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Alan Kelly of First Beach Productions has more than two decades of experience producing TV stories including more than a dozen writing and producing stories for some of the nation’s top network affiliates. He can be reached at www.firstbeachproductions.com or alan@firstbeachproductions.com.

FROM THE HEART

I attended a “Who Moved My Cheese” conference in March. I thought it might help my two sisters who joined me at the day-long event.

Surprise! Surprise! Surprise! I got a much needed ”wake-up call” in some areas of my life. Each speaker challenged us to periodically reevaluate where we are and adjust to changing conditions. I suppose we all need to take time out to let others inspire and motivate us.

As a trainer in the staging/redesign industry, I work with many individuals who have reassessed their career path and made changes. Home-based businesses make sense right now in the light of the gas crises. All real estate professionals should be realigning their goals and marketing plans to be on the cutting edge of today’s changing landscape.

Sit down with a pad of paper a make a short list of goals in each of these areas:

*Career *Relationships *Health *Dreams

Put a deadline on each catagory. And the most important thing—

I encourage you all to get an accountability partner and meet regularly. If your dreams don’t sufficiently motivate you, guilt and pressure from a friend/co-worker will. This strategy works, I promise you.

I wish you all success.

Till next time—

“You miss 100% of the shots you never take.” Wayne Gretzky

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March Newsletter

March 15, 2008 by becky.

~I know many of you glance through the first section, Staging News, and never make it to stories at the end of the newsletter. We’re all busy. So, before you do that, let me give a short intro to those important articles. Don’t miss them…

Announcement to Home-sellers:
~If you are unhappy with the number of times your home is getting shown, I have good news and bad news—(Continue reading in the Website Photos, Etc. article below.)

~I feel like I’ve been sprinkled all over by my fairy godmother. Last month, you may remember, we spoke of a “charity staging” for a family in need because of serious health issues. You won’t believe what happened— (To read more, drop down to the “From the Heart” section at the bottom of the newsletter.)

~The February one-day staging seminar, that we hold at Queens Harbour every 8 weeks, consisted of a combination of designers and agents. One of the agents, Joan Burnett, surprised me with a great report—

“Becky—Thanks so much for your time and info. The seminar was very helpful. In fact, I had a vacant home with outdated Kelly green carpeting and nothing else. The day after your course, I went to Wal-Mart, spent approx. $80. on a few bright towels, rugs, candles and freshener. I Then I went home and used two of my dining chairs, some silk plants, a table, wine glasses and a bottle of Chianti, a nice salad bowl and a couple of cook books and staged this home. I now have an accepted contract with a very good offer!!! Thanks again, it was enjoyable and profitable!
P.S. Becky, I forgot to tell you the home had been on the market 7 months with NO offers.” Joan Burnett, Watson Realty

WOW!!!
Thanks, Joan, for the testimonial. This must have happened within a week or so because that class just ended February 27th.

I love to hear success stories. There are just too many to publish them all.

~The March and May certification classes are filled. There are a few openings still in the April 3-day class. The schedule is on the website on the “Class” page. You can now pay your deposit online. The “Payment Options” link is on the class page. www.transform-us.com.

~Our next One-day Staging Seminar will be Wednesday, May 7th at the Queens Harbour Yacht and Country Club. The time is 9:30am to 3:45pm. The seminar will include a continental breakfast and a fabulous lunch. We cover some of the topics from the certification class.
1. Furniture Arranging
2. Before/After Pictures
3. Choosing and Understanding Color
4. Accessory Placement
5. Staging Tips Often Overlooked by Agents
6. How to Stage an Empty Home

Also included: Speaker’s notes, a Benjamin Moore chart of the most popular colors and a graph paper note and sketch pad.

This $500. class is $250 for the general public. We offer a special price to agents and designers of $125. If you have a group of three or more, e-mail for special pricing.
becky@beckyharmon.com

If you’d like to come but have scheduling conflicts or you are in another city—check out our new One-Day Staging Seminar on DVD. See details below the testimonials.

Here are some reviews from the most recent seminar attendees—

~The One-Day Staging Class DVD is available NOW.

WEBSITE PHOTOS:

Announcement to Homesellers:

If you are unhappy with the number of times your home is getting shown, I have good news and bad news—

*The good news - More than 80% of the home-buying public looks at listings online before making an appointment to actually see a house.

*The bad news - More than 80% of the home-buying public looks at listings online before making an appointment to actually see a house.

Of course, what I mean is that it’s good news if you have great photos and bad news if you don’t. If your home is not model-ready, you are not going to get great photos.

Listen to this story—

Transformations staged a $900,000. house in a popular gated neighborhood - before the scheduled virtual tour and website photos. The house looked amazing!! The agent had three offers within FIVE days of putting pictures and the virtual tour online - two for full price. One man drove all night from Virginia to see it. A fourth offer was in the works.

All of these people were from out-of-town and had already decided on the neighborhood.

I am just waiting for home-sellers and agents everywhere to realize what an indispensable value professional staging can be to the selling process.

What potiential buyer might be surfing through listings right at this moment, hoping a picture or virtual tour is going to whisper to them: “Here I am. Buy me.”
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If you’d like to see an excellent example of good photos, go to www.queensharbouryachtandcountryclub.com/realestate. and go to this listing MLS415418. Transformations staged the house recently before the photographer was called in. What you don’t see is the previous bright yellow walls in the living room and dark red walls in the kitchen. Lots of art and accessories were removed and the remaining ones were repositioned. Neutral pillows replaced hot pink ones. All accent colors except cobalt blue, salmon and yellow came out and plants went in. Check it out.

I recommend that you look at www.firstbeachproductions.com to see a great example of a “video tour”. It seems to be replacing the old concept of a “virtual tour” and offers a better perception of reality.

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FROM THE HEART

I feel like I’ve been sprinkled all over by my fairy godmother. Last month, you may remember, we spoke of a “charity staging” for family in need because of serious health issues. You won’t believe what happened—

To begin, I’d like to repeat the opening paragraph from last month in case you missed it:

“I witnessed a beautifull collaboration of several generous class alums in January. I sent out an “all points bulletin” requesting volunteers to aid a family in need. I was conducting my regular class which was followed by a visit from out-of-town family (so I was unavailable) when I received the e-mail. This family desperately needed staging but could not afford it. The couple is expecting a baby they know has Down Syndrome. The father has endured three brain surgeries and they had very little furniture left in the house. Under the direction of Coral Lanier and with the help of Libby Conner, Pam Belcher and Sandy Miller a “miracle” was performed in that little house. Many of the former students offered to help and some donated items for them, including Deborah Broughton. The homeowners were quite moved by the effort this group of amazing individuals made on their behalf—and so was I.”

This, my dear friends, was the e-mail I recieved from Sandy Miller, the listing agent a few weeks ago—

“This email may be premature but I have to share!!
The folks that were helped by your fellow students with the infamous “charity staging” finally got the house 100% ready for the sign in the yard and the pictures to be taken.
*I put the house in the MLS this Monday. They received an offer yesterday, Tuesday after just one showing and on the market less than 24 hours!*
The house looked so cute and I honestly believe that it would not had gotten the offer if it had not been staged.
We have not gotten the ink dry and are still working out minor details with the offer but I feel we are almost there. The fact the Sellers got the showing (perhaps from the pics online) and an offer within hours of the viewing is AMAZING!!
There are so many homes for sale of similar sf and style as theirs and those are 3 bedrooms, this is a 2 bedroom!!
Again I am a believer!
Thank you.”
Sandy Miller, USN (Ret)
Watson Realty Corp.

What can I add to that testimony? Thanks again to the Transformation class grads - I call them Staging Angels - who frequently make themselves available to help someone in need. Oprah would be proud.

I wish you all a happy St. Patty’s Day. Keep on believing. We’re on the right track.
~~~~~~~~~~~~
Next month, I will report on the “Who Moved My Cheese” Conference I attended in Orlando.
Real Estate Agents of America—
Are you ready for change??
~~~~~~~~~~~~

“There’s No Place like Home”. Dorothy from the Wizard of Oz

Till next time…

Becky Harmon
Transformations

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February ‘08 Newsletter

February 7, 2008 by becky.

This just in…
We at Transformations are gearing up for a new emphasis on empty-home staging to meet the current home-selling challenge. A high-end vacant house that had been on the market for six months with no offers was staged in January with accessories, plants and art. The new items in the house were leased for a nominal amount, in this case $150. monthly. This house was competing with new bargain-priced builder spec homes. Even still, an offer was presented in less than two weeks.

This solution to the empty house problem is much less expensive than leasing furniture AND accessories which can be $1000. to $3000. monthly. The cost of planning and set-up can also be in the thousands.

Jacksonville agents…WAKE UP AND SMELL THE COFFEE!!! Accessory staging is a great solution!! Your homeseller will love you for suggesting it.

Our next one-day Staging Seminar will address this issue and our Certification Class will go into further detail. I will be showing a room by room video presentation of this house.

One-Day Staging Seminar
     When: February 27th, Wednesday
     Where: Queens Harbour Yacht and Country Club, Jacksonville
     Time: 9:30am till 3:45pm
     Includes:  1. Continental Breakfast and Lunch
                       2. Speaker’s Notes
                       3. Color Chart and Note Pad
     Presentations:
                       1. Power Point Staging Tips
                       2. Paint Color Demo
                       3. Accessory Placement
                       4. Empty Home Staging (new)
Cost: This $500. class is 50% off for the general public or $250.
It is $125. for agents or designers.

This amount will be rebated back if you choose to take the Certification Class.

The next Staging Certification Class is February 19th - 21st. A last minute cancelation has opened two slots. E-mail a request for details and cost. becky@beckyharmon.com

*********************************************************************

Media Coverage—

*The Florida Times-Union is featuring an article on staging Saturday, February 9th in the Home section. I was interviewed by Angela Bauer. Some of the certification class pictures will be included. Don’t miss it.

*I also had the privilege of being interviewed by Warren Miller of Water’s Edge Magazine. The article, titled Remodeling To Stay or Sell, ran in January’s issue. He referred to me as the “doyenne of staging on the First Coast.” Yes, I had to grab a dictionary. I was pleased that they featured a full-page color shot of one of my client’s homes.

*I am submiting photos of a St. Augustine historic house that Ann Gobler, of Redesign and More, and I staged last week. I am submiting the pictures to Water’s Edge, Southern Living and/or Coastal Living. The results were amazing!

The house was built in the 1890’s and was originally owned by the Colee family of the St. Augustine Transfer Co. They owned the horse and buggy company that worked with Henry Flagler. It will be in the next tour of homes on March 1st. We will have it on a video tour soon. Even with the challenges of staging an older home, Ann and I left feeling exhilerated. The owner was jumping up and down and hugging us as we walked out. This is a great business!!

Staging is continually gaining more acceptance in the community. I mentioned several years ago that it would eventually be a total revolution in the real estate industry. The paradigm shift is coming. For more info on this, read the October ‘07 Blog. If you are an agent, you’ll want to sit down first.

*******************************************************************

I witnessed a beautifull collaboration of several generous class alums in January. I sent out an “all points bulletin” requesting volunteers to aid a family in need. I was conducting my regular class (so I was unavailable) when I received the e-mail about a family that desperately needed staging but could not afford it. The couple is expecting a baby they know is Down Syndrome. The father has endured three brain surgeries and they had very little furniture left in the house. Under the direction of Coral Lanier and with the help of Libby Conner, Pam Belcher and Sandy Miller a “miracle” was performed in that little house. Many of the students offered to help and some donated items for them to use, including Deborah Broughton. The homeowners were quite moved by the effort this group of amazing individuals made on their behalf.

The comments from several of the participants:

Dear Sandy and fellow stagers,

This was truly a wonderful experience and I too was awed at the ease in which the couple let us transform their home. In this time of uncertainty for this family it was good to see my fellow stagers roll up their sleeves to help someone in need. I appreciate the opportunity to lend a hand and certainly hope for a quick sale. I will keep the sale of their house and the baby’s health in my prayers.

Becky, I echo the comments Libby, Coral, and

Sandy have all made regarding the staging experience. There were a lot of references of things you taught in your class. The combination of knowledge, experience, and creativity demonstrated Saturday afternoon was really evident as the rooms took shape. You would have been proud. I enjoyed working with this great team and will be happy to help if another opportunity like this is presented.

Pam Belcher

Stage Right Designs

~~~~~~~~~~~~~~~~~~~~~~~~~~~

I am extremely grateful as the listing agent to have such a generous and wonderful circle of professionals and
new found friends!

Thank you,

Sandy Miller

~~~~~~~~~~~~~~~~~~~~~~~~~~

Dear Coral and ladies,

I think we did a very nice job with this sweet couple, and my heart goes out to them and the challenges, yet blessings, the new baby will bring. With Coral’s direction, the final results were nothing short of amazing. It was a pleasure working with you. Please keep us up to date with what is happening with this family. As always, Becky is our inspiration and if she knew how many times today we invoked her name, she would laugh…

Again, thank you for allowing me to participate.

Libby Conner

(the directionally challenged one!)

~~~~~~~~~~~~~~~~~~~~~~~~

Dear Sandy:It was a pleasure working with such a great couple. I enjoyed their humor and the ease in which they worked with all the suggestions. It was definitely a team effort, which is the most fun, not to mention the extra help it brings. It was wonderful establishing new relationships with fellow stagers also. THANK YOU ALL FOR HELPING – Deborah, Libby, Pam and Sandy. Coral Lanier

~~~~~~~~~~~~~~~~~~~~~~~~~~~~~

*Thank you again, Ladies, for touching our hearts. If anyone out there wishes to hire a stager or agent, call one of these wonderful gals.

Coral Lanier 629-0839

Pam Belcher 657-9166

Libby Conner 803-1572

Deborah Broughton 261-8467

Sandy Miller, Watson agent and stager 221-7525~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~

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January ‘08 Newsletter

January 3, 2008 by becky.

Happy 2008 to you all.

We had a record-breaking 2007 in many ways. I have never been more excited about the future of the staging and redesign industry. The certified students who are marketing their services are seeing an increased level of success. The agents who have been trained are selling their listings…one recently in less than a week. Another house we staged during the class sold to the second person who looked at it. We are seeing more and more interior design professionals, ASID, taking the class to add staging to their other services. It’s all good!

To my real estate agent friends and associates:

We are all hoping for a turn-around in the sluggish real estate market this year. The forces that brought about the slowdown, such as lending practices and the economy, are beyond our control. No amount of wishing, stressing-out or hand-wringing can change the correction cycle we are forced to endure. I am here to offer you hope in an area that IS NOT beyond our control.

We ask for the serenity to accept the things we cannot change and the courage to change the things we can. WE CAN CHANGE ONE IMPORTANT THING: Add staging as a home-selling service to your listing package. IT WORKS!!!

The next Staging Certification Class is February 19th, 20th and 21st. More details are on the website. www.transform-us.com The next one-day staging seminar is Wednesday, January 23rd from 9:30 to 4:00 at Queens Harbour. It includes a continental breakfast and lunch in the dining/meeting room that overlooks the yacht marina. It includes speaker’s notes, a “most popular colors” chart from Benjamin Moore and a graph-paper notebook.

There will be a power point presentation with great “before and after” pictures on furniture arranging; a fabulous color demonstration where we answer the question, “What is the most popular paint color in the country?” You will also find out how a size 2 petite lady can move a 500 lb. dresser. And you will never again wonder how to correctly accessorize a cocktail table or console.

The regular cost of $500. is $250. for the general public and $125. for agents and designers. E-mail your reservation today. becky@beckyharmon.com

************************************************************

THE SOLUTION TO THE EMPTY HOUSE PROBLEM

“We know that furnished homes appeal to potential buyers. Builders pay anywhere from $30,000. to $90,000. to furnish a model because they know it will help them sell a lot of new homes.

“The easiest and most cost-effective way to execute a vacant-home (or empty-house) staging is to plan ahead. Before the homeowner moves everything out, leaving a personality-starved empty shell, a good stager can help them select the furniture and accessories to be left in the house. This is sometimes called ‘partial-staging’. The essential things can be moved out but the make-or-break rooms should remain furnished. A guest room can be moved to the all-important master suite. Spare bedrooms do not need furniture. The formal dining room set is not used that often, so it’s not an inconvenience to leave it behind. The first rooms that you see when the front door is opened must be gorgeous. ‘Nice’ just doesn’t cut it anymore.

“People seem to think that the cost of a second move makes the “partial-staging” option impractical. That is not the case. The average cost of a local move is about $100. a room plus $100. for the truck…pick-up and delivery…according to Harvey Anthony with Mayflower. That means an average house of 8 rooms would cost about $900. To move that house in two separate trips at different times is only $100. extra. For an out-of-town move, which is calculated differently, the second trip would add no more than $500. That is still much less than the first mark-down of the home’s selling price.

>“Last fall, the Transformations class redesigned a bad partial-staging done by the homeowner on their high-end house. They chose the wrong things to leave behind. At this point, the home had been on the market 8 months and even though it had been reduced by $100,000., there were no reasonable offers. The team repositioned art and accessories, rearranged furniture and…voila…a sale in three weeks. If the staging had been professionally planned from the start, the $100,000. markdown might not have been necessary. The staging cost averages $250. to $500. It’s a ‘no brainer’.

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December Newsletter

December 8, 2007 by becky.

Holiday Staging Ideas

By Becky Harmon

Perhaps you’ve shopped for family, sent out Christmas cards, strung outdoor lights and hung the last ornament on the tree. There is nothing left in the idea file or bank account for anything else.

Perhaps you are an agent with several homes on the market and you need to add a touch of the holidays to them without going overboard…you don’t want the home to look like the Griswalds (from Chevy Chases’ Christmas Vacation). On the other hand, you don’t want to be a Scrooge either when it comes to decorating.

So, for those world-weary, exhausted and overworked individuals looking for a little inspiration:

Here is a list of easy, inexpensive, quick-fix holiday decorating ideas direct from…my house.

1. You can shop for decorations at your grocery store produce department. Cranberries will last from Thanksgiving till New Year’s Day and beyond. They look festive in any clear glass container. You can layer them with things like coffee beans. Sprinkle a few drops of pure almond extract to the beans for a luscious amaretto scent. Tall glass cylinders can be purchased at craft stores for about $10. Place a 3” candle on top. (see illustration) Large wine goblets can hold cranberries and a tea light candle. You can carve out a votive-sized opening in an artichoke for a lovely candle holder. Bowls can be filled with small Granny-smith apples. They smell delightful and stay fresh for months.

2. Find free decorations in the backyard. Clippings from any evergreen tree or bush look great on the fireplace mantle with red candles. Holly, juniper and pine trees can be found in any neighborhood. Magnolia branches can be accented with white candles for a formal dining table display. Berries from nandina bushes can be placed with greenery for color. A little real greenery mixed with artificial can add freshness to the arrangement. A walk in the woods with pruning shears can yield a basket full of Mother Nature’s abundant offerings. A clipping or two from any wispy tree arranged in a vase can be surprisingly adequate to accent a large picture on a fireplace mantle.

3. Your concrete angel by the front door can be dressed for the occasion with a wreath on her head. (see illustration) That yard bunny can be ready for the holidays with a wreath around his neck. If you don’t have a wreath the right size, a piece of garland will work. Place a small wreath around the neck of an old-fashioned teddy bear for a nostalgic look any child would love. Even the shorebird gets a wreath necklace.

4. You can tuck a string of 10 tiny white lights inside an empty wine bottle for an unusual night-light. (see illustration) The bottle must be green, not clear, and the lights must be on green wire.
5. Place several starfish on a wreath with a raffia bow. It’s great for a beach house. Use white starfish as ornaments on the tree. Fish netting can be arranged over the tree skirt to complete the look. Starfish also look beautiful in a basket on a casual dining table. Nautical charts can be photo-copied and laminated for interesting placemats. You can get navigational charts at any boat supply store.

The best places to go for additional inspiration are the Christmas home tours in traditional neighborhoods. They feature many creative examples of the use of natural decorations. Also, collect the Christmas issues of popular decorating magazines for a wealth of inspiration.

That’s it for now. So, get busy making your easy, inexpensive yuletide expressions of the season. I think Martha Stewart would be impressed.
************************************************************

January Calendar….
*Redesign and Staging Certification Class–January 14th thru 18th
See the “Class” page of the website for more info. www.transform-us.com

*One Day Staging “Cram” Seminar —January 23rd, from 9:30am till 3:30pm.
Queens Harbour Yacht and Country Club, Jacksonville
This seminar is packed with the latest strategies on staging to sell your home.
“STAGING WORKS!”, exclaimed Lee Osbourne. “I went home after you spoke, staged my house, used your ideas and sold it to the first person that saw it.”…
Lee, of the well-known Watson and Osborne, PA., Closing Attorneys, was a guest speaker along with me at several abbreviated seminars. He took notes and immediately implemented the strategies and sold his house.

Also, the seminar is a great way to experience a part of the extended certification class for a tiny investment. This one-day seminar is 75% off. The regular price of $500. is slashed to $125. for agents and designers…$250. for everyone else. This includes breakfast and lunch, speaker notes and a paint color chart. The cost will be rebated back to you if you decide to go further and get certified.

Merry Christmas

Becky Harmon is the President of Transformations Staging School and can be reached at www.transfrom-us.com or e-mailed at becky@beckyharmon.com.

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October Newsletter

October 5, 2007 by becky.

We live in a coastal community, not too far from the beach. I love to watch the surfers. Their behavior fascinates me. When turbulent weather approaches and everyone else is leaving the beach, they are running into the storm. Surfers will weather unstable conditions to catch the perfect wave. They wait for it. They pick the biggest one and ride in all the way, in front of that wave. Why can’t you be that person?

Yes, people are running away from the real estate market. Dark clouds are looming. But there is a bright spot on the horizon. Some agents are experiencing different results. Why? They have decided to include professional staging in their home selling “toolbox”. Real estate staging is beginning to explode on the scene all across the country. It is just a matter of time before all homes everywhere will routinely be staged as they go on the market.

A sizeable number of Transformations Staging School graduates are riding that wave. The success stories are pouring in. I’ll share with you briefly about two of them.

Sherry Webb, an agent with Coastal Remax, is taking my breath away. She attended our January ’07 class. Her full page ad in the current Jacksonville Homes and Land magazine, pg. 124, shows several listings that were sold in days after staging. She also told me about a high-end Ponte Vedra house that had been on the market over nine months.

“I staged the house then got the listing. I sold it two days after the first open house.” She also sold some of her personal investment properties in record time.

Another grad, Deanna Garrity, from St. John’s county, has continued to do well. She is the staging “star” for several agents. She has been working some nights and week-ends to just keep up with the demand.
“I have more work than I know what to do with.” She said happily. One of her houses will be featured in a Florida Times-Union article in the Homes section in early October. She is also being interviewed by Southern Living Magazine about her success in staging.

If you are an agent, may I ask a few questions? Where are you right now? Are you struggling?
We’ve all heard the definition of insanity…doing the same thing over and over and expecting a different result. Are you relying on a game plan that worked in a different climate?

I often hear things like, “Maybe I need to do more marketing or networking. I need to get more buyers to look at this house.” Not unless it’s perfect in every possible way.

I sometimes hear these comments, “I’ve been in real estate 25 years. I know what it takes to get a house ready for sale.” Or “I do my own staging”.
I know there is no substitute for experience in real estate. But you wouldn’t want to let an appraiser write your contracts. Let me make it more graphic… You wouldn’t want your gardener to take out your surgical stitches with hedge clippers. You want an expert with the right training and tools, of course.

As a designer, I watched as changes in the furniture industry in the 90’s challenged the status quo. Some of the older, more traditional stores were blown out of the water by proactive companies willing to adjust and change with the times. Ethan Allen Furniture is a good example. They once featured heavy, colonial style furniture and accessories. Now they are on the cutting edge of eye-popping style and design.

As the real estate industry suffers through a correction, many stagers and agents are running fearlessly into the storm. They are becoming equipped with the best of 21st century tools to offer their clients hope in a tough selling environment. They are riding the wave of success. Paradigms are shifting, the clock is ticking. Where are you?

************************************************************

Funerals sometimes inspire us. Two weeks ago, my 84 year old uncle, Bill Morgan, a retired golf pro, decided to finish his round in heaven.

The funeral was packed with fans and well-wishers in his home town of Deland, Florida, where, for many years, he was the head golf pro at the city’s main golf club. Paul Azinger’s coach, John Redmon had tears in his eyes as he spoke of Bill. Many young people shared stories of admiration and love for the man who introduced them to the game of golf. My Dad, who was his best friend and golfing buddy, even demonstrated Bill’s secret golf swing in the Episcopal church. I’m sure that was a first.

Bill played with greats like Sam Sneed and he still holds the course record, 61, at a popular central Florida club—sorry Tiger. He left a legacy of love for the game. Nearly everyone in the family plays or has played the game of golf. So long Uncle Bill. Thank you for inspiring me and others to make a living doing what we love. We’ll miss you. See you on the 19th someday.

“You miss 100% of the shots you never take.” Wayne Gretzky

Till next time…

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September Newsletter

September 1, 2007 by becky.

This kind of thing happens too often…

Story #1

A home seller whose agent paid for a detailed staging consultation a year ago, finally decided to take the recommended advice and paint the interior a neutral color. Dated wallpaper was also removed along with garish lighting fixtures. The paint was barely dry when an acceptable offer came in.

Story #2

The agent paid for a 4-hour staging job on a multi-million dollar waterfront property. The most critical problem in this otherwise lovely home was the carpet; both the style and condition suggested that the homeowner was not properly maintaining the house. The advice from the stager was to replace it immediately. A year and six months (and two agents) later the homeowner finally agreed to replace the carpeting. The house finally sold. I’m sure there were other issues but they lost both time and money.

The moral of the story…

Either the agent or the staging professional are not communicating the importance of following through with updating and maintenance issues. (I have found that when the homeowner pays for the staging, they are more likely to comply with the recommendations.)

A homeowner should expect to spend an average of 1% of the home’s value each year to update, etc. You may not have any issues for several years, then you may need to spend 5% for a new roof, for instance. If someone has been in a house 10 years and never improved anything, they should not be surprised if the agent suggests recarpeting and repainting to sell the house.

Next month’s newsletter will offer tips on how to convince the seller that staging will make a difference.

To be continued…

SEMINAR NEWS—

The September 1-day Staging Seminar is scheduled for Wednesday the 5th at 9:15 till 3:45 at Queens Harbour. It includes a continental breakfast and lunch with dessert. People are driving in from Orlando and Amelia Island to attend. We still have a few openings.

$250. per person

$125. for agents

Reserve your spot ASAP

becky@beckyharmon.com

ASID Industry Reports

It’s not all bad news—

If you are selling a home you will want to read this:

The sale of existing homes will be helped by a drop in new construction. An industry analysis by McGraw-Hill Construction forecasts total new construction to drop 6 percent to $641.4 billion. This ultimately means less competition in the home selling marketplace. The midyear update was released Monday 9/27/07.

The NAHB weekly newsletter reported that new home sales were up some in July after a weak June. David Seiders, chief economist for the NAHB, said that the inventory of new homes edged down slightly in July. This should positively impact existing home sales.

From the Heart—

Here is an excerpt from Robert Allen’s book, Multiple Streams of Income.

“—Suppose a person only has $1000. to invest. She can buy either investment A or investment B. She has to make a choice. By choosing A, she has to forfeit the opportunity to invest in B. And vice versa. Each decision requires a sacrifice.

“It’s the same with time. You don’t spend time. You invest it. You can invest your time in actions that bring you closer to your life’s objectives or that take you further away. Each investment of your time carries an opportunity cost. Choosing one activity means you forfeit the opportunity to do something else. An hour spent in front of the TV takes away from time you could have spent in front of a computer writing your book or in front of your son or daughter building a better relationship.” Robert Allen

www.multiplestreamsofincome.com

This book was a major contributing factor to the birth of Transformations. Maybe there is a dream floating around in your head of a business or a book. Take a few minutes right now and answer this question—What small thing can I do today to move closer to my dream?

“A dream is a wish your heart makes.”—Jiminy Cricket

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