As a real estate agent, a key factor when embarking on a home sale for my clients is to have complete trust in the team we will work with to enhance the value of their property and get the best sale results possible. In my previous blog, I shared the complex phases of remodeling and staging and how that hard work paid off in the end as that helped my clients sell their home in 6 days at 15% over the asking price. Behind the scenes of that successful sale, after the remodeling phase, there was a woman I have been teaming up with for many years now, sure she will be providing the wow factor.
Her name is Colleen Smith, founder of Location Staging.
Below, enjoy our chat on how she got started, staging insights, and tips, whether you’re a homeowner considering selling or a stager wanna-be.
How Did Your Passion for Home Staging Begin and How Did You Get Started?
For years I was very corporate, working for an ad agency out of London, and traveling the world. It was exciting, but I craved being immersed in the physical design world. After I had my son, I owned a furniture design business for several years before starting my staging company, and it helped open my eyes to what parts of the design process I not only enjoyed but best suited my temperament. Staging hits all the notes of business I love - creativity, fast-paced, logistics, problem-solving, and relationship building.
What’s a Typical Workflow When a Client Hires You?
I always go see a property. It doesn’t matter what stage it is in - occupied, under renovation, empty- seeing a property is always the first step. We follow up with a design brief and can consult on everything from paint colors to tiles, finishes, etc. Once a contract is signed we add the stage to the calendar. I have a 7000 sq ft warehouse, where we plan and pack - the trucks are loaded the morning of a stage and we get to work! Once the property is sold (usually after the appraisal is done) we book a date to destage and a new homeowner moves in!
Do You Work Alone or Have a Team Helping You?
I’ve got a great team! My ‘right-hand’ designer is Maria. She’s been with me almost since I started the business, and I’m grateful every day that we work together. It’s rare to have a colleague that you are completely in sync with, and I have the utmost respect for her. Additionally, I have part-time help at the warehouse and a great team of movers who do the ‘heavy lifting’ daily.
What Education, Schooling, or Skills Are Needed to Do This?
I have a degree in fashion design but went back to school for interior design later in life. As an entrepreneur and business owner, being self-directed, organized, and able to multitask is vital. Of course, design basics of space planning, colors, photography, etc are helpful.
What is Most Challenging About What You Do?
The most dynamic part of running a staging business is probably scheduling. There are a million different moving parts for each stage, and planning for, tracking, and executing each one successfully keeps me on my toes! Listing dates constantly get moved around, and finding a way to make all our listings work, promptly, and plan for inventory for each one is challenging.
What is Most Rewarding?
I love helping my real estate agent sell a property for its highest value. Even if a homeowner is paying for the staging, the real estate agent is my client and the person or group that I want to not only feel good about the property they have to show but also be able to have prospective buyers walk in and understand how to use the space. I want to make my real estate agent look good! We have a lot of homeowners who do not want to sell their property after seeing it staged and sometimes sell the staging inventory with a property to a new buyer because they love it so much.
What Would Be Your Advice to Those Interested in Pursuing a Career in Home Staging?
A background in design is helpful, but knowing that it is demanding physically and mentally is critical. I love creative freedom and solving new problems every day. You can’t be afraid of hard work and know that this is still a service business, so you always need to keep the customer in mind! I’d say try working with a stager and see if you like it. It’s a huge capital outlay to get started, and building up your business and reputation takes time.
A More Personal Question, What Do You Like to Do in Your Spare Time?
Being Canadian by birth - nature and the outdoors are in my DNA! I love hiking, mountain biking, and skiing (doing it all with my son when he still wants to hang out with his Mom) traveling and I really enjoy gardening and cooking. The non-physical pursuits are all creativity-based, which I guess is an extension of my love for design!
