Sylvia Dunn adds the extra touch for home sales
Sylvia Dunn pays a lot of attention to other people’s houses. That’s her job.
Dunn – along with her team of professional stagers, administrative and warehouse staff – help homeowners prepare their properties to sell in today’s robust real estate market. As the owner of Spokane Valley-based Home Staging Works, Inc. she has a warehouse filled with enough furniture, art and accessories to stage up to 40 homes simultaneously.
Dunn partners with many of the areas most successful Realtors and works directly with homeowners and builders to help properties achieve their highest potential, appealing to the broadest market to sell quickly and for more money.
She offers this advice to people getting ready to sell their homes:
Have channels like HGTV made people more aware of staging’s importance?
Absolutely! Buyer have higher expectations because homes on HGTV are staged and immaculate. It used to be that you could list a home pretty much as is. Now, in order to get the most equity, homeowners need to clean, declutter, de-personalize, make repairs and updates throughout as they are competing with others who are doing the same. Today’s buyer wants a move-in ready home and they need to be able to picture themselves living there. And, they are turned off by empty homes. That is exactly why builders have Model Homes. They know it works.
How many homes have you staged at one time?
We have had up to 31 vacant homes staged at one time – not including the occupied homes where maybe only a room or two are staged.
Do you stage the whole house?
For an occupied home where we are doing a consultation, yes every room. But for vacant homes, we typically stage the main living areas – living room, dining room, kitchen, bathrooms and master suite – sometimes adding a family/game room or study. The exception is Fall Festival or Parade Home Shows, where we do more rooms and more elaborate staging.
What’s been the biggest surprise about this career?
Just how gratifying it is. The creative aspect is wonderful, but what I have come to find out is that I truly love helping people. Most people are overwhelmed with all the tasks and decisions to make preparing their home to sell. When I can be their advocate and help navigate through the process, creating punch list and prioritizing projects, it becomes a more manageable project and they come to see that it is doable. It can be rewarding and even fun – especially when that work pays off in higher offers. My favorite kind of phone call is when a client calls me in excitement to say they sold their home right away and to thank me. Some days are long and hard, but that is what keeps me going.
Do you have a business philosophy?
To go above and beyond people’s expectations. Outstanding customer service is always our goal.
Do you have competitors?
A few, but they don’t have the wide range of inventory we have to stage any style of house. We stage homes from modest condominiums to multi-million dollar estates. Home Staging Works is the only full service staging company offering consultations, vacant home staging as well model homes for builders. We do more and more design work and have staged apartments, condos and townhomes in rental developments as well. We also partner with flooring and building supply companies to offer wholesale pricing to clients who are upgrading and updating. And, we purchase our furniture and décor wholesale now so can pass along discounts to people who want to purchase any of the inventory we have staged in homes.
Do you have a favorite home-related TV show or magazine?
I’m not a big TV watcher, but when I do, it most often is to sit down and watch a recorded episode of “Fixer-Upper,” or one of the flipping shows. My favorite magazines are HGTV’s magazine (surprise!) and Architectural Digest. Dwell is a good one, too. Sometimes I only have time to glance, though, to keep up with trends.
Are there common misconceptions about your industry?
Unfortunately yes. Some people think staging is only for high-end homes. Or they believe it costs too much. But they are not considering the investment aspect. If a home is marketed right and staged well it is going to sell faster and for more money. A vacant home may cost $2,000 to stage, but oftentimes we can add $5,000, $10,000-plus of perceived value, so the staging pays for itself and then some. I always say staging is way less expensive than the first price drop (often $10,000 or more).
Should a house look staged?
No. People do not want to be “tricked.” They want to feel comfortable and don’t like a look that is fake. It is important to create “pockets of emotion” throughout the home. Rather than formal place setting in a dining room, you can stack some plates with pretty napkins, etc. suggesting you were getting ready for a party. Or leave a book with glasses on top to show buyers you were reading in bed or in a comfortable chair by the window. Create spaces in your home that show you are using it.
How has the business evolved since you started it in 2006?
There is definitely more of an awareness. I used to have to explain what staging is and would even cold-call Realtors to introduce myself. Now I get calls from agents wanting to partner with us because they already know the benefits and value staging services add.
What story are you trying to tell with staging?
Buying a home is an emotional experience. Remember, people are buying your lifestyle. So leave out some travel books. Leave the kids trophies displayed in their rooms. If you have a chalkboard, write something on it suggesting what your target market might be interested in. Maybe “date night Friday at (insert favorite popular restaurant)” or “bike ride with Sally 10 a.m. on Saturday” – anything that will spark a buyer’s imagination to know that if they buy your home, they too can have your lifestyle.
What are some other tips?
First impressions are very crucial so don’t overlook curb appeal. Spruce up the font yard, and if needed, paint the front door. You want to catch buyers interest immediately.
You mean like paint it red?
No, maybe not that kind of attention. Most people prefer something elegant rather than outlandish that shouts for attention. I often suggest black for the front door – a great color is Tricorn Black #6258 by Sherwin Williams.
What else do you recommend?
If the sellers are living in the home, make sure it’s squeaky clean and de-cluttered. Empty the master closet of things you’re not using, then line up the shoes and the pretty purses, and make sure all the hangers match.
How about furniture?
Most homeowners have too much furniture in their house, or large-scale things that makes the rooms feel smaller. People want to buy square footage. On the other hand, clearing everything leaves it with no personality. In a living room, be sure the largest piece of furniture is facing the focal point of the room – fireplace, view, etc. The bed is always the focal point in a master bedroom so make sure it is luxurious feeling.
What colors are in vogue?
Gray, gray and more gray! But it is important to balance all that gray with rich wood flooring, furniture, and/or accessories to keep it warm. Neutral tones are always the way to go when selling. That way you can appeal to the broadest market.
Do you have a favorite item among your inventory?
Yes – a gold and silver metal sideboard with a huge mirror that’s awesome and makes quite a statement.
Are some clients skeptical of your ideas?
Sure. They feel their home looks great, and it probably does, but we are trying to de-personalize it so it appeals to a broader market. When selling, remember your home is a commodity. You want to do everything you can to never leave money on the table. I always explain reasons for recommendations and once they understand, most people are happy to do what is suggested.
What sort of person is best suited for this career?
Someone who’s flexible because real estate can be crazy. People call today wanting their home staged tomorrow so they can get it photographed and on the market. And you need to be a hard worker – staging is a lot more work than most understand.
Any changes on your horizon?
Where do I begin!? We just purchased a new warehouse and are in the middle of moving in. It has a beautiful conference room for training our staff as well as teaching classes in-house to certify anyone interested in becoming a professional stager. We are also creating a design center with flooring, countertop, paint samples, as well as manufacturer books to order from to help builders and homeowners choose their own finishes, fixtures, furniture and decor. Our expansion into the luxury market is complete and we are focusing more and more on ReDesign to help clients decorate their own homes creatively and affordably. We plan to offer classes on decorating, trends, etc. as well.