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Tell us a little about your business, how it operates and who your clients are?
This is my first design book review and I have to say that I enjoyed learning more about the psychology of home staging. Feel At Home - Home Staging Secrets for a Quick and Easy Sell by Tori Toth will be fresh on the market on August 4th. I got a preview and really liked this book because it talks about how the homeowner can be inconvenienced both emotionally and physically and provides great tips on how to sell their house quickly and without emotion. She outlines step-by-step strategies on how to prepare and showcase your home and teaches us how home staging can also create a more beautiful living environment even if you are not preparing for a home sale.
As a professional Tori is a professional home staging expert who has successfully prepped multi-million dollar homes to studio apartments, resulting in quicker sales and greater revenue for the sellers.
Learn more about Tori Toth's new book. I'm so excited to share an interview with her today!
Tell us a little about your business, how it operates and who your clients are?
I opened up my NYC based home staging company in 2009 working with home sellers and real estate agent to prepare their homes for sale. We typically work on vacant spaces, so once we see the space and meet the client we put a proposal together. Upon acceptance we order rental furniture and choose accessories from our own inventory. We schedule everything to be delivered on the same day and set up the space and within a few hours the home looks completely transformed using the Feel at Home Process and ready to be viewed by buyers.
Over the past year, I’ve shifted my focus to offer a one-of-a-kind experience for do it yourself home sellers. I created the Stage 2 Sell Strategy, which is an online video course for home sellers to learn how to stage their own homes. This program is specifically for sellers who will be living in the home and using their furnishings while on the market. It’s a nine-module course that holds sellers accountable to complete the work, and we help them every step of the way whether near or far.
What is the
difference between Home Staging and Interior Decorating?
Home staging focuses on what the potential buyer wants, rather than what the seller wants. When you’re selling a home you’re selling a lifestyle, but not necessarily your own. Staging is less taste specific than decorating so the space can entice a varying buyer pool to put in an offer.
What does
it take to run a successful home stager business?
In order to run a successful home staging business you have to be able to multi-task, roll with the punches, have an impeccable memory and be highly organized. You need to be creative, a bit of a psychologist or mediator, resourceful and constantly be growing your network.
In order to run a successful home staging business you have to be able to multi-task, roll with the punches, have an impeccable memory and be highly organized. You need to be creative, a bit of a psychologist or mediator, resourceful and constantly be growing your network.
In your new
book Feel at Home you speak about the psychology behind home staging. How can
home staging change emotions and habits and ultimately help close the sale?
A home is a seller’s personal space where they’ve lived for years, memories are made, and families grow up so it can be emotional for many people when it comes time to sell. In some cases sellers may not want to leave, but they’re forced out because of a divorce or are unable to make payments. Serious sellers begin with the end in mind, they remove their own feelings and do what it takes to get the home sold. Someone who isn’t motivated to sell won’t keep the house clean, stay organized or make repairs. That’s why having a seller’s mindset during this process is so important because it’s not an easy task to get your home sold. Habits begin to change when sellers take responsibility for showing off their home by upkeeping the space. When a home is clean or repair-free it motivates you more to maintain that status, and as we all know after about a month of doing something a habit is formed.
A home is a seller’s personal space where they’ve lived for years, memories are made, and families grow up so it can be emotional for many people when it comes time to sell. In some cases sellers may not want to leave, but they’re forced out because of a divorce or are unable to make payments. Serious sellers begin with the end in mind, they remove their own feelings and do what it takes to get the home sold. Someone who isn’t motivated to sell won’t keep the house clean, stay organized or make repairs. That’s why having a seller’s mindset during this process is so important because it’s not an easy task to get your home sold. Habits begin to change when sellers take responsibility for showing off their home by upkeeping the space. When a home is clean or repair-free it motivates you more to maintain that status, and as we all know after about a month of doing something a habit is formed.
What do you want your reader of your book to walk away remembering?
I want the reader of this book to remember that home staging is a tool that costs some money, but is invaluable to the selling process and can not only get you off the market quickly, but it can get more money in your pocket and provide the ideology to enhance your overall lifestyle for years to come.
I want the reader of this book to remember that home staging is a tool that costs some money, but is invaluable to the selling process and can not only get you off the market quickly, but it can get more money in your pocket and provide the ideology to enhance your overall lifestyle for years to come.
Thank you Tori for a great interview!
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