HGTV Host Matthew Finlason takes his SAR Advanced Staging Class on the road again, this time up north to Indianapolis, Toronto and Ottawa, then down south to Atlanta, challenging home stagers and the home staging industry to ditch the tired basics and up the ante with Target Staging. Target Staging, a term Matthew coined in Las Vegas at the 2011 RESA Convention during his keynote speach, helps dial in specific buyers through research and a careful understanding of demographics, lifestyle merchandising and storytelling. To help home stagers accomplish this quickly and accurately he developed the Buyer Demographic Profile (BDP), Seller Demographic Profile (SDP) and Why, Why NOT form (WWN). Using these tools, home stagers can not only quickly identify the correct demographic to stage but accurately and easily convey their plan to their clients. This has resulted in amazing business transformations for those who took the class during its launch.
“I LOVE my new staging language that I learned from you, Matthew!!! I secured a staging project yesterday just because I was the only one able to communicate with this highly knowledgeable Real Estate who specializes in target marketing. I would never have been able to secure this business if not because of this. Today the agent sent me HGTV photos of styles she sees as appropriate for the target buyer and I confirmed with her that after doing my demographic and psychographic profile analysis I came up with the exact same styles – she was certainly impressed by the terminology that I used. She told me earlier on that I was running up against 2 designers for this job. I am just starting to having the absolute best time and fun…… Thank you Matthew!” Birgit Anich, Birgit Anich Staging and Interiors
“I am so excited!! I just received the bid on a 7.5 million listing 12, 743 sq ft. home. Thanks to Matthew and his BDP, BPP and Lifestyle Merchandising!!!!!” Karen Simpson, Designs by K
Helping create exceptional imagery, marketing and overall business concepts is something that Finlason excels at. He has worked for some of the largest home staging firms in the world and been the host of multiple television shows. Currently working on a new production schedule, getting these classes to the home staging industry has been a challege. Creating an intimate environment where each student gets attention and dedication to their specific company’s needs has been something Finlason simply won’t budge on, however. Class size is limited and students are expected to answer a series of telling questions about their current marketing visuals, difficulties and personal critiques prior to class so that each class is centered around the needs of the students attending. Because of the complicated nature of scheduling and class/student demands, only a handful of classes will be offered each year.
Advanced Staging & Design Course Outline
o The Stereotypical Identity
o The New Identity
o New Expectations
Day I: Raising the Professional Bar: Business, Marketing & Client Management
o Introduction to TARGET STAGING
o Understanding Target Marketing
o TARGET STAGING
1. Research DEMEOGRAPHICS/ Form A: Why BUY this home VS Why NOT to BUY this home.
2. Identify DEMOGRAPHICS/ Form B: Buyer’s Demographic Profile
3. THE STAGING BLUEPRINT/ Floor Plan A, Floor Plan B, Floor Plan C
o RELATIONSHIPS THAT SELL
1. Marketing Materials
2. FORM A & B/ STAGING BLUEPRINT
3. DRESSING TO SELL – 5 Tips
4. TAKING THE LEAD
5. ESTABLISHING PARAMETERS
6. MANAGING DIFFICULT PERSONALITIES
o MONETIZING YOUR STAGE
1. New Services
2. Targeting Service
3. Trade Referrals
4. Selling Furniture & Art
o LEVERAGING THE MEDIA…………. HANDOUTS: 6 Steps, Public Relations, Press Release
DAY 2 RAISING THE CREATIVE BAR – Advanced Design & The Creative Process
o LIFESTYLE MERCHANDISING
1. SOLVING PROBLEMS WITH STORY-TELLING
2. SOLD ON COLOR: Step Outside The Neutral Zone
3. CREATE A COMPANY AESTHETIC
4. DE-MYSTIFYING DESIGN STYLES
5. MIXING AESTHETIC: To Target Demographics
6. STAGING TO HIGHLIGHT ARCHITECTURE
7. CREATING DRAMA WITH LIGHTING: The Triangulation Effect
8. ASYMMETRICAL BALANCE
9. MIRRORS: The Story In Reflection
10. MIXING WOOD TONES
11. MIXING METALS
12. CREATIVE FURNITURE ARRANGEMENTS
13. DUAL PURPOSE: Maximizing Room Function
14. UNEXPECTED LOOKS THAT SELL
Indianapolis, IN September 10 & 11
Ottawa, Canada September 24 & 25 (Date may change due to current production schedule. May be required to provide a television appearance waiver due to filming.)
Toronto, Canada September 30 & October 1 (Date may change due to current production schedule. May be required to provide a television appearance waiver due to filming.)
Atlanta, GA November 12 & 13
The course cost is $1695. Easy payment plan available, see website for details. Classes are already filling up so make your reservations quickly. $100 off classes if registered by September 30th.
“****Matthew’s course has already paid dividends.***
I had a great week putting what I learned into practice:
1-Lined up two great resources for original artwork. Matthew’s advice made me realize that I was not looking hard enough to find what I needed. It was easier to complain that it was not available than figure out where it was.
2-Made contact with a realtor that I knew had seen and liked my work, so I called and discussed “lifestyle merchandising” with him. His comment was “Yes, it’s all about the lifestyle”. He has been using another stager, but wants to give me a try for his next staging.” Gary Sefferman, Nickian Home Staging
“Since Matthew’s class I have sold my Lifestyle Merchandised homes in three weeks or less and the owners have been offered more than the listing price. In fact, my home that the real estate agent wanted to give to the “Unsellables” , sold in 14 days with 4 offers and for $5,000 more than the listing price of $600,000. So it wasn’t a cheap house. It wasn’t unsellable it just needed to be Target Staged and Lifestyle Merchandise. I owe my recent success the Advanced Staging class by Matthew Finlason and Melissa for having the insight to know what we needed in the field.” Sandy Boeser, Divine Auditions
“What I realized is that I have been creating stories. In almost all of my stagings, I have included slippers and robes, books with eyeglasses, tea cups and folded newspapers, family photographs, canisters filled with pasta, dipping oils next to Italian cookbooks and so on. The problem is that my professional photographs do not include “aesthetic pictures”. Thank you, Matthew, for telling me to SHOWCASE those special moments!” Debbie Ouvley, Amazing Space NYC
Melissa Marro, a published artist, now turned staging advocate and national speaker speaks her mind about real estate and the home staging industry. In her ‘no holds barred’ approach, audience members find real answers to the industries pitfalls and learn how to overcome them with tried and true information and guidance. With marketing as her passion, she turned a small home based business into one of the nation’s largest home staging and training facilities. She now operates as the CEO of First Impressions Home Staging & Interior ReDesign as well as an instructor for Staging And Resign and regularly speaks at the StagerList Expos and Real Estate Staging Association (RESA)’s trade events.
For more information on having Marro speak at one of your real estate functions, please contact her at 843.822.2622 or email at firstname.lastname@example.org
If you would like Marro’s team to provide information on staging a property in the state of South Carolina, or the Greater Charleston Area, please visit www.WeStageSC.com, email email@example.com or call 843.822.2622.