Center Stage

With the failing economy, selling a home has become more challenging than ever. The most recent statistics from the National Association of Realtors show there are 3.68 million existing homes available for sale, representing a total housing inventory of a 9.3-month supply at the current sales pace. And the national median existing home price for all housing types dropped from $207,000 in December 2007 to $175,400 in December 2008 – a 15.3 percent decline.

As oversupply affects price, competition to sell becomes increasingly fierce.

That’s why Chris Cipriano is offering home sellers an edge – an exterior home staging service.
While many homeowners use interior home staging techniques to try and sell their homes faster in this tough market, by ignoring the exterior, Cipriano, the founder and CEO of Mahwah, N.J.-based Landscape Design, a custom landscape and swimming pool firm, says they may be missing more than one opportunity to unload their current abodes.

“When it comes to selling a home, the first impression is everything,” Cipriano stresses. “The outside of a home is the first thing potential buyers see – a home buyer has to drive by the property and then cross the landscape to get inside. It’s such a great selling point to have a well-prepared exterior. A homeowner needs to make any effort they can so their home stands apart from the rest.”

Pricing for the outdoor home staging service has an extensive range, based on each client’s specific needs. For do-it-yourselfers who are just looking for professional advice on what landscape elements would make their home more attractive, the pricing starts at $300 for a consultation. A basic outdoor staging project incorporates the same elements as an indoor staging project would – removing the clutter and cleaning up the overall appearance. But home staging can include bigger projects as well. Cipriano says his company just recently completed a $30,000 masonry and pool repair for a seller looking to make their home more marketable to house hunters.

To date, the service has been quite successful and requests continue to grow. Cipriano is marketing the service through multiple channels. He is creating press releases, sharing information through the company’s monthly newsletter, and even marketing directly to realtors. Plus, word-of-mouth through Cipriano’s current client base has also been productive – especially after a staged home sells. A home in Allendale, N.J., for instance, was sold within a month of implementing some of the landscape recommendations Cipriano and his crew recommended. The homeowners were relocating and under a time constraint, so selling in a timely manner was worth their investment in outdoor staging services.

Cipriano says for his business, offering this new service has also been an effective way to meet new clientele. “They may be a seller now, but at some point they will be a buyer, and when they move into their new homes and need to upgrade the landscaping, I’ve already built a relationship with them,” he explains. “We’ve found a way to make a minimal investment while still making a great connection with the homeowner.”

While reports are saying the economy may not turn around for a year or more, Cipriano isn’t worried about the life of this new service once things do begin to brighten up. Even when competition in the market slows, there will always be sellers out there who want to ensure they get their full asking price. Cipriano believes outdoor staging will continue to be an easy way to make that happen.

The author is a freelancer based in Royersford, Pa.