This article is from a real estate column I am running in my June 2010 newsletter, “Wizard’z Wordz”.

An Interview with Elayne Wooding of Showhomes, St. Petersburg

Considering that many of the readers of “Wizard’z Wordz” are real estate professionals, I thought to dedicate this month’s feature interview column to a real estate professional.

If you are not in the real estate industry, perhaps you are selling or buying a home or know someone who is…you may find this interview still rather interesting. Most small business owners are typically interested in learning about how others ‘think outside the box’.

This would be one such story.

Earlier this year, I came across an interesting article in Realtor.org entitled, “Consider Live-In Stagers for Vacant Homes” and was intrigued by the live-in concept. The article featured a company called Showhomes; a Nashville, Tenn.-based company, which has eight offices located in the state of Florida, (where I am located). Showhomes provides live-in stagers for vacant homes that are for sale.

I probed further and discovered a Showhomes office located in St. Petersburg which is managed by franchise owner Elayne Wooding.

Thank you, Elayne for so generously donating your time to answer a few interview questions for our readers.

Q – Please explain how you got into the staging industry and why you opened Showhomes St. Petersburg.

EW – I decided to become a home staging entrepreneur after working my way up the ladder in the real estate and finance fields. We’ve had so much negativity when it comes to real estate. I’m thrilled to be a part of a solution that helps everyone – the homeowners, Realtors, builders and top notch home managers that we find to live in the homes while they are on the market. It’s extremely rewarding to help people in distressed situations and homeowners who feel overwhelmed by all they are up against because of the market for high-end homes.

Q – Who is your ideal customer?
EW – The sagging real estate market has created ideal market conditions for Showhomes’ services, which help local realtors sell properties by transforming high-end vacant entities into valuable, staged homes.

Q – Why would a seller wish to use your services?
EW – If you present a vacant house, buyers are often unable to visualize the empty space as a home. Even if the empty house sells, it is often for a price far below the list price. Because the home is vacant, buyers expect a bargain – hoping to take advantage of an owner they think is desperate to sell. If you present a Showhome, buyers are able to visualize the fully furnished and decorated space as their home. This personal connection leads to a premium sale price. Buyers make higher offers because they have already bought a home in their mind – they can see it as theirs, and will offer a premium price to make sure it becomes theirs.

Q – If I were a seller, explain the steps involved in contracting with Showhomes.
EW – Contact us directly www.showhomesstpetersburg.com for a no obligation proposal.

Q – What is the cost of your services?
EW – Nominal Set-Up fee when Home Manager occupies the property, No monthly fees. Staging fees are paid at closing when the home sells.

Q – What types of homes do you accept into the Showhomes St. Petersburg program?
EW – Vacant homes generally starting from 300K to 8,000,000k.

Q – What are the benefits of staging a home using the services of Showhomes St. Petersburg?
EW – Transforming vacant houses into valuable, cared-for homes that buyers respond to.

Q – Do you have any statistics to back-up the benefits of your services? [Does a home sell faster? Receive more offers? Gain more traffic?]
EW - According to a survey from National Association of Realtors Showhomes sell 10%-20% faster and an average of 93% of list price.

Q – Besides staging a home, what role does the Home Manager play in the sale of a home?
EW – Keeping each home in show-to-sell condition seven days a week.

Q – With the Home Manager living at my home, do I have any guarantee that nothing will happen to the property?
EW – Showhomes contractually indemnifies the homeowner and backs this with property damage insurance on every home, plus $2,000,000 general commercial liability insurance. We also require each Home Manager to carry a minimum of $500,000 personal liability insurance.

Q – Are Home Managers’ backgrounds screened?
EW – All Home Managers undergo detailed credit and strict background checks.

Q – Can a Showhomes staged home be viewed 7 days a week?
EW – Homes will be accessible for showings seven days a week. Our Home Managers will open blinds and curtains and turn on lights to ensure that your home is in perfect condition when a buyer arrives. Buyers will see a perfectly maintained, tidy and clutter-free home.

Q – Where does the staging furniture and accessories come from? How is the staging-style determined, i.e., modern, eclectic, country, Florida-style, etc.?
EW – Home Managers who have contracted to keep your property looking like a model home. Furnishings and accessories that are appropriate for the property are owned and provided by the Home Manager and Showhomes supplements these as needed to make the property look its best.

Q – What happens if I do not like the way my home is staged?
EW – We inspect and arrange every detail to ensure that your home is shown at its best.

Q – Is there a ‘best’ time of the year to stage a home?
EW – Every time a home is on the market is the best time to state a home.

Q – Do you stage a home for holidays if requested by the seller? Do your stagers take requests for specific styles/designs if the homeowner requests this?
EW – We will use furniture and accessories that appeal to the demographic group most likely to be searching for a home in this area. We will create a warm and inviting environment.

Q – Are you specifically a staging company or do you have realtors on-site/staff selling my home in addition to staging it? Or do I use my own realtor?
EW – We are specifically a staging company. Many of our staff are licensed agents, but we work with agents as an extension of their marketing efforts and not competition.

Q – Showhomes is a franchise. Please tell us about the St. Petersburg franchise. Is your seller unique to other areas where Showhomes franchises are located? If so, explain why.
EW – Showhomes – known as America’s largest home staging company – began its operations in 1986 and started franchising in 1994. It currently has 67 franchises in 24 states. Showhomes has helped realtors and homeowners sell more than 25,000 homes worth more than $8 billion across the United States by transforming high-end vacant houses into valuable, staged homes.

Q – Is there anything else you would like people to know about your company?
EW - When your home sells, we prefer a 30-day notice to give us time to relocate our Home Manager; a minimum of 21 days notice is required. We will have your home cleaned and returned to you in the same or better condition than when we received it. We will work with you to make sure your closing goes off quickly and smoothly.

Thank you, Elayne.

Contact Elayne Wooding:
Elayne S. Wooding CMP, MIRM
Franchise Owner
Showhomes St. Petersburg
111 2nd Ave. N.E. Suite 919
St. Petersburg, Fl. 33701
ewooding@showhomes.com
866-797-7426 ext. 706
www.showhomes.com
www.showhomesstpetersburg.com
Learn about Showhomes on our You Tube channel
Visit and subscribe to our Showhomes St. Pete Blog

Thursday, October 1st, 2009

Friends,

We’re just one day away from the widest opening I’ve ever had for any of my movies. Tomorrow, Friday, October 2nd, “Capitalism: A Love Story” opens on over a thousand screens across the United States, a record for an independent documentary.

This follows last weekend’s limited opening in New York and L.A. where “Capitalism” set the box office record for the highest per screen average of ANY movie released so far this year. Not just any documentary — any MOVIE! It was, as the studio said, a good indicator of just how well the movie may do when it goes wide this weekend. I sincerely hope they’re right because I believe deeply in this film.

To kick off the national release of  “Capitalism: A Love Story,” I’ve asked the studio to offer a number of screenings in the nation’s hardest hit cities — the ones with the highest unemployment rates and highest foreclosure rates — where those who’ve lost their jobs or who are in foreclosure (or have already been evicted) may attend my film free of charge. They’ve agreed, and so tonight (Thursday), the night before our opening day, ten cities will grant you free admission if you have fallen on hard times. The list of theaters and cities is below. You don’t need to bring any “proof” of your situation — just show up — it’s the honor system, no questions asked.

Of course, a free movie ain’t much when what you really need is a job or a place to live. And that’s not going to change until the party that controls both the Congress and the White House wakes up and realizes the American people put them in charge to fix the mess created by the previous administration. For that to happen requires the active involvement of each of us. And, as I show in this movie, it’s going to also require us to challenge some fundamental assumptions about an economic system that currently allows the wealthiest ONE PERCENT in this country to have more financial wealth than the bottom 95% combined. That concentration of money and power in the hands of so few people is, I believe, at the core of so many of our problems.

So, if you’re going through tough times and you live in one of the areas below, please be my guest tonight, on the eve of my new film’s opening. Seating will be on a first come, first served basis.

Also, in another five cities tonight, I have made the film available to local groups to hold benefit screenings to raise money for their local organizations — organizations which are working toward a day when a filmmaker doesn’t have to offer free screenings to people who’ve been put through the wringer. If you live in any of these areas (see below for the list of benefit premieres tonight), please come out and support the good work of these grassroots groups.

So, until tomorrow, thanks for your support, and I’ll see ya at the movies!

Yours,

Michael Moore
MMFlint@aol.com
MichaelMoore.com
Twitter.com/MMFlint
Facebook.com/MMFlint
MySpace.com/MMFlint

“CAPITALISM: A LOVE STORY” FREE SCREENINGS:
Las Vegas, Nevada
Thursday, Oct. 1st, 7:00 p.m.
Cinemark Orleans
4600 W Tropicana Blvd.
Las Vegas, NV 89103

Phoenix, Arizona
Thursday, Oct.1st, 7:00 p.m.
Harkins Christown
1620 W Monte Bello
Phoenix, AZ 85015

Fresno, California
Thursday, Oct. 1st, 7:30 p.m.
Edwards Stadium
250 Paseo Del Centro
Fresno, CA 93720

Saginaw, Michigan
Thursday, Oct. 1st, 7:00 p.m.
Goodrich Saginaw 8 Theater
3250 Kabobel Dr.
Saginaw, MI 48604

Raleigh/Durham, North Carolina
Thursday, Oct. 1st, 7:30 p.m.
Regal North Hills Stadium 14
4150 Main at North Hills St.
Raleigh, NC 27609

Tampa / St. Petersburg, Florida
Thursday, Oct. 1st, 7:30 p.m.
Muvico Starlight
1800 Highwood Preserve Parkway
Tampa, FL 33647

Elkhart, Indiana
Thursday, Oct. 1st, 7:00 p.m.
Carmike Encore Park 14
2701 Cassopolis Street
Elkhart, IN 46514

Baltimore, Maryland
Thursday, October 1st, 7:30 p.m.
The Charles Theatre
1711 North Charles Street
Baltimore, MD 21201

Cleveland, Ohio
Thursday, Oct. 1st, 7:30 p.m.
AMC Westwood Town Center
21653 Center Ridge Road
Rocky River, OH 44116

Peoria, Illinois
Thursday, Oct. 1st, 7:00PM
Willow Knolls 14 Theatre
4100 W Willow Knolls Drive
Peoria, IL 61615

“CAPITALISM: A LOVE STORY” BENEFIT SCREENINGS:

Miami, Florida
Thursday, Oct. 1st, 7:30 p.m.
Sunrise Intracoastal
3701 NE 163rd Street
North Miami Beach, FL 33160
Benefiting: Take Back the Land

Madison, Wisconsin
Thursday, October 1st, 7:00 p.m.
Sundance Cinemas 608
430 N. Midvale Blvd.
Madison, WI 53705

Benefiting: Madison Association of Worker Cooperatives / Union Cab / Isthmus Engineering
San Francisco, California
Thursday, Oct. 1st, 7:30 p.m.
Embarcadero Center Cinema
One Embarcadero Center, Promenade
San Francisco, CA 94111

Benefiting: US Federation of Worker Cooperatives

Chicago, Illinois
Thursday, Oct. 1st, 8:00 p.m.
Kerasotes City North
2600 N. Western Ave.
Chicago, IL 60647

Benefiting: United Electrical, Radio and Machine Workers of America
Grass Valley, California
Thursday, Oct. 1st, 7:30 p.m.
Del Oro Theatre
165 Mill Street
Grass Valley, CA 95945

Benefiting: KVMR-FM

Boulder, Colo. (past screening)
Tuesday, Sept. 29th, 8:00 p.m.
Boulder Theater
2032 14th Street.
Boulder, CO 80302
Benefiting: Present Tense Films

I’ve had it with pool contractors, dealers and salesman. The entire pool buying experience has been a nightmare.

We (husband and I) have been trying to build an in-ground pool for more than a year and a half. We have exhausted nearly every dealer in our area.

What We are Looking For

I’m a virtual assistant and I work with real estate agents regularly. I did my due diligence in deciding whether the addition of a pool to our 2005 Florida home would be a valuable asset to the resale of the property. We live in a small, slightly upscale subdivision with larger lots but no amenities. Nearly every neighbor has a pool and when I calculated the potential resale value of the home (with the help of an appraiser), we would definitely gain significant value in the home as well as attract more buyers in a year-round warm-seasoned climate. Additionally, since most in-ground pools in my area are installed with a cage (fancy name, lanai) this outdoor, enclosed space becomes a value-added addition to any warm climate home. So my search for a pool quote included cage, pool and deck.

Looking for Quotes to Compare

I’m also a business owner dealing in client-VA contracts and quotes regularly. This is the 3rd home we have owned and the 2nd we built from scratch. I’m all about quotes and comparing amenities. I want to know what I am buying. However, that is not what the pool industry, from my perspective is all about. In fact, I’ve lost the interest of a number of pool contractors simply because I shop around and I question pricing.

Look at the Details

It is nearly impossible to compare quotes from one pool contractor/designer to another. If the homeowner does not know what it is that is being quoted many important quality construction details may slip by undetected. For example, I noticed one pool dealer quote included 3500 psi ShotKrete (the cement that is blown into a concrete pool after it is formed with rebar supports) while another was 4000 psi and yet another quoted 5000 psi. The higher number in the pressure per square inch (psi) ShotKrete, the denser the cement will be therefore, it will be more durable over time. This does not always mean that the 5000 psi pool contractor will charge more for denser cement either! But the 3500 psi pool quotes were often more expensive than the 5000 psi quotes. Another example in crafty pricing is the difference in handrail costs. I added a handrail to the quote, and the same pool handrail can vary in price from $150 to $350 as well. Same handrail design, same manufacturer, bigger markup. Sometimes the markup was so extravagant that it bordered on pure greed.

Our pool design request is very basic. We are not installing any pavers, fountains, planters, etc. We are planning a simple concrete deck but every single dealer I have encountered tries to sell you the extras no matter how hard (and loud) you state that this is a basic pool. It is very annoying and pushy and creates a tenuous relationship. No consumer wants to feel pressured into making a decision.

Unprofessional Behavior

Last week a pool dealer emailed me that prices were increasing April 1st and after that date the pool would cost $2000 more. The original quote was offered for less than 30 days. Most quotes are ‘good’ for one month. Abominable.

When I have asked dealers to itemize the quote, I have either been brushed off or have had to wait months for the information. They simply do not want to itemize but there is no other way to compare apples to apples. When I asked several dealers if they would modify the contract many pulled out before I could finish my sentence. For example, I wanted to add some type of safeguard clause that if the pool was not finished in a reasonable amount of time (I did not specify any timeframe) barring the rainy season (or mother nature in general) that there would be some type of penalty. I never heard from that dealer again after working with him for over 3 months on a pool design!

I Want to Know You are Paying the Subcontractors

Same dealer also did not want to add to the contract my request that I receive copies of the payment receipts made to the subcontractors. With so many pool dealers closing down due to the poor housing economy, it’s imperative that contractors pay the subs because if they are not paid, then a lien can be placed on the homeowner even though the homeowner made payment to the contractor. I never heard from this guy again. Actually, his salesman sent an email (he could not even call me) offering stale rhetoric that he was unable to reach a mutual agreement and that they terminated all negotiations. Crummy way to do business. Why not talk to me? I do not bite. In fact I wanted to develop a relationship with the dealer and build trust.

Use the Opportunity to Educate the Consumer

Being a good sales person involves educating the consumer. When potential clients question my virtual assistance per hour fee, I educate them on the benefits of working with a VA as opposed to hiring a part-time employee in-house. I show them my VA calculator. I explain that business owners do not have to pay for vacation, coffee breaks, downtime, social security, equipment or sick time. Why is it that not one of the dealers could explain to me from his perspective why my requests were being denied? Perhaps I might have understood. I am willing to listen.

References Do Help

I checked references but you know pool dealers are only going to give references for the folks that they did a good job for. (In fact it was one homeowner reference I checked out that advised me to get the paid receipts for the subcontractors.) So I take the references from other homeowners lightly. But I did listen carefully to other homeowners because sometimes a reference will say something that the dealer was not expecting the homeowner to say.  Some dealers do not use the Better Business Bureau as the fees are too expensive. That was bothersome. The only real credence I received was from the local county building permit department and the state, which is a must-check for anyone looking to build anything using a contractor.

Show Me Updated Pool Design Technology

One particular pool designer/salesman came to our home…now as I mentioned I run a virtual company and I use a laptop; this man travelled with the same. He came with a really slow Dell, and no battery so he had to hook-up in my home (not really a big problem, but I do look for updated technology) and a pool design program that he struggled to work with. He thought that creating the pool in front of us in 3-D would make us excited to sign the contract on the spot but I already knew what we wanted. I was unimpressed. I had 10 quotes and plans. He wasted our time. The computer was as slow as molasses. I could have drawn the pool faster on paper.

Another contractor sent me the plans using Microsoft Works, a program that is a pain to work in. He did not send me any pdfs or attachments. Everything had to be faxed, which is a pill as often the information I received was not dated (references need to be dated by the last few pools installed…not references from 2004 when pools were installed a plenty and construction was good). Often the faxed documents came through illegible. I was surprised at how many quotes, reference sheets, copies of workman’s comp and liability insurance were sent to potential customers either illegible or unable to open in most common document attachment software programs. Has this industry not updated its technology at all?

Pricing is All Over the Board

My last beef has to do with pricing. It was all over the board. This was a basic pool with a basic cage and deck. Nothing fancy and no extra cage supports to purchase to fit in an irregular square space. The space is simple and square. And yet, quotes for the same sized pool and cage ranged from a $1000 difference to over $5,000 difference.

I had to pick through the quotes to see what products they were offering. Some offered cartridge pool filters (be careful, replacement cartridges can be $130 or more) or diamaceous earth filters, which are less expensive to operate but are more expensive to sell. Bigger filters does not always mean better. When I mentioned my budget and what I wanted included such as Pebble Tec (colored pebbles that are blown into the ShotKrete) and a handrail, some could conveniently fit that into our budgeted price, while others charged extra. One dealer fit those items into the budget but got around that by telling us that he would dump the fill dirt into our yard (over the sod) instead of hauling that away. That was not on the quote. He only mentioned that in passing.

This is not one or two pool dealers I am referring to…this is many. Nearly all had some issue in pricing or quality or professionalism.

Buyer Beware.

Final thoughts of what I learned:

• Most contractors do not want to deal with anyone asking too many questions. If you ask too many questions, the assumption is that the homeowner does not want to work with you.
  
• If there were any questions about price, most pulled out the ‘…we have a good reputation…’ speech instead of taking the time to educate me on why their price was as stated.

• Most contractors make their money from the extras so any small-time pools projects are considered insignificant. Expect to be pushed a bill of goods and stacks of slick brochures.
  
• If contractors know you are working on other pool quotes, they will drop you in heartbeat.

• Most homeowners do not shop around for quotes so when a dealer shows up, they expect that you will sign the contract. When I called the references, nearly every homeowner stated they did not shop for quotes. That actually surprised me.
  

We have one last pool contractor appointment this Friday, as I have exhausted every dealer who is still open for business in our area. I’ll follow-up this blog with a final assessment. Perhaps this pool dealer might be the one. If not, then another hot, Florida summer will be spent indoors…
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Janine Gregor