The Wow factor

This article is a follow-up to my previous article:
Marketing a home for sale in this market can't be taken lightly

The "Wow" factor can be achieved in a variety of ways, many times without spending a dime or spending very little.

Without spending a dime you can do this by:
• Removing clutter from around a covered up fireplace. Fireplaces can often be turned into a beautiful focal point in a space.
• Pull back or remove heavy window treatments to reveal a beautiful view. Heavy window treatments can also darken up a room too much, which is never a good thing when you are trying to sell Arizona sunshine.
• Direct light towards a grand architectural feature. Spot lighting is a wonderful way to direct attention to focal points.
• Remove rugs to show gorgeous flooring. Rugs are practical, but they are also cover-ups. If you have expensive, beautiful flooring, show it off.

With a small investment you can to this by:
• Emphasizing high ceilings through the use of paint. You can add an accent paint color to one tall wall or even to the ceiling.
• Adding beams to a ceiling will also bring the "wow" factor in by drawing attention upwards.
• The use of paint on a dated or style-challenged fireplace might be your ticket to "wow".
• Making sure every "space"  in the home looks usable. Do this through the use of furniture and decor to create defined spaces. Keep in mind these new purchases can be taken to your new home.
• Green up your exterior with foliage. Spruce up existing landscape and/or use potted plants and flowers to brighten up a patio or walkway.

These suggestions are all very general and can be applied to most homes. Not all homes are created equal so there may be other options for you. Give me a call, I'd love to help you. 602-809-7710, Michelle

Marketing a home for sale in this market can't be taken lightly

Marketing a home for sale has changed considerably in the last 10 years due to the internet, mobile devices, and home cable shows. In today’s market it is crucial that your listings standout. Injecting the “wow” factor is not just a good idea, but a must if you’re serious about selling your listings. The “wow” factor can be achieved in many different ways. Often with little or no cost to the homeowner. What we are talking about is “staging.” 

MLF Photography & Design can provide necessary recommendations to make the home aesthetically pleasing to the majority of potential buyers, allowing them to create their own vision from the homes potential.

Once the staging is in place the next marketing step is to take the home to the public through the listing. To do this we want to present the home in its entirety to potential buyers. The photos you receive from MLF Photography & Design will not only show the features of the home, but it will also convey the layout of the home allowing buyers to envision themselves living there. All the photos will be numbered in a “suggested presentation” order for easy uploading to the MLS system. This will act as a virtual tour and ultimately save you time.

Michelle Fox, 602-809-7710

Homeowners: Don't rush your agent into listing your home prematurely

If you do, you will be setting them up for less than great results. Who does that affect? YOU.  Let the professional do their job the best way they know how. That is why you hired them, right?

Getting the best results when selling a home requires more than a listing on an MLS site. There is plenty of preparation required. You must be ready to put forth the effort. Don't be surprised if your agent tells you to get out the moving boxes. 

The first step in selling a home is getting the home ready for viewings, and photographs. To do this you'll need to:
• De-personalize - Remove ALL personal items from sight, even those you use daily.
• De-clutter - Remove ALL piles and collections.
• Clean - Floor to ceiling, shiny and sparkly, inside and outside.
• Repair -Fix any items that are in disrepair. Broken items are red-flags. They lead buyers into thinking the home wasn’t taken care of.and, 
• Neutralize your home - That dark or bright colored wall that worked for you for the last 10 years now needs to be neutralized. I like to use the phrase "light & bright". Make sure ALL window coverings are open, and light bulbs in fixtures work. Nothing is more annoying than a light that doesn’t work. Plus, this is a red-flag. It too can make a buyer think the home was not taken care of.

Once all this is done, the photos can be taken and the listing posted. But you're not done yet. The house needs to look like this "every" day until you have an offer, or until the sale is final, depending on your agent. Your agent will most likely give you a checklist to use each morning to help you make sure the home is ready for viewing at any given moment. 

The goal is to sell fast. Why? If you sell fast you have a better chance of selling for top dollar.

The thing is, if you do all the things listed above to the best of your ability, then you are increasing your odds of selling the home fast. That means more money in your pocket and less time making your home look like a model home that no one lives in. Win Win. 

Michelle L. Fox, 602-809-7710 #mlfpandd

The Difference "Staging" Makes

MLF Photography & Design offers "staging consultations." Here are a few reasons why they do:

1) It is absolutely necessary if you are trying to sell a home quickly and for the most possible money. Your product must stand out from the rest.
2) Some agents are not comfortable or knowledgeable about the staging process.
3) Sometimes an agent has a personal relationship with the seller and does not want to jeopardize the relationship by delivering "hard to hear" recommendations.
4) Occasionally an agent is overwhelmed by a home's condition, and feel they need assistance putting together a game plan.

To address the above issues MLF Photography & Design will walk through the entire home, inside and out. This can be done with or without the agent and homeowner. Notes will be taken and recommendations will be put together in a final report. The report will list recommendations room by room. This will act as a worksheet for the agent and home owner.

Here are a few before and afters of a home done for an agent who had a "round about way" personal relationship with the homeowner. These "before" photos were taken with a sub-par (IMO) cell phone camera. I wish it had shown a wider angle. The home had a lot of clutter and disorganization happening. As you can see the homeowner got it looking great for final photos.

This "before" photo was taken after the window treatments had been tweaked and the arrangement of the seating area had been configured as you see it in the after photo.

This room was cluttered and crowded. Furniture was removed and de-personalization and de-cluttering was done. Leaving this space looking more open and spacious.

The kitchen still had clutter despite homeowners efforts.

This picture is a very good example of the type of clutter that was throughout the home. When you are "living" in a home this may be acceptable, but when you are selling a home it needs to look like "anybody's" home, not "yours". You can see the difference in the before and after.

One thing no one can guarantee - and that is that the homeowner will comply with all the recommendations. This home looked satisfactory, but a few recommendations were made that were not taken. The staging consultation works as a tool to help the home owner realize that it's not just the agent saying so, but that there are others who believe that a little (or a lot of) work is necessary to prepare the home for the market. It's also a tool for the agent to separate themselves from this aspect of the listing process, which is often one of the hardest for the homeowner, outside of the move itself. 

If you have any questions about the "staging consultation" process, please give me a call I would be happy to answer any questions. 602-809-7710, Michelle.

Great show I discovered

My to-do list today contained laundry and dusting. Yeah. (Sarcasm) But we gotta do what we gotta do, right? About mid-morning I stopped to take a snack break to refuel. During this time I turned on the tv to a new show on A&E called "60 seconds to sell". I'm not sure that it's actually a "new" show, but it's new to me. I loved it! It demonstrated how staging makes a difference in the final selling price. If all seller's watched this show before contacting a real estate professional, the agent would only have to work half as hard! 

Staging baby, staging is where it's at!

If you're a real estate professional and you'd like some assistance with staging, give me a call. I'd love to help. 

OR

If you're a home owner and would like help staging your home for sale give me a call. I'd love to help you too!

602-809-7710, Michelle

The more eyes that see your listing in a short duration of time often leads to a faster and better sale.

When planning out your MLS listings keep in mind that you are putting together a mini commercial. Your photos need to show all that there is to see, and your description needs to tell all that there is to tell about what cannot be seen.

The listing is most often your first impression. Don't leave anything out. If you do you could be giving a potential buyer a reason to move to the next listing. Wow them into wanting to see the house.

I'd love to discuss your current marketing strategy with you. We can do this by phone or over coffee. In this market, a good marketing strategy is the difference between selling quickly or NOT. Give me a call now!
602-809-7710, Michelle.

Also read: The Whole Package, Making photography affordable for "all" real estate listings

Testimonial from Brandy Drew!

"Michelle is an incredible asset to my business.  She does a great job of highlighting the best features of a home.  Her photography is outstanding.  She is great to work with as an agent and as a homeowner.  I used Michelle for the first time on a beautiful home I was not able to get great pictures of on my own.  She was able to do the magic needed to accurately display the home."

-Brandy Drew

Brandy put this example together and posted it on a group site for others to see! Her pictures are on the left and mine are on the right. I took the photos on the right before MLF Photography & Design was established. Since then I believe I have improved my skills and knowledge 10-fold.

Well needed vacation

This last month has been a whirlwind for me (in a good way),  and it’s kept me from having the time to keep in touch. I just got back yesterday from a well needed week long vacation with my family. I’m back at work today feeling renewed and anxious to pick up where I left off. This little business of mine is growing, but there is always room for more growth. So when you get your next listing, please give me a call. Sure I can take photos and put them in a great presentation order for you, but I can do other things as well. Such as: staging consultations, or graphic and layout work. Big or small let me know how I can help you.

Also, I am bringing back “referral credit” PERMANENTLY. Anytime you refer someone to me, and they mention your name, you will receive a $10 credit. You can do this as many times as you want. The credit will add up and be deducted from your next shoot! Oh, and I still offer first time clients a $50 credit off their first shoot! So start referring ;)

Have you ever been here?

The Whole Package

MLF Photography is best known for its photography, but there is so much more to it. We want to provide you complete real estate marketing assistance. Keep reading!

Staging Consultations

Before you can photograph the home for the listing, or show the home to potential buyers, you must prepare it. Preparation means start packing! De-clutter, de-personalize, clean, fix and neutralize the home so that any potential buyer that walks in can see the home as “their” home, not the home of the current owners. If you don’t know where to begin or have concerns about delivering the “bad news”, you can hire me. I will come in as an impartial third party. I’ll go through the entire house. Then I will provide you and/or the home owner a report. The report will include my recommendations in detail.

“So your client is ready to list their home?”      (click to read article)                 

Listing Photography

If you want to sell homes you need to provide potential buyers an “accurate & complete” set of photos to view. These photos will show the potential buyers what they need to see to determine if the home is right for them. In addition to the set of photos, I will number the photos in a tour-like presentation. This way you don’t have to do it yourself, freeing you up to do what you do best.  

“Making photography affordable for “all” real estate listings”       (click to read article)

Graphic Layout and Design

I also have 15 years experience as a graphic and layout designer. So if you’d like to have custom flyers, ads, mailers or more created, I can do that for you as well.

“Custom Marketing Materials”     (click to read article)

Call me, Michelle - 602-809-7710.

Cell phone photos vs. my photos

This will be a visual article. Each set of comparisons were taken from the exact same spot, one with my cell phone and the other my "real" camera. 

All I’m going to say is that you should be able to see why using a cell phone for real estate marketing photos just won’t cut it. I did the best I could with my cell phone camera, but in comparison, there is no comparison to what I can do with a “real” camera. J Check 'em out. Enjoy!

Cell Phone

My Camera - Look at that vaulted ceiling. There's a china cabinet.
We can now see the adjoining formal space.

Cell Phone

My Camera - Whoa!

My Camera - We can see the ceiling, the whole
window and part of the second light fixture.

Cell Phone

Cell Phone

Cell Phone

My Camera - We see the room, not just a partial bed.

Cell Phone

My Camera - Now we can see the light fixture and the flooring!

Next time I’ll take some photos with my nice automatic point and shoot camera and compare that to what I do with my “real” (wink wink) camera.  Call me if you want to make your listing stand out from the rest, in a good way! 602-809-7710, Michelle

Making photography affordable for “all” real estate listings

When it came to a career in photography I chose to specialize in the real estate market because I saw not only a need for affordable, quality photography, but I also realized that agents need a photographer who understands that it takes more than a few good photos to sell a house.

Most agents know that there are companies that provide high-end, big production photography services that look like a million dollars. I call them the "Big Bucks" companies. In a good percentage of the time your marketing budget is not going to afford you the necessary “set” of photos you need to effectively market the home from a company like this. The reason I stress “set” is because for the kind of money they charge, you can only get a handful of these great photos and still stay in your budget. But the truth is that a “handful” of good photos will not be enough to hook a potential buyer.

What I offer is not “Big Bucks” photography.

I acknowledge that in a good percentage of the time you don’t have the kind of budget, or need, for that type of service. So what I offer is a trained eye with knowledge of the real estate market that ends with quality, affordable photography. You will receive an “accurate and complete set” of photographs that will present a tour of your client’s home. This will give any potential buyer the amount of visual they’ll need to determine if the home could be the one for them. Call me 602-809-7710, Michelle

Let’s talk about the “fact” that a real estate listing IS the first impression for a home that is for sale

Pricing for MLF Photography & Design

MLF Photography & Design

MLF Photography & Design

So your client is ready to list their home?

Too much clutter

Or are they? A better question here would be, “is the home ready to be listed?” When it comes to marketing, you are either selling a product or a service. To your client you are selling a service, but to all the potential home buyers out there you are selling a product – the home. To get the most money for any product, you need to make it look its best, and worth the amount of money you’re asking for it.

Before you can shoot photos and put up the MLS listing the home needs to be prepared to be sold tomorrow. What I mean is that if you list this house, you may get an interested buyer who wants to look at it tomorrow. Therefore, to optimize the opportunity to sell “tomorrow” that house needs to look model ready. How great would it be to sell in one day? The sellers will think you’re amazing! Can you imagine the referrals a situation like that could potentially generate?!

Too personal

Depending on the homeowner’s and their tastes the staging process could take a weekend or it could take a few weeks. The sooner you address the preparation, the sooner you can get the home effectively listed. Sure you could rush to get the house listed in the condition it’s in, but you could also shoot yourself in the foot. Neither of those options sounds like a good idea. NEVER rush a listing, do it right. Your clients will thank you in the end.

If this process seems like a touchy matter for your sellers and you’re afraid it will jeopardize your relationship with them, or you simply don’t know where to start, you can hire me (either at your cost or the seller’s) to come in as the “authority” to deliver the necessary truths. I’ll be gentle, I promise.

If you'd like to know more about the process give me a call.

602-809-7710, Michelle

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What is a house?

It’s a structure to protect us from the elements, a place to keep our belongings and possessions safe, but it’s also a place to call “home”, a place to share a life with our special someone, a place to raise a family, a place to celebrate with friends and family, a place of security. It’s a place we all dream of having at one time or another in our life.

From a marketing perspective a home is a very interesting thing. Sure it’s a product you can see and touch, but it’s also an idea. So when you’re looking at how you are going to get this home ready to place on the market, don’t forget to not only look at what is visibly pleasing, but its functionality as well. You’ve got a diverse group of buyers out there which is why there is no reason you can’t sell “any” home. Buyers want to see how they are going to “live” in the home, which is why putting photos on the listing that show the home’s layout are important. Buyers have different needs and desires when buying a home. What works for one, may not work for another. But if you show the “whole” house, you have a better shot of reaching the “right” buyer.

Your main objective when preparing the home for listing is to get it clean, functioning and visually appealing to the majority. The first two are self-explanatory, but let me explain more about the third. When I say “visually appealing” some would think that I mean you need to upgrade items. That’s not necessarily the case. Yes, if there is an offending/obnoxious paint color on a wall then, sure, the sellers would want to paint it more neutral. If the tile in the home is outdated but neutral in color, then no, you may not need to upgrade. Upgrading high ticket items doesn’t mean you’re going to get a higher purchase offer. In these situations you need to consider the location, price point of the home and comparables. The objective is to have the home as “neutral” visually as possible. This is what will draw more potential buyers in. You’re going to have the buyers that want turn-key, and you’re going to have those who simply want to tweak it to their taste. The percentage is low for buyers who want to come in and completely remodel the average home that is on the market. Those buyers are usually looking for the homes that are listed well below market value. Those homes usually were not well maintained or updated for the times.

You can’t assume you know what the “right” buyer is looking for. This is why it is so important to show the entire home, not just the photos “you think” are important. You are just one type of demographic that is out there. If you do not fully list the home, you reduce your odds of reaching the “right” buyer. Let me help you sell the house by taking a “complete” set of photos for your listings.

602-809-7710, Michelle

Making your product stand out will be the key in the current market

4 signs you may be a real estate rainmaker | Inman News

So this article has nothing to do with what I do as a photographer and designer for the real estate market, but I did find it to be an inspiring article. Not everyone is born with the four qualities listed in this article, but there is opportunity to see if you can develop the first three. The last one, well no matter what role you play the last one is one you must master if you want to be able to develop the first three. Maybe you'll find this article inspiring as well.

Follow this link:
4 signs you may be a real estate rainmaker | Inman News

What makes a good real estate agent? And how do you know if “you” are one?

This isn’t scientific by any means. But let’s think about those questions…

…here are my thoughts.

To be a good agent you need to be able to market a home to be most appealing to the most people no matter what the house. I know that’s a pretty general statement, but I believe the truth is there. Just about every house you list will be similar to another house. But a good agent is going to have the owners clean it up, pack it up and stage it to look move-in ready. Then when it’s looking tip top, they are going to have an “accurate & complete” set of photos taken that show the home in its entirety. The agent will use these photos along with a well written description in there listing(s). These listings are going to give potential buyers a tour of the home while allowing them to “study” the home. Why is the word “study” important? Because during the “studying” the potential buyer is determining how they will live in the home, and in turn be imagining themselves in the home. Videos are nice for a tour, but photos allow more time for pondering. (This is why not just any photos will do.) The home preparation and the listing are what will get buyers to the home.

Another factor that I believe contributes to being a good agent is when an agent, first and foremost, puts the seller’s needs ahead of their own. Whether it’s the seller’s goal to sell quickly or for the most money, this concept does a few things. The seller won’t need to question whether you are convincing them to take the deal because it’s in your or their best interest. Seller’s need to feel they can trust their agent. Selling and buying a home can be a scary deal for some. When a seller feels they can trust you, they are more likely to talk good things about you and send referrals your way. Your reputation is based on how you do business, and a good portion of your business runs on referrals. Putting your seller’s needs and wants first is a good move for your long career as a real estate agent. Don’t underestimate the power of sincere kindness.

So the bigger question, how do you know if “you” are a good agent? At first, I thought, “I don’t know.” But truthfully, I think you just need to ask yourself if you are doing everything I've mentioned, or at least striving to do these things, and if you are, then I think you are on the right track. If you think you are and still have doubts, call me. We can talk about what you’re doing, and figure out if you can do it different or better.

602-809-7710, Michelle.

What do your listing photos say about your level of professionalism as a real estate agent?

Photos or no photos?

Photos of course!

 You’ve got a client who wants to sell their home. Now what? The goal is to sell the home fast and for the most money, right? How do you get this house noticed more than any other house that’s similar to it? First, you give the client your staging advice: de-clutter, de-personalize, and make it aesthetically friendly to the majority of who will see it. Then, you get a great set of photographs that show the house in its entirety. Next, you do your homework so that you can price it right. Lastly, you create your listing with the great set of photos I give you, and an informative description. Don’t expect to do all these things in a couple days. Realistically, you’re looking at approximately a week, or longer if the home needs extensive “polishing”.

With that all said…NEVER post a listing without photos! Or sub-par photos for that matter. This is a common mistake I see made daily by agents. Here’s one reason why you shouldn’t do it...Some buyers only pay attention to “new listings”. And if your “new listing” doesn’t have images for them to view, they are going to move on. And when you do finally add photos, your listing won’t be new and that buyer will assume they’ve already looked at it. So they won’t bother to click on it. The point is, don’t rush to put out incomplete product packaging. Your marketing strategy is just as important as the product itself. If your marketing isn’t well thought out and complete, you risk cutting down the number of potential buyers that see your product.

I can help you with both the staging consultation and the photographs. Call me and I will help you make your listing stand out. 602-809-7710, Michelle.

Pricing for MLF Photography & Design

Making your product stand out will be the key in the current market

With the housing inventory rising faster than the number of buyers, marketing your homes so that they stand out amongst the rest will be key. The better your product (home) is marketed, the more traffic it will receive. Get a "complete" set of professional photos taken for your listings. It will NOT be money lost. Buyers want to see what is out there. So the more you show them, the more you draw them in. But of course, before you get photos taken, stage the house like a model home. We want anyone who looks at the photos, and eventually the home itself, to feel as if it could be "their" home.

I can assist you with the staging process and the photographs. I specialize in real estate marketing and can help you optimize your marketing strategies. 602-809-7710, Michelle. Check out: http://michelleleighfoxphotography.blogspot.com/2014/03/pricing-for-mlf-photography-design.html

Here's an article from the AZCentral.com discussing today's market.
http://www.azcentral.com/business/realestate/articles/20140308shifting-market.html?nclick_check=1

Enjoy, and don't forget to call me. 602-809-7710, Michelle

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AGENTS: Never list your homes with inadequate photos, or worse, no photos at all.

When one of the large fast food chains puts together a commercial, they are putting together a "visual representation" of the "product" they're selling. When you put together a listing for a client's home you are doing the same thing. The "product" is the home and the "visual representation" is the listing. Do you think the fast food chain's commercial would do as well if they didn't include adequate images of the product?

The images are used to peak interest and entice the viewer. If you want to reach the most potential buyers, you must have images. And not just any images will do. You want an accurate and complete set of photos. That is, if you want to peak the interest of, and entice, the most possible potential buyers.

 

Call me and I will show you how to do this. 602.809.7710, Michelle

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Custom Marketing Materials

Small Postcard Mailer 

Do you print or want to print postcards or flyers to advertise your listings? Together we can create a custom marketing image for you.  Once we have the basic design elements, I can create the templates for each piece of marketing. (Ex: flyers, postcards, etc.) Once we have the templates, each new listing's photos and specs can be plugged in. If you have a print source, I can send the files to them for you or I can send the files to one of my sources. This means that you have more time to network and find your next client. Plus, it's like having your own assistant. And who doesn't like the sound of that?

If you're interested in making better use of your time, give me a call so that we can discuss your needs, wants and what it will take to make it happen. 602.809.7710,  Michelle.

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BAD first impression = Lost Opportunity

And what opportunity do you want? You want the opportunity to sell a house of course!

It's not about the equipment,
it's about knowledge.

To do that you need to make the house you're selling "look" like the best of its kind. The more boxes a potential buyer can check off on their wish list the better the chance you have of getting a phone call. And that's what you want, right? Activity. This is what you'll take back to your sellers, showing them that you will sell their house. I know this may all seem simple, but the truth is, no matter how simple it really is there are many agents who think they can achieve the same results by taking shortcuts. One of those shortcuts being to post subpar photos of their client's home. Sure, eventually they might sell the home, but at what cost? I'll tell ya, "time" and "money". The longer the home sits on the market, the less money they'll potentially sell that home for. If that agent is you, how does that serve you and your seller?

 
Call me so that we can give your clients the quality and professional service they deserve, and you want to be known for.  602.809.7710,  Michelle.

Pricing for MLF Photography & Design

What do your listing photos say about your level of professionalism as a real estate agent?

Not only is the listing, AND the photos in it, your most important tool when trying to sell a home, but it also demonstrates the kind of professional you are. If you’re interested in gaining new clients, you need to put your best foot forward. Not news, right? But have you thought about this? “The real estate listing” your potential client’s first and possibly only chance of meeting you, AND the first and possibly last chance you have of selling the home to a potential buyer. Ah yes, that is how important your listing photos are. These are two types of individuals you're trying to reach. 

When you are mapping out your marketing budgets you need to include funds for the one way you can reach the most potential clients and buyers – the real estate listings. When people start thinking about buying a home they don’t necessarily call an agent right away. No, they hit the internet and start browsing listings. If your listing is appealing enough, there is a chance they will call you. Ta daa! I can’t stress enough what a great marketing tool your listings “can” be. But you have to utilize them in the most optimal way or they could actually be working against you. 

I will work with you, as your partner, to help optimize the appeal of the homes in your listings. To do this, I will provide you photos that “accurately and completely” represent your homes. I’m also a skilled graphic and layout designer, so I can help you out with that when and if needed. Show potential buyers that you’re serious about what you do - sell homes.

Call me, 602-809-7710 Michelle

To see albums of my work, check out: https://www.facebook.com/mlfrep/photos_albums
Remember: There’s a house for every buyer, and a buyer for every house…
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