Today in The Lounge, Nick talks shop with Kevin Htain of Identity Home Staging, Real Estate Stager and HGTV contributor. Very well known in California, Kevin had an interesting pathway through the design world to end up as one of staging’s most high profile players. Find out more, in this episode of the Chaise Lounge.
Kevins start t in the interior design business was designing model homes and leasing offices with KB Homes as his first gig out of college. He began as a studio art major in school, but then realized he needed his creative education to have a solid business fundamental. That’s when he discovered interior design. He has since worked for powerhouses like Ikea and progressive businesses like Pacific Dimensions, a merchandising company that seeks to blend traditional staging techniques with cutting-edge design trends. It was the most unlikely of avenues that finally got him into the staging industry though…a call from Mom. She had heard about it from a friend and recommend Kevin look into it. The rest, as they say, is history. Kevin was enrolled in staging training just weeks later.
Staging and Interior Design…What’s the difference anyway?
Kevin believes that home staging is all about putting a home’s best foot forward; if it had legs of course. It is really real estate market driven, so one needs to understand that segment in addition to having a background in design and aesthetics. Interior design on the other hand, is all about customization and personalization. It is design for a particular person or persons in mind. Staging is much less personal but still geared towards that target client. California’s staging market is robust, so staging is seen as a valuable tool at a seller’s disposal. Staging works across the board; in all budgets. Its all about helping the property perform at it’s highest potential.
What it Takes
Kevin has a team of 7. They include his stylists and moving crew. It can be tough to maintain a team in this industry, due to the fast pace and the eventual burn out that team members can face. That is one of the biggest challenges to be overcome. Keeping inventory fresh is another critical factor in keeping installations fresh and having properties show at their best. Some brands are also beginning to position themselves to meet the unique needs of the staging community. Brands like Uttermost, Coaster, and Ashley offer pieces that are striking, yet lightweight and easy to maneuver. Always keep the price point of the property in mind and stage accordingly. The scale and colorway in a million dollar home is going to be different than your average home’s inventory. A really good stager understands this and can market properties effectively.
Getting into the TV Game
Kevin is proud to share that Identity Home Staging has worked on 46 projects with HGTV over the last 3-4 years. There were originally contacted by the casting agency for the show ‘Flip or Flop’. Its been a great fit over the years and now Kevin will be contributing to the upcoming HGTV show ‘House to Home’. The next steps for Identity Home is to start their own furniture line. Nick is excited to pass some connections along in that area and to questions why there isn’t a current HGTV show focused solely on staging (hint, hint, casting!).
IAHSP and Kevin’s Commitment to Training Staging Professionals
Kevin Co-chairs training for the International Association of Home Staging Professionals. He is passionate about attending as many of the events as possible and keeping stagers trained in the latest merchandising techniques. His biggest piece of advice to students looking to join the field of staging is to challenge themselves not only to focus on the design side but also to be really well versed in the real estate market. That combination of design knowledge and business savviness is a winning one. Just ask Kevin…he knows for sure!
Learn more about Identity Home Staging online at: www.identityhome.com
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