How to annoy a stylist? Tell them “I’m getting three quotes”
Put a couple of property stylists into a room and the conversation will soon turn to the question of quoting against other stylists and being undercut.
The frustration is particularly aimed at agents who instigate a “get three quotes” situation. I used to find myself in this situation all the time although it happily happens less often now.
Here’s the frustration: If I was an agent, how I presented the houses that I sold would be very important to me. I’d surround myself with companies who would enhance not diminish my reputation with my vendors, companies run by great people who did a great job, whether that be a handyman, painter, garden maintenance, carpet company or a property stylist. I would cultivate these relationships and use them as a point of difference. What I wouldn’t do is google ‘property stylist Brisbane’ pick 3 names off the front page and give these to my vendor and tell them to choose. That’s a bit of a risky and lazy way of presenting a property to sell that has an agent’s name and reputation aligned with it. Yet this happens all the time.
Yet, there is a frustration on the agent’s side too. Agents are bombarded with ‘yet another’ property styling company popping into the office with cupcakes and promising free weeks and special deals. The offerings often look the same (a coffee table is a coffee table) so what to do? Give 3 names to your vendor and let them choose.
Styling companies who find themselves in the “get three quotes” situation and who aren’t able to articulate their value or point of difference find themselves competing on the only thing that differentiates them – price, and in a three quotes situation with nothing else to compare, the cheapest price usually wins. I’ve been there. I’ve also been the company that makes up the numbers. The agent has a preference for a stylist but still goes through the three quotes scenario to make it look like a fair fight.
Here’s what I want to tell Agents: Look at the houses you are selling or want to sell. What is your price point? What kind of service and look do you mostly need? Vacant small units? New builds that are mostly Hamptons? Downsizers with dated houses who need an integrated solution? When you know what you want, go and find the best property styling companies that will help you stage these properties. If you don’t know where to look go to Instagram and use #propertystyling[insert city] and check out the feed. Refer only the best company for the job. “here is the number of the company that will be best for your needs”. Maybe you refer one staging company that is brilliant at integrated staging of rambling old houses, maybe you have another for your high-end new builds and another for unit blocks. Maybe there is a company that can do all your staging. Once you are happy don’t play games, you will win their loyalty by repeat business and treating them as a partner and not a supplier.
Here’s my message to property stylists. Be able to say in one sentence what your company does (and here’s a clue, it’s not about staging). Think about who you want to work with and your value and point of difference. Then go and find THAT work. If you find yourself in a three quote situation demonstrate your value beyond just price. Ask who else is quoting. It’s OK to withdraw if you don’t think you will be a good fit or if quoting is a genuine waste of your time.
Both agents and Stylists have a part to play in the eradication of the game of getting three quotes. My wish is for a genuine win for everyone including the vendor who needs the best service not just the cheapest one.
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