Martha Webb: The Story Behind the Staging

In the late 1980s, Martha Webb had a house to sell. So she did what most homeowners do and called a few real estate agents. Each agent came to her house, provided her with a CMA and suggested a similar listing price.

Although these prices were reasonable, Martha wanted more and, in the end, she selected an agent who agreed to take the listing price at a higher price. Of course, the agent cautioned her that she may have to lower the price in a few weeks — but Martha had a different plan.

Using her experience and background as a film producer, Martha went through each room of her house and asked herself what a buyer would think. How would potential buyers feel about her house? What would they care about?

As if seeing every detail of her home through a viewfinder, Martha staged each room to evoke all the emotions she wanted potential buyers to feel. She turned her house into somebody else's home.

It worked. Within hours of her first open house, Martha received a full-price offer at her original list price. And the idea behind Dress Your House for Success was conceived.

Now, nearly 20 years later, Dress Your House for Success remains the original innovative concept in real estate staging, and is now in its all-new, recently released fourth edition. And as the President of BCW Group, Martha continues to be actively engaged in making real estate more profitable for agents all across the country. Learn more about Martha's many accolades and accomplishments by clicking here now.