STAGE A SUCCESS

Whether the property market is running hot or cold, home staging with smart, stylish and unmarked furniture and furnishings can have a significant impact on the sale price or time it takes to get the SOLD sign up.

Some eight years ago, Kāpiti Coast-based Jaki Bickerton, an experienced home renovator, and her daughter Natalie Paroli, an interior designer, saw a large opportunity gap. They decided that real estate agents and their clients in the lower North Island needed access to a trustworthy and professionally structured home staging business offering innovation and originality. Both agreed they were the mother and daughter team to fix that need. 

Foxx & Filly has subsequently grown to become one of the lower North Island’s largest home staging companies and has won international recognition through awards in the annual Real Estate Staging Association (RESA) competition run out of the USA. Closer to home, Foxx & Filly also won the the Small Business of the Year award in the 2021 Kāpiti & Horowhenua-based Electra Business Awards.

Brand new franchise

Greg Bickerton, Jaki’s husband and Natalie’s dad joined the mother/daughter Foxx & Filly team post Covid when his IT position was made redundant, joking that he was only brought on board for his furniture-lifting muscle. 

Greg has since played a key role working with industry-leading Franchize Consultants for over three years – restructuring Foxx & Filly into a top-notch, well prepared franchise business model. Greg says he started by asking Franchize Consultants’ managing director Callum Floyd whether Foxx & Filly had the legs to be a franchise system.

“Callum was enthusiastic,” smiles Greg, “and so we got down to producing all necessary manuals for processes and systems as well as developing a multi-level training programme that covers business management, marketing, interior design and more. Establishing a franchisee support structure was also a priority.

“As an example, although we have established relationships with principals in the multi-national real estate agencies, we can accompany new franchisees to present Foxx & Filly to targeted real estate agencies in their area. Our very successful Agent Partner Programme incentivises over 80 real estate agents around New Zealand to use Foxx & Filly Home Staging, and incorporates financial benefits that can be passed on to vendor clients. The Agent Partner Programme is definitely unique to us here in New Zealand. Australia doesn’t have anything like it and, as far as we know, nor does any other country.

What is home staging?

Greg says popular television lifestyle series like ‘Selling Houses Australia’ highlight the difference between home staging in Australia and New Zealand. As he explains, “In Australia, many home staging companies hire furniture, whereas in New Zealand furniture and furnishings are usually purchased by the home stager. For a Foxx & Filly franchisee this brings the tax benefit of being able to claim depreciation against assets. We also have established excellent preferred buying relationships with a number of leading furniture wholesalers and suppliers. 

“A Foxx & Filly franchisee needs to have storage space. We started out by hiring space at our local self-storage facility, so if you don’t have access to a large enough storage facility of your own, this is a good option. 

‘You’ll need to invest in a high-roof medium wheelbase van that will carry Foxx & Filly signwriting. This has the benefit of turning it into a very effective mobile advertising display that through lead generating will pay for itself in no time. As your business develops – and depending on the location – you’ll probably want a second smaller van for easier access to awkwardly positioned homes. 

“Our training also covers how to safely lift, pack and carry furniture. Something a Foxx & Filly franchisee won’t need is a gym membership, although they should come to us with a decent degree of fitness.” 

Buy your own business

Greg is particularly interested in hearing from anyone in the lower north island who would like to start a Foxx & Filly Home Staging business of their own.

“Our ideal Foxx & Filly franchisee would be a husband-and-wife team with a shared interest in home renovation and decorating, or a mother-and-daughter team like Jaki and Natalie, says Greg. “As a kick-start opportunity for a potential buyer, part of the current and proven profitable Wellington territory will be split off for purchase. Our businesses in the Hutt Valley and Manawatū regions (encompassing Palmerston North, Wanganui and Levin) are available as ‘going concern’ franchise opportunities.”

For reasons of commercial sensitivity Greg is reluctant to reveal too much in this article about the franchise package without the protection of the Foxx & Filly non-disclosure document (NDA) that can be provided on registration of interest, but he does recommend that a potential franchise buyer has access to capital in the region of $200,000, whether through funding or outright. 

“Our primary interest is to see a franchisee grow their business and do well out of it, hence they only ever pay a single figure royalty,” says Greg, “Head to our website to make an enquiry and then let’s talk more about how you could bring Foxx & Filly Home Staging to your home town.”

See this advertorial on page 11 of Franchise New Zealand magazine Year 34 Issue 03

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