Admin
I gave this presentation at a RESA Convention and was surprised at how many home stager's were not thinking of the many various ways they could creatively make money in this industry! In Week One, Industry Overview section you hopefully did some soul searching but here is where your creative juices are really going to get flowing!
I want you to consider how you're going to use the various resources, forms and videos available to connect with agents. Here's a video that gives you all sorts of ideas about developing agent partnerships and the resources are below the video:
Unfortunately Home Staging Shows has been discontinued but I recommend using a simple app like Ripl or doing a Facebook live through the home on your iPhone to create simple slideshows and post to social media.
Always check the Canva Template section to see the latest templates added to your membership but here's a few examples...
Click to Open! This is also in your Training Manual
I always say that home staging and redesign are two sides of the same coin...the only difference is the "Who" we are designing for. For staging, we design for the buyer demographic and take a more impersonal approach. For redesign, we take a very personal approach and create functional, harmonious spaces that "work" with the home owner and are perfectly tailored to their needs, tastes and desires.
Earlier in the HSR Guide to Success, I said you could easily use the same approach to redesign as you do for staging in terms of the 8-step, FEEL HOME process. In this training, I'm going to expand upon that approach with some business tips and a systematic way of handling design jobs.
The terms "redesign" can be interchanged with "interior styling", "design" or just "styling" so use the terms you are most comfortable with as they are all the same. Do not use the term "interior design" unless you have taken a full interior design course that fits with the ASID requirements.
In this video, I outline how you handle design clients from start to finish but you can manage this service any way you prefer and even go more simple by following the HSR Guide to Success model. Feel free to pause the video or play back if needed.
If you are able to spend time with the client and completely fill out the Design Order Sheet, then there is no need to send them the Initial Design Life Style Questionnaire because your questions are already answered. Spend as much time building rapport with the client as possible!
Use our phone script for taking phone calls from the Consultation section in the same way you take design phone calls.
If you're an Expert E-Designer Member, add a design board image from the HSR Templates (that fits with your client's style and the conversation you had about the home) to the follow-up email along with the importance of PLANNING the remodel ahead of time to SAVE money.
Once a client sees the work you do in the home, it's very easy to simply ask them for their feedback, a testimonial and potential referrals. Feedback is important because it allows you to critically reflect and improve. Testimonials are worth their weight in gold because you can use them in your marketing materials, website and email campaigns. Referrals will be the growth in your business that you rely on over time because ultimately, that is how small businesses grow exponentially! Here's some easy tips to follow:
Even though we provide a "Client Satisfaction Survey" below, I recommend keeping it very simple and sending an email with direct links to where you would like an online testimonial (choose either Houzz.com if the client is registered there or Yelp.com as two popular places for reviews)
Time is precious, so use verbiage that appreciates their time!
"Thank you so much for the privilege of working with you in your fantastic home! Testimonials are the lifeblood of a service business, so I would love if you could take one-minute, click on one of the links below and provide a testimonial about my business..." (Put the direct links below the text, so it's an easy click away)
OR
"My business relies on satisfied customers like yourself providing testimonials, so that others can make an educated decision about choosing a home stager! I really enjoyed working with you and hope you don't mind sending a quick reply and giving a testimonial as to how I did in your home."
Think about how people share their "contacts" via their mobile devices. Make sure to have full information about your business in your phone, so that you can easily send a quick text to a client after a job and share your full contact, so that it's easy for them to refer your business to others. Here's an example of what you would say...
Use those same tactics with your vendors! Very likely they are not going to keep your business cards on hand BUT they will share your contact information if it's in their phone easily!
Referrals from folks who could benefit from the Redesign side of what you do are almost a no-brainer! If the client was extremely happy with your work, ask if they could host an "open house" or "Wine and Redesign Party" where they invite their friends, show off their newly staged/redesigned home and are given your brief pitch about the beauty of living in a home that is tailored to them.
Professional home stagers are in a unique position to offer interesting content and photos simply by bragging about the work they have done. Media writers are always looking for good ideas and visuals to write about. Put the two together, and you have publicity.
§ Write a column for your local newssheet with before-and-after photos. Sometimes they'll even give you ad space for free when you do this!
§ Send notices of newly staged homes to the real estate section of your paper.
§ Treat the media with respect. Think of them as your prospective clients and that your story idea is the item they've been waiting for.
§ Learn about the media outlet before you contact them and frame your story idea around their customer’s needs and interests.
§ Request media kits from the publications you are targeting to get demographics and editorial calendar. For example, if they are doing a magazine on no-cost home improvements, you want to be listed as a redesigner.
§ Do your research. Put together interesting content. Be patient.
Here is a quick rundown of how to get good public relations:
§ Research exactly who to contact. – Every publication will have the author’s name and contact information. Build your local media list by finding out who the editor of the real estate section in your paper is or who does the writing in local publications that center around what you do. Do this for your local magazines and real estate publications.
CLICK HERE for an online list by state!
§ Cultivate the art of a good email. – I know you’re probably not fond of the idea of picking up the phone and pitching your idea, so don’t. Craft a short email news story with a link to your Kodak album that will interest their readers. Include your quotes and any other people’s that would have interest to the story, for example, “‘This was the best money I’ve ever spent to market a home!’ said Jane, a Coldwell real estate agent.” You can also include a press release on the bottom of the email. Make sure the subject line of the email pertains to what they would be interested in, e.g., “Unique Home Selling Story”.
§ Cultivate the art of a good press release. – You can also include a press release in the body of the email or on the bottom of the email. Below are some good examples in the Resources section.
§ Be professional. – Watch what you send and don’t be too pushy. If they like it, they’ll use it. Make sure you send success stories, special interest stories and lots of photo links to keep it interesting.
One of the best things about the home staging business model is the fact that each job you do is a marketing statement and activity all on its own! Why? Because your number one target market (real estate agents) will then be "caravanning" through each home you stage. Don't miss any opportunity to brag about your work!
Please review the HSR Marketing Step 5 of the First 50 Marketing Guide in the Training Manual before continuing on to the following online sections for today.
Direct mail can be hit or miss, so it never hurts to "try" it in your area to see what kind of results you may achieve.
Rules of Direct Mail
Direct Mail to Sellers
Unfortunately there is not an easy way to find the first name's of sellers who recently list. However, it is very easy to get their address auto-delivered to your email box the moment they list, so I recommend starting there. Here are the easy steps:
Direct Mail to Real Estate Agents
You know that I mostly recommend a more personal touch with agents (see Wave Marketing ) but also know that a "touch" is still a good thing! Luckily your local Realtor Association is very good at working with you as an Affiliate when you join to connect with their members via mailings, flyers and during events so you'll want to contact them first. You may even be able to get the labels of all the agents in your area to send a large mailing to.
**Never is it acceptable to mass email agents (your email account will be suspended for this) while you can mass direct mail them.
Direct Mail to New Home Owners
One of the great benefits to staging is the fact that we are working with client's who are also very likely to want to use us for their new homes! Luckily there are "New Movers & New Home Owner" lists that you can buy and auto-mail to through websites that can do this easily and efficiently. Even our very own Vista Print Dealer Portal has an easy way for you to send postcards to New Movers and New Home Owners starting at 18 cents a name.
Here are a few other companies that do the same thing:
I don’t really recommend doing print ads since since they are usually quite expensive and I think Facebook Ads are more effective. Having said that, some of you have good local publications you want to try out especially if you live in a more rural area. Here’s a bit of advice and some resources to use if you’re going to advertise locally.
Don't blow that budget on placing a few big ads in one or two newspapers. Since keeping your name in front of potential customers is important, plan on stretching your ad budget by running smaller ads for a long period of time rather than running only a few big ads. A big ad may look impressive, but unless it is to promote a one day sale or some other one-time event, your money is better invested in smaller, longer-term ads.
Most communities have a variety of newspapers, some paid and some free weeklies. Many people have their newspaper favorites and only read a select few, so spread your advertising dollar among all of the community papers to ensure you reach the largest target audience possible. A list of where to find these papers can be found here:
When it comes to placing a newspaper ad, avoid the temptation to create the ad yourself on your home computer. Let the newspaper's production staff or a local advertising agency design your ad. They can often come up with a more creative idea, and they understand the proper format, size and technical specifications that are required by the printing press facility to ensure your ad will look its best in print media. You would be amazed at how much they are willing to do for you design wise, simply because you are advertising with them!
If they won’t create the design ad, then get the ad specifications and hire someone on Upwork or Fiverr to help you.
Many businesses believe that placing a coupon in their ad will help them determine if an ad is getting a response. However, just because a particular coupon run in an ad doesn't generate the response you had anticipated, don't feel that your ad money was wasted. People don't always respond to coupons especially in our industry, and many people will have seen your ad; even if they didn't use that particular coupon, the ad still kept your name visible in the community's eye.
While I don't recommend a coupon, I insist you create a call to action with a "juicy offer" that the reader can't refuse! I recommend creating a call to action that involves going to your website online and getting something for free like your "Top Dollar Guide" or "Realtor Partner Plan" (if you're advertising in Realtor publications). You can also create a call to action that says they can receive their free "Seller's Staging Essentials Kit" if they call 888-555-1212. You'll get calls and website traffic much more easily if you are asking for a small thing and giving something great in return!
While some of you may be fantastic article writers, others are better in face-to-face presentational environments. If teaching, training and presenting is your cup of tea, then getting in front of agents in their regular meetings will be your marketing boost!
RESA has a fantastic "Lunch and Learn" presentation and class (it does cost) that allows you to give agents CE credits, charge them for the class and puts your in front of your target market as the "expert in your area" so I cannot recommend this program enough. Call RESA directly for information on this.
Here's a handful of things you need to know about getting in front of agents:
Here are a couple of Member Donated Examples (make sure to swap out the photos and tailor to your company!):
Thank you Sherry Smith for donating this presentation!
Thank you Linda Shepherd for donating this presentation!
