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:

• Agents Regularly Have Meetings and Invite Vendors to Speak - It's not unusual for you to be invited to speak at the next agent office meeting since they are big believers in education and regularly invite vendors to speak.
• Office Managers Coordinate the Presenters Usually - Whenever you visit an real estate office website you'll see the smiling face of the Office Manager. The Office Manager usually is the gateway to getting in front of the office and presenting.
• Keep it Short and Sweet for Quick Office Presentations - You'll usually have five minutes of time, so have fun and keep it short and simple! Consider going over the FEEL HOME process, HSR Top 10 (see below), your own portfolio photos, your Realtor Partner Plan or simply critique some of their listing photos.
• Use an Organized PowerPoint Presentation for Larger/ Longer Presentations and Here's Some Examples (click to open and save to your computer):

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• Use Realtor.com, Google or Local Association Website to Find Agent Offices - If you go to Realtor.com and enter in your city and state under "Find a Realtor," the next screen will let you select "OFFICE Yellow Pages" for a list of office links near you (see screen shot below):

• Always Ask About Getting On Their Preferred Vendor or Concierge List - Every office has one of these lists, as well as their own requirements as to how to get on it, so it's worth asking about.
• Have Fun and Focus on Relationships and Business Card Gathering - Similar to your Wave Marketing campaigns these presentations are all about developing credibility while building relationships.
• Always Follow-Up With A Thank You Email - Remind them about your time in the office and connect them with your Contact Management System so your next six "touches" are automated.

Don't sit back and wait for people to call you! Overcome your fear by following our step-by-step, wave marketing plan that makes your phone calls "warm". We call it a wave marketing campaign because your contacts will go in waves.

​Here is an example wave marketing plan we suggest you incorporate every week until your business gets over the hump.  Remember, courage is acting despite your fear, so be proud of yourself as you move forward and do the things that don't necessarily come natural to you. 

It's about relationship, so don't expect an immediate positive response from prospects! Your goal is to simply get permission, so that you can continue to build that relationship automatically using your Contact Management program and auto-responder. (We outline this in the Contact Management and Facebook Ads Sales Funnel sections).

Monday - Get online and identify at least 15 heavy hitters email address, enter them into your "Wave Marketing Spreadsheet", "friend" them on Facebook and contact them via email using the example emails below.  Make sure you give the day you will be following up by phone, as well as useful information (never sell!)  Here’s some email examples you can download and copy and paste into your email program (Make sure to personalize the name and listing information).

Hi, I'm NAME from COMPANY. I sent you an e-mail earlier this week about COMPANY and just wanted to give you a call to follow up (don't ask if they got it...you don't need to hear the answer or the no). I'm very interested in meeting you to learn about your business and tell you a little bit about COMPANY. Is there a time I could come by your office, bring your favorite Starbucks and talk next week? (And, then the biggest difficulty...WAIT! - Don't over talk or over think it).

That's it!!! If they say no, let it go and ask, "I have a monthly newsletter featuring the homes I've staged for you to bring your buyers to, do you mind if I email it to you?" Your primary goal for that call is to start a relationship with them by getting their permission to enter their information into your contact management system.

"The few "no's" you will get for the appointment will usually say "yes" to staying on the email list, especially if you're going to provide them with something of value or interest each month.  Remember, your goal is long-term...not just today.

Now that you’ve researched your local area, created gorgeous marketing materials to represent your business, made sure your business is listed in all the places prospects might search for you, it’s time to go out there and network!

Your time is money. I can't seem to say that enough because I find too many home stagers spending time on things that will not make them money in the long run i.e. shopping, agonizing over website verbiage, searching homes online, reading blogs, etc.. Many times, I feel they are avoiding the inevitable for every entrepreneur and that is the dreaded cold calling or what I like to call Intentional Marketing. Following the HSR Marketing Plan to Step Three will not make you successful, yet many people want to do just that because they do not want to get out there and contact people or cold call.

You did not start this business because of your love of sales, but the success of your business will rely on your sales ability, as well as your design talent. Yep, there are two factors that make for a successful professional home stager and redesigner and that is:

1. Your Natural Design Talent - That's what your client is ultimately paying for
2. Your Sales Ability - How well you communicate and sell yourself

I have trained over 5000 people in the art of creating a successful home staging business and by in large ALL of them had the design talent (some much more than others). The ones that struggle, are the ones that do not get out and intentionally market themselves and their business...they struggle with their sales ability and stop at step three in the 5-Step Marketing Plan.

In a study of professional home staging businesses, it was found that over 50% of them only contacted 1-5 new agents EVERY THREE MONTHS! Needless to say, these were the same stagers in the study who were not as busy as they would like to be.

Simply put, they let the fear of rejection damage their business. What is fear? False Evidence Appearing Real. What is Courage? Acting despite of fear. What is the worst that can happen? You call an agent using our script and they say no...BIG DEAL! Guess what? There are 500 other agents who need your service but don't realize it. If you don't believe me, go to www.realtor.com and look at their listings. They desperately need to stage, photograph and sell better than they are!

You must courageously and proactively market your business to your target markets in order to succeed in this industry. It is not enough to get to Step Three and hope for your phone to ring. Proactively means contacting prospects weekly and getting out there to build relationships.

The GREAT News is that you have target markets that are easy to identify and if you have a contact strategy that is always filling up your "sales pipeline" then your phone will start ringing!