Home Staging Marketing Strategies to Sell Properties

Is Your Marketing Hot?

The number one question that I always get from all of my clients, whether they are Certified Home Stagers, Home Stagers in Training, Real Estate Agents or Investors, Small Business Owners, Speakers, Entrepreneurs – you name it, this is their question: How do I market my business?

Many have some idea how to market their business, but they don’t know how to effectively market, in order to get the results they desire, which is the key. Usually, they delegate their marketing to an advertising channel such as the yellow pages, some random online marketing or a flyer or two that has been passed out at a meeting in the hopes that everyone that takes one will call you back keep hoping!

I love the coffee cup above as an extra hot marketing tool. Not only is the Bakery advertising with each cup of coffee, but they are in turn selling advertising to other clients on the mug. Super Smart! And of course the mug makes sense to their customer since they serve all sorts of coffee drinks at the Bakery.

Could they have done better with an extraordinary offer and a guarantee? Of course! The problem was lack of space, so they worked with what they had.

The real question though, is what does it take to make your marketing hot?

1) It must speak to your customer- Just like the coffee speaks to the customers buying a croissant, yours must do the same. Ask yourself who your customer is and what appeals directly to them. Is it a real estate agent, an investor, a home seller who is your customer and what speaks to them? Then, make sure your message sizzles!

2) Scare them or speak to their greed- Yes, that is the truth. The best way to capture your customer’s attention is by scaring the pants off of them or appealing to the sense of greed. So, if you are marketing your Home Staging Services, then you would send them a message like; Are you ready to sit on that listing for another 6 months? Or, Would you like to make an extra $5,000 this month?

3) Make in Incredible Offer- You can do this in a variety of ways. It can be accomplished with a 100% money back guarantee, the offer of a FREE flatscreen TV, 50% off, Buy One Get One Free, or even thru a great prize that your customer wins by participating in your contest. The idea is to give them something so juicy that they feel compelled to give you a shot.

4) Market Consistently- One of the most attractive things to potential clients is that they see your marketing consistently. Now they know you are not a, fly by night, home stager, running your business as a hobby instead of as a real company, and that you are smart enough to know how to market. That in and of itself is often appealing enough to some future clients.

5) Surprise them with your Marketing- The coffee cup was a surprise, so it was fun. When we stage homes and hide a pocket of emotion in the drawer and the buyer opens the drawer, that is fun (and it is house marketing). Having a message like the 25 reasons a rubber duck can sell your home is a fun surprise because they don,t expect it. If you really want to have ..hot..marketing, surprise them with the unexpected.

I think the last thing I would say about marketing is to simply look and see what your competition is doing and do the opposite. They are the ones inclined to post an ad and then not get any calls so they quickly determine the ad does not work. Hmmm, maybe they did not place an ad in a location that their customers see, or the ad just was not compelling.

The best example I can give for this is when I started my own Home Staging company, I looked around at all the other Home Stager Certification Program out there talking about making houses pretty and it dawned on me that there marketing was all about them instead of the results they could achieve for their potential clients. That is when I came out with our tag line of “Anybody can make your house pretty, we make it SELL.” Obviously, that did the trick.

So, let’s get you a great list of customers beating down your door so you can show them how extraordinary you really are, while introducing them to your hot marketing.

Karen Schaefer – Home Staging Training and Certification APSD
Karen Schaefer

Relationship Building With Home Staging

How do you get your first home staging job? How do I find clients? How do I get referrals?

At most of my APSD home staging training courses, I teach at least 30% of the course on home staging systems and creativity,30% of the course on the business of home staging and 40% of the course on effective home staging marketing skills. So, in essence, we teach what it takes to successfully and completely build and grow your home staging business.

One of the things that I cover extensively in marketing is building a relationship with your clients. As a matter of fact, I really only think you need 5 good clients to get 50 home staging jobs each year. As one of our Certified Property Scene Designers about it and they will tell you the formula.

Life and Business is all about relationships. Think about it, if you are married, or ever have been, did you develop a relationship before you made a commitment? What about your friendships, same thing, right. The same holds true in business, especially today.

Your client, or future client wants to know who you really are and whether or not they can trust you, will enjoy doing business with you and if you will always under promise and over deliver. So, they may test you out a little. Thats okay, all you have to do is show them how fabulous you really are and they will love you forever.as long as you maintain the relationship.

If you are asking yourself, the questions at the top of this page, I think you might want to think about a better question, because you know the old saying ask a better question, get a better answer. So, what is the better question? How about, how can I build lifetime relationships with my existing and future home staging clients? THAT is a good question.

There are lots of ways, and some depend upon whether you are talking about new clients or existing ones, for the sake of space, we will discuss both, together.

New Clients;

1) Go where they go. Is there a local real estate investors club in your area? Go there and meet everyone you can. Dont come right out and try to get them to help you, find out how you can help them and then build your relationship from there. I am not saying you have to give away the farm, but maybe give a little advice on color or curb appeal, even marketing if you feel as though you can. Then, keep in touch. You know our APSD marketing cycle, 1/7/30.

2) You can do the same thing with sellers or real estate agents as you have done with investors. Is there a local meeting of agents or an event agents are sponsoring for home sellers (some of my small business clients are real estate agents and they hold these events weekly at a coffee shopvery successfully)? Make sure you attend. Bring everyone a small gift that has your business card tied to it such as a silk flower, pennant for a local team, a pak of via, or even a rubber duck. Just anything that makes sense to them that they like and will keep. Then, follow up.

3) In general , once you make the connection, follow the APSD 1/7/30 marketing cycle (ask any APSD certified home staging member if you need help with this), and always make sure that you add a personal touch. This week, I sent 2 personal emails, obviously that only took me a minute or two, but one was to an APSD Trainer, telling her I was keeping her in my prayers as her family was struggling with a personal issue and another was to another APSD certified trainer, just saying thank you, that I really appreciated her and hope that she stayed with us forever. I did not do this with expectation of anything in return. But, boy did I ever reap a rewardfrom both. The point here is that I kept in touch and made it personal by touching on something that was specific to them. During another posting, I will discuss creating your client information file system.

These are just a few examples of how to build a home staging relationship, there are many and I would love to hear your ideas as well.

For more ideas on building your home staging business and making some of the best home staging relationships of your life with your fellow home stagers , join us at STAGE; www.APSDmembers.com/STAGE

To your Home Staging Success,

Karen Schaefer
Founder, APSD, The Association of Property Scene Designers
The World Leader in Home Staging Training and Certification