Home Staging Business and Marketing Strategies to Sell Properties

Riches in Niches

As more and more Home Stagers, Professional Organizers, Interior Designers and Real Estate Agents come to APSD for Home Staging Training and Certification, I realize the importance of teaching the concept of “Riches in Niches.”

Some of you already understand this idea and have specialized in one area or another, and others are still trying to be everything to everyone. I started with the idea that I could please everyone too. And I did, and then I was tired and broke. You have to face facts. As women (I know we have some GREAT guys too, but you don’t have the “pleaser” instinct of women!) we already have to please so many other people each day. We please our spouse, our children, our neighbors, our boss – basically anyone that walks in our path.

As I decided to make the real choice and lead the home staging industry, I realized that I could no longer be everything to everyone. I had to be extraordinary with my strengths and visions and help those that were willing and able to receive and exceed with my brand of training. I knew that I wanted to focus on the true business growth aspect of Home Staging Training and Certification. I didn’t want to teach people to put candles on a table. I wanted to teach systems, marketing and business development in an industry I loved. I wanted to teach creativity, lifestyle and money making techniques.

So, I niched myself and APSD as The Global Leader in Home Staging Training and Certification with a specific focus on exactly what I mentioned above.

And because I see the need of “niching” or creating a specialty, I teach 19 different streams of income to our highest level APSD member, Property Scene Designer. I want them to have the , education, resources and ability to niche. The same is true with my APSD Stager Pro’s. I teach 4 different streams of income in that course so they can become experts in certain areas and stand above any other Home Stagers in their market. Kim Holdbrook, one of my Certified APSD Stager Pro’s is awesome at Curb Appeal. She should make it an area of expertise. Mannie Tantawy perfects Origami displays and is already standing out as an expert in this area. Terri Garner is an expert with Home Staging for investment properties as is Cindy Captein. There are many more certified APSD Home Staging Professionals that have also seen the benefit of “niching” their home staging services, and have done so.

It does not mean that you can’t provide an entire menu of services but if you can become known for one specific thing, you will always be the “go to expert” which then opens the door for additional opportunity.

Here Is how you develop your niche:

1) Decide what aspect of Home Staging you Love the most. Do you love doing vacant homes? Maybe working with investors is your niche. What about high end properties? You might specialize in homes over $1 million. You could also focus just on certain type of Home Staging service, like Curb Appeal or Marketing.

2) Once you have decided what you love to do, become the expert. Take the training you need to get to the top of the pack. Practice, practice, practice. Next, you have to toot your own horn. Go out and start telling everyone who will listen, that you are the expert. Then own it internally and do an extraordinary job every single time.

3) Continue to Educate yourself. You can take a course, listen to CD’s, become a member of a great organization like APSD that offers continuing education, look at others work, attend Home Staging events, etc. The biggest mistake that most so-called experts make is they stop learning and growing. Then, others that are willing to receive education surpass them.

4) Market Yourself and your work endlessly. The more you talk about your specialty, the more others will as well. So, don’t be afraid to brag a little about your results and your extraordinary achievements. Before you know it, others will be doing it for you.

An easy way to begin to develop your “niche” status is to listen to the APSD Complimentary call I recently did on Curb Appeal. “Curb Appeal, Creating Impact and Profit in your Home Staging, Design and Real Estate Business.” You also still have time to take advantage of a very special offer I made at the end of the call! http://www/apsdmembers.com/curbappeal

To your joy and success,

Karen Schaefer
Founder, APSD
The Global Leader in Home Staging Training and Certification