This concept is very relevant to you as a home staging professional.

You and I know otherwise, but 90% of home sellers don’t realize that they are likely to sell their home for far too little money. They don’t know that it is going to take them longer than it has to. Home staging simply isn’t on their radar screen—despite the fact that they would benefit tremendously from these services.

7% of home sellers are aware that their house isn’t going to sell for as much as they’d like, and that it may be a longer, more difficult process than they were hoping for.

And finally, the remaining 3% are well aware of the challenge that they are facing and are actively looking for a solution.

Knowing this, how should you allocate your marketing resources?

It may be possible for you to reach a member of the 90%, persuade him or her that there is a problem, and get them to accept that your services are the solution. A member of the 7% may be easier to educate and more willing to accept your solution. But clearly, the 3% of home sellers that are well aware of their problem are going to be the “easiest sell.”

It is not that reaching a member of the 90% is impossible… the problem is that reaching the 90% requires a far greater investment of time and resources from you. A member of the 3%, on the other hand, can be thought of as the low-hanging fruit!

That is why, at CSP International, we train staging professionals to target the 3% of sellers out there who know that they need help. And that is why we provide marketing and educational solutions that are designed to reach those 3% effectively.

Of course, one of the most difficult part of the process is identifying the 3% that are going to be the most receptive to your services. Below are some quick starting points:

Target the affluent. Typically, affluent individuals are more likely to see the value of making an investment… and that is exactly what a staging professional is.

Target those already looking for help. Whether it is advertising on an internet forum or targeting real-life networks, look for individuals who are actively searching for help in selling their home at a higher price.

Build relationships with realtors and brokers. Experienced real estate agents can quickly gauge whether or not a seller is willing to invest into the process of selling their home or not. Establish relationships with these brokers and urge them to send potential clients your way. It’s a win-win-win scenario… the seller receives more for their home, the broker gets a higher commission, and you get paid!

Don’t waste your time marketing to those who don’t even realize they have a problem. Target the 3% of sellers who know that they need your services. Please contact us for more details on this subject.

1)     The customer doesn’t always have to be right… but he or she should always be understood. Contrary to the old maxim, the customer isn’t always right. You can’t simply give an unhappy customer whatever he wants to make him happy. But you should always take the time to understand their perspective and their complaint. Don’t be dismissive—listen carefully and make it clear that you understand their frustration. In many cases, simply listening is enough to placate an unhappy customer.

2)     Expectation management is the key to happy customers. “Under promise, over deliver” should be a core principle for your business. Don’t create unrealistic expectation for yourself. If a job will take you three days, tell the customer that it will be completed within five. That way, when you finish ahead of your deadline, they will be happily surprised and also provides a buffer in the event unforeseen delays arise, you won’t have to explain a missed deadline.

3)     Become a resource to your customers. From time to time, customers will request help in an area that is outside your expertise. When that happens, don’t simply say “sorry—I can’t help you.” Instead, connect them with a professional that can meet their needs. Your customers will begin to see you as a valuable resource—somebody they can turn to for solutions. This is a fantastic reputation to build!

4)     Instill a mindset of service in your employees. Employees in many businesses see customers as an annoying distraction. Explain that customers aren’t a distraction- customers are the top priority. The importance of this mindset cannot be overstated. If you and your employees don’t prioritize customer service, your customers will feel like an afterthought. Don’t let that happen!

5)     Look for “WOW” opportunities. A “WOW” opportunity is a chance to go above and beyond the call of duty for your customer. This may mean finishing a project early. It may mean going to great lengths to resolve a challenge. Look for opportunities to blow the socks of your customers, so to speak. These days, consumers aren’t used to exceptional customer service—so when you provide it, it will stand out!

The level of customer service you provide will play a huge role in determining how successful your home staging business will be. Great customer service leads to loyalty on the part of your customers—and results in leads to more business referrals. Contact us today to learn more!

However, this incredible opportunity is a double-edged sword—because you’re not the only beneficiary. The technological developments that give you the ability to build a successful business offer the same opportunities to your competitors.   The world is opening up before your eyes—but you’ll face more competition than ever before as you pursue your dreams.

So how can you ensure that you’ll come out on top?

By investing in your most valuable asset—yourself. By understanding that technology and market position alone aren’t enough to guarantee anything anymore. What counts is that you and your team  leverage every asset efficiently as you expand your business.

The most successful business owners in any industry understand this concept. It is why they relentlessly pursue the knowledge and the information necessary to ensure success. Technological advantages, marketing plans, even cash—all of these assets have temporary value. Without the knowledge and the skills to utilize them, they won’t sustain a business for long.

As a home staging professional, how can you ensure that you possess the requisite skills and knowledge to take your business to the next level?

By continuing education, reading books, attend conventions, talk to others in the industry. Follow industry blogs, participate in webinars and attend networking events.

The information is out there—you simply need to pursue it.

Knowledge is power, and that’s why I am so proud of the training and educational programs we  provide at Certified Staging Professionals. We offer a variety of courses to provide professionals like yourself with everything they need to succeed. We specialize in staging  featuring the CSP exclusive step-by step home staging business system, giving you the ‘how to’ knowledge necessary for operating a successful, profitable staging business.

Topics covered include:

• How to target market
• How to develop a business model specialized to your needs and goals
• The practical ‘nuts and bolts’ information
• Administrative and management policies
• The unique CSP® 8-7-6-5 formula to great room design
• Color mapping and its application to outside and inside staging work
• Vacant staging, Inventory Management and Control
• and SO MUCH more!

To learn more about these programs, visit our website at http://www.stagingtraining.com.

Whether you attend one of our workshops or not, I hope you grasp the value of knowledge and education as it relates to business results and success. The opportunity to build the business of your dreams is within your grasp—but whether or not you are able to seize it depends primarily on your knowledge, ability, and skills. Take advantage of the resources available to you as you plan to build a profit driven staging business.

1)    The key to generating business is providing value. At the end of the day, potential customers have a simple calculation to make when considering your services—namely, are you worth the price you are asking? In order to ensure that the answer to this question is always “yes”, you need to provide more than simply great staging. You need to provide a level of customer service that exceeds the expectations of your clients. The combination of great service and successful staging will guarantee a steady flow of business.

2)    Raving fans are critical for success. Known as “raving fans”, thrilled customers are the most valuable marketing asset any business can have. A raving fan isn’t just a happy customer—it’s a customer who can’t stop recommending you to family members, friends and coworkers. You probably know, genuine word-of-mouth recommendations are invaluable. Do everything you can to create raving fans of your business—the time and resources you invest will pay off handsomely down the road!

3)    As you grow your business, create systems to ensure that it remains sustainable. There are many different ways in which a business can fail—but one of the most tragic is when it grows too quickly for the owner to keep up, ultimately resulting in a disaster. In order to avoid this fate, it’s important you create systems and document the procedures that keep your business running. Even if you are currently a one-man shop, take the time to create manuals for processes such as bookkeeping, scheduling consultations, and marketing. Eventually, you’ll need to hire help in order to meet the growing demand—and if your business is systemized, they will be able to jump right in without missing a beat.

4)    Continue to invest in yourself. As the business owner, you determine how successful your business can be. You are the only person with the ability to limit your success—don’t do it! Invest in yourself in the form of additional training and knowledge. The more you know, the better positioned your business will be for success. Contact me today to learn more about opportunities to learn from the brightest minds in the home staging business!

Where will your business be in 2012? If you adhere to these four principles, I can guarantee that you’ll be pleased with the results. Contact me if you’d like to learn more… and here’s to a prosperous New Year!

1)     Home stagers are in high demand. With the current state of the housing market, sellers are having a difficult time selling without drastically cutting their asking price. Obviously, no homeowner wants to sell their home for less money—so, as a result, sellers are turning to home stagers to provide the solution.

2)     Starting a home staging business requires relatively little overhead. At its simplest, home staging requires an individual with a great eye, drive, ambition and the contacts necessary to make a property look great. While having capital to invest is a sizeable advantage, it’s not required. Many successful home stagers started out with low capital investment and working from their home—and some of them still do! If you’re looking for a business idea that is recession proof and doesn’t require a massive startup cost, home staging may be the answer!

3)     In today’s world, independence and self-reliance is more valuable than ever. In the “good old days”, individuals worked for companies for decades and decades. They had a steady income and good job security. Nowadays, unfortunately, that type of security is hard to come by. Layoffs are common in seemingly every industry, from finance to auto manufacturers, and just about everything in between. As an independent business owner, you partner with real estate professionals, sellers, builders and investors.  Piloting your income stream is a great feeling, trust me!

4)     The need for home staging won’t disappear. A great question to ask yourself, before starting any business, is “will the demand dry up in the future?” The answer for home stagers is clearly no! As long as there are homes to be sold, staging will remain a valuable tactic for every seller regardless of the market.

5)     With the right strategic approach, the opportunity exists to earn a six+-figure income. I’ve personally coached countless home staging professionals, many were just getting into the business, but also some who had been struggling; It takes the right approach, processes and pricing—if you’d like to learn more, join me on a free webinar see details on this website or call us!

The process of starting a business can be intimidating, but I’m available to help you every step of the way. There is no better time than right now to take the plunge if you are interested in starting a home staging business.  Contact me today to learn more!

The fixation of the media on investment options recently brought an important question to my mind: how many home staging professionals are investing in their most valuable asset… themselves?

While investing into a mutual fund or a stock may net you a 10% return if you’re lucky, resources that you invest in your own knowledge and education will repay you hundreds, if not thousands, of times over.

As a home staging professional, you ultimately create the ceiling for the success of your career. How many clients you acquire, how many employees you hire, how dominant you are in your market, how much money you make… you are the only one who has the ability to limit yourself.

If your knowledge and understanding of the industry is constantly growing, so is the potential for your business.

On the other hand, if you keep doing the “same old thing”, why would you expect your results to change?

If you’re serious about succeeding with a home staging business, you need to invest in yourself. Here are three ways to begin:

1)     Create a reading list—and read on a daily basis! There is an incredible amount of information available if you are smart enough to look for it! Whether its books or blogs focused on business, sales, marketing, strategic planning, or tactics for the home staging industry specifically, I guarantee that you will be able to find valuable information that will have a real impact.

2)     Seek wisdom from experienced professionals who have found success. There is no substitute for experience—and whether we are talking specifically about home staging or about business in general, those that have found success are invaluable resources. Seek out professionals who are willing to share their knowledge with you. Ask them what contributed to their success. Ask them to share some of the lessons that they learned the hard way. Ask them what they would do to grow their business, if they were in your shoes. You will find some aren’t interested in sharing their secrets—but you’ll find plenty who are thrilled to share their knowledge  with you. At CSP International the apprentice and mentor program provides that foundation and resource.

3)     Take courses to increase your knowledge. Courses such as the CSP International Real Estate Staging Certification will fill in the “gaps” of your understanding of the home staging industry and provides a platform to take your business to the next level. At CSP, we utilize a combination of classroom, applied learning, home study and live coaching giving graduates the tools necessary for success. Take advantage of this incredible opportunity— Call 1 888 STAGING for more information!

There is no better investment that you can make than in yourself. As a home staging professional, your success is virtually unlimited. Investing into your own education and ability will allow you to grow your business and to truly live your dream. So forget the stock market—invest in yourself!

But what about the seller? Surely, there must be some tactical factors for them to consider too. Here at CSP International Business Training Academy, our students are taught the ways to maximize a seller’s chance of selling their property as quickly and profitably as possible. HomeGain released stats supporting a 569% ROI from the investment of professionally staging your property.  Again, some things go without saying – you should clean your house prior to potential buyers coming, and make repairs to faulty fixtures – and then there are some factors which are not so obvious. For instance, flow, maximizing sif rooms AND the day of the week you put your house on the market is also significant, according to a recent study in the Redfin Blog. Who would have thought!

The people at Redfin noticed listings were dispersed fairly evenly through the week from Monday to Friday, but with a noticeable drop-off on Saturday and Sunday. So far, nothing too remarkable. They  conducted further research to see whether there was any correlation between the day a property was first listed, and how quickly the property was actually sold. After analyzing more than one million listings, from across the country, spread over the last twenty-one months, the main conclusions are:

• Homes listed on Sunday get marginally more online views.
• Homes listed on Friday are toured 19% more.
• Homes listed on Friday or Thursday sell for slightly closer to original list price.
• Homes listed on Friday are 12% more likely to sell in 90 days.

So, although those properties listed on a Sunday get “marginally” more hits online, it seems like Friday is the best choice. Friday listings get toured more often, and that leads to the increased likelihood of a sale.  Redfin has some suggestions as to why this may be the case, they mostly focus on the fact that the majority of house touring is done on Saturdays and Sundays. (There are two and a half times more tours on the weekend than during the week). So, it stands to reason that the most-recently listed properties will be freshest in the memories of potential buyers. If you’ve ever been to the website Craigslist, you’ll know that listings move very quickly. Something that’s at the top of the page one minute may be bumped off the page hours later. The real estate listings sites are similar – something that’s listed on a Monday will have pushed back from page one by the end of the week, and that’s when more people are looking at the sites.

Another explanation for the increased likelihood of a sale is that, since more people see a property after it’s listed on a Friday, there is increased competition amongst interested buyers, and this leads to both a better price, and a confirmed sale within that three-month window.

So next time you want to sell a property, be sure to plan ahead, hire a Certified Staging Professional on your team so the property is market ready by Friday

‘Niche marketing’ is a phrase one hears a lot in business circles these days, but sometimes it can be a little confusing to figure out what niche marketing actually is, and how it can best be used to build a business. The phrase refers to targeted advertising, and it makes sense that it’s a fairly widespread practice. An automobile manufacturer, for example, has different target audiences for its different kinds of vehicles. The high-end, luxury sedans aren’t aimed at suburban soccer moms, just as the heavy-duty pick-up trucks aren’t aimed at the suit-and-tie-wearing professionals. Accordingly, marketing for each of these types of vehicles is very distinct.

Carefully targeted marketing is very popular these days, and is regarded as the most efficient, and cost-effective, method of making sure your product or service connects with the right people. Going niche is far preferable to going broad. Being as specific as possible is an incredible asset, especially in an economy like today’s.

It’s one of the reasons we expanded in 2009, to open the CSP International Business Training Academy to all stagers around the world. After honing my own skills as a property stager, I saw a niche not being addressed in the marketplace – that of a credential with merit married with sales, marketing and business skills required for successful enterprises. We have trained thousands to start from where ever they are in their business and move to profitability. Regardless of how the housing market is doing, people are always going to be selling property, and so those people will always need  the strongest competitive edge to do so. The people who complete the CSP program have unique skills and expertise to offer, and there is an established track record that shows on the bottom line to property sellers.

Entrepeneur.com has a list of its “3 Rules for Niche Marketing”, and I can proudly and honestly say CSP International™ adheres to all of its rules. Firstly, we meet a unique need: A well-staged, move-in ready property is demonstrably more likely to be purchased one which is unstaged and disorganized. Our target demographics are real estate professionals and property-sellers, and as I mentioned, it is a market which will never dwindle. As long as there are determined sellers who seek to optimize their property’s sellability, there will be market for highly skilled certified staging professionals.

Secondly, the people we train know to say the right thing. CSP International is proud to have proven successful staging business owners as certified trainers who are constantly in the field; we know and teach exceptional communication skills; knowing what to say is one thing but delivering the message without offending the client is a totally different skill set.

Finally, we are successful because we constantly test-market. We keep an eye on the real estate industry, keeping tabs on what does and doesn’t work. This is a constantly evolving industry: staging and décor are two different things and techniques for the targeted lifestyle selling we teach ensures that a property doesn’t get left behind

CSP International Business Training Academy provides a niche service in that we serve all stagers who have a desire to achieve top skills to excel in a growing industry.  Within the discipline of real estate staging are a myriad of complex specialty niches which we have also developed a market for.  We know it isn’t for everyone; what matters is that some people care enough to want the very best and those people find us and appreciate us. Contact us today if you want to learn skills to take you to untold heights!

CSP International philosophy is to always look at home staging from the business perspective. Graduates care significantly, analyzing the real estate market and factoring it into the equation, for every client to position the property for a successful sale. A recent study by HomeGain illustrated the average cost investments of certain home staging projects, and the subsequent return of that expense, once the home sold.

Among other savvy tools for home staging, the study took a look at costs related to clearing space. The average cost for moving extra furniture, kitchen countertop appliances and abundant accessories into a storage unit is $290.00. However, this study showed the return on investment (ROI) once the home sold was about 586 %!

Once you’ve cleared extra items away, consider toning down your personal touches. For example, pack away the family photos, the children’s artwork from the fridge and bulletin boards. The purpose is to make the space move in ready in order to secure a fast sale at a high price. Prospective buyers have a difficult time envisioning themselves living in your house if they don’t have kids, or if they are highly organized people.

Another great way of minimizing personal style is to repaint walls with bold colors, with more neutral tones like beige, taupe or honey. The cost of painting, depending on the size of your home, can vary. However, the study indicates the average cost was $1,012, with a  ROI of 109%. The home sellers surveyed all received the costs of painting their home back when they sold the house to their buyers. Even more promising – we found that showcasing the home with targeted and, inviting bedding, diverse furnishings and accessories is about $550 in costs, with a 299% return! If these simple efforts will more than reimburse the costs, we say that’s a great deal.

The key to success with these money saving methods is to put the money in the right places. CSP’s know how to maximize budget for the highest return.  How well will your property compete with the house down the street? By staging your property with the help of a professional home stager, buyers are able to envision their lives within the rooms of your space. From there, it is just one decision away from a signed contract! Staging your property with a certified staging professional is the best investment you can make in the journey of securing a buyer for your property.

Work with a Certified Staging Professional to gain The Sellers Edge™   Find a stager near you at www.findyourstager.com .

If you are searching for your dream job, we encourage you to start your own business. Don’t leave your future in the hands of another person – embrace a life of entrepreneurship, in which you can be your own boss. Real Estate staging is one of the fastest growing industries, but good business training is essential for success. To learn the essentials for building a profitable, professional home staging business, go to www.stagingtraining.com or call 1-888-STAGING.

References:

http://signaturefurniturerental.com/blog/2011/06/30/home-staging-tips-5-ways-to-sell-high-fast/

People recognize the value and know the worth of  difference when deciding on a car for instance; all cars have four wheels and get you from point A to point B so why do some cost three and four times as much as others and why do people buy them? They buy the value and perceived benefits vs the price. Let’s think about a staple in North America like coffee; many of the price leaders are loosing market share to gourmet coffee houses and their subsequent brand; why? Because a higher value is placed on the experience and taste vs. price.  What about cleaning and health products? Do we scrimp when it comes to the health and welfare of our family?

At CSP Internationl, we pride ourselves on the quality of our products and services. Over the last six years we have focused our marketing strategy on differentiation, and superior product/delivery – not on positioning ourselves at the lowest price. Although other staging training competitors battle for cost leadership, we stand firmly behind our position of upholding our training standards and growing the industry with quality educated professionals. We are successful because we know what we offer provides a higher return for the staging professionals’ investments.

Enduring an economic downturn will make almost any shopper scope out a bargain. Television and print media coupled with the onslaught of group coupon marketing mania are making shopping cheaply a highly acceptable practice. But when consumers focus on price rather than value, they miss out on experiencing a product or service that is a step above the rest. They don’t get to enjoy the differentiating factors which provide a more satisfying result. We have all I am sure, realized the impact of the “Second price tag” when buying a low priced bargain option led to disappointment and frustration when we found the parts to sustain it were cost prohibitive or it didn’t live up to our expectations.  Warren Buffet said “Price is what you pay; value is what you get” and starting a business in any industry is tough; but starting out with the lowest price education puts you in a precarious situation because you don’t know what you don’t know. Struggling and sustaining your business with out vital best practices makes success almost impossible.  What I’m encouraging you to evaluate is value over lower price when it comes to investing in your own future.

I would easily make a fortune if I took what I know about home staging, and sold my knowledge online.  I don’t do that because I believe in the value of a hands-on experience by a successful, proven in the field instructor, who is held accountable for results. When you review home staging training companies to harness your dream to.. be careful NOT to simply choose the most cheaply priced look for the qualities you deserve, measure results and service to the industry, then refuse to participate in the race to the bottom.