5 Things Real Estate Agents Need to Hear From You

by Debra Gould, The Staging Diva on January 24, 2012

5 secrets to share with real estate agentsHome stagers quite often get frustrated in their efforts to promote home staging to real estate agents, and are left with the feeling that agents just don’t “get it” and, worse, don’t even want to get it.

Many new and aspiring home stagers even allow themselves to be talked out of starting a home staging business in the first place by the misguided and misinformed advice of an often well meaning real estate agent.

It helps to remember that all these agents and brokers are sales people working on 100% commission in a market where it now takes far longer to sell a property than it used to. Here are 5 key selling points you will want to communicate to real estate agents to help them realize “what’s in it for them” when working with you:

1. When dealing with listing clients, Home staging is something you can recommend to them as a faster way to sell their home, but it’s not a service you personally have to be responsible to pay for.

2. As a home stager, I will tell your clients the changes and improvements you don’t want to mention for fear of offending them and losing your listing. Plus, as an unbiased independent third party, I save you from having to get in between spouses who have different opinions about how to best show their home for a speedy sale.

3. With 70% of US home buyers searching online (that number is 90% in Canada) before ever calling a real estate agent, you will attract a lot more leads with better looking photos, not only for the staged listing but from active buyers who will want you to show them other properties as well. Attractive listing photos do a lot to increase your own agency’s status and credibility.

> Read the rest of this story here

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Staging Success Spotlight on Donna Dazzo

by Debra Gould, The Staging Diva on January 20, 2012

home stager New York

Donna Dazzo on HGTV episode of Selling New York explains how once you're selling your home it becomes a product, and getting rid of the hundreds of baby photos is part of what's needed to depersonalize.

Congratulations to Staging Diva Graduate Donna Dazzo of Designed to Appeal on her appearance on HGTV’s Selling New York where she provided her staging advice for a $5.75 million townhouse.

I have to admit I’d be intimidated by a client’s home with that high a price tag!

The funny part is, when I saw the clip, I realized that even people “with more money than God” (as my mother would say) have the same problems as the rest of us/our clients.

Here is Donna explaining to the owners that they have too much clutter and why they need to depersonalize. Then she’s out on their deck discussing the need to paint over a rusty railing, and add attractive outdoor furniture and flowers to the barren concrete space.

Let’s face it, what we do as home stagers isn’t rocket science— but it may as well be because we bring an eye and a vision that the average person just doesn’t have! For proof of that you only need to look at all the ugly homes on the real estate market owned by people hoping to sell at the highest price, like these New York clients with a $5.75 million townhouse and absolutely no clue!

Donna has been a member of the Staging Diva Directory of Home Stagers for more than 5 years now. She became a stager after losing her financial services job in her 50s. I’m sure at that time she believed it was the worst thing that could happen to her. But, that was before she discovered all the new adventures and unique experiences that lay before her once she decided to reinvent herself and use her creative talents to make a new living, and a new life! I’m sure she could never imagine all the that lay before her.

If you’d like to learn the exact home staging business formula I taught Donna, these products will help you:

Staging Diva Home Staging Training Business Program

Staging Diva Directory of Home Stagers – Profile Listing with Free Brochure

Staging Diva Ultimate Portfolio Guide

Staging Diva Ultimate Design Guide

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Backstage with Staging Diva for January 2012

by Debra Gould, The Staging Diva on January 13, 2012

If you’ve just joined the 20,000-member Staging Diva community, welcome and if you’ve been here for awhile, thank you for your participation! I look forward to helping all of you make 2012 your best year yet!

I don’t generally make New Year’s resolutions because I know how often we fall off course and think, “Oh well, never mind, it’s too late now!” Instead, it’s important to remember that every day can be a new beginning. There really is no “magic” to January 1st.

“The tragedy of life is not that it ends so soon, but that we wait so long to begin it.” – W.M. Lewis

This quote by W.M. Lewis holds special significance for me because I’ve worked with thousands of women (and a few men), who have let fear stop them from moving forwards on their dreams and really living.

For example, I spoke to a 54-year old woman yesterday who just lost her $70,000/yr job, knows she won’t get another in her field, feels a calling to use her passion for decorating but asked me, “Do you think it’s better to do a job you hate because you know it will pay the bills or is it better to do something you’re passionate about?”

Frankly that’s like asking me, “Should I close up my box of dreams, stuff it in the attic along with my God-given talents and continue living someone else’s life?”

Believe me I understand how important it is to pay the bills but I also know that the biggest regret people have at the end of their lives is not for things they tried (even if they “failed”), but for all the paths they never took.

Throughout my childhood I was taught, “Don’t ever depend on anyone to take care of you.” I took that to heart; got 3 college degrees, including a Masters in Business and Marketing, had an unfulfilling career for almost 20 years, and was (at best) mildly depressed for much of it.

It wasn’t until I neared my 40th birthday that I finally decided my life wasn’t a dress rehearsal and I’d better get busy living and enjoying it. That was 1999 and I never would have imagined where stepping off my familiar path would take me!

In this month’s posts, you’ll learn 5 secrets real estate agents need to hear from you, how the owner of a $5.75 million town house isn’t that different from a typical staging client, how to declutter your desk to make way for achieving your dreams, how a speech I made in New York led to a big marketing opportunity for a Staging Diva Grad in Australia, plus you’ll meet 6 inspiring home stagers!

As we start this new year together, I suggest that we all make 2012 the year we make decisions from a place of strength rather than fear. I too have many new dreams and challenges and plan on taking baby steps to gradually accomplish them. I hope you’ll continue to let me be the Voice of Possibility™ for you as we move towards a life we want and discover the magic that awaits us on the other side of our fears!


Hats Off to These Directory of Home Stagers Members

by Debra Gould, The Staging Diva on January 2, 2012

Once you’re a Staging Diva Directory of Home Stagers member, it’s easy for agents and home sellers to hire you! PLUS, members enjoy FREE project referrals, notification of guest speaking opportunities in their area, as well as media interviews!

Congratulations to these Staging Diva Graduates who renewed their Directory membership for a 4th year and to our two newest members! Visit their profiles and get inspired:

Omaha home stager

Dolly DeWald, NE Year 4!
D3 Dolly DeWald Designs

 


Vermont stagerGloria Salvetti, VA/MA Year 4!
East Coast Stager

 

 

New York home stager

Jodi Whalen, NY
Year 4!
Pear Tree Home Designs, LLC 

 

Toronto home staging

Red Barrinuevo, ON
Redesign4More

 


Toronto home staging

Loi Diaz, ON
Changes by Stages Home Staging and Redesign

 

 

NEW Benefit!

You can add these Social Media icons to your Profile Listing and link them to your profiles on these sites:

Social Icons for Directory

Sample of the Social Media icons you can have as links on your Profile listing. Choose any or all of these: Twitter, Facebook, LinkedIn and YouTube.

This is a FREE perk if you commit for a full year, or $75 if you’re on the quarterly billing plan.

Extra Benefits for Profile Listings!

You can have a free brochure produced by Staging Diva for your company when you have a full year Profile Listing.

brochure sample front brochure sample back

Sample front & back of custom brochure

Plus, you’ll get a download link on your Directory Profile Page so your customers can access your company brochure instantly!

Download Brochure link

Sample download button that goes on your Directory listing Profile Page

Get top listing for your area

The sooner you join, the higher up on the list you are for your locations. If you’re first to join the Directory for your areas, your listing will always come out on top in a Directory search!

> How to get your own Profile Page

> How to get a Mini Listing


New Parents are a Great Market for Home Stagers

by Debra Gould, The Staging Diva on December 26, 2011

Home Stagers often overlook this but a new baby’s arrival is a common reason for people to put their homes on the real estate market . Because of their needs (and the urgency of listing, selling and moving), new parents represent a very lucrative market segment. They desperately need our help!Home Staging for New Parents

Most new parents’ homes look like my client’s that you see at right. (Glad the staging consultation (or new baby) didn’t disturb Dad!)

Home staging for new parents is a great business opportunity for home stagers because these clients:

  • Are totally overwhelmed.
  • Want to sell their home quickly.
  • Don’t have the time or energy to do what’s needed themselves.

I always turn my first meeting, or Home Staging Consultation, into a working session so that my client isn’t left with a bunch of tasks they won’t have the time or energy to complete.

This makes the consultation run several hours and it’s a rare mom who doesn’t hug me at the end in relief because of the obvious transformation of her home.

Did I mention I generally earn about $700 or more for an afternoon spent this way?

> Click here to read the full article and get more tips for dealing with new parents.

Taking the Mystery Out of Staging Consultations

Course 3 takes all the mystery out of how to handle a home staging consultation and make sure you get paid. Includes the Home Staging Consultation Checklist Free!

> Download your Course and Checklist now!


How I Conquered One of My Biggest Fears and How You Can Too!

by Debra Gould, The Staging Diva on December 21, 2011

Debra Gould Speech at Stevie AwardsWhen you decide to follow your dreams and do work that you love, there are so many fears that can stop you in your tracks, if you let them. That’s one of the reasons I write so much about mindset, confidence, fear and more. I’m sharing how I conquered one of my biggest fears in this article with the hope that it will help you conquer your own fears (whatever they are). Along the way, I learned the importance of:

  • Forcing yourself to move forward even when it’s easier to hang back.
  • Taking baby steps to ease toward the scarier thing.
  • Realizing everyone else has similar fears.
  • Understanding courage only means taking action despite your fear.
  • Watching little kids learn. Do they give up walking when they fall down? Do they give up climbing monkey bars when they fall off? Should you give up just because you’re worried it will be too hard?

Back in college, I was the student who woke up with strep throat the morning of a class presentation. Not once, but repeatedly! How powerful is the mind/body connection that I would cause my throat to literally close up just to avoid looking like an idiot in front of my class.

I knew I’d have to get over this fear or it would forever hold me back in my career.

To force myself to get used to making public presentations, I got involved in the Student Council while I was pursuing a graduate degree. That meant I’d have to make a short class announcement every week (in other words, take baby steps).

The second year I ran for a position and was elected Social Director— which meant I had to make an election speech and forever put myself out there as I organized all social events for the students, including the Graduation Formal (rather like planning a wedding but I didn’t get presents or a spouse out of it!).

Once I was working for huge corporations like Nabisco Brands and American Express, I had to make presentations in corporate boardrooms. Later, working for advertising agencies and in my own marketing consulting business I had to make lots of sales presentations where my livelihood was tied to how well I performed.

While my child was very young, I didn’t have to make presentations anymore and gradually my unease returned.

When I launched my home staging company in 2002, I started small by answering decorating questions in mom’s groups, which I found “non-threatening” and a chance to practice! Then I joined networking groups and did mini-presentation about home staging. There were never more than about 50 people but still my palms were sweating and my heart was pounding.

I must have sounded OK, because I always picked up at least one client whenever I spoke (that’s a tip for how you can grow your own staging business!).

Speech in Marriott Marquis Ballroom NYC to audience of 350, November 2011

Out of 1300 entries from around the world, I was a finalist for:

* Best Mentor/Coach of the Year

* Best Entrepreneur of a Service Business Under 100 Employees

* Best Blog of the Year for Home Staging Business Report

* Best Canadian Entrepreneur

To this day, it never feels comfortable to go to big events that have a networking component. I hide in the bathroom powdering my nose and re-applying lipstick for about 5 minutes when I arrive, mustering up the energy to turn myself into an extrovert for the next few hours.

Last May, I started to toy with the idea of getting up on larger stages after a very vivid dream about inspiring women to follow their own dreams. I’ve certainly been inspiring large groups of people for the past 7 years, but it’s been through blogging, teleseminars, courses and group coaching calls.

Once I imagined speaking to hundreds of people from a stage, all my teenage fears returned.

So I spent much of the past summer taking various courses and watching the masters— people who actually make a living from public speaking. I soaked up their tips, watched how they behaved on stage, etc.

I wrote a pitch to speak at NLP Canada’s HOPE Symposium in September which was to a group of about 150. After that event, I entered the Stevie Awards for Women in Business, knowing that a win would mean a speech to a very large group from a Manhattan hotel stage! As it turns out there were 350 people, including the cast and crew from Real Housewives of New York(Ramona Singer won the Mogul of the Year Award and they were there to film her for their show).

I got up and made a speech thanking the Staging Diva Team and the thousands of women (and a few men) who have trusted me to help guide them on their journey into home staging. I also congratulated all the business women in the room for having the courage to think big and go for their dreams. Despite my nervousness, it REALLY wasn’t such a big deal!

It feels amazing not to be worried about this particular fear anymore!

After my speech, the Director of PR and Social Media for Century 21 offered to feature Staging Diva on their blog with a regular column. This is the world’s largest residential real estate companywith 121,000 agents in 71 countries, and an opportunity that would never have come about had I not taken the steps to place myself where I could be “discovered” by new audiences.

The Century 21 connection, which will lead to tons of exposure for Staging Diva and all members of the Staging Diva Directory of Home Stagers in the coming year, is not something I could have foreseen. But that’s just it, you just never know what opportunities might “fall in your lap” in advance!

So take baby steps to overcome one of your own fears and discover the magic that awaits you too! How about declaring 2012 as the year you make decisions from a place of strength rather than fear?

Related articles:

> Is Negative Self-Talk Killing Your Home Staging Business?

> Why Did You Become a Home Stager?

> Home Stagers – 5 Steps to Boost Your Confidence


Staging Success Spotlight on 3 Great Home Stagers

by Debra Gould, The Staging Diva on December 16, 2011

home stager OntarioIt is so rewarding for me to feature this Staging Success Spotlight stories. I’m continually blown away by the progress and enthusiasm of recent Staging Diva Graduate, Red Barrineuvo of Redesign4More (Toronto). By day he’s a stock trader, but on the side, he’s a very talented home stager and redesigner. I’m delighted that he has just joined the Staging Diva Directory of Home Stagers as I know it will bring him tons of new projects! In his latest email he shares this news:

“I just got paid $9,500 for my redesign project in Cabbagetown. Debra it is unbelievable, I never thought I could get paid this much for decorating. I was just all smiles the whole day yesterday because I feel like I got paid to play!

And while choosing furniture for my current project, I met a different couple in the store and helped them choose the right artwork and lamps for their own place. It turns out they just renovated their Rosedale home and because they liked the ideas I shared in the store, they want me to do their whole house right after Christmas! Isn’t that amazing?! Honestly, the $1300 I spent for the Staging Diva Program is by far the best purchase ever. I am still in shock with the turn of events with my new company! I’m so excited for more things to come in the new year!”

If you’d like to learn the exact business and marketing formula I taught Red, these products will help you:

Staging Diva Home Staging Training Business Program

Staging Diva Directory of Home Stagers – Profile Listing with Free Brochure

Staging Diva Ultimate Portfolio Guide

Staging Diva 14 Marketing Ideas to Boost Your Home Staging Business

Congratulations to Staging Diva Graduate Melissa Goulet of In The Details Home Staging (Hamilton, ON) on another outstanding month of success. I wrote about Melissa’s new staging and redesign projects in last month’s issue of Staging Diva Dispatch. A further “congratulations” is due to Melissa as the December winner in the Stages of Success™ Contest. She posted photos of two exciting projects:

home staging dining roomhome staging great room
*Photos by Melissa Goulet, In The Details Home Staging. (Left) Melissa provides much needed punch with red accents. (Right) Great room staged for sale using furniture from the vendor’s other properties.*

If you’d like your own chance to win $25 in Staging Diva C@sh, simply post one of your Stages of Success on The Staging Diva Facebook Wall and you could be the January winner. You don’t have to be a Staging Diva Graduate to enter!

Each month, we’ll draw one name at random from our Facebook Fans who have posted. If you don’t post, you can’t win. Really you have nothing to lose!

My goal is to give the Staging Diva community a chance to help you celebrate a milestone in your journey as a home stager. All you need is a sentence or two about what’s happening in your staging business, not a whole long story. The winner receives a $25 coupon redeemable on any purchase of $25 or more from the Staging Diva Store.

> If you already have a success to celebrate, click here to post it to the Staging Diva Facebook Wall. You could have $25 in return for the minute it will take you to post this now, so please do it before you forget!

home stager

Congratulations to Staging Diva Graduate Julie OverbyeLedy of Expertly Staged (Minnesota) on having her home staging and holiday decorating tips featured in a local newspaper!

> Click here to learn more about holiday decorating to expand your business.


You’re Invited to Join Our Monthly Home Stagers Coaching Call!

by Debra Gould, The Staging Diva on December 13, 2011

Staging Diva DialogStaging Diva DialogStaging Diva Dialog
On the third Thursday of every month, I set aside about 90 minutes to speak with home stagers (both new and established) answering questions that will help them move forward in their business. Sometimes it turns into an in-depth lesson on a specific topic, like how to start a blog or what to do if your client doesn’t like your recommendations.

This program is called Staging Diva Dialog and it’s open to people who have never taken my courses as well as Staging Diva Graduates. You’ll have a chance to share your triumphs and challenges in a small group coaching setting. We all get to know each other as we share opinions and ideas.

Membership in this program has been running at the introductory rate of $47 per month for 2 full years and when you join this month, you will be able to stay at that rate for as long as you remain a member! In January, the cost to newmembers will be $57/month.

Why not get in now and guarantee the Introductory Rate. Try it out for a month, or as long as you like! Your rate will never increase as long as you beat the end of the special this month.

Your membership fee in Staging Diva Dialog includes the live call with me, plus a recording. If you can’t make it live to any of the sessions, you can submit your questions in advance so you’ll hear my answers on the live call!

Our next live call is: Dec. 15 (7pm Eastern / 4pm Pacific) — your membership includes the recording!

If you could ask a staging expert absolutely anythingabout your staging business, what would it be? Here are some recent topics:

  • BUSINESS TYPES – Pros/cons, accounting and taxes: Sole proprietorship, LLC, S-Corp, C-Corp, Provincially Registered Corp.
  • KNOW WHAT’S BEING SAID ABOUT YOUR BUSINESS – Time saving and no cost ways to stay on top of the staging industry.
  • CLIENT SERVICE – Managing expectations, shopping, finding your niche.
  • PUBLIC RELATIONS – How to write a good press release, story ideas.

> Join us this month + get the recording too!

This is your LAST CHANCE to get into this program at the Introductory Rate! You can become a member for as long as you like at the current price, as long as you sign up in December! It’s totally worth it even at the regular price, because you’ll get at least 10 times that amount back implementing a single idea you get in a single call.

There’s a reason people pay me $300 per hour for business coaching — now you don’t have to!


Backstage with Staging Diva on December 2011

by Debra Gould, The Staging Diva on December 6, 2011

If you’re one of the 350 new members of the Staging Diva community this month, welcome!

December marks 7 years since the creation of the Staging Diva Home Staging Business Training Program, which I first mapped out from my laptop at Starbucks while my 10 year old was on a playdate! At that point, I’d been a home stager myself for 2 years and was anxious to share what I’d learned along the way about making this a successful business.

I had already been contacted by about 100 struggling home stagers at that point who had found my home staging business online after reading about me in a decorating magazine, newspaper or website. I had been on HGTV and caught the attention of CNN, the Wall Street Journal, National Post, Readers Digest and others.

Many of these stagers had taken hands-on courses but had absolutely no idea how to make a living as a home stager. They really didn’t understand the business of it, so I set about creating my program to answer that need.

It’s been quite a journey since then and I’ve derived more joy than you can imagine from helping others succeed as home stagers and redesigners. You all break your way past the same fears, only to discover you’re capable of far more than you’ve given yourself credit for.

Helping people reinvent their lives has always been my mission.

Even when I first started as a home stager, I got the biggest kick out of the difference it would make in someone’s life when I helped them sell their home faster or for more money. Both of these outcomes gave them freedom, whether it was financial or emotional.

In this month’s posts you’ll learn how I conquered one of my biggest fears and picked up a huge sponsor (the world’s largest real estate company!), tips for staging for new parents, how you can take on holiday decorating projects, and you’ll meet 7 inspiring home stagers!

As Wayne Dyer says, you will SEE it when you BELIEVE it! The time rushes by whether you’re living your life’s purpose or not, whether you’re miserable or happy, whether you wake with a sense of dread or filled with hope. The best time to put aside the doubts and fears and move forward with your life is the beginning of a new year. If not now, when?

Warmest wishes for the holiday season and I hope you set aside some time to enjoy your achievements of the past year and that you plan to grab hold of even bigger dreams for 2012!


Home Stager: Prove You’re The Right Expert to Hire

by Debra Gould, The Staging Diva on November 28, 2011

One of the ways people decide which home stager to hire is they look for “proof” that the person is an expert in their field. What might that “proof” look like?

For example:

- An impressive portfolio of before and after pictures
- Testimonials from satisfied clients
- Success stories demonstrating results achieved for clients
- Being featured in the media
- Followers on Facebook or Twitter
- Articles written by the stager in printed media
- Articles written by the stager online, for example in a blog
- Being featured on leading websites, example: Staging Diva, Staging Diva Directory of Home Stagers, Real Estate sites, Active Rain, etc.

Making the best impression and how to provide that proof is what I cover in the Staging Diva Ultimate Portfolio Guide. I’d like to share another opportunity with you and it won’t cost a thing.

Imagine saying you’re featured in a book about staging, written by one of the 5 top home stagers worldwide?

Life as a Home Stager

I would love to feature your experiences in my latest printed book, Life of a Home Stager. This book (available through Amazon and bookstores in print, as well as for the Kindle, iPad and other readers), will explore what it’s really like being in the home staging business.

Part instruction and part inspiration, this is your chance to be showcased in the book. All you have to do is think about an experience you’ve had with a client. It might be heartwarming, funny or scary but we want examples in the life of a home stager that will grab an audience’s attention!

Don’t worry— you don’t have to be a professional writer to participate! We will edit your story if it chosen for inclusion in the book.

> Learn more about how to be part of my latest book, Life as a Home Stager.