Quote of the Month!
"I find that to
keep thinking about our problems beyond a certain point is bound to
create confusion and worry. There comes a time when we must
decide, and act, and never look
Drapes too short? Ceilings too
It's a great idea to hang drapes as high as possible to make
the ceiling look higher.
What do you do when you can't buy pre-made drapery panels
that are long enough?
Buy fabric and have someone sew a coordinated border onto the
bottom of the pre-made panels. This is such a simple sewing project,
you can probably get a dry cleaner to do it for you. I've also been
known to use two- sided tape!
Manager of Operations is absolutely fabulous. If you have any
questions, please don't hesitate to email
Sandy is my
Executive Assistant who does a great job getting Graduation
Certificates out to you in a timely fashion, keeping the Staging Diva
Network humming and many other behind the scenes
Peggy and Sandy will
quickly handle your questions about registrations, certificates,
course downloads, memberships and more.
Don't worry, I'm
still accessible but with over 200 emails a day, I need
Where do those staging projects come
months, I've advertised over 100 home staging projects that are
available for Staging Diva Graduates all over North America and even
in England and South Africa.
I hear about
these projects because of the high number of visitors to my two home
staging websites and all the publicity I get in major
agents are asked to first look for a stager in the Staging
Diva Directory of Home Stagers.
If they can't
find anyone, they use the Staging Diva
Home Stager Locator Service.
See recent home
staging job postings
Help Clients find you
spring real estate market is well underway and now is the time to
get your portfolio online so clients can find you.
waiting for some of you who purchased listings to submit your text
and photos. Don't wait, you're
missing the spring
market! Please send your material in a series of emails once it's
all prepared and organized. Don't send bits and pieces over a number
of days or weeks.
It's up to you
to get it all organized. Consider it practice for your client
What training is
right for you?
Don't take home staging training just because you want
"credentials" since there are none (not
official ones at least).
Anyone can call themselves a professional
home stager, there are no course requirements or licenses to do
The only real reason to take a course is if you feel
the content will improve your chance of
Consider your own strengths and weaknesses. Decide exactly what you need to get out of a program and then
that specifically offers that.
Look for a trainer that has a proven
track record of success in whatever they're going to teach you.
Otherwise, what proof is there that their methods work in the real
Look for evidence that there's a genuine interest in sharing
real information with you and providing ongoing support for your
growth. If it's all about "selling a course" then don't expect
anything else once you're a paying customer.
also recommend you check out comments
from real people who have
taken the program.
student comments or testimonials have no full names, no photos and
no way to locate them, how do you know the testimonials being quoted
single training program will be right for everyone! But you owe it
to yourself to research your options and choose wisely, based on
your specific needs.
the rest of this story
student comments about the Staging Diva
10: April 2007
You are receiving this newsletter because you
expressed interest in learning about the business of Home Staging.
If you don't want to continue, use the "Preferences" link at the
very bottom of this email.
Thanks to all of you who wrote wondering why you hadn't heard
from me in awhile! It's great to know you value the content of these
It's been very hectic since the last issue. My new book "The
Staging Diva Ultimate Guide: Creating the perfect portfolio to sell
your home staging services" came out in March. With the amazing
leadership of Sandy and Peggy who
spearheaded the project, we launched the new Staging Diva
Locator Service and Home Staging
Project Referral Service. I hosted a 90 minute Staging Diva
Preview for over a hundred aspiring stagers, staged several
houses, traveled for March break and did all the stuff that single
Moms do to keep their homes running and kids
Wow the spring real estate market is hopping! I'm fully
booked with staging projects for the next 4 weeks so I'm referring
all my own clients to Staging Diva Graduates (if they have a website
or a page on the Staging Diva Directory and I know they're able to
handle new clients).
I've also been referring dozens of projects to Staging Diva
Graduates all over North America, including a project for one of the
Graduates in England! You'll find projects posted
Business Of Home Staging with instructions there for how to be
considered for any of them.
It's been a busy time building Profile pages for new listings
Staging Diva Directory of Home Stagers. If you want a quick way
to see the approximately 60 listings, scroll down to the bottom of
the sign-up page here.
I hope you find the content of this issue of Staging Diva
Dispatch helpful. I welcome your feedback and/or new story
Best wishes to you for the continued growth of your staging
Debra Gould, President Six Elements Inc.
Creator of The Staging Diva Program
Imagine You Had a Party and Nobody Came
Not Every Lead will be a Project
the Perfect Staging Portfolio
Student/Graduate Success Corner
Staging Diva in the Media
Quote of the Month
Staging Diva Home Staging Tip
The Staging Diva Team
Where do projects come from?
Help Clients Find You
Which Training is
Imagine you had a party
and nobody came
imagine nobody comes to the party, except your parents and closest
friends. What a waste of energy, money, time... the dashed
expectations are awful, not to mention how it will slow down the
success of your business!
||Imagine you decide to have a party to launch your
business. You spend days researching the best location,
choosing the decor and food with care, maybe you even hire a
catering company. You send out thousands of invitations to the
big event. As the date draws closer you imagine all the new
clients you'll meet and how your new business will take
what it's like when you hire a designer and they build a beautiful
web site and nobody visits, except your friends, family and the
people who already know about you!
reason web sites are so important for building your staging business
is that people who are already interested in staging search the
Internet to find stagers to help them. But, it's not easy getting
your site found, after all there are millions of home staging
Ensuring search engines find your site is a huge topic that I
continue to take courses in and devote considerable time to. After
all, that's how you found me! That's also how 90% of my home staging
clients find me when it's time to stage their house.
motivated to write this article after visiting a Staging Diva
Graduate's website. It's lovely. Nice layout, colors, photography.
Who knows how much she paid the designer to build it for her. But
here's the thing...
The way he built her home
staging website, there is absolutely NOTHING for a search engine to
find. Her site is almost completely invisible except for the line
that appears on each and every one of her pages that says, "Site
built by hisname" with a link back to him!
her site is invisible to search engines because I looked at the
code! Search engines don't read websites the way humans do. We read
the text and look at all the pictures and the nice layout. Search
engines only read the computer code that's behind each web
you hire anyone to build your site, make sure they know how to write
the code so that it's visible to search engines. Tell them not to
use "flash" or "frames," which are ignored by search
you join the Staging Diva Directory of Home Stagers, I do the work
of making sure your page is found based on the courses I've taken in
this subject and the 7 years practice I've had building my own
This topic is covered in greater detail in the Staging
Diva Training Program.
Not Every Lead
Will be a Project
Diva Home Staging Project Referral Service is designed to make
it easier for you to apply for home staging projects you see
advertised on The Business
of Home Staging.
Many leads turn into home staging projects, but
the nature of the home staging (and any service) business that not
everyone who contacts you will actually hire you in the end.
Sometimes it's "you", but often it has nothing to do with you at
all! The trick is not to let temporary disappointment keep you from
continuing to move forward.
become stronger at "sales" it's important to look at every rejection
as an opportunity to learn something. Part of the learning is
realizing that you can't take
all these false starts personally!
Sometimes when I put a stager together with a potential
client, nothing happens. It's frustrating for everyone. I've
invested my time promoting the project and playing matchmaker, the
stager has got all excited about a potential project only to be
disappointed. This happens for many reasons:
client sold their house or decided to take it off the market by
the time I found a stager for them
client simply changed their mind even though they'd already gone
to the trouble of contacting me to find someone
husband and wife couldn't agree
hired someone else
weren't impressed with the portfolio of the person I recommended
(website information is sent to the client when a stager is
stager took too long to contact the client after the initial
referral was made (prompt follow up is critical)
- they didn't relate
well to the stager after speaking with them (not everyone will
like you and that's OK. You might not like them when you speak
with them either!)
- there wasn't a real
project, despite the potential client pretending there
you don't get work from a referral, don't beat yourself up. Take it
as a learning experience. With every new lead, you'll gain practice
dealing with potential clients and be forced to tie-up loose ends.
Here's a great example of the spirit of "learning in action" from
You can read about new home staging projects anytime under
the category Home Staging
Help Wanted, and apply by
using the new Home Staging
Project Referral Service.
keep you updated. Karen decided to list the house without any
staging or furniture rental. Thanks for the referral though, it
forced me to do my research. Now I am aware of what is available,
the price of rentals and how their services
Worried about missing an opportunity? Sign up in the green box
in the left column to have my posts automatically emailed to
must follow the instructions provided for how to apply for a
project, otherwise you won't be considered for the
sent you a number of project leads and you haven't kept me informed
of whether they turned into projects, you're unlikely to receive
misuse this system by making up fake projects to learn about stagers
in your area! This wastes everyone's time and is very unfair to the
stagers involved. If you're interested in finding out about stagers
because you want to start your own staging business, do some
research! If you can't find stagers in your area that tells you they
don't exist or they're doing a poor job of marketing themselves.
Meaning, you shouldn't worry about the competition!
Ultimate Guide: Creating The Perfect Portfolio to Sell Your Home
your "portfolio" is a photo album, Profile page on the Staging
Diva Directory of Home Stagers or your full website, how you
present yourself is the single most important factor in
determining your success. With worksheets and plenty of "how
to" information this guide will show you how to get out there
and win business.
Over 100 pages of specific steps to improve your
writing, photography, logo, presentation and
|Congratulations to Cheryl Reynen of
Set the Stage on doing a public seminar on staging sponsored
by Coldwell Banker. She's been taking lots of action to get
her name out there since taking the Staging Diva Program in
January. Way to go
Cheryl for stepping out of your comfort zone to promote your
business! This will really boost your profile!
Congratulations to Staging Diva Graduate
Colleen Ernewein of Home Impressions Staging
and Decorating who created a "Does Your Home Need A Makeover?"
seminar. Public speaking, and the promotion of the event are
marketing techniques discussed in course 4. And guess
what? Colleen got a radio interview on a local AM radio station and an
invitation to be a guest speaker at a Prudential Real Estate
|Congratulations to Caireen Kennedy of
Interior Solutions on doing such an awesome job on her new
logo and copy for the Staging Diva Directory of Home
Congratulations to Peggy Depalma of
Sanctuary Solutions who within months of completing the
Staging Diva Program already had a feature lined up with
North Of The City
|Congratulations to Graduate Amy
Eastlack of Staging
Solutions and Redesign for joining the Staging Diva
Directory and for being featured in an upcoming article in the
noting that all these graduates have either a profile in the Staging
Diva Directory of Home Stagers, their own website, or both.
There is no better way to let customers and the media find
Staging Diva Students and Graduates, send me your successes so we
can celebrate your triumphs and inspire
Diva In the Media
||Watch for my interview on home staging in the August or
September 2007 issue of Better Homes and
Gardens. With any luck they'll keep in the part about
Diva Directory of Home Stagers.|Either way, this
article will generate significant traffic to the Staging Diva site
as readers go there to learn more about home staging and how/why it
works. This one magazine has a circulation of over 38
million! And, 81.5% of their readers are homeowners. When
you consider at least 10% of the population moves in any given year,
that's about 3.1 million homes that will potentially hire a home
stager if they know how to find one!
To buy even a small ad
in Better Homes and
Gardens costs hundreds of thousands of dollars. The
value of being part of the editorial content is even higher because
readers put more faith in editorial than advertising.
By the way, I asked the Better Homes and Gardens
reporter how she heard of me and she said the magazine's editor told
her to call me for the home staging story! That's the power of
marketing and why I put so much emphasis on it throughout the Staging
Diva Home Staging Business Training
Kelly of KBS Radio has
asked to feature me in the coming weeks on his morning radio show.
I'll be providing his audience with my insider tips on how to get
the most m0ney when they sell their homes. Of course I'll work in a
plug for the Staging
Diva Directory of Home Stagers and the NEW Staging Diva
Home Stager Locator Service. The interview date hasn't been
finalized yet, but I'll keep you posted!
publisher of a newsletter in Deer Creek
Estates in Crowley Texas contacted me for a home
staging story for their newsletter to 400 homes in their
subdivision. Naturally along with my tips I encouraged readers to
visit the Staging Diva Directory of Home Stagers or try the new Home
publisher found me from the Six Elements website. There's a
marketing idea for you here. Why wait for people to come to
you? Are there any areas you could target with your own content? You
write the text but someone else pays for printing and
More Media Coverage
A growing number of reporters are grabbing
their stories right off my websites without even interviewing me. If
any of you see me in a local paper or magazine, I'd appreciate you
letting me know! I'd be happy to send
you a thank you gift in exchange for a copy of the