Staged4more is now an online school that focuses on home staging education for home stagers, home sellers and real estate agents. This blog is Your guide to everything home staging. Check out all the free resources and tips available on our blog & podcast.
Our first European feature! This is so very exciting. One of the goals for this staged home tour series is to show how powerful home staging is and how beneficial it is for our clients. And it’s not just for selling the house! You can also use staging in rentals. There are more and more stagers branching out staging Airbnb homes with successes. So getting submissions like this is very encouraging to see how the home staging industry is going. ❤️
Today’s feature is staged by Elvira Rubio, a Spanish architect, and owner of FITYOURHOUSE AD & Home Staging.
The home is located in Santander, Cantabria of Spain. It is 60 square meter, or 645 square feet, with two bedrooms and two bathrooms.
This house was outdated and very compartmentalized. The facilities were old, and the spaces were not very functional to be able to rent it at a reasonable price point. Therefore, the owner decided to hire Rubio to stage the house.
The work included making a comprehensive plan to create more open spaces, such as the kitchen and the living room, enhance the light, update the bathroom and finishes. The choice of a neutral and current styling is based on the profile of the future tenants.
One of the biggest challenges for the home was to get more privacy in the bedrooms. This house had ceded the living room to the adjoining apartment, so that made the current space small.
The size of the kitchen was also not ideal. Rubio resolved it by reducing the size of the bathroom and modifying some of the partitions. She also created an open kitchen with the living room so the space could feel bigger than it was.
The bathroom was redone completely. It had gone from a drab and depressing bathroom to a small but functional bathroom that is full of light with beautiful details, like the black lines in the shower and wood finishes.
The master bedroom also got a fresh and chic update.
It was important to rent the flat to young doctors or young people so Rubio studied the color schemes and furniture selection that would create a feeling of home visually for these potential renters. Also, Rubio tried to introduce colors and textures that can boost the light and the comfort.
Rubio also photographed the home for the marketing. She took great care to shoot the bathroom to highlight both the space and the design, as well as the composition of the materials. For Rubio, as an architect and a home stager, she believes in the beauty of the purest things such as finishes. Through her photos, she also wanted to show the new spatial richness clearly, the continuity between kitchen and living room, the closeness between bedrooms and living room, while at the same time the intimacy the design had created.
Elvira Rubio is a Spanish architect. She fits the houses and spaces to create emotional and functional interiors. She combines her interior design skills and technic knowledge for home staging, remodeling and decorating for her projects.
As the real estate market is getting more competitive than ever, we are seeing more and more home stagers entering the market. While it’s a sign for a healthy economic environment, it can become tougher and tougher to stand out in the marketplace. What would make a home seller or a realtor hire you vs. the other stager down the street? How can you compete with stagers who charge less than you do or stagers who have bigger warehouses than you do? Do you feel overwhelmed by how many estimates you have to write in to get the client to say yes?
Here is the trick, market to FEWER people and make MORE money.
To do that, potential clients need to see clear distinctions between you and your competitors. This is why it is essential to have a clear marketing message that speaks to your potential market.
When it comes to marketing, almost every home stager says very similar things. Here are a few that I had pulled from a Google search:
“I am a professional home stager with X years of experience.” ”I stage homes to sell for more money in less time.” ”We stage to sell your home fast. Free consultation.” ”We transform your property to sell.” ”We are a boutique home staging firm in [city] providing professional home staging services for real estate agents to prepare a home for sale.”
Imagine you are a home seller or a real estate agent looking for a home stager, and these are the Google results. Not too different from one another, right? There is no clear distinction from one stager to another. This makes clients’ decision difficult. When it comes to marketing, your job as the business owner is to MAKE IT EASY TO SAY YES TO YOUR PROPOSAL.
This is why it is important to define a niche, your sweet spot for your business, something you can do extremely well for your clients and you can build a reputation to be the king/queen for that niche. By catering to a smaller group of people, you can actually make MORE money.
As business owners, we have this invisible pressure that sits on our shoulders. We want to get every job there is, and we are always in the feast or famine mode, depending on the current real estate market. By specializing in one particular area of the entire market, you can more effectively weed out unsuitable clients and only work with clients you want.
By focusing down the type of clients you serve, it will actually cost less for you to market, less to buy inventory (you won’t have to buy a great variety of inventory, just ones that serve your niche), be more efficient, more likely to become the go-to person for your niche and in turn make more money.
The real estate market is enormous. There are many different types and styles of homes: country, traditional, modern, Craftsman, Victorian, starter homes, fixer upper, investment properties, model homes, luxury homes, celebrities homes, just to name a few. There is a lot for you to pick and choose from by leveraging your strengths.
Ready to build your own niche? Use this handy workbook below to figure out your sweet spot, and start marketing less and make more money!
*People have been asking if the prices will be lower when we open the enrollment next January. No, it will not. The course will be updated over the holidays, with more content added. This Black Friday sale is going to be the best offer to join us in February 2019 for the live incubator.
Today’s home is staged by Glenda Evers of Elite Interiors Staging & Design in Arizona. The home is located in the Silverleaf area in Scottsdale, Arizona. The home was 7,500 square feet including the guest casita. There were a total of four bedrooms and five bathrooms.
This was a luxury home that was heavily Tuscan style and had been on the market at over $2 million for two years with no offers. The homeowner decided to make updates and Evers staged the home. They received an offer in the first 24 hours after listing and two more offers the first weekend! It sold for $2.2 million. What an absolutely amazing proof that home staging works!
The biggest challenge that Evers faced was that the homeowner had already spent most of her budget on the renovations, so the seller was hesitant to invest in staging. Evers helped the seller to understand that her staging investment would be worthwhile and she is a believer now!
In staging this home, Evers felt that this home had a beautiful Santa Barbara style feel to it so she created a design with that in mind. She wanted it to feel fresh, clean, and sophisticated. The open floor plan was gorgeous and the dining room had a massive fireplace was her favorite. So when she was staging the room, she made the fireplace as the focal point.
Before staging, the sellers had hired contractors to re-paint the interiors, put in new flooring, and updated the kitchen.
Here are some Before & After photos of the staging:
About the Home Stager
Today’s property is staged by Glenda Evers, owner of Elite Interiors Staging & Design, a home staging company that serves the greater Phoenix and Scottsdale Arizona area.
Evers started her home staging business in Arizona in the spring of 2017. It has grown to include design as well. It has been a natural progression because clients see the staging work and then want her to help them design their new home. This year, she had the honor of being named the “Best Rising Star Stager” in the USA and Canada.
You can also connect with Glenda Evers, owner of Elite Interiors Staging & Design on Facebook and Instagram.
Your past clients should be the easiest sell, since they already know your work and know what kind of home staging service you can deliver.
BUT, clients are busy and can be forgetful. They need us to remind them of our existence. If you haven't been in contact with your past clients for awhile, reach out and update them on your new projects, news, events, etc. You never know where the next job or next referral will come from. Often times when I am looking for the next project, I would send a newsletter out. Clients would call because they remember they have a project coming up.
2. Always Ask for Referrals
While following up with your past clients, or wrapping things up with your current clients, don't be shy about asking for referrals from them. Don’t just ask “Hey, can you refer me for future business?” Be more specific. Ask something like:
"Do you know someone who would benefit from my services?" "Are there anybody in your office who may need home staging services?" "Can you make an introduction for me with so and so? I would love to work with him/her."
3. Tune Up Your Website
Your website is not just a place to showcase your portfolio, but it is an important selling tool in your business. It is on 24/7, even when you are asleep. So check it periodically and make sure that your website shows well, is easy to navigate and easy to browse. If you haven't done so, sign up for Google Analytics (it is FREE!) and see how your website is performing.
Regular updates on your website will also help to boost your SEO.
4. Build Your SEO (Search Engine Optimization) by Blogging
The whole point of having a website to be found online. Your website is a lead generation tool, so it is important to learn how to be found on the internet by potential customers.
When you update your website periodically to keep it fresh and relevant, it will also boost your search engine rankings. This is why blogging is an easy and great way to build backlinks (when someone links to your site), build authority and boost SEO rankings, while educating potential clients.
Not to mention when you are blogging about your home staging work, you will naturally fill the website with search-engine friendly keywords for your niche.
Successful marketing takes consistency and strategies. You cannot try one marketing tactic once and then give up, you will not accumulate enough data to make educated decisions on if what you are doing is really working.
To get the word out about your business, leverage free tools like social media, email newsletters, handwritten notes, face to face visits, etc. You can also look at advertising to get your brand out in the marketplace.
6. Is Your Target Audience and Service Offering Clear?
Who is your ideal customer and what problems are you solving for them? What are their needs? What kind of stager are they looking for? You need to do market research and look at your client base to see if you understand who is your ideal client. Once you understand your target buyers, you will be able to identify their pain points much quicker and easier. Then you can tailor your service offerings to fit their specific needs.
Pricing can seem very tricky to do, but it is not rocket science. You need to learn the costs of running your business and work out how much money you will need to make to break even. By knowing your bottom line, you can easily say no to jobs that can become profit vampires. By understanding and knowing your numbers, you will be able to see the big picture of how to grow your business.
You will never meet anyone or get any work just by sitting at home watching Ellen. While it is important to leverage social media and putting your work out there, it will never replace face to face time, especially in an industry like real estate.
It is a people business after all. People want to do business with people they like. So go out there and start going to networking events, meet agents, meet brokers, meet influencers and get your company out there.
You have to learn how to toot your own horn and create opportunities for your brand and name to be out there. One of the best ways to get credibility is to get press.
It is not as difficult or expensive as you may imagine. You can respond to press inquiries, like HARO (Help A Reporter Out) and provide helpful home selling tips. You can pitch to podcasters to get interviewed. You can also publish your own tips and ideas through your own blog and social media. Technology has made our lives much easier nowadays to reach our potential customers.
When I first started building my home staging business, it was very popular to sell homes on Craig’s List. So I knew a lot of agents would be hanging out on Craig’s List looking for leads.
I started to publicize my business through free ads on Craig’s List and started getting clients that way. This may not work today, but the idea is similar. You can leverage platform like Google and Facebook to find your target markets. You can even use these platforms to source helpful keywords for SEO purpose and learn more about your demographics.