Do you have Home Staging “Scotoma?”

Do you have Scotoma?

I was reading a fax by one of my mentors and he asked the question, “Do you have Scotoma?” Well, I should not say that he asked the question, he actually implied it. What he really asked was “How do you hide an elephant on a pool table?” And the answer is to put him in green shoes.

The Point…and yes, I have one…is that most of us have a “blind spot” which is what “Scotoma” means, literally. Figuratively however, it means that we are blind to our true self or our short comings. When it comes to real estate and the business of home staging, I have so many people complain to me about not having what they want or feel as though they deserve yet when I really ask about their business strategies, time management techniques they are using, the focus time they put into their home staging and real estate career, or even how many contacts they made that week…they usually don’t have an answer. The reason for this is “Scotoma.” It means that they have a blind spot or are turning a blind eye toward what really needs to be done.

Have you ever not wanted to look at your bank account because you were afraid of what you might see? I know, I have been there but now I look at it with both eyes wide open because it is the only way I can effectively manage my successful home staging business. I have taken off my blinders, hold myself 100% accountable and face my fears daily in order to avoid any blind spots.

Or, maybe you “refuse to see” which is another common affliction. This is the case with my competitors. They feel comfortable posting nasty things about me because I am a success in the Home Staging Industry because they refuse to see (and do) what it takes to get to where they want to be.

The same might be true for you. There might be a “#1 Home Stager” in your area and you have been vying for that position. Do you really see what that person does to get to the top? Hey, here is the good news, maybe they have not done a great deal and it wouldn’t take too much for you to surpass them…but you will never know unless you look, and I mean really look at what they are doing…and here is the hard part…what you are doing, or not doing as the case may be.

Finally, I think that this topic has to do with trust. I had this conversation with Pete tonight, about trusting ourselves enough to believe in our own success. Can we really do it? Can we open our eyes wide and achieve the success we want? I have my answer, and yes, I am scared to death because we are about to take a BIG RISK…but you have to decide for yourself. Will you choose success with wide open eyes…or something else and claim Scotoma?

I hope, and wish and pray….that you choose 20/20 vision and make a huge success out of your home staging business

2010
09/03
CATEGORY
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Is Your Home Staging Business…Fishy?


Is Your Home Staging Business…Fishy?

I just read a fax from one of my mentor’s and he told an old salesman’s joke…”A salesman approaches the front door and there is a little boy and dog sitting on the stoop. So as not to scare the little boy, the salesman bends down to pet the dog to show that he is a ‘good guy’ and the dog bites him. The salesman says to the little boy, ‘Hey, you didn’t tell me your dog bites…’ and the little boy responds ‘it’s not my dog.'”

Now this will tell you what assumptions can do for you. Because the boy was sitting next to the dog, the salesman assumed that the dog belonged to the boy.

The same is true today with our Home Staging businesses. We assume that everyone knows how great we are, that what we do really makes a difference and that all of our fellow Home Stagers act with honesty, integrity and creativity.

Unfortunately, it is just not the case. Many sellers, agents and investors have not received the stellar service that they expect because they have been watching HGTV and assume that is how all home Staging’s happen…but they want it to happen for $500 when it took $5000 on TV.

Or, they were promised one thing and received another, which is really even worse.

The first has to do with managing your client’s expectations. What can they specifically expect to receive based on your agreement to deliver services.

The second really has to do with operating an honest business. Yes, I could find loads of ways to say that in a overcomplicated convoluted definition, but let’s call a spade a spade and know that you have to give a little more than what you promise, especially in this environment.

Here is the problem. Most Home Stagers, because they only learn to Stage, and don’t take the time to put multiple streams of income in place, nor do they learn to market or run a business (this is why business and marketing has become the focus of my own Home Staging Training Company), are so desperate or grateful for the job that they usually over promise and under deliver because they can’t possibly deliver everything they promised for the amount upon which they agreed.

Hence, they do not manage the expectations of their client (whether this is a Real Estate Agent, Seller or Real Estate Investor) effectively and they don’t act with integrity in the eyes of their client.

Now we could say that there are many issues at play here, and there are, the least of which is that you were not fair to yourself by not charging enough, but that is the topic for another day. Today, it is all about running an honest and ethical business, not assuming anything, and letting your customer know they can trust you and why.

If you over deliver and under promise, this goes a long way toward gaining your client’s trust. If you let your client know that you have also seen shoddy work by other Home Stagers in your area (don’t get petty, don’t name names) and don’t feel as though that is the right way to do business, they will begin to like you. Then, if you prove it, they will hire you and refer you.

Today, the name of the game is trust. Your client has to be able to trust you to not only do an extraordinary Home Staging job but also to help quickly and effectively sell the house or listing. They no longer assume anything (remember the dog?) and neither should you.

You must start to show them in multiple ways that they can trust you. Tell them, and then prove it. You will need to keep proving it but once you do it a few times, it will become your system and will not require more and more effort.

Customer Service, but more appropriately Customer Care is what will win the race as we battle thru this economy. Always be on top of your game, act with honesty, integrity and great care. Then, all you have to do is say it and prove it. You will become the Home Stager of choice in your entire area.

For more information on Karen Schaefer and her Proven Real Estate Marketing and Home Staging Selling Strategies, go to www.APSDmembers.com/ezine

 

 

2010
02/01
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How to Combine Creativity with Business

The number one request that I get from all of my clients, whether they are from my Home Staging Training Company, Marketing and Networking Business, one of my Speaking Clients…all of them, are always looking for a way to be more creative, or at least add more creativity to their marketing efforts and effectively combine it with business. For some reason, we have been conditioned that the two don’t go together…but they MUST!

Over the years, people have constantly told me how “Creative or Imaginative” I am. Funny, I never thought of myself as such, but I am a self-professed dreamer, and I love letting my imagination run wild…which can be good, and of course, bad as well! J

But, I think ultimately that you have to have a set foundation in every type of business, no matter what it is. You have to have a solid vision, a way to implement the plan or vision, have a strong team, a goal or intention and of course the marketing, direction and management to make it happen.

Rarely can this happen without a “Creative Department.” Most small businesses don’t have the luxury of an entire department, so it is up to YOU to be the Creative Leader of your Business, so that your Business is presented as a Creative, Productive, and Effective Company to your Client.

As Home Stagers, we all have a natural inclination toward creativity. Most of you explore that creativity each time you do a staging job. I know I do because it is almost a release for me. It is a creative outlet, a way to vent any frustration, and it also allows me to constantly flex my creativity muscle. I am able to in turn get better each time (and most importantly, offer more creative advice every time to my nationwide team of APSD Certified Home Stagers).

But, in business, we can’t simply be creative in what we do; we have to be creative in what we say and how we present ourselves and our services. In other words, your Marketing must be creative if you want to stand out from the crowd and catch the attention of your potential client.

That is why the first thing I always teach all of my clients is:

1) Name: What is the name of your company or Service? Does it say what you do and where you do it?

I know you are thinking, “Karen, to just say ‘Los Angeles Home Staging’ is boring. I want to say ‘A feather in your cap Sales.'”

Now, I would agree that the ‘Feather in your Cap’ is far more creative, but it does not tell me anything. When you come up with a name, people will search under categories, which is why, in this instance something “practical” comes in handy.

Even today, if I were naming my own Home Staging Company again, I would not name it Simple Appeal. I love the name, and it speaks to me, but for people that don’t know me, they are only going to search for Home Staging Services in Colorado—not Simple Appeal.

2) USP- Once you have figured out your name, now is your chance to be creative. A USP is a “Unique Selling Proposition.” Sometimes you can use this as a tag line, like I do, “Anybody can make your Property pretty, we make it Sell” or as a unique way to capture the attention of your customer. In other words, use your creativity, and figure out a way to say something about your service or business that makes you more compelling than any other person in your industry in the eyes of your client.

The best way to approach this, which you many already know if you follow me on Twitter, is to tell your client what they WANT to hear vs. what they NEED to hear. And say it in such a way that makes them think “I HAVE to have it!”

You can have so much fun with this and when you hit the nail on the head, your lead generation will explode. It is the perfect way to combine creativity with business.

3) Position- So, now you have a name that opens up the door for good and easy search criteria. You then have mustered up all of your creative resources and developed an extraordinary USP. So, you have burst open the door on your new lead generation. Now, you have to correctly and effectively position yourself in the market place so that you can convert those leads into sales, thus increasing your business’s bottom line.

My USP, “Anybody can make your House look Pretty, we make it Sell” is not only a great USP, but it also offers me great positioning in my market place. It is good marketing. The reason that I chose this USP is that I wanted to position myself in the market place as the Home Stager that actually knew how to stage a home so it would sell. I did not want to just be about decorating, accessorizing or rearranging…I wanted to be about results.

So, what you have to do… once again is be creative. What do you want to say about your business? And, how do you want them to envision you and your services?

All of these steps require creativity and with that, you will find that new doors will readily open for your business. The key to success is to combine your creativity with your business skills, because although they can each stand alone, the fact of the matter is that you could increase your business 10 fold over night by adding just one effective touch of creativity. And, let’s face the facts; it sure is whole lot more fun to be creative!

Keep in mind that creative marketing and positioning is just good business. So for those of you that immediately assume you are not good at business, by implementing the 3 steps above, you will now be 3 “business” steps ahead of any other Home Stager in your area.

In the future, I will offer a business program, but for now, follow the information above and you will be amazed at the results.

To your greatest joy,

Karen Schaefer

Founder, APSD

Your Worldwide Leader in Home Staging Training

 

2010
01/13
CATEGORY
Uncategorized
Leave a comment

How to Combine Creativity with Business

The number one request that I get from all of my clients, whether they are from my Home Staging Training Company, Marketing and Networking Business, one of my Speaking Clients…all of them, are always looking for a way to be more creative, or at least add more creativity to their marketing efforts and effectively combine it with business. For some reason, we have been conditioned that the two don’t go together…but they MUST!

Over the years, people have constantly told me how “Creative or Imaginative” I am. Funny, I never thought of myself as such, but I am a self-professed dreamer, and I love letting my imagination run wild…which can be good, and of course, bad as well! J

But, I think ultimately that you have to have a set foundation in every type of business, no matter what it is. You have to have a solid vision, a way to implement the plan or vision, have a strong team, a goal or intention and of course the marketing, direction and management to make it happen.

Rarely can this happen without a “Creative Department.” Most small businesses don’t have the luxury of an entire department, so it is up to YOU to be the Creative Leader of your Business, so that your Business is presented as a Creative, Productive, and Effective Company to your Client.

As Home Stagers, we all have a natural inclination toward creativity. Most of you explore that creativity each time you do a staging job. I know I do because it is almost a release for me. It is a creative outlet, a way to vent any frustration, and it also allows me to constantly flex my creativity muscle. I am able to in turn get better each time (and most importantly, offer more creative advice every time to my nationwide team of APSD Certified Home Stagers).

But, in business, we can’t simply be creative in what we do; we have to be creative in what we say and how we present ourselves and our services. In other words, your Marketing must be creative if you want to stand out from the crowd and catch the attention of your potential client.

That is why the first thing I always teach all of my clients is:

1) Name: What is the name of your company or Service? Does it say what you do and where you do it?

I know you are thinking, “Karen, to just say ‘Los Angeles Home Staging’ is boring. I want to say ‘A feather in your cap Sales.'”

Now, I would agree that the ‘Feather in your Cap’ is far more creative, but it does not tell me anything. When you come up with a name, people will search under categories, which is why, in this instance something “practical” comes in handy.

Even today, if I were naming my own Home Staging Company again, I would not name it Simple Appeal. I love the name, and it speaks to me, but for people that don’t know me, they are only going to search for Home Staging Services in Colorado—not Simple Appeal.

2) USP- Once you have figured out your name, now is your chance to be creative. A USP is a “Unique Selling Proposition.” Sometimes you can use this as a tag line, like I do, “Anybody can make your Property pretty, we make it Sell” or as a unique way to capture the attention of your customer. In other words, use your creativity, and figure out a way to say something about your service or business that makes you more compelling than any other person in your industry in the eyes of your client.

The best way to approach this, which you many already know if you follow me on Twitter, is to tell your client what they WANT to hear vs. what they NEED to hear. And say it in such a way that makes them think “I HAVE to have it!”

You can have so much fun with this and when you hit the nail on the head, your lead generation will explode. It is the perfect way to combine creativity with business.

3) Position- So, now you have a name that opens up the door for good and easy search criteria. You then have mustered up all of your creative resources and developed an extraordinary USP. So, you have burst open the door on your new lead generation. Now, you have to correctly and effectively position yourself in the market place so that you can convert those leads into sales, thus increasing your business’s bottom line.

My USP, “Anybody can make your House look Pretty, we make it Sell” is not only a great USP, but it also offers me great positioning in my market place. It is good marketing. The reason that I chose this USP is that I wanted to position myself in the market place as the Home Stager that actually knew how to stage a home so it would sell. I did not want to just be about decorating, accessorizing or rearranging…I wanted to be about results.

So, what you have to do… once again is be creative. What do you want to say about your business? And, how do you want them to envision you and your services?

All of these steps require creativity and with that, you will find that new doors will readily open for your business. The key to success is to combine your creativity with your business skills, because although they can each stand alone, the fact of the matter is that you could increase your business 10 fold over night by adding just one effective touch of creativity. And, let’s face the facts; it sure is whole lot more fun to be creative!

Keep in mind that creative marketing and positioning is just good business. So for those of you that immediately assume you are not good at business, by implementing the 3 steps above, you will now be 3 “business” steps ahead of any other Home Stager in your area.

In the future, I will offer a business program, but for now, follow the information above and you will be amazed at the results.

To your greatest joy,

Karen Schaefer

Founder, APSD

Your Worldwide Leader in Home Staging Training

 

2010
01/13
CATEGORY
Home Stager Training
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How to Create a Path of Excellence in Your Home Staging Business

Do you know what freedom fighters like Nelson Mandela, Mahatma Ghandi, Rosa Parks, and so many others have one thing in common? At one point they decided that enough was enough and that they could be invincible by standing on a platform of excellence. That is how they achieved what they went after. When Nelson Mandela said: “Does anybody really think that they didn’t get what they had because they didn’t have the talent, or the strength, or the endurance or the commitment?” he is talking about setting your sites on excellence so you can be the best you can be.

Now, this does not mean that you have to be the next President of Africa, but that you would want to be the best Home Stager in your area. Once you decide to be “invincible” as a Home Stager, you immediately set the course for excellence just like all the people before you that want to be “excellent.” After having studied great world leaders, business leaders and visionaries, following are the steps that it takes to create your path of excellence in your Home Staging Business.

Step #1 – Focus on Specificity — You must decide specifically what your area of expertise is within the Home Staging industry, then who your customer is as well as your message. By telling someone you are just another “Home Stager” you remove your opportunity to tell them you are extraordinary. What makes you extraordinary? That is what you need to say. Usually it should be said in such a way that it solves your client’s problem.

Step #2 – Do what you say you will do. Call when you say you will call, confirm the appointment, show up 5 minutes early, dress professionally, have your paperwork with you and in order as well as the client information.

Step #3 – Perform an amazing home staging service. Start by being very specific as to what your client wants and what they will receive. Then deliver that, plus a little more so you can always “Under Promise and Over Deliver.”

Step #4 – Offer to put together the photos of the property and hand deliver them to your clients office (send a digital copy as well, all of it should include your company name and contact information).

Step #5 – Send a follow up thank you letter with an offer to check on the status of the Home Staging within the next 30 days to “tweek” the set in case it needs to be adjusted at no extra charge.

Step #6 – Keep in touch every 30 days for the rest of your relationship.

By following these 6 steps you will stand out in the sea of other Home Stagers with your unique message positioned directly at the right customer, you will set a new standard of professionalism by doing what you say you will and more, the home staging service you deliver will thrill your client, and your gratitude, level of customer service, and follow up will ensure that this client, is yours for life. Now, just repeat the process for all future clients and you will find that you have easily created your own “Path of Excellence” for your Home Staging Business.

About the Author

Karen Schaefer is the Founder of Simple Appeal, Inc. and The Association of Property Scene Designers which is composed of professional Home Stagers who have gained the best Home Stager Training there is. Karen will teach you more about staging, marketing, and selling houses quickly.
2009
12/22
CATEGORY
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