Check out this GUIDE for people who want to be Home Stagers and have a successful business. It includes all the important information you need to know to make the right choices when considering establishing a staging business and working in the home staging industry.
By Jennie Norris, IAHSP® Chairwoman
Have you ever gotten in your car and just started driving along with no destination? Have you ever gone to the airport and taken a random flight to somewhere?
For most people, the answers would be, “No,” unless they were on some random adventure quest. We don’t want our businesses to be a random adventure quest. We want our business success to be strategic and predictable based on our efforts.
VISION – SUCCESS – FOCUS – CLARITY – FUTURE
All of these words have a common thread – being able to see clearly and know where we are headed. And these are the words for 2020 for IAHSP® – and the theme of our conferences in Lisbon, Portugal and Denver, Colorado. Our theme and these words were chosen in October 2019 as we started thinking about 2020 and what our goals were as an industry, an association, a business owner and person. These are great words and we hope you take the time to think about what they mean to you.
VISION. We are already into our second month of 2020 – do you have your vision for the year mapped out? Vision is not only what drives your effort every day, it is also about having goals that support your overall vision and mission. What is the vision for your company – what is the message you want prospective clients to know and understand about what you do? Why do you do what you do? Do you have your marketing strategic monthly plan to support your goals? Do you know what your revenue goals are for 2020? Do you need to increase sales or reduce costs and if so, how are you planning to accomplish that?
SUCCESS. What does Success mean to you? The general definition is the achievement of a goal.
What were those goals for you in 2019? Was it to increase in the number of clients you serve regularly or to maintain your same level of business and revenue? Was it to focus on increasing the number of houses you Stage or types of properties you stage – vacant, occupied, consultations, etc.? Did you have unexpected success? That is a great type of success – however if it was unexpected, why was it not planned as part of your strategy? This could be recognition or awards you received or something else that added to your revenue or client base. We need to think about all aspects of our business and there is nothing wrong with planning for recognition or added revenue.
As the old adage says: Fail to Plan then Plan to Fail. We need to set goals for where we what we want to achieve, make sure they are measurable, assess our success quarterly and make any adjustments, and be open to adding to the plans where it makes sense.
If someone were to ask you the following questions, could you answer them?
- What is your ratio of consultations to vacant staging?
- How much revenue did you generate?
- How did that compare to 2018?
- Did you have goals for growth, or did you want to maintain status-quo and refine your process?
- What was your net profit?
- Do you have a clear understanding of costs to run your company?
In order to assess and quantify success – and measure it – you need to know the data from your business. As a business owner you cannot use the excuse that you are not a details person. You may have had measurable goals and did not hit all of them – and that is OK as long as you know why you did not achieve the goals and put measures in place to get back on track.
Our past can give us keys to our future. So many people are afraid to look at their business and analyze the good and the bad as they are afraid of feeling like a failure. Or they don’t really want to know what is going on and go through each day with business blinders on – not really seeing the impact of their actions or attitude and are on the proverbial hamster wheel of work.
Embrace the past as a learning experience or example of what you are capable of and be sure to not let it confine or restrict your potential.
FOCUS. When our Focus is blurred, our path it not clear. Have you ever tried on glasses that were dirty so you could not see through the lens or put on a pair of glasses that were the wrong prescription? In both cases, you cannot focus or see through the blurry lens and if you do wear the wrong prescription, you can get a headache. Things that can blur our vision and focus are distractions in both action and attitude. When we encounter something that begins to blur our focus, we may have to take time to handle the circumstance, and then get our focus back on track.
CLARITY. Clarity is about having Clear purpose behind our actions and attitude. Our WHY is the biggest motivator for getting us up every day to continue to work in our businesses. What is your WHY? Clarity is about removing anything that might cloud our vision or distract us from our goals. When we have clarity about our intent, our focus, and our goals, our actions and attitude will be alignment. Focus and Clarity go hand in hand.
It is not a coincidence that CLARIFY and CLARITY are spelled almost exactly alike – one leads to the other.
FUTURE. We live in the present and plan for our futures. None of us are guaranteed a future but we do need to plan for it and put actions in place that have a positive impact for us and our businesses, for our families, friends, and colleagues. Every action we take has a reach and impact on others. Things we do today whether Staging a house, running a business, being part of industry leadership and planning for standards – the impacts are far reaching as what we do impacts others. Our goal is to be an Impact Player for the betterment of life experiences for all we have the pleasure and opportunity to have in our lives.
As opportunities present themselves, we need to assess whether they are in alignment with our overall vision for our lives, and our goals for our business. We must remain open to adding things that support our vision and adjusting our path for success as needed and taking risks in order to experience the rewards. It is important not to put blinders on as then we miss opportunities to add to our path for success. Rewards are not monetary – they are intangibles. The relationships we receive, the opportunities to make a difference in someone’s life, the ability to guide an industry for the future, these are responsibilities we need to take seriously.
To be part of the Vision for Success: Focus, Clarity, Future that IAHSP® is providing to the industry and our members, go to www.IAHSP.com. IAHSP® is your Business Support Association® and Your HOME in the Home Staging Industry®. We have FAST-LEAD Workshops being held live in major cities, our two conferences that bring you high level education and the largest Vendor EXPO for our industry, and the opportunity to meet colleagues from around the world.
The IAHSP-LHS Designation that was issued at our IAHSP Conference & EXPO is now available to attend ONLINE! This is your opportunity to ADD this skillset and qualifications to your services as a professional Home Stager or as a Real Estate Agent.
Once you watch the entire session, you will receive your IAHSP-LHS attendance logo. You will have to email Jennie@iahsp.com to receive it. THEN you will have to turn in 3 projects that qualify as LUXURY properties in YOUR market. You will learn what those are once you take the webinar. You will submit your 3 properties for review and when they are approved, you will receive your CERTIFIED LHS Logo.
|LHS Designation Course investment: $175.00 USD|
LHS Designation – REFRESHER: $85.00 USD
Click Here To Register Now
You will receive the link to the recorded webinar session on your order confirmation page.
Once you attend you will be sent your LHS Logo and a PDF handout of all the slides.
For questions, please email Christa@iahsp.com or call 844-IAHSP99
(If you earned your LHS in the past and would like to take this webinar as a refresher, please email Christa@iahsp.com so we can validate your designation and send you the link for the webinar.)
|Check out some of the testimonials from attendees:|
“I just completed the Luxury Home Specialist Designation Course. This course includes a significant amount of very useful information. I now understand what constitutes a Luxury Property and how to market my business in order to obtain these types of projects. The resources we have through our IAHSP Vendor Program are invaluable to help control costs while providing a high-quality, upscale look. I found the visuals to be very relevant and helpful. This course was well worth the investment!”
“The LHS (Luxury Home Specialist) webinar was fantastic. The presentation was extremely informative and interesting. I am a seasoned Stager and I learned so much. Well worth the money and your time to stay up with today’s market and break into the Luxury Market. You owe it to yourself and your clients to be informed on the latest market niches and income opportunities. Thank you IAHSP!”
Do you want to ADD Color Consultation Services to your Home Staging business or just get more confident in using color?
If you answered YES to either of these questions, then you need to enroll in the Confident Color System Course from JoAnne Lenart-Weary – the JLW Company. For 40 years, JoAnne has been part of the evolution of the Decorating, Design and Staging industries. She has built the CCS Course over years of refinement and created a unique and thorough educational experience that provides students with the confidence and excitement needed to confidently work with color.
For information on upcoming courses, and the SPECIAL PRICING being offered to IAHSP Members, go to
https://pages.iahsp.com/confident-color-system-course/ to learn where classes are being held in your area, and also online courses you can take from the comfort of your home or office!
Make sure to mention you are an IAHSP Member to receive your special promotional incentive!
The Accredited Staging Professional (ASP) Home Staging Business Course is being taught LIVE in LONDON – June 10-11. This course is for those interested in starting a successful Home Staging Business or add to their existing business with a firm and proven foundation for success.
The course is Sponsored by IAHSP-EU, Hosted by HSA-UK and taught by Stagedhomes.com Certified ASP Course Trainers, Verena Mumford and Sanja Radovanovic.
Your course includes lunch on both days, as well as ongoing education and support from industry associations and colleagues. All students will receive a full year membership in IAHSP, IAHSP-EU and HSA-UK – over a $400 value!
If you or someone you know is in the Home Staging, Design, Decorating, or other sister industries, the International Association of Home Staging Professionals® has expanded into Latin America and is now accepting members for our IAHSP® Latin America Chapter!
Go to https://pages.iahsp.com/iahsp-latin-america/ to learn more! Please let us know how we can help support the growth and expansion of Home Staging in Latin America. We have some great industry professionals who have stepped up to help grow our latest global chapter, and look forward to seeing it thrive!
For more information, please contact Jennie Norris at Jennie@iahsp.com or Kevin Htain at Kevin@iahsp.com.
Si usted o alguien que usted conoce pertenece a las industrias Home Staging, Design, Decorating u otras industrias hermanas, la Asociación Internacional de Home Staging Professionals® se ha expandido a América Latina y ahora está aceptando miembros para nuestro Capítulo IAHSP® Latinoamérica.
¡Vaya a https://pages.iahsp.com/iahsp-latin-america/ para obtener más información! Por favor, háganos saber cómo podemos ayudar a apoyar el crecimiento y la expansión de Home Staging en América Latina. Tenemos algunos excelentes profesionales de la industria que se han esforzado por ayudar a hacer crecer nuestro último capítulo mundial y esperamos verlo prosperar.
Para obtener más información, póngase en contacto con Jennie Norris en Jennie@iahsp.com o Kevin Htain en Kevin@iahsp.com.
The International Association of Home Staging Professionals® (IAHSP®) has approved the DGHR Home Staging Course.
We are pleased to include GERMANY in the growing list of countries who have submitted courses for review and approval by IAHSP®. Graduates of this course will be aligned with IAHSP® – the largest and oldest international Home Staging Association serving the Home Staging Industry.
The DGHR Home Staging Seminars are being taught over a period of 6 days in 3 parts and close with a written exam. The DGHR seminars are certified and approved by the German chamber of commerce (IHK Wiesbaden)
Are Real Estate Agents Allowed to Own a Home Staging Business?
by Jennie Norris, Chairwoman for The International Association of Home Staging Professionals® (IAHSP®)
The Home Staging Industry is growing and is the perfect partner with the Real Estate Industry! In fact, Home Staging is a REAL ESTATE TOOL – not decorating or design. Yes, there are crossover elements with our sister industries: Interior Design, Home Decorating, Professional Organizing and even Feng Shui. However, at its core, Home Staging is a Real Estate Service – because the goal of Staging is to help a property SELL at the best price and in the fastest time! Our sister industries have different goals – none of them focus on SELLING a HOUSE as the primary goal of their business.
Now – Real Estate Agents – can you own and operate a Home Staging Business? The answer is YES!
The industry is a free market industry. There are no rules from the REALTOR® side that say you cannot have a business in Home Staging, and don’t let anyone tell you differently. A Home Stager serves the real estate industry, so if you did decide to ADD Staging as a business option for your overall income, you would have two businesses – one where you work with Buyers and Sellers of properties, and the other where you help make those properties look great for photos, showings to help them sell faster and for the best price!
In FACT, the Home Staging industry was STARTED by a REALTOR® – who saw the need to help houses look better for Buyers. In 1972, the phrase, “Staging” was coined by Barb Schwarz, The Creator of Home Staging®. As a REALTOR® she knew houses would sell faster if Sellers were willing to do some basic things to prepare their houses for sale. The industry has evolved greatly since then, but its birth was rooted in Real Estate!
Your first step is to set up a professional Home Staging Business and to do that you need to understand HOW to make that happen.
First, get some education. Earn an approved Industry Accreditation or Designation. Go to www.iahsp.com to see the list of approved courses and make your determination about which one is best for you. Courses are comparably priced, and there are options for live, in person courses, live webinar courses, and self-paced courses. IAHSP®, the International Association of Home Staging Professionals®, has approved courses listed on their site. Our membership is comprised of industry professionals that have education in the industry, which sets us apart from other associations that do not have the same membership standards. INVEST in your education from the start so you do not struggle and guess at how to be successful.
A quality course will teach you the ins-and-outs of owning a business from marketing, pricing, strategic growth and what to do for various industry services from consultations, hands-on Staging, and vacant property staging. Staging is not just adding a few plants and towels to a property. It is a process and when done properly and professionally can be lucrative for a business owner who understands the potential from the start.
There are resources available to Home Staging Industry Professionals including rental resources, discounts on purchases from retailers and the ability to establish wholesale accounts. The Training Company you choose and the Home Staging Association you belong to should provide industry resources and discounts to you. Not all Home Stagers have huge warehouses and invest in inventory. There are many very successful Home Stagers that run businesses utilizing 3rd party industry resources for the furniture and décor needed to Stage properties. You can also focus on consultations and hands-on Stagings where you use the Seller’s things only – that is a large market segment and one that does not require acquisition of any inventory. Again, how you grow your business and the services you decide to provide are up to you.
HOW DO YOU MINIMIZE CONCERNS?
You would essentially be working with your colleagues/competitors. This can present a sticky situation if you are in an area where competition and possible distrust exists.
You bring up the concerns your potential clients will have about you being BOTH an active Real Estate Agent or REALTOR® and a Professional Home Stager – before they do.
- Will you steal my client? The trust factor with this relationship is key. Let your prospective colleague clients know that their clients will never know you are a REALTOR® when you are working with them in Stager mode.
- What if my client finds out you are a REALTOR®? You need to let your colleague client know that if their Seller figures out you are a REALTOR® and asks you to take on the listing, you will decline. That shows integrity.
- What about Leads? If a lead comes to you from the Staging work you did in the house, and the potential client does not have a listing agent selected, you will pass that lead on to the colleague client that brought you in as the Stager (or refer the lead at an agreed %). See, if you had not Staged that house for the listing agent colleague client, that person that needs a REALTOR® to sell their house would never have found you. That shows ultimate integrity.
Is it WISE to DIVERSIFY in Business? YES.
Depending on your market and your financial goals, having more than one income stream is wise. There are many agents that focus solely on Real Estate. Taught to put all their eggs in one basket, it is sink or swim for their success. There are also many that diversify and are licensed appraisers, lenders, title reps, business coaches, trainers – they have other sources of income outside the industry. It is your life and your financial goals are yours – and doing what is necessary to reach those goals is your decision. Home Staging provides you with another option for income. You do need to have an “eye” for placement, understand spatial arrangement, color, industry trends, so getting education is key.
BOTTOM LINE: If you want to have a Home Staging Business and you’re a REALTOR® you CAN do both. Depending on where your passion lies, you will most likely end up gravitating towards one as your primary business. As the saying goes, “Do what you love and you will never WORK a day in your life!”
The Early Bird pricing for the 2018 IAHSP Conference & EXPO Oct 18-20th ENDS March 15th! Don’t wait to secure your spot at the Home Staging Industry’s hottest event of 2018! We have the Property Brothers – Drew & Jonathan Scott – coming to share with all of our attendees and will be doing a Meet N Greet and Book Signing with ALL ATTENDEES!
Pay 50% now and 50% later to secure your spot!* Don’t miss out! There are a few VIP Seats still available – and then we will be offering PREFERRED SEATING to the next slate of registrants! ALL Attendees receive their IAHSP-LHS – Luxury Home Staging Designation INCLUDED in their ticket price!
There is SO MUCH OFFERED at this event – Over 25 companies displaying their services and products that want to meet YOU! Over 18 TOP LEVEL SPEAKERS coming to share their expertise with YOU! And hundreds of industry colleagues coming together from around the world!
It is your GETAWAY with a TAKEAWAY! Find out more at www.iahspconexpo.com.
*VIP and Preferred Seating spots will not be confirmed until your ticket is paid in full.
Join us for our next episode of the Home Staging Talk Show LIVE! Brought to you by IAHSP – the International Association of Home Staging Professionals! Want to sponsor this show? Email firstname.lastname@example.org to find out how you can be part of the viral exposure and growth!