Home staging expert Debra Gould explains to home stagers the benefits of focusing their efforts on a particular target market.
Home Stagers Advised to Establish Niche Market
(UNITED STATES) January 4, 2012 – Home stagers who live in competitive markets should consider carving out a niche as an effective way of boosting their businesses and differentiating from their competitors. Debra Gould, The Staging Diva, offers this advice to readers of her blog, the Home Staging Business Report.
“With the appropriate target audience, a specialty product or service will always sell better than a general one,” Gould explains. “If you as a home stager were searching for an accountant and came across someone who specialized in preparing books and tax returns for small business owners, wouldn’t you choose that accountant over one who catered to large companies?”
According to Gould, who founded the Staging Diva Home Staging Business Training Program, there are many specialties for home stagers to explore. Gould believes that when home stagers market themselves the right way to the right niche, they can boost their income by becoming the go-to professionals for their specialty services.
“When you set yourself up as an expert by choosing a specialty, referrals naturally come your way and your business thrives,” says Gould.
There are other benefits to specializing as well: “By consciously choosing your niche, you are in a better position to build the kind of business you’ll be happy with,” says Gould, “As someone who has personally walked away from a successful business because the money wasn’t enough to keep me happy, I can assure you that thinking about the types of customers you want to deal with and the kind of work you want to do is really important.”
Some home stagers specialize in vacant homes while others focus on owner-occupied houses. There are several important factors to evaluate when making this decision; for example, home stagers will need to consider whether they have access to quality furniture rentals in their market, and if not, whether they are able to invest in their own home staging inventory.
“Home stagers can also specialize in helping elderly homeowners who are downsizing or moving to a nursing home,” Gould suggests.
Gould emphasizes the importance of identifying all the decision makers in a particular sale. In the example above, the clients would not only be the actual home sellers (or their agents), but also their baby boomer children. While the baby boomer “kids” might be reached with online marketing, the aged home sellers might be easier to target by speaking at “golden age” type events.
Home stagers can learn very specific niche marketing strategies in Gould’s monthly Staging Diva Dialog calls where she covers advanced marketing techniques and takes questions from the audience. For more marketing information, home stagers are encouraged to enroll in Course 4 of the Staging Diva Training Program, Staging Diva Sales & Marketing Secrets to Boost Your Home Staging Business.
About Staging Diva
The creator of the Staging Diva Home Staging Business Training Program, Debra Gould has staged millions of dollars worth of real estate, including seven of her own homes. She is the president of home staging firm SixElements.com and has trained over 4000 home stagers to start and grow their own businesses.
Debra has gained international recognition through features in major media in the US and Canada including: This Old House, HGTV, CNN Money, CBC National News, CBS Radio, Global TV, City TV, The Wall Street Journal, Women’s Day, Reader’s Digest and more.