Staging Diva Debra Gould explains why marketing with home staging postcards is a waste of time and money.
(UNITED STATES) May 14, 2012 – According to Staging Diva Debra Gould, home stagers must be very careful about how they spend their limited marketing funds. On the Home Staging Business Report blog, Gould discusses the effectiveness of marketing with home staging postcards.
To her readers Gould writes, “Hopefully you haven’t already gone out and spent lots of money printing fancy color postcards to deliver door-to-door because these are largely a waste of money and here’s why: Your home staging marketing postcards are arriving in the middle of a bunch of bills and other mail. Most people stand over the garbage or recycling box as they go through the stack. While your postcard is beautiful to you, it’s pretty much junk mail to more than 99% of the people who will receive it.”
Gould maintains that even if some of the recipients notice the postcards, most people will not have a need for home staging services since only 10% of the population is moving at any given time. For those who are moving, a number of them will have never heard of home staging or will not understand the need for it.
“Door-to-door flyers typically go to thousands of homes because direct mail gets less than one tenth of one percent response rate when you’re doing well,” remarks Gould. “In other words, with a distribution quantity of 250, an effective postcard would only generate 25% of a single person, in other words, no one! So if you’ve already made the mistake of printing 250 postcards and delivering them door-to-door, if you get a single phone call from it, consider it a ‘huge success’ because it would be 400% more successful than one would expect.”
For home stagers who may have already printed postcards but have not mailed them yet, Gould recommends saving them to hand out at targeted events—or only mailing them to people who have expressed an interest.
Founder of the Staging Diva Home Staging Business Training Program, Gould has been a marketer since the early 1980s and an entrepreneur for over 22 years. Home stagers can learn effective home staging marketing strategies in Course 4: Staging Diva Sales & Marketing Secrets to Boost Your Home Staging Business.
The creator of the Staging Diva Home Staging Business Training Program, Debra Gould has staged millions of dollars’ worth of real estate, including 7 of her own homes. She is the president of Voice of Possibility Group Inc., which operates a home staging division, SixElements.com, in addition to StagingDiva.com, which has trained over 7,000 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.
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