Home staging expert, Debra Gould, discusses why home stagers should not market their businesses based on having the lowest price services.
It can’t be all about price when marketing a home staging business
Price is of course a factor in any buying decision, but as a business owner, you want the cost of your services to be close to the bottom of the list of your prospective client’s considerations. It’s much better to attract clients who are looking for quality services, customer care and value, then just the lowest price.
The Staging Diva, Debra Gould, has always been one of the most expensive home stagers in her city and she’s never made any apologies about it. Gould says, “From the day I first started my business, the way I saw it, and still do, was that it’s fine if everyone else wants to give their time away for basically nothing. It doesn’t mean I have to do the same thing.”
Instead of trying to compete on price, which is a big mistake for almost any entrepreneur, Gould put her energy into becoming the expert home stager in her market. “I’ve always wanted home staging clients who understand and appreciate the value of home staging and how much difference it can make in the selling price of their home, not to mention how fast it sells,” states Gould. “I was surrounded by stagers who would go to homes for free to do consultations and I advised potential clients that I was too busy with paying clients to run around for free.” She told potential clients “if you’re looking for the cheapest home stager, then I can’t help you. But if you want quality advice then you’ve come to the right place.”
If you promote your services as being cheap, you’ll attract penny-pinching clients who don’t value what you have to offer.
People who only care about price will argue every step of the way about any recommendation you might make that might cost extra. You’ll get the people who haven’t spent money maintaining their homes over the years and will balk at repainting over their 1965 decor. You’ll get people who say, “why should I replace that rusted out mailbox or the cracked front window, the new owners can worry about it.”
If you’ve gone into the home staging business because you’re a creative person, this sort of client will completely stifle your creativity and suck all the joy out of giving advice and envisioning the potential of a property. You’ll also have to worry more about bounced checks and chasing your money.
The Staging Diva, who has trained more than 4000 people around the world to become home stagers says, “Marketing is more than telling people what you charge for your services. You have to position yourself, properly explain the benefits of your services in a way that is meaningful to the potential customer, learn how to convey the right image and relate to people in a way that makes them want to work with you. You really should have a prospect sold on you long before you start talking price. They should want you bad enough that your rate is not an issue.”
About the author
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 thousands of home stagers to start and grow their own businesses. Gould created the Staging Diva Directory of Home Stagers to help home sellers and real estate agents locate staging services in their area.