Home staging, because it’s tied to real estate, is a seasonal business. If you’ve been doing your marketing the way I advise in “Staging Diva Sales & Marketing Secrets to Boost your Home Staging Business“, you should get lots of calls from prospective clients now heading into the fall real estate market.
In most major centers, people want to get their homes on the market right after Labor Day. So, you should be getting calls now (and over the last 10 days or so) and stay busy through the end of September.
I’m already booked up with as many projects as I can handle for the next 4 weeks and I’ve turned away several because I didn’t have anyone to refer them to [hint: Graduates in Toronto, if you haven’t let me know you’re in business and got your portfolio together, you’re missing valuable referral projects!].
October brings new flood of calls from desperate homeowners
There’s always another wave of new project activity around the end of October as the people who haven’t sold yet (because they didn’t have their homes staged in the first place) start to get nervous. They realize that by the end of November their chance to sell before spring will be all but gone.
While this group may not have been open to spending money on the home they’re selling at the beginning of the season, by end of October they realize they have no choice. Especially since their agent would be asking at that point to cut their price dramatically.
Staging is far cheaper than price reductions which even on a very modest listing start at about $5,000. I had one client last spring whose agent wanted him to drop his price $50,000 from the $949,900 list price. When you’re up at that price and not selling you need a bigger drop to get some action. For the agent, that would have been only about $750 out of her pocket. For the client, however, that’s a loss of $47,000! John called me instead and spent about $1000 and got 98% of his original asking price. Honestly, why wouldn’t everyone stage their house with those sorts of numbers?!
If you’re a home stager, “spring” starts end of January/early February
The biggest season for home staging is of course spring, which starts in Februrary (it may look like the middle of winter where you are, but the spring real estate season will already be underway). Your marketing efforts should be in full swing by late January to keep you busy right up through end of April.
Then you’ll see that second spring surge in demand for home staging at the end of June from the desperate homeowners that didn’t sell in the spring market. Again, their agents are pushing for price cuts and they’re realizing if they don’t sell fast they can’t move before the kids start school in the fall.
All of this presumes you live in a major urban center in North America. If you live in a market that appeals to people buying vacation homes, the pattern will be different of course with the peak selling time being in the summer or winter ski season (depending on the destination).
And if you lived in Australia as some of my Staging Diva Students students do, the seasons would also be reversed.
So, my challenge to all home stagers reading this is… get out there and let homeowners and agents know you’re there. This is the second biggest season of the whole year and while you might be clinging to summer pleasures or worrying about your kids starting school, you’re also an entrepreneur, in charge of building your business! Here’s an easy way you can start to build an immediate profile and it’s FREE!
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