Home stagers who take the Staging Diva Home Staging Business Training Program know that I emphasize using staging stories to pull your audience in rather than throwing a bunch of home staging statistics at them.
Please know that when I say “stories” I’m not suggesting making anything up. What I am saying is, use real life examples of what home staging has done for real home sellers who have had trouble preparing or selling their home on the real estate market.
While it’s fine to quote studies that say that the average staged homes sells X number of days faster or for X number of dollars more, it’s hard for the listener to put their own situation into the numbers.
If on the other hand, you share a meaningful staging success story, especially if it’s one that relates to their situation, they will connect with the power of what you do.
Here’s a great example of what I mean. It’s an ad for Google, but watch the unique way they had of sharing what their search engine can do.
If you’ve just watched the clip, notice how you feel right now. Realize this could have been an ad where Google told you how they dominate the search market, how many seconds it takes to get a result after typing your query into the search box, etc.
But would that have had the same effect?
Would you remember the statistics an hour from now, or would you remember the story? What about later when you’re trying to decide which search engine to use?
I’ve written almost 100 home staging success stories that prove home staging works. I know these will help you build a case for home staging with your potential clients. They’ll find real life examples that mirror their own situation more memorable than a bunch of home staging statistics. Plus, they’ll help you build a connection with your potential clients.
Home stagers, I’d love you to share your comments about this topic. And please share examples of how you’ve successfully used home staging statistics or staging success stories in your marketing, and whether they helped you connect with your potential clients.
Debra Gould, The Staging Diva®
President, Six Elements Home Staging
Debra Gould has an MBA in Marketing and has been writing about the subject since the 1980s when she was a regular contributor to Profit Magazine. She has been running her own home staging company, Six Elements Inc., since 2002 and knows first-hand how to make money as a home stager. She developed the Staging Diva Home Staging Business Training Program to teach others how to earn a living doing something they love.