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Courses Guides Directory Reviews Blog
Issue 87: January 2014
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On stage this month

To Set the Stage

Backstage with Debra

Paint Colors for Every Mood

Home Staging Worth $40,000
Christina Reynolds

Staging Success Spotlight
Heather Cook, Alana Merritt, Imogen Brown

Save the Dates
5 Simple Secrets to a Home Staging Business, and Staging Diva Dialog

Hats Off to 5 Home Stagers
Dolly Dewald, Cheyrl Ward, Jodi Whalen, Suzanne Otto and Darlene Parris

staging diva store

Did You Know?

All Staging Diva Graduates receive free artwork for their marketing and websites. This is one example:

Staging Diva Graduate Badge

Unlike most staging courses, Staging Diva Graduates DO NOT have to pay an ongoing fee to be a Graduate in good standing.

To Set the Stage

"Isn't it sad that we spend two weeks avoiding the stuff we have to do 52 weeks a year? Instead of wondering when your next vacation is, maybe you ought to set up a life you don't need to escape from." - Seth Godin, from the book Tribes

Backstage with Debra

It was a dramatic Christmas holiday after a tree crashed into my roof during an ice storm. Fortunately, it didn't cave in because I was sleeping right under where it fell.

I appreciated that the debris was cleared on New Year's Eve day so I didn't have to start 2014 with "dead wood" from last year. It was the perfect metaphor as I look forward to what lies ahead.

One of my favorite activities at the start of January is staring a new DayTimer. Yes, I book all my appointments and plan my life the old fashioned way, on paper. I find it so much easier to flip open my book and see my week at a glance rather than scrolling through screens on a tiny electronic device. What do you do?

In this month's newsletter you'll: discover paint colors for every room and how long it takes me to choose colors; discover why home staging can be worth $40,000; find out which Staging Diva Grads are tops in North America; and more.

I hope you've taken some time to think about how you'd like your business and life to look a year from now. What would make you happy? What would "success" look like for you?

You are the star of your own life and you get to start a blank page whenever you like and write your "script" for how you want it to go. So if some of your New Year's resolutions have already fallen off the rails, don't worry. You can start getting back on track today.

Wishing you every success in 2014!


Debra Gould, The Staging Diva®
President, Voice of Possibility™ Group Inc.

Paint Colors for Every Mood

I have a confession to make. Although I can choose colors for an entire client's home within 30 minutes to 2 hours, I can spend 6 hours agonizing over what color to paint my own master bedroom.

Perhaps that's not the best public admission from the author of the Ultimate Color Guide, but there it is.

So if you've been worried that it takes you too long to choose your own paint colors to ever be able to do it for your clients, stop telling yourself that story. One thing has little to do with the other.

Developing a paint color palette is one of my favorite things to do for my home staging and redesign clients. After all, paint is the absolute fastest and least expensive way to transform any space.

In this article, I share 8 color moods for decorating and home staging.

home staging color

Home Staging Worth $40,000

It's a real shame that more real estate agents don't tell their clients about the high cost of trying to sell a vacant home. Instead of suggesting a price drop, they'd be acting far more in their client's best interest if they recommended home staging.

For proof this works, check out the results achieved by Staging Diva Grad Christina Reynolds of Enviable Abode in Katy, TX.

She staged this vacant home that had been on the market for more than 6 months. It's worth considering how stressful this was to the home sellers, along with the carrying costs they incurred during that period.

Prior to staging, their best offer was $30,000 below the asking price.

living room home staging

living room home staging

After Christina's home staging, the home sold within 2 weeks, and for $10,000 over their asking price. That's a $40,000 difference and far less than the cost of staging this home.

This is but one example of the power of staging and why you should talk about your services as an "investment" rather than a "cost" to your clients.

About her training, Christina writes, "After taking the Staging Diva Program I was more confident about how to price my services and how to approach being a business owner. I'm finally doing what I love."

> Read more proof home staging works.

> Read how home stagers can take back their power in real estate.

Living room photos provided by Christina Reynolds. Learn how to have your project featured.

Kick your staging business into high gear for 2014 with the success formula I taught Christina, through these products:

marketing for home stagers

Staging Success Spotlight

Top Stagers in North America

Congratulations to Staging Diva Graduates Heather Cook and Alana Merritt, of Rooms In Bloom (ON) on being selected as one of the Top 5 Professional Home Staging Teams in North America for 2014. They were previously selected Home Stager of the Year for Canada in 2011.

About her Staging Diva Training, Heather says:

rooms in bloom partners

"We had been in business almost a year before taking your program and we weren't disappointed. Our business has gone from 'nothing' to being called consistently by clients and realtors in our area. Both my partner and I appreciate your honesty and admire your style! I like that you approach home staging as a business and not as a cute women's hobby."

"Staging Diva is much more realistic, logical and helps prepare people for the realities of running their own business— while making it very specifically about staging."

> Read additional reviews from Staging Diva Students.

home stager Australia

Congratulations to Staging Diva Graduate Imogen Brown of Home Staging Brisbane (AU) who staged a home that had been on the market for 5 years. Sadly, 3 different real estate agents said that nothing needed to be done. Taking matters into their own hands, the home sellers contacted Imogen who repainted, replaced the carpet, and used rental furniture to fill in the gaps. After her transformation, the house sold.

Isn't it crazy that most home staging courses teach their students to chase real estate agents for all their business?

The real money in home staging is with home sellers who stand to make the giant returns on what we do. You'll learn a different business model in the Staging Diva Home Staging Business Training Program that will teach you how to effectively market to the right audiences.

Save These Dates and Be Ready for 2014

Times indicated are eastern (NY time). Please adjust for your time zone.

5 simple secretes to making money in home staging

January 8 (8 PM)
5 Simple Secrets to a Home Staging Business: How to Make Money Doing What You Love

(Free Live Teleseminar + Recording)

You'll learn how to avoid following the faulty business formula that most home stagers fall into.

"Your 5 secrets conference call was amazing. I devoured every word and look forward to living my dream with your expert help and teachings." Alfredia Jackson, aspiring stager

> Sign up here F'REE if you've never taken Staging Diva courses (otherwise you already know these 5 secrets!)

Staging Diva Dialog

January 16 (7pm)
Staging Diva Dialog Coaching Call

For beginner and established home stagers. You don't need to be our student.

Ask me questions and get semi-private coaching in a small group for only $47.

You're guaranteed to make $500 when you implement the ideas from our conversation.

"I just listened to this month's Staging Diva Dialog and got 2 great ideas, one of which I wish I had a few weeks ago. Now I know for next time!" Donna Dazzo, Designed To Appeal

"Speaking with other stagers exposed me to topics that I had not yet even considered. Can't wait until next month's call." Darby Dwyer, Queen Bee Staging Company

> Join us this month + get the recording too

Hats Off To 5 Home Stagers

Join me this month in congratulating these 5 seasoned home stagers in reaching significant milestones in their businesses and welcoming them back for another year in the Staging Diva Directory of Home Stagers. Check out their profiles and get inspired.

home stager new york
Year 6!
Jodi Whalen, NJ
Pear Tree Home Designs, LLC
home stager nebraska
Year 6!
Dolly DeWald, NE
D3 Dolly DeWald Designs
home stagerYear 5!
Cheryl Ward, ON
Ivy Home Staging

home stager californiaYear 2!
Darlene Parris, CA
Upstaged! by Darlene Parris

home stager PennsylvaniaYear 2!
Suzanne Otto, PA
Six Twenty Designs, LLC

Get Your Own Custom Brochure and Free Project Referrals

When you're a member of the Staging Diva Directory of Home Stagers, you don't even have to build your own website to promote your business. You'll make it easy for potential clients to find you online within 7 days of submitting your materials to us.

You also get free project referrals for any home staging projects we get in your area.

Plus, with a Profile listing, I'll custom design a brochure for you at no charge.

brochure sample front brochure sample back

Sample front & back of custom brochure

Here's what Jennifer Farnham says about hers, "Many thanks for providing the brochure as part of the directory listing. I'll be using it in an upcoming silent auction to promote my business. Thanks again for all your help in this new chapter of my life. You provide much more than straight business advice. Your emotional and psychological support is just as important, if not more!"

Learn how you can have a successful staging business like Jennifer and the other members of the Staging Diva Inner Circle.

About Staging Diva

Debra Gould has been a serial entrepreneur since 1989. She is president of Voice of Possibility Group Inc. with a mission of helping entrepreneurs create their ideal businesses and lifestyles.

An internationally recognized home staging expert, Debra created the Staging Diva Home Staging Business Training Program with 8,000 students in the U.S., Canada and 20 other countries. She is the author of 5 guides, offers a Directory of Home Stagers to help home sellers and agents locate stagers in their area and is frequently profiled in the media.

Direct inquiries to:

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